Broadcasters’ news bulletin (June-Dec 1931)

Juno 20, 1931 HEDGES PLEADS FOR STABILITY Broadcasting is no longer a mere promotional activity of concerns interested primarily in the manufacture of flour or radio sets, the operation of a depart¬ ment store or newspaper, but is now recognized as a business, William S*. Hedges, president of WI^ylAQ Inc», Chicago, and chairm.an of tho Executive Committee of tho NilB, told the Advertising Federation of jtaerica in a speech last week* The one important source of revenue to the broadcasting station is through the sponsorship of programs and "this economic necessity of broadcasting sta¬ tions has been viewed with suspicion and alarm by other advertising media,” he said* "These other media see in the operation of broadcasting stations on a commercial basis additional com.petition for tho advertiser’s dollar, Tho radio industry, howevor, has contributed millions of dollars in advertising to news¬ papers, bill boards and magazines. The radio industry will continue to spend millions of dollars each year in advertising appropriations. The s\jm of money spent by tho radio industry in other advertising media goes a long way to off¬ set the amount of money that has been diverted to broadcast advertising* "The advantages of radio as an advertising medium are numerous. An ad¬ vertising message tactfully phrased and presented in good taste is most effec¬ tive since it enters the homo as a welcome visitor. In that connection I wish that every advertising m.an preparing announcements for broadcasting would think of the radio audience as a little family group sitting around the radio set a family group composed of father, mother, grandparents, and children ranging from the ages of five to thirty. Multiply this little group by thousands or millions if you wish, but think of that group as the recipient of your enter¬ tainment and your advertising message* As your spokesman comes into the home through the radio I refer to him as a welcome guest but he will be welcome only so long as he behaves himself and the instant that he oversteps the bounds of propriety he will be instantly ejected by turning the dial* "The pleasing programs create a good will that cannot bo obtained from other media. Did you ever hear of any }ne buying any :,r''du''t beC''uso he was pleased with the art work or typography of tho advertisement’ Yet there are countless listeners who have been inspired to buy because of gratitude to the sponsor who has brought an especially well liked program to the radio audience, "The force of economic circumstances has miado broadcasting an advertising medium in the United States and advertising has justified the use of this great m^cans of mass communication for such purposes since it has made possible a production of the finest radio entertainment in the world. Millions of dollars have been spent in sending the finest talent in the world to the radio listeners. Such a system is infinitely superior to governm.ent operation of broadcasting stations since this y;ould involve great cost to the American pub¬ lic and the possible misuse of radio to serve tho interests of the party in power. The sixty million people in the United States are being served and be¬ ing served wellr Their interest, convenience and necessity is held in duo regard by the broadcasters because the broadcasters realize that abuse of their privileges will mean instantaneous loss of popularity* "The fact that broadcasting continues to grow and prosper is the best possi¬ ble proof that the public is being served. If anything were done to deny broad