Broadcasting (Oct 1931-Dec 1932)

A Complaint About Free Advertising "Kind Offers" of Sustaining Features and Radio Time Sold on Return Basis Arouse Broadcaster's Ire Mr. Persons By S. G. PERSONS, President and General Manager, WSFA, Montgomery, Ala. IN THE writer's" mind there are two glaring conditions confronting the business o f broadcasting today that can only be corrected b y publications such as yours in starting an intensive drive to acquaint station managers all over the country with the present laxity of our business. The first of these faults which we see is that every day we are flooded with "kind offers" of agencies or station representatives who offer us, under the guise of "high class sustaining programs," electrical transcriptions or talks which are out and out advertisements, disguised, of course. These letters come from "associations," "institutes," as well as from agencies and representatives; and, to be perfectly frank, we have in the past "bit" on some of these ourselves. Therefore, we speak with knowledge born of experience. Only yesterday we received a letter from a station representative offering to supply us with 15-minute sustaining programs which were to be radio features of current motion pictures. We were to agree that we would broadcast these "sustaining programs" at least once, and possibly three times, preceding the picture which was to be played at one of the local theatres. Just why the motion picture industry should receive free advertising is beyond us. Quoting from the letter itself, it subtly states, "in order to participate in this unusual offering, and have YOUR STATION SELECTED (the capitals are ours) we ask you to return the enclosed form," etc. A Magazine's Generosity TODAY we received another "kind offer" from a manufacturer of transcriptions stating "Whether or not we can make the necessary arrangements with the authors and Magazine depends to a large degree on our ability to convince them that the stations really want these excellent programs sufficiently to put them on regular schedule." In other words, friend editor, this station, and probably the 700 others in the United States, might possibly be lucky enough to be able to give away 15 minutes of our time each week. When you look at these so-called "kind" offers in the proper light, we must assume that radio stations in general are thought of, by certain firms, as being just what our friend P. T. Barnum once said, that "there is a fool born every minute." Now, please bear in mind that these letters in question came from radio station representatives — firms that should, of all people, be on the lookout for some way to make money for radio stations. For, A REGIONAL broadcaster views with alarm two parasitic evils which threaten to suck the smaller stations dry unless a united fight is staged against them. These are the numerous offers of electrically transcribed programs on a no-pay-no-charge basis in the thin guise of sustaining programs and the acceptance of advertising announcements with the understanding that the station will get a certain percentage of the returns it receives and transmits to the sponsor. The first is out and out free advertising, whereas the second constitutes rate cutting, he contends in this article. it is only if we prosper that they prosper. Of course, it is obvious that these firms would get their commission in placing business. But just why, as they state in their letters, radio stations should broadcast these fifteen minute programs on a "no-pay," "no-charge" basis, we do not know. And, incidentally, in traveling over the country, the writer has heard, time and time again, these propaganda programs being broadcast from stations of from 100 watts on up through 25,000 watts. It seems that some station managers will accept anything to fill up time, regardless of the fact that in doing so they are practically losing any chance of getting paid business in the future. Looking at it from the advertisers' side, they would be foolish to buy space when they could get it free over so many stations. There's the Waste Basket JUST ONE more word in this connection. If all station managers would look at "free offers" of this kind and then promptly consign them to the waste-paper basket, it would not be long before this practice would cease. The other glaring condition that we believe should be corrected is that of accepting advertising on a commission basis. Just imagine, if you can, any reputable newspaper that would sell its space on a chance of making money. They found out, years and years ago, that this can not be done. Our mail every day contains offers from cosmetic manufacturers, nurseries, beauty preparations and, in fact, almost every other line of business that offers a "sure-fire" way of making money. All