Broadcasting (Jan - June 1941)

Consistency Cited As Basis of Radio Financial Institutions Urged To Study Successful Series ADMONISHING would-be radio advertisei's from the financial field, that consistency in the use of the medium is vital to success of the campaign, Craig Lawrence, c o mmercial manager of Iowa Broadcasting Co., Des Moines, operator of KSO, KRNT, W M T and WNAX, delivered an address June 17 on radio and the industrial banker before the Mr. Lawrence American Industrial Bankers Assn. convention in Colorado Springs. A questionnaire distributed by the Department of Public Relations to 1,200 members of the Federal Home Loan Bank System, Mr. Lawrence stated, showed that 240 members reported using radio during 1939 with an average expenditure of $898 for one year. Successful Methods He further asserted, averages were deceptive in this case, the report showing that where the annual expenditure was over $1,000 the ratio of satisfied sponsors to disatisfied users was 3 to 1, whereas those using less than $500 per year did so with unsatisfactory results in the majority of the cases. A further analysis of the report revealed the average duration of their radio campaign was 32.3 weeks per year, a great argument for consistency, Mr. Lawrence said. He pointed to such radio advertisers as General Foods, Procter & Gamble, General Mills and various local advertisers, all users of radio on a 52-week basis, as outstanding examples of consistency. Radio listening habits can be translated into dollar profit if we keep that habit alive and know what to do about it in a selling way after it has been developed, he said. In the savings and loan field, he disclosed, the most satisfactory unit of time was 15 minutes with 5, 1 and 30-minute units valued in that order. The ideal frequency for the broadcast was the five-per-week schedule and while most users of radio are on only once a week Mr. Lawrence emphasized successful usage was considerably higher in the five-a-week bracket. Radio is an elastic medium, he further stressed, and can be utilized to reach the income class desired and by using proper program content the advertisers' circulation can be controlled. First a Sustainer WEEKLY half-hour Auction Quiz programs, to be sponsored on NBCBlue by Standard Oil Co. of Indiana starting .July 18 f Broadcasting, June 9], is being heard sustaining for four weeks starting .Tune 20, Fridays, 8-8:.30 p.m. (EDST). Robert Brown will act as "auctioneer," with the assistance of Chuck Acree as m.c. and Dan Donaldson as announcer. New Stations Authorized by the FCC During First Six Months of 1941 * Asterisk indicates station already on the air. t Dagger indicates call letters not yet issued. CONNECTICUT WSRR, Stamford — CP issued to Stephen R. Rintoul, account executive of the Katz Agency, New York. Granted Feb. 13; 250 watts on 1400 kc. GEORGIA WGAA, Cedartown — CP issued to Northwest Georgia Broadcasting Co. ; O. C. Lam, theatre and farm owner, president-treasurer, 82.5% stockholder; R. W. Eounsaville. vice-presrdent-secretary, 16.7%; Joe W. Lam. .8%. Granted May 6; 250 watts on 1340 kc. ILLINOIS tNEW, Jacksonville — CP issued to a partnership of Hobart StepTienson, teacher, Illinois School for Blind; Milton Edge, local A&P supervisor; Edgar J. Korsmeyer, bookkeeper and accountant. Granted May 22 ; 250 watts daytime on 1150 kc. IOWA KBUR, Burlington — CP issued to Burlington Broadcasting Co.; E. L. Hirsch, attorney and banker, president, 20% stockholder; J. Tracy Garrett, publisher of the Burlington Hawk-Eye Gazette (deceased), 20% ; 14 other business men of Burlington, none holding more than 5%. Granted Feb. 5; 250 watts on 1490 kc. KROS, Clinton— CP issued to Clinton Broadcasting Corp. ; Peter Matzen. president