Variety (Aug 1932)

50 VARIETY AD in REPORTS Taesdfeft August 30, 1932 DR. J. R. BRINKLEY,. ET At. Hokum ^ ' Cemiriarciiil XER, D«l Rib, Tex«« Dr. J, R. Brlnkley.isoperating^XER down in Mexico. And some people think Barpum left no disciples. While offlclally a Mez transmit- ter, ns the call letters indicate, this station is really for American con- sumption, and uses Del Rio, Texas, as its post office address. The over- whelciln^ portion of its time is spent in the Snglish language; oc- caslsnally a station announcement or eo is allowed to drift over in Spanish. But tha,t probably Is just a sop to the Mex govt, to ke«p everything offlclaL Thi9 station la strictly come-on. arid doesn't attempt to be subtle. It's out to grab the bucks from the chump listeners. Here are all the tricks of the sideshow and the midway, but all on a national plan. The station palms on at about a bu^k a crack advice on how to hold your sweetheart by knowing the secrets of hundwrlting, . two-for-one per fume bargains, jgland advice, how to get 4>V : miles a gallon out of your car, high school correspondence courses and learn in .your spare time. Doc JBrlnkley Is at present run- ning for governor of Kansas, and the cliances are hot that he'll make It. At the last election, though his nam3 was hot even on the ballot, he drew some 185,000 votes, which meairj that many adults took the trouble to write his name on the sheet. Here's a: short sketch, of what went on for about CO minutes over this station. There was the hand- writing expert who proceeSded to tell NiU.T. and S.A.P. about hi? or her characteristics and to warn them about false friends. The clincher, of course, was 'Is he or she truer at $t <or 91.26 In Canada), the HandWTitine Man wlU send you a book on the secrets of handwriting and will answer three questions. Just send your money to the Hand- wrltlnig Man, Del Rio, Texas. Then, how would you like to get 9S to 60'miles on a gallon of gas? Gas-Saver Is looking for agents and Is giving samples away free. Just write to Gas-Saver, Del Rio, Texas. Whioh means that XER Is going to Iiave a nifty sutker list shortly. Next, a great perfume and pow- der double, combination bargain now offered for |1. Just send your money. ^ Send your money. Send your money. Mixed up In .«iU this, which con- sumed aljout 3ft minutes, -was music by the Border Boys band. Why talk£boutitr Finally, the ace of the evening— the sub spieler for D04; Brlnkley. The speaker mentions that the doc Is running for governor, but he sends his greetings. TTheto are other plugs aimed right Into Kansas ▼oters. Getting warmed t« his job, the 8peak«: swung Into the medical portion of the evening. How are your glands? Tou're just as young as your glands. Firs^ however, he tobk care of the ladles by a short discussion of goiter, and anyone troubled could get medicines and price list by writing to the phar- macy at either Del lUo or Milford, Kansas, the Brlnkley hospital head- quarters. The talk. about the glands, ex- plained the speaker, wouldn't be en- tirely com)prehenslve over the air, hilt ho Invited the listeners to gel a book explaining more in detail. Send your money. Send your money. Only 26c to cover the cost of print- ing and hartUlng. That lo,w cost on the booklet was the evident come-on to snatch up likely prospects for tire' Brlnkley cure. Just before your listener tuned off (after all, a guy can stand only so much) another speaker was trying to sell a high school correspondence course. _ Learn. in your spare tlni?. less than an hour a day, and get a diploma to hang on your walL This station must cover the entire south,: . southwest and midwest thoroughly. Station marched in easily at Baltimore, the wavelength being a prize, right between WGN. the Chicago 'Tribune^ outlet, and ^SB, Atlanta 'Journal.' Which ' means all that territory termed the Bible belt, and the hookworm counr try, from Okalhoma, Nebraska, Texas to Florida; Tennessee, Ken tucky, Lioulslana, Mississippi, Geor gia, etc.. all thosoj states which are predominantly Tural iii makeup. By the way, the outlet's slogan is: 'The sunshine statibn between the nations.' B. A, ROLFE and Orohestra With ^Mon About Town' Quartet Sustainirii 30 Mins. • WJZ, New York In the nature of a 'wel.come home' testimonial for B. A. Rolfe^ vet radio maestro, this half hotir was also a comniercial audition for Rolfe's re- turn to the mike after an extended European vacation. With him were Parker, Luther, Dewey and Robin- son, members oj other ether singing ensembles, but here combined as a quartet under the billing of 'Men About Town.' The