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CONTENTS
FEBRUARY 1944
VOL. 5 No. 2
Editorial Advisory Board
Radio
Herbert Pettey
Ralph Atlass William Dolph Don D. Campbell Glenn Snyder Philip Lasky Roger Clipp J. Harold Ryan
New York
Chicago
Washington
Birmingham
Chicago
San Francisco
Philadelphia
Toledo
Business Dr. Harry Dean Wolfe
Washington, D. C. Lorenzo Richards
Ogden, Utah GusTAV Flexner
Louisville J. Hudson Huffard
Bluefield, Va. Maurice M, Chait
Peoria, III. Frank J. Ryan
Kalamazoo, Mich. Allen C. Knovvles
Cleveland
Staff Publisher-Editor
Don Paul Nathanson Managing Editor
Marie Ford
Published by Showmanship Publications, Minneapolis 2, Minn. Subscription rate: $2.50 a year, 25c a copy. Address editorial correspondence to 1004 Marquette, Minneapolis 2, Minn. Tel.: Ge. 9619.
Copyright 1943 by Showmanship Publications, publishers of Radio Showmanship.
Editorial 41
What About Television? 42
I. A. Hirschmann
Show window in every home will bridge merchant-customer gap, says the vice president of Bloomingdale's, New York city.
Bye, Baby — Buy! 44
Geo. W. Walker
Radio ups Baby Bassinette sales 30 per cent, nets a 40 per cent rural increase writes its designer and merchandising consultant.
Musings on the Mighty Minute 47
Athcrton Pettingeli
A. S. Beck Shoes sells an idea, not styles, in its current spot announcement series, writes the president of Pettingeli & Fenton, Inc., New York city advertising agency.
Advertisers Back Attack 48
An RS Analysis
Business forgets competition, promotes one common product in the greatest single advertising campaign ever undertaken.
Bring 'Em Back Live 51
An RS Analysis
Open competition a shot in the arm as special promotion for the daily radio program aired by the M. O'Neil Co., Akron, O.
FEB R U ARY, 1 944
39