#5“? f V'ffilu '

 

 

A SURVEY OF REGiONAL RADIO
NETWORKS 0? THE UNITED STATES

Thai: for flu chm of M. A.
MlCHiGAN STATE COLLEGE
Ross Creighton Aim
1949

This is to certify that the
thesis entitled

' A Survey of Regional Radio Bottom
of the United States'

presented by

Ross 0. £1!

has been accepted towards fulfillment
of the requirements for

AL. degree in ML.

%¢e /

Major professor

Date My! 16.1%2

 

 

 

A SURVEY OF REGIONAL RADIO NETWORKS
OF THE UNITED STATES

by.

Ross Creighton Alm

W

A THESIS

Submitted to the School of Graduate Studies of Michigan
State College of Agriculture and Applied Science
in partial fulfillment of the requirements
for the degree of

Master of Arts

Department of Speech. Dramatics and Radio Education

1949

T11
of Dr. I
more d1!
to Mr. ;

Question

ACKNOWLEDGEMENTS
The author wishes to acknowledge the invaluable aid
of Dr. Wilson B. Paul for his assistance over some of the
more difficult problems of this survey. Also, my thanks
to Mr. J. D. Davis for his aid in the formulating of the

questionnaires and in the organization of the study.

Without the assistance of Miss Lucia Morgan, the study
would not have been in readable form. Her criticisms of

the writing proved invaluable.

1 Many thanks go out to the radio networks and their
member stations who cooperated so fully in forwarding ma-
terial and in.answering the questionnaires which gave the

information necessary for the completion of the survey.

mu m n
VSAPI‘EH

I.

II.

III.

II

II

(I)

H

F
n;

U1:

CHAPTER
I.

II.
,III.
Iv.

VI.

TABLE oF CONTENTS

INTRODUCTION ..... ...........................
The purpose...............................
Statement of the purpose................
Definition of terms used..................
Regional radio network..................
Program structure.......................
Physical coverage.......................
HISTORY OF NETWORK BROADCASTING...........
PROCEDURE OF THE SURVEY.....................
REGIONAL NETWORKS OF THE NORTHEASTERN UNITED
STATES......................................
Connecticut State Network.................
Maine Broadcasting System.................
New England Network.......................
Yankee Network.... ............ ............
Quaker Network............................
REGIONAL NETWORKS OF THE SOUTHEASTERN UNITED
STATEs.................................;....
Tobacco Network...........................
Georgia Association of Local Stations.....
Georgia Major Market Trio.................
REGIONAL RADIO NETWORKS OF THE NORTH CENTRAL
UNITED STATES.......,.......................

PAGE

CDCJINNNTOHHH

15
16
20
24
28

56
57
41
44

45

III.

11?;

CHAPTER 4 PAGE
Great Northern Network.................. 46
Inland Network............ ..... . ....... . 51
Iowa Tall Corn Network.................. 55
Northwest Network....................... 50
Paul Bunyan Network..................... 64
Wolverine Network....................... 58
Arrowhead Network....................... 74
Dairyland Network....................... 75
Wisconsin Network.,,......,.,...,.,,,,.. 75

VII. REGIONAL RADIO NETWORKS OF THE SOUTH CENTRAL

UNITED STATES............................... 79
Lone Star Network....................... 80
South Central Quality Network........... 85
Texas State Network........... ..... ..... 89
Arkansas Network........................ 94
Long Texas Group........................ 98
Oklahoma Network........................ 99

Rebel Network........................... 100
Texas Quality Network................... 101
West Texas Trio......................... 102

VIII. REGIONAL RADIO NETWORKS OF THE NORTHWESTERN.
UNITED STATES................... ..... ....... 103
Intermountain Network................... 104

Pacific Northwest Broadcasters.......... 110

111
CHAPTER J PAGE‘
Rocky Mountain Network................... 114
Z Bar Network............................ 118

IX. REGIONAL RADIO NETWORKS OF THE SOUTHWESTERN.
UNITED STATES............................... 119
Don Lee Network.......................... 120
Great West Network....................... 150
Southwest Network........................ 154
Zia Network.............................. 158
Arizona Broadcasting Service............. 142
Arizona Network.......................... 145
California Rural Network................. 144
Radio Network of Arizona................. 146

BIBLIOGRAPHYOOIOOOOO00.00000OOOOOOOOOOOOOOOOOOOOOOO. 147

TABLE

II.
III.
IV.

VI.
VII.

VIII.
IX.
X.
XI.
XII.
XIII.
XIV.
XV.
XVI.
XVII.
XVIII.
XIX.

XX.
XXI.

Stations
Stations
Stations
Stations
Stations
Stations
Stations

of
of
of
of
of
of

of

LIST OF TABLES

the Connecticut State Network..

the Maine Broadcasting System..

the New England Network........

the Yankee Network.............

the Quaker Network.............

the Tobacco Network............

the Georgia Association of.....

Local Stat-1011800000000...000000000000000000

Stations
Stations
Stations
Stations
Stations
Stations
Stations
Stations
Stations
Stations
Stations
Stations
Network

Stations
Stations

of
of
of
of
of
of
of
of
of
of
of
of

Of

of

the Georgia Major Market Trio..

the Great Northern Network.....

the Inland NetworkOOoceeooooo 00

the Iowa Tall Corn Network.....

the Northwest Network....

the Paul Bunyan Network........

the Wolverine Network..........

the Arrowhead Network..........

the Dairyland Network..........

the Wisconsin Network..........

the Lone Star Network..........

the South Central Quality......

the Texas State Network........

the Arkansas Network..

iv

PAGE
18
22
26
50
54
59
41

44
48
55
57
62
66
70
74
75
76
82

87

91
94

TABLE
XIII.
XXIII.
XXIV.
XXV.
XXVI.
XXVII.
XXVIII.

XXIX.
XXX.
XXXI.
XXXII.
XXXIII.
XXXIV.
XXXV.

XXXVI.
XXXVII.
XXXVIII.

PAGE
Stations of the Long Texas Group........... 98
Stations of the Oklahoma Network........... 99
Stations of the Rebel Network.............. 100
Stations of the Texas Quality Network...... 101
Stations of the West Texas Trio............ 102
Stations of the Intermountain Network...... 107
Stations of the Pacific Northwest.......... 112
Broadcasters...............................
Stations of the Rocky Mountain Network..... 116
Stations of the Z Bar Network.............. 118
Stations of the Don Lee Network............ 123
Stations of the Great West Network.. ..... .. 152
Stations of the Southwest Network.......... 136
.Stations of the Zia Network................ 140
Stations of the Arizona Broadcasting....... 142
Service....................................
Stations of the Arizona Network............ 143
Stations of the California Rural Network... 144

Stations of the Radio Network of Arizona... 145

vi
LIST OF FIGURES

FIGURE PAGE
1. Coverage of the Connecticut State Network....... 19
2. Coverage of the Maine Broadcasting System....... 23
3. Coverage of the New England Network............. 27
A. Coverage of the Yankee Network.................. 55
5. Coverage of the Tobacco Network................. 40
6. Coverage of the Great Northern Network.......... 50
7. Coverage of the Inland Network.................. 54
8 Coverage of the Iowa Tall Corn Network ........ .. 59
9. Coverage of the Northwest Network............... 65

10. Coverage of the Paul Bunyan Network............. 67

11. Coverage of the Wolverine Network............... 73

12. Coverage of the Lone Star Network............... 84

13. Coverage of the South Central Quality Network... 88

14. Coverage of the Texas State Network............. 95

15. Coverage of the Intermountain Network. ......... . 109

16. Coverage of the Pacific Northwest Broadcasters.. 115
17. Coverage of the Rocky Mountain Network.......... 117
18. Coverage of the Don Lee Network................. 129
19. Coverage of the Great West Network.............. 153
20. Coverage of the Southwest Network............... 157'
21. Coverage of the Zia Network..................... 141

 

 

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CHAPTER I
INTRODUCTION

Since 1920. radio. including its clients. advertising
firms. networks. stations.and all of the other agencies
which work with the industry. has becomerf the larger
industries in the United States. Research has been carried
out on the national networks. stations. programming policies.
listening habits of the listeners. and various other phases
of radio. However. as far as could be ascertained, nothing
has been done to determine what the regional radio networks

of the United States are contributing to the industry.

