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ON THE NEWS FRONT
ALMOST synonymous today are news and ivar, and news today, to I a greater and greater degree, means radio. In the last war, newspapers alone kept the public informed of day-to-day shifts on the battle fronts. As the din of conflict grew to louder and louder proportions, all along the line came improvements which helped newspapers emerge as an even more powerful social force. It was the advertiser who made these improvements possible, and when the smoke of battle cleared, these same advertisers reaped the benefits along with the general public and the newspapers themselves.
No longer do news hungry people wait for the evening newspaper or hurry out to catch the latest extra. The news is there at the push of a button, the turn of a dial. Commercial radio has made this possible, and the advertiser who wants to quickly reach the largest possible audience, turns to news as the most valuable public service which can be performed today. News, instead of being an impersonal commodity, far removed from every day life, has become of vital significance to every home from which men have gone out to fight and serve.
Radio has gone to war for its first time, and while its representali^es are not in khaki, they are on every battle front. They keep an anxious public informed of latest developments around the clock.
In giving radio their support for this service, advertisers who have taken on this important wartime job, are doing their share to keep alive the heritage of freedom loving people, the right to be truthfully informed, for which men now fight and die. And more than this, this self same service helps refute the propaganda lies spread by those for whom truth and honour ha^■e long since become a hollow mockery.
To know where to look for it, when to expect it to break, what to do about it when it does break— of these things does news partake. ^Vith advertisers generally breaking bread at the same table, it is obvious that they, too, have taken over the precepts of the press as one way of partaking in post war developments.
Things are happening, and radio is on the front line. Radio will gain in stature, along with its advertisers, just as newspapers in the last war, took on new dimensions. After its trial by fire, radio will emerge as an even greater social force, equipped as never before to serve the general public, and in so doing, to perform c\ en greater services for its advertisers.
FEBRUARY, 1943 41