Radio Handbook, CIO Political Action Committee, p.4 "If the Constitution of the United States were written today, freedom to listen' would ap pear before freedom of the press.'

Because today more people listen to the radio than read newspapers, and spend more time doing it.

"Nine out of ten Americans listen to the radio ... A recent survey shows that the average American family spends five hours a day listening to the radio. -- and that is more time than they spend on any activities other than working and sleeping.

"No wonder radio has beome such an important force in molding people's thoughts and opinions! "Radio has done marvels for business. Radio has done marvels in offering the people good entertainment. Radio has been (p. 5) wonderful in bringing good music and plays to the people. Radio has become a great educational force. Radio is making a great contribution on both the home front and the fighting front to help us win the war

p. 15 "The Straight Talk,"

"It sounds easy. But it isn't. In fact, a good radio speaker is a rarity. 'I'he reason for this is not that it is so very had to give a good radio talk, but rather that most people make it hard for themselves by preparing to talk. to a large audience -- and that makes it stilted.

"One of the things that makes good radio is the feeling that the fellow at the other end of the microphone is talking directly andn aturally to you just the way he would talk as if he were

leaning over the back fence on a Sunday afternoon Pointers:

p. 16 a. Make it Short

p. 17 b. Get Attention from the Start

c. Give a talk not a seech. 'I'hough your talk is written out, be sure to read it in such a way that the listener will get the impression that you are just talking to him, as if you were in his living room and telling him just what you are telling him over the radio.

d. Make your Talk Easy to Read

e. Fit your talk to the clock.

Thomas E.Dewey Papers. Rush Rhees Library, University of Rochester, 19lJ8 Campaign, 2: lJ7 "Radio" Ruthrauff and Ryan, Inc, "The Republican National committee, 1918" Memo to The Republican National Commitee.

Subject: The Mass Mind and Radio Advertising

"You already know how important the use of radio is to a presidential campaign "In 1948, radio and television can play an even greater part in changing the mass mind about voting……

"We would recommend, with limited frequency, the continuance of 15 minute and 30 minute campaign speeches by major candidates as the backbone of the over-all operation. This allows sufficient time to tell the Republian story in detail.

"BUT ... to make these efforts show greater return -- that is: to get more listeners per dollar spent... to get undecided voters among the industrial ranks to listen to the Republican story... to make more Americans Republican conscious [a] NEW STRATEGY IS NEEDED."

Suggest "hitch-hiking" 5 minute Republican spots onto "big, national entertainment programs such as Fibber McGee and Molly, Bob Hope, Jack Benny, etc."

Advantages 1. More Listening "It is an unfortunate fact that so many millions of voters do not take an active interest in the elections until the last week before voting." Gettng more white- collar Republican voters, missing the Industrial groups.

"The way to these ears is road-marked by the programs they listen to. Five minutes at the beginning and end of such broadcasts will find large audiences already tuned-in, and, properly utilized, can get more listeners to the 'major addresses, thereby reducing the cost per thousand listeners 2. Doing a Manifold (many-fold?) job

..."By hitch-hikin~ on their favorite entertainment programs, these undecided voters can be sparked to interest. Millions can be sufficiently excited so that they'll want to listen to th~ major campaign addresses... the sincerity, common sense a"ld plain talk of which can convince a majority of them to vote, and vote Republican."

3. Rousing the Republicans -- activate partisans

4. Doing the Job the Easy Way. Radio listeners want entertainment. "Frankly, they are tired, and not very interested in educational, cultural or political programs...

Average Hooper Rating for Dewey in Sept-Nov 194 18.6 same time Bob Hope 25.8, Fibber McGee, 25.6 and Charlie McCarthy, 22.3. "THIRTY PER CENT MORE PEOPLE LISTENED TO ENTERTAINMENT WHEN AN EVENT OF VITAL NATIONAL IMPORTANCE LIKE AN ELECTION WAS BEING CONDUCTED."

"They have frequently been antagonized, regardless of party, by being denied so much of their entertainment in the months preceding an election. With the possibility of the five-minute plan, they will NOT be irked because we will NOT be cancelling so many of their favorite radio programs 5. MAKE them WANT MORE." Speeches, especially 30 minute ones Not effective "UNLESS THEY WANT TO HEAR IT."

