Radio showmanship (Jan-Dec 1944)

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Show Window in Every Home Will Bridge Merchant-Customer Gap m hat About Television? byLA.HIRSCHMANN,vicepres., e's, New York City This address by I. A. Hirschmann, a vice president of Bloomingdale Bros., Inc. and Metropolitan Television, Inc., New York city, was presented before a meeting of the American Marketing Ass'n. Mr. Hirschmann gives a clear-cut picture of one of the most challenging prospects for department store display development. TKi.F.visiON has had so many false starts that one is certainly sticking his neck all the way out to make any predictions about it or its use, but we do not have to prophecy to plan. Those of us who are interested in all the possible ways of getting in touch with people now and in the future cannot afford to ignore the endless possibilities that television will offer. I am just assuming that it will come as a regular service for our people. It may be delayed. It may come in some variation of ihe forms (hat we have been seeing, but it will be here. Nobody can stop il. I ;ini lold llial technically most of the bugs ha\e been taken out oi television. Programming hasn't even had a start. And that's a field that will interest all of us, and will call for the best imagination and the best implements that we have learned to use in other related arts. I want to make a plea for good standards of programming for television in its early stages. It is apparent that department stores have fumbled badly in the use of radio. When it was a new mediinn they ignored it, then feared to use it, and finally edged into it the wrong way. I see symptoms of stores finally coming arounci to approaching radio in the intelligent way and I hope they will stick to it. And I sincerely hope that department stores will approach television at the start with the thoroughness, intelligence, boldness and resourcefulness that they have used in developing their businesses, their displays and their newspaper advertising. A great contribution to the entire field of television can be made by the stores. It is a vital link in the promotion of the future of this new medium. Television will offer a miniature show window in everyone's home. Great care, time, and in some ways, large expenditme is indulged in stores' exterior show windows. We are only now coming to appreciate the need for vital interior 42 RADIO SHOWMANSH IP