Broadcasting (Jan - June 1936)

New Programs and Net Shifts Mark Opening of 1936 Season NBC and CBS Have Large Number of New Accounts; Spud Cigarettes to Start Series on Mutual Network WITH NBC and CBS each listing nearly a dozen new accounts, the new year gets under way with nearly all big radio users staying on the air except a few sponsors of seasonal products. A resume of principal network shows, given herewith, includes the period since mid-December since new programs started since that date will run, for the most part, well into 1936. Among the principal changes are the shifting of Colgate-Palmolive-Peet programs from NBC to CBS, the elaborate Paul Whiteman show for Woodbury, the SherwinWilliams Co. Metropolitan Atiditions, the Mary Pickfard show of National Ice Manufacturers, which starts early in February, and the shift of Clicquot Club gingerale, after three weeks on CBS, to NBC. Colgate to CBS COLGATE-PALMOLIVE PEET Co., Jersey City, formerly using NBC for three major programs, in January transfers all its network broadcasting to CBS. Already off the air is the House of Glass script, written by Gertrude Berg, but another program by the same author will make its debut Jan. 13, using a CBS network, Mondays through Fridays, 5:45-6 p. m. The Pahnolive Beauty Box Theatre shifts to CBS Jan. 11, 8-9 p. m., with repeat at 11 p. m., using 50 stations. The Clara, Lu and Em series leaves the air Jan. 10. A new Colgate program based on crime stories from local police departments will start on 48 CBS stations Jan. 15, Wednesdays, 1010:30 p. m. Script will be written by Phil Lord, who wrote the Chevrolet G-Man series last autumn. Benton & Bowles Inc., Colgate agency, is using CBS for the first time since 1933, it is understood, and now becomes a leading CBS booking. American Tobacco Co., it was learned, is auditioning a number of programs and is understood to be considering a Wednesday night series. The sponsor recently renewed the Saturday night Al Goodumn program for 13 weeks on NBC. Programs on Mutual Broadcasting System include Axton-Fisher Tobacco Co. (Spud cigarettes), which makes its radio bow. A resume of network programs, compiled as Broadcasting went to press, follows: NBC New Business COX GELATINE Co., New York (dessert) with Jack Berch. Fridays. 10 :4511 a. m. Started Dec. 13, 1935 (WJZ). SHERWIN-WILLIAMS Co., Cleveland (paints and varnishes) with Metropolitan Auditions, Sundays, 3 :30-4 p. m. Started Dec. 22, 1935 (WEAF). L. C. SMITH & CORONA TYPEWRITERS Inc., Syracuse (typewriters) with Nine to Five dramatic sketch, Thursdays, 7-7 :15 p. m. Started Dec. 19. 1935 (WJZ). QUAKER OATS Co., Chicago (cereals) with Kaltenmyer's Kindergarten, Saturdays, 5 :30-6 p. m. Starts Jan. 4 (WEAF). SPRATT'S PATENT Ltd., Newark (dog food) with Albert Payson Terhune, Saturdays, 5 :30-5 :45 p. m. Starts Jan. 4 (WJZ) . FORD MOTOR Co., Detroit (motor ears) with Fred Waring and His Pennsylvanians, Friday, 9 :30-10 p. m. Starts Jan. 17 (WJZ). B. T. BABBITT Inc., New York (Bab-0) with a dramatic skit, Mon. thru Fri., 10:45-11 a. m. Starts Jan. 27 (WJZ). JOHNS MANVILLE Co.. New York (builder's supplies) with Edwin C. Hill, Kate