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7/8/38
RADIO ADVERTISING RISE FORECASTS DEPRESSION END
The upward trend of radio advertising on the three major networks, disclosed this week, gives credance to statements by Secretary of Commerce Daniel C. Roper, RFC Chairman Jesse Jones, and others that this Fall will see the end of the present business depression.
NBC, CBS, and Mutual all reported record times sales for June and for the first half of 1938.
Advertisers in June increased their use of NBC facil¬ ities for the first half of 1938, or rather for seven successive months, over comparable periods a year ago, with gross billings rising to $3,200,569, up 6.6. percent, or $196,182, over June,
1937. The June total, continuing the series of record months, brought the cumulative total for 1938 to $21,023,674, up 5.4 per¬ cent over 1937, the highest for any similar period in the com¬ pany’s history.
Commercial broadcasting on the CBS network for June,
1938, totaled $2,120,235, closing the first six months of the year 5.3$ ahead of 1937. Cumulative figure, $15,581,295, repre¬ sents the best half-year for any network in the history of radio. June, 1938, gross was 14.4$ behind the same month of 1937, when
a record high of $2,476,576 soared 64.8$ over the previous June.
A 15.1 percent increase in time billings for the first six months of 1938 is reported for the Mutual Broadcasting System in comparison with the same period in 1937. Total bill¬ ings for this period in 1938 were $1,342,182. For the first six months of 1937 they were $1,165,620.
Total billings for June, 1938, were $202,412. For the same month in 1937 they were $117,388. Billings for May, 1938, were $194,201. The percentage of increase for June, 1938 over the same period in 1937 is 72.4 percent.
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Sales of private radio receiving licenses in Canada dur¬ ing the fiscal year ended March 31, 1938, totaled 1,104,207, recording an increase of 6.3 percent compared with the corres¬ ponding period of the preceding year, according to statistics made available in Canada and reported to the Department of Com¬ merce by the office of the American Commercial Attache at Ottawa. All provinces with the exception of Saskatchewan reported an increase in the sale of radio licenses during the past fiscal year, the report stated.
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