I. THE PURPOSE

Statement 9; the purpose. It was the purpose of this
study to gather as much material as possible on the region-
al networks of the United States. The author wished to find
out what sort of programs these networks were putting out on
their wires to the member stations.Also. he wished to deter-
mine what part of the program structure of these member
stations was made up of programs from the regional network
in comparison to the amount made up of programs from the
national networks, the rates of the various networks for
program time. and some of their program policies. Coverage.

both physical and in number of persons, was to be determined

for a number of the regional networks.

II. DEFINITION OF TERMS USED

Regional Eggio Network. The term "network" has been
defined as a group of stations bound together by permanent
lines. However, for the purpose of this study. regional
radio network shall mean those #6 networks which are listed

as such in the 1948 Edition, Yearbook g; Broadcasting

Weekly.1

Program structugg Program structure has been construed
to mean the entire group of programs on a station over a

given period of time.

Physical coverage. The physical coverage of the networks
as illustrated on the coverage maps means the primary area
served by that network. In some cases this area has been
determined by mail receipts and in other cases by a field

strength survey.

 

1 "Regional Radio Networks of the United States,"
‘Br0gdcasting Weekly, l9h8 Yearbook Edition.

CHAPTER II
HISTORY OF NETWORK BROADCASTING

The history of network broadcasting is the history of
regional networks. because the first networks which were set
up in this country were in reality regional ones. The first
network in existence was on January A. 1924. when station
WEAF_in New York was hooked up with station WNAC in Boston}
It was a rather complicated system in which the program was
taken off the air in Worcester. Massachusetts. and trans-
mitted from there by telephone to the WNAC studios. An an—
nouncer had to sit in a hotel room in Worcester with an
engineer and make all station identification announcements.
The success of the venture made the people in the industry
believe that there was a future in network broadcasting and

they worked to perfect their technique.

The first real test of network broadcasting came in
June. 1923. Telephone lines had connected station WEAF with
stations WGY in Schenectady. KDKA in Pittsburgh and KYW in
Chicago. The occasion for the broadcast was a banquet dur-

ing a meeting of the National Electric Light AssociatiOn

 

l.Archer. Gleason L.. History_gf Radio (New York: Amer-
ican Book—Stratford Press. Inc.. 1938). p. 313.

in New York.2 As a result of this broadcast. a very unique
network came into being. Col. Edward H.R.Green. an eccen-
trio millionaire who was one of the few persons who could
afford to have a private radio station of his own. came into
New York with a request that his station be connected with
station WEAF so that he could broadcast the same programs as
NEAF. He offered to broadcast all of the commercial programs
and pay a fee for the sustaining programs. His offer was
accepted. and the first permanent network came into being.3
It offered engineers a wonderful Opportunity to work many

of the bugs out of network broadcasting.

The first national network was prOposed in the summer Of
1923. but it did not materialize. The occasion was to have
been a speech by President Warren G. Harding on July 31. but
because of the serious illness of the President on that
date. the broadcast was not made.“ The Opportunity for a
national hook-up did not present itself again until
January 1. 1927. when the Rose Bowl football game was broad-

cast from Pasadena. California.

Network broadcasting got its first big boost in 1926.

 

21bid. p. 313
31bid. p. 31}
“Ibid. p. 31A

5
when the National Broadcasting Company was organized by Gen-
eral Electric, Westinghouse, and the Radio Corporation of
America. The organization was to be one of public sersiqe.-
It was formed to combine the vast technical and financial
resources of the companies concerned. The first program
over this infant network was The Eveready Hour, a program
whidh offered a wide variety of entertainment. The National
Broadcasting Company continued togrow until it reached the
point where the Federal Government declared it a monopoly,
and.forced it to break its Red and Blue networks up into two

Inetworks. Out of this came the American Broadcasting Com-

pa my 0

The second of the large networks was organized in 1927.
'Ihie was the Columbia Broadcasting System, originally named
the United Independent Broadcasters. CBS, as it is known
now; has continued to be one of the dominant networks.

The oldest of the regional.networks which exist today
is the Don Lee Network, which has organized (in December 15,
1928. It has continued to expand in number of stations and
in area covered until it is now the largest of the regional
networks, followed closely by the Yankee Network, which was
organized in 1950.

Additional regional.networks have been organized, and

the 1949 edition, gearbook 9;; Bimadcasting Weekly, lists 55

 

6
in the United States.? This in an increase of 7 over 1948.

In addition. there are also a number of frequency modula-
tion networks. If, as the experts so predict. frequency
modulation continues to increase in popularity,6 it is
reasonable to suppose that regional networks of FM stations
will continue to increase in importance..If enough FM sta-
tions are started in the more sparsely settled sections of
the United States. more FM networks will probably be organ—
ized. FM networks. in this letter case. would need no lines
for transmission of their broadcasts. because one FM sta-
tion could pick up the broadcasts of another station and
broadcast it directly. This has already been accomplished
in some regions of the United States. One instance is in
Ohio where a regional network of FM stations broadcast foot-
ball games in l9u7..Also. the Tobacco Network in North
Carolina uses frequency modulation for the relay of programs

which are broadcast over AM stations.

With the development and expansion of television. the
future of AM broadcasting is uncertain. Mr. Coy. in the
previously quoted speech. stated that in five years. tele

vision would be the dominant form of entertainment. but that

 

5"Regional Radio Networks of the United States.“
Broadcasting Weekly, 1949 Yearbook Edition.

600v. Wayne M.. "The Future 2f QM, EM and Teled
vision.” a speech given to the Institute for Education by
Radio, Columbus. Ohio. March 4. 1949.

for many years to come. AM and FM broadcasting would con-
tinue to occupy an important place. eSpecially in the rural

areas of the United States.7

If this prediction is true. the future of regional net—
works should be assured. Local stations have neither the
finances nor the available talent to produce really excep-
tional radio programs as standard fare for their listeners.
Through network organization. they are able to obtain high

quality programs to give to the listening public.

71bid.

CHAPTER III
PROCEDURE OF THE SURVEY

It was felt that in order to accomplish this survey,
three areas should be covered. The first was to be a dis-
cussion of the over-all picture of the network. the second
a table of stations for the network. and the third was to

be a coverage map for the network.

In order to get the basic material on the network. a
personal letter was sent to the headquarters or the key sta-
tion of each of the 46 regional networks listed in the 1948

Edition. Yearbook p: Broadcasting. The letter asked for a

 

station breakdown of the network. the type of agreement
which existed between the stations and the network. the or-
ganizational set—up. and a promotional brochure if one exist-
ed. Responses were received from 25 of the networks. A
follow-up letter was sent to the 21 who did not answer the
first request. From this second letter. 12 answers were re-
ceived. making a total of 37 of the 46 networks. Of this
37. six stated that they no longer existed as networks. It
was decided that two of the remaining 31 should not be sur-
veyed. One was the Aloha Network in the Hawaiian Islands
and the other was the Intercollegiate Broadcasting System.

an organization of the wired-wireless stations which are

_ p 9
found on college campuses around the United States. Of the
remaining 29. a group of 21 was selected on the basis of
geographic representation. size. type of network and will-

ingness to cooperate in the survey.

The material furnished by the networks was then checked
with the material which was necessary to complete the sur-
vey. In the light of this check. a questionnaire was com-
piled and sent to the headquarters of the various networks
which were to be surveyed. Additional questionnaires were
sent until all networks had completed and returned one. A
sample of this questionnaire will be found on page 12.

It was also necessary to secure some information from
the member stations of the networks in order to complete the
discussion and to give one piece of information for the
table of stations. A questionnaire was sent to each of the
member stations of the networks. After answers had been
received. additional questionnaires were sent until
questionnaires had been received from at least 50% of the
stations in each of the networks. A sample of this ques-
tionnaire will be found on page 13.

From these two questionnaires and the material furnish-
ed by the networks, the discussion was formulated.

Most of the material in the table of stations was fur-

nished by the network headquarters. However. there was one

10
item which could not be furnished in all cases. This was the
coverage. in number of persons. for each of the affiliates.
A question requesting this information was included on the
station questionnaire. In some instances. the figure was
supplied by the network. The problem remained of what to do
about the stations on which the data was not available.The
author was informed by Standard Rate and Data Service that
it was impossible todetermine the coverage of a radio sta-
tion in number of persons unless a survey could be made on
the spot.1 It was determined that the vast majority of the
stations in the networks were 250 watt. local stations. For
this reason. it was felt that the radio homes in the county

in which the station was located would represent the major-

ity of the radio homes served by the station.

