EVERYBODY'S AIR.

Poverty Bay Herald, Volume L, Issue 16320, 2 January 1924, Page 7

EVERYBODY'S AIR.

WHO PAYS FOR WIRELESS?

AMERICAN METHODS. I SYDNEY, Dec. 16.—Most Americans find it hard to grasp the Australian proposal outlined recently to confine people with wireless outfits" to the particular service to which they subscribe by letting out receiving sets sealed so' that they can pick up only one particular wave length. Mr. F. Arnault Seidler, of the big Ajneripan .tracing company, M'elehoir, Armstrong, Dessau, who arrived in Sydney b y the Aki Mam, after a tour' of tl}p East, explained how (.he broadcasting system in America worked, • -X should imagine sealed sold would |bo fairly expansive," he said, -'in America, th© air, is free. You can buy ' your little receiving set for a few dollars . and tune into wireless concerts and speeches, or whatever ft is you want, or ; any wave length at all. "What Australia, seems to be worrying about is who shall pay for (:(ie broadcasting. Well, in Amerjtvy (.hat has been solved. * It qowii to a simple matter a| advertising. Tho newspaper's, started, first, and the big business jpppple followed, "Where do they get their return? Why, they simply 'preface (heir concerts or news budgets, or whatever it is they happen to bo putting in the air, with tho name of their company. "That is all. They send out simply, 'This is such-and-such a company, and to-night we are going to broadcast such-and-such a programme.' Then the programme begins. Maybe the company's name is not mentioned more than twice all the night. That is all they want, They just want to get their narn.o the people. They wouldn't d'eam."of ipterpo.latPlg ]ittlc phrases' .'{bout cheap sacks' and reliable ironmongery, That would ruin it. Nobody would listen. "Some Australian advertisers may find it hard to realise that this is effective advertising, but it is. Specially for a big concern that is already well established, but which must, nevertheless, keep its name in the public mind. ''The big business men who have been broadcasting in America agree that it gives results —and that it is 'cheap. ' lii fact, some of thera rtuve 'doubled their original" Outlay e,ri 'broad-canting."