AUGUST 1, 1949
A Continuing Study of Major
[ha ias ..4 ,,dia and
Study No. 15
ghis agency built the first special net-
work to fit special markets. We are still
serving this account and many others
over regular networks and spot stations.
STANLEY Go BOYNTON Builders of custom networks to completely domi-
nate the market the client wants, without
410 -411 FISHER BLDG.
DETROIT 2, MICH.
NATIONAL RADIO AND TELEVISION AGENCY
ITitt¢¢ntñ at a Sizti¢9
amiatege N OOPERS
STATION I 1 TIME RATE 260 TIME RATE
Compare WKMH $1.26 $ .81
Costs per thousand 1.80
families before you 1.34 1.34
D 1.39 1.05
buy the Detroit E 1.34 1.14
F 1.47 1.38
*Based on Share of Detroit Audience -May Hooper Report.
WK'MH GIVES YOU MORE LISTENERS 1000 WATTS
PER DOLLAR IN METROPOLITAN
A BONUS of Ann Arbor,
Fred A Knorr
131Q KC Weed
President and Gen. Mg. and company
Ypsilanti, Pontiac & Toledo! National Representatives
Page 64 Detroit August 1, 1949 BROADCASTING Telecasting
By JAMES P. GALLAGHER And this is only part of the mar- WEXL and WKMH. WEXL and comes from local advertisers alone.
WHAT'S in a nickname? Known ket. Adjacent municipalities add WKMH are located in suburbs. It is hard, sometimes, to con-
81,700 dwelling units, and unin- All these except WKMH give si- vince non-Detroiters that there is
for two generations as "The Motor corporated areas increase this by multaneous FM broadcasting. In anything else sold in the city but
City" and during World War II 41,300, with an even higher ratio addition, there are four exclusive automobiles, and that it is not
as "The Arsenal of Democracy," of single, owner occupied units than FM operations in Detroit. Three are unique for someone to work any-
Detroit prefers to be called "The the city proper. commercial -WDET (FM), WJJW where but in the huge auto plants.
City Where Life Is Worth Living" A Detroit News estimate gives a (FM), WLDM (FM) -and one is The city doesn't try to hide its de-
or "The Dynamic City." total of 577,000 dwelling units in non -commercial, WDTR (FM), pendence on, and pride in, the
But the clue to understanding the city or a metropolitan area to- operated by the Board of Educa- sprawling factories that made it
and selling the Detroit market lies tal of 700,000. tion. world famous, but it likes to em-
in the fact that the people consider And they are home -staying peo- phasize the hundreds of other im-
it a good place to make a good life. ple, too. Night clubs have rocky 1948 AM Billings portant segments of its economic
The Detroit area's 2,725,000 resi- going, but neighborhood taverns Near $8 Millions life.
dents are home -owners. In the city are numerous. These Detroiters Just how big is this Detroit ra- As one production man put it,
proper there are 326,111 single and must be sold in their homes, which dio market? In 1948, time sales of "Nobody makes nuthin' until we
two -family dwellings, as against explains the success of the out- the eight AM outlets totaled $7,- make the tools for them." And he
only 14,275 multiple units. So it is standing radio and television sta- 800,000, with the billing of the three was almost right. Tool and die
plain that any sales campaign di- tions in the area. FM -only stations pushing the total companies in the Detroit area cover
rected at the cliff- dwellers of the The terrific Detroit market is over $8 million. In addition, there five full pages of type in the tele-
East will miss the heart of Detroit. split among a relatively small num- is a TV market that will add phone directory, and are busy the
A majority of Detroit's homes ber of stations, thus making it pos- up to better than a half -million year around turning out the means
are owner occupied, with the per- sible for each to show a very re- dollars this year at a very conserva- of production for industries all
centage rising each year, due spectable listening public at any tive estimate, based on 1948, plus over the world.
partly to the post -war shortage given time. The AM field is covered growth in 1949. Breakdowns be-
of rentals but mostly to the charac- Founded in 1701 by Antoine
by eight stations: WWJ (NBC), tween local and national billing
ter and ambitions of the popula- WJR (CBS), WXYZ (ABC), aren't quite so accurate, but a good Laumet de la Mothe Cadillac, as
tion. CKLW (MBS), WJBK, WJLB, estimate would be that $3 million (Continued on page 66)
BROADCASTING Telecasting August 1, 1949 Detroit Page 65
WBL on Oct. 13, 1921, and finally G. A. Richards' stations, and a of WJLB. Now renewing a long
Detroit WWJ on March 3, 1922 -began to few months later was elected to the time policy of foreign language
(Continued from page 65) broadcast regular programs on board of directors. Worth Kramer broadcasts, WJLB is making a play
a fort to contain the English in
Aug. 20, 1920, and has been in con- assists him at WJR. for a major share of this immense
the West, the city has been a center tinuous. operation since that date. The only network -owned and market. In addition, this station
of commerce ever since. In 1948, There has been a constant dispute operated station in Detroit is has been active in storecasting with
over whether or not WWJ ante- WXYZ, bought by ABC in 1946. FM broadcasts, several grocery
the total retail sales in Wayne dates KDKA Pittsburgh, mainly ABC retained most of the personnel chains having installed FM re-
County were $2,892,344,000, a gain turning on what is considered "reg- of the station and raised James G. ceivers to pick up programs directed
of 13% over 1947, which had been
the biggest year in history until ular programs." This was the begin- Riddell, veteran of 18 years with at the shopper. Eric V. Hay is com-
then. ning of a long line of firsts claimed WXYZ,.to general manager. Harold mercial manager.
by the station, which is now under S. Christian, who doubles as com- Latest addition to the Detroit
Sales like this can only be made the general managership of Harry mercial and merchandising man- radio family in the AM field is
to well -paid workers, which is what Bannister. They include the first ager, has built both sales and a WKMH, in west side Dearborn,
the Detroit area specializes in. The announcer, William F. Holliday, the strong merchandising reputation. first station to start up in this area
average hourly rate of a factory first news broadcast, dance orches- Since 1932, CKLW has been a since 1932. Fred A. Knorr, presi-
worker in Detroit had risen to tra, and many others. network outlet in the Detroit area. dent and general manager,. was
$1.71 by the end of last year, which In 1918, Dr. Lee de Forest was With studios in both Detroit and elected Young Man of the Year
gives a weekly paycheck for 40 in New York City, where he was Windsor, and offices in both cities from Dearborn this year because of
hours of $68.40. The high take - told by the government radio in- CKLW is truly an "international the station's efforts in behalf of
home of the city's workers was re- spector that there was no room in affair." J. E. (Ted) Campeau is community projects. Assistant gen-
flected in federal bank records the ether for mere entertainment, president of the Western Ontario eral manager and commercial man-
which show a jump of $20 million the air being needed for Navy com- Broadcasting Co., holder of the li- ager is Walter Patterson, a vet-
since last year, and a gain in sav- munication. Driven from New York, cense, and E. Wilson Wardell is eran of 19 years in radio.
ings deposits of $5 million. Dr. de Forest tried to convince commercial manager. Outlet for
The metropolitan area's market newspaper owners that they should CBS until 1935, CKLW now is the Detroit Industries
of 2,725,000 residents tells only install broadcasting equipment, Mutual and Canadian Broadcast- Widely Diversified
part of the story. Detroit is also pointing out that every big city had ing Corp. outlet. Like WJR, CKLW Detroit is a city of many stories.
the shopping center for much of an increasing number of owners of broadcasts with 50 kw.
southern Oakland and Macomb those queer contraptions called It is the story of the gigantic auto
There are four independents, all plants that are within its bound-
counties just to the north, well crystal sets. showing solid financial strength in
within the effective radius of the aries and in the cities that sur-
their billings and all appealing to round it; of the thousands of tool
Detroit stations. At the turn of the Scripps' Radio Interest large segments of the market.
century Detroit, of the wide shady and die shops; of the deep -laden
Dates From 1901 WJBK has seen a phenomenal lake freighters hauling iron ore
streets and lovely homes running The first man to take to his idea growth since its purchase by Fort
out East Jefferson along the river - down the river, and coal back up;
was William E. Scripps, now head Industry Co. in June 1947 and has of the drug industry; the stove
front, had a population of only of all the News' enterprises. He had strong lineup of local favorites in
285,000. But the invention of the works; the deep salt mines on the
been interested in radio since 1901, participation shows and the De- edge of the city.
automobile and the circumstances when he saw a demonstration by troit Tiger baseball broadcast.
