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EDITORIAL
IHE coming of 1941 brings with it the formal sanction by the Federal Communications Commission of a new advancement in radio technique, frequency modulation.
What does frequency modulation mean to the businessman who is interested in radio? Only this: Radio has done its job well. Receiving sets today are higher in sensitivity, clearer than ever before. The immediate future holds promises of complete static-less reception.
Technical perfection is desirable, but it's not enough. There must be continued improvement in radio program presentations, or the full value of the technical advances are not being completely utilized.
Responsibility for creating good local programs is partially radio's, partially the advertising agency's, mostly the businessman's — the man who spends his money for radio advertising.
It's true, he doesn't produce his programs or even actually work on them, but he does have the final "yes" or "no."
And it is upon this "yes" or "no" that the future of radio rests. The businessman should know enough about radio to make his decisions on more than a purely personal basis. The businessman should buy his programs as he buys his merchandise — on the basis of what his customers like, not what he likes. He should spend a few minutes every month finding out how other businessmen are using radio, so that he may profit by their experience.
In the past year Radio SHOWMANSHIP lias endeavored to help businessmen better carry out these responsibilities. From the start, it has dedicated itself to improving the calibre of local radio presentations. At the end of 1941, what success we achieve will not only be reflected in the increased interest in radio programs, but in the business records of individual merchants who use the medium of radio.
RADIO SHOWMANSHIP