Broadcasting (July - Dec 1936)

How Census Data Was Computed FOLLOWING is the text of the Joint Committee's statement covering the method of calculating the county by county radio census of the United States published on pases 23-34 in this issue. The Joint Committee on Radio Research recently estimated the number ■of families owning radio sets in the United States on Jan. 1, 1936, as 22,869,000. Using this total as a basis the Committee now submits estimates of the number of sets in use in each of the 3,073 counties in the United States. The Committee wishes to emphasize the fact that these figures are estimates, which means that there is a ■certain unmeasurable degree of error in the figures for individual counties. For any group of counties, however, such as those contained within the listening area of any typical broadcasting station, it is believed that the sum of the estimates for individual counties is sufficiently accurate for practical purposes. The principle of correlation has been used in making these estimates. By means of this process certain factors were found which measure or correlate with the number of radio homes by states as determined by the U. S. Census of 1930 and as estimated by the Joint Committee on Radio Research for 1936. The factors discovered in this case are total retail sales for 1933, passenger automobile registrations. 1935 and telephone homes, 1935. These three factors were combined by multiple correlation and the resulting formula was then applied to •counties, a procedure which has yielded reliable results in many similar projects. The county estimates have been tested against 1930 census figures and against independent estimates made by CBS and by a large radio advertiser and the results indicate a remarkably high degree of correspondence, especially when they are combined by groups of counties. The county figures total 22,869.000 radio families, the estimate for the country as a whole recently issued. The statistical formula was developed under the direction of L. D. H. Weld, chairman of the Technical Committee and the clerical work of applying the formula to individual counties was performed by the research departments of the Columbia Broadcasting System and the National Broadcasting Company. Bradley Goes on News TRUMAN BRADLEY, for the last five years ace announcer of the staff of WBBM, Chicago, who handled the Ford Sunday Evening Hour, on June 29 joined the ranks of news commentators, resigning his regular announcing post. He is now doing the News Review for the American Family over WBBM daily except Sundays, 11:30-11:45 a. m., sponsored by Procter & Gamble. Formerly with KFI, Los Angeles. Freedom of Radio FREEDOM of radio and the press were assured in the platforms of both the Republican and Democratic parties at their conventions last month. This came in the wake of expressed assurances by both President Roosevelt and Governor Landon that they have no desire or intention of placing any undue restrictions on broadcasting as a free, competitive enterprise. G.O.P. to Show NAB TO SHOW radio station managers and commercial men how they can sell time to local and state committees, and how to "merchandise ' ' political broadcasts, the radio division of the Republican National Convention will have large displays at the NAB convention in the Stevens Hotel. Tom Sabin, G.O.P. radio director, and John Elwood, former NBC vice president who is the Eastern program director for the G.O.P., will be in charge. Sanka's New Show GENERAL FOODS Corp., New York, for Sanka Coffee, has signed Helen Hayes for a new drama series on the NBC Blue network.,1 starting in September. It has reserved the Monday, 8-8:30 p. m. period. Young & Rubicam is agency.; WJBK, Detroit, will broadcast programs designed and produced by the Board of Education, with the station acting in an advisory capacity. GOLF TROPHY — This beautiful silver loving cup, the fourth to be awarded by BROADCASTING Magazine, will go to the winner of the NAB Golf Tournament just preceding the convention. Previous winners (low net score, declared handicaps) were Dr. Leon Levy, WCAU; Lewis Allen Weiss, WJR; Art Kemp, KNX. Amoco Extends AMERICAN OIL Co., Baltimore (Amoco) announced as Broadcasting went to press that the f-pot campaign on a large group of Eastern and Southern stations had been extended another 18 weeks into November, using the same station list. [See earlier story on another page.] Joseph Katz Adv. Co., Baltimore, is the agency. Amos Donates Bonus THE bonus bonds which Uncle Sam has sent Freeman F. Gosden, (Amos of Amos 'n' Andy) as adjusted compensation for his services as naval wireless operator during the world war will go into a fund to provide for the education of four Negro youths. Gosden, now broadcasting for Pepsodent over the NBC-Red network from Hollywood with Charles Correll (Andy), has designated the editor of the Chicago Defender, Negro newspaper, to select the four youths who will benefit by the fund. They will be selected from among students at Tuscaloosa and Hampton Institutes. FOR NEWS AND SPORTS DENVER LISTENS TO KFEL ■ KVOD Gene O'Fallon — Sales Mgr. Suite No. 2340A, Stevens Hotel During N. A. B. Convention Wildroot Contest WILDROOT Co. Inc., Buffalo (instant shampoo) on June 15 announced a prize contest for the best 25-word letter on "I like instant shampoo because . . ." All entries must be accompanied by a carton from a bottle of Wildroot instant shampoo. The contest will run for four weeks, closing midnight July 13. A Ford Sedan is the first prize; second prize $100; third $50; next 20 best letters $5; next 80 $2. All contestants will receive a magic crystal fortune telling book. The program is heard on 31 CBS stations, Mondays, 7:30-7:45 p. m. We do not claim because he listens to WBIG's SPORTS REVIEW that TONY MANERO won the National Open Golf Championship title, from the world's greatest golf shooters, and at the same time broke a record that has stood for forty years . . . TONY MANERO is a famous Greensboro institution ... so is WBIG . . . And you reach the richest and most populous section of the South when your Station is WBIGr ^GreensboroNI Dominating Maryland's 2nd Largest Market WTBO 800 KILOCYCLES CUMBERLAND 378,081 POPULATION 639,964 PRIMARY AREA. (U. S. Census) j 41,889 RADIO FAMILIES 76,156 *„ , „C°^tteSwr I. £97,747,000 ANNUAL RETAIL SALES £177,939,000 Md., Pa., Va., W. Va. PRIMARY AND SECONDARY AREAS 26 counties in Md., Pa., Va., W. Va. NEAREST NETWORK STATION 130 MILES NEAREST LOCAL STATION 60 MILES Assured consistent coverage for national spot advertisers Page 140 • July I, 1936 BROADCASTING • Broadcast Advertising