Broadcasting (Jan-June 1933)

Page scan 000383 from Broadcasting

Record Details:

Title:
Broadcasting
Date:
Jan-June 1933
Publisher:
Washington, D.C. : Broadcasting Publications Inc.
Volume:
Broadcasting (Jan-June 1933)
Leaf #:
000383
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:
June 13, 2024
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It's really a fallacy for so many people lo say "summer months are unfavorable for radio advertising." Because it's a toothless statement — an old " saw " — which facts and figures (and common sense) belie in no uncertain terms. Let's take a look at the record (with a bow to Al Smith for the use of his words). so slight as to be practically no dip at all. Two* of there is less than a 10% loss in audience during the summer months. In other words, radio advertisers had over 90% of the winter audience all summer long. And remember, this percentage is for weekends when the old "saw" was supposed to be truer than on other days. There go the "teeth" of that argument . . . Summer audiences are practically as large as winter audiences. And smart advertisers, realizing that competition on the air is less keen due to a still wide belief in the old " saw," will cash in by consistent, intelligent exploitation during the warm weather. There are seventeen stations, represented by the NBC Local Service Bureau, serving eleven major markets, which offer particularly good opportunities for advertisers to get results — winter or summer, day or night, seven days a week. Full information about one or all of them is available al the office nearest you. Last summer the dip in the audience line was the several surveys we have seen show that *The Iwo surveys are "An Analysis of the Summer Radio Audience in ihe Philadelphia Buying Area" and "Cooperative Analysis of Broadcasting" as indicated in an article by H. C. Haupt of Crossley, Inc. in the June 1st issue of " Broadcasting." June 15, 1933 • BROADCASTING Page 3