New York Times, August 13, 1922, page 90:
| RADIO |
PROBLEM CREATED |
| BY ADVERTISING |
THE mediums considered best for advertising purposes are those which carry a message and place a product before the greatest number of people, such as newspapers, magazines and billboards.
Radio is a medium by which millions of people can be reached. One of the problems in broadcasting is the station conducted solely for advertising purposes and which is operated with little regard for other stations or the public. Many a concert or lecture has been spoiled by a station broadcasting advertising information such as the price of eggs or the bargains at some store. The operator usually is compelled to alter tuning adjustments so as to pass over the advertising, and at the same time the concert is hushed.
It is hoped by many radio followers that a way will be found to associate advertising with radio in a manner which will not destroy the enjoyment of listening in. When a family is gathered at home listening to a speaker or an orchestra, and its pleasure is interrupted by the voice of a butcher announcing the prices to prevail in his shop on the following day, it is just as objectionable as if the butcher had entered the room himself and proclaimed his prices.
Broadcasting at present is far from perfect, and the conflict of programs between stations is chiefly caused by the bid for popularity. There are approximately 400 licensed broadcasting stations in the country today and it has been said that a number of them are operated for advertising purposes. These stations frequently interfere with large broadcasting stations. Many of the programs consist of phonograph music, in no way comparable to a well-balanced program rendered by artists of skill and reputation.
One well-equipped, standard broadcasting station to cover a radius of 100 miles would be sufficient to serve the public, according to some experts, with minimum interference, instead of five, ten or fifteen stations all grouped within a few miles of each other, as in some cities at the present time. Observers believe that manufacturers would profit far more by co-operating to support one high-powered station in each district. If the present growth of low-powered radio broadcasting stations continues as rapidly as in the last few months, radio is threatened with a loss of popularity. If radio is to operate on a high standard, the "spark coils" of radiophone broadcasting must be limited and regulated, say the experts.