Broadcasting (July - Dec 1936)

AN INNOVATION was inaugurated on WDRC, Hartford, recently, when a broadcast via ultra-shortwave was presented over the air direct from Connecticut State College at Storrs. Having given up their regular broadcast channel, WCAC, the college was desirous of broadcasting the ceremonies incident to the inception into office of the college's new president, Dr. Albert Jorgenson. Prof. Daniel E. Nobel of the college staff, broadcast the ceremonies including addresses by Gov. Cross of Connecticut, and Dr. Jorgenson, via ultra-shortwave using the frequency of 100 mc. or 3 meters thru the college experimental station W1XBV. A special antenna system was installed atop the Hartford-Connecticut Trust Company, site of WDRC's new studios and special equipment picked up the short wave broadcast and put it on the air over WDRC. The original program was so successful that highlights in the commencement exercises were broadcast in the same way. A FIFTEEN-MINUTE straight shopping talk giving day's prices at 8:45 | five mornings a week, Seems Unbelievable, has been started on WGAR, I Cleveland, by the Mareican Meat Co., Cleveland. The firm operates a giant j market, doing more than a million dollars in food business a year, with 150 employes. Ethel Hawes and Ben Levin of the Ethel & Ben hour presented later in the day, handle the ! program, which is unique in that it offers no entertainment. The sponsor | has in mind giving women of Cleveland the news that reaches 30% of ■: their income — food news. Response has been far greater than expected. {Clerks report that shoppers respond in pome cases a half-hour after the broadcast. Store posters — 600 in number — and newspaper advertising are used to support the program. AUDIENCE HOLDING WIBW Runs Three-Instalment Serial in One Evening — ED FELLERS, vice president and radio executive of Presba, Fellers & Presba, Chicago agency, describes a sure-fire method adopted by Don Searle, manager of station WIBW, Topeka, of getting and holding a large audience throughout the entire evening. One night a week, WIBW broadcasts a transcribed mystery or adventure drama, complete in three episodes. These dramas are as full of thrills and action as the old-time dime novel and are spotted at 30 to 45-minute intervals throughout the evening. At the close of each episode, the time of the next installment is announced and it is suggested that the audience leave their dials set on the station. "The success of this plan has not only been shown by increased sales and response for our advertisers," says Mr. Searle, "but we are continually receiving reports that children refuse to be sent to bed until they have heard the concluding installment of the series." A NEW juvenile series on WHAM, Rochester, Children Can Conquer, is designed to acquaint children of St. Mary's Boy's Home and St. Patrick's Girl's Home with elementary facts of radio performance. The half-hour Saturday morning programs represent the practical application of broadcast lessons studied during the prior week under the guidance of Levere Fuller. NORMAN CRAIG 230 E. 50th St. New York City REITER & JAEGER 333 No. Michigan Ave. Chicago, Illinois UTICA NEW YORK Dale Robertson General Manager There's more to getting results for an advertiser than just the broadcasting of his program. This Columbia outlet in the heart of New York State's rich Mohawk Valley believes in merchandising with a capital "M". WTBX has a complete merchandising department that REALLY functions — a department that makes every effort to help sell the products which are advertised. Judging by the constant renewals of old contracts, and the consistent addition of new accounts, WIBX must be getting the kind of results our clients are after. Incidentally, mats of the cut at the left will be furnished free to all advertisers for newspaper tie-ins. If WELCOME TO CHICAGO NAB ! ■ ■ BROADCAST ENGINEERING • EQUIPMENT MEASUREMENTS CONSTRUCTION INSTALLATION Our entire staff of practical radio engineers will be available during the NAB convention, July 5-8. We will appreciate an opportunity to consult with you regarding the engineering problems of your station. It may be that you are interested in a field intensity survey ... or perhaps like accurate measurements on your transmitter equipment . . . FCC rule No. 132 may necessitate the rebuilding or replacement of your present equipment. We have the answers . . . offering conscientious service based on many years of practical radio station engineering. * OUR CONVENTION HEADQUARTERS ROOM 2440-A STEVENS HOTEL W. P. HILLIARD COMPANY L 2106 CALUMET AVE. CHICAGO, ILLINOIS iROADCASTING • Broadcast Advertising July 1, 1936 • Page 145