Broadcast Advertising, October 1929 (Vol. 2, No. 1)
The October 1929 issue of Broadcast Advertising, a Chicago monthly devoted to selling by radio.
What it is
The October 1929 issue of Broadcast Advertising, a Chicago monthly devoted to selling by radio. The lead story, by Harrison J. Cowan, tells how Bourjois ran its "Evening in Paris" program on NBC from June 1928: four characters chatting in imagined Paris night spots in place of announcements, dealer mailings and window cards, then a new perfume in a blue bottle launched on air after sixteen weeks of build-up. Robert Morton argues that radio is a sales call to millions by telephone and that only theatre people can make it work. George Logan Price replies that stations owe advertisers more control. Frank Libby Blanchard shows Cities Service offering a family budget book to find securities prospects. Other pieces cover Marmola's test-market expansion, Don E. Gilman's case for radio as a reminder medium, a plea for standard announcement lengths, and station ads.
Why read it now
The issue records advertisers learning a new medium in public, and several of its lessons have held. Gilman's point that broadcast works by repetition and reminder, not single shots, matches what Ehrenberg-Bass research says about building mental availability. Blanchard's budget book is lead qualification by offer: only people already thinking about saving would write in. Morton's bridge party, where nobody in the room knew who had sponsored the concert, is the branding failure that ad attribution studies still find in many campaigns. Bourjois kept its selling light and still moved stock, the model for host-read and branded content today. What has dated: every case history is told by people selling the medium, the Marmola figures belong to an obesity remedy that later became the subject of a Federal Trade Commission case, and Morton's claim that only theatre people can do radio did not hold. Use: before sponsoring a podcast or show in the Gulf, write the three things a listener should be able to repeat afterward, your brand name among them, then test whether they can.
Passages worth keeping
The publicity mentioned is subdued to that reasonable extent wherein one feels that one might invite the artists to a supper or an evening at one's home without fear of them trying to unload a case of perfume.
ناقد صحفي يمدح البرنامج لأن الإعلان فيه خفيف، حتى إن المستمع يرتاح إلى الفنانين كأنهم ضيوف لا باعة يلحون عليه.
one spoken word is worth a thousand printed words.
يرى الكاتب أن الكلمة المسموعة أقوى أثرًا من المطبوعة، وهو ادعاء بلا قياس لكنه يفسر حماس المعلنين للإذاعة في ذلك الوقت.
Radio audiences become impatient and switch off if too much advertising accompanies a program.
كثرة الكلام الإعلاني داخل البرنامج تدفع المستمع إلى إغلاق الجهاز، ولذلك حصرت الشركة إعلانها في ثلاث فقرات قصيرة.
Broadcast advertising is auditory. It is most effective in repetition.
الإعلان المسموع ينجح بالتكرار على مدى طويل، ولا يصلح لمن يريد إيصال رسالته في محاولة أو محاولتين.
Repeatedly we have seen the change of a single heading double and quadruple the returns from the same ad
تغيير العنوان وحده قد يضاعف الردود على الإعلان نفسه مرتين أو أربعًا، ولذلك تعد الوكالة كاتب النص أهم عنصر في النجاح.
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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