NBC Transmitter (Jan-Nov 1942)

NAY 1942 7 SERVICE WITH A STYLE By C. L. Menser 'f.yffttn . //fi/iftyf'f New Honors to Walter Damrosch # The nation’s leading authorities on radio education took time out at their annual convention at Columhus, Ohio, May 5, to pay tribute to Dr. Walter Damrosch, music counsel of the National Broadcasting Company, and foremost exponent of musical education via the airwaves. This latest tribute to the world-renowned conductor and composer was the occasion for the formal announcement by the Blue Network —until recently a division of NBC— of a $500 musical scholarship known as the Datnrosch Award which will be administered by Ohio State University. The conductor was also cited by the University for his “distinguished career of public service in music, radio and education.” Edgar Kobak, Vice-President of the Blue Network, presented the scholarship at the banquet highlighting the convention of the Institute of Education by Radio. Invited guests included Governor John W. Bricker, of Ohio, H. H. Davis, vicepresident of Ohio State University, and Dr. J ames Rowland Angell, public service counsellor of NBC and president emeritus of Yale University. Thus Dr. Damrosch was accorded a tribute by educators which paralleled the honors bestowed on him by the musical fraternity last January when he celebrated his eightieth birthday. Prizes for the various “bests” in the numerous classifications of educational programs are regularly made at the Ohio convention, and it was fitting that the testimonial to Dr. Damrosch and the announcement of the scholarship bearing his name was made on the occasion. This is the fourteenth season of Dr. Damrosch’s “Music Appreciation Hour,’’ an accepted part of school curricula. During his four score of years. Dr. Damrosch has attained such great heights in music that it would be difficult to select his greatest single achievement. His fame as a symphonic and operatic conductor and his renown as a composer— tremendous as they are— will not relegate his radio educational work to anything but a “first” rating in listing his manifold cultural achievements. And that’s because his endeavors to make good music understood, appreciated and demanded by the youth of the nation have succeeded through his formula. 9 Any keen eye scanning the radio horizon in recent months would have noted that stations are leatiing more and more towards public service and good-will |jrograms. While there is no question about the fact that stations are in business for profit (don’t forget that they are ollicially tagged “commercial” stations! ), it must he agreed that they are g(jing far beyond their license obligations in “public convenience, interest and necessity.” Recognition of an obligation of public service is but the first phase of true civic endeavor; the important second step is to realize the size and scope of that obligation, and to cater to it in more than a nominal manner. And gaining jjublic good-will through service programs is good business, too. Winning an audience with non-profit features means that stations will hold those listeners and constantly gain new ones. All of which implies that commercial hours on the stations are often benefited by the audience-pulling effects of public service shows. An example of the splendid cooperation of NBC— RED affiliated stations occurred about two months ago when queries went out of Radio City regarding the availability of air time for “Down Mexico Way.” This sustaining feature— designed along the dual lines of excellent entertainment and an effective contribution to InterAmerican unity, surprised some trade observers because there was a 100 per cent station acceptance. Such “all-out” assistance in carry ing a non-profit feature is a rare thing in broadcasting. The distinction is usually reserved for such events as talks by Bresident Roosevelt, Winston Churchill and other notables making headline history. Yet the result of the query did not surprise all observers; that’s because of the excellent record in time allotments to public service features granted by these same stations even long before “Pearl Harbor.” Broadcasters now realize the part radio must play in the war effort. Contributing to the nation’s morale and the victory effort is their vital task. It is apparent that carrying the programs cost transmitters plenty of hard cash. While it’s true that a great share of each station’s schedule is assigned to the so-called “sustaining” features, it takes money to sustain the sustainers. And when all stations on the NBC— RED roster accept a public service program to be carried at a single time, it is obvious that in virtually every instance, several local advertisers desiring the identical period are turned down. The change that has taken place in sustaining features since America entered {Continued on page 15) Red Quarter Rings True 9 An NBC Research Division analysis of six CAB reports covering the first quarter t)f 1942 reveals that the NBC-RED Network continues to gain in commercial program listening. Aggregate evening ratings earned by NBC were up 1,238 points— an increase of 12. 1 per cent over the same period in 1941. Eigures for March, 1912. which are of special interest in respect to "War Time and its effect on listening, show that the Red Network had an increase of 16.5 per cent over .March of 1941.