Broadcast Advertising, July 1930 (Volume 3, Number 4)
A 34-page issue of the Chicago monthly devoted to selling by radio, edited by R. B. Robertson.
What it is
A 34-page issue of the Chicago monthly devoted to selling by radio, edited by R. B. Robertson. The lead is Martin Davey of the Davey Tree Expert Company telling the Association of National Advertisers that sales for the first four months of 1930 rose 20.7 per cent over 1929 while only one thing changed, a network program of old familiar songs and organ that New York experts had opposed. William S. Hedges of the broadcasters' association asks how to measure station circulation. Howard Bartling argues for the "audible trade-mark", citing the Amos 'n' Andy theme and Majestic's "Pomp and Circumstance". H. H. Kynett lists what agencies need: coverage data, standard rates, talent rules. Homer G. Hewitt reports a seven-week mystery drama in Houston that cost $600 and drew 450 letters. Also: Australian radio, the Jamesway Barn Warming on WLS, and a Philadelphia survey of 2,250 families.
Why read it now
The issue is useful for three ideas that later evidence supports and one lesson in reading claims. The audible trade-mark is now sonic branding, and research on distinctive brand assets backs Bartling: a sound kept long enough becomes a cue for the brand. Davey's bet on old songs fits later studies finding that nostalgic appeals raise warmth and willingness to pay. Hedges' doubt about surveys paid for by the station that wins them is the right reflex for any platform-funded study. Hewitt measures what matters, cost per prospect against direct mail, and routes each letter to the right salesman after a credit check. The lesson: Davey's 20.7 per cent is a before-and-after comparison over four months with no control, so it proves less than he claims, and Hewitt's "100 listeners per letter" is a rule of thumb. Station lists, Australian licence fees and program-type shares have dated. Use: pick one sound or musical phrase for your audio and video ads, keep it unchanged for a year, and judge any sponsorship by cost per qualified lead against your other channels.
Passages worth keeping
You have got to judge people where they live.
لا تعرف ذوق الجمهور من مكاتب العاصمة ونواديها، بل من حياة الناس في بيوتهم ومدنهم الصغيرة.
I would rather be second on the other fellow's survey than first on my own.
المسح الذي تموله الجهة المستفيدة يضعها دائمًا في المركز الأول، ولذلك فإن المركز الثاني في مسح المنافس أصدق دلالة.
and yet his radio program goes out on the air like an unsigned letter.
المعلن يحرص على ثبات شعاره المطبوع، ثم يبث برنامجه دون علامة صوتية تعرّف به، كرسالة بلا توقيع.
our response proved that we obtained prospects for insurance by radio at one-third our usual cost for obtaining a like number of prospects by direct mail.
قاس الوكيل نجاح الراديو بتكلفة العميل المحتمل، فوجدها ثلث تكلفة الحصول على العدد نفسه بالبريد المباشر.
the basic tastes of the radio public tend to remain fundamentally the same
مسحان في فيلادلفيا بينهما أكثر من عام أظهرا أن أذواق المستمعين الأساسية ثابتة، وإن تغيرت البرامج الرائجة.
The scanned text has OCR errors. The passages are quoted from it, with only obvious slips fixed.
What it teaches best
Read the original worldradiohistory.com
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