Do You Understand Women?
1942 Radio Retailing Today Article
people agree that World War II marked the point at which a large
percentage of American women made a major move from the role of homemaker
to the roles of factory and trades workers. The societal shift was made
necessary because a large percentage of American men were off fighting
the war in Europe and the South Pacific, and therefore were not available
to do those tasks. This article appeared in the September 1942 edition
of Radio Retailing Today magazine less than a year into America's
involvement in the War. Even a militant feminist would probably conclude
that, given the state of the world at the time, it is a very fair assessment
and generally exceedingly complimentary. Note this observation regarding
use of women for manufacturing, "Women have made more radio tubes and
radio sets than men ever will." I thought about that recently while
preparing for the restoration of my
1941 Crosley Model 03CB console radio.
September 1942 Radio Retailing Today
of Contents]These articles are scanned and OCRed from old editions of the Radio Retailing Today magazine.
All copyrights (if any) are hereby acknowledged.
Side note: The only ground gained by America during
WWII - or any battle since the Revolutionary War for that matter - was
a 172-acre plot of land for
American Cemetery and Memorial in Normandy, which was gifted to
us by France.
See all available
vintage Radio News
Do You Understand Women?
Replacing Manpower, They Often Do a Good Job at Radio Counter
- Do you know how to select them for radio sales?
- Can you give them the proper store training?
- Have you figured out which jobs they can do?
Day by day, more and more men are giving up their peacetime
pursuits to "join the colors" and take an active part in fighting to
preserve our way of life.
Yet business and industry, must go
on. It must go on to provide the civil population with the necessities
of life and of living.
Men must do our fighting on the battle
fronts, and women must do their full share in business, in production
and in taking a man's job on the home front.
Women are taking
the places of more fighting men in the Army. The WAACs will make a real
contribution to Army administration. The WAVES are soon to take their
places in the shore establishment of the Navy.
Women are taking
the places of men in industry, in manufacturing everything from zippers
to airplanes, and doing a fine job.
Women have made more radio
tubes and radio sets than men ever will.
Women can and will,
take their place in your business, selling, servicing and maintaining
Many business men still harbor some prejudices
against women in some jobs, but these are fast disappearing in the light
of their performance. Light work, hard work, hand work, head work, machine
work, office work, all now are women's work.
have to train them, thoroughly and carefully. But first you have to
Most women have a high degree of hand dexterity, and fine coordination
of hand and eye. But some are clumsy and awkward. Most women have infinite
patience, and excel at detail and repetitive work.
Women have long been experts at selling records, and their performance
there may be used to guide dealers in wartime hiring to replace
You'll run into just as much trouble putting the wrong
woman on a job as you would in putting the wrong man on the same job.
With some careful selection, you will find most women will equal
or excel men on:
b. Clerical work and filing
c. Small part assembly
d. Detail and fast repetitive work
e. Fine production work.
Because most women have not had
the experience, you must be prepared to train them to bring out the
full advantage of their natural aptitudes.
In the selection
of personnel there is no good reason why sex should be any more important
a factor than nationality, or religion, given equal education and intelligence.
Seek Necessary Qualifications
in mind when selecting women to replace men, that "beauty" is the poorest
of all measures of ability. V erv often. you will find, that ''beauty
and brains" are like "oil and water." Neatness is highly desirable in
Women must be selected for their jobs as workers,
not as women and they must be trained, disciplined and supervised on
the same basis.
It's true, of course, that the female psychology
is somewhat different from that of the male. And so the methods of discipline
and supervision must be adjusted accordingly.
Women should be
tested and fitted to their jobs by the same standards as men.
That is, the same qualities are necessary to fit a woman for a particular
job as for a man. You may find that quality more frequently in women
than in men. But they may not always be present. So you must look for
Salespeople, whether men or women, should have a pleasing
personality, a sincere friendliness, an easy smile and a knowledge of
the products they sell. Women who have these qualities have been very
successful selling records, radio, home furnishings, home appliances.
Do not expect more from women than you do from men.
Women in business expect to be
treated like the workers and humans they are, with respect and impersonally.
Preferences to some are quickly resented by others and in a way which
can quickly cause trouble and confusion. Rules, regulations, privileges
must be uniform.
Most women do not have as high a sense of safety
as do men; they short-cut the safety rules, have more minor accidents,
fewer really serious ones, than do men.
Thus they create the
necessity for more constant and careful supervision on machine or productive
work. And this supervision presents a different problem where women
They are more sensitive, more nervous than men.
Sharp criticism for an error may produce hysterics which lasts for 10
minutes, "nerves" which lasts for 10 days and resentment lasts for 10
weeks. A woman is always to be preferred to a man, as a supervisor of
More women are working today than ever before, and their
number is fast increasing. Women have tackled every job within their
physical ability, and their records of performance are outstanding,
in every line of endeavor.
These records are uniformly better in the larger organizations
than in the smaller ones. This is true because in the larger organizations
women are more carefully selected, their individual abilities more accurately
measured, their assignment to jobs more scientifically done, their training
more thoroughly given.
And this boils down to the fact that
in most jobs, the factors of intelligence, education, training, are
far more important than sex in fitting a worker to a job.
Not Permanent Prospects
But women are women
- for all that, and differ from men in viewpoint, and in emotional equilibrium.
These factors must always be kept in mind.
Business, or industry
to most women is a temporary thing. For nature has endowed women with
the maternal instinct, which must look upon home, and mate, and family,
as the permanent state to which they aspire. There are some exceptions,
And so, in employing women, do not make the mistake
of placing too much dependence upon anyone, so far as certainty of continuity
of service is concerned.
A woman seldom ceases looking for "her man." And this factor
must be watched in business, for it can cause waste and inefficiency
when "boy meets girl" in the same business, to a degree that is surprising.
To expect the impossible from women is foolish. But women have
'''made good" in every job they've tackled, and they will make good
in yours, too, if you try them, under fair conditions and handle them
with intelligence and understanding.
Posted July 23, 2013