NAB reports (Jan-Dec 1944)

1760 N STREET, N. W. WASHINGTON 6, D. C. Vol. 12, No. 15, April 14, 1944 BROADCASTING IN THE 4TH WAR LOAN Broadcasters and their advertisers contributed $12,800,000 in time, talent and promotions to the Fourth War Loan campaign. The figure, developed by NAB Research Department, is based on the War Effort Broadcast Reports submitted to NAB monthly by stations, and the report of OWI covering allocations to networks, network advertisers and national spot advertisers. OWI’s estimate, based on net charges — after discounts — was adjusted to place the figure on a gross basis and to include the talent involved. The tabulation of individual station War Effort Reports included detailed information of all efforts originated by the station to promote the 4th War Loan. Included were contributions over and above time and talent — for mass meetings, bond rallies, traveling troupes and countless in¬ genious promotions resulting in the sale of bonds. The NAB figure is without duplication since the station reports of network, network advertiser or national spot advertiser contribution to the war effort are contained in the OWI report. The NAB estimate of $12,800,000 was furnished the Treasury on April 8. Through some misunderstanding, Treasury assumed the NAB figure did not include the OWI allocation estimate. But since it had been included, the Treasury released figure of $15,000,000 was an over¬ statement. COMMUNICATIONS COMMON CARRIERS DENIED DEFERMENTS The Board of War Communications, after careful analy¬ sis of the employment of men under 26 years of age in the common carrier communications industry, submitted a supplementary statement of minimum requirements to the Inter-Agency Committee on Occupational Deferments. Commissioner E. K. Jett, BWC representative on the Inter-Agency Committee, presented the plea for the com¬ mon carriers. The portion of the statement outlining the estimated minimum requirements follows : “Although the Board of War Communications is con¬ vinced that there is no justification for blanket deferment of men under 26, it proposes for the common carrier com¬ munications industry that deferment be considered after screening individual cases for: “ ‘Men in critical occupations as defined in Local Board Memorandum No. 115 with a minimum of 3 years’ serv¬ ice who move war traffic, install essential equipment or protect the continuity of service, and whose withdrawal from such employment in a particular location would result in a serious diminution in the availability or qual¬ ity of war communications service.’ “The application of this definition reduces the number of men in the United States in critical occupations for whom deferments would be requested, as follows: (1) of 31 men under 26 in critical occupations employed in the United States by the international carriers, 20 men meet the requirements of the proposed definition; (2) of 2167 men under 26 employed by the two major domestic carriers, the Bell System and Western Union, 777 men meet the pro¬ posed requirements for occupational deferment. It will be noted that the 3-year experience limitation which is part of this definition is superimposed on the requirement that the men be employed in an occupation listed as ‘critical’ in Local Board Memorandum No. 115.” Even though the total deferments requested for workers in critical occupations under 26 years of age was reduced to only 797 individuals, the request of BWC was denied with the exception of 20 men employed in international communications at cable and radio stations outside the continental limits of the United States. STATION COVERAGE PRIME RESEARCH OBJECTIVE The NAB Research Committee met in Cincinnati, Ohio, April 4 and 5. On Tuesday, April 4 the Committee met in joint session with the Sales Managers Executive Commit¬ tee to hear a report on the coverage method project, to discuss the subject and to view presentations of the CBS and NBC coverage methods. Those attending the joint session which was presided over by Harold Ryan, presi¬ dent of the NAB, were as follows: Sales Managers Executive Committee: Dietrich Dirks, Chairman, KTRI, Sioux City, Iowa; C. K. Beaver, KARK, Little Rock, Arkansas; Sam H. Bennett, KMBC, Kansas City, Missouri; Walter Johnson, WTIC, Hartford, Connecticut; William C. Roux, NBC, New York; John M. Outler, Jr., WSB, Atlanta, Georgia; John E. Surrick, WFIL, Philadelphia, Pa.; Lewis H. Avery, Secretary, NAB, Washington, D. C. Research Committee: Hugh Feltis, Chairman, KOIL, Omaha, Nebraska; Roger W. Clipp, WFIL, Philadelphia, Pa.; Edward F. Evans, WJZ, New York City; G. Bennett Larson, WWDC, Washington, D. C.; Barry Rumple, NBC, New’ York; Frank Stanton, CBS, New York; Jack Williams, WAYX, Waycross, Georgia; Paul F. Peter, Secretary, NAB, Wash¬ ington, D. C. Guests : John Churchill, CBS, New York; Kenneth Greene, NBC, New York; Edward W. Hamlin, KSD, St. Louis, Missouri; Thomas B. Price, WWSW, Pittsburgh, Pa.; Robert E. Dunville, WLW-WSAI, Cincinnati, Ohio; William Doerr, WEBR, Buffalo, New York. The Columbia method for determining station cov¬ erage was presented by Frank Stanton, CBS Vice Presi¬ dent, assisted by John K, Churchill, CBS Director of Re¬ search. The NBC method was presented by Kenneth Greene, NBC Assistant Research Manager, supported by Barry T. Rumple, NBC Research Manager. Both of the presentations emphasized methods employed and results produced to give a clear understanding of the nature of the information developed under each system. (Continued on page 110) April 14, 1944— 109