Broadcasting (July - Dec 1942)

138 Advertisers Buy Radio In New York for First Time Amusements, Schools, Perfumes and Among New Accounts; Spot Sales Up Retailers ADVERTISERS of all types who have never used the medium of radio prior to 1942 placed time on the four New York outlets of the major networks and on four leading independent stations in the metropolitan area,, according to a survey by Broadcasting completed last week after the stations had listed their newly-acquired accounts during the 12 months of this year. (See list of accounts on page 48). The number of new radio advertisers, both national and local, totaled 138, as reported by WJZ WABC WEAF WOR WQXR WMCA WHN and WNEW, while an aggregate of advertiser totals reported by each station as new to their schedules this past year, was 488. Amusements Lead WNEW had the greatest number of new sponsors of the stations queried, reporting 86, of which 21 are new to radio; next is WOR with 75 new accounts, 34 never having used radio before 1942. The others with their new accounts and the percentage of those entering radio for the first time, in order, are: WHN, 73 and 10; WJZ, 69 and 21; WMCA, 53 and 17; WQXR, 52 and 25; WEAF, 41 and 6, and WABC, 39 and 4. Of the various classifications of advertisers, the amusement industry, embracing motion pictures, theatres, hotels, restaurants, night clubs, and such events as the Ringling Bros, circus and a local rodeo, was the outstanding new radio advertiser group in the New York picture. A large proportion of the time purchased by this group was placed Dec. 14-18 during the strike by the Newspaper and Mail Delivery Union when eight New York newspapers were kept off newsstands for four days [Broadcasting, Dec. 21], causing local amusements to turn to radio to tell the Christmas crowds what they had to offer. Schools Use Radio Breweries in and around New York City were particularly active during 1942, using transcribed announcements, music and sports programs. Eichler Brewing Co. entered radio this fall with sponsorvship of ice hockey games on WHN. Pabst, Schaefer and Edelbrau Breweries all use the New York stations extensively. In the beverage category, several wine companies increased their schedules or began spot announcements and musical shows in the New York market, including Go-Lan wines, Garrett & Co. for Virginia Dare wines, Roma Wine Co. and Sandeman wines. Department stores, clothing shops, shoe stores and jewelers were all active locally this year; art studios, barber shops, the New York Tunnel Authority and various organizations, shch as the Savings Banks Assn. of New York State and Industrial Undergarment Co., became "first-time" radio advertisers this year. New Classes WQXR reported two interesting new classifications, schools and French perfumes, each represented by several examples. The institutions included Goddard College, United Schools, Stevens Institute, Perkiomen School, Franklin School of Dancing, Gilbert School of Radio, and the Arthur Murray School of Dancing. French perfumes included Parfums Weil Paris, Schiaparelli Parfums and Germaine Monteil. The general impression remaining after a study of each station's extensive list of 1942 new advertisers seems to be an optimistic one. The new sponsors entering the New York field are more than adequate to fill in the gaps left by companies whichj affected by the war, have subsequently curtailed their advertising. Depart ment stores, motion picture companies, publishers of magazines and books, all well known for their use of magazines and newspapers, turned to radio on a large scale during the last six months of the year. NBC SCHOOL SET Instruction in Programming Free to Employes FREE instruction and training in the fundamentals of program production will be available to NBC employes shortly after the first of the year with announcement that an employe production group will be organized under the direction of C. L. Menser, NBC vice-president in charge of programs. Garnet Garrison, director of the radio division of Wayne U, Detroit, has been engaged by NBC to direct the new group in program direction, operation of sound effects, writing and editing of scripts and announcing. He will also serve as production director for NBC programs when time permits. Employes with talent in these particular fields will be given an opportunity to develop them in this group, Mr. Menser stated, adding that NBC "looks on this project as a means of establishing closer relations with our employes, but we hope in the future to be able to supply accomplished technicians to our member stations, some of whom have been hit by current manpower shortage". , Western Plan Tested EMERGENCY Broadcast Plan for the Pacific Coast, which has been formulated by the Fourth Fighter Command in cooperation with West Coast broadcasters' associations, staged a dress rehearsal in strictest secrecy in San Francisco recently which was later pronounced a success. Broadcasters from the entire Pacific Coast area watched the rehearsal of the plan, which links all radio on the Coast in an emergency. BOOK FIRM'S SPOTS TO PROMOTE TAX AID DOUBLEDAY, DORAN & Co., New York, will use 26 stations throughout the country Jan. 4 to March 15 to promote "How To Prepare Your Income Tax", published by Garden City Publishing Co., a subsidiary. One-minute transcribed announcements will be aired from three to five times weekly. While most book advertising on radio is of the mail order type, the commercials in this campaign will refer listeners to local retail stores for three cities. Book is written by David Joseph and sells for 49 cents. Of the total of 26 stations, 19 are 50,000-watt outlets. WJZ is BLUE, New York key station. Stations are KFI KNX KPO KOA WRC WSB WMAQ WWL WBAL WBZ WJR KSTP KOMO KSD WOR WJZ WEAF WGY WSAI WDAR KCW KYW KDKA WPRO KRLD WPRC. Agency is Huber Hoge & Sons, New York. Major Networks Carry Rickenbacker's Story AS PROMISED by Secretary of War Stimson a few weeks ago, Capt. Eddie Rickenbacker, in his own words, has told the story of his rescue and that of six companions after 22 days adrift in the Southwest Pacific. The first story was told at a special news conference Dec. 19, called by Secretary Stimson. On Dec. 19 the four major networks broadcast an interview from Capt. Rickenbacker's New York home, 3:30-3:45 p. m., (EWT). Lt. Col. E. M. Kirby, chief of the War Dept. Bureau of Public Relations Radio Branch, had arranged to have the World War I ace tell his story over the networks at 10:30 p. m. Dec. 20 but Capt. Rickenbacker's physician objected. When he ordered the flier to bed at 8 p. m., last minute arrangements were made to originate the talk during the first quarter of the Army Hour, NBC, 3:30-4:30 p.mi BLUE, CBS and MBS tied in. Discs Promote Film PARAMOUNT Pictures, New York, was to use a quarter-hour transcription on six New York stations Monday, Dec. 28, to promote "Star Spangled Rhythm," its latest release. The discs, with musical and dramatic excerpts from the filmi, were to be aired on WOR WJZ WABC WHN WNEW WMCA. Spot broadcasting will be used on varying schedules throughout the country at different times in connection with the pictures released in other communities than New York. Agency, Buchanan & Co., New York. ONE DOZEN YEARS of continuous broadcasting on NBC is the enviable record established by Carnation Contented Program, sponsored by Carnation Co., Milwaukee, as Stanley Roberts, advertising manager, renews the Monday evening show for another 52 weeks. Approval is expressed by (1 to r) Harry C. Kopf, vice-president and general manager of NBC central division; Percy Faith, conductor; E. M. Hoge, NBC salesman, Harry Oilman, radio director of Erwin-Wasey & Co., Chicago. Dolan Enters Radio CERTIFIED Extracts, New York, through its newly appointed agency, Duane Jones Co., New York, will enter radio for the first time after the first of the year with participations on the Marjorie Mills Hour, five-weekly program on the New England Regional Network. Product advertised will be Dolan's Cakex. Other stations may be added later. Page 20 . December 28, 1942 BROADCASTING • Broadcast Advertising