that induced Detroit to take this But most of all it is the story of
Thomas E. Clark, who sent a mes- George B. Storer is president of rows of homes, each with its back-
new industry to its heart and make sage to a point two blocks away in Fort Industry, with Lee B. Wailes
it into the leading single industry yard and front lawn, where friend-
downtown Detroit. Mr. Scripps vice president in charge of opera- ly families talk across back fences
in the country, transformed a quiet bought a small transmitter panel tions. Richard E. (Dick) Jones, Pnd by the garages that hold the
town into the fourth city of the for the News, and it was tucked a young veteran of Detroit radio, family cars. For Detroit not only
nation, and the third greatest away in a corner of the sports de- is vice president and general man- believes in making cars, it also
manufacturing center. partment. It mounted two oscilla- ager of WJBK and WJBK -TV. believes in buying them. In 1948
Detroit's 144 square miles rise tors and two rectifier tubes, similar Being antedated only by WWJ there were 551,000 passenger car
so evenly from the 11 miles of to the one Dr. de Forest had been and WJR in the state of Michigan, registrations in Wayne County,
frontage on the Detroit River that selling to the Navy. Since Feb. 13, WEXL, located in Royal Oak, a which means that, with a little
the terrain appears level. There 1925, WWJ has been the Detroit northern suburb of the city, has squeezing, the entire population
outlet for NBC. built up a strong following both in could have been car- borne. Cars
is a man -made skyline though, in CBS in Detroit is represented by the communities north of Detroit
the form of ranges of skyscrapers also accounted for the greatest
the G. A. Richards station, WJR. proper and in the metropolis as single retail sales total, coming to
and banks of smokestacks, culmi- Starting with an almost bankrupt well. Under the direction of George $440 million.
nating in the tower of the Penob- property in 1926, Mr. Richards B. Hartrick, president, and Jacob A retail market the size of De-
scot Bldg., 657 feet from the side- built it into one of the most profit- B. Sparks, vice president and part- troit builds big business, and one
walk. This, in turn, is topped by able radio properties in the coun- ner, since 1929 WEXL has concen- of the city's biggest is the mam-
radio, for the WWJ -FM and TV try. With its 50 kw, WJR attracts trated on music and news, with ex- moth J. L. Hudson Co. -now the
operations are handled from the a high percentage of national ac- tensive coverage of church services largest in gross sales in department
top of this building, with the an- counts. Harry Wismer, sportscas- on Sundays, utilizing remote pick- stores under one roof. Though it is
ter, has had a rapid rise in the or- ups. Calvert M. Hill is commercial also a tremendous buyer of white
tenna towering over the entire city. ganization, and is now general manager. space, Hudson qualifies as one of
Commercial radio came early to manager of WJR. In January John Lord Booth, a member of the oldest consistent radio time
Detroit. WWJ, the Detroit News 1947 Mr. Wismer also was named one of the state's oldest families, buyers in the area.
that time W8MK, later assistant to the president of the is president and general manager For 15 years it has sponsored the
Strauss Gants J. E. Campeau Ben Haberman Fred A. Knorr Harold I. T Gordon Sparks
Pres. & Gen. Mgr. Pres. i. Gen. Mgr. Gen. Mgr. Pm. & Gen. Mgr. Co-owner Program Director
WJJW (FM) CKLW WDET -FM WKMH WLDM (FM) WEXL
Page 66 Detroit August 1, 1949 BROADCASTING Telecasting
Harty Bannister John Booth Richard E. Jones Harry Wismer James G. Riddell
General Manager General Manager General Manager General Manager General Manager
WWJ WWJ -FM WWJ -TV WJLB WJBK WJBK -TV WJR WJR -FM WXYZ WXYZ -TV
early morning Minute Parade on organizations as well as the manu- Carl Georgi Jr., also a vice presi- spots weekly on WJBK -TV and
WWJ, devoted to classical and facturer. dent, buys all radio time. three one -minute spots on WWJ-
semi -classical music. Another pro- Chevrolet has been sponsoring Across the street from the Gen- TV and WXYZ -TV. Brooke, Smith,
gram on the same station is Home the NBC-TV show, Chevrolet On eral Motors Bldg. in the Fisher French & Dorrance is agency for
Making Highlights, devoted entirely Broadway, a half -hour drama. In Bldg., which houses WJR, is an- Hudson.
to promotion of the store's 10th January the auto maker had an all - other agency that goes back more The McCann-Erickson Detroit
floor where items for the home are out spot campaign to introduce new than 30 years -MacManus, John & office is origination point for an-
sold. Rounding out its AM schedule models, using three spots a day Adams. The late Theodore Mac - other auto account, Chrysler -Ply-
is the Don Wattrick Sports Show on 450 outlets for three consecutive Manus, founder of the firm, was mouth Dealers, buying Sammy
on WXYZ three times per week. weeks. Some 300 of these were fac- voted into advertising's Hall of Kaye Showroom on 364 stations, one
The store waited even less time tory buys all over the country, and Fame at the recent meeting of the of the largest groups ever to buy an
to get into teleAsion. It was one of 150 were dealer pu:'chases in 14 Advertising Federation of Amer- automotive program.
the first advertisers on WWJ -TV, metropolitan areas. Henry G. Lit- ica, for his services in pioneering Automobile plants often use spots
and its Sketchbook show is the old- tle, executive vice president of the in the field of automotive advertis- to summon men back to work after
est sponsored program in the area, agency, handles this account. ing. One of the agency's auto ac- layoffs caused by strikes or ma-
having celebrated its second birth- counts, Pontiac, just finished a spot terials shortages. A heavy spot
Local Chevrolet Dealers campaign on the 1949 model, but program is used the day before, on
day in May. Still another TV of- Also Active in AM and TV
fe ing is Man's World on WXYZ - future plans have not yet been re- a spread of stations, listing those
The Detroit Chevrolet dealers vealed. Last fall Pontiac dealers who are to report back and at what
TV, a 15- minute show featuring
topics of masculine interest. All of are quite active, too, using two bought the AM broadcast of U. of time. Briggs Body is a steady
the programs are produced by spots per day on four local stations, Michigan games on WWJ. user of this idea through McCann -
WolfeJickling- Conkey with the ex- plus the Sunday half -hour of Ziv's Principal radio buy right now is Erickson, as is Ford Motor through
certion of Minute Parade which is Wayne King show. To support the the Champion Spark Plug sponsor- J. Walter Thompson. Chrysler Di-
placed direct. Jim Christensen, ra- market for trucks, Chevrolet is ship of Harry Wismer's Roll Call vision of Chrysler Corp. right now
beginning a spot campaign of in- on 216 ABC stations. John Mac - is using only a one -hour disc jockey
dio and television director for the
agency, directs them. Ralph L. definite length on 350 stations. Manirs is account executive on show on WJR. Paul Holder han-
Plans call for one spot per day on Champion. A local dealer, Packer dles the C -P dealer program.
Wolfe, agency president, heads the
Michigan chapter of the AAAA. each outlet. Henry T. Ewald, Pontiac, is sponsoring a 15-minute Lincoln- Mercury Using
founder of Campbell -Ewald, is newscast on WEXL, plus spots on Heavy Television Schedule
But the first and foremost in the president and chairman of the several other stations. Another
Detroit picture are the automobiles, board. He is also founder of De- auto account is Cadillac, but is not At Kenyon & Eckhardt, Don Mil-
and radio advertising budgets de- troit's Adcraft Club. a radio buyer. James R. Adams is ler is account executive on the Lin-
voted to their sale. The use of ra- Another facet of the Chevrolet president and W. A. P. John, who coln- Mercury business. Like Ford,
dio by the automobile industry has story is that of individual dealers. recently hit the pages of the Satur- L -M has been active recently only
been a sporadic one, marked by fine One, Grand River Chevrolet, is day Evening Post with an article in TV, sponsoring Toast of the
selection of new programs, develop- using TV spots now, through the on his recovery from a severe Town on CBS -TV. This show is live
ing them into national prominence, W. B. Doner agency, and plans a heart attack, is chairman of the in the East, plus Detroit and Chi-
and then unexplainedly dropping TV variety show in the fall. An- board. cago, and kinescoped to the rest of
them in time for some other spon- other, P. L. Grissom, is buying the Hudson Motor Car Co. has a long the network. K &E also has the De-
sor to reap the harvest. But there AM broadcasts of the horse races history of broadcasting, including troit L -M dealers who are buying
are indications that the picture is from Detroit's Fair Grounds, such buys as the Paul Whiteman spots on all three local TV stations,
changing, and it is perhaps worthy through Luckoff, Wayburn & Fran- Show. But the company had been plus weather reports over WXYZ-
of note that the agencies handling kel. out of network shows since 1937's TV.
auto accounts, both local and na- Right down the hall in the Gene- Kate Smith program until it re- Packard Motor Co. has only one
ral Motors Bldg. is the D. P. Broth- turned this April with a 513-station, show going now, a WWJ-TV pre-
tional, are all radio minded. Es- sentation of the George Scotti Show.
pecially do the motor makers seem er agency, handling the Oldsmobile one-time buy of the entire Mutual
account. Olds also is using televi- network to celebrate its 40th an- Young & Rubicam, which just cele-
intrigued by television, for their sion, in addition to a steady radio niversary. At the same time the brated its 18th year as agency for
cry has always been (even if mis- schedule promoting the 1949 Futur- Hudson Dealers of America launch- Packard, handles the show.
takenly), "We've got to show 'em, amie models. It sponsors the Doug- ed a 700-station spot campaign that Ford, in a surprise move in May,
to sell 'em!" las Edwards news program three is still continuing two weeks out announced that its entire effort on
One of the oldest sponsor -client times weekly over CBS -TV, utili- of each month. This cooperative the air was going to be concen-
relationships in Detroit is that of zing eight stations in a 52-week buy. program generally consists of five trated on TV. The AM Ford Thea-
In addition, 160 AM stations are spots per week per outlet. tre was dropped as of July 1 and
Campbell -Ewald Co. and Chevro- the entire budget thrown to the
let. At one time this agency had the sharing in a constant campaign of In addition, Hudson Dealers of
musical spots, featuring the tune Ford Television Theatre, which is
entire General Motors billing, and Detroit have just picked up the tab to go to every other week in Octo-
that Olds must have given thanks on an across- the -board telecast of
when GM decided to split up the many times for, "In My Merry ber, with tentative plans for weekly
business, C -E chose to retain Oldsomobile." Mr. Brother is presi- live and filmed news over WJBK- operation after the first of next
Chevrolet. Radio activity centers dent of the agency, with Clarence TV. The 15- minute program fea- year. The Ford Dealers fell into
on this account, for the agency Hatch Jr. as executive vice presi- tures Commentator Larry Ruppel. line with this policy by dropping
places time for many of the dealer dent and account executive on Olds. The factory also is sponsoring five (Continued on page 68)
BROADCASTING Telecasting August 1, 1949 Detroit Page 67
Detroit sense of the word. Last year, esti-
mates of the value of the Wayne
Iwo flours occupied by Fort Indus- of the Leonard N. Simons -Law-
(Continued f rom page 67) try's WJBK and WJBK -TV. rence J. Michelson partnership.
