Heinl radio business letter (Jan-June 1932)

Record Details:

Title:
Heinl radio business letter
Date:
Jan-June 1932
Publisher:
Washington D.C. : Robert D. Heinl
Volume:
Heinl radio business letter (Jan-June 1932)
Leaf #:
00063
Language:
English
Subjects:
Radio broadcasting -- United States – Periodicals, Radio -- Law and legislation -- United States -- Periodicals","Television broadcasting -- United States -- Periodicals","Television -- Law and legislation -- United States – Periodicals
Collection:
Broadcasting & Recorded Sound
Format:
Periodicals
Contributor:
University of Maryland College Park
Sponsor:
University of Maryland College Park
Coordinator:
Media History Digital Library
Description:
A private newsletter published out of Washinton, D.C. Robert D. Heinl meticulously tracked FCC actions and other policy developments and provided frequent updates to subscribers of the newsletter. A fascinating source for seeing how policy developments and regulations were received and interpreted within the commercial broadcasting industry. -- Eric Hoyt, 2018
Date Added:
August 29, 2024
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Thursday, Jan. 14 WABI t Pine Tree Broadcasting Corp. , Bangor, Maine, renewal of license, 1200 kc. , 100 watts, unlimited time; Others notified First Universalist Society of Bangor, Maine. WABI , First Universalist Society of Bangor, Bangor, Maine, involuntary assignment of license, 1200 kc. , 100 w. , unlimited time; Others notified Pine Tree Broadcasting Corp. (WABI), Bangor, Maine. X X X X X X SAYS HARD-BOILED ADVERTISER DEFEATED OWN PURPOSE A study of commercial programs has revealed that ten per cent to fifteen per cent of the time is given over to commercial announcements, Oapt. Howard Angus, Chairman of the radio group of the New York Association of Advertising Agencies, declared, address¬ ing the Advertising Federation of America, at Providence, R. I. , Broadcast Advertising of Chicago reports. "Whether we like it or not, broadcasting is now being used by practically every advertiser on the air for hard, direct selling", Capt. Angus continued. "The depression did that. The advertiser found his commercial announcement on his program in an entirely different situation than his printed announcement. He couldn't talk about his goods and sing at the same time. He found his selling interfering with his entertainment and he began to wonder just what good this was doing him with his public. At first he tried to make his selling as brief and as quick as possible. That was begging the question. "Then he simply got hard-boiled and turned on full steam. His attitude was 'You have to pay for the entertainment I'm sending you by listening to what I have to say about myself and my goods. ' In that he was defeating his own purpose. "The only solution of the dilemma is to make a commercial announcement as interesting as the entertainment it displaces. The commercial announcement is something that isn't getting the atten¬ tion, study or genius it demands." X X X X X X X 7