M. A, T, didn't have , time to do much of anything as It was principally a RolCe dance program, although what quartet harmLnics: they engaged in were satisfactory enough. The band master disclosed not only a routine of dahsapatlon re- mote from his past Lucky Strike performances, with their accelerated tempos, but also has something that's dl.'ir2nt in orchestral balance and combination. Ed Thorgeson introduced Rolfe, who spoke -briefly in acknowledg- ment of the 'welcome' festivities, and also mentioned his 'new treat- ment "f sophisticated rhythms,' as he called It, It's a good billing and should give Rolfe a new structure upon which to hang his fall crop of dance tunes. One wished, however,^ that he would introduce one of his own roof-Ufting cornet soloists or some of the other ethereal fol-de-rol which was what really made Rolfe on t'- air 'way back when he was dishing it out at lunch and dinner from .the Palais D'Or chowmeinery. He had plenty on the ball then, with variety, ovelty and specialty, which he lost when going big league under the demanding George Washington Hill direction. Hill, the . prez of American To- bacco <Lucky Strike among others), has built a unique rep for himself In the trade as a big buslQess exec with decisive and decided radio ideas. That these Ideas too often don't jibe with the standards of showmen who think they know bet- tei^-^and usually. are qualified to think so—doesn't bother Mr. Hill. It's no secret that as the footer-of- the bills, his suggestions had better be complied with, or else. This Rolfe program dug back a bit Into the son? catalogs, but un- der his treatment some of the familiars took on novel nuances. Abel. GEM HIGHLIGHTS With Bort Lahr, Mr, and Mrs. Mar- tin Johnson. Talk, Mucio ~" Commercial WBBM, Chicago Although theV fancy they are be- ing very cute about it, the Gem Razorltes are doing an awful lot of nudging of ribs to remind listeners that Gem Is twice as thicic, much sliarper, . smoother, cheaper and smarter. It deprives the program of miuch of Its charm and tends to lea.ve behind a hostUei imi^ession of lot of advertising hammered, pushed and crammed across on the strength of Interesting guest artists.. Gem comes very close to out- smarting Itself by the artifice em- ployed to sneak home the bargain price of a razor, two blades and shaving cream. Barred from direct mention of the cost, the announcer loans a goof character appearing during the program 50c to run to the nearest drug store and gobble lip one of the prize packagest He states that the goof will receive change from the fiOc. This bludgeon type of merchan dislng coupled with a rather dubious shopkeeper's trick robs the Gem program- of fellowship with the really snappy programs of the mo ment like Lucky Strike, Canada Dry, Chase and Sanborn, Texaco, etc. Yet certain progressive notions in program-building are evident. Mr. and Mrs. Martin Johnson dramatized a couple of jungle Incidents and later Bert Lahr was given a chance to burlesque the African big liunt- Ing angle. Lahr was very funny in a manner unique to himself. His chatter is fast, but his diction never muffs a syllable. Although Lucky Strike didn't fancy Lahr, the come- dian should have some value to radio. Land. ONE MINUTE TRAVELOG Sustaining WAAF, Chicago Rather a ,neat little tidbit tacked on the end of a half hour of miisic; It's a thumbnail sketch of some place, resort or backwater. Prob- ably culled from a good Atlas, it breezily highlights a particular geo- graphical atom. ' Guernsey, the island midway bcr tweeii France and'England, for Ex- ample. Speaking French and Eng- lish but belonging to Britain. A strange out-of-the-way parcel of land where, with Gallic insouciance, a sign in both languages tells the . summer vacationists; 'Gentlemen must wear trousers -after.eight a. m.' Land, HEINIE and HIS GRENADIERS Gorman Band COMMERCIAL WTMJ, Milwauktto One of the real air surprises Is this. 11-pIece band playing old favo- rites with all the gusto of the old; time German origanlzation. Led bj' Heinle, who discourses In Joseph Cawthorn English, and with Villle and his sweetheart, Hlldegarde, coming into the limelight from time to time because of their engage- nient, the biitflt has been a real hit. So insistent has been the demand for personal appearances that the 'Journal's artists bureau has had to double in another band several times, a week while Heinle and his gang are oiit at some lake resort, ah association picnic or playing old- fashioned dances in a Wisconsin ballroom. Band easily won first . place in popularity contest. Recently the band has been put on the chain with excellent re- sponse.' It is now scheduled for 11 p. m. NBC chain hearing, Central standard tlme.