NAB reports (Jan-Dec 1947)

Mitchell, president, United States Civil Service Com¬ mission, Washington, in a letter to Arthur Stringer, NAB staff. Said Mr. Mitchell in part: “During the week of June 17, after our usual re¬ cruiting methods had failed to produce enough eligibles for Security Inspectors for the Atomic Energy Commission, we found it necessary to call on NAB . . . “NAB, as it did throughout the war period, re¬ sponded promptly and effectively ... In the three days following, we received over 5,000 applications and at “the end of the recruiting period, more than enough applications were on hand to fill the need. “I want to express the deep appreciation of the United States Civil Service Commission for this gen¬ erous cooperation which proved so valuable in solving one of our recruiting problems. Your Association and member stations throughout the war were an invaluable aid to the Federal Government and once again, in peacetime, it has proven of marked value in securing personnel to help protect vital security measures . . .” Ad Council Brochure Mailed To Broadcasters This Week In observing its 5th year of service, the Advertising Council recently published its annual report reviewing its work and revealing some of its plans for the next year of operation. The details highlighted in the publication should be of interest to all station operators. A copy of the booklet “Business Steps Up Its Candle Power” is in¬ cluded with this week’s mailing of REPORTS. Vets Administration Thanks Industry For Work on Gl Insurance Drive The Veterans Administration expressed its gratifica¬ tion to broadcasters last week, through the NAB, for the industry’s cooperation in providing information on the reinstatement of GI Insurance. At the same time the VA stated that the campaign, originally scheduled to terminate August 1, this year, will con¬ tinue until Jan. 1, 1948. A spokesman for the agency pointed out that while the pressure of the campaign is eased by changing the deadline for reinstatement, the industry can render exceptionally fine service by continuing the informa¬ tion campaign on National Service Life Insurance. While large numbers of veterans have taken advantage of the availability of reinstatement, many others are still eligible. Ad Council Network Campaigns— Week of July 21-27, 1947 The following public interest campaigns have been given top priority on Network and National Spot Allo¬ cations Plans during the week of July 21-27, 1947 by The Advertising Council. Copies of individual Fact Sheets and Schedules showing exactly what messages will be carried daily by the programs of the network with which your station is affiliated may be obtained on request from George P. Ludlam, Radio Director, The Advertising Council, 11 West 42nd Street, New York 18, New Yoi'k. Safety on the Highway (with Farm Safety Week supplement) The National Safety Council reports: 1) More deaths in 19U6. The nation’s 1946 motor vehicle death toll of 33,500 was 19% greater than the total of 28,076 for 1945 — though it was still about 6,500 below the all-time high of 1941. 2) More driving. Vehicle mileage in 1946 is estirnated at 39% above 1945, 4% above 1941, the previous high year. With more new cars pouring into the market daily, mileage totals will continue to I’ise — thus multiply¬ ing the danger of traffic casualties unless Americans learn to be more careful than ever before. 3) Inexperienced drivers. In 1946 there were 45% more traffic deaths in the 15 ,to 24-year age group than in 1945. Many teen-age drivers have recently returned from the Armed Services; others are new drivers. Teen-age drivers as a rule have a higher accident rate per mile than any other age group. Stress the seriousness of the accident menace, as revealed in National Safety Council statistics. Remind each listener that accidents don’t always happen to someone else — that the chances he takes every day are the very ones that are causing our present big accident totals. Make him realize that HE is a potential accident victim, and that he cannot afford to be careless. Stress the safety campaign theme: “BE CAREFUL! THE LIFE YOU SAVE MAY BE YOUR OWN.” Point out that there are one or more violations of the law in almost every motor vehicle accident. The National Safety Coun¬ cil — the recognized authority in the field of public safety — believes that obedience to the law is one of the best ways to promote safety on the highway. Every motorist and every pedestrian should obey traffic signs and signals. Drivers should observe safety and other traffic regula¬ tions . . . never drive after drinking . . . keep cars in good condition at all times . . . watch for warnings at grade crossings ... be alert and careful every moment behind the wheel. Urge every motorist and pedestrian actively to support the safety movement in his own com¬ munity . . . encourage driver training in high schools . . . teach children the rules of safety on the highway, in the home, everywhere. This allocation falls during Farm Safety Week, July 20-26. Programs with rural audiences may want to devote their safety message to this theme. Attached to the Fact Sheet is a supplement describing Farm Safety Week and its goal. Accidents on the farm and to rural folk amount to a serious human and economic menace. Lives may be saved and much misery averted by alerting farm families to the need for taking time out during Farm Safety Week to discuss how they can live and work safely during the coming year. The family should learn three things: 1. What hazards menace their lives at home, at woi’k and on the highway— -e.g., falls cause more than one-third of fatal farm accidents; one out of five fatal farm-work accidents happen when han¬ dling livestock. 2. What each member of the family can do to eliminate as many of these hazards as possible — ■ make home repairs, put safety shields on farm equipment, be careful on the highway, and at all times. 3. That care¬ lessness on the part of any member of the family perils the lives and happiness of all. (Fact Sheet No. 15-D) Keep on Saving Used Fats Despite the recent decline in prices being paid for used fats by many butchers, the need for fat salvage continues to be as urgent as ever. The Advertising Council has been assured by the Fat Salvage Committee and the Depart¬ ment of Agriculture that the world supply of fats is still nowhere near the amount needed to satisfy the demand. As a result of the desperate fat shortage the following appeals have been issued: “America’s homemakers have saved and turned in over 600 million pounds of used cook¬ ing fats since 1942. This is an average of nearly 20 pounds for each family in the United States. It is a record of which every woman can be proud. However, it is still necessary to conserve every pound of fat, since the over-all fat supply situation is little better now than it was last year when we were desperately short, particu¬ larly of industrial fats. Manufacture of many of the (Continued on next page) JULY 14, 1947-568 Plan to Attend— Attend to Plan