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CONTENTS
FEBRUARY 1942
VOL. 3 NO. 2
Editorial Advisory Board
Radio
Herbert Pettey
New York Ralph Atlass
Chicago William Dolph
Washington Don D. Campbell
Birmingham Glenn Snyder
Chicago Philip Lasky
San Francisco Roger Clipp
Philadelphia J. Harold Ryan
Toledo Business Lorenzo Richards
Ogden, Utah GusTAv Flexner
Louisville J. Hudson Huffard
Bluefield, Va. Maurice M. Chait
Peoria, III. Frank J. Ryan
Kalamazoo, Mich. Allen C. Knowles
Cleveland
Editor and Publisher: Don Paul JNathanson. Editor-in-chief: Tod Williams. Managing Editor: Marie Ford. Circulation: Thelma Kay.
Published by Showmanship Publications, Minneapolis, Minn. Subscription rate: $2.50 a year, 25c a copy. Address editorial correspondence to Showmanship Building, Eleventh at Clenwood, Minneapolis, Minn. Tel.: Br. 6228.
Franchise office: 510 N. Dearborn, Chicago, 111. Director of franchise: Peter C. Goldsmith. Field franchise representatives: Howard M. McGrath, Robert Parvin.
Copyright 1942 by Showmanship Publications, publishers of Radio Showmanship.
Editorial 41
Military Matinee 42
John G. Hunter
Public service features build morale, increase prestige and create sales says the advertising manager of the Arundel Ice Cream Co., Baltimore, Md.
The Eyes Have It 45
Dr. E. W. Laisne
How 14 hard-hitting spot announcements achieved a 34 percent gross sales increase at a 50 percent reduction in advertising cost, by the founder of the Progressive Optical Co.
On the News Front 48
Louis J. Gauss
Sponsorship of the news has iijjped business 43 percent writes the president of the Gauss Mortuary, Peoria, 111.
The Face of the War 50
An RS Air Analysis
Herb R. Beaven, staff executive of the Los Angeles, Cal., branch of the Brisacher, Davis & Staff Advertising Agency, and other advertisers give the nod to this hve-minute transcribed news program.
FEBRUARY, 1942
39