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WAR AND RADIO
yyNY first-aid student will tell you that in case of accident the J^ important thing to look for immediately is sliock. Often the actual physical injury is slight, yet there is a complete agitation of the emotional and mental sensibilities.
Most of us went through a period of shock the past two months. Some haven't recovered yet.
Shock, you know, is a state of inaction, inertia. We're powerless to move; w^e lie still and let the world roll by.
Some of us went so far as to immediately cancel all our advertising, to cease strenuous selling effort in the belief that people weren't in the mood to buy.
The one thing w'e seem to have forgotten is that shock is a temporary state. People have gone back to work again in spirit as well as in body. Life is normal once more. Only the normal has changed entirely.
From a peace-time economy, we've passed in less than two months into a war-time economy. War-time, of all times, is not a period of inaction. There are important jobs to be done, and we must do them faster and better than we've ever done them before.
Naturally, we must adjust ourselves to the new normal. Among other things, we must take inventory of our business methods, discard the unimportant, increase the essential. Just like those big U. S. dive bombers, our business tactics must be streamlined for maximum efficiency.
Radio fits into this new war-time economy, fits better than it ever did before. Just how important a part it will ultimately play is still a matter of conjecture. We lack precedent! We lack facts! With this in mind, the editors of Showmanship are enclosing a short post card questionnaire which promises to find a small part of the answer. By discovering the extent to which businessmen will advertise during the coming year, doesn't necessarily prove how they should advertise. But it does give us a foundation from which to work. 1942 will supply the rest of the answer.
FEBRUARY, 1 942
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