Broadcasting (Oct - Dec 1949)

WAYNE COY^ Listener Promotion In '50 Is Urged By WAYNE COY Chairman, Federal Communications Commission YOU CAN'T tell me that somebody doesn't listen to the radio. With 85,000,000 sets out and with 2700 stations on the air, it just stands to reason that some people somewhere must listen. But you know how it is. Here you are, either in government or industry, immersed day after day in * multifarious and complex problems of broadcasting, and you meet people at parties or in the smoking parlor and after a bit of conversation when you've told them what line you're in, you get that stock crusher: "Oh, I never listen to the radio." Surely, some of those people must be lying. But if so, why? What are they ashamed they regard listening to the radio as a secret vice, a hush-hush peccadillo? Why do they feel they would lose face if their clandestine Mr. Coy of? Why do listening became known? Why do they feel it's not smart, or respectable or fashionable to obtain entertainment or information via the radio? I suggest as a project for 1950 that broadcasters, besides trying to snare new listeners, also ponder what can be done to get those who already listen to admit they listen. As to the other objective of increasing radio's circulation, I would like to see harder effort on this front in 1950 than has ever been put forth before. All this talk of 85,000,000 sets and 2700 stations is very heady and heartening but it's apt to be so misleading. After all, we are supposed to be getting radio service to people, not measuring our success by sets purchased or stations put on the air. I don't know what the up-to-date figures are but a network vice-president a while back stated that at night 75 percent of the sets are turned off and in the daytime 85 percent are turned off. As a member of the F'CC which is supported not just by constant listeners but by all the taxpayers, I don't feel I can be complacent about a situation even approximating that. Wants 'Real Progress' I would like to see real progress made in 1950 to broaden broadcasting's base. Perhaps the industry ought to get some current information on this problem of how broadcasting can serve more of the public. Is it possible that broadcasters are too inclined to think of the public as a faceless mass instead of as people? Would it help to think of them not as stereotypes but as nfextdoor neighbors — human beings, individuals, with many varied likes and dislikes, interests, problems and hobbies? Are broadcasters getting as close to their people as they might by studying their local conditions? Or are they feeding them too much mass-produced material which the newspaper business calls "boilerplate"? Do they, for example, strive as hard as they m'ght to develop a local angle on wire stories or are they content to broadcast them just as they come off the teletype? Are they capitalizing on the community's interest in local talent, or is it all Crosby, Como and Sinatra? How many of their former listeners have soured on radio because of advertising excesses and have lost the listening habit? An industry-wide effort to retrieve America's lost listeners could make 1950 the biggest year in radio's history. Jones To Speak FCC COMR. Robert F. Jones will be featured speaker at a luncheon meeting of the New York Chapter of the American Marketing Assn. to be held at