Page 86 - Napoleon Hill Think and Grow Rich Full Book | Success Learned

NAPOLEON HILL THINK AND GROW RICH

Here is a wide open field of opportunity screaming its protest at the way it is be-
ing 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 at-
tention 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 state-
ments grabbed out of thin air. They want, and in the future will demand, indis-
putable 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 enter-
ing 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 advertis-
ing 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.

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