We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
An Editorial
jloi*
Big
h
U
tri^^
piijt
ITI^*^
IN spile of ilic fact tliat local advertisers invested |l()6,7r)(),(H)() in local radio in 1945, an increase of over six million dollars over the previous year, radio still stands at a considerable disadvantage to newspaper totals, figuring in 1944 only about one quarter of the dollar volume.
Radio has made amazing strides since the precedent for advertising on the air was set by a New York real estate firm in 1922, and yet, in 1944, only 30 per cent of all broadcasting revenue came frojn local advertisers.
Without question, this sittiation is due, in part, to the fact that radio hasn't fidly appreciated nor understood the problems of its many different kinds of advertisers. And the advertisers haven't understood radio. But if radio is to fulfill its obligation to the community, and still maintain the financial independence which guarantees freedom of expression on the airwaves, every one concerned with the sale of broadcast time has to make it his business to understand the specific problems of specific advertisers. To the extent that radio is able to achieve this objective, radio will be able to increase the scope of its usefulness to the community.
Radio is the product of American business, and more than that, it is a hometown product manufactured according to specifications laid down by hometown people. Radio should continue along that ])ath. It should become more and more the advertising medium of little business concerns as distinguished from big business concerns. If radio meets thai challenge, it can't sell time . . . it's got to sell RADIO!
JU NE, 1 946
• 185 •