RADIO

Nelson Evening Mail, Volume LXVI, 22 August 1933, Page 8

RADIO

ITS SENSATIONAL RISE As in the automobile industry, the sensational rise of the radio business has been closely paralleled by aggressive advertising. Mr E. A. Nicholas, sales manager of y the R.C.A. Victor Company, Inc., manuit j facturcrs of radio sets and phonographs, stated; — r, “There are several factors which make the newspapers ideally suited for radio o'set advertising. First, there is the time e 1 element. Campaigns can be regulated -J closely by sales opportunities, and with c I an industry like radio there is no danger » j that display copy will fail to keep abreast , v ‘technical developments. Newspaper cam- () paigns are flexible and a company can [ strengthen sales efforts quickly in any ,iigiven territory.” ! l'n a letter to the Bureau of Advertis- !" ing, New York, Mr F. F. McDonald, Jr., president, Zenith Radio Corporation, * S aid: “Our fifteen years of radio pioncering have taught us that the newsfi paper is the advertising medium which r most profitably and quickly presents our r story to the public. These same fifteen years of experience have taught us that • of all advertising media, the newspaper! r is comparatively the greatest result pro- ' dueer,’ ’ i