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DEFENSE BONDS BUY TANKS
J. he tank is to the Army what th< tackle is to the forward line of a football team. It is the "break-through." Head-on, it crashes timber, houses, enemy fortifications. Once it has opened the way, the attacking force follows for the "mopping up."
To match the mechanical might of aggressor nations today, America needs thousands of these tanks. They're rolling off the assembly lines now. They cost real money. Every time you buy an $18.75 Defense Savings Bond or a 10c Defense Savings Stamp you give your country money enough to buy a vital part for another new tank.
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DEFENSE SAVINGS BONDS and STAMPS
W ALL BANKS. POST OFflCES,
AND SAVINGS AND LOAN
ASSOCIATIONS
Selling vs. Popular Appeal 17
Tod Williams
No. 3 in a series telling how to get the most for your radio dollar.
How a City Toots Its Horn 19
Clarence W. Finkle, Jr.
The president of the Chamber of Commerce in Clifton, N. J., lauds radio as a means of selling a city to prospective residents.
Airing the New 21
All the available data on new radio programs. No result figures as yet, but worth reading about.
Special Promotion 23
Short radio promotions that run but a day, a week or a month yet leave an impression that lasts the year around.
Proof O' the Pudding 24
Results from radio programs, based on sales, mails, surveys, long runs and the growth of the business itself.
Showmanscoops 28
Photographic review of merchandising stunts, and the personalities behind them.
What the Program Did for Me 30
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.
Showmanship in Action 31
A collection of those extra promotions and merchandising ideas that lift a program out of the ordinary.
Trends 33
A rating of program patterns based on a special and continuous survey of outstanding, locally sponsored radio programs throughout the country.
RADIO SH OWMANSH I P