Radio's Influence

Radio Record, Volume I, Issue 47, 8 June 1928, Page 16

Radio's Influence

| ee BUILDS NEWSPAPER CIRCULATIONS TREMENDOUS SPREAD OF POPULAR KNOWLEDGE QNz of the most interesting articles we have encountered for some time is a careful analysis in a trade newspaper journal, "Editor and Publisher," of the causes which have operated to influence a tremendous expansion in newspaper circulations for the last seven years in the United States, Fortunately facilities for accurate statistics are readily available, thanks to the efforts of the Press, supplemented by a Federal requirement that authentic circulation figures shall be published regularly. This analysis is extraordinarily interesting, and attributes to radio a vital part in the expansion of circulation that has taken place. During the six years’ period 1921-27 the circulations of morning papers in the United States increased from 10,144,260 copies per day to 14,145,823. Evening paper circulations increased from 1S.279,480 to 23,820,933. Sunday circulations increased from 19,041,415 to 25,469,087. These gains show that morning papers increased 89.4 per cent., evening papers 30.8 per cent., and Sunday papers 33.2 per cent. The tendency throughout has been for the cheaper papers to disappear and the price of the 2-cent papers to grow to. 3 cents, this keeping pace wtih a much improyved service given by the papers themselyes in news and information. TPIS increase in newspaper circulation has far exceeded the normal rate of growth of the population, and

in searching for the causes of this expansion, credit is given to radio in respect of 45 per cent. of the increasethe other 55 per cent? of the gain being attributed to the development of pictorial illustration and other mechanical and technical imrovements in the Press itself. This tribute of the leading trade journal of the Press to the value of radio as a feature of newspaper prosperity is striking -so striking, indeed, as to make the quotation of their reasons worth while. "The article says: "Coincident . and running concurrently with this increase in circulation for the period 1921-27 has been the introduction and development of radio broadcasting. The universatility of its audition plus the instantaneous distribution of its programmes introduced a factor of literacy or stimulation of mental interest whose power and extent can not be tabulated. Owing to the brief time broadeasting has been in existence the ratio of its value can only be approximated and this only through weighing the known factors and assigning the balance of the percentage of increase to broadeasting. "There can ‘be no question but that the programmes hare increased both in | extent and character, The first programmes were confined to entertainment in which jazz predominated. These have been subordinated. Today the most popular programmes are symphony concerts, classical and semiclassical music, talks on_ historical, educational, religious, and instructive topics, outlines of national and international politics, and lectures on domestic economics. "As the mechanics of broadcasting are based on audition it does not seem | unreasonable to assume that this stimulated interest or increased degree of literacy seeks the printed word to satisfy the mental desire which has | been aroused. As the quickest, most. general and cheapest reading vehicle, the newspaper follows with the first and greatest reaction resulting in an increase in newspaper circulation. "There are undoubtedly other contributing factors such as compulsory education in certain States, especially where there is a large element of for-eign-born population. Also, the reduction in the working hours and increase in speed of transportation makes available more time for reading. "As noted above, there have been very definite increase in magazine and periodical circulations, also in the sale of books and the character of books, "Arbitrarily assessing the broadecast- ing factor, it would seem to justify the statement that this new factor is one of the most important elements affecting newspapers and newspaper circulations which has been developed in the past century, "If the theory outlined above is true it is obvious that newspapers have a very definite community of interest With radio broadcasting rather than.a somewhat general antagonism which seems to exist on part of many publishers. "The theory has been discussed with a number of publishers in various sections of the country, some of whom operate broadcasting stations, with the request that they supply any data or information which will serve as an ex-

planarion Tor the circulation increase, The majority of opinions so far expressed ascribe a large portion of the circulation increases to the radio broadeasting." QUPPLEMENTING the foregoing, it "Gs pointed ont that the heaviest iuerense in newspaper circulations has tuken place in those States which’ are News," for instance. For the past two or three years this paper has given in its Saturday issue a special page to some country or special educational feature, and on the same evening a talk on the subject from its broadcasting station. This double-barrelled: effort has proved extremely popular, and has influenced a definite incrense.in circulation. . The facts here given have a special interest to New Zealand, as it is certain the course of development here will follow the factors that have influenced development abroad. There has been a tendency, we think. in New Zealand journalism to regard broadcasting as a prospective enemy-this was the first trend in the United States, but, as outlined above, fuller experience has shown that broadcasting has been the best friend imaginable to the newspaper world, and has definitely contributed to its expansion and prosperity. Appreciation of this point will be an advantage if the Dominion, ANOTHER aspect o£ interest is the contention made in this analysis that the first tendency to utilise broadcasting in an orgy of jazz has passed, and that the demand of the public is now for symphony concerts,’ classical music, talks on historical, educational, religious, and instructive topics, outlines of national and international politics, and lectures on domestie economics, best served by radio stations. Some] newspapers themselves maintain broad- |. casting stations-the "Chicago Daily