Broadcasting (July - Dec 1936)

Voluntary Checks Improve Quality of Proprietary Copy Association Provides Counsel To Prevent Spurious Claims VOLUNTARY copy checking by the Proprietary Association has proved surprisingly successful, Earle A. Meyer, executive secretary of the association's advisory committee on advertising told the annual convention of the National Wholesale Druggists Association, which met recently at White Sulphur Springs, W. Va. With some 5,000 manufacturers in the industry, the copy checking system was set up as a "step in the interest of honest merchandising," he said, and some 14,500 pieces of copy representing nearly 100 million dollars in advertising has been reviewed since 1934. Notes Improvement "TO SEE evidence of the improvement in advertising," said Mr. Meyer, "one needs only to look through the pages of current newspapers and publications or listen to the commercial announcements of today's radio programs and contrast them with those of a few years ago." Among associate members of the Proprietary Association are 36 agencies and almost as many broadcasters, said Mr. Meyer, who expressed gratification over "the apparent agreement between the creators of advertising and members of the committee that sound drug products can be advertised and sold honestly and without running by the red stop light of misrepresentation." Mr. Meyer emphasized that manufacturers or agencies can submit their copy to the advisory committee for perusal and feel assured that the copy will be passed upon in strict confidence, and suggestions made to change or improve it. He has been working with Janet McRorie of NBC, Gilson Gray of CBS and Fred Weber of Mutual in connection with radio continuities. Candy Company Tests BOLDEMANN CHOCOLATE Co., San Francisco (chocolate candy and products), which recently appointed Gerth-Knollin Adv. Agency, that city, to direct its national advertising, on Sept. 29 started a 13-week quarter-hour test campaign on KFRC, San Francisco. Titled Bobby Grayson's Football School, program is heard Tuesdays at 5:45 p. m. Copy is prepared by Grayson, former Stanford University football player, and read by Mel Venter, station announcer. Grayson himself also presents a Tuesday night Sports Parade under sponsorship of the San Francisco Examiner over KYA. One Man's Family Film SIGNING of a contract for screening of One Man's Family, popular NBC feature sponsored by Standard Brands Inc. for Tenderleaf tea, was announced Oct. 9 by NBC. Paramount will base a major film on the series, with Carlton E. Morse writing the film version of the serial, which went on the air in April, 1932. It has won numerous program awards. Autos on the Air (Continued from page 36) fashions will speak on trends in hats, shoes, frocks, etc. As another feature of interest in this program, which will be announced by a woman, three gowns especially designed will be discussed during each program. Olds Motor Works, another GM division, leans the other way in its thinking, having scheduled a program which should appeal at least as much to men as to women. Titled Irvin S. Cobb and his Paducah Plantation, it starts Oct. 17 and will be broadcast from Hollywood over 64 NBC-Red network stations Saturday nights from 10:30-11 p. m. D. P. Brother & Co., Inc., Detroit, is the agency. Buick-Packard-Nash Series BUICK has no plans at the present for a regularly scheduled program. At the present all that is contemplated for the immediate future is a series of spot announcements over 89 stations, beginning the week of Oct. 19. Five spots a day will be heard through this strategically located group, tying in to Buick's newspaper "teaser" campaign preceding introduction of the 1937 cars. At the same time it is understood that Buick will keep its eyes open for future headline sports events, upon which it may bid for sponsorship, as in the past. Order for a later disc series has been placed with WBS. Arthur Kudner Inc. is the agency. Among the independents there is at least a proportional amount of radio planning. Packard's plans are probably the most ambitious, involving the well-publicized tieup with RKO Radio Pictures and the current picture Swing Time. This program started Sept. 8 over the NBC-Red network Tuesday nights, 9:30-10:30 p. m., and offers 15 new Packards as prizes in two contests. One contest is based on best descriptions of the new Packards which were introduced at the time of the initial broadcast, open to patrons of theaters showing Swing Time. Packard is tying in theater managers and publicity men by offering three Packards to the producers of the best tieup campaign. Local awards are also being made by Packard dealers in some cities. Young & Rubicam Inc., is placing this program, which stars Fred Astaire. Nash is building its plant activity strongly into its Saturday night Speedshow over 62 CBS stations at 9 p. m., by having Floyd Gibbons, news commentator, tell his impressions of Nash production operations over the air, along with his impressions of the Spanish civil war. Vincent Lopez and his orchestra star on this program, which began Oct. 3, and "name" guest stars will be heard weekly. Nash originally intended to introduce its 1937 models at the time of the premiere broadcast of this series; however production delays made that plan unworkable, and early November has been selected. Studebaker continues to feature Richard Himber and his Champions over NBC and is using discs. Gadsden Is 2nd Industrial City of Alabama Gulf States Steel Employs 4500 Men And Is Now Building Tremendous New Plant WJBY Gadsden, Alabama 31 Tha&. EARLS fa&m "Earl May, you know ! He runs KMA, and folks out here have been depending on his advice for years. You see, he's one of us . . . raised in a small town . . . knows his farming, too. I followed his advice about a catch crop last year and made a nice bit of money. "Then too, he keeps us posted on the best things to buy for the family, the house or the farm. Neither Earl nor KMA has ever given us a bum steer. • "Sure, everybody out here knows KMA!" KMA WDOAHIA DAVEN 30 STEP "TEE" ATTENUATORS The following impedances stocked for immediate shipment: 30/30 50/50 125/125 200/200 250/250 500/500 500/200 600/600 30/50 50/200 Special impedances and attentuation upon request. Mfrs. of Volume Controls, Potentiometers, Faders, Main Gain Controls, Fixed Attenuators, Non-inductive Wire Wound Resistors, Line Equalizers, Volume Indicators, and Laboratory Equipment. Write for Bulletins. TYPE "T-330" This is the first compact 30 step "T" attenuator ever offered at a low cost. It is perfect as a mixer and a master gain control for low level mixing. The new Attenuator has zero insertion loss, constant impedance both in and out at all settings and at all frequencies within the desired range, and the lowest attainable noise level. 30 STEPS OF ATTENUATION. LAMINATED POSITIVE WIPING TYPE SWITCH. LOW NOISE LEVEL. BELOW — 130 DB. SHIELDED FROM ELECTRICAL DISTURBANCE. RUGGED— LIGHT WEIGHT SIZE ONLY 2%" DIAMETER BY 2 1/16" IN DEPTH. ZERO INSERTION LOSS FREQUENCY ERROR: NONE OVER THE RANG.E OF 30 TO 17,000 CPS RESISTORS, UNIFILAR WOUND. PRICE, $17.50 WRITE FOR BULLETIN 534 Daren volume controls, main gain controls and other Daven equipment are used extensively in the new modernized KMA studios. THE DAVEN COMPANY 158-160 SUMMIT STREET NEWARK, N. J. fit BROADCASTING • Broadcast Advertising October 15, 1936 • Page 49