Broadcasting (July - Dec 1937)

Different — Fuzzy Curs — Rulers and Crops — Grocers Notified — Uncle Don's Contest — Postal Barrage MUTUAL Broadcasting System has published a 45-page booklet titled Along Different Lines listing seven services offered by the network and illustrating each with a sponsor's success story. The booklet states that 21% of all network clients last year chose Mutual, that present billings exceed previous Mutual billings by 16% and that Mutual offers the lowest coast-tocoast coverage cost. In a two-tone cover of brown and white portraying the outlets of the network on a pictorial map, Along Different Ldnes is plastic bound and designed so a quick glance at the contents suffices. At the top of the pages pertinent questions about the success of the network are asked in large black lettei's and between the pages the answers are found in half-page layouts done in red and black. * * * LEWIS-HOWE MEDICINE Co., St. Louis (Nature's Remedy), which renewed July 12 its We Live Agaiyi program on WLW, Cincinnati, for another 26 weeks, broke all existing mail records at the Crosley station recently. More than 68,000 letters were received in five days from listeners of the quarterhour serial broadcast five times weekly at 10:30 a. m. The response was all the more remarkable in that only a small pamphlet containing pictures and biographical data of the characters in the sketch was offered the fans. Ruthrauff &. Ryan Inc., Chicago, is the agency. * * DURING the Home & Style Forum conducted daily by Alma LaMarr on KYA, San Francisco, T. F. Denman, local furrier, has been placing a daily spot announcement offering a miniature fur dog to all listeners sending in questions relating to the care of furs. He received more than 1200 requests as a result of five 100-word announcements and has had to withdraw the offer until more of the toy dogs can be manufactured. * * * THE classic recording of the Hindenburg disaster May 6 at Lakehurst has been mailed by NBC to a select list as part of its recorded promotion campaign. The disc, made by Announcer Herbert Morrison and Engineer Charles Nehlsen, of WLS, Chicago, marks one of the epochal broadcasts of all time. Accompanying the recording is a letter from E. P. H. James, NBC promotion manager. * * * A COLORFUL folder, titled For All Good Sports — Who Like to Listen, and embellished with a red and blue checkerboard of sporting silhouettes, has been issued by NBC, containing a list of the outstanding sports events that network will broadcast during the coming year. * * * KMMJ, Clay Center, Neb., is mailing out samples of "liquid gold" which turn out to be little bottles of rain water. "Rain means lots of corn and wheat and hogs. These mean money. And KMMJ is the means to acquiring your share of the farmers' money." Thus reasons KMMJ. WFBM, Indianapolis, has distributed 500 counter cards calling attention to the Len Riley Sportscasts sponsored by Brown & Williamson Tobacco Co. for Sir Walter Raleigh tobacco and Avalon cigarettes. The cards were placed in drug and grocery stores after the merchants had been told of the tiein possibilities. * ♦ * WXYZ, Detroit, publishes a series of observations on store management in Grocers Spotlight, a Michigan trade paper for wholesalers and retailers. The articles are written by Harold Christian, merchandising manager of WXYZ, and have been reprinted for mailing to the stations' advertisers. * * * WIBW, Topeka, Kans., is mailing out three "yardsticks," little strips of cardboard called "Yardsticks of Coverage, Listeners and Results," along with a trim little business reply card which claims that WIBW delivers 12 full inches to the foot all the time. * * * UNITED Broadcasting Co., Cleveland, has issued a sales presentation for WJAY, following up the WHK brochure issued recently. Similar presentations are being compiled for the two other United stations, WHKC, Columbus, and WKBN, Youngstown. * * ii< KNX, Hollywood, published a promotion piece in the form of a giant firecracker suggesting that KNX dominates the California markets like a cannon cracker dominates the Fourth. It was mailed just before Independence Day. =}= * ^ KFYR, Bismarck, N. D., has published a red, white and blue booklet called