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Employees meet the corporation's products in the lobby before witnessing a broadcast
Star autographs are part of a broadcast for employees. Here two little girls meet Joseph Cotten
U. S. Steel workers dressed up to see "Theater Guild of the Air" broadcast in Cleveland
electric light and power companies, as well as U. S. Steel, are just a few who travel their programs to their employees. Du Pont has taken Cavalcade oj America to Wilmington, Newark, N. J., Charleston, W. Va., and Richmond, Va., where the rehearsals, broadcasts, and repeat airings were all seen by groups of du Pont employees. These personal appearances don't just happen. They're staged with plenty of show business acumen. In the lobby of the theaters from which they are broadcast there are usually a number of displays to educate the du Pont working family on the number and nature of products which come from du Pont factories since no one group of employees works on more than 5 per cent of the products that carry the du Pont trademark. To build employee respect for the products on which they and their fellow employees work is a keystone in achieving consumer acceptance. Employees can't get that "our product" feeling unless they see the products. That's why when Cavalcade of America travels it carries with it a complete display of du Pont products from Duco to Nylon.
Once the employees are in the auditorium to witness rehearsal, broadcast, or repeat airing they are entertained by a well-staged warm-up. The cast is introduced and production details explained, the sound man goes into a demonstration, and the star of the program (in Newark it was Joseph Cotten) does a comedy routine with Bill Hamilton of the du Pont advertising department. Before the planned patter Hamilton makes a straight presentation on the whys and wherefores of the Cavalcade and sells du Pont and the employees to the employee guests. The patter between the star and Hamilton is sprinkled with allusions to the plants whose workers are in the audience and to employees whom all the du Pont men and women in the area know. It's typical after-dinner speech stuff but the average working man and woman doesn't get to many banquets, if any, during a lifetime. They just eat it up.
Even if the entire framework for the broadcast weren't staged, many of the employees would go away from a live broadcast exhilarated. Big network broadcasts in the flesh are not available regularly and it's a special occasion indeed v. hen one comes to town, an occasion that builds better labor-management feeling all the way along the line. In the case of the du Pont-Newark broadcasts 60 per cent of all du Pont employees in the area requested tickets for the broadcasts or rehearsal and actual attendance figures exceeded 10.500.
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