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Sample text

From the advertisers' point of view it could be thought of as quite simple: why advertise a firm's pills in theDailyScreech(and therefore help keep the paper in existence) when article after article by the paper's medical correspondent tells everyone the pills are made of soap? Why advertise your theatre in the Sunday Egghead when the drama critic denounces the play as puerile? What is wrong with a word in the right place to say that the regular advertisement will not be appearing until the doctor returns to his smalltown surgery and the dramatic critic is thrown into the gutter where he so obviously belongs?

Firms have two reasons for sponsoring a magazine; it is easy for huge organisations to get out of touch with the ordinary man working for them, so a magazine to tell the latest news about the firm can help to make all the staff feel they 'belong' together; the second sort of house magazine is the one aimed at people outside the firm. It is designed to show what a splendid go-ahead company it is, how humane the board of directors are and how even the magazine is not just a selling weapon but 32 contains articles about bird-life in Derbyshire or shells to be found on North Devon sands.

The world's radio correspondents - in common with newspapermen may run into difficulties in those countries that do not favour a free exchange of news. In a democracy a correspondent can book a voice circuit or write a cable and slam the authorities unmercifully; they may flinch, but they do nothing. Try it in a dictatorship and the circuit may go wrong, the cable may get lost in the works or- if the sin (that is to say, the truth) is too much to stomach - the correspondent is quickly put on an aeroplane home.

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