GOld Time Radio
Donate
  • GOLD TIME RADIO
  • NEW YEARS EVE (Audio)
  • JANUARY IN THE GOLDEN AGE
  • THE GREATEST STORY EVER TOLD (Audio)
  • DECEMBER IN THE GOLDEN AGE
  • BOSTON BLACKIE (Audio)
  • THE MAN BEHIND THE GUN - (Audio)
  • THE CAVALCADE OF AMERICA (Audio)
  • THE GREEN HORNET - (Audio)
  • THE ALL TME TOP 100
  • ABOUT A SONG Audio & Video
  • ACTS OF CHARITY (Audio)
  • ALCHEMISTS OF THE AIR
  • THE ALDRICH FAMILY (Audio)
  • THE AMERICAN RADIO WARBLERS (Audio)
  • AMOS & ANDY: TWICE IS NICER
  • THE ARAGON'S LAST STAND (Audio)
  • ARTHUR GODFREY (Audio)
  • BABY SNOOKS (Audio)
  • BELIEVE IT OR NOT (Audio)
  • BENNY'S DOUBLE PLAYS
  • BERGEN, McCARTHY AND ADAM & EVE - (Audio)
  • BIG BAND REMOTES (Audio)
  • BIG BIG TOWN (Audio)
  • BILL STERN (Audio)
  • BLOONN...DEE! (Audio)
  • BLUE'S BLUE PLATE SPECIAL
  • BOB BURNS - (Audio)
  • BOGART & BACALL'S BOLD VENTURE (Audio)
  • BUSTED IN RANK
  • "BY TRANSCRIPTION..." (Audio)
  • CAN YOU TOP THIS? (Audio)
  • CBS PACKAGES UNWRAPPED (Audio)
  • CBS RATES: GO FIGURE!
  • COMMAND PERFORMANCE (Audio)
  • CROONERS & CHIRPS
  • THE CURSE OF DASHIELL HAMMETT (Audio)
  • D-DAY ON RADIO (Audio)
  • DICK POWELL (Audio)
  • DR. CHRISTIAN (Audio)
  • DR DuMONT'S PREDICTIONS
  • DR. I.Q. (Audio)
  • DUFFY AIN'T HERE (Audio)
  • DUNNINGER (Audio)
  • EASY ACES (Audio)
  • ELGIN'S THANKSGIVING SHOWS (Audio)
  • FATHER COUGHLIN (Audio)
  • FBI vs. FBI (Audio)
  • THE FEUD - ROUND 1 (Audio)
  • THE FEUD - R0UND 2 (Audio)
  • FIBBER McGEE MINUS MOLLY (Audio)
  • A FIFTEEN MINUTE QUIZ
  • A FIFTEEN MINUTE QUIZ, JR.
  • FIRST SEASON PHENOMS
  • FRANK MORGAN (Audio)
  • FRANK MUNN'S GOLDEN VOICE (Audio)
  • FRED ZIV - KING OF SYNDICATION (Audio)
  • FRIDAY'S ALL TIME TOP TEN
  • THE GOLD IN THE GOLDEN AGE
  • GOOD NEWS (Audio)
  • GOODNIGHT, MR. DURANTE... (Audio)
  • THE GREAT GILDERSLEEVE(S) (Audip)
  • GREAT GREETINGS
  • GREAT GREETINGS AGAIN
  • GUNSMOKE (Audio0
  • GUS HAENSCHEN (Audio)
  • GUY LOMBARDO (Audio)
  • HADACOL
  • HOLLYWOOD CALLING (Audio)
  • HOOPER: NO EASY TARGET
  • HOPE FROM HOME (Audio)
  • THE HOUR OF CHARM (Audio)
  • HUMMERT'S MUSICAL MYSTERY
  • H.V. KALTENBORN (Audio)
  • I LOVE A MYSTERY (Audio)
  • I LOVE A SEQUEL (Audio)
  • IN THE MILLER MOOD (Audio)
  • INFORMATION PLEASE (Audio)
  • INNER SANCTUM (Audio)
  • IT PAYS TO BE IGNORANT (Audio)
  • JACK WEBB'S DRAGNET (Audio)
  • A JOHN GUEDEL PRODUCTION...
  • JOHN NESBITT'S PASSING PARADE (Audio)
  • JUBILEE (Audio)
  • JUDY CANOVA (Audio)
  • KARL SWENSON (Audio)
  • KATE'S GREAT SONG (Audio)
  • KAY KYSER (Audio & Video)
  • THE KING OF SWING (Audio)
  • THE LATE SHIFT
  • LET'S PRETEND (Audio)
  • LIFE WITH LUIGI (Audio)
  • LIGHTS OUT! (Audio)
  • THE LONE RANGER (Audio)
  • LUCKY GETS BENNY (Audio)
  • THE LUCKY STRIKE SWEEPSTAKES (Audio)
