Broadcasting (July - Dec 1938)

Control Panel Developed by WLW Engineers NEW CONTROL panels like the above, made by WLW engineers from their^own designs, will be installed in 12 new control studios, according to testimony at the 500 kw. renewal hearings. was a Hollywood commentary. He also enumerated a number of other spot transcribed programs carried over the station which were identified by the witness. Radio Methods of P. & G. Are Reviewed Mr. Porter asked whether WLW or an advertising agency would be responsible for placement of a spot program on other stations in the WLW area, which advised listeners to tune to WLW for future programs by the same sponsor. Mr. Porter did not disclose either the station or the account involved. The witness said he was certain the agency rather than WLW made the request in the particular case. After Mr. Shouse had enumerated various products manufactured by Crosley, including Xervac, a hair restorer device, Mr. Shouse said that as far as he was aware, none of these products have been advertised over the station in recent months. In his own experience, which dates back to Nov. 1, 1937, when he assumed the station's general management, he said he did not recall any such mentions. Under re-direct examination by Mr. Patrick, Mr. Shouse explained that the present practice of the Crosley Company is to check most carefully all spot program continuities. In the case of proprietary advertising, he said, the Crosley Company checks not only with its own attorneys in Cincinnati but also with the Proprietary Association, of which it is a member. Alluding again to transcription programs, Mr. Shouse said the bulk of such programs carried over WLW are broadcast during the daytime and very few programs other than live talent are put on at night. He said spot advertising by transcription has been increasing appreciably and that he expected it would continue to develop during the next few years. He declared there was no doubt in his mind that the transcription type of programs had improved and that only favorable reaction is received from transcribed programs. In former years, he said, transcriptions were practically never used over WLW while now more and more of them are being employed generally. P.&G. Studied and Developed Own Radio Plan Procter & Gamble and its status as a radio advertiser came in for a lengthy dissertation by Mr. Shouse. who explained that he serviced the account while he was on the national sales staff of CBS and over a period of six or eight years. He pointed out that Procter & Gamble today is the largest radio advertiser in the country, usine: network programs on both NBC and CBS as well as supplementary spot programs generally throughout the country. It is also one of the largest advertisers in magazines and periodicals, he declared. When P & G first began using radio it found the medium not particularly effective. Then, he explained, it began to devise its own method of checking program results and after several forays with big-name talent on networks, it decided to forego such talent and advertising consistently for short periods over networks and by the transcription method. It has developed a basic plan for use of radio involving a "cost per impression" method, he asserted. Responding to further questions by Commissioner Craven and Mr. Porter, Mr. Shouse explained in detail the manner in which national spot programs are placed and tested. He went into the factors involved in placement of spot business as against networks by advertisers who have only regional distribution or who desire to supplement and intensify their network coverage by use of transcription. Tells of Tests Made In Shifting Power Gerald Branch, WLW research engineer, testified in connection with surveys and reception tests he had made in connection writh WLW's operation in recent months. In an endeavor to determine the listening audience reaction to power changes of WLW, he said, a series of tests were made during regular early morning program schedules last August and September. In these tests WLW was shifted back and forth from 50 to 500 kw. several times, and listeners were asked to report whether they noticed any change in reception. The first tests, conducted for 15 minute periods from 12 midnight until 12:15 (EST) brought 1,421 responses from 43 States, from all Canadian provinces and from six foreign countries. During the broadcasts the listeners were notified that the station first would operate at 500 kw. power and then at 50 kw. power alternately. They were notified also that their cooperation was desired and responses were requested. Summarizing the results of these tests, Mr. Branch said that a vast majority of the listeners reported a noticeable change in volume between the two powers; that a majority of the listeners noted a change in the noise level, both manmade and natural, between the two powers; that a majority noted a change in clearness and quality between the two powers; that a majority of the few reporting on fading received the impression that fading became more prevalent on the lower power; that the latest type receiver available is the most popular type being used by the listener, having five and six tubes. A second series of tests covering this very same subject was conducted April 1, 2 and 3 of this year, Mr. Branch testified, but in these tests the listeners were not advised when the higher power was being used. Powers were shifted back and forth without notice. The powers were designated as A and B or 1 and 2, rather than ^00 and 50. It was significant, Mr. Branch testified, that the results of the two studies were "remarkably similar." In the first series, 1.421 qualified responses were received, whereas in the second such responses were received from 1.387 listeners. In the first series, 94% of the listeners reported better volume from 500 kw. than 50 kw., while in the second the percentage was 91.3%. In the first su'-vey 87% of the listeners reported increased clearness and quality with the higher power as against 87.1% in the second survev. In summarizing the results procured from the combined survevs. Mr. Branch said that, on the basis of the tests, the following points were established: 1. Over 91% of the listeners noted an increase in volume on 500 kw. Listeners' preference — 500 kw. 2. Over 92% of the listeners note a decrease in static, noise and interference on 500 kw. Listeners' preference — 500 kw. 3. Over 87% of the listeners note an increase in clearness and quality on 500 kilowatts. Listeners, preference — 500 kw. 4. Over 87% of the few reporting on fading received the impression that fading was less prevalent on 500 kw. Listeners' preference— 500 kw. 5. The psychological effect of disclosing to the listener the amount of power being used, as in the August 1937 tests, is quite unimportant and causes little, if any, change in the results, as evidenced by the recent tests in which the listeners readily detected and preferred the higher power, even though the power was not disclosed. 6. The latest receiver available is the most popular type being used by the listener. 7. Five and six-tube receivers are by far the most popular type in use today. Selective Fading of Signals Is Examined In several instances in connection with fading, a small portion of the replies indicated there was less fading with 50 kw. than 500 kw. Mr. Branch attributed this to the possibility that when the transmitter was operating with 500 kw. the selective fading might have been severe whereas it might have corrected itself on the 50 kw. operation. To illustrate the effects of selective fading, Mr. Branch next performed a series of recordings made at Akron, O., June 27-30, of WLW-received programs under varying conditions. He explained that Akron, under the 1935 survey of the FCC, when propagation conditions were considered good, was in the center of WLW's worst fading area. While it is still in that fading area, he said, it is not in the worst area at this time. Being 1 ftn the "inner edge" of the selective' fading zone. Both receivers with automatic volume control and without it were used in these tests for the comparison. The first record performed was on a set not having automatic volume control. It comprised a Bing Crosby vocal. After performing the record on a portable phonograph unit, Mr. Branch explained this reception was regarded as satisfactory. But | the next record, also made on a set without automatic volume control, disclosed very bad fading and constituted far from consistent reception, he reported. Subsequent • records also were designed to show j the degree of distortion of voice and music resulting from this selective fading. Mr. Branch explained under cross-examination that an automatic volume control, in its effort to raise the signal level, also amplifies other noises and interferences which may . exist on the carrier, pointing out ; that reception in the selective fading area is poor with or without the automatic volume control device. Mr. Porter asked whether the conditions prevailing in June would not differ from those in other seasons, with the result that atmospheric noises might be lower and the distortion less. Mr. Branch replied that in the Akron tests the automatic volume control in no sense compensated for the noise level and that he felt there would be no appreciable change in the degree of fading or interference irrespective of season. Asked by Mr. Porter whether selective fading occurs only a small percentage of the time, Mr. Branch declared that Page 52 • August I, 1938 BROADCASTING ' Broadcast Advertising