Evening star. [volume] (Washington, D.C.) 1854-1972, 1929-11-04
RADIO ADVERTISING
ETHICS DISCUSSED
Proadcasters Aware of the Grow.
ing Distaste for Com
mercialism.
BY MARTIN CoDEL.

WEST BADEN, Ind, November
(NANA) No one is more Acutely
aware of the apparent revulsion Of feel
ing toward the overcommercialiZatlon
of radio programs than the broadcaster
himself Consequently out of the meet
ings here this week of the National
Association of Broadcasters may come q
new code of ethics designed to prevent
too much emphasis on sales appeal in
programs intended for entertainment.
Broadcasting, however is business,
and the broadcasters report they are
only now getting on their feet" in a
financial way. Those who control the
major radio outlets of the country
and some 200 leading stations are men,
bers of the ssociation-propose to see
to it that radio advertising does not run
amuck in otherwise high-class pro-
grams, as many persons in official and
unofficial spheres have charged 1t is
now doing.
This much seems to be recognized on
all hands: Essentially the radio can be
used, at least during the evening hours,
only for purposes of provoking interest
in trade name and obtaining good
will toward q product. Published copy,
describing goods and stating prices, will
alone stimulate buyers into action. Ra.
dio does not propose to compete with
periodical advertising for it is not ra-
dos place to do direct selling.
Censorship of radio programs by any
governmental body is opposed. The
Iroadcasters feel fully qualified to-
''clean house" for themselves.
In the matter of commercialized pro-
grams the National Association OF
Broadcasters points to the code OF ethics
and standards Of practice among It's
members, effected at the meeting last
March. as a start toward tn. right end.
hn a
of ethics, shall exercise gTeat caution
in accepting any advertising matter
regarding products or services which
may be Injurious to health. No broad
caster shall permit the broadcastlng or
advertising statements or claims which
he knows or believes to be false, decep-
tive or grossly exaggerated. Every
broadcaster shall strictly follow the pro-
visions of the radio act OF 1927 regard
ing the clear identification Of sponsored
or paid for material"
The standards of practice fix a diff
ference between what may be broadcast
before and after 6 pm.
Time before pm. is included in the
business day" it is stated, and there
fore may be devoted, in part at least, to
broadcast programs of business ma
ture, while time after 6 pm. is for
recreation and relaxation, and CONNER
cial programs should be of the good
will type Commercial announcements,
as the term is generally understood,
should not be broadcast between Z and
IL pm"
The blame for present overemphaSis
on sales appeal is placed upon the ad-
yertiser who being a relative newcomer
to radio, does not understand its psy-
chology. The broadcasters, mindful of
their source Of revenue, insist that a
Gltent'S business and his product should
be mentioned sufficiently to insure him
an adequate return on his investment,
but never to the extent that 1t loses
listeners to his station.
The problem of the broadcaster re-
solves itself into one of making his
%Iient realize radios true place as q
medium of entertainment, instruction
and consequent good will. Now that
radio time is getting Narce on prAe.
tfcal@y all me bette class of stations
the broadcLytinp Industry feels conn
Dent it TfN ~ able to convince radio
advertisers cf1ey must comport with
higher standards Of good taste.
If present sponsors Of radio program:
will not agree to do so. there is Q
growing waiting list of prospective spon'
ssorS who will
(copyriEht, 1929. by North Ameriean News.
nApeT AlltancG.I