Broadcasting (Jan - Jun 1944)

Want Ketums Now — and tomorrow? Whether you want to increase sales today or build for the future, both are yours for the price of one when you cover the Nashville market via WSIX. Right now, returns to WSIX advertisers are the greatest in the station's history. And tomorrow — because Nashville's prosperity is founded on permanent agriculture and permanent industries — there's another big dividend for those investing their advertising dollars in this area. The Katy Agency, Inc., National Representatives Member Station, The Blue Network and Mutual Broadcasting System BROADWAY TURNING TO AIR PROMOTION ON THE BASIS of tests conducted by Blaine-Thompson Co., New York, over the past year on the use of radio in promoting Broadway plays, six theatrical accounts have made substantial increases in their radio appropriations, according to Mario Lewis, radio director of the agency. Increases have been effected over the past two months, following a radio symposium which brought out the fact that radio had done an outstanding job for many Broadway productions using this medium in the past, and that a unified effort should be made to include radio in future advertising. Review conference, attended by theatrical press agents who do the actual timebuying for their shows was called by Blaine-Thompson Co. Net result has been increased radio budgets, or in other cases first use of radio, amounting in several instances to a radio appropriation representing 50% of the entire allocation, according to the agency. Trend toward radio was prompted by the "success stories" of several accounts, and encouraged to some extent by the shortage of newspaper advertising space. The six firms are now using from three to five stations (WJZ WOR WMCA WQXR WNEW), with contracts on a "run-of-the-show" or "til forbid" basis. The advertisers are: Select Theatres (Schubert enterprise), for "The Ziegfield Follies"; The Theatre Guild, for "Othello" and "Jacobowsky and the Colonel," and the companies of "Mr. January and Mrs. X"; "Tomorrow the World," and "Angel Street." Hutton Co. Views Video Future in Market Survey THE CURRENT ISSUE of Fortnightly Market and Biisiness Survey, released by E. F. Hutton & Co., exhaustively analyzes the challenge to investors in the optimistic forecasts for the magic television industry. High cost of over-optimism to the security buyer years ago in air-conditioning, color movies and radio and its relation to television shares today is discussed. Profits secured by foresight in stocks and an approach to insure participation by the investor in television development and the Hutton Survey attempts to point out in which companies, when and to what extent the benefits of television may be reflected. Delaware Punch Plans APPOINTMENT of Grant Adv. Inc., Dallas, and W. V. (Smoke) Ballew & Associates by the Delaware Punch Co. of America, San Antonio, Tex., to merchandise its product in the Latin American market as well as domestically was announced last week by C T. Abbey, Delaware Punch president. Mr. Abbey's announcement said the move is the first of record in which an agency and a sales organization have been retained to coordinate an effective merchandising plan. Delaware Punch bottlers are located in the Southwest and in South America. KOMO-KJR Switch ONLY 39 dialers called KOMO and KJR Seattle when they switched call letters May 6 to inquire about the dial location of the two stations. Promotion prior to the switch was handled by their own facilities along with newspapers and bus cards in Seattle and nearby towns. Emich WMAM Partner HOWARD L. EMICH, known professionally as Howard Lewis, has resigned as morning newscaster at WJR Detroit to become part owner and sales manager of WMAM Marinette, Wis. Mr. Emich formerly served as program manager of WMAM and has been active in radio for 12 years. His radio connections included service on the CBS news staff Chicago, as Indiana-Kentucky radio manager of UP, as news and sports announcing at WHBF Rock Island and combination newspaper and radio jobs at Madison and Green Bay, Wis. He attended the U. of Wisconsin and was engaged in Government publicity work for two years. Ewings Seek Local CP P. K. EWING Jr., manager of WMIS Natchez, Miss., and his brother, F. C. Ewing, manager of WGRM Greenwood, Miss., May 5 filed with the FCC an application for a new standard local station in Jackson, Miss. Facilities requested for the new outlet are 250 w on 1490 kc, unlimited time. The two brothers each own 3% interest in WMIS in which their father, P. K. Ewing Sr., holds 91% interest and who also individually owns WGRM. The other 3% interest in WMIS is held by M. M. Ewing. Application was filed through Vesey, Wheeler, Poole & Prince, Washington law firm. Pa. Net Sponsor PENNSYLVANIA Network, a regional network in that State utilized for political campaigns keyed from WCAU Philadelphia, is being used for the first time commercially for promotion of RKO's Days of Glory movie in series of four halfh o u r broadcasts. Gil Babbitt, WCAU special events director, is serving as director of the Pennsylvania Network. The station list includes: WCAU WJPA WDAB WHP WMBS WBRE WMRF WAZL WEST WKST WERC WKOK WGBI WRAK WJAC WGAL WJAS WORK WRAW WDEL WWVA. Kesten Trip Delayed PLANS of Paul Kesten, executive vice-president of CBS, for a trip to England [Broadcasting, May 1] have been indefinitely postponed because of the recently imposed travel restrictions. PHILCO Corp., Philadelphia, will stage its first demonstration of television since the start of the war on May 25 at the Franklin Institute. Page 36 • May 15, 1944 BROADCASTING • Broadcast Advertising