Broadcasting (July - Dec 1937)

Page scan 000768 from Broadcasting

Record Details:

Title:
Broadcasting
Date:
July - Dec 1937
Publisher:
Broadcasting Publications Inc.
Volume:
Broadcasting (July - Dec 1937)
Leaf #:
000768
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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ERHAPS we are a bit early, but BBC has the habit of being first. BBC has the habit of being first in the number of local advertisers, and that's important to any "spot" advertiser, because the local buyers are on the ground. They know the best buy, and they insist on getting it. BBC happens to be first in the number of local advertisers because it has always been first in results. The two go together, of course. You will note the headline says "Happy New Year for 1938, 1939 and 1940". That's an old Scotch joke, but it has a double meaning when you apply it to your advertising schedule. It means that you pay less for each listener when you specify the stations at the ends of the dial, and we have surveys to prove it. It also means that once you have become acquainted with BBC re WGR-WKBW The enJs of the Jial suits in 1938 you'll have us up at the top of your schedule for a good many years to come. We base that statement on the extremely low mortality rate among present BBC advertisers. Make 1938 a happy New Year and a prosperous one. You can do it if you will give us or our representatives a few moments to tell you about BBC's guaranteed available time at peak times during the day and evening. You can make 1938 a profitable one in the Buffalo and Western New York market with BBC on your schedule. It isn't too early to get the information now. OWNED AND OPERATED BY THE BUFFALO BROADCASTING COMPANY, Represented by free <^ peters, inc. Page 6 • November 15, 1937 BROADCASTING • Broadcast Advertising