Variety (May 1946)

38 Wednesday, May 15, 1946 Stations, Nets Set for Bond Drive As Treasury Readies New Programs Washington. May 14. Radiw is being asked to pitch in for a greatly .stepped up bond cam- paign stalling June 6. anniversary or D-Day. and running through July -». Brent O. Gunt»< new chief of the radio section or Treasury's bonds division, anticipates all-oul cooper- ation from nets and stations on basis of responses already received lo appeals to the stations. Within a week after the Treasury's letters were in the mail. 400 broadcasters had ordered material . for the cam- paign. Built on the slogan. "Back Your Future." and aimed al continued buying and holding oi U. S. Sayings Bonds, this will be the iirst big push by the Treasury >incc the Victory Loan. Pitch, taking various angles, will highlight anti-inflation benefits ol keeping bonds and buying new ones. At present the rale of cash-ins just about equals new sales, with the volume of cash-ins mounting. The Advertising Council, which controls radio allocations, has pledged Treasury the equivalent of two weeks in plugs during the'cam- paign, so that the drive will be -featured on top web shows. Gunts. in mapping strategy, has changed the theatrical, dynamic ■wartime, approach to a sustained. . educational type of pilch. There will be no kick-off. but Hie nets are ; pledged to do a continuing job. j Besides an extensive facl sheet. | carrying suggestions and in Tor ma- ' tion. Treasury is offering stations the following: Two special packages of transcribed interviews consisting of 12 4'i-min. programs. One series j features lop sports names such as ; Jack Dempsey. Max Baer. Maxie I Rosenbloom. Grantland Rice. etc. Other is keyed for femmc programs, and has such personalities as Fannie Hurst. Marian Anderson. Hildev garde. Ilka Chase. Gertrude Law- , rence. Adele Astaire. etc. Both ■ packages are locally sponsorable. New angle in the format provides I gaps on the platters so that a local 1 sports commentator and womefTs ; program director ' of a station can introduce and "interview," the "guests." A 78 rpm recording of the new ■ bond song. "There's a Bond Waiting for You." vocalized by Mary Small with Mark Warnow's orch. and written by Vic Mizzi and Manny Kurt, is also offered. "Treasury Salutes." regular trans- cribed series, will be continued on its present two-a-week basis, "Sa- lutes" is now carried by 852 stations, a new high. GR'S PICKLE BREVITY ADDS SPICE TO WLW Cincinnati. May 14. Switched from labbor to gabber. V^iiikty's radio editor George Rosen pulled a Heinz Saturday night ill), using 57 woids in saluting WLW on its Variety 1845 Radio Showman - agemcnt Award for Contributing lo. the World's Breadbasket. Locale was the Netherland Plaza's Pavilion Caprice, where most of WLW's 405 execs and staffers assembled for their annual dinner-dance. Acknowledgment was voiced by Robert E. Dunville. gnl. mgr. of the station. Latter stood in for James D. Shouse. veepee of Croslcy's broadcasting division, who entered Good Samaritan hospital here the following day. Rosen was on deck several days to case Cincy's radio setup. GARVER. SEIFERTH SWITCHES Two WJZ tABC-N. Y.) execs re- signed last week. They are Robert I. Carver, sales manager, and Joe Seiferlh. audience promotion man- ager. 'Carver has joined the Albey & Richards agency, and has been suc- ceeded by his former assistant, Clar- ence "Chick" Doty. Seiferth became a veepee and general manager of Noteworthy Music. Inc.. an affiliate of Broadcast Music. Inc. His work has been split between other WJZ staff members, publicity manager Don Rich and merchandising man- ager George MacGlcnnon.^ WPEN Hypoes College Outlets Via Network Philadelphia, May 14. A unique network tying up all Ihe college stations in this area has been organized' by WPEN, station owned by Evening BuHelin. Stations lined up for the web ar« WXPN, Univ. of Pennsylvania; WHAV. Haverford College; WBMC, Bryif Mawr College; and WSRN, Swarthmore College. With WPF.N slaking the line charges, the setup calls for two half- hour shows each Week from each of the four colleges over the "chain." The stations will also take feed of Bulletin newscasts rrom WPEN. Sta- tion plans to have shows produced by collegians to be aired over WPEN as well as their own network. Idea is to augment tiny outlets in radio training at the four schools. Howard K. Smith. Vice Murrow, But as Sustainer Howard K. Smith, successor lo Ed Murrow as head oT CBS' Eu- ropean operations, with head quar- ters in London, lakes over Mur- row's Sunday 1:45 p.m. commentary slot beginning next week (19). Smith's chore, however, will be a sustainer. Murrow was sponsored by American Oil. Murrow. now CBS programming veepee, left for the Coast this week. Coca-Cola s Assist On Baseball Sked Albany, May 14. Mutual and WABY, in arranging a schedule which would give more time for baseball broadcasts of A1-' bany Eastern league games