Broadcasting (Oct 1931-Dec 1932)

A Convenient Program Time Chart WHK Works Out Novel Weekly Report for Staff Use; Blauk Fits in Typewriter and Carries "Spots" Weekly Time Report uraaPaaatela CC-6/15 Chesterfield Chesterfield CC-l£/g9 Allen-A CC-Last Chesterfield CC-S/51 Gold fecial CC-1/10 Hal-lick' CC-7/27 Gold !feds CC-1/12 Horlick' CC-7/29 PocahontasOll Chesterfield CC-12/26 Chesterfield CC-12/27 Society CC-6/1 Chesterfield CC-12/30 I .J .Fox LC-S/13 I .J .Fox LC-6/15 I .J. Fax LC-6/16 I -J .Fox LC-o/17 Cleve. College 11 » — — • — By DEANE S. KINTNER "WHAT'S our schedule for Fridays at 9:00 p. m., across the week?" "Will 7:30 on Tuesdays be available after daylight saving?" "Are there any commitments on late Sunday afternoon time?" Questions like these have agitated the staff of WHK, Cleveland, (and probably the staffs or many other stations) for a long time. To be sure, there was the ponderous program book which contained all or most of the information, but this volume wasn't always available, nor was it too convenient in arrangement. So, naturally enough, the idea was evolved of a time report or chart of some sort which could be made up a week at a time and posted on a wall board to cover an extended period. Previous efforts along this line by this station and various agencies were so cumbersome that typewriting was impossible; filling out the reports by hand required too much time and made duplication impossible. Here's the Solution AFTER much casting about for workable ideas, the present WHK time report blank was worked out. Its form and use may interest other broadcasters puzzled by similar problems. The blank consists of a ruled and printed sheet, 9% inches wide and 39 inches long. The width can just be accommodated in a standard typewriter, and special carbon paper cut to the same size permits the making of two copies. With names of days at the top and times of day at the side, space is provided in each 15-minute division for two typewritten lines. Moreover, ruling is accurately gauged so that the form can be run through a typewriter and proper registration obtained without shifting the paper or the roll from start to finish. Spots for "Spots" PERHAPS the most difficult question was how to accommodate the frequent "spot" announcements which are broadcast between longer programs. Finally, someone had the bright idea of a narrower ruled space between each two 15-minute periods. There is room for one typewritten line to designate each "spot" broadcast, and so the whole program picture is shown. Copies of the time report are sent to interested agencies; the original is posted in the station conference room on a large special wall board. This is made of cork flooring suitably framed, with sufficient space to post six of the weekly charts side by side; thus, at a glance, the progress of programs through a period of several weeks can be seen. To aid the eye further, a map tack code has been worked out by using red for CBS commercials, gold for local commercials, blue for local sustainings, etc., and with an extra warning tack at the expiration of a contract. Code Letters, Too THESE map tack designations are in addition to code letters which accompany each formal program, such as CC for CBS commercial; LS for local sustaining, T for transcriptions, etc. AMONG the most preposterous "kind offers" made to broadcasting stations, of the type which have provoked general complaint from broadcasters, is one now being circulated having to do with the Olympic games. And the most impudent phase of the offer is that it is sponsored by a large Pacific coast station. Addressing form letters to broadcasters, the station explains that "through our special arrangement we are able to offer you the privilege of advertising" the official book of the Olympic Games "to your listeners for 50 cents, including wrapping and mailing." The broadcaster who bites on this bait is permitted to keep 5 cents or 10 per cent of each sale. Two commercial announcements of about 300 words each are enclosed for use in advertising the book. The book-agent station explains that "we had hoped it would be possible for the Olympic Games Actual use of the new report blanks over a period of weeks has demonstrated their convenience and utility. Cost of printing and ruling was not excessive, in spite of the large size. The scope of the blank is from 6 a. m. to 12 midnight. WHK broadcasts until 1 a. m., but only remote or sustaining features are ordinarily booked at so late an hour. Committee in Los Angeles to create a budget to cover broadcast advertising for the games in July, but unfortunately this will not be available. We have been successful, however, in getting the committee to agree to make a broadcast offer of the official Tenth Olympiad Book." INCREASE in power from lVz to 5 kw., with unlimited time, was requested by WCFL, Chicago, operated by the Chicago Federation of Labor, in an application filed with the Radio Commission May 17. Although licensed for limited time on the 970 kc. clear channel assigned to KJR, Seattle, the station is operating on the wave full time experimentally and seeks to have the assignment made permanent. The application said some $110,000 would be spent for new studios and equipment if the change is approved. Press Advertising Drops $25,000,000 Radio and Auto Display Show Greatest Loss During 1931 PARTIALLY because of the $4,000,000 drop in radio equipment advertising, and largely due to the $10,000,000 drop in automotive advertising, the total expenditures of national advertisers in newspaper space declined $25,000,000 in 1931 under the preceding year, according to a report made public May 23 by the Bureau of Advertising of the American Newspaper Publishers Association. In 1931 national advertisers spent $205,000,000 on newspaper lineage, compared to $230,000,000 in 1930, the report shows. Eighteen automobile manufacturers cut their newspaper advertising from $33,535,000 in 1930 to $23,665,000 in 1931; radio manufacturers cut from $7,035,000 to $2,995,000, and seven tire companies dropped from $5,915,000 to $2,910,000. The bureau report reveals, however, that 13 tobacco companies spent more for newspaper advertising than in 1930, increasing from $23,885,000 to $28,620,000. Slight increases in newspaper advertising are also noted for the publishing group and wearing apparel concerns. Sixty-four food companies expended $19,240,000 in 1931 where they spent $20,445,000 the preceding year. There were 436 companies that spent $50,000 or more on newspaper advertising, the report shows, their aggregate expenditures being $148,450,000. In 1930 there were 470 in that category, spending $177,045,000. WABC Increases Rates To $800 an Hour, Night WABC, key station of CBS, has increased its rates, effective June 15, according to Hugh K. Boice, vice president in charge of sales. The new rates are: after 6 p.m., $800 an hour, $500 a half hour and $312 a quarter hour; 9 a.m. to 6 p.m., $400 an hour, $250 a half hour and $156 a quarter hour. The old rates were $650 an hour, $406 a half hour and $254 a quarter hour for evening and $325 an hour, $203 a half hour and $127 a quarter hour for daytime. The increase in rates was attributed to the expenses incident to operating with power of 50,000 watts and to the coverage of the station with its new single-mast antenna over an area which "today contains 1,932,600 more radio sets than were served by its former 5,000 watt transmitter." CBS also announces that WHAS, which joined the CBS basic network May 15, is available at the following new rates after Sept. 1 when its power increases from 10 to 25 kw: After 6 p. m. — hour, $275; half hour, $172; quarter hour, $108. From 9 a. m. to 6 p. m.— hour, $138; half hour, $86, and quarter hour, $54. Until Sept. 1, the rates are: After 6 p. m. — hour, $180; half hour, $113; quarter hour, $70. From 9 a. m. to 5 p. m. — hour, $90; half hour, $56, and quarter hour, $35. Station Sponsors Giveaway Broadcasters Offered "Privilege" of Selling Olympiad Book in Lieu of Paid Advertising June 1, 1932 • BROADCASTING Page 15