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Island economy strong, future is promising
showed total broadcast revenue (time sales less commissions, plus talent and program sales) of $1,992,767 for radio stations in Honolulu and Hilo. The full total probably ran another $200,000, or $2.2 million. Honolulu tv revenues totaled $2.1 million in 1958.
Broadcast Rates • Television rate cards in Honolulu are based on a $400 onetime hourly fee. Radio spots, highly competitive, depend on the package and the station in some cases.
Hawaii has three regional radio networks— Hawaiian Broadcasting System (KGMB is key); Inter-Island Network (KPOA is key) and All-Island Radio Network (KGU is key).
In general, stations add the 3Vi% state sales tax to the bills submitted to sponsors.
Network programs run one to two weeks behind the mainland. Tv programs are received by tape, film and kine. The $20-plus cost to ship a video tape by plane has held back the use of mainland programs the same day.
Hawaii report continued
Hawaii's economy entered 1960 with a burst of post-statehood energy. Most of the statistics used by economists to measure growth showed that 1959 increases were the greatest in history.
"The rate of expansion during 1959 was phenomenal," said the Bank of Hawaii, which maintains a large economic unit headed by Vice President James H. Shoemaker.
Equally optimistic, Thomas K. Hitch, vice president and director of Bishop National Bank's economic research service, said Hawaii "has demonstrated an economic vigor and vitality far beyond the average of the nation."
The dramatic 1959 increase over 1958 applied to all economic indicators but pineapples, second only to sugar as a source of revenue. Two factors helped widen the spread between the years — (1) a sugar strike in 1958 hit Hawaii hard and affected the entire economy, and (2) the mainland's general recession inevitably was felt on the islands.
Causes of Growth • Entering the
1960s, Mr. Shoemaker listed these growth factors: advent of statehood; business confidence arising from statehood, labor pacts in major industries, and opportunities for new business; mainland prosperity which helped trade and tourism; continued defense activity in Hawaii and a substantial growth in population. (See market and broadcasting analysis page 73.)
He cited these 1959 strong points: tourism, construction, new apartment houses and shopping centers, suburban growth in Honolulu, broadened economic base, big gain in personal income and living standards, and closer commercial-political ties with the mainland. The bulk of the improvement was centered in the island of Oahu, where Honolulu is situated and defense spending is concentrated.
Like some stateside areas, Hawaii has developed on a narrow economic base. At this point in its history, luckily, the base is broadening. Sugar, pineapples, tourism and trade have
78 (SPECIAL REPORT)
BROADCASTING, January 18, 1960