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As the foregoing tabulation reveals, a vast amount of radio publicity accrued to the Bendix Aviation Corporation through its sponsorship of the 1946 Bendix Trophy Race. In evaluating this publicity, the full effect of the exclusive arrangement with the Columbia Broadcasting Company should be taken into consideration.

Columbia recently signed "Red" Barber as a staff member to head its sport activities and groom certain events for future sponsorship. The 1946 National Air Races became the first chapter in this long range planning. This increased the importance and raised the caliber of the Air Race broadcasts in the minds of its affiliated stations...resulting in a greater willingness on the part of the stations than ordinarily to clear time in order to carry the broadcasts. The 1946 Air Races thereby enjoyed a much greater radio coverage than in any previous year, and Columbia's complete satisfaction with the 1946 results point to an even broader coverage of the 1947 Air Races.