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"Although, the evening hours of the radio stations are virtually filled, the Bureau quotes a radio official as saying that SO to 75 per cent of the radio hours are yet unsold. The sale of these daylight hours is the object of present. efforts, morning hours being stressed for possible appeal to women* In some cities department stores are using morning hours.
"The extent of local and spot broadcasting is indicated by an estimate of * somewhere between $30,000,000 and $50,000,000* a year paid for time on the air, talent not included. 1 Conserva¬ tive opinion* the bulletin reports, * says at least $10,000,000 is involved in time alone for spot broadcasting, and of this about $2,000,000 is spent by national advertisers who also use the chains. The balance somewhere between $20,000,000 and $40,000,000 but probably not more than $30,000,000 represents time charged for local broadcast. *
"On the other hand, expenditures of chain advertisers for station hire and wire service will be about $28,000,000 this year, with an additional $15,000,000 for employment of talent.
"*It is obvious that broadcasting, vie?/ed as a whole, is in many respects a competitor of newspaper advertising" , says the bulletin. ‘Local broadcasting may obviously be in competition with local advertising and such competition will logically be met by the newspaper* s local staff.
"‘Spot broadcasting would seem to be the particular concern of the special representatives whose fields are touched by local stations.
" ’As to the competition between spot broadcasting and newspapers for individual markets, the Bureau has in mind the case of a national advertiser who will experiment next year by using "broadcast in some markets and newspapers in other markets.
He proposes to check results and form his own conclusion as to which is the more effective medium for his purpose.
" ‘Other advertisers show a disposition to link their broadcasting and newspaper advertising together, using broadcast to build good-will and newspaper advertising to sell the products. Perhaps the most striking example of a large advertiser combining the forces of the two mediums is given in the present campaign of the American Tobacco Company on Lucky Strike cigarettes.
" ’At present broadcasting is a new and untried medium, and is attractive because of that fact to many advertisers, par¬ ticularly in a dull business year. *"
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