Broadcast Advertising, February 1930 (Volume 2, Number 5)
An issue of Broadcast Advertising, a Chicago monthly for people buying and selling radio time.
What it is
An issue of Broadcast Advertising, a Chicago monthly for people buying and selling radio time. William S. Hedges of WMAQ, president of the National Association of Broadcasters, asks for permanent radio regulation and tells how he talked baseball out of banning microphones. Judith C. Waller of WMAQ writes on editing sponsored programs and what talent really costs. Kelly Smith of the Columbia Farm Community Network picks farm music from Montgomery Ward's record sales instead of fan mail. NBC's M. H. Aylesworth and CBS's William S. Paley testify to a Senate committee. Melvin Brorby of Needham, Louis & Brorby gives ten rules for building a program. Oil-O-Matic and Cities Service report what radio did for them, and a WTMJ survey polls stations and agencies. Station advertisements fill the rest.
Why read it now
The issue shows a new medium finding its rules, and most of them carry over to podcasts, streaming audio and creator video. Kelly Smith's move is the one to keep: he set aside fan letters, which come from a loud minority, and read what farmers actually paid for, which is still how audience research should work. Brorby's ten rules (fit the program to the buyer, build it around a personality, give the sales talk in small doses, tell the same story in print at the same time) match current practice in sponsorship and branded content. Oil-O-Matic's reversal also holds: pure entertainment drew fan mail, while five minutes of plain product facts per half hour drew inquiries and dealer leads. Cities Service never asked listeners to buy. It offered a free family budget book, which 108,000 people requested, then mailed a follow-up before a salesman called, a lead-nurturing sequence in all but name. Dated: the rate and licensing disputes, and the belief that a listener who stops on a program hears it through. Use: before choosing content, check what your buyers pay for, not what they comment on.
Passages worth keeping
Writing a letter to a broadcasting station is one thing. Laying money on the line may be something else again.
رسالة المستمع إلى المحطة شيء، ودفعه المال شيء آخر، لذلك يثق المدير بسجل المبيعات أكثر من رسائل المعجبين.
Regard your selling talk as a medicine. Give it in small doses, sugar coated with humor or romance if possible.
الكلام البيعي في البرنامج يُقدَّم بجرعات صغيرة، ويُغلَّف بالطرافة أو بالعاطفة ما أمكن، حتى لا ينفر المستمع.
At no time during our use of broadcasting have we directly urged our audiences to purchase Cities Service securities.
الشركة لم تطلب من المستمعين شراء أسهمها مباشرة في أي وقت، بل بنت الثقة أولًا وتركت البيع للمتابعة والمندوبين.
no one special form of publicity is sufficient unto itself. It must be supported by other forms of publicity.
لا تكفي وسيلة إعلانية واحدة وحدها، فالبرنامج الإذاعي نفسه يحتاج إلى إعلانات مطبوعة وبريد مباشر تدعو الناس إلى سماعه.
I am afraid too few of our advertising friends realize the costs of showmanship.
قليل من المعلنين يدركون أن البرنامج المميز يكلّف مالًا حقيقيًا، فمن يريد عرضًا مختلفًا عليه أن يدفع ثمنه.
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
If this library is useful, leave an email
We send new patterns, ads, and notes when we add them. Name and phone are optional.
You are on the list
We will write when we add more library material.