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Airlines, theatres, retailers used radio/tv advertising
during newspaper blackouts
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Strikes are over, but
many print advertisers
linger on the air
M
any an advertiser formerly considered a hard-bound print media enthusiast is currently saluting the return of Cleveland and New York newspapers with one hand — while patting broadcasters on the back for a job well done with the other.
The 19-week strike in Cleveland and the 16-week walkout in New York gave radio/tv stations in both cities a once-in-a-lifetime chance to prove their media effectiveness to a whole range of new clients.
That many air-media newcomers were convinced is demonstrated, in tangible form, by continued investment of substantial radio/tv sums — budgets previously slated for newspapers.
Airlines and amusement advertisers represent the largest categories of broadcast converts. Northeast Airlines, for example, jetted into New York tv for the first time during the strike, found that ticket sales for flights between that city and Miami were up 43% over previous winter seasons. Movie exhibitors and theatrical producers discovered that newsprint was not the only way to attract leisure-time consumer spending. Retail stores experimented with radio/tv; some liked it, and some didn't, but many are planning post-strike sponsorships in the air media.
Revenue did increase. WNBCTV, among New York tv stations, admits to having gained the most
SPONSOR/ 15 april 1963
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