Broadcasting (Jan - June 1936)

Page scan 00012 from Broadcasting

Record Details:

Title:
Broadcasting
Date:
Jan - June 1936
Publisher:
Broadcasting Publications Inc.
Volume:
Broadcasting (Jan - June 1936)
Leaf #:
00012
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:
July 04, 2024
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A y V is for A & P • B for Barbasol • C for Campbell s • D for Du Pont • E for Esso F for Ford * * * Scan the list of Columbia clients from A to Z. These names make news. So do the numbers pinned after them. Very simple numbers, such a-s 260 weeks of consecutive broadcasting on CBS. And they really tell the story. Herewith, then, the sponsors of the Columbia Broadcasting System, as of January 1st, 1936.* ACME WHITE LEAD & COLOR WORKS 156 out of the last 173 weeks on CBS. Began September, 1932. Year-round advertiser since September, 1934. ACME PAINTS ATLANTIC REFINING CO. 5 months on CBS. Began Sept., 1935. WHITE FLASH GASOLINE BARBASOL CO. 260 weeks of consecutive broadcasts on CBS. Began Jan., 1931; has increased hook-up 68%. BARBASOL SHAVING CREAM BAYER CO. 81 weeks consecutive broadcasts on CBS. BAYER'S ASPIRIN BISODOL CO. On CBS for 1 18 consecutive weeks. Began September, 1933; increased hook-up one-fourth. BI-SO-DOL A. S. BOYLE CO. 33 months on CBS. Began March, 1931. Doubled hook-up and . time. Year-round since 1933. OLD ENGLISH FLOOR WAX CAMPBELL SOUP CO. 16 consecutive months on CBS. CAMPBELL'S SOUPS Began in October, 1935. CAMPBELL'S TOMATO JUICE SPECIAL CBS CHRISTMAS BROADCAST. Planned for 5 years. THE CARBORUNDUM CO. Began in November, 1929. CBS hook-up has tripled in seven years of (seasonal) broadcasting. ABRASIVES CLICQUOT CLUB CO. On the air from 1927 to 1933. On CBS since December, 1935. CLICQUOT CLUB GINGER ALES & SPARKLING WATER COCA-COLA CO. On radio since 1927. On CBS since Oct., 1935. COCA-COLA COLGATE-PALM OLIVE-PEET Began Dec, 1927. On CBS Jan., 1936. PALMOLIVE SOAP Began January, 1931. Begins on CBS January, 1936. SUPER-SUDS Begins January, 1936. PALMOLIVE SHAVING CREAM CONSOLIDATED CIGAR CORP. Consolidated Cigar on CBS two years for Henry George Cigars (Oct., 1 929 to Sept., 1 93 1 ); 9 months in 1 93 1 for Dutch Masters Cigars. Current program began Sept., 193 5. HARVESTER CIGAR *as ibis goes lo press CREAM OF WHEAT CORP. Came to CBS with part of radio campaign August, 1931. Completely on CBS since December, 1934. (Total 36 months). Hook-up increased 50%. CREAM OF WHEAT D. L. &W. COAL CO. 31 months on CBS. Began September, 1931, and has since doubled number of broadcasts. BLUE COAL E. I. Du PONT De NEMOURS & CO. On CBS since October, 1935. (Note: Duco was advertised on CBS in. 1932). DuPONT INSTITUTIONAL FORD MOTOR CO. Began on CBS February, 1934 with two half-hours weekly. Increased one half-hour show to hour, October, 1934. Increased remaining half-hourtohour, January, 1935. FORD MOTOR CARS GENERAL BAKING CO. Five years of CBS weekly daytime broadcasting without interruption. New program (iJJeti December, 1935. BOND BREAD GENERAL MILLS, INC. Six years of CBS broadcasting. Now broadcasting 5 times a week. A daytime advertiser. WHEATIES GREAT ATLANTIC & PACIFIC TEA CO. Began on CBS October, 1935, 3 evenings a week. A&P COFFEES GULF REFINING CO. 22 months on CBS. Became year-round advertiser in 1935. Hook-up increased one-third. GULF GASOLINE & OIL HEALTH PRODUCTS CORP. Has broadcast 76 consecutive weeks on CBS. FEEN-A-MINT HECKER H O CO., INC. Began on CBS September, 1931. Year-round advertiser since September, 1933. FORCE & H-O CEREALS H. J. HEINZ CO. Began on CBS April, 1932. Returned to CBS in October, 1935, with 3 periods a week. A daytime advertiser. 5 7 VARIETIES EDNA WALLACE HOPPER, INC. 34 montiis on CBS. Began July, 1931, with 15 minutes a week. Now using 75 minutes. A daytime advertiser. COSMETICS ILLINOIS MEAT CO. Began Nov., 1934. Broadcast 5 times a week since, without interruption. A daytime advertiser. "BROADCAST" PRODUCTS Page 4 BROADCASTING • January 1, 1936