Radio daily (Feb-Mar 1937)

Thursday, March 11. 1937 RADIO DAILY 7 FARM SURVEY BY NBC MADE IN 25 STATES (Continued from Payc 1) fects rural merchandising." In indicating the draw of programs keeping farm youth at home listening-in, programs on other networks are also mentioned by NBC. Four basic findings, included in the book are: 1. "Rural America is not only being reached to an increasing degree by radio, but it is also being influenced by radio to an even greater extent than is the city; 2. "The favorite programs of rural listeners include many of the same sponsored network programs which rank highest with the industrial and city population; 3. "The radio is bringing the farm closer to the city; 4. "The radio is doing the Number One job of providing the farm with its close, daily contact with authoritative national sources of agricultural information." Further light on the economic side of the rural scene contributes facts and figures from McGraw-Hill and other sources. "What radio means to the farmer," takes in the conclusions from an approximate consensus of opinion in the 209 farm houses visited, also account of 41 county agricultural agents. This summary follows: 1. "Radio is the fastest growing medium of farm entertainment at the present time. 2. "On the better type of farm, radio is building for itself a distinctive place in the routine of farm living. It has substantially moved back farm bedtime. 3. "Today, radio has an outstandingly significant place in the problems of farm youth. 4. "The farm appetite for entertainment is pretty uniformly distributed among all age groups. 5. "There is no one best type of farm radio program. Farm interests are broadened to a point where they are genuinely cosmopolitan. 6. "On the other hand, a great many widely known radio programs are National Music Week and Railio 225,000 Requests Over 225.000 requests were received by Pontiac Motor Co. in response to an offer made three times only on Kathryn Carvens' "News Through a Woman's Eyes." broadcast thrice weekly over the nationwide CBS network. The offer, an automobile polishing cloth, was mentioned during the programs of February 22, 24 and 26, and it was required that postcards or letters in reply be postmarked some time during that week. Program is broadcast Mondays. Wednesdays, and Fridays, 2 2:15 p.m., repeat at 5:30 p.m. McManus, John & Adams, Inc., is the agency. WHEN the radio programs for the first week in May are prepared, there may well be some time devoted to an observance of National Music Week. The dependence of radio upon music is much greater than casual observation would indicate. Recent surveys show that approximately 73 per cent of air-time is devoted to music. It may serve to emphasize the importance of music to radio if one could count the number of pianos and organs per studio. In the three broadcasting network stations in Chicago there are some 35 pianos for only 30 studios. Nor does the wealth of musical programs and the profusion of musical instrumentalists, soloists and bands on the air complete the picture. Every minute a station is broadcasting, it must be prepared for an emergency — line failure, studio accident, or any of the innumerable things which would require substituting a program for that which was having difficulties. These dependable stand-bys are almost always pianists or organists. In view of these facts, radio may well take an active part in observing National Music Week, May 2-9. Unlike other "weeks" it has nothing to sell, stresses no duty, or public service, but seeks only to bring pleasure and recreation to people. In 1919 the idea had a spontaneous, and almost simultaneous, birth in Boise, Idaho, Dallas, St. Louis, and Sharon, Pa. Two devoted a week to music, the others but a day. By 1924 some 55 cities and towns were holding annual celebrations, mostly in May. That year. 1924, a National Music Week Committee was organized to assist in spreading the idea and help in preparing programs. In 1938 some 3,000 towns held Music Weeks. Music was the subject of sermons in the churches, of business and social club luncheons, and newspaper editorials. Recitals, concerts, piano festivals ?.nd musical Droerams of all kinds were held. Even school children participated. Music Week runs almost by itself. There is an honorary committee of the governors of most of the 48 states, headed by President Roosevelt, and an imposing number of prominent educators and musicians have lent their name and assistance. Only full time worker is C. M. Tremaine, secretary of the committee. Radio was once accused of discouraging amateur musicians. Why should one try to play when the best in the world could be had merely by turning a switch? As a matter of fact, the popularization of the radio in 1926 