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Full text of "Variety Radio Directory"

D IRE C.T ORY 










Compih'd '& Publi&hadhy 




COPYRIGHT DEPOSIT 



CBS is the choice of more of 
the country's largest advertis- 
ers in 1939 than any other 
network . . . as it was in 1938, 



1937, 1936, 1935, 1934! 



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THE WORLDS LARGEST RADIO NETWORK 






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Scanned from the collections of 
The Library of Congress 



AUDIO-VISUAL CONSERVATION 
at The LIBRARY ,* CONGRESS 




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for Audio Visual Conservation 

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RADIO 




DIRECTORY 




1939 . 


1940 




Published by Variety, Inc. 
Sid Silverman, President 

Edgar A. Grunwald, 
Radio Directory Editor 




Copyright 1939, by Variety, Inc. 

154 W. 46th St. 

New York, N. Y. 

(Third Annual Edition) 



©ClA 132032 



TYPOGRAPHY BY THE ROGOWSKI CO., INC., NEW YORK, N. Y. 

SEP -6 iB39 



FOREWORD 

The task which currently confronts any compiler 
of radio records is one of selection rather than 
accumulation. 

It has been barely two years since radio's store 
of records consisted of a few government figures, 
some scattered special reports, a thin file of legal 
documents, and forgotten scripts and ledgers. But 
in those two years a continued expansion of the 
industry economically has brought on an era of 
changed thought and changed methods. A by- 
product of this new era is the swelling of the former 
trickle of documents into a veritable flood. 

It is hoped that this volume represents a useful 
selection and re-working of such materials as may 
have day-to-day value for the industry. It is like^- 
wise hoped that the special research, largely made 
possible by the cooperation of the industry itself, 
will similarly fulfill its objective. 





V 



TOMMY RIGGS 



AND 



ii 



BETTY LOU" 



EXCLUSIVE MANAGEMENT 

ROY WILSON 

444 MADISON AVENUE 
NEW YORK C IT Y 



INDEX 



AFRA — See American Federation of Radio 

Artists 
AGRAP^See American Guild of Radio 

Announcers and Producers 
AMP — See Associated Music Publishers, 

Inc. 
ASCAP — See American Society of Com- 
posers, Authors and Publishers 
Actors: 

Professional Records 1029-1346 

See also under Talent 
Adaptations: 
Federal Theatre Radio Division 260- 262 

Plays, NBC-CBS 254- 257 

Poetry, NBC-CBS 257- 258 

Prose, NBC-CBS 257- 258 

Advertisers See Sponsors 

Advertising: 
Ladies' Home Journal Poll. . . . 446 

Promotional and Selling Ex- 
penses of Radio Industry, 

1938 168 

Regulations by the Federal 

Trade Commission 949 

See also under Sponsors, Ad- 
vertising Agencies, Reve- 
nue, Networks 

ADVERTISING AGENCIES. . 182-247 



Comparative Agency Spending: 
1938, p. 182— CBS Gross Billings 
to Agencies: 1938, pp. 182-184 — 
Mutual Gross Billings to Agencies: 
1938, pp. 184-185— NBC. Gross 
Billings to Agencies: 1938, pp. 185- 
186 — Network, Spot and Regional 
Radio Accounts: pp. 187-204 — Com- 
plete Particulars of Major Agen- 
cies: pp. 205-247 



Advertising Agencies: 
Commissions Paid to by Radio 
Industry, 1938 


205- 

187- 

452- 
205- 
205- 
205- 
205- 


168 


Continuity Buyers 

Cross-Index of 825 Network, 
National Spot and Regional 
Radio Accounts 

Network Programs, 1938-39, 
Complete Particulars of 

Personnel 


247 

204 

529 

247 


Producers 


247 
247 
247 


Radio Directors 

Script Buyers 



Spot Time Buyers 205- 247 

Talent Buyers 205- 247 

Writers 205- 247 

Agents, Talent 1347-1349 

Alabama Network 561 

American Communications Asso- 
ciation 530 

American Federation of Musi- 
cians 530 

American Federation of Radio 
Artists: 

Code of Fair Practice 531- 538 

Evolution of 530 

Officers 530 

American Guild of Musical 

Artists 530 

American Guild of Radio An- 
nouncers and Producers. . 530 
American Society of Composers, 
Authors and Publishers, 
Complete Particulars of. . 248-249 

Amplitude Modulation 961 

Announcers: 

Fees Set by AFRA 534 

Network Commercials, 1938-39 452- 529 

Professional Records 1029-1346 

Sports (Baseball) for Atlantic 

Refining 858- 859 

Sports (Baseball) for General 

Mills 855- 858 

Sports, Noted by Stations 859- 884 

Appeals from FCC Decisions 964- 973 

Arizona Broadcasting Co., Inc. . . 561- 562 

Arizona Network 562 

Armstrong, Major E. H., and 

Amplitude Modulation 961 

Arrowhead Network 562 

Artists' Professional Records.... 1029-1346 
Artists Bureaus: 

List of 1347-1349 

See also under Stations 
Associated Music Publishers, 

Complete Particulars of 249 

Atlantic Refining Co., 1939 Base- 
ball Schedule 858- 859 

Auto-Radios: 

Ownership, Canadian 819 

Ownership, Percent U. S. 

Rural Families 154 

Ownership, Rural and Urban 

U. S 152 

Ownership, Rural U. S. by 

Geographic Areas 155 

Awards: 

Popularity 442. 446 

Variety Showmanship 440-441 



%/:• 





THE BAND OF THE YEAR! 

ARTIE SHAW 



a 



Making Dance History 



» 



OLD GOLD PROGRAM 

NBC— TUESDAYS— 9 P.M., E.D.S.T. 



— Management — 

ROCKWELL GENERAL AMUSEMENT CORPORATION 



INDEX— Continued 



B 

Bar Association, Federal Com- 
munications 978- 983 

Baseball: 

Atlantic Refining 1939 Sched- 
ule 858- 859 

C. A. B. Ratings on 104 

General Mills 1939 Schedule.. 855- 858 
See also under Sports 
Batteries — Electricity, Cost of, 

1938 181 

Books: 

By Types: 1934-38 272 

Dramatizations of by the 

FTRD 260- 261 

Dramatizations of by NBC- 
CBS 257- 258 

Boxing: 

C.A.B. Ratings on 105 

See also under Sports 
Boys' Athletic League Fourth 
Annual Radio Preference 

Poll 444 

British Broadcasting Corp. Tele- 
vision 957 

Broadcasting, Developments in 
Federal Regulation of, 
Article by Louis G. Cald- 
well 896- 976 

Brown, Col. Thad H., Biography. 977- 978 
Building Materials, Network 

Revenue from, 1938 180 

Buyers: 

Agency Script 205- 247 

Agency Spot Time 205- 247 

Agency Talent 205- 247 



Analysis of 



896- 976 

562 

570- 573 

838 



c 

C.A.B. — See Cooperative 

Broadcasting 
Caldwell, Louis G., Article on 
Developments in Federal 
Regulation of Broadcast- 
ing 

California Radio System 

Call Letters of U. S. Stations. ... 
Canadian Broadcasting Corp.: 

Officers 

Stations Affiliated with — See 
Stations, Canadian 
Case, Norman Stanley, Biog- 
raphy 

Cavalcade of Popular Songs: 

1929-38 253 

Censorship— See Federal Communications 
Commission, Regulation of Program 
Content 
Census: 
Employment Statistics from 
U. S. Census of Business .... 
Set Ownership. . . .152-158 and 
Children's Programs: 

NBC Policies 559- 560 

See also under Programs 



977 



254 



161- 162 
161- 162 



Civil Service Commission vs. 

FCC 

Classical Music Programs — See 

Clients — See Sponsors 

Code: 

AFRA 

NBC New Program Policies. .. 

Colonial Network 

Columbia Broadcasting System: 
Adaptations of Literary Works 
Day - Evening Revenue by 

Years 

Gross Billings to Agencies, 

1938 

Map of 

Personnel 

Plays Specifically Written for. 

Political Advertisers, 1938 

Portion of 1938 Time Sales 

Paid Stations 

Portion of 1938 Time Sales Re- 
tained by 

Profit, Consolidated Net Oper- 
ating, by Years 

Programs, Commercial 1938- 
39, Complete Particulars of. 
Revenue by Industry Classifi- 
cation, 1938 

Revenue by Years 159- 

Revenue (Gross Client), 1938. 
Revenue from Ranking Indus- 
tries, 1933-38 

Share in Rural Study 

Sponsors, 1938 

Sponsors' (Major) Percentage 

of Dollar Volume, 1936-38 . . . 

Stations, Number of, Affiliated 

with, by Years 

Stations Owned, Operated or 

Leased 

Television Outlay 

Television Station 

See also under Networks 
Commissioners, FCC, Biog- 
raphies of 

Conductors, Network Commer- 
cial Programs. 1938-39 

Confectionery-Soft Drinks: 
NBC-CBS Revenue from, 1933- 

38 

Network Revenue from, 1938 . 
Congressional Proposals for In- 
vestigation and Reorgan- 
ization of the FCC 

Consulting Radio Engineers 

Continuity Buyers, Agency 

COOPERATIVE ANALYSIS 
OF BROADCASTING: 

Correlation of Program Rat- 
ings Between Phone-Sub- 
scribers and Total D & E 
Families 86 & 90 



899 

Programs 

531- 538 
555- 561 
562- 563 

254- 258 

166 

182- 184 
540- 541 
539- 546 
258- 260 

178 

169 

169 

160 & 162 

452- 529 

180 

160 & 167 

170- 172 

179 

152 

170- 172 

181 

161- 162 

546 
957 
886 

977- 978 
452- 529 



179 
180 



908- 916 

895 

205- 247 




THE LEADING PROGRAM 

SERVICE FOR 
ADVERTISING AGENCIES 



Creation • Writing • Production 



TRANSAMERICAN BROADCASTING 
AND TELEVISION CORPORATION 



NEW YORK 



CHICAGO 



HOLLYWOOD 



INDEX— Continued 



Cooperative Analysis of Broadcasting 
(Contd): 

Distribution of Sets by Income 

Classes 86 & 90 

Divergence of Program Rat- 
ings in Upper and Lower In- 
come Groups 86- 87 

Evening Summer Season Pro- 
grams Compared by Type: 
1935-38 108- 109 

Evening Winter Season Pro- 
grams Compared by Type: 
1935-38 106- 107 

Foreword to Section 33- 34 

Governing Committee 33 

How the 20 Leading Programs 
Attained Their Leadership.. 

132 & 136- 145 

Initial Ratings and Sponsored 

Life of Programs 146- 151 

Introduction by A. W. Lehman 35 

Method, Description of 34 

Method, Discussion of 86- 90 

Network Program History, 

1930-39 36- 85 

Organization and Growth of . . 35 

Percent Set-Owners Having 
Telephones (by Income 

Groups) 86 & 88 

Program Length vs. Median 

Rating ........ 117- 121 

Program Type Preferences by 

Income Groups 110- 116 

Ratings on Five Leading Day- 
time Programs Since March, 

1930 99-102 

Ratings on Special Events 103- 105 

Ratings on Ten Leading Day- 
time Programs, Oct. 1938- 

April 1939 91 

Ratings on Ten Leading Eve- 
ning Programs Since March, 

1930 92- 98 

Ratings on Twenty-five Lead- 
ing Evening Programs, Oct. 

1938-April 1939 91 

Rural and Urban Program 

Popularity Compared 122- 131 

Sets in Use by Month and 

Season 132- 135 

Copy Restrictions: 

NBC Policies 555- 561 

See also under Stations 
Correspondents' Association, 

Radio 272 

Coverage, Broadcast 921- 923 

Craven, Commander T.A.M., Bi- 
ography 977 

Crosley Corp. and Facsimile 894 & 960 

Crossley, Inc., and C.A.B 35 

Crossley Reports — See Cooperative 
Analysis of Broadcasting 



Depreciated Value of Invest- 
ments in Stations and Net- 
works 161- 162 

Developmental Stations: 

FCC Allocations to 

FCC Regulation of 

Developments in Federal Regu- 
lation of Broadcasting, 
Article by Louis G. Cald- 
well 

Diathermy Apparatus, FCC Reg- 
ulation of 

Don Lee Broadcasting System: 

Particulars of 

Television Developments. 885 & 



952 
962 



896- 976 



962- 963 



887- 



563 
888 



Editors, Radio 985-1027 

Educational Stations: 



FCC Allocations to 




95? 


FCC Regulation of 


962 


Electricity — Batteries, Cost of, 






1938 




181 


Employment: 






AFRA Code of Fair Minimum 






Terms and Conditions 


531- 


538 


Payroll of Radio Industry, by 






Years 


161- 


16? 


Engineers, Consulting Radio .... 


895 


Equipment: 






Depreciated Value of in Radio 






Industry 


161- 


162 


Facsimile, in Use by Stations.. 


892- 


894 


Facsimile, Manufacturers of... 




892 


Replacement Value of in 






Radio Industry 




162 


Expenditures, Client See 


Revenue 


Experimental Stations, FCC 






Regulation of 


963- 


964 



FCC — See Federal Communications Com- 
mission 

Facsimile: 

Crosley 894 & 960 

Developments of 891- 892 

Equipment Manufacturers.... 892 

Faults of 892 

Network 892 & 960 

Operating Costs 891- 892 

Programs 892- 894 

Regulation of, FCC 956 & 960 

Stations, FCC Allocations to . . . 952 

Stations, Particulars of 892- 894 

Stations Using High Fre- 
quencies, List of 894 









MM 





■ - 



N. W. AYER & SON, Inc. 



ADVERTISING 




RADIO PRODUCTION DEPARTMENT 
R. C. A. BUILDING • NEW YORK CITY 



10 



INDEX — Continued 



891 

960 

1027 

181 



Facsimile (Contd): 

Transmitter Costs 

Transradio Press Service 

Fan Magazines, Radio 

Farm Papers, Money Spent in 

Purchase of, 1938 

Farm Radio See Rural Radio 

Federal Communications Bar As- 
sociation Members 978- 983 

FEDERAL COMMUNICA- 
TIONS COMMISSION: 

Abolition of Three-Fold Divi- 



sion 




899 


Allocation, Broadcast, Regula- 




tion of 


917- 


• 926 


Allocation, Showing to Be 




Made in Support of 


920- 


• 921 


Allocations to Educational Sta- 






tions 




952 


Allocations to Facsimile Sta- 






tions 




952 


Allocations to High Frequency- 






Stations 




952 


Allocations to International 






Broadcast Stations 




952 


Allocations to Relay Broad- 






cast Stations 




952 


Allocations to Television Sta- 






tions 




952 


Appeals from FCC Decisions. . 


