Broadcasting (July - Dec 1942)

Blue Network in the Black At Close of Its First Year Commercial Success Due to Many Innovations Including Daytime Package Rate THE BLUE Network, incorporated as an independent company Jan. 10, 1942, after 15 years of operation as one of two NBC networks, will finish its first year "in the black", Mark Woods, BLUE president, stated last week in his yearend report, adding that it is "the first network to make a profit in its first year of operation". In addition to the primary aim of helping to win the war, with more than 240 network hours devoted to governmental programs and others programmed in cooperation with government agencies, the BLUE also has been building for the future, Mr. Woods said. Only 20% Commercial "We realize that a broadcasting organization, be it station or network, is judged in the final analysis by the quality of the programs it presents," he asserted. "Therefore, during our first year we have plowed back into sustaining programs all available money. Incidentally, it is interesting to note that only 20% of BLUE Network time is commercial, but that this small amount of total time is the source of revenue which provides the many fine sustaining programs line of success, while the businesses filling the remainder of the broadcast schedule." At present the BLUE commercial schedule includes 40 sponsored programs of which 24 are new accounts, the network's sales department reports, also pointing out the steady rise in the average number of stations used by sponsors from 70 in February to 91 in December. BLUE clients include two of radio's largest contracts, the report states, the Ford series presenting Earl Godwin for 15 minutes seven nights weekly on 125 stations and the Coca-Cola Victory Parade of Spotlight Bands broadcast six nights a week for 25 minutes on 137 stations. New Institutional Copy The report attributes the BLUE's commercial success in its first year to such innovations as its daytime package rate for across-the-board sponsors, its special discount structure with progres sively increasing discounts as the number of stations is increased and to the BLUE being the first network to introduce a 2% cash discount. The BLUE also has stimulated a new type of institutional advertising, one-time programs celebrating special awards won by companies, according to the sales dept. There have been 14 such broadcasts this year, many sponsored by companies new to radio, and in some cases by companies new to all types of consumer advertising. During the year the BLUE has grown from 116 to 146 affiliated stations which, together with power increases, the BLUE estimates to have added 910,000 radio families to its coverage. To maintain a close contact with its affiliates and to keep them intimately informed on developments at the network's headquarters, the BLUE has established a station advisory and planning committee, whose seven members are elected regionally by all BLUE stations, to act as a clearing house for station problems involving network cooperation. Further, the network has instituted a weekly closed circuit discussion over network wires, with department heads discussing new developments and problems affecting the stations. Flexibility in Programming In programming, flexibility has been the keynote, according to Phillips Carlin, vice-president in charge of programs, who stated that "the BLUE is constantly offering programs in line with changing conditions, changing thinking, changing habits". During the coming year Mr. Carlin is planning for more service programs, such as the current Mystery Chef, which is designed to help solve, food problems arising from meat and butter shortages, the replacement of canned goods by dehydrated foods, and the like. With conservation continuing as an all-important theme, the BLUE is considering entering such other fields as medicine, clothing and household NOW — Yott sell GOODWILL 12 local men's and women's Service Clubs, to help sell over a half-million dollars worth of War Bonds in December, capitalized on the goodwill of the only local radio station. And KFXM earned more goodwill for the spot advertising that you should capitalize on in 1943. SAN BERNARDINO K FXMcALIFORNIA THE GOODWILL STATION MUTUAL BLAIR DON'T SPEAK same language, but script and sponsor of these two commentators are identical. Exchanging views are (1 to r) : Jorge Lumiere, film news commentator on XEW, Mexico City; Dorothy Brown, in charge of continuity acceptance, BLUE Hollywood; Jimmie Fidler, featured on the weekly quarter-hour chatter program by that title on the BLUE. Sponsor of both is Carter Products Inc., (Arrid). Scripts for the two broadcasts are prepared by Fidler. Lumiere is currently in Hollywood under auspices of the Mexico Coordinator of Foreign Affairs to study U. S. trends in broadcasting. equipment if public necessity dictates. In addition to war programs, to which the BLUE from Jan. 1 through Nov. 30 devoted 644 hours of sustaining and 103 hours of sponsored time, the network has built up a news and commentator staff including such names as Baukhage , Godwin, G u n t h e r. Swing and Winchell; has collected such top-flight juvenile shows as the Lone Ranger, Jack Armstrong , Don Winslow of the Navy and Captain Midnight, and has just acquired the Boston Symphony Orchestra for a weekly series that will attract a large audience of music lovers, in addition to its roster of popular musical and variety shows. NBC Classes Continue HARRY C. KOPF, vice-president and general manager of NBC Central Division, announced last week that the NBC-Northwestern U Summer Radio Institute, begun this year as an experiment in preparing aspirants for station personnel, will resume classes in 1943. All graduates of the initial session applying for jobs have been placed in active broadcasting occupations. A group of five text books, based on studies and lectures of the 1942 Radio Institute and all phases of radio broadcasting, will be published shortly. Albert F. Crews, Institute director and chairman of the radio division, department of speech, Northwestern U, will edit the series. Blue Program Posts JAMES BIXLER, until recently assistant production manager of BLUE, has been reappointed night program manager. Position was held at one time by Bixler and subsequently left vacant, but has been reinstated due to recent developments including special and new commercial programs, which have increased importance of night operations. Addison Amor, of ihe night program department, has been named night program manager. NBC Summer Institute At Northwestern in '43 SO SUCCESSFUL was the experiment conducted by NBC in collaboration with Northwestern U, in starting the NBC-Northwestern U Summer Radio Institute in 1942, devoted to preparing broadcast personnel, the Institute will again be held in 1943. This announcement was made last week by H. C. Kopf, vice-president and general manager of NBC central division, in revealing details of the 1943 plans. Although no suitable text books were available for the 1942 school, Judith Waller, central division public service director, reports that a group of five textbooks, based on the 1942 experience, have been prepared for use next year. NBC plans to make these texts available to the general public early in 1944, after being used in planograph form at the 1943 school. Success of the 1942 venture was attested by the fact that all graduates who applied for job placement were placed actively in broadcasting, and requests had been received from radio stations for 150 graduates over and above the number available. DELIVERY of communications equipment to the Signal Corps jumped 30.5% in dollar volume in November over October, while all equipment procured by the Army Service of Supply increased 13.5% for the month, Secretary of War Stimson said Dee. 12. November deliveries to the Signal Corps were 1328% above January, with all deliveries up 337%. BALTIMORE'S BLUE BROADCASTING • Broadcast Advertising December 28, 1942 • Page 53