Broadcasting (Oct 1931-Dec 1932)

A NATIONAL BROADCASTING COMPANY NETWORK STATION rriWMAQ NEWSC^ October 15, 1932 CHICAGO, ILLINOIS VcTT WMAQ INTRODUCES CHESTERFIELD TAILORS RADIO RULES FOR SUCCESS GET A GOOD PROGRAM BUY A GOOD STATION CHOOSE A GOOD HOUR ADD A GOOD ANNOUNCER An advertiser must be fortunate enough to get a good program; wise enough to buy a good station; shrewd enough to get a good hour, and smart enough to get an announcer who doesn't think he is a prima donna entertainer, but who is alive to the fact that he must be a salesman. # * * These four rules that make for success in radio broadcasting were set down by Bill Hay, Sales Manager of WMAQ in an address delivered before a meeting of the Milwaukee Advertising Club September 21. Bill's conception of the functions of an announcer is well known to the radio audience of the United States, through his announcing the Amos 'n' Andy program, which was originated on WMAQ and is now and has been for several years a stellar feature of the National Broadcasting Company. The great success that the Pepsodent Company has enjoyed through the sponsorship of Amos 'n' Andy is due in no small degree to the fact that Bill is a Pepsodent salesman while announcing that pro The foregoing rules for successful broadcasting have been the rules of WMAQ ever since the inception of the commercial era of broadcasting. That is why so many advertisers find WMAQ a most successful medium for bringing their sales messages to the listening public. * * * There are many types of good programs; there are good studio programs; there are good name programs; there are good dramatic programs and there are good serial programs. WMAQ can point to outstanding successes in each classification. * * * As for the selection of a good station — a station which wishes to qualify as a good station must make service to the public its primary impulse. It must not exploit the listening audience by cluttering up the air with cheap announcements. It must strive continually to make its programs of the highest standard. * * * A good hour for one client may be a poor hour for another. A daytime period may be ideal for one, early evening for another and late evening for still another. The station that makes a study of listener habits can advise best on the selection of a good hour. SPONSOR FOOTBALL BROADCASTS GIVEN BY "HAL" TOTTEN Chesterfield Tailors, Inc., is a new name to Chicago buyers of men's clothing. The company, acting upon the advice of its advertising agency — Erwin, Wasey & Company— have selected radio and WMAQ as the means of acquainting the public with this new name and what it stands for in clothing merchandise. Chesterfield Tailors, Inc., are sponsoring the broadcast of the principal collegiate football games to be played in this section. The selection of the football games to be broadcast by WMAQ's sports specialist, Hal Totten, was made for several reasons. 1. WMAQ has been a pioneer in broadcasting football games from the field, this being the ninth year that games have been brought from middlewest stadia to the listening public by WMAQ. 2. Hal Totten's outstanding work in reporting the Cubs and White Sox home games, the final eastern trip of the Cubs and the World Series games in New York-Chicago has made him one of the nation's foremost sports reporters. His long experience as a football announcer and a student of the game qualifies him preeminently to present a vivid picture of the gridiron classics. 3. WMAQ's audience is a quality audience. WMAQ listeners are accustomed to the finer things that are offered on the air and that is the type of audience that Chesterfield Tailors, Inc., wishes to reach. The games which will be broadcast by WMAQ for Chesterfield Tailors, Inc. include the following: October 8 Iowa at Wisconsin October 15_Northwestern at Illinois October 22 Purdue at Northwestern October 29 Illinois at Chicago November 5_Ohio at Northwestern November 12 Northwestern at Notre Dame November 19 Either Wisconsin at Chicago or Iowa at Northwestern, depending upon the importance of each of the games, so far as conference standings are concerned, at that date. "Marian & Jim" Become "Marian & Jim & Gem" CORINNIS GOES ON WMAQ TWICE WEEKLY Marian Jordan, of "Marian and Jim," WMAQ staff artists, who write and act the "Smackout" skit for WMAQ and the NBC, discovered that October is one of those months having an "R." "Oh joy," she exclaimed, "Bring me a half-dozen oysters on the half shell." As she lifted up oyster number three, intent upon removing him from his happy home, she was amazed to see a gorgeous pearl half the size of her little finger nail. The point of this story is that one doesn't find a gem everyday in the week, whether it be in the jewelry line or in broadcasting. Their show "Smackout" is a gem and is one of the most popular sustaining programs on the air. RATES CHANGED ON WOMAN'S CALENDAR New rates and a new time schedule have been announced for the Woman's Calendar, a cooperative feature conducted over WMAQ by Miss Jane Hamilton, home economics expert. The charge for various time units during the period will henceforth be: Five minutes — $50.00; ten minutes — $60.00; fifteen minutes — $75.00. In addition to the time charge, the cost of the services of Jane Hamilton and music furnished as part of the program during each unit will be: Five minutes — $10.00; ten minutes —$20.00; fifteen minutes— $30.00. An agency commission will be allowed on all time charges, which are, likewise, subject to WMAQ's usual quantity discounts, which are applicable to other periods. The new schedule of broadcasting is as follows: Monday— 3:00 to 3 :15 p.m. Tuesday— 3:30 to 4:00 p.m.; Wednesday, Thursday and Friday —3:00 to 3:30 p.m.; Saturday— 10:15 to 10:45 a.m. The Woman's Calendar has been one of the outstanding service features on WMAQ's daytime schedule for the past three years. The sustaining periods during the program are devoted to the interests of various women's organizations in Illinois, all the members of which are on the regular mailing list to receive the monthly program of the Woman's Calendar. Advertisers desiring to reach the women's audience will find this feature a good buy. Hinckley & Schmitt, Inc., who supply Chicago and its suburbs with Corinnis Water — one of the finest table waters — has been a steady user of time on WMAQ for the past three years. This fall the radio audience will hear "the clink of the crystal goblet and the gurgle of crystal clear water," which introduces the Hinckley & Schmitt program, twice each week, instead of once as in the past. The program this fall will bring Jingle Joe, one of Chicago's most popular bassos, with an orchestra known as "The Corinnis Water Boys." The account is handled by Roche, Williams & Cunnyngham. Here again WMAQ can point to success in selling a quality product to a quality audience from a quality station. THREE CHAPTERS IN BOOK BY WMAQ MEN A new volume entitled "Careers in Advertising" has recently come off the press of the McMillan Company. The volume, edited by Alden James, Eastern Manager of the Atlantic Monthly, is a compendium of experts in every line of advertising and in every type of advertising media. Eight chapters of the volume are devoted to broadcasting. Three of those chapters are written by WMAQ men. The chapters on Station Management and Station Sales were written by William S. Hedges, Manager of WMAQ and the chapter on Program Production for Individual Stations was written by John Gihon, continuity chief for WMAQ. STATION ACCOUNTS Among the commercial programs heard regularly over WMAQ are the following: A. & P, Princess Pat Cosmetics, S. S. Kresge Company, Best Foods, Whitman Candy Company, Wheatena, Listerine, Pepsodent Company, Nivea Creme, Household Finance Co., Texaco Gasoline, Chase and Sanborn, Barbasol, Daily News Travel Bureau, Bulova Watch Company, Maryland Pharmaceutical Co., Cliquot Club Ginger Ale, Armour & Company, Chesterfield Tailors, Inc., Hinckley & Schmitt, Inc. (Corinnis Spring Water), Northern Trust Company, Fleischmann's Yeast, Salo-Dent Laboratories, Inc., Wieland Honey & Butter Corp., Monarch Coffee Company, Stanco, William Wrigley Company, R. B. Davis & Company. Adv. October 15, 1932 • BROADCASTING Page 19