Sponsor (July-Dec 1951)

presentations on sales tests because they feel another station can do a better job for the particiular product being advertised!" Utopia! Well, maybe. There's no doubt, however, that the SCBA rates a salute from Eastern timebuyers for the job it's done in rounding up the kind of solid, factual information that's of great value in determining how a radio dollar should be spent. Several individuals rate kudoes for their backstage efforts in the SCBA pitch. Larry Field of Petry stage-managed the visit of Bob McAndrews to New York and co-ordinated the work of cooperating station reps. Among those on the presentation committee were Norman Boggs, v.p. in charge of sales, Don Lee; William D. Shaw, manager of KNX; Haan Tyler, sales manager of KFI; Tom Frandsen, commercial manager of KMPC; and Larry Buskett, KLAC sales manager. Other SCBA-ers who toiled long hours to organize and operate the association's promotional plans include SCBA president A. E. Joscelyn, operations director of CBS Hollywood; Calvin J. Smith, president of KFAC; Kevin Sweeney, recently sales manager of KFI; Wilbur Edwards, director of KNX and Columbia Pacific ; Fran Conrad, manager KECA and ABC Pacific; Don Lee's Ward Ingrim; Sydney Gaynor of KFWB; Gene Lee of KFXM. This is not the complete list, but it serves to show that SCBA's presentation is the work of many men, such as BAB's Bill Ryan and many station reps. If, as it is likely to do, the SCBA promotional operation brings the desired results — namely a greater awareness of Southern California radio possibilities on the part of Eastern agencymen — many other regional groups will be quick to follow. Then, timebuyers can build schedules, and advertisers can plan radio campaigns around a more solid core of radio facts. * * * RESULTS PROVE 500,000 MEXICANS IN GREATER LOS ANGELES LISTEN TO 6 HOURS OF SPANISH PROGRAMMING DAILY ON KWKW AND KWKW-FM ASK FOR JOE MR. SPONSOR ASKS (Continued from page 13) mechanized program, whether transcription or tape, is equally as good as a live show, technically speaking, and, with the exception of certain types of radio fare which must be broadcast "(in the spot," can be and usually is superior to a live broadcast, contentwise. Not only is the quality of reproduction equal to a live broadcast, but the mechanical cost has been tremendously reduced. In the early days, a halfhour dramatic show was necessarily recorded on six 12-inch (78 r.p.m.) sides. The master cost alone was in the order of $300, the three 12-inch double-faced pressings necessary for each half-hour show cost approximately $4.50, and transportation charges were exorbitant. Today one half-hour dramatic or musical show of superb quality can be put on each side of a double-faced 12-inch disk cut microgroove — two half-hour shows per 12-inch disk. The present cost for this new and vastly superior recording is but a mere fraction of the early operation when the transcription was new and networks were lean and hungry. The many other inherent advantages of mechanized radio programs all add up to the prediction that the use of transcriptions or tape will most definitely be greatly increased by national and local broadcasters. But I repeat there always will be live entertainment in radio, just as there always will be radio. C. 0. Langlois President Lang-Worth Feature Programs. Inc. New York 510 MADISON (Continued from page 13) my feeling is that he will, as a result of his ride home, be far less likely to have any interest in the commercial programs available during the evening. It is my judgment that in so far as speeches have been made to segments of the NARTB attacking the transitradio decision, those speeches do not reflect the general sentiment of the membership. Paul M. Segal Segal, Smith & Hennessey Washington, D. C. Same old story in Rochester . . . WHEC WAY OUT AHEAD! Consistent Hooper Leader since 1 943. Leads morning, afternoon and night! WHEC ROCHESTER, N.Y./» 5,000 WATTS V Representati vet ... EVERETT-McKINNEY, Inc., New York, Chicago LEE F. O'CONNELL CO., Let Angele., San Francisco IN MONTREAL it's Ask the man who knows best — the local advertiser on CFCF. Best proof that he gets prompt action at the cash register is the fact that Over a 3 -year period local advertising on CFCF has increased 260%. National advertisers, too, can bank on CFCF. For Canada's FIRST station has the coverage, the listeners/tip, to do a real selling job in the rich Montreal market area. U, S, Representative— Weed & Co. 24 SEPTEMBER 1951 91