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 #:
00081
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
Something wrong or inaccurate about this page? Let us Know!

Thanks for helping us continually improve the quality of the Lantern search engine for all of our users! We have millions of scanned pages, so user reports are incredibly helpful for us to identify places where we can improve and update the metadata.

Please describe the issue below, and click "Submit" to send your comments to our team! If you'd prefer, you can also send us an email to mhdl@commarts.wisc.edu with your comments.




We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.

Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.

THERE'S NO SUBSTITUTE FOR AUDIENCE VALUE P L A I N G A RADIO CAMPAIGN When you're buying time on the air you may be interested in the number of persons who could listen if they wanted to. That's "coverage". But what really counts is the number of people who actually do listen. That's "audience". Find the way to measure AUDIENCE VALUE and you have found the basis for reaching the most LISTENERS at the lowest cost per listener. A new method, introduced by Westinghouse Radio Stations, provides facts upon which to base an appraisal of AUDIENCE VALUE with unprecedented accuracy. The surveys from which this method was developed have disclosed facts such as these regarding Station KDKA: During the first six months of 1931 a letter was received for one out of every 35 persons living in the Primary Zone of Influence of KDKA. One family in eight was heard from. One family out of every four having a receiving set responded. A check of single-station programs (available from one station only and not a chain) heard by 4,200 owners of radio sets in the KDKA Primary Zone of Influence showed that, among programs of this type mentioned, 77 per cent came from Station KDKA. Station influence today is built on program appeal . . . and the programs of Station KDKA have built an audience which dominates the area encompassed in Station KDKA's Primary Zone of Influence. A representative of Westinghouse Radio Stations will give you further details regarding the new method of measuring audience. Get in touch by letter, wire or phone, with one of the offices listed below. WE ST I NGHOUS E • RAD I O • STATIO N S WBZ-WBZA Boston, Mass., Hotel Bradford Springfield, Mass., Hotel Kimball KDKA COMMERCIAL OFFICES Pittsburgh, Pa., Hotel William Penn KYW-KFKX Chicago, III., 1012 Wrigley Building New York, N. Y., 50 East 42nd Street November 1, 1931 • BROADCASTING Page 35