'11I1IF.,,, 2 5 , AY 11,.-.;1.942- J The Weekly Radio has been called upon to fulfill a destiny that it has prepared for through years of peacetime service. American radio has taken on a vital job. With transmitters throughout the nation reach- ing to crowded cities and remotest farms -wherever there are people- Americans are informed ... on the instant ... of the victory effort. Radio, the free American way, in war as in peace, is doing its job well: A vital job of linking a determined nation in an united ef- fort. On the eve of the 20th annual con- vention of the National Association of Broadcasters, Station WLS salutes its fellow stations throughout the na- tion, proud of our affiliation with them in a common purpose - Victory, final and complete. 890 KILOCYCLES 50,000 WATT S B L U E N E T W O R K REPRESENTED BY V BuaamcEL).BCTLGt President JOHN BLAIR & COMPANY GLENN SNYDER CHICAGO Manager AFFILIATED WITH KOY, PHOENIX, AND THE ARIZONA NETWORK -KOY PHOENIX *, KTUC TUCSON * KSUN BISBEE -LOWELL I INDUSTRY LEADERS SURVEY THE WAR OUTLOOK FOP. í ;F9,Di ^v NAB CONVENTION ISSUE More than 100 types of tubes for use in Commercial Broadcasting, Point to Point Communication, Ultra High Frequency Transmission, Elec- tro Medical Apparatus, High Voltage Rectification and many Industrial Applications. .,, -- No this is aWA R. - "A TOTAL WAR! A war in which the fighting man DEPENDS upon radio for his information, his orders and his very life. "And that odd -shaped bottle is an ultra -high frequency, high -power, air -cooled transmit- ting tube. Thousands of these, as well as other AMPEREX types, are in 'front line' service. "Folks back home subordinate their civilian requirements to such military needs. It's an 'all - out' war calling for sacrifices from all of the people." AMPEREX ELECTRONIC PRODUCTS 79 WASHINGTON STREET BROOKLYN, NEW YORK Get 4113 in Hartford There's no need to settle for one loaf in Effective Buying Income in 48 states. Hartford, when your appropriation can Write Wm. Malo, Commercial Manager, afford three! Get WDRC's bountiful com- for the facts and figures. bination of coverage, programs and rate BASIC CUS HARTFORD -and do the big job called for in this important market. WDRC's Primary Area is Connecticut's 1st Market -more DRC CONNECTICUT'S PIONEER BROADCASTE than a million people with the highest Published every Monday, 53rd issue (Year Book Number) published in February by BROADCASTING PUBLICATIONS. INC., 870 National Press Building, Washington, D. C. Entered s second class matter March 14, 1933. at the Post Office at Washington, D. C., under act of March 3, 1879. Praise from Pasadena BROADCASTI NG The Weekly %/Newsmagazine of Radio Broadcast Advertising VOL. 22 NO. 19 MAY 11, 1942 CONTENTS 1,100 in Cleveland for War Convention 15 ASCAP To Announce Program Service 18 Tube Pool to Offset Shortage Considered 19 Educators Study Propaganda, List Awards 20 WPB Power Ration Affects Radio 21 Vinylite Uncertainty Disturbs Industry 23 House Probe Shows Need of Policy 24 Sales for you right here... Symposium of Key Industry Figures _ 26-32 RCA Prepared to Sell Blue, Sarnoff _ 34 Rush Analyzes FCC Monopoly Inquiry 36 When In Doubt, Ask Censor 46 ARKANSAS Wartime Directory of the Federal Government [Index, page 21] 48 -62 The Literature That Radio Produces 65 Census of Radio Homes: Montana, Idaho 76 Ten Years Ago This Month _ 86 TUAS New 50 kw. KXEL Starts June 15 102 NAB To Consider Foreign Tongues _ 112 Free & Peters Celebrates First Decade 122 Peabody Board States Position _ 123 V`YL Daytime Coverage Atlantic Coast Network Formed by Bulova _ 138 P7!n;a.RY and SECONDARY War Information Merger Studied _ 138 DEPARTMENTS You get both with: Agencies 96 Merchandising 89 Agency Appointments __ 94 Network Accounts 136 Behind the Mike 74 Personal Notes 73 Buyers of Time 119 Purely Programs 108 Classified Advertisements 137 Radio Advertisers 102 Control Room 104 Station Accounts 100 Editorials 72 Studio Notes 111 FCC Actions 136 We Pay Respects 73 Meet the Ladies . _ 98 Hix Cartoon _ 138 Subscription $5.00 a Year Canadian and Foreign, $6.00 Published every Monday, 53rd issue (Yearbook Nurnberg Published in February 50,000 watts - - clear channel It's interesting to know that your Deep South programs over this 50,000 -watt, clear-channel station will be Get better results in the big farm heard and appreciated in the depths of the Canadian markets (without being soaked) by wilds and by long -distance fans everywhere. using KFAB. Farm listeners like KFAB. It's "their" station. You can But it's far more important to realize that through "clean up" on Monday or any other WWL you dominate New Orleans and a big slice of the day. You need KFAB for thoroughly bright, sparkling sales throughout prosperous Deep South. Nebraska and her neighboring states. The greatest selling POWER in the South's greatest city DON SEARLE -Gen'I Mgr. Ed Petry & Co., Nat'l Rep. L I N C O L N CBS Affiliate-Nat'l. Representatives, The Katz Agency, Inc. Page 4 May 11, 1942 BROADCASTING Broadcast Advertising . .. rni.gam =.... .... u.... 1111111 MID ..