NAB reports (Jan-Dec 1943)

O F i ro>k;&G,A S T EH’S 1760 N St., N.W. WASHINGTON Phene NAtional 2080 Neville Miller, President C. E. Arney, Jr., Secretary-Treasurer Lewis H. Avery, Director of Broadcast Advertising ; Walter L. Dennis, Chief, News Bureau: Willard D. Egolf, Assistant to the President: Howard S. Frazier, Director of Engineering : Joseph L. Miller. Director of Labor Relations : Paul F. Peter, Director of Research: Arthur C. Stringer, Director of Promotion. EGOLF REQUESTS BALANCE OF DISTRICT PUBLIC RELATIONS CHAIRMEN APPOINTMENTS Seven NAB district directors have not yet appointed public relations chairmen for their districts and Willard Egolf, NAB assistant to the president, asks that these appointments be made in time to present a full slate of p.r. chairmen to the September 15 meeting of the NAB p.r. committee. Three district public relations chairmen visited Mr. Egolf at NAB Washington headquarters recently, includ¬ ing Clarence Leich, district 8, WGBF-WEOA; Irvin G. Abeloff, district 4, WRVA, and Karl 0. Wyler, district 13, KTSM. The seven other chairmen already appointed are; Ed¬ ward Hill (1), WTAG; Michael R. Hanna (2), WHCU ; Vernon H. Pribble (7) , WTAM ; Merle Jones (10),KMOX; Robert D. Enoch (12), KTOK; Harry Buckendahl (17), KALE, and John Elwood (15), KPO. Broadcast Advertising WHAT OTHERS SAY TO HELP YOU SELL The Department of Broadcast Advertising tries to re¬ view as many advertising and business papers as possible in search of articles by leading authorities that will help you to sell more time on the air. Recently several articles, bearing principally on the use of broadcast advertising by department stores, have been read, checked and re¬ printed. The appearance of such articles with increasing fre¬ quency in publications directed to retailers is proof of the timeliness of the Retail Promotion Plan — proof, too, that this project should have industry-wide support. With this issue of the NAB Reports are enclosed three reprints — two of which bear directly on the use of broad¬ cast advertising by department stores. Put these stories to work for you with your local prospects — and write for more copies if you can use some — they are available. WHY ADVERTISE NOW? No other question is being asked more frequently of advertising solicitors today than that new bugaboo: “Why advertise now?” Although the director cited a number of reasons why present-day advertisers should continue their campaigns without interruption or reduction, at the District meetings last fall, an unusually pertinent sum¬ mary appeared in the August 13, 1943, issue of Printers’ 362 — August 27, 1943 Ink. The article is entitled: “Why Merchandise-short Retailers Must Continue Advertising” and was written originally for the Gruen Watch house organ. It makes a common-sense case for the continuation of advertising with sound emphasis on the post-war market. STORE LAUNCHES RADIO PROGRAM The July 26, 1943 issue of Broadcasting carried a con¬ vincing story on the “Hour of Melody” over KSFO, San Francisco, for Hale Bros. It is further proof of the importance of continuity and long-range planning in the sale of broadcast advertising to department stores. OTHER DEPT. STORE STORIES The May, 1943, issue of Dry Goods Journal featured a story you should show every retail prospect. Entitled “Wartime Use of Radio Advertising,” it recounts success stories that should build conviction with you and your prospects that department stores and retailers can make increased use of broadcast advertising, both profitably and promptly. Be sure these stories reach your sales staff. Or, if you w'ant to keep these copies for yourself, write a brief note and you will receive extra copies. THIRD WAR LOAN If you didn’t read “Broadcast Advertising Bulletin No. 4,” enclosed with the last issue of the NAB Reports, why not read the enclosed copy right now? The nation¬ wide campaign to promote the Third War Loan offers you an opportunity to write the biggest volume of business in the history of your station and, most important of all, to render a public service in your community that will be unmatched by any other medium. Read all about it in the enclosed bulletin. SALARY FREEZE RELIEF IS GRANTED RADIO Some relief for radio from the salary freeze was granted by the War Labor Board this week when new rules for employers of 30 or less were issued. Employers of 30 or less may now grant, without WLB approval, individual merit increases which individually do not amount to more than 10 cents an hour in any one year, and which, in total, do not amount to an average of more than 5 cents an hour in any one year starting July 1. Employers of 8 or less are exempt from the salary freeze altogether. The “30 or less” rules may be applied to various “estab¬ lishments” within a company. For instance, it would appear that transmitters may be separated from studios for the purpose of determining the number of employees. Additional increases, beyond the 10 cents an hour, may be granted without WLB approval if included in a plan approved by the WLB or meeting WLB requirements. (See pages 260 and 282 in NAB Reports.) FULL USE OF VENEREAL DISEASE TERMS ON AIR URGED BY WOMEN’S GROUP The following resolution, which is self-explanatory, was forwarded to NAB by Elliott Ness, director, social protec¬ tion division. Federal Security Agency. Inasmuch as NAB has cooperated with this agency in the current nation¬ wide venereal disease campaign, we are printing this reso¬ lution as part of that cooperation :