Broadcasting (Oct 1931-Dec 1932)

Some Views on Electrical Transcriptions By BARRY GOLDEN * Wharton School of Finance and Commerce, University of Pennsylvania Stations, Sponsors and Listeners Are Found Favorable; Survey Shows Benefits Far Outweigh Disadvantages A PAINSTAKING inquiry conducted by the author of this article to gather material for a thesis on "ThePotentialities of Electrically Transcribed Radio Programs" has produced what is perhaps the first accurate measurement of the popularity of this new form of broadcasting. Pointing out that the future growth of transcriptions depends upon the attitude of broadcasters, sponsors and listeners, he then sets forth some statistics as to these reactions. Finally he offers some of his own pertinent suggestions. WITHIN the past three or four years a new type of broadcast has risen and gained certain prominence, viz., the electrical transcription. Whether or not this recorded form will continue to grow in importance depends largely upon how it is looked upon by three interested groups: the stations, the sponsors and the listeners. If transcriptions are to thrive, they must be favored by each of these classes. The figures herewith presented are based on the answers received to two questionnaires submitted to broadcasters and sponsors. From 122 radio stations we received 68 replies; from 83 sponsors of transcribed programs came 47 answers. Our investigation also included interviews and correspondence with transcription manufacturers. Majority Very Favorable SIXTY-EIGHT per cent of 54 stations answering the query regarding the broadcaster's attitude toward sponsored transcriptions were very favorable. In contrast only four per cent of the stations consider electrical disks absolutely worthless, and only 11 per cent expressed the belief that the form of broadcast is inferior. Eleven per cent of the broadcasters volunteered the opinion that the value of transcriptions exists mainly in the field of supplementing chain programs. Similarly, 25 per cent of the stations volunteered the thought that quality in the talent, manufacture and broadcast of transcriptions is essential if recordings are to be of any value and import. Fifty-two per cent of the stations voted "very favorable" in the use of electrical recordings for sustaining programs, but 36 per cent declared them worthless. All but 1.8 per cent of this latter group, however, were found upon a checkup to be chain stations. Economy Heads Advantages AMONG the advantages of transcriptions suggested by 35 stations the economy factor was an easy leader. Thirty-seven per cent cited their cheapness; 29 per cent called them "better programs than possible for same money." Other principal advantages listed are adaptability for spotting, substitution for talent on independent station, convenience and greater revenue. As may well be expected, we find that fewer disadvantages than ad *Mr. Golden's investigation is one of a number of senior researches in the field of radio advertising conducted recently under the direction of the Merchandising Department of the Wharton School of the University of Pennsylvania. vantages have been suggested. Only nine per cent suggested any faults, and foremost of these were (1) occasional poor recording, (2) lack changeability and news value and (3) not individual enough for independent stations. Our figures indicate that the advertiser also is, in general, favorable to the electrical transcription although he is not quite as enthusiastic as the station. Fifty per cent of 24 sponsors voted "very favorable," while only 21 per cent considered the transcribed form of broadcast inferior. None thought it worthless. Seventeen per cent suggested the value of electrical disks is as a supplement to chain broadcasts. Value of Spotting OF ALL the advantages possessed by transcriptions, sponsors credit most importance to their adaptability for spotting. Sixty per cent cited this benefit. Twenty per cent stressed the importance of the dealer cooperative broadcast. Other advantages mentioned included flexibility, time adaptability, economy and perfection of performance. Only four disadvantages were suggested by the sponsors. Ten per cent complained of occasional inferior recordings. A similar number suggested that transcriptions are mechanical and do not equal the live program in naturalness and spontaneity. Five per cent complained of occasional broken records and wrong shipments, and a similar number protested against the required announcement that a recorded program is not a live broadcast. Lacking other sources for information on the attitude of listeners to transcriptions, we asked the broadcasters and sponsors what fan mail indicated in this connection. We consider significant the reply of 80 per cent of our sample of radio stations that the listener is just as favorable to electricals as to other forms of broadcast. Likewise 64 per cent of our sponsors believe that the listener has little objection to transcriptions. Time Feature Important FURTHER, quite a few of the stations and sponsors which did not feel that the listener considers recordings on a par with live talent stated that audience acceptance is growing. That there used to be a prejudice cannot be denied, but our figures seem to indicate that this has disappeared to a great degree. It is our belief that the opinions of broadcasters and sponsors might well be modified in certain respects. We think that several rather important advantages and disadvantages have not been mentioned and that others have not been given their full share of importance. The fact that the transcription eliminates the difference in times of reception between New York and California has not been sufficiently stressed. Time differences have always been considerable of a difficulty to the chain. This advantage occupies seventh place in the stations' list and sixth in the sponsors' group. We believe it is of greater importance as a favorable feature of electrical recordings than is commonly supposed. Use in Foreign Areas TRANSCRIPTIONS enable the small manufacturer to compete with the larger national advertiser in specific markets. Likewise certain highly seasonal products — such as cold remedies and sunburn lotions — vary their newspaper coverage according to weather conditions in each particular area and are applicable to radio only by means of electrical recordings. In the matter of foreign broadcasts by American advertisers, the chain does not offer competition to the electrically transcribed and live talent program. The latter is very faulty because of the likelihood of petty frauds by the foreign station. Electrical recording with a substitution of foreign language for English announcements assures the advertiser that his foreign broadcast will be up to the high standard of his American transcriptions. Chief among the disadvantages of electrical recording which have not been mentioned is the impossibility of presenting an event while it is taking place. Prejudice Disproved A SUPPOSED disadvantage which we don't consider valid is the claim that much of the advertising power of radio is dependent upon the intimacy between artist, announcer and sponsor on one side and listener on the other. There are those who claim that only live talent are capable of creating this friendly, close relation between sponsor and listener. The untruth of this argument has been demonstrated by our figures which indicate the predominantly favorable attitude towards electricals upon the part of the listener. Further, it is possible to interpolate live announcements into a recorded broadcast, thus getting a result identical with that of a live program. New Recorded Series GENERAL RADIO PROGRAMS Co., 25 West 45th St., New York, announces production of a series of transcriptions of beauty talks featuring M. George A. Sakele, beauty specialist, for the Egyptian Cosmetic Corp., New York. Disks will be placed in 30 cities. General Radio Programs is also preparing a series of 24 Spanish transcriptions for the American Drug Organization to be used over a South American chain. No sales talks are included in the transcriptions, announcements being left to station announcers so as to permit the use of local idioms. Pro-Recordings WGN, Chicago, has broken a long standing precedent in regard to the use of transcription programs. The station has announced that the hours from 7 to 9 a.m. are available to advertisers who desire to use recorded programs. Heretofore the station has strictly barred records as entertainment material, and is the last in Chicago to waive the rule. At present WGN is filling in the period with organ music interspersed with time announcements at 5-minute intervals. KDYL Goes to NBC KDYL and KLS, both of Salt Lake City, have exchanged networks. Shortlv after KLS switched from NBC to CBS, KDYL changed from CBS to NBC. Both changes are effective Sept. 1. September 1, 1932 • BROADCASTING Page 7