Therefore. when one number is found under "coverage" in
the table of stations, that number represents the figure
_given either by the station of the network as the coverage
of the station. When two numbers are found. the tap num-
ber represents the number of radio homes in the city and

the bottom number the county in which the station is locat-

 

1Personal letter to the author from McCormack M.
chndree. Rate Service Manager. Standard Rate and Data
ervice.

11
ed. The figures on radio homes was taken from the 1948 re-

port of the Broadcast Measurement Bureau.2

The coverage maps were compiled from material furnished
by the networks concerned. Three of the networks which were
surveyed did not have coverage maps. and estimates were made
for these networks by taking an average coverage for similar

stations in the same area.

To facilitate the writing and reading of the survey. a
division was made into chapters according to geographiCal
location of the networks. Chapter IV contains the networks
of the Northeastern United States. The networks of South-
eastern United States are in Chapter V with those of North
Central and South Central United States in Chapters VI and
VII respectively. Chapter VIII has the networks of North-
western United States and the networks of Southwestern
United States in Chapter Ix. Although the Don Lee Network
covers the West Coast. it has been included in the networks

of Southwestern United States.

 

2Radig Families-—USA,(New York: Broadcast Meas-
urement Bureau. Inc.. 1948)

O.

10.

ll.

- 12

When was the network formed?

 

Is the network incorporated?

 

If so. under the laws of what state?

 

Is this the original network? If not. what was the

name of the original net?

 

Does the network have an established program policy of
its own? If so, and it is in printed form.would
you please forward a OOpy with this questionnaire? If
the network has no established program policy, do you
follow the program policy of: NBC CBS ABC

MES NAB

 

Is there a constant schedule of programs on the not?
If not. approximately how often does the not carry a

program?

 

Does the network have permanently leased lines?

 

Are these lines reversible?

 

DO the individual stations feed to the net?

 

Is the regional network sold as a unit to the major

Network?

 

Does the regional network hold Option time on its mem-

ber stations?

 

Does each program have to be cleared with each station?

 

1.

What is the approximate coverage in number of persons
served by your station? If you have the results
of a survey. either Conlon or Hooper. would you

include it with this questionnaire?

 

What approximate percent of your programs do you take
from the regional network? Less than 5%
5 to 10 10 to 15 15 to 20 more than 20

What approximate pergent of your programs do you take
from the major network? 15 to 20____2O to 25
25 to 30 30 to 35 35 to AO_____AO to 1+5____
#5 to 50____50 to 55 55 to 60
more than 60

How frequently do you feed programs to the net? Once
a week_____Once a month seldom and not on

schedule not at all

If you do feed programs to the network, what sort of

programs have they been?__

 

 

Approximately what percent Of the regional network's

programs are: Sustaining Commercial

What is your Operating time per day in number of hours?

 

IO.

11.

12.

13.

14

DO you operate: Daytime Unlimited Day-
Night ?
How many persons (full time) are employed by your sta-

tion?

 

How many other stations are in your locality?

 

How long has your station teen on the regional net?

Do you have FM at the present time? If so, does
the FM carry the same programs as AM? If not.

what differences exist?

 

Do you anticipate television in the near future?

CHAPTER IV

REGIONAL NETWORKS OF THE NORTHEASTERN UNITED STATES

There are five regional networks to be found in the
Northeastern United States. These are the New England.

Kaine. Yankee. Connecticut State and Quaker Networks.

The author has surveyed the New England. Maine. Yankee.
and Connecticut State networks. In the following chapter
will be found the discussion. table of stations. and the
coverage map for each of these four networks as well as the

table of stations for the Quaker Network.

16
CONNECTICUT STATE NETWORK

The Connecticut State Network is composed of seven sta-
tions, five of which are members of the American Broadcasting
Company. The other two are independent stations. It is a
non-profit corporation under the laws of Connecticut, with
no salaried officers. The network was formed in 1943 but
dud not take on incorporated status until 1947. Actually it
is a working agreement among the stations and its affairs
are handled by a committee composed of a representative of
each of the participating stations. Business affairs are
handled by WTHT, the key station of the network, in Hartford.

Since all stations are not members of a single major net-
work, the regional network is not sold as a unit to the Ame-
rican Broadcasting Company except in special cases. The
stations are connected by reversible lines, and the member
stations do occasionally feed programs to the network. How-

ever, most of these programs are of a public service nature.

As of February 1, 1948, the rates on the network fol-
lowed finis schedule. A nightime program lasting one hour
_cost $660.00, while a daytime program of the same length
cost $590. Rates were scaled accordingly for programs of
shorter lengths. The rates included line costs. Scripts
:for programs had to be in the hands of the originating sta-

tion at least twenty-four hours before the time of broadcast.

1?

Payments for programs of a political nature had to be made
in advance. The network would allow 15% commission to recog-

nized agencies.

it the time of writing. there was a constant flow of pro-
grams on the network but this was unusual. For the most
part. programs are put on the network only for special events.
lost of the programs which have gone out on the net have
been of a sustaining nature. Of the four stations which an~
swered the questionnaire. three stated that 90% of the pro-
grams whioh they had taken from the network had been public
service programs. Among the programs which the network airs
more or less regularly are reports to the people of the state
from the Governor and the Senators. and programs in support
of various drives such as the Community Chest and the Cancer
Campaign. lost of the programs which have been sold by the

network have been of a political nature.

The stations state that they take less than 5% of their
entire program structure from the regional network. In con-
trast. they say~that they take approximately 50% of their

programs from the major network.

These stations answering the questionnaire which also
had frequency modulation stations said that they duplicated

on Fl the program structure of the AM station.

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Figure 1.

Coverage of the Connecticut State Network

 

19

20
MAI NE BROADCASTING SYSTEM

There are three stations in the Maine Broadcasting Sys-
tem. All three stations are members of the National Broad-
casting Company. Also, all of the stations are owned by one
company. The networks was formed in 1945 and is not incor-

porated.

There is a constant flow of programs on.the network.
Among those programs which are carried regularly are four
fifteen-minute newscasts daily, a half-hour agricultural
broadcast six times weekly and one fifteen-minute morning
musical program five days weekly in addition to two morning
transcribed programs. Also, the network tries to give cove-
rage of special events which would be of interest to the

peOple of Maine.

The network uses the National Broadcasting Company lines
for its broadcasts. These lines are not reversible. However,
the individual stations do furnish programs to the network,
and this is done by setting up special lines. The network
is not sold as a unit to the major network. The Maine Broad-
casting System does not hold Option time on its member sta-
tions and each program has to be cleared with the individual
stations before broadcast. The key station of the network
is WCSH in Portland.

The following rates are in effect on the Maine Broad-

21

ing System. A one-hour program on Class A time sells for
$361.00. on Class B time. $276.75 and on Class 0 time.
$160.50. News broadcasts are available for sponsorship and
the network allows one 125-word commercial to be read on

each fifteen-minute program.

The stations of the network take 5% to 10% of their pro-
gram structure from the regional network. These programs
are about equally divided between commercial and sustaining
programs. They take from 55% to 60% of their programs from
the National Broadcasting System.

None of the stations in the Kaine Broadcasting System

have frequency modulation stations.

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Figure 2.
Coverage of the Maine Broadcasting System

 

23

, 24
NEW ENGLAND NETWORK

The New England Network is composed of six stations. all
members of the National Broadcasting Company. The network
was formed in l9ul. and is not incorporated. It is organ—
ised under “Articles of Association.“ and is operated by a
board of directors made up of one member from each of the
affiliated stations. Responsibility for day to day Opera-

tion rests with the chairman of the board of directors.

The network does have a constant flow of programs over
its wires. Among its regular programs is “The New England
College Glee Clubs.‘ which picks up broadcasts from the glee
clubs of the many colleges in New England. This is a spon-
sored broadcast. It also has a regular sustaining program
originating from Washington which features a round—table dis-
cussion by the Senators and Representatives from the New
England states. The network does have permanently leased
lines. and these lines are reversible between Hartford and
Boston. Actually the network has very little time for sale.
It does. however. hold option time on its member stations
for time which is not used by the National Broadcasting
Company. Programs still have to be cleared with the individ-
ual stations before broadcast. The individual stations do
not feed programs to the network as a rule. Station WBZ is
the key station of the network. and station WTIC also feeds

a number of programs to the network.

