Editing 79-11-B7 (section)

=== Transcript ===
There is something about a catalogue that grabs everyone. When we were kids we called
them wish books. I've wondered now and then if we didn't have a secret weapon we've never
used. What if we dropped umpteen million Sears catalogues on the U.S.S.R.? When the people
there saw the kind of consumer goods available to those who worked and earned in a free
society there just might be another revolution.

Well, this commentary is about a magazine, not a catalogue, but there is something of
a relationship. There is also further evidence of the magic of the free market; this way
of life that allows an individual to dream, then turn that dream into a saleable commodity.
"Showcase U.S.A." is the magazine I'm talking about--the dream that became reality.
It isn't on the news stands. It has a controlled circulation aimed at a particular reader
list for which it performs a most useful purpose.

A young man named George St. John is the publisher. His dream became a six-issue-a-
year magazine aimed at importers throughout the world who are interested in American exports.
"Showcase U.S.A." brings them useful information on every facet of America's export business.

A look at the index of the current issue indicates why this magazine fills a heretofore
unmet need. There are articles on trade shows and conventions, transportation , and
information on American ports and shipping facilities. Others are titled "Small Business,
The Available Resource" and "Expanding Trade for Small Business." There is another, "The
Future's Market; an Essential Trade Tool."

A couple of those titles reveal what could well be a new chapter in international
trade, the entry of small and independent American businesses in the export market. Then
there are regular features listing companies in export and there's an industry round-up.
In this latter are brief summaries of products available, separated into types such as
food stuffs, manufactured goods, consumer goods, and so forth.

From the beginning, publisher George St. John encouraged correspondence from his
readers with regard to inquiries directed to American companies. He sees that the
correspondence reaches the proper business or provides the answer such as sending a foreign
executive a complete roster of companies making automobile air conditioners.

This correspondence has led to a new feature in the magazine, "Trade Inquiriers &
New Products" which is published in cooperation with the U. S. Departments of Agriculture
and Commerce. Adding to the flavor of the magazine is the colorful and great variety
of advertising by American companies involved in export trade--another evidence of the free
market in action.

"Showcase U.S.A.", published in Woodland Hills, California, is a handsome and interesting
magazine, filled with illustrations, and it's performing a real service for buyer and seller
alike. And isn't that what free enterprise is all about? 

This is Ronald Reagan.

Thanks for listening.
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