the Hotel Commodore Tuesday, Jan. 17. His topic will be "Channels in the Sky." The luncheon is one of a series of monthly chapter meetings sponsored by the American Marketing Assn.'s New York Chapter. Abel, Jeffrey A., Henry J. Kaufman & Assoc 35 Abrams, George J., Block Drug Co 42 Avery, R. J., Ronalds Adv 35 Bannan, Bertha, Bertha Bannan Co 48 Barnes, Clark N., Burn-Smith Co £9 Barnes, Howard E., Dorland Inc 25 Bartlett, Paul R., KFRE 47 Be'rn, F. Kenneth, Blow Co 25 Belding, Don, Foote, Cone & Belding 34 Bell System TV Network 56 Berkeley, Kenneth, WMAL-AAA-FM-TV 58 Berry, D. C, McKesson & Robbins 43 Blair, John, John Bla=r Co 89 Bliss, Sidney H., WCIO.. 46 Bolas, George, Talham-Laird 25 Bonebrake, Matthew H., KOCY 46 Borchardt, Kurt, attorney 2? Borton, Elon G., AFA 88 Bowman, A Leo, Free & Peters 49 Boyle, William M. Jr.. Demo Committee.. 29 Brandborg, Gustaf, KVOO 46 Breyer. Donald A., Brisacher, Wheeler & Staff , 34 Brimm, Frank, Kotz Agency 89 Brorby, Melvin, Needham. Louis & Brorby 34 Brown, Robert B., Bristol-Myers 42 Brown, W ,S.< Canada Dry Ginger Ale Inc. 43 Bryan, Wilpom W.. Free & Peters 89 Burbach, George M., KSD-TV 55 Bush, Leonard, Compton Adv 25 Caqle, Gene E., Texas State Network 50 Caldwell. Spence, S. Vf. Caldwell inc 40 Caley, Charles C, WMBD 46 Campbell, Martin B., WFAA 46 Campbell, Robert J., Walter Thompson.. 35 Cappelle, O. B., Miles Labs 42 Caperton,'A. H., Dr. Pepper Co v. 43 Carpenter, David, WCON 48 '<Case, Winslow H., Campbell-Ewald 25 Chalmers, William A., Kenyon & Eckhardt 25 Church, Arthur B., KMBC 32 Coleman, George D.. WGBI 46 Compton, Walter, WTTG{TV) 58 Cooke, Donald, Donald Cooke Inc 30 Coveny, Carleton F., John Blair Co 49 Cowan. Louis G.. Louis G. Cowan inc. . . 28 Coy, Wayne, FCC 24 Cross, Red, WMAZ 48 Oamm, Wafer J., WTMJ (AM-FM-TV) . . . . 55 Danforth, Harold P., WDBO 47 Davidson, Georqia. KIDO 48 Denny, C. E., WERC 47 Dillon,. Robert, KRNT 47 Doyle, Chester J., Branham Co 89 Drew, J. E., Lever Bros 42 Duffv, Ben. BBDO 25 Dunham, Harrison, KTTV(TV) 58 Donovan, Howard H. lone S»ar Cha'n. . . . 50 E><rl''-h, Alvin Q., Kal. Ehrlich & Merrick 35 Eldridge. Gordon. Ford Motor Co 42 Csau, John, KTUL 46 €ickelberg, Wilbur. Keenan & Eickelberg 89 Essex, Harold, WSJS 46 Evans, Joe, Fre6 & Peters 89 Evans. Trevor. Pacific National Adv 35 Falknor, Frank B.. CBS Central Div SO Fantle, S. Jr., KELO 48 Feltis. Hugh M., KING-AM-TV 46 Fenwick, David R., Abbott-Kimball 34 Fe'auson, Courtland D., Courtland D. ' Ferguson Inc 35 Flanloan. E. Y„ WSPD AM-TV 55 Flanter, Adrian, Benrus Watch Co 42 Foot, Ralph. Beech-Nut Packing Co 43 Fronris, Richard C, Campbell-Ewald 34 French, C. J., Chevrolet 42 French, Carlin S., Transit Radio Inc 89 Page 24 • December 26, 1949 Index to Yearend Statements by Industry Executives French, Charles W., Trans-Radio Recording 40 Friedheim, Robert W., World Bcstg 28 Gale, Jack, Paul H. Raymer Co 89 Gale, S. C. General Mills 42 Gamble, Frederick R., AAAA 31 Gardner, W. F., Allied Adv. Agencies.... 