Broadcasting (July - Dec 1938)

Radio's Effect on Press i> Studied at Princeton lS ONE of its studies relating to the general value and role of radio In the lives of listeners, Princeion's radio research department is Investigating radio news and news tommentators in an effort to trace historically the effect of radio on the newspapers, Dr. Hadley CanItril, of the school of public and international affairs, informed {Broadcasting, July 5. This study, Dr. Cantril declared, encompasses a comparison of news fc'.s broadcast and as printed, and the public reactions to the two methods. The study will be completed by early fall and the results probably published by the Princeton University Press in book form. Tips on Research -IT IS MORE informative for researchers to talk in greater detail to fewer people than it is for them to interview thousands of persons , cn only a few points. This is the opinion of Dr. Frank N. Stanton, CBS New York director of market research, expressed June 30 at a . meeting of Los Angeles Chapter, . American Marketing Assn., in Hollywood. Present methods of gathering information for CBS under /Dr. Stanton's direction were exrj. plained at the meeting. Longer questionnaires are being employed by CBS advertising researchers than formerly and more complete ; pictures so created, he stated. Dr. Stanton invented the first mechan'ical device used to measure individual radio listening. In IjOashingtoru Consistent with the atmosphere of a distinctive location, the luxurious comfort, dignified service, and superior cuisine of the Hay-Adams House blend into an environment that parallels the tastes of discriminating travellers. Hay-Adams rates make any other choice • poor economy. *3 SINGLE $450DOUBLE HAY-ADAMS HOUSE SIXTEENTH AT H STREET © Opposite the White House Hooking Lafayette Park WASHINGTON, DC. P & G Renews Pair PROCTER & GAMBLE Co., Cincinnati, has extended its NBC contracts for Kitty Keene and Ma Perkins for another 52 weeks, beginning July 4. These programs, advertising Dreft and Oxydol respectively, began on NBC May 30, and the new contracts bring them in line with those for the other P & G programs, so that they all expire at the end of the P & G fiscal year. Kitty Keene is broadcast over a 13-station split Red network in the middle west, from 11:45 a. m. to noon five days weekly, and Ma Perkins on 11 Blue stations from 10:45 to 11 a. m., also five days a week. Agency for both products is Blackett-Sample-Hummert, Chicago. PLEA FOR STATION IN CLEVELAND LOST IN AN OPINION July 1, the FCC denied the application of Great Lakes Broadcasting Co., for a new regional station in Cleveland. Testimony during the hearing held last July and reopened in October, brought out that the company was backed by Transamerican Broadcasting & Television Corp., New York station representative organization and that $100,000 to construct the proposed station would originate with Warner Bros., motion picture producers. The testimony also indicated that the proposed station would furnish its facilities to Transamerican at 70% of net regular rates. Transamerican representatives testified it desired a Cleveland station as an outlet for its program and advertising service, according to the decision, and a showing was made "as to the inability of Transamerican to make agreements with any existing Cleveland station for the handling of its business." In denying the application for an unlimited-time station on 1270 kc. with 1,000 watts night and 5,000 day, the Commission said that the granting of the application would not cause objectionable interference to any established station, and that, while the evidence indicates there may be a need for an additional station in Cleveland, "the degree of need shown by the applicant for this station is not of such a convincing and compelling nature as to warrant the Commission in departing so radically from standards of allocation and service which have been established as primary elements in determining whether a particular station would serve public interest, convenience and necessity from the standpoint of the nation as a whole." Two Way Communication Inter -office, remote studios, office to office, house to garage. Hundreds of other uses. Simple to install. Any number of 'phones on same line. Microphone Division UNIVERSAL MICROPHONE CO., LTD., 424 Wmn Lane, laffkwood, CailL, US, A. Si a RADIO OUTLINE MAP of the U. S. and Canada 1. Size: 31" x 21</2" 2. Locates all U. S. and Canadian stations 3. Indicates number of stations per city by symbols 4. Outlines and names each county, state and province 5. Reverse side lists each station by state, city, call letters, frequency and power 6. Shows time zones 7. Printed on white ledger paper that permits use of ink 8. Mailed flat u. ADVERTISING AGENCIES • Mapping spot and network campaigns • Making presentations to clients and prospective clients • Radio research work RADIO ADVERTISERS • Mapping markets and campaigns • Statistical uses STATION-SALES & ENGINEERING • Defining coverage, and markets • Sales presentations, mapping competitive station situation, comparative markets, etc. STATION REPRESENTATIVES • Mapping stations • Presentation data NEWS SERVICES, TRANSCRIPTION LIBRARIES, NETWORKS, ETC. DDl^CC Single copies, 35c I IXlvLw 1! 10 or more, 25c each 10% discount on quantities of 50 or more SOME REPRESENTATIVE USERS Campbell Ewald Co. of N. Y. E. I. DuPont de Nemours & Co. Hays MacFarland & Co. Wade Advertising Agency Harold S. Chamberlin & Associates Selviair Broadcasting System Gardner Advertising Co. R. C. Smith & Son, Ltd. Morse International The Ralph H. Jones Co. Groves-Keen The Chattanooga Medicine Co. Dr. W. B. Caldwell, Inc. J. S. Ivins* Son, Inc. The Caples Co. Booth Pelham & Co. The Potts-Turnbull Co. J. Carson Brantley Adv. Agency The First Church of Christ, Scientist Tomaschkc-EUiott Ralston Purina Co. Barrons Advertising Co. Bert S. Gittins Blackett-Sample-Hummert Johnstone Advertising & Sales Petroleum Advisers, Inc. Service American Professional Baseball Aubrey, Moore & Wallace League Longines-Wittnauer Co. Russell C. Comer Adv. Co. Russel M. Seeds Co. Campbell-Ewald Co. Lennen and Mitchell Louis E. Wade, Inc. BROADCASTING broadcast # Advertising National Press Building Washington, D. C. BROADCASTING • Broadcast Advertising July 15, 1938 • Page 63