Less Amenable Customer

November 11, 1967 nistry, is bound to augment advertisements in newspapers. According to K K Shah, experience abroad indicates that radio advertisement does not harm the interests of newspapers. It creates new advertisers, new advertising techniques, and new advertising markets. "Our studies show that nowhere has radio claimed more than 6 per cent of total advertisement expediture. This was more than made good by the newspapers with the consequent increase in the volume of advertisements". This experience, however, relates to countries with predominantly buyers' markets -