Evening star. [volume] (Washington, D.C.) 1854-1972, 1929-05-26
advertising in
4 some of the radio programs

where, 1t is feared, public diSap-
prevail may eventually react upon
the radio set manufacturer and
dealer.
The Radio Manufacturers ASso-
citation, one of the first groups to
give serious consideration to the
problem, showed its position very
clearly by adopting resolutions
deploring the apparent tendency
to overload" programs with ad-
vertising, and pledging its support
to broadcasting stations which at
tempt to reduce the excessive
commercialism In the interest of
the listening public, the CONNER
cial advertisers, better broadcast
ing and the radio industry gener-
ally, the resolutions urged that
commercial broadcaSterS conflne
their announcements to the
names of sponsors and brief state
ments only of the products mar
keted without details of other adj
vertising matter.
With a feeling apparently that
they were not getting their
moneys worth from the mere an
nouncement of their sponsorship,
a number of radio advertisers re-
Gently incorporated in their pro-
grams frequent dissertations or
testimonials on their products. In
the case of one company advertiS-
ing cigarettes, the matter broad
cast proved offensive not only to
another industry which alleged it
was being unfairly attacked, but
to number of organizations, with
the result that the Federal Radio
Commission was urged to revoke
the licenses of stations broadcast
| ing the program.
Leading advertising men admit
that there is a danger Of over
doing radio publicity, and point
out that the likes and dislikeS of
the public must be considered in
planning any advertising cam
paign. Any form of advertising
which arouSes the antagonism of
the public or any material part
of it defeats its own purpose, &C
cording to the advertising men,
and people who might otherwise
become customers for a product
may be alienated by the form its
advertising takes.
In the case of radio, this an
tagonism may take the form of d
refusal to listen to the programs
which are distaSteful, and any
great increase in the number Of
such programs, eventually might
drive many people off the air en-
tirely.
X II X n
Two outstanding events are on
the radio calendar this week. For
sports devoteeS, the broadcast of
the 500-mile international motor
race at Indianapolis on Memorial
day is the most important. Music
lovers, however, will look upon the
broadcast tomorrow night of the
first world premiere by radio of
a grand opera as the principal
event.
WRC along with a coast to coast
network of other National Broad
casting Co. stations will broad
cast the motor classic, with
Graham McNamee at the micro
phone. The opera, Cesare Sodero's
Russian Shadows" also is sched-
uled by WRC. -
Sodero is the maestro of the Ma
tional Grand Co. His Russian
Shadows" is a romantic tragedy OF
the Russia of the deposed ROM
anoffs. A notable cast will sing
the opera, under the personal di-
rection of the composer.
Prominent Government officials
and United States Senators, eSpe-
cially those most noted for their
proves as orators, are the men
most likely to become frightened
before the microphone, according
to Russell Arundel, executive Sec
rotary of the Senate broadcasting
committee.
ct have found that these vet
Grams of the political and legiSla-
tive wars feel the merciless sea-
sickness of the broadcasting
studio" said Mr.. Arundel. at has
been my privilege in the past few
months to present members OF the
cabinet and some 20 leading Sena-
tors to the people of the United
States, and the experience has
been both amusing and amazing"
Mr.. Arundel said that Secretary
of Interior Wilbur showed the
least concern of all of those he
has introduced. MFR. Wilbur, he
added, talked without a manu-
script and kept his composure
perfectly.
Secretary of War Good, how
ever, according to Mr.. Arundel
appeared trifle nervous when he
made a recent radio address, but
this was probably due to the 1acl
that he spoke under great diff
culties.
"On this particular OCCASION
said Mr.. Arundel, "the Secretary
had another engagement, which
confiicted with his broadcasting
He was the guest Of honor at q
military reception being held al
the Willard Hotel. BroadcaStlne
apparatus was installed in a room
lust outside of the main ballroom
of the hotel. Several minutes be-
fore the appointed time for broad
casting, Secretary Good lett the
receiving line of the ball and went
before the microphone. He fumblec
nervously with his papers at flrsl
and opened his address in an un-
certain voice. In few minutes
| bowevar bo rnpaiped his COM