Variety (Sep 1935)

48 VARIETY A D MO Wednesday, September 18, 1935 ADVERTim AGENCIES CONTINUE TO Fundamental Buyer-Seller Confusion by NBC and CBS Seen-a« Bar to Progress in Coaxing Agericy Confidence Despite tlie pa;st year's strenuous ...ef£oxtaJjy_tlw_JnaaJor jietwork bureaus, and particularly NBC's, to persuade advertising sources to give them more authority In the booking and producing of commer- cial shows, indications are that the agencies are deter Ined to super- vise the works themselves for an- year at least. With few ex- ceptions the important network programs in '35-'36 will again be agency-staged and booked. Irked by inside and outside criti- cism to the effect that it exercised little or. no control over the show- manship''angles of commercial pro- grams going out over Its own sta- tions, NBC last winter concentrated several of its artist bureau staff men on the advertising agencies with orders to bring 'em back all^e. Biit the agency response reniained Ice cold and the network got no- where. Survey of production lists for the Ing season show that of .102 commercial shows now on the. net- work or due to open by Oct, 1, NBC wields staging and booking author- ity over only 12 ,or slightly more than 10%. Network's artist bureau ia represented on other programs throufeh the presence of contract ^tilent In the casts,; but wields no '"authority over the production or booking. More Experienced ^ bureau's contention that they are more experienced In the way of all" showmanship than the ayerage agency radio depiartment staff Is, discounted by the agencies. For various reasons they prefer to control . their own booking as vjrell as staging. , Networks' .artist bureaus' are re- Ijarded by the majority of agencies merely a;s talent representatives, personal and otherwise, and they, are therefore classed with all other agents fr^m the Broadway sector and elsewhere. Because the artist biireiaus, separately or combined, dp hot represen a major sharer of the available talient, agencies prefer to nialntal'n an open door policy and play the field as regards titlent pur- veyors. Still another direction In -which the artist bureaus have missed fire is in their relationship with other agents and talent reps. Half- hearted efforts to encourage the patronage of agents have been fu- tile and the agents still regard the artist bureaus as. direct competitors and refuse to accept them as book- ing ofnces or sales sources. Consequently, a.nd with the en- couragrement of the advertising agencies, the talent agents give the ad agencies first call on all mate rial arid see the artist bureaus only as a last re'sort, The best they can hope for from the latter is a sus talrilng spot for an act, and this in view of the; record showing few commercial sales directly via siis- , talnlng 'bulid-ups.' There is the ad- I ditlonal fear that the artist bureaxi ' will take a successful act away from the original agent. Artist bureaus are precisely In the same boat with aU other agents In having llml|^ed talent lists to of fer the advefiijff^rs, therefore they have-noV heQl^'able to obtain any spedial reco^riiition. General adver- tising agency attitude is that the artist bureaus, as agents, regard the 10-20% commission from acts as being, of first importance, with gfiihe artist bureaus desirous of sell- ing mainly their owrt acts. From a production viewpoint the advei'tisirig agencies maintain that the network artist bureaus have failed to show by past perform- ances .why any exclusive authority should bie vested with thein. It has beeh suggested before that the only Avay the artist bureaus can hope to obtain even partial booking and staging control over shows on their own airways is to establish themselves strictly as booking bu reaus, AvUh all aldvertisers required to clear their talent through the network, If not the actual produc- tion of shows... But this wotilrt jtecessltttte the networks forgetting ^Hkbout the agency sideline atiid. the commlsh grabbing from actors. Ma- jority ^of advertising agencies de- claipe~tfial~a3~Iong as tBS~nfelW5lrtir artist bureaus continue to hold talent-peddling