Radio daily (Oct-Dec 1949)

Friday, November 18, 1949 RADIO DAILY 3 Criticizes Giveaway Trend In Network Programming (Continued early days of commercial network programming, called them "the days of 40 ratings" and compared them with present day commercial radio. He told of the first network variety program, "Maxwell House Showboat" in 1932 which held first place in polls for several years and "really sold coffee." "Today the first concern of a buyer of radio time is to get an audience rating show, Butler said. This has resulted in the 'follow the leader' era of programming. Someone came up with a giveaway program. Then 38 others followed him in sheep-like fashion. "Thank goodness the era of giveaway programs seems to be on the decline," he continued. "They are loosing their hold on the listening public." Butler urged that something new be developed in the way of commercial network programming, unless new entertainment ideas are forthcoming there will be declining results in proportion to the costs, he added. Urging television broadcasters not to adopt the "follow the leader" pattern of radio program, Butler said that the potentialities of programming and sales in the new sight and sound medium are unlimited. Tells of Early Programs Earlier in his talk, Butler told some interesting stories of the first programs of commercial network radio. He recalled the success of the Maxwell House Showboat and said until this musical-variety program was launched in 1932 the pattern for commercial shows on radio were orchestra and singers, Butler also recalled that General Foods gam from Page 1) bled $500,000 in a shortwave radio tieup with the Antartic trip of Admiral Richard E. Byrd in the fall of 1933 and the gamble not only paid off but increased the sales of Grapenuts 44 per cent over a 15 months period. The pre-war Kate Smith program was also referred to as an example of good commercial programming. He recalled that guest artists appeared on this program and it was here that the present day Aldrich Family got its start. He also paid tribute to Miss Smith for having made "God Bless America" a second national anthem and challenged present day radio programs bo produce a song which would have such family appeal. Charles E. Denny, executive vicepresident of NBC, in behalf of the Junior Achievement Award, presented a scroll to William Lindsey, 16-year-old Peoria, 111., high school boy for the teen age program, produced on WEEK in Peoria. Guests on the dais of the REC luncheon included: Atherton W. Hobler, chairman of board of Benton & Bowles; Charles G. Mortimer, vicepres. of General Foods; Louis Brockway, executive vice-pres. of Young & Rubicam; Fred Mueller, general manager of station WEEK, Peoria; and, Howard Chapin, advertising director of General Foods. Out-of-town guests introduced by President Karol during the luncheon were: Charles Hobrook, WMOU, Berlin, N. H.; George Podeyn, WHJB, Greensburg, Pa.; John Haas, KARK, Little Rock; Al Bengtson, WINR, Binghamton; Harold Walker, WDIA, Memphis; Robert Kerns, WLOK, Lima, Ohio; and, Quincy Brackett, WSPR, Springfield, Mass. Minimum Time-On-Air For FM May Be Upped (Continued from Page 1) the FM Association some months ago, calling for a doubling of the minimum hours of operation by the end of the third year for unaffiliated stations. Those stations running in conjunction with AM stations would be required to operate at least as many hours daily as their AM counterparts. The Commission has not set hearing on these rules, but has called for comments by December 18. Presumably a hearing will be called if it seems merited by the response. The proposed new rule would affect all stations at once in that it would extend the minimum hours to Sundays as well as the other days of the week. This would mean thate six-day operation would be out. In addition, it is proposed that during the first year of operation the minimum schedule include six hours, with at least three hours in the daytime and three between six in the evening and midnight. During the Leavitt To Head Sports, Special Events At WDSU New Orleans— Mahlon (Mel) Leavitt, former sportscaster for Mutual, has been appointed sports and special events director of the WDSU Broadcasting Services, it was announced by Robert D. Swezey, general manager. Leavitt is already handling most of WDSU's radio and video sportscasts, including pro boxing and wrestling, and will broadcast collegiate basketball during the coming season. Before joining WDSU he wrote and announced on Mutual. Bill Murrell Hospitalized Orlando, Fla.— Bill Murrell, promotion manager of WORZ, affiliate of NBC in this city, is being treated at the local hospital for a strep throat. second year the total hours would go to eight, again evenly divided, and during the third year the daytime hours would be extended to a minimum of eight. AL RICKEY CONDUCTOR-COMPOSER MANHATTAN MERRY GO-ROUND HAMMERSTEIN MUSIC HALL WALTZ TIME MR. KEEN— 7th YEAR ALSO MUSICAL DIRECTOR FOR MAYFAIR RECORDS