Broadcasting (Jan-June 1933)

Program Variety, Changes in Talent Increase Listeners Conclusions After 10 Years On Air Are Set Forth By MILTON WEINBERG President of Milton Weinberg Advertising Co., Los Angeles OUR AGENCY has handled the account of the Weaver Jackson Co., hairdressers, cosmetics and beauty parlor operators, for the last ten years. Programs and . , spot announce Mr. Weinberg ^nents have been broadcast over many southern California stations, and various types of entertainment have been tried. Perhaps some persons have thought the sponsor and agency were merely experimenting with programs. But experimentation, even though ultra precise and scientific, would hardly cover such a long period. We have not been groping in the dark. We have not been trying to find exactly the "right type of program." Single Purpose WE HAVE, however, been following a carefully-mapped plan with one idea in mind; that is, to change the program content as often as possible to avoid monotony. After all, though the broadcast reaches many new friends and customers from time to time, we believe that many of our fans are regular listeners. Of course, many agencies and sponsors believe that a program should remain true to type. And naturally there are some fine examples of successful broadcasts of this sort. Yet I think the exception proves the rule. The Weaver Jackson programs are carried by KHJ, KMTR, KFI, KFWB, KFOX and KGFJ. Some of them are weekly, while others are heard more often. Some are in the form of floating announcements; others present studio talent or transcriptions with brief messages to the women. We have introduced, and later discarded, some acts that later became stellar attractions on the air. In the earlier days we used Charlie Hamp on an extended series of both day and night-time programs. On our more recent programs we have featured Jay Whidden's orchestra from Santa Monica. In between these, a period of several years, we have used practically every conceivable type of talent. Favors Developing Talent I AM inclined to agree with the views of many agencies and sponsors that it is wiser, in the long run, to develop almost unknown talent rather than to use "name acts." Most surveys have shown that the fan audience remembers the name of the performers rather than the name of the sponsor or product advertised. Once we tried a radio contest in A SAMPLE "BANK BLACKOUT" Continuity Suggested for Use in Bank Advertising At This Time When Confidence is Needed THESE are days when the strong banker needs to advertise. The stronger the bank, the greater the need for institutional messages that will instill confidence in the public, particularly in these days of distrust of so many of the financial giants who have been revealed as unfaithful to their trusts. No less an authority than President Sisson of the American Banke r s Association has repeatedly urged banks to advertise. In the local community, the broadcaster certainly knows the banks whose institutional messages ought to be on the air. That radio is the greatest medium ever made available for institutional advertising, almost goes without saying. For those agencies and stations that are working on prospective "bank accounts", we commend the following continuity, supplied by a leading broadcaster, as a sample of tasteful yet forceful copy for radio advertising by banks. It is titled by its author "Bank Blackouts" and could be used either as spot copy or as part of a 15-minute to one hour program; further copy along this order could readily be prepared by local continuity writers in collaboration with banker-advertisers who should have any number of similar stories to tell: ANNOUNCER: Millions of dollars are sunk every year in wild-cat speculation and yet, the lure of the getrich-quick stocks is seemingly too strong to be resisted. ... A wise banker knows that everything above four per cent interest is pure speculation; and speculation in too many cases, spells ruin. . . . You wouldn't try to repair your own watch; then the Weaver-Jackson series. I think the one thing it proved to us was the fact that fans don't like to think, even if they have the ability to do so. We offered a $100 cash prize for a program name of one or two words which would tie-in with the products sponsored. But, when the poll was over, we found that only about one-half of 1 per cent of the contestants had actually reasoned the thing out. Value of Daylight Hours I AM NOT at all sold on the idea of radio as a sole medium. But I believe that radio has become a vital adjunct to various other forms of advertising with tie-ins of newspaper, magazine, direct mail, novelty and other uses. Radio in itself does a good job. In conjunction with other media it is a knockout. For Weaver Jackson purposes we have found that daylight hours have produced more actual results than evening hours. One reason, of course, is because the bulk of the daytime audience is composed of women. But another, and even more potent reason, is because of the night-time cost. Evening chain programs are so good and so varied that independent studio programs must be produced at enormous cost to win away the audiences of network features. Except in extraordinary instances, I frankly don't think it is worth the additional expense. why not consult an expert in money matters when you are about to make an investment. . . . Let us tell you the story of a very wise wife. . . . MRS. J: What's