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TOTAL RADIO TIME SALES: 1938
The figures below are from FCC compilations of "net" revenue for the year 1938 ("net" meaning one-time card rates less frequency discounts). This table was prepared by the Variety Radio Directory and was tentatively stated to be correct by the Federal Communications Commission Accounting, Statistical, and Tariff Dept. at the time the Directory went to press. The reader should befar in mind that a certain margin of error is inevitable in re-classifying the FCC data.
The 1938 time sales, if converted into a "gross' rates) would probably be about $143,500,000.
total (i.e., one-time card
$35,455,510 retained by NBC, CBS, MBS
? retained by secondary networks
NETWORK.
$35,455,510 $35,455,510
$19,483,369 paid stations by NBC, CBS, MBS* 1,185,596 paid stations by secondary networks
$20,668,965
175,379 "in transit" payments by major networks to
stations 313,071 inter-station payments
$21,157,415
745,452 deduct: inter-station and/or network payments
$20,411,963 $20,411,963
NETWORK TOTAL $55,867,473
National and Regional Spot t28,109,185
Local $33,402,801
GRAND TOTAL 1938 TIME SALES ff$117,379,459
* This item includes $496,858 paid to other networks and $504,737 paid to foreign and territorial stations.
t This item may include some revenue classified the previous year as "revenue retained by secondary and other networks" Since this classification was dropped in 1938, the money was accredited to individual stations and may have found its way into the national and regional spot category. Ordinarily, secondary and other networks retain about $2,000,000.
t The editors of the Directory believe that the FCC was perfectly justified in showing a rather large drop in local business during 1938. A considerable number of stations revised base rates downward in 1938, indicating a drop-off in local business.
If The editors of the Directory also believe that the FCC total time sales figure is a dead-right figure. The FCC indicates that 1938 time sales were 99.5% of 1937 total time sales. As a cross-check, it should be noted that radio receipts of the American Society of Composers, Authors and Publishers were, in 1938, about 99.1% of 1937 receipts. These two sets of data match so perfectly that there can be little dispute anent accuracy.
See page 170 for comparable 1937 figures 169