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adio Awards of MERIT:
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Service Basis for RS Awards to Ten Local Advertisers for Outstanding Mercliandising and Sliowmanship Radio Campaigns
WHILE net work advertisers with big-name talent get reams of publicity for their radio advertising, and the public reads xuith avid interest details about the personal lives of the talent on these national programs, the backbone of commercial radio is the local sponsor. It is his unselfish contribution to community life that has measured the forward progress of the radio industry. Because these advertisers have kept in touch with the entertainment and recreational needs of their communities, radio has become a listening habit all through the day and night. In every city there is at least one such advertiser who has made valuable contributions to progress through the medium of radio without benefit of fanfare or trumpets.
To these advertisers, in recognition of outstanding merchandising and showmanship campaigns. Radio Showmanship Magazine now awards its first annual certificates of merits for outstanding radio activi
ties in the communities xvhich tliese adx)ertisers serue.
FINANCE Syracuse, N. Y.
An original idea designed to further the war effort and containing aU the elements of showmanship is the radio program, Behind the Lines, sponsored by the Onondaga County Savings Bank, Syracuse, N. Y., over WFBL. Heard Monday through Friday, the program is designed to build morale among war workers and war industries. Writes Wm. G. Morton, treasurer of the Onondaga County Savings Bank: "From the letters we receive from war plants and from the recipients of our awards we are convinced that the program is indeed a civic contribution and that we are aiding in the building of the morale of the war workers."
Of interest to everyone concerned with the war's progress in Syracuse, Behind the Lines gives public recognition and honor to war workers doing outstanding work. On every broadcast Distinguished Citizenship citations are pre
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RADIO SHOWMANSHIP