Radio daily (Jan-Mar 1938)

Tuesday, March 22, 1938 3 RADIO DAILY * IPIRC/HCYIICN * eUEJT-lNG JED HARRIS, MARTHA SCOTT, FRANK and JACK CRAVEN on Kate Smith Hour, Thursday, (CBS, 8 p.m.) OTTILIE HEUER will be interviewed by Anice Ives tomorrow (WMCA, 11:15 p.m.). GLENN DARWIN, baritone, on Chesterfield program, March 30 (CBS, 9:00 p.m.). WALTER CASSEL, baritone, on Chesterfield program, April 6 (CBS, 9:00 p.m.). LYMAN BEECHER STOWE, grandson of the author of “Uncle Tom’s Cabin”, on We The People program, March 24 (CBS, 7:30 p.m.). HAMILTON HOLT, president of Rollins College, on Mary Margaret McBride show, March 23 (CBS 12 noon) . Tele Corp. Files Changes With SEC on Stock Issue Washington Bureau, RADIO DAILY Washington — International Television Radio Corp. has filed several minor amendments to its pending registration statement with the SEC. The pending statement calls for 1,000,000 shares $1 par value common stock to sell at $1.60. The amendments are more for clarification than changes in subj stance. One of the amendments states there are two schools of thought on i television today — mechanical and ! electronic — and outlines the Priess system which the company will develop. As soon as the commission approved the issue the company will ! supply and equip 5 television centers for experimental and practical purposes it is stated. UP Gets Northwest Outlets Eight northwestern stations have been signed by United Press during the current radio news campaign being conducted by the wire service in the west. Stations are: CJOR, Vancouver, B. C.; KHQ and KGA, Spokane; KGY, Olympia; KIT, Yakima; KMO, Tacoma; KXRO, Aberdeen, and KOL, Seattle. Outlets had subscribed to another news service before making the switch. Move from San Francisco to Sacamento is to be made by UP’s west mast headquarters in the near fui :ure. Firm is now serving 236 sta;ions with news and is adding floor ;pace to its New York office. — IN A CLASS BY ITSELF INTERSTATE BROADCASTING CO 730 Fifth Ave., New York Mutual's "Ups and Downs" “Study in Ups and Downs” is Mutual Broadcasting System’s title for a readable promotion booklet that’s a good bit out of the ordinary. It tells the story of a 10.8 per cent rise in 1937 sales over 1936 by Delaware, Lackawanna and Western’s “Blue Coal.” The sales message, however, is not told “in routine way,” but is “dressed up” in a small brochure illustrated with distinctive and dramatic drawings in five colors. The condition of the coal business, growing competition, cut-rate tactics, limited time and talent budget, special merchandising problems and the happy ending are made more than usually interesting by the effectively, colorful production job. KDAL Plugs "Inside" Angle To put over the idea that the Duluth-Superior market must be covered from “the inside,” KDAL is issuing a series of single-sheet lithographed releases. The lithographs stress that this market cannot be reached from “the outside” the same lithograph form will be used for the full series, but copy, of course, will be changed in the white panel. The “inside” angle, however, will be stressed throughout the campaign. Initial announcement emphasizes that the station has been a CBS affiliate for only six months, but already has 18 national commercial shows riding its kilocycles. Working with the C. of C. Station KTSA, San Antonio, is broadcasting a series of special 15minute broadcasts during the Chamber of Commerce good will tour of the Rio Grande Valley this week. Station Manager George Johnson soid that various cities to be visited by the trade trippers will be saluted, and that Mayor C. K. Quinn will appear on several of the programs. Corpus Christi is being honored today at 1 p.m. with his honor delivering a short talk from the KTSA studios in the Gunter Hotel. The spiel will take place while the San Antonians are dining with the Gulf Coast city chamber of commerce. Weslaco is to be saluted at 8: 15 a.m. and Mission at 12:45 p.m. Wednesday, with Mayor Quinn featuring the last named program. A salute to Harlingen is scheduled for 8:15 a.m. Thursday. The Friday broadcasts at 8 a.m. and 12:45 p.m. will honor Brownsville and Kingsville, respectively with the Mayor appearing on both programs each noondays. "Buy Now" Campaigns Dayafter the “Buy Now” campaign was inaugurated on WLW, WMBH, Joplin, instituted a similar campaign, using 20 or 25 word plugs about fif teen times daily and two-minute dramatized spots twice daily. The theme of the dramatized spots is that individual cooperation will make “Ancient history of the recession in in business.” The personal benefit angle to the individual is stressed in statements that retailers in all lines are making it advantageous for thoughtful purchasers more than ever before, and that the purchaser is really doing himself a good turn. “Buy Now,” campaigns are now being heard on numerous outlets throughout the country. Selling More News Because the “world is bristling with history-making events.” WTMJ, Milwaukee, plans to present a greater amount of news at a time when it is hot, and is enlarging the station’s news service with a new series of quarter-hour early evening broadcasts. This series, known as “Today’s Events,” will feature commentator George Comte on Mondays, Wed. and Fri. at 6 p.m., Tues., 6:45, and Thurs. at 6:30. Comte was chosen on a basis of listener popularity polls. To increase the potency of the new “Today’s Events” series, stirring march music will open and close the quarter-hour periods. AGENCIES W. E. DIFFORD, formerly with the W. J. Hughes & Sons Co., Louisville, Ky., has been named as manager of the Douglas Fir Plywood Association, with headquarters in Tacoma, which will launch next month the 3-year $1,000,000 national advertising campaign to expand the use of fir plywood of the Pacific Northwest through McCann Erickson, Inc., agency. STAR BREWERY CO., Vancouver, Wash., has appointed the Seattle office of Ruthrauff & Ryan to handle its advertising campaign. No plans have as yet been announced. CBS Shortwave Schedule A new schedule of shortwave broadcasts has been effected by Columbia Broadcasting System’s W2XE starting immediately. Latin American broadcasts will now be shortwaved every night from 11:30 p.m. to 12:30 a.m., EST, in place of the 11 p.m. to 12 midnight programs. Special daily and week-end schedules have also been developed for European broadcasts. Americo Lugo-Romano has been added to the shortwave staff. WELL the only station in Battle Creek Primary pop. . . 107,598 Radio Families, (i orimoru ) — 51,030 Annual Retail Rates. (I a /He Crk. onhjjtM, 092, 000 You Lived in Cett/e Creek • • • • where there's only one Radio station in the city. • • chances are youd listen to that station (WELL) almost exclusively ... BECAUSE ... clear reception ... local sentiment ... highest quality entertainment ... then multiply this < 'one city-one station" exclusive set-up seven times. . . add WXYZ (key station) Detroit • . • and you have, figuratively speaking, an advertiser's paradise Michigan^adio Network WXYZ KEY STATION DETROIT MICHIGAN The Paul H. Raymer Co., Representative