KFYR Service Review which includes a mail and coverage map and analyses of listener response. TO BRING advertisers and local dealers into closer contact with the station, KMOX, St. Louis, has invited several organizations to hold their sales meetings in the studios. Since June 1 more than 2,500 have attended sales get-togethers at the station, conducted their regular business meetings and enjoyed live-talent shows broadcast from the KMOX-CBS Playhouse. Organizations entertained recently include Brown & Williamson tobacco dealers and dealers of both Associated Grocers and General Grocers in St. Louis. All outgoing mail at KMOX, St. Louis, carries on the envelope a list of outstanding, programs broadcast over the station. Out-of-town mail carries CBS highlights and city mail is stamped with local features. * * * WORLD BROADCASTING SYSTEM, Chicago, has sent desk souvenirs to radio directors of midwestern advertising agencies, calling attention to the firm's new transcription headquarters located at 301 E. Erie St. The souvenirs are a novelty lamp with a globe as the base. A replica of a transcription which gives the firm's new address is imprinted on the lampshade. ^ ^ ^ UNCLE DON, who broadcasts each weekday evening on WOR, Newark, under participating sponsorship, is conducting a contest to find the healthiest boy and girl in his audience. Winners will be flown to Albany to meet Gov. Herbert H. Lehman. * * * A. J. KRANK Co., Minneapolis (toiletries), is sending $50 weekly by wire to the listener first solving the Austin Ripley's Minute Mystery presented over a midwestern CBS hookup Tuesdays, 10:15-10:30 p.m. (COST). McCord Co., Minneapolis, is agency. CBS has published an orange and black promotion folder concerning its Pacific network titled Dialers, Dealers, Dollars, which lists sponsors and radio ownership data of California, Oregon and Washington. Outdoor afMMUNiTY 0« THIS STaJBJ . EVERYBODY WELmMPi CROWDS — Estimated at 15,000 gather each Sunday evening at Sunnyside Beach, near Toronto, Ont., to participate in community sings sponsored by George Weston Ltd., baking company, and broadcast on CFRB, Toronto. Here are the performers, including the strong man who turns the pages of "The World's Largest Song Book" which weighs 2,500 pounds. Ronalds Adv. Agency, Toronto, has the account. Series will last all summer. Captain Henry' Maxwell Hous SHOW Bor It is Terrific! Colossal! Stupendous! Towering Aho Its Contemporaries!!! A GRAND SHOW SUPERBLY PRESENT BY A MATCHLESS COMPANYIIIl Under thai krpAblfl EntrepreiLenr end Impretscrio C n A R L E j FLYER— Benton & Bowles ma bundles of 50 handbills like thi; a long list of trade folk to nounce the new Show Boat se for Maxwell House coffee on N Red. The new program stai July 8. APPROXIMATELY 3,000 F and Lincoln dealers in the Francisco bay region turned ou the evening of June 29 to welc Al Pearce and his Gang, w Watch the Fun Go By pro was broadcast over CBS coast coast from the Oakland civic torium. Two broadcasts were prese in the auditorium — one for Midwest and East and anothe the West. All Ford dealers in surrounding counties were gi admission tickets by the distr: tors of the motor car. The ai torium was filled both times. * * * WDAY, Fargo, N. D., is prepai a home moving picture of the ; tion's personnel and operations be shown at various civic c meetings and schools for the p pose of acquainting the audie with the station. Julius Hetla chief engineer of WDAY, is tak the shots and staff members ^ present lectures when the films shown. * * * WJBK, Detroit, has placed 25 si boards in and near that city ad^ tising its News of the Hour, Ev Hour, Ow the Hour. During program an automatic tone h gives the correct time and is lowed by five minutes of late n< bulletins. THE PICTURE post-card of New England scene that Coloi Network sent to an agency and vertiser mailing list developed to a whole series. The person; addressed cards carry nromot and market data for New Engla * * * WHBF, Rock Island, 111., has p lished the first edition of its p motional tabloid WHBF Ra News containing eight pages set in newspaper form and carry reproductions of news stories fi local papers. Page 84 • July 15, 1937 BROADCASTING • Broadcast Advertisii