Broadcasting (July - Dec 1939)

AT BUREAU of Advertising luncheon (seated, 1 to r) are Leonard Reinsch, WHIG, Dayton; J. H. Ryan, WSPD; D. A. Brown, WHIG; Howard Lane, McClatchy; Ford Billings, WGWO-WGL, Fort Wayne. Standing (I to r) are Storm Whaley, KUOA, Siloam Springs, Ark.; W. C. Swartley, WGWO-WGL; Robert E. Bausman, WIRE; H. P. Lippincott, Philadelphia. Sale of Broadcast Medium as a Whole Is Sought at NAB Advertising Session Wheeler Confers With Members of FCC on Policies Clear Channels, Superpower Centers of Conversation WITH clear channels and superpower the main topic, Senator Burton K. Wheeler (D-Mont.), chairman of the Senate Interstate Coinmerce Committee, in which radio legislation originates, conferred informally June 29 with the entire membership of the FCC. At the invitation of Acting Chairman Paul A. Walker, Senator Wheeler discussed the radio regulatory situation with the six members of the Commission, General Counsel William J. Dempsey and Chief Engineer E. K. Jett for more than an hour. Chairman McNinch was not present, being away on sick leave. Although no official word was forthcoming, it was understood that Senator Wheeler inquired particularly about the recently promulgated rules, which become effective Aug. 1 and which fix the number of clear channels at 26. [Broadcasting, July 1]. He has been a persistent advocate of duplication and an antagonist of superpower. It was explained to the Senator that the Inter-American broadcast allocations situation, complicated by Mexico's failure to ratify the Havana Treaty, inade it desirable to retain a substantial number of exclusive channels lest their breaking down result in what was described as possible chaos. Clear Channel Policy Policy questions confronting the Commission were discussed by Senator Wheeler, who desired to acquaint himself and members of his committee with the Commission's operations, particularly in the light of constant criticism leveled against that body. It was not expected there would be any immediate change in Commission policy or sentiment as a result of the conference, since it was emphasized by Senator Wheeler that he appeared upon the invitation of Acting Chairman Walker and purely on an informal basis. It was evident that the FCC does not have in mind any change in its clear channel policy as a means of serving rural listeners, until after the Havana Treaty is ratified by Mexico or some alternative agreement is reached. Whether the FCC, in that event, will be disposed to consider additional duplication of clear channels, notably on the East and West Coasts, i-emains an open question. In some quarters it is thought such a course is likely. Moreover, the impression prevailed that the FCC will be inclined to consider individual applications for duplication on existing clear channels even under the new rules. In that fashion, it is entirely possible that the Commission may decide to veer from its established policy in certain individual instances. Commissioner Walker had conferred with Senator Wheeler the preceding week and following this conversation suggested to him that he hold an informal conference with the FCC. Chief Engineer Jett on June 27 also conferred with NEED FGR cooperation of member stations in supplying success stories to be used in coordinated promotion of radio as an advertising medium, and the need for selling the radio medium as a whole to advertisers, were stressed at a luncheon meeting in Atlantic City July 10 under auspices of the NAB Bureau of Advertising. With attention directed at specific as well as genei'al problems of radio selling, an increased budget for the bureau's activities and full cooperation in its research efforts were asked at the meeting. Craig Lawrence, sales manager of Iowa Broadcasting System and chairman of the NAB Advertising Bureau Committee, presided and keynoted the panel discussions. Edward M. Kirby, NAB public relations director, reviewed the development of the advertising bureau idea as an outgrowth of the activities of the sales managers' committee and the district NAB meetings which brought to light the need for a concentrated industrywide medium promotion of the same nature as that employed by other media. Urging operators to "sell the medium first and individual coverage second", Mr. Kirby said the present functions of the bureau extended to research, both inside and outside the radio industry, compilation of sales presentations designed to promote radio as a gen Mr. Wheeler as well as Senator Bone (D-Wash.) on technical allocation matters, outlining the basis for the new rules and regulations. In addition to allocation matters, certain phases of the FCC's network-monopoly inquiry also were discussed though it was pointed out that the committee which conducted the hearing has not yet drafted its report and conclusions. The censorship question was raised in connection with the provocative international broadcast rule and Senator Wheeler was advised that a hearing on the subject had been scheduled for July 14. In friendly