Sponsor (July-Dec 1949)

nor a frequency which produces effective audiences and sales results. There is an illusion that Europe is .t meat expanse where only non-commercial broadcasting is the rule. This is far from the truth. Advertising is accepted not only on Radio Luxembourg but on a 14-station chain in Spain as well as Radio Andorra, by Radio Monte Carlo (which recently advertised in the New York Times for sponsors), by both Italian networks, Radio Sarrebruck I Sarre Territory government owned!, six Austrian stations and Radio International ( Tangier. North Africa I . These stations have audiences, but the audiences for the most part haven't American dollars, or their equivalent, to spend. Although U.S. advertisers have been urged time and time again to advertise abroad, to sell the American way of doing business, one-way streets are expensive even if the dollar is worth many times more on the Continent than it is in the Americas. When the great Coca-Cola empire can t afford to go on pouring monev into a market, which the American Gl promoted during the war, it's evident that the average U.S. business firm is in no condition to tie up assets in frozen currencies. The problem is acute. The U.S. must be sold to the English and to all Continentals. It « ant be sold alone by what the Voice of America beams to Europe, nor what the Armed Forces Networks air for Savon soap broadcasts an outdoor show, "On the occupation troops. cake pictures which went around the Democracy requires commercial world with World War II. "Pin-Up" broadcasting overseas. Democracy's is the trade-name lor a British version business, being activated by the profit of Toni. It's a Lever Brothers homemotive, can't go on indefinitelv doing permanent wave product. The program business on a one-way street. One so has so caught the interest of the British lution. which has been proposed, is a public that even with the limited space remitting of a percentage of corpora available in English newspapers today, tion taxes if monev is being poured they featured, in one edition, the picinto the European market for adver ture of the charwoman who was the tising and promotion. Congress, being "princess" that day. She was phototo a substantial degree anti-advertis graphed on her knees with a scrub pail, ing, hasn't responded favorably to this washing a door. It's something unproposal but there are forces at work heard of for an English newspaper to in the State Department which may recognize the existence of a commerachieve, by indirection, what is at pres cial show broadcast from a foreign staent short-circuited in the legislative tion for British ears, body. English newspapers are anti-comListening habits vary from country mercial broadcasting but the English to countrv in Europe, as is to be ex are not. Recently, when a Wireless pected. There are. however, several Telegraphy Bill was being considered, canards that can be laid to rest about the question was asked whether a listening habits in Great Britain. These clause in the bill might not be used to habits are not different than the U.S.'s. discourage listening to commercial staThis must be hedged to the extent that tions. At that time the Attorney-Genthe language of the 48 states may be eral, Sir Hartley Shawcross, stated "I unintelligible to Englishmen. If a gag listen to Radio Luxembourg regularlv depends upon an American colloquial and intend to go on doing so. I see ism. it is to be expected that it won't nothing in this bill which will endan ger me. . . . The British Broadcasting Corporation is anti-sponsored radio, and has been preparing for some time to prohibit talent appearing over the BBC be understood abroad. Manv of the programs broadcast by the networks in the U.S. can reach even greater audiences in England than they do in the United States. Typical is the success of Pin-Up networks from appearing on commerPrincess for a Day, which is the Eng cial programs beamed to England. In lish version of Mutuals Queen for a early June of this year, there was quesDay. The "Pin-Up in the program's tion of the continuance of Stewart title has nothing to do with the cheese | Please turn to page 65) ancy British equivalent of "Queen for a Day" gets strong tabloid build-up MIHROR, princess for » w ' -HER DREhw COMES TRUE srsSsed «* nteT , She psBW5 i wbsMs ft"* M