Americanradiohistory

CATIIffGBroadcast Advertising.l. 9 No. 9WASHINGTON, D. C., NOVEMBER 1, 3.00 A YEAR -15c A COPY193.5overage Bureau in Dark at ANA MeetingBy J. FRANK BEATTY:ut Radio, Acceptably a Primary Medium, Gets Very Closemention as Delegates Convene in Atlantic CitykIEIR pockets nicely lined withending money for advertising,embers of the Association of Nabnal Advertisers spent the Oct.' -30 period at Atlantic City's Am.ssador Hotel trying to decide howad when to spend it, with a good,tare of the 26th annual conventioning devoted to the well- realizedvantages of radio as a mediumlid the mysteries of audience surnys. Representing companies spending¡se to 300,000,000 on advertisingis year, the ANA delegates, inter kwed privately, were remarkablythusiastic about broadcasting,ith each advertiser stoutly defend ig his own program, survey or nohrvey, and referring to sales deartment records that tell morepries than surveys.Plans for joint operation of a raio coverage bureau have been sub pitted to an ANA - NAB - AAAAlibcommittee but are being keptrcret under mutual agreement oflie interested groups, the deletes were told. The plans wererawn up recently but have nott been acted on by the subcom-,oilittee, which in turn is to report'. the full committee.Is Radio "Surveyable "?HE NATURE of these tentative'oposals was not divulged to theNA members, but it is believedat the project will probably inude compilation of existing pro -am .popularity data on market g, audience coverage, set onmeriip as well as collection of some:w data. Some doubt exists as tohether a so- called audit bureaupossible, since many advertiserslestion the value of surveys andok upon an audit bureau as aneal that may develop in the dis,nt future. They are not certainradio is "surveyable ".The ANA expressed grave con :rn over increased cost of news aper and magazine space, withany advertisers believing it is2coming uneconomical to use theseediums. It was stated by ANATicers that advertisers are now:rutinizing newspaper space moreosely.At a poll takenat the TuesdayCorning session, advertisers wereilh.ractically unanimous in stating1lat their gross sales volumes hadWicreased this year. A substantialiajoritysaidthattheirgrossoorrofit was higher. About 15% in-C1ovember 1, 1935Paul West Elected ANA President for 1936PAUL B. WEST,managing director of the ANA.was elevated tothe presidency atthe association'sAtlantic City convention elections.He succeeds AllynB. McIntyre, thePepperellChairman of Board (newly createdpost) -Ken R. Dyke, advertisingmanager, Colgate - Palmolive - Peet-Co.Vice ChairmenTurner Jones, vicepresident in charge of marketing,Coca -Cola Co. ; Ralph Leavenworth,advertising manager, WestinghouseElectric & Mfg. Co. ; Wilmot P.Rogers. advertising manager, California Packing Corp.Treasurer-Allan T. Preyer, vice pres-Mfg.Co., who hadMr. Westserved for two years. Mr. Westbecomes ANA's first paid president, his former post having beenabolished although a secretary isto be appointed. Other officerselected:dicated that they had increased theprices of their products.Opening day sessions werepacked with radio discussions, allof which were carefully guardedfrom press and public. In otheryears a few outsiders had been admitted to closed sessions, but theywere speakers. This year not evenoutside speakers were invited tothe secret meetings.The high spot of the radio sector of the convention was the ra-ident, Vick Chemical ( o.Directors-Allyn B. McIntyre G. C.C o n g d o n, advertising manager.Jones & Laughlin Steel Corp. ; Robert J. Flood, National Biscuit Co.;W. W. Tomlinson, advertising manager, Scott Paper Co. D. P. Smelser, advertising manager, Proctor &;;Gamble Co.dio group meeting held Mondayafternoon with some 50 of the delegates in attendance. Opening thesession, which was strictly limitedto ANA members, was a report ondevelopments leading up to the creation of the Joint Committee of 15(NAB, ANA, AAAA), with StuartPeabody, chairman of the ANAradio committee, reviewing developments of the past year. Itwas just a year ago, Mr. Peabodyinformed the meeting, that theANA decided to go seriously intoresearch covering all media, theAdvertising Research Foundationbeing organized to do the job.As the foundation got underway, it was decided to handle radio research on a separate basis,particularly since the AAAA andNAB were anxious to cooperate inthe radio end of the undertaking.Although a year has passed, theproject still is in the "committeereports progress" stage. Mr. Peabody indicated, however, that theCommittee of 15 or one of its subgroups will come forward withsomething definite in the very nearfuture. Other than that, he wouldnot discuss the status of the project.As had been explained at theopening convention session earlierin the day, the radio research proposal has been referred by theCommittee of 15 to a subcommittee which in turn has turned itover to a subcommittee of the subcommittee.After hearing Mr. Peabody'ssummary of the radio coverage situation, the radio -minded delegatesheard Dr. D. P. Smelser, of Procter & Gamble Co., chairman of thegoverning committee of the Co-operative Analysis of Broadcasting, discuss radio coverage in general, with some particular references to the CAB (Crossley) reports. The last -named surveys arefinanced mutually by a score of advertisers and as many agencies,(Continued on page 61)ON ATLANTIC CITY'S SHORE -Exchanging ideas about their arduous task of spending 300,000,000 on ad-vertising this year, delegates to the ANA convention also disported themselves variously between sessions.In the center photograph are, left to right: Bernard Lichtenberg, former ANA president, with his inevitable yard -long stogie; Chester H. Lang, General Electric Co.; D. P. Smelser, Procter & Gamble Co.; J. W.Scoville, Chrysler Motors Co. In left photograph are Retiring ANA President Allyn McIntyre and RobertJ. Flood, former advertising manager of Gulf Refining Co., who was the late Will Rogers' sponsor and whois now with National Biscuit Co. On the boardwalk rolling chairs are, left to right: Ken R. Van Dyke, Colgate- Palmolive -Peet Co.; Waldo D. Potter, Eastman Kodak Co.; Paul S. Ellison, Hygrade -Sylvania Corp.BROADCASTINGPage 7www.americanradiohistory.com

