We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
How Radio Did a Job for My Company
by W. F. STEVENS, advertising mgr., Westchester Lighting Co, and the Yonkers Electric Light & Power Co.
AT the outset I'd like to say that my i company serves gas and electricity in a county covering about 450 square miles, having a population of nearly ()()0,000 and containing 6 cities and 22 villages. Many of our municipalities have indi\idualistic characteristics. After all, 1 guess yours have, too! And if we're alert we'll take cognizance of them.
I should like to preface these remarks with an admonition that any similarity to a defense or a recommendation of all-out radio exclusiveness in the field of jjubhc utility advertising or promotion is to be regarded as j)urely coincidental. As a matter of fact, 1 don't think radio needs me as an ardent adxocate any more than do the newspapers or the magazines.
1 here's an angle, though, relative to the use of radio that, in my humble opinion, ought not to be overlooked luider certain conditions and within certain geographical (on fines.
riie local rach'o station, h'kc the local newspaper, can render a flexibility of service, can give local h)lks something the larger, metropolitan dailies or broadcasting stations cannot give, and that is strictly local coverage, appeal or coloi. It is really upon this premise th;u 1 approach my subject.
Jn the sinimier of 1939, and coincident with the N. Y. World's Fair, our company opened a demonstration house in the city of White Plains, the County Seat of Westchester. It was called MV'.s/chester's Home for Better Lh'ijig. In it was every modern home convenience made possible by gas and electricity.
To this unic|ue house came persons Irom all walks of life, from every state in the Union, from many foreign lands. A breath of life, a touch of glamour, a spark of awe, a stroke of showmanshij), a glimpse of fmurity were among the ingredients there, constantly.
Now simidtancously, a local Westc lu'slei ladio station, VVFAS, the only station in oin comity, was beginning tc:) ;iitain wider prestige. Its listeneis' interest Avas taking on greatei signific ance and wvw propoitions. I'he station was delib
Adtnan Stcvois takes stock of radio's s^yot in the advertisiug sun for public utilities. Article here presents the hitrhlights of an address before the Public Utilities Advertisintr Ass'n (Reirio)i I\o. 2).
RADIO SHOWMANSHIP