and. commish upper- most in their'activities, they (the agiencles) will Insist on retaining full control and authority over their shows. Omaha Amateurs (Continued from page 46) gram uses no regular musicians or hired talent, but depends solely upon the kids, three or four of whom are. presented on each pro-, gram. . Station WAAW, owned by the Omaha . Grain Exchange, recently tried out the amateur Idea with the Union Outfitting Co. as sponsors. This stanza went on twice each Saturday for six weeks,' inat- Ing In a prize contest, and proved successful enough to merit consid- eration, of another. As yiet no other execution of the idea, has been at- tempted' at this station.. Sponsors previously hired, professionals, and doing so again. . Omaha studios of KOIL-KFAB, where most non-chain and local programs are originated for the network of the Union Holding Co. —KOIL-KFAB-KPOR—makes Uttle attempt to use amateurs. Station maintains a dramatic cast of ten people wJiich has proven sufficient for practically all of the locally originating broaldcasts. Recent state-wide amateur con- test orl6:lhated by the American .Legion as a means of raising funds to send its, band to the National convention drew the support of all three stations, principally WOW, which did some broadcasts. John GllUn of WOiW, .John Henry of KOIIi, and James Douglas of WAAW acted judges for the?e contests. AMS UNDEVEOPED :jKJlE«:HMi(>.CONiL New Haven, Sept.^17. As far as this town is concerned, amateur programs are pretty much In the formative stage. WICC (New Haven and Bridgeport) has strings out on .two or three spon- sors, but as yet has lined up noth- ing definite. Only amateur pror gram locally Is through WIXBS (New Haven and Waterbury), which handles the Carroll Cut Rate Perfume Friday night wejekly pro- gpram. Carroll hour Is sighed for a teii- week period. Products plugged are cosmetics and a general list , of toilet goods. Hour offers cash prizes, merchandise prizes and grand prize pt theatre engagenierit to talent used. Sponsor Is a chain organization arid previously used air time in another New England city on Its list. EL PASO'S 10-DAY 'OPPORTUNmr STUNT EJ Paso, Sept. 17, KTSM, only El Paso station, has just completed Its Opportunity Con test, sponsored by Phllco .radio dealers. Ran 10 nights, with 10 winners selected from 200 entrants. Win- ners'* appeared on Plaza theatre stage and divided $60 cash and various merchandise prizes. Adver- tiser prevlbusjy had not sponsored paid professional talent. No other amateurs on KTSM, ex cept oh courtesy programs by churches, clubs, etc. Radio s Banner Year Insofar as estimates enable a comparison of the twelve months of iWs ■ wW the"twelve"mohin^^^ December 31 ne-xt show approximately, the following; 1934 $72,887,000 27,833,000 tOTAL CROSS Tl NBC Time Sales ,. ^'C&S -Tfmo '■S^.lea. Networks Share of Average expenditure per NBC sponsor Average Expenditure per CBS sponsor • t.»»*«««aoe*oo* ••^.l.t' « > II t t't. f. total 68.6% 104.692 109,947 1935 $85,000,000' 32,000,000* 18,000»(»p*; 69% 147,982 129>302 ♦YARIETT estl • •CBS estimate. DEPT. STORE NEW ON AIR SrS KIDDIES Bufllalo, Sept. 17. Four amateur shows in action here, not counting unusual sus- taining artists who work, for 'glory,' WKiBW offers the Victor Ama- teur Hour, sponsored by the Victor Ftirnlture Co., presented on, the stage of the Lafayette .theatre. Now In its third 13-week series, Victor Co. had been off the air—Jumped pn the bandwagon when the ama- teur crize boomied. WBiEJN—Buffalo Evening Ueyvs— Shea's Buffalo jointly sponsor ania- teur show on stage of latter. Has been airing all summer. One in b series of stunts station, paper and theitre have been co-opping on for number of years. WEBR Children's Hour, Sunday mornings, on for more than three years, sponsored by Liberty Shoes. WBEN Children's amateur hoyr; begun Sunday (8), sponsored by Loonsk Bros' Dept. Store, not pre- viously airing. None in Chattanoi^a Chattanooga, Sept. 17. WDOD, Chattanooga, has no ad- y "..'tiser-sponsored amateur pro- gramis, Frank Lane, station man- ager, stated. What few ipcal per- formers are