964- 


973 


Application Forms 




908 


Appropriation 




916 


(Vs.) Civil Service Commis- 






sion 




899 


Classification of Channels and 






Stations 


919- 


920 


Commissioners, Biographies of 


977- 


978 








Investigation and Reorgan- 






ization 


908- 
159- 


916 


Data (Various) 


162 


Developmental Stations, Regu- 






lation of 




962 


Economic Factors 


923- 


925 


Educational Station Regula- 










962 


Examining Department Abol- 




ished 




899 


Executive Personnel 


978 


Experimental Station Regula- 






tion 




963 


High Frequency Broadcast 




Regulations 


960- 


962 


Industry Income Statement, 






1937 




170 


Industry Income Statement, 




1938 


168- 


169 


International Broadcast Sta- 






tion Regulation 


953- 


956 


International Radio Regula- 






tion 


973- 


976 



Licenses, Terms of 918- 919 

Low-Power Frequency De- 
vices and Diathermy Appa- 
ratus Regulation 962-963 

Need for Improvement in 

Service 921- 923 

Network Investigation 928- 929 

New Hearing Procedure 901- 904 

Ownership and Control of 

Stations Regulation 926- 939 

Ownership (Absentee) of 

Stations Regulation 930 

Ownership (Multiple) of Sta- 
tions Regulation 929- 930 

Ownership (Newspaper) of 

Stations Regulation 931- 934 

Personnel and Internal Organ- 
ization 898- 901 

Program Complaints — Pro- 
cedure 943- 945 

Program Complaints — Sub- 
stance 946- 948 

Program Content Regulation.. 939- 950 
Program Content Statutory 

Prescriptions 939- 940 

Program Standards 940- 943 

Questionnaires 904- 908 

Relay Stations Regulation .... 953 
Report on Income Items by 
Broadcast Stations by Met- 
ropolitan Districts: 1937 164- 166 

Report on Radio Homes, Re- 
tail Sales, and Station Net 

Sales: 1937 163- 164 

Revision of Rules of Practice 

and Procedure 901 

Rules Governing Broadcast 
Services Other Than Stand- 
ard 951- 953 

Sale and Lease of Stations 934- 939 

Services Related to Broad- 
casting, Regulation of 950- 964 

Special Experimental Author- 
izations 920 

Standard Broadcast Station 

Regulation 917 

Super-Power 925- 926 

Visual Broadcast Regulation . . 956- 960 

WLW Case 921 

Federal Theatre Radio Division: 

Adaptations by 260- 262 

Particulars of 262 

Federal Trade Commission Reg- 
ulation of Advertising Con- 
tinuity 949 

Football: 

C. A. B. Ratings on 105 

See also under Sports 
Fortune Survey on Newspaper 

Radio Readership 984 

Frequency Modulation 961 



11 



PEDLAR & RYAN Inc 



\MJZa 




DAY TIME 



PROCTER & GAMBLE CO. 

"Pepper ^bung's Family" by Elaine Sterne Carrington 

(U. S. and Canada) for Camay 

"Road of Life" by Irna Phillips (U. S. and Canada) for Chipso 

"Road of Life" (Pacific and Northwest Group) for Dash 

"Manhattan Mother" by Orin Tovrov for Chipso 

"Vie de Famille" (French Canada) for Chipso 

BRISTOL-MYERS CO. 

"Life of Mary Sothern" by Don Becker for Ipana Tooth Paste 

J. C. PENNEY CO. 
"Adopted Daughter" by J. Ann Hopkins for J. C. Penney Stores 



NIGHT TIME 




: -i*-- : -;iT?? 1 



BRISTOL-MYERS CO. 

George Jessel and Guests for Vitalis 

LADY ESTHER, LTD. 

Guy Lombardo and His Orchestra 

for Lady Esther Powder and Cream 

BORDEN COMPANY 

Ice Cream Jamboree- 
Featuring George Jessel, Richard Himber for Reid's Ice Cream 



250 Park Av. New York City 

12 



INDEX— Continued 



G 



Genera. Mills 1939 Baseball 

Schedule 855- 858 

Georgia Broadcasting System... 563 

Georgia Major Market Trio 563 

Glossary of Television Terms... 890- 891 
Golf: 

C. A. B. Ratings 105 

See also under Sports 



Joint Committee on Radio Research: 

Rural Study 152- 158 

Set Ownership by States and 
Counties 574 ff 



H 



Havana Conference and North 
American Regional Broad- 
casting Agreement 974- 975 

High Frequency Stations: 

FCC Allocations 952 

FCC Regulation of 960- 962 

History of Radio, A Book- 
keeper's 159- 162 

Holidays, Canadian. See Stations, Canadian 

Homes, Radio See Ownership 



Income Groups: 
Basic Rural Ownership Fac- 
tors 154 

Distribution of Sets by 86 & 89 

Divergence of Program Rat- 
ings by 86-87 

Median Hours of Daily Use of 

Rural Radio by 154 

Percentage of Set-Owners 

Having Telephones 86 & 88 

Program Type Preferences by 110- 116 
Industies: 
NBC-CBS Revenue from 

Ranking Industries, 1933-38. 179 

NBC, CBS, Mutual Broadcast- 
ing System Revenue by, 1938 180 
Inter-City Broadcasting System 563 
International Alliance of Theat- 
rical Stage Employees Union 530 
International Broadcast Stations: 

FCC Allocations 952 

FCC Regulation of 953- 956 

International Brotherhood of 

Electrical Workers 530 

International Radio Consulting 

Committee 975- 976 

International Radio Regulation. . 973- 976 
International Telecommunica- 
tions Convention 973-974 

Interpretive Legal Rights 250 

Investment in Radio Industry. . . 161- 162 
Iowa Network 563- 564 



Labor-Unionism, Particulars of, 

1938-39 530- 538 

Ladies' Home Journal Poll of 

Radio Favorities 446 

LAW 896- 983 



Developments in Federal Regula- 
lation of Broadcasting Article by 
Louis G. Caldwell— 896-976; Fed- 
eral Communications Commission- 
ers, Biographies — 977-978; Federal 
Communications Commission 
Executive Personnel — 978; Mem- 
bers of Federal Communications 
Bar Association — 978-983 



Law — See also Federal Communications 

Commission 
Lawyers, Members of Federal 
Communications Bar Associ- 
ation 978- 983 

Legitimate Plays: 

Federal Theatre Radio Divi- 
sion Adaptations 261 

NBC-CBS Adaptations 254- 257 

Library Services, Transcription. 265- 271 
Licenses, Station — See Federal Communi- 
cations Commission 

Licensing Societies, Musical 

Listeners, What They Paid for 
Radio, Magazines, News- 
papers and Farm Papers in 

1938 

Listening: 
Relationship of Summer to 

Winter 132- 133 

Rural Median Hours of Daily 

Use 

Rural, Related to Years of Set 

Ownership 

Rural Sets in Use by Half- 
Hours: Monday-Friday 

Rural Sets in Use: Saturday. . 
Rural Sets in Use: Sunday. . . . 
Literary Works: 

Books by Types: 1934-38 

Federal Theatre Radio Divi- 
sion Adaptations 260- 262 

NBC-CBS Adaptations 254- 258 



248- 252 



181 



154 

155 

156 
157 
158 

272 



13 



H. W. KASTOR & SONS 

ADVERTISING COMPANY 

Chicago — New York — St. Louis 



complete radio creative, writing, 
and productive facilities 



ROBERT G. JENNINGS 
Radio Director 



14 



INDEX — Continued 



Local, Definition of 205 

Local Revenue: 

By Stations by Metropolitan 

Districts: 1937 164- 166 

During 1937 170 

During 1938 169 

Location of U. S. Stations 570- 573 

Logs, Newspaper Radio— See Radio Editors 



M 



MPPA — See Music Publishers' Protective 

Assn. 
Magazines: 
National, Revenue 1936-38 



Radio Fan 

Total Money Spent in Sub- 
scription and Single-Copy 
Sales, 1938 

Mason-Dixon Radio Group 

McNinch, Frank R., Biography 

Media, Organizations Gathering 

Research on 262- 

Medical Accounts, NBC Policies 

Mexico and the North American 
Regional Broadcasting 
Agreement 974- 

Michigan Radio Network 

Minnesota Radio Network 



167 

1027 



181 
564 
977 

264 
559 



975 
564 
564 



MONEY 167-181 

Radio Time Sales: 1936-38—167; 
Comparison Between Revenue of 
Major Media — 167; Network Gross 
Client Expenditures by Years — 
167; Combined Radio Industry In- 
come Statement, 1938—168; Total 
Radio Time Sales, 1938 — 169; Total 
Radio Time Sales, 1937 — 170; CBS 
Gross Client Revenue, 1938—170- 
172; Mutual Gross Client Revenue, 
1938—173; NBC Gross Client 
Revenue, 1938—1 74-1 77; CBS 
Political Advertisers, 1938 — 278; 
Mutual Political Advertisers, 
1938—178; NBC Political Adver- 
tisers, 1938—178-179; NBC-CBS 
Revenue from Ranking Industries, 
1933-38—179; Network 1938 Reve- 
nue by Industry Classification — 
180; Ranking Sponsors' Percentage 
of Network Dollar Volume — 181; 
What Reader-Listeners Paid for 
Radio, Magazines, Newspapers and 
Farm Papers During 1938 — 181 

Music: 

Band See Programs 

Classical See Programs 

Concert See Programs 

Dance See Programs 

Familiar See Programs 



Licensing Societies, Particu- 
lars of 

Minstrel See 

Popular See 

Popular Songs, 1929-38 

Radio Life of "Hit" Songs 

Semi-Classical See 

Music Publishers' Protective 

Assn, Complete Particulars of 
Musical Comedies, Network 

Adaptations of 

Musical Revue Programs See 

Mutual Broadcasting System: 

Commercial Programs, 1938- 
39, Complete Particulars of 

Facsimile Network 

Gross Billings to Agencies, 
1938 

Map of 

Number of Stations Affiliated 
with, by Years 

Personnel 

Political Advertisers, 1938 .... 

Revenue (Gross Client) for 
1938 

Revenue by Industry Classi- 
fication, 1938 

Revenue by Years 159- 



N 



NAB — See National Assn. of Broadcasters 



248- 252 
Programs 
Programs 

253- 254 
252 

Programs 

250 

254- 257 
Programs 



452- 529 
892 & 960 

184- 185 
544- 545 

161- 162 

546- 547 

178 

173 

180 
160 & 167 



of Performing 



NAPA — See National Assn. 

Artists 
National Association of Broadcasters: 
Adoption of Program Stand- 
ards 949 

Conventions, 1923-38 844 

Directors and Committees .... 839- 844 

Presidents, Since 1923 844 

Share in Rural Study 152 

National Association of Per- 
forming Artists, Complete 

Particulars of 

National Broadcasting Co.: 
Adaptations of Literary Works 
Commercial Programs, 1938- 
39, Complete Particulars 

of 

Gross Billings to Agencies, 

1938 

Map 

New Program Policies 

Number of Stations Affiliated 

with, by Years 

Owned-Managed-Programmed 

Stations 

Personnel 

Plays Specifically Written for 

Political Advertisers, 1938 

Profit, Consolidated Net Ope- 
rating, by Years 

Revenue by Industry Classifi- 
cation, 1938 180 



250- 


251 


254- 


258 


452- 


529 


185- 
548- 
555- 


186 
549 
561 


161- 


162 


554- 
547- 
258- 
178- 


555 
554 
260 
179 


160 & 162 



15 



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OF THE U.S./ 



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PttWW Advert^ Co- 

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IO* Texas) 
' , e Advert A9 e ^ 

LocVe-O^son. Inc. 
_and o^ers 



WOWN/ 



As we go to press, we're an 8 
month old baby, but we're 
grown up. 

We're proud of being the 4th 
largest Network in the world., 
but we're still prouder of our 
expert Production Department, 
and our Merchandising record 
in all sections of this great Em- 
pire. 

Write or wire the office nearest 
you. We're more than a Net- 
work . . . we're a "natural" 

THE 

TEXAS STATE 
NETWORK 

INC. 

ELLIOTT ROOSEVELT, Pres. 

Offices in: 

NEW YORK - FT. WORTH 

CHICAGO 



Test it in Texas... 




Tahd Sell A merica/ 



16 



INDEX — Continued 



National Broadcasting Co. (Contd): 

Revenue by Years 159- 160 & 167 

Revenue, Day and Evening, by 

Years 

Revenue from Ranking Indus- 
dries, 1933-38 

Revenue (Gross Client), 1938. . 
Rural Radio Study Sponsor- 
ship 



166 

179 
174- 177 

152 



Television Developments 885 & 887 

NETWORKS 539-567 



Columbia Broadcasting Personnel 
— 539-546; Columbia Broadcasting 
System Map — 540-541; Columbia 
Broadcasting System, Stations, 
Owned, Operated, or Leased — 546; 
Mutual Broadcasting System Map 
— 544-545; Mutual Broadcasting 
System Personnel — 546-547; Na- 
tional Broadcasting Co. Personnel 
— 547-554; National Broadcasting 
Co. Map — 548-549; National Broad- 
casting Co. Owned-Managed- 
Programmed Stations — 554-555; 
National Broadcasting Co. New 
Program Policies — 555-561; Re- 
gional Networks — 561-567 



Networks: 
Adaptation of Literary Works. 254- 258 

Advertisers 187- 204 

CBS — See Columbia _ Broad- 
casting System 
Commercial Programs, 1938- 

39, Complete Particulars of. 452- 529 
Commercial Programs by 
Types, Seasons of 1937-38 

and 1938-39 447-451 

Facsimile 892 & 960 



Federal Communications 
Commission Investigation of 
to Agencies, 



928- 929 



Gross Billings 

1938 

Major, Portion of 1937 Time 

Sales Paid Stations 

Major, Portion of 1938 Time 

Sales Paid Stations 

Major, Portion of 1937 Time 

Sales Retained by 

Major, Portion of 1938 Time 

Sales Retained by 

Mentioned by Radio Editors.. 
MBS — See Mutual Broadcasting System 
NBC — See National Broadcasting Co. 
Number of Stations Affiliated 

with, by Years 161- 162 

Payments to Stations by Met- 
ropolitan Districts, 1937 164- 166 

Plays Specifically Written for. 
Program History of, 1930-39... 
Ranking Sponsors' Percentage 

of Dollar Volume, 1936-38.. 



182- 186 

170 

169 

170 

169 
985-1023 



258- 260 
36- 85 



170- 



Regional, Particulars of 561 

Revenue by Industry Classifi- 
cation, 1938 

Revenue, Day and Evening, by 
Years 

Revenue (Gross Client) 1938.. 

Secondary, Portion of 1937 
Time Sales Paid Stations . . . 

Secondary, Portion of 1938 
Time Sales Paid Stations .... 

