Broadcast Advertising, June 1930 (Volume 3, Number 3)
A 34-page issue of the Chicago radio advertising monthly, built mostly from talks given at the May 1930 conventions in Washington.
What it is
A 34-page issue of the Chicago radio advertising monthly, built mostly from talks given at the May 1930 conventions in Washington. L. Ames Brown of Lord & Thomas and Logan puts 1929 broadcast advertising at $45,000,000, closing on outdoor, and says ads need not be hidden inside programs. J. C. McQuiston explains how Westinghouse promotes its "Radio Salutes to Industries" through newspapers, trade papers and mailings. R. D. Keim of Squibb says Will Rogers costs $500 a minute and never mentions the products, and describes briefing the sales force, druggists, physicians and dentists, then the public. A Boston survey of 4,122 families finds listeners follow programs, not stations: Amos 'n' Andy leads with 24.36 per cent. Harry Butcher of CBS and Frank A. Arnold of NBC add network figures, including a Starch survey of 18,024 families. Also: newspapers and radio, utility advertising, and a January to June index.
Why read it now
Read beside Dunlap's 1929 book on this shelf, the issue shows how fast the trade's view moved: a year later the head of Lord & Thomas argues that frank advertising works and that "clever" hidden selling is what listeners resent. Later research on persuasion knowledge supports him: people who discover a disguised pitch trust it less. The Boston finding that listeners choose programs, not stations, holds today as audiences following shows and creators across platforms. Squibb's four-audience launch plan and Butcher's point that radio works best alongside other media both fit current practice. Read the numbers with care: most speakers sell the medium (Butcher works for CBS, Arnold for NBC), the "26 per cent report purchase" is self-reported, and Squibb admits it has no sales result yet for its $12,500 Sundays. Use: when you sign a well-known Gulf personality, run the Squibb sequence (brief your sales team, give retailers and pharmacies display material, inform professionals, then go public) and fix the sales measure before the first episode, which Squibb did not.
Passages worth keeping
It is distinctly not true that advertising needs to be insinuated into a program, sugar-coated, concealed.
يرفض براون فكرة أن الإعلان يجب أن يُخفى داخل البرنامج أو يُغلف بالتسلية، فالجمهور يتقبل الإعلان الجيد الصريح.
And Rogers never says a word about Squibb's products during any broadcast.
دفعت سكويب مبلغًا كبيرًا لشخصية مشهورة لا تذكر منتجاتها، لأنها كانت تشتري الود العام المرتبط بالاسم لا حديث البيع.
the character or type of program plays a far greater importance in the majority of families' selection of radio entertainment than does the radio station
الأسر تختار ما تسمعه بحسب نوع البرنامج لا بحسب المحطة، فالمحتوى هو ما يجمع الجمهور لا القناة.
Results from broadcast advertising have been best when the advertising has been supplemented by other media.
حتى ممثل شبكة إذاعية يعترف بأن الراديو يعطي أفضل نتائجه حين تدعمه وسائل إعلان أخرى.
They have literally 'gone wild' over it.
مدير إعلان شركة دهانات يصف حماس التجار للبرنامج الإذاعي، فأثر الراديو الأول ظهر عند الموزعين قبل المستهلكين.
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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