Radio broadcast .. (1922-30)

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76 Radio Broadcast a thing as broadcasting advertising matter should become general — and it is no remote possibility — you'll have to listen to it or listen to nothing at all! And you didn't buy receiving apparatus to listen to nothing at all. Now then, you have impersonated half a dozen or so characters in pursuing your way through this article. You have seen to what unmitigated horrors advertising by radio would lead, should it ever become a reality. You have seen how plausibly such a scheme might be presented and developed before measures to stop it could be taken. Granted that it is possible enough: is it really likely? Does the problem of radio advertising seem at all imminent or is any warning regarding it merely to be classed with the alarmist's cry of "Wolf!"? Any one who doubts the reality, the imminence of the problem has only to listen about him for plenty of evidence. Driblets of advertising, most of it indirect so far, to be sure, but still unmistakable, are floating through the ether every day. Concerts are seasoned here and there with a dash of advertising paprika. You can't miss it: every little classic number has a slogan all its own, if it's only the mere mention of the name — and the street address, and the phone number — of the music house which arranged the programme. More of this sort of thing may be expected. And once the avalanche gets a good start, nothing short of an Act of Congress or a repetition of Noah's excitement will suffice to stop it. There is one factor which may appear at first blush to lighten the situation; that is the attitude held at present toward such means of advertising by recognized, reputable advertising agencies and by men who govern the advertising policies of the larger manufacturers. Most of these are openly arrayed against the exploitation of radio for advertising purposes. Sensing the situation broadly, they realize what a drag upon the science its use for purposes of this kind would prove. But the danger is not from reliable firms and individuals, so that the disapproval of these folk, pleasant though it may be for us to know their attitude, does not help matters much. It is the irresponsibles who are to be feared. Fly-by-nights, plenty of them, unburdened by any sense of what is fair and right, are always ready and waiting to put public enthusiasm to work for them. The woods are full of opportunists who APANGED BY THE DISCORD MU5IC CO OF 15 SOUTH hAIN 5T EAST Y/ESTON.O5H COUNTY, K05H. TELEPHONE ^ DADLEIGH 2" DRIBLETS OF ADVERTISING Indirect, but unmistakable, are floating through the ether every day. You can't miss it: every little classic number has a slogan all its own, if it's only the mere mention of the name — and the street address, and the phone number — of the music house which arranged the programme are restrained by no scruples when the scent of profit comes down the wind. Those who care to look about may find signs of what we may expect on every hand. Particularly in the Far West has this tying-up of advertising with radio become a nuisance. The writer was recently asked to broadcast a ten-minute talk on the dangers of advertising use of broadcasting facilities. The talk was sent out from one of the larger Western stations and the response from those who heard it was tremendously significant. Letters from all parts of the West were received : suggestions of all sorts were offered to remedy the evil which all who heard the talk recognized as already existing. There is our problem — what are we going to do about it? Unfortunately, nothing can be accomplished sectionally. There must be a country-wide movement, which will be powerful enough to overcome the inevitable legislative hesitation and which will result in definite, speedy action. The thing cannot be prevented by ordinary methods; legislation, carefully calculated and effectively administered is the only remedy. And the radio enthusiasts are the ones to whose interest it is that such measures become law as soon as possible. It is they who must bring it to pass.