Secondary, Portion of 1937 
Time Sales Retained by 



567 



180 

166 
179 

170 

169 

170 

Stations Affiliated with — See Maps and 
Stations 

News Commentators See Programs 

News Dramatizations See Programs 

News Programs, NBC Policies.. 560 

NEWS-PUBLICITY 984-1027 

C Radio Editors and Newspaper 1 

J Radio Policies — 984-1023; Trade { 

1 Journals — 1023-1026; Fan Maga- 

L zines — 1027 J 

News Services, Radio, Particu- 
lars of 264- 265 

News Topic Programs See Programs 

Newspapers: 

Cuts in Radio Space 984 

Method of Paying ASCAP 248 

Ownership of Stations and the 

FCC 931- 934 

Radio Policies 934-1023 

Radio Readership of 984 

Rates on Radio Page 985-1023 

Revenue, 1936-38 167 

Total Money Spent in Pur- 
chase of Morning, Evening 

and Sunday Papers, 1938 181 

North American Regional 

Broadcasting Agreement.. 974- 975 
North Central Broadcasting Sys- 
tem, Inc 564 

Novels, Network Adaptations of. 257- 258 



Oklahoma Network, Inc 564- 565 

Operettas: 
Dramatized by the Federal 

Theatre Radio Division 261 

Network Adaptations of 254- 257 

See also Programs 

Orchestras, Network Commer- 
cial, 1938-39 452- 529 

Origination, Network Commer- 
cial Programs 452- 529 



181 Pacific Broadcasting Co 



565 



17 




lb» 



"*?% ^ 







mm: 



P'R 



INDEX — Continued 



Patent Medicines, NBC Policies. 559 

Payne, George Henry, Biography. 977 

Payroll, Radio's Annual 161 & 162 

Pennsylvania Network 565 

Performing Rights Societies, 

Particulars of 248- 252 

Perry Bill 250 

Plays: 
Adapted by the Federal The- 
atre Radio Division 261 

Network Adaptations of 254- 257 

Specifically Written for Radio. 258- 260 
Poetry: 

Network Adaptations of 257- 258 

See also Programs 
Political Advertisers, Network . . . 178- 179 
Political Speeches, C. A. B. Rat- 
ings on 1Q3 

Popular Music Programs — See Programs 

Popularity Polls 442- 446 

Press Services, Radio 264- 265 

Producers: 

Advertising Agency 205- 247 

Program 1349-1352 

Programs, Network Commer- 
cial, 1938-39 452- 529 

Transcription 265- 271 

PRODUCTION 440-529 



Variety Showmanship Plaques — "| 
440-441; Program Popularity Polls 
— 442-446; Network Commercial 
Programs Charted by Types — 447- 
451; Commercial Network Pro- 
grams, 1938-39, Complete Particu- 
lars of— 452-529 



PRODUCTION AIDS 248-272 



f Musical Licensing Societies — 248- -> 
252; Radio Life of "Hit' Songs— 
252; Popular Songs, 1929-38—253- 
254; NBC-CBS Adaptations of Lit- 
erary Works — 254-258; Plays Spe- 
cifically Written for Radio — 258- 
260; Federal Theatre Radio Di- 
vision Adaptations — 260-262; Re- 
search Organizations — 262-264; 
Transcription Producers — 265-271; 
Radio Correspondents' Assn. — 272; 

b Books by Types, 1934-38 — 272 



PROFESSIONAL RECORDS 
5,625 1029-1346 

Profit: 

Consolidated Net of the Indus- 
try by Years 159- 160 

NBC-CBS Consolidated Net by 
Years 160 & 162 



PROGRAM TITLES 273-439 

{25,000 Names of Program Series "j 

—273-439; Checking Program Titles I 

(Procedure) — 439; Definition of [ 

Titles (Legal)— 439 J 

Programming, Television 886 

Programs: 

Amateur, Compared as to 

Rural and Urban Popularity. 130 

Amateur, ComDared by Type, 

106, 107, 108 

Audience Participation, Com- 
pared as to Rural and Urban 
Popularity 131 

Audience Participation, Com- 
pared by Type 108 & 109 

Audience Participation, Day- 
time, Number and Station 
Hours per Week, 1938-39... 451 

Audience Participation, Eve- 
ning, Number and Station 
Hours per Week, 1937-39 . . . 448- 449 

Band Music, Compared as to 
Rural and Urban popularity. 130 

Band Music, Compared by 
Type 106 & 107 

Band Music, Daytime, Number 
and Station Hours per Week. 
1937-39 450- 451 

Band Music, Evening, Number 
and Station Hours per Week. 
1937-39 448- 449 

Baseball, C.A.B. Ratings on.. 104 

Boxing, C.A.B. Ratings on... 105 

Children's. Ladies' Home Jour- 
nal Poll 446 

Children's, NBC Policies 559- 560 

Children's, Number and Sta- 
tion Hours per Week, 1937-39 448- 449 

Classical Music, Compared as 
to Rural and Urban Popu- 
larity 130- 131 

Classical Music. Compared by 
Type 107 & 108 

Classical Music, Daytime, 
Number and Station Hours 
per Week, 1937-39 450-451 

Classical Music, Evening, Num- 
ber and Station Hours per 
Week, 1937-39 448- 449 

Classical Music, Evening, Pref- 
erences by Income Groups. 110 & 114 

Comedy, Compared as to Rural 

and Urban Popularity 131 

Comedy, Compared by Type.. 106 & 109 

Comedy Teams, Evening, Num- 
ber and Station Hours per 
Week, 1937-39 448- 449 

Commentators, Compared by 
Type 106 & 109 



19 



ANYONE who finances a 
i Spot Broadcasting ex- 
pedition has a good chance 
to bag something. But he must 
go to the right spots. ..where 
the game is biggest and most 
plentiful. 

NBC can guide you directly 
tothe Big Gamespots. Through 
15 NBC Programmed Stations, 
Spot Broadcasters are reach- 
ing 10 of the richest markets 
n America. 




BOSTON -SPRINGFIELD 

WBZ & WBZA 

50,000-1,000 Watts (990 KC) 

CHICAGO 

WENR 50,000 Watts (870 KC) 
WMAQ 50,000 Watts (670 KC) 

CLEVELAND 

WTAM 50,000 Watts (1,070 KC) 



DENVER 

KOA 50,000 Watts (830 KC) 

NEW YORK 

WEAF 50,000 Watts (660 KC) 

WJZ 50,000 Watts (760 KC) 

PHILADELPHIA 

KYW 10,000 Watts (1,020 KC) 

PITTSBURGH 

KDKA 50,000 Watts (980 KC) 



SAN FRANCISCO 

KGO 7,500 Watts (790 KC) 
KPO 50,000 Watts (680 KC) 

SCHENECTADY 

WGY 50,C00 Watts (790 KC) 
WASHINGTON, D. C. 

WMAL 500-250 Watts (630 KC) 
WRC 5,000-1,000 Watts (950 KC) 



NATIONAL BROADCASTING COMPANY 

A Radio Corporation of America Service • World's Greatest Broadcasting System 

20 



INDEX— Continued 



Programs (Contd): 

Commentators & Talks, Com- 
pared as to Rural and Urban 
Popularity 131 

Compared by Type, Evening 
Summer Season: 1935-38 108- 109 

Compared by Type, Evening 
Winter Season: 1935-1938. . . . 106- 107 

Concerts, Compared by Type. .106 & 109 

Correlation of Program Rat- 
ings Between Phone Sub- 
scribers and Total Families . . 86 & 90 

Dance Music, Compared as to 
Rural and Urban Popularity. 130 

Dance Music, Compared by 
Type 107 & 108 

Divergence in Ratings Be- 
tween Upper and Lower In- 
come Groups 86-87 

Drama, Compared as to Rural 
and Urban Popularity 130- 131 

Drama, Compared by Type... 106 & 109 

Drama, Evening, Number and 
Station Hours per Week, 
1937-39 448- 449 

Drama (Daytime) Preferences 
by Income Groups 110 & 113 

Drama (Evening) Preferences 
by Income Groups 110 & 112 

Expense of in 1938 168 

Facsimile r 892- 894 

Familiar Music, Daytime, Num- 
ber and Station Hours per 
Week, 1937-39 450-451 

Familiar Music, Evening, Num- 
ber and Station Hours per 
Week, 1937-39 448- 449 

Football, C.A.B. Ratings on... 105 

Foreign Language, Regional 
Network Policies 561- .567 

Foreign Language— See also Stations 

Golf, C.A.B. Ratings on 105 

History of (Network), 1930-39. 36- 85 

How the 20 Leaders Attained 
Their Leadership 132 & 136- 145 

Hymns, Daytime, Number and 
Station Hours per Week, 
1937-39 450- 451 

Initial Ratings and Sponsored 
Life 146- 151 

Length vs. Median C.A.B. Rat- 
ings 117- 121 

Listening to — See Listening 

Minstrel, Compared by Type.. 107 & 108 

Musical Revue, Compared as 
to Rural and Urban Popu- 
larity 130 

Mystery. Compared by Type.. 106 

NBC Policies 555- 561 

Network Commercial, 1938-39. 452- 529 

Network Commercial, by 
Types. 1937-39 447- 451 

News, NBC Policies 560 



News Commentators, Daytime, 
Number and Station Hours 
per Week, 1937-39 450- 451 

News Commentators, Evening, 
Number and Station Hours 
per Week, 1937-39 448- 449 

News Drama, Compared by 
Type 107 & 108 

News Topics, Compared by 
Type 107 & 108 

News Topics and Drama, Com- 
pared as to Rural and Urban 
Popularity 130 

Novelty, Compared as to Rural 

and Urban Popularity 130 

Novelty, Compared by Type. . .106 & 109 

Novelty, Daytime, Number 
and Station Hours per Week, 
1937-39 450- 451 

Operettas, Compared by Type. 107 

Personality, Compared as to 
Rural and Urban Popularity 130 

Personality, Compared by 

Type 106, 107, 108 

Poetry, Compared by Type... 106 & 109 

Political Speeches, C. A. B. 

Ratings 103 

Popular Music, Compared as 
to Rural and Urban Popu- 
larity 131 

Popular Music, Compared by 
Type 107 & 108 

Popular Music, Daytime, Num- 
ber and Station Hours per 
Week, 1937-39 450- 451 

Popular Music, Evening, Num- 
ber and Station Hours per 
Week, 1937-39 448- 449 

Popular Music (Evening) 
Preferences by Income 
Groups 110 & 116 

Popular Singer, Compared as 
to Rural and Urban Popu- 
larity 130 

Popular Singer, Compared by 
Type 107 & 108 

Popularity Polls 442- 446 

Producers of 1349-1352 

Racing, C. A. B. Ratings 105 

Ratings on Five Leading Day- 
time Programs Since March, 
1930 99-102 

Ratings on Special Events 103- 105 

Ratings on Ten Leading Day- 
time Programs, Oct., 1938- 
April. 1939 91 

Ratings on Ten Leading Eve- 
ning Programs Since March, 
1930 92- 98 

Ratings on Twenty-five Lead- 
ing Evening Programs, Oct., 
1938-April, 1939 91 

Regulation of Content by the 
FCC 939- 950 



21 




RCA-NBC 

Television 
Camera 



In Radio and Television 

IT'S RCA 
ALL THE WAY! 




Radio Corporation of America 

RADIO CITY, NEW YORK, U. S. A. 

National Broadcasting Company • RCA Manufacturing Company, Inc. 
R.C.A. Communications, Inc. • Radiomarine Corporation of America • RCA Institutes, Inc. 



22 



INDEX— Continued 



Programs (Contd): 

Religion, Daytime, Number 
and Station Hours per 
Week, 1937-39 450- 451 

Religion, Evening, Number 
and Station Hours per Week, 
1937-39 448- 449 

Rural and Urban Popularity 
Compared 122- 129 

Rural and Urban Popularity 
Compared by Type 130- 131 

Semi-Classical Music, Com- 
pared as to Rural and Urban 
Popularity 130- 131 

Semi-Classical Music, Com- 
pared by Type 106 & 109 

Semi-Classical Music, Evening, 
Number and Station Hours 
per Week, 1937-39 448- 449 

Semi-Classical Music (Eve- 
ning) Preferences by In- 
come Groups 110 & 115 

Serials and Drama, Daytime, 
Number and Station Hours 
per Week, 1937-39 450- 451 

Serial Drama, Compared as to 
Rural and Urban Popularity. 130- 131 

Serial Drama, Compared by 
Type 107 & 108 

Serial Drama (Daytime) Pref- 
erences by Income Groups.. 110 & 113 

Serial Drama (Evening) Pref- 
erences by Income Groups.. .110 & 112 

Single Act, Daytime, Number 
and Station Hours per 
Week, 1937-39 450- 451 

Single Act, Evening, Number 
and Station Hours per Week, 
1938-39 449 

Song-Patter Teams, Daytime, 
Number and Station Hours 
per Week, 1937-38 450 

Speeches, C. A. B. Ratings 103- 104 

Sports, C. A. B. Ratings 104- 105 

Sports, Evening, Number and 
Station Hours per Week, 
1937-39 448- 449 

Sports See also Sports 

Talks, Compared by Type 106 & 109 

Talks — Instruction, Daytime, 
Number and Station Hours 
per Week, 1937-39 450- 451 

Talks — Instruction, Evening, 
Number and Station Hours 
per Week, 1937-39 448- 449 

Television — See Television Stations 

Type Preferences by Income 
Classes 110- 116 

Variety, Compared as to Rural 
and Urban Popularity 130- 131 

Variety, Compared by Type.. .106 & 109 

Variety, Daytime, Number and 
Station Hours per Week, 
1937-39 450- 451 



Variety, Evening, Number and 
Station Hours per Week, 

1937-39 448- 449 

Variety (Evening) Preferences 

by Income Groups 110- 111 

Prose, Network Adaptations of. . 257- 258 
Publications: 

Fan 1027 

Trade 1023-1026 

Publicity — See Merchandising; News-Pub- 
licity 



Quaker Network. 



Racing: 

C. A. B. Ratings 

See also Sports 
Radio Correspondents' Associa- 
tion 



565 



105 



272 



RADIO EDITORS 984-1023 

Radio Equipment See Equipment 

Radio Guide Fifth Annual Popu- 
larity Poll 442- 443 

Radio Industry: 

Bookkeeper's History of 159- 162 

Combined Broadcasting Indus- 
try Income Statement, 1938. 168 
Consolidated Net Profit of by 

Years 159- 160 

Depreciated Value of Invest- 
ment 161- 162 

Employee Payroll by Years . . . 161- 162 
Income Items by Stations by 

Metropolitan Districts 164-166 

Net Sales by Stations by States 

and Geographic Areas 163- 164 

Payments to ASCAP 248 

Revenue, by Years 159-160 & 167 

Time Sales, 1937 170 

Time Sales, 1938 169 

Radio Manufacturers' Associa- 
tion Television Standards. 885 & 958 

Radio News Services 264- 265 

Radio Sets. -. See Sets; Set Owners 

Radio Writers' Guild 530 

Ratings, Program — See Cooperative Anal- 
ysis of Broadcasting; Programs; 
Popularity Polls 
Readership, Newspaper Radio. .. 984 

Receiving Sets See Sets 

Recording Services 265- 271 

Regional Networks 561- 567 

Regional Radio Advertisers 187- 204 

Relay Stations: 

FCC Allocations 952 

FCC Regulations 953 



23 



Production Headquarters 
for ADVERTISERS and 
ADVERTISING AGENCIES 

The Industry's Largest Service Studios 



TECHNICOLOR 
IN-THE-EAST 

FEATURE 
PRODUCTION 

SHORT FILMS 



Complete facilities for Technicolor— per- 
manent staff, trained and operating under 
Technicolor supervision. 

Seven stages, over 50,000 square feet of 
stage space completely equipped for major 
production purposes. 

