Broadcasting (Jan - Mar 1949)

Page scan 000200 from Broadcasting

Record Details:

Title:
Broadcasting
Date:
Jan - Mar 1949
Publisher:
Broadcasting Publications Inc.
Volume:
Broadcasting Telecasting (Jan - Mar 1949)
Leaf #:
000200
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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Month Jan Feb March April May . . . June . . . July . . . . Aug. . . . Sept. . . Oct. . . . Nov. . . Dec. . . . ABC'S GROSS ABC GROSS network time sales for 1948 amounted to §44,303,376, according to figures released last week. This total compares to 1947's billings of ?43,548,057, representing an increase of 1.7%, or $755,319. Dancer-Fitzgerald-Sample, New York, was ABC's highest spender in 1948, purchasing network time to the amount of §5,361,292, some 11,470,000 more than J. Walter Thompson Co., which placed second. General Mills, Minneapolis, was the leading ABC advertiser for the year, billing a total of $4,666,348 worth of the network's time, 11,787,000 more than Procter & Gamble, Cincinnati, who spent $2,879,348 on ABC for second place. Food and food products, with $15,981,823 in ABC billings, led over the second-high drugs and toilet goods classification by $7,658,074. 1948 ADVERTISERS General Mills $4,666,348 Procter & Gamble 2,879,348 Phiico 2,128,069 Swift 2,112,742 Sterling Drug 2,025,268 Quaker Oats 1,973,205 tibby, McNeill & Libby 1,778,550 Toni, Div. of Gillette 1,714,040 Westinghouse (Lamp Div.) 1,318,029 U. S. Steel Corp. of Dela 1,052,090 Kellogg 1,048,640 Texas Co 1,029,210 GilleHe Safety Razor Co 894,669 Equitable Life Assurance 876,747 Andrew Jergens Co 804,832 Bristol-Myers 770,003 Norwich Pharmacol 726,525 P. Lorillord ' 700,500 Nash-Kelvinator 689,199 General Electric (Lamp Dept.).... 673,398 R. J. Reynolds Tobacco 673,318 National Biscuit 668,882 Curtis Pub 666,657 Seeman Bros 636,551 Pacific Coast Borax 615,225 Derby Foods 613,100 Southern Cotton Oil 595,940 Nestle's 588,941 Goodyear 541,500 Piilsbury Mills 515,520 Universal Match 421,851 Frank H. Lee Co 404,195 Elgin-American Div. III. Watch Cose Co 378,942 Politics 365,673 Carter Products 358,284 Noxzemo 328,002 Christian Science Pub 309,938 American Oil 305,462 American Railroads 298,560 America's Future 294,913 Standard Labs 292,707 American Express 287,154 Air Force Recruiting............. 278,338 Speidel Co 262,269 Champion Spark Plug 252,619 Dracketf Co 248,573 United Electrical, Radio & Machine Workers of America 238,025 Famsworth 213,362 Mutual Life Insurance 186,618 General Foods 177,552 Wine Growers Guild 171,576 Railroad Trainmen 162,883 Eversharp 147,839 I. E. Waterman Co 146,656 John Morrell & Co 133,798 Arabian-American Oil Co 133,242 Smith Bros 128,086 Tops $44 Million in '48 GROSS TIME SALES 1947 and 1948 1948 Gain or Loss over 1947 1948 1947 Monthly Cumulative $3,989,001 $3,577,008 $-1-411,993 $ +411,993 3,792,256 3,241,101 +551,155 +963,148 4,076,207 3,568,895 -(-507,312 +1,470,460 3,997,640 3,453,150 +544,490 +2,014,950 4,045,384 3,628,602 +416,782 +2,431,732 3,488,474 3,377,565 + 110,909 +2,542,641 2,793,180 3,470,190 —677,010 + 1,865,631 2,787,805 3,376,483 —588,678 + 