Variety (July 1949)

Wednesday, July IS, 1949 ‘LOVE ’EM & LEAVE 'EM’-TYPE LEAVESl! Frwn the IWuclkra Centres AUDIENCE COLD ON MYSTERIES: SCHWERIN (Second in a series dealing with the Schwerin System's fiiidings on each of 17 leading types of programs and commercials in what is probably the most comprehensive effort yet made in qitalitative radio research.) — • In the opening article of this aeries, the five basic elements that have again and again proved vital to the success of programs were named and defined. In this and the remainder of the chapters in the series, the application of this Important quintet of principles — Familiarity, Approach, Mood, Emphasis and Direction — will frequently be apparent. This chapter takes up mystery i programs. As with all other main I types, the Schwerin System has ! gathered a vast body of findings on whodunits in the course of some 1,100 tests of show's of all kinds. The greatest Importance of the rule of Familiarity in connection with mysteries comes in cases where a name personality is to play the detective role. When the part is a new one, previous familiarity w'ith the actor is most important. Sometimes, though, both fictional character and actor have previously been w’ell known, and there is a double problem. When the actor is wellknown and the character is new, the problem centers around taking fullest advantage of audience familiarity with the actor and not giving the character traits that w’ill violate the mental image listeners have formed of the actor. Schwerin tested a mystery built around a wellkhow’n him and stage star noted for his sophisticated roles. In the part given him, whenever he w as given “love ’em and leave ’em” romantic affairs, liking went down. Whenever he was given scenes involving violent physical action and gunplay, liking went down. When ne w'as handed more serious romantic interest, and when he handled criminals more suavely, interest was high. The latter characteristics fit the audience’s conception of this star. The Mood of Mysteries Also at the heart of any crime show’s success lies the mood it creates. The most effective mysteries are the ones that have the best defined moods, and that commit the few est mistakes in violating mood. A few examples of typical ways in which Schwerin has found the mood of mysteries being violated will be of most interest here. One common fault is not providing authentic backgrounds. This has turned up particularly in Schw'erin’s tests when the setting is supposed to be a foreign or otherwise exotic locale. Often a writer will work on the assumption that he can stimulate intere.st simply by mentioning that his story takes place in Rio, Shanghai or Cairo. Such is not the ca.se. Audiences want authentic details provided in these stories; they also want the music and even the sound (Continued on page 32) Dennis Upped as WHB Goes on a Sales Spree; Greiner’s Creative Slot Kansas City, July 12. Ed Dennis, longtime salesman, was made sales manager of WIIB, according to an announcement la.st Saturday (9) by Don Davis, president of the station. Dennis has been a member of the WHB sales staff since 1931. Appointment virtually creates a new position at WHB, as Davis has heretofore included the sales manager’s duties among his other chores. He will continue to be active in sales, particularly on national accounts. The sales force recently was enlarged to five men. including Dennis, who will have charge of their activities, particularly on the local front. ^ Davis also announced that Mori Greiner has been made client service manager, a position the station hasn’t filled for .several years. His Job will be to create new commercial program ideas and to supervise commercial copy. Greiner has been | editor of Swing, WHB’s pocket .si/e bimonthly mag, and he will con j tinue to put out,thc,booJc . ' NBC Knows Her Mikes Chicago, July 12. While sauntering along Clark st., an NBC engineer noticed a second-hand furniture store displaying microphones that looked suspiciously like NBC property. Further checkup clinched the fact. WMAQ newscaster Len O’Connor rushed recording equipment to the place Just as the police arrived to nab the culprit, a network maintenance man. O’Connor had a scoop for his p.m. newscast W'ith a