Broadcasting (Oct 1931-Dec 1932)

Getting Banks on the Air (Continued from page 7) lar medium, has been adapted to the other forms of advertising as was employed in the commercial announcement of the radio program. In addition, these other forms of advertising carry special announcements as to the time and speeches of the radio program, to build an audience for it. For the first month of the program, special newspaper advertisements, featuring the various speakers and urging people to listen to the program, were run on the radio pages of the newspapers. The radio talks of the various speakers are reprinted in folder form for distribution to the public through our branches. The radio programs carry a statement that these talks can be secured from any of the bank's branches. From ten to fifty thousand folders of each address have been distributed in this way. Some Results DOUBTLESS, after this rather lengthy review of the details of the Bank of America's advertising program, you would be interested to know of the results which we can attribute to it. The radio programs have demonstrated their ability to deliver a lengthy message which tells the bank's story more fully and completely than could be done in other forms of advertising. But the greatest result of all has been the development of a spirit of healthy cooperation and the determination upon the part of Californians to see the depression through at all costs. This cooperation is evidenced on all sides. The newspapers of the state, almost as a unit, have responded with editorials of hope and encouragement and those of you, who may be interested, can examine the scrap books containing editorials and news comments. They form quite an exhibit. Merchants everywhere are cooperating. I have here a window display card, illustrated with the California miner and Uncle Sam and bearing the slogan originated by the Bank of America, "California Can Lead the Nation to Sound Prosperity." These posters, distributed by the banks, are in 11,268 California stores. We have had numerous instances of people bringing in sums ranging from $1,000 to $20,000 in currency for deposit with us and what is more remarkable, they have have told us that their action has been prompted by our newspaper campaign or by our radio programs. Other bankers have related to us similar experiences of their own. Prompted by our advertising. Others Join Movement HERE IS the first of the series of advertisements run by Hale Brothers, California's pioneer department store, which read: "We agree with the Bank of America and we are doing something about it." Mr. Reuben Hale, president of the corporation, advises us that Hale Brothers intend to do their bit — put men to work by remodeling their entire store at this time, rather than to wait until conditions become more settled. This is one concrete instance of which we happen to know; how many others there may be, we have no way of ascertaining. Many of you doubtless attended the "Back to Good Times Luncheon," held here in this hotel in Los Angeles and in the Palace Hotel, San Francisco, both groups made one by radio. Held on May 16 in response to the official proclamation of the governor of California, sponsored by civic organizations in both cities, it really marked the climax of Bank of America's campaign. This luncheon stands out in California history. It was the first time on record that two rival cities joined hands over five hundred miles of desert, fertile valleys and mountain ranges through the medium of this uncanny thing we know as radio. Building Up Spirit ONE O'CLOCK is the hour set. And one thing we must all like about these radio luncheons — -they move on schedule. No speakers running overtime. We now give them the dial — and we used to give them the hook. Too bad this isn't a radio lunch. One o'clock on the dot and from San Francisco the voice of NBC announcer — "California at lunch" — followed instanter by the martial music of ■rtsmo spot for TEST program To give the Advertiser MAXIMUM COVERAGE, from New Western Electric Dynamic Microphones to the Newest Accomplishment of the Bell Laboratories in Broadcast Transmitters, KMBC Equipment is Modernized. To give the Advertiser MAXIMUM CIRCULATION, from Creation and Production of Programs to the Effective Merchandising Thereof, KMBC is Departmentally Modernized. KM B C of KANSAS CITY Fans Mourn Mike LISTENERS the country over mourned the death of Mike, the rhythmic barking dog heard over WLW, Cincinnati, the latter part of last month. The only dog to be featured as a soloist in musical broadcasts, Mike had been heard over the networks as well as WLW during the Henry Fillmore band programs for the last three and a half years. Many compositions were written especially for him. A memorial broadcast from the Crosley studios marked his passing. "California, Here We