Broadcasting (Apr - June 1950)

Page scan 0001188 from Broadcasting

Record Details:

Title:
Broadcasting
Date:
Apr - June 1950
Publisher:
Broadcasting Publications Inc.
Volume:
Broadcasting Telecasting (Apr - Jun 1950)
Leaf #:
0001188
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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telestatus The WDEL-TV audience in the rich Wilmington, Delaware market In one year, WDEL-TV has been phenomenally successful in building its audience in this wealthy market, fifth in per capita income. Set sales in this area have jumped more than 700%. Consistent prosperity, NBC network shows, skillful local programming, clear pictures assure continuous audience growth. Represented by ROBERT MEEKER Associates Chicago San Francisco New York Los Angeles ~ m 1 NBC Issues a Television Profile' (Report 117) TELEVISION costs, already lower per thousand persons reached than those of leading national magazines, are continually declining as the TV audience grows. This is graphically depicted in Television Profile, slick-covered brochure prepared by NBC's TV Sales Planning and Research Dept. "to provide advertisers and their agencies with a convenient, up-todate report on the latest developments in a rapidly changing medium." Comparing the cost — time and talent — of a half-hour evening TV program on NBC's 25 interconnected TV stations and that of a black-and-white magazine page, with 15% added for art and mechanical cost, NBC states that as of April 30, 1950, when the 25station network reached 4,073,100 homes, its cost per thousand viewers was $3.60 compared with $4.49 for Look, $5.25 for Cosmopolitan, $5.25 for Saturday Evening Post, $5.30 for Life, $7.53 for Woman's Home Companion and $8.56 for American Home. By Oct. 31, 1950, NBC estimates its 25-station TV hookup will reach 5,055,000 homes at a cost of $2.90 per thousand. In a similar comparison of network television's cost per thousand with that of leading newspapers in the 25 cities, NBC reports an average for the newspapers of $3.68, compared with the NBC-TV network cost of $3.60 as of April 30. Circulationwise, the brochure points out, the 1 million TV sets in use as of Jan. 1, 1949, were more than the circulations of Glamour, New Yorker or Fortune; on Jan. 1, 1950, TV's 3,950,000 circulation was greater than that of American Magazine, Cosmopolitan or Time, and by July 1 of this year it will reach 6,400,000, surpassing Life, Ladies Home Journal ,and Saturday Eveniyig Post. Looking ahead, NBC predicts that the nation's TV homes will total 8,600,000 by Jan. 1, 1951; 14 million by Jan. 1, 1952, ahead of the circulations of the newspaper supplement magazines American Weekly and This Week; 20 million by Jan. 1, 1953, and 24 million by Jan. 1, 1954. Cites Survey The brochure also cites a survey made for RCA by Elmo Roper & Staff in June and July 1949 in 33 TV cities, which showed that TV families are more prosperous; have more consumer durables such as washing machines, electric refrigerators, telephones, autos and homes of their own; are younger and are larger in size than non-TV families, with the median number of persons per family being 3.4 for TV families compared with 2.9 for non-TV families. The Roper study showed the median number of viewing hours per week per person as 14 hours, 24 minutes, with 6.6% viewing less than 3 hours, 25.9% viewing 3 to 10 hours, 51.1% from 10 to 25 hours and 15.3% more than 25 hours. The average viewers per set from 6 to 11 p.m. was 1.14 men, 1.26 women, 0.94 children — a total average of 3.34 viewers per set. Three Stations Issue New Rate Cards NEW RATE CARDS have