Broadcasting (Oct 1931-Dec 1932)

Foreign Radio Develops Best Where U.S. System is Followed Broadcasting Activities Reviewed in a Survey Of World Marts by Commerce Department BROADCASTING is showing the greatest development in those countries which allow advertising on the air along the lines IB of the so called ■Bfc fc H : "American Plan," Mr. Batson the Department of Commerce concludes in its 1932 edition of "Radio Markets of the World," a biennial review of radio activities of all nations. The publication, just off the press, was prepared by Lawrence D. Batson, of the Electrical Equipment Division. Attention is called to the "coincidence by which those advertising countries which have not put superficial restrictions on the advertising have at once the most prosperous broadcasting systems and the greatest amount of money turnover in advertising. In all analyses, program quality can result only from a money turnover, regardless of aesthetic considerations of the primary purposes of those supervising the expenditures." Interest to Broadcasters THE PUBLICATION, while issued primarily for the benefit of radio manufacturers interested in our $22,500,000 annual radio export market, contains much information of value to broadcasters and advertisers in foreign market. In addition to reviewing developments in broadcasting and its control, legislation, receiving set ownership, technical developments, patents and patent restrictions, foreign sales and climatic conditions, the pamphlet also discusses separately each foreign country as a broadcasting area and as a market for receivers. Agitation for changes in broadcasting methods, whether governmental monopolies or privately controlled, is universal, according to the survey. "It seems to matter little what system is in operation or what the alternatives may be," the review states. "Perfection invariably appears to attend any except the system in use. In practice, however, there has been contrary experience. Improvement is possible, but years of progress in improvement are generally lost when a fundamental change is made. "The receiving license fee in a few countries relieves the listener from advertising but in its place substitutes restricted choice of programs. No method has been developed whereby national coverage with several programs can be supported even in the most densely populated countries by collectable license fees. On the other hand, there is sufficient depreciation of radio advertising to warrant the assumption that it is subject to abuses regardless of the restrictions that may be placed upon it." A trend toward greater individual specialization in programs by stations and systems is detected by Mr. Batson. He predicts that its ultimate effect will be specialization on a limited number of program types. "If this should occur," he continues, "it would not be without precedent; editorial management policies of newspapers have resulted in the development of a number of characteristic types of papers, each appealing to readers of certain tastes more than to others, and competing on quality basis in the same field with the same stock in trade — the day's news. Similar identification of broadcasters does not appear impractical. The theory of the service thereby made available to listeners is that each may thereby tune in the station broadcasting the class of program most appropriate to his preference, knowing that there will be no change to a radically different type so long as he is willing to listen." Discussing European and other foreign monopolies, Mr. Batson asserts that there is no appreciable variety in programs under such systems. "Not only the policies of the monopolies, but the limitation of centralized program judgment preclude the differentiating characters," he explains. High Power is Goal COVERAGE seems to be uppermost in foreign broadcasting, with most countries seeking to attain it by higher and higher power for stations, Mr. Batson brings out. Most of the monopoly coverage schemes are based on the theory that a station is equally effective in all directions for a given distance. On program development, the review says that while there has been some progress, little of true novelty has appeared recently. International broadcasts have lost their novelty almost everywhere. "In general," Mr. Batson concludes, "the broadcasters of the world have reached the stage where their efforts are practically limited to delivering programs of a fixed cycle, perfecting their presentation, and keeping pace more with a stable public demand than of developing along the line of novelty. The unique in present programs emphasizes technical radio less and the characteristics of talent and presentation more. Improvement of programs has been not alone the more careful selection of program material, but a more complete correlation of material to the available talent." Re Advertising ON RADIO advertising, the publication states: "Radio has continued to grow in importance as a medium for advertising. Most countries now have some advertising by radio, whether other means of radio sup(Continued on page 26) An Early American Broadcaster MEET the world's first commercial broadcasting station! We admit he doesn't look like a station. He has no antenna or any of those new-fangled vacuum tubes. He might be what they called in the old days a "bell-type oral transmitter." This gentleman, be it known, for years was the Town Crier of Provincetown, Mass., the last of a line extending way back to colonial days. Then came the depression, and he deleted himself from the wave lengths. He used to parade up and down Main Street, crying out announcements of auctions, special sales and other "commercials," interspersed with news of the day. He broadcast both sustaining and commercials, but he specialized in spot announcements at about $1.00 each. "Station Genesis" was discovered by Prof. C. M. Jansky, Jr., the consulting engineer, on a recent visit to Cape Cod. He thought his experiences might be helpful to the owners of "modern broadcast stations." Frederick Bate is NBC London Representative FREDERICK BATE, since 1919 associated with the Reparations Commission, which drafted the Young Plan, and for the last two years with an American banking house in Paris, has been appointed European representative of NBC, John W. Elwood, NBC vice president, announced Sept. 18. Mr. Bate sailed Sept. 20 for London, where he will establish headquarters from which he will arrange mutual exchanges of radio programs with European radio administrations. Dr. Max Jordon, for the last year Central European representative of NBC with headquarters at Berne, Switzerland, will continue in that capacity. Check of Non Licensed Radio Sets is Ordered By Canadian Authority WITH the latest count of radios in Canada showing 598,358 licensed radios as of March 31, 1932, the Department of Marine at Ottawa, convinced that fully half of the set owners of the Dominion are not paying their government the requisite $2.00 annual license fee, has ordered Comdr. C. C. Edwards, director of its radio branch, to undertake a house-to-house canvas to determine the extent of nonlicensed listening. Until Canada lays further plans for nationalizing its radio system as directed by Parliament some months ago, it is believed that set owners neglecting to pay the tax, which last year was increased from $1.00, will not be prosecuted. Under the nationalized system, some advertising will be accepted but chief revenues are expected from set taxes, which will probably be increased again over the present $2.00. For the year ending March 31, the government collected nearly $1,200,000 from licensed receivers, which number 75,258 more than for the same period the preceding year. Toronto with a population of 631,207, reported 86,454 licensed radios, and Montreal with a population of 818,577, reported 76,160. These two communities had more radios than most of the Provinces themselves. Radios among the Provinces were reported in the license returns as follows: Ontario 285.04? Quebec 127,804 British Columbia 55,534 Manitoba 35,262 Saskatchewan 31,487 Alberta 27,481 Nova Scotia 21,109 New Brunswick 13,256 Prince Edward Island 1,189 N. W. Territories 188 Total 598,358 Fu Ma rich u Series EXECUTIVES in all branches of radio last month received a letter postmarked London and dated Sept. 9 from Sax Rohmer, author of the "Dr. Fu Manchu" stories, who announced that he was arriving from London on Sept. 22 to go to Chicago for the opening of the Fu Manchu radio series which Campana Corp., Batavia, 111. (Italian balm) began to sponsor over 23 CBS stations Sept. 26. The British author, declaring his deep interest in radio technique, asked that comments on the program be addressed to him at the Ritz Carleton in New York. McCann-Erickson Inc., Chicago, is handling the account, which is booked for 52 Monday night programs. Uses Classified Ads SUPPLEMENTING its radio broadcasts over WJJD, Chicago, the Evans Fur Company, Chicago, is using the classified columns of some of the Chicago newspapers, listing coats used by stage and radio stars, featuring a leopard skin coat reputed to have been worn by Jane Froman, NBC torch singer. The coat is listed as being reduced in price about two-thirds of the original figure. Page 8 BROADCASTING • October 1, 1932