Broadcasting (Apr - Jun 1949)

Page scan 000252 from Broadcasting

Record Details:

Title:
Broadcasting
Date:
Apr - Jun 1949
Publisher:
Broadcasting Publications Inc.
Volume:
Broadcasting Telecasting (Apr - June 1949)
Leaf #:
000252
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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QloAA 26: JoibrfbikA CLASS 26. TOILETRIES & TOILET GOODS NETWORK (Gross) LEADING NETWORK ADVERTISERS 1948 $ 32,145,225 1947 28,831,204 1938 119,413,860 Advertiser, program, and agency GILLETTE SAFETY RAZOR CO. "Gillette Fights" Maxon Inc. "Sports Events" (baseball, racing, football, etc.) Maxon Inc. Toni Division: "Crime Photographer" Foote, Cone & Belding "Give & Take" Foote, Cone & Belding "This Is Nora Drake" Foote, Cone & Belding "This Is Nora Drake" Foote, Cone & Belding "Ladies, Be Seated" Foote, Cone & Belding "Breakfast Club" Foote, Cone & Belding Product Razors, Blades, Shaving Cream Razors, Blades, Shaving Cream Toni Wave & Shampoo Network No. of Stations Hrs. per Wk. ABC-213/CBCto concl. CBS, MBS, ABC CBS-163-V2 (April-Dec.) CBS-1 6O-V2 CBS-152-1V4 (May-Dec.) NBC-157-1V4 ABC-230-1V4 ABC-229-l'A (Jan.-July) 1948 $6,262,539 805,365 444,319 649,914 421,632 907,796 1,319,473 1,176,916 537,124 SPOT 1948 (Net) 1947 $1,269,756 $1,878,000 1938 (Continued on page 1SU) WSGN rings the bell for so many sponsors because its careful programming and promotion give WSGN the audience to build sales. Let WSGN help your product hit the top in North Alabama. ALABAMA'S BEST BUY FAR! THR NEWS -AGE -HERALD STATIONS Birmingham 2, Alabama Headley Reed National Reps. ! USE OF radio for toiletries advertising is predominantly at the national level and chiefly on the national networks, where it is second only to foods in the volume of time used. Last year the gross network time purchases of this class exceeded $32 million, compared to less than $2 million spent for spot, according to our estimate. Local advertising of toilet goods is very slight, judging from the inclusion of only one advertiser of this type among the more than 1,500 sponsors of network co-op programs locally. The 1948 expenditures of toiletries advertisers for network time were up 11.5% from the 1947 volume, hut this upward trend was interrupted in January when, according to Publishers Information Bureau records, gross network time sales to this group were $2,912,057, a drop of 3% below the $3,000,748 gross in January of last year. Whether this is a temporary setback or the beginning of a diversion of some advertising funds from networks to other media cannot be predicted at this time. Only one company, Sterling Drug, has announced its intention to curtail its network expenditures and Sterling had concentrated its advertising in the past almost exclusively on network programs. With the announced plan to take $1 million from its network budget for publication and video advertising, Sterling has cancelled NBC's Manhattan Merry -Go-Round which for years has promoted the sale of Dr. Lyon's dentrifices. The company now sponsors a daily afternoon half -hour program on WABD(TV) New York. Toni Division of Gillette Safety Razor Co. has dropped two daytime programs — Nora Drake on NBC and Ladies Be Seated on ABC — from its network schedule which now includes three CBS shows, has increased its newspaper advertising and in May will start a weekly 30-minute TV series, also on CBS. Conversely, Lever Brothers Co. has started Winner Take All five quarter-hours a week on CBS, Chesebrough Mfg. Co. has added a weekly half-hour drama, Little Herman, on ABC, and Colgate-PalmolivePeet Co. has doubled the size of the NBC network carrying its weekly Sports Newsreel. Network toilet goods advertisers during 1948, in addition to those listed in the table, included: American Home Products (Kolynos, Anacin), Mr. Keen, CBS ($742,667 gross time charges), (Kolynos and other products), Romance of Helen Trent, CBS ($696,579), (Kolynos), Front Page Farrell, two months on NBC ($132,435) ; E. O. Anderson & Co. (Shontex), Surprise Package, two months on ABC ($6,288) ; Barbasol Co., Billy Rose, on ABC April-July ($131,111); Beauty Factors (InstaCurl) , in December started Meet the Stars on ABC ($7,248) ; Campana Sales Corp. (all products), First Nighter, CBS ($370,755), (Solitair Makeup), Solitair Time, NBC ($99,104). Chesebrough Mfg. Co. (Vaseline, hair tonic, lip ice) , Dr. Christian, CBS ($754,924); Consolidated Royal Chemical Co. (Kranks Shave Kreem, Mar O Oil Shampoo), Bob Elson on the Century started in September on ABC ($20,677); Conti Products Inc. (Castile Shampoo), Yours for a Song, started November on MBS ($24,710) ; Eversharp Inc. (razors, blades, writing instruments), Stop the Music (Sept.-Dec), ABC ($147,-) (Continued on page 13U) or So FOR DETAILS SEE PAGE 31 Page 132 • April 11, 1949 BROADCASTING • Telecasting