Arzen Laboratories, proprietary manufacturers, president, 130 shares of stock; C. A. Nordquist, general contractor, 100 shares ; Dr. T. B. Charlton, physician, vicepresident, 1 share ; W. T. Cakes, postmaster, 1 share. Granted Feb. 5 ; 250 watts on 1340 kc. KENTUCKY tNEW, Henderson — CP issued to Paducah Broadcasting Co.; Pierce E. Lackey, operator of WPAD, Paducah, and WHOP, Hopkinsville, Ky., president-treasurer, 95.5% stockholder; W. Prewitt Lackey, insurance mian, vice-president, 1.5%; Ezelle Lackey, insurance, 1.5%; Eula McKenney Rivers, 1.5%. Granted May 20; 250 watts daytime on 860 kc. MASSACHUSETTS WEIM, Fitchburg— CP issued to Ruben E. Aronheim, local furniture dealer. Granted April 16 ; 250 watts on 1340 kc. MISSISSIPPI WMIS, Natchez— CP issued to Natchez Broadcasting Co. ; P. K. Ewing, manager of WDSU, New Orleans, and owner of WGRM, Greenwood, Miss., and WGCM, Gulf port, president, 91% stockholder ; P. K. Ewing Jr., manager of WGRM, vicepresident, 3%; F. C. Ewing, manager of WGCM, secretary-treasurer, 3% ; M. M. Ewing, 3%. Granted March 19; 250 watts on 1490 kc. MISSOURI KHMO, Hannibal — CP issued to CourierPost Publishing Co., publisher of Hannibal Courier-Post; same ownership as Kewanee (111.) Star-Courier. Interlocking stockholdings with Lee Syndicate Newspapers: Davenport (la.) Times and Democrat, Ot tumwa (la.) Courier, Muscatine (la.) Journal, Mason City (la.) Globe-Gazette, Madison (Wis.) State Journal, LaCrosse (Wis.) Tribune & Leader-Press, Lincoln (Neb.) Star. Granted Feb. 5; 250 watts on 1340 kc. NEW MEXICO tNEW, Tucumcari — CP issued to partnership of Lester Q. Krasin, radio technician, and Otto A. Krutzner, auto body reconstruetor. Granted June 14; 250 watts on 1400 kc. NEW YORK WLAN, Endicott— CP issued to Thomas J. Watson, president of International Business Machines Corp. Granted March 12; 250 watts on 1450 kc. NORTH CAROLINA WBBB, Burlington — CP issued to Alamance Broadcasting Co. Inc. ; B. V. May, hosiery manufacturer, treasurer, 19.23% stockholder. Remainder of stock held by 26 local citizens, none holding more than 10%, with V. Wilton Lane, president ; R. R. Isenhour, vice-president ; Thomas D. Cooper, secretary. Granted April 29; 1,000 watts daytime on 920 kc. WAYS, Charlotte— CP issued to Inter-City Advertising Co. ; George W. Dowdy, manager of Belk's department stores of Charlotte and Concord, N. C, president, 1 share ; Horton Doughton, department store and hardware merchant and son of Rep. Doughton (D-N. C), secretary-treasurer, 1 share; B. T. Whitmire, manager of WFBC, Greenville, S. C, vice-president, 1 share. Granted April 16 ; 1,000 watts on 610 kc. PENNSYLVANIA WISR, Butler — CP issued to David Rosenblum, local department store owner. Granted April 1 ; 250 watts daytime on 680 kc. *WMRF, Lewistown — Licensed to Lewistown Broadcasting Co. ; Sentinel Co., publisher of the Lewistown Sentinel, 33 1/3% stockholder ; William J. Woods, Pennsylvania Glass Sand Corp., 33 1/3%; Thomas C. Matthews, of the same company, treasurer, 33.286% ; James S. Woods, same company, .048%. Granted Feb. 25; 250 watts on 1500 kc. SOUTH CAROLINA WMDF, Greenwood — CP issued to Grenco Inc. ; Douglas Featherstone, attorney, president and treasurer, 80% stockholder: C. A. Mays, attorney, vice-president and secretary, 20%. Granted Jan. 7; 250 watts on 1450 kc. TENNESSEE WJZM, Clarksville — CP issued to partnership of William D. Hudson, local mayor and agent for Standard Oil Co., and Violet H. Hudson, oil retailer and wholesaler in Christian County. Ky. Granted Feb. 19; 250 watts on 1400 kc. TEXAS KSKY, Dallas— CP issued to Chilton Radio Corp. ; A. L. Chilton, chief owner of KLRA and KGHI, Little Rock, president, 98% stockholder; Leonore H. Chilton, secretarytreasurer, 