Broadcasting (July - Dec 1938)

Research Bureau Hangs in Balance Joint Committee May Quit If Formula Is Not Adopted ! THE FATE of the Joint Committee on Radio Research which for three years has been seeking a method of establishing a cooperative bureau to audit radio coverage and listening habits, will be determined at a meeting in New York Oct. 3. Failure of the committee, up to this time, to agree upon a definite formula has resulted in controversy. Unless a definite procedure is agreed upon it is likely the committee will cease functioning. Thus far money supplied the committee has emanated only from broadcastersj The committee is made up of five members each representing the NAB, Association of National Advertisers, and American Association of Advertising Agencies. John Benson, president of AAAA, | is chairman, with Arthur B. Church, chairman of the broadcast committee group. Funds Withheld The NAB two years ago author1 ized an allocation of $10,000 addiI tional for the Committee (it has received approximately $30,000 from the networks) under certain conditions. The advertiser and agency members of the Committee refused to accept the limitations and as a result the money has not been advanced. L. D. H. Weld, research director of McCann-Erickson, has been || serving as temporary technical J secretary of the Committee since the resignation last summer of Paul F. Peter, now NAB research 1 director. If the group decides to ■ continue, the question of selecting i a permanent executive secretary probably will be considered also. The name of Dr. Herman S. Hett: inger, professor of the Wharton I School of Finance and Commerce \ of the "University of Pennsylvania, 1 and former NAB research director, . has been mentioned. Test for Pursang McKESSON & ROBBINS, Bridgeport, Conn., has started a test camt paign for Pursang tonic on WROK, j Rockford, 111., starting Oct. 3 with i 100 transcribed announcements continuing through Nov. 29. A merchandising plan has been drawn on a cooperative basis. WORLD'S GREATEST TOBACCO MAR.KET! Vernon Keith, advertising manager for local Coca-Cola plant, claims 90% of his ] customers keep their dials on WGTM all day. Plug That Failed YEAR'S prize for lack of success in a radio appeal was awarded to the Montreal electric power utility after a recent storm. Officers of the company broadcast a request to Montrealers,whose storminterrupted electric service has not yet been restored, to cease telephoning their complaints, and pointed out that repair crews were working night and day. The appeal made practically no difference in the number of telephones because, as revealed later, the complainers had not heard the radio appeal, since they had no power to operate their radio sets. WAITT & BOND, Newark (Blackstone cigars ) , has signed Ed Thorgenson to broadcast Highlights in the World of Sports three times a week on WABC, New York. BBDO, New York, is agency. FCC Working on Plans To Collect Radio Data STILL STRIVING to formulate its pattern for a permanent system of collecting basic operations data for the broadcasting industry, the FCC Accounting Department has been delayed in that work because of other activity, William J. Norfleet, FCC Chief Accountant declared Sept. 27. Mr. Norfleet had planned to confer with the NAB Accounting Committee, headed by Harry C. Wilder, president of WSYR, Syracuse, on the proposed data forms late last month, and he indicated that the delay was necessitated by pressure of other work. He plans to confer with the Committee shortly and afterwards call an industry conference on the whole subject probably by mid-October, with FCC approval. The object is to collect financial employment and program data for the industry as a whole on an annual basis [Broadcasting, Sept. 15]. The hope is to consolidate this data in one form and obviating the need of different forms at various times. Sweetheart Billing MANHATTAN SOAP Co., New York (Sweetheart Soap), on Oct. 6, will begin a series of weekly musical programs featuring Adrian Rollini, Thurs., 6:45-7 p. m., on WABC, New York, and WOR, Newark. The same program will be heard on WJZ and WEAF, Wed. and Fri.> 7 :45-8 a.m. Wm. A. Brady is the producer. Peck Adv., is agency, N. Y. WOLE WASHINGTON, D. C. «■ 1,000 Watts DAY & NIGHT Affiliated With the Mutual Broadcasting System 1 2 3 0 KC . HOLDS A FAMILY REUNION AT THE STATE FAIR . . . It's not every week that you can hold a family reunion attended hy 385,620 people. But that's what happened at the Indiana State Fair. These prosperous Indiana farm folks shouted and whistled their enthusiasm as they packed the Indiana University Auditorium to watch the performances of the "WOWO Hoosier Hop". We'd like to show you how WOWO can help make this enthusiastic family your customer. The WOWO Family comprises; 545,890 radio homes in 6 I counties in ln^ diana, Ohio and Michigan. WESTINGHOUSE RADIO STATIONS, Inc. FREE & PETERS, National Representatives fcEPS: Bryant , Griffith and Brunson. Inc. 1 0,000 Wafts, I 1 60 Kc. NBC Basic Blue Network BROADCASTING • . INDIANA'S MOST POWERFUL RADIO STATION I Broadcast Advertising October 1, 1938 • Page 61