fashion, it was learned. Senator Wheeler urged the Commission to effectuate better teamwork. He deprecated unfavorable publicity and intra Commission controversy. eral advertising medium, and studying the problems of consumer relations. The growing importance of basic information on radio as an advertising medium, to be achieved through figures in black and white and "crisp" compilations of radio success stories in attractive presentations, was pointed out by Paul F. Peter, NAB director of research. The bureau's immediate function lies in research within the industry itself through interchange of information among NAB members, he stated, while later research efforts will extend to consumers and users of radio time. Exhibiting advertising presentations prepared by a similar organization under the American Newspaper Publishers Assn., he lauded their idea of selling advertising in general and leaving it up to individual publishers to sell space after the advertiser has been impressed with the newspaper medium as a whole. The NAB bureau at present has started similar promotion pieces, including a bi-weekly direct-mail piece covering specific successes in radio advertising and a ringbound presentation promoting the radio medium, he pointed out, but enough material is not yet available to compile a presentation comparable to that available to the newspaper industry. More Funds Needed Dr. Herman Hettinger, wellknown radio economist, also addressed the meeting informally, summarizing a study of sales administration in radio stations completed recently by one of his students at the University of Pennsylvania. Pointing out the development of definite selling procedures for radio. Dr. Hettinger reviewed the genesis in the last few years of station representatives, coverage surveys, coincidental surveys, and the work of the Joint Committee on Radio Research, to demonstrate the growing administrative task of radio operation. The need for an all-industry promotional organization like the advertising bureau has grown, particularly since "the scrap for the advertising dollar is getting tougher than ever", he declared, but the NAB bureau is "competing on a shoestring" against the ANPA KFDA, IN AMARILLO, TAKES AIR AUG. 1 KFDA, Amarillo, Tex., will go on the air Aug. 1 with 100 watts power fulltime on 1500 kc. The station will have Mutual and Texas State Network affiliations. A reported $40,000 has been expended for the new station, which uses RCA equipment throughout and a Truscon 182-foot radiator. Studios and transmitter are located in the Nunn Bldg. President of the Amarillo Broadcasting Corp., operating the station, is Cornelius S. Gooch, an Amarillo resident for 24 years, and operator of the Gooch Engineering Co. Gilmore N. Nunn, vice-president, also is an Amarillo native, and with his father, J. Lindsay Nunn, entered radio in the early 20's when they constructed the old WDAG, in Amarillo. Since that time the Nunns have operated newspaper and radio interests in the Southwest and at present are operating WCMI, Ashland, Ky., and WLAP, Lexington, Ky. Commercial manager is Don C. Robbins, who has been in radio since 1922 when he joined KFI in Los Angeles. He has been affiliated with KJBS and KSFO, San Francisco, and as West Coast national sales manager for McClatchy Broadcasting Co. supervised construction and operation of KYGS, Merced, Cal. Recently he had been with Walter Biddick, station representative, in San Francisco. Earl R. Strandberg is program director, coming from KLRA, Little Rock, Ark. He entered radio in 1929 with WGAD, Amarillo, leaving in 1932 for WKY, Oklahoma City. Later he was with Southwestern Broadcasting System, Fort Worth, as program director, and with KMOX, St. Louis. Operations of KFDA will be affiliated with WLAP and WCMI. M-G-M in 28 Cities METRO-GOLDWYN-MAYER Picture Corp., New York, through Donahue & Coe, New York, is sponsoring from 5 to 40 spot announcements weekly on stations in 28 cities throughout the country to promote its new productions, "Tarzan Takes a Son" and "Goodbye Mr. Chips", playing in Loew's theatres in those cities. Spots are used from ten days to a week ahead of the openings of the films on one station in some cities and as many as four stations in others. organization, which he said last year had a budget of $280,000 and this year about $400,000. He urged the industry to give the bureau enough "working capital" and not to expect it to paint radio as the 100% medium. Panel discussions covering specific radio-selling problems were turned over to members by Chairman Lawrence immediately following the speeches. L. H. Avery, com j mercial manager of WGR-WKBW, 1 Buffalo, led the discussion on sell-; ing time to chain stores; Edward, Y. Flanigan, of WSPD, Toledo, onj local promotion for national ac-( counts; Charles C. Caley, of WMBD, Peoria, 111., on manufacturer-local dealer cooperative advertising; Purnell H. Gould, of WFBR, Baltimore, on selling methods for banks and department stores. Page 24 • July 15, 1939 BROADCASTING • Broadcast Advertising