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ROA-VICTOR AD TALKS ARE CUT
Radio broadcast a.dvertising must be brief to be effective, according to E. A. Nicholas, General Sales Manager of the RCA Victor Company.
"Under the existing system of American broadcasting commercial sponsorship is the logical answer to the question of 'Who shall pay for broadcasting’, and the listening public realizes this" he said. "It recognizes that the commercial sponsor is entitled to some benefit in return for the high quality of entertain¬ ment he provides. But, the radio advertiser who so gluts his program with a dvertising that it becomes a source of annoyance to the listener automatically defeats his own purpose in sponsoring the program.
"Our own company has always made the newspapers the back¬ bone of its advertising campaign. We look upon our weekly radio program more as a builder of public good will toward our radio products, rather than as a direct selling agent. Accordingly, we have limited the ’advertising talk’ in the RCA Victor program to approximately fifteen seconds, at the beginning and at the end of the thirty-minute broadcast. This leaves all but thirty seconds or 1,67 percent of the half-hour, devoted to pure entertainment."
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SLUl^P DODGES RADIO INDUSTRY, SAYS KLEIN
Following, in part, is an address given Tuesday by Dr. Julius Klein, Assistant Secretary of Commerce, before the annual convention of Radio Manufacturers’ Association at Chicago,
"World conditions of the last two years have signally failed to have any noticeable effect on the forward march of radio. People throughout the world are and have been buying radio equipment above the scale of past years, however prosperous they may have been.
"The number of sets in use is constantly increasing. The world total is now estimated at 26,000,000 to 30,000,000, and an increase of 250,000 monthly is maintained. Foreign countries are calling upon us for more and more radio equipment. Production and domestic sales are also moving forward with astonishing momentum,
"Radio exports have grown by leaps and bounds since the inception of broadcasting. From 1921 through 1930, radio apparatus to the value of |99,580,380 left the United States for use in other lands. Nearly 50 per cent of this total was shipped in equal amounts during the peak-and-depression years of 1929 and 1930. But one decrease in radio exports is shown in any year since it has figured in our export statistics, and that in the midst of our greatest prosperity.
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