 

 

25

Rates are based on the rate cards of the individual
stations. The following rates are in effect for the New
England Network. A one-hour program. Class A time. costs
$15u0.00. Class B time would cost $770.00 for one hour.
and Class D time sells for $ll55.00 an hour. These rates
are for the entire network. However. combinations of sta-
tions are available. All continuities and scripts must be
submitted for the approval of the Program Director one week

in advance.

The stations of the network take less than 5% of their
programs from the New England Network. These programs are
almost wholly of a commercial nature. 0f the four stations
which answered the questionnaire. three stated that better
than 80% of the network programs were commercial. In con-
trast. the stations take approximately 50% of their programs
from the National Broadcasting Company.

Two of the stations answering the questionnaire did
have frequency modulation stations. and both of them did
duplicate the programs from the AM station.

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Figure 3.

Coverage of the New England Network

 

27

28
YANKEE NETWORK

The Yankee Network is composed of twenty-four stations
located in all of the New England States. All the members
of the Yankee Network are affiliates of the Mutual Broadcast-
ing System. The Yankee Network is one of the oldest of the
regional networks. having been formed in 1930. It is incor-
porated in the state of Massachusetts.

There is a constant flow of programs on the Yankee Net-
work. Among the programs which go out regularly are a news-
cast which is on the air six times each week. a recorded pro-
gram which is on every Monday. Wednesday and Friday.the Deems
Taylor Concert Series which is heard on the network five
nights a week. a mystery show each Sunday. and a quiz-show
three times a week. In addition to these programs. the
Yankee Network has a number of sustaining shows on the air.
It dees try to furnish its member stations with public ser-
vice programs. The network maintains permanently leased
lines for its broadcasts. However. its lines are not rever-
sible. and as a result. the member stations of the network do
not feed programs to the network as a rule. lost of the pro-
grams originat‘at WNAC. the key station of the Yankee Net-
work. In case of special events occurring near one of the
member stations. special lines would be set up to WNAC for

the broadcast.

Rates on the Yankee Network follow this schedule. A

-1—- n.—

29
one-hour program on Class n time. Which is time between 6 and
10:30 P.M. would sell for $2505.00. This length program on
Sunday afternoon would sell for 3l875.00. 0n Class B time.
which is time between S A.M. and 6 P.M. and from 10:30 to
12:00 P.M.. would sell for $1252.00. These rates are for the
full network. and include line charges. Special groups of
stations are available. In case the advertiser wished a
special group. the rate would be based on the rate cards of
the stations concerned. The Yankee Network maintains sales.
program. production. music. public relations and publicity
departments. and they are available to the advertiser at
additional cost.

The stations of the Yankee Network take nearly 15% of
their program structure from the regional network. The
eleven stations which answered the questionnaire stated that
the programs were about equally divided between commercial
and sustaining programs. The same stations indicated that
they took approximately 40% of their programs from the Mutual
Broadcasting System.

Twelve stations in the Yankee Network have frequency mod-
ulaticn stations. Those stations which answered the ques-
tionnaire indicated that they did duplicate the program
structure of the AM station in most cases. The differences
were in programs of a local nature which could not be broad-

cast because of a conflict with network programs.

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33
Figure 4.

Coverage of the Yankee Network

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f

CHAPTER iV
REGIONAL NETWORKS OF THE SOUTHEASTERN UNITED STATES

There are three regional networks to be found in the
Southeastern United States. These are the Tobacco Network.
the Georgia Association of Local Stations and the Georgia
Major Harket Trio.

The author has surveyed the Tobacco Network. In the
following chapter will be found the discussion. table of
stations. and the coverage map for the Tobacco Network. as
well as the table of stations for the Georgia Association of
Local Stations and the Georgia Major Market Trio. ‘

.51 4.1a.

37-
TOBACCO NETWORK

The Tobacco Network is composed of eight stations. six of
which are also affiliates of the Mutual Broadcasting System.
The other two are independent stations. The network was
formed in l9hh and is incorporated in the state of North
Carolina.

There is a constant flow of programs on the network.

For the week of January 23 to January 29,1949. there was an
average of nine programs per day on the network. One news-
caster was on the network four times daily. six days a week.
Most of the programs which are on the network are of a cooper-
ative type. which means that the program goes on the network
but is sold locally by each station. The network is unique

in that it has no lines whatsoever. The programs are trans-
mitted by frequency moduhation relay. using high-gained.
beamed antenna. This is the only one of the networks sur-
veyed which used this method. In addition to the programs.
the network also has a.number of spot-announcements for com-
mercial advertisers. The network does hold a certain amount
of cption time on its member stations. but the programs still
must be cleared with the stations before broadcast. Occa-
sionally the member stations dc feed programs to the network.
but most of the programs originate at NEAL. the key station

of the Tobacco Network. Most of the programs which the individ-

ual stations do feed to the network are special events occur-

in... H: iii...» m

 

58
ring in the vicinity of the station which would be of inter-

est to the pe0ple of North Carolina.

The rates on the Tobacco.Network follow this schedule. A
one-hour program on Class A time. which is all time from 6:00
A.M. until 10:30 P.N. daily. costs the advertiser $200.00 for
the full network. The same length program on Class B time.
which is all other time. would sell for $150.00. Frequency
discounts are allowable. The program on Chase A time broadcast
for 260 times would then cost $160.00 per program. Any com-
bination of stations on the Tobacco Network is available if
so desired. The network maintains continuity. program. pro-
duction. publicity and merchandising departments which are
available to the advertiser.

The stations of the Tobacco Network take slightly over
5% of their program structure from the network. Most of the
programs on the network are of a commercial nature. The sta-
tions of the Tobacco Network which are also affiliates of
the Mutual Broadcasting System take approximately #0% of

their program structure from the national network.

Four of the stations on the network have frequency mod-
ulation stations. These stations do duplicate a portion of
the programs on the AM station. However. they tend to use
the FM station for coverage of strictly local events which
might take place when a network program was on the air on

the AM station.

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54

35.! S The)! n

Figure 5.

Coverage of the Tobacco Network

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CHAPTER ' I

REGIONAL NETWORKS OF THE NORTH CENTRAL UNITED STATES.

There are nine regional networks to be found in the
North Central United States. These are the Great Northern.
Inland. Iowa Tall Corn. Northwest, Paul Bunyan. Wolverine.

Arrowhead. Dairyland and Wisconsin Networks.

The author has surveyed the Great Northern. Inland.
Iowa Tall Corn. Northwest. Paul Bunyan and Wolverine Net-
works. In the following chapter will be found the discus-
sion. table of stations and the coverage maps for these
networks. as well as the table of stations for the Arrow-

head, Dairyland and Wisconsin.networks.

46
GREAT NORTHERN BROADCASTING SYSTEM

The Great Northern Broadcasting System is composed of
12 stations in three states. all of which are members of the
Mutual Broadcasting System. It is incorporated under the

laws of Minnesota. The network was formed in l9fi5.

Although all the stations are members of one network.
the regional network is not sold as a unit to the Mutual
Broadcasting System. The network, when it operates. uses
the lines of Mutual. These lines are reversible from WLOL.
the key station of the network of WGCX, Williston. North
Dakota. However. stations KMHL and KDHL are not on this
circuit. Occasionally the member stations do feed programs
to the network. One program in which all members partici-
pated is a weather round-up during the winter months. Most
of the programs fed by the individual stations are of a sus-

taining nature.

Rates for the network are based on the rate cards of the
individual stations. As of January in. 1948. a one-hour
program on Class A time sold for $118H.OO. On Class B time
it was worth 3795.25 and on Class c was $546.30. Any group
of stations could be purchased. although programs had to be
cleared with each station before it was broadcast. An ad-

vertiser desiring to use four of the stations would get the

47
price of the regular rate cards. less 2%%. for eight sta-
tions the discount would be 5% and for the full network of
twelve stations. the advertiser would be allowed a discount
of 7%%. Mutual cooperative programs are available for spon-
sorhsip on the entire network and the network does have

production services available.

