What's on the air (Nov 1929-Feb 1931)

uhu xy iyju WHAT'S ON THE AlR THE MAGAZINE FOR THE RADIO LISTENER VOLUME II. JANUARY, 1931 No. 3 A^ ^t^TA A f^L^y^^ k m^ v A\/ VAA fidence by Increasing (idOeriisIno (Impropriations . C. M. CHESTER, Jr., President General Foods. MAXWELL HOUSE-General Foods radio hour, Thursdays at 9:30 p. M., over Station WJZ and a nation-wide chain, is planning a continuation of its four-yearold continuous program for 1931. Mr. Chester believes that gradual recovery of general business will soon be noticeable, and that it is retarded now primarily by a state of mind on the part of the public. As soon as the public makes needed purchases of sound values, business recovery will be speeded up. E. E. SHUMAKER, President RCA-Victor. IN my opinion, there is really nothing wrong with business to-day except fear of the future. We must re-establish confidence. We must first have confidence ourselves, and by our words and actions must inspire confidence in others. Industry and capital must show the way. United we must give American business a little start, and then confidence will grow by leaps and bounds. JOSEPH W1LSH1RE, President Standard Brands. OUR confidence in the future of American business is demonstrated in action rather than in words. We are showing this not only by continuing our weekly programs featuring Rudy Vallee with his Connecticut Yankees and the Chase and Sanborn Orchestra, but also by inaugurating a new feature over the Columbia network, giving radio its first extemporaneous program with the new year. This feature will be "Fleischmann's Three Bakers." NATIONAL advertisers see a general improvement in business conditions just ahead and are doing everything possible to prove their contention as the first month of 1931 swings into being, business executives of the National Broadcasting Company have declared, in announcing the renewal, on a fifty-two-week basis, of a group of radio advertising accounts. Not content with preaching the doctrine of "buy now," most of America's big advertisers are practicing their preachment by actual purchases — buying space in magazines, newspapers and on billboards, as well as time on the air. Among the NBC program sponsors assuring listeners of high-type programs for 1931 are the Col JAMES M. SKINNER, Vice-president and general manager Philco. THF. year just ending has been the most successful in Philco's history. Our sales topped the totals of the previous yens by a good margin, and Philco achieved during 1930 the position of leader of the inJust rj With the unquestioned return of a buying attitude during 1931, we see no reason why Philco should not maintain its popu laritj and enjoy even greater success. New, tine performing receivers, the lowest prices we have ever set, a return ot consumer demand and ability to pay these factors convince us that we face the most prosperous year of our business existence. gate-Palmolive-Peet Company; the Cities Service Company, a subsidiary of Henry L. Dougherty & Company; the Chesebrough Manufacturing Company; the Fleischmann Yeast Company and the Standard Oil Company of New York. These advertisers are assuring radio listeners of the nation a 1931 hearing for such microphone luminaries as Paul Oliver, Olive Palmer, Gustav Haenschen, The Revelers, Jessica Dragonette, the Cities Service Cavaliers, the Real Folks players of "Thompkins' Corners," Rudy Vallee and Cir.iham McNanuv and the host of Broadway artists heard weekly in the Soconyland Sketches, broadcasting officials pointed out. [Continued on page 47]