The sponsor！ That unfortunate victim who nowpays the cost of all radio “entertainment，” soon willbecome idea conscious， and demand something forhis money. The man who beats the sponsor to thedraw， and supplies programmes that render usefulservice， is the man who will become rich in this newindustry.
Crooners and light chatter artists who now pollutethe air with wisecracks and silly giggles， will gothe way of all light timbers， and their places will betaken by real artists who interpret carefully plannedprogrammes which have been designed to servicethe minds of men， as well as provide entertainment.
Here is a wide open field of opportunity screamingits protest at the way it is being butchered， becauseof lack of imagination， and begging for rescue at anyprice. Above all， the thing that radio needs is newIDEAS！
If this new field of opportunity intrigues you，perhaps you might profit by the suggestion thatthe successful radio programmes of the future willgive more attention to creating “buyer” audiences，and less attention to “listener” audiences. Statedmore plainly， the builder of radio programmes whosucceeds in the future， must find practical ways toconvert “listeners” into “buyers.” Moreover， thesuccessful producer of radio programmes in thefuture must key his features so that he can definitelyshow its effect upon the audience.
Sponsors are becoming a bit weary of buying glibselling talks， based upon statements grabbed out ofthin air. They want， and in the future will demand，indisputable proof that the Whoosit programme notonly gives millions of people the silliest giggle ever，but that the silly giggler can sell merchandise！
Another thing that might as well be understoodby those who contemplate entering this new fieldof opportunity， radio advertising is going to behandled by an entirely new group of advertisingexperts， separate and distinct from the old timenewspaper and magazine advertising agency men.
The old timers in the advertising game cannot readthe modern radio s， because they have beenschooled to SEE ideas. The new radio techniquedemands men who can interpret ideas from a writtenmanu in terms of SOUND！ It cost the author ayear of hard labor， and many thousands of dollars tolearn this.
Radio， right now， is about where the movingpictures were， when Mary Pickford and her curlsfirst appeared on the screen. There is plenty of roomin radio for those who can produce or recognizeIDEAS.
If the foregoing comment on the opportunitiesof radio has not started your idea factory to work，you had better forget it. Your opportunity is in someother field. If the comment intrigued you in theslightest degree， then go further into it， and you mayfind 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 verylittle about making steel—I have Carnegie’s ownword for this-but he made practical use of two of theprinciples described in this book， and made the steelbusiness yield him a fortune.
The story of practically every great fortune startswith the day when a creator of ideas and a seller ofideas got together and worked in harmony. Carnegiesurrounded himself with men who could do all thathe could not do. Men who created ideas， and menwho put ideas into operation， and made himself andthe others fabulously rich.
Millions of people go through life hoping forfavorable “breaks.” Perhaps a favorable break canget one an opportunity， but the safest plan is not todepend upon luck. It was a favorable “break” thatgave me the biggest opportunity of my life— but—twenty-five years of determined effort had to bedevoted to that opportunity before it became anasset.
The “break” consisted of my good fortune inmeeting and gaining the cooperation of AndrewCarnegie. On that occasion Carnegie planted inmy mind the idea of organizing the principlesof achievement into a philosophy of success.
Thousands of people have profited by the discoveriesmade in the twenty-five years of research， andseveral fortunes have been accumulated through theapplication of the philosophy. The beginning wassimple. It was an IDEA which anyone might havedeveloped.
The favorable break came through Carnegie， butwhat about the DETERMINATION， DEFINITENESS OFPURPOSE， and the DESIRE TO ATTAIN THE GOAL，and the PERSISTENT EFFORT OF TWENTY-FIVE
YEARS？ It was no ordinary DESIRE that surviveddisappointment， discouragement， temporary defeat，criticism， and the constant reminding of “waste oftime.” It was a BURNING DESIRE！ AN OBSESSION！
When the idea was first planted in my mind byMr. Carnegie， it was coaxed， nursed， and enticed toremain alive. Gradually， the idea became a giantunder its own power， and it coaxed， nursed， anddrove me. Ideas are like that. First you give lifeand action and guidance to ideas， then they take onpower of their own and sweep aside all opposition.
Ideas are intangible forces， but they have morepower than the physical brains that give birth tothem. They have the power to live on， after the brainthat creates them has returned to dust. For example，take the power of Christianity. That began with asimple idea， born in the brain of Christ. Its chieftenet was， “do unto others as you would have othersdo unto you.” Christ has gone back to the sourcefrom whence He came， but His IDEA goes marchingon. Some day， it may grow up， and come into itsown， then it will have fulfilled Christ’s deepestDESIRE. The IDEA has been developing only twothousand years. Give it time！