Broadcasting (Jan - June 1940)

Vallee Series Features Commercials by Talent NATIONAL Dairy Products Corp., New York (Sealtest milk), on March 7 started its Rudy Vallee Show on 61 NBC-Red stations, Thursdays, 9:30-10 p.m. (EST), with Vic Knight producing. It is a musical comedy type of program with fantasy, based on historical events and stressing humor of character and situation rather than gag spots. The program has no announcer, the commercials being handled by Vallee and members of the cast, with cut-ins by dealers in various parts of the country. Besides Vallee, featured on the weekly program is Maxie Rosenbloom, Hollywood prize fighter, cafe proprietor and movie actor, who furnishes comedy relief. Different guest artists are featured each week along with a 25piece orchestra and 15-voice chorus. Ken Darby and Elliott Daniels head the musical contingent. Sidney H. Fields, Norman Panama, Melvin Frank, Paul Henning and Lynn McManus handle the writing assignments. Although Sealtest is not merchandised on the West Coast, the program is being released over KFI, Los Angeles. Herbert Korholz, radio director of McKee & Albright, New York agency servicing the account, recently established a Hollywood production office and will divide his time between the two cities for the duration of the series. Old Gold Makes Ready CAL KUHL, Hollywood producer, has been signed by Lennen & Mitchell, to produce the new variety and dramatic show, featuring Don Ameche, which starts April 5 under sponsorship of P. Lorillard Co., New York (Old Gold cigarettes), on 60 or more NBC-Red stations, Friday, 10-10:30 p.m. (EST). Kuhl, on the staff of J. Walter Thompson Co., for nearly 10 years, produces for that agency the NBC Chase & Sayihoi-n Shoiv, sponsored by Standard Brands and will continue to handle that program along with his new assignment. Maxwell Shane, Hollywood writer, will head the writing staff for the Old Gold show. Others signed are Claire Trevor, for the dramatic skits opposite Ameche, and Pat Friday, vocalist. Victor Young's orchestra is also reported signed. Robert Orr and Mann Holiner, New York executive vice-president and radio director, respectively of Lennen & Mitchell, are on the West Coast completing arrangements for the series. Healthaids Now on 65 EALTHAIDS Inc., Jersey City, because of large sales increases for Serutan, since Jan. 1 has increased the number of stations carrying its programs to 65. Twice-weekly news prog) ams are heard on 23 Don Lee stations featuring Norman Nesbitt. New stations carrying quarter-hour news programs or quarter-hour health talks by Victor Lindlahr, editor of the company's Journal of Living, are WLW WLS WTIC WJR, WHK WHO WGR WBAL. Austin & Spector Co., New York, handles the account. TIIK ■"siKoess story" of the CBS Sundiiy afternoon I'insuit of HappiiieKK i)rosriim, which started Oft. 22 with Hursess Meredith as narrator, is told to CBS stockholders in a hrocliui'e mailed March 8 with the network's ((uarterly dividend checks of 47} cents per share. AN AMERICAN Airlines plane was equipped as a flying studio on March 6 for the Quaker Oats Girl Alone broadcast heard over 38 NBCRed stations. Joe Rife, NBC-Chicago engineer, installed approximately 600 pounds of equipment for the show which was shortwaved to pickup receivers on the Civic Opera Bldg. for relay to the studios in the Merchandise Mart. Left to right are Ed Wilde, Chicago manager for Tom Fizdale Inc.; Katherine Haney, Ruthrauff & Ryan, Chicago; Art Trask, same agency, who was responsible for the stunt; Betty Winkler, star of the program; Warren Johnson, also of Ruthrauff & Ryan; Pat Murphy, actor; June Travis, actress; and Axel Gruenberg, director of the program. Route covered by the plane was over the Loop area in Chicago. Book on Crashing Radio Written by Frank Arnold ADVICE on how to enter and develop in radio is presented in a new volume Do You Want to Get Into Radio? [Frederick A. Stokes Co., New York, $1.50], written by Frank A. Arnold, former director of development of NBC and now a New York radio consultant. The 133-page book affords a functional discussion of the various departments of the radio broadcasting business, slanted to inform the young person with an eye on entering the field. Concluding with an appendix covering a list of the colleges offering radio courses, important broadcasting stations and selective biography, the volume includes chapters covering the organization set-up of a network, program building, time selling, talent selection, promotion and public relations, department of information, announcing, opportunities for women, junior executive posts, television and future prospects. 14^ floclte^ie^ ' ' HIGHEST in number of hours of sponsored NATIONAL network and NATIONAL spot programs — WHEC HIGHEST in number of hours of sponsored LOCAL programs HIGHEST in listener's preference HIGHEST in sponsor's preference LOWEST in cost per listener for complete coverage of complete Rochester Territory -WHEC -WHEC -WHEC —WHEC BASIC CBS III y r A Rochester, N. Y. ■■■■ I ^ Nat'l Representatives ^ ^ I I Paul H. Raymer Co. BROADCASTING • Broadcast Advertising March 15, 1940 • Page 51