Costs Of Radio Advertising

ON every side one hears of the vagaries, the mysteries of radio. Advertisers backed by years of achievement find themselves shying from radio as a demon fraught with treachery and deceit. Yet there is no reason for such skepticism towards radio as an advertising medium other than the fact that radio does present a myriad […]

Advertising Copy For The Ear

THE client, in the person of his advertising manager, was talking to the radio man from his advertising agency. Two pieces of typewritten copy lay on the advertising manager’s desk. He pushed one of them towards the radio man. “There’s our middle announcement for to-morrow night’s program,” he said. “It’s longer than the ones we’ve […]

How To Present Your Commercial Radio Announcements

IT is with considerable misgiving that the writer of this chapter undertakes to discuss the purpose, structure, and wording of the “commercial” announcements that are the beginning and the end—and in many advertisers’ eyes the entire meat—of the radio program. For the commercial announcement is abused by everybody—by the advertiser who sponsors it, by the […]

Radio Production

TWO executives were arguing about their company’s radio program. “There’s something radically wrong with it,” said one. “There can’t be,” objected the other. “We have a great orchestra. We have famous guest artists. And every one likes our announcer.” “All the same,” said the first executive, “the program doesn’t sound like anything.” Probably the trouble […]

Checking Radio Advertising Results

We  suggest a number of ways to check the results of radio programs. I put them forth, however, as rough and ready, not mathematically accurate guides. Nor do I wish to imply that these methods can be substituted for creative radio ability and sound advertising and broadcasting judgment. It is pretty well understood, I suppose, […]

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, […]