Broadcasting (July - Dec 1939)

CBS Plans Transcribed Spots To Check Affiliates' Signals Survey Plan Accepted by '99%' of the Stations Contacted, According to Dr. Stanton PURCHASING time on well over 100 independent stations, mostly 100-watters in the secondary areas of high-power CBS outlets, for a series of transcribed spot announcements requesting information from listeners on reception of affiliates' signals, the CBS Research Division is preparing to conduct a novel study of the effects of technical development of CBS stations. The survey idea, conducted under supervision of Dr. Frank N. Stanton, CBS director of research, and designed to secure definite information on CBS reception direct from the listener, has been accepted by "about 99%" of the stations contacted for purchase of time, according to Dr. Stanton. There have been only scattered refusals to carry the series, he added. How It Works The five-minute transcribed programs, for which final scripts are being prepared, will incorporate flashes of the voices of Kate Smith, Major Bowes, Amos 'n' Andy and other CBS stars with a commentary by a network announcer asking listeners to check reception of four CBS stations within listening distance and then write "CBS, New York". During an interval in the program a local announcer reads the call letters, frequencies, and locations of the CBS stations potential to each individual area. The requested reports would be concerned only with evening listening, and the network offers a free booklet to answerers explaining the difference between daytime and evening listening. In a letter to the independent stations requesting rates on a 32time, 40-time and 52-time basis. Dr. Stanton explained : "We're particularly interested, not in the families you serve intensively within your major market, but in the 'remote' families at the outer edges of your coverage areas". Outlining the plan further, he indicated the programs were to be divided between daytime and evening hours and would be broadcast either 8, 10 or 13 times a week for four weeks, probably between Sept. 15 and Oct. 15. Pointing out that only a limited budget is available for the study. Dr. Stanton requested a separate indication of daytime and evening rates on each station, stating he assumed "that your rates for these announcements will be based on something like a 'most favored nation' clause. That is, we will be able to buy your facilities at the lowest rate at which they are available to any of your clients." "There have been so many major changes in CBS facilities that our research really has got to step out to keep up with them," Dr. Stanton explained in his letter. "I trust you will agree that the big nighttime programs have been one of the big factors in building all of radio to its present size. In fact, such programs have stimulated radio ownership to such a degree in small towns and rural areas that they have contributed, to a large extent, in creating audiences, particularly during the daytime, for independent stations. "This new type of radio study that we are planning affords the clear-channel stations, such as ours, the opportunity to cooperate with an independent station, such as yours — an opportunity really to study the scope of radio today. I sincerely believe that by working together, we can make a genuine contribution to the industry." The Other Side Contrasted to the receptive attitude of the large majority of stations which have accepted the series for broadcast are the comments of W. B. Greenwald, president of KWBG, Hutchinson, Kan., in a letter replying to Dr. Stanton's: "This station has obtained its enviable list of listeners and sponsors the hard way — by careful pro 465 POUNDS of fighting fury was this tuna taken off Liverpool, Nova Scotia, last month by Bill Lewis, program vice-president of CBS, who landed the fish after one hour and 40 minutes. Lower photo shows his companion. Bob Edge, CBS outdoor life commentator and veteran tuna fisherman, hard at work resting from Bill Lewis' labors. Exclusively Radio SALT LAKE CITY'S Utah Theatre, largest in the city, has eliminated newspapers from its advertising budget and has scheduled six daily minute interviews on KDYL, in addition to extra spot announcements on various promotions. Each interview brings some official of the theatre before the mike for quizzing on current or coming attractions. Interviews are transcribed a week in advance and then presented at scheduled times. J gramming and showmanship — by being everlastingly at it to give our listeners the best available, every hour of the day and night," Mr. Greenwald wrote. "We certainly are not going to sell them down the river for a few, or even a long series of Columbia plugs. "What excuse would we give our sponsors for