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FORJOE & CO.
NEW YORK • PHILADELPHIA
WASHINGTON • PITTSBURGH
CHICAGO • LOS ANGELES
SAN FRANCISO
New SPONSOR is always Welcomed
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CJOR
Vancouver Canada
5000 watts 600 Kc.
Representative: Adam J. Young Jr., Inc.
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He sells merchandise, not casts or programs
MORE damned than any other commercial program man, Frank Hummert never-the-less delivers more sales per program dollar than any other stopwatch holder. It doesn't matter whether it's David Harum (see Bab-O Ad-$SS, page 4) or Manhattan Merry Go Round, there's never an attempt in the Hummert factory to make the program or its stars the product being advertised.
Frank Hummert and his wife Anne keep their fingers on the plots as well as the Hooperatings of each of their shows. They show very little disposition to worry because their evening program babies seldom if ever (except in the summer,) turn up in the "First Fifteen." The Hummerts, on the other hand, want their daytimers among the "Top Ten" serials.
Hummert points out that broadcasting delivers the most accessible entertainment package in the world and that accessibility is as important as the program itself. He has held on to key airtimes like the 9 to 10 p.m. Sunday slot for years, although his programs have seldom retained the audiences delivered to them by previous programs. A 14.5 Edgar Bergen rating becomes a 9.5 when it reaches Manhattan Merry Go Round. How well Hummert has his exact audience measured is indicated by the fact that he holds the 9.5 for his second Sunday night tune show, Bayer's Album of Familiar Music.
Hummert is a businessman as a radio producer. When AFRA (the radio performers' union) was founded, Hummert. more than any other producer, was responsible. His production line technique had aroused the actors. Yet when the union was formed and the closed shop set. his costs didn't go up perceptibly, because he had been paying better than average scale to his "regulars" all the while. He didn't require as much rehearsal time as the next producer, because once each character was set all the lines fitted the characters as perfectly as the clothes they wore. AFRA is still trying to find a way to make serials pay actors more.
Hummert goes right on depending on human frailties to build his audiences and people his productions. When he comes to the conclusion that the dialers, his dialers, are ready for better things through their loud speakers, he'll provide them. His production job. he reasons, is to produce audiences to be sold.
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SPONSOR