Broadcasting (July - Dec 1936)

PALS Tennessee Press Association Meets in WSM Studio — The Other Fellow's Viewpoint THE NEW order of things between radio and the press was strongly emphasized at the closing session of the Tennessee Press Association's annual convention held in Nashville June 19. The final meeting was held in the auditorium of WSM, Nashville's 50,000 watt station, and with the audience tuned in the Association declared a new policy of cooperation with broadcasters. Said Dixon Merritt, publisher of the Lebanon Democrat and past president of the Association, speaking to some 70 editors and publishers of county newspapers of Tennessee: "There isn't, and never has been, any competition between us and radio. I think we are both doing a mighty fine job. I think we should congratulate each other on that job. And I am glad, that after more than five years, we are at last resolved on a policy of close cooperation with our big brother and friend, the radio." THE COMPLETE STORY On the South's finest market is now complete and on file with our representatives : HIBBARD AYER NEW YORK A. T. SEARS & SON CHICAGO WSOC Charlotte, N. C. Cash Discounts TO the Editor of Broadcasting: In your June 15 issue, mention was made on the editorial page under the heading of Cash Discounts of the fact that advertising rates for radio time were too low in comparison with the rates of other media — such as magazines, etc. It has always been my pet idea that some day a comparison (pure and unadulterated) could be made between the results of an advertising dollar spent in radio and an advertising dollar spent in other media (magazines for instance). I will concede you the point that the results can be compared when the cost per inquiry is made on a merchandising campaign, but above that point no other similarities can be found. Therefore, your statement as mentioned above is of real interest to the writer, for any information you can give me on results obtained from different medias per advertising dollar without a comparison being made between inquiry costs will be appreciated. Thanking you in advance for this favor, I am L. J. Nelson, Asst. Space Buyer, Wade Advertising Agency, Chicago, 111. June 17, 1936. [Editor's Note — We refer Mr. Nelson to the leading article in the Aug. 15, 1934, issue of Broadcasting headed "ANA Survey Shows Radio Best Media Buy" ; in addition, there have been numerous other surveys reported from time to time in this publication.] HARRY HERSHFIELD, noted humorist and cartoonist creator of "Abe Kabibble," has arranged with King Features Syndicate to produce a program featuring his cartoon character, with himself in the leading role. More Radio-Baseball TO the Editor of Broadcasting: After reading your article "Baseball vs. Radio" in the June^ 1 issue of Broadcasting, it strik'es me that Mr. James F. Hopkins is entirely right in his assertions. KELD has set a precedent in the South by being the first station to broadcast baseball games in the Cotton States League while the team is at home. F. E. Bolls, manager of KELD, presented the proposition to the El Dorado Baseball Association, asking permission to broadcast all home games as well as out of town games. Quite an argument ensued. After lengthy discussions pro and con as to the feasibility of broadcasting the home games, the officials finally agreed to permit KELD to broadcast the games for a period of four weeks. The four weeks trial broadcasts were to be closely watched as regards the crowd attendance. The El Dorado Baseball Association recently held a special meeting with Mr. Bolls to definitely decide the issue. Statistics showed that after comparing the type of ball played this year with last year, weather conditions in '36 and '35, also business conditions between the two years, gate receipts had increased 10% this year over the same period last year and the association attributed the increase entirely to radio broadcasts. They voted unanimously to continue to permit KELD to broadcast all home games of the El Dorado Lions as well as out of town games. The result of a thorough investigation into the situation proves that if the station has the good will of the public, presents the broadcasts in a becoming manner and the team does its part by playing good baseball, crowd attendance is bound to increase an appreciable percentage. Incidentally, in wit Missouri market THAT CAN AND WILL SELL YOUR PRODUCT THROUGHOUT THE STATE. And there's one thing to remember about the THREE productive stations— ONE LOW RATE. Write any station listed below for rates and available time. F. E. Bolls, KELD's manager, an-1 nounces all baseball games over | KELD; the weekly wrestling pro ; grams have increased the attend \ ance at the grunt and groan exhibitions 100%. The reason, we find, why KELD has been successful in I these ventures is that the announcer describes the features so realistically that listeners naturally want to see them, proving again that the correct presentation combined with a popular station brings results. E. A. LeCaptain, News Editor, KELD, El Dorado, Ark. Hawaii Not Daylight Time TO the Editor of Broadcasting: We would like to call your attention to a rather serious error which appeared in the May 1 issue of Broadcasting, page 24. Under the general caption of Daylight Saving Time, the Territory of Hawaii is listed as having this advanced time during the summer months along with certain eastern cities and states. This is not the case. We do not question your accuracy in printing the information, as you have given your source of the listings as the Merchants' Association of New York. One definite case in point where a national advertiser was given the wrong impression (not necessarily from Broadcasting) and cancelled his newspaper schedule which was supposed to call readers' attention to a change in his NBC network program on KGU. He wired the national department of the Advertiser to the effect that "Honolulu being on Daylight Saving Time, it was not necessary to run the announcement." All network programs released in Honolulu are advanced one hour during the summer, but Daylight Saving1 Time is not observed in Hawaii. We would appreciate your cooperation in correcting this error. Henry C. Putnam, KGU, Honolulu. Shifts at WOR-MBS SEVERAL changes and shifts in the staff of WOR, Newark, were effected in latter June, with William H. Weldson, formerly with John Blair & Co., joining the sales staff and Miriam Adelson, formerly of NBC, succeeding Helen Gunn in the sales promotion department under Joseph Creamer. Miss Gunn was transferred to Mutual from WOR, after Florence Fick, secretary to Fred Weber, MBS coordinator in New York, and Lois Henry had resigned to join Neff-Rogow Inc . New York agency recently established in the RCA Bldg. KWTO KGBX • SPRINGFIELD, MO. KCMO KANSAS CITY, MO. WTMV E. ST. LOUIS UNIVERSAL Velocity and Carbon Microphones Universal's latest achievement— Ideal for stage use — Not affected by temperature or humidity — Flat frequency response curve from 40 to 10,000 c. p. s. Output-63 D.B. ; Low impedance or direct to grid types. Compact. 2% x 4% in. x 1% in. thickWeight, less than 18 oz. — Head swings to any desired angle — Beautifully finished in black enamel and artistic chrome plate — Ask for new catalog sheet describing Models RL, RP, RH and CB— List $22.50. | Universal Microphone Co., Ltd. 424 Warren Lane, Inglewood. Calif., U.S.A. Page 138 • July 1, 1936 BROADCASTING • Broadcast Advertising