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THE STARS WILL SHINE
The world moves on. And with the world move the vagaries of the hour.
Ten short years ago we had wireless. Five years ago we had radio. Today we have the radio star — the torch singer, the rhythms of Gershwin, the sad melodies of the southwest, the fantasies of a myriad of entertainers and artists. In a few more years we shall have television.
But today the world centers its interest on the stars of radio. The gaudy platform of idolatry is being crowded to make room for the artist of the air. The movie god edges over to clear a place for his brother.
The man who sat at his ear phones a decade ago in ecstacy over a station twenty miles down the line, reclines in front of his nine tuber today and tunes in on the universe. He is no longer interested in what kind of a set he has, he is interested in what kind of a program he is getting with that set.
Ten years ago the radio fan was satisfied with any sor| of entertainment he got over the air as long as it blared out to him through the speaker of a radio. Today he has learned that he can select. The entertainer has taken on shape; has assumed personality.
The vast radio public has awakened to an intense interest in the individuals who perform for it. Curiosity is at high tide.
The same strange psychological twist of the human mind that makes an audience curious as to the lives of its movie stars crops out again. Radio listeners are interested in the lives, the destinies, the follies and the tragedies, the beginnings and the ends, of their idols.
What the star looks like is becoming as important as how the star sings, plays or talks. No longer does the mere announcement of a name suffice. There must be more — there must be a concrete personality in back of that name.
The thousands, yes, hundreds of thousands, who write fan letters are keenly interested in those artists to whom they write. It is time to give the radio star his publicity bow before the world.
—LIONEL WHITE