Radio showmanship (Jan-Dec 1944)

Global Radio Instrument of Post-War Prosperity ♦ ♦ ♦ by MILLER McCLINTOCK, president, Mutual Broadcasting System A\N()\i wlio has watched closely the i clcMlopincnt of radio communications chiring the present crisis is well aware that broadcasting in the post-w^ar period will have a profound effect upon our business and social relationships with the rest of the world. I his fact offers an important challenge to members of American industry, and particularly to those of us in radio. After the war, American business will of course be faced with the problem of its own rehabilitation. The solution will not be national, or even international, but will be actually global in scope. The worldwide aspect of our own readjustmeiu stems from the indisputable truth that we will never have maximum prosperity in this country unless we have peace and piosperity in other nations as well. Kven bclorc World W'ai I, the interdcpendciKc ol the peoples of the world had become abundaiuly apparent. But when this war is over, it is inconceivable that any (onntry or any individual will iioi i(.ili/( ihc (<onoini( and phxsical j>io\iinil\ ol nalions. I sa\ "wIk n ihc war is over" because onl\ iJK II will w'c become fidly cognizant "I 'Ik I wo lactois that are so surely gonig lo make a n(ighlK)rh()od of all the lands ol the eailh. They are, of coiuse, •'^'•''•oii and ladio ( onnnunications. In I Ik J).isi, suilacc gcograj)hy was the dic'«<"'i "I Hade and (onmierce and to a iaigc cxicni, ol inlci national relations. I>iii ihc KJalivc positions of continents and (onnirics aie ja|>iclly i)eing icchawn In ihc aijplanc and ihc ladio. SiiKc almost all the icccni ania/ing sliidcs in avialion ;m(l cidii. (onmuini cations have been developed by American business, it becomes otu^ responsibility to put them to uses that will best benefit the rest of the world. Only when you realize how aviation and radio communications alone can pull the entire world together, can you appreciate the extent of this responsibility. Because radio has so greatly altered the limitations of time (just as aviation has shattered our concept of space), it is destined to be one of the most powerful single factors in our struggle for world prosperity and peace. But this tremendous force nuist be wisely handled by American business and by the radio industry specifically. Therein lies our challenge. We have seen from past experience that philanthropy and fancy international diplomacy do not bring about harmony among nations. But world-wide economic stability, built on satisfactory and profitable trade and social relations, can go a long way towards making that goal a reality. The world is unbelievably large and rich. It is up to us to unearth these riches wisely, not for the exploitation of any group, biu on the basis of fair and ec]uitable i)rolits for both the supplier and the customer. VV^e have })roved in the United States, through competitive business and advertising and selling in all its forms, that desires can be created l)\ telling people of the good things a\ailal)le for them. By so doing, we create and)itic)ns and they, in tiun, produce the necessary indi\idual and mass energy to accjuire these good things. This is the only solid foundation upon which oiu' present 18« RADIO S H OWM A NS H I P