Variety (Apr 1939)

TTednesdaj. AprU 26, 1939 RADIO VARIETY 23. Spot Campggns (New, Renewed or''Fehding) Bfaryland Co. on 229 Stmtlons Two new-to-radlo accpunts shortly will be on the air through Austin & Spector Co. One Is Maryland Baking Co., Baltimore, which is employing a test campaign using spot announcements three to six times weekly on about 220 stations. They are to be spotted before or after juvenile pro- grams, since the company is trying to sell ice cream and wants to hit the children's market Test is to go through May, and time may be doubled and irun until September if found satisfactory. Other account is. Giun, Inc., Philadelphia penny gum concern. Firm never has tried radio advertising before. After a three-week test in three distinct markets starting May 1, programs may go on about 200 stations on a year-round'basis. Discs for both campaigns have been cut. A7id«rson-Pri(cIuird Oil Co., Okla- homa Cl^, sponsoring 'Swingbillies" five days per week on WKY, Okla- homa City. Elk City Hatchery co-sponsoring with Bdl Clothing Company, Okla- homa City, sponsorship of ^Bell Boys' daily on WKY, Oklahoma City. KWK, St Louis, landed a sponsor for its. baseball broadcast. Indepen- dent Packing Co. is the bankroller of the play-by-play program which will be handled by Johnny O'Hara, assisted by Ray Schmidt Hyde Park Breweries Assn., St Louis, IS minutes, sports commen- tary (6 weekly)-of major St Louis athletic events. KXOK, St Louis, through Ruthraufl & Ryan. International H«h>ester, six 15- minute noontime newscasts weekly. KFRU, Columbia. Mo. Through Au- brey, Moore It Wallace. Cbicago. WLW, Cincinna«, has TThis Chang- ing World' thrice-weekly 15-minute program for Industrial Training Corp., Chicago, to June 24. Through James R. Ltmke & Associates, Chi- cago. Also sponsorship of its "Top o' the Morning' quarter-hour stint, thrice weekly, by the Gardner Nursery Co., Osage, Iowa, for an indef run. Through Northwest Radio Advg. Co., Seattle, Wash. WCKY, Cincinnati, carrying spot announcements for 13 weeks for the Cincinnati Food Council, blurbing Wednesday 1 p.m. closings by retail grocers. Same station is using 10 time signal spots daily for the Gruen Watch Co. (Kemp's Balsam), six spot an- nouncements a week for two weeks. Placed by Hughes, Wolff & Co., Rochester, N. Y. WGAR, ClevelaTtd, new and re- newed accounts: . Rosenblum Clothing, eight s.a. weekly, 26-week renewal, through Lustig Advertising, Cleveland. Oldsmobile Motors, six announce- ments per week, through D. P. Brother & Co., Detroit Lever Bfos., five three-minute shits weekly for Rinso, through RuthrauS & Ryan, New York. /nsuronce Budget Service, 26 an- nouncements, through Lang, .Fisher & Kirk, Cleveland. Hire's Root Beer, six spot an- nouncements weekly, through O'Dea, Sheldon & Canaday, New York. General Motors, nine announce- ments weekly for thirteen weeks, through Lord & Thomas, Cbicago. I. J, Fo.;e, furriers, 55 short an- nouncements weekly, through Stan- ley Kaye. Agency, Cleveland. National Biscuit, 15 one-minute talks per week, through McCann- Erickson, New York. Fanny Farmer Candy, three s.a. each week for thirteen weeks, placed direct Land O'Lakes Creameries, four two-minute shots weekly, through Campbell-Mithun, Minneapolis. Potter Drufl & Chemical Co. CCuti- cura'). Maiden, Mass. Renewal of 60 30-word annouijcements, starting April 24, ending May 27. 1939, 12 times weekly, a.m. and p.m. Through Atherton & Currier. Inc., N.Y.C., WNAC, Boston. Radio DaffodUs rrSBtJMHIHHMBBWUajlUiia Cairo, Egypt—Visitors to the austere Cairo Museum were startled re- cently at the sound of trumpets being blown. They were the actual silver trumpets used by King Tutankhamen 3,000 years ago. Horns were being warmed up for a coming broadcast 'Gainesville, Florida.