County factory product value were Four major airports serve the One of the foundation stones of the
the Fred Allen Show at the conclu- $7.9 billion. The highly paid work- Detroit area. The Municipal Air- firm has been the all -out effort of
sion of this season. men of the factories didn't do badly, port on the east side, just 10 min- both the partners on behalf of
The dealer TV offering, Through either, taking home $1,530,000,000 utes from downtown, is one of the every community welfare and pub-.
the Crystal Ball, is being sponsored as their share of the bounty. The country's busiest, handling just air lic service drive. Invariably, the
by the 16 sales districts that have high wages of the factories in the freight and private plane traffic. fund raising drives of Detroit's
TV outlets in their area. (There area have had their effect on the With the increased use of four- charities will list one or the other
are 33 Ford sales districts, with 21 wages of every other trade and pro- motored planes, all the passenger as publicity and advertising chair-
of them handled by the Detroit fession. Employes of the Detroit airlines moved out to the giant Wil- man.
office of J. Walter Thompson Co.) Street Railway, a municipally low Run Airport, site of the Ford Marian Sanders is radio and tele-
Eight of them are using TV spots owned transportation system, are B -24 building operations during the vision director for S -M, assisted
or short programs, including the among the highest paid workers in war. by Rudy Simons, son of Detroit's
Detroit Dealer buy of Baseball their classification in the country. famous songwriter and band leader,
Scoreboard on WXYZ-TV, which And lest the use of 1948 figures Airport Situation Seymour Simons. These two were
gives the results of all major bring the suspicion that 1949 fig- To Be Remedied thrown headlong into the produc-
league games seven days a week. ures haven't kept pace, the April tion of filmed TV commercials when
In the AM field, however, only one 25 issue of the Board of Commerce The 30-mile trip from downtown
to Willow Run has been a sore point a promised commercial for an early
district is active in spots at present, paper, The Detroiter, shows that TV client didn't come through.
the Denver area using a schedule whatever the rest of the country with Detroiters and they are solv-
ing it in a typical way by making Dragging a cameraman with
on used cars. thinks of a recession, Detroit is too them, the two utilized any props
This picture is subject to change busy turning out goods to worry a tentative agreement with Canada
to build an international airfield they could to do the job, including
with practically no notice, however, about it. With 498,000 factory work- Marian's fiance and her own apart-
and in view of the dropping of the ers employed during the first three just outside Windsor, only 12 min- ment. The agency became experts
Allen show, the budget may allow months of 1949 (a gain of 24,000), utes from Detroit.
on paste -up commercials through
for more in the way of spots. they had raised their weekly aver- Such a city was bound to develop clients' insistence that production
Last year, when the 1949 Ford was age pay to $66.89, with factory some outstanding advertising agen- costs be held to a minimum, one
introduced, all 21 of the Detroit - payrolls at $33 million weekly -in- cies, agencies which have been con- even offering $20 for the costs on
handled districts used a large creases over the same 1948 period sistent radio users in both the na- 10 jobs! They still insist that it
schedule of spots. of 5.1 %, 8.7 %, and 14.2%, res- tional and the local fields. They doesn't take a lot of money for the
Getting a little car -sick? Let's pectively. tend to the conservative side, with small advertiser to get into tele-
settle your nerves with another Though department store sales a minimum of account shifting, vision if he will only use his budget
quick look at this enormous market, were down 5 %, most of this was but are prominent in the creation in the smartest way.
big and active enough to soothe attributed to the later Easter date, of new commercial programs and
The agency's oldest active radio
the most ambitious salesman. and in any case, the increase of ideas, and able new business de-
$21 million in bank savings, and partments specialize in the develop- account is Schmidt Brewing Co.,
Heavy Trade Comes ment of retail advertisers. user of available spots before or
$6.6 million in E Bond holdings, re- after sports events. This account
From Canada flected that Detroiters still had the
wherewithal. With the slight down- Cunningham's Promotion got one of the greatest bargains in
Though Detroit is 1,000 miles radio history last fall when it
from the nearest ocean, it still ward movement of living costs, the Proved Outstanding
area's purchasing power is expect- bought a package deal of the AM
ranks second only to New York as One of the most outstanding jobs rights for the Stanley Cup hockey
a customs district, largely because ed to remain on the upgrade. of radio promotion ever used any- games. The first game of the series,
of the city's heavy trade with Can- The tobacco industry was one of where in the country is the drug instead of ending in one hour, went
ada, the second largest customer of the brightest spots in the 1948 chain sponsored Cunningham News more than two hours overtime, and
the U. S. Over the river to Windsor, U. S. sales picture, producing 352 Ace, a series of 5, 10, and 15- minute permitted more than 100 commer-
Ont., soars the Ambassador Bridge, billion cigarettes, and Detroit didn't newscasts on every Detroit station. cials. Naturally, copy wasn't writ-
while the Fleetway Tunnel burrows hurt sales a bit, buying one out of These broadcasts have now passed ten for even a great part of that
beneath the water. every 25 packages sold. Produce the 75,000 mark, and are still going number, and partner Simons wound
The river forms a natural har- is another item that ranks high at the rate of 117 each week. The up dictating new ones over the
bor, and the banks are lined with in big business in Detroit, for the high mark came in 1946, when the phone to the waiting announcers
wharves and elevators, helping Produce Terminal reported the un- News Ace "came zooming into your at Olympia Stadium. Schmidt is
to handle the north and south- loading of 30,248 carloads of fresh home" 185 times every seven days. now buying spots on each of the
bound ore, grain and automobile fruits and vegetables. Using a unique plan of product three TV stations, plus a steady
shipping. Five major railroads Large Market manufacturer cooperation, the firm schedule of AM spots.
service the Detroit area, plus sev- has had unrivaled success in its Simons-Michelson also placed
eral smaller lines and scores of Among Newly -Weds
field. The chain has now expanded Benrus Watch spots before the
trucking systems. Naturally, Detroit as a home -lov- to over 100 sto:es in 17 Michigan
Leading products include auto- ing city, specializes in brides. The World Series games last fall, on
cities. It is also a consistent buyer
mobile bodies, parts and accessories, city had 26,077 marriages in 1948, of programs before and after lead- every available station on a one-
steel and pig iron, brass products, and multiplying this by the national ing sports events, including the time buy. It instigated the Wheaties
pharmaceuticals, heavy chemicals, estimate of $4,900 in merchand'se Paul Williams Sports Ace before five -minute sports program before
paints and varnishes, stoves and and gifts that brides are directly Tiger home games, and Football leading football games all over the
furnaces, electric appliances, ma- or indirectly responsible for, shows Panorama in the fall. Larry Michel- country-pro, college, even high
chinery, foundry products, tools, a sub- market in Detroit of $127,- son, of Simons -Michelson, handles school or semi -pro if the game had
dies, gauges, jigs and fixtures, add- 777,000, and not all in silver butter the Cunningham account person- generated enough interest in a
ing and calculating machines, soda dishes! If it's baby foods or diapers ally, and is known as one of radio's
ash, salt, cleaning compounds, specific area. Unfortunately, the
you're selling, 48,148 new customers strongest boosters in the area.
screw machine products and cut- came to Detroit in 1948, only 2,000 football season was just a little
Each year Cunningham puts on too late in the year to do a good
ting tools. less than the all -time high of 1947. en anniversary sale backed by
One of the important things to While Detroit has its feet in the saturation use of radio. One year selling job on a cold cereal, and the
remember about Detroit is the factories, it also has a place in its it bought all spots available on idea was dropped.
large foreign -speaking population, heart for the arts. The Art Center, every Detroit station. Another Pepsi -Cola is a heavy spot buyer
a classification in which the city just north of downtown, includes landmark came when it brought in the Detroit area. Dossin Food
ranks third in the nation. Ham- the $4 million Italian Renaissance the Don McNeill Breakfast Club Products is the local bottler, and
tramck, a city completely surround- style Institute of Arts, the white to Detroit and broadcast the hour- at present is also using the Ty
ed by Detroit, has a population of marble Public Library, and the long show on all six of the city's
over 300,000, mostly of Polish ex- Tyson 10- minute sports show.
