NBC Transmitter (Jan-Nov 1945)

2 NBC Transmitter VOL. 10 JA NUARY, 1945 No. 4 NBC Transmitter Pu.blished Monthly by the Is National Broadcasting Company RCA Building, Radio City, N. Y. ON THE MARCH As this issue of The Transmitter goes to press, plans are being completed for a two-day Parade of Stars display on the Starlight Roof of the Waldorf-Astoria Hotel. This New York exhibit. schedulc<l for February 8 and 9, was based on reports from l.^iO stations. , The record-breaking number of Parade of Stars promotions throughout the United States followed a variety of powerful merchandising patterns. Radio itself played no small part in boosting the Parade. Newspaper, billboard, car card and window display ideas galore were used with great success throughout the nation, as the photographic evidence on pages 4 to 6 of this issue will bear out. Most impressive part of the excellent results tabulated and displayed at the New York exhibit is the fact that the returns thus far represent but four months' activity of an all-year campaign. The display is to he shown in Chicago on February 21, and in Los Angeles on April 9. Even while the exhibit of fourmonth achievements is being shown, NBC stations from coast to coast will go on creating and presenting additional forceful ex|)loitation ideas relating to the top-bracket stars on the network most j)eople listen to most. BOND SALESMANSHIP Space limitations do not permit inclusion of detailed items on NBC alii hates’ War Bond sales elforts. Hence, on juige l.v of this issue, a representative selection of photographs of stations' bondselling activities is presented. It is important to note that the pictures were selected because* tliey were typical of sales ingenuity and toj)-notch programming arranged by all NBC. outlets. Stations, performers and sjeonsors donatcel lime, talent and ideas for the brilliant broadcast campaigns that helped substantially in raising — and surpassing IX ar Loan (piotas. WTMJ’s Music Club Tie-In Offers Young Artist Series MILWAL KEE, WIS.— Talented young Wisconsin musicians again have an opportunity to appear in j)uhlic recitals and on radio broadcasts through the joint efforts of the Wisconsin Eederation of Music Clubs and The Milwaukee Journal's radio stations. WTMJ and WMEM. The first program of a 26-week series, “Starring Young Wisconsin Artists,” was broadcast on WTMJ and WMEM. January 7, from tbe Radio City auditorium studio. A .30-minute public recital preceded the broadcast. Fifty-six young Wisconsin musicians, selected by competitive audition, from every part of tbe state, will take part in the Sunday afternoon series with two artists featured on every program. Purpose of the series is to encourage and develop musical talent. This is the second consecutive year the Eederation of Music Clubs and Tbe Milwaukee Journal stations have presented the project. WTMJ and WMEM pay a professional fee to each young artist participating in the series, as well as all traveling expenses to and from Milwaukee. Followitig the presentation of the first program, the Federation of Music Clubs and WTMJ-WMFM entertained more than 200 guests at a tea. in honor of the participating artists and the start of the new series. FESTIVE SETTING Radio City, Christmas, 1944 WIS Airs Public’s Views On Vital Civic Problem COLEMBIA. S. C.— When a majority of the Columbia City Council signed a contract to purchase for $39,500,000 the electric utility properties of the South (Carolina Electric and Gas Company, which served six adjacent counties. Station WIS opened its microphones to a full and fair presentation of all the facts and important opinions in the case. The contract was contingent on majority approval of Columbia voters. WES scheduled 18 five-minute talks, daily for three weeks, at choice early evetiing time, for nine pro and nine con speakers, alternating in their presentation. J'he WIS “Public Forum” on Sundays gave two 30-minute question and answer sessions to the issue. Listeners were invited to send (piestions and the WIS moderator presented them to leading debaters while listeners heard both sides’ answers to all questions. Then as a climax, late in the controversy, WIS installed four microphones in the meeting room of the City Council on two separate occasions when the body had before it important decisions in the case. Listeners heard councilmen and others who appeared to testify. Nearly three hours of direct broadcasts from the two council meetings were presented for the station’s listeners. Local newspaper advertising each day for three weeks kept listeners informed of what specific phases WIS would cover that day oir the power topic. Plenty of radio announcements provided daily resumes of scheduled programs on the topic. WIS used its faciliti es, fully and promptly, for giving the citizens of the area the essential information they needed to make up their minds on the question. The people of six counties in the W IS area were directly concerned in the purchase. And listeners’ comment j)roved the whole state had an indirect interest. The final curtain was dropped on the controversy when the whole business was cancelled, election called off. and a citizens’ committee appointed to study the proj)osition with a view of proposing any or no later action on the matter. Radio was praised for its public service effort, and its alertness in covering the issue.