Broadcasting (July - Dec 1942)

LADIES.* Latin American Equipment Shortages Threat to Goodwill Efforts, Says Royal MADELINE WISE THE Tuneful Topics pi'ogram with "Madeline" on WHIO, Dayton, recently celebrated its fourth successive year on the air. Knowing that people must eat in the summer as well as in the winter, the Arcade Market sponsors the program four mornings weekly the year 'round. And the sponsors say that Madeline does an excellent job of telling her listeners what to eat, where to buy it and how to prepare it. Madeline Wise is a graduate of the Shuster Martin School of Dramatics of Cincinnati. Her varied experiences include Chautauqua work, monologues, dramatic radio stories and serials. She writes her own copy for her program. Her Tuneful Topics places accent on appetizing and nutritious menus for breakfast, lunch dinner, party luncheons, buffet suppers and formal dinner parties. Women listeners constantly call her for the solution to the problem of getting children to eat foods good for them ; and Madeline generally has the right answer. She says that the reason her program is so popular is that "I do not try to tell women what to do, I just have a daily chat with them, and we iron out our food problems together." Army Radio Camp SET UP exclusively to train radio technicians, Camp Murphy, Florida, was opened formally July 5 simultaneous with its first graduation ceremonies. Opening of the camp, the Army announced, marks a wide expansion in the application of radio to Army uses. Maj. Gen. Dawson Olmstead, chief signal officer of the Army, attended the opening ceremonies which were presided over by Col. Hugh Mitchell, camp commanding officer. The camp was named in honor of the late Lieut. Col. William Herbert Murphy, Signal Corps, a pioneer in the development of radio beams and radio equipment for military aircraft. Col. Murphy, a resident of Washington, was killed in action February 3 while serving as a communications specialist for the United Nations High Command in the Far East. RADIO'S role in educating the peoples of Latin America in their part in the United Nations war effort is imperilled because of shortages of essential broadcast apparatus, John F. Royal, NBC vicepresident in charge of international relations, reported upon his return from Mexico City early last week. During his two-week visit to the Mexican capital he conferred with prominent broadcasters who told him that lack of replacement parts is becoming so critical that many stations are in danger of being forced off the air unless these parts are released soon by the United States. Shutdowns Imminent Mr. Royal said that some broadcasters are still waiting for equipment ordered months ago. Two Mexican stations, he stated, are using their last set of tubes and when they are gone the stations will have to shut down unless they can get the American supplies which are being held at the border. "We are now broadcasting an ever-increasing number of programs over our affiliated stations in Latin America in collaboration with the Office of the Coordinator of Inter-American Affairs," he said. "Unless these stations are able immediately to obtain the replacements necessary for their operation, there will be no outlets for these important programs in the strategic countries to the south. They are eager to continue to cooperate fully in the United Nations effort, and we must see to it that they are not obliged to discontinue their vital activities due to lack of equipment which we can supply. "If there is any red tape or confusion causing the delay of the immediate dispatch of these important replacements to the Latin American stations, it should be eliminated at once. I am certain that Washington is aware of this situation, but officials may not fully realize the danger of the time element. This is a vital factor in hemispheric and WL AW Lawrence, Mast. 5000 Watts 680 KC C.B.S. WLAW THE CAPITAL OF NEW ENGLAND'S ■^■^ 7TH STATE Nat. Rep., The Kati Agency United Nations solidarity and it merits immediate attention." Mr. Royal cited the value of such programs as March of Time, Cavalcade of America, This Is War, Americans All, Plays for Americans and other programs broadcast in Spanish on NBC shortwave stations and rebroadcast by members of its 126-station Pan-American Network, programs which are presented by NBC in cooperation with the Office of the Coordinator of Inter-American Affairs. Speeches of President Roosevelt and of other leaders in hemisphere affairs are widely rebroadcast in both Spanish and Portuguese, he said. "In a laudable gesture of solidarity, many Latin American radio stations long ago ceased broadcasting Axis programs in their countries, even though it meant the loss of considerable and much-needed revenue," Mr. Royal concluded. "In recognition of this move, we should do all that we can to help them continue their activities on behalf of the United Nations and thus contribute effectively towards the ultimate defeat of the aggressors." REPORTS on the Tuesday and Friday press conferences held by President Roosevelt will be broadcast on WMCA, New York, starting July 7 with Ted Wingo, the station's Washington correspondent, as reporter. THAT'S THE POINT explains Suzy our Steno. "After we've served you our ace sales builders, we make a complete report on all merchandising conducted for your program and product. The WSAI advertiser sees Iq detail how WSAI's great merchandising program works for him." ft IT SELLS FASTER IF IT'S UlSH WSAI'S SALES AIDS 1 . Street car and 5. Taxicab Covers bus cards 2. Neon Signs 6. Downtown Win 3. Display Cards dow Displays 4. Newspaper Ads 7. House-organ 8." Meet the Sponsor" Broadcast CINCINNATTS OWN STATION NBC & BLUE NETWORKS • 5,000 Wotts Doy and Nighl • Represented by Spot Sales, Inc. BROADCASTING • Broadcast Advertising July 6, 1942 • Page 55