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9/24/40
'•it is understood that many newspaper publishers contend that the purchase of these competitors for advertising, radio stations, was necessary to protect their local advertising field.
"During the past few years printed publications, especially the newspapers, although the same could well apply to magazines, have found another radio worm diverting their advertising.
"An advertising agency or persons experienced in advertising solicitation secure a license to operate a radio station in one community and then secure additional licenses for booster radio stations in localities, say 25 or 30 miles away. In those local¬ ities, with an investment of a comparatively few thousands of dollars, they erect a radio transmitter, connected by telephone with the major radio station, and, immediately they divert many additional thousands of advertising dollars from struggling news¬ papers and farm publications and thus destroy the opportunities for jobs of printing trades workers employed in those publications."
"National advertising is handled, promoted and placed by national advertising agencies. When we find a governmental agency, after an exhaustive survey, reporting that 90 percent of all net¬ work commercial programs are builded by advertising agencies, we find one of the reasons for this unusual condition.
"Newspapers and magazines pay to the advertising agencies a commission of 15 percent. Likewise the radio broadcast stations and networks pay to the advertising agencies a commission of 15 percent. If an advertising agency is authorized to pay out *$1,000,000 for advertising in newspapers and magazines, they must necessarily contact several different publications and their net income is probably reduced to some 7 or 8 percent of this 15 percent commission. When the same agency has $1,000,000 to spend on radio advertising they contact but one or two radio networks and their 15 percent commission is practically net. Add to this net income the amounts which the advertising agency receives in additional commission from artists, bends, etc., and you can readily see that the net cash income for the advertising agency is much greater, when they place their advertising with radio broadcasting stations, than when they place advertising with printed publications. "
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NAB ADVISES ON POLITICAL BROADCASTS
To keep its members from getting out on a limb, those members having difficulty in determining the necessity of accepting political broadcasts are urged by the National Association of Broadcasters to communicate with the Association in Washington giving full particulars.
Just who in the Capital, if anybody, the NAB officials turn to in these matters deponents sayeth not.
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