University of Rochester Library, Department of Rare Books and Special Collections, Thomas E. Dewey Papers Series 2: Box 15 "Campaigns, 194JJ, Presidential," File "Democratic Literature,"

"Too Small for the Place,"

Anonymous Broadside with picture of a dimunitive Dewey in an overstuffed chair that dwarfs him and is labelled "The Presidential Chair,"

Dernocratic National Committee Booklets

"THE SHIPS AND SAILORS THAT LICKED HITLER planned that way

by the Democratic Administration

"7 ships in 'boom' 1929 ... 1800 ships in 19JJ,3." Callout "Don't give UP the ships!"

DECENT HOMES FOR ALL AMERICAN FAMILIES.

A Report on what the Democratic Adminsitration is doing to provide better homes for every Americn family.

Picture of old blighted housing and new apartment complexes

WHICH WILL YOU CHOOSE?

Re: Labor Record picture of workers goin~ to a factory and a man selling apples for 5 cents.

THE WEALTH OF OUR NATION

Chart starts in the low on 1929 up to 1943

SLOGAN: ACTIONS SPEAK LOUDER THAN WORDS!

"For What the Hell Should We Apologize?" Speeech Delivered by Mark Ethridge, publisher, The Courier-Journal and The Louisville (Ky.) Times before the Oklahoma Democratic State Convention, May 15, 1944 Published by the D.N.C.

p. 3 We saved the banks... we saved the home-owners... we fought the slums ... we ~lectrified the farms ... we rescued the land the young ... we help the unfortunates ... we made business prosper ... we made Wall Street honest ... (p. 5) we gave labor its rights ... we've made the farmer rich."

p. 6 "Dewey sneered... Roosevelt acted!"

p. 7 "The fore ign policy that saved our necks."

2:15:7 1944 Presidential Campaign, Literature, Slogans

1938: They Destroyed Crops!

1944: They Destroy Crops -- and Liberties!

They've Bungked Bungled Before -- Shall we Vote for Some More?

Will it be DEWEY AND BRICKER? or HILLMAN and BROWDER?

Vote the American Way...

Vote for Liberty... While you have the liberty to vote.

Democrats for Dewey of Los Angeles. Republican Slogans: Time for a Change

Clear Everything with Sidney

Thomas E. Dewey Papers, Rush Rhees Library, University of Rochester. Series 2, Box 15, 1944 Presidential Campaign, MiscellaneolJs

Memo: to Herbert Brownell, Jr., From Carl Byoir, 17 Aug. 1944,

Looked at all the Newsreels from campaign thus far (estimated audience of 35 to 40 million per week)

"In my opinion we have had more than an even break Any worry about the Governor's apDearance in newsreels is unfounded. In the great majority of shots he makes a splendid appearance. "There are two distinct categories in Dewey pictures:

"Pictures where he is 'in the news', such as the convention pictures, at Springield, and St. Louis at the Governor's conference. There need be no concern about this class of pictures. The Governor shows as forceful and human and when he smiles his smiles are genuine and infectious.

"2. The second class of pcitures are 'posed' pictures, such as those taken at the farm in Pawling and pictures in the Mansion with Governor Bricker. In my opinion this class of pictures should be avoided. The Governor makes out no different than anyone else. It is hard not to be self-conscious. However, here again the pictures are nothing to worry about. In this class of pictures someone should be watchful to see to it that the cameras are so arranged that no camera appears in the picture because this heightens the artificial effect.

"There is only one thing I would say to the Governor about this question of pictures and that would be to quit worrying about it and just be himself. When there is something to smile about -- smile, and when the occasion cal"ls for being serious -- be serious. He is much too good to spoil the splendid effects he is getting by being too concerned about it. The St. Louis pictures show that the little 'dusting' to take off the shine works we 11 an d is all of the mechanics he needs."

Carl Byoir to Steve Hannegan, Memo 22 Aug. 1944, estimates newswreel coverage of 5032 (feet?) for TED to 3101 for FDR.