Broadcasting (Jul - Dec 1944)

Gamble Lauds 5th Loan Effort; WFDInitiates Expanded Policy Industry Committee to Be Named, Stress Placed On Closer Cooperation With Broadcasters "THE FIFTH was the biggest Loan so far, and the radio industry has done a bigger job than ever before" Ted R. Gamble, national director of the Treasury War Finance Division, said last week in praise of the broadcaster's role in the Campaign. He continued, "I want every person connected with the industry to know all of us in the War Finance Division appreciate this help. Without it, I know the Fifth would not have been the success it is. Not only has the greatest goal ever set been reached, but I am confident that, when all the reports are in, this goal will be oversubscribed more than any pre%'iDus one." $20 Billion Seen Treasury statistics, compiled from Federal Reserve reports of July 11, showed that Bond sales stood at $18,811,000,000. Sales to individuals, partnerships and personal trusts were §4.752,000,000, yet shy of the $6,000,000, 000 quota. With sales from the first of June to the last of July to be counted, all quotas not yet met according to previous figures are expected to be met and topped, with the inclusive total possibly to surpass the §20,000,000,000 mark. Looking ahead to problems yet to be faced, Mr. Gamble added, "But I want to warn you all of one thing. As the end of the war gets closer, our job gets tougher. And that means we'll need more and more cooperation from the radio industry, as well as everyone else. 1 look upon the radio job not as an individual, Government, or industry job, but as a cooperative eff'ort of everyone concerned. For that reason our radio section is already planning expanded operations for the Sixth War Loan, which will come this fall." The latter reference is made regarding plans now underway by Robert J. Smith, new chief of the radio section who came to WFD following extensive broadcasting experience with WOR and Mutual, to bring about even closer relationship between the industry and Treasury. Proposed is the establishment of an Industry Relations Committee, to be composed of prominent executives from the networks and NAB who will advise on general policj' and assist on specific assignments. Details for the committee and other planning are now under discussion with Al Steele, Treasury radio consultant, vice-president of D'Arcy Advertising and consultant for OWI and War Ad Council. Appointments made to the committee will be announced later. In line with the expanded policy, George Allen, secretary-manager of the Cooperative Analysis of Page 66 • July 17, 1944 Broadcasting, already has been named as Mr. Smith's assistant in charge of radio research and will be retained as a dollar-a-year man. According to Mr. Smith, a greater reliance on agencies and broadcasters will make it possible to reduce the WFD paid production staff in New York. The radio section will maintain a New York office only to service agencies and networks and to handle routine relations. The Washington radio section ■will include an information service, music production unit, special features division, exploitation department, budget and traffic management office and a production unit. Heads of these units will be named later along with planning and organization developments. Report Not Confirmed Report early last week that the Treasury was contemplating a "Victory Loan Drive" when the war is won and that such might be the first in a series of peacetime Government fiscal operations to stimulate continued public participation in Federal financing, was not confirmed by official sources, although it was pointed out that war expenses would not end with the Armistice and that such a program "might be a solution to the problem". It was made certain, however, that the Government will be ready and able to redeem all of the War Bonds which have been sold and will be sold. Emphasis was placed on this point to correct impressions that Bonds may be frozen in peacetime to stem any premature rush to redeem them. The cast of Sunday in Happy Valley, mountain folk-lore program heard Sunday evenings over WCED DuBois, Pa., sold $80,000 during a half-hour broadcast presented as part of local Fifth Loan activities on July 3. Program is presented regularly on WCED by the Nelson Fur Co., DuBois. Hour show prepared by Lt. L. A. Breault of the Eighth Service Command and presented over WFAA Dallas, Tex. for the Fifth Loan told the story behind the Purple Heart military decoration and was titled The Beat of the Purple Heart. Program was altered at the last minute to include salute to Dallas county for topping its $74,850,000 quota. Stories were featured of veterans convalescing at McCloskey General Hospital who had been decorated with the award. Plough Buys $5,000,000 William B. Dolph, WOL Washington general manager and chairman of the Washington (D. C.) Radio Committee of the District's War Finance Di\ision, announced last week that the emploj'es of the six Washington stations comprising the committee had surpassed their $30,400 quota by more than 400%, purchasing $133,703 worth of extra Bonds. In addition WRC, NBC Washington key, purchased $100,000 in Bonds, it is reported. Bond purchase of $5,000,000 by Plough Inc., manufacturer of St. Joseph aspirin and other products and a large user of radio time, brought purchases to date by that company of Treasury certificates to a total of $17,200,000 for all five Loans. Recording of a "$50,000 Breakfast" sponsored by the Lions Club of Gulfport, Miss, and featuring entertainment of the Breakfast at Sardi's variety, was presented by WGCM Gulfport, and broadcast by the station later in the day. Breakfast topped its $50,000 goal. The July 4 Funny Money program sponsored by Kav Jewelry Co. over WSPD Toledo, 0., featured War Bond plugs in five different languages ■with appropriate musieal background. LST on WWVA HALF-HOUR broadcast commemorating the Navy LS'j 753 tank landing ship wa> prepared by WWVA Wheeling, W. Va. through recordings made on the ship while in operation on the Ohio River, including installation of 40 mm. guns before employes of a Blaw-Knox plant who had made them. Interviews with the employes of the plant also were featured. "I'll rake One of Them Drawn for Broadcasting by Sid Hix Good Humors, Bub!" KXOK St. Louis reports in i summary of its Fifth Loan activ ities which were devoted exclu sively to sale of Bonds, promotioi including 196 spot announcements a one hour and 48 min. program three one-hour shows, eight half hour broadcasts and 14 quarter hour programs. Motion picture industry usee radio July 5 to thank the broad casting industry for its coopera tion in calling attention to "Fre; Movie Day," (July 6) when thou sands of theatres admitted patron: in return for the purchase of Wai Bonds. Partitcipating in a specia broadcast on WNEW New York J. R. O'Donnell, vice-president anc ; general manager of Interstate The aters of Texas, and national chairman of the Fighting Fifth War Loan Campaign, War Activities Committee, MPI, made a point oi thanking radio for telling their listeners about the event. Five network programs helped publicise the[ day, and in addition the four major, networks on July 3 and 4 broad cast special announcements at thai request of the Treasury War Finance Division. MPI also distrib uted to over 600 radio stations material for spot announcements be broadcast July 5. A total of $14,177,292 in "E"' Bonds was sold by Ralph Edwards and his Truth or Consequences troupe in a five week broadcast Bond tour that ended with a final broadcast at Raleigh, N. C. on July 1. Five-city six-day non-broadcast tour just completed sold an additional $5,164,740 -in Bonds to raise a grand total of $19,342,032 to date, nearly four times the quota set for the troupe. Program is regularly heard on NBC for Procter & Gamble Co., Cincinnati. Ceremonies of the launching of a Navy tank landing craft, bought through Bond purchases, was covered by the moble unit of WHB Kansas City as a special Fifth Loan activity of that station. The WHB "Magic Carpet" was aboard the craft during the launching and cruise on the Missouri for Bond purchasers. Bob DeHaven, program director of WTCN Minneapolis, has acted as m.c. at more than 100 Bond rallys during the past several months. Two-hour rally June 29 at the John W. Thomas & Co. Store, Minneapolis, sold more than $300,000 in Bonds. The WTCN Bondwagon also has conducted regulai cruises of the Twin Cities area BROADCASTING • Broadcast Advertisitu