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may be instituted here and there; a judicial pruning may have to be effected. But an outright amputation is generally fatal.
In this connection, I cannot too strongly emphasize the importance of radio.
I have before me the latest edition of a popular weekly magazine. Gayly scattered through it are glittery automobile advertisements, tire ads and so on. And why shouldn't they be! If a concern is prosecuting a vigorous campaign, it uses this field. And even the most phlegmatic mind recognizes that it takes months to prepare one of these beautiful ads, get it into type, have four-color plates made.
Understand, I utter no condemnation on the appearance of advertisements of products which are no longer obtainable. Instead, I cite how much more fluid is the medium of radio. No tremendous interval exists between conception and ultimate display. It is only a step from the copy writer's desk to the microphone.
For example, the industry as a whole and the sponsors thereof, I believe, showed excellent taste when almost to a man they completely dropped commercials from news programs on the day of the Pearl Harbor attack and for a week thereafter.
And don't you forget for a moment that Mr. and Mrs. Buying Public didn't recognize this and the sponsor's stock went up perceptibly.
Major advertisers are quick to seize the opportunity of presenting their sales message by means of radio at this time. Its very elasticity is its appeal.
Recently I talked with the head of a large meat-packing company. Said he: "I have been handed sufficient government contracts to absorb the greatest part of my plant's output. As requirements vary, I will be able to offer a little of one item to the public, at another time it will be another product in our line.
"I am turning to radio because of its flexibility in telling home makers what I have for sale."
He concluded, "The time will come when I must again sell ALL of my product to the public. Our nation will not have a huge and hungry army to feed. The boys will be at home. I must keep my products before the public's mind because I WILL NOT BE FORGOTTEN. "
In addition to these thoughts, may I add another.
Virtually every manufacturer already expects to make packaging changes. The shortage of tin will tend to eliminate the can. It is entirely possible that a shortage of soda-ash may curtail glass production. Plastics, new methods of handling paper, and so forth will come into being.
And the advertiser who will make money on these changes is the one who can quickly tell the public of the advantages of the new package. Which carries me back to the original premise: radio will most speedily carry your message which may change from day to day.
The advertiser who keeps on plowing his furrow, undisturbed, and who takes to his hand the most efficient means of conveying his message, is going to find no post-war shambles in his business.
92 RADIOSHOWMANSH