Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-04-30
AID MEN DENOUNCE
ABUSE OF RADIO.
Lengthy Commercial An
nouncements Kill Effective
ness, Fayant Says.

Abuse of radio programs by lengthy
commercial announcements was de-
nCunced at the fourteenth annual con-
vention of the American Association of
Advertising Agencies, which opened
two-day session at the Mayf1ower Hotel
TO-DAY with q secret discussion OF the
merits and dement's of radio advertis-
ine.
mo intelligent advertiser can abuse
his time on the air and make his sales
talk effective" Frank H. Fayant, senior
vice president Of Lord, Thomas a. Lo-
gan Co. of New York, told the ad men.
"A discerning public which can turn
off the dial at a seconds warning or
turn to a more preferred program, he
declared. provides a Self-constituted
censorship of radio advertising and en-
tertainment.
Opposes Censorship.
Freedom OF speech is as necessary for
radio as for the press OF the country.
Mr.. Fayant said in warning that there
is no need for such a thing as "un-
American censorship" since the pubic
can serve as its own censor by simple
twist Of the dial.
Behind closed doors the advertis-
ing leaders studied report on
QUESTIONABLE sent to every adver-
Using agency in the country con-
veying information regarding the extent
they have utilized the radio in popu-
lariZing products This report, sub
mitted by F. r. Gamble. executive sec
rotary of the association, was open to
wide discussion.
While the summary Of this report was
not made public. as the whole morning
was devoted to an executive session, 1t
dealt with the extent Of chain, spot
{.sS4 ~
by the agencies.
Emphasis will be placed during the
two-day sessions of the convention on
what advertising in newspapers and
other media can do in period of bust
ness depression. Speakers will include
national advertising leaders
Advertising as an economic force
must and will meet the test Of adj
versity." c. D. Newell. chairman of the
board of the A. A. A. A., told the men,
bers this morning in sounding the first
keynote on this phase of the discus
sions He paid tribute to John Ben
son, president of the association, who
is completing his second year in office.
The speakers at the opening session
of radio advertising we're: L. AmeS
Brown, president of Lord & Thomas
e. Logan of New York and chair
man of the associations Commit
tee on Radio Broadcasting; Howard
Angus of Batten, Barton, Durstine
Osborn, Inc. Roy S. Durstine. vice
president and general manager OF Bat
ten, Barton. Durstine e. Osborn, Inc;
M A. HolIingshead of Campbell Ewald
Co. Detroit; c. F. Cannon, director OF
radio of Erwin. Wasey g. Co., New York,
and H. H. Kynett partner. the Aitkin-
Kynett Co, Philadelphia. The speakers
discussed various features of radio adj
vertising.
Various problems Of publishers and
advertisers were due for discussion
during the afternoon session.
President Benson will speak on What
the Newspaper Situation Demands"
Other speakers included Stanley r.
Latshaw, president of the Butterick
Publishing Co.. and Frank j. Hermes,
partner in the Blackmsn Co., New York.
Annual Banquet Tonight.
Some of the other topics for consid-
Grafton included: Changes Going In
Merchandising and Their Effect on
Advertising" by Laurence G. Meads,
partner in charge of marketing. the
BIackman Co.; What the Consumer
Responds to in Copy Appeal" by Carrie
ton Spier OF Batten, Barton. Durstine
& Osborn, Inc New York; Keeping
Faith With the Reader of Advertising"
by q. Lynn Sumner, president the G Lynn
Sumner Co. New York; Publishers
Control Of Copy Standards" by Frank
Braucher, vice president Crowell Pub
fishing Co, and What Advertising Can
Do in Period of Depression" involving
specific cases to be presented by various
speakers.
At tonights annual banquet in the
Mayfiower, the speakers will be Frank
Crowninshield, editor of Vanity Fair,
and Clarence Buddington Kelland,
author. The closing sessions will be
held tomorrow with the election of
new officers in the morning.
Two special coaches bearing about 40
prominent radio entertainers arrived
here during the day to take part in to-
nights program. George Jessel Of the
National Broadcasting Co. will be master
of ceremonies.