Broadcasting (July - Sep 1950)

with CHARLEY BATTERS In the field of sales programming, this new and difFerent program ofFers an unusual time spot backed by a unique personality. Charley Batters' nightly half hour of disks and easy chatter is drawing a host of listeners . . ■ . potential buyers of your product. "Batters' Platters" is aired nightly, Monday through Friday from 7:30-8:00 PMl This excellent time availability is supported by a strong promotion campaign . . . and the programming "plus" of big time adjacencies. Participation in this excellent new show will reach a solid, loyal audience. Call WRC, or National Spot Sales. IN THE NATION'S CAPITAL YOUR BEST BUY IS feature of the meek WHEN Carlton E. Morse's One Man's Family took its first television sponsor, Manhattan Soap Co., New York (Sweetheart soap), last Saturday, (July 29) Mr. Morse passed another milestone in a successful career hitherto concentrated principally on radio. He has been writer, producer, director of One Man's Family on ]y[j. Morse NBC through 18 years and three generations of Barbours, and of 15-year-old I Love a Mystery on MBS for the past year. For the past 30 weeks the busy Mr. Morse has been guiding a brand new family of Barbours, one of the best-known families on radio, through its television paces on the NBC-TV network on a sustaining basis. (All shows comeunder the banner of Calton E. Morse Productions.) One Man's Family made its appearance on NBC in 1932 as halfhour Sunday weekly series. It has enjoyed almost uninterrupted sponsorship since Wesson Oil and Snowdrift took it in January 1933, nine months after its inception. Two years later Standard Brands signed for the progi-am, in what turned out to be 15 years of sponsorship, introducing Tender Leaf Tea for first time. Tremendous sponsor identification of the product was proved when listeners continued to identify the program with the tea after Standard Brands had intro duced some of its other prod, on it. An example of the show's po larity was the receipt of over o half million requests for a 0 Man's Family scrapbook offered the program during Stands Brands sponsorship. And, in 1949, when the t dropped all radio advertising f cancelled the Family, the cast m< two announcements on prograsking for a show of loyalty to : old sponsor, and put out a plea i a new one. Within two weeks o100,000 letters had been recer from listeners expressing loya to the program. Miles Labs, Elkhart, Ind. (Es tine, Tabcin germicides), took oradio sponsorship of program ( Continued on page 38 ) 7 WJ-^ strictly business BEN PASCHALL isn't quite sure whether it was his sales ability or a violent blow on a prospective client's head (accidental) that landed not only the client but his biggest sale. There is, however, no doubt as to Ben's ability in his present job. Owner of Western Radio Sales of Los Angeles and newly-opened (July 1) San Francisco branch. West Coast Radio Sales, the kinetic Benton Paschall currently represents 18 western radio stations in California, Nevada, Oregon and Arizona. He is also West Coast manager of Liberty Broadcasting System, several of whose stations he represents. The aforementioned stricken client was an executive of San Joaquin Baking Co., Fresno, Calif. The accident occurred while he was showing Ben, then commercial manager of KARM Fresno, through the bakery plant. In the course of the tour, a conveyor slipped down and struck the guide on the head. Shortly after, Ben obtained his signature to an $18,000 year's contract for newscasts on KARM. Ben went to Hollywood July 4, 1948, as manager and co-owner of Western Radio Sales with Lincoln Dellar, president KXOA Sacramento, KXOB Stockton, KXOC Chico. He became full owner the following year when he purchased Mr. Dellar's share of the representative firm. Now, two years later there are few people in the industry who don't know the enthusiastic Ben Paschall. In 1935 he was graduated from BEN a four and one-half year course at Fresno State College with an AB in Business Administration and an AB in Music. He had plans then to become a public school music teacher. In his first job on the sales staff of Union Oil Co., Fresno, Ben filled in spare time playing the piano in his own dance band six nights a week; taking business courses at night school several times a week; giving private piano lessons all day Saturday, and during his daily lunch hour teaching the boys' glee club of Fresno High School. After seven years, he left Union Oil in 1942 to become sales manager for Bekins Van & Storage Co. in Fresno. Putting his extracurricular energies to Junior Cham ber of Commerce work preparil radio progi-ams on three Fresl stations, Ben came in contact wf many radio people. In 1947 had the opportunity to put to wo this new radio experience with business and sales experieni Clyde Coombs, general manager ] KARM, offered him a position station commercial manager. Aflj two years there he shifted KROY Sacramento in an executil capacity, when KARM manag ment bought that station. Next step a year later Hollywood where he had alws wanted to live since his first vid of Vine St. in 1923. At that tiJ such a yearning was almost saei legious for then he was still \ native of Texas, where he was bo| in Olney in 1913. Early schooling was gathered [ Texas, in Ranger, Breckenridfl Graham and Fort Worth as he fl lowed the fortunes of his fathJ an oil man. In 1930 the fam| moved to Fresno where Ben mained until joining KROY. Ben is a three-year memt (elected last year) of the boa of directors of Hollywood Adv^ tising Club, a Mason and Shrin (Al Malaikah Temple). He kee^ up with baseball and footba swims and golfs in his spare tinj In 1933, before entering 1| junior year at college, he married classmate, Wilma Hallock. Tj Paschalls make their home in Wej wood, outside Los Angeles. ThI have one daughter, Joan, 16, wl attends Beverly Hills High Schol and wants to go into, of all thin;] advertising. Page 14 • July 31, 1950 BROADCASTING • Telecast