Broadcast Advertising, January 1930 (Volume 2, Number 4)
An issue of Broadcast Advertising, the Chicago monthly on selling by radio.
What it is
An issue of Broadcast Advertising, the Chicago monthly on selling by radio. Seventeen broadcasters, among them M. H. Aylesworth of NBC and William S. Paley of CBS, forecast 1930. A cost article prices talent from $100 a show for a small orchestra to over $100,000 a year for Amos 'n' Andy. Figures show 11,500,000 of 29,000,000 American families owning a set and network advertising nearly doubling to $18,729,571 in 1929. Russell Byron Williams of Reincke-Ellis argues that a program must fit the sponsor's character. Minneapolis beautician Myndall Cain explains selling beauty instead of products and counting results through free consultations. Bulova used time signals on about 100 stations to teach the public how to say its name. Sam H. Thompson of the American Farm Bureau Federation reports what farmers listen to, and R. Fullerton Place compares chain and spot buying.
Why read it now
Three ideas here still hold. Bulova's problem, a name buyers were afraid to say aloud in a shop, returns in the Gulf wherever a foreign brand name meets Arabic speakers, and audio is still the cheapest fix: say the name often, in the right voice. Williams's rule that a program must fit the sponsor's character matches current work on brand consistency and sponsorship fit; a sponsor who pays for content unrelated to the product buys attention for someone else. Place's soft drink case, over 1,000 dealers in 30 days at about $2.50 each against a usual $12 to $20, shows a trade offer carried on a consumer medium, which still works for distribution launches. Robertson's point that power sets possible reach while listener interest sets the real audience is today's split between reach and attention. Dated: Cain's claim that mentioning price drives buyers away. Much direct response testing finds a clear price or offer lifts response. Use: if customers hesitate to say your brand name, put the correct pronunciation into audio and video ads before spending on anything else.
Passages worth keeping
I never sell my listeners Myndall Cain's cold cream, facial massage, or hair cuts. I sell them beauty and youth. There is all the difference in the world.
صاحبة الصالون لا تعرض على المستمعات منتجاتها وخدماتها بأسمائها، بل تبيعهن النتيجة التي يردنها: الجمال والشباب.
we were able to acquaint millions of people with the proper pronunciation of the name.
إشارات الوقت المسجلة على المحطات علّمت ملايين الناس النطق الصحيح لاسم الشركة، فزال الحرج الذي كان يمنعهم من طلب الساعة باسمها.
A noisy, blatant, jazzy orchestra would not represent Tiffany's or Cadillac or the National City Bank as those institutions wish to be represented
البرنامج الذي يرعاه اسم راقٍ يجب أن يشبهه، فالموسيقى الصاخبة لا تمثل متجر مجوهرات فاخرًا أو مصرفًا كبيرًا حتى لو أحبها زبائنه.
In thirty days they secured over one thousand dealers, at an average cost of about $2.50 each.
بعرض جالون مجاني من الشراب للتجار عبر محطة محلية واحدة، كسبت الشركة أكثر من ألف منفذ بيع في شهر بتكلفة صغيرة لكل منفذ.
power is only one of a number of items giving the station its circulation, which, after all, is the only thing the buyer is interested in.
قوة البث وحدها لا تحدد قيمة المحطة، فالمعلن يشتري الجمهور الذي يستمع فعلًا، وهذا يصنعه اهتمام المستمع لا قوة الإرسال.
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.