Journal of Marketing 1948
The Network Radio Advertiser and Summer Policy
Abstract
3. Take full cognizance of the dip by withdrawing the fall-winter-spring vehicle from the airwaves for a summer period and providing no summer replacement. This usually runs for eight weeks. The networks charge a hiatus for this privilege. The penalty works out, on the average, to the time cost of about six or seven shows. Hence, he does not save the full time and talent of the eight shows he's off the air. The actual saving amounts, on the average, to the talent cost alone of nine or ten shows.
- DOI
- 10.1177/002224294801300103
- Sources
- openalex