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Take a Tip from the Latins 15
Elmer Wheeler
You can't overrate the value of emotional appeal in commercial copy is the advice of one of America's greatest wordmerchants.
True, Timely, Thrilling 18
An RS Air Analysis
The activities of fifth columnists in Australia has been built into an exciting series of transcribed programs.
What the Program Did for Me 24
This is the businessman's own department. Here, the radio advertisers of the nation exchange results and reactions of radio programs for their mutual benefit.
Yours for the Asking 26
A listing of sample scripts and transcription availabilities on programs reviewed in this and preceding issues.
Showmanship in Action 27
A collection of those extra promotions and merchandising ideas that lift a program out of the ordinary.
Showmanscoops 30
Photographic review of merchandising stunts, and the personalities behind them.
Proof O' the Pudding 32
Results from radio programs, based on sales, mails, surveys, long runs and the growth of the business itself.
Johnny On the Spot
If you use spot announcements, you'll h
interested in the news, reviews and tip in this department.
Trends *7
A rating of program* patterns based on
special and continuous survey of out Standing, locally-sponsored radio pro grams throughout the country.
Tin Re Nidors Write S«
Letters from radio and businessmen.
36
RADIO SHOWMANSHIP