THE WAY THEY HAVE IN U.S.A.

Radio Record, Volume I, Issue 36, 23 March 1928, Page 12

THE WAY THEY HAVE IN U.S.A.

) og, Eee PAYMENTS FOR BROADCASTING VALUE OF PUBLICITY. Mr. Frank Reid, of Dunedin, who has just returned to New Zealand after a year’s sojourn in San l’rancisco, felt it to be his duty to call on the headquarters of the Broadcasting Company when passing through Christchurch last weck, and to tell ot his impressions of broadcasting in America. Mr. Reid had frequently commuuicated with the Broadcasting Company, and he had heard the New Zealand stations ‘‘on the air,’ so his introduction to 8YA was not that of a stranger, but he hardly expected to see a station of the excellence of 3YA. He said that, although he had seeu larger stations and studios, he had seen none with better appomtments than 3YA. In contradistinction with the way broadcasting is carried out in New Zealand, where all listeners pay a license fee, the companies in America derive their revenue solely from advertisers, who pay for the publicity given. In American broadcasting, ‘‘tigie is money’? with a ‘vengeance. Comniefcial firms will pay 1000 dollars a minute for the privilege of putting on a concert or ether attraction, to which their mame is attached. And not only do they pay for the time during which the concert is broadcast, but they pay for the artists as well! Naturally, they pay big fees to outstanding artists, for they must put on a programme which is a credit to themselves. At one station, mentioned by Mr. Reid, one flour milling firm: appropriately sponsored a physical exercise sessioll evety morning, and also a morning tea session, and paid handsomely for what was thus a good advertisement. Another broadcasting station which was associated with a gramophone record firm made the fortunes of the ‘Iwo Black Crows. Such was the publicity given that when these two characters came to San l'rancisco, they had a stupetidous reception, The remarkable thing about broadcasting in U.S.A., according to Mr. Reid, was the way the big business firms and other orgatiisalions were using it for publicity purposes, "In New Zealand the Broadcasting Companv is expected to nay for these relavs,"" Mr. Reid was told. "Good Lord,’? he said, and langhed. foot."