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LISTEN IN THE NIGHT
It's at night,
In the still moments of the night, That you hear the pulse-heat of America.
THE railroad company copywriter who wrote these words is right I American industry is working 24 hours a day to win the war. A third of the men and women making this total effort work at night. They are the swing shifts, who breakfast at bedtime, dine at dawn.
Just as the daytime worker needs relaxation after the activities of the day, so too, does the swing shift and graveyard worker require entertainment. He doesn't run right home from the factory and pop into bed, but in the dark of the night, the opportunities for recreation are limited.
When the change over to total war was made, radio was quick to meet the demands of this new audience whose normal life was turned upside down. Some radio stations switched to a 24-hour schedule. Almost all of them extended their broadcasting hours.
Radio continues to do its part. Listening hours have changed. Anyone may be listening at any time these days. Rebroadcasts of daytime shows all through the night have found their audience. Radio news swings along, keeps the man who lives upside down as accurately, quickly and completely posted as it does listeners during the seven-to-eleven peak radio hours. Soldiers, factory workers, others, applaud early morning programs.
Sponsors, however, have been for the most part, lukewarm to cool. There's no beaten path down which to travel, no tested formula to shake well and take as directed. There's no Hooper to bolster faltering business courage. In all probability, it's a temporary audience which will welcome the sun with loud huzzas when the return of peace makes 24-hour effort unnecessary.
But the future is built on today! Business can't expect to keep the loyalty of the defense worker unless it earns this support through service, entertainment or education. These workers don't ask for much; a little entertainment, a little information before turning off the lights, and so to bed. A house is a lonely thing at night when the rest of the world is asleep.
Advertising needn't go to sleep when the rest of the world turns in. It can be awake and on its toes around the clock. Through radio, it can be a night watchman, checking priceless business investments on its regular rounds. There shall be no night. What is well guarded today is there as a valuable trade asset tomorrow!
APR I L, 1 943 113