Los Angeles Market, FABULOUS and Unpredictable Is Los Angeles Where Busi- California Factory Workers Are Em- Station Promotion Managers Say
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August 16, 1948 A Continuing Study of Major Radio Markets AST1 NG The Weekly Nowema90 Ine of Radio Study No. 5 TELECASTING X0.1 429#21125 j clues to sales First dramatic film series ever produced exclusively for television by a recognized Hollywood studio -perfected blending of cinema and video arts - that's NBC's Public Prosecutor. Twenty -six complete mystery dramas- enough for a full year's programming-are now ready for sponsorship. Highlighted by more than a hundred featured Hollywood players and produced by Jerry Fairbanks, Public Prosecutor makes the viewer part of the show. The "personalized camera ", tight writing, concentration on close -ups and high key lighting make it perfect film entertainment for the home set screen. As viewers watch for clues to crimes, they will also watch for the product story- your story if you wish -presented at moments of peak interest. Here is an unmistakable clue to sales. withh television's greatest network and largest group of station affiliates at your service. NBC Television NATIONAL BROADCASTING COMPANY 30 ROCKEFELLER PLAZA NEW YORK 1 A Service of Radio Corporation of 4mnrirn Ti6tA ot a Series DO THE STARS INFLUENCE YOUR SALES? Hundreds of millions, in their homes and in their daily life, copy what the Stars wear, eat and use. Scenes from "Sorry, Wrong Number " -a forthcoming n -P,ue of Paramount Pictures Inc.. starring Barbara Suuucyck and Burt Lancaster. A Hal il allis production-watch for it! The quickest way for you to interest the Stars, and the motion picture writers, producers and directors, is to sell them via KTLA. For television is Hollywood's hottest interest w -and in Hollywood, television means KTLA ... on the air every afternoon and evening. Sell Hollywood and you sell the world! ** ** * KTLA * KTLA -n 4 ,p Hollywood Studios 5451 Marathon St. H011ywood 6363 tlr7lLlt10T Ins New York Office 1501 Broadway BRyant 9.8700 1 ' r A KEY STATION OF THE PARAMOUNT TELEVISION NETWORK Page 2 August 16, 1948 BROADCASTING Telecasting 14 ""7r t a rva,. 11sw `...,ry !rowe- ±......a_WO. ` *S'r Fr. -. ! By DAVID GLICKMAN area total employment stood at 1,- lions of potential buyers be ef- 307,000, or close to a 10% gain for fectively apprised of values to be the year. More than half of all found in the Los Angeles market, FABULOUS and unpredictable is Los Angeles where busi- California factory workers are em- station promotion managers say. ness and pleasure mix to dollar perfection. And unique are ployed around Los Angeles, with No one metropolitan newspaper, the economic factors that make it different from any other average weekly earnings today re- despite its wide circulation, is big radio market in the United States. ported at $55.64. enough to claim dominance in such The Los Angeles Metropolitan Los Angeles has a higher in- an area, they declare. District of 1,540.8 square miles con- dustrial payroll than any of 35 There have been many changes wear, motion pictures, aircraft, fish states. Since V-J Day 12% of all tains 57 cities, each with suburban tanning, well -drilling and oil equip- in postwar Los Angeles radio. and rural areas and an overall new businesses in the United States These include power and frequency ment; have originated in Southern Cali- estimated population of 4,300,000. Is second in auto assembly, shifts; rate adjustments and own- Most important, the district con- fornia. Investment capital in the er changes. All these have been tire and tube production, citrus Los Angeles area has also been tains the city of Los Angeles, with production and apparel manufac- inevitable and desirable, the trade greater since V -J Day than at any concedes, yet there hasn't been a 1,987,924 persons. turing (dollar volume) ; This incredible city, the nation's time in history. This past year new AM station assigned to Los Ranks third in petroleum re- (1947) Los largest geographically, covers 452 was Angeles' third larg- Angeles city proper in almost two fining and food processing; in development, with square miles. The county area's 20 est industrial decades. 