Variety (Jul 1939)

^ediiesday, July S, 1939 RADIO VARIETY 27 PRIVATE PRESS AGENTS m ASSAYED BY RADIO EDITORS OUTSIDE NEW YORK It It's «ExcliislTe' It's Snspldons Paul Kenhedjr, Cincinnati Post—'I use press agent 'tips' only as rumors until verified by program agencies or principals except where I know the press agent is official mouthpiece such as Fizdale with Cantor or Ferris with Baiter. Have little ditflculty distinguishing clients from non-clients. 'On Important tips which majority of press agents invariably send simul- taneously I usually wire advertising agency for verification. On important Hips,' which come from only one press agent and not his client, 1° pass up until further information. 'I resent practice of wise-guy press agents sending hot flashes marked 'exclusive,' which arrive two days after I've read same in Variety. I split toy stuff about half and half between national and loca} news. -'Most of my national stuff comes from personal correspondence with ad- vertising agency press agents, with radio personalities, themselves, and with Alton Cook, our New York representative.' It It Sonnds Flukey We Ditch It' Mary Little, Des Moines .Register-Tribune—'In my spot I welcome all the news I can geL If it sounds flukey we ditch it Of course, you can tell when they are working for someone; it reads like a client's OK, but so do the network releases. 'As for press agents giving information on matters not concerned with themselves—! don't care where my stuff comes from just so I get It Our ratio is 70-30 on National and local publicity, and we do a lot with art- using about 100 cuts a week in the morning, evening and Sunday. As for checking stuff we can't very easily—but we have been given few bum steers.' After 10 Tears It's a Cinch , Norman Sfegel, Cleveland Press—'After being on.the job for nearly 10 years it isn't hard to distinguish between agents' clients and .others. I don't care where the press agents get their material as long as it's readable.' It is the only way we guys outside of New York can find out what's going on in the way of auditions and prospective sliows. Hie networks don't give us those leads. 'Most of the material I use is of a national nature as the local field Is dead, and I feel that the public is mainly interested in these shows featur' Ing popular personalities. As far as Cleveland Is concerned, they're all net- work shows. 'Like the networks, the agencies are bound to hold certain things of interest due to their - cUents' desires. Tta all for the tip service of the private agents. It doesnt take long to find out who's readable and who isnt I discard their personal criticisms or predictions and stick strictly to the news they have to offer.' Bnlk of Pablldty Into Waste Basket Richard Pehatt, Toledo Blade—'Service now fairly reliable. More so than before. Occasionally still must be checked. Bulk of publicity lands In waste basket Don't care where news comes from so long as its accu' rate. Use more national publicity than local. Ratio one to three. Radio editor's severest need is a fast, accurate last-minute correction service.' Uses 98% National Badlo News Ben Kaplan, Providence Joiunal, Bulletin—'Doubtful items naturally choked or avoided. I cannot always distinguish client from non-client Items but do not resent lack of identification. As long as information, in my opini(Hi, carries reader appeal I have no objection to press agents giv' Ing information on matters not concerning themselves. I assume they get most of the news from friends in key spots, from artists, ad agencies, etc. I use about 98% national radio news.' It's HaU True Robert Gray, Memphis Commercial Appeal—'I find the better known private press events reliable on about 50 or 60% of their material, being wildest on what the future offers their lesser known clients. On bigger items I cross<heck with the networks and New York papers. Usually can disinguish clients but no resentment when can not. *I think it okay for them to give out information not directly concerned with themselves, so long as they don't stray too far. As news about others usually will be more factually frank than when about their own salary sources they probably get most of such outside information' from daily newspaper radUo columns, VAMBiy, studio' corridors and bars. 'We use 60 to 75% national radio publicity.' Pretty Inaccurate Marion Stevens, Miami Herald—Find private press agents' tip service so Inaccurate that most of their material used must be eiUior checked or qualified. Easy to distinguish press agents' own clients from non-client Items and usually take latter with grain of salt. Welcome press agents giving information on matters not directly concerned with themselves if feature material or news oddity and not suspiciously derogatory. Think private press agents get most news not portaining to own clients from gossip or hearsay. Use 99% national radio publicity as against local stuff.' 'Always Sssptelons* Frederick L. Rushton, Worcester Telegram-Gaaette—'Prefer New York network releases to material from private press agents, over whose items there is always suspicion of special plugging. We tie national publicity In with our local stations. Most publicity' used relates to national pro- grams.' Prefer (Confine to Own CUents Ina Wickham, Davenport Democrat^'Know very well clients of agents. Prefer they confine themselves to own clients. Sometimes I wonder about origin of items about non-clients.' Small Part of Bir Wave Bob Stephan, Cleveland News—'I find what little news and trends the press agents dole otit to be fairly reliable. It's not difficult to distinguish who are their cUents. I wasn't aware they were actually trying to hide such fellows. 