Radio showmanship (Jan-Dec 1944)

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^l-^^ZA, /Vfi CONTENTS MARCH 1944 VOL. 5 No. 3 Publisher Don Paul Nathanson Managing Editor Marie Ford Editorial Advisory Board RADIO HiRBFRT PeREV Raeph Atlass William Dolph Glenn Snyder Philip Laskv Ro(;er Clipp C. I . Hagman J. Harold Ryan Neiv York Chicago ]]'ashingtoji Chicago Sa}i Francisco Philadelphia Minneapolis Washington BUSINESS Dr. Harr^ Dean Wolfe ]Vashi)igton, D. C. Lorenzo Richards Ogden, Utah GusTAV Flexner Louisiiilie J. Hudson Huffard Blue field, Va. Maurice M. Chait Peoria, III. Frank J. Ryan Kalamazoo, Mich. Allen C. Knowles Cleveland 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 1944 by Showmanship Publications, publishers of Radio Showmanship. Editorial 77 Half Past Selling Time 78 A. L. Palmer Values keynote radio campaign in switch from automobile supplies to general merchandise writes the general sales manager ot Moore's of Ohio, Newark, O. The Devil, You Say? 81 Jean Hadley Sixty second announcements on small stations up Red Devil Soot & Carbon Remover sales 500 per cent in one year writes the Manson-Gold Advertising Agency account exectitive. Musical Hit-Bits 84 Henry Gerling Merchandisable spots build million dollar sale for Katz Drug Co., Kansas City, Mo., writes its advertising manager. Hello There Gardener 86 An RS Analysis A low-pressure, low-cost radio program produces amazing results for five sponsors, each with different problems. MARCH, 1944 75