NAB reports (Jan-Dec 1942)

Jr., WKIP, and “How to Improve Commercials,” by Horace Schwerin. TRADE PAPERS. Special articles on various phases of radio advertising were contributed by the Director to trade publications, or secured from outside sources and guided to publication. TALKS. During the year the Director spoke on commercial radio topics before the national AFA convention in Boston, a dis¬ trict AFA convention in Tulsa, the Columbus, Ga., Rotary Club, the Atlanta Advertising Club, the Omaha Advertising Club, the Hartford Advertising Club, the Worcester Advertising Club, the .Advertising Club of Los Angeles, the Denver xAdvertising Club, the Radio Executives Club of New York, the NRDGA convention in New York, and the ACPA convention in Columbus, Ohio. Sev¬ eral talks were broadcast over single stations and regional hook-ups. DEALER-COOPERATIVE STUDY. The Department was directed by the Sales Managers Division at the St. Louis NAB convention to conduct a nationwide study on dealer-cooperative advertising. This was completed during the year with the assist¬ ance of the NAB Department of Research, and distributed to cooperating members. MERCHANDISING SURVEY. Similarly, a nationwide radio merchandising survey was authorized and completed, with the re¬ sults published and distributed to all members. CHECKING SERVICES. Commercial checking services were investigated as a potential threat to radio billings, and a confi¬ dential report was issued in a special bulletin to all U. S. radio stations irrespective of NAB membership. Check-systems were devised and recommended whereby stations could perform with a maximum of commercial efficiency, and an educational campaign was carried on among agencies and clients, informing them of the steps taken by broadcasters to insure proper performance. STATION PERFORMANCE SURVEY. A test survey of rep¬ resentative stations was conducted during the month of February, 1942, by WSB, 50,000 watts; WSPD, 5,000 watts; and KTRI, 250 watts, showing radio station performance on commercial broad¬ casts of all types to be 99..38% satisfactory, with a “predictable margin of error” of .0062, and with such errors satisfactorily re¬ ported to clients and adjusted. This survey was given to all mem¬ bers, and additional wide distribution in advertising circles was obtained. ARMY PROGRAMS. Cooperating with the Radio Branch, Bureau of Public Relations, War Department, a survey was made of programs originating at Army camps and commercially sponsored. PER-INQUIRY, FREE TIME. A constant educational cam¬ paign was carried on among radio stations, advertising agencies and clients, to discourage attempts to misuse the radio medium with unwarranted requests for free time or attempts to break down legitimate rate structures. The industry attitude was explained to every offending agency or client, and NAB members were kept informed through the weekly NAB Reports. SPECIAL PROBLEMS. Through daily correspondence with member stations, assistance was given on special problems involv¬ ing commercial broadcasting and sales helps were given when re¬ quested. During the year, such individual requests from members showed an increase of approximately 400% over the previous year. MISCELLANEOUS. Alleged double-billing practices of news¬ papers were investigated and referred to the ANPA ; statements from the ANA opposing special newspaper editions or sections were distributed to members; cooperation was extended to special NAB committees working on such matters as Daylight Saving Time, the proposed Federal Time Sales Tax and the Sanders Bill; evidence was gathered on the value of Saturday time for commercial broad¬ casting; problems of handling commercial mail were considered and a standard contract clause was recommended ; a cash discount was opposed, as well as the allowance of agency commission to clients on business placed direct. The whole-hearted cooperation received throughout the year from all other NAB staff members is noteworthy. Without their valued assistance, as well as the support of the Executive Com¬ mittee, the Board of Directors, the Sales Managers Committee, the Code Committee and the Research Committee, the year’s program would undoubtedly have been materially curtailed. Respectfully submitted, Frank E. Pellecrin, Director of Broadcast Advertising. [25 J