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 #:
000937
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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Why Beech-Nut Uses Disks (Continued from page 7) plan is not the serial nature of the entertainment or the fact that the story, "Chandu — the Magician," was selected, valuable as this excellent mystery drama has proved. Rather, it is the opportunity which the plan provides for Beech-Nut to vary its selling continuity to suit the needs of individual trading centers and areas. Variety of Announcements THAT'S WHERE the Beech-Nut "marionettes" come in, for the same evening may see a half-dozen different Beech-Nut products bidding for public favor. Beech-Nut Cream Crackers may be featured in Boston; BeechNut Gum and Confections may be on the air from Atlanta. Simultaneously, some special offer may be made in Miami, or a New York audience may hear how the new Italian liner "Rex" served Beech-Nut Coffee on her maiden voyage. Taste preferences often decide what products are to be featured. For instance, Beech-Nut Tomato Juice Cocktail best suits the New York palate, while in Indiana the company's Pure Tomato Juice gets the call. But the chief factor influencing the continuity to be used is the sponsor's constant aim to give maximum cooperation to its distributing organization. Sale of a lagging product can be stimulated without wasting good money in advertising where such stimulus is not required. If a test campaign on some product seems desirable, the radio advertising can take care of it. In such a campaign, the sales trend in the test area must be discovered. Beech-Nut has found that the inquiries resulting from its broadcasts are also a valuable check on public interest. Premiums Offered AS A MATTER of fact, all of Beech-Nut's radio announcements bid for immediate response. The plan is to offer a little magic trick, such as the familiar multiplying billiard ball, but in order to. get it the radio listener must send in proof of purchase of the product being featured. This may be five wrappers from Beech-Nut LusterMints, or perhaps a metal strip from a tin of Beech-Nut Coffee. Actually then, each piece of fan mail represents a sale. The huge volume of returns so far received proves the value of the radio medium when used according to Beech-Nut's method. Enthused by the showing, the sponsor of "Chandu" is now taking steps to cover practically the entire country. Recently eleven stations were added to the original list, and at the moment more than 30 stations carry the Beech-Nut program, from Maine to Florida and west to Minnesota. Program Advertised TIE-IN advertising has been profuse. Schedules of program announcements have run in large and small newspapers, everywhere that the program can be heard. Point of sale display material and literature have been widely distributed. In large centers, car cards have reminded the public that "Chandu" is on the air every week, usually on five of the seven evenings. It is safe to say that no company need shun the radio medium because its products have a widely fluctuating distribution and sale. As Beech-Nut's experience has demonstrated, broadcasts by electrical transcriptions can assure a high quality of entertainment and at the same time permit direct and explicit selling continuity. Staggers Its Hours CHOOSING to stagger its broadcast hours as the most effective means of getting fts messages to the audience, International Oil Heating Co., St. Louis, has signed a one-year contract with KMOX, St. Louis, for six 15-minute programs a week. "Sunny Joe and his Fiddling Orchestra" and the "Girls of the Golden West" are heard on varying hours through the week, some as early as 6:30 a.m. and the Saturday night program being included in the "KMOX County Fair." Schedule changes every week. TECK PUBLICATIONS, New York, publisher of Radio News and other periodicals, has taken over Radio Call Book & Technical Review. " Voice of the A lleghenies" Near the Famous ^^^L 7 ]^ 1 l£ A 1 Altoona, Horse Shoe Curve W W ^ B^B Pennsylvania Wm. F. Gable Co. COVERS CENTRAL PENNSYLVANIA with population area of 300,000. LOCAL STATION that gives only reliable service available in a forty mile radius. IN THE HEART of rich farming, railroad and mining section. Equipped with 33 1/3 and 78 r.p.m. turntables. Why Allow Transmitter Operating Costs to Remain Unreasonably High? TYPE 100-B 100 WATT BROADCAST TRANSMITTER •Class "B" modulation with extremely low tube cost and operating cost. •Contains two quartz crystals with separate temperature ovens and thyratron temperature control. •Separate power supplies for modulated amplifier, crystal control apparatus and special speech amplifier. •Construction allows immediate accessibility to all vacuum tubes and each individual part of transmitter. •Operates from 115 volts 60 cycles. Can be installed in a few hours. Completely A.C. operated. Technical Data On Operating Cost Furnished on Request. DOOLITTLE &FALKNOR INCORPORATED 1306-1308 WEST 74th STREET Telephone: STEWART 2810 CHICAGO, ILL. November 15, 1932 • BROADCASTING Page 33