-.Kozammimmognme NEMINIIIMENIMMINIMmusgm 1u . .... 111..... III ESTATE . ..Y BLACK DIRT AND BEETHOVEN SHOULD you happen in Frank Jenkins' Enthusiastic and loyal, he and his family home anytime soon you'll probably be im- are the most consistent and avid radio list- pressed with a Louis XIV chair, a library eners of any single group in the United including the works of Shakespeare and States. They respond quicker and in great- a period cabinet modern radio. Frank, er numbers to advertisers' messages than lean and bronzed, will prove a delightful any other radio class (witness, for example, conversationalist, discussing with equal the 60,000 letters that poured into WSM ease, Socrates and Schopenhauer or black week after week in response to one farm dirt and Beethoven. show ... the "Grand Ole Opry.") No, Frank Jones is no college professor, no This unswerving faith has played such an industrialist, or man of the arts. Frank is important part in the success of Radio that one of the six million farmers who have advertisers competing for their share of the been educated, entertained, and enriched farmers' $10,352,000,000.00 spendable in- through the speakers of their 9,470,900 radio come rarely ask: "What medium?" Rather sets. ... "What station?" Yes, the old adage is true. A part of the great Fifth Es- "Radio has meant a lot to the tate, WSM, whose coverage farmer." But there is another is half urban and half rural, is side to the story. grateful to the American farmer for his zealous loyalty "The farmer has meant a lot to WSM and WSM advertised to Radio." products. HARRY L. STONE, Gen'I. Mgr. NASHVILLE, TENNESSEE OWNED AND OPERATED BY THE NATIONAL LIFE AND ACCIDENT INSURANCE COMPANY, INC. NATIONAL REPRESENTATIVES, EDWARD PETRY & CO., INC. BROADCASTING Broadcast Advertising May 11, 1942 Page 5 / Now CBS wins awards for icing. ton -WE'RE used to getting scrolls and medals for our programs - that's our regular business. But here we are getting awards for promotion and publicity support we give our clients' programs! In Billboard's Annual Radio Exploitation Sur- vey, CBS was first among all networks - and CBS was first again in the Billboard Publicity Survey. What Billboard calls exploitation, however, we call program promotion -a carefully planned campaign to stimulate local interest in sponsored programs. It's part of the service that CBS sta- tions voluntarily give to clients - something not called for in contracts - just icing on the cake. All of which indicates that there's much more to our network than studios,"mikes" and antennae ... that our clients get much more than time. Moreover, four individual Billboard awards were made to CBS stations: WEM, Boston, first place among regional stations for program exploitation; second place to KLZ, Denver. KNX, Los Angeles, first place for outstanding exploita. tion idea of the year. WBIG, Greensboro, N. C., first place for outstanding exploitation in the line of civil service. r01111111lia n11;1111TSfilld; 7 how to start an unvicious cycle Cf) otniVOle The path of the pioneer is fraught with peril but the reward for success is high. On December 1, 1941, WMCA began to broadcast hourly news bulletins from The New York Times. We felt it was a sound decision: The listener could easily remember the time (every hour on the hour), the news source was of the highest integrity and the station could be quickly located (first on your dial ). WMCA's pioneering has been richly repaid. Two separate surveys made in March 1942 by Crossley and Fact Finders reveal almost identical results: 351,360 different homes listen to New York Times news bulletins on WMCA every day. More people are listening to WMCA and more advertisers are spending more money because more listeners are buying more of their products. That's what we term an unvicious cycle and that's why WMCA, today, is the number one station for any New York spot schedule. ;America's leading independent station WMCA New York First on your dial.., now first for news Western Representative: Virgil Reiter & Co., Chicago N, Who else could tell so DO SHOULD ,EVERYONE JOB BEttER' HIS THA,.r:; SAVINGS f0.STER S. EVER BOOR e- "BUS p¡APS NO BONDS. .,. //I\ ø'UE$O muchI -so fast? EN NEEDS CKAGES ,tiHE NAVY GASOLINE- ,,,'. BETWEEN THE NOME "CARRY OERVE tRES OIL: t f \ A NG CC America is depending on its Broadcasting System -and on even greater pride in its present job of producing vast quan- you men of radio who direct this tremendous power -to tities of communication equipment for the United Nations.