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TIME MARCHES ON!
Once More that venerable gentleman with the scythe has passed into limbo. Wars come, wars go. He marches on relentlessly, letting the scythe fall where it may. But the point is, he marches on! And the business that stays in step with him, marches on, too!
For the big and little fellows who make up our system of free enterprise, business as usual is out! It should be! First to feel the sharp edge of Father Time's scythe is the business that waits for normalcy, the one that carries with it the moss of last year's enterprise.
As conditions change, as conditions do, advertisers in step with the times, see new uses for promotional programs, even though many of them no longer have anything to sell to the public, all of them are curtailed. Advertising maintains contact with customers and prospects, it lays the groundwork for postwar advertising, and it helps the war effort through dissemination of useful information and data.
Since advertising is in itself a glowing symbol of economic freedom, these many and diverse messages given to the public help strengthen the desire for liberty and freedom. Certainly, unless we resign ourselves to a state of economic chaos, permanent in nature, that symbol must be kept alive by the advertiser who projects his courage beyond present day conditions and sells the public on postwar prosperity.
Radio is a ready tool, particularly adapted to this type of advertising. It has the intimacy of personal contact, and the mass appeal of all other mediums combined, plus mass acceptability. Too, radio promises to be less seriously affected by the war than other media. It is the No. 1 source of entertainment, and as people turn more and more to radio for both its escape value and for its informational content, radio will increase in importance as the low cost selling media.
JANUARY, 1 943