Radio showmanship (Sept 1940-May 1941)

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EDITORIAL merchant in Old Mexico, when the sun rose high r A % in the heavens, closed up his shop, retired with fan and protective sombrero to the nearest and leanest tree for a siesta. When the shadows were longer, he rose, happy and relaxed. But when he put his hand in his pocket, he muttered, "Diable! Non dinero! Non pesos!" (In U. S. A.: "Good heavens! No money! Not a cent!") We are not against resting. When summer comes, the take-it-easy inclination is strong upon all of us. Our Mexican friend had the right idea, but he carried it too far. Merely because he was tired, it didn't necessarily follow that his place of business was tired; nor that the customers who usually shopped there were tired. He made the mistake of thinking that his point of view represented the whole point of view. There are 52,000,000 radio sets in the U. S. . . . and summer's coming. In the hot months ahead, hottest of all will be the developments in the two-front war abroad. Throughout the world-crucial days to come, 52,000,000 U. S. radio sets will be bringing the events of the world to the ears of 130,000,000 listeners. By habit this nation will stay tuned to radio, hot weather or no. You, as a merchant, can't mis> if you keep it at work for you. We hope you have a rest-full vacation. Don't send your radio schedule on one just because you are tired. Take a tip from Britain for your summer policy: "Business as usual.91 126 RADIO SHOWMANSHIP