Evening star. [volume] (Washington, D.C.) 1854-1972, 1930-05-20
Cites RADIO FORUM
BEFORE AID GROUP
Columbia Official Holds
Broadcast Up as Great
Educational Program.

Washington is second only to New
York City as point Of origin fol
national radio programs playing i'm
portant parts in educational and ad-
director Of the Washington Office, Co.
lumbia Broadcasting System, declared
today in addressing the broadcast ad.
vertising group of the Advertising Fed.
Grafton Of America.
Among the great educational pro-
grams originating over the Columbia
System in the Capital City, Mr.. Butcher
stressed the Thursday evenings devoted
to the National Radio Forum, arranged
by The Evening Star, during which
hour, Ne said, current national prob.
lens of public interest are discussed by
cabinet officers, Senators, Representa-
tives and other officials of the Govern
ment.
1.-THE forum has been kept on a high
plane of craftsmanship" he said. "The
whole-hearted response Of listeners
throughout the country to this type Of
radio program proves to us that large
part of cur audience appreciates seri.
Gus, thought-provoking matter, especial.
ly of it Is sandwiched between appro.
pirate music" ...-....-..
Cites Washington's Importance.
washington's Importance as q broad.
casting center, Mr.. Butcher indicated
Is emphasized by its international char
acter. OF the Is Ambassadors ant
Ministers of foreign countries thus fal
presented to American audiences through
the Columbia's "Conclave Of Nations
on Sunday afternoons, he said, at leas
10 had never spoken over the radi'
before.
other weekly programs of nationa
interest. he told the advertising men
are the talks on 1.-THE Worlds Bust
ness" by DR.. Julius Klein, Asststan
Secretary Of Commerce and one Of tn
foremost economists of the country
For those interested in an analysis o
the weeks news in the political world
Frederic william Vile, the Columbia
political analyst, gives 15-minute tall
on Thursday evenings.
Mr.. Butcher recited the events Of {
single days broadcasting from tn,
Washington office in stressing the grow
ing importance of the National Capita
in the radio world.
Last Thursday" he said, "seven i'm
portant pick-ups were made by tn
Columbia System in Washington, in
GLIDING the Army and Navy service
bands: memorial service in TIT
chamber of the House of Representa-
tives; an educational program fol
school children, known as the Ameri
can School of the Air, which originated
in the diplomatic reception room Of TIT
State Department and in which wert
heard the Secretary of State, MIR. Slim
son; the Secretary of the Interior, DR.
wilbur; the Chinese Minister. DR.. Chao,
Chu WI; the director general of thu
Pan-American Union, DR.. Leo S. Rowe
and q 15-year-old Junior Red Cros
boy. as well as the United States Ma.
rine Band Orchestra.
"In addition, Washington on that day
contributed the regular weekly politica
talk by Frederic William Vile, a tall
by Col. Theodore Roosevelt in the Ma.
tional Radio Forum and talk by Ogder
L. Mills, Undersecretary of the Treasury
before the annual meeting of the
American Association Of Advertising
Agencies"
Tells Of Achievement.
Starting from scratch in September
1927, the Columbia System has become
in two years and eight months an i'm.
portant factor In the daily life of tn:
Nation, Mr.. Butcher said. Its inter.
national coast-to-coast system now in.
cludes "a stations in SO cities, providing
coverage that embraces virtually every
radio set in the United States and ir
the Toronto and Montreal areas to bs
tuned In on program transmitted over
its complete facilities.
A study of the programs presented
by the Columbia System during 9
typical week, he said, shows that 70 pei
cent of the Is hours day for the sever
days was devoted to Sustaining OF
on-advertising programs. The 70 pei
cent devoted to sustaining" programs
he said, was made up as follows: TWEEN.
ty-five per cent was utilized for pres
sntations Of symphony, opera and cham
Der music; 2 per cent for civic pro.
grams; per cent for religious broad
casting; IA per cent for instructive OF
educational matter; 3 per cent fol
dramatic presentations, and 29 per cent
for popular music.
Business Increases.
In the 10 months from July, 1928
when the present ownership and man
agement became effective, he said, tc
April Of this year, contradiction time
on Columbia increased practically 90(
per cent. Business continues to in
crease" he added.
Mr. Butcher declared that "name
emphasis" Is one of the chief functions
of broadcasting advertising. I'm fact,
he said. ut Is about the only way ir
which the advertiser can be credited
with his sponsorship of the program, fol
direct selling, lengthy dissertations or
products, ETC., are banned from the air
At the luncheon meeting yesterday
Senator Henry j. Allen of Kansas
breaking, away from a prepared speech
declared that judicious advertising
would end prohibition evils and make
enforcement of the Volstead act I'M
necessary. Such use of advertising
media, he added, would even bring
about adoption Of the London naval
treaty.
There isn't anything that modern
advertising, having standardized itself
according to the great standards OF