Broadcasting (Oct 1931-Dec 1932)

Merchandise Survey Report Advertiser Continental Milling Co Address Ctaiaha, Nebraska ( Breakfast Food) Date April 18th, 1932 Account Executive J.S.-Iatson, Agency Batten, Rogers & Lard. Address Chleago.Ill. For Month of Maroh, 1932 Store No Change Decreaie Remarks Dr ive -In -Market 1655 Sales very satisfactory Paulina Market About the same ,good. ^ornock & Butler About the same, very good Buechel ikrket 10% .7hite House Market 10% Very good City Market + About the same, good. Air Capitol Market * About the same, fair. Chuzy Market • About the same, fair. Aliens I'arket * About the same, fair. College Hill Grocery * About the same, good. Chamberlin,s Market 25% Very good. Merchandising Service Record Month Letters 10 Trade Displays Displays Nov.1931 475 25 13 1 Deo. 1 Jan. 1932 1 Feb, 13 1 far. 1 April 1 Recapitulation Net Gain or Loss for Net Gain Maroh Appro* 7 \ % Net Gain to Date 28 ^ 55. WICHITA, they are moved back, we remind them of the necessity of keeping them displayed and our suggestions are followed. I am thoroughly sold on the value of merchandising and am convinced that when enough stations have adopted it to make unnecessary all of this ballyhoo for mail and the contests and what have you, when an advertiser can cut out of his continuity all of the pleading for response and the time so used can be devoted to entertainment, when stations will be judged by the actual business they produce, when an advertiser can reach for an order instead of a letter, then and then only will radio advertising attain the utmost effectiveness. Then, God speed the day when the knock St. Louis Will be Host Of NAB in November ST. LOUIS was selected as the place for the 1932 annual convention of the NAB by the board of directors meeting in Chicago May 23 coincident with the annual trade show and convention of the RMA. The sessions will be held Nov. 14, 15 and 16. Philip G. Loucks, managing director, has begun arranging the program. The board also approved the installation of 45 new members who have joined the association since the last meeting was held. Paul W. Morency, vice president of the NAB and chairman of its copyright committee, addressed the RMA May 24, substituting for Harry K. Shaw, president. A RECORDING of the lusty crow of a cock is used by the high power station at Prague, Czechoslovakia, as its signing on signal every morning at 6 o'clock. Remarks Reports of looal retailers indicate an increase for March of approximately 7 \ %^ Dealers and joooers are cooperating nioely in keeping product on display and pushing where ever possible. rchasdising Depi. ers who decry the present system of commercial broadcasting will be forced to find another issue than radio. In closing, may I say that my own experience has proved to my own satisfaction the value of radio merchandising. If any station manager who may read this establishes a merchandising department, conducts it along sane methods and does not let it run away with him as many newspapers did, I think he will find it an excellent and most productive move. His success for his clients and himself will make him feel that he has proved the value of the medium to everyone concerned. Am I right or wrong in concluding this with Q. E. D.? NBC Cuts Staff A TOTAL of 195 employees of NBC, 75 of whom are in New York headquarters and the others chiefly in Chicago and San Francisco, were given notices of dismissal during the week of May 16 as a measure of economy during the summer. The majority of those dismissed are clerical help. CBS late in April served notices on nearly 100 employees, some of whom will probably be reinstated in the fall. Radio Gets Share FIVE PER CENT of the $1,000,000 advertising appropriation for 1932 of the Greyhound Lines of Cleveland, will be invested in radio. Newspapers will receive the bulk of the amount, the remainder going to magazines, window displays and miscellaneous items. Beaumont & Hohman, Inc., handle the bus company's account. Skyscraper Television QUIETLY and unobtrusively, engineers of the RCA Victor Co., in collaboration with NBC technicians, have been working atop the Empire State Building, the new 1,250 foot office building in New \ork with new television transmitting apparatus designed to broadcast visual images on the ultra-high frequencies. Preserving the utmost secrecy about the experiments, they will only say that the tests are intended to determine transmission and reception characteristics in a densely populated area on the line-of-sight channels. The secrecy, it is understood, is maintained in order to preclude any false impressions that RCA is ready to "spring" its long-awaited cathode ray television on a commercial basis. Only the laboratories, test cars and homes of engineers and executives have been equipped with the receiving apparatus. The first tests are being conducted with mechanical scanning of a 120-line picture, 24 frames per second, which later may be increased to 180 and possibly 240 lines, and eventually will be adapted to cathode ray. The transmitting equipment is on the top floor of the building and later the studio will be in Radio City. Results are expected within a 15 to 25 mile radius, or within sight of the horizon, using 2,500 watts on 4 meters and on shorter waves. A shielded transmission line carries the short wave impulses 300 feet aloft to the antenna, which is at the highest point in the metropolitan area. Network Controls Plant Moves Into New Offices THE GENERAL and division offices of the long lines department of A. T. & T. Co., where all New York radio network connections are controlled, has completed its moving from scattered downtown offices to the newly-finished headquarters at 32 Sixth Avenue, New York. This plant is said to be the largest long distance center in the world. Two new buildings were erected and merged with the original structure, which also was raised from 24 to 28 stories. Besides being the principal nerve center for the networks, the building is the crossroads of all main trunk lines of the Bell System in the northeast. 170 Stations Broadcast Insurance Firm's Disks For. Share of Premium UNION MUTUAL LIFE Company of Iowa, Des Moines, reports that 170 stations are now carrying its 5-minute transcription series on a run-of-schedule basis under contracts which guarantee the station one-third of the premiums paid by policyholders secured through inquiries in response to broadcasts, which are followed up with an intensive mail-selling campaign. Aside from the premium-sharing arrangement, the insurance company also offers weekly prize awards totalling $480, the prizes ranging from $125 to $10 and awarded in various power classes to the stations demonstrating the best "pulling power" as determined by audience response. The program is a Brunswick recording, musical numbers interspersing lectures on life insurance Sixty-two programs have been recorded, of which 57 are in current use. Station managers are provided with a complete library of the programs and may broadcast them as often as desired and not less frequently than twice weekly. RCA Television System Shown to Manufacturers THE RCA experimental television system, employing cathode ray scanning, on May 16 was demonstrated for the first time to representatives of about 50 radio set and tube manufacturers licensed to use RCA patents. Approximately 100 executives and engineers representing these companies attended the demonstration in New York. "Although continued progress has been made with television," said an announcement by _ RCA, "this development is still in the laboratory stage. The demonstration was held for the purpose of showing RCA licensees the present status of research and development being carried on by the RCA and its subsidiary companies in this field. "Radio engineers stated that television can best be brought into practical application on its own band of ultra short waves, thereby providing ultimately a service additional to the established service of sound broadcasting. Much work remains to be done toward the improvement of receiving equipment and the creation of transmission facilities for practical television broadcasting." Trust Trial Oct. 19 TRIAL of the government's antitrust suit against RCA and a dozen associated and affiliated companies, including NBC, will be started in the Federal District Court at Wilmington, Del., Oct. 19. This date was fixed by Judge John P. Neilds on application of Warren Olney, Jr., special assistant to the Attorney General, who has handled the litigation from its inception. The suit, amended several months ago, alleges monopoly in radio set and tube manufacture and broadcasting and seeks to have dissolved the alleged intercorporate relationships between the companies. Radio Stgpfarfi K|?H Com KANSAS LyZ^-T f^^-^-^^r—^ M.r Type of Merchandising Report Form Used by KFH Page^ 10 BROADCASTING • June 1, 1932