the matter, dear? JOHN: Oh, I'm just disgusted, that's all. MRS. J: Honey, why don't you forget that old financial page? JOHN: Forget it? Huh. ... I wish I could. MRS. J : But you're worrying, dear — and I wish you wouldn't. . . . There isn't anything to worry about — really. JOHN: Nothing to worry about? Great Scott! Look where this baby's gone to. ... A couple of more points and they'll be giving it away. MRS. J: But why worry, John . . . It won't do any good. JOHN: Oh, I wouldn't care, dear, if it were my money. . . . But to think I +ook your money and sunk it— MRS. J: I'm not complaining, am I. dear? JOHN: No, that's just it; you're so darn eood about it. MRS. J: Did you ever think there migh* be a reason, John? JOHN: A reason? What do you mean ? MRS. J: Well, when Uncle left me that money, you know what I wanted to do? JOHN: Yes — you wanted to turn it over to the banker for investment. Gosh. I wish I'd listened to you. MRS. J: But this friend of yours had a real investment — so he said. JOHN: Aw, honey — don't rub it in. MRS. J: Oh, I don't intend to, dear — really. . . . After all, you did what you thought best for our good. JOHN: Yes, I was a prize chump. MRS. J: No, you weren't dear. . . . You were just — misled, that's all. You meant everything for the best. . . . Why, you even took out the stock in my name. JOHN: Why, of course ... it was your money. MRS. J: John — do you remember about a year ago when that stock flared up ? JOHN: Do I? You wanted to sell it then — but no: like the chump I am, I was sure it was going up to the sky. . . . Well, it's down far enough now. down and about out. MRS. J: I've got a confession to make. John ... I hope you won't be anerv. JOHN: What is it? MRS. J: John— I sold that stock. JOHN: You— sold it? MRS. J: Yes. ... It was in my name, you know . . I felt sure it would never come back again to what we paid for it — so I sold it, and gave the money to the banker to invest. JOHN: (slowly) You sold it? MRS. J: Yes, John. ... Oh, 1 should have told you, I know, but I was afraid you would be angry. . . . Are you, John ? Are you angry with me? JOHN: (laugh) Angry? Well, 1 should say not . . . and you put it in the bank for investment? MRS. J : Yes . . . and it's paying returns, John . . . think of that. . . . So you see — we haven't lost a penny. JOHN: Well, I am sore about one fling — that you didn't tell me before. But, oh mister — -to think that money is safe. . . . Whew! Now I can go back to sleeping nights. ANNOUNCER: A very wise wife indeed and a very wise husband to appreciate her good common sense. Your banker is your friend. He protects his own interests by protecting yours. A bank is an institution. Uncertain speculations have no place there. Remember that, and when you have money to invest, consult a financial expert — your banker. . . . He will be glad to aid and assist you, for your banker is your friend. Mr. Wilson Wilson Mentioned For Governorship Kentucky Broadcaster Urged As Business Executive LOUISVILLE, Ky. — I n t o the seething cauldron of Kentucky politics, the name of L. B. Wilson, Covington business man and owner of Radio Station WCKY, has been injected by political observers as the possible candidate for governor in 1935. Although the state's gubernatorial election is still two years off, Kentucky politics bubbles and boils the year around, and overtures are known to have been made already to Mr. Wilson to become the Republican candidate to take advantage of the internal strife in the Democratic ranks. Mr. Wilson, besides being a broadcaster, is owner of a chain of theaters, vice president of one of Kentucky's largest banks, president of the (5incinnati-Covington Cities Bridge Co., president of a boiler manufacturing plant, past president of the Covington Chamber of Commerce and generally acknowledged to be one of the keenest minds in business and politics in the state. In 1920 he managed the successful campaign of Richard P. Ernst for United States Senator on the Republican ticket. He was given full credit for the result which came in spite of the fact that the Democratic presidential candidate, James M. Cox, carried Kentucky by 5,200 votes over Warren G. Harding and the Republican ticket as a whole failed. Whether Mr. Wilson would accept the Republican nomination is questioned in some quarters, inasmuch as he has never sought political office and has often expressed himself as being unwilling to serve that way. However, in Louisville and Frankfort, the belief is that if drafted he might accept, though he declined comment on the report when asked by a representative of Broadcasting. Kentucky formerly was a staunch Democratic state, but has had several Republican governors in the last two decades. The incumbent, Ruby Laffoon, is a Democrat. Under Kentucky law, its governors serve four years and cannot succeed themselves. S tudios in Mansion THE FIRST of five studios in the old George W. Childs mansion at Walnut and 22nd St., Philadelphia, which is being renovated to serve as broadcasting headquarters of WPEN and WRAX, was occupied by WRAX June 13. WPEN will move into Radio Centre, as the building will be known, in September. An historic landmark of Philadelphia, the building was formerIv the dwelling of George W. Childs, founder of the Public Ledger, and within its walls Presidents, royalty and international notables of the nineteenth century were entertained. Page 10 BROADCASTING • June 15, 1933