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staging a local radio coup? L to R: Orson Welles, The Shadow, Laurence Olivier, and the Green Hornet— Nostalgically rememberer!''
SYNDICATION
Radio dramas gaining lo
Nostalgia for sale: Syrtdicators of re-released radio drama programs find waiting advertisers and audience; Alcoa latest to jump aboard the playlet bandwagon
ADVKRTisER and station interest in old radio drama sliows continues to grow. Programs such as The Shadow, The Green Hornet, and Sherlock Holmes, re-released by Charles Michelson Co. in recent months, ha\e been scooped up by local radio stations anxious to add something extra to their program schedules. Jn the larger markets, where radio station competition is greatest, outlets have found the old dramas to be especially successful audience magnets.
Ir\ing Feld Ltd., an importer of tv film programs, recently compiled a group of BBC-produced radio dramas for local U. S. sale. Name I)erformers such as Laurence Olivier, Ralph Richardson, Alec Guinness, Tre\<)r Howard, Orson Welles. RolKMt Morley, John Cielgud. and Michael Redgraxe, are featured in Feld's package, which was gathered from tapes scattered all over the world. All of the 364 half-hours in flic package were
broadcast at one time or another on the four U. S. radio networks, on lease from the BBC.
Feld's package consists of 52 half-hours each of Captain Horatio Hornhloucr, Adventures of the Scarlet Pimpernel, and Lives of Harry Lime; 39 half-hours each of Theatre Royal and The Black Museum: 26 half-hours of (^)neen's Men, and 104 Secrets of Scotland Yard.
Tlu> BHC-produced series first went on the air, in re-release, on \\ RL, lioston, in June. Since then Feld has signed another eight stations. Last week. .-Muminum Co. of .\merica announced it had bought full sponsorship of the series on KQV, the ABC-owned outlet in Pittsburgh. According to B. B. Randolph, Alcoa's manager of radio and tele\ision, the companv "hopes to engender new audiences and woo back tlu" older people with nostalgic memorii's of the old radio days.
Alcoa sinned a L3-week ctintract
for two shows on Saturdays, p. m. -midnight, and two shows Sundays, 8-9 p. m., at an estima total cost of $4-5,0(X). Randt described the main purpose of buy as an attempt to promote coa's sponsorship of NBC 1 Huntley-Brinkley Report. The dio dramas will not be interrup commercials of an institutional ture will precede and follow half -hour shows.
Messages will be built aro this theme: ".-Mcoa. who also 1 i you The Huntley-Brinkley 11 on tele\ision . . .' (It miul noted here that Alcoa is usii ABC-owned station to pronn NBC TV show). Raudolpli .\lcoa is watching the results ^ radio drama experiment for 1 1 expansion into other radio mc
Feld's package has also be* i to KMBC, Kansas City, wIkp series has just been renewed !> R. B. Rice Sausage Co. for a m 13-week c\cle; KABC, Los An KGO, San Francisco; WRL, R. W (.MS, Washington, D. C: Kl Dallas: WIL, St. Louis, and \\ 1 Atlantic City, N. J.
KMBC is programing I'l
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SPONSOR ;) DKCKMBl K