Radio showmanship (Jan-Dec 1944)

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Test Tube Findings Sold To Public Via Radio Tube cionce ^ THOSE of US whose lives are devoted to scientific researcli owe much to radio. Our job primarily is to discover new products; de\ise better technologies, which will not only reduce production costs and prove commercially practicable but at the same time provide additional employment and benefit the consumer. Food scientists in recent years have made significant contributions in the field of nutrition. They have restored processed cereals to their whole-grain values. They have fortified other foods with health giving vitamins. They have improved seeds, which in turn help provide better crops; found substitutes for imported foods no longer available and devised packages which are immune to the vigorous pressures of war transportation. Domestic packaging also has been improved despite the shortages of materials caused by military needs. Scientists have also aided in creating space-saving rations designed to sustain life under the most trying conditions. Radio is a medium through which scientific developments are impressed on the public's consciousness. Radio provides the intimate touch with human voices and allows for imparting information in a way that is entertainingly educational. The height of a mountain is best appreciated by contrast with a hill. The importance of radio as a means of spreading information made available thiough scientific research is best appreciated by recounting a few salient facts indicative of the size of listening audiences. Surveys ha\'e shown that when Jack Benny puts on his infectious grin and steps up to the microphone, some 26 million people settle down comfortably to listen to him. \Vhen lovable Kate Smith goes on the air, 23 million are tuned in. Benny's program helps merchandise nutritious cereals, which are fortified with energy giving forces. On her weekday program Kate sometimes ofTers recipe booklets embodying the latest research developments in nutrition, home economics, and culinary conveniences. Special emphasis these days is placed on wartime problems such as restrictions, regulations, and rationing, but Kate indirectly is in a sense the mouthpiece for some of our research scientists bent on pro\ iding good foods for American housewives. One ob\ ious reason why the average American is eating well today, (if not quantitatively, at least qualitatively) is because radio RADIO SHOWMANSHIP