—^A member of the Dupont family who recently die<^ is responsible for the University of Florida radio station. WRUF, behig all paid up on back bills to program services in New York. A court de- cided that the deceased Dupont was a Floridian legally and the correspond- ing probate taxes paid off the state mortgage and made the radio station flush.' Today I Am a — New Orleans, April 25. Charles McMillian hais worked in all but four departments of WWL here in a week's time. A former salesman, and a personal friend of Vmcejit F. Callahan, WWL general manager, McMillian is working one day in each department in an at- tempt to learn all phases of the radio business. To date he prefers the announcing shift to any he has tried. JACK CARNEY NEW TOM ROCKWELL AIDE Jack Carney, who was formerly in charge of radio sales for the Music Corp. of America, has joined the Rockwell General Amusement Corp. as assistant to the president, Thomas G. Rockwell. While with MCA Carney also, serviced several hotel accounts. Soconv-Vacuum Oil (N.Y.C.). 30- word announcements, ending May 6. Through J. Stirling Getchell (N.Y.C.). WNAC, Boston. Gillette Safety Razor, renewal of 39 participations In 'tTankee Network News Sei-vlce, ending June 30, thrice weekly. WNAC, WSPR, 'WTHT, WATR, WEAN. WICC. 'WNLC. WCSH. WLBZ. 'WFEA. WSAR, 'WNBH, WiiH, 'WLNH, WRDO. WCOU and WHAI. Through Maxon. Inc. (N.Y.C.). New accounts on WFIL. Philadel- phia. recenUy: Joseph Lotoe Corp., New York (Popsicles). "Buck Rogers* three times per week for 13 weeks, start- ing May 1. through Blow agency. American Credit Co., Philadelphia, three spots a week for 13 weeks. Langsdale agency, Baltimore. Philip Morris, New York (DunhiU cigarettes), MBS's 'Name Three,' 30 minutes a week for 52 weeks, through Blow agency. Coteate-PalmoHwe-Peet, J e r s e y City (Concentrated Super Suds). 10 spot announcements a week for 13 weeks. Placed by Benton & Bowles. Goodt/ear Tire & Rubber, Akron. 10 spots a week for four weeks. Ar- thur Kudner. Inc., agency. Kemp Sc Lane, LeRoy. N. Y. TO THE RADIO INDUSTRY: During the week of March 22ncl through the 28th, 1939, after 21 days' opera- tion at 50. kilowatts, Ross Federal Research Corporation made 140,803 tele- phone calls, of which 93,470 were completed in these thirteen cities: Cincinnati, O.; Charleston, W. Va.; Columbus, O.; Dayton, O.; Fort Wayne, Ind.; Indianapolis, Ind.; Lexington, Ky.; Lima, O.; Louisville, Ky.; Muncie, Ind.: Kokomo, Ind.; Newark, 0.» and Springfield, O. To the best of our knowledge this represents the most comprehensive study over the widest territory ever undertaken by -a radio station. We believe that the industry generally will be vitally interested in theresultsof a study of this magnitude. Within the city limits of these thirteen cities alone live 2,056,719 people and in the general territory encompassed within the geographical limits of this arbitrarily defined area (representing only the heart of WLW-land) live some 5,680,095 people. The facts are so startling in themselves that to attempt to dramatize them would invite incredulity. WLW so dominates this territory that day in and day out during the entire week studied 48.3% of all radio homes were tuned to WLW. The leading local station in each of these thirteen marlcets was able to attract only an average of 22.8%. It is true that this study, of necessity, does not reflect factual data with reference to the great rural audiences in this part of the country ... the rural audience ' being the subject of a new study already under way. We believe, however, that we are safe in assuming^—and that the industry will readily grant—that our degree of domination of the rural audience is certainly not less favorable than Ross Federal have factually demonstrated it to be in the above cities. Complete breakdowns and analyses of this study are now available and are being distributed. If you wish specific information immediately, please advise our Sales De- partment or Transamerican Broadcasting & Television Corporation. THE NATION'S STATION CINCINNATI