Variety (Oct 1939)

Wednesday, October 18, 1939 RADIO VARIETY 2S ST. LOUIS: ONE PRICE TO ALL By EDGAR A. GRUNWALD St. Louis, Oct. 17. Beneath the railroad bridge in St. Louis stands a huge, sil- ver; streamlined river packet on which they've been build- ing so long that it's nicknamed the 'phantom ot the river.' When completed it will be the biggest and best steamboat on the Mississippi, But it just happens to take 'em a long time ■ to finish it. Thai's the way the St. Louis radio market work."!, too. Lo- cal sponsors here—and there are plenty of local sponsors, for six of the seven St. Louis stations have single rates and thus make more coin out ot local busine.ss than any other type—hem and haw before buying. Then the audience hem« «nd haws before responding to the campaign. Finally every- thing works out on a big scale. It merely takes a little tima to get there. For St. Louis—if anything—is strictly conserva- tive. With a population of around 850,000, St. Louis even took a long time getting into debt. Today the bonded per capita debt is a mere $84, and only Milwaukee (another conserva- tiva city) has less red ink than St. Louis 6£ all cities with niora than 500,000 population. More conservative than East- ern cities, less raucously enthusiastic than the Southwest, and certainly less gaudy than the Far West, St. Louis is a good, solid radio town. Plenty of surrounding market—plenty ot manufacturing—plenty of wealth—plenty of opportunity for aeven stations. TOWN GREW UP AND ROURISHES ON A STRAIGHT BEER DIET The-six stations in St. Louis proper, plus WTMV in East Bt. Louis, 111., are strikingly alike as regards certain policies and strikingly dissimilar as regards others. For one thing, none ot them do much merchandising. They emphatically are in the business of selling radio time and radio programs, and do not intend to sell door-to-door surveys with which radio time is given away free like a set of dishes at a double feature. For a second thing, they all harp diligently on civic programs—perhaps even beating Louisville in this category, which is going some. The third similarity is the single rate with no difTerential between national spot and local quota- tions. And a fourth, and very important item, is the volume of beer business via radio. St. Louis adults drink a lot of beer. In fact, they drink so much beer that the city literally has scores of brewers who don't ship a keg beyond the natural market limits of St. Louis and still do a land office business. Three of these brewers for the past few years have been competing for the mar- keting crown by diving into radio for all they're worth. This trio is comprised of Hyde Park, Griesedieck, and Columbia (Falstad once did a lot of radio advertising, too, but is no longer keeping it up). Not only do these brewers have large national agencies in most instances, but the volume of time purchases is "astounding. Hyde Park,- piloted by RuthrauR & Ryan, specializes in gobbling up sports. Griesedieck, •leered by Batten, Barton, Durstine & Osborn, specializes in music. And Columbia, guided by Wills, also goes in for BlUdiC. This situation practically makes St. Louis unique, for It represents one of the very few times that large agencies have ■hot the works in a city and bought every station available, big or little. Singly or collectively, the St. Louis broadcasters have a good talking point in this angle—a talking point that the entire industry might well note. The point is simply this: each station in a city commands some segment of the total audience to which its rates are (or should be) geared; hence an intensive radio campaign is not a matter of mere wattage- buying, but of proper selection as to station, time, and pro- gram for the purpose at hand. Hyde Park, Griesedieck and Columbia have found that out If St. Louis stations could crack the department stores they would really be in the pink. But here the situation is unique. Qne of the three big department stores once owned a station, thereby alarming the rest who immediately began drawing blueprints for acquiring competing stations. This race for radio weapons flnaliy got so hectic that the stores called a disarnlament conference and decided to quit the radio busi- ness entirely. That's where things stand today despite an- nual rumors that the conference will go on the rocks, and result in radio advertising.. KMOX, CBS' BIGGEST FINANCIAL CLICK OF OWNED & MANAGED GROUP In