VALUE OF TIME

Radio Record, Volume I, Issue 36, 23 March 1928, Page 4

VALUE OF TIME

The publicity value of broadcasting has assumed a prominent aspect lately in New Zealand, owing to the view espressed that the Broadcasting Company should pay for relays from various attractions. Ji America the advertising value of broadcasting has Icng been recognised, and is well paid for by thie advertiser. , It was in 1921 that a station was erected for the purpose of "selling time.’ That was the beginning of commercial broadcasting in the United States. The tation erected was WEAL, and it was owned and operated by the American Telephone and Telegraph Company for several years. Becise it was operated at such a heavy loss, and the company, being a public service corporation, not being in a position to conduct anything but needed enterprises at a loss, it eventually separated this broadcasting activity and formed the Broadcasting Company of America to operate WEAF. , In America all stations broadcast advertisements in their many guises. This is their only source of revenue, and very high prices are paid for "time," a common figure being 1000 dollars a ninnte, in addition to which the ad. vertiser pays for the artists who provide the concert he sponsors. In New Zealand, no such advertising is done, the revenue being derived from the listeners’ license fees. Tt is small wonder that a writer, and a recognised authority on broaleasting in U.S.A., recently said that the New Zealand system was the best in the world.