Rackham Memorial, center of the AM stations. One of the outstanding success
traction. There are also strong na- city's engineering societies. At the same time, Cunningham
tionality centers of Italians, Slays, A mecca for tourists as well as stories in the food line is that of
jumped into the TV picture as well, Velvet Peanut Butter. A compara-
Irish, Greeks and many others, residents is the Ford Foundation sponsoring the area telecast of
though each year brings a more in near -by Dearborn, where Henry Cavalcade of Stars in conjunction tive newcomer to the field, Velvet
thorough breaking -up of the old Ford recreated a replica of an age with nine drug chains in other now ranks as the largest selling
tendency to huddle together in gone by in beautiful Greenfield cities. brand in Michigan despite the com-
nationality groups. Village. Detroit has the largest Simons -Michelson will celebrate petition of national names. Daytime
The market is big in every Masonic Temple in the world, with the twentieth anniversary this year (Continued on page 70)
Page 68 Detroit August 1, 1949 BROADCASTING Telecasting
has a story to tell...
It's a long story ... 29
years long, to be exact. It's the
success saga of WWJ,
Detroit's first radio station,
and it includes the many success
stories of its multitude of
advertisers. It tells of WWJ's pioneer-
ing days, when radio was in its swaddling clothes. It covers the intervening
years when radio came of voting age, and both WWJ and Detroit reached
their pre -war peaks. And it brings you up to the present WWJ and the
immensely wealthy post -war Detroit that is currently breaking all produc-
tion records to keep up with the nation's demand for new cars.
Yes, the WWJ story tells advertisers, who themselves have a story to sell,
how to tell it effectively and economically in the Detroit market. Get the
WWJ story directly from us, or our national 'representative.
FIRST IN DETROIT... Owned and Operated by THE DETROIT NEWS Basic NBC Affiliate
National Representatives: THE GEORGE P. HOLLINGBERY COMPANY
Associate Television Station W W J. T V
AM - 950 KILOCYCLES-5000 WATTS
FM- CHANNEL 246 -97.1 MEGACYCLES
BROADCASTING Telecasting August 1, 1949 Detroit Page 69
Detroit Another "off- trail" advertiser is n' _k). Searle Hendee, vice - from the Bowery night club, plus
the Southeastern Michigan Tourist p`- asident of the agency, is account guest stars, in a variety show.
(Continued from page 68) Assn., which uses mid -week spots executive on Gillette.
- This association, whose members
spots slanted to women and chil- to buck up business in resorts that The chief local radio account of are in violent competition with each
dren, and good nighttime chain are having dull times, to pull out - this agency, whose president and other, joined hands two years ago
breaks, are built around three child- state residents into the Detroit area, founder, Lou R. Maxon, is as well in an endeavor to publicize their
like characters, Fresh, Pure and and Detroiters into the vacation- known for his unpublicized chari- Auto Row and to win business
Delicious. They are now being put land along the eastern shore, north ties as he is for his meteoric rise away from world -famed Livernois
into visual form for TV presen- of the city. The association claims in the advertising world, is that of Avenue. One of the dealers,
tation. it can see a response the next week- the Pfeiffer Brewing Co. Cur- Krajenke Buick, in addition just
Something different for a "differ- end to spots placed on Wednesday. rently, this company is using an signed a 52-week contract with
ent" product was the Simons - Lee & Cady, wholesale grocer, uses hour -long 1 a.m. show on WJR, WJBK-TV for a televising of west-
Michelson presentation of Richer chainbreaks to 'satisfy retailers' featuring records beamed at stay - ern serials. Woody Pontiac, and
Living for Benjamin Rich, promi- demands for product backing up. up- lates, plus a steady schedule of Harley Buick are TV spot buyers.
nent Detroit real estate dealer. A furniture retailer, Fenster's, spots on 53 Michigan stations. The In the AM field, chief spot buyers
Faced with selling a large project uses spot radio in three -day buys increased advertising of this are Lasky Furniture, Clark Auto
of homes, the five -minute programs when the store holds sales. Robert brewery is in great measure re- Sales, and Kowalski Sausage.
dealt with psychological discussions H. Powell is head of Powell -Giant, sponsible for its recent vault into A unique success story is record-
of people's problems, with copy with Pat Freeman in charge of first place in beer sales in the state. ed by the Broadway Market, one
okayed by leading psychologists. radio buying. On a slightly smaller scale is the of the oldest markets in the area,
The program ran until the project One of the outstanding users of spot campaign being used nation- located in the heart of downtown.
was sold out. radio in this area has been the ally by Drewrys Ltd. for their beer With the rise of supermarkets in
Simmons & Clark, jeweler, is an Goebel Brewing Co., which has and ale. Both Of these accounts neighborhood areas, business had
old -time radio user. Other radio ac- expanded distribution to the point favor chain breaks and best avail- been falling off badly. The 34 dif-
counts the agency handles are where it now advertises as "De- able spots. ferent concessionaires who had
Thriftee Markets, Wrigley's Super troit's National Beer." Through Stockwell & Marcuse is another booths in the market held a meet-
Markets, Koepplinger Bread, Scot Brooke, Smith, French & Dor- Detroit agency that has been quite ing and called in Mr. Luckoff, ask-
land Woolen and Colonial Depart- rance, Goebel sponsors the AM active in the radio and television ing his advice on the spending of
ment Stores. broadcast of all Tiger games, at field. Sam's Cut Rate, a 1pcal de- a $25,000 appropriation.
Not the largest agency in the home and away, over the Goebel partment store client, has spon- Rather than buck the heavy ad-
Detroit area, Powell -Grant would network, a regional buy of over sored the Detroit Symphony and vertising in the Thursday after-
have no close rival for the title 30 stations, including WJBK and has been a large spot buyer in the noon papers, he advised them to
of "Most Radio Minded." This WKMH in suburban Dearborn. In past. The agency telecasts pictures put their money in spots around
company, with a branch in Cleve- addition, the brewery is telecast- of actual homes for sale for Homer the Breakfast Club hour, three of
land, places 85% of its $350,000 ing some 35 home games over Warren & Co., local realtor. It which were open. Avoiding price,
WWJ -TV. To round out baseball claims a first in bringing a political for their quality foods couldn't
billing in AM and TV time pur- figure to the TV mike in Detroit in
chases. Bill Gayek, secretary-treas- activities, it is active in Chicago, compete with the chains on that
urer of the firm, puts it this way : telecasting the Cubs' games over a paid telecast. basis, the spots stressed just one
"We know that radio produces WENR-TV. Another advertising agency han- special all week, with a reference
Willard S. French is president of dling radio accounts is Howard D. to the convenience of "shopping
results for our clients, and as a Steere Advertising with offices at
result we have only one non -radio the agency and Guy C. Smith is where you work." Each booth was
secretary- treasurer. Other active 2812 Book Tower. Howard D. to be featured for a week. Results
user in our list of accounts, and Steere is owner of the firm.
that one is an industrial firm." radio accounts are Iron -Rite Iron - were so good that the market has
ers, of Mt. Clemens, Mich., now just signed to take two spots in the
buying the five minute TV show, Industrial National Bank fall around the Kate Smith show,
Floyd Rice Account Radio User
Finds Radio Profitable Petticoat Lane on WJBK-TV and in addition to the regular purchase.
using occasional AM spots, and In the institutional field, Stock- The Twin Pines Dairy, a cooper-
This preference for radio has Youngstown Kitchens, who plan well & Marcuse handles the Indus- atively owned client of Luckoff,
been built in part by the Floyd using a TV test program in the trial National Bank, which spon- Wayburn & Frankel, has the Dr.
Rice account, local Ford dealer, near future. sors the local broadcast of the Crane health program daily over
which claims to buy and sell more Hugh Hole is BSF &D radio Ronald Colman half -hour drama. W%YZ.
used cars than any new car dealer rector, with Clyde Vortman as di- Another steady user of spots is the
Lately, the dairy has
in the world. About 75% of its buyer. This agency is housed in
time bought TV spots.