  • LUX...PRESENTS HOLLYWOOD! (Audio)
  • THE MAGIC KEY (Audio)
  • MAJOR BOWES' ORIGINAL MONEY MACHINE
  • THE MARCH OF CHANGE (Audio)
  • THE MARCH OF TIME (Audio)
  • MARRIED SLEUTHS (Audio)
  • MBS = MUTUAL'S BARGAIN SALES
  • MEL BLANC (Audio)
  • MEMORIAL DAYS
  • MEREDITH WILLSON (Audio)
  • MR ALLEN MEETS MR BENNY (Audio & Video)
  • MR DISTRICT ATTORNEY (Audio)
  • MR. PRESIDENT (Audio)
  • MONDAY'S ALL TIME TOP TEN
  • MONEY WELL SPENT
  • THE MONTHLIES
  • MONTY WOOLLEY (Audio)
  • MULTIPLE RUNS ALL TIME TOP TEN
  • MUTUAL LED THE WAY
  • MY FRIEND IRMA (Audio)
  • NBC's CHINESE MENU
  • NETS TO ORDER
  • NETWORK JUMPERS
  • THE NETWORK RACE
  • A NETWORK RADIO QUIZ
  • NICK CARTER (Audio)
  • ON A NOTE OF TRIUMPH - (Audio)
  • THE ONE, THE ONLY...GROUCHO! (Audio)
  • THE ORIGINAL ABC NETWORK
  • OUR MISS ARDEN (Audio)
  • OZZIE & HARRIET (Audio)
  • PEOPLE ARE FUNNY (Audio)
  • PETRILLO!
  • THE PRESS RADIO BUREAU (Audio)
  • "PROFESSOR" JERRY COLONNA (Audio)
  • THE QUIZ KIDS (Audio)
  • RADIO GOES TO THE MOVIES
  • THE RADIO HALL OF FAME (Audio)
  • RADIO NETS' GROSSES
  • RADIO'S RULERS: CROSSLEY, HOOPER & NIELSEN
  • THE RAILROAD HOUR (Audio)
  • RANKINGS OVER RATINGS
  • R.I.P., PBS
  • SATURDAY'S ALL TIME TOP TEN
  • SEPTEMBER IN THE GOLDEN AGE
  • SERIALS, CEREALS & PREMIUMS (Audio)
  • THE SHADOW NOS. (Audio)
  • SHERLOCK HOLMES (Audio)
  • SHORTY BELL (Audio)
  • SMOKE GETS IN YOUR EARS
  • SOFT SOAP & HARD SELL (Audio)
  • SPIKE JONES (Audio)
  • SPONSOR SWEEPSTAKES
  • SPOTLIGHT BANDS (Audio)
  • STARTING POINTS QUIZ
  • STOP THE MUSIC! (Audio)
  • SUNDAY AT SEVEN (Audio)
  • SUNDAY'S ALL TIME T0P TEN
  • SUS...PENSE! (Audio)
  • TALLULAH'S BIG SHOW (Audio)
  • THREE ERAS OF THE GOLDEN AGE
  • THREE LETTER CALLS
  • THURSDAY'S ALL TIME TOP TEN
  • TOP 40 RADIO'S ROOTS (Audio)
  • TRUTH OR CONSEQUENCES (Audio)
  • TUESDAY'S ALL TIME TOP TEN
  • TWENTY QUESTIONS (Audio)
  • THE TWO STOOGES (Audio)
  • UNFILTERED CIGARETTE CLAIMS
  • V-E DAY (Very Early)
  • VIC & SADE (Audio)
  • V-J DAY (Audio)
  • WALTER WINCHELL (Audio)
  • THE WALTZ KING (Audio)
  • WAR OF THE WORLDS (Audio)
  • WAS AMERICAN IDLE?
  • W.C. FIELDS (Audio)
  • WE HOLD THESE TRUTHS (Audio)
  • WEDNESDAY'S ALL TIME TOP TEN
  • THE WHISTLER (Audio)
  • WORDS AT WAR (Audio)
  • YOU ARE THERE (Audio)
  • YOUR MONEY OR YOUR LIFE (Audio)
  • THE 1932-33 SEASON
  • THE 1933-34 SEASON
  • THE 1934-35 SEASON
  • THE 1935-36 SEASON
  • THE 1936-37 SEASON
  • THE 1937-38 SEASON
  • THE 1938-39 SEASON
  • THE 1939-40 SEASON
  • THE 1940-41 SEASON
  • THE 1941-42 SEASON
  • THE 1942-43 SEASON
  • THE 1943-44 SEASON
  • THE 1944-45 SEASON
  • THE 1945-46 SEASON
  • THE 1946-47 SEASON
  • THE 1947-48 SEASON
  • THE 1948-49 SEASON
  • THE 1949-50 SEASON
  • THE 1950-51 SEASON
  • THE 1951-52 SEASON
  • THE 1952-53 SEASON
Picture

