Broadcasting (Jan - Mar 1950)

Record Details:

Title:
Broadcasting
Date:
Jan - Mar 1950
Publisher:
Broadcasting Publications Inc.
Volume:
Broadcasting Telecasting (Jan - Mar 1950)
Leaf #:
000262
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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hang-Worth 3Memher Stations to Share in Rich Bonanza of Sponsors^ Gold during 1950 A Nation-wide survey, just completed, conclusively proves that advertisers and agencies are supporting LangWorth's plan to increase local station income. This plan, initiated July 1947, was designed to promote a greater use of the LangWorth Library Service among advertisers and agencies — to facilitate the use of this service over LangWorth member stations and capture advertising money that heretofore was directed to local newspapers and other non-radio media. 160% DOLLAR INCREASE According to signed reports from LangWorth station members, advertisers and their agencies spent $3,521,430 during the 12 months of 1949 sponsoring LangWorth production programs. This represents an increase of 160% over 1947, the year the plan was started, and 66% increase over 1948. Reports from member stations and interviews with agencies all point to a still greater commercial use in 1950, making the estimate of $5,200,000 most conservative (see graph). 573 STATIOXS POLLED The figures used in this statement are based upon signed reports received from 573 LangWorth stations (92% of the total). Every type of station was represented. From 50 KW's in major markets to 250-watt outlets in suburban areas. 55% were network, 45% independent. I feel it important to emphasize that this statement is restricted to income received solely from a special group of shows conceived and written by our program department and made available to advertisers and agencies for sponsorship over LangWorth member stations. It does not include several million dollars of additional revenue from participating and disc jockey programs built from the Lang-Worth Library by the member stations, but not reported in this survey. The LangWorth shows included in station reports were: The Cavalcade of Music, Mike Mysteries, Through the Listening Glass, The Emile Cote Glee Club, Meet the Band, Riders of the Purple Sage, The Concert Hour, Blue Barron Presents, Keynotes by Carle, The 4 Knights, Drifting on a Cloud, Salon Serenade, Airlane Melodies, Pipes of Melody, Time for Time and Your Community Chapel. WHY $5,000,000 FOR '50 The normal trend of advertisers toward an accelerated use of LangWorth Service during the past 3 years (see graph), coupled with "inner-circle" reports from advertising agencies and station representatives, more than justify the statement that "85,000,000 for '50" is a modest estimate. However, LangWorth will not sit by complacently and rest on yesterday's laurels. Rather, we are now geared to use these success records as the impetus for an even greater effort towards fulfilling tomorrow's prophecy. LangWorth Program Service will be still more attractive to advertisers in 1950. New and outstanding name talent is making our present production programs even more inviting to Page 36 • January 23, 1950 BROADCASTING • Telecasting