Michigan Automobile Club, AAA
budget is put into radio, especially Italian Renaissance mansion an on representative in the state. Wil-
D & C Steamship Lines uses a
heavy schedule of spots during the
spots, with emphasis on nearness East Jefferson that once belonged liam Stockwell and Philip R. Ma,- operating season on larger stations
to sports programs. Occasionally to the Book family and was a land- cuse head the firm, with Mr. Stock- to promote excursions and cruises.
it buy sports shows. The agency mark in Detroit's social life. well handling timebuying. WJR gets a large share of this bus-
also handles the Plymouth Dealers One of the oldest firms handling iness, aimed at tourist traffic from
of both Detròit and Cleveland. The is Like home &D, Jefferson avenue
local accounts is Luckoff, Wayburn
Detroit organization sponsors the is the of Maxon Inc., which all over the Midwest. Another
& Frankel, which evolved from successful radio user is Cole & Ir-
early morning traffic program, the housed old Barbour
in two buildings, one
Bass -Luckoff, founded in 1928. One win Co., buying 10 spots daily to
Listen and Live, built around music, which contains the family home of the original partners, Louis sell jewelry and radios.
with a representative of the police search departments,media and re- Bass, left Detroit and established Boyer's Haunted Shacks, a chain
department giving pertinent data hundred feet away, and a few a new firm, Bass -Luckoff of Holly- of auto accessory stores, embarked
on traffic, weather and driving building of George Harrison former
wood. Lou Luckoff, senior partner on a saturation spot program on
conditions for the a.m. drive to a pioneer Detroit broadcaster Phelps,
and of L-W -F, is a strong supporter of one station, WJBK, featuring an
work. adman, radio, especially spots. He says:
During last fall's Plymouth offices whichproduction executive
facilities. "We find that a consistent pro-
eerie squeaking door commercial,
and the copy, "High prices don't
model changeover, the Detroit No. 1 radio account gram of spots, properly used, can
dealers used twice as much point tionally known agency of this na-
is the go a long way in increasing volume.
have a ghost of a chance at Boy -
er's." Mr. Luckoff says the chain
of sale display as they did radio, lette Safety Razor Co., which Gil- The key phrase is, properly used."
but when the 1949 Plymouth was sors most of the major sports spon- has had remarkable success. Other
And he backs his statements with leading L -W -F accounts are T. L.
introduced this year, the program events of the year, including the time buys, too. Grissom, local Chevrolet dealer,
had swung to 100% radio. In Cleve- World Series and the Triple Crown Another leader in the local field who broadcasts horse races from
land, a saturation schedule was put of racing, plus the fights from is the Rex Advertising Co., who Detroit's Fair Grounds; Detroit
on all stations, using over 400 Madison Square Garden. However, estimate their radio and TV bill- Ice Assn., using TV spots to pro-
spots in two weeks. Two other ac- the billing of this account and pur- ings as '70% of the agency total. mote use of ice; Progress Bedding
tive auto acocunts are Park and chases of time are handled through Under the direction of Fred A. Co., maker of Rest -O -Craft mat-
Jefferson Motors, Lincoln- Mercury the N. Y. office, under the direction Epps, president, and Jack Trust- tresses, using chain breaks around
dealers who buy a half -hour of Preston H. Pumphrey, and Ed man, v.n. in charge of radio and high Hooter rated shows; Wolver-
newscast once a week. Wilhelm, time buyer. This is also TV production, this agency has had ine Potato Chips, with participa-
An instance of a product catch- true of the recently begun spot to change locations three times in tion shows: and Borin Ice &. Fuel,
ing on with the use of radio campaign of the H. J. Heinz Co., as many years, each time doubling
through Powell -Grant is Miracle- another giant Maxon account, using TV spots.
space used. They are producing In addition to Industrial Na-
Power, an engine conditioning pro- which is being continued. (In spite the half hour Club HADA TV show tional Bank. radio has been used
duct made by the A. P. Parts Corp. of the recent N. Y. Times ad of the for the Hamtramck Auto Dealers by practically all of the institu-
of Toledo. American Newspaper Advertising Association, which features talent (Continued on page 72)
Page 70 Detroit August 1, 1949 BROADCASTING Telecasting
. (now 'na.
WJBK now ranks first in the U. S., in afternoons, Billboard Mag.) chalks up a Hooper of 8.4 against
among the 1110 "Independents" in cities served by his network competition and on Sunday after-
the four major networks-with an average share noons, WJBK gets an amazing 44.4 of listening
of audience of 18.3! audience. No wonder WJBK was selected as key
station for all Detroit Tiger baseball broadcasts
How come! ...
Well, WJBK's "Jack The Bell- and carries more local business than any other
boy" (America's No. 1 Disc Jockey, according to Detroit radio station!
efah in. ¿'.al! .7(at3 vh aaailaGi[itin.
HOOPER STATION AUDIENCE INDEX
CITY. D12fl0tT, MICR. City Zone MONTH B )MY, 1949
Total Coincidental Calls -This Period
SHARE OF AUDIENCE
c E öTwERs` HOMES CALLED
sivrs Netw AMaBM Netw Netw Netw
MON. THRU FRI. 16.7 5.9 1.1 7.2 1.9 37.3 1.3 23.5 20.8 1.0 2,595
6:00 A.M. -12:00 NOON
MON. THRU FRI. 22.5 4.1 1.6 21.3 1.3 27.6 6.8 18.6 18.2 3.5 3,821
12 00 NOON -6:00 P.M.
SUN. THRU SAT. 28.8 5.7 0.8 10.5 2.6 28.7 3.8 22.9 13.7 11.3 7.819
6:0O 1A-10.30 P.M.
17:00 NOON -6:00 PM
27.2 8.7 1.7 44.4 1.1 5.0 8.9 15.4 9.5 5.3 1,490
6:00 A.M. -6A0 P.M.
17.2 7.2 3.1 28.6 2.0 27.6 8.2 7.2 10.2 5.9 667
23.0 5.6 1.3 17.1 5.9 27.0 5.1 19.9 15.5 6.6 16,392
WJBK DETROIT, MICHIGAN
OWNED AND OPERATED BY THE FORT INDUSTRY COMPANY
National Sales Headquarters: 527 Lexington Ave., New York 17, Eldorado 5-2455
BROADCASTING Telecasting August 1, 1949 Detroit Page 71
Detroit the words to a tune composed by a as gAkéral sales manager of WWJ of Trendle- Campbell in 1933, he
Detroit pianist, Carl Rupp, and and WWJ -TV in April to form the became vice president in 1946,
(Continued from page 70) "MacDonald for coal, MacDonald firm,of Denman & Betteridge, with when the firm began to be known
tional and utilities advertisers in for coke, MacDonald for quality Willian I. Denman, is another ra- as Trendle- Campbell Enterprises.
Detroit. Commonwealth Bank, fuel" was introduced by Russ Mor- dio and television veteran in De- In 1936, Trendle created The
through Ted Reeves, of Toledo, is gan's orchestra, then active in De- troit. In lining up sponsors for Green Hornet, still carried weekly
a long -time user of spots. troit. The tune caught on, and for WWJ-TV, Mr. Betteridge was sell- by ABC as a sustaining program.
Detroit Edison Co., electric power years Mr. MacDonald was saluted ing television a year- and-a -half Challenge of the Yukon, latest of
supplier to Detroit and suburbs, with it whenever he entered a club before the first Detroit telecast. the Trendle Trio, is currently being
uses the H.C.L. Jackson (Detroit or dance. It is still used in spots. Michigan Mutual Insurance Co. sponsored three times weekly by
News columnist) show, and was one Neff Radio Productions is the is one of the agency's principal ac- Quaker Oats Co., through Sherman
of the first TV sponsors in the area, agency. counts, using spots 52 weeks a year & Marquette, Chicago. The com-
with its Kitchen Carnival show on The position as oldest consistent on 25 stations in five states. An- pany also owns and operates
WWJ -TV. It has another TV show, advertiser on WJR goes with no op- other outstanding effort was that WTAC Flint, Michigan.
the Jane Durelle Story Book, a position to the Ohio China Co. of of the Thomas J. Doyle Co., a
children's program five times a Monroe, Mich. Using participa- Dodge-Plymouth dealer, in pro- Jam Handy Organization
week. This is in keeping with the tions on the station's Mrs. Page moting its Glitter -Glaze, an auto- Has Detroit Headquarters
utility's policy of spending 90% show, this company has used two mobile polish. Through a strong Detroit is headquarters for one
of its budget in goodwill and public spots per week for 18 years, re- spot campaign over 17 years, it of the country's largest producers
service programs. The only sales newing each year, and going was able to make Glitter -Glaze a of TV visual presentations in the
effort now going on is a spot through three different Mrs. Pages common noun in the city, a la Jam Handy Organization. The TV
campaign throughout southeastern in that time. Finzel Agency of Simoniz. Detroit and Toledo Philco department of this company was
Michigan on electric water heaters. Monroe handles the billing. distributors last year used nine set up prior to 1941 by Jamison
Campbell -Ewald is agency for Edi- Two of the largest spot buyers half -hours per week on television, Handy, president, utilizing all the
son. in the city are Speedway Petroleum one of the heaviest TV buys in the facilities which had been built up
Fred Randall Co. places the Mich- Corp. and Federal Department U. S. Other active accounts of over 30 years in the field of visual
igan Consolidated Gas Co. sponsor- Stores. Both of these 1,000 or Denman & Betteridge are Silver - training and commercial motion
ship of the Lee Smits newscast more spots -per -year buyers are cup Bread (Gordon Baking Co.) pictures, including production fa-
over WXYZ. Though the bulk of handled by W. B. Doner & Co. and New Era Potato Chips. The cilities in New York and Holly-
Bell Telephone time is placed in Though a reluctant radio user at agency also places the DeSoto wood, as well as Detroit. A cita-
New York, the Detroit office re- first, Speedway Gasoline now puts Dealers of Detroit business, a buy tion for the "skilled application of
tains a measure of supervision over '75% of its budget into radio and of telecasting rights to the horse commercial techniques to tele-
local programs. is planning a TV show for fall. races. vision" was made by the Television
It is a doubtful honor in the ears The King's Jesters' singing com- No history of Detroit radio would Broadcasters Association for the
of many, but Detroit claims credit mercial, "Speedway's Goin' Steady be complete without recounting the TV commercials of Lucky Strike,
for the origination of the singing With Ethyl," has aroused many story of The Lone Ranger. This produced by the company. In ad-
jingle. In 1928 Cliff MacDonald, favorable comments. tremendously popular program, dition, CCNY presented N. W.
of the coal company bearing his with two others, The Green Hornet Ayer & Sons Inc. their 1949 award
name, in looking for something dif- Federal Dept. Stores of merit for creating the most
and Challenge of the Yukon, was
ferent for his ads, hit upon the Big Spot User created and developed by George effective spot television announce-
idea of making up a short song to Federal has had a 1,000 spot - W. Trendle, who is now president ment. This award was for the
be used in spot radio. He wrote per -year contract for the past five of Trendle- Campbell Enterprises. Lucky Strike Square Dance com-
years, and formerly sponsored a Mr., Trendle entered radio in 1930, mercial produced by Jam Handy.
local AM amateur show for seven buying station WXYZ, and operat- Other Jam Handy TV commer-
years. With 12 stores in the De- ing it with his theatre business cial buyers are Chevrolet, Oldsmo-
troit area, Federal is planning a associate, John H. King. The firm bile, Curtis Publishing, Gruen
super -saturation in August, pre-. was then known as the King- Watch, and Standard Oil of N. J.
