Sponsor (July-Dec 1952)

Record Details:

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■J*9°° a ...any way (^} you figure it /M/ KROW reaches more Listeners-perJ than any other San Francisco or Oakland Station* 'PULSE for Oakland and for San Francisco, June, 1952 BEST BUY IN 2 MARKETS! There's a billion-and-a-half dollar market on each side of San Francisco Bay! Over 150 result-conscious advertisers . . . local, regional, national . . . now use KROW of Oakland to reach both of these markets at the lowest cost-perthousand of any station in San Francisco or Oakland. Incidently, there are comparatively few TV sets in these markets. For details, see PAUL H. RAYMER COMPANY, INC. KROW Radio Center Bldg. 19th & Broadway • Oakland, Calif. Serving the Entire Oakland-San Francisco Bay Area by Robert J. Landry Russian "radiofieation" Way back in the 1920s Soviet Russia pioneered in shortwave radio propaganda beamed in all directions world around. \lan\ a Yankee ham stayed up all night to bring in Siberia. Communist strategist Lenin himself had recognized the dynamic nature of radio, spoke of it as "newspapers without paper." Today, in obedience to the Lenin dictate, uncounted Russian transmitters are busy night and daw Details are skimpy but the nerve-center is clearly Moscow. Rus>ia uses 34 languages exterior to the Soviet and 70 languages interior to its own borders. In short, the United States with 29 spoken tongues. including Mesquakie Indian, is only one-half as polyglot as Russia. * * * Currently Russia has joined with its satellites in an elaborate exchange of programs, news, music and "culture" and these now spread from Poland, Hungary. Czechoslovakia, Albania. Rumania and Bulgaria to China. Outer Mongolia and North Korea. Similar exchanges. but less formalized, exist among the western countries, notably France. Britain and America. ^ ?p "if A great authority on international broadcasting is Dr. Arno Hutb. sometime consultant to the United Nations, lecturer at many American colleges. He points out that about 600.000.000 human beings can be reached by radio and many of them only by radio. There are still a billion-and-a-half human beings who do not have any radio yet, and therefore do not have any effective, regularized communication with the world. Note something more: In countries, colonies, islands, jungles and so on. wherever most of the inhabitants cannot read or write the spoken word of radio is magical to governments I friendly or hostile I and to commercial interests I with or without advertising appropriations ) . * * * Customs, tariffs and cartels do handicap international distribution of radio sets. A small $19 bedside radio set in America may be $80 at retail in a European country. And it will be much worse as to TV sets. Indeed a recent news story out of Copenhagen told of the discouragement of the usually progressive Danes. They had launched but were considering the abandonment of video. Sete were prohibitivelv high. * * * The moral is plain. Radio is now and for decades to come the cheap, convenient and still-growing instrumentality of the world masses. Only in America and Britain does TV amount to much. New and impoverished lands like Pakistan give radio the highest priority, appropriate millions of dollars many might suppose could more advantageously (to national interest I be spent otherwise. ( Please turn to page 1 22 I SPONSOR