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PHILIP STEVENS
KMOX
LEWIS MARTIN war
JAMES TAYLOR
WGAR
THE
By Leo Kovner
MARK EVANS WTOP-WRVA
MORGAN BAKER
WEEI
ALLEN GRAY wcco
GALEN DRAKE
WCBS
JOHN TRENT WCAU
PAUL GIBSON*
WBBM
PHIL NORMAN KNX
'Picture never published.
GRANT WILLIAMS KSL-KIRO
LEE ADAMS
KCBS
AN INSISTENCE on sound, believable advertising on its programs, plus an ad lib, just-between-us delivery, has won for CBS Radio's Housewives' Protective League a unique spot in broadcasting annals.
Besides paying off handsomely — the property grosses approximately $3 million a year and its programs reach a national audience estimated at about 1 5 million families weekly — HPL has proved that in practice as well as in theory "the program that sponsors the product" (that's HPL's slogan) pays off in favorable and sometimes almost fantastic low-cost success stories for advertisers.
Now well into its 21st year on the air, HPL has regional programs in 14 U. S. markets and has ventured tentatively into television on Washington's WTOP-TV. The television program, however, is not actually a part of the vast and prosperous HPL domain, which is firmly rooted to an aural audience.
Today, Housewives' Protective League is a program service of CBS Radio, the network having purchased it from founder Fletcher Wiley in 1947. Starting in 1934, Mr. Wiley nursed the program along from its infancy on the then independent KNX Los Angeles through its expansion to four markets. And the program idea he came up with made him a wealthy man; he sold his four-market package to CBS for a million dollars and is now retired, owner of two west coast ranches and other property.
Shortly after it was acquired by CBS, Edward W. Wood Jr. was brought in as HPL's sales manager. In 1950 Mr. Wood assumed the position of general manager as well, and during his tenure has witnessed HPL's growth to a 14-station, major-market operation.
It Started Small
It wasn't always a big operation, however. When Mr. Wiley first approached KNX with his idea, he had no previous radio experience to offer along with his services. He had started as a California food broker — which may account partially for the fact that HPL programs run so strongly among food advertisers — and also had attained considerable experience in a variety of other fields. Nonetheless, despite his lack of radio background, he sold his idea to KNX and to try it out was assigned six half-hours a week.
Broadcasting
Telecasting