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16
NBC TRANSMITTER
Press to Broadcasting Path Followed by Dale
• With more than 20 years of experience in the newspaper and allied fields, Albert E. Dale joined NBC in November, 1941, as director of the Department of Information, bringing to radio press agentry and public relations a refreshing note of service and collaboration born of the linotype and reaching new heights of utility at the microphone. At the recent NBC War Clinic sessions, Dale called for renewed pressradio cooperation.
He is quick to notice trends and realizes the great importance of press and radio relations in this wartime period.
Starting his newspaper career in Albany, New York, he was legislative correspondent for The New York Sun, The New \ ork Evening Sun and The New York Herald Tribune. Following a year as political reporter on The New York Evening Mail, he returned to Albany in 1922 to help organize The Albany Evening News.
In 1929 he joined the Hearst enterprises, serving as editor of the following papers: The Detroit News, The Wisconsin News (Milwaukee), The Pittsburgh Sun
ALBERT E. DALE
Telegraph, and The Chicago Evening American. In 1940, after serving for a year as Sunday editor and managing editor of The Washington Times Herald, Dale became director of public relations and publicity for the Greater New York Fund. Working with James Farley, the campaign chairman, he witnessed a record charity drive, topping earlier campaigns by S40(),()0().
PROMOTION: ADVANCE AGENT
{Continued from page 12)
of individual advertisers because there are fewer common denominator distribution or selling patterns today. In addition, every advertising dollar must do the work of two and every emotional concept must be two-dimensional — first, it must meet the current need and, second, it must contain continuing values which link it definitely with post-war tomorrow.
In short, the very essence of promotion is the dramatic presentation of dynamic ideas which are a little ahead of the times yet applicable to immediate needs.
Today, as never before, promotion can and must serve every phase of business operation from public relations down to the company’s annual report. From here on, this nation and the world in general will be living in an era of new ideas. Ideas applied to social problems, ideas applied to economic problems. The world is at a mental and spiritual cross-roads and ideas, sound and fundamental, understandable by all and dynamically presented will prove a prime ingredient in bringing about i a greater distribution of the good things of life and a more stable era for the greatest number of people.
1941 RED NETWORK CLIENTS
AVERAGE 8 YEARS ON THE RED
RED ADVERTISERS FOR 10 YEARS OR MORE
RED ADVERTISERS FOR 5 YEARS OR MORE
RED ADVERTISERS FOR 2 YEARS OR MORE