1,276,953 3,164,857 3,656,012 —491,155 + 785,798 4,279,369 4,203,034 + 76,335 + 862,133 3,908,034 3,903,944 + 4,090 + 866,223 3,981,169 4,092,073 —110,904 + 755,319 $44,303,376 $43,548,057 Fruehauf Trailer 125,497 Club Aluminum Products 125,422 Boseo 94,851 Swerl Products Div. of Allied Chemical & Dye 85,629 Kaiser-Frazer 82,000 Richfield Oil 81,168 Paul F. Beich Co 79,617 Reichhold Chemicals 73,050 First National Stores 71,448 Benjamin Moore 8i Co 69,366 Whitehall Pharmacol 69,183 Tucker 66,618 Revere Camera 54,507 Mantle Lamp 40,273 Calif. Medical Assn 32,688 Fisher Flouring Mills 29,305 Stanley Home Products 23,842 General Motors 23,096 Wilson Sporting Goods 22,380 "42" Products 21,980 Consolidated Royal Chemical 20,677 Butler Packing 19,616 Mode O'Day 17,684 Clary Multiplier 11,596 United Steel Workers of America. 11,176 McKesson & Robbins 8,118 Sixth Army Command 7,512 Beauty Factors 7,248 William H. Wise & Co 7,084 Shontex 6,288 Fisher Body Div., Gen. Motors. . . . 4,134 Pacific Greyhound Lines 3,856 Clear Weave Stores 2,304 Total $44,303,376 AGENCIES Dancer-Fizgerald-Sample $5,361,292 J. Walter Thompson Co 3,891,292 McCann-Erickson 3,139,435 BBDO 2,392,145 Compton Adv 2,225,036 Hutchins Adv 2,128,069 Kenyon & Eckhardt 1,717,630 Foote, Cone & Belding 1,714,040 Benton & Bowles 1,549,931 Kudner Agency 1,504,820 C. J. LaRoche & Co 1,138,289 Warwick & Legler 1,090,109 William H. Weintraub & Co 1,034,720 Knox Reeves Adv 1,005,740 Maxon Inc 980,298 Sherman & Marquette 834,916 SSC&B 814,372 Robert W. Orr & Assoc 804,832 Doherty, Clifford & Shenfield 770,003 Lawrence C. Gumbinner Adv 726,525 Lennen & Mitchell 700,500 Geyer, Newell & Ganger 689,199 William Esty Co 673,318 Needham, Louis & Brorby 613,100 Schwimmer & Scott. 421,851 Young & Rubicam 426,125 Tatham-Laird 393,767 Weiss & Geller 378,942 Politicals 365,673 Leo Burnett Co 352,096 Roche, Williams & Cleary 347,214 H. B. Humphrey Co 309,938 The Joseph Katz Co 305,462 Andrew Gahagan Assoc 294,913 J. M. Mathes Inc 287,154 Gardner Adv 278,338 Cecil & Presbrey 262,269 MacManus, John & Adams 252,619 Weinstein & Co 238,025 Buchanan & Co 226,362 Honig-Cooper 171,576 William Von Zehle & Co 162,883 Biow 147,839 Chas. Dallas Reach Co 146,656 Henri, Hurst & McDonald 133,798 Zimmer-Keller 125,497 Morris F. Swaney Inc 82,000 Hixson & Jorgensen 81,168 Olian Adv 79,617 John C. Dowd Inc 71,448 St. Georges & Keyes 69,366 Roy S. Durstine Inc 66,618 Brisacher, Van Norden & Staff 53,192 William Hart Adier Inc 40,273 Swaney, Drake & Bement 33,016 Lockwood-Shackelford 32,688 Pacific National 29,305 No Agency 23,842 Ewell & Thurber Assoc 22,380 Arthur MeyerhofF & Co 20,677 Glasser-Gailey 17,684 Wiltman & Callahan 11,176 Russell, Harris & Wood 7,512 Wesley Assoc 7,248 Huber Hoge & Sons 7,084 Fitz-Carlson-Cash 6,288 J. D. Tarcher & Co 6,026 Beaumont & Hohman 3,856 Doherty Advertising Co 1,920 Lester L. WolfF Inc 384 Total $44,303,376 CLASSIFICATIONS 1948 Foods and Food Products $15,981,823 Drugs and Toilet Goods 8,323,749 Radios, Refrigerators, Phonographs & Electrical AppI 5,022,057 Laundry Soaps and Cleansers 2,692,843 Lubricants, Petroleum Products and Fuel 1,549,082 Cigars, Cigarettes and Tobacco... 