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

Liz Gould

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

Liz Gould

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

Abstract

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 language	English
Title of host publication	Radio in the world
Subtitle of host publication	papers from the 2005 Melbourne Radio Conference
Editors	Sianan Healy, David Goodman, Bruce Berryman
Place of Publication	Melbourne, Australia
Publisher	RMIT Publishing
Pages	298-310
Number of pages	13
ISBN (Print)	1921166126
Publication status	Published - 2005
Externally published	Yes
Event	Radio in the World (2005) - Melbourne Duration: 11 Jul 2005 → 14 Jul 2005

Conference

Conference	Radio in the World (2005)
City	Melbourne
Period	11/07/05 → 14/07/05

Cite this

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title = "A Little soul searchin': the {"}new{"} radio and advertising in the 1960s",

abstract = "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.",

author = "Liz Gould",

year = "2005",

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isbn = "1921166126",

pages = "298--310",

editor = "Sianan Healy and David Goodman and Bruce Berryman",

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publisher = "RMIT Publishing",

address = "Australia",

note = "Radio in the World (2005) ; Conference date: 11-07-2005 Through 14-07-2005",

}

A Little soul searchin': the "new" radio and advertising in the 1960s. / Gould, Liz.
Radio in the world: papers from the 2005 Melbourne Radio Conference. ed. / Sianan Healy; David Goodman; Bruce Berryman. Melbourne, Australia: RMIT Publishing, 2005. p. 298-310.

Research output: Chapter in Book/Report/Conference proceeding › Conference proceeding contribution › peer-review

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T2 - Radio in the World (2005)

AU - Gould, Liz

PY - 2005

Y1 - 2005

N2 - 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.

AB - 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.

M3 - Conference proceeding contribution

SN - 1921166126

SP - 298

EP - 310

BT - Radio in the world

A2 - Healy, Sianan

A2 - Goodman, David

A2 - Berryman, Bruce

PB - RMIT Publishing

CY - Melbourne, Australia

Y2 - 11 July 2005 through 14 July 2005

ER -

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

Abstract

Conference

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