Three programs now in work, over 100 
reels of short product annually (not in- 
cluding 16-millimeter films). 



NEWSREELS 



SCREEN TESTS 



NON-THEATRICAL 



Sixth year of continuous recording service 
for the leading newsreel producers. 

Major companies use our facilities exclu- 
sively for testing talent in New York. 

Studio headquarters for Audio Produc- 
tions, Inc., Erpi Classroom Films, United 
States Film Service and other producing 
groups. 



LOCATIONS 



Complete equipment for location shooting, 
background process and similar services. 



SPECIAL EVENTS 



Mobile sound equipment, camera cars, all 
facilities for special events coverage. 



OTHER SERVICES 



Optical department, animation department, 
art department — all under one roof. 



COMPLETE 
FACILITIES 



Permanent, trained personnel, office ser- 
vices, air-conditioned cutting and projec- 
tion rooms — everything for production. 



EASTERN SERVICE STUDIOS 



.A Division of Audio Productions, Inc. 



35-11 35th Avenue, Long Island City, New York 



w"?rs:r ,ff T % c f r/V w 



FRANK K. SPEIDEOLL, 
President 



CHARLES E. GLETT 
Vice-pres. 



(West Coast Facilities — 6025 Romaine Street — Hollywood, California) 



INDEX— Continued 



Religion See 

Representatives, Station 

Research Organizations 

Revenue: 

ASCAP, 1937 and 1938 

Combined Broadcasting Indus- 
try Income Statement, 1938. 

NBC-CBS from Ranking In- 
dustries, 1933-38 

NBC-CBS from Ranking Spon- 
sors, 1936-38 

Network, by Agencies, 1938. . . 

Network, by Industry Classifi- 
cation, 1938 

Network, by Sponsors, 1938. . . 

Network, by Years 159- 

Network Day and Evening, by 
Years 

Station, by Metropolitan Dis- 
tricts, 1937 

Station, by States and Geo- 
graphic Areas, 1937 

Time Sales, 1937... 

Time Sales, 1938 

Total Radio, by Years 159- 

Ricordi, G. & Co. (Milan), Com- 
plete Particulars of 

Rural Radio: 

Basic Radio Ownership Fac- 
tors by Economic Groups . . . 

Comparison of Rural and Ur- 
ban Set Ownership 

Joint Committee on Radio Re- 
search Study 

Median Hours of Daily Set 
Use 

Ownership Factors by Geo- 
graphic Areas 

Programs (Daytime) Com- 
pared with Urban Popu- 
larity 

Programs (Evening) Com- 
pared with Urban Popu- 
larity 

Sets in Use, Monday-Friday . . . 

Sets in Use, Saturday 

Sets in Use, Sunday 



Programs 
845- 854 
262- 264 

248 

168 

179 

181 
182- 186 

180 

170- 179 

160 & 167 

166 

164- 166 

163- 164 

170 

169 

160 & 167 

251 

154 
153 
152- 158 
154 
155 

126- 129 



122- 125 
156 

157 
158 



SESAC— See Society of European Stage 
Authors and Composers, Inc. 

Sales, Radio Time See Revenue 

Scripts: 
Buyers, Advertising Agency. . 205- 247 
Writers, Network Commercial 
Programs, 1938-39 452- 529 : 

Semi-Classical Music See Programs 

Serial Drama See Programs 

Services, Radio: 

News 264- 265 

Research 262- 264 



Station Representatives 845- 854 

Transcription 265- 271 

Set Owners, Percentage of Sub- 
scribing to Telephones (by 

Income Groups) 86 & 88 

Set Ownership: 
Auto Radio, Percent Rural 

Families Owning 154 

By Years 161- 162 

Canadian, by Province 819 

Percent of, by Years 161- 162 

Rural, by Geographic Areas. .. 155 

Rural Families with Two or 

More Sets 154 

Rural, Median Number of 

Years 154 

Rural, Related to Median 

Hours of Daily Use 155 

U. S., by States and Counties. . 574 ff 
Urban and Rural as of Jan. 1, 

1938 153 



819 

181 

181 
181 



Sets, Radio: 

Canadian Tax on 

Cost of Electricity and Bat- 
teries, 1938 

Cost of Purchase, Operation, 

Repair and Upkeep, 1938 

Cost of Repair Services, 1938. 
Distribution of by Income 

Groups 86 & 89 

Parts and Supplies Used in 

Repairing, 1938 181 

Sales by Dollar Volume, 1938. 181 

Sales of (Plus Other Appa- 
ratus for Radio Reception), 

by Years 161- 162 

Television, Price of 885 

Television, Sales of 885 

Use by Month and Season 132- 135 

Showmanship, Variety Awards.. 440- 441 
Society of European Stage Au- 
thors and Composers, Inc., 
Complete Particulars of. . 
Society of Jewish Composers, 
Publishers and Song 
Writers, Complete Partic- 
ulars of 

Soft Ball See Sports 

Song-Patter Teams See Programs 

Songs: 

Popular, 1929-38 253 

Radio Life of "Hits" 

Special Events, C. A. B. Ratings. 103 

Speeches, C. A. B. Ratings 103 

Sponsors: 
Baseball, Atlantic Refining Co. 858- 859 

Baseball, General Mills 855- 858 

CBS, Gross Expenditures, 1938 170- 172 
How Their Leading 20 Pro- 
grams Attained Leadership. 

132 & 136-145 
Initial Ratings of Programs 

and Sponsored Life of 146- 151 



251- 252 



252 



254 
252 
105 
104 



25 



Western '^Mecfric 

EQUIPPED FOR 
BETTER BROADCASTING 




testify to a station's ability 
to provide the finest tech- 
nical facilities for the job of 
broadcasting: 



DISTRIBUTORS: Graybar Electric Co., Graybar Building, New York. In Canada and Newfoundl 
Northern Electric Co., Ltd. In other countries: International Standard Electric Corp. 



26 



INDEX— Continued 



Sponsors (Contd): 
Local, Net Time Sales, 1938. . . 
Mutual, Gross Expenditures, 



1938 



National and Regional 
Net Time Sales, 1938. . 



Spot, 



NBC, Gross Expenditures, 1938 

NBC Policies Regarding 

NBC-CBS Revenue from Rank- 
ing Industries, 1933-38 

National Spot, Net Time Sales, 
1937 

Network, National Spot and 
Regional, List of 825 

Network, Programs by Type, 
1937-39 



Network Programs, 1938-39, 
Complete Particulars of ... . 

Network Revenue by Indus- 
tries, 1938 

Network, Total Net Time 
Sales, 1937 

Network, Total Net Time 
Sales, 1938 

Political, CBS 1938 Expendi- 
tures 

Political, Mutual 1938 Ex- 
penditures 

Political, NBC 1938 Expendi- 
tures 

Ranking Expenditures with 
NBC-CBS, 1936-38 777. 

Ratings on Five Leading Day- 
time Programs Since March, 
1930 

Ratings on Ten Leading Eve- 
ning Programs Since March, 
1930 

Ratings on Twenty-five Lead- 
ing Evening Programs and 
Ten Leading Daytime Pro- 
grams, Oct., 1938-April, 
1939 

Sports, Noted by U. S. and 
Canadian Stations 

Total Net Time Sales to in 
1937 





169 




173 




169 


174- 


177 


555 ff 




179 




170 


187- 


204 


447- 


451 


452- 


529 




180 




170 




169 




178 




178 


178- 


179 




181 


99- 


102 


92- 


98 



91 

859- 884 

170 



SPORTS 855-884 



Baseball 1939: General Mills and 
Co-Sponsors — 855-858; Baseball 
1939: Atlantic Refining Co. — 858- 
859; Station Records on Sponsored 
Sports: Summer 1938-Spring 1939 
—859-884 



Sports: 

C. A. B. Ratings on 104- 105 

See also Programs 

Spot Radio: 

Advertisers 187- 204 

Agency Time Buyers 205- 247 

Definition of 205 



Revenue, by Stations by Met- 
ropolitan Districts: 1937 164- 166 

Revenue, National and Re- 
gional, 1938 169 

Revenue, National, 1937 170 

STATION REPRESENTATIVES: 

845-854 



Stationery-Publishers, Network 
Revenue from, 1938 



180 



STATIONS 569-844 



" U. S. Stations Classified by Watt- 
age — 569; Location of U. S. Sta- 
tions — 570-573; U. S. Stations, 
Complete Particulars of — 574-810; 
Alaskan Stations, Complete Partic- 
ulars of — 811; Hawaiian Stations, 
Complete Particulars of — 811-812; 
Canadian Set Ownership, 1938 — 
819; Canadian Stations, Complete 
Particulars of — 819-838; Canadian 
Broadcasting Corp. Officers — 838; 
National Association of Broadcast- 
ers, Officers and Committees — 839- 
844; National Association of Broad- 
casters' Presidents Since 1923 — 844; 
National Association of Broadcast- 

^ ers' Conventions, 1923-38 — 844 



STATIONS, ALASKA 811 

STATIONS, CANADA 819-838 

STATIONS, HAWAII 811-812 

STATIONS, U. S 574-810 

Stations: 
Baseball Schedule for Atlantic 

Refining 858- 859 

Baseball Schedule for General 

Mills 855- 857 

Classified by Wattage (U. S.). . 569 

Facsimile, Particulars of 892- 894 

Facsimile, Using High Fre- 
quencies 894 

Location of (U. S.) 570- 573 

Mentioned by Radio Editors.. 985-1023 
Number Affiliated with Net- 
works, by Years 161- 162 

Number of, by Years 159- 160 

Procedure Before the FCC- 
See Federal Communi- 
cations Commission 
Revenue — See Revenue 

Sports, Complete Records 859-884 

Television, Complete Particu- 
lars of 886- 888 

Television, List of 889 

Variety Showmanship Awards. 440- 441 
Super-Power — See Federal Com- 
munications Commission 



27 



BENNY 
GOODMAN 

AND THE 

WORLD'S GREATEST SWING BAND 



WALDORF ASTORIA HOTEL 



CAMEL CIGARETTES 

Fourth Consecutive Year 
NBC! Network, 10-10:30 P. M., EDST 

VICTOR RECORDS 



Exclusive Management: 
MUSIC CORPORATION OF AMERICA 



■ 



i 



■ 



New York City fe 

Opening October 6 |^ || 

I 



1 



28 



INDEX— Continued 



TALENT 1029-1352 

r 5,625 Professional Records — 2029- "| 

1346; Artists Bureaus, List of — I 

I 1347-1349; Program Producers, List f 

I of— 1349-1352 J 



Talent: 



Advertising Agency Buyers... 205- 247 

Cost to Radio Industry, 1938. .. 168 

Network Commercials, 1938-39 452- 529 

Popularity Polls 442- 446 

Radio Industry Income from 

Sale and Placing of, 1938. ... 168 

Talks See Programs 

Tape Transmission, Producer of. 271 
Taxes: 

Canadian Set 819 

State and Federal Paid by 

Radio Industry, 1938 168 

TECHNICAL RESEARCH. . . .885-895 



Television, 1938-39—885-886; Tele- 
vision Stations, ' Particulars of — 
886-888; Television Stations, List 
of— 889; Television Terms— 890-891; 
Facsimile Broadcasting, Develop- 
ments of — 891-892; Facsimile Sta- 
tions, Particulars of — 892-894; Fac- 
simile Stations Using High Fre- 
quencies, List of — 894; Consulting 
Radio Engineers, List of — 895 



Telephones: 

Correlation of Program Rat- 
ings Between Subscribers 

and Total Families 86 & 90 

Percentage of Set-Owners 
Subscribing (by Income 

Groups) 86 & 88 

Television: 

Developments of 1938-39 885- 886 

English Developments 957 

FCC Regulation of 956- 960 

960 
886 
886 



Legislation Anent Prize-Fights 

Operating Costs 

Programming 

RMA Standards 885 & 958 



Trade Journals, Radio 1023-1026 

Transcriptions: 

Libraries Used by Stations . . See Stations 

MPPA License 250 

Producers, Particulars of 265- 271 

SESAC License 252 

Transmitters: 

Facsimile, Cost of 891 

Television, Cost of 885- 886 

Transradio Press Service and 

Facsimile 960 

TRENDS 33-166 



Cooperative Analysis of Broadcast- 
ing: Details of 10 Years of Network 
Program Analysis with Charts — 
33-151; Rural Radio Survey — 152- 
158; A Bookkeeper's Radio History 
— 159-162; Analysis of Radio Homes, 
Retail Sales and Station Net Sales, 
1937—163-164; Income Items by 
Broadcast Stations by Metropoli- 
tan Districts, 1937—164-166; NBC- 
CBS Day vs. Evening Revenue, 
1931-38—166 



Tubes, Dollar-Volume 
1938 



Sales, 



181 



u 



UNIONS 530-538 

Developments of, 1938-39—530; 
American Federation of Radio Ar- 
tists Code of Fair Practice — 531-538 

Urban and Rural Set Ownership. 153 

V 

Variety Showmanship Plaques . . 440- 441 
Village Radio — See Rural Radio 
Virginia Broadcasting System, 
Inc 



Set Sales 885 

Sets, Price of 885 

Stations, Complete Particulars 

of 886- 888 

Stations, FCC Allocations 952 

Stations, List of 889 

Terms, Glossary of 890- 891 

Transmitters, Cost of 885- 886 

Texas Quality Network 565 

Texas State Network, Inc 565- 566 

Thompson, Frederick Ingate, Bi- 
ography 977 

Time Sales, Radio See Revenue 

Titles, Program 273-439 Z Net 



w 

WLW vs. FCC 

WPA Federal Theatre Radio 

Division 260- 

Walker, Paul Atlee, Biography . . 

West Virginia Network 

Wisconsin Radio Network 

Women's National Radio Commit- 
tee, Fifth Annual Awards 

World-Telegram (New York) 
Eighth Annual Newspaper 
Editors Radio Poll 444- 

World Transcription System.... 



