Variety (Dec 1939)

Record Details:

Title:
Variety
Date:
Dec 1939
Publisher:
New York, NY: Variety Publishing Company
Volume:
Variety (December 1939)
Leaf #:
00029
Language:
English
Subjects:
Motion Pictures, Film Industry Trade Magazine",Vaudeville,Theatr
Collection:
Early Cinema, Theatre and Vaudeville, and Hollywood Studio System
Format:
Books
Contributor:
Media History Digital Library, Media History Digital Library
Coordinator:
Media History Digital Library
Description:
Founded in 1905 by Sime Silverman, Variety is the best known and most important trade paper in the history of American entertainment. Variety began as a New York weekly publication covering vaudeville, however, its scope expanded over time to include legitimate theatre, burlesque, motion pictures, radio, and television (transitions that the MHDL will eventually document within this record). In 1933, Daily Variety was launched in Los Angeles to offer in-depth coverage of the motion picture industry and serve as a competitor to The Hollywood Reporter, which was founded 'on the Coast' in 1930. In March 2013, Variety's owner ended the print edition of Daily Variety, though as of this writing, the weekly publication and a website offering non-stop news updates still exist. Variety may ultimately be best remembered for its integration of show business slang into entertainment trade coverage. Boffo. Hokum. Quickies. Svelte. Climaxer. Tenpercenter. Coastlander. Skein. We're still feeling zowied. -- Eric Hoyt, 2013
Date Added:
August 29, 2022
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VARIETY Wednesday, December 6, 1939 MASK IS OFF... It^s seldom that an advertising medium is subject to the triplie cross* examination reported on the preceding pages. Not often is every ob« scuring detail ripped so completely away. But radio, as you see, didu^t mind at all. And now that all the (acts are in, there's only this to addt The entire ambitious study was focussed on a CBS program on the air only six months prior to the tests. At no time did this program **rate'* more than an average-sized audi- ence for its type of show. And its talent cost was below average. The results of this program were average, too ... for radio. There*« nothing unique in this CBS ^^success-story^'... except for the care with which the power of a program was isolated and measured for its 8pon< Bor. The results were there^ whether *^measured** or not. And the results continue, for the sponsor is still with us on the air. 9 Who is the sponsor? Sorry, but hm asked us not to telL You knott how clients are. When they lut f^'SS as successful a sales strategy p$ this, they*re not prone to shout about U. So, while we*ve chuM* fully unmasked, in every detail, radio's.full sales-impact we can*t unmask our sponsor. The Columbia Broadcasting System 48 5 MADISON AVENUE; • J^EW YORK CITY