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M WMaMdaj, DceeaOm 19, 1944 Here's How It Feels to Run a Network in 1944 A.D. It's no picnic. Advertisers readjusting their budgets. Shifting around. Good men off to the war. A giant-sized job of sched- uling. Taking care of sponsors who want in, when the walls are already bulging. On the other hand, there arc compcnsatioiu; For instance;: compute the assets and liabilities of daily operation arid you wind up convinced that you are moving in the direction you had in mind in the first place: toward the creation of the kind of a network that sound advertisers want. One that gets-listeners. That does a bang- up job of selling ^goods. That recognizes its obligations to the people. Suddenly yoii are startled put of a sound sleep some night: like a dart it zips through'your mind that there is prdbably no faaor in all civilization with a more concentrated day-after-day influ- ence on one hundred million people than this thing that you've got—a radio network. This thing that you arc trying to run to the . satisfaction of the man who pays the bills, and the people who buy the goods from the man who pays the bills, and a government that looks out for the people who buy the goods and pay the man who pays the bill... Well, you make some decisions: the thing to do is to weld the- best brains you can find into a team with agencies that know theit books, and maybe together you can put new twists on old shows and make everybody happy with better entertainment and bigger Hoopers. Or maybe you can lure good shows into your bailiwick. Th,en you wonder for a minute why a good show sj^ould change from somebody else's network to yours: but there's a quick answer to that one. Here's the Blue proving over and over again that it makes people listen. Sometimes, as in the morning, it turns back on a lot of sets that went out of use when thtir owner wearied of the menu. So you have healthy masses of people, listeninjg from one end of the week to the other—more, sometimes, than are listening to any other network. Another thing: in spite of a couple of rate adjustments in tlic past few years, you realize that the Blue is still the most economical buy: costs considerably less than the other two major networks. And if you want to get at the real meat of the U. S. market, the Blue's primar)'coverage in the most vital 561 counties is better than CBS, next-best to NBC according to published maps. O. K., now: you loqk at your station lineup. You've made some alterations in the past year: 18 new stations: Good ones. And before many months are up,, you know (beuuse you've looked in the back of the book) that you are going to have some more— some crackerjack ones. So then you give a thought to the post-war. You realize that the big tiling after V-E Dayand V-J Day will be distribution: How can industry sell wore goods formoney.** Well, your coverage figures, your fast-improving listening record, and the economical bills you present to sponsors all add up to a big contribution in the direction of economical advertising. You feel pretty proud then, so you,roll over aij^d go back to sleep. You've got a big day ahead tomorrow, running a network inl944A.D. THIS IS THE NETWORK A M B k t C A N M a . 0 A D C A S T I N G C 0 M e A N Y , INC,