566 



921 

262 
978 
566 
566 

446 



446 
566 



Yankee Network, Inc 566- 567 



567 



29 



Index to Advertisers 



A 

Aces, Easy 1070 

Air Features, Inc 1072 

Armbruster, Robert 1114 

Ayer, N. W., & Son, Inc 10 

B 

Beloin, Ed 1138 

Benchley, Robert 1036 

Benton & Bowles — Chicago, Inc 209 

Betts, Harold 1074 

Blakstone, Nan 1116 

Broekman, David 1076 

Bryan, Arthur Q 1078 

Burton, Kenneth 1114 

Butterworth, Wally 1094 

c 

CKLW, Detroit, Mich 672 

California Radio System 592 

Cherniavsky, Josef 1116 

Coghlan, James J 1118 

Colonna, Jerry 1118 

Columbia Broadcasting System 

Inside Front Cover 

Columbia Pacific Network 582 

Consolidated Radio Artists, Inc 1038 

Conte, John 1120 

Courboin, Dr. Charles M 1080 

Crosby, Bob 1040 

Crossley, Inc 32 

D 

Daily Variety 1024 

De Camp, Rosemary 1120 

Dolan, Robert Emmett 1122 

Don Lee Broadcasting System 586 

Dooley, Phil 1122 

Duchin, Eddy 1082 

E 

East, Ed 1084 

Eastern Service Studios... 24 

Easy Aces 1070 

Edwards, Ralph 1032 

Emery, Bon 1124 

F 

Free & Peters, Inc 852 

Frey, Fran 1086 

Froman, Jane 1042 

Frost, Alice 1126 

Fulton, Jack 1044 

30 



G 

Garson, Hank 1036 

G laser- Consolidated Attractions, 

Inc 1046 

Gluskin, Lud 1090 

Goodman, Benny 28 

Goodwin, Bill 1134 

Gordon, Dorothy 1126 

Gosch, Martin 1036 

Grouch Club 1092 

H 

Hiken, Nat 1092 

Hildegarde 1030-1031 

Hodek, Frank 1128 

Hoff, Carl 1128 

Hope, Bob 1048 

Horan Engraving Co 1350 

I 

Johnson, Parks 1094 

K 

KDYL, Salt Lake City, Utah 788 

KEX, Portland, Ore 748 

KFI, Los Angeles, Calif 590 

KFNF, Shenandoah, Iowa 640 

KFWB, Los Angeles, Calif 584 

KFYR, Bismarck, N. D 728 

KGW, Portland, Ore 748 

KLZ, Denver, Colo 600 

KIRO, Seattle, Wash 798 

KMBC, Kansas City, Mo 686 

KMOX, St. Louis, Mo 690 

KOIN, Portland, Ore 750 

KRNT, Des Moines, Iowa 643 

KSL, Salt Lake City, Utah 789 

KSO, Des Moines, Iowa 642 

KSTP, Minneapolis-St. Paul 678 

KVOR, Colorado Springs, Colo 600 

KYA, San Francisco, Calif 596 

Kastor, H. W., & Sons Advertising 

Co 14 

Kibbee, Roland 1092 

King Sisters ; 1096 

Kurtzman, Sam 1130 

Kyser, Kay 1050 

L 

Lasky, Jesse Inside Back Cover 

Leaf, Ann 1130 

Lehr, Lew 1098 

Le Roy, Harry 1132 

Lescoulie, Jack 1092 

Lewis, Al 1036 



INDEX TO ADVERTISERS— Continued 



Lomax, Stan 1132 

Lombardo, Guy 1052 

Lyons, A. & S., Inc 1054 

M 

MacMurray, Ted 1124 

Marko, Robert 1134 

Mears, Martha 1136 

Michigan Radio Network 670-671 

Mills, Felix 1136 

Minnesota Network 678 

Morris, William, Agency, Inc 1056 

Morrow, Bill 1138 

Murray, Lyn 1100 



N 



National Broadcasting Co 20, 552-553 



O'Neil, Kitty 1138 



Paige, Raymond 1058 

Parkyakarkus 1140 

Pedlar & Ryan, Inc -, . . 12 

Penner, Joe 1102 

Pitt, Merle 1140 



Quinn, Don 1142 

Quiz, Professor 1060 



R 



RCA Manufacturing Co. 

Inside Back Cover 

Radio Corporation of America 22 

Radio Sales 848-849 

Raymer, Paul H., Company 568 

Riggs, Tommy 4 

Robinson, Edward G 1062 

Rockwell General Amusement Corp. 1064 

Rogowski Co., Inc 1353 

Ross, Lanny 1068 



Schwartz, Al 1142 

Schwimmer & Scott 213 

Seymour, Dan 1023 

Shaw, Artie 6, 1036 

Snyder, Howard 1104 

Stafford, Hanley 1144 

Straeter, Ted 1144 

Sullivan, Norman 1142 



Teagarden, Jack 1106 

Texas State Network, Inc 16 

Transamerican Broadcasting & 

Television Corp 8 

Tyro Productions 1108 



u 



United Press, 



18 



Variety 813-818 



w 

WAVE, Louisville, Ky 650 

WBAP, Fort Worth, Texas 778 

WBEN, Buffalo, N. Y 708 

WBBM, Chicago, III 

WBNX, New York, N. Y 710 

WCCO, Minneapolis-bt. Paul 680 

WCFL, Chicago, III 622 

WCKY, Cincinnati, Ohio Z36-737 

738 

692 

778 

720 



WCLE, Cleveland, Ohio 

WEW, St. Louis, Mo 

WFAA, Dallas, Texas 

WFBL, Syracuse, N. Y 

WFBR, Baltimore, Md 660 

WGN, Chicago, III 624 

WHAM, Rochester, N. Y 718 

WHAS, Louisville, Ky 652 

WHB, Kansas City, Mo 688 

WHK, Cleveland, Ohio 738 

WIND, Chicago, III 

WJ AS, Pittsburgh, Pa 758 

WJJD, Chicago, III 

WKRC, Cincinnati, Ohio 730 

WKY, Oklahoma City, Okla 600 

WLS, Chicago, III 626 

WLW, Cincinnati, Ohio 733 

WMT, Cedar Rapids, Iowa 644 

WNAX, Yankton, S. D 766 

WNEW, New York, N. Y 714 

WOAI, San Antonio 784 

WOR, New York, N. Y 712 

WOW, Omaha, Nebr 698 

WOWO, Fort Wayne, Ind 636 

WRNL, Richmond, Va 796 

WRVA, Richmond, Va 794 

WSAI, Cincinnati, Ohio 734 

WSM, Nashville, Tenn 770 

WSYR, Syracuse, N. Y 708 

WTIC, Hartford, Conn 604 

WXYZ, Detroit, Mich 670-671 

Wall, Peggy 1110 

Waring, Fred 1034 

Wedlock, Hugh, Jr 1104 

Weed & Company 846 

Weems, Ted 1066 

Western Electric Company 26 

Willson, Meredith 1112 

Woods Recording Studios 266 



31 



FITTING RADIO SCHEDULES 
TO MARKETS 



CROSSLEY RESEARCH REPORTS use fourteen different methods of 
measuring the radio audience, selected to fit the type of information 
needed. 

Principal among these are: 

1. The Day-Part Method. Used for the COOPERA- 
TIVE ANALYSIS OF BROADCASTING. 

2. The Coincidental Method. Interviews in millions 
each year. Improved statistical technique. 

3. The Mechanical Recorder. Using advanced prin- 
ciples. High speed reporting. Multiple-set 
visible check. 

Today's research needs demand a clear picture of the market for 
a product, and a clear report on the best time, station and program 
plan for covering that market. 

Our fourteen years of marketing research experience in every part 
of the United States and Canada and in Great Britain, are available 
for consultation, and for the solution of marketing questions in the 
field. 



CROSSLEY INCORPORATED 

INTERNATIONAL RESEARCH ORGANIZATION 
NEW YORK OFFICE, 330 WEST 42ND STREET 

32 



TRENDS 



THE COOPERATIVE ANALYSIS OF BROAD 

CASTING: 10 YEARS OF NETWORK 

PROGRAM ANALYSIS 



FOREWORD 

By Edgar A. Grunwald 

About the easiest thing to buy in research is a dead horse. Given any 
problem, a slippery tactician can devise a satisfactory answer without ever 
once violating- the rule that two and two make four. A sponsor whose day- 
time serial programs show discouraging ratings in audience surveys, can 
get this headache cured by simply engaging a research staff to pump enough 
''audience turnover" into the figures to push them into the realm of as- 
tronomy. This soothsaying may not sell more soap or cereal, but it does 
alleviate nervous indigestion. 

On the other hand, Jack Benny has for six years indirectly dispensed 
tires, ginger ale, motor cars and Jell-O by the ton without, to anyone's 
knowledge, penciling a single set of statistics or drawing one log chart. 

This is the hard-learned moral in every field of intangible property — 
that a flair for judgment uniquely creates success, while figures either trick 
the weary into a sweet coma, or provide that sensible groundwork from 
which judgment — more important, imagination for the creative — can begin 
to function. 

In asking the Cooperative Analysis of Broadcasting to prepare this 
laborious, expensive, and perhaps painfully detailed section, the Variety 
Radio Directory was not in the market for nervous cures or dead horses. 
The choice of the C. A. B. hinged on the following considerations: 

1. It has no axe to grind. It is a non-profit organization, and its gov- 
erning board is appointed by the American Association of Advertising 
Agencies and the Association of National Advertisers.* 

2. The C. A. B. has created the largest goldfish bowl in which any 
industry dealing primarily in intangible property has ever lived. 

3. The C. A. B. has, in the opinion of the editors, acknowledged its 
mistakes as openly as ordinary human dignity would allow, and tested new 
methods and techniques as frequently as common-sense caution would 
permit. 

There is no mystic ritual to the C. A. B.'s methods, and there should 



*The C. A. B. Governing Committee is headed by Dr. D. P. Smelser, in charge of 
the Market Research Department of Procter & Gamble. Dr. George Gallup of Young 
& Rubicam is treasurer. Chester H. Lang, of the General Electric Co.; Dr. L. D. H. 
Weld of McCann-Erickson, Inc.; A. Wells Wilbor, of General Mills, Inc., are the other 
members. The C. A. B. Governing Committee maintains a permanent headquarters at 
530 W. 42nd St.. New York City, in charge of A. W. Lehman, manager. 

33 



FOREWORD— Continued 

consequently be no mystery as to its results. The method is simple in 
structure : 

In 33 major network cities, telephone calls are made four times a day. 
The interviewers ask what programs the interviewees have listened to in 
the past several hours (varying from three to five). Responses are tab- 
ulated program by program, and are finally tallied as a percentage against 
all set-owners called. Thus, if 10 out of 100 set-owners called reported 
that they heard Amos 'n' Andy, then Amos V Andy would gfet a rating of 
10 (i.e., 10%). 

Patently this method has one immense advantage over any other de- 
vised to date : the sample can be comparatively large and still remain within 
practical cost limits. 

Patently, also, the information shows certain definite and important 
things: 1) it shows the general soundness of the program so far as the 
audience is concerned ; 2) it shows the general soundness of the program in 
relationship to competitive programs, or classes of programs ; 3) it shows 
program classes in movement up the scale of audience favor, or down the 
scale of discard ; 4) it shows what hours of the day may be advantageous 
in view of program competition, or the character of the audience level. 

On the other hand, any person who reads into these figures results 
which are not there, is sacking the information in a fool's quest. 

For instance, since the calls are made in major network centers, it 
would be foolhardy to suppose that the facts could be applied to the hodge- 
podge of coverage often resulting from the combined effect of the signals 
of many stations, or the sponsor's desire to reach certain geographical sec- 
tors in preference to others, or both. 

Within its limits — and the C. A. B. has set those limits conservatively 
— the work produces a guidepost to distinguish good from bad, and indicate 
opportunity from the hackneyed. 






The tables and charts in the succeeding pages represent but a small 
remainder of the immense amount of statistical work originally compiled 
for the Directory. Much of it was discarded because its significance was 
doubtful; other was omitted because it might be subject to erroneous in- 
terpretation ; and still another portion was dropped because the C. A. B., 
deeming it accurate enough for all practical purposes, still did not consider 
it as meeting the organization's standards completely. 

The work, in short, is a tabloid version of 10 years of research, based 
on some two and one-quarter million calls, and several special studies. 
While the C. A. B. has, within these years, changed the statistical base 
of its calculations once, the figures that follow have all been adjusted to a 
set-owner basis. 

(Attention is called to the fact that this entire section is jointly copy- 
righted by the Cooperative Analysis of Broadcasting and the Variety 
Radio Directory, and may not be reproduced either wholly or in part. At- 
tention is also called to the fact that the charts (drawn for the Directory 
by Arthur Thompson) are copyrighted by the Variety Radio Directory 
and may not be reproduced in any fashion whatsoever, nor made a part of 
sales portfolios, nor used in any other manner which divorces them from 
the text of this book). 

34 



C. A. B. INTRODUCTION 

In January 1929 the Radio Committee of the Association of National 
Advertisers, Inc., laid the groundwork for the Cooperative Analysis of 
Broadcasting. At that time few, if any, studies of radio audiences, accord- 
ing to present standards, had been made. 

Advertisers were having difficulty in understanding, much less com- 
prehending, radio. Some, as a reading of the old records will show, were 
wondering if radio was a primary or a secondary medium. Could it even- 
tually take its place alongside other media? Was it really an advertising 
medium, or was the radio set merely an expensive plaything of the boom 
era? Advertisers didn't have any idea how many people listened, or to what. 

As a result of the committee's discussion of a study made by Crossley, 
Inc., a number of leading advertisers employed Crossley to make individual 
surveys. Later these were combined into a report for the A. N. A. and at 
the same time Crossley, Inc., was requested (November 1929) to submit 
an outline for a cooperative investigation which would include "the check- 
ing of program popularity." 

With need and interest ripe, the A. N. A. appointed a special committee 
which undertook to work out the details of cooperating in a system of 
reports, and of the financing. By the middle of February 1930 sufficient 
subscribes were obtained, and the field work was started by Crossley, Inc., 
as of March 1, 1930. 

Thus the C. A. B. was born. 

While the original subscribers were advertisers (probably 66 2/3% of 
all network programs were then produced by the networks, the sponsors 
themselves, or free lance progam builders), within the first year arrange- 
ments were made for agency participation. 

As of March 1, 1934, the C. A. B. was reorganized and took its present 
form as a non-profit and mutual oganization, under the direction of an 
active governing committee which sets all policies, business as well as 
research. 

The field work is regularly carried on in 33 network cities, and once a 
year a thorough-going study of rural program preferences is made. The 
effort entails the making of more than 830,000 calls per annum, of which 
530,000 are completed. In urban centers the calls are carefully distributed 
by income levels to parallel the distribution of radio sets among economic 
groups. 

In addition to the regular service, the committee is constantly studying 
all methods of measuring program audiences, as well as ways and means 
to improve its reports and services. During the last four and a half years 
it has spent nearly $25,000 in such efforts. 

As a result of these ten years of practice, experimentation and revision, 
the method which is now in use could perhaps be best defined as "the triple 
check method of identification." Under this method the listener needs to 
give only sufficient information about the program to enable the investi- 
gator (by cross-checking station, time, or description) to enter the program 
as having been heard. 

This method has the advantage of speed, accuracy and low cost to 
obtain the answer to the vital question, "Has the program made an im- 
pression?" — a fact which the sponsor, to be successful, must know. 

New York City 

July 20, 1939 A. W. Lehman, Manager. 

35 



NETWORK PROGRAM HISTORY 1930-1939 

(Prepared and Written by the Cooperative Analysis of Broadcasting) 

The Cooperative Analysis of Broadcasting was born in the Spring of 1930 as the 
result of insistent demands on the part of advertisers for more facts on radio. It was an 
attempt to answer some of the many questions that had arisen since radio had grown 
to the dimensions of a recognized advertising medium. Subsequently there have been 
numerous changes in the scope and nature of the published data, as experience dictated 
what questions were most vital, what questions were immaterial, and what questions 
could best be handled by the techniques developed by the C. A. B. 

