Broadcasting (Oct - Dec 1945)

ANA Votes m (Continued from page 16) vertiser is trying to say in his institutional advertising. Another new type of survey, to determine how well the directors of large companies, "the men above management", understand the functions and uses of advertis; ing, is being undertaken by the American Assn. of Advertising Agencies, Fairfax M. Cone, chairman, executive committee, Foote, Cone & Belding, told the ANA members. Elmo Roper, he said, has been engaged to conduct a study of the attitude toward advertising of several hundred directors of both heavy goods companies and ^consumer goods companies, and 1 transportation and utilities companies and bankers and brokers. Mr. Roper will also interview about 100 labor leaders, Mr. Cone said. Fabulous Sums Too frequently, Mr. Cone reported, company directors, to whom management is responsible for profits, believe baseless stories of I fabulous sums paid for advertising \ slogans. "Then", he continued, "there are the statements about the income of radio stars. Unfortunately, these often are true. They also in many cases verge on the scandalous. The guest star fees are worst of all. "It surely isn't because they are crazy that it is difficult for any ^-banker or lawyer to understand $5,000 paid out for four or five minutes on the air to someone who has only to read what someone else has written on two or three sheets of paper. These things are no more help to the cause of advertising j than they are to advertising itself." Mr. Cone reported that a pilot I study, to test both the technique I of interviewing and the pattern of the findings, will be completed by the first of the year. "If it indicates, as we expect it to, that the greatest lack in the understanding of advertising is a failure to understand the possibilities in advertis I ing as these have been brought out during the war, we think a plan , to make them known will not be too difficult to prepare," he stated. Plea for Free Enterprise The value of public service advertising, in addition to advertis| ing for direct sales, has been proved during the war years, ; James W. Young, chairman of the ! advertising counsel, said in a talk read in his absence by Charles G. ! Mortimer, vice-president, General j Foods Corp., at the concluding session of the meeting, from 4 to 5 Tuesday afternoon. This session, Dnly one of the entire convention ;hat was open to other than ANA members, included the showing of i March of Time film specially I nade for the occasion, "Year of ' Decision", revealing the need for instructive thinking by business >n national affairs, and a talk by Valter Lippmann urging the IROADCASTING • Telec Walker in Charge DURING the absence of FCC Chairman Paul A. Porter to attend the BritishAmerican Telecommunications Conference in Bermuda, Vice-Chairman Paul A. Walker will be acting chairman. Mr. Walker presided at the regular Commission meeting Wednesday. Mr. Porter left Washington Tuesday morning and is expected to return about Dec. 3. need for an enlightened public policy on the part of business if the free enterprise system is to survive. Reporting on some of the important new functions assumed by the Advertising Council since the end of the war, Mr. Young said: "It is now operating the various radio allocation plans, and proposes to continue them on a scaleddown basis. Neither business nor government would wish to see government continue in peacetime as a trustee for these facilities. We will shortly be asking those of you who have network or national spot radio programs to continue with the plan, as a definite service to you in screening out undesirable projects, and in removing from your doorsteps an increasing number of petitioners for free plugs. "So great has been the educational job done on government and private groups during the war, that were it not for some such orderly plan, I can assure you that pressures for time on your programs would be far greater than ever before. Never before have so many important people had a 24-lesson course in the power and effectiveness of advertising." KHQ Sale Notice FCC last week published, in the Federal Register, a notice of the proposed sale of KHQ Spokane by Louis Wasmer to Spokane Chronicle Co. [Broadcasting, Nov. 5, 19]. Notice was identical in form to the Commission's previous notices on proposed sales of WHDH Boston and WFIL Philadelphia [Broadcasting, Nov. 12], and was published in compliance with FCC's suggestion in its CrosleyAvco decision that sales be publicly advertised in advance by both applicant and FCC. Mr. Wasmer advertised the offered sale of KHQ several weeks ago. Competing applicants, if any, are given 60 days from Oct. 30 in which to apply for the KHQ facilities on the same terms as Spokane Chronicle Co. Program Title Changed CONTINENTAL CAN Co., New York, on Dec. 8 will change the name of its CBS program from "Report to the Nation" to "Continental Celebrity Club", title more in keeping with the postwar format of program. Agency is BBDO, New York. a s t i n g "John's preparing himself for any question WJWs 'Tello-Test' might ask him." If it's a QUESTION of covering the Cleveland market the ANSWER is . . . WJW. Mornings and afternoons throughout the week, Monday through Friday more people listen to WJW than any other regional station. And . . ♦ WJW delivers more daytime dialers per dollar in Cleveland than any other station. ABC Network lJW.I lAf 5000 Watts CLEVELAND, O. WW Hi WW DAY REPRESENTED NATIONALLY BY HEADLEY-REED COMPANY November 26, 1945 • Page 77 _J