^ THORPE MILITARY ACADEMY Cadet Lofs COMMERCIAL ' . WBBM, Chicago This may bo the first of Its kind. A program fealgned on behalf of a private school seeking students which adopts the general broad- casting technique of those dinner hour programs for Juveniles which hope to persuade American kids to relish" Ovaltlne, co*hflakes,' codllyer oil, spinach, and now military dis- cipline. Colonell Thorpe, the headmaster, does the spieling. And he's a good salesman. Just the type probably to reassure parents, although some sidelights many parents might not fancy. Hazing In any form la hardly a soiling point these days. Especially when involving physical torment- such 4s Col. Thorpe rep- resented a group of cadets as In- flicting upon 'Chicken' Miller, a dif- ficult student. That story about 'Chicken' (hearted) Miller is somewhat con- fused in its logic. At first it seems that the moral Is going to be of the boy who cried 'wolf, wolf.' Later it seems the colonel is going to show tha:t 'Chicken' was a tattlo- tale, swollen and arrogant with a. coUpIe Of chevrons. . It Anally, de- velops that It's cowardice. Although told as si true story tliose persons who In increasing numbers distrust and discount all advertising will suspect liberal ad- ditions of fiction. Working up to a climax the colonel takes his bat- talion of cadets to a circus. For a moment it looks like "Chicken' Mil- ler will turn out to be Dick Rover's nephew aind single-handed stop a stampede of elephants.. Gol. Thorpe. leads listeners to expect nothing else, but in the end he compromises and has the boy merely turn aside a. frightened horse that was headed for the cadets. That one incident: makes'him a hero, a man, and a; triumph of tho Thorpe systein. As the colonel tells his. yarn WBBM Intern^ttently provides sound effects and at the circus spir- , ited music. There are, however, no other characters or voices than the mentor's. He mixes the plot, the dialog and his sales -points with considerable eklU. His continuity was well written and nicely dellVr ered. Thbrpa can't be condemned for putting the best foot forward so In- sistently. After all parents need to be. convinced. For example^ he dwells upon the choice down .front seats he got the cadets at the cir- cus, and in general Insinuates the idea that the cadets of Thorpe are regarded with loving care by their doting t'tachers. The boys get cream. Tagged to the program is an offer of 10 'partial Jscolorshlps.'' This is ambiguous and of unexplained ex- tent or value. It sounds like an in- ferior grade of radio merchandis- ing to biiUd a mailing list ot pros- pects. In Chicago or environs It's probably a calling list, for the school 1b located in Lake Forest, IlL Partial scblarshlps are rewards for the best essays on "Why I would like to be a cadet at Thon>e academy.' Offer b& made doesn't sound sincere. It's altogether too vague. That adjective 'partial' nul- lifies the meaniner of the word scholarship. Land, MARION BREWER Interviews. Sustaining WGY, Schsnactady Miss Brewer, radio editor of the Albany 'Times Union,' has been in- terviewing piicture stars and other headllners at RKO's local house since last fall. Previously she han died a series of quizzes of state ofQ cials. Feature, called 'Radio Extra,' is presented, as 9, , tie-up between WGY and paper, for mutual pub llclty. Some of Interviews are staged at short notice, with little advance dope In Miaa Brewer's column and none in that of 'opposition' dally, Latter occasionally -lists the broad- castt especially If thei headliner is of triple-star variety, but does not: otherwise cpmrnent; Programs, -usually on In late aft- ernoon, were rather hit-or-miss af fairs in the beginning, but preparar tion is now given to them, "with beneficial resultSr Miss Brewer has improved as she gained confidence and experience, although shb was not a novice when stiartlng series Sang over WGY In station's pioneer days, 'tis said. Her speaking voice, while a bit husky, is not unpleasant. However, she sometimes lets tone drop and become colorless to the point of in distinctness. Should avoid laugh- ing, for this usually sounds self conscious and affected, as is the case with most women on the air Has developed into a fair gagger and 'straight.' Insistence on being called 'Marion' seems to be a mis take. 