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AS THEY LIKE IT
SOME say that the theatre is on its last legs; that opera is a thing of the past; that symphonic music is for the few. True it is that few plays get beyond Broadway. Opera companies have shied away from "one-night stands." Only metropolitan centers can support symphonic orchestras. In these days, with rationing of gas and tires, and increased living costs, the plight of the arts must of necessity get worse before it can get better.
But are these arts dead? America's millions of radio families rise up to give an emphatic no! When the curtain rises, the audience sits comfortably in its own homes, spectators in a billing which ranges from high comedy, melodrama and opera to symphonic and light music. For the countless advertisers who daily give this fivestar entertainment, the audience turns its applause into cash sales. Radio carries the torch for the arts!
There is no Diamond Horseshoe Circle, no peanut heaven. Liberal and conservative, native son and immigrant, bank president and stevedore, all with diverse aims, backgrounds, interests and incomes have one great common interest— ra(i?o.' It's the activity that occupies more of their daily hours than any single thing other than work and sleep. It's the one activity they prefer over reading, movies, sports, in short, over all other forms of entertainment.
Today, the number of front seat listeners is larger than ever before. Less movie-going, night-clubbing and partying generally have seen a corresponding increase in listening, early and late. Star spangled entertainers play before a packed house in which it has never been necessary to hang out the SRO sign. \Veek-end listening is way up, and night time audiences show substantial increases. The reason is obvious; the increased tendency to make the home the center of wartime entertainment.
Longer broadcasting schedules, with capacity audiences, give advertisers a once-in-a-lifetime opportunity to cash in on rave notices. Give these tremendous audiences a good show, and sign your name to it— it's as simple as that. In a world of rationing and priorities, there is no rationing, no priority on good will. For the advertiser who suits action to word, increased sales in the post-war period will be ample proof that good entertainment now is as they liked it. Radio carries the torch!
MARCH, 1943 77