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COftENTS
SEPTEMBER 1940
VOL. 1 NO. 1
Publisher Don Paul Nathanson
Managing Editor S. H. Kaufman
Associate Editor Norman V. Carlisle
Research
D
irector
G. M.
OSMAN
Business
Manager
William
A.
Huser
Editorial Advis
ory Board
Herbert Pettey
New York
Ralph Atlass
Chicago
William Dolph
Washington
Henry Johnston
Birmingham
Glenn Snyder
Chicago
Philip Lasky
San Francisco
Roger Clipp
Philadelphia
Published by Showmanship Publications, Minneapolis, Minn. Subscription rate: $2.50 a year, 25c a copy. Address editorial correspondence to Showmanship Building, Eleventh at Glenwood, Minneapolis. Minn. Telephone: Bridgeport 6228.
Copyright 1940, by Showmanship Publications, publishers of Radio Showmanship.
Don't Sell the Steak . . . Sell the Sizzle 6
Elmer Wheeler
Logic, not magic, in words makes people buy.
Clothing Sales Thru the Air 8
P. B. Juster
One of America's greatest merchandisers tells how to broadcast style for profit.
Something Ventured 11
Norman V. Carlisle
One great show and how five different sponsors made it greater yet.
A Baffle for the Teacher 14
Charles H. Gabriel
An advertising executive says ideas make local shows click and explains one that did.
Cash, Cars and Questions 16
Philadelphia De Soto dealers discover the value of cooperation. An RS Air Analysis.
Step Into My Kitchen 18
It's the twist that opens the door — not the knob. An RS Air Analysis.
Your Business at a Glance 23
The entire contents of this issue classified by businesses. Page numbers will guide you quickly to the information relating to your business field.
Merchandising Review 23
An idex to 11 service departments full of useable, practical programs and promotions.
SEPTEMBER, 1940