The first attempt by advertisers to target the female audience in Ireland, at the very start of radio broadcasting.

A letter from Elizabeth Arden Ltd to 'the Dublin Broadcasting Station' offering to pay to give five minute talks on radio about the care of the skin.

Similar talks have been broadcasted from Newcastle and have aroused very great interest from women, as this is a subject of feminine appeal which has hitherto been neglected on the broadcasting programmes.

The proposal is that Elizabeth Arden Ltd would pay one pound per minute for the privilege of broadcasting five minute talks on the care of the skin mentioning Miss Arden's name.