This preview shows page 1. Sign up to view the full content.
Unformatted text preview: at render useful service, is the man who will become rich in this new industry.
Crooners and light chatter artists who now pollute the air with wisecracks and silly giggles, will go the way of all light timbers, and their places will be taken by real
artists who interpret carefully planned programmes which have been designed to
service the minds of men, as well as provide entertainment.
86 NAPOLEON HILL THINK AND GROW RICH Here is a wide open ﬁeld of opportunity screaming its protest at the way it is being butchered, because of lack of imagination, and begging for rescue at any price.
Above all, the thing that radio needs is new IDEAS!
If this new ﬁeld of opportunity intrigues you, perhaps you might proﬁt by the
suggestion that the successful radio programmes of the future will give more attention to creating “buyer” audiences, and less attention to “listener” audiences.
Stated more plainly, the builder of radio programmes who succeeds in the future,
must ﬁnd practical ways to convert “listeners” into “buyers.”
Moreover, the successful producer of radio programmes in the future must key
his features so that he can deﬁnitely show its effect upon the audience.
Sponsors are becoming a bit weary of buying glib selling talks, based upon statements grabbed out of thin air. They want, and in the future will demand, indisputable proof that the Whoosit programme not only gives millions of people the
silliest giggle ever, but that the silly giggler can sell merchandise!
Another thing that might as well be understood by those who contemplate entering this new ﬁeld of opportunity, radio advertising is going to be handled by an
entirely new group of advertising experts, separate and distinct from the old time
newspaper and magazine advertising agency men. The old timers in the advertising game cannot read the modern radio scripts, because they have been schooled
to SEE ideas. The new radio technique demands men who can interpret ideas
from a written manuscript in terms of SOUND! It cost the author a year of hard
labor, and many thousands of dollars to learn this.
Radio, right now, is about where the moving pictures were, when Mary Pickford
and her curls ﬁrst appeared on the screen.
There is plenty of room in radio for those who can produce or recognize IDEAS.
If the foregoing comment on the opportunities of radio has not started your idea
factory to work, you had better forget it. Your opportunity is in some other ﬁeld.
If the comment intrigued you in the slightest degree, then go further into it, and
you may ﬁnd the one IDEA you need to round out your career.
Never let it discourage you if you have no experience in radio. Andrew Carnegie
knew very little about making steel-I have Carnegie’s own word for this-but he
made practical use of two of the principles described in this book, and made the
steel business yield him a fortune. 87 NAPOLEON HILL THINK AND GROW RICH The story of practically every great fortune starts with the day when a creator
of ideas and a seller of ideas...
View Full Document
This note was uploaded on 11/13/2012 for the course ACCOUNTING 225 taught by Professor Austin during the Spring '12 term at American.
- Spring '12