1.75% ; James Ralph Wood, .25%. Granted May 6; 1,000 watts daytime on 660 kc. w£ COVER rue CfTy 'I KGBS, Harlingen— CP issued to Harbenito Broadcasting Co.; McHenry Tichenor, «. tired newspaper publisher, president ' 2J4 shares; Genevieve Tichenor, his wife' secretary-treasurer, 75 shares; Hugh T. Ramsey, vice-president, 1 share. Granted Feb 11; 250 watts on 1240 kc. VERMONT *WWSR, St. Albans— Transferred facilities of WQDM, St. Albans, to Vermont Radio Corp.; Lloyd E. Squier, manager and half owner of WDEV, Waterbury, president 10% shares; William G. Ricker, half-ownet of WDEV, vice-president and treasurer 10% shares ; Ernest C. Perkins, 1 share Granted Feb. 18; 1,000 watts daytime or 1420 kc. VIRGINIA *WJMA, Covington — Licensed to John and Marcia Arrington, former operators of WCHV, Charlottesville, Va. Granted April 22; 250 watts on 1340 kc. WINC, Winchester— CP issued to Richard Field Lewis Jr., chief owner of WFVA, Fredericksburg, Va. Granted Feb. 4 ; 260 watts on 1400 kc. WASHINGTON KEVE, Everett — CP issued to Cascadel Broadcasting Co. Inc.; Dr. J. R. Binyon, optical company owner, president, 50%] stockholder; L. E. Wallgren, telephone engineer and radio operator, vice-president | and treasurer, 49.2% ; C. A. Hamton, radio dealer, secretary, .8%. Granted May 6; 500 watts on 1460 kc. tNEW, Tacoma— CP issued to Michael J. Mingo, former newspaper editor and executive. Granted May 7; 500 or 1,000 watts on 1430 kc. KTBI, Tacoma— CP issued to Tacoma Broadcasters Inc. ; C. C. Cavanaugh, lumberman, president, 52.5% stockholder ; J. T. S Lyle, banker, vice-president, 22.5%; Harold Woodworth, construction company manager, treasurer, 18.5% ; William McCormick, lumberman, 2.5%; C. S. Chapman, lumberman, secretary, 1%; James Dempsey, lumberman 1%; Roy E. Davison, connected with the Standard Paper Co., 1 % ; B. E. Buckmaster North Pacific Note Co., 1%. Granted May 7; 250 watts on 1490 kc. PUERTO RICO WIAC, San Juan — CP issued to Enrique Abarca Sanfeliz, sugar refining machinery manufacturer. Granted April 25; 5,000 watts day and 1,000 night on 580 kc. Note: CP issued Feb. 18 to Hawaiian Broadcasting System Ltd. for KHON, Honolulu. 250 watts on 1340 kc, recalled pending further hearing. Shortwave Rule Relaxed At Request of Stimson ACTING upon a request of Secretary of War Stimson to expedite broadcasts from military establishments, the FCC last Wednesday suspended Sections 3.408 (d) and 4.21 of its rules and regulations as they apply to the rebroadcast and relay of non-commercial programs from camps and other points of military activity, where Government facilities may be employed by local arrangements. [BROADCASTING, June 23]. Under the relaxed rules, shortwaves relays may be used instead of direct line pickups in situations where it is difficult to secure telephone line facilities in and out of an Army camp for program pickups. Remote high-frequency pickups direct from Army aircraft, tanks, etc., during maneuvers also will be allowed, immediately upon request by the Army, eliminating the necessity for securing prior written authority from the FCC before undertaking each broadcast. WHBL, Sheboygan, Wis., has appointed Associated Radio Sales as its national representative. Drawn for Broai>casting by Sid Hix 'We've Found a Theme Song for Our New Radio Series — 'There'll Be Some Changes Made!'" PHILIP BLMAN, since last August with the FCC legal staff, has resigned to become law clerk to Associate Justice Felix Frankfurter, ot the U. S. Supreme Court, effective July 1. Mr. Elman, 23, was graduated from Harvard Law School in Vdo't). Before joining the FCC, he was law clerk to Calvert Magruder, senior judge of the First Judicial Circuit, IJoston. Page 50 • ]une 30, 1941 BROADCASTING • Broadcast Advertising