recruited by advertis- ers draw pay. Timidity Keynotes Talent Forecast Unless broadcasting does an about-face after the scasdh Is under way, radio audiences appear to be In for a diet of old, familiar faces on the airwaves in '35- 36. Advertisers have shown practically no tendency to gamble on untried talent In their entertainment plans for the new season. On new major network, shows set thus far there appears but one new name—Helen Hayes. Consider- ing Miss Hayes' stage and screen rep and her follow- ing in both fields, plus established ability and radio guest star appeara:ncea she's no gamble for her coffee sponsor, Sahka, at $2,000 per week. And as a 'new' name. Miss Hayes is new only so far as consistent broadcasting is concerned. Sponsors are showing a decided preference for such ready-made air stars to the exclusion of every other type of personality. A few may go in for nqw support players, such as Jello which Is placing Michael Bart- lett on the Benny show in place pf Frank Parker, but for the top spots In Important air productions the bankrollers demand first flight names or nothing. In most instances they are Hkely to windup ,^ylth the nothing, since the theatre has been pretty well liked of radio pbssibllities in the Btar istage and screen ranks. Meanwhile radio is doing little or nothing in the way of creating its own na.nies, so the future seems far from bright where fresh star dust is con- cerned. . orrowers xtcnt of the average major program isponsor's tl idity about new players is manifested in the fact that, rather than go out into unexplored fields for talent, most ot the important advertisers prefer cop- ping successful and established names from fellow advertisers, If able. A few have been lucky enough to step in and pick up a name cut loose through an- other advertiser quitting radio, but iri the majority of switches the ai'tlst has been enticed by a bigger offer. ... Among major programs which will change their talent llncrups but use familiar faces during the com- ing season are: Kraft-Phoenix, which swaps Paul VVhiteman for Bing Crosby; Good Gulf, which he- places the late Will Rogers with Phil Baker; Coca Cola, which exchanges Frank Black for Ray Noble, and the 'baker's broadcast* (Flieschmann), which is following Joe Penner with Robert L. Ripley, Even new products going on tlie air for the first tinie aren't Avont to take a chanc. on something new. For Instance Campbcjl's (Tpmato juice), which stepped in with a ^5,000 weekly offer and grabbed Burns and Allen even before the team's previous sponsor. General Cigars, went off the air. Agents . and talent representatives say they're up against a stone wall In attempting to sell Important advertleers anything but artist of proven air quality. The rub Is that .there Isn't enough to go around. The names-only attitude is rife among advertising agen- cies as well as the advertisers themselves. Situation makes it tough for an'agent, to ease a new face into the ether picture, even when convinced that the novice Is sure-fire future star material. The pro- gram bankrollers are not so easily convinced.- On several occasions agents with confidence In their 'dis- coveries' have attempted to sell the advertisers by building up their artists Into stardom via the sales- manship route. This routine • requires the agent to give the artist a terrific build-up, in answer to which the advertiser or ad agency man says, 'Never heard of him.' Whereupon the agent replies, 'Tch, tch, tch,' by way of implying 'how ignorant." But the tough ad- vertisers remain tough and so far It hasn't worked even though in many cases It would be worth the advertiser's while to take a capable agent's word for ah artist's ability. Won't Gamble Number of 'new' names presented, on the air by major programs during the season of '34-'3B w^ slim, as usual. They included such people as Patrice Lillie, Joe Cook, Ray Noble, Cornelia Otis Skinner, Block a.nd Sully, John Charles Thomas, Lud Gluskin and a few others. The list was notable chlefiy for the absence of really new faces, since it consisted 100% in names that were established in other