Broadcasting (Jan - June 1939)

The RADIO BOOK SHELF i^©AP€ASTDINIC artxi Broadcast Advertisingr Published by BROADCASTING PUBLICATIONS, Inc. Executive and Editorial Offices: National Presa Bldg. 9 Washington, D. C. MARTIN CODEL, Publisher Telephone— MEtropoIitan 1022 SOL TAISHOFF, Editor GATE TAYLOR, Advertising Manager Subscription Price: $3.00 per year-15c a copy-Copyright, 1939, by Broadcasting Publications, Inc. J. FRANK BEATTY, Managing Editor # BERNARD PLATT, Circulation Manager NORMAN R. GOLDMAN, Advertising Representative NEW YORK OFFICE: 250 Park Ave.. Telephone PLaza 5-8355 BRUCE ROBERTSON, Editorial # MAURY LONG, Advertising CHICAGO OFFICE: 360 N. Michigan Ave., Telephone CENtral 4115 • paul brines HOLLYWOOD OFFICE: 1509 N. Vine Street. Telephone GLadstone 7353 • david h. glickman The Days Ahead LONG-RANGE forecasting of radio business, once a matter of estimating how big the increase would be, has settled down to a matter of weighing the past and present against the immediate hopes of those qualified to speak on business barometers. For this reason there is little point in making reckless predictions about the year 1939. One guess is as good as another. It is quite reasonable, however, to scan the events of the year just ended and discuss events of the next few months. On the basis of a nationwide roundup by its own staff, Broadcasting finds a definite note of optimism for 1939. The 1938 figures, when they are ready, will show a time sales figure at least equal to that of 1937. The early part of 1939 is likely to show an increase as compared with the first weeks of 1938, due to the brighter state of business generally. What will happen later in the year is difficult to predict because many advertisers have started to tune their budgets to the trend of the current business scale, adjusting them upward or downward as the scale fiuctuates. At any rate, radio can be counted on to hold its own with other media. It more than held its own in the difficult days of 1938, though two industries long among radio's best revenue sources proved disappointing in 1938 — automotive and drug. While hope is voiced that both will increase their use of radio, the drug volume will inevitably be affected by the growing trend toward elimination of undesirable proprietary advertising. Perhaps the brightest spot in the 1939 picture is the resourcefulness that broadcasters are developing as they become accustomed to gradual rather than rapid increases in annual volume. Development of local business when national spot slipped off helped many stations to keep on the profit side, along with growing use of year-round contracts and hard-to-sell hours. Fallacy and Fiction SPECIOUS reasoning and outright mis-statements of fact feature the latest outbursts on the subject of radio by some of our "better minds". Dorothy Thompson, otherwise a stalwart for free speech and democratic institutions, wants Father Coughlin muzzled by the FCC, though she of all persons must know the implications of a censorship process that legally and properly is vested solely in the individual stations. Meanwhile, Father Coughlin continues his curious line of attack despite the danger, already exemplified in libel suits filed against Catholic clergymen by Judge Rutherford, that he is inviting a CatholicProtestant as well as a Semitic issue. Then, at a New York rally on behalf of "free speech", Coughlin, Boake Carter and Congressman Dies — who were not on hand themselves — we hear the altogether untrue statements from presumably responsible persons that the FCC has denied licenses to stations that admit speakers adverse to the Administration; that radio stations were formerly licensed for three years but "under this Administration this has shrunk to three months," and that "if you cannot hear Father Coughlin on WHBI, don't think there's something wrong with your set or the station. It's because they are spraying (sic!) him." And a New York State Senator, speaking on behalf of free speech, censures CBS for carrying the Communist Browder during the last presidential campaign, though his own State recognizes the Communist Party and the Communications Act makes it mandatory to accept candidates of all parties on an equal basis. These are just a few of the phoney fictions being disseminated despite obvious proof to the contrary easily adduced from the record. Rep. Dies, speaking for the eighth time on a hookup, himself denies the reports he was refused radio facilities; Boake Carter bids for press favor with curiously reasoned criticisms of radio; and certain elements in the FCC want to do something (though they haven't yet said what) about every crackpot complaint that reaches their desks. No wonder the men who operate radio stations and networks are usually prematurely grey! "Rawhide" Wheeler BURTON K. WHEELER, Senator from Montana, is one legislator who commands a healthy respect in every circle. He is a hard-hitting, fearless sort of gentleman who was liberal when liberals were considered radicals. Those who earn their wherewithal in radio have ample reason to disagree with the distinguished Montanan because of some of his expressed radio views. He never seems to lay off his pet speech against too much commercialism, an4 he can smear it on with greater HELEN KING, contest expert for many national radio advertisers, has written Prize Contests — How to Win Them [Rugby House Publishing Co., New York, $2]. Said to be the first volume of its kind ever written by a professional contest judge. Miss King's book is specifically directed to the contest entrant. A 30-page concluding chapter, written for contest sponsors, contains pertinent information about creating and handling prize contests. THE story of facsimile broadcasting from every angle is told in Radio Facsimile, a volume of more than 350 pages just issued by RCA. In 20 articles, grouped into four sections—Historical Development of Facsimile, Status of Radio Facsimile in 1938, Radio Facsimile Communication Methods and Equipment, and Radio Facsimile Broadcasting — the book covers the past, present and probable future of this new medium of communication. AN ARTICLE "Radio Workshops— the Next Step" in the December issue of School Board Journal by Ben H. Darrow, outlines the benefits awaiting when colleges and radio stations cooperate more fully. Darrow's book, "Radio, The Assistant Teacher" [R. G. Adams & Co. — 1932] was recently placed in the Crypt of Civilization at Oglethorpe U., not to be opened until 6,000 A. D. HAVING issued state lists of state and local trade associations, the Marketing Research Division of the Department of Commerce has made available the 1938 edition of Selected Trade Associations in the United States, listing 5,500 trade associations and 2,200 chambers of commerce [10 cents]. effect than most members of Congress. But no one will question his sincerity. A few days ago, in addressing lawyers specializing in radio, he lambasted both the industry and the FCC from several angles. But he now has followed that with a foray on copyright which broadcasters cannot help but applaud. To the Federal Monopoly Committee he has addressed an inquiry as to what it is doing about ASCAP, since the function of the committee is to discover monopoly and devise legislative remedies. Because the copyright laws are a third-of-acentury old, and because there was no radio when it was enacted, it seems to us the Senator's approach is logical and well-timed. Certainly no one — not even ASCAP — can conscientiously object to such a study, for the status of ASCAP fits the functions of the committee to perfection. And if there's nothing wrong or unwholesome about ASCAP or the law under which it functions, it certainly is high time that it be known. That's the way to stop the critics of ASCAP, whose numbers are legion. Thus we think the Hon. Burt "Rawhide" Wheeler has something in his appeal to the O'Mahoney Committee. Page 36 • January 1, 1939 BROADCASTING • Broadcast Advertising