Broadcasting (Jan - Jun 1944)

Industry Opinion on Giveaways {Continued from page 11) By HUGH FELTIS General Manager Central States Broadcasting Co., Omaha No question Hooper's comments on money reward station programs definitely correct. Such programming can only be desperate attempt and last resort effort to meet competition. Further believe such practices tend to discredit radio as legitimate advertising medium. By GAYLE V. GRUBB General Manager ¥KY Oklahoma City Agree with some of the things in Funny Money article; also feel it is wrong in some respects. Too much of it certainly not good programming. Blue Questionnaire BLUE NETWORK last week mailed to approximately 1,000 newspapers throughout the country, a three-page questionnaire concerning their use of radio publicity and their requirements and preferences as to type of material and pictures. By JAMES M. LeGATE General Manager WIOD Miami Definitely agree with Hooper's comments on money reward station programs in March 6 Broadcasting. Most smart newspapers learned same lesson long time ago. By NATHAN LORD General Manager WAVE Louisville Cert a i n 1 y do concur with Hooper. Mail survey under way now indicates audience not reporting truthfully on station listening to for fear of disqualifying selves as money winners. This of course disqualifies survey as aid to time buyers and program directors. Furthermore, baiting listeners with money on station identification periods certainly is border line broadcasting. By I. R. LOUNSBERRY Executive Vice-President WGR-WKBW Buffalo Although money rewards seem to meet public interest not only on ra LOOK TO NBC FOR THE BEST IN RECORDED RADIO PROGRAMS For example: **s»u ™SH0RT~S«<>RTS OF RADIO C/omplete 5-minute programs. Sponsorship identity at little more than cost of spot announcements. Timed for sales messages at opening and close. Programs include such favorites as: The Name You Will Remember, people in the news; Five Minute Mysteries, thrilling and complete; Getting the Most Out of Life Today, inspirational philosophy by Dr. William L. Stidger, and two Stella Unger shows, Let's Take a Look In Your Mirror, and Hollywood Headliners. ★ ★ ★ dio but in motion picture theatres, I am of opinion that this practice is resented by a substantial part of radio audience and will be shortlived with those who at first seem to like it. Audience ratings developed this way are phoney and in good broadcasting sense not substantial. Much better for a broadcaster to invest in better program service and entertainment. By NORMAN MacKAY Commercial Manager WQAM Miami Not only do we agree with Hooper but feel we may have sown the seed. On Dec. 12 FredW.Borton wrote him letter and sent copies to all advertising agencies "as sub <»' scriber object strenuously to issuing of any Miami listening index not factual picture of listening habits. Regular survey now being taken here not true listening index." Then we described the * * * * program on * * * *. "This situation makes impossible for Hooper workers to get accurate summary. Average person will mistake Hooper call for * * * * call giving away more money. Automatic answers bear no relation to actual facts. We paying for true listening index of Miami and do not believe you can produce such under present conditions * * * *." By WILLIAM A. McGUINEAS Commercial Manager WGN Chicago Agree one hundred percent with C. E. Hooper that money give-away programs are seriously cheapening radio and are working toward diminishing the return to the good advertisers who are principally responsible for making radio an economically sound advertising medium. The money give-away programs mentioned by Hooper make up one of More Shellac WPB announced last week that as a result of increased supplies, us< of shellac has been eased for phono graph record manufacture and ir the second quarter of 1944 its use will be 'permitted on the basis oi one-fourth of a manufacturer's total 1941 consumption. The manu facturer will be allowed to pur chase 40% of the total in the form of low-grade shellacs and 60% in the form of high-grade shellacs, officials said. those elements in radio which the, industry and the stations should clean up voluntarily before some, organization or bureau outside thej industry or perhaps even advertisers force the radio industry to do so. This comment of course applies, only to the principle of buying the, listener, the programs and entertainment which in itself will attract audience. WGN will not broadcast that type of money giveaway program. Do not believe that radio audience, however, has reached such saturation point that a greater number of good programs will merely divide the present radio audience as outlined in the first column of Hooper's article. Also do not believe Hooper's formula in valuing ratio of number of sponsored network programs to the existing ratings is sound. Those same , ratings sometimes fluctuate in inverse ratio to the number of commercial sponsored programs also. By C. W. MYERS President KOIN Portland, Ore. I believe this is still a free country to the extent of broadcasters like newspapers having the privilege of operating according to their own ideas o f business a s well as the ethics thereof. I also believe that broadcasters promotion methods should be fully described in Hooper reports just as newspaper methods are described by the Audit Bureau of Circulation. FM in KANSAS CITY KOZ EVERETT L. DILLARD General Manager PORTER BLDG. KANSAS CITY A S«rvkt of Radio Corporation of Amtrfco RCA Bldg., Radio City, N.Y. . . Merchandise Mart, Chicago, III. Trans-Lux, Bfdg., Washington, D. C. . . Sunset and Vine, Hollywood, Cat. Page 66 • March 13, 1944 BROADCASTING • Broadcast Advertising LU 1