Variety (June 1933)

Tuesday, June 27,1933 RAD in VARIETY 39 RADIO ADS ON UPBEAT M'sMGotoBatTteWeAin ifion to Amierlcan AssocJatloii of Adver* tising Agencies Is prtrhed to make ftft issue of the station group sell- ing plan currently being offered by spot broadcasting representatives. 1 """S'ubfect wiirgo TO—tlre~nrat"durlng- the convehtioh this •week of. the Advertising Federatloiis of America in Grand BaptdS, Mich. Gather )ng, comprising every advertising . (Dirganization in country. In ^eluding the Nationa,! Association of Broadcasters, is holding its opening sesBion today (Tuesday). Group plan that the Four A's Is opposing has to do iBtrictly with etationis combining among them- iielves to sell their facilities ■ to a national advertiser for a lump sum .What the Four A's states it ob Dects to is that there Is no stipula ition of the fee. asked for each In ^-^iyiAii ftl Rtntlon In t h e Inter-city erOup. Associiation also declares .that as a matter ot policy' it has always been against any kind of -combination rate that didn't make note' of the price for each member in the group. Wilting Badge« At the Jf,.:Walter Thompson agency they say it with flow- ers. T oken of approval for a Job done^lby a staff meiMlreinir-a- carnation. Arm using this method, of expression for both inen and womien of the perison- nel. As flowers wiltj^the attache has to keep digcing lo remain decorated. LOOKS LIKE BIG Only One Nite Program UmpWBBM Rush for Choice Evening Hours May Force NBC to Close Books by Aug- t — Won't Split Basic Webs l^rWhen Biz Wai Slow== Accounts Crabbing Tune with No Programs Set WANT 65-70 STATIONS CANADA COMM. WANTS NATIVE TAtENfffllSM Order* for air time piling in from commercial •ourcea the past, fort- night give every indication that the chain pha»e of broadcast! is ip for a decided boom this fall. NB(6 particularly finds that it •! ready has more reservations; for choice evening time <7:30-10 piin.) irom Sunday to Friday inclusive ttran-itrcan-hopr-ta-placer^-RusH-ot Station representatiyes responsl •We for the group plan for spot ' IbfotCdcastlhg, which offers facilities In a mliilpaum- of 10 cities for less than they can be brought through the national chains, accuse the •t'our A's of opposing the Idea on contention of pressure brought by 10 of the leading ad agencies In radio. Major agencies have never xavorea spot broadcasting. These vagencies, say the station reps, ob- ject to their .(Combination arrange- ment because It primarily min- imizes the Importance of the agency when It comes to lining up outletGi for Of client. Not only, say the spot brbjad icasting agents, does the plan do iaway with the rigamarole of deal- ing with each station direct, but It offers to service each station with [recorded programs, etc., for the ati' yertiser gratis. TJnder this ar rangement the commercial, pays.for the talent, but the inatter of re icording charges and pressings are tossed in as a premium. With a station rep in a position to handle such a proposition direct with the advertiser the big agencies, aver ^he spot time sellers, fear that this - jwedge-will eventually result- In loss •f the radio end of . its client's ac count. , June 2t. Stanley Maixtedi former vocal di rector for CKGW, NBC outlet here, has been lnstructed by the Canadian Radio Commission to start a Can- adian search lor native ether tal- ent. Commissibn is anxious to re move any Impression that radio con- tracts are confined to ^ny so-called cliqyie. Maxted will supervise a series of radio adaptations of well known operettas through the summer. Studio Cut Down Up to now Philip Morris had been giving away a whole box of cigarets to all guests attending its broadcasts at KBC's New York studios. New ration per guest is two cigs wrapped In cellophane.. R. U USE AIR Chicago, June 26. Both a commentary on the prosent dearth of networlc commercials and a coihpllment to Kelly Smith, local sales xjtianager, is the present situa-.