Radio: Who Buys the Air?

The magazine Broadcasting last week reported that the four major U.S. radio networks got 60% of their 1945 time sales revenue ($190,747,628) from manufacturers of drugs, toilet goods, soaps and foods.

From the networks themselves came a list of the five biggest spenders:

¶ Procter & Gamble (soaps, shortening, etc.), $14,927,108 for such buckets of suds as Road of Life, Right to Happiness, Life Can Be Beautiful, Ma Perkins, etc.

¶ Sterling Drug and Sterling Products (aspirin, tooth powder, etc.), $8,252,208 for American Album of Familiar Music, Stella Dallas, Second Husband, Backstage Wife, Young Widder Brown, etc.

¶ General Foods (cereals, coffee,...

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