play-by-play account of the event. Ford s lOOG Radio Series for Canada Toronto, July 12. j While American radio may be| crying the blues about "Ford Thea j tre’s” decision to go teevee next i season, motor-makers are jumping into Canadian radio field with the | • most important sponsored drama ' series ever undertaken in this country. With a reported $100,000 budget, apart from publicity camI paign costs, new “Ford Theatre” series here, under agency aegis of i Cockfield-Brown, Toronto, will present a full season of 39 weekly I drama programs, commencing Oct. I ,7 (Fridays, 9-10 p. m.) over 42] tran.s-Canada stations of the Canadian Broadcasting Corp. Producer-director is Alan Sav' age, one of Canada’s toppers in • that line and former head man of ^ “The Jolly Miller Show,” “L for Lanky” and “Canadian Theatre of I the Air.” Musical director of the ! 28-piece orchestra is Lucio Agos, tini. “Ford Theatre” entry al.so i gives Canadian acting talent their biggest break in this country’s radio hi.story. Also, as much original Canadian-written material as possible will be used in series of dramas, romances and whodunits, 1 but understood that U. S. writing I talent will have to be called upon , for many of these one-hour adaptaI tions of stage plays, successful film I and book adaptations, or radio originals. I Jeilo Again! Willson Back on Radio And Adds Tele for GF Hollyw'ood. July 12. Meredith Willson dropped by I General Foods last season, is coming back twice as strong for the same sponsor. They’ve bought him for both radio and television for I brief summer spans but with promise of extended time in the fall. Starting Aug. 25 he takes over “The Aldrich” time slot for six weeks, and come July 31 he starts a four-w'eek television run on NBC, both for the same product (Jello). He’ll remain in New York to do the ’rv show's live and then hustle back here to start his abbreviated radio .stanza. Latter program will be similar to his old format of music and monologi.stic wit, W'hile for TV I he’ll emcee a parade of talent and ] .stand there with his piccolo spinning yarns about his old home town of Mason City,, la. I PHIUP MORRIS IN NBC SWITCH TO WED. IN FALL Philip Morris is cancelling out of the Tuesday night at 8 slot on NBC in the fall, preferring instead | the Wednesday night at 8 period j on the .same web. ! I Ciggie company will make thej switchover when the Ralph Ed-! wards ‘This Is Your Life” show' returns from its summer hiatus.; Client’s “Hogan’s Daughter” replacement currently holds down the 'rue.sday time. j Wedne.sday niche has been made i available by Colgate’s cancellation ' of “Blondie,” sponsor giving up, both .show and time. ' KLZ Sports Editor GLEN MARTIN Whether it’s the Saturday “.Siwrt.s E.xtra” or the “Alldget Auto Races,” (Jlen Martin, one of KLZ’s top announoers. does the kind of brisk air job that makes KLZ a favorite with Rocky Mountain li.steners. KLZ, Donvor. Mrs. Schitf Asks For Non-Binding Okay on WB Deal Washington, July 12. Dorothy Schiff told the FCC j ye.sterday (11) she will take a “heavy loss” if the Commission does not approve by Aug. 1 her agreement to sell her California radio and television properties to Warner Bros. Mrs. Schiff offered to accept an okay without binding the FCC to whatever action it may ultimately take regarding Warners’ qualifications in the video station ' field. I If the Commission should find that Warners are disqualified be! cause of anti-trust violation, she said, the picture company “would ; have no legitimate complaint beI cause the consequences would result from its own actions.” But ' failure of the Commission to act, ! she asserted, would also release Warners from their obligations, although they created the situation. Deal includes sale of KLAC and KLAC-TV in Los Angeles and 1 KYA in San Franci.sco. I Mrs. Schiff told the Commission ' her newspaper in New York, the i Post Home News, requires her full | j time and attention. She said that j since the application to sell the properties has been filed, she has borrowed $950,000 from Warners toward the sale price of $1,045,000. | Approximately $600,000 of the loans has been used for construction of KLAC’s 5-kw. and TV coni struction permits and $350,000 to meet operating deficits. She dis; closed that the sale agreement ' provides that if the transfer is not approved by Aug. 1 the loans will , have to be repaid, that she is per | sonally liable for repayment of the construction loans of approximately $550,000 and. in the event of a sale to other than Warners for the $350,000 of loan.s to meet deficit.