ABSTRACT
As the first decade of the twenty-first century wound down, the level of radio advertising did as well, due to a decimated economy. In fact, late in 2007, the Radio Advertising Bureau (RAB) reported 18 consecutive months of decline. Still, selling commercials keeps the majority of radio stations on the air. It is that simple – yet not so simple. In the 1920s, broadcasters realized the necessity of converting the medium into a sponsor-supported industry. It seemed to be the most viable option and the key to growth and prosperity. However, not everyone approved of the method. Opponents of commercialization argued that advertising would decrease the medium’s ability to effectively serve the public’s good, and one U.S. senator voiced fears that advertisers would turn radio into an on-air pawnshop. These predictions would prove to be somewhat accurate. By the mid-1920s, most radio outlets sold airtime, and few restrictions existed pertaining to the substance and content of messages. Commercials promoting everything from miracle pain relievers to instant hair-growing solutions filled the broadcast day. It was not until the 1930s that the government developed regulations that addressed the issue of false advertising claims. This resulted in the gradual elimination of sponsors peddling dubious products.