'Thank you' bualhess is some times overdone. Miss Brewer might include, in her Introduction, brief comment on 'close-up' appearance of stars with fashion notes on worn en principals. In toto a fairly interesting fea- ture.' Too bad' broadcasts do not draw a better hour and more ad- vance notice, . . Jaco, VOICE OF EXPEKIENCE . Talk Siustalning WOR, Newartc ' "Whether In the flnal analysis, be he rated sage or charlatan, this anonymous peddler of solutions for the soul's ills and every-day per- plexities has sotriething 100% salable for the average mental level among the femme listener contin- gent; Dorothy Dix and her sorority have been cashing. In this frailty of human nature to mako public airing of their troubles, and there is no reason why this twist can't be made payable through the mike as It has these. score or more of years through the daily prints. That this 'Voice of Experience' has a dynamic mike personality is without question. For those he picks upon tc answer he has a ready, compact solution, cbuched in platitudes arid glittering generali- ties and delivered with that unctuous, abide-wlth-me voice of the evangelist. Some of the letter he reads and makes the text of his hiomiliea may sound phoney or studio-contrived ■ to the skeptical, but not to anyone who has browsed through a batch of mail received by one of these newsprint advisors to the lovelorn,! or the mall bag of a radio artist with a modicum of appeal In his voice or act. Through these scrib- bllngs suppressed personalities are afforded an opportunity for release. Problem that principally agitates the suppressed revolved around sex. And showman thait he patently Is, the 'Voice of Experience' makes the! topic the niajor portion of his dls-J courses. In one.of his recent broad- casts he devoted his entire half- hour allotment to a discussion of two letters he claimed to have re- ceived. And in each Instance the problem dealt with sex. One letter was ifrom a »^1 some- what advanced in years who told of being courted but who was reluc- tant to attempt marriage with the medico because of a previous love affair whose memories still clung to her. Other communication de- scribed the embarrassment of a husband coming home unexpectedly and finding the frau, 'perfumed'and togged out In her kimono, expecting someone dee. For. each the 'Voice' had an ano- dyne. To the femme living In past love he counseled f orgetfulness thrdugh marriage, and -upon the be- wildered spouse he urged a cool head, for, after nil, he -was. con-, demning the wife uiron nothing but clrcumst^tial evidence; . As XMirt of his act the 'Voice*- offers pamphlets on such topics as 'What's Wrong with Marriage?' 'Jealousy and Hpw to Overcome It* and 'What 1$ Love, and How to Ex- nresa It.' All the listeners are asked to send Is a 3c. stamp for. each. And aU of which provides a mailing list of likely commercial value to someone. While still sustaining, the 'Voice' is auditioning commercially, with Lane Bryant reported as one very likely sponsor. ' Odec. 'MEYER THE BUYER* Comedy Script Act 15 Mins. Sustaining WABC, New York First airing of Harry Hershfleld's new series oyer CBS sounds like a wlnn<n> for any commercial which will in all likelihood take this com- edy script over for sponsoring. Right now It's sustaining, which Is another way of stating that it's publicly auditioning. Audience re- action,- as manifested in the usual fan mall, et<:., will then be utilized as a sales argument to influence whoever is interested in underwrit- ing this series. ' It should pan out another 'Rise of the Goldbergs,' although Hersh- fleld, unlike-the talented Gertrude Berjer, author-interpreter. of the 'Goldbergs,' docsnt' undertake to make this a nightly series. It's slated for once a week over WABC' .at 8:30-8:45 E.D.S.T. A long cast of characters, plus the -usuaji Hershfield dlalectisms, promises eve. more than what has been offered in the initial broad- cast Teddy Bergman is Meyer Mizznick. Adele Ronson plays Irma Mizznick, his wife; Dot Har- rington is Beatrice, Vassar alumna; Geoffrey Bryant doubles as Milton Mizznick and as Sigmund Rappa- port. the Cornell-graduated trum- pet player who works on a ferry boat;—Paul Douglas also doubles playing Lawyer Feldman and the senior Rappaport; Ethelyn Holt is MoUi?, the secretary, and Nick Adanig is Uncle Ben. Not'all char- acters showed on the first of the serlss. There is comedy, action and sus- pense in this series, with the moti- vation possessing the same gener- ally appealing human elements as are highlighted in the 'Goldbergs.' There was a. little over-stressing of .'Meyer* to plant him as the cen- tral character, he being given to a little too much verbosity, but the action promises to offset that very shortly. Bergman is effective as