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Heinl Radio News Service
11/17/48
COY, FCC, AGAIN WARNS RADIO, MOVIES, TV MAY CUT THEIR REVENUE
At "Television Day" of Radio Week staged by the Rotary Club of Chicago yesterday (Nov* 16), Wayne Coy, Chairman of the Federal Communications Commission said that where the advertising support will come from to support television is a matter of conjecture*
"Many people in the industry believe that television will not necessarily get its advertising support by depriving other media of its present advertising support", Chairman Coy said* "They point to the fact that with the advent of radio, it was believed that we had already reached the all-time high advertising expenditure*
"Those expenditures in 1927 were less than five hundred million dollars. In 1947 the advertising volume on radio alone was in excess of the total of all advertising expenditures in 1927, And, the total expenditure for the major media were in excess of two bil¬ lions of dollars*
"Sound broadcasting has not been particularly successful in tapping any substantial portions of the advertising budgets of depart¬ ment stores and similar retail services. Television, as a demon¬ stration sales medium, may be able to tap this source without serious adverse effects on radio advertising. But it may have serious con¬ sequences in terms of newspapers and magazines*
"My own impression is that as television grows, there may be a temporary loss of advertising volume by one medium or another to television, but that in the long run television v;ill serve to create larger advertising expenditures. Perhaps the most significant thing of all in terras of the competition of the various media for the advertising dollar will be the kinds of adjustments which the various media will make*
"The great industry of sound broadcasting, with its 3,000 stations in operation or \mder construction, is in for serious re¬ adjustments* When television comes into a home, the interest swings sharply away from the sound broadcasting set, A recent check indi¬ cates that people who own television sets use those sets twice as much as people in non-television homes use their radio sets* As televi¬ sion progresses, persons conducting both television and sound radio stations v\flll, I believe, abandon the latter to concentrate on the former because of the incompatibility of the two services under one management*
"Sound broadcasting in the metropolitan areas will always be necessary to supplement television. In "the rural areas it will be expanded.
"Newspapers will need to readjust to new competitive condi¬ tions when thousands of their subscribers see and hear the big news events of the day just as they happen*
"The motion picture industry seems to be in for a period of great readjustment. This nev/ electronic medium, television, becomes a con^etitor to the motion picture exhibitor in more ways than one*