We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
kk
MILLION DOLLAR PROGRAM
• FOOTBALL next to opera, drama next to concert ; all of it mixed with comics, not to mention news. The current broadcast season bothers with them all, expensively and one by one.
Radio dealers will be glad to know that today's air bills exhibit more smash pull than at any time in ether history. Scores of old favorites have resumed their air shows during last month and this; new stunts in programming have also appeared to panic the fans. There are enough plus features on the dial to double the public interest in new and finer sets.
Listeners rush back to their receivers for such stars as Eddie Cantor, Fred Allen, Phil Baker, Helen Hayes, Jack Benny, Walter Winchell, Burns & Allen, Nino Martini, Nelson Eddy, and others. Seasonal newcomers among the regular features are Fannie Brice, Ethel Barrymore, Edward Everett Horton, Joe Penner, Fred Astaire and Charles Butterworth, and assorted other names from the celebrity lists.
popular orchestras on the air, his job will be a big one. Specifically he will find that the name of Andre Kostelanetz will attract many, and that Shep Fields is a good one to mention. Horace Heidt has a special radio significance because he is currently sponsored by Stewart-Warner. However, the season opened with dozens of other celebrated batons cutting the air, and the dealer has only to sell the names according to local tastes.
Set salesmen will find considerable interest in how a No. 1 tap dancer registers on the air. It is no news that Fred Astaire has opened a regular broadcast series in which his tapping is heard; he has an enormous following and will be another important reason for listeners lingering around their receivers. Of course his songs are there too, with the music of Johnny Green and the comedy of the dead-pan artist, Charles Butterworth. .
Jolly business of introducing big time guest stars to the radio audience at announced spots will continue full
Frank Hawks pilots a new feature on MBS.
All-time cards Jack Benny and Mary Livingstone.
Marjorie Whitney, of NBC's King's Jesters quartet.
Many a set will be sold and serviced again this season as a result of Major Bowes' amazing handling of his amateurs. Now on the CBS network and further inclined to do the unexpected, the Bowes hour and the fate of its odd artists will continue to rate first for thousands of listeners.
Good Will Court on NBC will stand a deal of plugging in radio stores. Its stunt treatment of persons in trouble will sell many an indifferent prospect on consistent listening; it happens to be a feature to which people will listen even if they claim to dislike it. A less expert approach to the broadcasting of human woes would be recognized as artless and cheap, but this is in skilled hands. It has its share of roominghouse emotion but the taut atmosphere of the thing is often relieved by laughable items.
Variety of orchestral music on the air will be the final reason for set sales in many cases, particularly among the younger folk. If the dealer starts out to keep a list of the
16
Radio Today