THE JOURNAL OF BUSINESS of the University of Chicago: THE FUTURE OF RADIO AS AN ADVERTISING MEDIUM

DURING the comparatively brief period of its existence, there has been little opportunity or inclination on the part of radio broadcasting to review the steps by which it has progressed as a public-service institution and advertising medium. Likewise, there has been, until recently, relatively littl...

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Bibliographic Details
Published in:The Journal of business of the University of Chicago 1934-10, Vol.7 (4), p.283
Main Author: Hettinger, Herman S
Format: Article
Language:English
Subjects:
Advertising
Audiences
Broadcasting industry
Musical performances
Orchestras
Radio advertising
Radio broadcasting
Online Access:Get full text
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Summary:DURING the comparatively brief period of its existence, there has been little opportunity or inclination on the part of radio broadcasting to review the steps by which it has progressed as a public-service institution and advertising medium. Likewise, there has been, until recently, relatively little concern with the long-term problems of the future. Radio is hardly to be blamed for this attitude. The demands of the present have been too urgent and interesting to allow for an objective...