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Serving the Better Interests of Commercial Radio and
Television
VOL. 1. NO. 35
NEW YORK, TUESDAY, MARCH 30, 1937
FIVE CENTS
A. & P. Slaps at Radio
looking On
li....AND LISTENING IN
UPLIFT As radio grows older and becomes more firmly entrenched in the daily routine of the population, it is only to be expected that individuals and organized groups with special interests will intensify their efforts to have a greater portion of programs devoted to educational features.
Agitation of this nature already is budding in many directions.
The clamoring seems to come from pretty much the same cliques that tried for years to have motion picture producers turn out educational films, and from the audience angle the situations also are parallel.
NEW LISTENER SURVEY Talks on Anti-Chain Tax Bill Barred
IS LAUNCHED BY CBS
CBS has started its fourth study of its listening areas, announcing an offer of a map game free for the asking. Offer is being made, usual
I ly at the conclusion of a sustaining program, at different times of the night and day so worded that analysis may be made as to which particular time of day or night the
| listener in question was prompted to take up the offer. At least six
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by CBS on Kate Published in
Educational features are desirable and justified only if they interest listeners.
A little uplift goes a long way with the average person, and overloading the air with culture is just a waste of effort if the programs are going to be dialed out.
Current radio schedules prove that broadcasters fully recognize that a certain amount of public service material in air programs is desirable, and the operators of stations are in the best position to judge the quantity of such stuff that their listeners will absorb.
But despite the abundance of educational features on the radio, there always will be the dissatisfied minority factions who want even more.
Since these minorities usually are noisy and persistent enough to make big mountains out of little molehills, and particularly because they so often influence the introduction of ridiculous and unwarranted legislative measures, it is well to anticipate their activities and be prepared to meet them.
Sponsor for Fires
New Britain, Conn. — WNBC. which keeps dialers informed on all local fires, has sold the idea to a sponsor, W. L. Hatch Co., insurance firm. Larry Edwardson. commercial manager, made the deal. Fire station immediately supplies WNBC with data when a fire occurs, and station airs a flash and a plug for insurance.
Rickenbacker Quits CBS For Agency Connection
West Coast Bureau of THE RADIO DAILY Hollywood — Paul Rickenbacker, operating assistant to Donald W. Thornburgh, CBS vice-president, resigned yesterday to become assistant to Danny Danker, vice-president and leading radio talent buyer here for J. Walter Thompson Co.
Rickenbacker has been with CBS and KNX for about eight years, and (Continued on Page 3)
Station Buys Paper
Clay Center, Neb. — The usual order of things was reversed in the case of KMMJ and the Clay County Sun, a leading Nebraska weekly. Instead of the newspaper buying the station, the station bought the paper. KMMJ now is offering six news periods daily.
Kelvinator Spot Series Is Being Placed Locally
Detroit — Nash-Kelvinator Corp. (refrigerators) through its local distributors is placing one-minute dramatized announcements, cut by WBS. on 156 stations from coast to coast. Disks are presumably being placed at local rates.
WLW HOOKUP DELAYED; PROBABLY ANOTHER WEEK
WLW hookup with KQV. Pittsburgh, WFIL. Philly, and WHN, New York, will be delayed in actual program operation for the time being. Unofficially understood that another week may elapse before WLW programs come East, but New York sustainings are already set to go over the hookup whenever ready.
Borden News Series
On Yankee Network
Borden Sales Co., (Chateau cheese) on May 4 will launch a half-hour news program, using Yankee news service, Tuesdays, 7:30-8 p.m. over
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Havana Confab Paves Way For Short Wave Agreement
Gulf's Texas Campaign Will Use Traveling Unit
Jack Latham, radio spot time buyer for Young & Rubicam leaves town today for the southwest to start the first of a series of spot radio programs on the Texas Quality Group under sponsorship of Gulf Refining Co. (Gulf Spray). Series starts either April 12 or 19. Entire network will be used and initial pro
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Havana (By Cable) — Coming to a close yesterday after two weeks of conferences, the Inter American Radio Conference sent its delegates home feeling that the way had been paved for a solution of the short wave situation. An understanding on basic technical principles was reached, preliminary to the more comprehensive conference to beheld here Nov. 26, when 23 countries are expected to attend.
Delegates from the U. S., Canada,
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Smith Show Are Newspapers
Philadelphia — Because CBS refused to permit inclusion on the last Kate Smith broadcast of two talks dealing with the Pennsylvania chain store tax bill, Great Atlantic & Pacific Tea Co., sponsors of Kate Smith's Eand Wagon, took full pages in newspapers to give the public the gist of the proposed talks.
Headed "This is the story the radio kept from you." the page ads contained an address that was to have been delivered by Eleanor Davis, representing consumers' organizations, headed "How the store tax bill will affect the consumer," and another by G. A. Boger. president of the Lehigh Valley Cooperative Farmers Ass'n, titled "How the chain store tax will affect the farmer."
The ad was signed by Kroger Grocery & Baking, Pittsburgh, and nine other Pennsylvania firms, in addition to A. & P.
The Band Wagon air program is aired in this state through WCAU. W.IAS and WHP.
Dr. Leon Levy, president of WCAU.
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Networks Got 15.6%
Of 1935 Advertising
Washington Bureau of THE RADIO DAILY
Washington — Radio networks, radio spot broadcasting and radio talent accounted for 15.6 per cent or $63,307,000 of total billings handled in 1935 by advertising agencies, it is revealed in a report by William L. Austin, director, Bureau of Census, Department of Commerce. Establishments covered in the report are lim
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11 Kct'rig Accounts
Charlotte — Eight refrigerator accounts are using time simultaneously on WBT. They include:
General Electric. Duke (Kelvinator), Pendleton Distributing (Gibson). Shaw Distributing (StewartWarner). Southern Bearing & Parts (Norge). A. K. Sutton (Leonard), Westinghouse, and a network account, Nash-Kelvinator,