Word: cbs
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Dates: during 1930-1939
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Still another reason for radio's steadily advancing prosperity is the increase in sales of daylight time (up 500% in five years for CBS). Cereal makers have learned to go after the kiddies around the wash-for-suppertime, soap makers like to catch housewives at the morning laundry or noon dishes. But the fact remains that of the average 65% of their time the networks boast of giving away, by far the greater part is in the daytime. Commercial radio, like many a maiden, looks best after dark...
...CBS...
...Youngest member of the young industry is the Mutual Broadcasting System. Network radio had had several unsuccessful efforts to build a fourth national chain to compete with NBC's Red and Blue, CBS, when in 1934 an advertiser who wanted to reach New York and Chicago listeners, but did not want to pay the cost of network broadcasting, approached stations WOR (Newark) and WGN (Chicago) to make a deal. The sponsor wanted to put on a show to be aired over the two stations. The show originated in Newark and he proposed to pay each station its standard time...
...Broadcasting System joined, it completed the MBS coast-to-coast stretch. Other stations joined singly and in groups to give MBS a 1938 collection of 107 outlets, all linked together on the cooperative profit-sharing basis. Since several of these are also affiliated with NBC or CBS, who have prior claims on their time for sponsored programs, it is often impossible to sell a sponsor all the MBS stations he might want at one time...
Their network does not draw the big glamor shows aglitter with expensive stars, but it does a solid business with sponsors who spot their advertising in chosen areas by using small clumps of stations, who economize on talent costs by using recorded programs, who add to NBC and CBS advertising intensive MBS regional coverage, has as well a collection of sponsored shows which uses its full network. Their business has grown from a gross of $1,364,876 for 1935 to $2,269,078 for 1937. The first eight months of 1938 brought them $1,673,913 and contracts already...