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He ini Radio News Service
11/6/46
Press Continues To Deprecate Joske Report
(Robert U, Brown in "Editor and Publisher")
We pointed out in a recent issue that while Joske1 s, the retail store in San Antonio, was spending so much in radio and pay¬ ing tribute to its accomplishments, the store was also using more newspaper linage than in the previous year. The radio budget was added, not subtracted from the newspaper expenditure. That was a pretty good indication of confidence in newspaper advertising.
Further evidence of that confidence comes to our attention.
It seems that a newspaper in San Antonio found it neces¬ sary to reduce by 50 % the advertising of Joske. Pressure for more apace was so insistent that the newspaper found a commercial printer who had adequate newsprint to print advertising sections. The advertiser paid the commercial printer* s charge for his complete service (seven times within two recent months a four-page section stuffed in the newspaper), and also, paid the full advertising rate to the newspaper.
The store paid double rate to get more newspaper advertis¬ ing than the newspaper could provide and did so after completion of the radio experiment. Incidentally, we are advised plenty of radio time is available but Joske is not buying it to any extent over normal.
Coaxial Used For Television 60 Times Nationwide Soon
( "Long Lines "T”
The Long Lines coaxial cable between New York and Washing¬ ton, which was made available for the experimental transmission of television last February, has been used on some sixty separate oc¬ casions.* * * *
The New YorkWashington cable is the first step toward nationwide Bell System television network service which ultimately may be provided over coaxial cable, radio relay, or a combination of both. This section will form one link of the Eastern seaboard coax¬ ial route extending from New York to Miami, parts of which are now under construction. Other routes on which cable and associated terminal and amplifying equipment are planned for completion within a few years extend across the country from Atlanta to the West Coast; west from Philadelphia to Chicago and thence south to New Orleans via St. Louis; and from St. Louis via Kansas City and Minneapolis to Stevens Point, Wisconsin.
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Radio’s give-away shows are not only here to stay but are rapidly increasing in number. There are more than 20 big give-away shows presently on the four major networks and unguessable numbers on smaller hookups and local stations, according to ^he American Magazine which says: "Whether you like ’em or loathe^em, you may as well prepare to endure ’em, for they are multiplying as rapidly as radio screwballs can dream up new ideas or reasonable facsimiles thereof. ”
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