Broadcasters’ news bulletin (Jan-May 1931)

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BROADCASTERS’ NEWS BULLETIN Rcportins accurately and promptly current happentnss ol special interest to Broadcastins Stations in the Commercial, Regulatory, Legislative and Judicial Fields Issued by THE NATIONAL ASSOCIATION OF BROADCASTERS Incorporated NATIONAL PRESS BUILDING WASHINGTON, D. C. lOlW YSAR'S IvESSAOE BY Walter J, Daion, President National Association of Broadcasters Broadcasters lia-ve cause for New Year’s rejoicing in the fact that radio as an advertising nediun has shown appreciable gains during 1930 in the face of losses to other media# During 1931 stations which ig¬ nore depression propaganda and go out aggressively for business should find th:.:.t both local and national firms are raore receptive to broad¬ cast ideas than ever before# The need will be for thoughtful consideration of the prospect’s business and the creation of a program that will command listener attention and at the same time will identify and sell his product or service. Test after test sho\7sth:t sales messages for the printed page fail to register over the air. If we sell program ideas rather than time and persuade the advertiser to present his story through the program rather than in "canned" sales talks, both advertiser and station should benefit. The year 1931 should witness a fuller realization on our part of the fact that the real judge of a program’s appeal is the listener. Broadcasters v/ho cater to financial gain alone, rakhcr tha,n to listener interest, v/ill find tiiat representative stations are jealous of their audiences and quick to protect themselves against loss of listeners# I believe th.at 1931 will bring a greater volienc of business to radio stations, which in turn will be able to augment and improve their services to listeners, I also look fomvard to a successful year for the National Association of Broadcasters and take this opportunity to wish each of its members a most prosperous New Year# •0