BLUE’S BLUE PLATE SPECIAL

The Blue Network was in the midst of transition in 1942.

NBC still owned the network anchored by WJZ/New York, although in response to FCC demands it was announced in October, 1941, that Blue would operate as “a separate and independent entity.“

Nevertheless, 45 stations were still offered by both NBC and Blue salesmen to prospective sponsors three months later. These 45 stations - mostly in smaller markets - are underscored in the Blue Network’s rates (below), published in the 1942 Broadcasting Yearbook.

And Blue did indeed introduce its “Blue Plate Special” to advertisers in 1942. The special discount of five to 20% was available to sponsors who purchased one to four complete supplemental groups, (defined as Blue Southern, Blue Southwestern, Blue Mountain and Blue Pacific Coast), in addition to Blue’s entire Basic Network of 33 stations.

Sales promotion signified the thinking of the “separate and independent” team of young NBC executives appointed in 1941 to operate Blue, headed by 40 year old Mark Woods and his second in command, Ed Kobak, 47, who became President of Mutual two years later

The name of the game for Woods, Kobak and Blue in 1942 - as detailed in Network Radio Ratings, 1932-1953 - was to put as much revenue on the books as possible to make the network attractive to prospective buyers. With most of Blue’s major prime time programs stripped away by NBC and CBS over the years, attracting advertisers called for a major effort which explains the network’s flexibility, its many sub-groups and discount plans.

Blue’s one-hour prime time rates are quoted below. Identical to NBC’s rate structure, (see NBC’s Chinese Menu), Blue priced its 30 minute prime time blocks at 40% less and 15 minute charges were 60% off the hourly rate. The rates were for station time and network line charges only - program production costs were ad
ditional.


                                                       THE BLUE NETWORK  
            Gross Rates: One Hour, 6:00 PM to 11:00 PM effective January 1, 1942
BLUE BASIC NETWORK - Available only as a group.
    Akron/WAKR: $140; Albany-Schenectady-Troy/WTRY & Plattsburg/WMFF & Poughkeepsie/WKIP (Combined): $160; Baltimore/WCBM: $160; Boston/WBZ: $480; Bridgeport/WICC: $160; Buffalo/WEBR: $120; Chicago/WENR or WLS::$750; Cincinnati/WLW: $1,080*; Cleveland/WHK:$340; Davenport/WOC: $120; Des Moines/KSO: $180; Detroit/WXYZ: $400; Fort Wayne/WOWO: $220; Hartford/WNBC: $120; Indianapolis/WISH: $180; Kansas City/KCMO: $200; Lawrence/WREN: $240; Minneapolis-St. Paul/WTCN: $220; New York/WJZ: $1,200; Philadelphia: WFIL: $400; Pittsburgh/KQV: $240; Providence/WEAN: $200; Richmond/WRNL: $140; Rochester/WHAM: $400; St. Louis/KXOK & Columbia/KFRU (Combined): $340; Springfield/WBZA: $160; Syracuse/WSYR: $240; Washington/ WMAL: $200; Wheeling/WWVA: $240; Winchester/WINC: No charge. 
    Total for Basic Network of 33: $9,170. 
    *
WSAI/Cincinnati is optional to WLW at $240. When WSAI is used, WING/Dayton and WIZE/Springfield are also available for an additional $140.

