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SEVERAL evenings ago an announcer on a poplar station interrupted a delightful musical program to give his usual sponsor ad. But after the time usually allotted to such announcements had expired, he was still rambling on, proclaiming monotonously the merits of the product. We timed him. For exactly four minutes and a half he talked — describing, beseeching, and repeating, until we began to fear he was wound up for all night.
It took him longer to describe that article than it actually took to manufacture it in a recent contest held in the east!
It wasn't the poor announcer's fault — he is paid to read what is handed him. The station probably wasn't to blame entirely; no one knows better than station officials the fallacy in prolonged advertising verbiage. This time it was the man behind the program.
Who is going to educate such a sponsor? When will he begin to realize that he is only cutting his own throat by trying to say as much as possible over the air? Everyone concerned suffers by it — the artists, the station, the sponsor — and the audience.
As listeners, we can thank our lucky stars that we don't have to put up with much of that sort of thing. We can be grateful for the many farsighted, intelligent sponsors who realize that a good program of pure entertainment, with a high grade of advertising sparingly used in the right places, will bring best results. We wouldn't want to keep the sponsor from advertising — after all, it's his program.
But there is no excuse for an unnecessary, longwinded, meaningless recital over the air such as this. Perhaps if two sponsors of this type could be induced to listen to each other's programs, something might be done about it.