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number of times during the past season and ABC' and MBS-produccd programs contributed substantially to the increased prestige of these chains.
Whereas a year ago there were only 62 web-produced programs available for sale, this year the networks are offeiing 81, an increase of 19 vehicles. The greatest increase has been in the category of quiz programs and dramatic offerings. Last year sponsor reported no network-built quiz presentations available and while there were 27 available dramas in 1947 there are 34 today.
There are reasons for both of these in
creases. While drama did not produce the highest average Hooperatings for the season 1947-1948, it ran second in the period, with an average rating of 10.1 against the top average of 1 2.8. The laf ter was achieved by the variety programs, the most expensive on the air. Starting in February of this year Hooper placed situation comedy programs, a form of drama, in a special classification. For the four-month period February through May they rated 12.1.
Dramatic programs are listener-producing at low talent costs. Only one program of this type. Lux Radio Theater with a
San Francisco's Carriage Trade is Fractically EVERYBODY"^
*Sales Management's latest Survey of Buying Power shows that San Francisco has the biggest per capita net effective buying income of the nation's 200 largest cities!
tc^rrMiil*^ Nalicnally by Hwmtd Priry & C». Inc.
P«<.(.C Agr. Cultural Poundat'On. Ltd
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talent budget of $18,000, is high-priced. The other air plays are for the most part well under the $10,000 figure, although a few, like Screen Guild Players, are pricetagged at exactly $10,000.
The emergence of network-built quiz programs is a direct result of the program of the year. Truth or Consequences (see Program of the Vear, page 115). TOC, which in the past seldom had reached top audiences, hit number one during the past season and started the "telephonitis" trend. ABC's network-produced Stop the Music (owned by Lou Cowan) built so quickly on Sunday night that it forced CBS and MBS to create like quiz packages very quickly. Only NBC (as SPONSOR goes to press) has kept out of the network-built quiz package field.
During 1947-1948 CBS pointed with pride to two great audience programs which it had built and sold. My Friend Irma and Arthur Godfrey's Talent Scouts. Not onl> were these top-audience programs but they were consistently high among the Nielsen ranking of "homes per dollar" nighttime vehicles. Both of these programs, — without even counting contiguous discounts which lowered considerably the actual cost of time to their sponsor, Lever Brothers — delivered well over 400 homes per dollar through^the'season.
is the station to aid in magnifying your sales in the rich North Jersey Area.
5000 WATTS
the radio station of the
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SPONSOR