Radio Advertising

Radio Record, Volume II, Issue 36, 22 March 1929, Page 15

Radio Advertising

Different Metheds A WRITER in the London "World Radio" writes :- , "Of course, there is advertising and advertising. There is the miscellaneous advertising, with which some sfations interlard their programme items; there is the minor kind of ‘sponsored’ programme, which opens and _ closes with a lengthy and detailed eulogy of the product whose marketers are prdviding the entertainment. There is, on the other hand, the advertising which consists merely in coupling the name of ‘the ‘sponsors’ with the programme, thus: "fhe Burbe Hour,’ to imagine an instance. The announcer would open the programme with an introduction something like this, ‘I have pleasure, ladies and gentlemen, in presenting to you the Burbo Hour, which is provided by the proprietors of the well-known SBurbo products.’ Nothing more in the way of advertising during the course of this programme. This is the method of commercial publicity followed by the National Broadcasting Company of America as weil as by others of the principal broadcast* ing organisations in America and Cate ada. Such a programme will, very likely, include highly-paid talent, and may be simultaneously broadcast by one or more groups of the N.B.C?s associated stations.