The emphasis has shifted greatly since those first, formative years, but throughout 
all of them two questions have been paramount: "Who listens to what" and "When do 
they listen?" As time elapsed the C. A. B. tended to drift away from a disposition to 
cover a multitude of aspects, and to concentrate on a specialized treatment of those two 
vital questions. To be sure, many other facts have been developed as by-products, but 
fundamentally the C. A. B. is a survey of relative program popularity. 



MARCH TO JUNE 1930 

Many of the conclusions reached in the first year of operation are still 
valid. Some of the stars of yesteryear are still popular. Similarly, some 
of the program types with widespread appeal in 1930 will appeal in 1940 
and as long as human nature is what it is. The first report was primarily 
concerned with a discussion of the question, "What makes a program 
popular?" 

At that time the report stated : 

"Many factors enter into the success of a program. The more 
we analyze, the more we come to believe that the excellence of the 
program is more important than its type, except for certain funda- 
mentals." 

This conclusion today is not startling ; it has become an accepted fact. It 
was also pointed out at that time that variety is absolutely essential — that, pro- 
grams wear out after a time. 

In 1930 dance music and dialogue in general rated well. Today straight 
dance music shows up poorly. Dance programs that do appear among the 
leaders usually have been embellished with such added attractions as studio 
audience contests, guest stars, script features and the like, while dialogue 
for the most part has become simply a part of a variety show. 

What were some of the favorite programs in the spring of 1930? Head 
and shoulders above the rest were Amos 'n' Andy with a popularity rating 
in terms of set owners that was exceeded only once until the advent of 
the Chase & Sanborn (Charlie McCarthy) program. Other leaders in the 
approximate order of their popularity were the Squibb Program with Will 
Rogers, The Fleischmann Hour with Rudy Vallee, the Palmolive Hour 
with Olive Palmer and Paul Oliver (Frank Munn), Collier's Program 
(dramatizations from the magazine), General Electric Hour with Floyd 
Gibbons, General Motors Program with Don Voorhees and guests from 
concert and opera, Lucky Strike Hour (B. A. Rolfe orchestra), RKO 
Program, RCA Victor Program with Nat Shilkret's band and guests, 
Eveready Hour with the same talent, Maxwell House program, Real Folks 
(dramatic sketches of small town life), Cities Service Hour (concert or- 

36 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

chestra, the Cavaliers and Jessica Dragonette), Atwater Kent Hour with 
Josef Pasternack's orchestra and guests from concert and opera, Armstrong 
Cork Program, A & P Gypsies (with Harry Horlick's orchestra), Pure 
Oil Program, Clicquot Club Eskimos (Harry Reser's orchestra), Inter- 
woven Pair (Jones and the late Ernie Hare). 

Most of the sponsors of these early favorites are still on the air, but 
only two of these programs are still in substantially their original form — 
namely, Amos 'n' Andy and the Cities Service Concert. Neither program 
retains the measure of its early popularity, though Amos 'n' Andy rank 
consistently first or a close second among the fifteen-minute programs 
broadcast several times a week. 

Lucky Strike meantime has continued to favor dance music with out- 
standing bands, although portions of the program content have often varied. 
For instance, Baron Munchausen (Jack Pearl) was featured at one time. 

Among other familiar programs on the air in the spring of 1930 were 
Kate Smith for La Palina, Floyd Gibbons for Literary Digest, and Seth 
Parker (sustaining). Rudy Vallee rapidly rose to great popularity which 
has been maintained through the intervening years by judicious variation 
of the program content. 

Two other series well down the list in 1930 which later achieved out- 
standing fame were the Chase & Sanborn Hour and Show Boat (then a 
sustainer). Little need be said now of the subsequent success of Chase & 
Sanborn in building shows that have appealed to popular fancy. Show 
Boat, following its purchase by Maxwell House, ranked near the top for a 
number of years until it finally "wore out." 

Sponsor Changes 

In the past nine years there have been countless changes of programs 
and sponsors. Some sponsors have expanded their radio budgets consis- 
tently; others, after a trial of radio, did not continue to favor the medium; 
still others are out of business, or absorbed by other firms. Among the 
leading sponsors in 1930 who no longer are major network clients, the fol- 
lowing are noteworthy : 

Squibb Studebaker 

Atwater Kent Enna Jettick 

Collier's Socony Gasoline* 

RKO La Palina 

Interwoven Stocking Jack Frost Sugar 

Eveready Dutch Masters 

Coca-Cola Paramount 

Majestic Radio Davey Tree Experts 

A & P Maytag 

Halsey Stuart Physical Culture Magazine 

California Packing Blackstone Cigars 

Stromberg-Carlson Libby, McNeill & Libby 

Graybar Electric Sylvania Radio Tubes 

Literary Digest Bay State Fishing 

Clicquot Club Dixie Cups 

Eastman Kodak Fuller Brush Co. 



* Socony-Vacuum is currently, however, a major sponsor of sports over "spot 9 
(individual) stations. 

37 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

Of these, Atwater Kent, Majestic and the Literary Digest are no longer 
in business as such. Others did not believe they could afford network 
shows in depression times, while some could not adapt radio to their par- 
ticular selling problems. 

On the other hand there are many sponsors today who were not even 
remotely interested in radio in 1930. This list would include : Lady Esther, 
Chrysler, Campbell Soup, Miles Laboratories, Ford, Campana and Nash- 
Kelvinator. This is but a small sample — though indicative — of the long 
list that could be compiled. 

Note the number of cigar manufacturers on the air in 1930 as against 
last season when there were but two : Roi-Tan and Bayuk (each sponsoring 
fifteen-minute broadcasts three times per week). 

Programs by Types 

At the very outset, the C.A.B. gathered program preference data by 
income groups and found that the following programs appealed most to 
the upper income classes : Atwater Kent, A & P Gypsies, Armour, Collier's, 
General Motors, General Electric, Maxwell House, Roxy and R.C.A. The 
following appealed most strongly to the lower income groups: Amos 'n' 
Andy, CeCo, Lucky Strike, Paramount, Palmolive, Raleigh, Seth Parker, 
True Story, Fleischmann. 

Classical programs rated far better, relatively, at this early period than 
they do today. Examples of this are the Atwater Kent and Cities Service 
concerts. The logical reason seems to be that in 1930 a radio set was a far 
more costly piece of equipment than a few years later. That tended to con- 
fine it to the homes of the upper classes — the traditional lovers of classical 
entertainment. The later growth in the number of radio homes and their 
extension on a large scale into the very lowest income classification was to 
have a great effect upon program types. 

In 1930, though Maurice Chevalier was on for Chase & Sanborn, Holly- 
wood had not moved in on the ether; since there was little or no studio 
audience, there were no audience participation programs. There were no 
large-scale dramatic shows with high-priced talent and professional direc- 
tion, nor had the gang-busting, racket-smashing formula emerged as a 
definite, recognized program type. 

The initial C.A.B. report rated very few daytime programs, almost 
none of which were sponsored at the time. It was to be several years be- 
fore the five-times-a-week strip shows oligopolized the daytime hours. 

Sets in Use 

In 1930 a somewhat larger percentage of set owners used their sets 
at some time during the day than is now the case, probably due partly to 
the relative novelty of radio, and partly to the fact that since radio sets 
were relatively expensive, people bought them because they intended to 
use them regularly and not merely to have a set for chance or infre- 
quent use. 

JULY TO OCTOBER 1930 

The second comprehensive report covered the period from July to 
October 1930. The principal conclusion drawn was that "the program 
makes the audience." There was much discussion of the competition for 

38 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

the listener's ear, and the number of stations regularly heard. Several rules- 
of-thumb as to the proportion of set owners using their sets at various parts 
of the day were propounded. This general rule was stated: "On a given 
day only three out of every four sets owned will be used." From this time 
on, for some years to come, set-user data took first place in the reports. 
In recent years it has been made the subject of separate, periodic reports. 

FIRST FULL YEAR 

In the spring of 1931 the C.A.B. reported in an 84-page volume its 
first full year of operation. The report was chiefly concerned with the two 
causes of program audience fluctuation ; namely, seasonal influence and the 
drawing power of a particular artist or program type. 

By way of individual artist drawing power, the increased popularity 
of the Enna Jettick program with the advent of Mme. Schumann-Heink 
was a fine example. Conversely, the Literary Digest program started on 
the downgrade when Floyd Gibbons left. 

Program Competition 

At the same time that perennial headache — the competition between 
several programs broadcast at the same hour — gave its first ominous twinge. 

Chase & Sanborn's Maurice Chevalier was in a spot opposite Mme. 
Schumann-Heink. Gold Medal and Maytag vied with Harry Horlick's 
A & P Gypsies. Real Folks and the General Motors show were in compe- 
tition with Camel and Palmolive. Other opponents included : Dixie Spirit- 
uals and Fleischmann (Rudy Vallee) ; Rin-Tin-Tin and Salada ; Arco and 
Blackstone ; Jack Frost and Maxwell House ; Eastman Kodak and Arm- 
strong Quakers. 

These competitive situations were soon broken up by one of the pro- 
grams leaving the air, or by changes in the time of broadcast. No two 
competitive broadcasts were both among the 10 leaders for the year. 
Today it would be most unusual for such companies to place elaborate 
programs opposite each other without serious and full study of the situa- 
tion. But in 1930 this tactic was unfortunately often employed. And not 
the least unfortunate of the results was that the disappointed sponsor, 
weary of competition, often grew weary of radio altogether and simply 
quit the medium. Today, in a competitive pinch, rescue work with changed 
program formats, or time changes, is immediately brought to bear. 

Programs which had a definitely greater appeal to the upper income 
groups during the first year were Armour, Atwater Kent, Chase & San- 
born, Cities Service, General Electric, General Motors, Halsey Stuart, 
Mobiloil, and Westinghouse. Those appealing predominantly to lower 
income groups were Fleischmann, Goodrich, Graybar, Maytag, Seth Parker 
(sustaining) and True Story. 

MARCH TO JUNE 1931 

In the spring of 1931, the C.A.B. suspected that the percentage of 
set owners who used their sets at all on a given day was showing a slight 
decline, though there appeared to be a small increase in the percentage 
of sets used during the morning. The decrease in evening listening offset 
the morning increase, but because of the increase in the number of set 
owners it was believed that the entire radio audience was growing. 

39 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

As to program popularity the point was made that very few programs 
leap into sudden popularity, no matter how good, and that programs chang- 
ing from one hour or one day to another, or changing stations, start off with 
a low rating on the new day or hour. It was also observed that there was, 
on the part of listeners, considerable shifting from station to station to pick 
out favorite programs. 

On Sunday, Seth Parker, still a sustaining program, was the leader, 
having climbed steadily since March 1930. Chase & Sanborn was close 
behind, after gaining great headway with Chevalier (but dropping sharply 
when Chevalier went to Europe). Enna Jettick declined severely when 
Mme. Schumann-Heink left. Graham-Paige took to the air with the De- 
troit Symphony Orchestra and Edgar A. Guest. 

Amos 'n' Andy were holding their own, and were far in the lead for 
the other six days of the week. Tastyeast had several programs and 
featured a prize contest. The Tastyeast Jesters ranked second on 
Monday. Lowell Thomas was rising to fame for Literary Digest, follow- 
ing a slow start when he succeeded Floyd Gibbons. These three 15-minute 
programs ranked ahead of all half-hour shows on Monday as well as the 
60-minute A & P Gypsies. Guy Lombardo's rating was rising for Robert 
Burns Panetelas. Cremo Cigars with Arthur Pryor's band were offering a 
motor car every day. 

On Tuesday, Lucky Strike with B. A. Rolfe rated next to Amos V 
Andy. Following Lowell Thomas in third place came Paul Whiteman 
for Allied Paint. Crumit and Sanderson were steadily forging ahead for 
Blackstone Cigars. Ben Bernie was beginning to stimulate the rating of 
the Blue Ribbon Malt program. Clara, Lu and Em broadcast several 
evenings a week for Super Suds. 

Palmolive, after changing to Wednesday, was still declining, though 
in second place for that day. Coca-Cola was immediately behind. Halsey 
Stuart's Old Counsellor was declining. 

On Thursday, Rudy Vallee, with a high rating, ranked behind Amos 
'n' Andy and B. A. Rolfe. Then followed the several-times-a-week shows: 
Sanderson and Crumit, Tastyeast Jesters, and Lowell Thomas. Maxwell 
House with a straight orchestral program ranked far down the list. 

On Friday, True Story held second place and was trending upward. 
Jones & Hare, the Interwoven Pair, were next, and still continued to move 
upward despite their already long period of popularity. 

After Amos 'n' Andy and B. A. Rolfe on Saturday was the General 
Electric Hour with Floyd Gibbons and Erno Rapee. The rating was 
declining (perhaps due to the change from 60 minutes to a half-hour and 
the departure of Walter Damrosch). Show Boat was on CBS at 10 o'clock 
as a sustainer. 

The Quaker Oats Early Birds and Aunt Jemima stood out among 
the daytime programs. The soap companies were beginning to be heard 
from in a timid sort of way. 

JULY TO OCTOBER 1931 

The report for July to October 1931, presented an opportunity to 
study program trends for a twenty-month period. 

"Many new programs have come on the air in recent months and made 

40 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

their bid for popularity," the report stated. "General conceptions of the best 
•way to use radio broadcasting have been changed. There are many fifteen- 
minute programs today and few hour programs. A large number of programs 
are heard daily or several times a week. There has been a deluge of vocal 
soloists or 'crooners.' The morning has come into popularity. Announcements 
have become in some cases practically straight sales talk. Contests have spread 
like measles, and with them mail response."* 

In spite of greatly increased fan mail, the size of the audience at a 
given hour still appeared to be declining. Hence, competition for the 
listener's ear was becoming more acute. 

As for program types, the C.A.B. mused on the public mood thus: 

"As this report is being prepared a current song hit refers to Crosby, 
Columbo and Vallee. Add Downey, Smith and a long list of others and 
the present mood of the listening public is found. Dance orchestras, 
comedy teams, silken-voiced murmurings, catch phrases ! Is today's mood 
of the vaudeville type? Tomorrow may bring a desire for a different type 
of music, a different type of talk." 

How true this prophecy ! 

An examination of long-time trends showed Amos 'n' Andy holding 
up remarkably well, with Fleischmann (Vallee), Cities Service and the 
A & P Gypsies slightly lower than the year before. Blue Ribbon Malt 
(Ben Bernie) and Cremo had risen steadily since their inception early in 
the year despite the summer season. Clicquot Club was at about the same 
level as the preceding year, but Chase & Sanborn was far ahead and 
climbing rapidly. Lucky Strike had dipped below the 1930 level ; Coca- 
Cola and Literary Digest remained steady; Maxwell House was moving 
up again. Eddie Cantor was responsible for the Chase & Sanborn boom. 

Among the daytime programs, Tony's Scrapbook (Tony Wons) had 
joined Quaker Oats' Early Birds (Gene and Glenn) as an outstand-^ 
ing favorite. 

