Radio stars (Oct 1938)

Record Details:

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Frances Carlon, Robert Griffin, Judith Lowry, Anne Seymour and Producer Wynn Orr of the daily Kitty Keene show. Your Family and Mine is a newer program, featuring Billy Lipton, Lucille Wall, Joan Tompkins, Bill Adams and others. BE PLEASED ! BY ELIZABETH BENNECHE PETERSEN Bui the Toscanini programs were unsponsored. And it's the sponsor who tells the real story of radio. Those ridiculed script shows which crowd the morning and afternoon hours of radio from Monday through Friday are sponsored shows. Some of the manufacturers whose goods they advertise have evening shows as well— shows that are ballyhooed and talked about from one end of the country to the other. Shows starring the most glamorous Broadway and Hollywood personalities and costing fabulous sums to produce. They mean a lot in prestige, those evening shows. Audiences, in some cases as selective as those attending a Broadway first night, applaud the actors as they go through their parts. The commercials, the parts of the program extolling the virtues of the product it is ad- vertising, are for the most part brief and subdued in tone. Some of these programs have an intrinsic advertising value and really help the sale of their product. Others don't and aren't expected to. They are known as good will advertising, and that is all that the sponsor expects from them. But the daytime shows are a different story. Sponsors are all for them. Let a new serial be introduced on sus- taining time for a week or two, and it is a safe bet that two or three radio sponsors will be making offers for it. Business men are always on the lookout for these money- makers. Once when it was rumored that Pepper Young's Family was to be at liberty, four sponsors begged for the opportunity of taking it. But, of course, it was only a rumor. For years Pepper Young's Family has been one of the most, if not the most, successful daytime show on the air! Its sponsor certainly had no idea of throwing a property like that to rivals. (Continued on page 64)