NAB reports (Jan-Dec 1942)

1626 K St., N. W. WASHINGTON Phene NAtional 2080 Neville Miller, President C. E. Arney, Jr., Assistant to President Lewis H. Avery, Director of Broadcast Advertising ; Howard Frazier, Director of Engineering ; Joseph L. Miller, Director of Labor Rela¬ tions: Paul F. Peter. Director of Research ; Russell P. Place, Counsel: Arthur C. Stringer, Director of Promotion. RETAIL PROMOTION CAMPAIGN LAUNCHED (Continued from page 617) tising by various types of accounts, including recent case histories of its use in the field of retail distribution. Among the subjects in this portion of the presentation are : Where does radio fit into the retailers’ problems? What is the retailers’ problem in the use of radio as revealed by the N.R.D.G.A. survey? How should you buy radio time? How should you measure a radio audience? How can you insure your radio investment? How do you set up a radio department in your store? What can you expect from your radio station? Preliminary discussions with leading retailers indicate that the answer to every single one of those questions is of vital interest right now to all retail advertisers. The plan proposed by the Retail Promotion Committee of NAB will seek the answers to all of these questions and endeavor to present the answers in an easily understood and fully authenticated fashion. During the preliminary discussions and the preparation of the outline of the proposed plan, the Retail Promotion Committee of NAB has worked very closely with the Sales Promotion Division of the N.R.D.G.A. The final outline and purpose have received the unanimous and enthusiastic endorsement of the directors of that division of N.R.D.G.A. In a letter today to all commercial radio stations in the United States, Chairman Morency pointed out that while the preliminary thinking and work on this plan has been conducted under the direction of NAB, participation in the plan is available to NAB member and non-member stations alike, as well as to Canadian broadcasters. En¬ closed with the letter was a pledge blank and schedule of charges for participation, based on gross income of the individual stations during 1941. During the series of NAB district meetings, which has just gotten under way, details of the proposed plan are being explained to station executives and sales managers by Lewis H. Avery, Director of the Department of Broad¬ cast Advertising of NAB. The details of the presentation will be perfected by Mr. Coons with the guidance of the committee when the neces¬ sary finances are assured. The campaign to secure funds will, in addition to the letters heretofore mentioned, be carried on at the District meetings. Indicative of the enthusiasm of the industry, the broadcasters of the Fourth and Fifth Districts have unanimously endorsed it and pledged their whole-hearted support. The tentative plan of the committee as outlined by Mr. Coons contemplates a motion slide, transcribed and live talent packaged show with a trained master of ceremonies to handle the presentation. For the use of those commu¬ nities and areas who do not desire outside talent there will be an adaptation that may be staged by local broad¬ casters without outside assistance. There will also be a desk presentation for the use of stations in dealing directly with retail establishments. More than passing interest in the plan has been evi¬ denced in retail circles. Not only has the Sales Promotion Division of NRDGA rendered helpful assistance in the preliminary planning, but it has pledged its cooperation to secure the attendance at the various presentations of the key personnel of department stores and other retail estab¬ lishments. With the united efforts of broadcasters throughout the nation and in the various communities and areas, it is confidently predicted that this Retail Promotion plan will contribute much to both retailers and radio stations. With the preliminary work behind it, Mr. Morency’s committee is concentrating its efforts upon the financing phases of the project. A goal of $125,000 to $150,000 has been set to be raised in accordance with the following classifica¬ tion schedule; Revenue Group Allocation Classification * Classification Per Station Under $15,000 A $25.00 15,000 20,000 B 30.00 20,000 25,000 C 35.00 25,000 30,000 D 40.00 30,000 35,000 E 45.00 35,000 40,000 F 50.00 40,000 45,000 G 55.00 45,000 50,000 H 60.00 50,000 55,000 I 70.00 55,000 60,000 J 80.00 60,000 65,000 K 90.00 65,000 70,000 L 100.00 70,000 80,000 M 125.00 80,000 90,000 N 175.00 90,000 99,000 0 250.00 100,000-200,000 P 500.00 200,000-500,000 Q 600.00 Over 500,000 R 750.00 * Based on 1941 income, including network billings, but less frequency and agency discounts, if any. Pledges only are being accepted at this time. No pay¬ ments are being asked until a sufficient amount has been pledged to definitely assure the successful financing of the entire plan. Reports on the progress of the campaign will be given in NAB REPORTS each week. Here is something that deserves the considered and fa¬ vorable action of every broadcaster in the nation. In addition to promising radio a larger share of the retail advertising budgets, the success of this plan would bring in to radio many advertisers of nationally distributed mer¬ chandise in the clothing field which have not heretofore used radio. From this standpoint both large and small stations stand in a position to derive direct benefits. Every station manager is asked to carefully study this plan as outlined in the letter sent out by Chairman Morency and the committee on Friday, October 30. In addition to Chairman Morency, the Retail Promotion Committee of NAB includes: John M. Outler, Jr., WSB; Dietrich Dirks, KTRI; William C. Gillespie, KTUL; Sher¬ man D. Gregory, WEAF; Arthur H. Hayes, WABC; Walter Johnson, WTIC. Salaries Stabilized Salaries as well as wages in all establishments employ¬ ing eight or more persons are now “stabilized.” The effective date of stabilization of salaries under $5000 was October 27. The effective date for salaries of $5000 or more was October 3. 618 — October 30, 1942