Radio Digest (May-Oct 1930)

51 Major J. Andrew White, left, first famous sports announcer. Dutch, the Boy Blues Singer, KFKB. In the champion KFOX Group of Long Beach, Calif., we find these cup winning entertainers: The Sunset Harmony Boys, guitar trio, and Miss Doris Dolan, staff pianist, below. McCree Sisters, KFKB. * individual listeners, was "out of the money" and registers in seventh position in the order of ballots cast. Here again the greatest response was in single votes, but few extra bonuses being recorded. As was explained in announcing this Gold Cup Contest, it was not necessarily the station with the largest audience, but rather the one with the stanchest friends that would win the title of the World's Most Popular Station. Doctor Brinkley's KFKB, on the strength of its whole-hearted reception by its listeners, and the enthusiastic work done by its friends throughout its listening territory, is richly deserving of the designation of World's Most Popular. ASKED to explain to what they attributed the tremendous popularity of KFKB even in competition with larger stations, station directors declared that "KFKB has a personality, a Soul, if you please." J. R. Brinkley, M. D., founded KFKB in 1923, "just as a novelty." His primary object was to entertain patients in his hospital at Milford, Kansas, and to teach these patients prevention of disease while they were convalescing. The i doctor spent considerable time listening to other broadcasters during the early days of his own station, determining just what policy would be best for him to follow. At first the chains seemed to be the thing, but individuality seemed to the doctor more desirable. During this time KFKB was on 1,250 kilocycles with twelve other stations, so he waited for the reallocation of November 11, 1928, before adopting a program policy. By the time the new allocation came his policy was very nearly worked out and ready for adoption: "Humanize" KFKB, give it a personality, make it different. Regardless of revenue, certain policies were adopted to do and die by. First: No price quotations whatsoever. The doctor said: "I own the station. I have a hospital here. I will not ask people to come to my hospital, and if I will not ask for patients, my advertisers shall not make pleas to purchase. Second: "No records shall be played. Records are cheap, but full time talent is far more valuable than its great initial outlay. Third: "The station shall never become an advertising or selling medium. No merchandising shall be conducted from it. Fourth: "The station shall never be used for controversies, but all organizations shall be permitted a hearing, regardless of creed or beliefs. The station shall be an open forum. Fifth: "KFKB shall not be a chain station unless the listeners demand it. A recent poll showed that they did not. Sixth: "The station shall be kept clean, so that none shall be offended. No suggestive language or risque music shall be permitted. The programs shall all be of such a nature as to be welcomed in every home." AFTER a policy of "dont's" was worked out, it was easy to find a program of "wills" and the first was SERVICE. Under "Service" we find the following to be a few of the outstanding features and policies of KFKB: Religious: Regular Sunday services by various denominations, all being welcome. Also week-day services. Fraternal: There being many fraternal organizations of , outstanding merit, a certain amount of time was allotted to fraternalism. Educational: It was determined to offer a comprehensive course in French, so a Count and Countess were induced to come to Milford. In addition the "Tell Me a Story Lady" hour was financed and immediately proved its popularity. Agricultural: Since KFKB is located in a predominantly farming area it was natural that this subject should receive serious consideration. All market quotations are given, with the usual weather reports, conditions of roads and so forth. Health: This was the big problem. Having an excellent staff of trained medical workers in connection with his hospital it seemed to Doctor Brinkley that he was in a position to give real service. The Medical Question Box was inaugurated. Letters poured in and thousands have been given practical advice and help in their problems of health. Soon the Cooperating Druggists' association was organized to handle the Doctor's prescriptions. The Doctor writes prescriptions and puts numbers on them. Diagnosing individual cases from letters received, he instructs his "air patients" to ask for such and such a numbered prescription at his druggists. This plan met with such success that Doctor Brinkley now receives about 3,000 letters per day. This service is free to druggists and the public. Service: A short time ago an effort was made to have KFKB's license canceled. Tens of thousands of letters poured into the offices of the federal Radio commission protesting any such action. Such was the appreciation of the listening public for the service rendered by Dr. J. R. Brinkley. Entertainment: Doctor Brinkley believed that the public liked a little of nearly everything, but not too much of anything. Steve Love's orchestra of eleven pieces has been playing popular music since the fall of 1927. Arthur Pizzinger has an orchestra rendering the classics and semi-classics. Novelties are offered by the McCree Sisters, while Uncle Bob and _