American Radio Library has added a long booklet written by WGN in Chicago, providing a deep portrait of the purposes and intentions of broadcasters in 1928. At that point most stations were still run by stores advertising their own products, or by colleges or tech schools using the broadcast for training and ‘extension’. The authors were unsure whether newspaper-style advertising would succeed in radio, but couldn’t see any better way to finance the medium.
Here’s a look at politics:
= = = = = START QUOTE:
The radio officials can preserve this magic marvel only by continuing to adhere to strict nonpartisanship in granting its use to party leaders. On the eve of the Presidential election in 1924, Mr. Coolidge delivered his final campaign appeal to millions by radio. Mr. Davis spoke on the same evening to the same millions through the same linked broadcasting stations.
Most of the broadcasters try to present both the opposing candidates in a political campaign, either in debate or in addresses on the same evening. Otherwise the golden goose is a goner.
The radio listener shies dreadfully at propaganda. A political argument is no fun at all if it’s a soliloquy. Neither political party has employed the microphone extensively, as yet. Neither party, nor local section of it, has established its own radio station.
= = = = = END QUOTE.
Why would the goose be cooked? Because businesses understood that advertising must try to please all of the audience. Stores didn’t want to reject half of their potential customers.
The natural requirement was formalized in 1934 by the Fairness Doctrine, and held up until 1984. After that, each party immediately established its own TV and radio stations, and nonpartisan media disappeared. It’s all soliloquys now. Advertising is solely aimed at Democrats because all billionaires are Democrats. Rejecting half the audience is REQUIRED now.
Polistra's Mill 