Radio mirror (Nov 1936-Apr 1937)

By JAY THE end of the guest-star idea i PETERS is foreseen by the wiseacres of Radio Row. Like most things in radio, such as the amateurs and the community sings, the novelty is being killed by too much repetition. At the moment no less than fourteen outstanding programs are specializing in guest stars and listeners are wearying of them. The same guest stars appear on the different bills, going from one to another, and there has developed a group of professional guesters. "What are you doing now?" one radio artist asks another. "Oh, just guesting," is the nonchalant reply and that tells the story. The original purpose of the guesters — to produce a personality new to listeners and thus add novelty to the program — has become lost in the shuffle. A notable exception is the Fleischmann Variety Hour, the promoters of which rarely present an established radio personality but seek talent new to dialists. Kate Smith's new Bandwagon program is operating upon the same lines. * * * THE wish may be father of the thought but the rumor persists on Radio Row that Merlin H. Aylesworth will soon return as President of the National Broadcasting Company. The incumbent, Major Lenox Lohr, the electrical engineer who made such a success of the Chicago Century of Progress, "they say," will be given an important position in NBC's parent organization, the Radio Corporation of America. Major Lohr assumed command of NBC about a year ago, immediately inaugurating a policy of retrenchment. His reputed purpose was to cut down operating expenses a $1,000,000 a year. W! Ralph Dumlce and Ed East return as the Quality Twins on a CBS sponsored show. rii 'H1LE the claims of the motion picture exhibitors that the air appearances of film stars are reducing box-office receipts throughout the country receives the serious attention of the Hays organization, sponsors go serenely on their way signing up for broadcasts all the flicker talent deemed desirable. However, the threat of some of the theater owners to boycott the films of stars regularly appearing on the kilocycles is having its effect. For instance, when this was written Dick Powell was in a huddle with his advisers to determine the advisability of his withdrawing from the Hollywood Hotel program. Bing Crosby, in the same boat with Powell so far as regular weekly broadcasts are concerned, and certain other stars who share in the gross receipts of their pictures, are reported apprehensive over the attitude of the exhibitors and are considering this angle of the situation very seriously. PRESS-TIME FLASHES Major Edward Bowes, highest paid radio personality, is reported investing some of his rapidly accumulating surplus coin in a Long Island realty development ... A new song writing team flashes into being before the jaundiced eyes of Tin Pan Alley. It is composed of none other than Ginger Rogers and Richard Himber. The later's work as a composer is well known but the film-maiden as a lyric-writer is in a brand new role. Norman (How DO You Do) Brokenshire is tired — he says — of his role as the playboy of the studios and is trying another comeback, this time on Hearst's New York station, WINS. . . . One of the big motor companies using guest stars on its programs starts paying off such talent with gasoline go-carts instead of gold. The arrangement is satisfactory to the artists but some are Wide World apprehensive lest the idea spread Morton Downey and his family have returned after a summer spent abroad.