Variety (Jul 1944)

PUSH NEW AUDIENCE HYPO | Major Nets Top $16,(1,(1 For May, 31% Over Year Ago Cross billhigs, for the lour major net works topped $16,000,000 for the month Of May, representing a 31 w <r • increase over ,last-year's gross time -rales Of $12,354,431 for the same, 31- c!i,v period. The billings represent a substantial - increase over .last months total" of $15,665,229. CBS again' was put in front with $5,862.- OfiT. with Mutual lops oh percentage increase (4Ki) over the same period last.year, VOh'the /cumulative, side, total bill-, ipgs for the first five Months reached an unprecedented high of $78,065,344 for a 35% boost over last year's $57.- 675.291 covering. the five-month period.. Mulual's total was 74'i-, with the Blue's $15,283,583 foj'.the;-fiye months representing a 45'i increase over last year. SE£ K ' SU ST AJN E D' I Waring Show ($18,500) in Spot To Aim at Ex-Sponsor's Program LI Greater Abundance of Guestar Talent May Force Coast Shows to Switch East 7 Possibility, is seen of some of the* nighttime air shows moving east fioin the Coast next season because "of the difficulties encountered-—irr pacting pic guest stars and refusal of studios to release sought-for stars for even short-term air contracts. It's felt' that, in view of the ban, the abundance of legit-radio-vaude -tal- ent in. the east might be the answer. Latest snag was reportedly en- ' countered in trying to line up Gene Kelly to take overthe Bob Crosby- Old Gold show, now that Crosby has .gone into the Marines. Kelly did a recent guest shot on the pro- gram, with the sponsor so please* \y 1th the results that overtures were initiated to pact him for the series. However. Metro,: to wh ich Kelly is tinder contract, refused.-to release him, .reserving the right to yank the •sttfr Whenever it needed him, so-the deal \vent cold. ■'•*'■ Result is that -the. show may be b: ought east,' with the . program meanwhile continuing; .in a state of iltix . with a continuation of. the guestar policy.. Writers to Get Air Credits Under Terms Of New Guild Pact New contract between the Radio Writers Guild and CBS, NBC and 1 be Blue networks, covering dra- matic and continuity: writers calls for air credits for writers and de- fines their rights to their material. Pact also sets .salary Iviinimiims. tor ; Matter's;- provides .for holidays and contains' a job security clause. Air credits are to he'.given '."whenever 1 v tu i anted as a re-'lilt of general . writing excellence', hoy city,, original* ■ ity .or 'other special .characteristic?. Old contract gave' the webs 10',;. . o| take from use ot senpteis' ma- terial by' (ele interests but new con- . tract gives the nets .'nothing. Scrip- tors aiso yet l.'OO'i from, use oi ma- terial for legit:productions, VS'o'loi' pix,, 90'i (rom books newspapers and- .niiigasunes. 50';. .from record- ings and 50'7 from merchandise. '• Agreement .is. lor iJiree years but the Guild has. the i Mil . to reopen negotiations after, one. year. \VLB ..recently approved pact between. 1 the Guild and the NBC short wave . d i v,t - Jsion .wit h a; retroactiv.C ela use to hist . August. : Contract sets, sakiry.7ni.iii' munis for between 50-60 -Staffers She webs intprnatiomit division.; THIS IS MY BEST' FORCRESTA BLANCA Dramatic series, tabbed "This Is My Best," featuring dramatization of Whit Burnett's collection of short stories written, by best writers in U: S„ replaces the Alec Tem- pleton-Mprton Gould "Carnival" in the fall. The' .Tempieton-Gould combo is off for the summer, "The Doctor Fights" has been filling the time for Schenley's. .'■;... ,-■ . StaiMsa debuts on Sept. 5. Temple- ton and Gould haven't lined up other spots for the fall but expect to do so SOOn. - ' ." 