Broadcasting (Oct 1931-Dec 1932)

Radio Again Sells Sponsor's Product: Lots in Cemetery Sales Talk Clothed in Music On Unique Program By CHESTA HOLT FULMER Staff, WGST, Atlanta IF ANYONE doubts the effectiveness of radio advertising and wonders whether or not his individual interests would be furthered through air channels, WGST, Atlanta, points with pride to its most unusual commercial program, and probably its most effective. When Westview Cemetery, of Atlanta, decided to broadcast, it must be admitted that the planning of the program and the writing of the continuity was approached with some trepidation. We realized that we could not make a "sob story" and hold our listeners, and we also realized that if we handled the subject too lightly or in too business-like manner we would bring down a storm of abuse for so handling a sacred subject. And so we made this program an exception to our rule and refused to sign any sort of contract, giving both the cemetery association and WGST the privilege of cancelling if there should be one little ripple of dissatisfaction. It was as fair for one as the other. Music Paved Way PROBABLY our very feeling of danger impelled us to go very slowly and very carefully in the building of this program which, despite our misgivings, was effectively presented. We chose as a theme song, "Ah, Sweet Mystery of Life" and used an orchestra of strings and wood winds, the whole program being built around "sweet" numbers of Victor Herbert and composers of similar music. We did not open our programs by announcing within the first minute that the program was about "Westview Cemetery". Instead we opened with a poem, written especially for this program and dealing with the beauty of nature and read to the soft background of the theme. After the poem, a pause and then, "This program, ladies and gentelmen, in tribute to beautiful Westview Cemetery". Instantly the orchestra would swing into some number chosen because of general favoritism. We held the audience at first through the merit of beautiful music. Before any sort of talking was attempted, a vocalist was introduced musically and her numbers, too, were chosen from the best loved of the light operas. Then our first talking — not a sales talk. The continuity was written to flow gently and smoothly, a simple discussion of the beauty of Westview and an invitation to drive through at anytime and enjoy the beauty of the place. Short, simple, almost casual. Still to the background of the theme. Then, again the minutes of haunting music. Just two minutes before sign-off, the sales talk handled in Oh-so-careful a manner. The theme of the talks was that every man loves his family, Photo by B. B. C. MORE MODERNISM — One of the dramatic control panels in the new Broadcasting House of the British Broadcasting Corp., showing master gain for controlling several studios which may be used separately for orchestra, cast, sound effects, etc. of a single program. that he applies for insurance, that he makes a will and then appoints an able executor for that will. And then we suggest that, before the time of need arises, he take his family in his car, and * * * as he would select a home, knowing that the need is inevitable, purchase a suitable last resting place. We allowed a bit of sentiment to creep in, but we were not sad or funeral-like in our handling of the subject. Evidently we struck the right note for the program did sell cemetery lots and ran for three months. And if radio can sell cemetery lots, we maintain that radio can sell anything, provided it is handled in the proper manner. RADIO STARS ON THE SCREEN "The Big Broadcast" Reveals New Talents Among — Leading Personalities of the Microphone By DAVE KEENE* THE MUCH-DEBATED question as to whether or not a radio star can transfer his microphone personality to the screen has been decided definitely. Fifteen radio stars, assembled for one motion picture production, have proved that the quality which has made each popular with listeners who cannot see them is not only present, but even more pronounced when they are in full view of their fans. The picture is Paramount's "The Big Broadcast," the answer to a radio fan's prayer. Listeners throughout the nation have tuned in on their radios for years, purchased phonograph records of their favorites to play and replay, written them letters and even collected photos of these personalities, always hoping to see those stars in person. 15 Radio Stars THE HOPES of some have been met through personal appearances on the stage by various of these radio stars. But there is a faraway feeling in a stage appearance which does not satisfy. Likewise, there are few cities to which fifteen radio stars have come — many in which not a single broad •This preview of the forthcoming film, "The Big Broadcast," was written by Dave Keene, well known critic, columnist and feature writer of Hollywood. caster of national fame has appeared. "The Big Broadcast" boasts 15 radio stars. There are Bing Crosby, Kate Smith, the four Mills Brothers, the three Boswell Sisters, Cab Calloway, Vincent Lopez, Burns and Allen, Arthur Tracy (the Street Singer) and Donald Novis. Crosby is one of three central characters around whom the plot centers. He plays under his own name — Bing Crosby, a radio star. He demonstrates quite effectively that, should that golden voice of his ever lose its appeal, he can make an excellent living as a screen actor. Burns and Allen WITH HIM, as central characters, are Stuart Erwin (who does some crooning as only Erwin fans can imagine him doing), Leila Hyams (as the girl in the case) and Sharon Lynne, as Bing's "weakness" in the picture. Through the story runs George Burns and Grace Allen — Burns and Allen to you — as owner and stenographer at a radio station. Their humor adds a new and popular touch to the picture. A preview audience howled the minute Gracie's voice came seeping through the office telephone, and they kept howling as she continued her "dumb" cracks throughout the picture. But it is with the radio personalities who appear as the co-workers with Erwin and Crosby that Ten "Outlaw" Stations Are to be Prosecuted CRIMINAL prosecutions of ten 1 "outlaw" commercial broadcasting stations throughout the country discovered by the Radio Commission's division of field operations will be undertaken shortly by the Department of Justice at the suggestion of the Commission. The stations, which are alleged to be operating without Federal authority, have been under surveillance for some time, and the evidence procured by radio inspectors and supervisors has been turned over to the Justice Department for the preparation of cases. While the locations and identities of these stations were not divulged, it was learned that they are mainly of low power. Several are understood to be in the west, with the balance in the east and south. The cases, once they are whipped into legal shape, will be prosecuted in the federal courts in the jurisdictions in which the stations are located. Commission personnel probably will be called as expert witnesses. Since the first successful prosecution of an "outlaw" broadcaster in St. Louis several years ago, the Commission, through the Department of Justice, has instituted a half-dozen cases against unlicensed broadcasting stations. In addition numerous instances of illegal operation of communications stations have been prosecuted, and it is understood that more than 100 such stations now are being investigated. we are concerned. Each of them do numbers in their own style. To pick a "picture stealer" among them would be to call down the wrath of individual fans — of which there is no worst. Personally, we thought Cab Calloway "stole the show." That perhaps, is because he has appeared to be an orchestra leader first and always. Instead, he is an entertainer, singer, dancer and distinct personality that almost burns up the screen. Kate Smith, whose voice has caused many a tear to leak and smile to break, shows us why the movies have grabbed her up for a starring picture. The Mills Brothers are seen close-up and one car almost — but not quite — detect th( secret of their orchestral imita tions. The Boswell Sisters lool even more beautiful than then voices sound. Donald Novis, witr that grand voice of his, got Hollywood's biggest hand. He's a loca boy and a favorite here anc should, from what we hear, be s national figure by now. When yoi see him, you will realize why big things are coming his way right now. If you think Vincent Lopez has just a radio orchestra, you ar( doomed to surprise when, late ir the picture, he bursts forth in ont of the cleverest orchestra novel ties seen on screen — or stage. Anc added to all these is Arthur Tracy \\ the Street Singer. That glorious' trained voice of his should deligh the ear not only of the music-wis< but the laymen fans, as well. All in all, it is grand entertain J'1 ment. b Page 8 BROADCASTING • October 15, 1932