We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
and now. ..over a 6-month period...
The paper pinch comes before it's felt. And ad strategy in a war economy must take into account such restrictions on media.
Radio has its shortages, too; limitation of choice time, on both spot and network radio, becomes a problem when advertisers flock to get on the air. And the difference in the number of homes or advertising impressions per dollar as influenced by a good or a poor time slot can be very great, as experienced radio sponsors know.
It is interesting to note here that as radio wasn't available as an advertising medium during the first world conflict, but was in the second — so television, not a commercial factor in World War II, will play a substantial commercial role during any future world war. The magnitude of that role, of course, depends largely on whether the TV audience is frozen by cutting off set production.
As an indication of how tight the open time became on one network during the last war, consider CBS on 1 January, 1944. Between the hours of 7:00 to 10:00 p.m. for the seven nights of the week, only five quarter hours were available.
Under the influence of the war, sponsors got higher circulation than ever before attained. Sets-in-use (6 a.m. to midnight) for the national average audience, as reported by the Nielsen Radio Index, increased from 20.1% in 1943 to 23.2% in 1945. Average hours of listening, according to NRI, rose from three hours and 41 minutes in 1943 to four hours and 14 minutes in 1945.
Astute advertisers, foreseeing this trend, not only took early advantage of the bonus circulation, but calculated the advantage of choice franchises far into the future.
Emerson Drug, for example, started its sponsorship of the 8:00-8:30 p.m. Monday period on CBS on 4 August, 1941, and still retains it. On NBC, Bell Telephone has occupied the Monday, 9:00-9:30 p.m. slot since 6 April, 1942.
Pure Oil Company began its uninterrupted sponsorship of H. V. Kaltenborn five nights a week on NBC in March, 1940. The following March, Miles Laboratories took over NBC's News of the World, five nights a week, which they still sponsor. Alertness to grab good time spots and above-average programs insures extra circulation that can come in no other way.
WCFL Leads in Chicago
in Pulse-Rating Gains
WCFL
+ 9.77%
* Chart shows percentage of increase or decrease, for 50,000 watt and full time stations. Pulse period of Novem ber 1949 through April 1950, com pared to November 1948-April 1949 (Averages, 6 a.m. to midnight, Mon day through Friday.)
Network Station A + 2.265%
BASIS OF CHANGE: Nov., 1948-Apr., 1949
H
m
50,000 Watt Independent -4.52%
H
|
H
5,000 Watt Independent -11.06%
long-Term Leader! This chart* shows that WCFL, a month-bymonth leader in Pulse rating increases, steps far in front of other Chicago stations for the half-year ended April 1 950. Growing listenership plus reasonable rates make WCFL today's ideal Chicago radio buy.
Network Station B -12.0%
I I I
Network Station C -20.25%
i i
▼
Network Station D -23.16%
WCFL
An ABC Affiliate
50,000 watts • 1000 on the dial
The Voice of Labor
666 Lake Shore Drive, Chicago, III.
Represented by the Boiling Company, Inc.