Broadcasting (July - Dec 1939)

Specialized Staff Leads to Speedier Handling of News Control of Judgment, Avoiding Of Duplication Attained By JOHN F. PATT Vice-President & General Manager WGAR, Cleveland DOES news pay? Managers of several hundred broadcasting stations have decided in the past several years that it does. Steadily in:• -y^ creasing lists of stations broadM 7 casting news at W. tests to the suc cess of news as a broadcast feature. But — does a News Department pay? That's another iUr. fait question. Many stations hesitated to build up the overhead by putting one or more full-time news men on the payroll to edit and prepare newscasts. But a News Department does pay. That, at any rate, is the experience of WGAR, one of the first stations to back up its wire service with an editorial staff. Two to Edit When we contracted with INS for trunk wire reports, we did not consider this as the be-all and endall. Rather, we regarded the wire service as a starting point and took on two experienced editors to develop the wire service and local news into a genuinely personalized service to WGAR listeners. Here are the advantages that accrued to WGAR through the staffing of a News Department: Consistency in editorial judgment and centralized control of policy. WGAR broadcasts do not duplicate those on any other station, in structure and wording. Naturally, there is the coverage of the same major news facts. Developments of feature angles and local application of wire stories. Closer contact with police and fire departments, city officials, hospitals, etc. Faster action on flash news. The editor "rides" the vire and is not in danger of missing a flash while engaged in some other task. Complete coverage while newscast is on the air. In the case of 15-minute newscasts this is impoiiiant. Major developments occasionally come while the newscaster is on the air. The news editor on duty does not relax his vigilance even during the airing of news. And possibly at the top of the list in importance — direct contact with listeners. There are innumerable occasions when listeners telephone to ask about items they have heard on the air. At WGAR the news editor handles the call and supplies the information. This has made a number of warm friends for WGAR. They advertise by word of mouth, and the station's consistent audience and its reputation as "Cleveland's Friendly Station" are enhanced. In the WGAR News Department are Editor Ralph Worden, and his assistant, Ted Hanna. Both are experienced newspaper and radio newsmen. WBBM Sports Sponsors FOUR sponsored sports programs were recently signed by WBBM, Chicago, to start during October. Stephano Bros., Philadelphia (Marvel cigarettes), through AitkinKynett Adv. Co. is using Sports Huddle, thrice-weekly quarter-hour sports celebrity interviews with Pat Flanagan and John Harrington, WBBM sportscasters, as m.c.'s. Peter Hand Brewing Co., through Mitchell-Faust Adv. Co., is sponsoring the Wednesday evening quarter-hour Harrington's Foothall Preview and on Dec. 2 will start Sports Quiz, which will run up to the 1940 baseball season. Andes Candies, Chicago, through McJunkin Adv. Co. is using Fifth Quarter, a recapitulation program immediately following WBBM's collegiate football broadcasts. Fame at Last FOR YEARS, Ray Bierman, engineer of NBC-Chicago, has handled the controls during the Vic and Sade dramatic script show. The other day he swallowed his gum and jumped a foot when one actor on the show said, "If it was hard for you to learn your lessons like Raymond Bierman there . . ." On recovery, Bierman was presented with an autographed script of the day's show. H. V. KALTENBORN will be guest of honor at a luncheon given Oct. 16 in New York by Columbia Pictures Corp. at which a preview of "Mr. Smith Goes to Washington", in which Mr. Kaltenborn portrays himself, will be shown. Edwin G. Hill. Bob Trout, Gabriel Heatter and other commentators have been invited. Direct Mail Citations CITATIONS to radio at the annual Direct Mail Advertising Association's banquet Sept. 28 at the Hotel Roosevelt, New York, included awards to E. P. H. James, NBC advertising and sales promotion manager, N e w York ; Emmons C. Carlson, NBC advertising and sales promotion manager, WMAQ-WENR. Chicago; John H. Dodge, NBC commercial manager of WMAL and WRC, Washington ; Robert A. Schmid, sales promotion manager of MBS. WCKY Carries Program At Gubernatorial Shift AS A public service, WCKY, Cincinnati, ran lines to the Kentucky State Capitol at Frankfort Oct. 9 and broadcast the proceedings as Gov. A. B. Chandler resigned, Lieut.-Gov. Keen Johnson took the oath as Governor and then appointed Chandler U. S. Senator from Kentucky to succeed the late Senator Logan. The ceremonies, held in the House Chamber of the Capitol, were attended by 1,000. To accommodate the special broadcast, carried fron^ 11:30-12 noon, WCKY cancelled two network commercial programs, simultaneously transcribing the ceremonies and rebroadcasting at 6 p.m. that day. L. B. Wilson, president and general manager of WCKY, and a friend of both Sen. Chandler and Gov. Johnson, went to Frankfort to take personal charge of broadcast arrangements. Rex Davis, announcer, and Charles Topmiller, chief engineer, handled the Capitol pickup. Gov. Johnson had visited WCKY two weeks before to participate in its 50 kw. dedication. DEALER'S ICE * THE FIFTH OF A SERIES Intelligent use of their advertising appropriation has had much to do with the sound growth of the Levis Music Stores to dominant position in Rochester. Like other careful gangers of the media to reach this rich market, William Levis, manager of the Levis Music Stores, makes important use of WHEC — and has, continuously, for over 3 years! Rochester merchants know Rochester's listening preferences first hand; — back their opinion of WHEC with their own hard dollars ! Mr. William H. Levis ■ BASIC CBS ■ Representatives : PAUL H. RAYMER CO. New York Chicago Detroit San Francisco J BROADCASTING • Broadcast Advertising October 15, 1939 • Page 49