Broadcasting (July - Dec 1937)

Standardized Plan CBC Board to Discuss V^w* Roto r'ci»»rlc in Commercials on Sabbath tor Kate i.ards in g^^^^g g^^^^^ commercials will be considered by the board of governors of the Canadian Broadcasting Corp. at its meeting in Ottawa Nov. 16. According to Gladstone Murray, general manager of CBC, religious organizations have asked that Sunday commercial programs and sports broadcasts be deleted. Mr. Murray has removed sportcasts from the CBC Sunday schedules and has ruled against too much light music on Sunday CBC programs. Privately-owned stations are withstanding any strict rule that would ban commercials on Sunday, arguing that it would force them off the air for all or part of that day. A ban is considered unlikely, for CBC has important Sunday commercials from the United States and is anxious to acquire more more commercial programs to maintain its new 50,000 kc. stations. When the five new stations are completed, $900,000 a year more than CBC now obtains from license fees and advei'tising will be required to keep them operating. Limited periods for advertising and sportcasts on Sundays may be set aside, but a ban is not expected. Canada Proposed N. P. Colwell Says It Would Simplify Dominion Buying Bv JAMES MON'TAGNES A PROPOSED schedule of standidized rates has been sent to all roadcasting stations in the Dolinion by the Canadian Associaon of Broadcasters. It is intended 1 simplify cost estimates by adertisers desiring to use time on ny group of Canadian stations, hich now vary so widely that it -ikes many hours of work to give :i advertiser the cost of his time 1 a Canadian netwoi-k. The schedle and analysis are the work of X. P. Colwell, Canadian manager i_if Joseph Hershey McGill\Ta. The schedule was recommended to the Canadian broadcasters by the Fact Finding Committee of the CAB, and will be discussed at the annual CAB meeting in Ottawa in January. It is pointed out that in the United States similar chaotic conditions prevail, and still do among certain PTOuns of stations. Vith Canada having a smaller imber of stations, all of which -in readily be contacted, it is posble for the Canadian broadcasters 3 put this rate standardization in :orce among all stations, enabling n advertiser in the United States ' obtain a quotation for the entii-e Jominion as easily as he can now for the major chains in the United States. Rates Vary Widely The analysis made by Mr. Colell from the rate cards of 67 Caadian stations, show that for halfour evening rates 17 different roportions of the hourly rate were noted, varying from 50% to •'.7'vr. For quarter-hour evening ates there were 21 different proortions, from 25<Xr to 409c of the Tourly rate. Five-minute evening rates were not quoted on 17 rate ards. and the remaining 51 cards •owed 18 different proportions, arying from 12.5'^y to 2o'^r of the )urly rate. One-minute evening ates were not quoted on 11 rate ards, and varied to 25 different roportions on the remaining 57 ards, with a rate from 6.7% to '->% of the hourly rate. Mr. Colwell after making a surey for the Canadian broadcasters :' rate proportions on American rations, recommends that Canadian broadcasters adopt a schedule as follows: One hour 100%; three-quarters 80%; half hour 60% ; quarter-hour 40% ; ten minutes 32.5% ; five minutes 25% ; one minute 15%. The high rate for one-minute announcements is given "due to the scarcity of (such) periods in most cities, due to the new (CBC) regulations, and this increase would tend to keep these announcements to quality accounts." Mr. Colwell suggested a table of discounts to start at 26 times, and to range from 5% for 26 to 51 times, to 20% for 200 times or over. He suggested making discounts only for periods from 15 minutes up. He urged the CAB to make variations to the schedules he has drawn up, if they do not fit into the broadcasters' picture, but he recommended: "1. That a standard set of percentages of the hour rate be adopt ed by all the stations in the Association. "2. That a standard set of discounts be adopted by all the stations in the Association. "3. That, to obtain maximum publicity from both Canadian and American trade publications, and to avoid delay in getting the simplification of time buying under way, a date be set at which time all station rate cards will conform to the standards set by the Association. "Such a forward step as this will do more for spot radio in Canada than almost any other. Once and for all, it will demonstrate that Canadian stations are fully as progressive as their American associates, if not a little more so. It will do much to establish Canadian spot broadcasting as an advertising medium which its Amei'ican counterpart would do well to imitate. It will give to itself the prestige it rightfully deserves among advertising media." K H B C HILO, HAWAII KGMB HONOLULU , HAWAII FRED J. HART. PrnJdtDl and Gvncial Maiuso SAN FRANCISCO OFFICE. CAUFORNIAN HOTEI. CONQUEST ALUANCE COMPANT r rOWt. 5U MADISON AVE. CHICAGO. 100 N. USALLE ST APPOINTMENT of Free & Peters as its national representatives was announced Oct. 25 by WCKY, Cincinnati. The arrangement was made by L. B. Wilson, president of the station, with James L. Free, head of the representation firm. WCKY is one of the last of the national market network affiliated stations to name a national representative. JAMES BINGHAM, for the past year with the Chicago staff of Howard H. Wilson Co., has been transferred to the New York office of the same firm. CARLETON E. COVENY, Los Angeles manager of John Blair & Co., station representatives, is the father of a baby boy born Oct. 13. KMPC, Beverly Hills, Cal., has appointed Howard H. Wilson Co. as national representative. STUART EGGLESTON, formerly western manager of CBS in Chicago, has returned to that city to head the sales office of WFIL, Philadelphia, with temporary quarters at his home, 201 E. Delaware Place, until a permanent office is established about the middle of November. THE McClatchy west coast sales office has just been appointed sales representatives of KTMS. Santa Barbara, scheduled to be dedicated Oct. 31. Norman McLaughlin is manager of the station. He was formerly manager of the McClatchy station, KERN, Bakersfield, Cal. WHBF, Rock Island, 111., after Nov. 10 will be represented by Gene Fergason «& Co. PROCTER & GAMBLE Co., Cincinnati, for Crisco, will start Nov. 8 a program of Transradio News, presented by Dave Driscoll, on WOR, Newark, three afternoons weekly, placed by Compton Adv. Inc., New York. Spencer Heads Office F. EDWARD SPENCER Jr., formerly in charge of NBC spot sales and since July 1 vice-president and general manager of Craig & Hollingbery, New York station representatives, assumed complete charge of the New York office of the firm Oct. 15. Mrs. Jennie Craig, widow of Norman Craig, will remain with the organization as a controlling stockholder and officer. No change in the present staff has been announced. Mr. Spencer, whose radio background includes nearly 10 years of station management, representation and sales, reports that the firm has enjoyed the most successful fall business since its incorporation. For Coverage of Northwesterh Ohio AND Southern Michigan •USE WSPD Toled< AN NBC BASIC BLUE OUTLET Toledo Ohio WSPD Toledo Ohio John Blair & Co., National Representatives BROADCASTING • Broadcast Advertising November J, 1937 • Page 53