Variety (Sep 1935)

34 VARIETY AD 10 Wednesday^ S(^pt«mber 4,1933 SHIFTS AT WHN Expands Sports Coverage—Benson, Nobbs. New Jobs Mitchell Benson moves In as pro- eram director of WHN, New York, replacing George Nobbs, who's to concentrate on station's MGM Mo- vie Club and sundry spreads. Mort Harris is in general charge of pro- duction now and is currently build- ing several new variety Bustalners for fall airing. He'.s been at the etation since ♦.he William Morris of- fice tied-up with the JjOew outlet. Benson has also been on the studio etaft for some time as assistant, Station has arranged to broadcast all Columbia U. football games this fall. Monroe Hellinger who's been doing daily sports resumes will be In charge of this prograrn service. Vincent Richards'' daily tennis talks from Forest Hills is attracting ■quite a bit of attention which has sold executives on expanding in sport line. Bert Frohman Is m.c.'Ing Sophie Tucker's "Jlusic Hall show 'on Fri- day nights during the latter's leave of absence. Program still retains her name as a magnet. PRESS THRUST ABOUT AIR MORTAUTY RESENTED AS DISTORTION OF FIGURES Networks Point Out Alleged Holes in American Newspaper Publishers Case—$7^ Per Thousand Cost, If Correct, Still Cheap, Says Radio STRIKE NEWS NOT CENSORED -WLW Cincinnati, Sept. 3. ' Charges of strike news censorship made by the American Civil Liber- ties Union, New York, against WLW, last week, were branded as untrue by John L. Clark, general dT&nager of the Crosley super sound tosser. • Clark received a telegram from the Civil Liberties stating that two orders had been issued May 29 and 31!'by Joe Rles, director of the sta- tion's educational department, di- recting that strike news be censored. Telegram added that photostatic copies of the orders were being pre- pared In New York and would be Bent to Clncy. Clark .answered: 'All orders of policy are Issued over my signature. I have issued no such orders as those referred to, and have our of- ficial radio log to prove that we have broadcast strike news Just as It comes over the wires.' WLW records reveal that in a 10-day period ended Aug. 21, which was prior to the censorship com- plaint, 13 news items concerning strike news were broadcast by the etation. Latest release of the American Newspaper Publisher Association seeking to minimize the value and effectiveness of broadcast advertis- ing was described by network spokesmen last week as filled with obvious mis-statements of fact and erroneous conclusions. The ANPA bulletin, 'Yardsticks on the Air,' dis puted broadcasting's claims to the number of radios in use, estimated that the cost of reaching listener.s is $7.30 per thousand and intimated that the weakness of radio as an •advertising medium is revealed by its huge sponsor mortality. What peeved the networks most about the ANPA's brochure was the mortality implication. Bulletin stated that of the 635 national ad- vertisers who used radio between 1929' and 1933, 448 had abandoned their programs by 1934. In exam- ining the tabulation of accounts that accompanies the mortality figures the net^Vorks claim to have found wholesale misrepresentations. Included among the accounts de- scribed as having disappeared from- radio during the 1929-34 period were ministers and speakers on religious topics, political campaign commit- tees and candidates, laxatives, liquors and deodorants and similar remedies that are no longer eligible on the networks and products that have either disappeared from the market or whose air advertising has become part of another pro- gram backed by the advertiser. As for the dropping out of the religious accounts, the networks explain that such broadcasts have for the most part' ceased to- be a commercial matter and time is now furnished on a courtesy basis. On the mortality aingle the webs point out further that It is a com- mon practice for combines such as' Standard Brands. AfniK.ted Prod- ucts, General Foods, which market many articles, to split up their year's broadcasting among their various brands. According to the TIow Do You Do It?