Broadcasting (July - Dec 1938)

! -.his depended upon the location of :he fading zone and other factors. Mr. Porter questioned Mr. Branch extensively regarding the functioning of automatic volume control sets and of technical coverage matters. Mr. Patrick objected to this type of cross-examination on the ground that the witness had not testified as to coverage factors per se but only about surveys he had made. Mr. Patrick said he would later place on the stand a witness thoroughly familiar with these other matters. Before the cross-examination ended, however, Mr. Porter had elicited from Mr. Branch the statement that ordinary power volume is not a factor in determining fading areas. He said the primary service area of WLW largely lay within Ohio, Indiana and Kentucky. When he was asked whether a satisfactory signal is received in that area by a 50 kw. station, Mr. Branch replied that this depended upon a number of other factors. After completion of Mr. Branch's cross-examination, Mr. Patrick and Ralph L. Walker, FCC attorney assisting Mr. Porter, stipulated into the record of the WLW renewal case portions of the testimony adduced by WLW and the Commission in the June 6 hearings on proposed new rules and regulations. Largely, the data stipulated covered the testimony of a halfdozen witnesses appearing for WLW. E. J. Ellig, comptroller of the Crosley company, placed in the record a financial statement showing income and expenses of WLW from April 1, 1929 until Dec. 31, 1937, together with the annual report for the calendar year 1937 of the Crosley Radio Corp. covering all of its activities. [See separate article dealing with Mr. Ellig's testimony]. Ley dor f Tells of Coverage Conditions To conclude WLW's technical case, Mr. Leydorf went into a detailed discussion of technical terms dealing with radio interference, coverage and the like. These were discussed under examination by Mr. Patrick preparatory to his disclosure of the proposed new circular antenna array which would cost an estimated $100,000 and which would permit WLW to coni trol its primary and secondary cov, erage in a manner never before projected (see separate article in this issue). Bef ore covering the antenna plan, Mr. Leydorf described the effects of cross-modulation, blanketing and other interferences and steps which had been taken under his direction at WLW to remedy such conditions. He dwelt particu, larly upon the CFRB-WLW problem which was solved when WLW installed a directional array to curtail its signal at night toward Toronto, defining this as the first phase of the development of the new antenna plan. There was also a possible interference problem with W'OR when WLW began operation with 500 kw. in April, 1934, he said, but this also was dissipated. These two instances, he said, were the only problems which developed in connection with 500 kw. operation from the technical standpoint. Upon completion of Mr. Leydorf's testimony with respect to the proposed antenna array, Commissioner Craven again sought to P & G'S METHODS Foreign Language Programs -Have Many Tieups PROCTER & GAMBLE'S one-year renewal of its daily quarter-hour Italian program for Ivory Soap on WOV, New York, WPEN, Philadelphia, and WCOP, Boston, demonstrates good sales results. Less than a year ago, after careful study and survey by its agency, Compton Adv. Inc.; New York, P & G started these broadcasts and provided for dealers' display advertising, including posters printed in Italian announcing the programs over WOV. P & G representatives then visited Italian homes in the WOV area, particularly in Greater New York, to present coupons redeemable at stores handling the products, in a two-for-the-price-ofone Ivory Soap offer. The coupon was attached to a circular printed in both Italian and English. Housewives rushed to cash in the coupons. After a checkup by its sales staff calling on Italian retailers, P & G made its own survey of the progress of its Italian campaign. Investigators found that radio, coupled with a well-planned and thorough merchandising tieup, had within one year made P & G brands a household word in the ItaloAmerican market. clarify testimony i n connection with the function of the automatic volume control on receiving sets. He also advanced the view that there appeared to be some confusion as to the type of service being rendered by clear-channel stations. Mr. Leydorf i-epeated previous testimony that under present propagation conditions, presumably at their worst because of the sun spot cycle and other phenomena, clear-channel stations having power of 50 kw. afford very little in the way of secondary coverage. He said tests had been made by the WLW technical organization on this coverage. Ring Revieics History Of WLW Experiments WLW Counsel Patrick called as his next witness Andrew D. Ring, assistant chief engineer of the FCC for broadcasting and senior engineer of the old Radio Commission at the time WLW was first granted its experimental license to operate with 500 kw. He was asked to trace the license history of WLW. If you are thinking about JEWISH ADVERTISING Think of • WLTH • NEW YORK Jewish. Market Information Merchandising Service Mr. Ring brought out that the Crosley company first filed for authority to operate with power of from 100 to 500 kw. during early morning hours in 1932 for experimental station W8XO. It was not until December, 1933, that the station began operation with power greater than 50 kw. for brief periods. On April 17, 1934 it received special authority to operate with 500 kw. experimentally, he pointed out, using its regular call letters WLW instead of W8XO but it did not begin actual full-time operation until May 7, 1934. In June, 1935, because of the CFRB interference situation, the station went back to 50 kw. operation until it completed installation of the directional antenna, after , which it went back to 500 kw. under its experimental license and it has operated with that power since. Mr. Ring brought out also that WLW had pending in January, 1935, an application for authority to use 500 kw. power regularly and that a hearing had been set on it for the following September. He then related that at a conference at the FCC participated in by Mr. Patrick as WLW counsel, Dr. C. B. Jolliffe, then chief engineer, and himself, it was agreed by all concerned that the hearing should not be held on that date, since the FCC had not completely analyzed technical studies it had made of clearchannel station coverage and it, desired to put this data in the record of such a hearing. As a consequence, WLW asked for a postponement which was granted. Mr. Ring, under examination by Mr. Patrick, pointed out that while both General Electric and Westinghouse had experimented with power mess \s WHERE BUSINESS IS GOOD docs not necessarily mean that every medium will bring the desired results in the Favored Region. Get the coverage you pay for! Get the merchandising service you expect. WBIG, in Greensboro, has a loyal audience and also a loyal advertising clientele. Both of these blessings are due to one cause — the high standards set and jealously maintained by WBIG. The popular preferences thus created have kept some of the station's advertisers on its air continuously for more than five years. SUCCESS IS A HARD HABIT TO BREAK! Edney Ridge, Director Geo. P. Hollingbery, Inc. Natl. Reps. IN teNSBOROlC. HOW TO EAT YOUR CAKE AND HAVE IT TOO! * "Advertising Dollars" sowed in the rich Wichita Market via radio station KFH makes for a rich crop of new and profitable business— your money back! Plus! KF H WICHITA * KANSAS L Ha6lc Supplementary , CBS A/ational Representative*, Edward Retry & Co., Inc. BROADCASTING • Broadcast Advertising August I, 1938 • Page 53