THE BEST METHOD

Timaru Herald, Volume CXLI, Issue 20442, 12 June 1936, Page 10

THE BEST METHOD

FAITH IN NEWSPAPER ADVERTISING PROSPECTS OF RADIO DISCUSSED In the opinion of Mr L. H. Frude, of Dunedin, when interviewed by a representative of “The Timaru Herald” yesterday, advertisers could rest assured that radio advertising would not make much, if any, difference to their newspaper advertising, nor would it affect the newspaper to any appreciable extent. “One has only to study the career of radio advertising in countries where the experiment has been tried, to realise that such advertising reaches the end of its tether very quickly,” said Mr Frude, who considered that there were many “traps” connected with that form of advertising which were very difficult to avoid. Newspaper advertising had proved itself the most economical method of selling goods at a profit, and while radio advertising had its uses and would appeal to a certain type of advertiser for a while, it would not seriously interfere with the older-established method. “To suggest that advertising over the air will eventually take the place of newspaper publicity is ridiculous,” he added. Mr Frude considered that much could be done in this country to improve the broadcasting service, and it was not beyond the bounds of possibility that a measure of properlycontrolled non-political advertising could, and would play a worthwhile part in that direction. While the Government was to be commended for the manner in which it was tackling the broadcasting mistakes of the past, care must be taken to see that the proposed advertising plan was not allowed to “Americanise” New Zealand’s radio service, for which entertainment listeners contributed a considerable amount annually.