that we have to do to make this money is, in our "spare time," as they put it, run the announcements which they kindly enclose. Then after collecting the dollar, or some other amount, from the listeners, we forward it to them, less say twentyfive cents. In 99 cases out of 100, if a station manager will check up, he will find that he is not collecting even half of his regular rate. He is urged to run the announcements "as many times as possible" as by doing so "both of us will make more money." You cannot look at this one way in the world but what it amounts to, price cutting, and if we are to expect legitimate agencies and representatives to continue to send us business, we must certainly not cut the price one way or the other. Frankly, these "per inquiry" contracts are a constant source of worry, as in lots of cases the merchandise which the customer gets is of inferior quality and then friend station manager always gets hot letters from his listeners — and rightly so. And, after all, when your listeners get down on you, Heaven help any station, regardless of size. We do not believe that most station managers throughout the country have any idea of the pitfalls which a continuation of accepting free advertising under the guise of "sustaining programs," and accepting advertising on other than a straight contract, can possibly lead to. And, above all, we believe that agencies, and particularly radio station representatives, should cease this practice. In a recent trip to New York, the writer talked over these two problems with a number of large station representatives, and in each case was assured of their absolute cooperation. In conclusion we believe that if all stations would stop running all advertising programs of any nature except when paid for and also not to accept advertising on other than a straight contract basis and to deal only with recognized agencies and representatives, that this world of radio broadcasting would be a much more pleasant place to live in. What do you think? Gets Full Time AUTHORITY to change frequency from 1420 to 1200 kc, and to change hours of operation from 10 a. m. to 6 p. m. to unlimited, was granted KGVO, Missoula, Mont., by the Radio Commission May 6. The station, using 100 watts, is operated by Mosby's, Inc. Van Devanter and Old End Partnership, Forn Separate Organization THE PARTNEf SHIP of Bett Van Devanter an Mary Olds, foi merly known s Dramatized Radi Merchandisin and occupying o: ^■fe fi c e s adjoinir those of Sco Miss Olds Howe Bowen, Inc in the Chrysl( Building, New York, has been di: solved, and both Miss Van Devai ter and Miss Olds are heading se] arate enterprises. Miss Van D< vanter has formed the Betty Va Devanter Radio Programs and hi retained the old offices. Miss Ok has taken a new office at 500 Fifl Avenue, her main business to 1 the creation of radio ideas and tl building of radio programs. Miss Olds was one of the fir women station managers and pr gram directors in the country ; KFRC, San Francisco. She can east in 1926 and created the Jet Lambert Dale and Calliope hour ( WOR, Newark, a successful mor: ing program. Since leaving WO her work in the program bum has largely specialized in electi cal transcriptions. At present si appears as Dorothy Chase "Melodies of Charis" over the CI network on Wednesday morning Among the programs now beir handled by the Van Devanter se vice are: P. Beiersdorf, New Yor (Nivea Cream), featuring "Eilei and Bill" on WOR, Newark, ai "Everyday Beauty" on WJZ, Ne York, and WIBX, Utica, N. "5 handled through Federal Adverti ing Agency, New York; Continent Oil Co., Ponca City, Okla., featu ing "Exploring America wi Conoco and Carvath Wells," ov the NBC-WJZ net, handled 1 Tracy, Locke & Dawson, Dalk Tex.; Charles C. Hires, Philad< phia, (root beer and extracts), fe turing Leonard Cox's "Centervil Sketches" on transcriptions plac through Scott Howe Bowen a' Mark O'Dea Agency, New Yor Quaker State Oil Co., Oil City, P featuring the "Carefree House," Scott Howe Bowen transcript! handled through Carol, Dean a: Murphy, Chicago, and Purolatc Inc., (oil filter) spot announc ments, handled by Scott Ho'j Bowen. Commission to Move REMOVAL of the Radio Comm sion offices from the National Pre Building to the Interior Depa ment building has been order prior to July 1, in line with the a ministration's economy progra Congress eliminated the appropr tion of $45,000 for rental of qui ters in the Press Building, and t Radio Division of the Departnu of Commerce, as well as the Co mission, have been ordered to 0 cupy adjoining quarters in the 1 terior Building, where both pre ously were located two years aj Absorption of the Radio Divisi by the Commission, as a furtl means of reducing operating V pense, is proposed in Congress. Page 12 BROADCASTING • May 15, 19S