Radio Broadcast (May-Oct 1925)

New Fashions in Radio Programs How the Present Trend of Radio Advertising Is Improving the Quality of Broadcast Programs — A New and More Intelligent Role for the Announcer — What the "Balanced Performance" Means to the Radio Listener By JAMES C. YOUNG A NYBODY who has listened-in on the f\ radio knows that weary feeling which /"\ sometimes steals upon the heart when ^ the announcer reaches the next number. As for the announcer, he is a man worthy of kindly thoughts. He must go through 365 nights in the year, announcing anything up to a dozen numbers every night. And he must endeavor to introduce each one in an original way. Some announcers are businesslike and crisp. They stick to their subject. Others affect the grand manner and cultivate theatrical inflections of the voice. Some others — alas! — turn to humor. That is the most painful method in the end. But whatever the method, the announcer has one of the hardest jobs in the radio business. He strives to make himself interesting every evening, and he must attempt the thing with the same old tools. We know in advance, every trick that he can play yet we must listen and hope for the best. Only a brave man would apply for the job. There should be a certain award in paradise for every announcer. Of all the announcers known to the radio public, the noted "Roxie" has gained the surest hold on popular favor. His methods .are distinctly personal and highly successful. He is the leading man of his own program and probably known So This Is Advertising! For some time, radio listeners in the eastern and central parts of the United States have listened faithfully every Tuesday night at nine to the entertainment given during what was called the Eveready Hour. These programs have differed from the usual run of radio entertainment, for they have been presented as a complete unit. And they have been well done. The idea of making a radio program follow one plan or idea for several hours at a time is not new — wgy and others have used it in the radio play, and wjz made some sporadic efforts along this line with their "Spanish Night" and others. Radio broadcasting is nothing more or less than good showmanship, and as Mr. Young points out, we cannot expect the announcer to do constant marvels with an old bag of tricks. The step in broadcast programs which the author describes so interestingly is a real forward and important one, we believe. One frequently hears the fear expressed that broadcast programs will eventually turn into nothing but constant and very insidious advertising, but it is our opinion that the natural adjustment of things will prevent the overloading of the air with advertising that is objectionable. — The Editor to a larger number of followers than any other personality associated with radio. Interesting things happened when the men higher up at weaf undertook to edit " Roxie's" little monologues. For some time weaf has believed that the endless repetition of announcements was trying on radio nerves. And weaf suspected that "Roxie's" monologues were somewhat trying as well. Therefore the blue pencil went into his talk about the old folk back home and the condition of Aunt Matilda's health. On one eventful Sunday night several months ago "Roxie" out-did the most stilted introduction known to radio. A host of followers listened and wondered and became amazed. What was the matter with "Roxie"? Next day the papers told them. He had been edited. Immediately an almost unanimous protest poured in upon weaf, the greatest expression of opinion ever drawn from a radio audience. There was plenty of static in that protest. It spluttered a good deal, demanding that the editorial frown be removed from "Roxie's" copy. And weaf relented, with out even putting an ear to the ground. Such is the public estimate of one announcer who has caught the popular favor. But he is almost alone among a multitude. For some time it has been evident that radio must