Abstract

Radio

This article presents the author's views on radio advertising and entertainment. The sharpest criticism of radio advertising and radio entertainment is offered by a pair of radio performers who do not seem to have helped themselves commercially by the keenness of their jabs. Undoubtedly the large advertisers try to give the public what it wants in the matter of radio entertainment, and since many accounts remain on the air year after year it must be that the commercial results are satisfactory. And yet unquestionably the development of the medium lags. Radio needs critics. Newspapers do not evaluate radio programs in the manner in which they review books and plays and, to a lesser extent motion pictures. They do not want to help radio or hurt the feelings of advertisers.