Come", played by the San Francisco Shrine Band. A second's pause and then — "My Fellow Galifornians — ." We recognize the familiar salutation of our favorite governor. Bands, exchange of felicitations between George L. Eastman, representing Southern California, and Marshal Hale, speaking for the North; more speeches, serious and inspirational in their character, even some wise-cracking — more music and California's Back To Good Times luncheon is ended. What have we gotten out of it? A better feeling between sister cities, a bit more heart, a determination to do the job ahead. "Whistling to keep up our courage," you ask? Perhaps. No time for wisecracking? Would you make of us a nation of elders, in sack cloth and ashes, waiting in hopeful melancholy for the coming of judgment? For my part, I thank heaven for a people that can whistle at adversity and wisecrack at their own misfortune. Will mere words turn the depression? Who so bold as to deny the power of words; words conveyed through the ether into a hundred thousand homes; honest words that breathe a new hope of a better day, spread by newspapers before the family each morning at breakfast, words vivid with color and illustrations on a thousand billboards and repeated 3,000 times in street cars and 10,000 times in shop windows? Words — mere words — words win football games and topple empires. Words have sent men by the scores of thousands, singing, cheering, laughing to certain death and to oblivion. Search all recorded history, you will find no words of greater destiny than these: "This is my commandment that ye love one another as I have loved you. Greater love hath no man than this, that a man lay down his life for his friends." Heard only by a little band of devoted followers — no radio, no newspapers, no billboards — they have come down through the ages. Thirty-one mere words — they epitomized a religion — they changed the course of mankind! TWO YOUTHS, Robert Broomfield and Vern Conners, were arrested this month in Anderson, Ind., on charges of attempting to defraud Anderson merchants with a false radio log advertising scheme. The two are also wanted for a similar activity in Bay City, Mich. Publishers Agree To Disk Tax Plan THE MUSIC Publishers Protective Association has agreed to take full legal responsibility for use of music on disks by advertising agencies and their clients providing only recording laboratories which are approved by the publishers are employed. This proposal was contained in a letter addressed to John Benson, president of the American Association of Advertising Agencies, by the music publishers. Two other provisions hinge on the agreement: (1) that duplicate copies of all disk orders be furnished the M.P.P.A. and (2) that the A. A. A. A. assist the music publishers in collecting some $8,000 in license fees from National Radio Advertising, Inc., now in the hands of receivers. The controversy over the manner of collecting the fee on radio disks has been going on for some time. The advertising agencies have not objected to the tax but have contended that the collection should be made from the recording laboratories so that the former would escape any possible liability for unauthorized use of copyright music. This plan will henceforth be followed providing the terms are accepted by the A.A.A.A. Whenever a recording laboratory fails to pay the license fees, the music publishers association will put it on a black list and notify the agencies association, which in turn must pass the information along to its members. WLS Sponsoring Third Excursion for Listeners SO SUCCESSFUL have been the "boat shows" over WLS, Chicago, that the station has arranged to conduct another one-day trip on a Lake Michigan excursion boat Aug. 16. The excursions have been promoted and sold to listeners by the station independently, offering as an attraction on the trip personal appearances of several WLS headliners. Response has been so great as to necessitate the third excursion. The other excursions were in late July and on Aug. 2. This is the second attraction of a similar nature promoted by WLS. The Saturday Night Barn Dance at the Eighth Street theater is drawing a paying audience. GovernmentStationUses Advertising in Bangkok SIAM recently introduced advertising into the programs of the government-owned station at Bangkok, according to advices to the Department of Commerce. The change in policy is said to have the backing of the business interests of the country. There are about 13,000 receiving sets in Siam. Chinese and English, as well as Siamese, are spoken over the station. The young king of Siam during his visit to the United States last year took considerable interest in the American radio system and made several addresses via radio. He took several receiving sets home with him. Page 22 BROADCASTING • August 15, 1932