Sponsor (Nov 1946-Oct 1947)

THE MONTH {Continued from page 2) everyone." Almost as though inspired by Sarnoff the Federal Telecommunication Laboratories demonstrated its Pulse Time Modulation method of using one frequency to transmit 8 programs, thus making possible 8 times the number of stations on the air without increasing the number of wave bands allotted to sound broadcasting. What with FM permitting an almost unlimited number of broadcast stations and the FCC building towards 1200 standard broadcast licenses within the year, the new technical development (It's been in the works for a number of years) may mean a different broadcasting picture in the not-too-far-away future. That Lynch Closed Circuit Christopher Lynch, the new Firestone tenor who was brought from Ireland for a Firestone Hour build-up, really received the gold-plated works when he was promoted over the NBC closed circuit (not broadcast) program. He sang with the full Firestone orchestra playing for him. It was no sloubt the first time that anyone paid for a full orchestra for a closed circuit presentation. His first air broadcast was greeted, for the most part, by raves. There was nevertheless the usual carping newspaper critic who wrote that it was a shame that Lynch should have been brought over to America for broadcasting. His voice was, said the critic, too good for a radio tenor. Why? Net Says "No" to Sponsor If a product demonstration is included in a commercial, nobody can be permitted in the NBC studio during the airing but the cast. This was brought forcibly to a sponsor's attention this past month, when he wanted to bring a party to the broadcast of one of his daytime serials — -and he couldn't do it. There was a "demonstration commercial" scheduled and the net answer to the request was a polite "no." Idea back of the policy is obvious. Air product demonstrations sometime look like sleight-of-hand and the network doesn't want anyone to get the idea that anything is "faked" when broadcast. Five for Crosley? Crosley Radio Corporation (a division of AVCO) has its sights set at buying the maximum number of stations permitted by the FCC. With WINS (New York) as its second baby (WLW, Cincinnati, is its first, of course), and KSTP (St. Paul, Minn. I scheduled as its third, if the FCC so wills, Crosley is looking around for number four and five, with both already within its sights. Naturally no one at the holding company is talking, nor is anyone at Crosley open for conversation on the matter. The stations are in the KSTP category, not the WINS. NOVEMBER, 1946 That Milestone Volume The historical tome of the broadcast industry for which Arthur Church (KMBC, Kansas City) is paying the bills, is ready to bow before its critics .... everybody in the business. Sponsor, which happens to know just how big and tough a job Art Church and his staff have done, will give a year's subscription to the first agency or sponsor staffer who finds an error of fact in the volume. Incidentally, Sponsor doesn't have any expectations of paying "i\ Alaska Net Alaska will have its own network soon, with the net officials planning to tic in with one of the four networks within the states. (Continued on page 74) ITS THE SIMPLE LIFE Us, Boor covert .„ *.«»»*»« ds a»d services . B» rugs, and ever il the rest o] » — >vitnoin than all the Trading Area d o" -ri^ u8,ene'sW,,■ low rates ana yott the facts? H.B.C RfflUtfE 970 KC 5000 w*ns 73