GE MVP 2-Way FM Radio Combinations (maintenance)

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By early 1937, the right had had enough of the explicitly left-wing radio program (and so had many listeners). With the radio elections of February 1937, the right, under the guise of an organization called Radio-Famille, used the rhetoric of family and nation to regain control of the public stations and to try to change state programming to reflect the moral notions of the Catholic patriarchal family. Their victory ensured that radio listeners would be seen by both public and private programmers to be part of traditional families.

Because it was controlled by the powerful Pierre Laval, and because it was the private station in Lyon, a city of over five hundred thousand prospective listeners, the rates and options should have been very lucrative. Prices were lower than those of both Normandie and Côte-d’Azur because, as Marcel BleusteinBlanchet noted, the populace, though large, was not wealthy and could not form a strong market for luxury goods. The audience could be loyal, however. ”24 Individual advertisements ranged from one hundred francs for one to 65 francs each for 365.

No one benefited from and exploited radio advertising more than Marcel Bleustein-Blanchet. From 1929 to 1939 he created a successful advertising company with a reputation based almost exclusively on radio ads. At the same time, in 1935, BleusteinBlanchet launched the most popular Parisian private station, Radio-Cité. He proved to be an innovative programmer whose success came from a keen sense of radio listeners’ tastes combined with excellent marketing strategies and an awareness of radio’s potential to reach a new mass market of listeners.

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