Among the new evening programs were several which are still on the 
air, such as Death Valley Days, The Goldbergs (for Pepsodent; later 
changed to a daytime program), Voice of Firestone, Kate Smith for La 
Palina, and Campana's First Nighter. Collier's Magazine had a full-hour 
variety show opposite Chase & Sanborn on Sunday night; Camels had a 
fifteen-minute show six times a week featuring Morton Downey, Tony 
Wons and Jacques Renard ; Phil Cook was the Quaker Man (Quaker 
Oats) ; the Stebbins Boys were under the aegis of Swift; Procter & Gamble 
sponsored Sisters of the Skillet (East & Dumke) ; Coca-Cola had Grant- 
land Rice and Gus Haenschen's orchestra ; G. Washington Coffee pre- 
sented Sherlock Holmes ; Leo Reisman played for Pond's ; while Show 
Boat was still unsponsored. 

* Editor's Note: The radio contest is a phenomenon whose origin is composed of. 
intertwined reasons. In some major instances the contest was used primarily to establish 
the "pull" of a new, rather unfamiliar medium. Simultaneously , the contest was used 
in other instances as a sales weapon. Today the contest is distinctly: (1) A sales booster; 
( 2) a shot-in-the-arm for wavering programs; and (3) an event whose by-product is- 
utilized by individual stations to boast of their "pull" and popularity in terms of mail* 
(audience loyalty). 

41 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

SECOND FULL YEAR 

The C.A.B. report for the second full year of operation included a 
much larger store of experience as a basis for judgment in programming. 

A warning was again sounded to sponsors that they must expect their 
shows to start off with low ratings; they could not expect a program toi 
jump to immediate popularity. 

Programs which had started during the year at low levels and finished 
well up the list were Blue Ribbon Malt, Cremo, The Goldbergs, and the 
Pillsbury Program. 

The Advent of Mystery Drama 

At the same time it was apparent that mystery dramas were replacing 
dance orchestras in public favor. The Fleischmann Hour (Vallee), Lucky 
Strike program, A & P Gypsies, and Pond's dance program declined in 
rating from the previous year's level, while Eno Crime Club, Sherlock 
Holmes and the Shadow had moved decidedly upward. 

Other mystery thrillers were Fu Manchu for Campana, Paris Mys- 
teries for Bourjois and Charlie Chan for Standard Oil of New Jersey. 
Recognizing that program ideas eventually peter out, producers seized 
upon the mystery trend to capitalize on an incipiently waning interest in 
the old style of program. The many adherents to the trend eventually 
burned it out with great rapidity, although to this day mystery is a frequent 
subject for electrical transcriptions. 

The second annual report commented again on the trend toward 
shorter and more frequent programs. 

In April, 1932, of the evening programs, five were 60 or 45-minutes, 
54 were half-hours and 38 were quarter-hours. In the daytime seven were 
more than half an hour, nine were half -hours and 26 were quarter-hours. 

Of 97 rated evening programs, 64 were broadcast once a week and 33 
appeared two or more times. Nearly all of the daytime programs were 
broadcast daily during the week. 

For the first time the C.A.B. presented an analysis of listening by 
program length and frequency of broadcast. Also presented for the first 
time was a recapitulation by program type. Minstrels, mystery dramas, 
news topics and serials were found to be the most popular. The largest 
classification was concert orchestras with 20 programs. In the daytime 
there were 15 talks and only four serials. Talks had the lowest rating 
both daytime and evening. 

New Programs 

Newcomers among the leading programs since the year before were 
Eno Crime Club, Sherlock Holmes, The Goldbergs, Myrt & Marge, Voice 
of Firestone and Sinclair Minstrels. Changes in program content had 
arrested the decline of various shows. The Parade of the States had been 
substituted for the General Motors Family Party with satisfactory results. 
Chesebrough changed from Real Folks to Friendship Town; Real Folks 
was taken over by General Foods and continued to decline, while Friend- 
ship Town improved Chesebrough's audience. Blue Coal's shift from a 
concert orchestra to The Shadow was a happy one. Guy Lombardo was 
making only moderate progress for Robert Burns Panetelas, but the addi- 

42 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

tion of Burns and Allen gave the rating a real boost. But it was pointed out, that 
the addition of names does not always send a program skyrocketing. Several 
instances had attested to this fact. Changes in time had had important influence 
on some ratings. Sinclair Minstrels had benefited by changing from Sat- 
urday to Monday. When Clara, Lu and Em changed from the evening to 
the less expensive morning hour, the audience nevertheless remained at 
about the same level. 

More Program Competition 

Competition between programs broadcast at the same hour once more 
increased in intensity. In a contest between Amos 'n' Andy and Myrt & 
Marge, the former lost in rating, but the latter increased more than Amos 
'n' Andy declined. Meantime, Eddie Cantor had lifted the Chase & San- 
born program to within striking distance of the Amos 'n 5 Andy rating. 
Enna Jettick (now without Mme. Schumann-Heink) and the Collier pro- 
gram, both running opposite Cantor at 8 P.M. on Sundays, suffered as a 
result. This pattern went somewhat into reverse when Cantor was replaced 
by Jessel — a circumstance that caused the other two shows to rise. At 
7:45 P.M., multiple times weekly, Jones and Hare (Best Foods) were 
threatening to become immortal. Early in 1932 they forged ahead of the 
Camel quarter-hour, though both these programs were trailing the Gold- 
bergs, broadcast at the same interval. 



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MYSTERY DRAMAS AND DANCE ORCHESTRAS 

In 1931-1932 program builders turned toward shorter and more frequent programs. 
Amid these circumstances came a trend toward mystery dramas. The chart above (from 
a C. A. B. report of this time) shows how mystery dramas began riding the crest of a 
wave, while dance orchestras (an older form of programming) lost in rating. 



43 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

Among the new programs in the winter of 1931-2 were Album of 
Familiar Music for Bayer, Bath Club for Linit (Fred Allen), and the Con- 
tented Program for Carnation Milk. Abe Lyman was under sponsorship 
of Sterling Products, Bing Crosby was a Columbia sustainer, U. S. Rubber 
had a program called Just Willie, Frigidaire launched the Major Icequick 
series, Standard Brands had the Royal Vagabonds (Reis & Dunn), Ray 
Perkins was under the Jergens aegis, B. A. Rolfe changed from Lucky 
Strike to Procter & Gamble, Mennen sponsored Ted Husing, du Pont's 
program was called Today and Yesterday, Paul Whiteman's Chieftains 
plugged Pontiac cars, while Chrysler had the Ziegfeld Radio Show. In 
addition to those already mentioned, Procter & Gamble had two other 
evening broadcasts, the Gloomchasers and Sisters of the Skillet. 

The Daytime Serials Enter 

In the daytime, the first of the strip shows to command a real audi- 
ence was Ovaltine's Little Orphan Annie. General Mill's Skippy was also 
gaining a noteworthy acceptance, while the Quaker Oats Early Birds hit 
a slight decline. P & G had but one daytime program. Incidentally, it had 
a very poor rating. (Note : Currently P & G regularly has one or more 
daytime programs in the leading five list.) 

MARCH TO JUNE 1932 

The C. A. B. investigations for the first four months of 1932 confirmed 
the tentative findings of the previous year regarding a decline in listening, 
as measured by the percentage of set-owners using their radios at some 
time during a full day. On an average weekday only 644 families per 1,000 
currently used their sets as compared with 745 in 1930; on Saturday the 
decline was from 744 to 605 ; and on Sunday from 726 to 583. The sharpest 
drop in listening was during the evening. Daytime listening held up rather 
well. Apparently economic conditions were not to blame for the drop, 
inasmuch as listening fell most severely in the higher income groups. No 
doubt the introduction of cheap radio sets (midgets and table models) had 
much to do with the fact that listening in the lower income brackets did not 
fall off as much as in the higher brackets. It seems apparent that the A 
and B income classes — the relatively rich — were by this time satiated with 
the novelty of radio, while the poorer classes were for the first time getting 
a real taste of ether entertainment and thus still listened fairly steadily.* 

Amos 'n' Andy's leadership was now threatened by several programs. 
In commenting on program popularity, the report said : 

"With an avalanche of short programs, with improved receivers and 

* Editor's Note: The C. A. B.'s statement of the facts surrounding the drop in listen- 
ing at this time (1932) seems very conservative and guarded. Perhaps this is entirely 
proper, for that 1932 phenomenon may yet go down in radio history as one of the 
strangest of its kind. No one circumstance can apparently be blamed for the drop. The* 
Variety Radio Directory suggests that the following factors might be further investi- 
gated, if possible: (1) The possible blow to all listening by the decline of Amos 'n' Andy 
from previous astronomical highs; (2) the possible alienation of some of female au- 
dience by mystery dramas (it is a noteworthy truism in the film industry that mys- 
tery pictures rarely command complete attention from women, and hence sneak-thieves 
rarely "work" a theatre during mystery pictures because women would detect them 
too easily); (3) the possible fact that radio listening was simply hitting a level after 
abnormally frequent listening during the years when novelty was the major inducement. 
This crazy-quilt pattern of potential explanations must be patched against the seeming 
paradox of declining listening in the midst of rather steady set purchases, 

44 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

increased power of stations, choice of entertainment is no longer confined to 
a few well-known programs. Sustaining, as well as sponsored programs 
supply a galaxy of stars, here engaging someone already well-known, 
there making a reputation through the air, so that the theatre turns 
to radio for artists. In the midst of this wide opportunity for selection what 
does the public choose? We cannot, of course, have opera when we want 
it, nor even a dance orchestra at our pleasure, so that a measure of popu- 
larity is to some extent a measure of availability." 

Symphony orchestras and high-class music rated well in the Spring of 
1932. Among these were the Firestone program which Lawrence Tibbett 
had boosted considerably ; the Philco Symphony, the Metropolitan Opera 
broadcasts on Saturdays, and the General Electric Sunday programs with 
famous singers. 

Sports events had proved to be good drawing cards, notably the 
Sharkey-Schmeling fight and baseball games. There was a preponderance 
of the vaudeville-headliner type of entertainment, such as the Ziegfeld 
Show, Ed Wynn, Cantor and Jessel, Harry Richman, Jack Benny for Can- 
ada Dry; Burns and Allen, Ruth Etting, the Mills Brothers, and the Bos- 
well Sisters. Programs with definite rising tendencies were Seth Parker 
(sustaining), Ziegfeld, Ed Wynn, Chesterfield, Jack Benny, Robert Burns 
with Burns and Allen, Maxwell House Tune Blenders, Stanco Big Time, 
Joe Palooka, Love Story, General Electric and Collier's. Chesterfield had 
Ruth Etting, Alex Gray and the Boswell Sisters on separate days. 

Eno Crime Club was suffering from the competition of Ed Wynn (Tex- 
aco). Jack Benny's rise, however, did not cut in very heavily on Parade 
of the States and Evening in Paradise, but Burns and Allen damaged the 
G. Washington Coffee and Goodyear programs considerably. 

Most of the sharply declining programs in the Spring of 1932 had been on 
the air a long time. Examples were : Chase & Sanborn, Goldbergs, Stebbins 
Boys, Jones and Hare, Lucky Strike, Enna Jettick, A & P Gypsies, D'Orsay, 
Clicquot Club, Goodyear, Kate Smith, Pontiac, Chevrolet, Mills Brothers, 
Firestone and G. Washington Coffee. Richard Crooks did not maintain 
the Firestone program at the level attained by Lawrence Tibbett. Lucky 
Strike rated higher on the day when police mystery stories were added than 
on the days when straight dance music was broadcast. 

Ray Perkins had changed from Jergens to Barbasol and maintained 
about the same audience level. Lowell Thomas switched from Literary 
Digest to Sunoco and was not producing quite the same audience, though 
the difference may have been purely seasonal. 

Among the daytime programs the leaders were high class music broad- 
casts on Sundays. Additionally, Sanderson and Crumit were very successful 
for Bond Bread. Clara, Lu and Em, the Singing Lady, Iodent, Our Daily 
Food and Frances Ingram were trending upward. 

The new evening shows included a fifteen-minute dance program for 
Campbell Soup, the Chase & Sanborn Tea Program, Country Doctor for 
Listerine, Easy Aces for Lavoris, Elsie Janis and Bob Ripley for Esso, To 
The Ladies for Woodbury's, and Ed Wynn for Texaco. 

Programs which rated well above their averages of the previous year 
were: First Nighter, Cities Service, Eno Crime Club and Ben Bernie. 

45 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

JULY TO OCTOBER 1932 

A feature of the report for the period from July to October 1932 was 
a chart showing the decline in popularity since 1930 of three old favorites : 
Amos 'n' Andy, A & P Gypsies and Clicquot Club. At one time Amos 'n' 
Andy had nearly double the audience of the second best show, but in this 
period was less than half the peak and ranked fourth. 

In October, Ed Wynn stood in first place, followed closely by Chase & 
Sanborn (Cantor). Slightly behind, Lucky Strike, Amos V Andy and 
Fleischmann (Rudy Vallee) were closely grouped. Other popular pro- 
grams were G. Washington Coffee (Sherlock Holmes), Sinclair Wiener 
Minstrels, Ben Bernie, Myrt & Marge, Cities Service (Jessica Dragonette), 
Seth Parker (sustaining), and The Goldbergs. From May to November, 
Ed Wynn had nearly trebled. Also, in November, Eddie Cantor reached a 
new high level of popularity almost approximating the record established 
by Amos 'n' Andy in January, 1931. Lucky Strike had introduced Jack 
Pearl as the Baron Munchausen on Thursday nights. This show attained a 
higher rating than the same sponsor's Tuesday night series with detective 
stories. By November Jack Pearl and Rudy Vallee had joined the ranks 
of those who had passed Amos 'n' Andy, leaving the latter in sixth place, 
while Ben Bernie, Captain Henry's Show Boat and the New York Phil- 
harmonic Orchestra were pressing them closely. The homely humor of the 
blackface comics was being supplanted by the more sophisticated wise- 
cracking humor of the ex-vaudeville stars. 

Leading daytime programs again included Little Orphan Annie, Tony's 
Scrapbook and Skippy. 

Ratings by income levels showed Ed Wynn as the leader among the 
upper brackets, while Amos 'n' Andy and The Goldbergs were more popu- 
lar in the lower economic groups. 

Among the new programs were : All American Football Show for Gen- 
eral Foods, Gem Highlights for American Safety Razor Co., Great Mo- 
ments in History for Standard Brands, March of Time, Musical Memories 
with Edgar Guest, a singer and orchestra for Household Finance and 
Wayne King for Lady Esther. 

THIRD FULL YEAR 

The report for the full year from March 1932 to February 1933 com- 
mented thus on changes in the relative size of the radio audience : 

"This has been a year of great changes in the listening habits of set 
owners. The decline in the ratio of set users to set owners has become 
notable. We find, for instance, that where 70.3% of set owners used their 
sets at some time on an average week-day in the second year, only 62.5% 
used them in the third year. Afternoons have showed the smallest decline, 
due undoubtedly to the late afternoon children's programs that have been 
put on the air. Weekday mornings have dropped from 32.8 to 24.7, and 
weekday evenings from 64.3 to 55.4. Sunday evening on the year average 
has dropped greatly, but this past winter Sunday evening has shown a con- 
siderable increase over the summer. 

