Radio daily (Oct-Dec 1949)

:RADSO DAILY: Monday, December 5. 1949 N. Y. Water Situation Draws Stations' Aid (Continued from Page 1) TV is also using station breaks and newscasts for water shortage items. WJZ will run a special program tomorrow, December 6, from 6: 05 to 6:15 p.m., EST in addition to station break announcements. Gordon Fraser will interview people at the Croton reservoir and Julian Anthony will talk to people on the street. The name of the show is "Water — A Special Report." WJZTV is making plans for their shows this week. WNBC and WNBT are using the slogan "Save Water" on station breaks. Water Commissioner Stephen Carney appeared on the Savings Bank Quiz Kids program over WNBC yesterday to make an appeal to New York City children. Carney also appeared on WPIX on Saturday over the City Hall program. The TV station is running spots on their newscasts to further publicize the shortage. Other appearances by the Commissioner include a visit with Margaret Arlen over WCBS last Friday. Today, Carney is on the George Putnam show on WABD at noon. WNYC has recorded statements by Carney and is making the spot announcements available to other stations. The station has been sending material on the water shortage to other stations for several weeks. Real Drive On WCBS WCBS and WCBS-TV are using station breaks and spots throughout the day in addition to the special feature. WCBS conducted an allout drive on Saturday and yesterday to push the campaign. WEVD has selected the slogan "Don't Waste Water" for its station breaks. WMGM is making water conservation appeals around the clock on every available program, as is WINS. WMCA has recorded a jingle and offered to make it available to other New York stations. The jingle features Ted Steele and will be run throughout the day. Announcements in Italian, Spanish, German, Polish, Jewish, Russian and English are being made by WHOM. The station has s:heduled the spots across the board. WLIB is running spots over the entire day as is WBNX. WWRL in Woodside, L. I„ is using the breaks and various shows to publicize the current shortage. WQXR is plugging the water scarcity, especially on its morning show, in addition to other programs. WOV says it is making plans for announcements. The broadcasters have offered to make further time available if the problem becomes more acute. Correction The captions appearing under the pictures of Sig Mickelson and Dr. Lyman Bryson carried in a Radio Daily story last Friday, December 2, were inadvertently transposed. Radio Biz Outlook Surveyed; Reflects Optimism For 1950 (Continued on current business and general economic trends a total expenditure of $676,000,000 in network, national spot sales, local and video advertising is forecast by one network. It is predicted that network sales will probably show a 5 per cent drop for a total of $184 million; national spot sales should hold a level at about $143.5 million, local sales should show a 5 per cent increase and television sales should double the current year for a total of $64 million. NAB Forecast Increases The NAB forecast increases in the national spot sales field and in local retail radio advertising in 1949 but said that network gross billings would probably drop under the 1948 figure. NAB's forecast was based on a partial survey return but the broadcaster's group expects to publish firm figures "within the next few weeks." Actually, the NAB said, national spot sales would show a greater percentage of increase in 1949 over 1948 than '48 showed over 1947. Local retail 1949 sales, NAB continued, would go up "very noticeably" over 1948 and should show roughly the same percentage of increase that was shown in '48 over '47. Networks, however, according to the NAB spokesman, would show decreased sales in 1949 for the first time. Network trend had previously been up over a number of years. NAB as yet has no figures for video time sales. Spot Out'ook Good Thomas F. Flanagan, managing director of the National Association of Radio Station Representatives, disagrees with the network projection and sees an increase in national spot business for the coming year. He said that he thought the i-eiling on national spot sales would be about $120 million in 1950 and pointed out that the 1949 spot sales would reach an estimated $110 million. Flanagan added that the gross spot sales in 1946 amount to $91,600,000 (FCC figures) and that a fourteen and two-fifth per cent increase over 1947 spot sales in 1948 amounted to $104,800,000. Commenting on 1949 network business, the research department of McCann-Erickson said that network business this year should reach 97.3 per cent of 1948 by the end of the current year. The agency basis the figures on a comparison of the first 10 months of each year. Times' Oilers Comment The New York Times' advertising news column of Thursday sized up the