Broadcasting (Oct 1931-Dec 1932)

Record Details:

Title:
Broadcasting
Date:
Oct 1931-Dec 1932
Publisher:
Washington, D.C. : Broadcasting Publications Inc.
Volume:
Broadcasting (Oct 1931-Dec 1932)
Leaf #:
000787
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:
October 20, 2022
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500,000 U II ROUND FIGURES form the basis for many optimistic coverage claims which results do not justify. From the beginning, KSTP has foreseen as inevitable the ultimate selection of radio outlets on a basis of practical value and actual return. Accordingly we have from the very beginning considered our primary CIRCLE OF COVERAGE as a fifty-mile radius from the Twin Cities. In this concentrated area lives half the population of Minnesota — more than one million people — available to our clear, 10,000 watt signal for 19 continuous hours each day. An additional million — and more — people outside this arbitrary area have access to our programs but do NOT affect our rate, based solely on the concentrated area within fiftv miles. RADIO CIRCULATION is therefore an arbitrary figure — a ROUND FIGURE. More careful analysis of factors which produce results leads to the importance of considering station popularity and "pulling power" as the real measure of RADIO COVERAGE This is why advertisers and their agencies who must show RESULTS look straight through "round figures" of circulation claims, and demand proof of audience, whether they have a national campaign, or one wholly centering in THE TWIN CITIES MARKETING AREA where this station, sole Red and Blue chain outlet, (1) stood 5th place in NBC mail report for 1931, (2) received this spring 137,204 letters for a single announcement in a single program, (3) is credited by the most authentic national survey with 87.8 "firsts" out of each hundred inquiries over all other Minnesota stations, and (4) already has so little "cream" time for sale that this advertisement is really just a piece of institutional copy. But if you like to ride a "successspecial," here are our phone numbers — direct wire service, too, and we'll surprise you with our immediate replies to your inquiries. Stanley E. Hubbard Vice-Pres. & Gen. Mgr. Minneapolis Office: Radisson Hotel MAin 5331 KSTP SAINT PAUL MINNEAPOLIS Executive Offices: Saint Paul Hotel, Saint Paul CEdar 4400 Ford Billings Gen. Sales Mgr. New York Office: 1010 Graybar Building . . MOhawk 4-4999 THE NORTHWEST'S LEADING RADIO STATION September 15, 1932 • BROADCASTING Page 19