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TRENDS
A rating of program patterns based on a special survey of outstanding, locally-sponsored radio programs throughout the country. Let the TREND of these ratings, month to month, be your guide to better buying.
PROGRAM RATINGS, JANUARY, 1941
Type
Rating
Last Month
Change
MUSIC
35%
36%
-1%
NEWS
22%
21%
+ 1%
TALKS 8C INTERVIEWS
15%
14%
+ 1%
QUIZ
10%
10%
SPORTS
6%
7%
-1%
DRAMA
6%
6%
COMEDY
6%
6%
GROUPS Men Women Children
Music 29% 38% 41%
News 26% 21% 9%
Talks 8C
Interviews 12% 19% 14%
Quiz 10% 11% 9%
Drama 5% 4% 16%
Sports 13% 2% 3%
Comedy 5% 5% 8%
SIX MONTHS REVIEW
TREND OF NEWS SHOWS
22%
AUG. SEPT. OCT. NOV. DEC. JAN.
Trends of program patterns move slowly,
and in six months, changes that may have
permanent significance are hardly discernible.
News has been the one exception. From
month to month, as these surveys proceeded, the rating of news shows has constantly advanced.
This rise has been at the expense of dramas, talks and interviews, sports, and quiz programs, all of which showed very slight declines during the six months period.
Most interesting of all trends to follow is music. With BMI and ASCAP still at swords points (as we go to press), the effect on locally-sponsored radio is worth watching. As yet, no important conclusions can be reached. The rating for music programs today (35%) is exactly the same as it was six months ago.
Cofnedy is another program pattern that has shown a rise in the past half year, but not as much as had been anticipated. This may be due more to a dearth in good comedy ideas than anything else.
LOOKING AHEAD
News should continue its steady rise in the next six months. Talks and interview programs (especially those with a military twist) should jump in importance, and the rise will not be due to any battle between musical organizations.
The First Wisconsin National Bank of Milwaukee is among the first to use interview programs in army training camps. (For further details read the complete story on page 66.)
EXPLANATIONS
The programs used in this survey are sponsored by local businessmen only. For that reason, relative costs of the different types of program patterns play an important part in the net results. For example, drama which is undoubtedly recognized as one of the most important phases of network entertainment — and, at the same time, one of the most expensive, has a comparatively low ranking among locally sponsored shows.
It may be possible to classify your customers into age or sex groups. In that case, the ratings by groups (see above) will then be of special interest.
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RADIO SHOWM ANSH IP