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5/7/37
MARCH RADIO ADVERTISING 14# ABOVE FEBRUARY
Total broadcast advertising in March amounted to $11,628,154, an increase of 14.2# over the February level and and a gain of 24.6# over the level of last March, according to the National Association of Broadcasters.
•'Gross time sales for the month were the greatest in history, being slightly greater than the total recorded for last October*', the report stated. "Advertising in all por¬ tions of the medium increased in volume as compared to last month, with national non-network business registering the greatest gain. Total broadcast advertising for the first three months of 1937 amounted to $32,180,035, a gain of 26.1# as compared to the corresponding oeriod of 1936. Radio broad¬ cast advertising seems to be headed for another record-breaking year.
"Although advertising in national ma.gaz.ines and news¬ papers increased to a greater extent than radio as compared to last month, radio broadcasting continued to show the greatest increase in advertising volume as compared to corresponding periods of last year. Whereas radio showed a gain of 24.6# in volume over last March, national magazine volume increased 15.6#, national farm caper volume 7.1#, ana newspaper volume 4.1#.
"Continuing the season trend, non-network advertis¬ ing increased 18.5# over February and 35.6# over last March, Although all sizes of stations registered substantial gains, the greatest increase occurred in the regional station group. Advertising in this group rose 23.5# over February. The New England-Middle Atlantic Area led all geographical districts in increased volume, both as compared to last month and as to March, 1936. "
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WGY TO HAVE ONE OF HIGHEST ANTENNAS IN COUNTRY
The General Electric Company has announced that it will erect an ultra-modern 625-foot vertical antenna for its station WGY in Schenectady, and by doing so will increase the effective signal strength of this 50,000-watt transmitter at least three times. The plans to give this pioneer broadcasting station one of the tallest antenna systems in the country have been approved by the Federal Communications Commission and work will start at once.
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