A Little soul searchin' : the

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Title: A Little soul searchin' : the "new" radio and advertising in the 1960s
Related: Radio in the World (2005) (11 - 14 July 2005 : Melbourne)
Related: Healy, Sianan; Goodman, David and Berryman, Bruce. Radio in the world : papers from the 2005 Melbourne Radio Conference, p.298-310
Publisher: Melbourne, Australia : RMIT Publishing
Date: 2005
Author/Creator: Gould, Liz
Description: By the time commercial television reached Australia, commercial radio executives were closely watching industry developments in the United States where radio had suffered substantial financial losses. Borrowing an American promotional strategy, the Australian radio industry established a new research body, the Australian Radio Advertising Bureau (ARAB), which spearheaded a number of changes in the way radio audiences were investigated and understood in the 1960s. This paper will investigate the way the Australian commercial radio industry used selective audience research as the basis for an assertive campaign to promote – by more clearly defining – the value of radio as a commercial vehicle.
Description: 13 page(s)
Resource Type: conference paper
Organisation: Macquarie University. Dept. of Politics and International Relations

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