Broadcast Advertising, March 1930 (Volume 2, Number 6)
The March 1930 issue of Broadcast Advertising, the Chicago monthly for buyers and sellers of radio time.
What it is
The March 1930 issue of Broadcast Advertising, the Chicago monthly for buyers and sellers of radio time. Albert R. Williamson of NBC argues against the summer slump, citing a Daniel Starch survey that four fifths of listeners use their sets as much in summer, and network spending above $1 million in every month of 1929. Hal Johnson tells how Wahl sold its Eversharp pen with a program on handwriting analysis. Hubbell Robinson Jr. of Young & Rubicam shows how dramatized stories took True Detective Mysteries from about 190,000 to 690,000 copies. Other pieces cover Purina's 6:30 a.m. farm hour, the mail flood that hit Martha Washington Candy, Hal Totten on sponsored baseball, Rexford Bellamy on dictating radio copy, and the Association of National Advertisers' plan with Crossley to measure listening. A station list by state fills the back half.
Why read it now
Much of the issue carries over to audio and video sponsorship today. Robinson's True Detective case is the one to study. Each episode opened on a tense line ending in a question and closed with a "tailpiece" from next week's story, an open loop that series writers and short video makers still use to bring people back. His second point matters more: about 400 letters in nine months against a half-million rise in circulation, which he read as proof that mail counts are a poor gauge of sales effect. Current attribution work agrees that response signals and sales often move apart. Bellamy's rule, dictate the script and read it aloud before approving it, holds for any spoken copy. The ANA plan with Crossley to interview 52,000 set owners is the start of broadcast ratings. Dated: the claim that radio can never sell directly, cost-per-inquiry figures with no control group, and success stories told by the people selling airtime. Use: end each episode with a hook into the next, and judge it by sales, not comments.
Passages worth keeping
This relatively small mail response, when contrasted to the phenomenal growth in sales which the book has enjoyed since it has had radio support, is particularly interesting as a proof of how untrustworthy returns by mail are
قلة الرسائل مع قفزة المبيعات الكبيرة تثبت أن عدد الردود البريدية لا يصلح مقياسًا لما يفعله البرنامج في المبيعات.
The salesman finds that the radio has already told at least half his story; it takes him less time to close each sale and makes more calls possible.
الإعلان الإذاعي يمهّد الطريق لمندوب المبيعات، فيصل إلى العميل وقد عرف نصف القصة، فيغلق الصفقة أسرع ويزور عملاء أكثر.
It is not doing direct selling, for radio in accomplishing its mission can never do that, but it is coordinating the sponsor's other forms of advertising
يرى الكاتب أن الإذاعة لا تبيع بنفسها، بل تربط بقية إعلانات الراعي ببعضها وتبقي اسمه حاضرًا، وهو رأي تجاوزته التجارب لاحقًا.
We realize that if we went to the trouble of giving each writer a full analysis of character we might lose a listener.
الشركة تعطي المستمع جزءًا من الفائدة لا كلها، حتى يبقى متابعًا للبرنامج ليتعلم الباقي بنفسه.
Copy which can in any sense be classed as "fine writing" usually tempts the announcer to fall into a more or less elocutionary style, "declaiming" his lines.
النص المكتوب بلغة أدبية متأنقة يدفع المذيع إلى الخطابة، فيفقد الإعلان صدقه عند السامع، والأفضل نص يشبه الكلام العادي.
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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