Broadcasting (July - Dec 1941)

20 LARGEST ADVERTISERS FAVORING NETWORK RADIO IN 1940 Network Rank Advertiser Three Media Radio 2 Procter & Gamble $15,634,634 ?10,999,416 6 General Foods 8,915,426 5,887,349 8 Sterling Products 7,355,317 5,974,999 9 Colgate 6.801,077 4,334,222 12 Campbell Soup 5,625,016 4.044,389 13 Standard Brands 4,113,340 1,504,199 14 General Mills 3,901,694 3,139,6.52 15 American Home Products 3,404,964 2,821,739 16 Brown & WiUiamson 3,365,685 2,972,755 21 National Dairy Products 2,947,686 1,497,639 25 Philip Morris 2,413,319 1,608,211 27 Andrew Jergens 2,200,238 1,033,807 28 Quaker Oats 2,016,767 955,756 35 Miles Laboratories 1,574,984 1,393,382 36 Wm. Wrigley, Jr. 1,525,600 1,368,224 41 Pepsodent 1,275,720 624,910 44 Prudential Insurance 1,225,377 724,655 45 Sun Oil 1,214,641 676,712 49 Lady Esther 1,116,100 554,899 50 George A. Hormel 1,113,522 566,520 Total 877.741,107 S52,683,435 NBC Total NBC-Red S 8,759,452 $ 8,127,805 1,794,830 1,392,910 5,001,680 3,566,212 965,516 729,636 1,504,199 "'1^423,235 2,495,735 2,495,735 1,909,117 254,790 1,814,033 1,553,777 1,3-39,299 1,339,299 704,868 594,912 1,033,807 515,100 955,756 955,756 1,393,-382 853,566 """624,910 ^546,286 '6~7~6'',7i2 ' II11V_11V_ 37,104 37,104 260,880 260,880 831,271,280 824,647,003 NBC-Blue 8 631,647 401,920 1,435,468 235,880 80,964 "i,~6~5~4~327 260,256 ~~~T0~9~,956 518,707 539^816 78,624 676,~7T2 CBS 2,239,964 4,092,519 874,146 3,368,706 4,044,389 '"6437917" 912,622 1,158,722 158,340 855,148 1,368,224 517,795 305,640 MB: '99/. 48,] S 6,624,277 $21,264,787 $147,3 CBS and NBC Cancel Rome Programs; Harry Flannery Reinstated by Berlin I Large Advertisers Favor Networks in Budgets for Year Medium Enjoys a Lead Over Newspapers, Magazines AMERICA'S 50 leading advertisers, all spending more than $1,000,000 during 1940 in various media, spent $71,257,820 for network radio, or 37.4% of the $190,553,685 total spent in the three principal media, network radio, newspapers and magazines, according to an analysis issued last Tuesday by the NBC research division. Of this total, $63,316,721, or 33.29c, was for newspapers, and $55,979,144, or 29.4%, for magazines, giving network radio a 12.5% lead over newspapers, and 27.3% lead over magazines. Other Breakdowns Of the 50 advertisers, 40 used all three media, spending 27.3% more for network time than for newspaper space and 51.9% more for network time than for magazine space. Total expenditures in the three media for the 40 advertisers amounted to $174,143,342, of which radio received $71,257,820, or 40.9%, newspapers $55,978,202, or 32.2%, and magazines $46,907,320, or 26.9%. Further breaking down the expenditures of the leading advertisers, 50% of the 40 who used the networks, or 20 advertisers, were found to spend more for network time than for space in either newspapers or magazines, or a total of $52,683,435 on NBC-Red and Blue, CBS and MBS, the four major networks. The analysis shows both NBC networks receiving $31,271,280, or 59.4%, of this total; CBS .$21,264,787, or 40.3%, Mutual $147,368 or .3%. Both newspaper and magazine figures for this analysis were taken from reports of the American Newspaper Publishers Assn. National Anthem Order Handed Down by Petrillo UNDER a modified order sent out last Tuesday to the entire AFM membership by James C. Petrillo, president of the American Federation of Musicians, bands and orchestras, including those appearing on broadcasts, must play the National Anthem before and after each performance. The Tuesday notification, which authorized local union discretion in enforcing the order, follov/ed the original order sent to AFM locals July 10 flatly requiring the playing of "The Star Spangled Banner". Indicating that orchestra members in some cases may have to play the anthein on their own time, and that they should do so if they have a listening audience, Mr. Petrillo made it clear that the sponsor of commercial programs still had the right to determine what music is played on his broadcasts. He commented that it was not his intention to insist that the anthem be included on every program, althought in cases where there was a studio audience, the musicians should play the anthem