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RADIO'S ADVERTISING RIJDGET S25.000 DURING 1929, the radio industry spent $25,000,000 for all forms of national advertising. This huge sum is only 3.8 per cent, of the probable sales for the same period. If 3,000,000 radio sets are sold in 1929 this means that $8.35 will be spent by the industry to advertise each complete set, including tubes, loud speaker, cabinets, etc. The information presented in table form on these two pages shows all avail- able facts about national radio advertis- ing expenditures. The second table on this page indicates how radio as an industry ranks in newspaper advertising expendi- tures with other leading businesses. Radio, it will be seen, ranks well up among the leaders. In newspaper ad- vertising, forty set manufacturers filled 80 per cent, of the space bought by the radio industry. The six set manufac- turers who bought newspaper lineage in large volume in 1928 are: Company A, 3,900,000 lines; Company B, 3,050,000 lines; Company C, 2,069,000 lines; Company D, 1,584,000 lines; Company E, 1,583,000 lines; Company F, 1,269,000. (Makers represented here include Crosley, Sparton, Majestic, Roister, Atwater Kent, and RCA.) It is likely that the 1929 figures for news- paper lineage will show about the same relation, although total newspaper ex- penditures by radio advertisers in 1929 will show an increase of 29 per cent. Hoiu Radio's Advertising Is Distributed (National advertising expenditures in various media by radio industry) % of total $18,000,000 $25,000.000 1. 25,046,155 lines in 369 newspapers in 77 cities reported by Sales Manage- ment. 2. Based on increases reported by Survey of Current Business. 3. Publishers Information Bureau. 4. Special report made for Radio Broadcast by P. I. B. Covers period from June 1928 to July 1929. 5. Time charges on N. B. C. and Columbia—courtesy of Glen W. Foster, of Columbia Broadcasting Co. 6. Estimated by Mr. Foster 7. Estimated on basis of research conducted by Sales Management. National Advertising in Newspapers (Compiled by Media Records for Sales Management) IN 369 NEWSPAPERS (70 Cities) Product Automotive Groceries Medical Tobacco Toilet Articles Transportation RADIO Electric Appliance All Other Totals IN 70 ROTO SECTIONS Product 2585 504,066,261 Automotive Groceries Medical Tobacco Toilet Articles Transportation RADIO Electrical Appliances All Other Totals No 26 33 38 9 63 17 4 12 92 294 Lineage 1.694,756 1.647,162 1.085,987 903,111 2,254,844 71,829 44,156 395,138 1.397,025 9.494,008 Totals 17.80 17.34 11.43 9.51 23.74 .76 .47 4.16 14.79 14.79 How Trade Advertising Is Divided Kind of Account Radio Sets-Mfrs. ' -Jobbers I .uiid Speakers Furniture Tubes Parts Sub Total Phonographic Miscellaneous Totals Number of Accounts 70 54 51 59 53 257 544 82 75 701 Cn.il of Space $386,148 47,567 92,969 74,074 197,343 236,447 $1,034,548 118,906 55,482 $1,208,936 Percentage of Cost 31.94 3.94 7.69 6.13 16.32 19.56 85.58 9.83 4.59 100.00 mgji^f^igim«i 74 • • DECEMBER 1929