The Washington herald., 1922-06-11
DECLARES RADIO
WON'T INTERFERE
WITH NEWSPAPER
Will Never Supplant
Other News Mediums,
Says McQuiston.
BROADCAST CLASH
Invasion of Homes by Radio
Advertising Not Advisable,
He Believes.
BROADCAST CLASH

Radio broadcssting viii not. In
my opinion. supplant' nor interfere
with the newspapers as a medium
for the dissemination OF news. nor
with the churches. theaters. or NOV
les as. an entertainment" said J. c.
Mcouiston. manager of the depart
ment Of publicity of the westing-
house Electric and Manufacturing
Company. East Pittsburgh, Pa. ia
an address before the Association
Of National Advertisers recently.
Mr.. McQuiston's ideas, on the pos
sibilities Of radio carry unusual
weight.
The subject of Mr.. McQulston's
ADDRESS was Can We Advertise by
Radio?" He included some OF the
experiences of the Westinghouse
Company in broadcasting advertis-
ing and told his audience the rea-
sons why il was later omitted ow-
ing to the determipstion to give the
radio. public nothing but such en-
tertsinment and instruction as
would directly appeal to the mass.
Mr.. McQuiston's address in part
follows:
Possibilities Unknown.
The possibilities Of the radio
phone are unknown. The popular
reception given IL during the past
year has been, sufficient to stir the
whole OF our population Radio
now takes the place of weather and
health as the chief subjects of con-
versation. II is no wonder that
just as soon as the public recogniz-
ed the use of radio that advertisers
gave consideration to this wonder
full agency :or spreading selling in
formation. The experience that has
been gained in the short time that
the radiophone has been rendering
service to the general public may
even now give us a fair idea of
some important Limitation to this
wonderful med
BY way of preface / wish TO say
that radio broadcasting will not. in
my opinion, supplant or interfere
with newspapers as a medium of
disseminating news, or concerts.
churches, theaters or movies as en-
tertainment features.
Circulation Increased.
"On the contrary. il has been
proved that the broadcasting of
news bulletins by radio and by the
publication of radio programs has
increased materially the circula ton
of newspapers. will risk the
statement that since radio broad
casting was begun the total circu-
lation of all newspapers has been
considerably enlarged and / believe
the publishing OF radio broadcast
ing program and other features
pertaining to radio by the newspa-
pers has been responsible for this
increase in a very large measure.
Churches that have broadcasted
their services have actually found
that the attendance of church serv-
ices has increased rather than di-
minished. and while IL is true that
some few members of the church
would prefer to lie in bed and hear
the services, there are hundreds.
probably. who never go to church
but hearing the appeal of the pas
tors are not satisfied with receiv-
ing their sermons by radio. who will
respond to that natural desire to
hear and see the speaker.
True of Amusements.
THE same thing is true with ref
erences to amusements. Certain
amusement houses have had con-
nection with our radio service for
over a year and they are very glad.
indeed. to continue the service be-
cause the hearing of artists by ra-
dio simply irtensihes the desire to
actually be present in the thester
time and witness the per-
formance. In the sporting field the
hearing of the reports from the
baseball diamond, play by play. in
ming by inning. will not keep people
away from the game. On occasions
they will take their reports in this
fashion. particularly. IL confined in
q hospital, or at home indisposed,
or too far away to get to the ball
park. However. the listening by ra-
dio will simply intensity the desire
to be present at another time.
might go on to enumerate. but 1
think II is unnecessary to do so. 1t
is clear enough, think, that the
will simply supplement
the newspaper work. the entertain
ment work of all kinds and it is not
an agency. to fear but one to make
use of in the right way.
Must BE Protected.
we now arrive at the most i'm
portant point of our discussion. II
radio broadcasting is an agency
that is rendering and can continue
to render valuable service to the
people, It must be protected How
ever. one sending station after an
other has been started and today
there are. all over the country
pretty close to 100 stations putting