3,, i . ' .3; III I‘ 1
. I hit I - ‘
”g I inI I? I I ,
‘iI . I II I I E
. I ‘ . ,. , . ‘II 5“ I I f.
at: l ‘ ‘ I ‘mi ii i ‘
I .l-llI I II ‘
-»I I . - . I III I, II :I
The Kentucky Press I
‘I “ II II'.“"I,I. ‘1‘ ' _
_. I . III»:III I I I I
I .. Published Monthly Of, By, And For The Kentucky Newspapers I III I
__.____——————-—————————————————— I. I, L I
’ Volume Four February, 1932 Number One I ’IIIII I I I; .
.__.____-_——————-———————-————-————————- III 1 I 2
‘ :I I II I I .
v v V v II I I. I
.. Report Of KPA Radlo Advertlsmg Committee I I I
II I ".3I :I I I I
i Report of the committee of The this loss of revenue on a straight com— on or was it when the telephone rang?" I 1l I I I:
i Kentucky Press Association, ap- petitive basis. There are available facts “Does the listener know who sponsors i i I I I!
7 I pointed at the Summer Meeting at and figures which prove that radio the program or what product is being I‘ I I V I '
‘ I Paducah, June, 1931, to investigate offers a very high cost. medium of advertised?” “Does he know from what II }II I' " I
. I _ and report on Radio Competition advertising per individual reached, station the program is being broad- I. I‘ ;‘ ‘II 1 I
' I {I57 with Newspaper Advertising. This statement is borne out by nu— cast?” II ' II I
I \ H.) —— merous surveys which we have been 0f the 100 typical families, 82 were ‘I‘; III III . I
Your committee, composed of J. M. able to study, most of them found at home, 64 owned radios; .32 had the II :7! 5 I I ‘
' Alverson of the Harlan Enterprise, in the files of “Editor and Publisher” sets turned on. Only 12 knew the I' I‘ I
i Fred B. Wachs of the Lexington Lead- to the research department of which sponsors or the product being adver- I l I I. I j‘
I" or and J. T. Norris of the Ashland In- your committee acknowledges indebt- tised These 12 were listening to only I I31 I I I I ,
i . i ;_ dependent, was unable to hold a meet- edness for its hearty cooperation. six different stations. I I: . I I
_ I ing at which all of the members were In Kentucky, according to the cen— Says Professor Gallup, “While the ' : I
I' ~- present. However, by correspondence sus of 1930, there are 510,28o‘familiesy potential,,audience is all, or very near- VI :11, III
" ‘ and by each member gathering mater- Of these, only 111,615?2 {named radios} 1y; all :that: enthusiasts claim, the ac- I i II, I
ial upon the subject and sending it to This gave a percentage ‘on potential ’tual’ audience is but a small part of I 3 III
the chairman, he was able to prepare coverage of 18.3%, Fonfiewof ,the"1,owest,,.,this.(,9f .eyery 100 typical American I II
. . a report, which we trust will prove in the United States}- This: riiorlf'lirfgg families," roughly a fifth are not at V III. I
I enlightening in giving the high points and evening daily' newspapers- of’the ‘ homéhn ‘a ”given evening, a fourth I -: III'I ‘
. of the radio advertising situation and state, on the other hand, hang on; ag-I; of'tlrese do notlown radio sets. Half ‘ {III III I
I in making some suggestion for means gregate circulation of 434,262,:yhi1e‘tne . ’koi’lthe‘remaining 60 haven’t their sets i I If} IIII ‘ I
and method of combating its compe- weekly newspapers are estimated 'to "turned on. The audience represented I‘ - I'III; . I
tition with the Kentucky newspapers. have over 250,000 aggregate circulation by the 30 families who are listening, I :1 III I 1
After a carefulstudy of voluminous in the state. The percentage of poten- is divided among all the programs on I I ‘55": III I
data collected by the committee mem- tiaIl coverage is thus most favorable to the air: and only a small proportion I II I III”, I I
, bers from time to time, we would say the newspapers even SUPPOSing that of these 30 listeners can identify the I ;;I IIII‘: I I I
in advance that radio as a competitor a large percentage of those who have sponsor of the program to which they I I IsuI-TIt I I I
Ii. for newspaper advertising iS a force radios are listening on when an adver— are listening or the product advertis— I 57’; IIlI I I II -
~ which must be reckoned with. We do tising message is delivered. ed.” I I if; III I I I
I not believe that it can be met in ade— But even this supposition is not borne Met in this way, on a purely com— I I ' s: IIII I ‘ ‘
I quate measure alone by the sponsor- out by fact and in this fact, ascertain- petitive basis, the claims of those who I: 1 : III. I
