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racsimile Offers AdvertiJi
Editions slanted at specific audiences will combine oisua facilities of the printed page with the time advantages o broadcasting for local and regional sponsors
FACSIMILE IS BEING discusscd ■vvitli increasing frequency, and to advertisers its possibilities are limited only by one's imagination. \Vhile the combination of timely delivery and permanently recorded pages cannot be adequately evaluated at this time from the standpoint of the advertiser, we can, however, note some of the characteristics of the facsimile newspaper which will serve as bases for facsimile advertising developments.
One of the most fascinating advertising characteristics of the facsimile newspaper is its facility for presenting advertising messages at the same time as, and adjoining in space with pictures and other reading matter. It is the same facility offered by newspapers and magazines.
The possibilities offered by this characteristic of the facsimile newspaper arc great— especially the opportiuiity to place advertising in the "editions" and next to the kind of editorial matter that is likely to draw readers with particular interests. This is a tremendously useful device, when well handled, but it calls for a note of caution: subscribers to the facsimile newspaper are likely to insist that every page be of some service or interest. If it isn't, the subscriber need only switch off his recorder or tune-in to a different facsimile newspaper.
Small advertisements predicted
It may mean that advertisements on I lie facsimile page will have to be kept
relatively small in size, so they do no offend the readers' sense of value re ceived. Yet as we all know, certain kind of advertising are considered both serv iceable and interesting— for example, de partment store sales advertising to house wives. Therefore, it would be impossible to try to set arbitrary limits on the siz( of facsimile advertisements.
The practice facsimile advertisers mus watch, it seems, is that of adapting th( advertising— prodtict, appeals and space —to the probable audience. And the kinc of audience will depend largely on (li the time the facsimile edition is beim transmitted and (2) the people to whon it is aimed.
Editions for specific audiences
Here, then, is another characteristic o the new mediiun with great promise foi advertisers. Facsimile permits delivery o printed messages and pictures to specifi< audiences at times when they are most re ceptive to the appeals employed. It com bines the visual facilities of the printec page with the time advantages of broad casting.
Here are a few examples of way in which these facsimile characteristic might be applied. Early morning edi tions of the facsimile newspaper migh contain, among others, entertainmen advertisements to help people plan fo; evenings out. Later editions aimed edi loi ialh at liousewixes, and perhaps carry
Presoited here are excerpts from a talk gwen by C. L. Thomas,
goieral matiager for KXOK and KXOK-FM, St. Louis, Mo.,
before the St. Louis Advertising Club.
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RADIO SHOWMANSH