74 . ■ Network and . agency execs are currently preoccupied with estab- lishing a nighttime schedule .pri- marily aimed at' a sequence in pro- gramming that will, follow a like pattern over.an extended period. For -.pine time it's been the feeling that the networks, in viewing-each program individually and. strictly from a production standpoint, have been overlooking the wider horizon of maintaining an audience over A prolonged period of. the evening. With, this in view and gearing their schedules 'to contain , an: .interlocking, group of programs that: will: create a sustained mood, tire- webs, in set- ting .up' such a structure; it s felt, should go. far in achieving the de- sired results, at least from a listen- er s point of view: It s felt that a net s series of; pro- grams' over, say. a two-hour period, might each measure tip as ..'sock, en- tertainment,.but colleclively.it would span thei comedy-variely-dramatic gamut. Now-the object will be to so shift 111* skeds so that the;ear-bender could remain tuned to a particular network: for a reasonable evening's period .without disrupting his mood. Some agency and net reps have long contended that only by Catering to such a sustained mood ,bver-'..an'-e.x- tended period, even a.s- a two-hour play or film attraction can hold in-; lerest, can a web achieve the most de.-.rsble results, , '". It's basically "the motive that's al- ready influenced the shifting of some of the top-budgeted nighttime shows when they return to the air in the fall, with even more radical resched- uling slated before the '44445 season swings into full operation. . In stabilizing its audiences', how- ever, the question arises whether a net is not curbing the possibility of increasing its listener pull, by the limited, appeal of the programs. Hicks' Bonus Geosge Hicks, Bine network London , oil ice news chief.: this week was awarded a $1,000 bonds by the web for his on-the-spot broadcast, frbiri a Navy landing craft on D-Day June 6. Program, which was recorded, pooled, and aired by all U, S. net- works.'is considered by the trade . to be most, dramatic action stainra to come.out of this wai'V Legit Tryouts On Hopkins Air Show Arthur Hopkins plans to present originals by: relatively unknowns, in addition to his own Broadway pro- ductions of yesteryear , on his NBC "Arthur Hopkins Presents'' airer. But. certain kinks must, first be' ironed out, Hopkins feels that ses- sion provides ail ideal test for new. legit material and also - that the. stanza, ought to provide an Outlet fdr ; untried but nevertheless worthwhile talents.?'- ;'.\7' .'-,'' ' If plan is okayed by nets and play- wright in question agrees,, Hopkins will.soon present a play which has aroused the producer's interest. , Agencies, Clients Squawk As Dailies Nix Air Show Ads . Curtailment of newspaper adver- tising, particularly in the radio sec- tion of dailies,,- is. ..causing more than a little concern to advertisers, agencies and the .networks. ' ' With more expensive hot, weather airers on the webs this year than in the past.: the problem of publicizing and ballyhooing fhese stanzas to ra- dio listeners has taken on increasing importance, with heavy coin appro- priated for the purpose by sponsors. Net result so far has been that most sheets: are turning down ads .placed by the agencies on their radio page and other pages, with the agencies having to go to the local affiliate-web stations, asking them to try to obtain space in their local papers. . " 7 ~~ .,. .-' Among summer shows involved in the situation are the Colgate Theatre -or .Romance. .lames . Melton ,show. Electric Auto-Lite's "Everything for the Boys" and "Blue Ribbon Town." with Kenny Baker. "Romance.",which replaced Judy Canbva. had a $13,000' advertising budget for 'local station insertions in 155 : papers, and' has had difficulty in placing the bulk of the appropriation. . James Melton, Fred Allen.sub. had . a $7,500 sum7.with hardship encountered in disposing of That anticipated hypo of, network j the. amouirt,, 'M-erxihlU Jt^dti it :■ the ' Boys." Ronald Colman replacement. Radio Fails to Get Post D-Day Hypo shows during ..the summer period, following in the wake of D-day and predicated on the theory that news- casts of