Broadcasting (Oct 1931-Dec 1932)

Broadcasting Proves Dollar Value Strawbridge & Clothier Finds That Business Expands As Station Builds Good Will for Store Dr. Tily By EDNYFED LEWIS Director, WFI, Philadelphia AS AN INDIRECT merchandising medium radio broadcasting has more than proved its dollar value for Strawbridge & Clothier, Philadelphia, one of the leading department stores in America. When WFI was formally opened in March, 1922, broadcasting stations were few and widely scattered. There was no thought of direct advertising at that time, but only the natural expectation of fostering such good will as might result therefrom. The judgment of those who pioneered the station has been more than, vindicated. The merchandising tie-up with the store over WFI has been one of gradual and natural development. Thousands of customers have been and are being introduced to the store through the good will created by the station in a way that is unique and differs radically from the conventional mode of attracting business through direct advertising appeals. That tie-up is between certain program features which have gained widespread popularity and the performance of this talent "in the flesh" before customer-audiences in the theatre housed in the store itself. The Strawbridge & Clothier Chorus, organized 27 years ago, is the outstanding feature. Led by Store Head THE CHORUS was organized by Herbert J. Tily, now president and general manager of the store, who while steadily rising to his present eminence in the mercantile world always found his chief relaxation from business cares in music. Dr. Tily has said that "the merchant who is not civic-minded is blindly self -centered — he can prosper only as his community prospers." He personally directs the chorus and is a composer of note. The success of the chorus has furnished the inspiration for organizers of similar groups in business and industrial institutions in all parts of the country. The pulling power of radio was amply demonstrated only last Christmas. Among the most popular of the chorus performances have been the morning concerts in the store during the ten days prior to Christmas for more than a quarter of a century. Started primarily as an inspirational opening of the day for the store family, they developed quickly into widely appreciated public events. Many thousands of early morning shoppers Lewis attended these performances during the last holiday season. With the advent of radio, Dr. Tily regarded it as the ideal cultural background, fulfilling his desire to carry music to the masses and multiplying by thousands the number of the chorus' auditors through the use of the radio. Here was the progressive merchant's opportunity. The community spirit which in large measure prompted Strawbridge & Clothier to install its first broadcasting equipment in the very early days of the radio contemplated public-spirited activities in the fields of athletics, education, and general entertainment as well as in that of music. In the years that have elapsed since WFI was established, Strawbridge & Clothier has shown healthy development, and we believe we can honestly say that radio does sell goods through the building up of good will by indirect merchandising tie-ins. MadridDelegates Named By Amateur Association AMATEUR radio will be represented at the International Radiotelegraph Conference at Madrid, beginning Sept. 3, by three delegates who were appointed at the annual meeting of the board of the American Radio Relay League in Hartford May 14. The delegates are K. B. Warner, secretary of the A. R. R. L.; Paul M. Segal, of Washington, general counsel, and, subject to his acceptance, Clair Foster, of Carmel, Cal., Pacific division director. These delegates will be charged with protecting the interests of the "hams" at the international parley of radio-using nations on the allocation of services in the spectrum. The A. R. R. L. reelected Hiram Percy Maxim, noted inventor and organizer of the League in 1914, as president for his nineteenth term. Charles H. Stewart, of St. David's, Pa., was reelected vicepresident. 10 kw. in Canada POWER of CFRB, Toronto, operated by the Rogers Majestic Corp., has been increased to 10,000 watts on 690 kc. The same power will be used by CKOK, new station at Windsor, Ont., across the river from Detroit, which will operate on 540 kc, serving Detroit as well as adjacent Michigan and Canadian territory. With studios in both Detroit and Windsor, the station, operated by Essex Broadcasters, Ltd., goes into operation June 1. Like the Toronto station, the Windsor station will also serve as a CBS outlet. Radio for Bermuda BERMUDA is contemplating installation of a broadcasting station designed primarily to advertise the charms of the island to Americans along the Atlantic seaboard who presumably would be within range. Expense is a