Broadcasting (Jan - Jun 1944)

By JOHN M. OUTLER Jr. General Manager WSB Atlanta Buying a radio audience by giving money to listeners is a defense mechanism for the station unable to obtain audience otherwise. And while it may throw stat i s t i c s and research out of gear for the time being, such programs rather emphasize the stupidity of the stations promoting them. The fundamental approach to a radio audience is good programs with inherent appeal. Some stations forget that you can't drink yourself sober or borrow yourself out of debt. By JOHN F. PATT General Manager WGAR Cleveland I think Hoop has rung the bell. It is my impression that these phoney money shows are almost invariably a confession of weakness or stagnation for which only this money opiate is being administered. Newspapers learned years ago that bicycles, dishes and trips to Europe for circulation were wasteful and false. When money show broadcasts find they are fooling only themselves they will rejoin their wiser comrades who today are holding the line against such temptations and will tackle the problem of building radio audiences soundly with constantly increasing program standards. By LEE B. WAILES Manager Westinghouse Radio Stations Inc. Definitely concur with comments of C. E. Hooper on money reward programs. I recognize that experimentation as to program content will go on as long as the industry lasts looking for new ways to increase audience. Feel however such experimentation must eliminate such artificial stimulants as money give-aways and must be soundly monthly audi based on intelligent appraisal of audience needs at time program is broadcast. Money give-away programs are opportunistic and shortsighted and not to be counted on as contributing to the art on a sound long-term basis. By MORTIMER C. WATTERS Vice-President and General Manager Scripps-Howard Radio Inc. Thor o u g h 1 y concur with his views as expressed. Hooper and his company could overnight stop most of the dialing for dollar programs. It would take great courage but if Hooper suspended ence measurements in the city or cities during life of such programs or if he eliminated in his reports the inclusion of ratings and/or percentages of the stations broadcasting such programs showing relative ratings and/or percentages of stations void of such unhealthy broadcasts then the stations who were attempting to buy listeners would be unable to benefit by their "phoney" audience and they would therefore immediately stop them. This would enable Hooper to once again in such cities accurately reflect without a shadow the radio audience as it actually is thereby providing his well known accurate station index once again in those markets for the guidance of stations, agencies and advertisers. By LEWIS ALLEN WEISS Vice President & General Manager Don Lee Broadcasting System Have just read C. E. Hooper's excellent article on page 11 of March 6 issue of Broadcasting. I concur wholeheartedly with Hooper's comments on "Funnji Money" programs, which we have refused to carry on any of our stations. In my opinion, such programs not only violate lottery laws but employ pressure methods of buying an audience, the pursuit of which GOOD DRAWING POWER / Ed Wynn Considered GENERAL FOODS is considering Ed Wynn as a replacement for Jack Benny, who goes to American Cigarette & Cigar Co., June 11. Since the NBC Sunday evening period, 7-7:30 p.m., is controlled by Mr. Benny through his contract with General Foods, another network spot is being sought for the new show, titled Ed Wynn's Radio School. Mr. Wynn was sponsored by the Axton Fisher Tobacco Co. on the NBC-Blue from November 1936 to September 1937. Previously he had been sponsored by the Plymouth Motor Corp. on the NBCRed network. The projected series is a John E. Gibbs production. Young & Rubicam, New York, is the agency for Grape Nuts, product advertised on Jack Benny's current program. would destroy the sound and constructive elements that we are trying to build for broadcasting. Radio cannot hope to grow and enjoy its important place in the lives of the American people on the basis of audiences that are only listening in order to get something for nothing. By LAMBERT B. BEEUWKES Advertising & Sales Promotion Manager Radia Station WXYZ Detroit Rather than money shows, Hooper claims "good" programs will lure daytime non-listeners. This logic contradictory to proof he made immediately before that 11 good nighttime sponsored network shows did not increase number of listeners. Hooper's own ratings in Detroit show give-away programs increase listening broadly over whole schedule, thereby increasing value of time to all sponsors and stations. Isn't this what radio wants? What Solomon can say these programs aren't "entertainment"? Hundreds of thousands of letters from non-winners will rebut any argument to contrary. Something for nothing will never die and in leaner days will be even more attractive lure to listeners. Some pretty good newspapers use same technique in getting and holding circulation. McKesson Displays McKESSON & ROBBINS, Bridgeport, will coordinate its annual campaign for highlight displays of its products in the nation's drug stores with the start of its new program on the full Blue Network, Thursday, 10:30-11 p.m., for Calox, Bexel and Yodora. M&R's "Good Looks and Good Health Week," begins March 23, starting date for the Blue quiz broadcasts featuring Joe E. Brown. Bearing out the title of the program Stop and Go, contestants will make imaginary journeys to distant points, continuing as long as they give correct answers. Joe E. Brown maps out the route, and designates the mode of travel. There will be guest stars, starting with Dorothy Lamour March 23. Agency is J. D. Tarcher & Co., New York. A 50,000 watt audience at a 250 watt rate C.E. HOOPER wamZ '6c > Jt.l MORNING INDEX MON. THRU FRI • 8:00 12:00 A.M. A WGRC B C 12.5 23.2 36,7 27.0 AFTERNOON INDEX MON. THRU FRI. 12:00 6:00 P.M. A WGRC 6 C 28.6 31.1 20 .4 18.2 SUM. THRU SAT. EVENING INOEX 6-.00 10:00 P.M. A WGRC B C 41.1 12.3 37.1 8.1 LOUISVILLE'S TRAE 8uisju9apy isnopnojq • OMIXSV3CIVOHH J|| = 477° OF KENTUCKY'S POPULATION W0 = 5n OF ITS BUYING POWER BURN-SMITH "National Representatives March 13, 1944 • Page 67