subsequent developments in. .France would reflect itself in greater listener pull for all nighttime. pro- grams, has failed to come off, In fact, Hooperatings for the period from has had a .similar.experience. "Blue Ribbon Town" spent most of. its $'),- 500 in 127 papers, but also had sev- eral rejections. ' ■ ','-.. . Squawk from advertisers and agencies is that, while tlrey're. cogni- zant of the paper shortage, neverthe- less they feel that paper.?..'are .dis- criminating insofar <is radio aciverfis * The Fred Waring "write your own' ticket" deal . .with. O.wens-.lilinois Cilass was pacte'd over the. past: week- end, alter the Waring-Philco Rnoio Hall of Fame" deal weilt cold. It has several eyebiow-iaismg aspects tliat-' have .created considerable interest and speeuiatibii within the trade, "v . Aside from grabbing himself a > e- ported $18,500 for a weekly iiiil!-. hour Blue Network show ..built- around his Peimsylvaniaiis orch. and' choral ensemble, .Waring can win . back his legion of followers bu.i.It up over the past five years while under contract, to Chesterfield! for. the 7- 7 15 p.m. across-the-boqrd NBC show from which he recently bowed put.- By going into the 7-7:30 thursclay ■night slot on. the. Biue. bcg.nning. Sept. 7, ,Waring, in effect, has a, tailor-made audience' : that's been around for.years: ."4 7 1 7- Just what that'll, do to' the: Johnny Mercer-Chesterfielci opposition pro- gram- is what intrigues the trade, aside from, the ' tact that Waring s ex-ciggie boss probably isn't feeling any too happy over the turn; of even IPs. -For .one thing, the Mercer layout hasn't exactly been in the big-... league class lo which, the Chester- field addicts had been accustomed over, the past half, decade. Further- more, it's lip secret, that. Waring wouldn't mind further:upsetting the Chesterfield rating,. lor 'personal, re.a-, sons. ' . "7 ; *., ; Deal gives Waring carte blanche in whipping up the entire produc- ifott; with the agency on the Owens-. Illinois account,.J; W^alter Thompson, simply providing the announcer for the program. Pact is on a 52-week basis, . with an option ' for another \-ear. There'll be a repeat for the Coas.t at. 11:30-12 (midnight) iEWT). Show will be tabbed "Fred Waring and his PciVi>s.vlvaniSris.*''v;.7..'- >•.•• ..•:' Splurge for the Waring outfit puts Owens-illinois among the top-: budgeted show-spehders in radio, with the client among the early bid- ders for Waring as soon' as, news leaked out that he was parting with Chesterfield. Sponsor's current CBS daytime show, "Broadway Matinee." calls it . quits on; Aug. .4,. with O-I long dissatisfied with its afternoon time and; anxious to step into night- time radio. Unusual sidelight is that -Patsy Garrett,- co-star of the- "Mat- inee" program, is an alumna of the 'Waring-ChesterfieJri' show. Donna Dae, Waring's fernme singer, currently on a tour of theatre dales, will be back in the. fold for the show's bow-in, • 'Blondie' Shfulriing Over To Blue Before Coming Home to Roost on CBS Blue network get the Colgate iSuper-Siids) "Bloiidie" after all but ohiy.for a limited period. Airer will- bow in on the B7te Jyly 21, as prevf- ously reported, :but will return to CBS at the end of October after.« ! 1-wcck Mr.v on the Blue v .. Stanza w:!!. go into the Sunday, R-8 30 p:m. 'spot, on CBS opposite Edgai- Bergen. Latter ,<pot was y«- eated by.cancelhiti.oh 'Of the. Good- year Ritbbei Stai and the ..Story", session/.- 74 7 ''' '■ ■ 7-7; ; -"•: June 15-21 indicate that just the re-; j,^ is c()IK . e rned by refusing ads, at verse is true. Not only ■.did* the ma-! ,; he sal , 1e Ulne ' continuing to a«.'epl joritrof the top 15 programs on the i afls h) other seelion.s of the paper air for the period fail-to maintain . wilhout a()y resM . j( . ti((n!i i, w ,ic^\ previous rating, but many of them , aspec t of the matter is that many of took a nosedive. And. oddly enough, | , he p ape rs nixing radio ads continue the Walter Wincheil Sunday night | to.'win'VeRtiJa'r ids on the product program took the biggest drop of all! pl „ gsc d bv .the radio programs: to 15-:down .3,6, from tile previous^ AcU o( ' cour<c . a ,- e aimed at-that lil i;. n , K '. 