Broadcasting (July - Dec 1939)

'CANADAS RICHEST MARKET w ^ w w The finest of radio entertainment has made CFCF the most listened-to radio station in Canada's metropolis. You can capitalize on this wide bilingual market by using this sales-building medium for your advertising message. You'll find that CFCF will build sales for you. CFCF and Short Wave CFCX owned and operated by CANADIAN MARCONI COMPANY Representatives : CANADA All Canada Radio Facilities U. S. A. Wei. d & Company NBC affiliate ^ ^ ^ ^ ^ SUPERTEST PETROLEUM Corp. Ltd., Toronto, has expanded its football sponsorship in Canada this season to include broadcasts of all intercollegiate games played in Molson Stadium, Montreal, Little Stadium, London, and Richardson Stadium, Kingston. The broadcasts will be heard in the home cities of the visiting clubs and in some eases additional stations will be used. Vickers & Benson Ltd.. Toronto and Montreal, handle the account. CORN PRODUCTS Refining Co., New York (Karo), is sponsoring the juvenile transcription series. Adventures of Ace Williams, produced by Charles Michelson, on KGU, Honolulu, starting Oct. 15. Gotham Adv. Co., New York, handles the account. COMET RICE MILLS, Beaumont, Tex., (packaged rice), in a four-week Southern California campaign which started Oct. 2 is using daily participation in the combined Sunrise Salute and Housewives Protective League on KNX, Hollywood. Freitag Adv. Agency, Atlanta, has the account. CAMPBELL SOUP Co., Camden (soup), is sponsoring for 26 weeks the 6-weekly Radio Reporter on KPO, San Francisco. Agency is Ward Wheelock Co., Philadelphia. MILES LABORATORIES Inc., Elkhart, Ind. (Alka-Seltzer), is sponsoring nine college football broadcasts on WOWO, Fort Wayne, on consecutive Saturdays starting Sept. 30, carrying either the games of Indiana U or Purdue. Wade Adv. Agency, Chicago, handles the account. WIND, Gary. Ind., is broadcasting the October races at Sportsman Park, Chicago, by arrangement with the National Jockey Club. Ted Williams and Frank Ashley air the races, jointly sponsored by Walgreen Drug Co. Garcia Grande cigars. Twenty Grand, Spud, Kreml hair tonic and Studebaker Sales. WANDER Co.. Chicago (Ovaltine), has added WHK, Cleveland, and WKBN, Youngstown, O., to the list carrying twice-weekly spot announcements [Broadcasting, Sept. 1]. Blackett-Sample-Hummert, Chicago, is agency. QUAKER OATS Co.. Chicago, which has appointed Ruthrauff & Ryan, that city, as agency for its Puffed Wheat and Rice, is using Stop Me if You've Heard This One. featuring Milton Berle on 53 NBC-Red stations, Saturday, 8:30-9 p. m. BATHASWEET Corp., New York, on Oct. 15 continues its news program campaign for Bathasweet soap adding WEAF. New York, with the Sunday News Hinhlights program from 11 :30 to 11 :45 a. m. Agency is H. M. Kiesewetter Agency, New York. STANDARD OIL Co. of California, San Francisco, is sponsoring broadeasts of 34 local football games on KGMB, Honolulu. Agency is McCann. Erickson, San Francisco. EXCELS IN RESPONSE THRU ESTABLISHED FEATURES IN ENGLISH JEWISH ITALIAN POLISH Well Known LISTENER letter recently received by Proctor & Gamble, Cincinnati, was addressed, "To Ivory Soap, in Care of the Station to which I Am Listening". SOUTHERN CALIFORNIA Chevrolet Dealers Assn., Los Angeles, in a 10-day campaign ending Oct. 16, scheduled an average of 14 spot announcements daily on 8 Southern California stations, KHJ KGB KDB KFXM KVOB KPMC KVEC KXO. Agency is Campbell-Ewald Co., Los Angeles. PHOENIX LAUNDRY & DRY CLEANING Co., Phoenix, placing direct, on Oct. 8 started sponsoring weekly the transcribed quarter-hour serial. My Prayer Was Answered, on KOY, that city. Contract is for 30 weeks. Serial was produced by Fields Bros. Radio Corp., Hollywood. J. S. WILLIAMS, formerly sales manager of the Sunbrite Cleanser division of Swift & Co., Chicago, has joined Chappel Bros., Rockford, 111., as vice-president in charge of sales and advertising. 70% Have One Rate RESPONSE to a query concerning the difference between local and national rates sent by Donahue & Coe, New York, to all stations with whom the agency had placed spot announcements advertising the M-G-M motion picture, "The Women", shows that about 70% of these stations have only one rate, with no distinction between national and local advertisers, according to D. R. Parman, radio director of the agency. Premiums Are Offered By 60% of Sponsors on NBC Nets, Says James APPROXIMATELY 60% of all advertisers on NBC make some kind of offer to their listeners, E. P. H. James, sales promotion manager of the network, stated at the opening session of the fifth annual Atlantic Coast Premium Exposition, held under the auspices of the Premium Assn. of America at the Hotel Astor, New York, Oct. 2-6. Of these, about two-thirds ask for cash, usually ten cents, he said. Tracing the history of premiums on the air since Oct. 1, 1930, when NBC first granted an advertiser permission to announce an offer over the network, Mr. James said the chief motives behind such offers are to separate prospects from other listeners, to get tangible evidence of listening — although he added that the latter reason was largely invalid since no one has ever been able to establish any dependable relationship between the response to an offer and the size of the listening audience, and to send listeners into the dealers' stores. Describing the various types of premiums that have been successfully offered over the air, Mr. James said that contrary to general opinion only about 15% of all offers are aimed at the juvenile audience. Most offers are made to the feminine audience, he added, with very few appeals aimed at the men. To be most successful in radio, he said, the premium should have a short, attractive name, identified if possible with either the program or the sponsor. Happy Joe's "EARLY MORNING FROLIC" IS STILL THE BEST BUY IN THE DETROIT AREA M4M^S\S 07^^745 A. M.) TOTAL 143 Radios Ho. 28 32 27 53 19.58 2238 18.88 37.06 4.90 Results of a 3day survey conducted for one of Detroit's Radio Stations m fMM (Time, 7:30 to 7:45) f /f / MM/ rinOT proves again . . . W W \ §0 WW rlKol WITH MORNING AUDIENCES CPCF BI-LINGUiVL AUDIEIliGE . 1,000,000 NEW YORK'S STATION OF DISTINCTIVE FEATURES WEVD WEVD egllding 117-119 WEST 46th ST. NEW YORK Page 56 • October 15, 1939 BROADCASTING • Broadcast Advertising