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EDITORIAL
T St. Louis, furniture retailers are decorating more and more station schedules with their radio programs.
In Los Angeles, used car dealers refuse to put the brakes on their radio programs.
In Louisville, finance companies show increased interest in their radio programs.
And so it goes throughout America. Wherever you turn, from Bangor, Maine, to Bellingham, Washington, from Virginia, Minnesota, to Miami, Florida, each community boasts of a series of highly successful locally-sponsored radio programs; and, strangely enough, many of these sponsors are grouped into just one business field.
The reason: When a local business man happens to strike a successful formula for a radio presentation, other business men in the same community are quick to follow suit. In most cases, their programs become as successful as the original.
Deduction: When radio information is available, business men will take advantage of it!
For years, the stories of successful radio programs in one town were simply not available to business men in other towns.
Radio Showmanship was created, primarily, to act as a medium of exchange for local radio programs. Thus, it gives business men access to radio information collected from other business men in the same fields all over the country.
As far as radio is concerned, Radio Showmanship has made America one big community, so all may profit from the experience of others.
Why shouldn't dairy producers everywhere have just as successful radio programs as dairy producers in Syracuse?
Why shouldn't banks everywhere have just as successful radio programs as banks in Savannah?
Why shouldn't men's wear merchants everywhere have just as successful radio programs as men's wear merchants in the Twin Cities?
The answer may be found in this issue of Radio Showmanship, and in coming issues.
NOVEMBER, 1940 85