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:

P: 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.

P: 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.

P: General Foods (cereals, coffee, etc.), $8,003,303 for Kate Smith, Burns & Allen, The Aldrich Family, Fanny Brice, etc.

P:Lever Brothers (soap, tea, toothpaste, etc.), $7,274,503 for Bob Hope, Inner Sanctum, Lux Radio Theater, A Woman's Life, etc.

P: General Mills (cereals, flour, soups), $6,415,278 for Betty Crocker, Woman in White, Lone Ranger, Light of the World, Guiding Light, etc.

This file is automatically generated by a robot program, so reader's discretion is required.