Selecting The Radio Station List

NO infallible formula for the selection of radio cover-age has yet been devised. The purchaser of time to-day is guided by miscellaneous evidence, little of which is entirely adequate. Personal opinion, the results of too few national surveys, popularity contests, previous experience, and plain faith are among the indices used at present. The vast maze […]

Publicity And Advertising In Relation To Broadcasting

A CERTAIN client whom I know is tremendously proud of his radio program. He may well be. He is spending millions to make it a good one. He employs the best available talent. He uses the largest and best of the chain networks. Each year his bill for both talent and stations would make a […]

Relation Between Radio Stations And Ad Agencies

CURIOUSLY enough, the relations between advertising agencies and individual broadcasting stations have been rather slow to develop. There is, perhaps, an excellent reason for this. The agency’s advent into radio advertising came through the networks, and it was not until the coming of spot broadcasting that the necessity for relations with individual stations began to […]

Electrical Transcriptions

EVERYBODY in the advertising world knows the difference between the two types of radio broadcasting, because it is our business to do so. We under-stand that the electrical principles are alike in both instances. In a direct broadcast—that is with live talent in front of the microphone—the sound waves are converted into electrical impulses and […]

Export Radio Advertising

RADIO advertising in export markets is rapidly be-coming an important part of the commercial broadcasting field. As a former agency man, interested in both radio and foreign markets, the writer has gone into this field as thoroughly as it is possible to do in a year’s study —first-hand in some sections such as South America, […]

The Radio Program As An Advertisement

MOST of the mistakes in radio are made because we fail to grasp the fundamental likenesses between radio and other forms of advertising. The radio business is entirely too full of people who think that clever twists in radio programs are more important than basic advertising principles. Commercial radio is just twelve years old. Network […]

Radio Broadcasting As An Advertising Medium

IT has been my duty and privilege from time to time to discuss the development of radio as a vehicle of advertising. When several hundred national advertisers are spending upwards of $40,000,000 broadcasting programs over the national networks, it is no longer necessary to devote time to debating the value of this established medium for […]

What The Radio Audience Wants

WHAT does the listener want in the way of programs? The answers to that question are almost as many and varied as the types of listeners. During the past three years broadcasters have been making a serious effort to determine just what type of entertainment the public is most anxious to hear. The result—an amazing […]

Who Should Use Radio Advertising?

EVERY advertiser must answer for himself the question, “Should I use broadcasting?” There is no ready-made formula to guide him in his decision. Radio is still growing. Its technic is still being learned. Its possibilities are still being explored. It has shown wonderful possibilities for successful use in unusual ways, and when the expenditure seemed […]

Spot Versus Chain Broadcasting

WHETHER to broadcast over a network, or through individual stations, theoretically is a question fraught with perplexities. However, for any specific broadcast program, the problem usually settles itself once the various factors involved are understood. Both types of broadcasting are valuable to the advertiser, yet, in general, their services are non-competitive, and it is rare […]