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by
Betty Sheldon
To The
LADIES !
IF YOU want to please women — don't talk down to them!" Helen Margaret O'Neill speaking— between the acts of the NBC Matinee.
The pretty, twinkling-eyed producer of this gay, informal program which brings an hour of fast entertainment into the homes of NBC network listeners throughout the Pacific Division every week-day, knows her own sex as well as her microphone showmanship.
So when the idea of a program designed especially to reach the housewife in her own home every afternoon between the hours of two and three o'clock, was conceived some five months ago, Helen was appointed its producer.
"Let's give 'em a real show," said Helen, and she did. In one Matine? program, dialers may hear a humorous skit of domestic entanglements, a bit of grand opera, ballads or dance music — or perhaps all four of them. Hundreds of letters from appreciative listeners voice the response the program has gained in the short space it has been on
the air, and testify to the fact that the woman who spends the afternoon at home, likes her radio entertainment crisp and sparkling.
Monday and Wednesday afternoons, the doings of "the Wise Family" are featured in the Matinee. Mother and Father Wise, and their two modern children, hold dialers' interest with their life-like predicaments and pleasures, in this musical extravaganza. Sometimes it is a family dinner-table which is the setting for the realistic repartee of the household; sometimes a bridge party in the Wise home ,or a day on the golf links provides the "plot." At any rate, the patter is sure to be swift, and the Wises are certain to burst into song somewhere during the act, which is sponsored by the Owl Drug Company.
Tuesday and Friday afternoons in the NBC Matinee program bring the strains of "The Old Oaken Bucket" as theme song of a singing act sponsored by the Pioneer Maple Products Company, and a bit of advice from a household science
expert, presented by the G. Washington Coffee Company, introduces a domestic life drama "over the coffee-cups."
Capt. Booth and his Sardine Fishermen hold the "spot" on Thursdays with the Wise Family. Sea-chanteys and tall tales of the sailor characters make the Booth program unique.
If the ether curtains could part like those on the stage, Matinee listeners would find one of the most versatile groups in radio behind the microphone.
Gail Taylor, soprano, Charles Ford and Gwynfi Jones, tenors, Harold Dana, baritone, and Leslie Brigham, bassos, are the "singing actors" whose voices and acting are combined in most of the sketches. Capt. Bill Royle, NBC's popular "dialectician" is also a member of the Matinee cast.
Norman Field, well-known actor who recently joined the National Players, is Master of Ceremonies. Field, who was born in Montreal, came to the United States when he was a small child, and has spent most of his life-time on the legitimate stage in this country. He is
Page Twelve
RADIO DOINGS