Broadcasting (July - Dec 1942)

Wrigley Converts Business to War; Keeps Radio Time Advertising Copy Directed To Necessary Workers STORY of the conversion of chewing gum from a civilian luxury to a war necessity, with priority ratings from the War Production Board, largely through the personal efforts of Philip K. Wrigley, president of the William Wrigley Jr. Co., is related in an article, "Chewing Gum Is a War Material", in the January Fortune. Revising his advertising to sell gum to war workers only instead of the general public; allocating the distribution of Wrigley's gum so that war plants get preference; turning over to the Government his entire supply of aluminum for foil wrappers nine months before this metal was prohibited for civilian manufacturers; arranging for the company's gum base suppliers in Central and South America to collect rubber as well, which is turned over to the Government at cost, Phil Wrigley has missed no opportunity to serve his country and preserve the gum business. Fortune states. Devoted Radio to War "Phil's first major step," the article relates, "was to devote all his radio time to selling not gum but war. It was a big contribution: he was spending around $2 million for two CBS programs alone. The half-hour on Sunday featuring Gene Autry was appropriately devoted to the Army; Mr. Autry became a sergeant in the Army Air Forces. Phil Wrigley converted his Thursday night half-hour to telling about the Navy in a program called The First Line. At the start, the Navy was a little suspicious and held back for a while. Soon it saw the light. Now admirals speak on the Wrigley hour, and broadcasts are even made from ship control rooms. The program is immensely effective. When the Sea Bees (Navy's Construction Battalion) recruiting drive was launched on The First Line last September, the Bureau of Yards and Docks reported enlistments up 35%. "With both Army and Navy thus covered, Phil Wrigley turned to the home front. He hired Ben Bernie for five 15-minute programs a week to glorify war workers and their families. Later the show was turned over to OWI, who used it to put across special messages to war workers. In addition to making them feel pretty good about themselves, Bernie sometimes tells them : 'Chew gum, any kind of gum.' He may add, 'Personally I prefer Wrigley's Spearmint.' " POISED TO CUT CAKE celebrating three notable events at WKNE, Keene, N. H., is Ozzie Wade, chief announcer, surrounded by interested and hungry staff members. Event marked WKNE's 15th year on the air; its second year at Keene, and the renovation of its studios. About to share the cake are (1 to r) : Front row, Howard Wheelock, Beatrice Colony, Ozzie Wade, Ruth Duplissie, Dick Bath ; second row, Harold Weiner, Bob Stephens, Manager David Carpenter, Margaret Wyman, Bill Stephens, Bob Peebles, Evelyn Howe, Ernest Batchelder Jr., Priscilla Davieau, Bradley Hart. The anniversary pastry was quickly consumed. Crosley Protests FCC Order Denying WLW Experimental Use of 750^000 w. "THE VOICE of the War Worker" has been adopted as the official slogan of WJWC, Chicago, and is used in station breaks and in all station promotion. STRONG protest against the FCC's action last month denying WLW's application for authority to experiment with 750,000 watts during early morning hours, and at the same time terminating the existing WLW 500,000-watt experimental authorization Jan. 1, was lodged with the FCC last Monday by the Crosley Corp. The company, licensee of WLW and its experimental adjunct W8X0, filed with the Commission a petition for rehearing, alleging the Commission had violated its own regulations in denying the 750 kw. developmental authorization. WLW's present 500,000-watt transmitter unofficially is said to be earmarked for the Government's psychological warfare program. Consideration now is being given to use of the transmitter either for international shortwave broadcasting from the United States or for standard band broadcasting to Axis-controlled countries. So far as could be learned, final decision has not yet been reached regarding its ultimate disposition, though the Crosley Corp. was said to be collaborating with OWI and other Governmental agencies with respect to its ultimate disposition. Dereliction Charged The Crosley petition contended that the Commission, in its decision of Nov. 30 denying the 750,000watt developmental application, was erroneous in several important particulars. "To pass off such an important matter on specious procedural grounds would be a serious dereliction of the Commission's statutory duty," said the petition filed by Crosley's Washington attorneys, Dempsey & Koplovitz. The Commission was asked to set aside its decision denying the application and enter an order granting it. As an alternative, Crosley suggested that the Commission advise it what additional information it desires; that if on the basis of the information supplied the Commission believes a valid objection to the granting of the application exists, that Crosley be advised of this objection and be given an opportunity to meet it; and, finally, if the Commission has no other basis than that stated in its decision and order denying the application, that Crosley be afforded an opportunity for oral argument. Crosley said the purpose of the W8X0 750 kw. application was to enable it to prove the technical feasibility of higher power operation, important in the national and the war interests. The only question which the Commission had to decide was whether the demonstration of the technical feasibility of such operation would constitute a "contribution to the radio art". No Reason Given It was contended that, in denying the application, the Commission assigned no reason for its action. Crosley claimed that it had supplied the Commission with all essential information in accordance with established procedure. That portion of the Nov. 30 order also terminating the 500,000-watt experimental authorization of W8X0 as of Jan. 1 was not protested by Crosley. No exception was taken "because the station's license by its own terms expires on that date", it stated. In citing specifications of error, Crosley enumerated seven points. It held that the Commission had violated its own regulation and that it should have been afforded an opportunity to be heard on the reasons for denial. The Communications Act requires the Commission to study new uses for radio, provide for experimental uses of frequencies and generally encourage the larger and more effective use of radio in the public interest, Crosley contended. It was pointed out that develop BLUE SHIFTS SHOWS FOR GRACIE FIELDS AMERICAN CIGARETTE & CIGAR Co. New York since Oct. 12 sponsor of Gracie Fields, English comedienne, on BLUE in the Monday through Friday 9:55-10 p.m. period, will expand the program to a quarter-hour broadcast, effective Jan. 11, a plan which has been under consideration for the past month. On her new schedule, she will be heard on the same network of 126 BLUE stations, five times weekly 10:15-10:30 p.m. Program is heard for Pall Mall cigarettes and agency is Ruthrauff & Ryan, New York. At the same time, the BLUE announced the following program shifts to allow for the change. Hall Bros., Kansas City, will shift Meet Your Navy on Friday from 10-10:30 p.m. to 8:30 p.m. as of Jan. 15. Henri, Hurst & MacDonald, Chicago, handles the program, aired on behalf of Hall's Greeting Cards. Alias John Freedom, currently heard Monday at 10:15 p.m. will shift to Wednesday 9 p.m. Jan. 6. Program is sponsored once every four weeks by Minneapolis-Honeywell Regulator Co., through Addison Lewis & Associates, Minneapolis. First commercial broadcast at the new time will be Jan. 27. ment of progressively higher power has made substantial contribution to broadcasting and that Crosley has been a pioneer in this field. Only the successful construction and operation of a 750 kw, transmitter would prove its feasibility, it was contended. New advances in radio "do not spring fullgrown from a drawing board, nor even from a laboratory — actual working tests and experiments under regular operating conditions must be made", said the petition. W8X0 Not Involved Crosley contended that the ques-, tion whether the continued operation of W8X0, with maximum power of 500 kw., would be in the public interest has no relevancy to the question whether 750 kw. operation would be in the public interest. It also protested the Commission's reliance upon the so-called Wheeler Resolution adopted in 1938, deprecating the use of power in excess of 50,000 watts, questioning the "force and effect" of that resolution, and whether or not the Commission should follow it. Declaring it was at a loss to determine why the Commission believes it has authority to deny the application without a hearing, Crosley said it still desired a hearing and "intends to insist upon having the hearing to which it is entitled". Crosley pointed out that in its decision the Commission said that &ince the applicant did not offer any evidence at the hearing, it was unable to determine that a grant would be in the public interest. "It is significant," said the petition, "that the Commission consumed some 10 months in reaching that conclusion." Page 22 • December 28, 1942 BROADCASTING • Broadcast Advertising