coincided with a slump in piano sales which is significant. Whereas in 1923 some 323,000 pianos were sold, 55 per cent of them players, by 1929 sales had dropped to 130,000 with only 2 per cent of them players. However, at the Music Trades convention in Chicago last summer, radio was freely credited with assisting not only the piano industry but music generally in recovering from its prolonged slump. Today, piano companies cannot fili the demands for instruments; sheet music, accordions, and other instruments are selling better than ever before. Even music schools and professional recitals and concerts are reporting renewed interest on the part of the general public in things musical. Radio can take much of the credit for this. It not only brought the best of musicians into the home and taught people to enjoy opera and classical works who might never have neard them otherwise, but it also offered a new field for the accomplished musician. The amateur programs stimulated personal playing for another reason, hereditary urge of American people to "do" something themselves, to participate or give self-expression, was challenged by these programs which frequently featured performers ol the worst caliber. Encouraged and reassured, the amateur musicians renewed their own personal efforts. So radio, although it owes a debt of gratitude to music, has returned much and can do more during National Music Week. definitely limited in rural appeal and merchandising value. 7. "Music is definitely the surest bet in valid radio entertainment for a rural audience. 8. "Creation of successful farm radio entertainment is a field of outstanding challenge." "How radio affects rural merchandising," a summary of voluntary and verbal testimony offered by 151 farmer-catering storekeepers or store managers in 25 states, is summarized as follows: 1. "Radio is the fastest-growing | farm advertising medium. Its scope of farm penetration is definitely on the upgrade. 2. "Radio advertising now provides the most rapid introduction of new products to a farm buying public. 3. "The prize or premium contests, New KDYL Accounts Salt Lake City — Arctic Ice Co. sponsoring the Gladys Swarthout and Frank Chapman program; the new Shell Show, with George Raft, and Hudson Bay Fur's "Fashion Matinee," featuring Utah's own Wally Williams, are among new accounts added by KDYL. as broadcast by radio and other advertising, now have tremendous rural appeal. 4. "Radio is proving increasingly powerful in selling merchandise through the agency of farm children and farm wives. 5. "Many more products could be advertised to farmers over the radio. 6. "You can sell more to farmers through persuasion than through high-pressure sales talks." CHEVROLET CAR RENEWS LIVE TALENT PROGRAM (Continued from Paqc 1) ginia Rea not being renewed as yet. The show will emanate from Hollywood commencing with the April 18 broadcast, and during its stay on the west coast will feature a series of prominent guest stars. Shows will resume from New York as soon as Rubinoff fulfills his current motion picture contracts. It may be possible that Peerce and Miss Rea will rejoin the show when it returns East. Phil Rubinoff leaves for Hollywood next week to make the preliminary arrangements. Program is heard over a coast-to-coast net of 88 stations. Campbell-Ewald Co., Inc., Detroit, has the account. Cycle Trades Starting Network Series April 1 (Continued from Page 1) network of 40 stations, Thursdays, 7:15-7:30 p.m. No talent has been announced. Association has used spot radio in the past with good results, hence the network series. Account was placed direct. Agency may be appointed later. Hecker Is Launching Spot Series in April (Continued from Page 1) in length from 30-words to oneminute announcements, and will be broadcast three to five times weekly for at least 13 weeks. Erwin, Wasey & Co., Inc., New York, has the account. Cassell in New Series Sponsored by Warners West Coast Bureau of RADIO DAILY Los Angeles — Walter Cassell, brought to the Coast to do the Red Mask in Warner's "Desert Song", will head a new 13-week series of half-hour versions of Warner Bros, musical shows, starting tomorrow, with Warner Bros, as sponsors. Shows will be aired from KFWB's new radio playhouse, with audiences. Leon Leonardi's ork and guest stars will support Cassell. Mr. Taylor Regrets Deems Taylor signed for appearances as "living program notes", with two Paul Whiteman concerts, Washington and Baltimore, Tuesday and Wednesday, respectively, next week, suddenly reminded himself that he also signed for 13 weeks with "Coronet On the Air", which is aired Tuesday evenings. In a wire to Jack Lavin, Whiteman's manager, Taylor yelled to be excused and ironed out. He'll make the Wednesday concert at any case.