{"id":1443,"date":"2009-05-27T17:32:17","date_gmt":"2009-05-27T17:32:17","guid":{"rendered":"http:\/\/blog.beliefnet.com\/news\/2009\/05\/vatican-radio-to-accept-advert.php"},"modified":"2009-05-27T17:32:17","modified_gmt":"2009-05-27T17:32:17","slug":"vatican-radio-to-accept-advert","status":"publish","type":"post","link":"https:\/\/www.beliefnet.com\/columnists\/news\/2009\/05\/vatican-radio-to-accept-advert","title":{"rendered":"Vatican Radio to Accept Advertising to Help Pay Bills"},"content":{"rendered":"<p>VATICAN CITY (RNS) After 78 years of broadcasting the pope&#8217;s message around the world, Vatican Radio is to break with tradition and take paid commercials for the first time.<br \/>\nThe move to mix jingles and advertising with religious programming will help balance the books at the station, which employs 500 people, broadcasts in 47 languages and costs more than $27 million a year to run.<br \/>\nBut officials insisted only &#8220;ideologically&#8221; sound ads will be broadcast after first being filtered by an Italian communications firm that specializes in advertising through Catholic media.<br \/>\n&#8220;It is important to help Vatican Radio be present around the world and to spread the voice of the holy father,&#8221; said Monsignor Renato Boccardo, secretary general of the Vatican City state administration.<br \/>\n&#8220;But Vatican Radio will have the final word on accepting commercials or not.&#8221;<br \/>\nThe advertising initiative follows the Vatican&#8217;s recent decision to increase its staff retirement age by two years to help make ends meet.<br \/>\nThe Rev. Federico Lombardi, the head of Vatican Radio and the Vatican&#8217;s chief spokesman, said that &#8220;tens of thousands of euros&#8221; would be earned during a summer trial run, when ads from Italian energy company Enel will be run in five languages.<br \/>\n&#8220;That is a nominal start up figure and no guide to an eventual revenue stream,&#8221; added one official.<br \/>\n&#8220;We have four other names in the bag right now, depending on the results of the Enel experiment,&#8221; Vatican Radio English section head Sean Lovett said.<br \/>\nIn the past, Vatican Radio has run limited transmissions on short wave. Now that it broadcasts 24 hours a day on FM in much of Italy, as well as on the Internet, advertising is a more practical proposition, said Lombardi.<br \/>\n&#8220;This programming, with an increasingly stable public, is naturally a place where publicity can more logically be inserted,&#8221; he said.<br \/>\nGlobal audience figures for radio programming are unavailable, said Lovett, since Vatican Radio is rebroadcast by thousands of local radio stations around the world.<br \/>\n<em>By Tom Kington<br \/>\nCopyright 2009 Religion News Service. All rights reserved. No part of this transmission may be distributed or reproduced without written permission.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>VATICAN CITY (RNS) After 78 years of broadcasting the pope&#8217;s message around the world, Vatican Radio is to break with tradition and take paid commercials for the first time. The move to mix jingles and advertising with religious programming will help balance the books at the station, which employs 500 people, broadcasts in 47 languages&hellip;<\/p>\n","protected":false},"author":43,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"fbia_status":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-1443","post","type-post","status-publish","format-standard","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Vatican Radio to Accept Advertising to Help Pay Bills<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.beliefnet.com\/columnists\/news\/2009\/05\/vatican-radio-to-accept-advert\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Vatican Radio to Accept Advertising to Help Pay Bills\" \/>\n<meta property=\"og:description\" content=\"VATICAN CITY (RNS) After 78 years of broadcasting the pope&#8217;s message around the world, Vatican Radio is to break with tradition and take paid commercials for the first time. The move to mix jingles and advertising with religious programming will help balance the books at the station, which employs 500 