been announced by three television stations — WBZ-TV Boston, WRGB (TV) Schenectady and WTVJ (TV) Miami. At WBZ-TV an hour of livestudio Class A time (6-11 p.m., Mon-Fri., 12 N-ll p.m., Sat. and Sun.) becomes $700 while an allfilm telecast in the same period becomes $600 an hour. Twentysecond and one-minute slide or film announcements in Class A time become $125 on July 16 when the new rates are effective. Live studio rehearsal charges also are increased and will become $50 per half-hour. Rate protection will be given to Jan. 15, 1951, to present clients providing no lapse in schedule occurs. On July 1 new rates become effective at WRGB. A base hourly evening rate of $350 gross will apply during Class A time (6-11 p.m.). Three-fourths of the base rate will apply during Class B time (5-6 p.m., Mon.-Fri., 1-6 p.m., Sat. and Sun.). At all other times half the base rate will apply. Base rate for one-minute announcements, (Continued on Telecasting p. 13) Weekly Television Summary — June 26, 1950, telecasting survey City Outlets On Air Albuquerque KOB-TV Ames WOl-TV Atlanta WAGA-TV, WSB-TV Baltimore WAAM, WBAL-TV, WMAR-TV Binghamton WNBF-TV Birmingham WAFM-TV, WBRC-TV Bloomington WTTV Boston WBZ-TV, WNAC-TV Buffalo WBEN-TV Charlotte WBTV Chicago WBKB, WENR-TV, WGN-TV, WNBQ Cincinnati WCPO-TV, WKRC-TV, WLWT Cleveland WEWS, WNBK, WXEL Columbus WBNS-TV, WLWC, WTVN Dallas, Ft. Worth KRLD-TV, WBAP-TV, WFAA-TV Davenport WOC-TV Number Sets 3,350 11,200 37,500 172,820 14,200 15,000 6,050 390,762 98,082 15,633 493,938 130,000 . 234,796 71,000 1 1 ,447 Quad Cities Include Davenport. Moline, Rock Island, East Moline Dayton Detroit Erie Ft. WorthDallas Grand Rapids Greensboro Houston HuntingtonCharleston Indianapolis Jacksonville Johnstown KalamazooBattle Creek Kansas City Lancaster* Lansing Los Angeles WHIO-TV, WLWD WJBK-TV, WWJ-TV, WXYZ-TV WICU WBAP-TV, WFAA-TV, KRLD-TV WLAV-TV WFMY-TV KLEE-TV WSAZ-TV WFBM-TV WMBR-TV WJAC-TV WKZO-TV WDAF-TV WGAL-TV WJIM-TV K LAC-TV. KNBH, KTLA, KTSL, KFI-TV KTTV, KECA-TV * Lancaster and contiguous areas. 67,000 247,000 36,050 56,740 34,410 12,479 26,823 13,340 47,500 10,500 23,100 27,376 35,793 48,518 24,000 563,466 Total Markets on Air 62 City Outlets On Air Number Sets Louisville WAVE-TV, WHAS-TV 34,102 Memphis WMCT 38,528 Miami WTVJ 27,400 Milwaukee WTMJ-TV 114,664 Minn.-St. Paul KSTP-TV, WTCN-TV 95,650 Nashville 200 New Haven WNHC-TV 81,800 New Orleans WDSU-TV 27,771 New York WABD, WCBS-TV, WJZ-TV, WOR-TV, WPIX WNBT 1,360,000 Newark WATV Incl. in N. Y. estimate Norfolk WTAR-TV 19,634 Oklahoma City WKY-TV 30,325 Omaha WOW-TV, KMTV 24,272 Philadelphia WCAU-TV, WFIL-TV, WPTZ 508,000 Phoenix KPHO-TV 10,800 Pittsburgh WDTV 108,000 Portland, Ore. 887 Providence WJAR-TV 62,162 Richmond WTVR 33,913 Rochester WHAM-TV 41,951 Rock Island Quad Cities Include Davenport, Moline, Rock Island, East Moline Salt Lake City KDYL-TV, KSL-TV 16,900 San Antonio KEYL-TV, WOAI-TV 19,025 San Diego KFMB-TV 40,100 San Francisco KGO-TV, KPIX, KRON-TV 60,289 Schenectady WRGB 82,700 Albany-Troy Seattle KING-TV 30,300 St. Louis KSD-TV 135,500 Syracuse WHEN, WSYR-TV 44,878 Toledo WSPD-TV 40,000 Tulsa KOTV 25,700 Utica-Rome WKTV 15,800 Washington WMAL-TV, WNBW, WOlC, WTTG 136,600 Wilmington WDEL-TV 36,532 Stations on Air 105 Sets in Use 6,284,256 Editor's Note: Source of set estimates are based on data available from dealers, distributors, TV Circulation committees, electric companies and manufacturers. Since many are compiled monthly, some may remain unchanged in successive summaries. Total sets in all areas is necessarily approximate. age 8 • TELECASTING June 26, 1950 BROADCASTING • Page 62