Radio showmanship (Sept 1940-May 1941)

CONTENTS DECEMBER 1940 iVOL. 1 NO. 4 Publisher Don Paul Nathanson Managing Editor S. H. Kaufman Associate Editor Norman V. Carlisle Research Director G. M. Osman Business Manager William A. Huser Editorial Advis Herbert Pettey Ralph Atlass William Dolph Henry Johnston Glenn Snyder Philip Lasky Roger Clipp Gustav Flexner I Maurice M. Chait J. Hudson Huffard J. Harold Ryan ory Board New York Chicago Washington Birmingham Chicago San Francisco Philadelphia Louisville Peoria Bluefield, Va. Toledo Published by Showmanship Publications, Minneapolis, Minn. Subscrip a°£ rate: $2,5() a year' 2Sc a c°py Address editorial correspondence to Showmanship Building, Eleventh at • ^lenwood, Minneapolis, Minn. Telephone: Bridgeport 6228. • Copyright 1940, by Showmanship publications, publishers of Radio Showmanship. Editorial 125 Gentlemen: The Coal Facts! 126 Urban J. Meuer The president of a Madison, Wis. coal company tells the powerful story of how he built his business with only one salesman— Radio! "Let's Try It for 13 Weeks" 129 Tucker Wayne "Would you hire a salesman on a 13week basis?" asks ad-man Wayne in this analysis of a notable advertising success. All News is Good News 133 Norman V. Carlisle News is tops ! But don't forget to let 'em know you're sponsoring it! Tell It to the Judge 134 An RS Air Analysis A new gasoline, a new air show — in less than a year and a half, over 800 outlets! That's just part of the record of PDQ Quiz Court. Your Town Can Work for You! 136 An RS Air Analysis A visit to Junior Town, where the whole community pitches in to help Hershey sell milk and ice cream. (Continued on next page) ECEMBER, 1940 123