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tion, while the listener is talking or about to twist the dial.
That's the reason for the strident, interrupting devices of gongs, whistles, ricocheting bullets, and assorted sound effects. That's the reason for the shout' ing and irritating repetitions by the announcer, the banality of most musical gimmicks. Probably the best regulation is self-regulation. The AAAA or the ANA or both might award Oscars in reverse — ■ demerit citations each year for the most obnoxious, banal, and generally irritating spot commercials, as revealed by an opinion poll of the long-suffering public. The press would certainly publicize this with glee. And why not have Wakeman and Henry Morgan make the awards in a special broadcast.
Lloyd C. Coulter vp in charge of radio McCami'Erickson, Inc
Many sponsors break up the mood of their own programs with commercials that are not well integrated with the program content. Many commercials within a show, including cowcatcher and hitchhike spots, are noisy, loud, and not in keeping with the rest of the broadcast. In other words the mood of many commercial programs is frequently broken long before the station break is reached.
Some sponsors and their agencies do strive to keep the commercial and program content in keeping with each other. In that case it's up to the individual station manager to set up a policy which avoids objectionable spots between two programs. Any such policy could not be a general one. It is almost impossible to set a series of patterns throughout the country. Each case must be handled on its own merits, depending upon the sponsor's product, copy, and adjacent program content.
Adam J. Young, Jr. Station Representative
AVERAGE PROGRAMS PROFIT
(Continued from page 29)
Although it seems logical that an airing at peak listening hours in each time zone should produce more listeners, the slide rule proves that it doesn't with the top and bottom thirds (programs). To collect upon rebroadcasts, the program has to be — just average.
JANUARY 1947
IT ISN'T
BEING
SN00TY
<m Station WFBM
• Distinguished Company— that's about the best way to describe your fellow sponsors when you join the clients of WFBM.
WFBM is proud of the fact that the city's best stores are on the station. The three largest Indianapolis department stores buy more time on WFBM than on any other local station. Also, to WFBM goes the lion's share of local Building and Loan, tire dealer, furniture store and theatre radio advertising.
Your messages will be heard by good company, too. WFBM, the first station in Indiana, has been recognized as the "prestige station" for twenty-two years.
WFBM
BASIC AFFILIATE: Columbia Broadcasting System Represented Nationally by The Katz Agency
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