NAB reports (Mar-Dec 1933)

and general classifications. They are not standardized, how¬ ever, as to time classifications, program length, frequency dis¬ counts, amount of commercial copy in programs, length of spot announcements, and number of words per minute. Prac¬ tices on these things and associated matters can and should be standardized. A study of Radio Advertising Rates and Data indicates that all stations sell program time in units of one-quarter hour and one-half hour. Most stations quote on one-hour and a constantly increasing number on five minutes. An appreci¬ able number quotes on ten minutes. Broadcasters should try to answer these questions: “Are programs shorter than fifteen minutes in the public interest? Should their sale be encouraged by including units of sale less than a quarter-hour in the program classification?” My own present opinion is that five-minute, so-called, programs are parasitic and should be discouraged. At this point I would like to interject that I am not at¬ tempting to present a finished formula. I do hope, however, that in the floor discussion following my introduction to the problem, we may evolve specific recommendations for the con¬ sideration of the Commercial Committee. A constantly increasing number of stations now have three or even more classifications of time, while a few years ago these were limited to day and evening. Standardizing time classifications is difficult because of the differences in sectional habits. Dinner time in New York, for example, is consider¬ ably later than dinner time in Lincoln, Nebraska. Some middle-west stations which formerly had night-time classifications of six to twelve, now classify six to ten-thirty as Class A time and later time as Class B, or Class B and Class C. Other stations classify very early morning and late night as Class D time at one-third Class A rates. This seems not illogical, comparing probable potential circulation. In fact, for most sections of the country, I favor the practice of four classifications of program time, as complicated as this may at first appear. The advantages appear to outweigh the disadvantages. Lack of standardization in frequency discounts constitutes one of the most annoying situations in radio today. This is substantiated in a recent letter from one of the two principal spot broadcasting organizations which reads in part: ‘ ‘ Prom our standpoint, the standardization that we feel would prove of most benefit to the industry would be one that would apply to frequency discounts. It would simplify matters immeasurably if all stations would accept and publish the customary scale of discounts, namely, 5% for 13 times, 10% for 26 times, 15% for 52 times, 20% for 100 times, and 25% for 300 times.” This scale of discounts is in use by several stations, and is rather similar to the frequency discount schedules adopted by the networks. Perhaps this is a satisfactory scale, or perhaps it can be improved by further contact with the 4 As Radio Committee and the network and spot broadcasting organiza¬ tions. Since the advent of the quarter-hour serial features, many stations have established special discounts for three to six quarter hours weekly. Several years ago KMBC began pub¬ lication in its rate cards special rates for weekly strips of quarter-hours daily, except Sundays. The recent tendency to shorten the serial strip to five programs weekly has led agencies to request a rate of five-sixths the six times weekly rate. It appears that the multiple weekly programs are here to stay, in which ease a standardized frequency discount pro¬ cedure of some kind should apply. A relatively new classification of program time is “Run of Schedule” which, as the name implies, is time subject to change without notice, and carries a substantial discount. There seems to be a definite field for “Run of Schedule,” or ‘ ‘ station run ” as it is sometimes termed, and it should be given consideration in a standardized set-up. There is at present lack of agreement in the classification of addresses, lectures, political talks. Some stations sell time for such material at program rates, while others quote at special rates which are usually higher than program rates. It would seem desirable to standardize the classification for addresses. Most stations accept electrical transcription programs at regular program rates without restrictions as to time of day. Some, however, place restrictions as to time and make a sur¬ charge. In the interests of spot broadcasting it seems that, as rapidly as possible, stations should be discouraged in penal¬ izing transcription programs. It should be the aim of sta¬ tions to simplify procedure in the sale of spot broadcasting, not to complicate procedure by the placing of time restrictions, making transcription surcharge, music royalties, handling charges, etc. One of the most difficult questions in connection with pro¬ grams is “How much commercial copy?” A well-known advertising official recently expressed his views to me as follows: ‘ ‘ The amount of commercial copy which can be used in a broadcast without making the listener feel that it is “too darned much advertising” appears to depend in a large meas¬ ure upon the character of the work and the adroitness with which it is worked into the script. Dor example, while I believe that a minute and a half of advertising copy is not out of order in a half hour program, it would be out of order if the minute and a half were given in one fell swoop. But if this minute and a half is split into three “takes” — one placed at the start of the program, one during a break in the middle and one at the end. I have found that radio audiences will not object. ‘ ‘ The big danger with all commercial copy is getting the public so fed up that it makes no impression upon them at all. This is a copywriter’s job, and we are learning to use more adroitness in getting it over.” I have received from agency executives and spot broadcast¬ ing officials a number of very interesting letters on this sub¬ ject, all of which boildown to the expression, — “It isn’t the number of words, but what is said and how it is said, that counts. ’ ’ Station managers however, are frequently confronted with the problem of excessive commercial copy, both in continuity prepared for studio productions and in electrical transcriptions. Control of copy in spot announcements is less difficult, but here again there is need for standardization. The valued opinions of agency executives as to the maximum number of words one-minute announcements should contain showed a variation of from 100 words to 180 words. The mechanics of handling announcements must not be overlooked. Just as quarter-hour program periods actually are about 14% minutes one-minute announcements must be slightly less than that time. From the station standpoint 120 words would seem to be the ideal maximum for one minute rather than 150 words which is now allowed by many1 stations. My suggestion for the standardized time length of an¬ nouncements follows : % min. — maximum 30 words y2 “ “ 60 “ 1 “ “ 120 “ The so-called “chain break” quarer -minute announcements (the use of which between commercial programs I doi not con¬ done, but the sale of which many station managers consider economically necessary with present unsatisfactory network set-ups) should not be longer than 30 words — even though a standard of 75 words for % min. and 150 words for 1 min. is adopted. In this standardizing process perhaps attention should be given to recorded announcements and to announcements call¬ ing for musical background or sound effects or the use of more than one voice, also consideration should be given word count definition. Many station rate cards include classification special features for complete sponsorship — including time announcements, weather reports, etc. — also on special features for participa¬ tion sponsorship, such as home economies programs, rural hour, children’s features, etc. Most advertising agencies ap¬ pear to favor rate card quotations on special features — par¬ ticularly on time signals and weather reports and urge stand¬ ardized length of copy. In this introduction to the problem of standardizing units of sale and rates and associated practices, I have not at¬ tempted to offer a complete solution, but rather to formulate the questions which, after consideration by the radio section represented at this meeting, should be answered in definite outline by the commercial section of the N.A.B. and presented to the annual convention with recommendations to adopt with . Page 150 .