the order of their call letters, the St. Louj* stations lhape up as follows: KMOX—CBS-owned 50,000 watter, big, peppy, suave per- sonnel, lots of business, and wearing a monocle. KMOX won the first Variwy plaque Issued for the best network-owned station, and thoroughly deserved it. Merle. Jones, previously with KMBC, Kansas City, and Radio Sales, is now top man. Art Casey, once a theatrical showman and radio producer, is liaison officer—a frill in the form of fixer-upper duties which few stations as yet can boast of. Ken Church, here almost •even years after a term with the Globe-Democrat, is sales manager. C. G. (Tiny) Renier is program director and Rollie Williams production manager. L, Soulard (Sou) Johnson handles promotion activities. Fre'd Mueller is research di- rector. Jerry Hoekstra's handle is director of public affairs, which is a real title here and not just a cover-up for running the mimeogaph. Harriet Edwards heads the education de- partment, and under her direction a St. Louis educational oommittee of nine civic leaders has Just been formed—a sort of advisory committee on radio, unique in scope and im- portance. tt any kind of programming can conspicuously show through the KMOX schedule load, if is music. Ben Feld batons the musical unit of 15 pieces which performs in a handsome auditorium seating 250. Singers—always groomed strongly here—include the Harmonettes (trio), Betty For- rest, Harry Cool, Jean Foster," and Sally Foster, whose hill- billy vocalizing has been oft-recorded. France Laux is the veteran sportscaster, and Harry Flannery heads the news •taft. There is the usual amount of hillbilly and farm fare, the latter being under the eye of Charley Stookey. The sU- tlon meantime records scores of programs for future use, mainly variety, music and drama, and feeds six half-hours per week to WBBM. Rates (except Class E) were recently jumped 15%. KMOX has a big, handsome plant, and is reputedly the best money-maker among CBS-owned stations. ITCn'C CTDirX DDATDAM TGMGT6 and win certainly pay out more as time goes on. This form- AOU 0 OlIVll/1 rnllUllAin ULUEIJ ula can't miss either locally or as regards national spot. DDC HATrn rCliFDAI VinnCTirVP WEW operates by addressing itselt to the EngUsh-speakln iIvL'UAIlU fUlUKAL lAlU/OllLlVO population, then to Germans, Italians, Greeks, Hungariari.s, vcn n,..«oj u. D 1 rv- X.. . J and Poles. The Poles, incidentally, were added since Europe i^^^pTh Y ^ Post-Dispatch affiliated with, the burst into flames. These programs are mainly musical, avoid ^rfn.;nfn;, L ..r^'^i'^'^'i^'^V^^^ ^^"''"^ moneymaker, any invidious angles, and are aired with great regularity .so Sv^af^^lM 3"<i spot business No local ' as not to confuse listeners. Other minority group.s-even in '"^<1'«\ accounts are accepted here in the the sports field where municipal sporU are rounded up-get ^HvP^i^ni L i fv. -ii" ?".°"eh of this „ueh time. Perhaps thatis one reason WEW didn't ban on^rIf«^f.;H.> , Ll^^ "I^ P°st-I?'5Pat"=h, KSp Father Coughlin when the NAB said so. S«rrt Whii/'™r=v^n^°r?,'''^ "5^""?" Around 72% of all program time here is musical. There's nr^teXn^ ^WH t^^^^^^ Some hillbilly with the Roy Shaffer (Lone Star Cowboy) h» ^-io^rhU rn^yi V ^« fnnZ'c ee^era regulations may troupe, a women's program in which the women broadest ^,?rv f„ hP,Uh nr lTnL.^ ni^^^^^ adve^ising causing m- to their sisters instead of being addressed by a pro spieler, a nolUnPm jnV nf ^Z.V,^..^ r^^ZTJ"! 4°* Producte causing ^^^^^^^ ^ ^he Station is a big mail postponement of necessary medical treatment; no false or ■, »t i- , » » i - » iT * ■ fraudulent advertising; no indecent or offensive advertising: F"""" f °' ^'f "P?"'' no advertising containing attacks on persons, religions, etc. VTs'.^!-"' "nvllnriv wwi^' i. m^nL^r «nd Arthur K no comparative price battles. These policies, more elaborate Tn^L^rlrn.f,rH>»M«r ' ""^"^S"' ^• as regards individual cases and smaller details than can. be program director. mentione'd-here, are rigidly observed and in the case of. the .1 i VPADQ ^TFAHV THINr MniTI HPH newspapers, where estimates are available, are said to bar 1" iriiillu ulLAllI UvUiU lllUULUIill about $200,000 worth of advertising per annum. KSD's regu- ».