Broadcasting (Jan - Mar 1949)

DON'T DRIFT INTO SNOW (Hy )' ^ „eU buyers iu S»o« Sleet, ra-o..H»e,ou^g^ ^^^^^^^^^„„ of U /----■"Cla.^-Ueifecti^.V.usi-e. ^„UWAVEarouud,y bound'. SUaU«e help a.gy 5000 VHftTTS . >en Mike (Continued from page 16) 1948 issue of Broadcasting regarding my open letter to you on the subject of The Giveaway Craze. There is an article in the March issue of Cosmopolitan which tells the story of the family of Milton Farber and Stop the Music ... it is the anniversary story of one year after the Farbers won $20,000 on Stop the Music. In reviewing her experience . . . Mrs. Farber writes: "If I had had heart trouble, I would have dropped dead right then." My reason for writing to you again about this subject is . . . the fact that . . . another great giveaway of $35,000 took place on Stop the Music and some unfortunate guy missed out because he said . . . "Army and Navy and Navy and Army". . . when he should have said "Navy and Army and Army and Navy." In other words . . . the mere fact that he reversed the wording . . . cost him $35,000. I wonder what would have happened if he had had heart trouble? David R. Mils'ten Milsten, Milsten, Johnson & Morehead Tulsa, Okla. 'Box Helpful EDITOR, Broadcasting: Lately your magazine has been printing new call assignments in the "Box Score." I find this info very helpful as it comes to me much quicker than from other sources. I hope you will continue to render this "public service." Guy C. Hutcheson Arlington, Tex. derful coverage of television. My one regret is that more space is not devoted to the production, programming, and talent picture. Aneta Dixon 7357 Wilson Dnve Hollywood, Calif. Sooki on JQadii lO MODERN RADIO ADVERTISING. By Charles Hull Wolfe. 738 pp. New York: Funk & Wagnalls Co. $7.50. A WEALTH of up to date information on all phases of radio advertising is contained in Charles Hull Wolfe's new book, Modern Radio Advertising. Whether the reader is a sponsor, advertising man or broadcaster he will find the book filled with information on how to get better results from radio. Network, spot and local techniques are covered. Mr. Wolfe is director of the radio and television testing bureau of BBDO and is one of the few men in the industry distinguished for both creative and research activities. He has written commercials for such network shows as Inner Sanctum, Jack Benny Show and Adventures of Sam Spade and has created radio advertising for General Electric, United States Steel, Emerson Drug and others. The book is broken down into sections, covering fundamentals of radio advertising, radio advertising techniques, network advertising, spot radio, commercial announcements, past, present and future of radio and the opportunities in radio. Modern Radio Advertising is a Printer's Ink Business Bookshelf Publication. Dollar Tight' EDITOR, Broadcasting: ... In your Radiorama section you refer to WCCO's Fight for Dollars. While it was a fight to raise $175,000 for the March of Dimes, everyone connected with the activity enjoyed it thoroughly. So in the interests of accuracy let's call it Cedric Adams' Flight of Dollars. And thanks for using the photograph in your March 7 issue. Tony Moe WCCO Minneapolis Good Coverage EDITOR, Broadcasting: . . . Since first becoming acquainted with your magazine while overseas with AFN-Berlin ... I have thoroughly enjoyed your excellent publication. Personally, I have learned much about radio from Broadcasting, especially concerning the overall commercial picture, the 'business' side of radio, and the problems of management. You also deserve another word of praise for your won e 18 March 21, 1949 THE LAW OF FREE ENTERPRISE. By Lee Loevinger. 431 pp. New York : Funk & Wagnalls Co. $5.00. LATEST in the Modern Industry Magazine series of books, this volume, written by a Minneapolis attorney, describes the legal framework and economic development of the American free enterprise system. The author is a partner in the firm of Larson, Loevinger & Lindquist, Minneapolis. He formerly worked under Thurman Arnold in the Anti-Trust Division of the Dept. of Justice. "The law of free enterprise," says the author, "is at once both a definition of the meaning of our basic economic concepts and an outline of the standards which business must observe if enterprise is to remain free." In the opening chapter Mr. Loevinger examines the roots of free enterprise and discusses the legal framework of business, our economic origins, the principle of competition and our national policy. Subsequent chapters deal with the scope of national law, forms of economic cooperation, restraint of trade, discrimination between customers, kinds of competition, merger and monopoly, teeth in the law (anti-trust, criminal prosecutions and penalties, government civil suits), balm for business injury and the future of free enterprise. BROADCASTING • Telecasting