Broadcasting (Jan - June 1941)

Network /Kccomh All lime EST unless olherwise indicated. New Business AXTONFISHER TOBACCO Co., Louisville (20 Grand cigarettes), on June 2 starts for 26 weeks an untitled program on 6 Pacific Coast Don Lee stations (KHJ KFRC KGB KALE KOL KMO), Mon., Wed., 7:15-7:30 p.m. (PST). Agency: McCann-Erickson, Chicago. SEIBERLING RUBBER Co., Akron (tires), on April 14 starts for 13 weeks HilVbilly Shoto with Stu Wilson, mc, on 16 California Don Lee stations, Mon., Wed., 7:15-7:30 a.m., (PST). Agency : Meldrum & Fewsmith, Cleveland. PONTIAC DEALERS of SOUTHERN CALIFORNIA, Los Angeles, on March 4 started What's the Latest? on 2 California Don Lee stations (KHJ KDB), Mon. thru Fri., 9:159:30 p.m. (PST); Fulton Lewis Jr., commentator, on 6 Don Lee stations (KGB KXO KVOE KPMC KVEC KFXM) Mon. thru Fri., 6:15-6:30 p.m. (PST). Agency: CampbellEwald Co., Los Angeles. CATELLI FOOD PRODUCTS, Montreal, on March 14 started Young Canada on Parade. Fri., 7 :30-8 p.m. (EDST), on CKOC. Hamilton, Ont. ; CKCL, Toronto; CKPC, Brantford, Ont.; CKTB. St. Catherines, Ont. Agency : E. W. Reynolds & Co., Toronto. GENERAL FOODS Corp., New York (Post's 40% Bi-nn Flakes), on March 10 started for 26 weeks As the Twig is Bent, transcribed serial, on 31 Pacific Don Lee stations, Mon. thru Fri., 2:15-2:30 p.m. (PST). Agency: Benton & Bowles, N. Y. AXTON-FISHER TOBACCO Co., Louisville (Spud cigarettes), on June 2 starts Danqer Is My Business on 15 MBS stations, Mon. & Wed., 10:1510:30 p.m. Agency: Weiss & Geller, N. Y. MILES LABS., Elkhart, Ind. (AlkaSeltzer), on March 24 starts Newsroom of the Air on 17 NBC-Red stations, Mon. thru Fri.. 7:1.5-7:30 p.m. On April 1, 9 stations will be added, bringing the total to 26. Agency : Wade I Adv. Agency, Chicago. JOHNSON & JOHNSON, New Brunswicks, N. J. (BandAid), on i April 5 starts Voice of Broadway on 58 stations. Sat., 11 :30-ll :45 a.m., repeat, 2 :30-2 :45 p.m. Agency : Young :& Rubicam, N. Y. AMERICAN TOBACCO Co., New ■ York (Lucky Strike), on May 6 starts a repeat broadcast of Information Please (original is broadcast on NBCRed, Fri., 8:30-9 p.m.) on NBC's Pacific Coast Blue Network via transcription, Tues., 7:,30-8 p.m. (PST). Agency : Lord & Thomas, N. Y. GENERAL MILLS, Minneapolis (Gold Medal Flour), on March 24 starts Hymns of All Churches on 33 CBS stations, Mon., Tues., Thurs.. 9:45-10 a.m. (repeat, 11 :45-noon) and Betty Crocker on the same network at the same time. Wed., Fri. On April 28 the repeat broadcast shifts to 5 :1.55:30 EDST and at the same time two j stations (KLZ, KVOR) will be added. I Agency : Blackett-Sample-Hummert. j GENERAL PETROLEUM Co., Los I Angeles (Mobil gas, oil), on April 27 starts for 36 weeks / Was There on 9 CBS West Coast stations (KNX KARM KSFO KOIN KIRO KVI ' KFPY KOY KTUC), Sun., 9-9:30 , p.m. (PST). Agency: Smith & Drum, Los Angeles. I BARBASOL Co., Indianapolis (shav! iiig crciim), on April 6 starts for 52 weeks, (Jiihriel Ileatter, commentator, on 3 California Don Lee stations (KHJ KFRC KGB), Sun., 6-6:15 p.m. (PST). Agency: Erwin, Wasey & Co., N. Y. The Other Fellows' VIEWPOINT More Merchandising EDITOR, Broadcasting: Would you mind awfully if we put on the boxing gloves — thick ones, of course — and generally sparred around for a couple of rounds regarding merchandising and your editorial in the Feb. 17 issue of your worthy publication? I happen to be one of those individuals who used newspapers as a stepping stone to radio and I have been associated with no other department than that which you dub "merchandising". I rather resent the fact that you refer to merchandising as "something for nothing". In the first place, "something for nothing" is usually evaluated as being equal to the cost spent for it. We feel, and quite sincerely, that advertisers do get some benefit from the merchandising services we have to offer. We admit that they have much more to gain from our promotion services, but the two are locked, hand in glove. I do not believe that there are very many advertisers or advertising agencies who feel that they do not pay for any merchandising rendered by a radio station, newspaper, or any other media. Merchandising and promotion are definite costs on every media's ledger sheets. In making up the rate card, every cost is included since rates are supposed to cover all phases of cooperation and every expense that arises. It is, therefore, quite obvious that merchandising costs are part