We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
I your advertisement, write it accordingly, I and you can't go wrong.
Make It Easily Understandable. Use common, everyday language, avoiding long words, and technical or foreign words. The shorter the trade name, the easier it is to remember. Spell it out only when the audience cannot get the spelling by hearing the word pronounced. If the audience is requested to write to the program, make the address just as short and simple as possible. Examples:
Write to Jones Brothers, Station WCLE, Cleveland . . .
Ask for De-Shon's cold tablets, spelled D-et-c-h-o-n ' s, at your druggist's.
The job of the continuity editor is to put words into an announcer's mouth that will send Mrs. Jones on the run to the corner store. Theirs is both the power of the word well chosen plus the supreme force of verbal presentation. On them rests the responsibility of transferring attention from the ear to the purse. It is upon their work that commercial radio in this country rests.
It is also against them that much of the public clamor is raised, and if radio is to continue to do the selling job that has kept the cash registers of thousands of sponsors tingling, it is their responsibility to make a real effort to raise the general level of commercial radio copy.
There are hundreds of instances constantly arising in the commercial writter's work which call for particular study and attention. As long as business buys radio time, there will be a need for more effective copy. The technique of commercial writing must be studied and deliberate; scientific, if you will. Let's make it that!
Absolutely sincere in his desire to improve radio copy is Milton Charles Hill, publicity director of radio stations WHKWCLE, Cleveland, O. He first started getting ideas on the subject while a student in the Ohio State University School of Journalism, where in 1935 , he started as a' student news commentator on WOSU . He thinks, incidentally, that requirement number one for all copy writers should be actual selling experience, has himself sold everything from women's corsets, lingerie, dainties, etc., to advertising space in small newspapers. Despite his youth (he's a young punk of 26) he has for 12 years been an active writer. Hobby is photography, takes all the station's pictures with a 4x5 Speed Graphic, is continually trying to get more and better equipment. Has no children and no immediate prospects of having any, since he's unmarried. Played his first game of golf last summer after putting it off for five summers, and liked it so well he's now an addict.
No humdrum task to copywriter Hill is that of earning three squares a day pounding out radio commercials. Genesis of his thesis here: a good mad at himself for cliches, wornout persuasions, other sins which keep radio copy from being fully effective. A quick trip to the library revealed little of value, but since his dander was up, man-ofaction Hill undertook a survey of his own. From interviews xuith sundry types of listeners, a simple set of rides evolved. Modestly, he refers to it merely as a working skeleton, hopes that others will take over, put flesh on it.
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