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CONTENTS
NOVEMBER 1940
VOL. 1 NO. 3
Publisher Don Paul Nathanson
Managing Editor S. H. Kaufman
Associate Editor Norman V. Carlisle
Research Director G. M. Osman
Business Manager William A. Huser
Editorial Advisory Board
Herbert Pettey Ralph Atlass William Dolph Henry Johnston Glenn Snyder Philip Lasky Roger Clipp Gustav Flexner Maurice M. Chait
New York
Chicago
Washington
Birmingham
Chicago
San Francisco
Philadelphia
Louisville
Peoria
Published by Showmanship Publications, Minneapolis, Minn. Subscription rate: $2.50 a year, 25c a copy. Address editorial correspondence to Showmanship Building, Eleventh at Glenwood, Minneapolis, Minn. Telephone: Bridgeport 6228.
Copyright 1940, by Showmanship Publications, publishers of Radio Showmanship.
Editorial 85
Milk Sales Thru the Air 86
Mary M. O'Neil
Selling the brand instead of just milk is an age-old dairy problem. Here's the story of one smart solution.
Start 'Em With Stunts 89
Norman V. Carlisle
The push that starts the ball rolling
plays an will go.
important part in how far it
Your Store's a Stage 91
Paul Hellman
Your store may hold the secret of the twist that will turn your program into a sales stimulator.
Kid Show: Handle With Care! 92
Irene Glenn
Sponsoring a children's program is a precarious but profitable venture. Columbia University's research in kid reactions to air stories may help you choose wisely.
Commandments for Commercials 94
Elmer Wheeler
You must keep in step with your prospects; words that do not make sales endanger sales!
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NOVEMBER, 1940
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