- tion. "WBBM, Columbia-owned Chicago outlet. Between the peak -hour3-ot-64-30-to 1ft p. m. there a;r!&_ at present onjy flve l6-minute periods weekly picked up from the Columbia network. And In vivid contrast to this therei are only 8l< similar periods. In the same peak hours over the week that haye no sponsorship. Betweien the- sqarcity of network commercials aiid the. scarcity of sustaining time Is the solid bridge of 33 iocal advertising programs. WBBM leads Chicago by a wide margin In the number and range of Its Ibcar advertisers which run all the way from the Christian ScienOe Churches of. nilnois to the United Remedies Company^ In ah elffectlve Chicago, June 26. . . second commercial radio program] ^1^^!?^ S^^^3oSi-to-wimrd Government sought -iiiosBom TimB"- as the first presenta,tion and secured permission fronpi the Shuberts. Last night (Sunday) saw the inaugura- tion of the series. Feature had a cast of 20 singers with Geoffrey WaddingtOn's orchestra supplying the background. Narrative for the ether presentation was written by Bob McStay, local newspaperman. business has the NBC ••••• l^'P":*- wiiiwiKinate from WBBM renewals and 15 new accounts sine* ment anticipating that its booM for P*?^*^^^^ Group May 1. This Is probably a; station that stretch of the clock v»ill | "J™^fJ^a^Ja ja footing the cost, with record^^^^^ closed by Aug. 1. ^ view to encouraging rail travel to Results of this flood of ordiers has Uhe expo, whibh'admittedly has mor: been a sudden shift in NBC's policy Uorists as the bulk ; of Its out-of-1 Five IB-minute periods whlcIT regarding the splitting up of its patronage. IWBBM takes from the Coliimbia "basic network^. FroraTQOW on^he j^^^-^ p^^^^ basic red (WEAF) and blue (WJZ) much where to stay or what to are the Phllco programs with Bbake links are to be sold intact, this reg- l ,^ after arriving In Chicago, but the carter. ulation applying both to new. clients Lnaiiiier of getting to this delectable I , complete list. of. the summer and those renewing on contracts., kj^^^ fj,^^ railroads* tapping terrU pyogfam's which create this unijgiue When business started to Blump j^^y jg ^,ou,ided by Salt Lake on the Lituatlbn oil WBBM ^to^ the web easetL'up oh its no splitting ^^gt and includes a heavy canvas of name of advertising agency maklitg edict and as a concession permitted, ^j^g south and east. Campaign Is to piacembnts In parenthesis, a number of Its customers.to pick trips consuming 24 to 36 hours p^^.^j,,^. christian ^deiice the stations wanted from th^^^^^ one way. churches (Henry Sulcer), Woi|»an'8 -groupsT-^TblMeft^e P* ^ ' : ^/» ; ^\M 5|-r^gieichx>rusrgrank^^ (^eyer open for NBC to flU via chestra, and. dramatized Wt^^^^ Bumham's Beauty (Solo- talent. , sales angle, will constitute the pro- l_ . "_j . ota- vekst ^direct) Last commercial to be allowed * SaiS; to be broadcast^rtuesdays and f«o^ tT^i .1,* « korii« «nv wan «ie-na. S'V ^c r*v,i/.a.rn time. +Modern Living Magazine (T. F Air Ads Plugging Free Trip to Chi Fair wtt Every Antomolnle Buy FORHAN WILL LEAVE 'COUNT' HOLDING BAG Forhan tooihpasfe withdraws itir iBuppbrt from the dramatized disc Torsion of 'Count of Monte Cristo' July 28. This Will leave the story, as far as listeners are concerned, uncompleted. As recorded the tale had been figured to run a minimum of 26 weeks at the rate of five In- stallments a week. Date of can- cellatlor-.wlll have had the serial on the air but 13 