Radio daily (Feb-Mar 1937)

VOL. 1. NO. 22 NEW YORK, THURSDAY. MARCH 11. 1937 FIVE CENTS Farm Survey By NBC looking On ^ ....AND LISTENING IN PULSATING There is no better way for an industry to feel its pulse than through the medium of a trade paper devoted exclusively to its interests; and RADIO DAILY, although still young in the field, has begun to pulsate in a most reassuring manner. What stands out above all else in the growing mass of correspondence, news releases, telephone calls and other communications that converge upon this nerve center is the fact that the radio business has the most wideawake, intelligent, enterprising and public-spirited bunch of executives that ever graced an industry. That is why radio has been able to combine superior entertainment and commercial functions so efficiently. That is why it has so comparatively few "trade problems" and "trade evils." That is why radio programs, radio advertising results and radio business in general are steadily moving upward. PUBLIC SERVICE Nothing better exemplifies t h e mental caliber and civic-mindedness of broadcasting executives than the number and diversity of public service programs being offered on the air at present. Picking from at random a recent newspaper listing of the programs of this type on WHO, Des Moines, we find eleven newscast, seven programs on religion, six on education and nine on various other topics of community welfare. And this doesn't include the musical and other programs that also do their (Continued on Page 2) Benny From Chicago Jack Benny program will be aired from Chicago on March 21. Controversy seems to center around Benny not wanting a huge audi ence, on one hand, and sponsors seeking a studio larger than the one available at NBC, where the Fleischmann program uses the large 8-H studio at 7:30, making it unavailable at 7 p.m. for another half-hour show. WMAZ, MACON, GA., JOINS CBS NETWORK Macon, Ga. — WMAZ, owned and operated by Southeastern Broadcasting Co., Inc., will join CBS as a supplementary station sometime in April it was announced yesterday by E. K. Cargill, president and general manager of the station. WMAZ now has a petition pending before the FCC for full time operation and there is a bare possibility that the station may not join CBS until next fall. Present license allows the station to operate 9:45 p.m. in April, 10 p.m. in May and 10:15 p.m. {Continued on Page 4) Life Insurance Week Will Use Disk Series National Life Underwriters will use radio and white space to promote Life Insurance Week, tentatively scheduled for May 17-22. It was originally set for May 11, but was postponed because of a conflict of dates with another organization. Harry S. Goodman will again handle the radio end, which includes (Continued on Page 4) Cycle Trades Starting Network Series April 1 Cycle Trades of America, New York (bicycle trade association) will begin its first network program on April 1 over a nationwide NBC-Blue (Continued on Page 7) Comprehensive Picture Presented Thru Study Made in 25 States-Cash Farm Income in 1936~$7, 850,000,000 Quick Change St. Louis — George Sauer, wrestling announcer for WTMV, is perhaps the only mike spieler who can wrestle in a preliminary bout and then describe the main affray of the evening. A former middleweight mat champ, he describes the matches at St. Paul Social Center each Wednesday night. NESTLE S AUDITIONS HILL AND WARNOW ORK Nestle's Chocolate has auditioned Edwin C. Hill and the Mark Warnow orchestra for a contemplated CBS network program. Nothing set yet. Agency is Lord & Thomas, Inc. Newest promotional piece just off the press, entitled "Money at the Crossroads," is being mailed by National Broadcasting Co. to advertisers and agencies, the book containing a summary of a report made for the network by Charles Morrow Wilson, well known author and writer on rural subjects. Wilson opus is an "intimate study of radio's influence upon a great market of 60,000.000 people . . ." Summary also takes into account the views of 41 representative county agricultural agents and includes tabulated listing on "What radio means to the farmer," and "How radio af (Continued on Page 7) Hecker Is Launching Spot Series in April Hecker H-O Co., Buffalo (Force cereal), will start a spot announcement campaign on an unannounced list of stations the middle of next month. Stations selected will be in the Eastern market conforming with Force's distribution. Plugs will vary (Continued on Page 7) 'March of Time" for Servel; Adding More CBS Stations Commercial Radio Invades New Zealand Auckland, N. Z. — First station in New Zealand to obtain commercial license is 1ZB. Station opened in spite of considerable press opposition. Three more stations are to be authorized shortly at Wellington, Christchurch and Dunedin. Commercial radio apparently is here to stay. "Time" and "Life," publications, will discontinue sponsorship of the "March of Time" program on April 8, and with the next program (Friday, April 15), the show will be sponsored by Servel, Inc., makers of mechanical refrigerators. Additional CBS stations will be added. At the expiration of the 13-week period, "March of Time" will take a short vacation and return to the air again under the "Life" and "Time" banner. Batten, Barton, Durstine & Osborn, Inc., is the agency. CHEVROLET CAR RENEWS LIVE TALENT PROGRAM The CBS Chevrolet Motor Car program, heard Sunday 6:30-7 p.m., has been renewed for an additional 13 weeks beginning with the broadcast of April 18. Dave Rubinoff is the only artist set, Jan Peerce and Vir (Continued on Page 7) Prall Is Re-Appointed Chairman of the FCC Washington Bureau of THE RADIO DAILY Washington — Chairman Anning S. Prall, was re-appointed Chairman of the Federal Communications Commission for one year, by President Franklin D. Roosevelt. KXL Changing Hands Portland. Ore. — H. B. Read, owner and operator of station KXL, yesterday announced the sale of station to T. W. Symons, Spokane, and E. B. Craney, Butte, effective with the renewal of the station's license by the FCC April 11. It is reported that Read's 80 per cent of the stock was sold for $20,000. T. W. Symons will assume active charge of the station.