Word: networks
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Dates: during 1930-1939
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...also true that network contracts are signed on the basis of 13-week periods and continuing contracts hang over from prosperous times into depression months. Radio's big first quarter this year was swelled with much of this continuing business, and it contributed mightily to the handsome gross totals. But the rush to return to the air during the fourth quarter involves another factor. All parts of network-radio's day do not provide the same audience pulling power. To reach the largest and most varied audience, advertisers consider evening time the best, favor most strongly the hour...
Nevertheless, only a few U. S. publishers, network radio's chief competitors for advertising contracts, could be supposed last week to be sitting on an eight-month gross so large and comfortable as that enjoyed by the big three broadcasters...
...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...
Established as a cooperative string of broadcasting outlets, it soon added WLW (Cincinnati) to its list. Less than a year later the new network began picking up many stations in New England, the Midwest. When California's Don Lee 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...
...Chicago Tribune's WGN gave the network its president, Wilbert E. Macfarlane. Thirty years a newspaperman, President Macfarlane is a rugged individualist of broadcasting. As advertising manager of the Tribune in 1927, he became WGN's executive head, refused to let networks dominate his station's policies. The other original partner station, WOR, gave MBS its board chairman, Alfred Justin McCosker. Breezy, back-slapping Chairman McCosker is a radio veteran among network heads. He joined WOR in 1923, became the station's director and general manager in 1926, president in 1933. A onetime newspaperman, Chairman McCosker...