Business screen magazine (1938)

Dire FILM FORIM A COLUMN OF LETTERS FROM OUR READERS iiininiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiniiiiiiiiniiiiiiiiniiniiiiiiiiiiiiiiM BUSINESS SCREEN VOU'ME ONK NUMBER SIX c tenti on ten Cover Subject: Insulators-Si/nihoIx oj the NeivPotver jrom the F. A. A. oj Britam produced and directed by Paid Rotha jor G. B. Instructiotials, London. Camera Eye 9 Films Sell Other Media 11 Telling the World About Magazines 12 Radio & Trade Paper Films 1:5 The Offscreen Voice 1-t Roll Down the Red Carpet 15 Business Looks at Screen Advertising 17 The A-B-C's of Agency Film Activities IS Business Screen Prevues the Fair 19 Foreign Government Films -20 Get Over Into Clover 23 The Business Film Abroad 24 Technical Review of the Month. 27 The Hormone Woman 34 ♦ Business Screen Majiazine, issued by Business Screen Magazines, Inc., Twenty North Wacker Drive, Chicago, Illinois on March 20, 1939. Editorial Director, O. II. Coelhl, Jr.; Managing Editor, R. C. Danielson. Accej)taure under the Act of June 5. 1934, autliorizeii Februury *iO, 1939. Issued twelve times a year, including four Visual Education numliers. Subscription price: Domestic. $5.00 a year; 50c the copy; foreign, $6.(J0 a year (twelve numbers) . Publishers are not responsible for the return of nn.sohcited m.s. unless accompanied by stamped, self-addressed envelojje. Entire contents copyright, 1939. by Business Screen Magazines. Inc. Trademark Registered U. S. Patent Office. The Magazine of Commercial and Educational Films Training Retail Clerks We greatl}' appreciate the consideration shown us in notifying various firms of our desire to secure information regarding slide films. Wc have written to several of these firms, and are trusting that we will receive same, as we feel that they can be used to a great advantage in our educational meetings with our sales force. We operate a chain of 20 retail department stores, and it is my desire to bring my sales force together at stated times in an effort to better acquaint them with the manufacture and construction of different kinds of material and merchandise that we stock. I feel that motion pictures and slide films will be the best method to employ to bring about the desired results. I know that an impression received through the eye has more staying power than one received through the ear alone. I feel that if I can educate my .selling force to the point where they will have a concise knowledge of the merchandise which they are selling; they will lie able to present these facts to the customer in such a way that the customer will purchase the product, because he too will know the value of the article presented for sale. I feel that a .sales person who has seen a picture of the manufacture of wool from the time it leaves the back of the sheep until it is completed into a beautiful blanket will not only be able to make a sales talk that will result in a sale: but will at the same time appreciate the fact that she is offering something wonderful and beautiful, and will even in spite of herself radiate a certain enthusiasm, born of the confidence she feels in knowing her product, that will be contagious. Not only will this work out in the completion of more sales, but I feel like a knowledge gained in this manner will also help the sales per.son to feel that he is an integral part of a set-up that has something to it other than just the across the counter contact. This feeling will physiologically tend to instill in the clerk a feeling of contentment, knowing that she is a part of such a great scheme of things; and it will lift her out of the humdrinn of every day selling. Your cooperation will be greatly appreciated. Joe Wolexs K. Wolens Department Stores, Inc. Corsicana, Texas ' The British Film Field Business motion pictures in this country are not so widely developed as thev are in vours and many rather lamentable efforts have been pursued with the restdt that the Commercial Film has fallen into disrepute. I want you to realize the great difficulty we have over here in fl.ving the flag for Commercial Films. English businesses and audiences are nothing like so publicity minded as yours, with the result that Commercial Films have had to be produced largely as entertainment features or documentaries, and you will realize that the fund of ideas for both of these if, after a few years.becoming somewhat limited. The Slide-Film is practically unknown over here, in fact it is. to my knowledge, only used in the cheaper form of "Trailer" for legitimate film entertainment. I wonder whether you would be willing to co-operate with us in supplying material dealing with the production of films designed to teach the Fundamentals of Salesmanship. At the moment there is no organization over tackling this important side of the business. A. Campbell Gifford, Editor Commercial Film Review London. England Bureau of Mines Films I have read with very much interest articles appearing in Bii.fine.'ss Screen pertaining to activities in the educational film world. We have at the present time approximately 5000 reels in our library that were shown last year on 100,352 occasions to an attendance of over 10,000,000 persons. All expenses incidental to the production of these films are paid for by American industry, as well as that of providing copies for Government distribution. The prints are loaned free of charge with the exeeiJtion of trans])ortation costs. During the past eighteen years members of the mineral and its allied industries have appropriated approximately $1,000,000 in order to carry on this work. M. F. Leopold, Sajety Engineer U. S. Dept. of Interior Bureau of Mines Note of Appreciation I wish to compliment you on the article in your recent issue entitled Baseball's Good Will Ambassadors. This subject was very capably handled, and we wish to extend our "thanks". Lew Fonseca Director of Promotion American League of Professional Baseball Clubs