^ Is Theme of 4 Britons Due to 0.0. America Henry Hall, Carroll Gibbons, Eric Maschwitz and Austin Croom-John ■ eon, all major figures in British ra- dio, are scheduled to visit the Unit ed States for detailed study of Yankee broadcast methods. First two, Hall and Gibbons, are desirous of gathering material on U. S. dance parade methods. Timing, orchestra- tions and general presentations are their main engrossments. Maschwitz is In charge of variety shows on BBC, and is bent on gar nering slants from such programs as Vallee, Jolson, etc., offerings. Croom Johnson, a writer but not alTlllaled directly with BBC, Is to study scripting, continuity, copy, etc. Hall, wlUi .linimy Phillips, was due in yesterday (Tuesday) on the Bareiigaria. Others are due Sept. 27. ANPA tabulation each time that such firm decides to shlU Its radio bankrolling to a different product, the product previously mentioned by the same program is listed as hav- ing dropped radio. By such method of scoring. If a major merchandiser had been on the networks continu- ously four years and decided to eplit its time annually among- four dif- ferent brands, the ANPA listing would logically have to show that 16 accounts had withdrawn from radio, overlooked also by the bulletin, aver the networks. Is the fact that in the early days of broadcasting NBC and CBS were wiUine to sell hookups of,two, three and four sta- tions, with all types of small ad- vertisers scrambling to buy time, but as the big advertisers expanded their own hookups these small ad- vertisers were, forced off the net- works and into spot broadcasting. 80% Renewals In refutation of the mortality charge Columbia claims that 80% of Its present clients are on renewed contracts. With NBC this per- centage Is Slightly, higher. Networks aver- that the bulletin's figures on radio homes are based on anything but the latest official census. ANPA iglvea 19,001,692 as the total number of radio homes In the United States and quotes Mc- Graw-Hill and Radio Retailing ;.s its authorities. NBC and Columbia state that the ANPA would have been more up-to-date and correct if it had published Radio RetalUng's latest figures, which Is . 21,455,799 radio homes, as of Jan. 1, 1935, Set Ownership ANPA also, charge the networks, went far afield In quoting the num- ber of families In tjie United States as of Jan. 1, 1935. This was done, say the net works, to present a low. percentage of the fp,milles owning sets. Instead of the 32,500,000 families which the ANPA estimates that are in this country, the esti- mate of the U. S. Census Bureau, which places the population at 30,- 914,300 families would have been closer to the facts. Through Its own figures the ANPA comes to the conclusion that only 58.4% of all homes have radio sets. Statistics compiled the past year by those close to radio set retailing, the net- works state, show that in cities of over 260,000 population 93.4% of the families own sets, while In towns from 25,000 to 250,000 population 91.7% of the families are equipped with receivers. In a footnote the ANPA bulletin says that 'a recent survey In an eastern city showed that 29% of the sets outstanding were unable properly to receive a;"radio''me4flage.' Refuting this statement, Columbia quotes from a surVey headed by Dr. Daniel Starch in which it was shown that out of 100,000" personal ■interviews in 95 cities and towns 96% of the sets were found to be in working order. Replying to the bulletin's asser- tion that the cost of reaching radio circulation is $7.30 per 1,000 listen- ers, the networks quote figures from newspaper sources as published In Editor and Publisher. Latter figures show that the cost to reach 1,000 actuEiI readers .of newspaper adver- tisements averages .from $12.08 per 1,000 to $23.73 per 1,000,. while the cost to reach 1,000 actual listeners to a radio program averages from $1.66 per 1,000 to $2.41 per 1,000. Taking exception to the bulletin's remark about national radio adver- tising being off 70% In 1934, the net- works quote figures from Media Records, Inc., which show that com- pared to 1933 NBC and CBS last year enjoyed a boost of 35.4% in time sales, while the comparative Increase for newspapers was 12.4% and for magaTsInes, 20.2%. Boost for radio for the first six months of 1935 was 18.2% as against B% for newspapers and 10.7% for mag- azines.. In further refutation of the ANPA's mortality Implication CBS over 79.3% of the CBS advertisers who were on during the first six months of '35 were holdovers from the previous year, while 56% of-the 1934 and 1936 customers have been in radio for four, five and six years. CLAIMS WHO BREACH Newscaster Alleges