people, broadcasts in 47 languages&hellip;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.beliefnet.com\/columnists\/news\/2009\/05\/vatican-radio-to-accept-advert\" \/>\n<meta property=\"og:site_name\" content=\"Beliefnet News\" \/>\n<meta property=\"article:published_time\" content=\"2009-05-27T17:32:17+00:00\" \/>\n<meta name=\"author\" content=\"nsymmonds\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Vatican Radio to Accept Advertising to Help Pay Bills","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/www.beliefnet.com\/columnists\/news\/2009\/05\/vatican-radio-to-accept-advert","og_locale":"en_US","og_type":"article","og_title":"Vatican Radio to Accept Advertising to Help Pay Bills","og_description":"VATICAN CITY (RNS) After 78 years of broadcasting the pope&#8217;s message around the world, Vatican Radio is to break with tradition and take paid commercials for the first time. The move to mix jingles and advertising with religious programming will help balance the books at the station, which employs 500 people, broadcasts in 47 languages&hellip;","og_url":"https:\/\/www.beliefnet.com\/columnists\/news\/2009\/05\/vatican-radio-to-accept-advert","og_site_name":"Beliefnet News","article_published_time":"2009-05-27T17:32:17+00:00","author":"nsymmonds","twitter_card":"summary_large_image","schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/www.beliefnet.com\/columnists\/news\/2009\/05\/vatican-radio-to-accept-advert","url":"https:\/\/www.beliefnet.com\/columnists\/news\/2009\/05\/vatican-radio-to-accept-advert","name":"Vatican Radio to Accept Advertising to Help Pay Bills","isPartOf":{"@id":"https:\/\/www.beliefnet.com\/columnists\/news\/#website"},"datePublished":"2009-05-27T17:32:17+00:00","dateModified":"2009-05-27T17:32:17+00:00","author":{"@id":"https:\/\/www.beliefnet.com\/columnists\/news\/#\/schema\/person\/f960b23e9c3a51222269c557a209b4f2"},"breadcrumb":{"@id":"https:\/\/www.beliefnet.com\/columnists\/news\/2009\/05\/vatican-radio-to-accept-advert#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/www.beliefnet.com\/columnists\/news\/2009\/05\/vatican-radio-to-accept-advert"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/www.beliefnet.com\/columnists\/news\/2009\/05\/vatican-radio-to-accept-advert#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/www.beliefnet.com\/columnists\/news"},{"@type":"ListItem","position":2,"name":"Vatican Radio to Accept Advertising to Help Pay Bills"}]},{"@type":"WebSite","@id":"https:\/\/www.beliefnet.com\/columnists\/news\/#website","url":"https:\/\/www.beliefnet.com\/columnists\/news\/","name":"Beliefnet News","description":"Top Religious News From Around the World","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/www.beliefnet.com\/columnists\/news\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/www.beliefnet.com\/columnists\/news\/#\/schema\/person\/f960b23e9c3a51222269c557a209b4f2","name":"nsymmonds","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/www.beliefnet.com\/columnists\/news\/#\/schema\/person\/image\/","url":"https:\/\/www.beliefnet.com\/columnists\/news\/wp-content\/wphb-cache\/gravatar\/13d\/13ddfa3407d6847bc2fbd32a13b67708x96.jpg","contentUrl":"https:\/\/www.beliefnet.com\/columnists\/news\/wp-content\/wphb-cache\/gravatar\/13d\/13ddfa3407d6847bc2fbd32a13b67708x96.jpg","caption":"nsymmonds"},"description":"Nicole Symmonds is Beliefnet\u00e2\u20ac\u2122s Prayer editor and also covers Christianity. A New Yorker by birth but a Floridian by tenure, Nicole graduated from Florida A&M University with a B.S. in Public Relations and a minor in Sociology. She moved to NY to pursue a career in journalism which started at In Style magazine. There she learned the ropes of magazine reporting, researching, and writing\u00e2\u20ac\u201dand became exponentially more stylish. But what seemed like a deep interest in fashion and entertainment would soon be revealed as merely the vehicle that moved her closer to discovering her purpose, writing and covering matters of the Christian faith. While in her purpose-driven vehicle she can be found traveling between Brooklyn, Manhattan and Queens for life, work and worship, respectively. 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