There is not a constant flow of programs on the net.
The programs which have gone out on the network have been
equally divided between commercial and sustaining programs.
Most of the commercial programs have been of a political
nature in which the sponsoring group has purchased the sta-
tions within the state in which the campaign is taking place.
Among the sustaining shows are the aforementioned weather
roundaup. Community Chest programs. and a progranxwhich led
a drive for collection of a fund for survivors of a bus ac-
cident which took the lives of six members of a baseball

team.

The stations answering the questionnaire stated that
they took less than 5% of their program structure from the
regional network. while taking approximately 50% from the

national network.

None of the stations in the Great Northern Broadcast-

ing System have frequency modulation as yet.

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49

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Figure 5.

Coverage of the Great Northern Network

  

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NORTH DAKOTA

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Coverage of the Great Northern Network

   
  

    

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51
INLAND BROADCASTING COMPANY

The Inland Broadcasting Company is composed of three
stations. all in Nebraska. The stations are under common
ownership and are all members of the Mutual Broadcasting
System. Inland is a basic leg of Mutual. The network was
formed in 19%? and is not incorporated. Business affairs

of the network are handled by station KBON in Lincoln.

The network is sold as a unit to the national network.
Lines for the network are reversible and occasionally sta-
tions other than the key station do feed programs to the net.
Programs from stations other than KBON are usually of a sus-

taining nature.

A sampling of rates shows that at 10:15 in the morning.
a half-hour program. sold for 13 weeks. would cost the spon-
sor $64.13 per program. At 9:u5 in the evening. a fifteen
minute program, sold for one year, would cost $50.63 for
each program. At 8:00 in the evening. a one-minute announce-
ment. sold for 52 times. would sell for $20.25 each. These
rates are for line charges and time only. However. there is
no additional charge made for BMI. ASCAP or SESAC music. The
network will accept no advertising for hard liquor. However.
it will take beer or light wine ads. There are facilities
available for remote broadcasts. should they be desired. The

regular rates would hold for‘reoorded program.

52
There is not a constant flow of programs on the net-
work, other than those of Mutual. However. the Inland Net-
work has done considerable work for regional advertisers. and
does maintain full promotions services in addition to those
maintained by the individual stations. The stations take
less than 5% of their program structure from the Inland Net-

work while taking approximately #5% from Mutual.

Onestation. KBON, does have FM and the programs on it

are a duplication of the programs on the AM station.

55

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. 54
Figure 11.

Coverage of the Inland Network

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KANSAS

55

IOWA TALL CORN NETWORK

The Iowa Tall Corn Network is composed of sixteen sta-
tions. nine of which are memtnrs of the Mutual Broadcasting
System. The other seven stations are independents. The
stations cover the state of Iowa completely. The network was
formed in l9h6. and is not incorporated. Rather, it is an
association of stations, with a manager who represents the
network in sale of time.

There is a constant flow of programs on the network.

The network does maintain permanently leased lines to most of
the stations. and when demanded. special circuits are set up
to the rest. These lines are not reversible. However. there
are a number of programs fed to the network from the individ-

ual stations. and for this purpose. special lines are set up.

The network is available as a unit. or in small groups.
There are six of these groups, set up so as to furnish cov-
erage in special parts of Iowa. In the Northeast Group are
KICK. KAYX. KDEC, and KDTH. KICD. KICH. KVFD. KFJB, KWDM
and KSIB compose the Central Six Group. The Central Four
Group is made up of KVFD, KFJB, KWDM and KSIB. In the Great-
er Mississippi Group are KDEC. KDTH, KROS. KSTT, KWPC and
KOKX. The Southeast Group is composed of KROS, KSTT and
IWPC. The largest group is the Greater Iowa Group which is
made up of KICD, KICM, KVFD, KAYX. KFJB. KWDM and K818.

. 1..-.an

56

Rates for the Iowa Tall Corn Network are set up on the rate
cards of the individual stations. However. an advertiser us-
ing three of the stations would receive a discount of 2§%. If
he used five of the stations. there would be a discount of 5%.
Seven stations would receive a discount of 7%%. and so on to
the full network. Mutual cooperative programs are available
for sponsorship. Beer and light wine ads are acceptable ex-
cept at station WDEC. Production services are available,
pand the headquarters of the network will work out special

programs. Political broadcasts are acceptable.

The stations on the network state that they take less
than 5% of their program structure from the regional network.
They also take less of their program structure from the major
network, using only 30%. The Iowa Tall Corn Network makes
no attempt to furnish its member stations with a constant.
flow of sustaining programs. Most of the programs which have
gone out on the network have been of a commercial nature.
Most of the stations which answered the questionnaire stated

that 100% of the network's shows were commercial.

Four of the stations which answered the questionnaire
had frequency modulation stations. Three of them duplicated
the programming of the AM station. The other station had
only 15% duplication.

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of the Iowa Tall Corn Network

6O
NORTHWEST NETWORK

The Northwest Network is composed of ten stations. all
affiliates of the National Broadcasting Company. Its effec-
tive coverage is in the three states of North Dakota, South
Dakota and Minnesota. The network is not incorporated. It
is an agreement among the stations concerned. Network oper-
ations are handled by KSTP. the key station of the network.
and the key station of the Northwest leg of NBC.

There is not a constant flow of programs on the net-
work. It comes into Operation only when a sponsor desires
coverage in the area. or when an event of regional interest
takes place. The network operates on the lines of the
National Broadcasting Company. It holds no cption time on
its member stations. and each program has to be cleared with

the individual stations before broadcast.

Rates are based on the individual station rate cards. No
additional charge is made for lines. Talent fees are extra.
Any cembination of the stations on the network may be ob-

tained. Frequency discounts are allowed.

The stations take less than 5% of their program struc-
ture from the regional network. These programs are primarily
commercial programs. The stations take approximately 55% of
their programs from NBC. Only rarely do the individual sta-
tions feed programs to the network. When they do, the pro—

grams are of a sustaining nature.

61
Two of the stations which answered the questionnaire
did have frequency modulation stations. One of these sta-
tions duplicated the program structure of the AM station.
The other one stated that the FM station was used to broad-
cast local programs. It did. however. broadcast a great

number of the same programs as the AM station.

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63

Figure 8.

Coverage of the Northwest Network

     
 

   

MONTANA I

NORTH DAKOTA

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64
PAUL BUNYAN NETWORK

The Paul Bunyan Network is composed of four stations in
Northern Michigan. All four stations are members of the
Mutual Broadcasting System and all are owned by the same
company. The network was formed in l9h5 and is not incor-

porated. However. the name of the network is copyrighted.

The network is sold as a unit to the national network.
It is connected with permanently leased lines. and these
lines are reversible. As a result. these individual sta-
tions do feed programs to the network. The Paul Bunyan Net-
work does not hold option time on its individual stations.
and each program has to be cleared with the stations before
broadcast. Since all stations are owned by the same compa-

ny. there is very little trouble in this latter case.

The network does try to have a constant flow of programs
on its member stations. Sports is one of its important
sources of program material. Also. the network tries to
give coverage of regional problems. .Among these are region-
al agriculture programs. regional highway problems and in-
formation. fishing and hunting information. and information

on some of the resort problems Which face the area.

Rates on the Paul Bunyan Network follow this schedule. A
one-hour program on Class A time. which is time from 11:30
A.M. to 1:00 P.M. and from 6 to 10 P.M.. and also all day

'JJ. ..I. F4 4.. I. Lt! a.
k

65
Sunday. costs $150.00. A one-hour program on Class B time.
which is all other time. costs $105.00. Frequency discounts
are allowable. and this lowers the rate to where a one-hour
program. sold for 52 times on Class A time would cost
$127.50. On Class Be time for the same period. a one-hour
program would cost $89.25. The rates include the services
of an announcer. Remote services are also available. and

rates will be given on request.

The stations on the Paul Bunyan Network take from 5% to
10% of their program structure from the regional network.
Most of these programs are of a sustaining nature. The sta-
tions take approximately 35% of their programs from the
Mutual Broadcasting System.

None of the stations on the Paul Bunyan Network have a

frequency modulation station.