He Is Entitled to $9,000 EDUCATIONAL MEET IN IOWA SEPT. 9-10 Des Moines, Sept. 3. James Maxwell, former radio re- porter for WHO, has filed suit In district court against Central Broadcasting Co. asking $9,000 dam- ages for alleged breach of oral con- tract. In his petition Max-vclI states he entered, into contract with the broadcasting company in August, 1934, to conduct a news service broadcast, under whicli contract, which was for one year, he was given exclusive right to contract for a sponsor for the ne'.v:j program and was to receive any money paid by the sponsor. Petition alleges Maxwell contin- ued to broadcast up to Fob. 15, 1935, when the company denied him the right to broadcast. According to Maxwell, arrangements were made with a petroleum company lo spon- sor the news broadcast program, the oil company paying approxi- mately $1,500 a month. He claims he is entitled to the money paid by the il firm under terms of his con- tract. Iowa City, Sept. 3. National Association of Educa- tional Broadcasters will meet at the University of Iowa next week Cor tlie annual fall convention. More -than 50 meniber.s expected to he in attendance with over 30 colleges and iinlvm-sffies that support boradcast- Ing stations sending representatives. One of the principal speakers on the program will be A. G. Crane, president of the University of Wyoming. Many matters of policy will be taken up at the sessions Bcho'V ltd for Sept. 9 and 10 and miiy delve Into the advertl.sing angle to Otake the stations self sustaining. Ferguson Quits WINS R. L. Ferguson has resigned from tlic sales .staff of WINS, New York. In a letter addressed to Hurt Squire, the outlet's new manager, Fergu- son expressed di.ssatisfaction with the revi.sed terms offered him and :iHl;od that his resignation become ofCectivc Sept. 15. Fergu.son wa.s for manager .1C the stvitlon.— 188,681 Attend NBC Studio Programs in June-July-Aug., 1935 There was an Increase of more than 52% In NBC studio attendance in June, July and August this year as compared with the same three months In 1934. Figures show that 188,681 at- tended National Broadcasting shows in the eight studios located iti the RCA building during these summer months this year against a total of about 123,000 In the period last year. NBC has one studio seating 316, four with a 100-seat capacity, two that accommodate 284, and the main studio with a seating capacity of 1,300. While admittedly there have been more visitors in New York City this season than last, the schedule which has witnessed, so many pro- grams calling for the large audi- torium and others has been the principal factor In this increase. Programs using the big studio and play dates this summer include Tastyeast and Chase & Sanborn, .Sunday; ' Cuckoo Hour, Monday (sustainer); Pabst Blue Ribbon. Tuesday; Town Hall, Wednesday (sustainer); Maxwell House, Thurs- day; Cities Service, Friday; and Lucky Strike, Saturday. Total Studio Attendance 10.14 I 1,511 35,COS 43,407 123,OSC 1333 (iO,'J30 4S.'J02 70.r,40 iss^nsi Kaltenborn Delayed H. V. Kaltenborn, of CBS special events, now in Europe Is staying over Indefinitely instead of return- ing on Sept. G, as flr.st planned. He's trekked over to Genoa to fiet first-hand reports on the Italo- Ethiopian disputQ. Pat Kenneidy's Baton Chicago, Sept. 3. Pat Kennedy will becomo an or- chestra leader under the new NBC l)lans for the vocalist. Now on an' NBC sustaining ride as a soloist will be the object of a campaign as Pat Kennedy .ant" or- chestra. Combo figured a cinch for a local nite spit duo to Kennedy s rep In this territory. WIP GETS UNION DEMAND Raise in Size of Staff Orchestra and Hour Charge Sought Philadelphia, Sept. 3. New agreement between musi- cians union and WIP Is expected to be settled' today to meet sudden demand by union last week. Sta- tion, which has been using five- man house band one and a half hours a day over three-hour stretch, is expected to take on three more men with agreement to limit playing hours to two. Question of stretch still in doubt. Increased demands were made Friday (30) by union, Romeo Cella, local president, -walking in with ultimatum on threat of taking out all remote broadcasts. Only al- ternative offered station was to pay rnen $3 per man per 15-minute local remotes and ?4 for network remotes. With almost all local dance (10) bands on remote