deliberately decreasing our 'circulation' by asking listeners to tune away from KWBG? What reason could we offer anyone for being so inconsistent as to tear down what we have so carefully built up? No nationally circulated newspaper would ever ask an independent publication to sell its circulation and destroy its value to the community by ceasing to serve that community in its best capacity. And we think that you made a grave error by having the nerve to ask us to request any person to dial our station out in favor of a station outside this trade territory. "The idea is preposterous, even if you expected to pay a premium rate for our time. But you even ask for a special rate — one as low as we give our regular advertisers— sponsors who have stuck with us through thick and thin, to make KWBG what it is today. "We cannot agree with you that big nighttime programs have created daytime audience for independent stations. Columbia would never accept any station that did not already have a nightime audience— nor would Columbia accept any station that did not have a good fulltime coverage. You have reversed the true situation, for we believe we are right when we say that independent stations first build the audience, and then the networks agree to take them on." B & W Discs Planned BROWN & WILLIAMSON Tobacco Co., Louisville, will use transcriptions on betwen 25 and 30 stations starting Sept. 25, featuring Avalon Cigarettes, Wings Cigarettes and Bugler Tobacco. In addition, sportscasts on 10 stations featuring Wings and Avalon two and three times weekly will be used. With its four network programs and approximately 40 spot stations Brown & Williamson becomes one of the most important users of broadcast advertising. Russell M. Seeds Co., Chicago, is agency. FILMLAND HOPEFUL FOR AIR BOOKINGS DESPITE the tightening of film studio barriers and exhibitor threats against motion picture talent appearing on network programs, executives of major advertising agencies handling the bulk of Hollywood originating radio shows declare that there will be as many, if not more, stellar names used on sponsored broadcasts this season as last. It has been freely admitted by Hollywood agency executives that preparations for a number of network shows are being retarded by reluctance of film studios and talent to sign radio contracts, but they are confident that this will be ovoicome. They insist that "the show will go on", but are frankly annoyed by the evasion displayed by top name players who are loath to back up verbal commitments with written contracts. Frankly speaking, players big enough, or by contract permitted to appear on network programs at will, are stalling, it was said. In some instances, they too, have quoted figures beyond sponsor budgets. It is believed, however, that their purpose is to await more substantial expression from exhibitors and studios regarding the "ban on radio" before asserting their final intentions. Should film studios, in the face of predicted losses in foreign markets due to European war, decide on reported retrenchment policy, agency executives feel that difficulties will be alleviated. They believe that not only will desired talent be easier to secure, but also that the price scale will be cut downward, placing more top film names within radio budget limitations. Any concerted action by the film studios to cut luxury off production will, in the opinion of several Hollywood agency men, benefit radio directly. Two Transcribed Series Being Tested by P & G PROCTER & GAMBLE Co., Cincinnati (Lava Soap), is testing two 15-minute transcribed programs on 11 stations starting between Sept. 14 and Sept. 25 on 52-week contracts. Bill Elliott, the Singing Cop, a WEEI, Boston, feature, is scheduled on WFBM and WWJ three days weekly, with WEEI continuing to carry it six days weekly as a live broadcast under Procter & Gamble sponsorship. Eight stations have been chosen for David Adams, a five-weekly dramatic series. They are WBEN, KDKA, WGAR, WDAF, KOA, WKY, WFAA-WBAP, KFRC. Additional stations may be added to both series, it was indicated by Blackett Sample Hummert, Chicago, which handles the account. CLARK BROS. Chewing Gum Co., Pittsburgh, has started one minute transcriptions three days weekly over WBBM, Chicago, through Albert P. Hill Co. Inc., Pittsburgh. Botany Mills Tests BOTANY WORSTED MILLS, Passaic, N. J., on Sept. 19 will start a four-week test campaign for its new wool cleaning fluid using ten-minute daily participations five times weekly on the Music Hall program on WNEW, New York. More stations in upstate New York will be added if the test proves successful, according to Alfred J. Silberstein Agency, New York, which is handling the account. Page 32 • September 15, 1939 BROADCASTING • Broadcast Advertising