Radio showmanship (Jan-Dec 1944)

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by WM. 6. WERNER, of Procter S Gamble Co,, Cmcmnati, 0. Daytime radio fulfills a most important function in wartime education, has become an instrument of public information and inspiration, points out the manager of the Consumer Information Division of the Procter Sc Gamble Co. WHENEVER we consider radio Ironi a standpoint of its success or laiiuic, wc have to keep in mind its programming, for programming is, of course, the life of radio. And when we consider radio's programming, we have to keep constantly in mind one important princij:)lc: thai this programming is a product of public demand. Progiams are as they are today because people want them that way. Piograms stay on I lie ail ()\ci a jjci iod ol lime because the pul)h"( ill largest numbers waiil them lluie. Obviously, the broadcaster's job then is to create a program tliat is luaiilrd. And in the determination ol what programs arc wanted, radio is (•(|uij)])((l to a lai more (onij)l(l(' and lliorougli and accurate degree than is any other inlormation-dissem ina t i ng medium with technic|ues uj:)on which to base lis ccli torial |)olic ic's (j)rooi annnini^) . Radio lo(Ia\ makes use ol scxcral kinds of continuous, coimtrywide research facilities which ])lace before the man Avho is responsible for a radio program, ]3eriodic reports on the si/e, character, geographic location, rrec|uency and completeness of his radio listening audience, lliis process acts as a constant check on the policy of radio editing; and through it broadcasters can tell pretty cpiickly and acciuately, to use the expression of the playwright, James Barrie, whether a program is going to "Peter out or Pfui out." lli:c;c)(;i\rnc)\ ol these tAvo facts, —that lodax's radio piograms are. by and large, \vhat the j)ul)lic demands; and. —that com in nous research keeps programs in line with the increasing discrimination in that demand; is not as ^viclesJ)reacl as it should be. Main |)eople. in and out ol editorial ollicc's, destine I i\c'l\ critic i/e radio for certain j)rc)grams, when the fact is, if criticism is cleserxed, it should be in the loini of criticism of the public, designed lo guide and improxc its listening taste; because it is ihc |)ul)lic \\hich demands