ADVERTISING BY RADIO

Press, Volume LXXI, Issue 21411, 1 March 1935, Page 10

ADVERTISING BY RADIO

. V U > li" 1 J 1 " T'J ill* BDIIOK or THE PF.BS3. c - i have been watching for some 1 for the appearance of the hydrahfjdcd monster of radio advertising, determined to crush it, as far as lies in power, by jumping upon it with both" feet; and here it emerges now. I*i tin- discussion on the Broadcasting £Li Mr Clyde Carr, M.P.. is reported to have said: "I know why advertising is iorbidden over the air. It is because broadcasting service would compete with the newspapers' monopoly. It is about time those absurd restrictions were cut out. The newspapeis kr.uw what their opposition is and are ci to stop it." And thus also Mr H. t7 Armstrong. M.P.. "Advertising over a r was to hurt nobody but

in- Vv-oapers~ The newspapers <•'•<' r r,.-d to exert such an influence over I'-.■" controlling broadcasting that restrictions were imp&;,d on ii stations, which should rt-ahv be allowed to advertise." Jn 'j:-v judgment this is all utter rubbish, it is ridiculous to suggest that ii..,, r ;ev/ yp aners are so jealous of their alleged monopoly that they exercise backstairs influence to prevent So-and-i,o\- pill" or So-and-so's insect powder frc:n being advertised over the air. No: Tit.- real opposition and the real ob"-'--to.-3 are not to be found among t ; •'- newspapers, or the national broadca■■..'." nations, but among the great ho:: of li-tentrs-in. When Sir lan Fru-er, M.P., v.'ho is a member of the broadcasting committee of the British Home of Commons, was here and delivered n tall: on this question over the air. he warned us to beware of the abiminaiion of radio advertising as it is :n vogue in America, and with borne of the Australian commercial j-tauons. If a vole were taken on this question of the opinion of the listcners--3:,, I am convinced there would be an almost unanimous decision against the possibility of having shouted in their «ars. at the close of a fine musical pro-E.-arr.me, an advertisement touting the uvialitics f f such-and-such pills, or So-ar.d-so's insect powders. May we be saved from that "infliction in this land! Wherefore, now i-, the time for listen-ftrs-in to protest against the introduction of this abomination. These members of the Labour party, suffering from a certain type of mentality, and wearing spectacles of a certain colour, have their vision dis'tortcd and seem to fC' a!l things red. To them the socsilcd capitalistic press is anathema, but on t!iis subject I arn convinced they are talking foundationless nonMr: ve. They will find, however, deter/.'...'.':d opposition from the great host of listencrs-in, and they are the par- '.'-•■ -.vho are to be considered in the r-iiu-r of radio advertising.—Yours, e:<-. PURE AIR. Y'--y. :ary T., IS3j.