34 Geddes, Bond, RMA 88 Gelder, J. T., WCHS 47 George, Carl E., WGAR 47 Getlin, Joe V., Ralston Purina Co 43 Gifford, R. E., Oldsmobile 42 Gilbert, Janet A., Harold Cabot & Co... 35 Gillett, Glenn D., AFCCE 56 Gillin, John J. Jr., WOW 54 Gluck, E. J., WSDC 43 Goldman, Simon, WJTN 47 Goodman, Harry S., Harry S. Goodman Productions 28 Gordon, James E., WNOE 47 Grabhorn, Murray B., WJZ-TV 54 Grant, Gene, Gene Grant Co 89 Grant, W. S., W. S. Grant Co 48 Gray, Gordon. WiP 32 Gray, R. M., Esso Standard Oil Co 42 Grignon, G. W., WISN 32 Grove, William C, KFBC 48 Grubb, Gayie V., KGO-AM-TV 58 Guild, William, CAB 88 Gunzendorfer, Wilt, KROW 43 Guyer. R. Sanford, WBtM 48 Hanrahan, James C, WEWS (TV) 55 Harris, Jack, KPRC... 46 Harris, Monte. Mail Pouch Tobacco 43 Harris, R. N. W., Toni Co 42 Harris, Wiley P., WJDX 46 Hasbrook, C P., WCAX 48 Hasbrook. Richard I., Averv-Knodel Inc.... 49 Havens, Wilbur M., WTVR(TV1 58 Headley, Frank M.. Headley-Reed 30 Heath, R. N., Leo Burnett Co 34 Henry, Robert S., Assn. of American Railroads 42 Hepworth. Sam W., Grant Adv 35 Herman, Buell, Edward Retry 8, Co 89 Hiddleston, Joseph F., Hiddleston, Evans & Merrill 35 Hiogins, Leonard H., KTNT(FM) 48 Hill, E. E., WTAG 46 Hixson, R. M., Hixson & Jorgensen 34 Hoag, Bob, KTSL(TV) 58 Hoffman, Harold, Forjoe & Co 48. Hollingbery, George R., Hollingbery Co... 89* Holt, Thad, WAPI-TV 55 Howard, Barron, WRVA 48 Hubbard, Stanley, KSTP-AM-FM-TV . . . 46, 54 Hughes, Ernest L., Sinclair Refming Co... 42 Hutchinson, C. F., Chambers & Wiswell. . 35 Jameson, Guilford, FCBA 32 Jarman, J. Frank, WDNC 46 Jessen, Harold J., FalstafF Brewing 43 Jett, E. K.. WMAR-TV 58 Jrhnson, Sen. Edwin C 29 Johnson. Lester C, WHBF 47 Jones, Merle S., CBS. Pacific Network 50 Jordan, Ray P., WDBJ 47 Lambert, J. J., Gillette Safety Razor Co... 42 Langlois, C. O., Lang-Worth Feature Programs Inc 25 Laws, Robert F., ABC, Western Div . 50 Lee, Cherie, W. B. Doner 8, Co 35 Levene, Carol. Pax Productions 40 Lindley, Harold, Headley-Reed Co 49 Lindow, Lester. W., WFDF 47 Locke, C. B., KFDM 43 Loewi, Mortimer W., DuMont TV Network 53 Lounsberry, I. R., WGR 46 ludy, Ben, WiBW 47 Luzier, W. C, Zonite Products Corp 43 Kalor, Jerry, Kenyon & Eckhardt 35 Kapner, Leonard, WCAE 32 Kasper, Edwin H., Kasper-Gordon inc 40 Keith, Robert J., Pillsbury Mills 42 Kemp, William T., KVER 48 Kennedy, Charles A., Teleways Radio Productions inc 28 Kettell, Elmer, Kettell-Carter 48 King, Gerald, Standard Radio Transcription Services inc 28 Klein, William L., United Bcstg. Co 40 Kliman, Bernard, Gruen Watches 43 Krasner, Lawrence B., Forjoe & Co 49 Krelstein, H. R., WMPS 47 MacGregor, C. P., C. P. MacGregor Inc.. . . 28 MacCaughtry, Joseph F., The Cardinal Co. 28 Major, John S., WREN 43 Mann, Marvin, Weiss & Geller 34 Mann, Monty. Glenn Adv. inc 35 Mannion, T. P., Skelly Oil Co 42 Marling, F. H., Pure Oil Co 42 Marschner, D. C, Shell Oil Co 42 Marts, Carroll, MBS Central Div 50 Mason, Robert H., WPTF 47 Mason, Robert T., WMRN 46 McAndrews, Robert J., SCBA 50 McConneli, Joseph H., NBC 45 McCreery, Walter, Walter McCreery Inc... 34 McElroy, Neil H., Procter & Gamble 23 McQuillin, W., Cockfield. Brown & Co. Ltd. 35 McRaney, Bob, Mid-South Network 50 Melville, Clyde, Taylor-Borroff 89 Mercer, Don. RCA Recorded Program 23 Meyer, A. G., KMYR 48 Mever, Lynn L., Intermountain Network ... 50 Mirhelson, Charles. Charles Michelson Inc. 28 Milne, James, WHNC-AM-TV 54 Miller, Justin, NAB 88 Mitchell, John H., WBKB(TV) 54 Mitchell, Maurice B., BAB 25 Moore. Tracy, Tracy Moore & Assoc 89 Moreland. R. B., Grant Adv 35 Morris, Dave, KNUZ 48 Mosby, A. J., KGVO 48 Mulligan, Mark L., BBDO 34 Wasman. len C, WFMJ 43 Nelson, Herbert O., Ruthrauff & Ryan 34 Norton, John H. Jr., ABC, Central Div 50 Nunn, Wesley i., Standard Oil of Indiana 42 O'Connell. lee F. O'Connell Co 49 Oaden, Clifford E., Capital Records Inc... 28 Olian, Irwin A., Olian Advertising 34 Outler. John M. Jr.. WSB-AM-TV 53 Park, Daniel C, WIRE 48 Parks, James, Searle & Parks Inc 28 Pasrhall, Benton, Wes»em Radio Sales.... 