UAW MEMBERS liminary to opening a new store; Trendle Broadcasting Corporation. All of the Detroit stations except
150 AM spots a day will be used WKMH offer simultaneous FM
Own and Operate and 30 TV, for two weeks. A pre- 'Lone Ranger' with AM broadcasts. WWJ -FM is
view, complete with columnists, Sets Record one of the earliest stations in the
representatives of national manu- Beginning in 1933, during the de- country. In 1936, it began broad-
facturera and Powers models for casting in this medium which was
WDET-FM color, will be telecast. W. B. Doner
is president of the company, with
pression, the program was a hit
from the start. Gordon Baking Co. so new that a News editorial said
at the time:
(Silvercup Bread) began sponsor-
In the Detroit Area Charles F. Rosen as executive vice ship in November of that year, and "The News is happy to assist
president. They handle the bulk continued until 1941. Now in its in the revival of a craft which has
EVERY OTHER FAMILY* of the agency's radio accounts. seventeenth consecutive year of languished with the perfection of
Another brewer with a big radio broadcasting, The Lone Ranger has commercial radio sets, the building
has members in the UAW and TV budget is E & B. This com- established a world record for half- at home of receivers suited to the
pany, through the Doner agency, hour radio dramas. The show new frequencies. A few of these
Gain Their Loyalty by has been placing a third of its started on a three times a week are now manufactured, and their
budget in air time, and is spon- basis in its first year, and continued names or advice and plans for the
Advertising on Their Station soring Tuesday night wrestling without interruption until the home construction of sets of the
matches, with a Friday wrestling death of FDR caused the first same sort, we shall put at the
show scheduled to start in a few cancellation. Since 1941, sponsor- public's disposal."
weeks. In addition, it is using 20 ship in most areas of the country With FM receivers in the Detroit
WDET-FM time report spots per day on WJBK,
and has spots running continuously
has been by General Mills for their
area estimated at 150,000, the three
FM -only broadcasters are working
Brix, and Pyequick,
ERP 52000 Watts in 10 outstate markets. through Dancer, Fitzgerald -Sam- hard at their specialized task,
Other prominent Doner accounts ple. In the South and Southeast, using music, news, and especially
are: Annis Furs, now buying eight the program is sponsored by strong local programming of live
Operated as a Public Service
spots per week on major stations, Marita Bread, through Tucker, talent. WLDM(FM) was recently
heavier during fur storage season; Wayne & Co. Atlanta, Ga. appointed Detroit outlet for the
Enggass Jewelers, one of the oldest The other half of the partner- Michigan FM Network, which
spot buyers in Detroit; Faygo Bev- ship is H. Allen Campbell, vice - give it access to a continuing series
LINE ED AUTO WOEKERS C10 erages, buying top spot and chain president and general manager of of concerts from the U. of Michi-
breaks when available; Detroit Re- gan, plus the programming of the
Radio Place tail Druggists Assn., which has T -C Enterprises, who went to the other 30 FM stations in the net-
five and 15-minute shows on four sales staff of WXYZ in 1930 from work. The Lincoln Broadcasting
major stations simultaneously. a Detroit newspaper. Within six Co. owns and operates WLDM.
VErmont 8 -3048 Doner also prepares copy for the months he was salesmanager of the WDET (FM), which was estab-
Big Bear chain of super markets, corporation. It was he who first lished in January of this year by
planning radio and TV shows later sold The Lone Ranger as a network the executive board of the UAW -
OVER 350,000 MEMBERS
in the year. program, first with NBC Blue, then CIO, works closely with many civic
Harry Betteridge, who resigned with ABC. Made general manager (Continued on page 74)
Page 72 Detroit August 1, 1949
j; ,... ;.N ï ,.
"Hi-Yo Silver!" Sergeant Preston
and King ... In
The Lone Ranger
of the Yukon
"The GREEN HORNET"
The builders of "The LONE RANGER ", and "The CHALLENGE of The YUKON ", have another
GREAT SHOW for sponsorship by a live -wire national advertiser -"The GREEN HORNET ". . . A LOW.
COST Package Show that pays BIG Dividends in audience interest and product loyalty Hop aboard
this "GREEN HORNET" program and win a rich franchise across the nation, as have GENERAL MILLS
and QUAKER OATS, riding the famed productions of our organization, over the years.
TRENDLE-CAMPBELL Enterprises, Inc. 1800 Stroh Bldg., DETROIT 26, MICH.
(Continued from page 72)
groups plus the many auto worker Backgrounds of Area's Stations
locals. It is especially forward in
presenting programs on contro- HISTORY
versial subjects. During the recent WWJ, WWJ -FM, WWJ -TV Detroit's introduction to this new wave length with the newspaper's
Ford strike, the station offered its
facilities to both the company and 622 W. Lafayette Ave. medium. station, WCX. Both call letters
Woodward 2 -2000 were used.
the union to present their sides of 930 kc 5 kw Owned and operated by the Even-
the controversy. Ben Hoberman 97.1 me 10.5 kw (FM) ing News Assn., publisher of the On April 29, 1927, WJR became
Channel 4 5 kw (visual) Detroit News, WWJ is the only the Detroit outlet for NBC Blue
is station manager.
THE STORY of WWJ in Detroit is Detroit AM station with a direct network and was assigned 680 kc.
Strauss Gantz, head of WJJW pretty much the story of radio in newspaper tie -up. William E. Later in the year the channel was
(FM) in down -river Wyandotte, the U. S., for this station began Scripps is president of the com- cleared of all other stations except
is another avid supporter of FM, to broadcast regular programs on pany, but direction of the radio and KFSD San Diego. In September
and said this about broadcasting: Aug. 20, 1920, and since that date TV stations rests largely in the 1927, control of WJR passed from
"Radio, either FM or AM, without has piled up an impressive group hands of Harry Bannister, who Mr. Jewett to the present owner-
good local programming, serves no of "firsts" to support its slogan of, claims his greatest achievement to ship, with G. A. Richards in control
public purpose, and becomes either "Detroit's First Station." Not date was in getting transcribed an- of the company. In 1929 WCX was
a glorified juke -box or merely a content to rest on this distinction, nouncements and singing commer- absorbed and the station moved to
relay point." WWJ was sending out FM broad- cials banned at WWJ in February the newly-completed Fisher Bldg.
Since Detroit was hooked up to casts as early as 1936 under the 1945. Mr. Bannister, who was a WJR became the Detroit outlet
the eastern coaxial cable in Janu- letters WENA, and WWJ -TV went director of NAB until the station's for CBS in 1935. The station had
ary, the growth of television in into operation in March 1947, as recent resignation, joined WWJ as been granted 50 kw power, and this
this area has been rapid. The a salesman, was made sales man- went into effect the same day.
latest estimate of the number of ABC, and WJBK -TV handles Du- ager in April 1935, and general WJR has always exerted a spe-
sets by the Detroit Edison Co. is Irlcnt and CBS. There is FCC manager in November 1941. cial effort in programming for
over 60,000, and TV men confi- authorization for another channel, WWJ is one of the original mem- farm regions. A custom -built mo-
dently expect to hit 100,000 by with sc./oral applications pending. bers of NBC, handling network bile studio travels throughout rur-
year -end. The three stations each As exp:cted, the auto men jump- programs since 19 -5. It has one of al areas, originating broadcasts on
opened in a blaze of publicity, get- ed into television with the opening the most impressive plants in the farms, at county fairs, 4 -H clubs
ting editorial and advertising sup- of the first station in the city. The country, built in 1936, right across and other rural gatherings.
port from the Detroit newspapers, fact that here was a way of actu- the street from the News. But it The station lost its president in
each of which put out a TV section ally showing the product along even outgrew this, and now the TV June, with termination of the con-
at different times. Advertisers, with a spoken sales talk caused a end FM studios and transmitte -s
are atop the Penobscot Bldg., high- tract of Frank E. Mullen, former
especially the key auto men, have rush to TV by both local dealers executive vice president of NBC,
and national companies. One sta- est point in Detroit.
been eager to try to do a good who also headed the two other
selling job via the new medium. tion, WXYZ -TV, had an eight - Early in broadcasting history, Richards stations, WGAR Cleve-
foot opening cut into its studio before the D -troit Police radio was land and KMPC Los Angeles.