this' year, is receiving cooperation ot Coca-Cola Company and other spon- iors. "The Spotlight Band" program, Monday, Wednesday and Friday- evenings, is being aired al conclu- sion of the ballcasts. It Is taken oft the network wire on the 0:30-10 spot, Sherburne (Sherb) Herrick, back at WABY after more than three years' service in Navy* is teamed with Joe Nolan on the broadcasts. Herrick was originally a partner or Gren Rand, who also went into the Navy and who recently joined a fo-mer sponsor, Spaulding Bakeries, in Binghamton, as radio director and personnel supervisor. How to cook-up a sales success... Ingredients: GUI.DKN'S MUSTARD COKNKI.UIS T. SCANLON 843,054 KAUIO FAMIMKS* RADIO STATION WKEI tyveryone knows that for generations Gulden's Mustard lias been keeping company witli a'hain on rye" throughout America. Four years ago Gulden's figured New England could he taught to use more mustard (Culden's) in more ways, if the right advertising and sales recipe could he formulated. Culden's chose WEEI. Three evenings a week at six o'clock, top-flight night editor of the Boston American, Cornelius T. Scanlon, atial vzes the news for Culden's overWEEI. Ifow successful this sales recipe has been in persuading New Englanders to use Culden's Mustard in more ways is l>est shown bv the fact that todav 67? of Gulden users in New England add flavor to their meals by spread- ing Culdeu s on steaks, chops and roasts before cooking —by mixing it in stews, sauces and gravies during cooking. Be it beans or face powder,outboard motors "or^ouija boards, WEEI has a sales-building recommendation that will sell. Ask us or Radio Sales to show you the one for your product. *TotaI Nighltinie Circulation CHS Listening Area Study — 7ih Series itpmnUi Jy Itfii Salts, tfti JW IrufcKbif KmiM •( Ot Clear Channel ' — Continued Iran page 29 H of duplication by ABC's and other clear channel outlets. Highlights last week included: Charges by clear channel counsel Louis Caldwell that Senator Burton K. Wheeler (D.. Mont.) was the man behind FCC's decision to probe clear channel service. Accusation was made when Paul Spearman, attorney for the regional broadcasters, stood pat on testimony already in the rec- ord and refused to put any spokes- men for the little fellows on the wit- ness stand. Regionals were; content even to the point of accepting results of an elaborate earnings study of 763 fulltime stations, prepared at ex- pense of the clears to bulwark the regional case for an outright break-' down of the privileged channels. Protest 'Prosecution' Caldwell protested what he called "prosecution" of over 20 clear chan- nel witnesses by the regionals' coun- sel, and indicated he should have privilege of taking a few potshots at the regionals' performance, in view of time and expense clears had de- voted to their case. Caldwell raised question that FCC did not even know the names of the stations Spearman purported to represent, and added that T. A. M. Craven, liai- son man for the little fellows, should be. called to testify. . Caldwell also aimed both guns at testimony of CBS chief engineer William Lodge, who took the stand Thursday to testify on costs of un- derwriting his network's plans, lo blanket the country with a '200-sla- tion FM net. supplemented by throe daytime 50kw clears and two mega- watt outlets to fan out extended nighttime service to the underpriv- ileged areas. Despite a heavy barrage of ques- tions on the technical "blind spots" in present knowledge of FM's be- havior. Lodge maintained that a 200-stalion FM net would render a service "superior" to that given by any similar AM chain—both in quan- tity and quality of coverage—and could deliver a signal to 90".< of the U. S. population. The 200 FM outlets could be built at something over $8,00^1,000 and would cost another $3,300,000 a year to operate, he testified. CBS does not contemplate FM affiliates in any towns now without AM service, ihough 78 of the FM'ers are slated for towns under 50,000 population. Construction cost of the two 1.000- kw stations—one operating both day and night from Colorado, and an eastern station in Kentucky on the air at night only—was tabbed at 11.- 760.000 for the pair. Another $780.0(1" would cover costs for. three 5001; w AM outlets. Lodge said. CBS prcxy Frank Stanton earlier told the FCC these superpower outlets would he "operated in the red," expressing hope that the commission would give licenses to CBS for more than six FM's to help defrav costs for the •AM outlets. IOST0N • SSI Kc COLUMBIA OWNED A Versatile Mugg Raleigh. Ma.' 14. John Harden, vet N. C. news- paperman and Vamktv-'s Raleigh mugg. now serving as secretary lo Gov. Cherry, is. doing a scries of 15-min. presentations over WPTF. Wednesdays 0:3(1 p.m., titled "Tales of Tar Heelia." Program deals with factual ac- counts of some of Tur Heel stale's most famed unsolved myslerii--. Graham. Poyner, station program director, is in charge.