Broadcasting (Oct 1931-Dec 1932)

TKV© reactions to every WLS Program The value of radio advertising is measured by one thing . . . RESULTS! Records on WLS show that both listeners and dealers REACT to WLS programs. Actual mail returns show that listeners respond to WLS programs even during hours which experts have classified as "undesirable." Advertisers have told us "afternoon is no good." Yet ONE five-minute broadcast alone at two P. M. brought requests for 7,650 catalogues on home needlework. A half hour on Sunday afternoon brought 10,000 requests for free samples. And on Saturday morning, "when children are all out at play," a single 15-minute program brought over 5,000 drawings, all from children under 15 years. Dealers REACT to WLS programs too. Advertising over WLS builds for them actual cash sales. A manufacturer went on WLS with but two dealers in a new territory. Without the aid of any other form of advertising, WLS has created such a demand for this product that it is now handled by 5,000 dealers in the same area. WLS knows its audience; knows what they like — and knows how to build programs that bring RESULTS. increase 1932. Let WLS help your sales in II J T PI The Prairie Farmer Station WW ^\ BURRIDGE D. BUTLER ----- President 1 f -Li KJ GLENN SNYDER Manager Main Studios and Office: 1230 W. Washington Blvd., Chicago 50,000 WATTS • 870 KILOCYCLES ELECTROVOX, Inc., 1206 Maple Ave., Los Angeles, has announced the opening of its laboratories to make transcriptions off the air and for test purposes. The "Gottschalk Process" will be used. ROY PEARSON has taken charge of the Chicago offices of the Radio Transcription Co. of America, Los Angeles, at 2447 South Michigan Ave. AGENCIES AND REPRESENTATIVES FOODTOWN KITCHENS, Inc., Chicago, (Wheat and Rice Pops) has retained the McJunkin Advertising Co., Chicago, to handle a children's program, "The Pops' Pirate Club," which started over WGN, Chicago, May 9, preliminary to its introduction throughout the present distribution area of the Pops foods. HYLAND L. HODGSON, vice-president in charge of radio of N. W. Ayer & Son, Inc., on May 2 addressed a meeting of New York manufacturing representatives on the growth of radio advertising. RADIO as a medium of advertising was strongly championed at the advertising clinic which was part of the annual Journalism Week, May 2, at the University of Missouri. The speaker on radio was James H. Higgs, vice president of. the EhlingerHiggs Agency, Tulsa, who decried proposals to impose more restrictive laws on radio to limit advertising. THE KIRSCH Co., Sturgis, Mich., (drapery hardware") a radio account, has reappointed Brooke, Smith & French, Inc., Detroit, as its advertising and merchandising counsel. ROY KELLOGG, who produced a series on NBC in the west for the Gilmore Oil Company, Los Angeles, has become a radio broker in association with J. Howard Johnson. Offices are in the Western Pacific Bldg., Los Angeles. L. SCOTT PERKINS, formerly production manager of the NBC in San Francisco, has joined Hanak, Klein & Leahy, San Francisco agency, as radio manager. BURTON BUNCH, formerly manager of the National Radio Audition of the Atwater-Kent Foundation in the offices of Tom Shipp, Washington publicity counsel, has opened offices in the St. Louis Mart Building, St. Louis, as publicity counsel. FRED E. HAMLIN, Newhouse Hotel, Salt Lake City, has opened an advertising agency which will include radio accounts. J. E. Mills, S. H. Higginbo+ham and Vern Peterson will be associated in the enterprise. THE LANE Co., Altavista, Va., (cedar i chests and furniture) has appointed N. W. Ayer & Son, Philadelphia, to' handle its account. DAVID ELMAN, formerly a continuity writer with CBS in New York, anil Earle Ferris, formerly manager of WTAM, Cleveland, have joined th<; staff of the radio department of Thfi Blackman Co., New York agency. WBT, Charlotte, N. C, has appointed William G. Rambeau, Chicago, as station representative in the central territory. Mr. Rambeau represents a select list of major stations. STATION NOTES NBC's Boston station, WBZ, made the front pages of newspapers all over the country April 28 when King Leo, the 900-pound Metro-Goldwyn-Mayer motion picture lion, twice broke loose in the station studio at the Hotel Bradford amid a gathering of 150 spectators. Brought to the studio to roar in front of the microphone, King Leo twice jumped through plate glass windows but was finally caged. Seven persons suffered minor injuries, either from broken glass or on account of the rush of the crowd for the elevators. WDAE, Tampa, Fla., last month presented Philco radio receivers to each of the 23 grade schools, together with the parochial schools, in Tampa. D. B. McKay, owner of the station, and Spencer Mitchell, manager, explained that the donation was made so that the children might take advantage of the educational opportunities of radio, particularly the CBS "American School of the Air." KDRL, Devils Lake, N. D., has completed the installation of a new transmission unit, with automatic frequency control. A new RCAVictor frequency monitor has also been ordered, and its installation will complete the renovating of the station, all of which is being done by the station staff. WLS, Chicago, has a wide variety of cow bells sent in by as wide a variety of listeners for use as the signature of the National Barn Dance program. The bells have come from street car conductors, school teachers, a missionary, rum runners, soldiers and lighthouse keepers. A BULLETIN listing the contributions received during 1931 for the support of WCAL, Northfield, Minn., has been issued by St. Olaf College, which operates the station. KDYL, Salt Lake City, on May 8 attained its tenth anniversary though the entire month was devoted to special broadcasts in commemoration of the birthday. WDAE, Tampa, oldest radio station in Florida, on May 17 celebrates its tenth anniversary, reports L. S. Mitchell, manager. Frequency Measuring Service Accurate measurements of your station frequency when you need them most. Do you comply with General Order 116? JUNE 22 WILL SOON BE HERE. R. C. A. COMMUNICATIONS, Inc. A RADIO CORPORATION OF AMERICA SUBSIDIARY 66 BROAD STREET NEW YORK, N. Y. Page 22 BROADCASTING • May 15, 1932