situation as follows: "Prospects are now considered good this year for topping 1948's record high total of advertising sources, a check of key sources indicated yesterday. Last year's total is variously estimated between $4 and $4.5 billion. It is believed that the new record high ad spending from Page I) will continue throughout the year. "Both local and national volume are expected to show new gains for the year, led by newspapers. Gains in spot radio are expected to offset some losses for networks, with neither seriously affected by strong gains in television. Magazines generally are expected to hold about even." Local Sales to Rise It is forecast that local radio sales will reach around $284 million in 1950, a 5 per cent revenue over the 1948 local sales. This upturn is expected to result from intensified local selling on the part of broadcasters and the support NAB membership will receive from the newly created Broadcast Advertising Bureau in promoting new radio advertisers. The sales increase is expected to be most noticable in the department store and home appliance store fields with automotive dealers, oil companies and regional manufacturers adding to the new revenue. Food Products Leads List Food and food products are expected to be the largest users of radio time during the coming year. Next in line will be the drug and toilet goods business with cigarettes, cigars and tobacco rating a close third. Automobiles and accessories are also rated high as prospective time buyers and it is believed that the home appliance manufacturers will increase their radio and TV budgets during 1950. Lever Brothers, General Foods, the Procter & Gamble Company, Gillette Safety Razor, Standard Oil, Sterling Drug, Philco, Westinghouse, R. J. Reynolds Tobacco, American Tobacco Company, Philip Morris, General Motors and Miles Labs are listed among the clients who are expected to continue use of network and spot radio during the new year. Romulo Talk Aired An address by Brig. Gen. Carlos P. Romulo, president of the UN General Assembly, will be carried by WQXR exclusively on Friday, December 9 from 9:30 to 10 p.m. from the 54th Congress of American Industry at the Waldorf-Astoria. The three-day Congress is being sponsored by the NAM and will include addresses by Paul Hoffman and Emil Schram. WFDR Campaigns For Blood WFDR opened a campaign for blood donors on Saturday, Dec. 3, with a broadcast at 9 p.m. directly from the home of a Brooklyn family whose child is being kept alive with blood transfusions. The program will ask listeners to give the greatest Christmas gift of all, a pint of blood to enable someone to live. FCC High Court Brief Favors Georgia Plea (Continued from Page 1) cording to the terms of its contract even though the FCC ruled that the WGST license would be revoked unless the licensee (Georgia Institute of Technology) assumed the full responsibilities of a licensee. The case is due for argument this week, probably Thursday, with attorney Max Goldman of the FCC to be heard briefly. The FCC argument was in line with the argument it outlined when it filed amicus earlier this year in urging the high court to declare its jurisdiction in the case. The basic issue is the preservation of the Commission's right to rule in communications matters in the public interest, without having its ruling nullified by state authority. In this case the licensee stands to suffer a crippling penalty if the state court is not reversed. The Commission declared that since its determination that the management contract was not in the public interest was made under Congressional 'authority, ''these findings were not open to collateral review by any court." In addition, it is pointed out that SBI did not diligently present its case before the Commission when the Commission's decision was still undetermined. Africa Station Cuts Rates Following Devaluation Radio Difusora CR 6AA, serving Angola, Belgian Congo and French Equatorial, and parts of (British West Africa. Only commercial staion in Lobito, Angola — is one of the few stations which has reduced rates because of currency devaluation. The station has been on the air since 1931 serving an area which purchased more than $46,809,000 in the first eight months of 1949 from the United States. Rate reduction amounts to 12.5 per cent, according to Pan American Broadcasting Co., N. Y. CR6AA, broadcasts short wave (1500 watts on 7177 kcs). Warner For Baukhage Washington — Albert Warner. ABC Washington correspondent, will substitute for H. R. Baukhage on the 1 p.m. ABC newscast heard Mondays through Fridays during the week beginning December 12. Baukhage will be on vacation from the ABC microphone until December 26. The replacement for the second week of Baukhage's vacation will be announced later. * Unique : JINGLES * That Sell : KISSINGER t PRODUCTIONS + JU 6-5572 1650 B'woy, H. Y. C