Smith, Howard Shelton, Tom Howard, and guest speakers on a one-time program Monday, Jan. 13, 11-12 noon (WEAF). JELL WELL DESSERT Co. Inc., Los Angeles (dessert) with the Women's Magazine of the Air, Thursday, 3:153:30 p. m. Starts Jan. 9 (Pacific Red Network) . JOHN H. WOODBURY Co.. Cincinnati (soap) with Paul Whiteman and His Orchestra, Sundays, 9 :45-10 :30 p. m. Starts Jan. 5 (WJZ). PROCTER & GAMBLE Co., Cincinnati, with Forever Young dramatic serial, Mon. through Fri., (no time set as yet). Starts Jan. 6 (WEAF). BENJAMIN MOORE & Co., New York (paints) with Betty Moore and Lew White, Wednesdays, 11 :30-11:45 a. m. Starts Jan. 8 (WEAF). NATIONAL ICE MANUFACTURERS Inc., Cleveland (ice dealers) with Mary Pickford and company, Wednesdays, 1010.30 p. m. Starts Feb. 5 (WEAF). PITTSBURGH PLATE GLASS Co., Pittsburgh (institutional) with Pittsburgh Symphony orchestra, Thursdays, 8 :30-9 p. m. Starts Feb. 6 (WJZ). NBC Renewals RADIO CORPORATION OF AMERICA, New York (radio receivers, tubes, etc.) renewed Magic Key of RCA, Sundays, 23 p. m., on Dec. 29, 1935 (WJZ). STANDARD BRANDS Inc., New York (Royal Gelatine) renewed One Man's Family, Sundays, 12:30-1 a. m., (EST) on Dec. 29, 1935 (six stations of NBCKPO network). HAROLD F. RITCHIE & Co.. New York (Eno salts) renewed Eno Crimes Clues. Tuesdays. 8-8:30 p. m., on Dec. 31. 1935 (WJZ). STANDARD BRANDS Inc., New York (Royal Gelatine) renews One Man's Family, Wednesday, 8-8:30 p. m.. on Jan. 1 (WEAF) STANDARD BRANDS Inc., New York (Fleischmann's Yeast for Health) renews Rudy Vallee in the Fleis"hman Hour. Thursdays, 8-9 p. m.. on Jan. 2 (WEAF). GENERAL FOODS Corp., New York (Maxwell House coffee) renews Maxwell House Showboat with Lanny Ross, Thursdays, 9-10 p. m., on Jan. 2 (WEAF). GENERAL MOTORS Corp., Detroit (institutional) renews Erno Rapee and General Motors Symphony Concerts, guest singers, Sundays, 10-11 p. m., on Jan. 5 (WEAF). REAL SILK HOSIERY MILLS Inc.. Indianapolis (hosiery) renews Life is a Sing. Sundavs, 9-9:30 p. m., on Jan. 5 (WJZ) . STANDARD BRANDS Inc., New York (Fleischmann's yeast for bread) renews Robert Ripley in the Baker's Broadcast. Sundays, 7:30-8 p. m.. on Jan. 5 (WJZ). STANDARD BRANDS Inc., New York ( Chase & Sanborn coffee) renews Major Bowes Amateur Hour. Sundays, 8-9 p. m., on Jan. 5 (WEAF). SPRATT'S PATENT Ltd., Newark (dog food) renews Albert Payson Terhune Dog Dramas, Sundays, 4:15-4:30 p. m. (PST) on Jan. 5 (five stations of NBCKPO network). SINCLAIR REFINING Co., Inc., New York (petroleum products) renews Sinclair Minstrels, Mondays, 9-9:30 p. m., on Jan. 6 (WJZ). HOUSEHOLD FINANCE Corp., Chicago financial aid) renews Edgar Guest in Welcome Valley, Tuesdays, 8 :30-9 p. m.. on Jan. 7 (WJZ). CHEVROLET MOTOR Co.. Detroit (motor cars) renews Rubinoff, Jan Pearce, and Virginia Rae, Saturdays, 9-9 :30 p. m.. on Jan. 18 (WEAF). MOLLE Co., Bedford, O. (shaving cream) renews Vox Pop — voice of the People, with Jerry Belcher and Parks Johnson. Tuesdays, 9-9:30 p. m., on Jan. 28 (WEAF). Red Goes Berserk AN ARDENT Soviet protagonist "tore loose" during the Sunday Listener Speaks program on WOR, Newark, Dec. 29, and no one seems to know how