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here's Gold in These Bars
By CYRIL 1. FDX, Advertising Manager Pels and Company
There's a minor revolution going on in Philadelphia. A major soap manufacturer is sponsoring a morning show, and it's not a soap opera.
The trials and tribulations of Susie Scrabble, the heart-rending difficulties of Daphne Dawn, etc. take a back seat when Golden Bars of Melody comes on the air. Just a simple twist of Madame Housewife's wrist, and the sob-sisters give way to a friendly, oldfashioned program of song and story.
Fels-Naptha Soap Co., sponsors of Golden Bars, feel that a program of gentle songs has a definite place on the air. Jitterbugs call such music corny, but then, jitterbugs aren't the world's best laundry soap customers.
Housewives, and we'll venture to call them 100% of the Fels-Naptha market, seem to enjoy a chance to relax quietly and hear the old sweet melodies. The songs this world has hummed and whistled for generations are finding a new chance to reach an audience that's just a little tired of rush, excitement, and frenzy. Home, Sweel Home and The Old Oaken Bucket are woven into a new sales pattern with homespun anecdotes and quiet memories of the past.
To call the program a complete product of one person's ideals would be unfair to the sponsor. Yet, Golden Bars of Melody does owe its warmth and color to an individual of unusually varied abilities. Rhona Lloyd is her name — a writer, a competent musician, and a songstress of note.
Miss Lloyd draws on her experience and her recollections of friendly evenings around the family fireside to give the show a distinctly personal touch. Her ability to swing from anecdotes to golden song aids in forming a well-rounded 15 minutes of entertainment.
Strangely enough, if a 13-year-girl hadn't given way to an impulse to sing. Golden Bars
Miss Rhona Lloyd
might never have reached the air. Rhona Lloyd, at 13, was an accomplished concert violinist with a promising career before her. But she had an urge to sing and developed that urge into an actuality. Her voice studies led her to the musical stage and, eventually, radio.
Miss Lloyd's first appearances on the air were not as a singer, but as an ad lib emcee of a celebrities program. Her vocal talents lay buried until by chance she mentioned her musical background on a broadcast. A flood of letters in response gave her a cjiance to sing, and Golden Bars of Melody was born.
Today, the program has become almost a morning must to Philadelphia listeners. WFIL, its original single outlet, has piped the show to seven companion stations on the Quaker Network. Its friendly, homey atmosphere has done the rest.
Golden Bars is definitely a reactionary program. All of the so-called formula-patterns are missing from it. The "heart-throbs" it contains come from an old-fashioned love of good music and a good story. A soap opera (Please turn to page 118)
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