Origins of radio self-advertising. How to sell a new medium
Abstract
At the beginning of the 20th century, a new medium emerged in a powerful way in the world of communication. The Spanish radio, unlike the hegemonic press until that moment, based its business model on the free services. The funding sources contemplated, from the start, the acceptance of advertising as a resource. The objective of the stations was to reach an increasing number of listeners by selling their content, but also to get entrepreneurs who trusted them as a new speaker for products and services. In this article we analyze how they faced this second challenge, what image they wanted to give of their usefulness to advertisers and what results they obtained from it.
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