Radio doings (Dec 1930-Jun1932)

Most of the criticism was aimed at the announcer. Many felt he should "be more human."' Others complained that "announcers try to be too highbrow." while many thought they "yelled too loud." Everything from static, burned out tubes, and the late stock market disaster, was laid at the door of the poor announcer. The one thing about advertising that was strongly objected too, however, was its injection between numbers on a program. Advertising before and after the program escaped unscathed, unless, as many declared, it was "too long." Snap Into It, Bill Jones! THERE are announcers and announcers. Some good — some not so good. Some highly paid and others obviously not so highly paid, for very logical reasons. But have you ever noticed, in many cases, the complete let-down when some local announcer chimes in with his "and this is station XXX," just after a chain announcer has finished speaking? Each, usually, has a mellow, well-modulated voice. Both sound quite similar in many respects. And yet there is a keyed-up-ness, an enthusiastic ring in the first announcer's voice that is totally different from the monotonous, duty-bound drone of the second. Announcer's are picked for their vocal qualities. Most of our present announcers have good voices. But not many have the ability to put "that something" into their voices that makes for the difference between a Graham McNamee and a Bill Jones, of some little 10-watter in Corn Center. A master of ceremonies at a theater stage presentation doesn't come out before the footlights and drone, "Ladies and gentlemen, the next thing on the program is a toe-dance." Whether he feels it or not, his job is to "put the show over," and not leave any doubts with the audience as to whether they had a good time or not. Snap into it, Bill Jones! Doubles For Amos 'n' Andy? THERE'S a rumor going 'round that Amos 'n' Andy are training someone to act as an understudy for one or the other when he decides to take a vacation. This comedy act, now grown world-famous, is one of the oldest regular acts on the air. Night after night, Freeman Gosden and Charlie Correll have been Johnny-on-the-spot in person, with no chance for a "lay-off" or vacation. If ever two public characters have been faithful to their audience, it is this pair of comedians. While up to the present there has never been another person in the Amos 'n' Andy act, as far as we know, if they want to get someone else to help out once in awhile, it's all right with us. And when one of them does go away for a little while, providing we are able to tell the difference — he will probably be appreciated all the more when he returns. Whoever the understudy is, if the rumor is to be believed, he is a lucky man — and at the same time, has a great responsibility. It won't be easy for anyone to step into either of these great comedian's shoes successfully. Sidelights On Radio Advertising Told SOME interesting sidelights on the newspaperradio advertising question were outlined by Lew Allen Weiss, general mangaer of the Don Lee station, KHJ, in an address before the Advertising Club recently. "Newspapers," stated Mr. Weiss, "run 70 per cent advertising, and 30 per cent reading matter — some of which is publicity. Newspapers increase or decrease their size according to the amount of advertising they sell. Radio, on the other hand, has on the average of 96 per cent entertainment and but four per cent advertising. The average radio station broadcasts 18 hours a day, and the length of this period is not affected by the amount of advertising time sold." Regarding the sponsors themselves, Mr. Weiss declared that many of them, regardless of their ignorance of radio, have their own ideas about what they want and how they want it. Although he insists on high standards, he frequently — his daughter has had a few vocal lessons . . . and after all, it is nice to have one's company talked about over the air! "If one gives the radio listener what he wants in the way of entertainment," he concluded, "he will listen to the commercial announcements, providing they are of the same advertising quality as the entertainment. And after all — many of the people 'out there' forget that radio is free." American Inventiveness MORTON DOWNEY, back in New York after a visit in Hollywood, tells a good one on a movie preview that could well apply to some radio programs. The picture in question was based on a play that in turn was taken from a classical work written more than 60 years ago. As is the case with most pictures, the original story underwent considerable change before assuming its screen form. As the picture was unwinding, Morton relates, several of the producer's "yes-men," swept away with the colossal epic, cried, "Author! Author!" And, the Columbia tenor concludes, "the first three rows stood up and bowed!" Sight Unseen THERE'S a new popular song — probably you've heard it — called "Crosby, Columbo, and Vallee." The adventures of this trio of dashing minstrels, their effect on romantically inclined feminity, are amusingly told in the lyrics. Who would have dreamed, a few years ago, that a mere voice, transmitted electrically and mechanically across the continent, would make hearts flutter and maidens sigh, with not so much as a glimpse of the man behind the voice. Regardless of the countless photographs of these three vagabond lovers published, many of their most ardent admirers haven't the slightest conception of their heroes' appearance. When an unseen youth can stand before a little black mike thousands of miles away, and convey romance and glamour to womankind by the inflections of his voice, that, in our humble opinion, is Personality — with a capital "P"! Page Eight RADIO DOINGS