BLUE BASIC NETWORK SUPPLEMENTARIES -
Available individually with the Basic Network 
    Allentown/WSAN: $120; Altoona/WFBG & Johnstown/WJAC (Combined): $140; Augusta/ WRDO (Available only when WLBZ is used): $60; Bangor/WLBZ: $120; Bluefield/WHIS: $80; Charleston/WGKV & Clarksburg/WBLK (Combined): $140; Charlottesville/WCHV: $40; Columbus/WCOL: $120; Dubuque/WKBB: $80; Duluth-Superior/WEBC: $140; Eau Claire/WEAU: $80; Erie/WLEU: $120; Evansville/WGBF & Terre Haute/WBOW (Combined): $160; Fort Wayne/WGL (Available only when WOWO is unavailable): $100; Grand Rapids/WOOD: $120; Harrisburg/WKBO (Available only when WORK/York is used): $100; Jamestown/WJTN & Olean/WHDL (Combined): $80; Louisville/WINN: $120; Madison/WIBA: $140; Mankato/KYSM & Rochester/KROC & St. Cloud/KFAM (Combined): $120; Manchester/WMUR::$100; Milwaukee/WEMP: $120; Omaha/KOWH: $160; Shenandoah/KMA: $140; Sioux City/KSCJ: $140; Sioux Falls/KSOO: $140; Sioux Falls/KELO (Available only when KSOO is off the air): $80; Springfield Mass/WCBS: $80; Springfield Mo/KGBX: $120, Wichita/KANS: $120; Toledo/WTOL: $120; Wilkes-Barre/WBRE: $120; York/WORK & Lancaster/WGAL (Combined): $120; Youngstown/WFMJ: $100; Zanesville/WHIZ: $60.


BLUE MICHIGAN NETWORK - Available only a a group with WXYZ/Detroit.
    Battle Creek/WELL & Bay City/WBCM & Flint/WFDF & Jackson/WIBM & Lansing/WJIM (Combined).
    Total for group of five: $240.


BLUE NORTHWESTERN SUPPLEMENTARY GROUP - Available individually for use with the Basic Network.
    Bismarck/KFTR: $200; Fargo/WDAY: $160.

BLUE SOUTHERN GROUP - Individually available with the Basic Network

    Atlanta/WAGA: $140; Baton Rouge/WJBO: $80; Birmingham/WSGN: $140; Hot Springs/KTHS: $120; Memphis/WMPS: $140; New Orleans/WDSU: $180.
    Total for group of six: $800.
    Also available individually with Southern Group:
Anniston/WHMA: No charge. Greenwood/WGRM & Jackson/WSLI (Combined): $80.

BLUE SOUTHEASTERN GROUP -
Available only as a group with the Basic Network.
    Augusta/WGAC & Charlotte/WAYS & Columbia/WCOS & Gastonia/WGNC & Greenville/WMRC & Hickory/WHKY & High Point-Greensboro/WMFR & Johnson City/WJHL & Kinston/WFTC & Roanoke Rapids/WCBT & Rocky Mount/WEED & Spartanburg/WORD & Wilmington/WFMD (Combined).
    Total for group of 13: $550.


BLUE MID-SOUTH SERVICE - If available, WSM must be used with the Southern Group..
     Nashville/WSM: $400.

BLUE SOUTHERN SUPPLEMENTARIES - Available individually with the Southern Group.

    Chattanooga/WAPO: $100; Knoxville/WROL: $100.

BLUE FLORIDA GROUP - Available only as a group with the Basic Network.

    Daytona Beach/WMFJ: $60; Jacksonville/WJHP & Ocala/WTMC (Combined): $120; Miami/WKAT: $140; Orlando/WLOF: $60; Tampa-St Petersburg/WSUN: $140.
    Total for group of six: $520.

BLUE SOUTHWESTERN GROUP - Available individually with the Basic Network.
    Beaumont/KFDM: $120; Dallas-Fort Worth/KGKO: $240; Houston/KXYZ: $220; Oklahoma City/KTOK: $120; Tulsa/KOME: $120. 

