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—r^—e ..SPONSOR REPO S... SPONSOR REPORTS...
MEDIA MANEUVER FOR BUSINESS
HALF-MILLION TO REBUILD WINS
NO BLIND BMB MAPS
EXPORTING
SINGING
COMMERCIALS
KID NETWORK
BERLE TAKES OVER VALLEE SESSION
WHERE'S THE FOLK MUSIC AUDIENCE?
"DR. CHRISTIAN" CONTEST PRODUCES PROGRAM MATERIAL
FEBRUARY 1947
Newspapers wait anxiously for networks to announce rate increases. Plans in works will culminate in both "newspaper network" and individual papers announcing a lower milline rate within two weeks after major increase in network rates. Networks know this and any increase (there's bound to be one because of recent over-due station rate increases all over country) will be handled like case of eggs — with care.
-SRCrosley Broadcasting Corporation will sink over $500,000 in building WINS (N. Y. ) into national and local factor in its market. In one week station added 29 new shows. Plans are to re-program outlet first, then promote it.
-SRBroadcast Measurement Bureau (BMB) has now issued very definite rules on how BMB station listening information may be used. Here's one standard causing mapmaking headaches: Maps must not only show BMB figures by counties but figures must be big enough to be read.
-SRExport radio in Europe is about to get special singing commercial treatment. Saving grace is that first of selling tunes will be sung by Elsa Miranda, of Chiquita Banana fame. Standard Brands sponsors .
-SRMutual Broadcasting System is set to make itself first network in kid audiences. Recent ratings give it leading moppet shows. Edgar Kobak, spearheading drive to make MBS lead junior broadcasting field, turns up at every important educational conference scheduled. There are plenty of programs in works for junior aside from 4:30 to 6 p.m. strip.
-SRRudy Vallee's show, which hasn't been acceptable to NBC (despite denials of this fact from agency (Biow), client (Philip Morris), and Vallee himself), has at last given up ghost. New Milton Berle program will replace it March 11. Berle hasn't been able to win a radio audience as yet but he's still "new" to most listeners and it's hoped he'll hit stride this time. His last CBS program got nowhere quickly.
-SRIdea that grass roots radio want folk music above everything is being blasted these days. Latest eruption is check-up by KX0K (St. Louis) which indicated 60 per cent want standard popular music and only 28 per cent mountain music.
-SROver 70 per cent of plays used by "Dr. Christian" originate in annual "Dr. Christian" story contests, fifth of which is under way now. First award is $2,000 and $150 to $350 is paid for scripts used in weekly broadcasts (from contest entries). While broadcast fees are not far under present half-hour-play scale, contest does simplify huge job of selecting plays each week for presentation.
FEBRUARY 1947
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