'Private press agent stuff is but a small part of the big'wave of pub- - licity matter which rolls in each week. I assume these agents pick up such notes as they send by circulating around radio spots or by having some- one on their staff do it Naturally I try to get Cleveland material into my column. But when there is national news of real importance this gets equal consideration,' Gratltnde Leo Miller, Bridgeport Herald—Tip service reliable about 75% of time. Co not use stuff that looks uncertain. Press agents' clients can usually be Identified. 'If press agent has been coming through with helpful outside information I think his clients deserve a break in compensation. Press agents sending In outside stuff are obviously trying to ingratiate themselves and I do not see that this is an unhealthy arrangement Use about 50-50 local and national publicity.' _ Always Double-Checks Darrell Martin, Pittsburgh Post-Gazette—'Of course I always double- check. I do not resent lack of identification on client Items but sometimes find it hard to disttoguish Ijetween them. Press agents are improving in . thctt treatment of copy and I have come to trust,them much more than in the past' Half of m'atAIal I use emanates from press agent offices.' %UTmi' OF RADIO EDPRS GROWS AS A MONEY ASSET TO PRIVATE P. A.'S Dubs Either Way Los Angeles, July 4. Exasperated divof digger who, after flubbing a shot, gritted 'I could throw it farther than that,' can't be so sure about it now. As a double-barreled publicity stunt, radioites at KFI-KECA were pitted against Hollywood ball clubbers, the latter to arm- propel the pill and the ether gang to use the regulation clubs. At the end of 18 holes the sc<«« cards showed that each side used up 108 strokes. or pitches. Baseballers lost out on the. greens. DRAMA SERIES CUCKEDIN MEXICa Mexico City, July 4. The Air Theatre, organized by the government's publicity department for the radio presentation of but- standing dramas by Mexican and foreign authors once weekly from its station XEXA here, has proven to b« such a successful experiment that it Is to be continued in the fall. Department received some 6^000 fan letters about the Theatre from Mex- ico and the U. S. and several other foreign countries. Station employed SO top Mexican players for the broadcasts, of which there were 23 dramas,, six by Mex- icans. The Air llieatre, says the depart- ment, proves that radio broadcast of dramas go well in Mexico. Lou Pierce, who was on the gab- staff at WIP, Philly, untU left an in- heritance about a year ago, is back as summer relief announcer. Battle of Tipsters' -Goes On—Rumors About Non* Clients Helps Get a Break for Publicity Clients- Various Angles In the form of a tip' sheet, gossip, rumor and hearsay about people and programs they don't repre- sent is now sent out by most of the leading private press agents of radio. This is done as a means of getting consideration for publicity items about radio shows the press agents do. represent Radio editors on dallies in cities other than New York appear to extensively use the free 'tip' services although not en- tirely trusting them. Meantime the situation, by no means new but lately more noticeable, has produced these provocative side-issues: (1) The element of "bum steers' and who, in a pinch, would take the rap. . About two years ago Dave Lipton of Major Bowes' office, spent a good deal of time trying to trace the source of some nasty cracks about the major that mysteriously bobbed up in radio columns all over the country. It was known that this came from the 'tip' sheet of a pri- vate press agent employed by other radio stars. The matter was allowed to drop at the time but the cracks, in the light of flat denials from Bowes, did give a first glimpse of the possibility of libel (2) Private press agents who are obliged to be excessively careful of releases concerning their own clients are not similarly careful of rumor stuff about non-clients and this, of necessity, has frequently Inflamed press agents employed by networks^ and advertising agencies who are reprimanded by their bosses, not publicity-wise, because of adverse items getting into the press through 'tips' from private p.a.'s. (3) The radio editors are admit- tedly irked by the slow-moving net- work and advertising agency press departments and frequently are all too happy to have volunteer serv- ices. National News Wanted The importance of the role played surreptitiously by the private radio press agents operating out of New York (and Hollywood) hinges upon the fact that the average radio col- umn around the country Is devoted Inside Stiiff-Raifio Station reps who had, at the request of the Small Sc Seiffer agency, placed availability queries on Arrid, a deodorant, with their outlets were surprised last week to learn that the stations had meanwhile received similar bids for time direct from a freelance outfit. Spot Broadcasting, Inc. Also that the latter was insisting that Arrid be allowed to<take advantage of the frequency discounts accruing from Carter's Little Uver Pills on the ground that both products are owned by the same company. Another proviso advanced by Spot Broadcasting, Inc^ was that It be paid a 15% commission on the business. This organization has in the past denied the report that It was controlled by or affiliated with the Street St Finney agency. Arrid is put out by Femhiine Products, Inc., for which Small & Seiffer Is the regular agency. The campaign involves spot annotmcements. overwhelmingly to national radio news, not local. A radio editor get- ting 30% or less, of his or her filler from the radio stations in the com- munity where the paper is published is peculiarly dependent on material received through the mail or by tele- gram. Where,' as in many cases, the radio editor is honestly striving to conduct a newsy, readable and non- stale department, the over-conserva- tive networlcs and agencies are mad- dening whereas only the self-seek- ing private press agent is clever enough to exploit the radio editors' own Mpirations. . 