Broadcasting (Oct 1931-Dec 1932)

Record Details:

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What Applicants Should Know (Continued from page 9) Radio In Retail Field {Continued from page 7) say!! They were swell * * * and still are! I wish I had them here now but they ^were in the laundry when I left Jean: We'll, I paid $2.95 apiece for them at our store * * * and today * * * just today there's a special sale of those identical shirts * * * for $1.55 apiece * * * or three for $4.50! Harry: Fine! That's great! Jean: They really are very good shirts. They're made of a fine, firm quality of broadcloth * * * pre-shrunk. They're well cut and nicely tailored. You can have them with collar attached * * * or not. And besides all that * * * you may have them in the 'hree favorite colors * * * tan, green and blue. They're really an excellent buy! Harry: I'll go down and get a bunch right after breakfast * * * and now I'm going af er breakfast. Does Cal liope make as good biscuits as she used to? Jean: Better! (Pause.) Nice lad, isn't he? I think I'd better go out and have breakfast with him. Incidentally, everything I told him about these shirts is literally true. They're the sort of shirts a discriminating man appreciates. And at three for $4.50 * * * they're a bargain! Newspapers Weep in Vain NOW I DON'T want to give the impression that radio is the only sure-fire medium for advertising' or that it is offered as a panacea for our woes and ills. As a supplement to newspaper advertising, which still remains your best medium for direct results, radio, if used correctly, consistently and patiently, can become a healthy, informative, indispensable instrument right in the homes of your customers. Use the newspaper with the radio, refer to your radio programs in the newspaper, refer to your newspaper advertising over the radio; tie them up together. They both have their places, and newspapers who weep over radio's intercession into their field are wasting their tears. Let them acquire radio stations or work with radio stations; there is room for both in America if intelligently operated. But before radio advertising can take an invincible part in America's merchandising field, it must also clean its skirts of crooners and ballyhoo artists and reiterated advertising sales talk, ad nauseam. People don't want to be hit over the head with headlines or barking announcements. You don't have to be a psychologist. They will listen to a direct, simple appeal told quickly and simply. be dealt with by engineers who are experts in their knowledge of radio phenomena and equipment. Testimony with relation to power, type and characteristics of eouinment. wave propagation, suitability of the proposed location, etc., may be presented only through expert witnesses. Hearings on applications for renewals of licenses are of several classes. Such an application may be designated for hearing because the facilities of an existing station have been requested by an applicant for a new station. Applications for renewal of license are frequently designated for hearing because a licensee has violated or failed to operate substantially in accordance with the law, the regulations of the Commission or the terms of the station's license, or for failure to maintain a standard of operation in keeping with the progress of the broadcasting art or for failure to keep pace with the chancing needs and interests of the public. Some of the most common charges are failure to modernize equipment, operation without a licensed operator in charge, deviation from frequency assignment, excess use of power, use of unauthorized equinment. failure to announce properly call letters and mechanical reproductions, etc. The Commission's notice of hearing in such cases contains specifications of the grounds or reasons for setting an application for hearing as well as a blanket clause to the effect that it is not satisfied that public interest, convenience or necessity will be served by the continued operation of the station in question. In cases of this kind an applicant, in order to obtain a renewal license, must make what may be termed a de novo showing, i. e., in addition to presenting such evidence as will controvert any testimony tending to prove the Commission's charees of improper, negligent or unlawful operation of his station, he must establish such facts with reference to his service, equipment, personnel, programs, talent, financial responsibility, etc., as to warrant a determination bv the Commission that public interest, convenience and necessity will be served by the continued operation of his station. For Time Allocations HEARINGS on applications for renewal of license are sometimes held to determine which specific hours should be assis-nerl to each of two or more stations that have been licensed to share time on the same freauencv. In such cases a complete showing of the service of each station is usually necessary in order that the hours misrht be divided according to the service rendered and in the light of the needs of the community served. The same general rules, of course, apply to hearings on applications for modification of license, the burden of proof being upon the applicant to show his financial and technical ability to effectuate the modification proposed and such other facts which demonstrate that public interest, convenience and necessity would be served by the change in operating I assignment requested. Hearings of f this kind often assume the proportions of hearings on applications for new stations and the applicant must be prepared to make an ; equally extensive showing. In hearings on applications for ' the Commission's consent to an assignment of license, the legal I qualifications of the assignee are I often important. There also arise | question as to whether a station's ' service will be maintained at the I proper standard by the proposed I assignee. After the filing of the ex I aminei's report with the Commis I sion, a copy is sent by the secretary of the Commission to each of I the parties participating in the I hearing and any such party may I within fifteen days of the mailing of such report file exceptions there I to. Exceptions must point out with j particularity the alleged errors in j the report and contain specific page j references to the transcript of I testimony where the evidence re f lied upon to support the exceptions | is found. Exceptions must be accompanied by an affidavit to the effect that copies thereof have been properly served upon all other parties in the case. Oral argument before a quorum of the Commission in support of or in opposition to exceptions may be requested by any party eligible to file exceptions. Such requests must be in writing and, in the case of a party filing exceptions, must accompany the exceptions. Any party desiring to present oral argument in opposition to exceptions must file his request for oral argument not later than five days after the receipt of such exceptions. Requests for oral argument must also be accompanied by an affidavit showing service upon other parties in the case. Oral argument is usually allowed only in cases involving substantial questions of law. The Commission's decision is rendered upon consideration of the testimony, the examiner's report, the exceptions and the oral argument, if any, and is evidenced by . a statement of facts, grounds for decision and order formally adopted and promulgated. Limited as has been this brief analysis, it appears that there has been evolved an orderly procedure for the handling of applications j in a formal and efficient manner as nearly analogous as possible to proceedings in courts of the United States and consistent with the pe \ culiar needs and requirements of this new and technical field of jurisprudence. The object is an or t derly and safe method of arriving at the facts with adequate opportunity to all parties in interest to be heard and with the ultimate aim of determining what course of action will best promote public in \ terest and convenience and serve public necessity. , About Trade-Marks A PAMPHLET entitled "General Information About Protection of Trade-Marks, Prints and Labels" is available free of charge at the office of the Commissioner of Patents, Washington, D. C. NOW MORE THAN EVER It is necessary to employ every ounce of experience and skill to make advertising pay — particularly radio advertising. A. T. Sears & Son, Inc., make it possible for agencies to offer their clients efficient, effective service on radio accounts, without a dollar additional cost and without adding to their personnel. We maintain up-to-the-minute information on radio stations all over the country ... on markets . . . and listener habits. Use this information. Take advantage of Sears' Service; which, for many years, has been recognized as the last word in radio station representation. It includes, if you wish, the complete preparation and production of electrical transcription programs. A. T. SEARS & SON, Inc. Radio Station Representatives 520 N. Michigan Ave. Chicago, 111. Offices in Principal Cities Page 26 BROADCASTING • March 1, 1932