Not for Britain

Radio Record, Volume II, Issue 39, 12 April 1929, Page 27

Not for Britain

Advertising Over the Air A FORMER New Zealand journalist, Mr. F. W. Doidge-once engaged on the Auckland "Star" and now a director of Lord Beaverbrook’s group of London newspapers-had something to say on the question of advertising as developed by American radio stations in addressing the International Advertising Convention recently held in Detroit, U.S.A. Mr. Doidge did not hesitate to call radio advertising over the air pernicious. "¥ gather," he said, "that there are 900 stations in this country broadcasting to 10,000,000 receivers, and the national advertiser spends almost as much on this form of publicity as he does on newspaper advertising."" The effect of this -on the listener did not appeal to this newspaper man. He pointed out that, while advertising in the newspaper had its place, it could be ignored by the reader solely concerned with securing the news. The position with advertising on the air was not comparable; the advertising was intruded upon the listener with unpleasant results. In the light of your. experience, as it has developed, I am certain we never shall have it."