RADIO ADVERTISING

Poverty Bay Herald, Volume LXIII, Issue 19131, 28 September 1936, Page 8

RADIO ADVERTISING

CURSE OVERSEAS

LONG BLASTS OF STATIC

"Advertising over the air is one of the biggest curses in America, and is rapidly becoming the same in both England ami Australia." That is the practically unanimous opinion of overseas visitors to .New Plymouth who have been' questioned .on the subject by a Taranaki Herald reporter. All expressed dissatisfaction with radio advertising from a listener's point of view and considered that it was the last thing that should bo introduced in any country. It was one of the most undesirable factors of modern broadcasting, according to these visitors, "It can bo compared to long blasts ol static" which spoil an evening's music and entertainment," stated one tourist who has travelled extensively in America, England and Australia. "It. will bo novel for a while and quite bearable while the advertisements are sandwiched in between musical items, but later on those items will bo sandwiched between long periods of advertising propaganda. It is then that advertising on the air becomes almost, unbearable.

"There is then a definite tendency for one to become mixed up with Each, Beethoven and 'Casey's Canned Cream' or 'Tim's Topping Tooth Paste.' One wonders whether Richard Tauber, Richard Crooks or Fritz Kreislcr are musical artists or firms dealing in silk stockings. "Of course," the tourist continued, "all this is a little exaggerated, but the disadvantages of advertising on the air can easily be seen from the facts mentioned."

Other visitors to New Plymouth supported these views. They agreed that it was a great relaxation to be able to listen to the wirqless and have the programmes uninterrupted by blatant advertising.