weeks, Statibhs af- fected by the decision are WOR, Newark; WBBM, Chicago, and KNA, Lqs Angeles. - For a commercial to quit-bank- roiling a serial while the plot hangs in midair is " not unusual in radio. Advertising men say that the ciues- tibn of such procedure reacting against the account's favor is a ^oot-poinU -^JB.iit,, they say, there Los Angeles, June 26, Giving- an..expenseTpaid..trip to the Chicago World's Fair with each purchase of an- automobile Is the newest radio advertising wrin- kle. Gag Is being used by the Rockne people In plugging that car over KHJ, here. Only losers In the deal are the railroads, who miss the freight charges on automobiles sold by: this-Bystem.j. . L_ Customer Is asked to pay the price of the car as if delivered In L. A. Then he gets the free trip to Chicago and hotel accommoda tions, with the car delivered there to drive back to the Coast. has never been recorded a case of listenera stirring up an appreciable .rumpus about the matter.- —Beechnut -Produets--whlch^ican celled the 'Chandu the Magician' Installments over some 40 stations In the east and midwest last May haa an option to resume that ■ mystery's run in the fall. Qn the Coast this same serial currently has this Rio Grande Oil Co.. supporting It over eight outlets, .with that firm having taken it over from another aOvortisor. WIND Exec S^t-Up Has Woman Vice-President Chicago, June 26; Ofllcers of WINP (formerly WJKS) are Ralph Atlafls, pres- ident; Frances Kennedy Johnson vice-president; Frank Morrow program director; John Muri, mUr sical director; T. McMurray, chief .engineer; Art Jones^ chief an "ftOTTtro er.. —- Station now operates on the wave length of WIBO assigned to it _by ,tiie_ Federal, Radio Commis sio'n. Chicago office St^WiKD is in the headquarters of WJJD, also controlled by Atlass. Vice-president of WIND, as listed above, is the former vaudc vlUe single, Frances Kennedy With her husband, Tom Johnson the lawyer,, she founded and op- erated WJKS in Gary, Tnd., prior to the change. Thursdays at 9:15 Chicago time Disc Sustainers Fail ^ Off, but Commercial Recordings Stand Up split up of a basic link was eigna tured the past week. This was Car- nation milk, renewal contracting for but 12 of the 20 outlets on the red trail. Into this agreement NBC, however, Inserted a clause that If another advertiser called for the si>ot how filled by Carnation the lat- ter would either have to add the re- maining stations of the WEAF string or surrender the tacilitles, , , Ti,r««,K»ckt«'21.*32 I Business of manufacturing disc Throwback to 31-32 sustaining programs Is practically Majority of commercisas. making I ^^^^^^ ^p Qf the score or more autumn reservations have been, do_-.j ^^.^g turning them out a year ago ing BO withbut first mapping al^jj^y remain, Columbia Phono- program or scouting for talent. Sit- I graph and Freeman-Lang of HoUy- uaUon is similar to that which pre- 1^^^^^ vailed In ^haln broadcasting during , ^he maiiilbbstacle. Av- the 1931-1932 season when It was customary for the advcrUser^to fi^^^ programs, or $16 per make sure that the time and J*" L^ow, was far more than the traffic cilities desh-ed were available snow, ^ pjionograph records or fore giving any thought to the pro- I "^^^ *^ - local talent seemed to fill the bill ■am to be provided. and came cheaper. Even buying the That the pocketbooks of the ad- P commercial pur- vertisers are again opening up freely ^« ^^^^^ trouble for some sta is indicated by those now negotiat- ^^^^^ advertisers objected to ing with NBG putUng in bids for ex- ^jt paying ext ra for them tensive station hbokupsr One com- I tbe-iaea--ox .pax b„______ __ mercial Is ready to take as many as 70 stations