it all happened. Like most speakers on that public forum, his proposed talk had been checked and given an 0. K. But when he went on the air he changed his speech into a Red tirade with the result that hundreds of phone calls were received protesting the use of WOR for Soviet propaganda. The Hearst papers, bitterly antiSoviet, naturally played up the story. WOR officials expressed themselves as deeply vexed over the episode. STERLING PRODUCTS Co., New York (Phillips Milk of Magnesia) renews Waltz Time with Abe Lyman's orchestra. Fridays, 9-9:30 p. m. on Feb. 7 (WEAF). STERLING PRODUCTS Co., New York (Dr. Lyon's toothpaste and Bayer's Aspirin renews Manhattan Merry-Go-Round and American Album of Familiar Music respectively, Sunday, 9-10 p. nri., on Feb. 9 (WEAF). WANDER Co., (Ovaltine) renews Orphan Annie, Monday thru Friday, 5:45-6 p. m., on Jan. 1 (WJZ). CARNATION Co., Milwaukee (canned milk) renews the Contented Hour, Monday, 10-10:30 p. m., on Jan. 6 (WEAF). AMERICAN TOBACCO Co.. (Lucky Strike cigarettes) renews Al Goodman and orchestra, Saturday, 8-9 p. m. (WEAF). CBS New Business WARD BAKING CORP.. New York (Ward bread, cakes, etc.) with Parade of Youth, Tues., Thurs., Sat., 6:15-6:30 p. m. Started Dec. 17, 1935. CLICQUOT CLUB Co., Millis, Mass. (ginger ale) with Harry Reser and His Orchestra, Saturdays, 8-8 :30 p. m. Started Dec. 21, 1935. CREAM OF WHEAT Corp., Minneapolis (breakfast food) with Buck Rogers in the Twenty-Fifth Century, Mon.. Wed.. Fri., 6-6:15 p. m., with rebroadcast to the West Coast at 7-7 :15 p. m. Started Dec. 30, 1935. TIME Inc., New York (magazine and news reel) with the March of Time. Thursdays, 8 :30-9 p. m. Date indefinite. WILDROOT Co., Buffalo, N. Y. (hair tonic) with Ted Husing, Mondays, 7:157 :30 p. m. Starts Jan. 6. COLGATE PALMOLIVE PEET Co.. Jersey City, N. J. ( Palmolive soap ) with Palmolive Beauty Box Theatre. Saturdays, 8-9 p. m. Starts Jan. 11. COLGATE PALMOLIVE PEET Co.. Jersey City (shaving cream) crime stories of local police departments, Wednesdays. 10-10:30 p. m. Starts Jan. 15. COLGATE PALMOLIVE PEET Co.. Jersey City, N. J. (Super Suds) with Gertrude Berg in a new serial as yet untitled, Mon. thru Fri., 5:45-6 p. m. Starts Jan. 13. CBS Renewals FORD MOTOR Co., Detroit (motor cars) renewed Ford Sunday Evening Hour, Sundays, 9-10 p. m., on Dec. 29, 1935, Fred "Waring program to be half-hour. PHILCO RADIO & TELEVISION Corp., Philadelphia (radio receivers) renews Boake Carter, Mon. through Fri., 7 :458 p. m., on Jan. 1. STEWART WARNER Corp., Chicago (Alemite) renews Horace Heidt and the Brigadiers Orchestra. Thursdays, 1010.30 p. m., on Jan. 2. GENERAL BAKING Co.. New York ( Bond bread ) renews Frank Crumit and Julia Sanderson, Sundays, 5 :30-6 p. m., on Jan. 5. LEHN & FINK PRODUCTS Co.. New York (Pebeco toothpaste) renews Eddie Cantor, Sundays, 7-7 :30 p. m., on Jan. 5. LEHN & FINK PRODUCTS Co., New York (Hinds Honey & Almond Cream) renews Leslie Howard, Sundays, 2-2 :30 p. m., with a rebroadcast to the West Coast at 12-12:30 midnight, on Jan. 5. GULF REFINING Co., Pittsburgh (petroleum products) renews Phil Baker in The Great American Tourist, Sunday, 7 :30-8 