Radio daily (July-Sept 1937)

RADIO DAILY: NEW PCOeCAMS-IDEAJ, CROSLEY WON'T GIVE DATA ABOUT FINANCES Wednesday. August 18. 1937 INCREASED LISTENING IS SHOWN BY ANALYSIS (Continued from Page 1) lead, dropping to secohd place. Variety shows were in third place, while the semi-classical program showed the greatest change, moving from sixth to fourth place. All evening programs, on an average, rated highest among the "C" income group of set-owners. The 144 programs had an average of 9.2 in that group as compared to 6.8 for the "D" group, and 6.2 for group "A". The average for all groups was 8.2, which is the same with the median of programs among the "B" class. Leading Programs The 10 leading Evening Programs for the seven month period ending April, 1937, were: Jack Benny (Jell-O), Eddie Cantor (The Texas Co.), Major Bowes Amateur Hour (Chrysler), Lux Radio Theater, Fred Allen (Bristol-Myers), Burns and Allen (Campbell's tomatoe juice), Hollywood Hotel (Campbell's soup), Rudy Vallee (Royal gelatin), Bing Crosby (Kraft Phenix) and Phil Baker (Gulf oil). Most striking change the past winter as compared with the previous summer among the daytime programs was the vast increase in number. For the summer CAB was able to analyze only 47 programs, but for the winter period 89, an increase of nearly 90 per cent. The number of daytime programs rating over 5 per cent increased nearly 80 per cent, while those rating less than 1 per cent declined 35 per cent, showing an improvement in the amount of listening to daytime programs. Also, the past winter showed a greater diversity in daytime sponsored programs. The CAB report, which is based on over 225,000 completed interviews and analyzes popularity of programs by types, length of broadcast and geographical sections, covered all sponsored network programs, daytime as well as evening. It also contains an analysis of network programs by four income levels. CAB, which is a non-profit mutual organization, is goverened by a Committee which is jointly appointed by the heads of the American Association of Advertising Agencies and the Association of National Advertisers. Field and statistical work is done on a contract basis by Crossley, Inc. Members of the governing Committee are: D. P. Smelser, Procter & Gambel Co., chairman; George Gallup, Young & Rubicam Inc., treasurer; C. H. Lang, General Electric Co.; George W. Vos, Texas Co.; Louis D. H. Weld, McCann-Erickson Inc., and A. W. Lehman, manager. CRAIG & HOLLINGBERY Incorporated Radio Station Representatives New York Chicago Jacksonville Detroit New Twist to WBT Sports Spot WBT, Charlotte, has scheduled for the football season a program that brings in a different atmosphere from that usually found on sports summaries. The idea, worked out by Charles Crutchfield, WBT program director, calls for a four or five minute re-enactment of several major games, during which time the highlights of the contest are related against a background of stirring music. For instance, on the North Consumer Service Idea Pays Station Two Ways (Continued from Page 1) investigation, one tradesman per enterprise per town. For a nominal monthly fee, the merchant receives a handsomely engraved window easel carrying the sign of the "Golden Rule" and bearing the inscription: "Listen to Our Broadcast Over WFIL, Thursday 12:05 p.m." While program belongs to each participating merchant, neither his name nor that of any other tradesman is mentioned on the broadcast. The commercial copy is entirely institutional in theme, simply urging the listener to buy at the sign of the "Golden Rule" for "integrity, service, fair dealing and real dollar value." For WFIL, the idea is a natural as the station actually collects double. "Golden Rule" pays full card rate for station time, then exploits WFIL call letters all over the station's coverage area. Expansion, Revamping Is Under Way at WSOC (Continued from Page 1) program director. Dick Faulkner, publicity director, will assist Hicks. Ron Jenkins, program man and announcer formerly at WSOC but more recently with WQAM, Miami, rejoins the station here to handle program traffic and act as general program department detail man. Paul W. Norris, program director, is opening up a new department to hnadle merchandising, sales promotion and publicity. Ephraim Payson Mallard is a new face in the control room, aiding L. L. Caudle and S. T. Carter. Dewey L. Drum, salesmanannouncer, has been made assistant to W. C. Irwin, commercial director. He also will have charge of city sales. Edwin Turner recently joined the sales staff, which also includes Byron J. Smith and Vera McCorquodale, who doubles as hostess. WLTH Wins Court Stay On Retaining Facilities (Continued from Page 1) WLTH, last night expressed satisfaction at the ruling and stated that the station felt confident of winning its case. western-Wisconsin spot, the song "On Wisconsin" will open the interval allotted to that game and Northwestern's alma mater will close it. At least seven games will be reviewed on each half hour, Saturday night broadcast. Data for the program will be sent direct to Crutchfield from the press boxes at the colleges whose play is to be aired and will be presented by Crutchfield himself who has had wide experience in announcing sports events. Finds Foreign Television Far From Satisfactory (Continued from Page 1) of Great Britain Ltd. to supply the foreign demand for American deluxe radios. Viewing the Wimbledon matches by television, Scott found the definition quite okay but the images too small to endure long without eyestrain. Tele set owners for the most part seldom "look in" after the novelty has worn off, Scott reported. Bowyer Lowe, one of the first presidents of British Radio Manufacturers, is production manager of Scott's new British plant. (Continued from Page 1) quest," said Crosley. He claimed all the data requested was available in November, 1936, but that Payne informed him the matter could be held in abeyance until such time as Crosley was contacted again. Washington Burean, RADIO DAILY Washington — Powel Crosley's charge that Commissioner George Henry Payne has no authority to bring charges against him were described as "absurd" by Payne yesterday. The FCC official said he would bring the entire matter before the full Commission at the earliest opportunity. Meanwhile, on Capitol Hill, Senator Burton K. Wheeler, chairman of Interstate Commerce Committee, submitted a report urging immediate adoption of the White resolution calling for a complete radio probe. Wheeler's report said that growth of the industry has changed the situation so completely that a full study of the entire matter is necessary so that proper legislation may be conceived to meet present demands. Rubinoff to Detroit Detroit — Dave Rubinoff opens at the Fox Theater on Aug. 23 coincident with the film, "You Can't Have Everything."