1,373,818 Publications 1,351,642 Household Furnishings and Acces.. 1,123,142 Insurance 1,096,053 Automobiles, Trucks and Acces... 1,095,464 Steel 1,052,090 Jewelry and Acces 787,867 Transportation and Travel 589,570 Confectioneries 501,468 Clothing and Dry Goods 424,183 News Programs Sponsored by Labor Unions 400,908 Politicals 365,673 Miscellaneous 297,446 Wines 171,576 Paints 69,366 Sporting Goods 22,380 Controversial Issues Programs... v 11,176 Total $44,303,376 MBS BILLINGS Near $23 Million in '48 TOTAL BILLINGS on MBS last year reached $22,769,464, an increase of $396,753 over the $22,372,711 figure Mutual billed in 1947, according to figures released by the network last week. Cecil and Presbrey, New York, purchased more time on Mutual than any other agency. The firm, which three years ago placed less than half million dollars, bought $2,049,850 worth of Mutual time. Shows placed by the agency are Twenty Questions for R o n s o n, Heart's Desire for Philip Morris, now off the air, and Queen for a Day for Philip Morris and Miles Labs. Leading Mutual sponsor was the Ralston Purina Co., St. Louis, which spent $1,407,855 with the network. Ralston has bought over $1 million worth of MBS time every year since 1945. The drug and toilet goods industry leads the list of advertisers industry-wise, with billings totalling $6,019,944, or almost double that of the foods and food beverages industry which placed with $3,626,312. MUTUAL 1948 GROSS BILLINGS Month Monthly Cumulative Jan. $2,072,002 $2,072,002 Feb. 2,073,260 4,145,262 March 2,089,090 6,234,352 April 1,907,971 8,142,323 May 1,850,634 9,992,957 June 1,639,517 11,632,474 July 1,512,664 13,145,138 Aug. 1,630,683 14,775,821 Sept. 1,755,932 16,511,753 Oct. 2,260,063 18,771,816 Nov. 2,030,250 20,802,066 Dec. 1,947,398 22,769,464 Total $22,769,464 MUTUAL 1948 EXPENDITURES BY INDUSTRY Drugs & Toilet Goods $6,019,944 Foods & Food Beverages 3,626,312 Cigars, Cigarettes & Tobacco 3,217,909 Automobiles & Accessories 1,938,913 Religious 1,652,998 Confectionery & Soft Drinks 1,265,047 Jewelry & Silverware 1,178,481 Finance & Insurance 728,706 Laundry & Household Supplies 626,880 Clothing & Dry Goods — 593,413 Building Materials 425,780 Miscellaneous 410,507 Lubricant, Petroleum & Fuel 289,595 Paints & Hardware 287,671 Sporting Goods 247,233 Radio & Phonographs 116,038 Stationary & Publishers— 87,739 Wines, Beer & Liquor 56,298 Total $22,769,464 MUTUAL 1948 ADVERTISER EXPENDITURES 1. Ralston Purina $1,407,855 2. Philip Morris 1,401,402 (Continued on page i8) CBS, agency and Borden Co. officials got together at first broadcast of Bordensponsored County Fair in its new time period, Wednesdays, 9-9:30 p.m. (EST) on CBS. L to r: Leonard Carlton, director of program; Win Elliot, m.c; Red Reynolds, CBS sales department; Stuart Peabody, Borden's director of advertising; Newell Davis, CBS production staff; Bill Gernannt, producer of County Fair; Leonard Erikson, vice president and radio director of Kenyon & Eckhardt, which handles Borden account, and George Chatfield, K & E vice president and Borden account executive. BROADCASTING • Telecasting