89 Peabody, S'uart, Borden Co 43 Pearson, John E., John E. Pearson Co 30 Pearson, Ken, Roma Wine Co 43 Pellegrin, Frank E-, Transit Radio Inc 2S Pe'e'son, Tom, Taylor-Borroff 89 Phillips. Charles F., WFBL 48 Pierce. R. Vaughn, Pierre's Proprietaries. . 43 Piagott, Robert J.. Grove Labs 42 Pill. Howard S., WSFA 46 Polanain, Frederick W., Buchanan & Co.. . 34 Poppele, J. R., TBA 56 Provost, D. L., WBAL-TV 58 Pu'nam, T. B. Jr., J. C. Dowd Agency.... 35 Raibourn, Paul, KTLA(TV) 58 Ramsland. Odin S. KDAL 32 Raymer, Paul H., Paul Raymer Co.. ....... 30 Robertson, R. C, Colgate-Palmolive-Peet. . 42 Rogers, Irving E., WLAW Lawrence 46 Rorke, Hal, J. Waiter Thompson Co 34 Rossiter, John, WTVN(TV) 55 Rust, W. F. Jr., WKBR 46 Ryhlick, Frank, Ross, Gardner & White... 34 Sachs, Teviah, Waltham Watch Co 43 Sandeberg, David H., Avery-Knodel 49 Sanders, Hildreth, Dan B. Miner Co 34 Sanders, Manan, Simmons & Mickleson... 35 Sarnoff, Brig. Gen. David, RCA 53 Schile, S. J., KUTA 46 Schrott, A. D., WJAC-TV 54 Scott, Clyde, KECA 47 ScoH, R. J., Schwimmer & Scott 34 Sharpe, Virgil, KOIL 47 Shea, Edmund J., James Thomas Chirburg 35 Sheppard, Rep. Harry R 29 Shirey, Robert B., J. Walter Thompson Co. 34 Showerman. i. E., NBC Central Div 50 Siebert, William G., WJR 32 Sill, Jerome, WMIL 47 Sinn, John L., Frederic W. Ziv Co 28 Siraquso, Ross, Admiral Corp 43 Slaviek, H. W.. WMC-AM-TV 5? Smith, M. D. IN, WBRC-TV 55 Smi'h. W. B.. Thomas J. Lip^on inc 43 Smythe, Martin E.. Arrowhead Group. ... 50 Spence, Harry R., KXRO 46 Spencer, F. E., Hollingbery Co 30 Spiqht, Lindley H., John Blair & Co 48 S»a!ey, Dan, Katz Agency, S. F 48 Stanton, Frank, CBS 44 Stebbins, Barton A., Bar«on A. Stebbins Co. 34 Stewart, Donald A., WD-^(TV) 54 Stewart. Phil, Roche, Williams & Cleary. . 25 Stix, Sylvan L., Seaman Bros 43 Stone, Wallace E., KILO 47 Streibert. Theodore C. WOR-AM-TV 54 Strotz, Sidney N.. NBC Western Div 50 Strouse, Ben, WWDC 46 Struble. Bob, The Jordon Co 34 Sugg, P. A., WKY-AM-TV 58 Swezey. Robert D., WDSU-TV 55 Swint, Robert H., WSBT 47 Taft, Hulbert Jr., WKRC-TV 55 Temple, Robert C, Raymond R. Moramn Co. 34 Te«tut. Richard S., Associated Program Service Thompson, C. R-bert. WBEN 47 Thompson. Roy E.. WRTA 48 Thornburah. Donald W.. WCAU-AM-TV . . . 54 Tincher. Robert R., WNAX 47 Tolq, Russ, BBDO 3f TrautfeUer. J. H. L.. WFBR 46 Tucker. F. T., B. F. Goodrich Co 42 VanderZee. A. Chrysler Corp 42 Vir Den, Rov, Lennen & Mitchell 25 Voeller, Will H.. Universal Recorders 28 Wade, Jeff. Wade Adv 34 Webb, Frank V., KFH 47 Weed, J. J., Weed S Co 48 Weiser, John. Ruthrauff a Ryan 34 West, Paul B.. ANA 31 Westergaard. R. B.. WMoy 48 Wheeler, Edward A., WEAW(FM) 46 White, Frank, MBS f. White, Walter Jr., Commodore Productions 23 Willis Paul S.. Grocery Mfrs. of America. . 88 Winaer, Earl W., WOOD 43 Winikus, Francis, United Artists 42 Wise Harry H. Jr., Hollingbery Co 49 Woods, Mark. ABC *2 Woody, W. C. Jr.. Grant Adv 35 Woodyard, Ronald B., WONE 47 Wright, Richard H., WLRD(FM) 48 Yr-unq, Adam. J'., Ad"-" Youoq Inc 30 Young, Frances E., J. Walter Thompson... 34 Bil'O^ADCABTING • Telecasting