Broadcasting (July - Dec 1941)

ISales Group Plans I^Ear Appeal' Drive IRadio Now Fundamental for [Advertisers, Carr Says A CALL FOR "common sense selljing" of broadcasting as the theme Ifor the sales managers' division of |the NAB this year was made last [Wednesday by Eugene Carr, as;sistant manager of WGAR, CleveQand, and new chairman of the sales imanagers' executive committee, foll.lowing an organization meeting in I Washington. i Mr. Carr said it is just as fundaimental for an advertiser today to 'Teach out to his customers and prospective customers with an appeal to the ear as to approach them with an appeal to the eye. He said that the division would seek to do .3 "hard-hitting common sense selling of the fundamentals of radio" jbs an advertising medium. ^ Influence Plus "Radio has built up a tremendous jjcirculation' by the use of exactly ,;he same factors as the magazines, '.newspapers and other media use — 'pews, sports, entertainment, drama —precisely the same appeal to , auman nature," Mr. Carr asserted. '/Add to this circulation the human ' jualities of the medium itself — the luman voice appeal, human emotions in the flesh, the timeliness, '^he flexibility, the quality of personalizing a message — and you ..xave advertising influence with a !;.ius. "And don't let anyone tell you hat some of our good competition ^mjoy a certain select group of ''ubscribers who buy and read just *or the ads. If that's the case, why 'ij'ire the boys down the street out li'hese days selling a bonus circula[ttton due to the interest in war news. L'i "So, it's common sense selling — yaaking the calls, hammering ;|3Undamentals, following through, ijnd leaving something tangible on Lijne prospect's desk for him to ^CGA, Spokane, operating on 1510 kc. cyiOOO watts, on July 15 joined Don iti).ee-MBS as an affiliate, replacing :PQ. Wenatchee, and KYOS, Bell i^gham. W NBC Kelleher Joins WBS THOMAS M. KELLEHER, for three years with Noee, Rothenberg & Jann, New York, newspaper representative, has joined the sales department of World Broadcasting System to work from the New York studios. Previously, Mr. Kelleher traveled through the East for International News Service, served nine years with the Worcester Telegram & Gazette, and for two years was national advertising director of the Record Newspapers in Troy, New York. Mr. Kelleher New Wisconsin Network A NEW six-station regional network has been incorporated in Wisconsin under the name Wisconsin Network Inc., linking WHBY, Appleton; KFIZ, Fond du Lac; WCLO, Janesville; WHBL, Sheboygan; WSAU, Wausau; WFHR, Wisconsin Rapids. President of the company is Hiram H. Born, WHBL; vice-president, James F. Kyler, 'WCLO; secretary-treasurer. Father James A. Wagner, St. Norbert's College, operating both WHBY and WTAQ, Green Bay. The network is mutually ovsTied. Nets Gloomy (Continued from Page 9) House regarding either the network rules or the newspaper-divorcement proceedings. In some quarters this was interpreted to mean that the President, preoccupied with the war situation, had given no attention to either issue. Chairman Fly, however, apparently has the backing of others at the White House. As long as the conferences are in progress, it is felt, there can be a radical change at any time. Once some sort of an agreement is reached on time options, which would come only on a compromise basis, the other seven points might be adjusted very quickly, with the Commission agreeing to an over-all postponement.. Then it is presumed each issue could be considered individually, with rules adopted pur »HN BLAIR aCO. "1 BOISE, home of KIDO's transmitter, is Idaho's top metropolitan city. It is also the center of the southwest dairy area which does over 51% of the dairy business for the entire state. suant to any accord that might be reached. There would still be the possibility of litigation, however, to test the Commission's jurisdiction, since NBC and CBS throughout the conversations have maintained they should not surrender any of their legal rights. The question of legislation also is involved, since a number of members of the Senate Committee, as well as the network spokesmen, urged a reappraisal of the statute. White to Maine Senator White (R-Me.), before his departure last Thursday for his home, said he had not yet definitely determined whether or when he would introduce proposed revisions to the Communications Act dealing with broadcast regulation. He said he had drafted the amendments two months ago. Although the Senator planned to stay in Maine several weeks, he said he might decide to introduce the bill in the near future, particularly if an impasse was reached on revised regulations. The more likely course, he indicated, would be to introduce the measure upon his return. He intimated that introduction of the amendments depended on developments in the whole controversy and on the views of some Committee members with whom he had discussed the measure in recent conferences New P & G Serial PROCTER & GAMBLE, Cincinnati (Duz), has purchased the rights to The Bartons a sustaining serial originating in Chicago for NBC-Blue, and will begin sponsorship sometime in the fall. Harlan Ware writes and Frank Papp directs the show, which is owned by NBC. Compton Adv., New York, handles the Duz account. Test for 'Liberty' MACFADDEN PUBLICATIONS, New York, on July 16 started a one-week test for Liberty magazine, participating on the Yankee Network Netvs 6-6:10 p.m. EDST, Wednesday and Friday, and conducting spots on WBBM, Chicago. Agency is Erwin, Wasey & Co., New York. Citation for Morton ALFRED H. MORTON, vice-president in charge of television for NBC, was given the first citation ever made by the U. S. Treasury Department as the result of a television broadcast. Presented July 16 by Secretary of Treasury Morganthau, the citation reads: "In recognition of distinguished and patriotic services to our country rendered in behalf of national defense on a nationwide broadcast on the date of May 1, 1941, televised." This was the coast-to-coast broadcast ushering in the sale of defense bonds. It was televised simultaneously with the network broadcast. SROADCASTING • Broadcast Advertising July 21, 1941 • Page 49