Broadcasting (Oct 1931-Dec 1932)

"Minute Talkies"or Advertising Dramatized By J. E. MATHIOT General Manager, WGAL, Lancaster, Pa. WGAL Finds Skits Please Both Listeners and Advertisers; Stories Simple and Based on Everyday Happenings COMMERCIAL announc ements have always been a problem for the advertiser and radio station alike. The listener has come forward to express his opinions many times, too. When is a commercial announcement too long? Everybody will agree that it can't be too short. It is the commercial "spots" or "plugs" on a program that are intended to inform the listener about the product being advertised and to create a desire to buy. In other words, they are the most important part of the program to the sponsor and less important as far as the listener is concerned. Opinions on just how much advertising talk should be contained in a radio program are many. Programs on the chains and local stations vary a great degree in the amount of commercial talk. It was reported not long ago that some person had invented a set or an attachment that would shut off all advertising matter coming over the air. Of course, that does not sound good for either the advertiser or station. A novel and effective way of putting across commercial messages is to dramatize them — make them into short sketches with two or three characters. In this way the message is presented in an interesting manner and does not have the so-called "puff" element. Idea Not New THESE short skits are not new to radio. They have been used in the Lucky Strike Hour, Blackstone Cigar Program, Chase and Sanborn Hour and Howard Dandies Program. Although not commercial the Henry and George programs are made up entirely of short humorous sketches. Lucky Strike went to the expense of bringing an auctioneer from the tobacco markets of Kentucky to appear in a one-minute "talkie" at the NBC studios in New York. It is only natural that a conversation between two or three persons has an appeal to an outsider. Every person is interested in listening to what the other "party" is saying. WGAL, Lancaster, Pa., started using several of these skits throughout the week in commercial programs. The advertisers liked them and favorable comment was received from listeners. The i sponsors asked for more. The skits added variety to the programs and proved a novel way of putting = across advertising messages. Then the continuity department worked out a 30-minute program, accommodating six sketches, allowing approximately five minutes for each advertiser. The costs were J. E. Mathiot THE PROBLEM of making commercial announcements interesting and effective is one that is always with broadcasters. WGAL has evolved a novel solution that might well be adapted by other stations; that is, dramatizing the advertising messages. The experiment has proved profitable both from financial and entertainment points of view. figured out, including station time, musical talent, actors, etc. The idea was then submitted to the commercial department. Spaces on the program labelled "Minute Talkies" were immediately sold. Each "talkie" lasted about two minutes, thus allowing for a three-minute popular musical selection between the skits. Sample of "Talkie" A FEW weeks after the program was inaugurated WGAL had a waiting list of other advertisers. Then a similar program called "Tale-Skits," carrying out the airplane idea, was started on another night in the week. The advertisers on several other programs asked for the dialogue in presenting their messages to the audience. Each "Minute Talkie" is a story in itself. Interest in the little sketch leads up to the advertising matter. Subjects of these blackout sketches are simple and are usually written around everyday happenings of the home, office or the golf club. Here is a sample of the "Minute Talkie" that will give a good idea of what the sketch is like: "THE PROMOTION" Blackout Subject: Dairy Cast: Jones, Boss Announcer: Let us now witness a little scene in the office of the president of a large firm. The president has called one of his employees to his office. As the curtain goes up we find Jones, the employee, entering the office. Jones: (Nervous) Er — you sent for me, Sir? Boss: Yes, Jones, have a seat. Jones: Thank you, Sir. Boss: Jones, how long have you been with this firm? Jones: Five years, Sir — yes, exactly five years. Boss: I see . . . five years. You know, we have been watching your work very carefully during the past year, Jones. We have been keeping a pretty close check on your efforts. Jones: (Very nervous) You — you're not going to fire me, are you? Boss: Now wait a minute, Jones. As I was just saying we have been watching your work closely. The board of directors had a meeting this morning, and one of the subjects discussed concerns you. Jones: Yes. Boss: Jones, we have decided to make you manager of the eastern district. How do you like that? Jones: What! Boss: Yes . . . manager of the eastern district with a considerable raise in salary. Jones: Why — you mean me, Sir? It's so sudden — why — Boss: Yes, I know, Jones — it's a surprise to you, but it's true. Beginning next Monday you will be manager of the eastern district. Jones: Why — I don't know how to thank you for this, Sir. Boss: We don't expect any thanks, Jones — you deserve the promotion. Now, Jones, since I've told you, there is a rather personal question I would like to ask you. I don't know whether you want to answer it, but I'm going to ask just to satisfy my own curiosity. Jones: What is it, Sir? Boss: You will recall, Jones, about a year and a half ago you were not doing so well — you were continually making costly errors — you didn't seem to show any interest in your work. As a matter of fact, we were on the verge of firing you. Now, what I'd like to know is what made the change in you. Your work has been unusually good during the past year or more. Jones: You see, I wasn't feeling so good then. I was run down and nervous. I couldn't seem to take any interest in my work. I had no appetite. Then I started drinking plenty of Rohrer's Med-OFarms milk. It built me right up, and I'm still drinking it three times a day. Rohrer's Med-OFarms milk contains real health. Boss: I see. Well, I think a lot of our other employes around here need to drink Rohrer's Med0 -Farms milk. (Music) "Minute Talkies" can be adapted to any business. They have proved a commercial success over WGAL and have great commercial possibilities. A cast of three or four persons can produce a 30-minute program of "Minute Talkies." However, WGAL casts different persons for each sketch, thus requiring a larger corps of actors. Skits based on famous incidents in history and written around the lives of well-known characters of literature are both humorous and interesting. WJR-WGAR Television Stations Urged by Pratt FAVORABLE action on the applications of WJR, Detroit, and WGAR, Cleveland, under the same management, for three experimental television stations to operate on the intermediate, low and ultrahigh frequencies set aside for visual radio, was recommended to the Radio Commission Jan. 15 by Examiner Elmer W. Pratt (Report 319). Mr. Pratt found that the experimental program outlined by the stations was well-planned and comprehensive and that adequate funds have been set aside for the work. The results of the experimentation, under the immediate supervision of the chief engineers of the two stations, assisted by Prof. R. W. Stolzenbach of Wittenberg College, Springfield, O., "should tend to improve and develop the art of visual broadcasting," Mr. Pratt said. WJR seeks one assignment on 2000-2100 kc. with 500 watts, with 12 hours daytime and 7 hours at night, as well as an assignment in the bands 42000-46000, 4850050300, and 60000 to 80000 kc. with 200 watts unlimited time. WGAR has applied for the very high frequencies only with 200 watts and unlimited time. The nearest television station to either Cleveland or Detroit is that maintained by WTMJ, at Milwaukee. Next are the RCAVictor stations at Camden, N. J. The program outlined proposes to determine what can be accomplished by reflection on the ultrahigh frequencies in connection with the production of large field intensities and with shadows on transmitter pictures, the elimination of flicker, and possible use of cathode ray tubes instead of mechanical scanning. February 1, 1932 • BROADCASTING Page 11 I