tho dialectic central character, switching his accent again as he's done sundry dialects on the radio. Including negro -- Abel, UPfr AMD.OQWdift OF TXE , WAIBTLIHC : John LaOalta and Kiviette ■ Sustaining .. -" . WEAF, Naw York Type of gag c>r novelty prograitf that should be .given more f requent play, on the networks. Would help take the dull edge off schedules overladed with similarity and rep^. tltlon and stimulate a little, rehewed interest among set owners. What started out as a debate on fashions T,-tth the potential Interest limited to the femmie element de- veloped Into a cleverly handled droll affair and anybody's laugh. All due to Will Cuppy's sense of humor and his adroit resourecful- ness in oohverting a. dull statetnent ' of' fact into a well-placed wise- crack. If the session accomplielied anything it set down this writer of amusing whimsies as a good ralko bet for almost any commercial. Lined up to debate the subject of whether the femme waistline stay where It is or move up to where Paris fashion has decreed It should be were Elizabeth Hawes, the designer; Kivlette, the theatri- cal costumer, and John LaGatta, artist and mag lllustiator. By the time Cuppy got through putting each one through the paces the de- bate simmered down to a one-sided discussion. Seems that all three speakers agreed the best place for the waistline Is where it best flt^ the individual Bgure. , Ouppy started off with an apology for the m.6; title conferred; -upon him by the announcer, and, unllm- bering his humor popgun, borrowed the routine of a fight broadcast to. describe the e-vent. and the trio about to take part In the verbal scrimmage. Miss Hawes, after being thrown off balance by the kidding barrage for the moment^ took the cue and played a neat straight. Mme. Kivlette fell in with the spirit of clowning, though socking over her argnmenta p6lnt> edly, but when It catne to John LaGatta's turn the artist elected to treat the subject seriously and par- ried off an attempt to steer him into comedy channels. Pith of his ad- vice to the women was to follow natiire^s lines and keep the walstr line -where It shows off the best features. ". Before signing off Cuppy summed up the discussion with a set 6f bright nifties, rounding out an exi ceptlonally pleasing half hour. -■ Odeo.' ■ MILDRED SCHUSTEA Songs Sustaining WGY, SchenecUdy Miss Schuster, - who during her career as an actress did stock here- abouts, is a newcomer to WGY as a singer. Recently has been broad- casting around Philadelphia, Hero she Is on for a morning prograihj offering pops for most part. Rather odd to hear a vocalist of her type in midst of recipe chatter, etc. While Miss Schuster has a con- tralto," voice of some power, she doe's not display much range on these broadcasts. Tone is low, at times rather throaty. Uses the-«ven-pltch effect populariaed by radio 'names.' Strives for clarity of dlctioit. On first program. Miss Schuster opened with 'Moanin' Low,' followed by 'Lullaby of the Leaves' and 'My Man,' with 'If It Ain't Love* for closer. 'Moanln,' sung in Libby Holman fashion, -does not seem as effective via loudspeaker as on the stage. Miss Schuster did Fanny Brice's 'Man' number well, handling the dramatics in a manner to sug- gest that more of this type, or dra- matic bits, be Included on programs. Her trick style is not particularly suited to 'Lullaby.' Final selection okay, though timing .was a bit awry. Miss Schuster probably would stand out in clearer relief If Her singing were more, individual and less a copy of what's thought to be currently popular. Thei-e Is room, for development here. Her type of voice and style of singing probably better suited to an evening broad- cast,' with orchestral ,accompanl- m^t, though Johnny Firike's work at keyboard is oke. Jaco. THE PHANTOM OF CRESTWOOD Serial Drama COMMERCIAL WEAF, New York Although the netwoirk - has had Hollywood on the ballyhoo for the past five weeks with the product of the various companies mentioned, this is the first Instance o^ NBC setting out to accord a sustained, and concentrated plug to some par- ticular picture. TIe-In here is close to home, with Mi H. Aylesworth contributing his ether facilities to tout one of his celluloid children. It's 'The Phantom of Crestwood,' turned out by Radio Pictures and scheduled for general screen release Oct. 14. Meantime the chain has the task of giving the mystery drama six weeks oZ heavy tom-tom beating. Five weekly 15-minute period.?, in addition to the one given tho air last Friday (26) night, have been set aside to bestow upon loudr — (Continued on page 54) -