Broadcasting (Jan - Dec 1935)

"Variety's" Showmanship Poll Thus Rates the Boston Stations 1. WNAC 2. WEEI 3. WMEX 4 5 6 7 After only one year's operation, we feel honored to "show" with our distinguished friends WNAC and WEEI. WMEX Member of Inter-City Group 1500 Ice — 250 w L.S. — 100 w N. HOTEL MANGER — BOSTON In America's Fourth Market Tel. CAPitol 7560 — Teletype Bos. 157 WHEN PEARLOTION WENT RADIO Its Small, Local Distribution Jumped Amazingly; Regional Sales Now Getting Under Way FOR the last five years, a hand lotion known as Pearlotion has been on the market in Minneapolis, St. Paul and immediate vicinity. It was made by a former druggist who has his factory at his small store on the outskirts of Minneapolis. Daytimes he called on the drug trade, sold what he could of his lotion, and evenings he went to his factory and with the help of his wife, manufactured and bottled the preparation. The product was well received, but because of limited capital he was unable to do any advertising, and his sales were limited to his own efforts. While the business showed a small growth each year, in August, 1935, it was still very much of an unknown quantity in the drug trade of the Northwest. And Then Radio EARLY in August, 1935, a new sales company was formed, directed by M. W. Carter, who worked out a radio campaign on WCCO, Minneapolis, and a special sales offer for customers and druggists. The manufacturer agreed to limit himself to the manufacturing and increased his facilities for so doing. The radio program went on WCCO five times a week, 9:159:25 a. m. Tuesday through Saturday, starting in August. For talent they used Hugh Aspinwall, WCCO artist who specializes in old familiar songs and homely TAKE A NUMBER J -fain o and you won't go wrong on a trip! 1. Convenient Departure 2. Dependable Schedule 3. Genuine Air-Conditioning 4. Observation Lounge Car 5. Library Lounge Car 6. Radio Entertainment 7. Tavern Diner 8. ExemplaryService 9. Sleep Like a Kitten 10. Arrive Fresh as a Daisy The ticket agent of any railroad can route you on THE GEORGE WASHINGTON THE SPORTSMAN • THE F.F.V. The finest fleet of genuinely air-conditioned trains in the icorld. CHE sapmkewOhio philosophy, with Ramona Gerhard, staff artist, at the organ. On Oct. 1, the Northwestern Drug News, house organ of the Northwestern Association of Druggists, carried the following story: "One of the outstanding merchandising successes of the past several years in our Northwest territory is the sensational spread of Pearlotion sales. In the short space of six weeks, this preparation has jumped into first place, being the fastest selling item in its class in the territory served by our company. Its introductory 'nail file deal' together with its aggressive merchandising and advertising program under the direction of M. W. Carter have caught on with both retailer and customer. "A unique radio program coupled with newspaper advertising, counter and window displays gives the druggist plenty of ammunition to shoot for profit. It is price protected and therefore a welcome addition to every retailer's stock. "Pearlotion has joined with other manufacturers in sponsoring the special monthly selling events featured by the Northwestern Drug Company. It has contributed valuable time on the air during its daily radio programs over WCCO and merits the one hundred per cent support and cooperation t of our membership." In the first month of Pearlotion programs on WCCO, more than 100,000 bottles were sold to druggists. By the first of November, these had practically all been sold to consumers, and, according to Mr. Carter, a larger reorder business was coming in; so large that the company has expanded its efforts to Iowa, recently buying time on KSO, Sioux City; KRNT, Des Moines, and WMT, Cedar Rapids. 1785 ONE HUNDRED AND FIFTIETH ANNIVERSARY 1935 WALTER WINCHELL, the one man newspaper, has been re-signed by Andrew Jergens Co. (Jergens lotion) until Jan. 1, 1937 making his fifth year on the air for this sponsor Sunday nights on the NBC-WJZ network. PAYROLLS LP 110% FACTORY payrolls in Wisconsin are 22% higher than a year ago and 110% above the '32 low-point. That increase will buy a lot more of what you sell — if you use the one station that covers the Milwaukee-Wisconsin market thoroughly — WTMJ The Milwaukee Journal Representatives, Ed. Petry & Co. Stations and Set Makers Oppose St. Louis Plan to Bar Receivers in Autos RADIO set manufacturers and broadcasters have united in a vigorous campaign against a proposed ordinance in St. Louis to prohibit automobile radios on the ground that they divert the attention of drivers and cause accidents. The proposed ordinance is a part of a safety campaign inaugurated by Major A. J. Lambert, a member of the board of police commissioners. At a hearing on the proposed ordinance in St. Louis on Nov. 25. J. L. Van Volkenburg, manager of KMOX, and a representative of WIL, opposed the ban as representatives of all city broadcasters and radio advertisers. More than 100 opponents from the auto and radio industries appeared. There were no advocates present and action was deferred. It was considered likely, as a consequence, that the proposal will die in committee. Bond Geddes, executive vice president and general manager of the Radio Manufacturers Association, 1 declared in urging opposition to the ordinance that about 4,000,000 auto radios have been sold in the last six years and that there is "no : record of a single accident anywhere attributable to it". He esti-j : mated that in Missouri there are | about 100,000 automobile radios representing an investment of some $3,000,000. Last April a similar measure was offered in Connecticut but failed to get out of committee. Many investigations, he said, have shown conclusively that radio is a safety factor and prevents accidents by keeping drivers more alert, reducing speed, and otherwise. Not a single city or state has yet adopted any anti-radio ordinances of this character. The proposed St. Louis ordinance would impose a fine of not less than $5 and not more than $500 upon any one violating the provision by operating a radio in any vehicle on any street, alley or other public place. RCA Sells EMI Stock PRESUMABLY in line with the centralization of RCA activities and holdings, David Sarnoff, RCA president, announced Nov. 15 that 1,700,000 ordinary shares of the Electrical and Musical Industries Ltd., of England, now held by RCA, have been sold. The purchasers are the British bankers, Messrs. Morgan Grenfell & Co., and Edward De Stein & Co., of London, with the price totaling $10,220,000 payable in cash within three weeks, in New York funds. The shares were sold ex dividend, and RCA therefore will receive in addition to the purchase price, approximately $400,000 in dividends payable this month. Mullen Reelected FRANK E. MULLEN, RCA direc tor of information, was reelected 1 • chairman of the National Radio Conservation Council at a meeting held Nov. 20 in Washington. Plans for a 1936 radio series to promote conservation were discussed. The council was organized two years ago and the program has included participation in the Farm & Home Hour on NBC. Page 44 BROADCASTING • December 1, 1935