Radio showmanship (Sept 1940-May 1941)

EDITORIAL LL cats to the contrary, curiosity never killed anyone! Many readers of Radio Showmanship are interested in the scores of programs that are reported each month. Interested, but just a little bit curious. Just where does Radio Showmanship Magazine come from? What are its sources of material? What is its function? Radio Showmanship is simply one businessman talking radio to another businessman. It doesn't attempt to sell radio, only to tell how best to use radio by reporting how others are using it. Its material springs from every possible source, everywhere — from radio stations, from the advertisers themselves, and from their advertising agencies. In many cases, a more elaborate report is made by special correspondents on constant call throughout the country. It's a four-way check that brings you a word picture of a radio program as that program actually is, without distortion, without bias. Stories are primarily confined to programs that are on the air at the present time. Exceptions, of course, are made for those successful programs that may have worn out their novelty in one community but, in others, may be as good as new. In September, for example, Tacoma's 20th Century Food Stores' Food Stamp Quiz was completely analyzed. Though this program was broadcast many months ago for a thirteen week stretch, nevertheless, it should prove of immeasurable value to the businessmen in a town that has just introduced the food stamp plan. If you use radio today, or are planning to some day, you need an independent source of tested programs and promotion ideas, a service, that describes briefly, yet accurately, the ever-changing picture of radio in action. That's what Radio Showmanship Magazine offers CEMBER, 1940 125