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(L to R.) Jack. Roseleigh, Marion Barney, Betty Wragge and Curtis Arnall help to make Pepper Young's Family a hit serial.
Srory of Mary Marl'm is another favorite. Carlton Brickert, Frankie Pacelli and Betty Lou Gerson are cast members.
Tl+E H-OUSEWIFE
HOW many times have you heard the daytime radio programs ridiculed?
How many times have you heard people say: "I only listen to the radio at night. I love Fred Allen and Charlie McCarthy and Jack Benny and Fannie Brice and Burns and Allen. But those daytime programs! Why only a moron could listen to them !" ?
How many times have you heard the high-brow say: "The only thing worth while in radio is the music. It's marvelous to be able to sit in your home and hear the best in opera and symphonies"?
Of course you've heard these cliches over and over again. Everyone has. But have you ever heard anyone say: "I can't wait until the such and such program comes on tomorrow, to find out if Jack is really going to make up with Mary. Oh, I hope he does, don't you?"
You probably haven't, because few listeners are brave
enough to admit that they like serials. In fact, it has become quite the thing to discount and ridicule these "script shows", as they are known in radio parlance.
But there's another side to the story. The side that counts. And that side is made tip of Crossley Ratings, fan mail and sales reports. That is the side the sponsor listens to.
Symphony concerts and opera broadcasts are given columns of gratis advertising in the newspapers and reviewed as seriously as performances at the Metropolitan and Carnegie Hall' by the first-string musical critics. When Toscanini gave his series of concerts over NBC last year, it was admittedly the most important musical event of radio. Everybody was talking about them. Radio gained in prestige because of them. There was such a demand for tickets for the broadcasts that getting them was something to brag about.
Daytime serials hare been ridiculed, but Mrs. America likes