Radio mirror (Nov 1936-Apr 1937)

RADIO MIRROR Jimmy Wallington Tells What's Wrong With Our Announcers (Continued from page 19) that they should be bitter and want to do something about it? "And yet, in almost all cases of underpayment, it is the announcer's own fault. He wants more money, sure. But the only way he can make more is through a commercial program. These are hard to get and the announcer, through his own mistakes, makes it even harder for himself. Jimmy had sounded the opening gun in his attack. I wondered then about the reason for it. But as he went on, elaborating his points, bringing up new ones, driving them home, I realized what he hoped to do. It is an ambitious program, hope it succeeds. For the sake of better radio, it has to succeed. "Before an announcer can get a commercial program," Jimmy went on, "he must build up on his sustaining broadcast a feeling of what I call 'good will' between himself and the public. His next duty is to sell the good will of the station he works for, and then, through the faith the public has in him he can sell his sponsor's product. "This may sound like a long build-up to what I'm yelling about," Jimmy grinned, "but it is necessary to understand how an announcer feels. I want you to put yourself in his place. IF Graham McNamee, or Ted Husing, or myself make a thousand dollars a week, it is sure to get in the newspapers. This causes a complaint among others. They immediately begin to ask what so and so has done to deserve so much money, and so on— ad infinitum — just grumble, grumble, grumble. "Of course," Jimmy smiled cheerfully, "the newspapers make no mention of the fact that announcer X only makes this thousand a week every year or two. That the next five weeks after the thousand he may get nothing! "But here is the important factor. When an announcer hears that another announcer makes a big haul he should be tickled to death! That announcer is paving the way for a future big salary for him!" "Not many announcers will see it that way. Not knowing the facts, they become jealous. They spend all their time trying to tear down instead of building up. They become so engrossed in trying to get money that when it comes time to announce their station or read a small plug, they do it carelessly. They think it doesn't matter. Only money matters. "Announcers lie awake nights thinking up ways to get a big name — when the opportunity is right under their noses. "Worst of all," Jimmy declared, closing the palms of his hands together firmly, "announcers, of late, have taken to fighting it out among themselves. "There is a little game going the rounds which we announcers call 'throat cutting.' "This is pulling the profession down. Making it cheap. If announcers continue with this they will soon become the laughing stock of radio!" Jimmy sat up in his chair, leaned forward. "If announcers want to be respected, they must first establish respect at home, respect for themselves. "Recently I was offered a job by a motion picture company to do the narrating on three of their movie trailers. .1 agreed to take the work at the rate of one hundred and twenty-five dollars a trailer. I Sanitary napkins need this deodorant qU EST,,, Utterly Effective • Why take chances now that complete protection is so easily obtainable ? The makers of Kotex bring you a new deodorant powder named Quest that positively destroys all types of napkin and body odors! Quest is utterly effective. Even on sanitary napkins it makes personal daintiness a reality. It prevents perspiration offense; assures the all -day -long body freshness you want, yet it does not irritate the skin or clog the pores. Try Quest today, for the personal daintiness every woman treasures. Use this cool, soothing powder on sanitary napkins. Also after the bath, under arms and for foot comfort. Quest is unscented, which means this deodorant powder can't interfere with the fragrance of lovely perfume. And, surprising as it may seem, Quest costs no more than other kinds . . . only 35c for the large two-ounce can at your favorite drug counter. Buy it today. QUEST FOR PERSONAL DAINTINESS I 77