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EDITORIAL
T the recent meeting of the National Retail Dry Goods Association, department store executive Maurice M. Chait (P. A. Bergner & Co., Peoria, 111.) stated:
"Radio advertising has paid our store, but in spite of this, we have not taken advantage of its full potentialities. An exchange of information is urgently needed."
That brings up a story — the story of Radio Showmanship.
Once upon a time, an ingenious business executive decided he could write better selling advertising copy with a scissors! He not only cut out some of the best advertisements he could find, but he also cut out a lot of wasted effort.
When radio came along, the businessman discovered he again had to sharpen his wits — for, unfortunately, you can't cut air!
Radio waddled through babyhood and into ripe adolescence without any visible means of exchanging knowledge and experience. Local radio advertisers became as isolated from one another as Switzerland is to a democracy.
The industry was progressing rapidly, and the faster it grew the more urgent this need became. Radio was like a full grown man still dressed in short pants.
To supply the information that was so important was the task of radio stations, business trade journals, and, now Radio Showmanship.
As coldly analytical and impartial as the steel blades of the scissors, Radio Showmanship brings local radio advertisers an accurate, independent account of programs and promotions collected from businessmen in all types of enterprise.
Radio SHOWMANSHIP offers a new, greater radio with its first pair of long pants. Through the exchange of information, Radio SHOWMANSHIP will strive to raise the calibre of local radio presentations. Thus, it will benefit both the businessman and the radio station, tor as I". C. C. chairman, Major James L. Fly, so aptly stated: "( rood radio, besides being good public service is good business."