NAB reports (Mar-Dec 1933)

“It is doubtful if radio advertisers have materially decreased newspaper or magazine advertising. It is true that many news¬ paper publishers in asking for reductions in wages use this as an argument. “New inventions cause many changes in old established indus¬ tries. This, of course, raises objections from those displaced. But were it not for the telephones, graphophones, electricity, automo¬ biles and radios there would be many more idle in the United States. “The executive council believes that progress cannot be stopped. Inventions will continue in greater number than before. Labor’s solution of this problem is reducing the hours in the workday and workweek at adequate wages. There is no other remedy and labor uses every effort to organize the wage-earners in order that they can secure a comfortable living and more leisure. If the five-day week and six-hour day were in effect there would not be as many idle workers in the United States.” RADIO EMPLOYMENT AGAIN INCREASES September employment index for September was 133.6 com¬ pared with 108.2 for August and 68.1 for September of last year taking 1926 at 100, according to the Bureau of Labor Statistics, Department of Labor. The payroll index number for September was 91.2 compared with 73.9 for August and S6.1 for September of last year. INFORMATION REQUESTED The NAB has been asked by members for information con¬ cerning the whereabouts of: A. M. Parmenter, 36 to 40 years old, about 210 pounds, about 6 feet 1 inch in height, fair complexion. Gayle Norman 2nd, 25 to 30 years old, about 5 feet, 10 inches, about 140 pounds, dark complexion. J. J. Moore of the National Feature Service Company. CHAIN STORE ADVERTISING Newspaper advertising is the predominant type of advertising among chain stores, according to the Federal Trade Commission’s latest report on chain stores entitled “Chain Store Advertising,” which is made public today. More than 86 per cent of the 1,030 chains reporting their detailed advertising expenditures for a recent year used newspaper advertis¬ ing and these chains operated 96.3 per cent of the stores of this group, the Commission reports. Only three kinds of chains, namely, tobacco, men’s shoes, and dry goods, reported less than 50 per cent of their total advertising ex¬ penditures as being for newspaper advertising. All three showed higher than average proportions of their total advertising expendi¬ tures under other types of advertising. Millinery, unlimited price variety, and furniture chains re¬ ported newspaper advertising expense as accounting for more than 90 per cent of their total expenditures for advertising. Grocery and meat chains reported 72.2 per cent of total advertising expenditures used for newspaper advertising; grocery chains, 72.8 per cent; drug chains, 76.2 per cent; and department store chains, 60.4 per cent. The chain-store schedule specified ten different kinds of advertis¬ ing including the miscellaneous category, “other” advertising. In tabulating the answers, however, the number of kinds of advertis¬ ing was cut to eight because of the small number of chains report¬ ing one cent sales as a form of advertising, and because, although a substantial number of chains reported “national magazine advertis¬ ing” inspection of the replies showed that some of the chains sr reporting had termed advertising in local school magazines and theatre programs “national magazine advertising.” Slightly over 86 per cent of the 1,030 chains reporting their de¬ tailed advertising expenditures for 1928 used newspaper advertis¬ ing and these chains operated 96.3 per cent of the stores. Pamphlet and dodger advertising was reported by 24.9 per cent of these chains, operating 32.1 per cent of the stores, and window and counter dis¬ play advertising by 23.8 per cent of the companies which operated 55.6 per cent of the stores. Billboard and outdoor advertising was used by 7.3 per cent of the chains operating only 2.6 per cent of the stores. Free goods as a forjn of advertising was used by 4.3 per cent of the reporting chains and these operated 4.0 per cent of the stores. Street car and bus advertising was reported by only 1.7 per cent of the companies, but these operated 13.4 of the reported stores. Miscellaneous or “other” advertising includes a wide variety of kinds of advertising, and 21.7 per cent of the chains operating 56.0 per cent of the stores, used “other” advertising. Included in this category are national magazine, one-cent sales, direct mail, radio. premiums, contributions and numerous other expenditures reported as advertising. FEDERAL RADIO COMMISSION ACTION HEARING CALENDAR Monday, October 23, 1933 WEVD— Debs Memorial Radio Fund, Inc., New York, N. Y.— Modification of license, 1300 kc., 1 Kw, share with WBBR, WFAB, and WHAZ. Present assignment, 1300 kc., 500 watts, shares with WBBR, WFAB, and WHAZ. (Others notified.) Tuesday, October 24, 1933 WODX— -Mobile Broadcasting Corp., Mobile, Ala.— Modification of license, 1380 kc., 500 watts, unlimited time. Present as¬ signment, 1410 kc., 500 watts, simultaneous daytime opera¬ tion with WSFA, sharing at night. Wednesday, October 25, 1933 Oral Argument Before Commission en banc WMBD — Peoria Broadcasting Co., Peoria, Ill. — Modification of license, 1440 kc., 500 watts, unlimited time (facilities of WTAD). Present assignment, 1440 kc., 500 watts 1 KW LS, shares with WTAD. WTAD — Illinois Broadcasting Corp., Quincy, Ill. — Renewal of li¬ cense, 1440 kc., 500 watts, shares with WMBD. WTAD — Illinois Broadcasting Corp., Quincy, Ill. — CP to move station to E. St. Louis, Ill., 1440 kc., 500 watts, share with WMBD. Hearing Before Examiner NEW — Williard G. Demuth, Uhrichsville, Ohio — CP, 1370 kc., 100 watts, daytime. Thursday, October 26, 1933 NEW — Jos. S. Crawford & L. E. Ore, Erie, Pa. — CP, 1420 kc., 100 watts, unlimited time. NEW — Church of Christ (T. C. White, business manager and Operator), Stamford, Texas. — CP, 1200 kc., 100 watts, day¬ time. Friday, October 27, 1933 KOIN — KOIN, Inc, Portland, Oregon— CP, 940 kc, 1 KW, 2]/2 KW LS, unlimited time. Present assignment, 940 kc, 1 KW, unlimited time. APPLICATIONS GRANTED WJBK — James F. Hopkins, Inc, Detroit, Mich. — Granted special temporary authorization to operate from 8:15 to 9 p. m, EST, on October 20. ■ Page 203 •