    Total for group of five: $800.

BLUE SOUTHWESTERN GROUP SUPPLEMENTARIES
- Available individually with the Southwestern Group.

    Corpus Christi/KRIS: $100; Pittsburg/KOAM: $120; Weslaco/KRGV: $100.

BLUE OKLAHOMA NETWORK
- Available only as a group, optional with the Southwestern Group.
    Ada/KADA & Ardmore/KVSO & Enid/KCRC & Muskogee/KBIX & Shawnee/KGFF (Combined)
    Total for group of five: $200.


BLUE CANADIAN SERVICE -
Available for use with the Basic Network,
    Montreal/CFCF: $240, Toronto/CBL: $300. .

BLUE BASIC NETWORK OVERSEAS SERVICE
- Available for use with the Basic Network. 
    Havana/CMX: $200.

BLUE MOUNTAIN GROUP - Available only as a group for use with the Basic Network or Pacific Group.

    Albuquerque/KOB: $160; Denver/KVOD & Cheyenne/KFRC & Pueblo/KGHF (Combined): $200; Ogden/KLO: $120; Salt Lake City/KUTA: $80.
    Total for group of six: $560.

BLUE NORTH MOUNTAIN GROUP -
Available only as a group for use with the Mountain or Pacific Coast Group. 
    Billings/KGHL: $120; Boise/KIDO: $120; Butte/KGIR & KRBM/Bozeman: $120. Helena/KPEA & Pocatello/KSEI & Twin Falls/KTFI; Free of charge with complete group. 
    Total for group of seven: $360.


BLUE ARIZONA GROUP
- Available for use with the Mountain or Pacific Coast Group. 
    Phoenix/KTAR & Safford/KGLU & Tuscon/KVOA & Yuma/KYUM (Combined): $160. 
    Total for group of four: $160.

BLUE PACIFIC COAST GROUP
-
For use with the Mountain Group in conjunction with the Basic Network. When used separately, special program production in San Francisco or Hollywood studios is required.
    Bakersfield/KERN & Reno/KOH & Sacramento/KFBK & Stockton/KWG (Combined): $240; Fresno-Visalia/KTKC: $120; Los Angeles/KECA: $300; Portland/KEX: $160; San Diego/KFSD: $140; San Francisco/ KGO: $280; Santa Barbara/KTMS: $80; Seattle/KJR: $200; Spokane/KGA: $120.
    Total for group of twelve: $1,640.
    Also available with the Pacific Coast Group:
Wenatchee/KPQ: :$40.

BLUE PACIFIC GROUP SUPPLEMENTARIES
- Available individually with the Pacific Group.
    Medford/KMED: $80; El Paso/KTSM: $120.

BLUE PACIFIC COAST GROUP OVERSEAS SERVICE *
- For use with the Pacific Coast Network. 
    Honolulu/KGU: $160; Manila/KZRH & Cebu/KZRC (CombinedI): $440.
*
Note: The Blue 1942 rate card was obviously prepared before December 7, 1941.

(For comparison see CBS Rates - Go Figure, MBS=Mutual's Bargain Sales and NBC's Chinese Menu on this site.)

In addition to the “Blue Plate” discounts summarized above, Blue also extended the NBC discount plan - offering advertisers a scale of discounts ranging from two and a half percent to 12 ½ %, depending on the amount spent with the network per week for 13 or more consecutive weeks.

The two discount plans combined could amount to a maximum of 32½ % for any advertiser who spent over $18,000 a week in buying coast-to-coast coverage on the Basic Blue Network and its four major supplemental groups of affiliates in their entirety.

Were private, “off the card” deals struck with advertisers in addition to these published discounts? It’s possible that some “wiggle room” could have been found in Blue’s three owned and operated stations, WJZ, WENR/Chicago and KGO/San Francisco, but not much. Insofar as other discounts and rebates are concerned, we’ll probably never know.

What we do know, however, is that Woods and Kobak shepherded the network through its period of transition toward its sale to Ed Noble for eight million dollars in 1943 and each were rewarded with blocks of stock in the new American Broadcasting Company for their efforts in splitting Blue from Red keeping it out of the red.
​

                       Copyright © 2015 Jim Ramsburg, Estero FL   Email: tojimramsburg@gmail.com                   

Picture