ing of regulatory legislation in Con-I ed by numerous surveys, lies what we would transfer advertising appropria— II 2 III I
, gress. It is now a recognized medium consider the best and most practical tions from newspapers to the air on a . I ‘ FI III II
‘- of advertising and one which has 811- argument of the newspapers. value basis fall down completely. Pro— if: II
I ready taken from appropriations, for- These surveys, taken in many parts fessor Gallup’s test can be safely ap- I I I_ III ‘,
I merly spent in the daily and weekly of the country, show that only a small plied in any Kentucky community. It. I I I ‘II I I
.~ press 0f the nation, astounding sums. percentage of radio owners are listen- together with the census figures show— I . I 1 I
I‘ In 1930, the national chains “3°9in ing in on a program at any given time ing only 18.3 percent radio ownership I : III
' { $27,000,000 for the sale 0f time on the and that only a fractional part of those in Kentucky, should be most convinc— ‘ ‘ 31f, III I I
, air. In 1931 their revenue was BSti- so listening are paying any attention ing‘ to any advertiser. . I I‘ II I
i i mated at $36!000!000 an increase 0f to the advertising sponsor of the prO- In the field of news, except for I III |
, I over 30% during a year in which gram, or can tell who he is or what lightening spot” of the most exciting I III III I I
,‘I newspaper revenue, almost without is his product. nature and wide appeal, we do not IIIEI‘II‘IIII I
‘I' exception, showed substantial decrease. Probably the most complete and sci- believe that the radio has become a f I 1 iii III.“ I
I. I The heavy cost of talent and time entific of the many surveys of which serious competitor of the newspaper, I 11’s II; I I
,4 on all of the 550 commercial stations we have been seen reports was that Nor does it now bid fair to do so. The I I III I ;
' $71 in 1931 took about $150,000,000 out of reported fully in a recent issue of news gathering facilities are still in II . I I , I i
I advertising appropriations. Editor and Publisher, taken by Prof. the hands of the newspapers and those i I ' I I II
- While the daily newspapers are the George H. Gallup of Northwestern who serve them and the giving out of I , j. I s I
I largest sufferers in this loss, because University and his assistants This is this news for broadcasting can be and | .I 2 ‘II I I
II they have received a major portion of most enlightening. It can be duplicat- is being controlled, I ‘I _-III II I
I national advertising appropriations ed at small cost in any community by Government control and reduction . I I'FIIIIiIzl‘ l .
the weekly press is also a large loser a newspaper publisher faced with the of advertising broadcasting has been I | 5:3 III I
in this switch to radio. It is also loss of an advertising customer. Its suggested and is now being discussed It??? IIIII I
faced, along with the dailies. with 3 results would convince that customer in Congress, The channels of air com- I I L»; III I
. II Very pronounced threat of reduction in beyond a doubt of the relative super- munication must be kept clean if pos- I'. I III l‘ I
. 5 local advertising revenues through 10— iority and lower cost of newspaper sible and the great body of nauseating ' I VIII i‘ I
‘- f. cal station radio advertising by depart— advertising when compared to radio. material now filling them eliminated I II‘II. I
ment stores and other local businesses. During the best radio period on a to some degree. But your committee I ii II I I
.5 I it Numerous instances of this later typical evening, from 7:45 to 9 p. m., prefers to believe that a newspaper : InI H, II
‘ _I .. ,i’ threat have already been reported right Professor Gallup had 100 typical fam- publisher may go to an advertiser and - I“ I} ‘5I "
. _ I - F here in Kentucky. It is the belief of ilies called by telephone. Four ques— sell his space in competition with the I; I: II
' f“ 1} your committee that there are effective tions were asked: “Does the individual radio successfully on a basis of its I 1' I:
I‘ 'f ‘I means of combating and overcoming have a radio set?” “If so is it turned (Please Turn To Page Two) I IIEI I I: I
I . - I I II. I
: . I II 2: f:
‘ I '- II“ ' ' IfI'I
:1 “ii” L‘ ~ P? i” I if i'II
‘ V " ~~——- _ Wyn - r.—2WWTWAW ‘Hi I I "“ '