complicating factor, along with necessity for a clear channel to accommodate a station of sufficient power to reach the mainland. Thought also is being given to short wave relay of programs from Bermuda to New York for distribution over a network. New Technique Sought for Radio Drama by CBS CBS WILL make an effort this summer to create new standards for radio drama and to evolve a new production technique. About 15 half-hour periods, under the supervision of Don Clark, continuity director, will be given over to outside contributors of original manuscripts. The programs will be heard weekly beginning Sunday, June 12, at 8:30 p. m., EDST. The engineering side of dramatic broadcasting will be given extensive attention as well as the sound effects and casting problems. All types of dramatizations will be included. "We have reached the saturation point with present-day radio drama," Mr. Clark said, in announcing the series, "We must and will evolve a new technique — a technique that will serve as the standard in the future; the standard by which we may gauge all radio productions." State is Held Powerless To Prevent Interference THE ALABAMA Public Service Commission has no authority to require public utilities to remove transmission lines adjacent to stores and residences in order to eliminate radio interference, according to an opinion rendered April 5 by Attorney General Thomas E. Knight, Jr. The opinion was given in response to an inquiry from the commission, which had received several complaints against such interference. Lucky Strike Changes LUCKY STRIKE will inaugurate a new series over the NBC-WEAF network about June 15, to be heard for one hour Tuesday, Thursday and Saturday at 10 p. m., EDST. It will feature Walter Winchell, who will shortly return from the Pacific Coast where he has been recuperating from an illness; Bert Lahr, Broadway comedian, and Walter O'Keefe, night club and musical comedy star, as master of ceremonies. Leading orchestras will continue to be brought before the microphone, and a new feature consisting of dramatizations of criminal cases from the files of the New York Police Department will be offered in each presentation. Line Tax Measure Defeat Foreseen License Fee Scale Provision Also Seen Likely to Fail By LYNN M. LAMM LEGISLATION designed to raise Federal revenue from broadcasting and other radio interests still hangs in the balance before the Senate, but signs portend defeat both of the proposed leased line tax of 5 per cent and the license fee schedule. Although it is believed that the Senate will retain the line tax in the general revenue bill, even over the determined opposition of Senator Dill (D.) of Washington, on the floor, there is hope that the provision will be eliminated by the Senate and House conference committee. Should the Senate take the tax off the leased wires for newspapers, it is generally felt that it will take similar action for broadcasters. The license fee proposal, by which broadcasters and other licensed users of the ether would be taxed to the extent of $670,000 annually to help defray the cost of Federal radio administration, seems doomed for this session. No move has been made by the Senate Interstate Commerce Committee, to which the Davis omnibus bill (H. R. 7716) was recommitted by the Senate on motion of Senator Couzens (R.) of Michigan. The measure met with vigorous opposition because of the license fee provision, while NAB opposed the li cense fee scheme and several amendments dealing with broadcasting. Senator Couzens desires to hold hearings before the committee on the amended bill, but as adjournment of Congress nears, the Committee may be disposed to accept the measure as it passed the House minus the license fee and other provisions. At its meeting in Chicago, the NAB board of directors received a detailed report from Henry A. Bellows, vice-president CBS and chairman of its legislative com mittee. Should hearings be held on either of the revenue-raising measures, he said the NAB was prepared to offer its opposition One radio measure became law when President Hoover signed the bill amending the radio act so that only American citizens can be granted radio operators' licenses The House bill covering this subject (H. R. 11155) was introduced by Rep. Davis (D.) of Tennessee, and the Senate measure (S. 4289) was introduced by Senator Johnson (R.) of California. "Okay New York" THE BLUE MONDAY Jamboree: weekly feature from KFRC, Sar Francisco, to the Don Lee-Columbia chain on the Pacific coast, will make a talkie called "Okay, New York." Henry Johnson will write the dialogue to be produced in the Metropolitan studios, Hollywood, The Jamboreadors will do the broadcast station sequeneies and a regular film cast for the story itself. With production slated fox Mav, completion is expected early in June. Page 14 BROADCASTING • June 1, 1932