before the program goes on the air and after it is signed off. BOTH CBS and NBC have canceled all scheduled broadcasts from Rome following action of the Italian Government in establishing a far-reaching rule imposing new and increasingly rigid censorship restrictions. Definite cancellation of the broadcasts came July 12, after the networks' Rome correspondents had notified New York headquarters of the Italian move. David Anderson, NBC correspondent in Rome, is scheduled for transfer either to Stockholm, where he formerly was stationed, or Moscow, according to A. A. Schechter, NBC director of news and special events. Jordan to Return Athough the CBS Rome correspondent, Charles M. Barbe, probably will leave Rome for Bern, Switzerland, no indication of his future location was given by Paul White, CBS director of public af fairs. Meantime, Max Jordan, head of the NBC continental news staff, was to leave New York by clipper late last week for Basle, following a vacation of several months in this country. According to a cable to Mr. White from Mr. Barbe, the new Italian regulations provide: 1. An increase of German censorship of all news, including specal daily instructions to Rome Radio from Berlin covering forbidden and permitted items; the permitted items may not now be released from Rome until after their appearance in the DNB Agency reports. 2. Use of live news from Italy before its appearance in daily newspapers is not permitted; exclusive material is completely deleted. 3. Blanket restrictions on all reports of anti-American activities and heckling incidents. 4. Discussion of scripts with censors is prohibited, and scripts must : submitted several hours in &< mce of broadcast periods. 5. All modifying and explanatoi Lssages are stricken from loc; news, thus forcing the broadca; of propaganda, a script short i length or cancellation of the ei tire program. 6. No "tying up" of Italian wg communiques is permitted (this we taken to mean that the correspoi dent was not allowed to contra; these communiques with those (.. previous days or with those froi other nations). Flannery Reinstated The Rome incident occurred i almost the same time the Germa Government reinstated Han' Flannery, CBS Berlin correspor dent, and allowed CBS to resum pickups from the Reich capita CBS on July 12 carried its fir; Berlin pickup since June 28, whe Berlin authorities ruled CBS o the air because of remarks made b CBS Commentator Elmer Dav: after an interview between Flar nery and P. G. Wodehouse, Britis author now held in Berlin. CBS' immediate response to th German action had been to advls Mr. Flannery that under no circuir stances was he to compromise th integrity of his reporting to kee the Berlin post on the air. Reich authorities later offere to allow a resumption of CBS sen ice if accompanying commentarie were kept free from "tendentious statements against Germany. CB answered that its program polic bars such comment anyway, de caring that if it returned Berli to the air, CBS must be free to ac minister its program policy itsel without dictation from any foi eign Government On July 10 the German official offered to reinstate CBS pickups o condition that opening and closin announcements of the pickups b handled in Berlin. CBS accepte the offer since it involved no chang from established practice, whet correspondents introduce their selves at the beginning and sig off at the end of their appearance; A third CBS European coite, spondent, Betty Wason, formerl stationed at Athens, is understoo to be in Lisbon awaiting passag to the United States. FRENCH FROM BOSTON made its debut June 30 as WBOS, 50,000watt shortwave adjunct of Westinghouse radio stations took the air with its first beamed French broadcast to Europe, while WBZ-WBZA and WBOS officials looked on. Standing (1 to r) F. M. Sloan, WBZWBZA plant manager; C. S. Young, acting general manager, WBZWBZA-WBOS; F. P. Nelson, Westinghouse director of international broadcasting, and John F. McNamara, program director WBZ-WBZA. Seated, Streeter Stuart, Spanish and French announcer, WBOS, and Nicolas DeVyner, French announcer of the international station. Page 54 • July 21, 1941 BROADCASTING • Broadcast Advertisini