215 new factories and 417 enlarge- AM stations, plus FM and TV out- Stands fourth in furniture Of the 11 Los Angeles city AM ments or expansions a of lets are used by some 3,000 nation- manufacturing; for total stations, four are owned or affili- $124,811,500, local al, regional and local advertisers to Has 33 industrial groups each according to ated with networks. KNX went on Chamber of Commerce figures. This the tune of over $12,000,000 a year. of which does more than a $5,000,- the air in 1920; KFI and KHJ in created 21,000 new jobs. Fourth largest city in point of 000 business annually. April 1922; KECA started operat- population, it doubled in four suc- If the story of Los Angeles is ing on Nov. 15, 1929. They even- cessive decades last startling, her future will be even Population Fast Rising tually became outlets for CBS, and in the and seven years has grown 27% while more amazing, station owners NBC, MBS and ABC, respectively. a population the rest of the L. A. market in- agency executives predict. That's Southern California KFOX Long Beach has been on why so many national increasing now by a creased 47.48 %. The area ranks major reason is quarter the air since 1924. KFWB Holly- advertising agencies are trekking million persons per year, and today wood was started by Warner Bros. third in total retail sales, first in a employment, has more building to Los Angeles, establishing west- aggregates about 6,000,000 - in early 1925. KLAC (then ern headquarters. total exceeded by only six states KMTR) has been operating since under way than any other and and boasts 97.2% radio set ownership. In 1946 Los Angeles had its other than California. City Oct. 27, 1926. Ben McGlashan, then greatest industrial development of county population combined is now Ranking second among industrial a student at U.S.C., launched any one year except 1943, peak of growing at rate of 20,000 per KGFJ Los Angeles on Dec. 8, areas of the nation, Los Angeles: wartime industrial expansion. At month. Leads in production of sports- the end of 1946 the metropolitan Only through radio can these mil- (Continued on page 4) BIROADCAISTING Telecasting August 16, 1948 Page 3 (Continued from page 3) Simmons Adv., West-Marquis Inc., 1926, and the late C. Merwin Davis -Hood & Assoc., The Tullis Dobyns, independent oil and re- Co., Mays & Co. and Alvin Wilder tail shoe merchant, founded KGER Adv. c Long Beach four days later. Los Angeles agency men show no KRKD Los Angeles followed in partiality toward either spot an- 1927 and KMPC Hollywood, then nouncements or programs. located in Beverly Hills, a year "Depending upon the sales prob- later. KFVD Los Angeles has been lem, both programming and spot on the air also since 1927. KFAC announcements can be built to do Los Angeles started operating in an effective job, often at less cost April 1931. KIEV Glendale made than black and white," Milton Carl- its debut in September, 1933. son, vice president and radio di- Born during the war years was rector of Western Adv. Agency, KXLA Pasadena which went on said. "Retail accounts handled by the air with call letters of KPAS this agency have successfully used in 1942. Following by six months well -planned radio to produce di- was KWKW that city. rect sales. One retail firm increased Within the past year four AM its annual sales volume to well stations have been licensed in sub- over one million dollars with radio urban Los Angeles. KOWL Santa taking the major share of the budg- Monica went on the air Aug. 10, et. In spite of more and more 1947, with daytime operation. white space available to retailers, KWIK Burbank was started Sept. The Southern California -Los Angeles- Area radio will continue to have an im- 29 as a 24 -hour station, but cur- portant spot in the retail adver- rently is on a 21%-hour schedule. area are again going full blast. proximately 30 regional and local tising budget." KGIL San Fernando followed on Los Angeles is the largest advertising agencies, with the 1947 Oct. 19 as a fulltime station. fishing port in the United States, total estimated at $8,500,000. Team Andrew G. Haley, radio attorney, McCreery Viewpoint if not the world. Southern Califor- work between these agencies and on July 22 last started operating Walter McCreery, president of KAGH with nia tuna pack alone was worth stations has quadrupled radio bill- daytime schedule. Smith, Bull & McCreery, says, new money $50,000,000 in 1946. ings in a decade, with at least 12% With -backed indus- Oddly enough, Los Angeles is increase "There is no specific formula to fol- tries coming into the area, taking in 1947 over 1946. also the heart of the nation's agri- Smith, Bull & McCreery led the low in the use of radio advertising. their place alongside firms that cultural region. Southern Califor- Every campaign is tailor -made to pioneered, added impetus to the list in value of local accounts last nia (14 counties) farm income in with Los Angeles fit our clients. Some use spot an- city's economic stability is assured, year area radio 1946 reached $1,089,853,000. billing of $681,000, 35% increase. nouncements exclusively, others we station commercial managers state, advise to go strong on programs." and the advertising agency Helping station owners to realize Milton Weinberg Adv.