Broadcast Advertising, May 1930 (Volume 3, Number 2)
The May 1930 issue of Broadcast Advertising, the Chicago monthly on selling by radio.
What it is
The May 1930 issue of Broadcast Advertising, the Chicago monthly on selling by radio. Ray K. Morgan reports how Adohr Creamery of Los Angeles advertised its radio opera series the way it advertised milk: opera-style billboards, newspaper space, pennants on 206 delivery trucks, engraved invitations and a note under every bottle cap. Stanley W. Barnett of WBAL and Harrison Holliway of KFRC argue that listeners are relaxed and half attentive, so a program must be easy to hear and never annoying. O. N. Taylor, a Chicago radio editor, explains what program publicity papers will print. NBC's M. H. Aylesworth and Paul Williams of the Utica Press debate whether radio feeds or robs newspapers. Other pieces cover True Wedding Rings' "Hour of Romance", Pennzoil's Liberty Bell Filling Station with Chic Sale, J. Andrew White's listening figures, Crossley's quarrel with the editor, and a joint stand against blatant advertising.
Why read it now
Adohr's case is the one to keep. A dairy serving 50,000 of 400,000 local families did not wait for listeners to find its program. It promoted the show through every channel it already owned, down to the bottle caps, and letters came back asking for a salesman. Brands that launch a podcast or video series today still skip this step. Barnett and Holliway describe half-attentive listening long before Robert Heath's research on low-attention processing reached the same view: most people hear ads while doing something else, and a message that asks for effort is lost. Taylor's rules for program news (short, factual, with time and station) still fit any pitch to journalists. The Crossley exchange shows an early audience report being used to rank stations it was never built to rank. Dated: White's reach sums, which assume every listener hears every message, and testimonial letters printed by the medium that sells the time. Use: promote a new content series through your own customer touchpoints before paying for reach.
Passages worth keeping
If your milk is as good as your opera, have your salesman call.
كتب مستمعون أن جودة البرنامج جعلتهم يتوقعون جودة الحليب، فطلبوا زيارة المندوب، أي أن المحتوى الجيد صار دليلًا على جودة المنتج.
can my radio listener grasp my message without conscious mental exertion?
المعيار الوحيد لأي إعلان إذاعي أن يفهمه المستمع دون أن يبذل جهدًا ذهنيًا واعيًا.
The moment it ceases to be an amiable companion and becomes an annoying intruder within the family circle it is turned off.
يبقى الجهاز مفتوحًا ما دام رفيقًا لطيفًا، ويُغلق فور أن يصير دخيلًا مزعجًا على جلسة الأسرة.
They have failed to realize that they can only use publicity to sell their programs. The programs themselves must sell the company and its product.
التغطية الصحفية تجلب الجمهور إلى البرنامج فقط، أما بيع الشركة ومنتجها فهو مهمة البرنامج نفسه.
Newspaper advertising does not go in competition with radio advertising. Their jobs are different.
ناشر صحيفة يعلن في الإذاعة ويرى أن لكل وسيلة مهمة مختلفة، فالإذاعة تجلب قراء جددًا والصحيفة تحتفظ بهم.
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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