Broadcasting (Jan - June 1945)

STUDEBAKER Corp., South Bend, Ind.. has renewed John Holbrook's news commentary on WGN Chicago Monday through Friday, for 25 weeks effective Jan. 8. Agency is Roche, Williams & Cleary. Chicago. FRED R. CROSS, of Aro Equipment Corp., Bryan, O., and former sales manager of Stewart-Warner's Alemite division, has returned to Stewart-Warner Corp.. Chicago, as general advertising manager. SEARS, ROEBUCK & Co., Chicago, on Dec. 25 began sponsorship of 10 spot announcements weekly on WENR WIND WJJD WCFL Chicago. Contract for six weeks was placed by Ruthrauff & Ryan, Chicago. ROYAL CROWN BOTTLING Co., Chicago, has started sponsorship on WIND Chicago of two-daily five-minute news shows Monday through Saturday for 26 weeks. Agency is Olian Adv., Chicago. OCCIDENT Feeds have signed for sponsorship of the Frederic W. Ziv transcribed show Korn Kobblers over stations in Iowa and South Dakota markets. Agency is Campbell-iMithun, Minneapolis. HIRSCH MERCANTILE Co., Los Angeles (department store chain), on Dec. 16 started weekly spot announcement schedule on KFI Los Angeles. Contract is for 52 weeks. Placement is through Adolph Wenland Adv., Los Angeles. W. F. YOUNG Inc., Springfield, Mass. ( Absorbine Jr.), has started spot announcements on a number of Canadian stations. Account was placed by J. Walter Thompson Co., Montreal. VICK Chemical Co., New York, has scheduled Old Corral, a Frederic W. Ziv transcribed program, on WBEN Bufealo and Korn Kobblers, another Ziv production, on WCSC Charleston, S. C. Agency is Morse International Inc., New York. CORN Products Refining Co., New York, has signed for sponsorship of Pleasure Parade, a transcribed production of Frederic W. Ziv, Cincinnati, on KGMB Honolulu. Agency is Gotham Adv., New York. WIEBOLDT STORES, Chicago, has renewed sponsorship of Your Neighbor, featuring June Marlowe with transcribed music and shopping news tips, Mon. thru Sat. on WMAQ Chicago. Contract for 52 weeks was placed by Needham, Louis & Brorby, Chicago. SEYDEL CHEMICAL Co., Jersey City, has appointed Walter M. Swertfager Co.. New York, to handle advertising for Subenon medical tablets. Radio advertising, 19 one-minute transcribed spot announcements weekly, will be continued on WMCA New York. Esso Promotes Miller J. A. MILLER, formerly advertising-sales promotion manager of Esso Marketers (Standard Oil Co. of New Jersey), has been appointed coordinator of all advertising and sales promotion activities of Standard Oil Co. of N. J., the holding company, and its affiliates, a new post. Mr. Miller is succeeded at Esso Marke ter s by R. M. Gray, assists promotion manager, since 1942, who joined Esso in 1934 and was placed in charge of media in 1936. Mr. Miller ant advertising J. P. LAWTON, Des Moines manaKcr of Graybar Electric Co., will take over the duties Feb. 1 of district commercial manager in the company's northwestern district with headciuarters in Seattle. He succeeds J. H. Kelley, who is being pensioned after 38 years' serv ASK THE NEIGHBORS WHY KFNF "The Friendly Farmer Station'' SHENANDOAH -IOWA Was Selected by 139 Local & Regional ADVERTISERS To carry a message, during November 1 944, to the great FARM MARKET AROUND SHENANDOAH A demonstration of dominance — within KFNF's own primary — wliich clearly points the way for all sponsors who desire to reach this tremendously rich rural and semirural area. KFNF anticipates trends — accords each account the courtesy of personal attention — builds each program to serve specific needs. We believe this explains why, for the farm market around Shenandoah. . . . MFOIMED SPORSORS ARE RUVIRS KFNF 1000 Watts "The Friendly Farmer Station'' 920 KC. For availabilities write or wire direct to Frank Stubbs, Mgr., KFNF Inc., Shenandoah, Iowa AD SURVEY SHOWS CONSUMER CHOICES MOST popular advertising copy is that which tells the consumer how to conserve and get the most use out of one's equipment, clothes, etc., according to a survey just completed by the Committee on Consumer Relations in Advertising Inc., New York. Of the first 817 questionnaires returned, 95% favored the conservation theme in advertising. Copy which explains rationing or other Government regulations was next in popularity, receiving 90% approval, with advertising that tells how to plan nutritious meals and stretch scarce foods running a close third with 89% signifying approval. Advertising by individual firms that : (1) promotes the war effort by encouraging bond purchases, salvage of scarce materials, etc.; (2) that promises wider distribution of products at lower cost; (3) that features peace, freedom and security in the postwar world; and (4) that informed the consumer of availability of booklets giving product or other information which could be obtained by writing the advertiser received respectively 83%, 77%, 74% and 71% approval. The advertising theme which received the greatest disapproval was that urging immediate postwar relaxation of Government controls over materials and prices, with 58% of the replies indicating dislike for this type of advertisingcopy. Advertising featuring products and product changes so different from prewar models that they probably will riot be produced for several years after the war received more negative than positive votes as did advertising promising prosperity and jobs in the postwar period. GE Buys Ken-Rad Tube Plants; Acquires Others PURCHASE by General Electric Co. of the radio tube manufacturing and plant facilities of the KenRad Tube & Lamp Corp., at Owensboro, Ky., Huntington and Rock Port, Ind., and the operation of Government-ovmed plants at Tell City, Ind., and Bowling Green Ky., where Ken-Rad has been making tubes for the Government, was announced last week by Dr. W. R. G. Baker, GE wee-president in charge of the electronics department. GE takes over on Jan. 2. George W Nevin, manager of the GE tube division, disclosed that Carl J. Hollatz, executive vicepresident of Ken-Rad, will manage the new GE operation, to be known as the Ken-Rad division, electronics department of GE. Mr. Hollatz has been with Ken-Rad since 1918. With acquisition of the receiving tube manufacturing plants, GE will be prepared to enter all phases of radio in the postwar era. Ken-Rad retains its electric lamp manufacturing business. Page 46 • January 1, 1945 WWL New Orleans is sporting a boom microphone wearing a snood-like cardinal red padded cap on the lead end of the boom. It was placed there after several members of the announcing staff almost knocked themselves out b.v walking into it. ROaDCASTING • Broadcast Advertising