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No investigation, unfortunately, has ever been made of the degree to which the distinguished writing of Against The Storm was a factor in its popularity. The fact that critics have called it a literate, beautiful job of craftsmanship, and that it won a Pcabody Award in 1941, is not necessary evidence that listeners appreciated the same qualities the critics did. Many thousands of letters from listeners, however, did express sincere gratification for both the writing and content of the show.
The new Against The Storm series that Philip Morris started sponsoring on Mutual last April features half-hour instead of quarter-hour episodes. In recommending the series to Philip Morris, the agencx. Cecil \ Presbrey, Inc., was very conscious of the increase of women high-school graduates by more than 3007c since 1920.
A writer's owning a program, as Miss Michael does Against The Storm, is no guarantee of easy sailing in developing the story. Attempts of agency people to influence her treatment of the story, according to Miss Michael, caused her to ask for cancellation of the original program in 1942, although it had consistently held a place among the first ten serials.
The impact of the war led writers to attempt, with the blessing of agency and sponsor, a bit more realism. For one thing, psychological and scientific theories that bear on the daily lives of people in the serials have been introduced.
Warner and Henry found, however, that merely to talk about such theories was on the whole distracting and unsatisfactory to most soap-opera listeners. For example, making doctors chat with patients about new medical discoveries, Freud's theories, etc., may give a story an air of enriching the listeners life. But earlier tests at the University of Chicago by Sherman Dryer indicated conclusively that material handled in such maimer isn't well remembered and doesn't compare in entertainment punch with the same material used dramaticallv as part of the story action.
\oi all writers are free to construct their own storylines, even under supervision. \X liters on the ten serials now produced by the Hummert organization are provided with story outlines for which the) simpl) do the dialogue. The Hummerts themselves keep all (Please turn to page 58)
it's easy.
IF YOU KNOW HOW!
OOME people will swallow anything, we know — but how did anybody ever swallow the old misconception that "all radio stations are pretty much alike"?
KW^KH is very different front any other station in its area. In our 23 years, we of KWKH have built this difference by studying our audience, by testing our programming, and then by spending the time and money required to give our people what they want. Proof? Well, during its 4 performances in March, the Louisiana Hayride, KW/KH's Saturday night feature, drew more than 12,000 paid admissions!
KWKH is different. Among all the CBS stations rated by the Hooper Station Audience Index, KWKH consistently ranks near the top, morning, afternoon and evening! May we tell you what this can mean to you in the important Shreveport area?
KWKH
cumin
Texas
3H'IIIHM.'M
50,000 Watts
CBS
Arkansas
M* • • • ississippi
1 he Branham Company, Representatives Henry Clay, General Manager
23 MAY 1949
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