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Show LISTENING TUBLIC REGULATES RADIO. In an address before the Advertising Advertis-ing Club of Boston, John Elwood of the National Broadcasting company, cast some light on the confusing problem prob-lem of just what type of radio program pro-gram is most desirable. "We are frequently asked by radio y advertisers just what is the best kind y of radio program," said Mr. Elwood. "I wish that I could answer that question with one simple phrase. There are people who like jazz. There are those who like educational programs. pro-grams. There are those who tune in Amos V Andy and those who tune them out. If only a small number of letters were received, such would undoubtedly un-doubtedly be the case.. But when the feeling of the people is manifested by an outpouring of expression which amounts to a total of more than three million letters in less than one year I believe we are logical in contending contend-ing that we have received something of a mandate from a cross section of the American people." Thus, the listening public, by demonstrating dem-onstrating its favor or disfavor of programs, can pretty well control what it is to listen to. It has all the advantage over the broadcaster a touch of the hand on the dial and the offending program is gone. |