September TimeSales Up; LibraryDiscs Going WellIN SPITE of conflicting tendencies during September, broadcastadvertising volume continued toremain materially ahead of thecorresponding period of 1934. Total gross time sales during September amounted to 5,669,856.This constituted a gain of 23.9%as against September, 1934, and of43.2í'c as compared to the corresponding period of 1933.National network volume was40% ahead of last September, national non - network advertising23.2 %, and local broadcast adver-tising 9.6 %.Broadcast advertising duringSeptember and the previous monthis found in the following table:TOTAL BROADCAST ADVERTISING1935 Gross Time SalesClass of BusinessAugust SeptemberNational networks 2,939,097 3,337.018Regional networks82,99381,108National non - network 7.490 5,669,856Conflicting trends have manifested themselves during the month.While national network volume increased 13.5% as against August,national non - network advertisingdeclined 28.5%.Non -Network DeclineTHE non -network decline was dueto a combination of two factors:the holding off of advertisers untilnetwork schedules have been completed, and the clearing of timefor network programs. This analysis seems to be substantiated bythe fact that the principal non network declines occurred on regional and clear channel stationsand in those areas where basic network stations are located.In this respect it is also interesting to note that transcriptionand live talent volume were theprincipal types of national non network advertising to decline inSeptember as compared to the previous month. Transcription volumedropped 26% and live talent business 33.7%. This trend would tendto confirm the general non-networkdevelopments discussed in the preceding paragraph.National non -network transcription volume remained 38.5% abovethe September, 1934, level, whilelive talent business showed an increase of 20.9 %. Announcementvolume declined 1.2f, as againstthe same month of last year.Transcriptions Sponsored LocallyTHE MARKED upward trend inlocal transcription and record volume seems to be an indication thatthe numerous transcription libraries which have been developed inrecent months are finding localsponsorship. Local transcriptionvolume was 14% greater than inAugust and 51.4% above the September, 1934, level. Record volume showed an increase of 66.5%as against last September. Livetalent business on the other handdeclined 9.8%. Announcement volume rose 25%.The 100 watt station situationcontinues to be encouraging. Localstation volume was 25.9% abovethe August level, and showed again of 56% as compared with thecorresponding period of 1934. Lo-Radio Leads the Way, Says Secretary RoperRADIO was hailed as the bellwether ofbusiness recovery by Secretary of Commerce Daniel C. Roper in an addressOct. 17 before the National Sales Executives' Conference in New York. Discussing statistical facts for sales promotion, Secretary Roper said:"An important indication that business confidence in sales opportunitiesdoes exist is reflected in an analysis ofthe use of advertising. No single advertising medium has failed to make an advance in 1935. One medium, radio, hasfar exceeded its dollar time sales forany period since its inception. Its August, 1935, sales were some 29% greaterthan the corresponding month a year;fir. Roperago. It is of more than passing interestto note that marked gains have occurred not only in the use ofradio as a national advertising medium but as a local advertisingmedium as well. This shows that optimism is not centered in ournational advertisers alone."Farm papers and outdoor advertising, both of which were previously affected by the depression, have in 1935 shown remarkablegains. Farm papers, whose annual index reached a low of about42Ç in 1933, stood at 65% in August of this year. Outdoor advertising recovered during a like period from 47% to 60% in September. Magazines and newspapers have also shown satisfactoryincreases, dollar sales of magazine space for the first eight monthsof this year being almost 6% in excess of the first eight monthsof 1934."Secretary Roper declared that statistical bases in the economicsphere offer unusual encouragement to sales executives. Theyportray some of the major realistic elements which comprise "themost encouraging sales pictures which have existed since 1929 ",he asserted. A factor of further confidence, the Secretary continued, is the solid basis that has been established for a gradualand consistent recovery. "Selling psychology is certainly set foran achievement of the keynote of this conference 'increased salesand profits in 1936'."Advertising Executives Forecast 5 -10%Gains for 1936; Radio's Gain Highestthose going on in the food industry, the unsettled political situation. The liquor industry is exthat of the current year, was fore- pected to renew its advertising oncast Oct. 26 by advertising execu- a large scale as soon as the newtives, following analyses of budgets regulations governing the field arenow being drawn up, reports the clarified and put into effect."The gains during 1936 are exNew York Times.pected to parallel closely those exSaid the Times:"One of the main trends during perienced by the various media thisthe coming year, according to ex- year, with the possible exceptionecutives, will be emphasis on insti- of radio. Newspaper linage willtutional copy. In order to meet the wind up this year about 5 to 7%competition of private brands, ahead, magazine volume about 3 toovercome consumer antipathy to 5% and radio about 15 to 25 %.'big business' and counteract the The magazine showing this yeareffects of the widespread growth was disappointing, possibly becauseof farmer and consumer coopera- of the rate increases, but publishtives, national advertisers will ers are making every effort to keepspend substantial sums in adver- costs down so that no further adtising to build up their prestige, vances will be necessary for someideals and sincerity, through insti- time.tutional copy, it was said."Radio is not expected to con

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