Broadcasting (Oct 1931-Dec 1932)

Broadcasters Unite to Strengthen Position (Continued from page 8) Following the report by Mr. Carpenter, merchandising surveys and methods of individual stations were discussed. J. Leslie Fox, KFH, Wichita, told how he had developed a system to make merchandising surveys among jobbers and retailers to determine how particular products are moving before beginning a radio campaign, during the campaign and at its conclusion. Edgar L. Bill, WMBD, Peoria, 111., suggested that the association consider an exhibit by individual stations at ensuing conventions showing the sales advantages of various merchandising methods, and making for an exchange of ideas. The question of primary coverage of a station was raised by R. V. 0. Swartwout, WCAO, Baltimore, who inquired how this was to be determined. The chair called upon Prof. C. M. Jansky, Jr., consulting engineer, who outlined for the convention's benefit his method of obtaining and defining both primary and secondary coverage through individual field observations. Merchandising Discussed : ON MOTION of Charles F. Phillips, WFBL, Syracuse, N. Y., further general discussion of merchandising was precipitated. Donald D. Davis, WHB, Kansas City, related the success he had experienced in conducting a regular full dress program of radio artists in a hotel, with program sponsors given tickets for distribution to the public. Listeners flock to the stores for the tickets, he said, and the sponsor is aware of the pull of his program. Distribution of station logs among sponsors was said by Leroy Mark, WOL, Washington, to have proved eminently successful in showing listener response. The success attained by KWK, St. Louis, in its Time-Teller program was recounted by Thomas Patrick Convey. More than 100,000 calls are being handled a week, he declared, with a number of telephone operators on duty at all times. Dr. Elliott on Ethics : PRESENTING the report of the Ethics Committee, Dr. Frank W. Elliott, Davenport, la., said it was evident that commercial practices and the rush to get business breaks down some of those fundamental concepts known as ethics. He emphasized the need for careful scrutiny of programs and avoidance of practices which would react to the detriment of the industry. Declaring that unethical practices can "ruin this industry, and cause it to decay," Dr. Elliott said that the public must be kept satisfied. He offered no resolutions or specific recommendations, pointing out the report of the commercial committee covered the broad subject of ethics. The conviction that properly devised educational programs will command appreciable audiences and that the broadcasters are ready to put them on the air was expressed by Levering Tyson, di rector of the National Advisory Council on Radio in Education. Admitting that educational conditions in broadcasting are "pretty bad," he said the air is now charged with what he calls "educational static." "But I am convinced of one thing," Mr. Tyson said. "I am sure the time has come for educators and critics to quit telling the broadcasters how rotten they are, to throw their resources of trained personnel, time and whatever money they have or can get into developing what is good on the air into something better, and to devise ways and means of utilizing this valuable instrumentality we call the radio as a practical and powerful force to give the people the best brains the educational world in America can assemble." Discussing the Fess Bill for the allocation of 15 per cent of the wave lengths to education, Mr. Tyson said his organization has refrained from participation in any campaign for legislation on any subject. He said his organization had declined an invitation to representation on the committee responsible for the introduction of the bill for that reason. Following this address, Mr. Hedges read a report of the Educational Committee, headed by Judith Waller, WMAQ, Chicago, who was unable to attend. The report said that no meetings of the committee had been held during the year, but that contacts had been made with educational groups and the development of programs watched. Furore Over Programs : A FURORE was precipitated when Dr. Elliott criticized what he char acterized as objectionable network programs, mentioning specific cases. He objected to women reading cigarette testimonials, and said that some Broadway stars, fine artists that they are, have been telling off -color stories. Stations should refuse to take such programs, he said. Jumping to his feet, President Damm said the fuse had been touched off. He agreed with Dr. Elliott, asserting that he was risking WTMJ's network connection in so doing. It is a fact, he declared that more thought is being devoted by some managers to the quality of local advertising than to merits of network offerings. Mr. Convey admonished the convention for permitting the mention of specific names of advertisers "who have made us so happy and prosperous." He said the broadcasters have a check through their Better Business Bureau and Chambers of Commerce in rating programs. "Unless some concentrated tho'ught or policy is adopted to hold some restraining hand on such programs," Dr. Elliott retorted, "we will have Congress force this down our throats." He warned against programs that jeopardize the fundamentals of broadcasting, and said the element of showmanship is secondary to that of public service. Henry A. Bellows, chairman of the Legislative Committee, picked up the discussion before offering the report of his committee. He said that the remarks of Senator White in his speech are indicative of things "we are up against in Washington." "Radio is the target of more at WNAX I™Ktot The House of Gurney, Inc. WNAX has a dominant coverage of Eastern South Dakota, Northwestern Iowa, Southwestern Minnesota, and Northeastern Nebraska. The audience of this territory depends upon WNAX; they prefer this station because of its consistent service and superior programs. Reach this rich responsive market through WNAX. ONLY WESTERN ELECTRIC EQUIPMENT IN SOUTH DAKOTA ONLY FULL TIME STATION IN THE STATE ONLY CBS STATION IN THE DAKOTAS AND NEBRASKA » » Western Electric Turntables « « 1000 Watts 570 Kilocycles Full Time November 1, 1931 • BROADCASTING Page 27