Broadcasting (Oct 1931-Dec 1932)

Record Details:

Title:
Broadcasting
Date:
Oct 1931-Dec 1932
Publisher:
Washington, D.C. : Broadcasting Publications Inc.
Volume:
Broadcasting (Oct 1931-Dec 1932)
Leaf #:
00023
Language:
English
Subjects:
Radio Periodicals, Broadcasting -- United States -- Periodicals
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
Library of Congress, MBRS, Recorded Sound Section
Sponsor:
Library of Congress, Motion Picture, Broadcasting and Recorded Sound Division
Coordinator:
Media History Digital Library
Description:
This trade paper began in 1931 with a focus on radio, but as the TV industry expanded in the post-World War II era, the paper increasingly became devoted to television (even the title changed to BROADCASTING TELECASTING). Developments in technology, policy, advertising, and programming were covered. The paper's advertisements and articles reveal the intricate relationship among sponsors, stations, program suppliers, and station representatives -- the industry's term for middle-men who represented numerous local stations in negotiations with national sponsors. The success of particular stations or programming choices are frequently trumpeted in BROADCASTING'S advertisements -- always with the goal of selling more of something, such as a film program or a station's spot advertising time. -- Eric Hoyt, 2014
Date Added:
October 20, 2022
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COVERAGE" DOESN'T LISTEN "Station coverage" is one thing; "audience" is something else. It is, at least, if you are talking to a representative of Westinghouse Radio Stations. And the difference is not a mere "distinction;" it's a difference amounting to thousands of radio contacts per night in the case of almost any station you want to talk about. COVERAGE (as we use it) means just this: The number of receiving sets reached by an adequate signal from the station in question. That takes in a lot of territory for any first class station . . . including a lot of territory that doesn't mean much to the buyer of broadcasting time. AUDIENCE (in the Westinghouse Radio Station's vocabulary) means what it sounds like: The actual listeners to station programs. Coverage may be interesting to know . . . but it's AUDIENCE that makes broadcasting time pay its way. Westinghouse Radio Stations have developed a new method for measuring AUDIENCE. You can now know with more certainty than ever before the audience value of the time you buy. We can tell you in actual trading areas what is the primary zone of influence of Station KDKA, for instance. Also the daily average number of listeners to KDKA in that zone. Month to month records are available of changes in number of listeners. When you're planning a radio campaign, get the facts about AUDIENCE VALUE. "Coverage" doesn't listen. WESTINGHOUSE • RADIO STATIONS WBZ-WBZA 990 kilocycles Boston, Mass., Hotel Bradford Springfield, Mass., Hotel Kimball KDKA 980 kilocycles COMMERCIAL OFFICES Pittsburgh, Pa., Hotel William Perm KYW-KFKX 1020 kilocycles Chicago, III., 1012 Wrigley Building New York, N. Y., 50 East 42nd Street October 15, 1931 • BROADCASTING Page 17