Evening star. [volume] (Washington, D.C.) 1854-1972, 1929-03-15
RADIO IS MAKING
GOODAS SALESMAN
Leading Chains Issue Book
lets Containing Hour Rates
for Advertising.

Radio is carving for itself niche as
Uncle Sans greatest salesman. The fu-
ture may see the advertising of Ameri-
can goods throughout the world.
The amazing success Of radio adver-
Using in this country and the develop
ment of rebroadcasting by short waves
have given incentive to the thought of
some Government trade officials that
radio is destined to do big things as
Americas international salesman. At
the present stage of scientific develop
ment it is possible to reproduce Amer
lean programs with q fair degree OF
fidelity after they have swung across
the Atlantic. The art is constantly
progressing. &
International radio advertising already
has had its start. although with the Ill
will of the countries that it invades.
American programs, because of their ex-
cellent quality, are much desired by
Canadian listeners, as well as those Of
Mexico and even some of the Latin
American countries, and because OF
the close proximity Of these nations.
they are received without the aid OF
short waves. Canadian officials. how
ever. resent this "tariff1ess" advertising
of American products, but tariff barriers
ARE not recognized by radio waves.
/ International Problem.
I As both radio and trade experts see
At. the day is coming when radio will be
an international advertising medium,
regardless OF the different tongues and
Eialects of the different countries and
races.
i The present controversy with Canada
is sufficient evidence of the fact that
artificial barriers such as arbitrary tar
If regulations against products of other
nations, which apply to the printed word
can not have an effect on radio waves,
which recognize no international bound
airy. But there are many international
problems that viii have to be argued
and Smoothed over in order to bring
about worldwide interchange OF radio
programs.
La the United States the important
hlace that radio has occupied as an adj
Fertising medium Is reflected IN the
commercial publication, just released.
bf a radio advertising rate book. which
gives data on the rates, coverage, and
listener appeal of the two great broad
tasting chains and of 500 of the 470
hroadcasting stations selling time on the
air. This is made available, TO American
Industry for its guidance In procuring
radio advertising. and is comparable to,
the standard publications designed To-
assist industry in newspaper and maya
zine advertising. It is the FIRST venture
Of publishers into the radio-rate neld.l
i Rate s4.S9O an Hour. Z
!, The publication shows that the adj
yertising rate Of the National Broad
casting Co.'S "red net work." compris-
ing ri stations, is $500 per hour dur
ing evening hours, and that the basic
tired" network, on a Nationwide serv-
Ice basis, covering AZ cities, Is $s,23o
Der hour. The blue" N. B. c. network,
with 10 stations, sells for $3.50 per
hour, and the basic blue" on Ma
tion-wide basis, covering 50 cities, rea-
Gzes $3.50 per hour.
The newer of the national chains,
the Columbia Broadcasting system. Is
sR.oted as assessing rates OF $4,000 an
FOUR for network covering 30 cities.
Use of its coast-to-coast network Oh 20
Stations, covering AZ cities however. is
made available for $3.50 per hotr
with discounts for sustained contracts
over specified periods dr.
I Station WOR, at Newark, N. ID; as
sesses the highest advertising rate for
an independent station, charging 5000
per hour, with discounts for sustained
contracts. fYx%g &9I
tcopyrisht. 1925. by the Consolidated Press.)