NAB reports (Jan-Dec 1944)

1760 N STREET, N. W. WASHINGTON 6, D. C. Vol. 12, No. 29, July 21, 1944 QUESTIONNAIRE SENT TO ALL STATIONS ABOUT WAC RECRUITMENT ADVERTISING In a continuing effort to obtain a fair share of the WAC recruitment advertising budget for radio stations, Lewis H. Avery, NAB Director of Broadcast Advertising, wrote the following letter on July 19: To All Radio Station Representatives “The attached letter and questionnaire will be mailed tomorrow, July 20, to every radio station in the United States. It is intended: “1. To determine whether or not radio stations will accept paid WAC recruitment advertising, and “2. To establish whether or not desirable availabilities exist for such advertising if it were to be placed. “As the enclosed letter points out: ‘To expedite the presentation on behalf of the broadcasting industry, and to consolidate the program suggestions and time avail¬ abilities through one source for the convenience of the advertising agency, NAB has agreed to handle preliminary information.’ “The letter adds: ‘If you have a national representative, please send that organization copies of all correspondence with NAB 071 this subject.’ In other words, NAB does not seek to replace or supersede the functions of radio station representatives or advertising agencies in obtaining infor¬ mation from radio stations on business of this type. “Your co-operation in helping us to obtain early replies from the stations you represent will be greatly appreciated. Will you please write your stations and urge them to re¬ turn the questionnaire as promptly as possible?’’ The letter mentioned in the communication to radio station representatives was mailed on July 20: To All Radio Stations “Having learned that the War Department had appro¬ priated $5,000,000 for WAC recruitment advertising dur¬ ing the current fiscal year, NAB made presentations to both the War Department and Young & Rubicam, Inc., seeking to have a proper share of these funds spent foxbroadcast advertising. NAB based this approach on two facts: “1. Approximately $500,000 was spent for WAC re¬ cruitment advertising during the 1942-1943 fiscal year and approximately $1,500,000 during the 1943-1944 fiscal yeai— all of it in newspapers. “2. The NAB Board of Directors, at its meeting on June 3, 1943, reaffirmed its opposition to the use of government funds for advei’tising but took ‘the position that, if Congress contemplates such legis¬ lation, every effort should be made to see that there be no discrimination as between the press and radio or any other medium of communication. . . .’ “Negotiations have reached a point whei'e NAB needs some definite answers from the broadcasting industry. “Would you or wouldn’t you accept paid advertising to pi-omote WAC recruitment? That’s the first and major question on which NAB needs your definite answer. “It is neither academic nor a moot question. That’s why we want a practical, realistic answer— one by which you would be willing to abide— IF WAC ADVERTISING SHOULD BE PLACED OVER THE RADIO. “Let’s get on with the facts. The Army urgently needs Wacs — lots of them. What’s more, those now in service have established an enviable record of achievement and accomplishment. Any woman between the ages of 20 and 50, who has no children under 14 years of age, is pi-obably eligible to join. Those between 20 and 35 are par¬ ticularly sought. “The campaign for the coming fiscal year (which began July 1, 1944) will be based on the record of the Women’s Army Corps. Various suggestions have been advanced for the presentation of the story as a half-hour program once per week; as three or five quarter-hour programs per week; as dramatized announcements or as station breaks. For which type of service could you clear the best availabilities to reach women between 20 and 35 in particular? “To expedite the pi-esentation on behalf of the broad¬ casting industry, and to consolidate the program sug¬ gestions and time availabilities through one soui-ce for the convenience of the advertising agency, NAB has agreed to handle preliminary information. In so doing, NAB does not seek to supplant radio station representatives, many of whom are valued associate members of NAB. “Nor is NAB interested in any sales commission or other remuneration for such work as the staff members may do. It seeks only to have radio receive its fair share of the advertising budget for this government program of war information. “You will be expected to quote your national rate, grant the advertising agency the usual 15 % commission and pay your national i-epresentative in accordance with whatever contract you may have with them. “If you have a national representative, please send that organization copies of all correspondence with NAB on this subject. “Keeping in mind the theme of the present campaign and the age limits of the prospects for service in the WAC, what availabilities would you recommend? “PLEASE FILL OUT THE ENCLOSED FORM AS COMPLETELY AND FULLY AS YOU CAN. “In so doing, keep in mind the fact that any radio adver¬ tising hi connection with WAC recruitment would 7iot begin before October 1. “PLEASE RETURN THE ENCLOSED FORM AS PROMPTLY AS POSSIBLE SO THAT WE MAY PROP¬ ERLY REPRESENT THE INDUSTRY IN FUTURE NEGOTIATIONS.” July 21, 1944 — 239