|. lUTA IIMIAIir CTtTIAU lations antedate similar chain regulations, and often have WIL llllU UrilyUlj OlAllUIi antedated FTC edicts. ,„,, j j ,, , ,, ; ... , j WIL—The grand daddy of all commercial stations west of News IS important m KSD programming,-and there are no the Mississippi, only station in St. Louis with a local rate, a hillbillies whatsoever. However, individual news names are big moneymaker (mostly in local business). In 1937, last year not promoted, and the AP stuff is dished out straight. From tor which figures are available, WIL ranked 12th in dollar S to 7 a.m. there's a musical clock. Russ David directs a volume of all. independent stations in the U. S., including house band of six pieces. There's a variety show called Chen ^ome mighty big ones. Staff changes here are rare, and ad- McKay and Co.; also _a special musical unit of six directed vertisers likewise sUy put (one has been plugging steadily by Bill O'Dell for Griesedieck Sports reviews are handled for 14 years). Nobody is held to a contract. Nobody gets by Frank Eschen and Roy Stockton. Classical music and discounts, the closest thing being a package rate for strips civic programs come in for large slices of time. across the board. Patent medicines are not welcomed. WIL General manager of KSD is George M. Burbach, advertis- operates with a dignity becoming its age in the radio busl- . ing manager of the Post-Dispatch for 26 years. Ed Hamlin ness. has been commercial manager since 1931, and Frank Eschen, The Benson brothers (L. A., general manager, and C. W., previously with the Premier transciption firm, has been pro- vice-president) founded WIL in 1922 after a career in the gram manager since 1935. radio-ciectrical business. Ed Shutz is commercial manager, <1C nnnnnTIIMICTir kC k rAATnilf ^ P°st he's held eight years after 18 years with the old St. AS OPPORTUNISTIC AS A FOOTBALL ^ouis Times Nell Norman has been program director for a similar length of time. Publicity has been handled by Bart PI AVPR ON A RROITPN FIFI H RUN' Slattery for six years. Bill Durney Ukes cave of public re- rLnlLiIV Ull A DIWI\Lill"riljLU AUll lations as well as certain sports and similar chores. Dave KWK—As opportunist as a broken-field runner, this station Pasternak is continuity editor, is heavily staffed, affiliated with NBC Blue and Mutual and WIL puts on lots of recorded music. There's a Davm operating under a tie-in pact with the Globe-Democrat, pub- Patrol from 11:30-2 a.m. handled by Bob Chase, and a musical licity-promotion minded. KWK is a business comer year by clock handled by Slattery. Neil Norman and Bill Durney year, and showmanly inclined (winning a Varietv award for spiel a couple of spprts stanzas. News is liberally sprinkled community exploited station in 1937). Bob Convey is owner in along with civic fare, but hillbillies are out unless their and general manager, with Art Dady going under the title of stuff is on a platter. station director—thus making a.second sUtion in this town a/inACO TUP DIirCD DIPT TUr with a two-man front office facade. - ALKUiJj lllE KIVUV dUI IHIj The size of KWK's staff can perhaps best be judged when AMI V AUD nrPTU nCDT CTAnP Ml the execs are reeled off: in addition to Convey and Dady UNLY UNt WIIH Ulxl. diUKlj DlZ they include V. E. Carmichael, general sales manager; Rob- ,„_,„, , » j • - ^ -x » • . j,- , • ert Sampson, national sales manager; John Tinnea, program , ^^'"^T^°"*!'l'I. St. Louis, but dividing Its local director; Dan Seyforth, production manager; Claire Harrison, business about 50-50 between the city proper and the sister- continuity chief; RoUa Coughlin, musical director and house ='ty-. Cont'-ol of this station is being transferred from Lester orchestra director; and Lou Nelson, publicity director. The ^ox to Bill West, manager, and Carlm S. French, commercial programming-production department alone has a staff of 15. manager, previously with the Chicago Herald-Examiner. . , . T,,.,», <i J' >■ ' 1. J ■> Some national spot accounts are coming in. And WTMV, of As a busmess-getter. KWK has recently distinguished It- ^^^^ ^^^jj^^^ j„ ^^^^^ department store advertising •elf by selling Ford eight football games, thus cracking the ^^om the East St. Louis stores. The sUtion U operated in bigtime auto business after a radio (ay-on nere oi several ^^rkmanlike fashion and represents a nice piece of property, years. A regional network has recently been wired together „oeciallv well-eauiDDed mechanically ^ith KWOS,^ Jefferson City; WTAX. Springfield, and WJBL -pecMally ^.^^ Decatur. It's being pushed with a base rate of $165 per j^^^^ ^^^^ ^^^^ j^^^.