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IT'S a far cry from the New England ducking pond for talkative ladies to the Boston that pays loving homage to a lady who has been talking for twenty-one years! When radio was but a husky toddler, Caroline Cabot, then Genevieve Coakley Sherlock, walked into an advertising manager's office with intent to sell him some window fixtures. She didn't sell the fixtures, but she did sell her voice. He told her they needed such a voice as hers on WEEI, and prevailed upon her to audition. She did, was hired by the station, and told to prepare the first shopping service on the air.
"Caroline" was given an hour's radio time with an orchestra for background. She toured the stores looking for values, bargains, and items of special interest. These she reported to her listeners much in the same manner as news events are reported today. Her program was a service the station gave its listeners, without any idea of commercial sponsorship. Listeners liked it and followed her advice so faithfully that Boston's alert merchants recognized this new sales aid, and came to WEEI asking to buy time on the program.
Many of these same merchants are still buying Caroline Cabot. Today, the program has been streamlined. There is no orchestral background . . . just the same honest, straightforward, sincerely calm voice talking to WEEI listeners at eight-fifteen every weekday morning about the good buys Boston's best stores have to offer.
In Caroline's memory, some interesting milestones mark the passage of this score of years. There are those bright marks numbered ten, fifteen and twenty, when WEEI honored her with birthday parties to which her listeners were invited. Of course, this meant hiring a hall ... a bigger one each time. Her listeners filled each to capacity. They brought her gifts, tangible mementos of their affectionate regard. They enjoyed the entertainment and refreshments provided; took home pieces of her birthday cake, and claimed Caroline Cabot as their very own.
And well they might, for her entire day is given over to their service. From the very beginning, she has shopped the stores in person, and any shopper knows how much time that takes. To her listeners, Caroline has sold everything from fur coats to cranberries, including oriental rugs and real estate.
It will be three years ago next month (February) since Genevieve Coakley Sherlock, WEEI's Caroline Cabot, became Mrs. E. R. Ricketts. She has an attractive apartment in Cambridge, about twenty minutes travel-time from the studio. Obviously, her housekeeping is supervisory in nature, but she does enjoy enlarging the small but valuable collection of Early American decorative glassware which she has already accumulated and experimenting in what she calls "careerwoman cookery."