Radio daily (Oct-Dec 1949)

6 RADIO DAILY Monday. October 31. 1949 PICTURE OF THE WEEK T. F. Flanagan, managing director of the National Assn. of Radio Station Representatives; Richard C. Grahl, radio time buyer of William Esty Co.; and Lewis H. Avery, president of Avery-Knodel, Inc. are showing their satisfaction with the new NARSR publication, "Spot Radio Estimator," a 68-page contribution to agencies and sponsors giving comparative time rates for 1,874 stations in 1,160 places throughout the country. 'Spot' Market Data In NARSR Release (Continued from Page 1) a breakdown of rates in four time units: 30 minutes, 15 minutes, one minute and station break. Special formulas are provided for estimating "with reasonable accuracy" other classifications, such as night-time rates, early morning rates, late evening rates; time units of one hour, 10 minutes and five minutes; and frequency discounts from 13 times to 260 times. In announcing the release of the publication, NARSR managing director T. F. Flanagan told Radio Daily that "this is the first time that a complete and authoritative set of tables has been made available to advertising agencies and advertisers by which they can tell at a glance what it will cost them to buy time on stations in various classifications throughout the country. ' x'his is a service," he explained, that agencies and advertisers have wanted for a long time. It will be of inestimable value, particularly to time buyers." Markets Are Listed The Estimator has three principal tables: a division by geographical groups, a division by metropolitan markets, and tables giving Spot rates in 1160 places in the United States in which there are one or more radio stations. Each table shows the rate for the highest cost station, the average rate for affiliated stations, and the average rate for non-network stations. From this book, you can tell how much it will cost to buy any time unit in any day-time or night-time classification, in the 35 metropolitan markets of 500,000 population and more, or in the 70 markets in the 250,000 to 500,000 list, or the 150 markets of over 100,000 in population, or in a total number of 1005 markets, two-thirds of them being in places with less than 25,000 population. Examples Cited The figures show, for example that you can buy 15-minutes, daytime, at the one-time rate in 150 markets of 100,000 and over for $7,979, subject to frequency discounts. That is the price of the highest cost station in each of those markets, but the average rate for the network affiliated stations would be $5,931, and the average cost for non-network stations, $3,010. Each of the 178 metropolitan markets is listed, together with the number of network affiliates, and non-network stations in each, the population, and the cost for various time units and various types of stations. There are 35 markets in the United States of 500,000 population and over. A 30-minute program on the highest cost station in each of those 35 markets, subject to frequency discounts, will cost $5,200; a one-minute announcement — $1,363; a station break — $1,156. Texas has the largest number of network affiliated stations, 77, with Pennsylvania taking second place in the list, New York third and California fourth. Texas also has the largest number of non-network stations, 81, with California second with 74, and New York third with 46. The formulas indicate that nighttime rates are 72 per cent higher than day-time rates. The total number of rates quoted is 13,980. Punch-Cards Used The tabulation of rates was done by machine from punch cards prepared by Statistical Tabulating Company, using rates published by Standard Rate & Data Service, Inc. The rates for 1,874 stations were tabulated on 7,208 cards, with an estimated number of holes punched or data recorded of 423,320. The total number of computations made is roughly 75,000. The book also includes two pages of high-spot "advantages" of spot radio as an advertising medium, with examples of its use and success in several industries. Headley To Address Ohio Broadcasters Frank M. Headley, president of Headley-Reed Co., station reps., and president of NARSR will address the luncheon session of the Ohio Association of Broadcasters at Cleveland, Nov. 10, on the general subject of the spot radio sales problem. Producer Returns Marilyn Gusten has resumed her duties as producer of "Betty Clark Sings," Sunday at 3: 15 p.m., on ABC, after an absence of several months, during which Bob Smith filled in. P. J. Ritter Co., sponsors the show, through the Clements Co. Hanna Quits CBS For NAM Newsman Ted Hanna will leave the CBS news staff, Oct. 31, to join the National Association of Manufacturers, where he will write and broadcast a weekly 15-tminute program. Video-Set Production Broke Record In Sept. (Continued from Page 1) set sales. RMA said production continues to be below demand. Total production for the month was 224,532 sets, bringing the 1949 total to 1,402,840 sets. It is estimated that total production for the industry— including manufacturers not in RMA— totalled about 265,000 sets. RMA members turned out only 185,706 during the five-week period surveyed in August. A total post-war output of 2,750,000 TV receivers is estimated as of one month ago, with the figure probably close to 3,000,000 today. FM and FM-AM receiver production went from 64,179 in August to 70,936 last month, for a 1949 total of 583,339. In addition, 43,436 TV receivers had continuous tuning to bring in the FM band. Production of AM-only sets fell to 461,532, from 559,532 a month earlier. Commission Won't Act On Charges By Atheist (Continued from Page 1) sion said in a letter to Scott that there was no indication "any program broadcast by the named stations was directed against you personally or against the petition which you espoused." No situation was presented, the Commission said, "in which the station has denied an opportunity to afford equal time for the presentation of a controversial issue of public importance. There is no obligation on the part of a station licensee to grant the request of any and all persons for time to state their views on matter in which they may be interested." It was Scott's earlier protest which led to the controversial 1945 decision regarding attacks on atheism. WQXR Music Series WQXR, New York, will again broadcast the "Twilight Concerts" series from Carnegie Hall this season on Sunday afternoons, 5:30-6. WANT TO BOOST YOUR HOOPER? Reach by mail a new complete list of TELEVISION OWNERS in all important TV markets. $18.75 per M names, addressed on your envelopes DUNHILL INTERNATIONAL LIST CO. S6S Fifth Avenue, N. Y., PLoia 3-0833