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TOTAL BROADCAST ADVERTISING VOLUME
Class of Business
National networks .
Regional networks .
National spot business .
Local broadcast advertising . . .
Total .
1934
Gross Receipts
September
$2,560,657
57,948
781,903
1,175,715
$4,576,223
October
$4,527,002
95,964
1,251,014
1,503,104
$7,377,084
Cumulative
Jan.-Oct.
$33,830,105
546,796
11,009,653
13,092,452
$58,479,006
ADVERTISING VOLUME BY MAJOR MEDIA
1934
Gross Receipts
Cumulative
Advertising Medium September October Jan.-Oct.
Radio broadcasting . $4,576,223 $7,377,084 $58,479,006
National magazines1 . 9,548,298 10,953,263 97,200,092
National farm papers . 431,957 453,947 4,385,591
Newspapers 2 . 39,929,000 45,079,568 397,327,718
Total . $54,485,478 $63,863,862 $557,392,407
RETAIL ADVERTISING OVER INDIVIDUAL STATIONS (October, 1934)
Gross Receipts
Type of Sponsoring Business September October
Automobiles and accessories:
Automobile agencies and used car dealers . . . $41,906 $54,435
Gasoline stations, garages, etc . 34,586 60,307
Clothing and apparel shops . . 134,130 171,900
Drugs and toilet goods:
Drug stores . 7,857 22,208
Beauty shops . 7,208 5,840
Food products:
Grocery stores, meat markets, etc . 35,938 40,420
Restaurants and eating places 1 . 16,035 15,605
Beverage retailers . 280 915
Confectionery stores, etc . 670 2,150
Household goods:
Household equipment retailers3 . 26,060 32,180
Furniture stores . , . 46,150 53,095
Hardware stores . 13,065 10,820
Radio retailers . 6,540 21,750
Department and general stores . 120,334 132,046
Tobacco shops . — 365
Miscellaneous . 59,050 58,190
Total . $549,809 $682,226
1 Exclusive of hotels.
3 Such as electric refrigerators, oil burners, sweepers, furnaces and the like.
1 National magazine totals are for 108 periodicals, prepared by Publishers’ Information Bureau, Inc., from which source national farm papers and networks are also taken.
2 Estimated.
NON-NETWORK BROADCAST ADVERTISING BY POWER OF STATION
1934
Gross Receipts
Cumulative
Power of Station 1 September October Jan.-Oct.
Over 1,000 watts . $821,938 $1,232,108 $10,881,578
250-1,000 watts . 851,180 1,167,540 9,974,681
100 watts . 284,500 354,470 3,245.846
Total . $1,957,618 $2,754,118 $24,102,105
1 This includes high-powered regional and clear channel stations ranging from 5 kilowatts upwards in power.
NON-NETWORK BROADCAST ADVERTISING BY GEOGRAPHICAL DISTRICTS
1934
Gross Receipts
Cumulative
Geographical District September October Jan.-Oct.
New England-Middle Atlantic
Area . $758,314 $916,418 $8,149,295
South Atlantic-South Central
Area . 172,976 381,490 3,124,309
North Central Area . 663,661 939,210 8,964,782
Pacific and Mountain Area 362,667 517,000 3,863,719
Total . $1,957,618 $2,754,118 $24,102,105
NON-NETWORK BROADCAST ADVERTISING BY TYPE OF RENDITION
1934 Gross Receipts
National Spot
Local
Total
Cumulative
Type of Rendition
September
October
September
October
September
October
Jan.-Oct.
Electrical transcriptions .
. $253,473
$456,218
$78,145
$117,000
$331,618
$573,218
$5,247,910
Live talent programs .
. 376,265
564,776
620,435
861,050
996,700
1,425,826
11,405,263
Records .
. 1,070
3,800
33,860
28,850
34,930
32,650
389,947
Spot announcements .
. 151,095
226,220
443,275
496,204
594,370
722,424
7,058,985
Total .
. $781,903
' $1,251,014
$1,175,715
$1,503,104
$1,957,618
$2,754,118
$24,102,105
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