Broadcasting (Oct 1931-Dec 1932)

Evolution of the Sherlock Holmes Program By JAMES M. CECIL Cecil, Warwick & Cecil, Inc., New York Radio and Popular Drama Episodes Chosen by Sponsor To Overcome Prejudices of Public Against Product SETTLING down in a comfortable chair with a favorite pipe and a steaming cup of coffee, Dr. Watson lets memory rove back to the "ays of Baker Street, when Sherock Holmes was at the height of is career and when any knock on he door might bring the first word f a new and thrilling adventure, s Joseph Bell, Dr. Watson's riend and an NBC announcer, lends a willing ear, strange tales are spun out of the threads of experience. Murderers return to the scenes of their crimes. Old vengeances are resurrected. Brilliant plots, hairbreadth escapes, lightning deductions — all follow in close succession. Three times each week, Dr. Watson's leisurely drawl leads into the setting of an adventure, then music sounds an interlude, and finally the characters of the drama irelive their parts. This is the Sherlock Holmes program, sponsored by the makers of G. Washington's Coffee, the G. Washing(ton Coffee Refining Co., Morris Plains, N. J. Popular as it has been from the start, its popularity fncreases daily. In a recent poll of tthe radio editors of the country conducted by the New York World-Telegram, this program [was voted the best dramatic offering on the air. After but two years of broadcasting, the sponsors take as much pride in these signs of popular prestige, as they do in ithe high standards and commercial success of the program. Why radio advertising was selected, in what way the Sherlock Holmes dramas were evolved, and how they fulfill the need for which they were established make an interesting story. Contrary to the ! usual opinion, the sponsors believed that a type of program could be found which would make it possible to explain detailed selling points by radio as well as they could be explained elsewhere. And in the case of G. Washington's Coffee, it is vitally important to explain quite clearly just what this coffee is, just how it differs from other coffees, and just how it is made. Prejudices to Overcome OF HARDLY less weight in the decision to advertise by radio was the realization of a number of unconscious prejudices which might (and, in fact, did) exist in the minds of the public. The most important adverse prejudices held by persons with a slight acquaintance with G. Washington's, or none at all, included these: (1) that G. Washington's was not real coffee; (2) that G. Washington's was some type of "deteriorated" coffee: that is, either caffein removed, or strength impaired, or flavor les sened; (3) that G. Washington's was merely a handy coffee of inferior grade, therefore suitable only for times and places when quality and flavor might be sacrificed for the ease and speed in making. In addition to these unconscious prejudices, the advertising was forced to combat a general and deep-rooted dislike — the dislike and distrust of any product which seems to be "concentrated," "preserved" or "tabloid" variety of food, regardless of its quality. To overcome these prejudices, and to put across precise selling points radio advertising had special value. The spoken word could carry the message of a new and dramatically simple process of coffee-making with great force and clarity to people accustomed to traditional, involved methods. Provided only that something unusual, dramatic, and at the same time, friendly, could be found, the dramatic element in the making of G. Washington's Coffee would do the rest. Here are one of two comments by radio columnists: "The advertising in this series (Sherlock Holmes) is an example to every other sponsor. It is adequate from the sponsor's point of view and absolutely without offense to us." — Newark Evening News. "Deftly produced drama." — New York World-Telegram. The broadcasts are moving into a new field at the time of this writing, with the presentation of serial dramas in weekly installments. These serials were started in answer to the same popular demand that called for the repetition of last year's adventures one night a week during the present season. Above and beyond their technical success, these dramas have something which has caught the imagination of the public. A peculiar quality of charm pervades every program. And, it seems, "Age cannot wither, nor custom stale, the infinite variety" of that charm. RICHARD GORDON, NBC Player, as Sherlock Holmes THE MAKERS of G. Washington Coffee had a problem to solve just as Sherlock Holmes has in every one of the popular dramas which they sponsor. And they solved this problem by selecting radio advertising and an intensely interesting program to explain the unique qualities of their product. Another secret of the success of this feature, which was recently selected by the country's radio editors as the best dramatic offering on the air, is the cleverness of the commercial talks which introduce and conclude each drama. Neither music alone, nor music and dialogue intermingled, offered a suitable background for selling a coffee which had unusual and distinctive features among its selling points. Drama, on the other hand, has been remarked upon by radio experts for its power to get and hold the close attention of the audience. Eventually, it was decided to use drama with thrills and humor, with running dialogue and swift action, drama which was spiked with interest and yet was the friendly, human, and natural rather than wildly melodramatic. Familiar and popular characters were desired. And so, Sherlock Holmes came out of retirement. Advertising Not Tiresome THE REST of the story is one of success. The intelligence of the radio audience had been held in such high regard, so much care had been put into preparation, so much thought had been given to the desirable high standards of commercial broadcasting, that the program was popular almost immediately. It has been substantially unchanged since its inception. It is now on the air three times each week, once on the Pacific Coast, and twice in the East, via NBC networks. Yet with all these broadcasts, the commercial credits have not become tiresome, even to regular listeners. The credits deal with precise, detailed selling points, and yet are not unwieldy. And they all have a decidedly unique feature — one in which the radio audience delights — actual coffeemaking before the microphone at each performance, to the accompaniment of teaspoons clicking on cups and hot water gurgling as it is poured. Camel Cast on Tour THE ENTIRE cast of the CBS Camel Quarter Hou;, including Morton Downey, Tony Wons and Jacques Renard's Orchestra, will soon start an extensive vaudeville tour, broadcasting from each city on regular schedule. The act will be billed under its radio designation of "Camel Quarter Hour," thus giving the R. J. Reynolds Tobacco Company added exploitation for its product. Innes Harris, of the radio publicity staff of Erwin, Wasey & Company, the agency handling the Camel account, will accompany the radio troupe. February 15, 1932 • BROADCASTING "Voice of Iron Range" PERSONNEL of WJMS, Ironwood, Mich., one of the newest broadcasting stations to go on the air, having been inaugurated Nov. 3, 1931, has been completed, according to Noel C. Ruddell, manager, who formerly was manager of WBOW, Terre Haute, Ind. Walter Patterson is program director and chief announcer and Kenneth Singleton is chief engineer. Both also came from WBOW. The station, a 100 watter, is called "The Voice of the Iron Range," serving an area in which daytime reception has been impeded because of the iron deposits there. KMCS Now KRKD KMCS, Inglewood, Cal., about Feb. 1 made its delayed moving to the Arcade Building, Los Angeles. Coincident with the moving the call letters became KRKD. Transmitters and towers will be on the roof and studios on the third floor. The V. G. Freitag radio advertising agency has moved from the Commercial Exchange Building to the Arcade Building with offices at the KRKD studio. Freitag is broker for all of the time at KMTR, KMPC and KRKD. Page 13