^^ another heavy item. Hillbillies Class A quarter-hour. a normal workout. East St. Louis sports are regularly From the local programming angle, KWK harps on va- cared for, as are race results, riety. Hillbillies get two shots a day. Martin Bowin spiels -,,,« MTmnAaamn a musical clock for two hours in the morning, and Helen TUIJ niSTllMFRS Adams has a femme stanza on which talent is strategically VUUlUUliaw showcased. Johnny O'Hara is sportscaster (being assisted in National and regional spot accounts on the seven stations baseball chores by Jim Bottomley). As at KMOX, singers are: get a break at KWK. The roster currently includes Edith AmoiicRn Di»inf«ciin» Ptrry Hanir Raye, Dave Wright, Louise arid Bill (harmony team). Lane ^';Zl^";^""!'::[:\\:\\::\::::::\[::::-^^^ and Bush (ditto), and Allen Clark (who sings semi-classical Arnwironit cork BBD40 numbers). Rich Hayes is the swing organist. KWK has a Arri.i v,v,;,-,:;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;;.\\\\'*r.5c(f.rli'^^^^ good bit of news, but is bound and determined to keep it Bi-aumom i.aDn H. w. Ka»ior» away from scare angles. (SUtion blackouted Dorothy Thomp- ^ll^^''^^^,;,-,—:::" — —^^^^^^^^ son recently.) BrlaloI-M>cr.H..'!. .' Tounx i Rublcam ■ _^ Brown & W/llluiiiauii KusmII M. tittin WITH THE WHISTIE TIED DOWN KXOK A ROARING NEWCOMER ^£r}^^=-=^^ KXOK-Owned by the Star-Times (as is KFRU. Colum- ',;°'Zn^aioirC,J^ bia), and the talk of the town. In fact KXOK ought to put commen-iai .Soivenu Maxon* the other six stations on its payroll. They cuss more and [^i^iz'''!':::::::::::::::::::::::::::::::::::::::::::^^,^,,^!!^ complain more about this yearling than any other competi- crnivfii i>iiiiiiMiiin McCann-ErioVdon tor. Reason is that KXOK has barged in with the whistle J'X'l^i Kuihniutt tied down, tells its story with gusto, and in general has kVl"x ■■.lliy.'.'.y.y.'.V.'.'.'.'.'.;V.'.y.'.'.'..y.V.'.'.'.'.y.!l'.'.!V.'.".".JoB! Kau* pushed, battered, and stirred up St..Louis in one year in a Kuii.er couKiiiin ..... .Aircaate™ Lhion few stations could duplicate in a decade. _ JCl mC1C;::;::::::::::::::::::;:::::::;::::::;:::;::*m^^^^^ Elzey Roberts, owner and publisher of the paper, heads the f/j'^.'yijj.llij'i'," "'; ■'; ■ •; J; r^Vba' 'Fen«.'^t'???L'iS station. Ray Hamilton, with Roberts for five years after a KoiKer o.ffi-o '...! ....oardner spell at WLW, WTMJ and WCLO, is general manager Clar- ;|--..n;r i;---^:•---^-^''-^^^^ ence Cosby (previously KWK) is commercial manager, ana (jonirni yim\s (iiuskkHj Benton t Bowies Blaine Cornwell is newly-installed program director. <|.ncrai ,;'i.-f-''<. ... V'KaViSr. News and special events make up the principal program cooo.vonr rire Arthur Kuduer ingredients. Stunts are unfurled as by the yard, and the };;;™,„-^Vi;' "^^%RDt^ news is aired 12 times daily. Plenty ol emphasis is also uyiU. Pnrk !...ii....!!!!..V.'.V.V.".y.V.Ruihraii'rt' t Ryan placed on music, and live talent production has been far "r^c^I.^'&'f iariT'^''''"'''George h. ""'j^"*^ from stingy. After a single year of operation this station i^eni°(\em\ch\'.!y///. Iy//////.y//.i!S'anair^^^ & n'uben? carries about two and a half hours of Mutual commercials Kraft-phenix j. w.iiter Thompaon*. per week, 20 national spot accounts, some local business, and }:,™^?-peVrinV.V.\\\V.V.V.V.'.V.V. .V.V.V.V.V.V.\V.'.9ch^^^^^ has nailed a two-hour strip across the board in which Thos. l.«eniin(r wm. Eai.v Biackett-sampie-Hummert will give out American Home r^?„'^: Products' and Sterling Products serials a la the venture via (..uden'.^ j. M. Mathn* virJirA Tslffu/ Ynrk ''Von'a IJIaikell-SampIe-Hummert WM.l,A, mew xoiK.. ypj, Ponahue & Coe WEW HAS A BLUEPRINT AND S, ________ _, —•^■••nva<mi>v>< Midland nakerlc.i Dfrecl* Cni inure it nlVInkNnV Uyatlc T,ril>a -..IHarkell-Sample-Hummert rULLvlIIJ 11 rUIV nil lll£lll/|j National Refund KirsI Vnlte.l Brondca.'<tera O K« Doke J. Waller Tbompaon* WEW—Owned by St. Louis University (Catholic), went fK-aiuna Biaiken-.sampie-Hummert commercialIwo years back, operates daytime only, addresses ?"e'r" itselt to minority grotips, and is very comfortably in the Dr. Pepper Trary. i.ocke t Dawaon black. The impression garnered at WEW is that the opera- ^;;^„»:~p;:::::;;•.;::•.:•.:///.:;:■.•.:::::K^ tor* did some good, sensible figuring before they got it started Phiiiipa Petroleum -^Lambert k Featiey commercUUy^(non-commer^^^^^^ t,.„ west of the Mississippi). Thot figuring is paying dividends, nv. min<<i» - — .