Broadcasting (Oct 1931-Dec 1932)

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The Business of Broadcasting Current News About Accounts, Pending Schedules, Transcriptions, Representatives and Apparatus; Notes from the Stations STATION ACCOUNTS WLS, Chicago, reports five new contracts: The Ward Baking Co. began "Ward's Surprise Revue" on Sept. 30 for 26 weeks, presenting surprise guest artists; program three mornings weekly; account through Airway Sales Engineers Agency. The John S. Michael Co. of Chicago, (Mickey Quilt Patches) sponsors a series of 5-minute announcements, every other Wednesday, which began to run 26 weeks from Sept. 28; Broughton Advertising Agency, Chicago, handles account. General Mills, Inc., Chicago, (flour) began a series of daytime broadcasts on Sep. 30, giving recipes to housewives; Blackett-Sample-Hummert, Inc., Chicago, is the agency. The Association of American Soap and Glycerine Producers, New York City, sponsors daily temperature report from Oct. 3 to Dec. 11; Scott, Howe, Bowen, Inc., New York, handles the transaction. The E. E. Hess Co., Brook, Ind., (Hess witchazel) each Friday from 2:30 to 2:45, sponsors music and announcements by Martha Crane, WLS announcer; Rogers & Smith, Chicago, is agency for contract running from Oct. 7 to March 31, 1933. FIVE SPONSORS are supporting the Chitwood-WBAL cooking school in Baltimore every Monday, Wednesday and Friday, 9:30 to 10 a.m.; they are Fairfield Western Maryland Dairy, Crosse & Blackwell, Maryland Biscuit Co., Gas & Electric Co., and North Avenue Market. Other new accounts on WBAL: American Stores, Thursday, 8:30 to 9 p.m.; C. D. Kenny Co., Tuesday, 8-8:30 p.m.; Sterling Products, Inc., Wheeling, W. Va., (cascarets), electric transcription; Beechnut Packing Co., Canajoharie, N. Y., "Chandu, the Magician." WBBM, Chicago, reports the following new accounts: Standard Oil of Indiana, college football broadcasts, announced by Pat Flannagan, account handled by Stack-Goble, Inc.; John P. Canepa Co., Chicago, (Red Cross macaroni), musical program for 13 weeks, sports interviews, through Behel-Waldie agency; Pebeco, Inc., New York, (toothpaste) Art Gillham, "whispering pianist" daily, through U. S. Advertising Agency; Affiliated Products, Inc., Chicago, 26 semi-weekly transcriptions with Edna Wallace Hopper talks, Blackett-Sample-Hummert, Inc., Chicago; Charles Denby Cigar Co., Chicago, professional football games, through Mitchell, Faust, Dickson and Wieland agency, Chicago; American Bird Products Co., Chicago, morning broadcasts by Canary Chorus, through Weston-Bernett, Inc., Chicago. REIMERS MEAT PRODUCTS, Green Bay, Wis., has renewed with WHBY, Green Bay, for broadcasts of all the Green Bay Packer's home football games, and the station for the second season has contracted with Quin Ryan, manager and ace sports announcer of WGN, Chicago, to broadcast the playby-play. THE DEISEL WEMMER GILBERT Corp., Detroit, (San Felice cigars) on Oct. 10 began featuring Bob Nolan, former stage and network star, in a twice weekly series stageu in WJR, Detroit, and relayed on a special hookup to WLW, Cincinnati, and WGAR, Cleveland. KMOX, ST. LOUIS, Mo., reports the signing of two railroad contracts. The Missouri-Pacific, (St. Louis office) sponsors history talks with appropriate musical background at 10:30 nightly except Sunday; program began Sept. 26 to continue for 26 weeks; handled direct. The Missouri, Kansas and Texas Railroad (St. Louis office) also began a series of broadcasts on Sept. 26, to last 13 weeks; program broadcast nightly at 10 o'clock with talks by Harlan Eugene Read, noted author; program title, "Katy News express"; handled direct. WGN, Chicago, reports the following new contracts: E. Fougera & Co., New York, (Vapex) daily weather reports (3-a-day) which began Oct. 3 continuing for 13 weeks, through N. W. Ayer & Son. A 52-week transcription program for the French Lick Springs (Ind.) Hotel began on Oct. 3; daily except Sunday; account handled by McJunkin Agency, Chicago. The Walgreen Drug Stores, Chicago, began sponsorship of Big Ten football games on Oct. 15, continuing through football season; handled direct. INTERNATIONAL OIL Heating Co., Utica, N. Y., has been signed for a year's contract on KMOX, St. Louis, sponsoring an early morning program of mountain music. The program is part of the new policy of the station to maintain a continuous schedule for 20 out of 24 hours a day. KMOX goes on the air each morning at 5:30 o'clock. THE NATIONAL VOICE, said to be the oldest prohibition weekly in America, has inaug:urate3 a Sunday program on KGER, Long Beach, Cal. Miss Ethel Hubler, editor, will speak, and staff artists will furnish the musical part. STERLING PRODUCTS, Inc., Wheeling, W. Va., (Cascarets) is sponsoring a new detective serial, "Inspector Stevens & Son of Scotland Yard" over KYW, Chicago, Tuesday, Wednesday and Thursday nights. BIG TEN football games are broadcast each Saturday afternoon, beginning Oct. 8, over WMAQ, Chicago, under the sponsorship of Chesterfield Tailors, Inc., Chicago; series began Oct. 8; Erwin, Wasey & Co., Chicago, handled the account. Other new and renewed programs on WMAQ include the daytime series from Oct. 25 to Jan. 1 advertising the new "spread" of honey and butter made by the Wieland Honey and Butter Corp., of Chicago; well-known chefs from famous hostelries are to make brief talks; account handled by the Bisberne Advertising Agency, Chicago. Hinckley & Schmitt have renewed their contract, and increased their air schedule from once to twice weekly, 9:45 to 10 p.m., advertising Corinnis Spring Water; music by Jingle Joe and the Corinnis Water Boys Orchestra; Roche, Williams & Cunnyngham) handles the account. The Salodent Laboratories, St. Louis, Mo., (toothpaste) began 37 five-minute periods Oct. 7, continuing to Dec. 30; program entitled "Woman's Calendar"; McJunkin Agency handled the account. WMAQ also reports that 20 periods of 15 minutes each, have been set aside for the broadcasting of local political talks. NETWORK ACCOUNTS CENTAUR Co., New York, (Fletcher's Castoria) started "Pages of Romance" on NBC-WJZ network Oct. 2 for 13 weeks, Sunday, 5:30-6 p.m., EST. Program will also be heard Tuesday and Saturday, 11:30-11:45 a.m., PST, over KGO, KFI and KFSD as part of the Radio Household Institute. Young & Rubicam, New York, handles the account. CANADA DRY Ginger Ale, Inc., New York, on Oct. 30 starts Jack Benny and orchestra on basic CBS network, together with Montreal, Toronto, Minneapolis and Atlantic City stations, Sunday, 10-10:30 p.m., and Thursday, 8:15-8:45 p.m., EST. N. W. Ayer & Son, Inc., New York, handles the account. WILLIAM WRIGLEY Jr. Co., Chicago, (chewing gum) on Oct. 4 began a 13week series of bridge and fashion talks by Mrs. Ely Culbertson and guest fashion authorities, Tuesday, 4-4:30 p.m., EST, over an NBC network comprising WEAF, WTAG, WJAR, WCSH, WFI, WFBR, WRC, WGY, WBEN, WCAE, WTAM, WWJ, WSAI, WMAQ, WOC-WHO, WOW, WDAF and WCKY. Frances Hooper Agency, Chicago, handles the account. SMITH BROTHERS, Poughkeepsie, N. Y., (cough drops and cough syrup) on Nov. 13 will begin a 20-week series featuring "Trade and Mark," Bill Hillpot and Scrappy Lambert, with Nat Shilkret and orchestra, Sunday, 9:159:30 p.m., EST, over an NBC network comprising WJZ, WBZ, WBZA, WBAL, WHAM, KDKA, WJR, KYW, KWK, WREN, KOIL and KWCR. Hamman, Tarcher & Sheldon, New York, handles the account. CORN PRODUCTS Refining Co., New York, (Linit) resumes Fred Allen's Bath Club Revue on 57 CBS stations Oct. 23 for 26 weeks, Sunday, 