A Little soul searchin': the "new" radio and advertising in the 1960s

Liz Gould

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contributionpeer-review


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.
Original languageEnglish
Title of host publicationRadio in the world
Subtitle of host publicationpapers from the 2005 Melbourne Radio Conference
EditorsSianan Healy, David Goodman, Bruce Berryman
Place of PublicationMelbourne, Australia
PublisherRMIT Publishing
Number of pages13
ISBN (Print)1921166126
Publication statusPublished - 2005
Externally publishedYes
EventRadio in the World (2005) - Melbourne
Duration: 11 Jul 200514 Jul 2005


ConferenceRadio in the World (2005)


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