roster and big income from that source, station had little choice. With president Ben GImbel and vice- president Al Cormier out of town, staff members were unable to agree on spot as demanded by Cella. But, rather than have remotes with- drawn, they throated appeal to Na- tional union presii.ent Jo-soph N. Wever and Secretary of Labor Per- kins. Cella then agreed to wait until today (3) for settlement. WIP's dlfflcultlcs with union about house bands are only one ex- ample of many troubles local sta- tions have had. Dr. Lean Levy, prexy of WCAU and KWY, is .still at odds with union about .same questions, and WFIL not long ago failed to reach agreement with organization on same question. Both Levy and WFIL management are sitting tight and waiting out union, a procedure WIP can't copy l)ecause it lacks network connec- tion. ONTARIO'S NEW ONE CKSO, Sudbury, Services Area Heretofore Neglected Toronto^ S^pt 3, Latest affiliate of the Canadian Radio Commission network is CKSO, Sudbury, the 1,000-watt sta- tion to serve Northern Ontario, hitherto without ether facilities. Station .Is owned and operated by the Sudbury 'Star* and wlU carry CRC programs from Toronto, Ot- tawa and Montreal as well as the NBC exchange programs fed to Canada from CRCT, Toronto. Dave Miller, former studio man- ager of CFRB, Toronto, takes over direction of CKSO. Jon Farrell is chief annotihcer and heads the script department. Len ParVfes, with CKCL, Toronto, for the post seven years. Is chief engineer of Canada's youngest station. WJTL LOG IN WSB PAPER AGAIN Atlanta, Sept. 3. WJ'TL has won out In its con., troversy with the Atlanta Journal, owner a'nd operator of WSB, over how the former station's prograiQ listings should be printed. WJTI< objected' to the bluepenclling and changes'made by the paper's radio ed. Tin did not Involve sponsor billings, since WJTL makes it a practice of eliminating trade names from the listings It sends the pa- pers. Under the new listing setup WBS's programs are carried on the same page as those of WJTL and WGST. Impression in broadcast circles is that the Journal switched in its attitude toward WJTL after a large number of readers phoned inquiring why the latter station's listings were no longer, carried. George Patterson, announcer, has i)epn appointed new program direc- tor of WAVE, Loul.sville. Takes place of Reginald Billin, who in- tends to remain permanently in Lond'Hri, England, WFIL Counter-Survey Answers Levy Claims By Comparative Test Philadelphia, Sept. 3. Survey, Just drawn up by WFII* and believed being readied for dis- tribution to agencies, said to com- bat one recently issued by R. L. Polk at instance of Levys, for WCAU and KYW. Purporting to show comparison of all locallr sponsored time on WFIL, WCAU and KYW, survey understood to In- clude accounts under all classifica- tions and locations, without differ- entiation, only requirement beinff that they must be sponsored local- ly rather than on network. Figures are based on week of August 4 for WFIL, July 26 for WCAU and August 5 for KYW. According to report, total locally sponsored time (in minutes) for week is approximately 1,200 for WFIL, 800 for WCAU and 500 for KYW. Taking stations by length of programs, WCAU leads with the only full hour period. In half-hour programs, WCAU has about 120 minutes, WFIL around CO min- utes, KYW none. In 15-minute pro- grams, WFIL has 800 minutes a week, WCAU 300,. KYW 350. WCAU has the only 20-minute periods, to- taling about 80 minutes a week. In other classifications, stations are said to be shown as follows: Ten-minute programs: WFIL 130 minutes, WCAU 80 minutes, KYW 50 minutes. Five-minute programs: WFIL 60 minutes, WCAU 50 min- utes, KYW 40 minutes. In periods of one and a half minutes, one and a quarter minutes and one minute, and spot announcements of varied lengths, WFIL is reported to be shown far in the lead. Thi.s survey is understood to bo tor purpose of showing actual amount of local time taken by sponsors rather than an _Jt you were planning to broadcast' test such as conducted by Polk for Levys.- And if reported figures aro correct, even though WCAU and KYW have edge on network spon- sors, WFIL is far ahead on local 'accounts. As one local broadcaster claimed when dlscu.ssing the Polk survey, two of WCAU and KYWs rivals are almost equal In more than doubling their locally spon- sored ttne.