^. The agreement further provides she .said, that if the sale is approved by Aug. 1 the loans will ; remain as obligations owing to Warners but she would not have , liability as guarantor and would I be entitled to receive the full pur ! tha.se price, plus adjustments of'i more than $100,000. She would al.so be entitled to repayment of sum.s .she ha.s personally loaned to KLAC for construction. Minsky Mink Hollywood. July 12. FM in tho.se parts can indulge no such luxuries as mink coats on its giveaway shows, but KFMV worked out a cheaper substitute, yet with mink. To .stimulate dialing to Fan i chon Devoe’s program with a furrier as guestar. mink-coated blotters were mailed on request. IN NEW YORK CITY ... Sam Moore has taken over direction of NBC’s “Hogan’s Daughter,” replacing Jack Mossman . . . Bill Rogers won announcer audition for “Brighter Day,” which Procter & Gamble is shifting from NBC to CBS Selvin Oonneson. WWRL sales staffer, due back next week from San Diego busines.s-vacation trip. . . Basch Productions has waxed jingle for Schenley’s Sweetheart Wine. Spots will start in southern markets .... WNEW’s Martin Block running contest for 25 best letters on “Why I Like Phonograph Records.” Winners will spend a day at RCAVictor studios. . . .WINS thrush Patsy Garrett completing week on N. Y. Palace vaude bill today ( Wed.). .. .ABC’s TV veepee, Bud Barry, getting his sloop patched up after it capsized in the July 4 squall. Barry and his party were in Long Lsland Sound for 35 minutes before being rescued George Hayes. ABC announcer, left Saturday (9) for two weeks at Honey Harbor, Ontario. . . Howard Merrill and wife, Toni Gilbert, leaving July 30 for two months in Europe. Scripter, who worked on “.Sherlock Holmes” for last 39 weeks, will visit Lonejon’s Baker Street, headquarters of the fictional dick. .. .Eldon Park, WINS manager, off to Bermuda for rest after hospitalization. . . CBS program veepee llubbell Robinson also to Bermuda for three weeks’ vacation, then to Coast for huddles with v.p. Harry Ackerman on fall AM-TV program .schedule . . . .Werner Michel, chief of the CBS Documentary Unit, left Monday (11) for five weeks in Europe to study Berlin radio for the U. S. Military Government. Shirley Blanc and hubby Jimmie Lipton left Friday (8) for two-week junket to the Coast. . . ABC exec v.p. Bob Kintner and wife expecting their second child around end of the month .... Horace Braham into “Fat Man” Friday (15). . . .Treva Fraxee added to “Life Can Be Beautiful”. . . .Rosemary Rice on “Second Mrs. Burton”. . . Toni Bliss, as.sistant producer on ABC’s “Piano Playhouse,” is in Stamford Hospital recovering from intestinal operation. .. .Janet Johnston has replaced Agnes Cody as WINS’ executive secretary .... Steve Carlin, former NBC and Philips Lord script editor, who is now redoing old RCAVictor releases into new albums, leaves Thursday (14) for Hollywood and Frisco. His wife, Ihesper Peggy Sanford, will accompany him . . . Joshua Shelley new to the cast of “Lora Lawton”. . . .Joseph Keen joins “Backstage Wife” players. Galen Drake taking time out from his WCBS programs for physical checkup, after which he’ll take his first vacation in five years. Roger Bennett is pinchhitting. ... Following broadcast of ABC’s “Stop the Music” Sunday (17). vocalist Kay Armen will plane to the Coast fur 10-day hiatus . ... WCBS’ Dirk Swift and Jack Sterling back ye.sterday (12) after fishing trip at Muosehead Lake, Me., as guests of Guy Gannett, owner of WGAN, Portland . . Maurice Zolotow signed by CBS to .script the interview spots on the web’s “This Is Broadway” show . Jack Lloyd, currently vacationing in Hollywood, is combining business with pleasure by appearing on local shows there, including “Ci.sco Kid,’’ “Junior Miss” and ‘ NBC University Theatre”. . ..It’s a boy, their foiulh, for the Larry Menkins. IN HOLLYWOOD . . . George Allen, CBS western program director, started his 2.5lh year in radio last week