NBC transmitter (Jan-Dec 1935)

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4 RECEPTION STAFF REVIEW Miscellaneous A SHORT HISTORY OF NBC Attempting to write a history of broadcasting at the NBC would be like trying to write a story of Lindber^' s flight to Paris smile the airman was still soaring over the Atlantio; in other words, its history still is in the making. A progressive history of broadcasting thus far would be to ambitious for the limited spaoe available. However research has brought to light many anecdotes and inoidents which in themselves are histcrioal and ir>terosting. Some have in them the quality of being bom of time. Some inoidents which are amusing to us today were the solemn problem® of yesterday. There is the story of the first broauioasting station whioh was blown away one windy night in the autumn of 1921. Broadcasting from the auditorium proved so unsuccessful due to its bad acoustical qualities, that K£KA was established in a tent on a roof top. There was a marked improvement in reception, but not with the weather. Summer gave way to Fall and it was that Fall that the gale blew the station down Consequently the tent was set up indoors. But for the recent development of Non— resonant materials for studios, wo might still enter a room to find Lowell Thomas and Jimmy Walliri^on orouching in a tent, broadcasting the news of the day Did you know that Graham MoNamee and Phillips Carlin once caused, much wagering throughout the land? Their voices used to sound so much alike that NEAF was swamped with calls to settle bets. Ifbmen were originally disqualified as announcers because of a "school Teacher" tendency in the yoice*^ Station yUZ originally occupied a small room ised as a cloakroom by employees? In the old days announcers were known by letter only? Such statements as "This is ACN announcing" were familiar anyidrere the station was heard. "A" stood for announcer; the middie initial signified the first letter of the announcers name; and the "N" was for Newsirk. Kelvin Keeoh would here been AKN. Two tom oats once stole the show during a program? In the "pre-air-conditioning era" in order to relieve the heat a window opening on a fire esot^e was opened. Two giant oats arrived and began to stage a terrific fight. As the battle progressed it came nearer and nearer the mike until the artist finally had to give way to a different kindof— singing. SHAW'S TALK ON SALES continued "Log Cabin Syrup" to Vermonters. network advertisers, such as Texaco and Bristol-Myers, are the ones which, due to the national demand for their products, find coast— tocoast hook-ups very beneficial to sales. "Whom do I interview?" is not so easily answered The Bedesman must contact not only the potential client, but edso his advertising agency. At some agencies, he must approach the representatives of five different departments. First, he solicits the interest of the "spacebuyer, " who handles the advertising spaoe of the client. Then he goes to the "radio director, " who is the agency's Sales-and Program-Department. The "spaoe clerk" will be interested in the details about prices and estimates; the "company officers" should not be overlooked; but the most important target is the "account executive," because he has charge of the client's accounts. Finally, whonhe has thus covered the agency, the time salesman goes to the office of the client himself, where he calls on the "advertising manager" and tie "Vice President in Charge of Sales. " The reply to "What is my argument for radio?" comes easily to the veteran salesman. His enthusiasm matches his fluency. There are so many advantages to be derived from ethereal advertising: it is speedy: no other advertising medium produces such immediate results. It is free of cut-throat competition (at least when NBC is concerned). It has flexibility; radio permits a twenty-four hour dead-line as against the five weeks required by the Saturday Evening Post. It offers the sponsor a preferred Position; adapting the program to ^.he time of reception equals the 'cover', or 'noit-tothe— contents' position in a magazine . It is timely; "Next week at this time you will hear. ..."It precludes purchasing power; those who can afford radio sets can usually afford the commodities that radio advertises. Its coverage is both local and national : rural communi ties are reached as goickIv as urban ones. It is tne dealer's choice: surveys reveal that approximately 70^ of the druggists, grocers, and gas and oilmen interviewed in 1934 prefer radio advertising to magazines, bill— boards, newspapers. Radio is also the salesman' s choice. It provides mass coverage: no TRIP TO SING SING SET continued of red tape?When are visiting hours? How much would it cost? If TOO would like to see the parade of the black and white sque^s, if TOO would be interested in more than fleeting glimpses of Sing Sing cells, if TOO would appreciate a more vivid picture of society's outcasts., .then buy yourself a ticket and help drown out the convict roar, by joining the others on the NBC side of the diamond. The Page and Guide captains^ if asked in advance, will try to make the necessary schedulechanges. Everyone is invited. The bus trip will be good fun; the game will be exciting; and the visit to the pen unusual as well as eduoationad. . . from the standpoint of sociology all for a dollar and seventyfive cents ($1.75). For further information call or write Ray Sullivan, Room 284, Ext. 555 or 531. IfBC Reception^ CLASSES IN ANNOUNCING continued natives . They learn good articulation, convincing expression, and colorful discourse. They study the art of reading as one speaks. This course includes subjects which are not taught at any college sinoe colleges lack the teachers. Commander Cus— aohs, for example, has developed an entirely new method of securing the proper pitch by changing the spoken to the musical note He even illustrates the difficulties involved in obtaining the desired intonation when reading such seemingly simple sentences as "This is the National Broadcasb* ing Company. " This famous linguist, whose work has brought him in contact with students all over the world, says that he has never encountered such an enthusiastic group of students as the NBC guides who are now under his tutelage. chain of newspapers has so wide a circulation. It has a personal appeal, (word-to-ear).. After perusing this resume, it should not be hard for the reader to appreciate the value of such lectures to the guides and pages — the salesmen of the future. For, in no other way, can they obtain a true picture of the functions of the various departments of the National Broadcasting Company. ROSENBLUM LAUDS STAFF continued tion with the surveys. Trade— Ways suggested the desirability of placing rates to advertisers and compensation to stations on a basis of potential circulation of our network stations. This recommendation led to further extensive studies, covering a period of 18 months, which resulted in the new rates which were announced last month. As Vice-president and Treasurer, Mr. Rosenblum is the financial officer of the company. Fortunately, he told us, our com pany does not have many financial problems, and his chief job is to see that the budgets of the various departments of the company are properly planned and maintained. One OBUi see that Mr Rosenblum is an enthusiast about NBC and Radio, as was manifested by his remarks to us. "Three or four years ago, "he said, "the radio business pass ed out of the development stage. It had demonstrated its importance and power as an educational and oulturikl force and as a means of oommunioa^ tion in reaching the peo— le of this country. It as also demonstrated its great value as an advertising medium. NBC has been more responsible for this rapid development of radio to its present position, than any other organization, and through its relationship with the Radio Corporation of Amer^ ioa, is in an ideal position to keep the lead as new developments come along". "The Reception Staff is doing fine work in receiving and handling the thousands of visitors who come to our studios each day. I am all for keeping up this work and for providing an opportunity, — through the study of personnel records, for the pages and^ guides to be promoted into other divisions of the company, as the opportunity permits. "