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former classes of goods. Clothing and apparel not only includes clothing proper, but furs, haberdashery, and similar products. Drugs and pharmaceuticals include all drug products, and proprietary remedies or health products other than articles which are definitely foodstuffs. Beverages include coffee and tea, soft drinks and beer. Confections include the item of chewing gum which is so classified in the national classifications used by other media. Household equipment includes electrical equipment such as wash machines, cleaners and similar articles as well as articles of furniture. Soaps and kitchen supplies are comprised almost entirely of soaps and cleaners. Insurance and financial advertising includes that of banks, loan companies and similar organizations as well as of insurance companies. Retail establishments include only those retail con¬ cerns, such as department stores and general stores not concentrat¬ ing upon any one class of product. All other retail shops have been grouped under the class of commodity which they handle principally. This will be discussed at more length in the inter¬ pretation of the national spot and local advertising volume of different products. Tobacco products include all smoking materials.
The composition of the national network classifications require no particular comment. Of greater interest, however, is an analysis of the relative amounts spent on national spot and local broadcast advertising by different industrial groups. This is found in Table IX.
The accessory business of national spot accounts is composed primarily of gasoline and oil advertising, while that of local ac¬ counts centers on garages, service and repair shops. Local clothing and apparel business is comprised of clothing stores, fur shops to a considerable degree, women’s dress shops, lingerie shops and similar establishments. National spot drug advertising is almost entirely proprietary medicines or health drinks, while local business is con¬ centrated principally in sponsorship of announcements or partici¬ pations by drugs stores. Local foodstuffs advertising is mainly that of grocery distributors, meat markets and similar retailers. National spot beverage advertising is mainly with regard to coffee and soft drinks, local advertising with respect to beer. Chewing gum is the principal item in national spot confectionery business. Furniture stores are the principal local advertisers in the local household equipment field. Soaps are the leading advertisers in both the national spot and local fields with regard to their classification of product. Savings banks and loan companies loom most important in local financial advertising, and insurance and credit companies in the national spot field.
One item of particular interest has been the concentration of ac¬ counts in certain fields found on many local stations. It is sur¬ prising the number of stations which do not seem to be culling thoroughly the potential market for radio broadcast advertising in their localities. One station, for instance, may have a large number of beauty parlor accounts, and another be particularly successful
with grocers. The former may have overlooked the grocery market and the latter the beauty parlor market. This general trend with regard to all types of advertisers, was one of the most noticeable features of the reports received from stations. It points to the con¬ clusion that it would be profitable for many stations to review their business in an effort to determine whether they were actually cover¬ ing their potential market for radio broadcast advertising.
Analysis of general trends over a period of time is possible only with respect to network advertising, since the July figures are the first ones to be collected for individual station advertising. The monthly revenues derived from various types of industry by na¬ tional networks during the current year are found in Table X A comparison also is made in the table between the monthly totals for 1933 and those of the two previous years.
The general trend with regard to network radio broadcast ad¬ vertising and advertising over other media is as follows: For July 1933 network advertising was 25% behind that of the same month of the previous year. National magazine advertising in July of this year lagged 11% behind 1932. Encouragement was to be found in the farm paper field where a gain of 6% over last year was experienced. This trend should be duplicated to some extent in broadcasting stations serving the rural field. At least it points to an opportunity for trade promotion. For the first seven months of 1933 national network advertising is behind 1932 by 33%, maga¬ zines by 26%, national farm papers by 31% and newspapers by 17%. In the broadcasting field encouragement is to be found in the fact that in June network advertising lagged approximately 31% behind 1932, and 39% in May. July therefore shows a de¬ cidedly improved position. National network volume is approxi¬ mately 15% below the first seven months of 1931.
The decline in national network business seems to be due to general business conditions rather than any competitive situation The heaviest declines in revenue have been almost without exception in the industries which have felt the depression most severely, or in fields such as tobacco where a fierce price war unfavorably affected advertising expenditures. Encouragement is to be found in a 15% increase in gasoline and oil advertising over networks as compared with 1932.
The usual review of business conditions has been omitted in this month’s report in view of the summary of trade development printed in last week’s NAB Reports which covers this period. Broad¬ casters will note with interest the preliminary report of the Federal Reserve Board for August which shows a 16% increase in depart¬ ment store sales as compared with the same month last year. In¬ creases were as follows: Boston, 16%; New York, 9%; Philadelphia 17%; Cleveland, 42%; Richmond, 22%; Atlanta, 25%; Chicago^ 21%; St. Louis, 23%; Minneapolis, 12%; Kansas City, 21%; Dallas, 29%; and San Francisco, 2%.
TABLE X
NATIONAL NETWORK BROADCAST ADVERTISING BY TYPE OF SPONSORING BUSINESS
(July 1933)
Type of Sponsoring Business January February
1-2. Automobiles and accessories:
(1) Automobiles . $117,476 $123,096
(2) Auto accessories . 377,800 326,638
3. Clothing . 30,193 36,885
4-5. Drugs and toilet goods:
(4) Drugs . 231,562 212,558
(5) Toilet goods . 456,967 431,244
6-8. Food products:
(6) Foodstuffs . 475,332 451,087
(7) Beverages . 275,404 234,280
(8) Confections . 101,067 89,707
9-10. Household goods:
(9) Household equipment and
furniture . 32,103 50,182
(10) Soaps and kitchen supplies. . 110,472 95,900
11. Insurance and financial . 84,606 75,529
12. Radios . 39,160 35,600
13. Retail establishments . . .
14. Tobacco products . 355,549 334,230
15. Miscellaneous . 97,039 100,244
Total advertising volume (1933) $2,784,730 $2,597,180
Total advertising volume (1932) $3,984,289 $3,891,023
Total advertising volume (1931) $2,637,000 $2,591,000
March
April
May
June
July
Jan.-July
Cumulative
$170,005
326,865
46,593
$111,164
284,024
51,627
$108,934
316,395
52,900
$ 89,716 261,283 21,993
$ 96,016 245,407 8,910
$799,677
2,141,522
251,116
260,452
442,052
209,116
405,180
205,545
367,634
195,004
339,589
154,030
305,899
1,521,600
2,776,823
606,784
249,961
107,599
484,529
273,217
92,937
448,245
262,588
19,023
371,253
250,961
7,266
327,344
225,816
3,488
3,172,315
1,820,349
421,087
77,401
116,601
85,871
57,275
43,079
76,626
82,370
35,600
43,765
80,221
85,870
44,491
16,383
71,158
92,721
44,261
23,305
63,794
79,110
46,717
286,218
538,573
586,077
303,104
364,249
92,422
$3,004,130
239,278
74,223
$2,462,970
206,870
51,223
$2,293,704
241,288
62,319
$2,065,195
162,355
67,282
$1,809,473
1,909,289
537,223
$17,064,973
$4,300,833
$4,004,484
$3,632,442
$2,997,296
$2,416,616
$25,226,988
$3,141,000
$3,164,000
$3,036,000
$2,835,000
$2,764,000
$20,168,000
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