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12/22/36
GRUNOW ADVERTISING POLICY CRITICIZED
Taking exception to a change in the advertising policy of the Grunow Radio Company , John J. Fitzgerald writes in the Editor & Publisher;
'In recent months, the placement of this advertising on a general basis has been practically abandoned, due probably to the repudiation of copy, media, and usage by the various dis¬ tributors and dealers who originally were influenced by the campaign, and who thus made it a success.
"The advertising effort has now taken the 'hit or miss' dealer-allowance route, despite the unfortunate experience, in the past, by the radio industry of this form of promotion.
The underlying rea.sons must be either the pressure exerted by distributors and dealers to convert advertising expenditures into greater profits; or the ability of these factors ?Scure lower rates for the placement; or their repudiation of the copy that was effective in obtaining their interest."
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NBC ANNOUNCES PLANS FOR WEST COAST EXPANSION
Greater expansion of NBC on the Pacific Coast and fuller service to listeners is forecast in contemplated changes in San Francisco and Hollywood, which were announced last week y Lenox R. Lohr, President of the National Broadcasting Company.
"In. order to meet the present high demand for more programs originating on the Pacific Coast, we are surveying the situation in San Francisco and Hollywood", Mr. Lohr said. "The
surve/ ™111 be a re-adjustment of personnel and artist stall in these cities, to balance the situation between them.
"The Hollywood Studio facilities and staff will be doubled , he stated, "in order to meet the needs of the new setup, which will permit greater variety in programs, with sustaining fjerm^s originating in both cities, instead of in San Francisco only, as at present."
Construction pla.ns now being ora.wn under the direction Hanson, NBC Chief engineer, call for complete rearrangetne^ present Hollywood quarters, built only a year ago,”
of 0. B raent of
and for an increase in the number of studios use, to eight. Two more stage studios will control board will be installed. The latest system of diffused lighting, minimizing heat incorporated and the entire building will be The revised plant is expected to be ready for 1, 1937,
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from the four now in be built. A master and most efficient radiation, will be air-conditioned, operation September