66

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Figure 9.
Coverage of the Paul Bunyan Network

WOLVERINE NETWORK

The Wolverine Network is made up of twenty—five stations.
Twenty-one of the stations are in Michigan. three in Wiscon-
sin and one in Illinois. Eleven of the stations are affil-
iates of the Mutual Broadcasting System. six are affiliated
with the American Broadcasting Company. two with the Nation-
al Broadcasting Company and six are independent stations.

The network was formed in l9hz and is incorporated in the
state of Michigan. I

There is not a constant flow of programs on the network.
The network does not have permanently leased lines. and
special circuits are set up when anadvertiser desires to use
the network. Programs must be cleared with the individual
stations before broadcast.

The network is available as a unit. or in smaller groups.
There are three basic groups within the Wolverine Network
and four optional stations. Basic Group I is composed of
WOOD or WFUR. WKNX. WFDF. WILS. WELL. WIBM. WKBZ. and WHLS.
In Basic Group II are WTCM, WKLA. WATT. WATZ and WMBN. WHDF.
IDBG. WDMJ. WJMS. WIKB. WMAM. and WATW make up Basic Group
III. The four optional stations are stations WJBK, WGFS,
WJJD. and WMLO. Rates are based on the rate cards of the
individual stations of the network. A one-hour program on

Class A time. which is time from 6:00 to 11:00 P.M..would

69
sell for $1N50.10. The same length program on Class B time.
which is all other time. would sell for $1008.10. Frequen-
cy discounts are allowable and the same length program. of
sold for twenty-six week.s would cost $1309.86 on Class A
time and $916.29 on Class B time. Rates include only time
costs. Talent is available through production department.
Remote equipment is available. and rates will be supplied
upon request. Payment for political broadcasts must be made
in advance of broadcast. and Class A rates apply for all po-
1itical broadcasts. Scripts for political broadcasts must
be in the hands of the network twenty—four hours before
broadcast time.

The stations of the Wolverine Network take less than 5%
of their program structure from the regional network. Most
of the programs on the network are of a commercial nature.
However. the network does broadcast some sustaining pro-
grams. These are mostly broadcasts of special events which
would be of interest to the people of Michigan. The sta-
tions state that they take from #0% to A5% of their program
structure from the major networks with which they are af-
filiated.

Only four of the stations in the basic groups have fre-
quency modulations stations. One of the Optional stations
has FM. These stations do duplicate most of the programs of
the AM station. They are used to broadcast some events of

local interest which cannot be carried by the AM station.

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Figure 10.

Coverage of the Welverine Network

74

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CHAPTER‘VII
REGIONAL NETWORKS OF THE SOUTH CENTRAL UNITED STATES

There are nine regional networks to be found in the
South Central United States. These are the Lone Star. Texas
State. South Central Quality. Arkansas. Long Texas. Okla-
homa. Rebel. Texas Quality and the West Texas Networks.

The author has surveyed the Lone Star. Texas State
and South Central Quality. In the following chapter will be
found the discussion. table of stations. and the coverage
maps for these networks. as well as the.table of stations
for the Arkansas. Long Texas. Oklahoma. Rebel. Texas

Quality and West Texas Networks.

.. I’ll-1.5T...“ .

80
LONE STAR CHAIN

There are sixteen stations in the Lone Star Chain. all
in Texas. All four of the national networks are represent-
ed by various stations in the Lone Star Chain. The network
was formed in 1948 and is incorporated in the state of
Texas.

The network does not have a constant flow of programs.
It does. however. carry approximately two prOgrams each day.
The network does not maintain permanently leased lines.
special circuits are set up for broadcasts. When possible.
the lines of the national network are used between stations
of that network. The key stations of the network are
NBAPI570) and WBAP(820) in Fort Worth. However. the member
stations do originate programs for the network. Political
programs have been a large part of the commercial work of
the network. The Lone Star Chain does try to give coverage

of Texas sports events to its listeners.

There are six smaller groups within the Lone Star Chain.
Central.Group No. I has WBAP(820). KTBC. KTSA and KXYZ. In
Central Group No. II are WBAP(570). KTBC, KTSA and KXYZ.The
North Texas Group is made up of KFDX, KGNC and KFYO. In the
Gulf Coast Group are KEYS, KRGV and KFDM. KWKC. KTXL.KOSA
and KROD make up the West Texas Group. KFDM. KTRE and
KTBB make up the East Texas Group. In addition to these.any

81
combination of stations may be had. However. each program
must be cleared with the individual stations over.which it is
to be broadcast. Rates are based on the rate cards of the
individual stations. Discounts are given when the number of
groups increases. For one group. the net cost holds. For
two groups a 2% discount is given. 4% is given for three
groups. 6% for four groups. and so on to 8% for all give
groups. The rates are for broadcast time only. Line charges
are extra when the broadcast originates anywhere other than
the central group. Rates are available for talent. and re-

mote facilities may be had at extra cost.

Less than 5% of the program structure of the individ-
ual stations is taken from the regional network. while they
take nearly 50% of it from the national network. The pro-
grams which go out on the regional network are almost com-
pletely of a commercial nature. Most of the stations
answering the questionnaire stated that the commercial pro-

grams took up 95% of the network time.

Two of the eight stations which answered the question-
naire had frequency modulation stations. and these stations

did carry a duplication of the programs from the AM station.

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85
SOUTH CENTRAL QUALITY NETWORK

The South Central Quality Network is composed of five
stations in the Mississippi Valley. Four of the stations
are affiliates of the National Broadcasting Company and the
fifth is an affiliate of the Columbia Broadcasting System.
The network was formed in l9NO. It is not incorporated. It
is primarily a working agreement for the originating and

feeding of commercial programs.

At the time of writing. there was a constant flow of pro-
grams on the network. This flow of programs is maintained‘
only as long as advertisers order programs. as the network
does not attempt to furnish any sustaining programs to its
affiliates. The network does not have permanently leased
lines. and special circuits have to be set up when a pro-
gram is to go out on the net. Any one of the stations can

feed programs to the network.

Rates on the network are based on the rates for the in-
dividual stations. Any combination of the five stations may

be obtained by an advertiser.

The stations of the South Central Quality Network take
less than 5% of their programs from this network. Almost
100% of the programs are of a commercial nature. Patent

medicine manufacturers have done a considerable amount of

86
industry. However. the network hasn‘t completely neglected
sustaining programs. One such program is a “Plant to Pros-
per‘I program which gives out the latest in agricultural news.
Also on the network have been programs from the Cotton Car-

nival in Memphis.

All but one of the stations on the network have frequen-
cy modulation stations. These stations do not duplicate the
programming of the AM station entirely. but do duplicate in

some 08.303 e

87

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o‘es‘ol‘ ‘

89
TEXAS STATE NETWORK

Nineteen stations make up the Texas State Network. Nine
of these are affiliates of the American Broadcasting Compa-
ny and the other ten are affiliated with the Mutual Broad-
casting Company. The network was formed in 1939 and is

incorporated in the state of Texas.

There is not a constant flow of programs on the network.
Actually. the network comes into existence only when a spec-
ial program is to be sent out. There is. however. an aver-
age of three programs a day which go out on the network. The
Texas State Network does have permanently leased lines. It
holds no cption time on its member stations and a program
must be cleared with each member of the network before broad-
cast. With the exception of the lines between KFJX. the key
station of the network. and KXYZ. the lines are not reversi-
ble. and as a rule. the member stations do not feed programs
to the network. In case a station should have a program to
feed to the network. it is necessary to set up a special
line from the station to the key station and then the pro-

gram is fed out to the network from there.

Any combination of stations is obtainable to an adver-
tiser wishing coverage in a special part of Texas. Rates on
the network follow this schedule..A one-hour program on
Class A time sells for $1261.67 if the full network is used.
The same length program on Class B time sells for $997.52.

90
If the advertiser wishesoto use the facilities of KABC rather
than KMAC in San Antonio. the rates increase by $89.39 on
Class A time and $53.63 on Class B time. KABC, a 50.000 watt
clear-channel station. is available with the Texas State Net-

work only during daytime hours.

