Evening star. [volume] (Washington, D.C.) 1854-1972, 1929-11-10
SEEK RADIO FANS
PROGRAM DESIRES
Radio Commission Now Tab
uIating Replies to Question
naire on Subject.
BY ROBERT MACK.

What kind of programs does the
average radio listener want?
That's the question broadcaSters have
been asking themselves since radio be-
gan, but 1t has been too broad for them
to answer. Just a year ago listeners
everywhere complained about jumbled
reception and gave little thought to
program Investigation or advertising
methods. To rectify conditions the
Federal Radio Commission switched the
assignments of "a per cent OF the 900
odd stations in Nationwide realloca-
ton. That reception has vastly i'm
proved is evidenced in the few COM
plants about interference.
With the technical difficulties virtu-
ally overcome, the mind of the listener
has turned to the type of program ma
terial. The commission has been send
ing out queStionnaireS, but final results
have not been tabulated, and at best
they will represent the views of only a
small group of the 100000 listeners.
One enterprising city, San Francisco.
on its own initiative set out to ascer-
tain what was wrong with programs in
the opinion of its own listeners. The
results are somewhat confusing, since
the questions propounded in some in
stances conflicted. In any event, they
are worthy of notice. since they do give
a cross-Section of listener opinion on
Italy VI tIlC QuCSJ1OIlo JlIdb IldNG oil LSCu
relative to programs and radio likes and
diSlikes.
Report Reception Improved.
The QUESTIONABLE was sent to the
membership of the Commonwealth Club,
to employees of the Southern Pacific
Railroad and to employees of San Fran
ciSco's largest department store. The
results of the QUESTIONABLE were based
on 1000 replies received.
OF most national importance, the sur
vey showed that 81 per cent Of the lis
teners felt local reception was improved
as compared with two years ago. Sixty
seven per cent reported distance recep-
ton improved, 81 per cent said they
still try to get distance" while 5 per
cent responded they were tired Of
radio"
Orchestral selections were the favor
ite type of musical programs, with
mems voices running a close second.
Sixty-six per cent Of the listeners said
they preferred less of the spoken
word" while SO per cent favored more
educational talks, SIS per cent more radio
dramas, So per cent more classical
music, IS per cent more semi-classical
, music and So per cent more jazz.
There were many and diverse opin-
ions as to whats wrong with radio to-
day." one of the leading questions.
Some said there were too many sta
tions and others too much advertising,
lack of Sunday variety, too many
preachers too much jazz, mediocre an
nouncers or too many cigarette ads,
Chain Programs Preferred.
Chain programs are preferred by II
per cent of the listeners. The remain
ing 20 per cent favored individual sta
tionS. In the much-controverted felo
of radio advertising, So per cent OF the
listeners said they were annoyed" by 1t,
while another z per cent stated partl-
cular types of commercial programs
were Objectionable CenSoring OF pro-
grams was favored by 80 per cent, while
86 per cent responded they "feel CRATE
full to advertisers" for the types o.. pro-
grams they make available
One of the surprises was the response
TO the query, DO you enjoy the broad
cast of photograph recordings Eighty
one per cent said they did. The ques-
ton required only Eyes" or mo" an
swer. and did not give opportunity for
the listener to state whether he favored
phonograph records as compared to
original programs.
Here were the types of replies to the
question, Can you suggest way 70
finance programs without advertisers?
Tax set owners. Tax radio manu-
facturers. Government subsidy. Radio
clubs. Slot machine sets. Voluntary
contributions. Free programs by educa'
tional groups. Philanthropic subsidy
Tax phone bills. Municipal subsidy
Tax railroad tickers and transfers cent
each. Tax with seal on sets and notice
posted at front door. Tax sport anc
amusement gate receipts"
(copyright, 1929, by the Consolidated Press'