All four TV networks are rep- wall so automobiles could be driven est iblished, WWJ offered the use of Harry Wismer, nationally known
resented in Detroit. WWJ -TV is directly onto the stage for com- ;ts facilities to the department in sportscaster, who had been serving
outlet for NBC, WXYZ -TV for mercials. a'prehending criminals. A con- ^s Mr. Mullen's assistant, also
stant program of public service has handles the general managership
been carried on ever since, result- et WJR. Mr. Wismer has had
ing in many awards. Thomas E. many citations as the nation's No.
Dewey made his radio debut in 1 sports announcer. Worth Kram-
1922 -as a baritone, not as a candi- er, former program director of
date. In Edwin Lloyd (Ty) Tyson, WGAR Cleveland and originator
WWJ has one of the most popular of Wings Over Jordan, was made
personalities in radio. Ty joined assistant general manager in July
the station in 1922 and became a 1948.
favorite of Midwestern fans.
WJR-FM was originally slated
Willard Walbridge has just been to take the air in 1941 but delivery
made general sales manager of of the transmitting equipment was
AM, FM and TV operations, with delayed and the "freeze order" of
BULL'S -EYE! Wendell Parmalee getting the post April 1942 caused postponement
of sales manager of WWJ and until after the war. The FM an-
on the WWJ -FM. tenna is located atop the Fisher
WWJ -TV was the first station Bldg. WJR has an application in
MOST Listeners to go into operation in Detroit. It for a television license.
has exclusive rights to the Red Basic Class A rate is $1,000, one
For Your Wings hockey games, Tiger home of the highest in the nation. Ed-
games, and it also brought U. of ward Petry & Co. is sales repre-
Radio Dollar Michigan games to Detroit viewers sentative.
from Ann Arbor using relay points
on high ground between the two
cities. WXYZ, WXYZ-FM
Basic rate for the AM station is WXYZ-TV
$800 per hour, and representative
is George' P. Hollingbery Co. 1700 Stroh Bldg.
Woodward 3 -8321
1270 kc 5 kw
101.1 me 30 kw (FM)
Channel 7 27.9 kw (visual)
WJR, WJR -FM NOW a wholly owned and operated
Fisher Bldg. station of ABC, WXYZ traces back
760 kc 50 kw to 1923 when it began operations as
96.3 me 24 kw WPHG under ownership of George
ROYAL OAK, MICHIGAN "FROM the Golden Tower of the Harrison Phelps, who also owned
Fisher Bldg." is a familiar phrase his own successful advertising
Primary Coverage to the listeners of Detroit from its agency. In 1930, George W. Trendle
long use by WJR, most powerful and his partner, John H. King, who
900,860 RADIO HOMES station in the Detroit area. Started had been operating a large chain
More than half the total radio homes in Michigan
with a retail buying power (1948) of over 3 -1/2
- in Pontiac in 1922 by Jewett Radio
& Phonograph Co., WJR had a
of Detroit theatres, bought the sta-
tion and formed King-Trendle
working agreement with the De- Broadcasting Corp.
REPRESENTED NATIONALLY BY THE FRIEDENBERG AGENCY, INC.
troit Free Press to share time and Mr. Trendle brought into radio
Page 74 Detroit August 1, 1949 BROADCASTING Telecasting
a knowledge of showmanship that casting,'" ne vlug large Assigned 640 kc, the new station Mutual Broadcasting System, a
manifested itself in the creation of number of indepen. er mar- was originally licensed to Essex connection it still has. In addition,
new programs, including The Lone kets for the service. _..c'V. Hay
_ Broadcasters Ltd. as CKOK. This it is basic outlet for the Canadian
Ranger now in its 17th consecutive is commercial manager under Mr. Canadian corporation was headed Broadcasting Corp.
year of thrice -weekly programs. Booth, assisted by William J. Jory. by Malcolm Campbell. In 1933 the Following the death of- Malcolm
He followed this with two other Edward H. Clark is v.p. in charge frequency was changed to 840 kc, Campbell, Ted Campeau was
adventure dramas, The Green Hor- of engineering. Represented by then to 1030 kc in 1934 and to its elected president and general man-
net, and Challenge of the Yukon, the William G. Rambeau Co., the present spot at 800 kc in 1941. ager in 1947. Mr. Campeau also
which are still fed into the national basic AM rate is $250. Studios were set up in the Guar- has been a member of the board of
ABC network by WXYZ. The sta- anty Trust Bldg. in Windsor and directors of MBS since 1938. The
tion joined the NBC's Blue network were expanded until today they corporate licensee is now known
Sept. 29, 1936. CKLW, CKLW-FM take up almost two entire floors. as the Western Ontario Broadcast-
On May 3, 1946, all the stock In addition, executive offices and ing Corp., Ltd.
in the station was purchased by Canada Trust Bldg., Windsor studios occupy the 33d floor of De-
Windsor 4 -1155 During 1948, CKLW added a 260
ABC, and it became part of the Guardian Bldg., Detroit troit's Guardian Bldg.
w FM station. CKLW now has an
network's operations. Selling price Cadillac 7200 (Detroit)
800 kc 50 kw J. E. (Ted) Campeau, station application for a television license
was $2,800,000 in cash. James G. 93.9 me 250 w (FM) manager, was made vice president before the Board of Governors of
Riddell, who had been with WXYZ FOUNDED in the heart of the de- and general manager in 1938. CBC.
since 1930, was named station man- pression in 1932, CKLW has been During this time the call was
ager and now is general manager changed to CKLW. CKLW became Construction of its 60 kw trans-
functioning in two countries ever mitter has just been completed and
of all AM, FM, and TV operations. since and is a prime example of the a basic station for CBS in 1932
Harold S. Christian is commercial and remained a Detroit outlet un- CKLW will be broadcasting with
manager of the station and also
international cooperation and this power the last week in July.
amity between Canada and the til 1935. At that time, in conjunc- E. Wilson Wardell is commercial
directs WXYZ's active merchandis- U. S. In June of this year, CKLW tion with WGN Chicago and WOR
ing department. manager of the station. The U. S.
quietly observed its 17th anniver- New York, CKLW became one of
WXYZ -TV went on the air Oct. sary. the original shareholders of the (Continued on page 76)
9, 1948, with 101A hours of a com-
pletely sponsored premiere pro-
gram. A survey that night showed
79.8% of all Detroit sets to be
tuned to that channel. WXYZ re-
cently installed what is called the
largest Trans -Lux sign in Amer-
ica atop its home in the Maccabees
Basic Class A rate is $660.
WXYZ is represented by ABC Spot
WJLB, WJLB -FM
David Broderick Tower
Woodward 5 -2000
1400 kc 250 w
97.9 me 30 kw(FM)
AFTER a short time when foreign
language programs were stopped
altogether, WJLB, one of the city's
oldest stations, has returned to a
reasonable number of broadcasts
beamed at Detroit's enormous
foreign speaking population. Be-
cause of the lingual ban of several
Detroit outlets, this potential mar-
ket was being neglected and John
L. Booth, owner and general man-
ager, feels these people should
have a channel open to them.
Founded as WMBC in 1924, the
station was first established in the COVERS 198 COUNTIES IN 5 STATES
Addison Hotel and in 1926 was
moved to the LaSalle Hotel. Dur-
ing 1928, 1929 and 1930, the station
gained national recognition
... PLUS 24 COUNTIES IN CANADA
through the work of its com-
mentator, Jerry Buckley, who
was fatally shot in the lobby of
the LaSalle in 1930. The murder
was never solved. The station
stayed in the hands of the original
owners, Michigan Broadcasting
Co., until 1939, when it was pur-
chased by Booth Radio Stations
Inc. J. L. Booth is the son of
Ralph H. Booth, who was president
of Booth Newspapers, a Michigan
During the past few years,
WJLB has been programming
sports heavily and carried Tiger
games until this year, as well as
football games of the Detroit Lions,
Notre Dame, Michigan State, and
the U. of Detroit. A complete Guardian Building, Detroit 16 Mutual System
schedule of wrestling and boxing
also has been presented. WJLB- National Rep. Canadian Rep.
FM was established in May 1941 Adam J. Young, Jr., Inc. H. N. Stavin & Co.
and lately has been active in store -
BROADCASTING Telecasting August 1, 1949 Detroit Page 75
(Continued from page 75) WLDM (FM) the only .plied and troit and adjacent Grosse Pointe,
operated UAW -CIO Broad- Lincoln Park, Highland Park,
WJBK, WJBK -FM, 24750 Greenfield Rd. Berkley and from the WEXL stu-
Jordan 4 -5835 casting t. After authorization
WJBK -TV 95.5 me 20 kw by the executive board of the dios. Upward of 50 remote broad-
UAW, the station took the air in casts are handled by the station
Masonic Temple WLDM (FM) Detroit's first inde- January 1949 and is now operating weekly.