The stations of the Texas State Network take less than
5% of their programs from the regional network. Most of the
programs on the network are of a commercial nature. and the
network does not atttmpt to supply its affiliates with reg-
ular sustaining programs. However. the network does make an
attempt to supply its affiliates with broadcasts of events
which are of importance to the peOple of Texas. Among these
are such things as Gubernatorial inaugurations. Soil and
Agricultural and Mechanica1_School. the state high school do-
bate championships and broadcasts of Southwest Conference
football games. Many of the programs which the menber sta-
tions feed to the network are of the types listed above.
The member stations of the Texas State Network take an aver-
age of approximately #5% of their programs from the nation-
al networks with which they are affiliated.

Only one station is the network has a frequency modu-
lation station. and this station does broadcast the same

programs as the AM station.

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102

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CHAPTER VIII

REGIONAL NETWORKS OF THE NORTHWEST UNITED STATES.

There are four regional networks in the Northwest
United States. These are the Pacific Northwest. Inter—

mountain. Rocky Mountain and Z-Bar Networks.

The author has surveyed the Pacific Northwest, Inter-
mountain and Rocky Mountain networks. In the follcwhng
chapter will be found the discussion. table of stations
and coverage map~fcr each of these networks. as well as the

table of stations for the Z—Bar Network.

104

’I‘

INTERMOUNTAIN NETWORK

The Intermountain Network is composed of eighteen ste-
tions. located in four states of the Rocky Mountain area.
All of the stations are also members of the Mutual Broad—
casting System. The network was formed in l9hO and is in-

corporated under the laws of Utah.

There is a constant flow of programs on the network.
At the time of writing. there were three hours and fifteen
minutes daily which went out on the Intermountain Network.
Most of these programs originated at KALL, Salt Lake City.
Utah. which is the key station of the Intermountain Net.The
network does have permanently leased lines, but these lines
are not reversible. .Coneequently. if one of the member sta-
tions is to feed a program to the network. it is necessary
to set up a special line to the key station. All programs
to go out on the network must be cleared with the individ—
ual stations before broadcast. The network has four news
programs daily. In addition to these. there is a weather
round-up on the network each morning, a women's program
each afternoon. and agricultural service programs are put
on the network at scheduled times. During the sports sea-
son. sports programs play an integral part of the network's
programming and the network does acquire some exclusive
rights to professional baseball games in the area. Also.
the network broadcasts important college and high school

105

sports events.

The network is composed of five groups. In Group. I
are stations KALL. KLO. KVO. Group II has KOAL. KUNU. and
KVRS. In Group III are KEYY. KID. KFXD and KVMV. KSPR, KWYO.
KPOW. and KOWB are in Group IV, with KRFJ. KBMY and KMON in
Group V. The groups are set up in this manner so as to be
able to give state-wide coverage in addition to regional
coverage. As of October 2. 1948. the following rates were
in effect for tin full network. A one-hour program on
Class A time sold for $697.20. on Class B time.$460.9l and
on Class C. $327.26. These rates covered time only. If
the program required production. production costs were in
line with facilities needed. For the advertiser wishing to
use the groups. rates were sealed in this manner. Group I
was not. Group I with one(l) of the other groups carried a
discount of M%, with any two(2) groups. a discount of 8%.
with any three (3) groups. 12% and the full network carried
a discount of 16%.

The stations on the network took less than 5% of their
program structure from the regional network. although two
of the stations answering the questionnaire did state that
they took from 5 to 10%. These stations also took approxi-
mately #0% of their programs from the Mutual network. The

106

.p—

stations said that most of the programs which they took
from the regional network were of a commercial nature. One
station said that as little as 1% of its programs from the

regional network were of a sustaining nature.

Only one of the stations on the network had frequency

modulation. and it did not carry network programs.

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Figure 15.

Coverage of the Intermountain Network

110
PACIFIC NORTHWEST BROADCASTERS

Pacific Northwest Broadcasters is made up of nine sta-
tions. Five of these stations are members of the National
Broadcasting Company. one is affiliated with the Columbia
Broadcasting Company and three are independent stations. The
organization is not incorporated. It is a selling agree-
‘ment among the stations concerned to be used by advertisers

wishing coverage in the Pacific Northwest.

There is not a constant flow of programs on the network.
The network is not connected by permanently leased lines
and special circuits are set up when the network is used.
Any one of the member stations can feed programs to the net-

work as a result.

The network is divided up into four smaller groups for
any advertiser wishing coverage in a Specific area of the
northwest. KXL is Group I. KING and KXLE are in Groups II,
Group III is made up of KXLY. and Group IV is composed of
KXLF. KXLJ. KXBQ. KXLK and KXLL. Rates are made up from the
individual rate cards of the stations. A discount is al-
lowed when an advertiser wishes to use two or more of the
groups. 5% is allowed for two groups. 10% for thres groups
and 15% is allowed when the full network is used. The net-
work holde no option time on the member stations and each

program must be cleared with the individual stations before

111

broadcast.

The network has facilities for production of programs
and remote facilities are available if desired. Pacific
Northwest Broadcasters will do considerable promotion work
for advertisers. One thing it does along this line is a
"Parade of Products Week." which is a cooperative enterprise
between the advertiser and the stations. It is designed to
prove the value of Pacific Northwest Broadcasters' advertis-
ing.

The stations of the Pacific Northwest Broadcasters
take less than 5% of their program structure from the region-
al network. Most of these programs are of a commercial
nature. The network does not attempt to furnish sustaining
programs to its members. The member stations who are mem-
bers of national networks take from 50% to 60% of their pro-

grams from these networks.

Only one of the stations in the regional network has a
frequency modulation station. It does duplicate the program

structure of the AM station.

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114

-.

ROCKY MOUNTAIN BROADCASTING SYSTEM

. The Rocky Mountain System is composed of seven stations
in the three states of Idaho. Montana and Utah. All of the
stations are affiliates of the American Broadcasting System.
The network was formed in 19u6 and is incorporated under
the laws of the state of Utah. Business affairs of the net-
work are run from station KUTA. the key station for the

network.

There is not a constant flow of programs on the net-
work. The network does have permanently leased lines. but
these lines are not reversible. The individual stations do
feed programs to the network. Special circuits are set up
in this case. These programs are of a sustaining nature.
Such things as dance orchestras and special choral broad-

casts make up most of the programs fed by the stations.

The network may be broken down into three groups for
advertisers wanting coverage in special areas. KUTA makes
up Group I. KGEM. KLIX. KBIO. KEIO and KIFI make up Group
II. Group III is KOPR. A 5% discount is given for the use
of two of the groups and 10% is given for all three. Rates
are based on the individual rates for each station. For
talk programs. 50% over the regular rates is charged. De-
tails on political broadcasts. talen fees and availability.

A

115
and remote fees and facilities are available from the net-

work.

The stations take less than 5% of their program struc-
ture from the regional network. The greater part of the
programs on the Rocky Mountain Broadcasting System are of
a sustaining nature. Commercial programs make up only a

little more than 10% of the programs on the network.

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Coverage of the Rocky Mountain Broadcasting System

118

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a l!’ , >D IV:

CHAPTER IX
REGIONAL NETWORKS OF THE SOUTHWESTERN UNITED STATES

There are eight regional networks to be found in the
Southwestern United States. These are the Don Lee. Great
West. Southwest. and Zia Networks. the Arizona Broadcasting
Service. Arizona Network. California Rural Network and the

Radio Network of Arizona.

The author has surveyed the Don Lee. Great-Weet.South-
west and Zia Networks. In the following chapter will be
found the discussion. table of stations and coverage map for
each of these networks. as well as the table of stations for
the Arizona Broadcasting Service. the Arizona Network. the

California Rural Network and the Radio Network of Arizona.

1‘2‘0
now LEE NETWORK

The Don Lee Network is composed of forty-eight stations
which are all members of the Mutual Broadcasting System.
In fact. Don Lee might be said to be the West Coast branch
of Mutual. The network was formed in 1928 and is incorpor-
ated under the laws of California. It is the larges of the
regional networks. both in number of stations and in physi-
cal coverage. It has stations in six states and the Terri—
tory of Hawaii. The greatest number of stations are in
California. although the other states on the Pacific Coast

have a great number.

The network is sold as a unit to the major networks.

The Don Lee Network does hold a certain amount of option
time on the member stations as a result. However. when a
commercial program other than one on Mutual is sold. it has.
to be cleared with each of the member stations. The sta-
tions are connected with reversible lines and the individ-
ual stations do feed certain programs to the network. These
programs are mostly of a public service nature. and most

_ of the commercial programs on the network originate at sta-

tion KHJ. Los Angeles.