7 -4'.■■■■" ,7 ' segment of the. listening public that ,,lhe heavy .bankrolling of-summer ; y.,,^,,^ pel : use . rijdio )b)m g s , m, replacement shows was ,cued lo the with tlve ba| y ,„, V!i(iio arfs : in lh( , ir belief that the^ public s ; d6stre, ,/pr claily papers - ,^- t a wa:-e of the new flashes .from, the 'western fighting I ,. ()gl .., m , (m .;. e air . . ; front* would, keep audiences glued to , Thg nix : OM lhe ra( | io a ^ is their dials. Thus the: agencies, on generally regarded as one more evi behalf of their clients, have been ,. ften$e ^ newspapers', "viewing with bent on capitalizing on the antic, \ aUitucie tinv; „. ( ,' , ; „ lio ofc ,, il .,, .paled h.g'n war.fever of public reac- | <)f laUe ," s inroads on ad revenue; tion to achieve full me.ichandising; , - .- ..- :; ■ ■" ■ • Out of Weintraub As Agency Pace Slackens Slackening; of radio" a'ctivTry San Antonio. — Coi'wih : R'iddt-11. ncv s chx'f of WOAI lot the p'iisf )4 i veal s and one of the oldest nv.jnb<*vv I of lis staff msigned his post . in ha* it, b< r-iiiile . fifl iliitfcct willi KABC. iieie j.Hb news comnu ntator. s sales returns. But. on the basis ..of; ; what's been';ijappen.ing;;'one;'cohclii- [ U.-Lp,.* r|i«j n 'fharlf* sive factor is pointed out—war or no IIUUCII. Vllalll VllCltVS war. fiie Americari public has settled into its ..usual summertime, com- placency, wilh . the '.attendant sharp drop in sets-in-use;. '■ 7 . • ''.; . -Along with • Wincheil, the Kay Kvser Wednesday night program. ! 'replaced last week by.Phil Harris>'i'WfHiiim If. Weinfratib agency cued i: took ah <ilmost equally sharp drop of, 'he rtslgi.n.tioii .last .\Vcck of Hubert ,,1.5 foi me -econd-half of the show. Chain, as radio production manage' f a it h the first half-hour down l.fi Cin.in w ,il open'his ovn production f'The Scieen Guild. Players nosedived ,-offlce. Wemt/aub lust - the Cresia {3.1 points; "Mr,' £)islr'tct Attorney" Blanci u< count in June a;,d uith the j .• i it-down 27 and Lux Radio .The- Xaviec Cugat-Dubonn-et ai:er oft for i hUe was oft 1,4. Onlv foiu shows jii the sunfiner and ret-urii.ng in lhe .falj j The top 15 showed a plus, these being■■ only cm the Don. Lee set, there ? not i'.Joiin DiiviS' Jack Hajcy with 0.8 rmitii •h.tiiii3ung..in ttiow arout'd the bciciih Fi4nk Morgnn-Fanmc Rikp WcihtiWib office, j i i;ov oft-fbt> the summer) . up 2.(i,.. .Ch»in wiU pioducc, i.s a .fre( UiKf i B.iig C.'o-bv.. with 0.2 .nciea-e and" sosno ot the t cvsinm. ijvo}'<%\tkl- by Xhv I "AVrii.t;! Fuiii.ly" up O.8.- i agfcht:} for fall Chi Firm Plunks Down $14,000 As 1st Sponsor Of Int'l Golf Tourney Chicago, July 11. - For the first time in the history of7 golf; a national open tournament Vyill. tie .sponsored and aired by a network when the Tam-O-Shanter " matcht-s are' held here Sunday. August 27. During the past four years event, has been picked up partially : by, Js'BC, CBS. and Mutual and fed sustaining over some of their stations. This: year it will be broa(icast over ..the NBC network under the sponsorship, of .the George 's. May :.Co., .Chicago ; ii.dustrial engineers; ;.. Efforts are being ma'de : to clear the 6:30-7:00 p.m. 'CWTi slot On that date over the full network and. plans call-for -a- summary of..the event by. Bill Stern with the po-noihty of some, play-by-jiluy description. "One;' trine, show wjil .cost the May; Co. around $14,000. Tournament pays the largest amount in pi'r/.es. of any golf matcfi' in: ,the country and divivs crack pUiyers froih .cpa.st-to-coi.st. FCC Orders Rehearing On WOV (N Y.) Transfer . , , Washington. July H. FCC -has' ordered a icheiu ng on the pctitiTn^of Ardc Buiova to. trans- fu WOV. New York, to Murryy ami -.Mc\ei- M.cstei ,, Action was taken to per-nd/ Rich- ard Ei O Dey, I'mnoiity ,stock.'iqlder, to iiilcnene. ■