Broadcasting (Oct 1931-Dec 1932)

Tieup for Good Will Found Effective (Continued from page 11) program sponsor, to say nothing of the important interest created in the mind of the merchant himself. This new method of constructing continuities has seemed to be of considerable interest to people engaged in advertising and radio work generally. We have heard many comments about its being courageous and sensational and all that. Neither before the step was taken nor since have we considered it to be anything except the normal thing to do. It was normal for the present time; I don't know that it would have been especially beneficial two years ago. Perhaps it would not be the right procedure for every product, but it was the right thing for the product of the National Sugar Refining Company of New Jersey at this particular time. Every radio campaign naturally has to be measured in the terms of the desired result. In the case of Jack Frost Sugar, radio is but an approximately 30 per cent portion of the advertising appropriation. I would not give a nickel for an advertising campaign which lacked newspaper support. In this particular case of Jack Frost, I feel so strongly on this, that we spend more than twice as much in newspaper advertising as we do on the radio. Furthermore, we do not believe we would be spending half as much in the newspapers as we presently are, if we were not on the radio. That is why it galls me sometimes to hear newspaper solicitors say that radio is taking money out of their pockets. That is certainly not the fact in connection with Jack Frost, and I doubt whether it is in the case of any large advertisers. RADIO HELPS NEWSPAPERS THERE probably are exceptions to all general statements, but I do not believe there exist many cases where radio has been hurtful to newspaper revenues. I believe that if the information could be secured; that is, if advertisers by and large were willing to tell, it would be found that radio has increased newspaper revenues as well as circulation. I heard one time of a New York retailer who found radio such a productive investment that he greatly increased his newspaper advertising so that his competitors would not find it out. However, we are not dealing in cynical instances, but I do not believe newspapers have any need to worry about radio. Both newspaper and radio advertising are extremely valuable, and, anyhow, most commercial radio programs are sponsored by successful businesses, and busi nesses do not remain successful by indulging notions. Whatever they do in an advertising way has to prove resultful over any reasonable period of time, and I cannot imagine any advertisers chiselling such a fundamental as newspapers. The real fact is, as most advertisers and advertising men have found out by experience, that newspaper campaigns and radio campaigns bear a complementary relation to each other. The proportion of advertising, one to the other, that this relationship must bear, must be determined separately in each case. As I have stated, in the instance of the Jack Frost Sugars, the proportion is roughly two to one; that is two-thirds newspaper advertising and onethird radio. This has been extremely resultful for our client. We have only good words to speak both for newspaper advertising and radio advertising, and there is no reason why they should quarrel with each other. They can help each other a lot and will be well-advised to do so. New Program Papers TWO more radio program publications have made their appearance on the Pacific coast, where such periodicals are reported to be almost as numerous as stations. One is the "Radio Flash," sold as a 5cent weekly in Hollywood, and the other is the "Radiogram Weekly," which sells for 10 cents in Los Angeles. In the meantime, both the "Northwest Radio Weekly" of Seattle and "The Microphone" of Vancouver have been discontinued. PROMINENT dentists are appearing before the microphone of WBBM, Chicago, this month in a sustaining series known as the "Radio Dental Clinic." THE BUREAU of Broadcasting, Inc., Chicago, has appointed Carlyle Emery manager of its St. Louis office. Mr. Emery formerly was president of the Emery Advertising Co., St. Louis. KELW Los Angeles "The West's Most Popular Station" — 780 Kilocycles— Featuring National and Local Advertisers Ifl^T W Pleases Their Audiences iVIiL TT As Well As Their Sponsors Bob Kaufman, Mgr. Owned and Operated by MAGNOLIA PARK, LTD. Homespun Humor Wins Popular Vote OF THE four types of programs with which Montgomery Ward & Company experimented in test programs on an NBC coast-tocoast network last summer, the "Beautiful Thoughts" program, embracing old vocal and instrumental favorites, poems and hymns, led in the popular vote of the radio audience practically from the start, according to F. W. Jameson, the company's public relations director. The other programs consisted of orchestral music, domestic sketches, and minstrelsy. More than 50,000 letters of 200 words were received. The $1,000 grand prize went to Mrs. Florence Draper, of Claremont, Cal., and 592 other cash prizes were awarded. The preponderance of preferences expressed for the homespun type of entertainment is construed by Mr. Jameson to indicate that the economic depression has made the pub. lie more serious minded, stimulat * ing a desire for more inspirational programs. The song and sentiment feature was concluded each day with a "prayer for today," and that feature will be continued throughout the rest of the year. The J. Walter Thompason Company agency, a Chicago research agency, conducting a survey in 150 key centers, recently found that "plain, old-time homespun humor of the real country folks is as popular with Americans over the radio today as it has always been in the theatre." The survey was conducted to determine the popularity of "The Stebbins Boys," a sketch featuring rural types. The "Stebbins Boys" is sponsored by Swift & Co., packers, over an NBCWEAF network. College Has Radio Class THE first credit college course on radio broadcasting is now being conducted at the College of the City of New York by Dr. Frank A. Arnold, director of development of the NBC. Starting on Sept. 28, the course consists of two-hour lectures each Monday evening for 14 weeks, covering the technique of history, and the development of broadcasting. Forty-five minutes of each lecture are devoted to questions and answers and informal discussions. Students not regularly enrolled in City College pay a $12.50 registration fee to attend the lectures. Two full college credits are given regular students. World Bridge Game ELY CULBERTSON, the bridge expert, has announced in New York City that an international radio network will be linked on Jan. 20, 1932, for a tournament of bridge experts of many countries in order to give the public an opportunity to gauge the merits of his "approach forcing" system as against the "official system." WMT The Voice of Iowa Northeast Iowa's Dependable Station The Waterloo Broadcasting Co. WATERLOO, IOWA Page 34 BROADCASTING • October 15, 1931