DECREASING ADVERTISING

Radio Record, Volume IX, Issue 13, 4 October 1935, Page 5

DECREASING ADVERTISING

ONTRARY to popular belief, all American broadcast programmes are not sponsored by advertisers. The two large organisations which control the majority of stations in the United States- the National Broadcasting Company and the Columbia Broadcasting Sys-tem-are reserving increasing space of non-commercial programmes: while, at the same time, the amount of . advertising in:a sponsored programme is being decreased. At the present time there is not a vast amount of money available for these non-commercial programmes, nor are they always at the most popular hours. of the day, but the, tendency i is in the direction of strengthening and improving them. At the same time there is to be stricter censorship ‘of the type of article to be advertised over the air. The new policy excludes all those aspects of personal hygiene which are responsible for so many dramatic and heart-rending dialogues over the American air and in American magazines. It is recognised that what may be.endurable i in print is considerably less so when spoken over the air to mixed groups in private homes.