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12/17/35
BROADCAST ADVERTISING FOR 1935 ESTIMATED AT $87,000,000
That broadcast advertising has made tremendous advances in 1935 is admitted by Editor & Publisher, newspaper publishers' organ, in a current issue featuring radio and its use by news¬ papers. Regarding radio advertising, the publication says, in part :
"Broadcast advertising, still rushing ahead on the up¬ grade, is setting new records all along the line this year.
Total time sales for the year, as estimated by Editor & Publisher on the basis of figures furnished by the National Association of Broadcasters for the first ten months of the year, will be between $87,000,000 and $88,000,000,
"Of this amount, the National Broadcasting and Columbia Broadcasting networks, on which so much outside attention is focused, will account for approximately $43,000,000. or only about 55 per cent.
"Including the cost of program talent •* a~ though nothing like a close estimate can be madeon this it seems certain that 1935 broadcast advertisers will have scent at least $115,000,000 possibly $125,000,000 or $130,000,000 by the time the New Year’s Eve programs go rolling across the country to the Pacific Coast. "
James W. Baldwin, Managing Director of the National Association of Broadcasters, in a signed article has this to say, in part, about broadcast advertising:
"Broadcast advertising volume of 1935 will total approximately $87,000,000. This will be nearly 20 per cent bet¬ ter than the 1934 level and about 50 per cent ahead of the esti¬ mated 1933 total.
"Outstanding characteristic of past year has been increasing use which has been made of all portions of Broadcast¬ ing structure by advertisers. Advertising volume placed over 100-watt stations has grown at more than average rate. National non-network business and regional network advertising have prospered especially. National network volume has continued to show its usual strength. It is quite probable that these trends will continue to be among important ones in 1936.
"Several important developments have occurred in the field of advertising sponsorship. The marked rise of automotive advertising, especially in national non-network field, indicates the power of radio to sell high-priced as well as convenience goods. The food industry has shown increasing volume of advertis¬ ing over all portions of the broadcasting structure.
"Estimated radio advertising by retail establishments will be no less than 35 oer cent ahead of 1934 level for year just closing.
"There were no important recessions in broadcast advertis¬ ing volumes during 1935, and continued growth in all fields may be expected for the coming year. "
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