Broadcasting (Oct 1931-Dec 1932)

REVIVING THE BEDTIME STORY Baking Company Sponsors Non Professionals in Songs and Stories Familiar to All Children By LEWIS EDWIN RYAN Lewis Edwin Ryan Agency, Washington, D. C. A KINDERGARTEN teacher and a 14-year old school girl, both without previous radio experience — that's the basis of a series of programs which our agency is putting on for the Charles Schneider Baking Co. The teacher tells stories and the girl sings — songs and stories that every child knows well. To date our experiment has been amazingly successful. The feature appears to be growing in popularity daily. Letters from the radio audience indicate that 5:15 p.m. is the time when children turn on the radio for WRC, Washington, our outlet. For the Kiddies IN BUILDING this program, we had a single idea in mind: We wanted a program so simple that every child could understand. We wanted stories that every child readily recognized ; songs that were outstanding children's favorites. Apparently we were right. One of our first letters — from a mother — said: "Your program is the one program which my two children enjoy. It is so simple. Although they have heard the stories and Diesel Power Saves HOW a 10 kw. broadcasting station is saving $.87 per kilowatthour on its power bill by using Diesel power, a savings amounting to $6,696 in the first 18 months of operation, is described in an article titled "KSTP, Dieselized, Gives Better Service" in the NovemberDecember issue of F-M News, house organ of the Fairbanks, Morse & Co., Chicago. The savings, the article says, will retire the original investment within five years, thereafter furnishing the station additional profits. The St. Paul station is one of the few in the country relying on Diesel rather than ordinary power. songs many times, they love to hear them over and over again." What we have done is to go back to the old bedtime story idea, so prevalent in the early days of radio. The feature, which is called "Aunt Sue and Polly", is broadcast Monday to Friday inclusive from 5:15 to 5:30 p.m. and on Saturdays from 10:30 to 10:45 a.m. To test the pulling power of the program, we invited children to watch the broadcast in the studios— the invitation being issued on the condition that children send in a wrapper from Schneider's bread. The first week 150 children came; the second week, 250. Our last party brought 900 children. The studios can no longer accomodate the crowds; so for the last party we hired an auditorium. N. Y. Insurance License Needed for Broadcast INSURANCE companies not licensed for business in New Yoi'k may not legally use broadcasting stations in that state for radio programs soliciting insurance, Judge Max S. Levine, of the General Sessions Court of New York County, ruled Nov. 21. The case involved an action by Attorney General John J. Bennett, Jr., in behalf of the State Insurance Department, against WOV, New York, for broadcasting sponsored programs of the Union Mutual Life Co., of Des Moines, la. Since the company was not licensed for business in New York State, violations of the penal code and section 50 of the state insurance law are alleged. The defense offered by the station— that the state could not interfere with its operations because broadcasting is interstate commerce, subject only to federal regulation— was contradicted by Judge Levine. He said the law does not permit "a foreign insurance company to enter this state, unless properly qualified, by resorting to the devices of employing the radio as an agency in the transaction of its business in this state." To give the Advertiser MAXIMUM COVERAGE, from New Western Electric Dynamic Microphones to the Newest Accomplishment of the Bell Laboratories in Broadcast Transmitters, KMBC Equipment is Modernized. To give the Advertiser MAXIMUM CIRCULATION, from Creation and Production of Programs to the Effective Merchandising Thereof, KMBC is DepartmentalfyMod ernized. KMB C of KANSAS CITY THE SOUTH Where September Department Store Sales Increased 22.5% % Bright, cheerful news every day is coming from all sections of the South. September department store sales up 22.5%. September wholesale trade up 16.6%. (6th Federal Reserve District Bulletin.) Construction awards for August,September,October were in greater dollar volume than for the similar period of 1931 ! Production of textiles in the past three months has increased at a more rapid rate than for any corresponding period since monthly records were first kept in 1 91 2 ! Forbes Magazine Pictograph — a composite business map of the country — shows the South still setting the pace toward recovery. More people at work, more money being spent, more goods being consumed, in this area to which WSM is dedicated. ALERT MERCHANDISERS MAY PENETRATE THIS MARKET INFLUENTI ALLY, DIRECTLY, EFFECTIVELY THROUGH WSM The Giant of the South. 50,000 Watts The World's Tallest Antenna For available time, talent, market information, wire collect WSM NASHVILLE, TENNESSEE Owned and Operated by THE NATIONAL LIFE & ACCIDENT INSURANCE COMPANY, Incorporated December 1, 1932 • BROADCASTING Page 27