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CALLING ALL RADIO MEN
Certain now that their interests are the same, broadcasters, radio-set makers, and the radio trade are shortly getting together in a giant nation-wide drive "to use radio, to sell radio." Key man, however, is the radio dealer, who, it is hoped, will help put over the plan.
Aim of the campaign is to get more listeners and sell more sets. But it will shoot at this goal by glorifying the American system of broadcasting and promoting the idea that U. S. radio receivers are best in the world.
Keen minds of a joint committee named by Radio Mfrs. Assn. and National Association of Broadcasters, decided the drive should featurj these points :
1. To increase the amount of listening.
2. To improve the quality of home reception.
3. To sell the excellence, variety and extent of American radio program service.
4. To sell the American system of Broadcasting and the contributions made by the individual stations.
To be mutual effort
Working through the NAB public relations department, the drive will coordinate efforts to sell more radio sets and improve reception. In each community, NAB broadcasters will be asked to invite radio retailers and
Whole industry gets together on nation-wide drive to use radio to sell radio
distributors in their areas to a meeting which will be held either in the station studios or at some other agreeable location. The local broadcaster will be asked to serve as chairman of the meeting, and to present the entire project.
Broadcasters will be given printed material outlining the campaign, and will be furnished with a transcription record dramatizing the drive, and containing messages from the presidents of NAB and EMA.
Radio networks will contribute one program a week to the campaign, and transcriptions will be furnished nonnetwork stations every week. Stations also will be encouraged to contribute their own programs, calculated to sell their own operations, as well as American radio generally.
Retailers to help
So much for the broadcasters. On the set selling end, retailers will be asked to distribute literature to their customers. Such booklets as "The ABO of Radio," which explains radio graphically and informally, will be used. Special window displays will be distributed to provide a tie-up with local stations. Newspaper and other advertising will be coordinated with the central themes of the campaign.
AIMS OF THE DRIVE
1 . To increase the amount of listening.
2. To improve the quality of home reception.
3/To sell the excellence, variety and extent of American radio programs
4. To sell the American system of broadcasting.
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