9-9:30 p.m., EST. E. W. Hellwig Co., New York, handles the account. ALBERS BROTHERS Milling Co., Seattle, (Carnation cereals) on Oct. 10 started daily broadcasts on NBC Orange network, inaugurating its fall campaign. Erwin, Wasey & Co.,. Seattle, handles the account. SHU-RE-NU Co., Boston, (shoe-polish) on Oct. 2 started a series of 13 programs, featuring novelty orchestra, Wednesday, 8:30-8:45 p.m., over 5 New England Network stations. Broadcast Advertising, Boston, and Chambers & Wiswell Co., Boston, handle the account. ELGIN NATIONAL WATCH Co., Chicago, on Oct. 14 started an 11-week schedule of the "Elgin Adventure Club," Friday, 10:30-10:45 p.m., EST, over the basic NBC-WEAF network, with the NW, SE, SC, SW Mountain and KGO networks added; also KFSD and KTAR. Lord & Thomas, Chicago, handles the account. NBC Chicago office announces that Armour & Co., Chicago, (meat packers) on July 29 renewed its "Armour Program," with orchestra under Leroy Shield and East and Dumke, for 52 weeks, heard Friday, 9:30-10 p.m., EST, over special NBC-WJZ network; also that Colgate Palmolive Peet Co., Chicago, (Super-Suds) on Aug. 1 renewed its "Clara, Lu V Em" comedy sketches, daily except Saturday and Sunday, 10:15-10:30 a.m., over basic NBC-WJZ and supplementary groups. Former account is handled by N. W. Ayer & Son, Chicago, and latter by Lord & Thomas, Chicago. CHANGES in NBC accounts previously reported in this department: Ocean Steamship Company's "Savannah Liners Program" started Oct. 11 instead of Oct. 4 and will run for 52 weeks on selected NBC-WJZ networks; Carnation Milk Company's "Contented Program" on Oct. 31 changes its broadcast period from Mondays, 8-8:30 p.m., to Mondays, 9:30-10 p.m.; Sterling Products, Inc., started its "Girl Who Lives Next Door" on Oct. 4 instead of Sept. 27 over NBC-WEAF network. Jolson is Signed AL JOLSON will return to radio Nov. 18 as star of a new series over Friday night programs over the NBC-WEAF network sponsored by the Chevrolet Motor Car Co., division of General Motors. Programs will be titled "Big Six of the Air with Al Jolson" and will be heard from 10 to 10:30 p.m., EST. Nine Points Well Heeded A CHECK LIST of "essential requirements" for commercial credits, containing nine points it would be well to heed, concluded the talk given by Roy C. Witmer, NBC vice president in charge of sales, before the 1932 convention of the Advertisers Federation of America, full text of which has been made available by NBC in the latest of its series of Little Books on Broadcasting. The talk on "Applying the Singularities of Radio," it will be recalled, predicted price-quoting in network programs, the ban on which was lifted recently. Although these nine points were published in our story on the convention, they are here republished because of their value to stations, agencies and advertisers: 1. If straight commercial announcements are used, do they give the listener some interesting and worthwhile information about the product? 2. Do they tell the story in a pleasant manner? 3. Are they positive, or do they have a tendency to belittle a competitor's story? 4. Do they ring absolutely true? 5. If you were actually calling on the listeners personally, would the same story be used in the same way? 6. Are they sufficiently untechnical, so that the layman understands and is interested? 7. Are they in good taste? Human nature does not like to hear or discuss disagreeable things unless compelled to. 8. Does the commercial part of the program harmonize in spirit and tone with the rest of the program? 9. Is the result of the foregoing checking, a program, or a program "with" commercial credits? It should be a program full of entertainment and interest from first to last. Page 20 BROADCASTING • October 15, 1932