Broadcasting (Jan - Dec 1935)

Pacific ^Magazine' i On Afternoon Time NBC Feature on West Coast Shifted; Sponsors Go Along FOR MORE than six years a morning NBC feature over the Western network from San Francisco, the Woman's Magazine of the Air takes an afternoon time to be heard five days a week, Mondays to Fridays, inclusive, from 2 to 3 p. m. (PST), effective March 18. The feature, which replaces Al Pearce and His Gang, will be known as the New Woman's Magazine of the Air and will retain all its present talent, with Bennie Walker as master of ceremonies and Emil Polak as musical director. In announcing the new set-up, Harry Anderson, NBC sales manager, San Francisco, stated that all sponsors on the morning broadcasts will switch to the afternoon hour. Those with 20-minute periods will continue as such through April 12, reverting to the new 15minute schedules April 15. Swift Switches SWIFT & Co., Chicago (meat products) , which sponsored 15 minutes on the Al Pearce and His Gang hour, has switched to the New Woman's Magazine of the Air, to be heard Tuesdays and Thursdays, 2 to 2:15 p. m. Other sponsors who have switched to the new hour with days and time of broadcast follow: Tuesday: M. J. Breitenbach Co., And So They Wed WHAT, no music! exclaimed a shimmery bridesmaid just before a prominent young couple in High Point, N. C. marched down the aisle. Aha, a hunch! Phone the radio station. Which was done, so Johnny Miller, program manager of WBIG, Greensboro, cancelled a network program to broadcast special music for the nuptial ceremonies. N. Y. (Pepto mangan), 2:15-2:35 p. m.; Pet Milk Sales Corp., St. Louis (Pet milk), 2:40-3 p. m. Wednesday : Pioneer Canneries, Seattle (minced clams), 2:15-2:35 p. m., Jell-Well Dessert Co. Ltd., Los Angeles (gelatine dessert), 2:40-3 p. m. Thursday: Van Camp Sea Food Co. Inc., Terminal Island, Cal. (White Star Tuna), 2:15-2:35 p. m.; George W. Caswell & Co., San Francisco (coffee and tea), 2:40-3 p. m.; Friday: Tillamock County Cream Association, Tillamock, Ore. (cheese), 2:15-2:35 p. m., and Pacific Coast Borax Co., N. Y. (20 Mule Team borax), 2:403 p. m. USING radio spots to bolster a big newspaper and poster campaign in markets where it has distribution, Van Camp Sea Food Co., Terminal Island, Cal. (canned tuna) has expanded its 1935 advertising through Emil Brisacher & Staff, San Francisco. Increase After Rate Revision KSD LEADS IN INCREASED LISTENER AUDIENCE Surveys of radio listener audiences covering the primary area of St. Louis to determine justifiable Increases in hourly network rates were made recently by both the National Broadcasting Co. and Columbia Broadcasting System. In the rate changes, KSD was given a 52% increase, KWK 33% and the KmOX rate remains unchanged. Did You Get The 1935 YEAR BOOK? BROADCASTING ^combined with broadcast Advertising' YEAR BOOK AVAILABLE TO ALL SUBSCRIBERS [Without Extra Cost] BROAD«STING National Press Bldg., Washington, D. C. Please enter my subscription to BROADCASTING. Begin with 1935 YEARBOOK Edition. Check is enclosed. □ #3.00 for ONE YEAR— YEARBOOK INCLUDED. □ #5.00 for TWO YEARS or for TWO ONE-YEAR subscriptions YEAR BOOK INCLUDED. Canadian and Foreign Subscriptions #4.00 per year Name Address City State Firm Name Your Position . STATION KSD -THE ST. LOUIS POST-DISPATCH POST-DISPATCH BU1LDINC ST. LOUIS. MO. Edward Petty * Co.. National Advertising Representatives New York Chicago Detroit • San Francisco March 15, 1935 • BROADCASTING Page 31