p. m., on Jan. 5. MOHAWK CARPET MILLS. New York (carpets and rugs) renews Five Star Jones, Mon. thru Fri., 12:45-1 p. m., on Jan. 1. DAILIES BUY SHARE IN NEBRASKA GROUP PURCHASE of 25% interest each by the Lincoln State Journal and Lincoln Star in KFAB and KFOR, Lincoln, Neb., and KOIL, Council Bluffs-Omaha, was disclosed Dec. 24 by Charles Stuart, president of the Sidles Co., which is the holding company for the stock in the three stations. Actual transfer of stock will take place Jan. 1, it was stated. I The two Lincoln dailies are the j largest units in the Lee Syndicate, i headed by E. P. Adler, publishing ' newspapers in nine Miiiwest cities, who at one time owned what is now WHO, Des Moines. One of Mr. Adler's other newspapers, the Madison State Journal, is half owner of WIBA, Madison, Wis., while his Mason City (la.) Globe-Gazette is a recent applicant before the FCC for a new station in that community. The State-Journal, in a front , page article on Dec. 24, said in connection with the purchase : "The newspaper interest in the radio is in line with developments the country over. At the present time about one-fourth of the radio stations in the United States are either owned, controlled by or affiliated with newspapers through stock ownership. The number of radio stations affiliated with newspapers in this manner will be 50% larger at the end of 1935 than it was at the end of the previous year." NBC's 1935 Client List Included 158 Advertisers FORTY SEVEN of the 100 leading advertisers of 1934 were represented in NBC's 1935 list of clients, according to a tabulation by that network. During the year just ended NBC's several networks had 158 advertisers, including the 47 which follow: American Home Product.? Co. ; American Tobacco Co. ; Beech Nut Packing Co. ; Borden Sales Co. ; Bristol Myers Co. ; Campana Corp. ; Coca Cola Co. ; Colgate-Palmolive-Peet Co. ; Continental Oil Co., Emerson Drug Co. ; Firestone Tire & Rubber Co. ; Ford Motor Co. ; General Electric Co. ; General Foods Corp. ; General Mills Inc. ; General Motors Corp. ; Gillette Safety Razor Co.; B. F. Goodrich Co. ; H. J. Heinz Co. ; Andrew .Jergens Co. ; S. C. Johnson & Son; Kellogg Co.; Lady Esther Co.; Lambert Pharmacal Co. ; Lever Bros. ; P. Lorillard Co. ; Metropolitan Life Insurance Co. ; National Biscuit Co. ; National Dairy Products (Kraft) ; Noxzema Chemical Co. ; Pepsodent Co.; Pet Milk Co.; Pillsbury Flour Mills Co. ; Premier Pabst Sales Co. ; Procter & Gamble Co. ; RCA Victor Inc. ; Shell Oil Co. ; Sinclair Refining Co. ; Standard Brands Inc. ; Sterling Products Inc. ; Studebaker Corp. ; Sun Oil Co.; Swift & Co.; Texas Co.; Vick Chemical Co. ; Wander Co. MBS New Business UNITED •CIGAR STORES DELAWARE Corp., New York (United Whelan stores) with Isham Jones and his orchestra, Sundays, 6-6 :30 p. m. Starts Jan. 5. AXTON FISHER TOBACCO Co., LouUville (Spud cigarettes) with Tex O'Reilly in dramatic series, Tuesdays, 11-11:30 J p. m. Starts Jan. 7. MBS Renewals UNITED CIGAR STORES DELAWARE Corp., New York (United Cigar stores) renews Isham Jones and His Orchestra, Tuesdays, 8 :30-9 p. m., on Jan. 1. Page 10 BROADCASTING • January 1, 1936 <