of the rate card although they do not carry a separate charge. In Radio It's Different We are not copying the newspaper merchandising pattern. It is impossible for a radio station to Renewal Accounts QUAKER OATS Co., Chicago, (cereals), continues to April 25, Oirl Alone on 41 NBC-Red stations, Mon. thru Fri., 4-4:15 p.m. (CST). Agency : Ruthrauff & Ryan, Chicago. COMMERCIAL CREDIT Co., Baltimore, on March 24 renews for 52 weeks Boh Trout & the Neivs on 64 CBS stations, Mon., Wed., Fri., 6:106:15 p.m. (repeats, 11-11:05 p.m., 11 :55 p.m. -12 midnight, and Sat. to West Coast 10 :30-10 :.35 p.m.). Agency : O'Dea, Sheldon & Canaday, N. Y. WM. WRIGLEY Jr. Co., Toronto (gum), on March 26 renews Treasure Trail in French on CKAC, Montreal; CHRC, Quebec, Wed. 8:30-9 p.m. (EDST) ; on April 8 renews Treasure Trail on CFRB, Toronto; CHML, Hamilton, Ont.; CKCO, Ottawa; CFCF, Montreal, Tues., 9:30-10 p.m. (EDST). Agency: Tandy Adv. Agency, Toronto. Network Changes MARS Inc., Chicago (Milky Way candy bars), on April 14 shifts Dr. I. Q. from Seattle to Washington, D. C, for six weeks on 97 NBC-Red stations, Mon., 9-9 :30 p.m. Agency : Grant Adv. Agency, Chicago. LIGGETT & MYERS Co., New York (Chesterfields), on March 25 shifts Moonliqht Serenade to Hollywood on 97 CBS stations, Tues., Wed., Thurs., 10-10 :15 p.m. Agency ; Newell-Emmett Co., N. Y. follow that pattern to any great degree. There is one prime reason for this impossibility; that is, you can show a dealer a newspaper campaign and leave tear sheets or proofs with him so that he can use it with direct tie-in displays. In radio, the operation is entirely verbal. We have no quarrel to pick with Broadcasting Magazine. BroadCASTING is correct, generally speaking, in its attitude toward merchandising. The only difficulty stands in the difference of attitudes. Your publication assumes that the radio station gives — gives all, but gains nothing. From our attitude, we give and gain in like measure. I am certain that if you stop to consider the matter fully, you would see that we are correct in the position we take. I don't know what you think of this idea, but we do feel that since radio station "merchandising" is becoming the target of so much comment and discussion, it might be well for Broadcasting Magazine to again take the lead and start a forum in which to thrash out this problem for the enlightenment of the advertisers, their agencies and even the broadcasters themselves. Before anything can be condemned or regulated, let's have an understanding of the basic problems. Robert Greenberg, Promotion Manager, March 14. WHK-WCLE, Cleveland. Mr. Grant's Status EDITOR, Broadcasting: Will you kindly give me space to correct an error that occurred in your issue of March 10, 1941. In connection with an illustrated article on a conference between the owner and managers of stations KHSL, KVCV and KYOS, it was stated that the group named Wm. S. Grant, manager of KMYC, Marysville, as representative to handle regional and national advertising. This is incorrect. Mr. Grant formerly represented KMYC in regional advertising, but has had no other connection vdth the station at any time. The manager of KMYC is Walter Conway, who has held that position since the station was established last September. The error evidently occurred because there formerly was a relation in ownership between KMYC, KHSL and KVCV. Hugh McClung, up to November, was interested in KMYC and the writer was a part owner in KHSL and KVCV. Since November, the ownership has been entirely separate. Horace E. Thomas, President, Marysville-Yuba City March 17. Broadcasters, Inc. STANDARD PROGRAM Library Service announces the following new stations subscribing to its transcription library : WNBZ, Saranac Lake, N. Y. ; KELD, El Dorado, Ark.; KARK, Little Rock; KINY. Juneau, Alaska ; WGL, Fort Wayne, Ind. WCKY 50,oaoWATTS CBS PROGRAMS CHNS Halifax, Nova Scotia ONE OF THE FINEST EQUIPPED RADIO STATIONS OF CANADA U. V. Representatives.' jos. Weed & Co. 350 Madison Ave. New York Holt Gewinner, Nev/s Editor, WMAZ, Macon, thinks real human interest nev/s important "in this topsy-turvy era" and says "I think INS service is sv/ell." INTERNATIONAL NEWS SERVICE Get on H. G. WELLS, JR., General Manager Represented nationally by JOHN H. PERRY ASSOCIATES WM. K. DORMAN, Mgr., 225 West 39th St., N. Y. CITY CHICAGO DETROIT ATLANTA PHILADELPHIA BROADCASTING • Broadcast Advertising March 24, 1941 • Page 41