and he looks ahead to a few more fruitful years on the AM circuit. .. Dean Martin and Jerry Lewis dug in on the home grounds after gracing the Gotham niteries and microphones since April 19. . . .NBC has removed wine accounts from the verboten list, busincs.s being what it is, and will hustle the grape growers for its managed and operated stations. . . .Jim Patterson of the Thompson flackery went for an appendix snatching . . .Jerry Fielding, who will front the orchs for Groucho Marx and “Life of Riley,” did baton duty on the Jack Paar audition at NBC. . . Moppet Michael Chapin had to cancel out on three shows when the mumps rendered him hors du combat . . Howard Meighan of the CBS brass section around for a few days but refused to admit it had anything to do with his reported takeover of the western division from WCAU-Philly-bound Don Thornburgh. . . Col. Carl Crawford<l9oIded his Call Club, phone service for AFRANS, after 12 years ... Ken Hinks, Lux account exec for Thompson, making one of his periodic calls on Cornwall Jackson to talk over Lux Radio 'rheatre s upcoming 16th season .... Garry Moore taped his last show for EverI sharp and after five-city lour with Movie Star Baseball Series for j charity moves on to N. Y. to generate some interest in himself for next I season .... Glenhall Taylor passing three weeks at the Ayer home of, fice, leaving Chet Brouewer to run the Hollywood office in his absence ! . . . Jimmy Saphier set up "Pibby Houlihan,” Irish family comedy, tor I ABC television. Arthur Shields going east to play the lead and scripl.s j will be fashioned by George Corey and Ruby Sully .... Whitey Ford ; flew up from Nashville for a guest shot with Eddy Arnold, .so while he i was here Arnold took him on a tour of service hospitals where he ha.s been entertaining the bed-ridden war vets. I Frank Worth taking over as conductor-composer of NBC's Richard 1 Diamond show starring Dick Powell. IN CHICAGO . . . WBBM switched to new time of Sun. at 4 p.m., an hour later Walt Schwimmer in Sun Valley on vacation .... Fred Gordon new announcer at WH&F. Rock Island, 111 WGN farm director Hal Totten back from conference at Ithaca, N. Y WBBM has added Bob Grant as announcer. . . Patsy l^ee of Breakfast Club to Coast for vacation WGN starting a new giveaway show for Goldblatt’s Stores .luly 18, with emcee Hank Grant making the phone calls. . . .Singer Nancy Donovan joined Breakfast Club this week (Mon.). . . .Wendell Muench agency handling Toftenelti Time record show via WMOR. .. .Tommy Bartlett threw a farewell party for ABC staff with paid vacations for every staffer working on Welcome 'fravelers show, which switched to NBC this w'eek . . Don Herbert, co-producer of It’s Your Life show, to ('oast with wife Maraleita Dutton of the flack firm WBBM disker John McCormick a judge of beauty contest at Chi Railroad Fair VVTMJ disk jocks Gordon Thomas and AI Buettner held a string gathering conf%.st for Milwaukee listeners with nearly 1,000 lbs. of string gathered . , . Harold Stark, after two years with WGN, joined WBBM as a .staff announcer. . . Jeanne Calhoun, Mutual trafficker, in Dayton. () , visit .... General manager Les Johnson of WHBF, Rock Island, in Ontario, Can., for rest Baritone Gunnar Granquist of Milwaukee making Mutual debut on Chi Theatre of the Air July 16 Mark Russell appointed producer of “The Chicagoans” via WBBM NBC picxy Niles Trammell in town huddling with veepee Chick Showerman and Ted Jardine of J. Waller Thompson agency. . . .Singer Bob Lee amhlionIng a new type disk show sans music. IN WASHINGTON . . . Nine German broadcasters toured town’s stations past week in * junket under joint sponsorship of State Dept, and Columbia U Charles Collingwoods mulling a “Mr. & Mrs.” show. She's Louis* Albritton of the films; he's CBS White House commentator, tianstcrred here from Hollywood last fall... John Ball, record expert of "'GLMutual, and ownei' of one of country’s largest private disk collections named’ musio edi<or of Pathfinder, national news-magazine 1 Z.OOOth conitcviUvo broadcast of the “Nee Hour of Dreams. ” nightly broad^lt id “iwe< »i’ music over WMAL-ABC, will be marked by pre* ■fRiifloii Of I iDeudl eiii.t^on to P. J. Nee Furniture Co., show's .sponsor, from ABC prenj oodt. .