Broadcasting (Apr - June 1950)

THE HAYWARD FOOTNOTE Former Network Star Sells Homes on WGAC Miss Hayward A DETAILED footnote is being written at WGAC Augusta, Ga., to the radio career of a former network star, Joyce Hayward, who is making local history by producing and starring in a successful show of her own. It was radio that precipitated her exodus from B r o a d w ay's bright lights and from the sets of millions of radio homes where she was heard as a leading character in daytime serials. She left New York On All Accounts (Continued from page 16) tinues to be music, and he can be heard occasionally on the Cleveland air waves or the back row of the Singer's Club. Since 1940 when he worked on the Wilkie campaign in a special phase of labor relations, with emphasis oh broadcasts of well-known labor leaders, Bromley has participated in political activities. He classes these political interests as "good opportunity for consumer research." In spite of his busy agency life and political doings Bromley finds time to be president and district governor of the Exchange Club of Cleveland, is active in the American Legion, Chamber of Commerce, Elks, Eagles and the Cleveland Church Federation. In addition the Houses have just moved into a new ranch home in the Cleveland suburbs and are trying to find time to plant a few shrubs. "Radio must adhere closely to fundamentals to be successful advertising," says Bromley. His primary headache today is producing television and radio commercials that will meet the standards of the agency and_ fit the budget of local and regional sponsors as well. when she married Edgar Kobak Jr., part owner and general manager, WTWA Thomson, Ga., and settled down to a quiet life in the South. But , life — via radio — soon took on a look of anything but peace. Joyce Hayward's fame had preceded her to Georgia, and in March, the Knox Corp., Augusta builder of prefabricated Knox Homes, a new entry in radio, purchased her show. Since that time, the program has been paying off for Knox, both in prestige and in the amount of traffic through its model homes. The Joyce Hayward Show is a woman's program tailored to the informal touch with the star and her announcer, Warren Hites; visiting places of historical note and frequently interviewing visiting personalities. In the daily chit chat, Miss Hayward and Mr. Hites present recipes and household hints while passing-on daily party ideas. The program is broadcast Monday through Friday, 11:30-11:45 a.m. Program Spark Plug Sparkplug of the program, of course, is Miss Hayward who makes arrangements for the show and produces it with the assistance of Mr. Hites. This is a new type of role for the actress who has had the lead in a score of top radio dramas, including Mystery Without Murder (as Amy Riddle) ; Young Dr. Malone (as Barbara Hale) and Backstage Wife (as Vi Waters). On Broadway she played the theatre as a member of the cast of "Liliom," which starred Burgess Meredith and Ingrid Bergman. She was the original "Miss Television" at the New York World's Fair and later played in TV shows including Kraft Theatre and Philco Playhouse. As an author, Miss Hayward has contributed to national magazines and to network shows. While helping Knox to sell its homes, she finds a second career in her own home where Mr. and Mrs. Kobak have a baby girl, StellaCeleste. Top Network Station One of the midwest's dominant facilities. This property has everything that a leading regional needs. It is well established, shows a continuous record of growth and is just beginning to capitalize on its number one position in the market. Is in an excellent position for TV. Price $375,000.00. Financing arranged. CONTACT THE NEAREST OFFICE OF THE EXCLUSIVE REPRESENTATIVES BLACKBURN-HAMILTON COMPANY, INC. RADIO STATION AND NEWSPAPER BROKERS WASHINGTON, D. C. James W. Blackburn Washington Bldg. Sterling 4341-2 CHICAGO Harold R. Murphy 333 N. Mich. Ave. Randolph 6-4550 SAN FRANCISCO Ray V. Hamilton 235 Montgomery St. Exbrook 2-5672 MAL HANSEN, WOW Omaha's farm service director, is now "Big Chief Sagwa" after being so designated by the 216 members of the recent WOW New South Farm Study Tour [Broadcasting, March 20]. On the final night of the trip, the group surprised Mr. Hansen by presenting him with this certificate and $65 to buy himself a present. Members of the tour said "Sagwa" means "Moses, Leader of the Tribe." HOLMES AWARDS To Cite Western Adwomen FOURTH annual Frances Holmes Achievement Award for outstanding advertising achievement has been announced by Los Angeles Advertising Women, in cooperation with Advertising Assn. of the West. Contest is open to any woman in the 11 western states and British Columbia who has originated, planned, developed, executed, supervised or participated in advertising produced between April 1949 and April 1950. Total of 14 awards in that number of different advertising categories, including two radio and two television groups, will be presented. Winning entries from each classification will be judged for top Frances Holmes Outstanding Achievement Award. Presentations, in form of "Lulu" statuettes, will be made for best work in following categories: (1) Radio Commercial Campaign; (2) Sponsored Radio Program Series; (3) Television Commercial Campaign; (4) Television Program Series; (5) Copy Series; (6) Layout Series; (7) Mechanical Production; (8) Research Project; (9) Finished Art Series; (10) Direct Mail Campaign; (11) Publicity or Public Relations Campaign; (12) Commercial Film; (13) Outdoor or Transit Advertising; (14) Complete Campaign. Entries will be judged for idea, grasp of problem, ingenious use of space or medium, style, execution, good taste, soundness of appeal, and overall effectiveness. There will be five judges, two who have not yet been named. Chosen are Herbert Kirschner, president of AAW and head of Kirschner & Co., San Francisco; Dana Jones, head of Dana Jones Co., Los Angeles; Ivan Shun, of Advertising Counselors of Arizona, Phoenix. Contest closed April 26 with awards to be made at presentation luncheon May 21 at the Ambassador Hotel, Los Angeles. BOND DRIVE Treasury Set on Radio-TV RADIO-TV plans for the U. S. Treasury Dept.'s May 15-July 4 "Independence Drive" to sell savings bonds are reported nearing completion by the Treasury's Savings Bond Division [Broadcasting, April 10]. Cornwell Jackson, Hollywood vice president of J. Walter Thompson Co., has been named national radio consultant to Treasury while David Levy, radio-TV director for Young & Rubicam, New York, has been named national television consultant, Treasury announced. Mr. Jackson is handling arrangements for the four-network kick-off broadcast on May 15 while Mr. Levy is arranging its TV counterpart, now slated for NBC-TV. Both the AM and TV shows will feature pickups of President Truman and Secretary of the Treasury John W. Snyder. The AM program otherwise will present some 20 top radio-movie personalities and a half-dozen name orchestras. The TV show, styled as an "open house with Arthur Godfrey," will feature leading talent to be introduced by various government officials, including FCC Comr. Frieda B. Hennock. Special series of Treasury's regular Guest Star Parade transcriptions, now heard on more than 2,800 stations weekly, is being prepared for the drive. TV announcement films are being readied by G. M. Basford Co. Additional radio-TV announcement copy also is in preparation. Recordings of the Liberty Bell, symbol for the drive, will be sent all stations. Fifty-two exact replicas of the original bell, minus its crack, are being cast in France and will be sent on tour during the drive. CHILDREN'S SHOWS N. Calif. Group Lists Top 15 FIFTEEN "family listening" programs have been judged as "excellent" in the second annual report released by the Children's Committee of Radio Listeners of Northern California. The committee, in considering 43 programs, listed 10 as good, five as fair and 13 as poor for children's listening. "Modern radio meets perhaps one . twentieth of the needs of today's children," the report stated. The committee deplored the fact that because of the relatively few children's programs on the air today, children are constantly tuning in on adult programs. The shows judged as excellent, and the San Francisco stations presenting them, were listed as follows : Fred Waring, Signposts for Young Scientists, Standard School Broadcast, Junior Jingles, NBC Theatre and Cavalcade of America, all on KNBC: Let's Pretend, Gold Rush Days, both on KCBS: Quizdown. Schoolcast and Mr. President, all on KGO: Story Teller and Youth Symphony, both on KFRC; Les Malloy. KYA: Tunes for Tots, KSFO. :Page 82 • May 1, 1950 BROADCASTING • Telecasting