amusentfent fields long before radio. Np advertiser had the coiir age to go out and dlig for something new; except the amateur show sponsors, and these alibied the effort and ducked the Issue by calling them amateurs. Talent handlers believe that their only chance to push new talent into the front radio ranks lies in the possibiiity of a few Important advertisers eventually realizing that ready-made stars don't grow on trees, and accepting the necessity 6£ experimenting with raw material. One or two clicks with new facos would change the entire Industry attitude, they feel. Meanwhile the chief riay of hope for hopeful talent rests with the weekly variety programs, such as Vallee's (Flelschmann) and Jolson's (Shell). These and other variety shows evince a, basic preference-for established names also, but the nature'of their pro- duction routines requires frequent delving into the unknowri realm. But these are one-time jobs only and many acts are shy of them in fear they may fiop through lack of proper radio guidance or preparation, which would require them to start all over again. Another disadvantage in a 'guest' or one-shot booking is the fact that It is difficult for an act to establish Itself In one appearance, as witnoss the fact that reg- ularly booked artists, on run shows seldom really get under way until the third or fourth weeU. As for co-operation gji talent from the rest of show business, broadcasting .fias no grounds for complaint The cream of stagp and screen talent Is radio's fol- the asking, but it's Up to radio to go out and get it. 5 EX-PRO BACKERS IN ON SIMON PURES Louisville. Sept 17.. WHAS, Louisville Courier-Journal station, has hopped aboard the am- ateur band wagon, with a contest for amateur talent, winners to broadcast on a series of radio pro- grams and appear In person for a. week at the Rlaltp theatre here. Amateur test Is to b& sponsored by newspaper and eight, local mer- chants. Five of the sponsors have at various times sponsorfed projfes- slctnal paid talent over the: samei'sta- tion. List of spohspra follows:,— rof. Talent Previously Sponsor Sponsored J. Bacon & Sons..; No Benslnger Outfitting Co.... No Will <Jeweler) , Yes Central Furniture Co....... Tes Falls City Brewing Co....,, Yes Frank Fehr Brewing Co Yes Sales Furniture Co. No Rudolph Wurlltzer Co...... Yes Grand j>rlze Is flOO cash and week's, paid engagement at Rlalto theatre,. Louisville. Second, $60; third, $26, and five other awards of $16 each, 'all. with week's paid en- gagement, at Rlalto theatre.. Finals will be held at Jefferson County Armory, Oct. 6. Applicants must secure audition blanks at one of the stores after which they are called for audition. Eight acts to be selected and one assigned to each sponsor firm. Each winner will appear on 16-mlnute program over WHAS on behalf of his isponsor. Grand award will be made on basis of 40% by applause from audience and C0% on selected judges' opinions. Oakland, Cal. Oakland, Sept. 17. Only two amateur programs run- ning in town, both ot recent origin. Both are full.hour, once weekly, KLX has show sponsored by Hen> ning's Butter-Klst Sandwicli Shops, which began Friday, Sept. 13. First time on air for Henning, program will run 13 weeks with 25 bucks prize each week with $60 for final winner. Placed by station. KROW's hour Is sppnsored by the Italian Dally News of San Franr Cisco, began Aug. 14. Uses any tal- ent, Italian or otherwise. NewsTias had and still has paid professional talent on another program. Kids in EvansviUe vansvllle, Ind., Sept. 17. "Local station, WGEF, has a chil- dren's amateur program every Sat- urday morning which has been on the air for several years and which is quite successful. At the present time no adult amateur program Is heard over this station. Broadcasters at Capital Washington, Sept. 17. John Kendall, attorney for KGW, Portland, and KVI, Tacoma. Frank Doherty, KRKD, Angeles. Jack W. Duckworth, KID, Idahd Falls, Idaho. Arthur Church, City. Deltrlch Burke, Neb. K. Carpenter, WHK. Cleveland. A. Allen, WLVA, Lynchburg, H E. Va. D. E. apolis. A. B. delphla; Charles Mich. K Chambers, WDAS, A, Hill,