As of August 1. l9HS. the rates on Don Lee followed this
’ schedule. A one-hour program on Class A time sold for $3000.
Class B was $2000. Class C at $1500 and Class D time was

~ 121
$1000. Rates were scaled down for the shorter times. Rates
listed are for station time only. Talent would be extra.
The Don Lee Network would take advertisements for beer and
light wine. All programs and copy for programs are subject
to approval by the network. Political advertisements have
to be cleared with each station. Being as large as it is.
the network maintains all facilities necessary for program

production. including writers. producers. vocalists and

musicians.

There is a constant flow of programs on the network.

Tm Don Lee Network furnishes its member stations with the
sustaining music programs for the late evening. which is
done by very few of the other regional networks. Some of the
stations which answered the questionnaire stated that it was
impossible to break down the programs as to which were re-
ceived from the Mutual Broadcasting System and which were
taken from Don Lee. However. those who did break it down
took approximately 15% of their program structure from the
Don Lee Network and “0% from Mutual. Some took as little

as 5% from Don Lee and others were taking as much as 60%

from Mutual.

The Don Lee Network is divided into regions and a
sponsor may purchase the legs of the network. much as on
the inner networks. In addition to the stations listed on
the following chart. Don Lee also has working agreements

122
with stations in Arizona. Alaska and Canada. These stations
would be available with the Don Lee Network for commercial

programs.

0f the eighteen stations which answered the questionnaires
only three indicated that they had frequency modulation sta-
tions and these stations did duplicate the programs which

were on the AM station.

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150
GREAT WEST NETWORK

The Great West Network is composed of three stations in
New Mexico. Two of them are owned by one company and the
third is owned by an affiliate of that company. Only one of
the stations is connected with a national network. The net-
work was formed in 19u7 and is not incorporated. Business
affairs are handled by station KVER in Albuquerque. which
is also the key station of the network.

The network is not connected by permanent lines. and
whenever a program is to go out on the network. special
lines must be set up. However. programs can originate from
any one of the stations if desired. although this is very
seldom done. Since there is Joint ownership of the three
stations. option time is not necessary and programs do not

have to be cleared with the individual station.

Rates for the network are based on the rate cards of the
individual stations. News. farm programs and sports pro-
grams are available for sponsorship on the network. Regular
rates apply for political broadcasts. The network is open
for programs in the Spanish language from 3 to A in the
afternoon and from 9 to 10 in the evening. There is no addi-
tional cost for these foreign language programs. The network

has complete services available for program production.

, 131
including talent. remote facilities. promotion. technical

equipment and a production staff.

There is not a constant flow of programs on the Great
West Network. There is no attempt made to furnish any num-
ber of sustaining programs to the member stations. and most
of the commercial programs which have been sold thus far

have been of a political nature.

The member stations of the network take less than 5% of
their programs from the regional network while taking MOS

from the major network.

None of the stitions on the network have frequency

modulation stations.

132

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154

SOUTHWEST NETWORK

The Southwest Network is composed of seven stations.
three of which are affiliates of the Columbia Broadcasting
System. The other five are affiliates of the Mutual Broad-
casting System. The network is not incorporated. Actually.

it is more of a sales organization than a network.

There is not a constant flow of programs on the net-
work. Since it is primarily a sales organization. it comes
into being only when an advertiser wishes to use it. The
network does not maintain permanently leased lines. and
special circuits must be set up when a program is to go out
on the network. Occasionally it is possible for the sta-
tions to use the lines of the major networks. All programs
which are scheduled to go out on the network must be cleared

with the member stations of the network before broadcast.

The network is available as a unit. or any combination
of the member stations may be used. Rates for the full net-
work follow this schedule. A one-hour program on Class A
time. which extends from 5:59 to 10:31 in the evening. sells
for $490.00. The same length program.on Class B time.
which is all other time. sells for $370.00. Rates for epo-
cial groups of stations in the network are based on the

rate cards for the individual stations with the following

, 135
discounts. One station sells for the not price. Two sta-

tions carry a discount of 5%. three stations will give a
discount of 7%, and there is an additional 2% for each sta-
tion used. Therefore. the use of the full network of nine
stations would receive a discount of 19% from the total
cost of each station. An additional 20% must be paid for
news broadcasts . The network maintains program and produc-
tion departments. and merchandising and publicity services

are also available.

The stations of the Southwest Network take from 5% to
10% of their programs from the regional network. The pro-
grams on the network are better than 90% commercial. The
network does have considerable sports coverage. especially
in football. Sustaining programs are not ignored entirely.
Special events which would prove of great interest to the
people of the area served by the network are broadcast from
time to time. The national networks furnish from #0% to
h5% of the programs of the stations on the Southwest Net-
work.

None cf the stations affiliated with the network have

frequency modulation stations.

156

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Figure 20

Coverage of the Southwest Network

138
ZIA NETWORK

Four stations make up the Zia Network. All four sta-
tions are located in New Mexico and all four are affiliates
of the American Broadcasting Company. The network was
formed in l9#6 and is not incorporated. Acutally. until
December 1. l9h8. it was little more than a sales organiza—

tion. It started to function as a network on that date.

The network does not have a constant flow of programs on
its wires. It is used only when an advertiser wishes to
promote his product in the area covered by the stations.
However. there are certain sustaining programs which the net-
work offers more or less regularly. Among these are broad-
casts from the University of New Mexico School of Music and
the University of New Mexico Roundtable. It does broadcast
other sustaining programs on a one-time basis. Among these
was the Governor's Inauguration on January 1.19M9. The
network uses the lines of the American Broadcasting Company
except when it would interfere with ABC programs. If it is
necessary to use the regional network at a time when the ABC
lines are in use. special circuits are set up. The lines
are not reversible. but the individual stations do feed pro-
grams to the network at times over special circuits. Most
of the programs originate at KOAT. which is the key station
of the ZIA Network.

139
Rates for the network are based on the rate cards of
the individual stations of the network. Any part of the
network may be obtained by an advertiser wishing special

coverage.

The stations of the network take less than 5% of their
program structure from the 212 Network. The three stations
which answered the questionnaire stated that the programs
on the network were mostly sustaining and public service.
The stations indicated that they took nearly 50% of their

programs from the American Broadcasting System.

None of the stations in the ZIA Network have frequency

modulation stations.

140

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BIBLIOGRAPHY

148

A. BOOKS

Archer. Gleason L.. History 9: Radio to 1926. New York:
American Book—Stratford Press. Inc.. 1938. 399 pp.

B. TRADE JOURNALS

Broadcasting Weekly. Yearbook Edition. Washington. D.C.:
Broadcasting Publications. Inc.. 1948.

 

C. RADIO RESEARCH

Radio Families—-USA. New York: Broadcast Measurement
ureau. 270 Park Avenue. 1948.

D. OTHER MATERIAL

Coy. Wayne M.. “The Future of FM. AM and Television!
A speech delivered at the Institute for Education
by Radio. Columbus. Ohio. March A. 1949.

Personal letter to the author from McCormack M. McEndree.
Rates Service Manager. Standard Rate and Data
Service. Chicago. Illinois.

BIOGRAPHY

 

The author was born in Binford, North Dakota on Novem-
ber 7, 1922. He was graduated from Binford High School in
1940 and attended North Dakota State College for a year and
one quarter before going into the Army Air Force. After
serving 58 months as a Bombardier-Radar Operator with a
Flight Test Group at MacDill Field, Florida, he received his
discharge.

Deciding to enter upon a career in radio, he entered the
University of North Dakota and received his B.A. degree in
1948. While at the University of North Dakota, he served as
a staff announcer and assistant program director of KFJM, the
University Radio Station. He also worked for a time as sports
director at KNOX, the Mutual affiliate in Grand Forks, lVorth
Dakota.

After enrolling at Michigan State College in.the fall of
1948, he received his Master of Arts Degree in Septe mber,
1949. While at Michigan State College, he served as a gradu-
ate assistant in the Department of Speech, Dramatics and Radio
“ducation. After receiving his degree, he joined the staff
of the University of Idaho as an Instructor in Speech.and
Radio.

 

 

 

 

 

 

 

 

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