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Figures Showing How and Where Radio Manufacturers Have Spent Their Advertising Appropriation By T. A. PHILLIPS Manager, Research Division, Donbleday, Doran & Co., Inc. The industry is spending large sums in trade magazines as the table on this page shows. These figures, inciden- tally, are presented for the first time anywhere. The figures are based on actual count of the leading publications in a survey made by Publisher's In- formation Bureau especially for RADIO BROADCAST. It is worth noting that an increase of 60 per cent, in trade adver- tising is estimated for 1929. The supple- mentary table shows how this trade advertising is divided into various classes. During 1929, radio companies have spent about $3,500,000 for time over the two leading national networks and an additional $800,000 for talent, according to an estimate of Glen W. Foster of Columbia. Total estimated expenditures for broadcasting throughout the United States by all advertisers for 1929 are estimated by Mr. Foster at $60,000,000 for time and $15,000,000 additional for talent. It is evident here that radio manufacturers are bearing their share of support of the broadcasting industry. All the figures presented here, with the exception of advertising expenditure in trade publications, do not include ad- vertising of musical instruments or phonographs and accessories for these two classes of merchandise. Territories i N. Y. City N. Y. State N. England Pa. & South Chicago Michigan Ohio Mid West Far West Foreign X"Jx^ ;;;,,' >-$ Radio Advertising Expenditures by Territories in Trade Media TOTAL ADVERTISING EXPENDITURE ALL MAGAZINES (By Territories and Classifications of Accounts) Radio Receivers (Mfrs.) (Jobbers) Loud Speakers Radio Furn. Paris $386.148 $47.567 $92.969 $74.074 $197.3 43 $236.447 $118,906 $55.482 $1.208,936 • DECEMBER 1929 75