Evening star., 1929-06-08
"SA[ES PLUGGING"
BY RADIO DECR|ED
ProadCasters and Manufac-
turers Advocate Mere Men,
' tion of Products on Air.
BY MARTIN CODEL.

CHICAGO. ILL.,, June 8.-What is
known as sales plugging" on the radio
is generally decried by leading broad
casters and radio manufacturers alike.
SALES plugging" refers either to the
effort to gain sales directly through
microphone appeals or the too frequent
mentioning of products that are being
advertised via the radio.
The broadcaSterS are confident that
the situation will right itself, since the
sponsors of radio programs-those who
pay for them-muSt stage them so that
they will retain their audiences A SIM
pie turn of the dial is the listeners way
of showing his objection to sales plug
ging" when a program is tuned out
in disguSt-the advertiser thus obviously
defeats his own end.
On the other hand, it is undoubtedly
true that the American listener is more
or less grateful for the high quality Of
programs many of the sponsors are
Offering.
The problem of the broadcaster. who
is only now beginning to show return
on his investment in a puzzling new
medium of communicate has been to
adjust the advertisers mind to the ut
terly new character of advertising that
radio offers.
Supplement to Advertising.
That the radio must be expected to
serve more as a vehicle of good will
than as direct selling medium was
emphasized by a recent statement of
Roger Babson, the economist. Mr..
Babson said that newspaper advertiS-
ing brought the greater direct response
after a comparative experiment with
Nationwide broadcasting. The radio.
1t is generally agreed, can only be used
to supplement the printed word: The
audible appeal is too fleeting for i'm
mediate tangible results.
Practically all the major broadcast
ers are opposed to direct advertising by
radio, or the quoting Of prices along
with descriptions Of goods to stimulate
either over the counter or mail order
purchases. All radio advertising ought
to be of an indirect character, and the
mention of program sponsors and their
goods ought to be kept down to a mini
mum while insuring the advertiser
some value for his expenditure. On
that score. most of the broadcasters
who were here for the Chicago trade
show were agreed.
The broadcaSters, however, took
umbrage when the radio manufactur-
ers, the largest gamers from quality
programs, but relatively minor contribu-
tors to the upkeep of the struggling
broadcast structure, undertook to criti-
ciZe present broadcaSting methods
rather severely. Maj. Herbert Frost, re-
tiring president of the Radio Manufac-
turers Association. told the delegates
to the convention here this week that
many programs today contain too much
advertising and that station owners are
realizing the folly of too much talk"
but are failing to convince the sponsors.
Cautions Program Sponsors.
Less severe in the criticism, but no
less pointed, were the remarks of Judge
John w. Van Allen, legal counsel for
the Radio Manufacturers Association.
He blamed the sponsors of the pro-
grams, cautioning them that high
standards must be retained to hold
listeners. The public, he said, has ac-
cepted the sponsor method rather than
the European system of supporting
broadcasting by taxing radio sets. But
1t has not accepted sales talks as suffi-
ciently interesting to sustain interest"
Judge Van Aliens speech struck as
fundamental concept of radio appeal
that is subscribed to by all branches of
the industry and by the listeners who
are thankful that freedom of indi-
vidual enterprise has reigned in Ameri-
can radio rather than governmental
operation"
Radio" Judge Van Allen said, with
newspapers, periodicals and magazines
will continue to be the means of public
information regarding worthy merchan-
disc of reliable companies. but while
the public will read advertisements, it
will not tolerate spoken sales words on
the air, and the companies which
sponsor outstanding programs of merit
will secure the greater listening au-
dience: The mere quality of programs
will hold the public if accompanied
only by a. simple statement of products
sold. without elaboration.
With such introductions, radio will
be great vehicle of good will and in
creased sales, but abuse of it will be
q money loss
Judge Van Allen closed by urging the
sponsors to heed well the advice of the
broadcasters whose daily mail shows
the value Of radio programs.
(Copyright, 1929