Broadcasting Telecasting (July - Sept 1951)

AB MEMBERSHIP Ac*ive T«*al 866-Ryqn riVE BAB membership total of as of Friday was disclosed by liam B. Ryan, president, in the . public report of membership (res for the central sales proton bureau. e announced that "a vigorous h in the proven values of radio ertising and a growing spirit cooperation in industry-wide s promotion" had combined to 3uce "a numerically strong stamembership foundation for the BAB." eporting that broadcasters were acting "a feeling of optimism at the new BAB," Mr. Ryan died that Niles Trammel, NBC Ird chairman, had referred to B's recent accomplishments as pressive" and its establishment "one of the most progressive is taken by the radio industry e World War II." Between that appraisal," Mr. .n continued, "and the large .ety of reasons given by veteran adcasters in key markets as to r they have united in support BAB, lies the necessity for it; outline of its functions and %es; its role in the selling sphere; overall and day-to-day job." he BAB head made public ;ements by prominent broad [;ers of their reasons for joining B: alter J. Damm, WTMJ Milwau — "For years we have felt that radio industry has for a long time fled a cooperative effort to 'sell' 1 o in competition with other media, are satisfied the revitalized BAB | and must be the answer. Radio, ■ ago, should have prepared itself i the 'facts' of its true selling *r, and it is our feeling that it is too late to make this effort. To us 5 is the answer to correlating and g these facts." E. Baudino, KDKA Pittsburgh — dio with its usual reticence has jys underplayed the amazing story ^he medium that reaches the most ijole most efficiently and for the ■it amount of money. We feel that radio story must be presented :inuously and BAB is proving itto be the aggressive, alert organion necessary to give the complete 0 picture." . Newton Wray, KTBS Shreveport 3y producing tangible and direct s aids and promotional material 1 simple and usable form adaptfor both national and local sales, 1 will give radio the stature it has ': deserved. A comparative study case histories should prove the iriority of radio over newspaper i sales medium." artin B. Campbell, WFAA Dallas "Jow, more than ever, broadcasters 1 a central advertising bureau to radio for what it is — a tremensly potent sales force. I don't see r any except the most short sightstation operators can afford to out of BAB." arry Butcher, KIST Santa Bara — "BAB is a critically important ■ motional arm for all radio stais. I find it gives intelligent and :ific assistance even in local mar kets. Certainly radio has a vital story to tell and BAB has been' and I am confident will continue to be radio's most aggressive salesman." Jack Harris, KPRC Houston — "In my opinion, broadcasting's future for the next 20 years depends upon far sighted and aggressive action by broadcasters today. I know of no other organization better equipped to assure a sound future for broadcasting than BAB. Under present conditions BAB is not just something we should join but an organization we must actively support with our funds and our energies." Thomas H. Anderson, KALL Salt Lake City — "When all the cold, hard WCAO Baltimore gave a cocktail party so that New York timebuyers could get to know Hugh Wanke, the station's newest morning man. Among those present were (I to r) Robert Richmond, WCAO assistant general manager; Mr. Wanke, new WCAO disc jockey; Frank Silvernail, BBDO, and Ralph McKinnie, sales manager, Paul H. Raymer Co., WCAO station representative. AGGRESSIVENESS In Selling Radio, Urged by Ryan RADIO, like any other medium facing competition, must adopt a more aggressive sales procedure and "go out and fight like hell to defend and improve its position." This warning was sounded last week by William B. Ryan, BAB president, before managers and salesmen of the Southern California Broadcasters Assn. Expressing the optimism that "radio is here to stay," Mr. Ryan said the medium is now going through the same period of selfexamination, adjustment and concerted industry-wide promotion which all other media experienced on the advent of radio itself. Admitting that television had cut into radio listening, Mr. Ryan nevertheless said that "in the blackest picture" he had ever seen painted, radio listening was shown to consume more than two hours a day in homes with television — "more time than is spent reading newspapers, magazines or books." Further, the millions of homes without TV still listen to radio more than four hours daily, he added. Realign Selling Perspective He further urged broadcasters to stop selling radio on the basis of how small an audience it delivers, through excessive use of program ratings, and start promoting it on basis of total audience plus specific results. "Good rating services have their place in the evaluation of radio programming," he agreed, "but they must be used only to study trends of program popularity and be considered only as one factor in total framework of radio's values." Mr. Ryan suggested that broad casters give intense attention to improved programming and exploitation, stick to their rate card prices and avoid P. I. deals, which he stated have been as important as TV competition in causing buyers to demand general rate reductions for radio time. Deploring network rate cuts, he attributed them to undue dependence on ratings and lack of sufficient basic research on cumulative values of radio. BAB will undertake to supply such research, he said, first on pilot basis in selected markets and later nationwide. "The buyer will determine radio's real value by the extent to which it accomplishes his objectives," he stated, "including, but not necessarily limited to, volume of sales." Mr. Ryan suggested three major efforts to increase local business: (1) Study the prospect's business, combining background material of BAB retail sales aids plus conversations with store personnel and customers; (2) present the prospect a plan based on good copy approach to his sales problems; (3) after selling, service the account constantly with new information and merchandising suggestions. Mr. Ryan has returned to New York following conclusion of a round of speeches in the West. facts are assembled, AM radio will still be on top. . • . We expect our membership in BAB to pay off in valuable, hard-hitting sales ammunition." Bill Schroeder, WOOD Grand Rapids— BAB is "a necessary element to the continued prosperity of those radio stations rendering genuine service to their listeners and advertisers. Radio advertising continues to be one of the strongest, least expensive tools available. . . ." William M. Dawson, WARM Scranton, Pa. — BAB "is one of the most practical and useful aids in selling radio time. ... It not only gives our salesman an intelligent approach to the situation, but arms him with a powerful selling tool, and its continuous help for all phases of business is a must." Elias I. Godofsky, WHLI Hempstead, Long Island, N. Y., considered BAB a "necessary tool" for telling radio's story, developing new advertisers and combatting propaganda of competitive media. "If BAB succeeds, and with industry-wide support it must, good stations everywhere will experience a healthy increase in income and will be even more useful to the communities they serve," he said. KING INTEREST Hearst Buys One-Fourth ACQUISITION OF one-fourth interest in King Broadcasting Co., Seattle (K I N G A M TV) , by Hearst Radio Inc., was announced jointly last Friday by the Hearst subsidiary and Mrs. A. Scott Bullitt, KING president. The price was in the neighborhood of $375,000. The Post Intelligencer is the Hearst newspaper in Seattle and the arrangement, according to Mrs. Bullitt, will make for closer association between the newspaper and the station operations in providing the public with news and sports coverage, as well as community service. Majority ownership is retained by Mrs. Bullitt. The transaction was consummated following negotiations which had been conducted by the late Tom A. Brooks, Hearst Radio vice president. Hearst owns three AM stations— WBAL Baltimore, WISN Milwaukee, and, via Hearst Consolidated, WCAE Pittsburgh. It also has one television station — WBAL-TV. President of Hearst Radio Inc. is Charles McCabe, also publisher of the New York Mirror. OADCASTING • Telecasting AMERICAN TOBACCO FTC Issues Cease Order AMERICAN Tobacco Co., New York, maker of Lucky Strike cigarettes, a leading radio and television advertiser, last week was ordered by the Federal Trade Commission to stop making certain advertising claims. The order specifically outlaws claims that Lucky Strike cigarettes — or the smoke from them — contain less nicotine or less acid than other leading cigarettes. Also banned are representations that Luckies are less irritating to the throat than other brands and that Luckies are preferred 2-to-l by independent tobacco experts. July 2, 1951 • Page 27