Broadcasting (Oct 1931-Dec 1932)

Radio Circus Wins Plaudits As of Old Gilmore Oil Co. Attributes Increased Sales to Feature; Variety in Programs Necessary on Air, However DESPITE the preference of the younger generation for a more modern form of entertainment, the oldtime circus still has a horde of followers, as is clearly illustrated by the popularity of the Gilmore Air Circus on the Pacific Coast. Although frequent changes in presentation have been necessary to meet changing public taste, the central circus theme has stood the test of time. Last spring, when the feature went off the air temporarily more than 10,000 written protests were received by the sponsor. Constant experimentation has enabled the program director to achieve a remarkable reproduction of the old circus atmosphere. By CHET CRANK Vice President and Los Angeles Manager, Botsford, Constantine and Gardner Advertising Agency ly its "Down, Gil Mr. Crank more, Downs." By this I don't mean that we were necessarily taking this time to feel our way to get a line-up on what the public wishes. It means, rather, that the public's taste isn't always a fixed item. It changes with the weather, and we are constantly in contact with the firing line to gauge popular appreciation. Circus Still Popular THOUGH, through various ramifications of the circus program it has sometimes gone into winter quarters, curtailed activities, or been thoroughly renovated and dry cleaned, the fact stands out that the central circus theme has well withstood the acid test of time and has become synonymous with Gilmore. The smell of animal actors, the glitter of spangles, the hoarse raucous calls of the huckster and circus spieler are all as near and dear to the hearts of this generation as they were a decade ago. It is an acknowledged fact that such men as Henry Ford, the late Thomas Edison, and others equally prominent, never outgrew their circus pleasures. So the Gilmore Oil Company's Greater Gilmore Circus has embarked on its winter tour via the NBC Orange Network on the Pacific Coast, for an hour each Friday night, at 8:30 o'clock, PST. Fan Mail Heavy LAST SPRING, when the circus went into temporary quarters, more than 10,000 written protests were received. Now, with the acts on the air again, the fan mail continues to hit the peak number with applause cards. An ever entertaining feature is the contest for the Longest Song in the World. Prizes are offered each week for the three best verses submitted with additional monthly prizes and a grand cash prize. These verses are sung and the names of the winners announced on the program. The verses are published and distributed free at Independent Service Stations. Some 250,000 copies of the song are distributed monthly. Though the circus theme has remained unchanged, the public has made its desires felt from time to time in voicing a plea for changing acts. Though the old time circus repeated performances day after day in new towns, the air circus must of necessity give a brand new performance each week. Range of Entertainment A CAST of fifty persons contributes talent to the Gilmore Circus, not including a vast array of music arrangers, continuity writers and others. There is a 16-piece military band; the Gilmore Clowns, known as Slip and Slide (Ken Gillum and Duke Atteberry); male quartet; a negro sextet; a dozen vocal and instrumental soloists; gag men; girls' trio, and others. 'So realistic has the Gilmore Circus become that people often say they can almost scent the sawdust in the arena and visualize the ani mals going through their paces as J well as tne hustle and bustle of the J big top activities. A post card I from a man in Portland, Me., says , he looks forward to the weekly 3000-mile radio travel to the Gilmore Circus with the same heart ! beating anticipation he experienced in his boyhood three mile trot to the circus grounds after playing , hookey from school. Variety Preferred BRIEFLY, and by way of recapitulation, I think we can say that the ' arrangement and presentation of the Gilmore Circus, originating at KFI, Los Angeles, has taught its sponsors that while fans may clamor for a regular theme each week, they also want a constantly moving program and a cast that changes once in awhile. Especially in times that are not of the best, the average radio fan likes occasionally to drift away into a land of make-believe and forget every-day troubles. Transportation to a carnival at * mosphere, where dull cares can drift away more or less automatically, is as good a way as any. Better still, via radio the cost is practically nil, and there is no discomfort of mulling crowds and sweltering sultry weather. Proves Radio's Power THE GILMORE Circus pulled down its big top in March, 1932, , because Gilmore was working on the speedway to perfect a new type of gasoline, and it was not then ready for its formal introduction. | In July Gilmore engineers ap j praised the new gasoline and it was introduced August 1. On July : 29 the Gilmore Circus made its first return engagement in con I junction with the announcement of i Gilmore Red Lion gasoline. Most dealers were supplied with it a day or two previous, and on Saturday and Sunday after the first Greater Gilmore Circus program, the de j mand for Gilmore Red Lion set in and it has increased every day since. Of course the Gilmore Circus was supported by a billboard and newspaper campaign. Nevertheless, the results of the first month's programs indicated the pulling power of radio. In this period Gilmore sales increased 145 per cent over July, and the sales chart has shown a consistent upward curve ever since. Radio-News Tieups A NEW radio affiliation for the Washington (D. C.) Post was made last month when it began featuring periodical news flashes over WMAL, Washington, which also carries news flashes of the Washington Evening Star. Arrangements were made by M. A. Leese, president of WMAL, with Ernest Johnson, the newspaper's advertising manager. At the same time, Harry Butcher, director of WJSV, Alexandria, Va., the new CBS outlet in the capital, announced that arrangements for daily news flashes had been made by that station with The Washington Herald and Times, Hearst newspapers; the Washington Daily News, Scripps Howard newspaper, and the Alexandria Gazette. AUTO DEALERS 75,000 Plymouth Salesmen in Program Insured AN INTERNATIONAL trade meeting is scheduled to be held by Walter P. Chrysler, automobile manufacturer, in a program to be carried by CBS on Nov. 1. More than 75,000 persons connected with the sale of Plymouth cars in 25 key cities will be gathered around receiving sets to hear addresses by Mr. Chrysler and other executives of Chrysler Motors. The 1933 Plymouth Six will be introduced. The program also sets another precedent in that it is insured for $500,000 against an unforseen interference with the broadcast, such as breaks in land wires or the failure of any part of the CBS equipment. The policy is carried by the National Surety Co. Edward Allen, president of the company, said the new departure "opens a new field for insurance." Mr. Chrysler explained that he took out the policy because of the importance of the 90-minute radio conference to the future business of Chrysler Motors. William S. Paley, president of CBS, said the program will be the first of its kind to be undertaken by any business corporation. A statement by Mr. Chrysler follows in part: "Chrysler Corporation has one of the most important business matters in its history to discuss with its dealer organizations si MEET ON AIR 25 Cities Linked by Radio; for $500,000 multaneously. To hold a meeting of Chryler Motors' dealers who handle Plymouth cars in the United States and Canada, it would be necessary to hire an auditorium the size of Madison Square Garden. A dealers' convention, attended by an average of two men from each De Soto, Dodge and Chryler dealer organization, would total about 20,000 persons. To bring such a group to Detroit would entail tremendous expense. "With this situation confronting us, we decided to use radio as a means of personal communication with our Plymouth dealers. "The radio meeting will be conducted in two parts. The first hour, from 1 until 2 p.m., EST, will be devoted to a dramatized presentation depicting the evolution of the new Plymouth Six in the plant in Detroit. It will be divided into several scenes carrying the listeners through various departments of the factory. Executives of the corporation will conduct the presentation. "The second half of the program will be on the air from 2:45 until 3:15 p.m., and, during this half hour, dealers' questions will be answered. The interval between the two parts of the program has been arranged to permit Plymouth dealers to telegraph their questions to New York. The entire broadcast will be knit into a unified business conference." Page 14 BROADCASTING • November 1, 1932