Radio Broadcast (May 1929-Apr 1930)

> Curing the Direct Advertising Cancer igHiLE gratifying progress has been made in the technical improvement of broadcast transmission and reception, the fundamental concern of the radio industry — the broadcast program reproduced in the listener's home — is suffering dangerously from an insiduous "cancer." Little by little, the incubus of commercialism, at first welcomed because it brought economic independence to broadcast station operation, is now threatening radio broadcasting with paralysis. The commercial announcement has evolved from a courteous and restrained goodwill appeal to a The New R.M.A. Leaders G knockout dose of advertising, so potent that one can no longer enjoy a radio program without a feeling of apprehension. For several years, while it was owned and operated by the American Telephone and Telegraph Company, weaf set unimpeachable standards for commercial broadcasting. The organization which evolved the economic foundation for broadcasting, launched radio advertising upon an indisputably high plane. Its clients fought for concessions, but nothing more than the firm name and slogan at the beginning and end of each program were allowed to get out over the air. Fulsome descriptions of products, testimonials strangely reminiscent of quack medicine H Badvertising and smart-aleck announcement characteristic of to-day's offerings, were simply prohibited. After two or three years of activity, the company withdrew from broadcasting station operation and sold weaf to the Radio Corporation of America, which, together with Westinghouse and General Electric, formed the National Broadcasting Company. Three years of operation under these auspices has resulted in an enormous extension of radio advertising and chain broadcasting. Powerful salesmanship was exerted upon the advertisers, with the result that appropriations for radio programs increased enormously. The professional standing of artists appearing before the microphone has been lifted to the reat wisdom was shown by the membership of the Radio Manufacturers' Association in choosing the officers who are to guide the destinies of that body for the coming year. H. B. Richmond, the new president, is acclaimed on every side as an able and popular leader. As chairman of the Engineering Committee of R. M. A. for a number of years, Mr. Richmond has demonstrated a wide knowledge of industry problems, a remarkable ability to "get things done," and a diplomacy and kindly suavity that promises much to the radio industry with leadership of this calibre, One of the outstanding elements in the make-up of the new R. M. A. president is a broadness of vision, which will keep association activities on the highest of planes, free from petty politics and pointless bickerings. Aiding Mr. Richmond is an unusually able and representative group of officers and directors. They are: T. K. Webster, Jr., treasurer; Morris Metcalf {American Bosch), vice-president; Henry C. Forster (Utah Products), vice-president; William Sparks (Sparks-Withington) , vice-president. The new directors, elected for three years, are: H. C. Cox {Columbia Phonograph), Henry C. Forster, George C. Furness (National Carbon), B. J. Grigsby (Grigsby-Grunow), Ralph H. Langley (Crosley), A. G. Mesick (U. S. Radio), R. T. Pierson (Bremer-Tully), Richmond (Gen highest standards. But broadcastinglias receded from its position as a prime interest of the American public. The good-will program has evolved from a courtesy to an annoyance, in spite of its improved artistic standing. The habitual listener is now as grateful for the commercial program as he is for the billboards which grace the principal highways. To be satisfied with their investment in broadcasting, announcers are compelled by sponsors to launch into detailed descriptions of their products; they must attempt to intrigue their audiences with countless slogans, discuss financial arrangements, detail payment plans, quote prices*, enrapture supposedly gullible listeners with high-priced testimonials, and proclaim real or imaginary points of superiority with which the spon B . Richmond and H . eral Radio). — W. K. W. sors consider their products to be endowed. How far from the standards originally charted for commercial broadcasting has the art wandered! In fairness to broadcast managements, it must be said that most of them have attempted to resist misguided attempts to make radio a direct-advertising medium. Many programs are still models of good taste. Having brought prosperity to commercial broadcasting, however, the demands of many affluent advertisers for stronger and stronger doses of advertising are not easily curbed. On the printed page, advertisers may say what they please; why not over the air? They certainly pay enough for the privilege. No one objects to superla tive statements on the printed page because the reader can, by a turn of the page, dismiss the advertisement instantly, without sacrificing the entertainment or educational value for which he purchased the publication. The radio listener, on the other hand, must dismiss not only advertising but entertainment as well. Unless he seats himself at the controls of the receiver, within a few inches of the reproducer, dismissing unwelcome advertising is a considerable inconvenience. Many in the broadcasting profession accept the advertising announcement as a necessary evil which must be tolerated. But they are traitors to the ideals which ought to animate the broadcasting industry. By their attitude, they acknowledge 214 • • AUGUST 1929 •