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dial; WBZ, Boston, 1030 on dial; WCAU, Philadelphia, 1210 on dial;
WRVA, Richmond, 1140 on dial; WSM, Nashville, 650 on dial; KWKH,
Shreveport, 1130 on dial; WOAI, San Antonio, 1200 on dial; and KFI,
Los Angeles, 640 on dial.
We hope soon to have the doors of KFI, Los Angeles opened
to us, and if so, we will drop XERB and all our other Los Angeles
stations, but not those in Pacific Northwest. In Portland, we may
switch over to KEX every night (50,000 watts), dropping KPDQ and
KXL. We will continue KVI, Seattle. Now if you do NOT get any of
our present stations---that is, WLS, WWVA, XELO, XEG, with good
reception. then try the ones listed in the paragraph above nearest
you, and if any of these is better, PLEASE WRITE AND TELL ME. We
will drop XERB in order to go on TV.
WHAT WE HOPE will work out is this. We are now starting to
make a complete change-over from the Sunday RADIO broadcasts to a
once-a-week TELEVISION program, to expand as soon as possible to
cover the entire United States;---supplemented with the daily RADIO
broadcasts. Our hope is that those who see and hear the TV program
once a week will also listen to the radio program six nights a
week. We shall try that plan first. If we find that people quit
listening to radio altogether, and look at Television ONLY then we
shall have to begin, two or three stations at first, adding more
and more as we can, going on TV at least five times a week,---
eliminating radio altogether. But we HOPE that the combination of
one Sunday TV program a week and six radio broadcasts a week will
work out.
ANOTHER ADVANTAGE OF TV over radio is this: On radio we
were forced mostly to go on fourth or fifth-rate stations, except
for the super-power Mexican stations, and to take a bad time when
few were listening. In Portland Oregon, for example, about 95% of
all radio listeners were tuned to the four Network stations. The
two or three independent stations had only about 5% of the
listeners divided between them. We had to take a poor time on an
independent station---perhaps getting 1% of the listeners. Now,
today, MORE people tune in TV than tuned in radio then. Where
there are 10 radio stations serving Portland, there are only TWO
regular-channel TV stations. You can figure what a MULTIPLIED
audience TV will give us compared to radio.
NOW WE FIND THIS: Television has changed the habits of the
American people. They go to bed from one to two hours later than
formerly. We can now reach MANY more people on TV at 11 PM than we
formerly could on radio at a 8 PM. The peak hour, when MOST people
are viewing TV, is not 8 or 8:30, but from 9 to 10. Between 11 and
11:30 PM more than a third as many are still looking at TV as
during the peak hour. At 11 PM the cost of a Telecast goes down
to about one-third of the earlier hours. Therefore we are going to
try to get the half-hour between 11 and 11:30, wherever possible,
---especially in the big cities, where the time-costs are
enormously high at earlier hours. At these less costly hours, we
can go on TV Coast to Coast, at a cost not much more than we now
pay for radio.
Again, we do not want to give people GOD'S Message at 7 or