Broadcasting (Jan - Jun 1944)

Page scan 0001401 from Broadcasting

Record Details:

Title:
Broadcasting
Date:
Jan - Jun 1944
Publisher:
Broadcasting Publications Inc.
Volume:
Broadcasting (Jan - June 1944)
Leaf #:
0001401
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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"By the Beard of the Prophet- WHK worketh miracles!" Once upon a time, there lived in Bagdad-on-the-Cuyahoga, which is called Cleveland, a sad and unvisited merchant. Trade passed him by. Yet, upon his very street, shop after shop was daily thronged with customers. Then upon a certain day, the forlorn merchant — disguised as a vendor of lotus buds — mingled with the populace. And in shop after shop, on all lips, he heard a strange and magic word . . . "WHK." Quoth customers by the score, "Over WHK hath come news of this thing — and, forsooth, I must purchase it!" The disregarded merchant pondered this magic word. At the close of day he bespoke a fellow shopkeeper — "Tell me, brother, meseemth 'WHK' is a magic spell, a veritable 'Open Sesame!'" And the prosperous merchant replied, "Are you kidding? Listen, Pal — compared with WHK, Aladdin's lamp was strictly from the junk pile. Just peddle your goods over WHK and you'll see why it's RETAILERS' CHOICE IN CLEVELAND!" Cleveland merchants buy more time over WHK than over any other leading station. WHK is RETAILERS' CHOICE IN CLEVELAND Represented by Paul H. Raytner Co. United Broadcasting Co., Operators of WHK-WCLE, Cleveland; WHKC, Columbus BROADCASTING Broadcast Advertising May 15, 1944 • Page 33