'Gratitude' of the radio editors ex- presses itself intangibily in a repu- tation (acquired by the press agents involved).for being alert or smart This may sometimes not have too much practical bearing on doing a good job but it passes muster as of vital importance. Reputation means coin, especially in the battle for new accounts. One New . York press agent when queried on the subject by 'VABiErr sUted frankly: 'I don't like it at all. But I must protect myself. Sending out tips about things, that don't con- cern me is dangerous. More than that if s a lot of added trouble and expense. But it's an established cus- tom and I don't see what can be done about it Maybe it will end abruptly the first time some radio editor gets a bum steer bad enough to cost him his Job. Or maybe somebody will sue somebody and it'll all come out in the wash. Person- ally I hate having to act like a smart alec.' But smart alecry seems to be paying off.' Series of mishaps threw the Mort Lewis'NBC show, 'If 1 Had a Chance,' into a panic last week and almost brought about complete chaos in the studio. Things first became hectic when at the last minute the program, with its tuual handful of spectators, was moved from its customary small studio to the large amphitheatre in the RCA building. Cast was jittery at that, but was getting by until Kay Thompson was notified during the show that her father had been taken seriously 111. Then someone in' the audience, nervous at the frantic goings-on, went out for a bracer and returned noisily hilarious. 'Whereupon Hoagy Carmichael lost a page from his script and the stampede was on. Program closed without the final announcement Group Theatre has been re-signed for a series of dramatic spots on the Kate Smith series for the fall. Contract gives the Ted Collins office an option on using the troupe a minimum of seven or a maximum of 13 times over the first 13 weeks, with additional renewal options. WiU use briefle adaptations of famous old plays, written by the regular program staff. Deal was set by Ted Collins and Harold Clnrman and the William Morris office representing the Group. Zenith Radio Corp. dollar volume of orders is running more than twice as large as last year, it was revealed following the annual meeting last week in Chicago. All company's sets this year are to have nc aerial or ground connections, according to E. F. McDonald, Jr., president. McDon- ald reiterated his belief that television is premature at the present time. Zenith has contracts for Ford and Nash automobile business in 1940. Curtis Willson and Emile Gough, formerly of Hearst Radio, Inc., are en- tertaining expansion plans for Tested Programs, Inc, a program sales out- fit which they set up several months ago. Aside from financing Tested Programs Willson and Gough have been active in exploiting a patented process for converting gunsacking into cloth that might be used for dresses, draperies, etc. ° James A. Richardson, Canadian Fmancier And Air Pioneer, Dies at 54 Winnipeg, Jidy 4. James A. Richardson, 54, scion ot one of Canada's great grain families, financier and broadcaster, died sud- denly (26) at the family residence in Winnipeg. In addition to grain, he pushed Canadian aviation. As a pi- oneer of Canadian radio Richardson originally used his statloqs strictly for grain business purposes. Later they were converted into advertis- ing stations With CJRC, In Winni- peg, the key station of the Grain Belt network of western Canada. He owned and operated CJRC, Winni- peg (key station ot the group); CJRM, Regina; and CJGX, Yorkton. The latter station was recently sold to private Interests but it was gen- erally believed he still maintained an Interest Stations CJRC and CJRM, both signed off for the balance of the day when his death was announced. WTMJ EXPECTS TO DO MORE EXPERIMENTS Emerson Gill is substituting for Leo Zollo on portion of a tour of Penn- sylvania cities for Standard Oil dealecsj jsieetlng;^ because o{ previous xpin- mitment by Zollo at Rainbow Terrace, Strafford, 'I'a. Milwaukee, July 4. Return to experimentation in the ultra high frequency bands by WTMJ will follow an FCC okay of application. Station held licenses in the higher frequencies for several years but dropped.'em In 1937 after considerable experimentation in fac- simile, broadcasting and television. Current request is for 500-watt and 5,000-watt transmitters in the upper swath. Station now holds leases for roof rights on the Schroedcr hotel and the Mariner Tower, Mariner build- ing, due to higher ground, has an' advantage of 50 feet over the hotel though both buildings are themselves 250 high. Walter Damm of WTMJ plans to distribute a minimum of 500 receiv- ers in the territory. Experimental broadcasts will likely concentrate on specially created programs rather than a duplication of the regular WTMJ programs. Martha Lawrence and Her Play* boys, VTGY, Schenectady, off the air a^d opening at Sky Harbor, Lake George.