Broadcasting (July - Dec 1938)

Record Details:

Title:
Broadcasting
Date:
July - Dec 1938
Publisher:
Broadcasting Publications Inc.
Volume:
Broadcasting (July - Dec 1938)
Leaf #:
000279
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 06, 2022
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Blue Suds Mfg. Co., Detroit Has been and will continue to follow an irregular schedule of spot announcements over Detroit stations. Agency is Whipple & Black Adv. Co., Detroit. Borden Co., New York Pioneer Division's ice cream has been participating in WOR's Uncle Don daily since early March, and has been using spot announcements on the same station ; will go off at the end of the season. Radio advertising will be resumed next spring. Agency is Pedlar & Ryan, Xew York. Borden's Dairy Delivery Co., San Francisco Plans to continue throughout the autumn its three daily newscasts by John B. Hughes titled Borden's Last Minute Xews on KFRC. KFBK and KM.J. San Francisco, Sacramento and Stockton respectively. Client is particularly enthused over results obtained and there is possibility more time may be purchased this coming season. Account placed through McCann-Erickson, San Francisco. Bowey's Inc., Chicago On Oct. 5 will start Terry & the Pirates, quarter-hour disc series for Dari-Rich, on five Midwestern stations. The campaign may be expanded during the fall. Stack-Goble Adv. Agency Inc., Chicago, is agency. Bowman Dairy Co., Chicago Will continue Musical Clock series on WGN, Chicago, during the fall with possible expansion. J. Walter Thompson Co., Chicago, is agency. M. J. Breitenbach Co. New York (Pepto-Mangan) ' Will use spot announcements on 80 stations through the winter. Agency is Morse International, New York. Bristol-Myers Co., New York Will continue its three noon news periods weekly on WOR, Newark, for Minit-Rub, placed through Young & Rubicam, New York. Has used transcribed announcements on four stations during the summer months and will leave the air in the fall to return next year with a similar schedule for Mum deodorant. Agency is Pedlar & Ryan, New York. Bristol Co. of Canada, Toronto Renews Clair Wallace's Tea Time Topics* five weekly on CFRB, Toronto, for Sal Hepatica, Mum. Expected to renew Ingram's Shaving cream program over CFCF, Montreal, CKCO, Ottawa, CFPL, London and CKWX, Vancouver, which ended in July. Agency is Ronalds Adv. Agency, Montreal. Brocton Wine Cellars, Brocton, N. Y. Planning a spot campaign for its Peerage wines and grape juice in a selected list of eastern cities, programs to be either local live shows or transcriptions. Agency is Peck Adv. Agency, New York. John Brown Colleges of Cal., Los Angeles Currently using six weeklv halfhour educational talks on KFOX. Long Beach, Cal., and a similar program on KMPC, Beverly Hills, Cal.. each week, will continue same through fall. Expansion plans not decided upon. Lisle Sheldon Adv. Agency, Los Angeles, has account. Buick Motor Co., Flint, Mich. Used around 100 stations last year for spots announcing 1938 models, and although plans are not yet completed for 1939 is expected to schedule spots again. Meanwhile will probably continue practice of furnishing dealers with copy for outlet-sponsored time. Agen(*y is Arthur Kudner, Detroit. Low Cost Radio Advertising: WFBR offers national advertisers the choice of several SUCCESSFUL PARTICIPATION PROGRAMS Programs with a ready-built following and tested appeal offer a short cut to the national advertiser with a limited budget: "Everywoman's Hour" Half Hour, Monday through Friday Ralph Power's "Morning in Maryland" Program 6:30 to 9 A. M. Monday through Saturday "Dinner Rhythms, PART I" 6:30 to 6:45 P. M. Monday through Saturday Featuring Ralph Powers and Transcribed Music "Dinner Rhythms, PART II" 7:40 to 8 P. M. Monday through Saturday George Van Dorn and his Red Network Broadcasting Orchestra (Announcements on the two above programs interchangeable) For rates and details, address WFBR, Baltimore or Edward Petry & Co. IN BQLTimORE THEY LISTEN TO I mi!i!Vji!i:ii]»!][i]:i»iii]!iii!iii^itami[i]: BASIC NBC RED NETWORK BROADCASTING • Broadcast Advertising August 15, 1938 • Page 59