Business: Useless Broadcasting

Managers of Wanamaker’s department store in Philadelphia last week acted on their long suspicion that their 6-year-old broadcasting station, WOO, one of the oldest in the country, was “not helping the store in general or in an advertising way.” “Investigation made by special inquiry among radio listeners during the past two years” had confirmed the thought. So last week store officials declared that on

June 1 they would stop WOO broadcasting.

But they admitted a shrewd arriére-pensée: “We will, by actually stopping broadcasting, be able to determine by test if the public is in favor of our return to the air. Our equipment and installation will be kept intact.”