Temple 3 -7900 pendently owned and, operated FM- 59 hours a week. On April 3, 1948, WEXL erected
1490 kc 250 w only station is officially known as
93.1 me 33 kw (FM) Though WDET(FM) is a com- a 433 -ft. tower just outside the
Channel 2 14.26 kw (visual) Lincoln Broadcasting Co. It was
formed Jan. 1, 1947, by three vet- mercial operation, certain limita- Detroit city limits in Ferndale and
WJBK began as a 15 w station in eran radio men -Ellis C. Thomp- tions are placed upon it by the put WEXL -FM on the air. Mr.
Ypsilanti, Mich., Oct. 7, 1925, when son, Harold I. Tanner, and John A. statement of policy. It is a non- Hartrick remains as president of
the first license was granted to Ross, all strong believers in the profit enterprise in that time is to the corporation, with Mr. Sparks
Ernest F. Goodwin. It was sold future of FM. A Colonial -type be sold only to cover operating as general manager. Calvert M.
in 1929 to James F. Hopkins Inc. cost, depreciation and to improve Hill is commercial and promotion
By this time power had increased building was erected just two miles manager. Gordon A. Sparks, son
north of the city limits, containing the service. In any case, not more
to 50 w. studios, transmitter and offices. than 50% of the time is to be sold. of the founder, has been associated
The "Detroit Story" of WJBK The general program policy is Free time is given for the presenta- with WEXL 19 years and now acts
began in 1930 when Mr. Hopkins based on good music, supplemented tion of controversial issues and to in the capacity of program direc-
moved studios and transmitter to by periodic news broadcasts. Live political candidates. tor. He also delivers the two
Highland Park, a separate city, shows are also featured, with em- An advisory council of com-
major newscasts each day. Anoth-
completely surrounded by Detroit. er son, Garnet G. Sparks, is chief
Here the station specialized in phasis on choral and instrumental munity leaders meets regularly to engineer and has been with the
foreign language broadcasts and groups from industrial and busi- advise the management of policies
ness concerns, churches, and to be pursued in furthering De- station since 1926. Under his di-
sports events, building up a large schools. troit's community life. Naturally, rection the new FM station was
following among the large foreign- Recently named Detroit outlet many programs are directed to the constructed and new equipment in-
born population of Detroit and its stalled in 1949. The basic Class A
suburbs. for the Michigan FM network, half-million auto workers in the rate is $100, and the station ac-
On June 19, 1947, WJBK and
WLDM (FM) presents concerts area. A nightly news commentary cepts no alcoholic beverage adver-
WJBK-FM were sold to Fort In- from the U. of Michigan, in Ann is presented by the UAW, but is tising. It operates on a 24 -hour
dustry Co., just six days after FM Arbor, and will broadcast the purchased at regular commercial schedule.
broadcasts were made simultaneous Michigan games next fall. rates.
with AM. WJBK then became De- Though broadcasting was begun WDET(FM) is proud of a
troit Broadcasting Co., a wholly - last December, WLDM (FM) al- weekly discussion program pro-
owned subsidiary of The Fort ready numbers a list of 32 active duced in cooperation with the WKMH
Industry Co. Owner and president commercial accounts, and estimates Mayor's Interracial Committee 22264 Michigan, Dearborn, Mich.
George B. Storer has been active that it will have 100 by fall. The which was set up to solve problems Logan 2 -4000
in the field of radio since 1928 when basic rate is $140. of inequalities due to race, color or 1310 ke 1 kw
he purchased WTAL (now WSPD) ancestry. The station works with
Toledo, first of the seven -station Detroit Public Library department MARKING the first AM grant in
group. WJJW (FM) in presenting symphonic music Detroit radio for 16 years, WKMH
Shortly after the change of own- 3044 First St., progams. It beams regular pro- went on the air Dec. 29, 1946, as a
ership WJBK decided to concen- Wyandotte, Mich. grams at foreign groups, including daytime station on 1540 kc with
trate on sports, music and news, Wyandotte 1166 Polish, Italian, and Jewish. 1000 w. Application was filed for
103.1 me 1 kw the present frequency, and this
entirely in English. This was ac- A strong promotional campaign
complished through the use of both DESIRE of communities down is carried out in behalf of both the change took place Aug. 16, 1948.
old and new programs. Jack the river from Detroit for a station to station and FM itself. Besides Fulitime operation began in Octo-
Bellboy (Ed McKenzie). rated one promote their own school, sport and using other media, WDET(FM) ber 1948.
of the nation's top disc jockeys, musical programs inspired found- has access to all UAW publications Under direction of President and
heads the musical lineup. Mr. ing of WJJW (FM) in September in the area, with a 2,000,000 General Manager Fred A. Knorr,
McKenzie joined WJBK in 1937 as 1947. This independent FM sta- monthly circulation. These papers the station has a strong program
a transmitter operator and by 1943 tion, located 11 miles south of De- print the station's program sched- of public service and special events,
was chief announcer and chief en- troit, is owned and operated by the ule, radio columns, etc. Sponsor's while still implementing a steady
gineer. Wyandotte News- Herald, 70-year- names are also listed. Display commercial growth. WKMH
On Sept. 1, 1948, Richard E. old local publication. posters are in all local union halls. brought the voice of Babe Ruth to
Jones, then commercial manager By concentrating on local pro- Basic rate for this FM -only sta- Detroit fans on his last appearance
for CKLW, joined WJBK as gen- gramming, live shows and on -the- tion is $100. in Detroit, has broadcast Army and
eral manager. WJBK -TV began spot broadcasts, WJJW (FM) has U. of Michigan football games and
regular programming Oct. 24, 1948, attracted 75 sponsors. Strauss this year is carrying the Tiger
and the next month Mr. Jones as- Gantz, president and managing di- baseball games as part of the
sumed the general managership of rector, believes that the future of WEXL, WEXL-FM Goebel network.
all Fort Industry's Detroit opera- FM lies in its ability to take ad- Bess Wright, a home economist
tions. 212 W. 6th St.,
vantage of local talent and ideas in Royal Oak, Mich. for 20 years, conducts a daily half-
Operating on Channel 2, WJBK - programming, and its ability to Jordan 4 -6523 hour beamed at housewives, oper-
TV is the Detroit outlet for two perform public service. 1340 kc 250 w ates a sponsored cooking school
networks, CBS and DuMont. The Last fall 31 local high school and 104.3 me 18 kw (FM)
pressure of TV made new quarters three days a week and is director
semi -pro football games were car- LOCATED in the suburb of Royal of a merchandising and testing
imperative, and last January the ried, all with commercial sponsor- Oak, just north of Detroit, WEXL group of 100 housewives known as
entire operation was moved to the ship. Some weekends saw as many boasts of being the oldest inde- the WKMH Homemaker's Insti-
Masonic Temple. as five games broadcast. Wrestling pendent station in Michigan, ante- tute.
WJBK is key station of the matches are being carried from dated only by WWJ and WJR. It WKMH's principal studios are
Goebel Baseball Network, broad- nearby Grosse Isle Naval Air Sta- took the air in 1924, when it was in Dearborn, 20 minutes from
casting Detroit Tiger games, feed- tion. Basic Class A rate is $60. founded as WAGM by A. G. Miller downtown Detroit, but it has
ing 27 stations, with Harry Heil- Radio Representatives Inc. repre- and his son, Robert. It continued opened Detroit studios in the Music
mann and Van Patrick at the mike. sents WJJW (FM). under this ownership until 1929 Hall. Programs are fed regularly
Another key program is that of when Jacob B. Sparks and George from these studios, as well as from
Joe Gentile and Ralph Binge, the B. Hartrick purchased the station other studios in Wyandotte and
Early Morning Frolic, based on WDET (FM) and formed the Royal Oak Broad- Wayne. The staff of 38 is directed
zany commercials and utter dis- 12300 Radio Place casting Co., a corporation which by Assistant General Manager
respect for standard procedure. Vermont 8 -3048 continues to own and operate Walter Patterson, a veteran of 19
Working closely with the De- 101.9 me 52 kw WEXL and WEXL -FM. years in radio. It includes News
troit Times (though, no direct con- "WE HAVE dedicated WDET The station broadcasts music Analyst Edward Schweikardt, a
nection exists), WJBK broadcasts (FM) to a program of public serv- most of the day. It is one of the professor in philosophy and inter-
news every hour of its 16 -hour ice. Judging from our mail re- few privately owned radio stations national affairs, who spent four
sched le, direct from the editorial sponse, we're on the right track and which does not broadcast commer- years with the Mutual news de-
room of the Times. Station is the listeners appreciate it." This is cial programs on Sunday. The partment. National representative
repre ented by the Katz Agency. a summary by General Manager entire Sunday schedule is devoted is Weed & Co., and the basic rate
The basic hourly rate is $250. Ben Hoberman of the activities of to broadcasts from churches in De- is $175.
Page 76 Detroit August 1, 1949 BROADCASTING Telecasting
Call or write
your nearest 50,000
PETRY office WATTS
iFGOODWI LL STATION, INC. FISHER BLDG. DETROIT
G. A. RICHARDS HARRY WISMER
Asst. to the President
The Detroit MStory ..
is BROADCASTING's 15th in
a continuing study of major
radio and TV markets
further evidence of continuing
efforts to make radio
facts more accessible and radio
time more easily bought
B ROA "ASTeIeYN G
The Newsweek7r on