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^ The biggest-spending net radio clients of pre-tv days are back in the medium today — but not spending as much
^ This fact points up today's challenge to web broadcasters: Keep the clients in and increase their stakes
Network radio on the cornel
Top lO Web Radio Clients of '48— A decade later
tank in 1948 1948
P&C
$18,199,384
$12,339,668
2
STERLINC DRUC
9,063,366
3,518,756
3
GENERAL MILLS
7,190,599
3,724,388
4
GENERAL FOODS
6,774,593
3,300,129
5
GILLETTE
6,267,319
5,562,378
«
MILES LABORATORIES
5,885,540
6,172,592
7
CAMPBELL SOUP
5,819,758
573,195
LEVER
5,317,036
4,471,376
9
LIGGETT & MYERS
5,043,752
2,921,452
10
AMERICAN HOME PRODUCTS
4,592,772
3,474,699
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No ml radio dollar figure* available for 195*
at ike many another ex-champion, network radio is finding the comeback trail a long pull. Each giant step seems offset by a touch of charley horse.
• The biggest-spending radio sponsors of pre-television days are all back in web radio this year — but they aren't spending as much.
• When net radio closed its books at the end of 1957, there was an estimated percentage gain in dollar volume over L956 of about 40% — but there still remains a multi-million defini hang-over from the lean years tint >■ n .
• \\ hen the comeback bid began, all four radio nets streamlined for creative Belling and programing. This played a major part in attracting the old advertisers as well as new ones —
but already two networks have undergone extensive alterations of concept and realignment of personnel.
Do these qualifications to radio's triumphs mean it is in trouble, that the renaissance is at the point of stalling? Or do they simply clarify the challenge net radio faces?
"I can speak with some authority on the relationship of trouble to network radio," says NBC President Robert W. Sarnoff whose radio network has had, since 1953, a cumulative loss of about $9 million. But Sarnoff adds that "the current talk of crisis seems strangely outdated. If it were three to five years ago, I could better relate it to our own experience. Then, many network affiliates were at the breakaway point. Most of our major sponsors had pulled
out; radio salesmen couldn't get a foot in the doors of the biggest agencies; the network's annual dollar volume was melting away to nothing."
How true this was is obvious from a look at the dollar volume estimates for net radio in the last decade. By 1948, the webs had hit an all-time high of about $210 million total volume, according to the estimate of McCannErickson's Central Research Bureau. Three years later, it had shrunk to $179 million, and by 1955 it hit a low of about $90 million. The first signs of recovery came in the following year when such advertisers as Ford and Lever made headlines with network radio buys ranging up to $5 million. Since then the downward trend of net radio has been reversed.
19 april 1958