NAB reports (Jan-Dec 1944)

ADVERTISERS WAR EFFORT CONTRIBUTION 1760NSI., N.W. WASHINGTON Phone NAtional 2080 J. H. Ryan, President C. E. Arney, Jr., Secretary-Treasurer Robert T. Bartley, Director of War Activities ; Lewis H. Avery, Director of Broadcast Advertising ; Willard D. Egolf, Assistant to the President ; Howard S. Frazier, Director of Engineering ; Paul F. Peter, Director of Research ; Arthur C. Stringer, Director of Promotion. SALES MANAGERS EXECUTIVE AND RESEARCH COMMITTEES WILL MEET IN CINCINNATI The NAB Research and Sales Managers Executive Com¬ mittees will hold a joint meeting at the Netherland Plaza Hotel in Cincinnati on Tuesday, April 4. The agenda includes a discussion of audience measurement and a review of the proposed standards for the determination of coverage maps. The second day, Wednesday, April 5, will be devoted to separate meetings of the two groups. The program for the Sales Managers includes a review of the participation of the group in the Promotion Clinic of the National Retail Dry Goods Association, a discussion of plans for the participation of NAB in the Proprietary Association Advertising Clinic in New York on May 16, a report of the industry reaction to the proposed continuing discount clause and a discussion of future activities of the Sales Managers Executive Committee. Sales Managers Participate in NRDGA Promotion Clinic As reported in Broadcast Advertising Bulletin No. 9, March 24, plans are now complete for the broadcast adver¬ tising day on Thursday, April 6, at the Promotion Clinic of the NRDGA. The morning and afternoon sessions will be devoted to a discussion of the questions most frequently asked by retailers about the use of broadcast advertising. Two of those most often voiced are: What is being done to help retailers benefit from radio? What are the best means of using radio? The War Advertising Council included in their recently released annual report an estimate of the value of time and space devoted by advertisers to major war theme messages to the home front during the year 1943. The figures are as follows: Advertising War Theme Support War Bonds . $ 88,840,590 Food . 46,586,794 Conservation . 38,927,109 Armed Services . 30,835,335 Manpower . 21,633,792 Anti-Inflation . 11,304,864 National War Fund . 10,899,591 Red Cross . 10,616,014 Don’t Travel . 8,802,898 Civilian Services . 4,719,624 Information Security . 392,828 Housing . 182,675 Forest Fire . 127,824 Miscellaneous (This classification covers war themes not included above, as well as ads that contain multiple war theme appeals.) 53,920,435 Total . $327,790,373 In the NAB Reports of March 10, the Research Depart¬ ment estimate of the total value of radio’s contribution (sponsored and sustaining) to the war effort in 1943 was shown to be $202,150,500. In the description of the esti¬ mate it was pointed out that $81,000,000 of that amount was the value of time “devoted directly to some phase of the Governments war program given on a sponsored or commercial basis.” This amount is included in the $352,650,000 estimated by the War Advertising Council. It is not made clear in the Council’s annual report whether their total estimate includes the value of talent contributed by radio. If if does, the Research Department estimates that from $20,000,000 to $25,000,000 would be added as the value of the Radio Advertiser’s contribution. OREGON-WASHINGTON BROADCASTERS MEET The panel to represent broadcasters in the discussion will probably include: Co-Chairman, Dietrich Dirks, KTRI, Chairman of the Sales Managers Executive Committee; C. K. Beaver, KARK; Thomas D. Connolly, CBS; Walter Johnson, WTIC, and John M. Outler, Jr., WSB. Joyce Forecasts Television at Thursday Luncheon Another question which retailers repeatedly ask is: What part will television play in the future? To answer this question, the NRDGA has invited Thomas F. Joyce, Man¬ ager, Radio, Phonograph & Television Department, RCA Victor Manufacturing Company, to speak at the luncheon meeting on Thursday. Mr. Joyce, whose talk before the Sales Executives Club of New York two weeks ago at¬ tracted the largest attendance in the history of the club, is expected to cover the subject from the many angles in which retailers are interested, ranging from the sale of television receivers to the use of the medium by department stores. On March 24 and 25 the OregonWashington broad¬ casters held a series of meetings in Portland, Oregon. The morning of the 24th, broadcasters from the two states met separately for the purpose of holding the elections for their state associations. The Washington broadcasters adopted new by-laws and elected the following officers: Harry R. Spence, KXRO, President; Loren B. Stone, KIRO, Vice President; Robert E. Priebe, KRSC, Secretary-Treas¬ urer; R. G. McBroom, KFIO, Trustee; and J. A. Murphy, KIT, Trustee. The outcome of the Oregon Broadcasters Association election has not yet been reported. On Saturday, March 25, a meeting of the sales managers of the 17th NAB District, which embraces Oregon and Washington, was held. Hal E. Short, manager of the advertising agency in Portland bearing his name, Fred G. Goddard, KXRO, and Arthur House, Portland adver¬ tising man, all made talks. The meeting was presided over by Chet Wheeler, who is chairman of the 17th District Sales Managers Committee. A full account of the meeting will be given in next week’s NAB Reports. 96 — March 31, 1944