Broadcasting (Apr - June 1950)

Page scan 000835 from Broadcasting

Record Details:

Title:
Broadcasting
Date:
Apr - June 1950
Publisher:
Broadcasting Publications Inc.
Volume:
Broadcasting Telecasting (Apr - Jun 1950)
Leaf #:
000835
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:
July 18, 2024
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Not Pita PRARLOC "PI," we understand, is trade jargon for an arrangement between advertiser and broadcaster whereby the station is paid on a basis of cost Per Inquiry. We're against PI. Why? Because, obviously, it means that different advertisers pay different prices for the same commodity. It is a step away from the goal of fair, standardized rates for one and all. It means that some advertisers pay more than their share of valid media costs. This, we submit, is bad for advertising. We're against PI for another reason, too: We have something hetter. It's PRARLOC— Proved Returns At Rates Listed On Card. And when we say "proved,'' that's exactly what we mean. Here, for instance, are recent examples of results obtained on various Westinghouse stations: • One advertiser on KDKA's Farm Hour spent $500 for time, pulled $20,000 worth of orders promptly. • A hand-cream manufacturer with a special sample offer found that KYW brought replies at less than one-tenth the cost encountered on the other Philadelphia station used. • "Radio (WBZ) increased my revenue over 50 percent from last year," writes New England berry grower. • Portland food market sold two tons of poultry after one announcement on KEX. Time cost: $25. • A Fort Wayne hardware company tripled its business in power lawnmowers . . selling several hundred . . with only four short messages on quarter-hour Sunday afternoon programs. Total cost, $280. Week after week, day after day, we're producing profitable business at the rates •published on our cards and in Standard Rate fr Data. That's our policy, and it's paying off for hundreds of "regular customers" among the nation's leading advertisers! WESTINGH0USE RADIO STATIONS Inc KDKA • KYW • KEX • WBZ • WBZA > WOWO • WBZ-TV National Representatives, Free & Peters, except for WBZ-TV; for WBZ-TV, NBC Spot Sales BROADCASTING • Telecasting May 29y 1950 • Page 41