Broadcasting (July - Dec 1936)

networks, transcriptions and local stations. Extensive "merchandising" tieins with Republican broadcasts, already started by Sabin and Elwood during the full year they have been working with the Republican National Committee in New York and Washington, are contemplated. General Policies FOR the most part both the Democrats and Republicans are buying open time on the networks and intend to do the same on the stations, taking regular series on 13 week contracts just as any other sponsor might. Their purpose is to avoid cluttering the air with politics on the theory that this arouses resentment among listeners which may react unfavorably to their candidates. Networks and stations, naturally, are hailing this attitude with delight and are inclined to attribute it to the fact that practical radio men are running the radio show for the big parties this year. On the other hand, situations will arise where time clearances of programs already booked may be required for "single shot" political speeches and both parties expect to be forced to ask for them. However, they are going to avoid this so far as possible for this means they must pay for talent under contract for programs that have to be pushed aside. In this respect also, the political parties are being treated like any other commercial concern — and even President Roosevelt, as a candate for office as distinguished from his position as President, will not be any exception to this rule. Nor are the radio directors asking for any exceptions, recognizing among other factors that the recent conventions and notification speeches forced so much commercial time off the air that the NBC, CBS and Mutual networks stood a dead loss aggregating $400,000 on these "public service" broadcasts. For NBC all political arrangements are being handled by Alfred H. Morton, manager of the program department, with Walter E. Myers of the sales department handling time sales. For CBS Lawrence W. Lowman, operations vice president, is handling policy while James McVicker of the sales department is handling time purchases. Fred Weber, Mutual general manager, is handling all MBS time clearances. The policy of both Democratic and Republican National Committee radio divisions will also be to function entirely apart from the state committees, most of which will set up radio divisions of their own and buy regional network and local time as they see fit and under their own budgets. First Republican state committee to buy a schedule was New York's. Harold Lynn Nussbaum has been named radio director, and his office on Aug. 3 begins an eight-week sponsored series on a special state hookup of NBC comprising WEAF, WGY, WBEN, WSYR, and WHAM. Programs will feature state Republican notables in addresses to be heard Mondays, 10:30-10:45 p. m. (EDST) placed through Brooke, Smith & French Inc., New York. It is expected that most of the state committee radio placements will be through agencies. The New York Republican State Committee is also headquartered in the Liggett Bldg., New York. Democratic Time Placements THE Democratic radio division bought its first time for Gov. McNutt of Indiana on 37 NBC-Red network stations the night of July 21 for a half-hour. The billing was $9,100 and the account was placed through Willian H. Rankin Co. The second Democratic time buy was also a one-time period for Senator O'Mahoney of Wyoming, speaking for a half -hour from San Francisco the night of July 23 over seven CBS-Don Lee stations plus KLZ, Denver, and KDYL, Salt Lake City. This billing ran $1,250 and also was placed through the Rankin agency. For the most part the Democrats are concentrating on the industrial and farming areas and probably will continue to do so throughout the campaign, and when on July 28 they engaged a nation-wide net work of 59 NBC-Red stations for the Governor's Round Table broadcast of one hour (billing $14,000) they omitted the South Central, Southeastern and Southwestern NBC supplements. The pickups were Gov. Brann of Maine from WCSH; Gov. Earle of Pennsylvania from KYW; Gov. Horner of Illinois from WMAQ; Gov. Martin of Oregon from KGW; Gov. Herring of Iowa from WHO and Gov. Cochran of Nebraska from WOW. In several cases the Democrats had to bear the reverse line charges. On July 24 the Democratic radio division had Secretary of the Interior Ickes scheduled to speak for a half -hour over CBS but this period was suddenly cancelled, causing considerable inconvenience and some losses to stations which had cleared the time. Mr. Ickes is now scheduled for Aug. 3, 10:4511 p. m. (EDST) over 37 CBS stations, the billing to be $5,708. MBS Gets Dem's First THE FIRST Democratic scheduled series went to Mutual Network, which secured a 13-week account that will run $36,000, starting Aug. 4, Tuesdays, 10:45-11 p. m. (EDST). Twenty -three stations will be embraced in this hookup, including the four basic MBS stations plus the Yankee Network; WCAE, Pittsburgh; WFIL, Philadelphia; WGR, Buffalo; WGAR, Cleveland; WOL, Washington (for pickups of the speakers) ; KSTP, St. Paul; WD AY, Fargo, and KFYR, Bismarck, together with several other stations yet to be lined up. U. S. Advertising Corp. is handling this account. While other series are planned, the only other radio time bought by the Democrats up to the time Broadcasting went to press was a Mutual hookup for Chairman James Farley's speech at Detroit, Aug. 19, 8:30-9 p. m. (EST). Keyed from CKLW, this broadcast will be carried by WOR, Newark; WGN, Chicago; WOL, Washington; WSAI, Cincinnati; WIRE, Indianapolis; WGR, Buffalo; WFIL, Philadelphia; WAAB, Boston; WGAR, Cleveland, and other stations on which time can be cleared. The budget for this program is $2,500, and it will be placed by Metropolitan Adv. Co. Republican Time Placements LIKE the Democrats, the Republicans are selecting their networks carefully with the object of ' preventing "waste circulation", presumably meaning the omission ! of hide-bound Democratic states : in the South where they know they^ have small chance. To date the national radio division has purchased one series,! which started July 27 and which ' is being heard five nights weekly on split NBC-Blue networks. William Hard, the commentator, booked as the Republican Reporter, discusses national affairs Mondays; through Fridays from 7:15-7:30 p. m. (EDST) over the following NBC-Blue hookup: WJZ, Newi York; WBZ, Boston; WBZA Springfield; WFIL, Philadelphia WBAL, Baltimore; WMAL, Washington; WHAM, Rochester; WSYR Syracuse; KDKA, Pittsburgh WEBR, Buffalo, and the South eastern group. On Mondays Thursdays and Fridays, 10:15-10:3( p. m. (EDST) Mr. Hard repeats" his talks to WGAR, Cleveland WXYZ, Detroit; WMAQ or WENR Chicago; KWK, St. Louis; WMT Cedar Rapids; KSO, Des Moines KOIL, Omaha; WREN, Lawrence Kan.; KLO, Ogden; KTAR, Phoe nix, and the Group B supplements The Wednesday spot is 9: 45-1 1 p. m. (EDST), for this group. Again on Mondays and Fridays Mr. Hard repeats to the Northwes group, 10:15-10:30 p. m. (EDST with the same Tuesday period t be added Aug. 4. KVOO, Tulsg and WKY, Oklahoma City, get th Hard show only Mondays, Tues days and Fridays, 10:15-10:30 p. n (EDST ) . Mr. Hard will speak f ror various cities during political ot servation tours, and his schedul is for 14 weeks up to Nov. 2, th eve of the election. Republica headquarters in a formal ar nouncement stated that Mr. Har "will make such use of the period as he sees fit, without any instruc tions from Republican campaig managers" and that he is donatin his own services free. That the Republicans will boo more regular periods on other ne' (Continued on page 53) How the Political Cartoonists Size Up the Radio Campaign Brooklyn Citizen Choice of Weapons Nashville Tennessean Champion Caster Portland (Ore.) Journal Cultivating Fireside Tone Baltimore S Four Long Months Page 8 • August I, 1 936 BROADCASTING • Broadcast Advertish