Variety (Mar 1942)

DX TO U. S. TO Fim PLI1CE5 NBC Has 11 ClienU Sub- scribing to Shortwave Service—Believe Soldiers Can Hear Programs Fairly Well in Iceland, Ireland, Alaska, Caribbean, Ber- muda Anne Director Radio Head Of Sterling Ins. Acct. Chicago, March 10. Anne Director has been appointed time buyer and radio advertising chief for the Sterling jisiirance firm here. Miss. Director was formerly' with the J. Walter Thompson agency on the Coast and later with the Raymond Spector agency in N. Y. Neal agency regularly handles the Sterling account, which is one of the more' extensive -users of national spot radio time. STRICTLY GOOD WILL There is a growing interest among radio advertisers in having their reg- ular sponsored, entertainments short> waved to outlying ' American posts (Iceland, Ireland, Alaska, Caribbean, etc.) as a gesture of good will to the fighters themselves and their fami- lies at home. Advertisers appreciate the ability to announce the programs heard by the soldiers. NBC alone has some 11 sponsors who have the network broadcast a delayed transcription version of their programs. R. J. Reynolds, Alka Seltzer, Johoson Wax, General Foods, Phillip Morris, Emerson Drug, Bal- lantine Ale, Schaef er's Beer, Colgate, Fitch Shampoo and Kraft Cheese are among the NBC sponsors pur- chasing the additional shortwave service at nominal fees. ^ ' Cost, on IS-week contract, is $60 for a half-hour and $142.50 an hour. On B2-week pact it's $72 per half hour and $112.50 an hour. Stations used are WRCA, which, with a non- directional antenna, reaches base$ in Alaska and'the Caribbean area; and WNBI and WBOS (latteTa Westing- house station programmed by NBC), which cover bases in Ireland, Ice- land, Newfoundland, Bermuda and French West Africa. Although NBC occasionally gets fan mail from Ha- waii, the PhiU^jpines and Australia, there's no claim of consistent cover- age there. Each Army unit, NBC has been informed, has at least one ^ortwave receiver on which it can pick up the shows. Number of bases also have public address' systems Into which the DXed.programs can be fed, so that all the. troop can bear, John F. Royal, v.p. of NBC, has pointed out: 'With the ■ exception of the mail, shortwave radio is the only llnk^ between our boys and their foUu. The closest thing to a letter from home is the familiar voice of a radio favorite. The President, in one of hla i^eeches, spoke about global war and here is an example of global entertainment and news. ClicqDot Clnb Spots Clicquot Club Is lining up station list for a spot campaign in the spring. There will be two one-minute e.t's daily for'17 iweeks, with sched- ules starting the first week of May." Initial contract placements will be among New Engla^id stations. PAUL PORTER RESIGNS AS CBS COUNSEL IN D C. Washington, March 10. Paul Porter for the last five years Washington counsel for CBS, haq re- signed to becbihe as^islSKt adminis- trator in charge of the Rent Dlvi- elon of the Office of the Price. Ad minlstrator. Move is effective Monday (16). Before joining CBS, Porter headed the Agricultural' Adjustment Ad- ministration press staff and directed radio phases of the 1936 Democratic campaign in the farm belt Two years ago he took leave of absence for several months to serve as aS' Bistent to Chester C. Dtfvis, agrl culture member of the old National Defense Advisory Committee. This time he quits the web entirely, In- stead of .being ji. $i79-year man. . . Lnciues' Bingo on Bing Hollywood, March 10. Lord & Thomas finally landed Bing Crosby for, a LucWes insert from here March 28. He hos long been the choice of servicemen, but the agency had some difficulty getting a waiver from Kraft and J. Walter Thompson. Not Forgotten Gesture Chicago,' Ma:rcb 10. WLS is putting out a little mimeograph bulletin newspaper for mailing monthly to all WLS employees now in the Army, Na'vy or Marines. Edited by Chuck Ostler, the sheet con- tains gossip and chatter that would interest former staff members and keep 'em hep to the progress of the' organization and ready to step right back Into their jobs when they return. In addition 'WLS has formed a 'dime a month' club to buy cigarets, etc., for the service , members. Vander Pyle Annoimcinp Cincinnati, March 10. Ellis Vander Pyle, formerly of WGAR sales department, is now do- ing a three a week late afternoon news broadcast for R. G. Dun cigars. Also temporarily with 'WTAM an- nouncing staff. " Snowstorm of Radio Aimoimcements Made on Behalf of U S. War Effort Washington, March 10. Radio's contribution to the war effort, measured in terms of an- nouncements rather than total time, exceeded 10 plugs daily during De- cember.. First check by the Na- tional Association of Broadcasters, based on actual reports from 455 stations, showed the immense de- gree to which American broadcast- ers are helping sell stamps, mobilize manpower, and.lift morale. Projected to provide an estimate for the 855 commercial outlets, the N.A.B. tabulation showed 320,000 war announcements. In addition to 35,970 boosts for Federal agencies not directly concerned with national defense matters. Most numeroiis - were spot an- nouncements ' seeking men for the fighting forces. Stations aired 49,640 spot announcements on behalf of the Army and 51,690 for the Navy. lii addition there were 2,310 JS-miniite transcriptions' for the Army . and 1,210 for the Navy. The Treasury's stamp and - bond sales drive was helped with 154,650 spot appeals to purchasers, plus 290 programs, running from 16 to 90 minutes. Stations aired 10,840 spot announcements concerning civilian defense, while .620 outlets carried the hour-long Bill of Rights feature Dec. 15. MIITIIAL~em'' first-h Firjtthree ITIU I UrlL. ^T^lt/V\ NEWS- -SPORTS -POPULAR MUSIC