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.
Washington
NAB's Revenue Study Confirms In its annual rouiul oi fall conferences, die National Association of
Radio's Competitive Nature Broadcasters' study on average revenues of radio stations still fias the
industry talking. For one thing, the study confirmed the intense competitive nature of the radio business today.
While the number of radio stations in the past 1.S years has increased 245 percent, revenues have increased only for the average station serving the largest and the smallest markets. Stations that serve a market of one million or more had an average per station revenue in 1945 of $596,900, compared with the corresponding 1958 figure of |819,000. This is an increase of 37 jjercent, NAB states.
An average per station increase is similarly registered for stations in the smallest markets. Serving a market of between 10,000 and 25,000, average station revenue was $71,000 in 1945 and $107,200 in 1958, an increase of 50 percent. And those stations serving a market of less than 10,000 averaged $53,500 in 1945 compared with $87,500 in 1958, an increase of 64 percent, according to NAB.
Where the Revenue Picture But between these two extremes, where competition and the number of
Tells a Different Story new stations have made their greatest impact, the revenue picture for
the average station is a completely different story. Stations that serve a market of between 500,000 and one million in 1945 had an average revenue of $573,100, compared with $455,500 in 1958, a decrease of 21 percent.
Similarly, stations serving a market of between 250,000 and 500,000 had an average revenue of $360,800 in 1945 and $320,100 in 1958, a decrease of 11 percent. Stations in markets of between 100,000 and 250,000 had average revenue of $268,700 in 1945 and $209,100 in 1958, a decrease of 22 percent. And stations in markets of between 25,000 and 100,000 had average revenues of $143,700 in 1945 and $140,800 in 1958, a decrease of two percent. The study was revealed by Charles H. To\\er, manager of NAB's broadcast personnel and economics department.
Conference Hears Research The penetration and power of farm radio were backed up by research at
Behind Farm Radio Power the NAB conference. A report by the National Association of Tv-Radio
Farm Directors showed that the average farm family listens to radio 26.5 hours a week. It also stated that just about every farm family owns at least one radio set, and that more farm families own four or more radios than those that own only one set.
The farm report, w'hich was deli\ered by Robert Palmer, Cunningham & Walsh Inc., New York, said that spot radio is a logical choice for advertisers seeking to sell the farmer because "while agriculture may be national, farming by its very nature is a local proposition. Different prod
( Cont'd on p. 16)
V. S. RADIO • November 1959
15