and three others are on the order blanks for 66 outlets. Con and insisted that the price paid for station time cover their use. , , ^ *K X, * I The commercial end of the tran- the order blanks for 66 outlets. Con- g^^ j^^ business has been holding trast Is that with few exceptions I^ strongly through the current sea- recent months newcomers to^ both ^^^j . ^pQ^^c^^^^ Music NBC and CBS have beep saUsfled to publishers Protective Association stick pretty close to the basic r ^^^^j^g^^^^ collecting for June from and no more. ^ v. this source about the same amount At.Columbia not.only. are, the.pr-^ j^. for-each of the ders lor fall time atacklng^up, ljut JJ^^^^ ^^^^^^^^^ the call for time In July and August piy^^uth and DeSoto cars have is far better than had been anticl- I j^st had turned out for them a se- ries of 65 disc programs to lie placed on around .60 stations over a period of 13 weeks. Daggett-Ramsdell Go. also starts next week plugging its Stance products over 15 stations (Continued on page 56 Radio Ghost for Society lAOllar a fill PrnCnPrfl "sing" a quiarter-hour musical show liCdUVI d VlU . 1 IUapCVl| j.^^pj.3jng on the basis of three pro- ^i-ams a "weein^<3r"13 weeksr "Ward Chicago. June 2S. I Baking ^Co. has extended its Mltzi Mrs, William Mitchell Blair, local Green 'Happy Landings kid serial iodern Living Mags^ine (T. P. Harkins),. Bristol-My^rs (Pedlar & Ryan):, Parkel (Warren &. Bark- daie), Oscar Mayer Frankfurters (direct)f' National Tea (Beauinont- Homan), Evans Fur (Adolph P. Lee), Climalene. (W. S. Hill), Pelz Motors (direct), Prima Beer (Green, Fulton & Cunningham), Ward Bak- ing (Joseph Katz), Phillips .Dental Magnesia (Biackett-Sempie-Hum- mert), J. Oliver Johnson Seed Co. (McJ'tinkih), United Remedies (Heath-Seehof),. Rodgers Clothing (Galer & Pletsch)r New Accounts: J'ustrite Bird Seed (direct), Illinois Meat (direct), Nun.n-Bush .Shoe . (Neisser-Mey_er-, hoff>r Marciis Lesbihe Shampoo (Erwlii-Wasey), Loose-Wile ]^lscuit (Newell-Emmctt), Plymouth Motors (J. Sterling Getchell), Kool^Ad^ (Mason & Warner), Golden Peacook Cosmetics (Ruthrauth: & Rykii), Forhain's Toothpaste (Scott Hom;e Bo wen), DeSoto Motors (J. Sterling Getchell), Witter-Water (Gunthcr- Bradford), Hamlin Wizard Oil XRutTiraUth & Ryan)r Tangeo (Cecil; Warwick & Cecil), Mintrated Prod- ucts (Gunther-Bradford), Johnsoa & Johnson -(direct). 50% Qf CBS' BasebaU Charges Go to Charity Chicago, June 26; Cblumbia Broadcasting System will donate 50% of its fee from i»rima Beer to the Retired Playeifs' Fund for the privilege of broadcast-. ing the all-star baseball game froW Comiskey Park July 6. This will amount to around $5,000. Pat Flahnagan and John O'Hare will handle the comment. Prima, I3eer, a regular CBS commercial, Wiir "assnweHhis- as-TrTSpecial ^ coir- - tract, broadcast, sbciefir^caacifr'wlll" b^^ the radio if a program called 'Mu- sical Gadabouts* is sponsored. The Lord & Thomas and McCann- •Ericksoh agencies attended an au- dition at WBBM last week. An- other audition today (Monday) In- dicates the program is hot. to-G2-wecks-U}Vjcr^47..statiQns.^axiidJSi havliig recordings turned out to fill this requirement Afnilated Products has. resumed its campaign for the Edna Wallace Hopper cosmetics, ufeifig 78 record- ed programs on 41 stations,. while Gerieral Mills is plugging its flour Two pianists, plus the double for with a stencilled tune and drama tiu- Gold Coast lady, will be used; 'affair over some.50 stations, Washington, .June. 26. Judge John Wesley Weeks, De- Kalb county, Georgia, and Mfilus. A. Nesbit, former Secretary to Sen. McKcllarj Tchn., have been, appoint- ed to the Federal Radio Commis- sion's legal division. Effective July 1.