RADIO IN U.S.A.

Evening Post, Issue 20, 23 July 1935, Page 3

RADIO IN U.S.A.

ADVERTISING ON THE AIR

Although advertising by radio is very common in the United States of America it is not altogether welcomed by listeners, and the broadcasting companies have had to control their advertising to a great extent, according to Mr. N. A. Woodford, of the Radio Corporation of America, who arrived at Wellington by the Marama today. Mr Woodford, who is accompanied by his wife, has been touring the world for the last ten months. Mr. Woodford said New Zealand was the first country he had visited where broadcasts were confined to first-class matter, and he was looking forward to listening to the programmes here. He had found the Australians exceedingly "radio conscious," but as advertising was allowed in the Commonwealth he had not been able to judge between Australian and American programmes. A great deal of advertising by radio had been done in America, Mr. Woodford said, but the broadcasting companies there had realised that they must satisfy their listeners if they were to get enough revenue to carry on, and recently severe restrictions had been placed on advertising contracts. "The broadcasters in America are taking the initiative," he said, "and are giving the public as little advertising as it wants. Certain classes of advertising are refused altogether, and some of the companies have reduced their advertising to tea minutes in the hour.