"Taking the figures for November to February in comparison with 
July to October, we find a come-back of 12.6 points on Sunday evening 

46 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

before 9 P.M. But despite that come-back, we find only 46.8 of set owners 
using their sets at that time in the past winter. The winter season has 
shown an increase throughout the day except a very slight decline (week- 
day 0.7; Saturday 0.7; Sunday 0.9) before 9 A.M., Sunday afternoon, has 
shown a return of 9.6, and weekday evenings, after 9 P.M., a return of 7.5. 

"While commenting upon the seasonal change, it should be mentioned 
that the summer low point was only 9.3 under the winter high on a week- 
day, and only 6.0 under the year average." 

It was pointed out that the political campaigns had had some effect 
upon the listening in the fall, and had also affected the individual ratings 
of certain programs. This was the first time the C.A.B. had worked during 
a presidential campaign. A number of programs were omitted, others par- 
tially cut, while still others suffered from the competition of the politically 
great or ambitious. 

Advent of the Trend to Names 

The report pointed to the trend that had become apparent in the fall : 
namely the trend toward names in programming. No longer could the pro- 
ducer of a radio show depend upon a type of entertainment as a sure-fire 
formula. The stars were coming into their own and henceforth the head- 
liners who succeeded in gathering a following were to dominate the radio 
scene. While Hollywood was not yet an important factor, the scramble 



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RADIO BORROWS FROM VAUDEVILLE 

Following the era of mystery drama (see chart on page 43), name a trend to 
"names" ushering in a vaudeville-type of personality program. This development is 
recorded in the two diagrams above, taken from C. A. B. reports of this (1932-1933) 
period. 

47 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

and competition for names was beginning. As headline talent became 
scarce some sponsors turned toward Hollywood; conversely, such stars 
as Jack Benny and Don Ameche (primarily radio-built names) eventually 
found in Hollywood another lucrative source of income. Nation-wide 
radio broadcasting now became a blue chip game ! 

The symbol — perhaps the prophet — of the name trend had been Eddie 
Cantor. In February 1933 he clapped the seal of authenticity on the name 
vogue by breaking the old Amos 'n' Andy single-day record (set in Spring 
1930). By April 1933 Cantor's rating was twice his rating of the year 
before. Meantime Ed Wynn had trebled his audience since May 1932. 
And Jack Pearl (Baron Munchausen) was more than twice as well received 
as a year earlier. 

Maxwell House with Captain Henry's Show Boat climbed quickly to 
take fourth place during the winter. In April 1933, Amos 'n' Andy were 
in fifth place and apparently had leveled off after the decline of the pre- 
ceding year. The Fleischmann Hour and the Chevrolet program with Jack 
Benny were well above their levels for the same month a year earlier. The 
Robert Burns program with Burns and Allen more than doubled its rating 
in a year. Ditto Ben Bernie, Myrt & Marge, Sherlock Holmes. The Gold- 
bergs, Seth Parker (sustaining) and Eno Crime Clues showed slight de- 
clines from April, 1932. Armour, the Contented Program, Easy Aces and 
the Jack Frost show, though not among the leaders, had shown substan- 
tial increases. Kate Smith, Lowell Thomas, Death Valley Days and the 
A & P Gypsies lost slightly in the course of the year, while the Clicquot 
Club Eskimos dropped precipitously. 

Among the daytime leaders, the outstanding forerunners of the five- 
a-week strip shows, Little Orphan Annie and Skippy, improved their rat- 
ings. Bond Bread slipped somewhat, and Tony's Scrapbook maintained 
about the same rating. Clara, Lu and Em were well up among the leaders. 

Newcomers among the 10 evening leaders between April 1932 and 
1933 were: Lucky Strike, Ed Wynn, Capt. Henry's Show Boat, Ben 
Bernie, Robert Burns, and Cities Service. Gone were Sherlock Holmes, 
The Goldbergs, Seth Parker, Eno Crime Club, Sinclair Minstrels, and 
Voice of Firestone. The leading 15 programs averaged far higher than the 
preceding year. Program producers had developed formulas which were 
building mass audiences for certain programs despite the decline in percent 
of set owners using their sets. The audience was becoming more selective 
in its tastes. Personality shows were not only the most numerous but the 
most popular (based on the average rating for all programs in the classi- 
fication). Minstrels, comedy serials and variety shows were doing very 
well. Novelty, religious programs and talks rated poorly on the whole. 

In addition to Cantor, Wynn and Pearl, other personalities substan- 
tially boosted the ratings of other shows — including, for instance, Phil 
Baker for Armour and Fannie Brice for the Chase & Sanborn Tea program. 
Al Jolson's rise was not as spectacular as Cantor's had been, but when 
Jack Benny replaced him on the Chevrolet Hour, the rating suffered. 

Benny's rise was far from meteoric; it was a long, hard pull. 

Radio and Crisis 

Meantime the exciting happenings of the first weeks of the New Deal, 
the Lindbergh kidnaping, the California earthquake, the bank crisis and 

48 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

foreign affairs had stimulated listening to news broadcasts. The public 
was demonstrating its instinctive reliance upon radio for spot news in 
times of intense excitement. During these days Boake Carter rose to 
prominence. 

Radio Drama 

Dramatic programs were beginning to attract attention. One of these, 
The Inside Story, doubled its rating in a few weeks. Warden Lawes had 
been climbing slowly but steadily and the First Nighter had increased its 
rating by somewhat more than 50% between April 1932 and April 1933. 
However, mystery stories had long passed their peak. The three concert 
and poetry programs, never comprising a large classification, exhibited no 
definite trend. Popular singers were not making much progress. The 
same was true of straight musical programs. Straight talks did not pull 
either. 

Only six full hour shows were on the air in the evening. AH rated well. 
Quarter-hour programs broadcast several nights a week rated nearly as 
well as half-hour shows ; but quarter-hour programs broadcast once a week 
rated poorly. 

In the winter of 1932-33, there were additional interesting examples 
of program competition. Old Gold launched a series opposite Edgeworth's 
Corn Cob Pipe Club, and the newcomer started cutting into the audience 
of the established program. Phil Baker's addition to the Armour shoiv 
in March caused its rating to rise sharply. Inside Story, playing opposite 
Baker, likewise was on an ascending path. This competition proved too 
much for Pond's dance program, which began dropping rapidly. Fannie 
Brice, replacing the Royal Vagabonds, for Chase & Sanborn Tea, cut into 
the Eno Crime Clues' following. The great success of the Robert Burns 
program was partially at the expense of Woodbury. 

However, in each of these instances, the increase in ratings by one 
competitor outweighed the declines suffered by the other. Thus, while 
the new program did emphatically cut into an older competitor, the com- 
petition nonetheless expanded the total of the audience level at that hour.* 

An analysis of seven representative dance programs for the period 
from March 1932 to April 1933 showed that while Lucky Strike (Satur- 
day), Ben Bernie and Robert Burns program had gone up, Clicquot Club 
Eskimos had fallen, and Pond's program, Pennzoil Parade of Melodies, and 
Abe Lyman for Sterling Products had remained steady. The first three, 
it has been noted, had varied the program content by the addition of head- 
liners. Mrs. Roosevelt had also given the Pond's program considerable 
impetus during the winter months. But the other programs had retained 
the formula of straight dance music. 

Among the new programs were Adventures in Health for Horlick's, 
Angelo Patri for Cream of Wheat, Boake Carter for Philco, Buck Rogers 

*Editor's Note: It should be noted that the C.A.B.'s writing on program competi- 
tion is characteristically conservative. The subject of competition is an exceedingly 
complicated one. Such factors as program age, type of competition, etc., separately 
have to be considered in each separate instance. Hence, it is well-nigh impossible to 
draw any all-inclusive formula (or even an acceptable rule-of -thumb) beyond the 
following: Competing programs do tend to increase the total of the listening audience 
at the hour of competing broadcast. 

49 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

for Kellogg, Capt. Diamond's Adventures for General Foods, Carborundum 
Band, Carson Robison for Barbasol, Elgin Adventurer's Club with Floyd 
Gibbons, Five Star Theatre for Standard Oil of New Jersey with the Marx 
Brothers on Monday, concert music on Tuesday, short dramatic stories on 
Wednesday, operettas on Thursday and Charlie Chan on Friday, Fred 
Allen's Bath Club Revue for Linit, D. W. Griffith's Hollywood for Lehn 
& Fink, Howard Thurston (the noted magician) for Swift, Just Plain Bill 
for Kolynos, Magic Voice (dramatic serial) for Ex-Lax, Memories in 
Melody for Investor's Syndicate, Ohman & Arden for U. S. Industrial 
Alcohol, Romantic Bachelor (popular singer) for Vick's, Stoopnagle & 
Budd for Pontiac, Trade & Mark for Smith Bros., and "Walter Winchell for 
Andrew Jergens. 

In the daytime, Betty and Bob rose to popularity for General Mills, 
Emily Post gave a twice-a-week talk on etiquette for Cellophane, and 
Squibb had a Sunday afternoon musical-dramatic program. 

Program leaders by nights of the week were : Chase & Sanborn Coffee 
on Sunday; Amos 'n' Andy on Monday and Wednesday; Ed Wynn on 
Tuesday; Lucky Strike on Thursday; Big Six of the Air (Al Jolson for 
Chevrolet) on Friday; and Music That Satisfies for Chesterfield on Satur- 
day. In the daytime, Roses and Drums for Union Central Life Insurance 
led the sponsored shows on Sunday, but trailed the New York Philhar- 
monic Orchestra and Moonlight and Honeysuckle, both sustainers. Little 
Orphan Annie led Monday through Friday and on Saturday was second 
only to Tony's Scrapbook, then a sustainer. 

Among the programs most popular with the upper income classes were 
Ed Wynn, Voice of Firestone, Fleischmann (Vallee), Captain Henry's 
Maxwell House Show Boat, Cities Service and the Lucky Strike Tuesday 
program (drama). Favorites of the lower income classes were Amos V 
Andy, Myrt & Marge, Sinclair Minstrels, The Goldbergs, and Sunday at 
Seth Parker's. Note that the latter are unsophisticated, mostly simple 
character stories, while the former group consists of sophisticated comedy 
and variety shows along with classical or semi-classical programs. Chase 
& Sanborn, the Lucky Strike Thursday and Saturday shows (Jack Pearl), 
Big Six of the Air, the First Nighter showed no particular trend by 
income groups. 

MARCH TO JUNE 1933 

The first C.A.B. report for the fourth year of operation, that covering 
the period from March to June 1933, propounded certain rules of thumb : 

1. One of the greatest determining factors in the value of a station 
or hour is the appeal of the programs which that station or hour offers. 
One of the facts cited in support of this statement was the fact that 
since the advent of the new Chase & Sanborn program, the audience 
level at 8 P.M. on Sunday had risen by approximately 50%. 

2. A name that is important outside of radio does not necessarily 
become important in radio. Conversely, a name that is not well estab- 
lished outside of radio may draw large radio audiences. Programs may 
draw large audiences without outstanding names. An individual name, 
when the program is built around it, tends toward a fixed value. Ex- 
amples of these axioms were the well-known figures Irvin Cobb and 

50 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

Arthur Brisbane, who did not reach a high rating, while Jack Benny, 
then relatively unknown, had been reaching a good audience ; Maxwell 
House Show Boat, with no outstanding stars at the time, was among 
the leaders. The Socony-Vacuum program with Edwin C. Hill rated 
about the same as Hill's sustaining program. Similarly, the Chester- 
field program with Tom Howard and George Shelton, rated about the 
same as the Best Foods show with the same talent. 

3. Many programs which remain constant in their character show 
a tendency to wear out, and simultaneously the popularity of stations 
and hours wear out unless bolstered in some fashion. For example, 
when Amos 'n' Andy declined, sets reported in use at 7 o'clock in the 
evening dropped by just about the same amount as the drop in the 
program's listeners. 

4. It is possible to maintain a program standard, especially where 
the program is not dependent upon the supply of comic material. Ex- 
ample: The relatively consistent performance of the Cities Service 
Concert over a four-year period. 

5. New life can be injected into an old program by changing its 
type or adding personalities. Examples : The Armour rating increased 
sharply with the addition of Phil Baker. Royal Desserts doubled its 




TWO EXAMPLES OF COMPETITION 

As in prizefighting, so in radio: a good big fellow can lick a good little fellow. These 
charts, from old C. A. B. reports, show (left) how Jack Benny gained in rating at the 
expense of two competitors, and (right) how Burns & Allen affected two relatively 
popular competing programs. 

51 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

rating when Fannie Brice was added. Robert Burns moved up to a 
place of leadership when Burns and Allen were engaged. The Fleisch- 
mann decline was definitely arrested when a new type of format was 
employed. 

6. Good programs suffer great losses of audience when placed in 
competition with the more popular programs. Examples: The decline 
of the popular Eno Crime Club following the advent of Ed Wynn. 
In the same year Burns and Allen figured in the sudden sharp declines 
of the two firmly entrenched programs opposite them, Sherlock 
Holmes and Goodyear. 

7. Types of programs are sometimes overdone and do not always 
continue to hold their following. The year before, mystery dramas 
had been rising noticeably but they gave way before the name per- 
formers. (A number of these headliners, however, had shown no 
ability to maintain their high levels, so the report questioned whether 
the comedians would hold favor forever.) 

8. Programs broadcast several times a week do not necessarily 
show a tendency toward high ratings. Examples: The Townsend 
Murder Mystery, Ferde Grofe for Philip Morris, Howard Thurston 
and Phil Cook, Hot From Hollywood, Whispering Jack Smith, and 
Tydol. 

In the late spring of 1933, both Campana's First Nighter and Cities 
Service were successfully battling the seasonal decline. After more than 
a year of low ratings, the Household Finance Musical Memories series 
changed its hour and achieved five times its previous level. Wayne King 
had done fairly well for Lady Esther on Sunday afternoon, whereupon a 
Tuesday night hour was added, then another on Thursday night. From 
March to July the ratings of all three hours increased substantially. 

News broadcasts were increasing. The leader was Edwin C. Hill, at 
that time a sustainer. Then came Lowell Thomas for Sunoco, Louis 
McHenry Howe for R.C.A., Boake Carter for Philco, and Floyd Gibbons 
for Palmer House. 

The downward trend of mystery dramas meantime was not so pro- 
nounced as it had been a year before. Eno Crime Club, the Shadow (Blue 
Coal) and Charlie Chan (Standard Oil of New Jersey) were still on the 
downgrade, Sherlock Holmes had leveled off. But Fu Manchu for Cam- 
pana and Paris Mysteries for Bourjois had been on the ascendant. 

After the drop in the Chevrolet rating, when Benny replaced Al Jolson, 
Benny began to develop a following of his own. At this juncture the Lucky 
Strike program, with Jack Pearl, moved into first place. Taylor Holmes 
replaced Ed Wynn on the Texaco series at the beginning of the Summer. 
Late Spring saw the Maxwell House Show Boat in third place behind 
Lucky Strike and Texaco. The Summer departure of the outstanding 
comedians enabled Maxwell House to consolidate its gains and move into 
first place easily. Fred Waring's Pennsylvanians and Mandy Lou took to 
the air for Old Golds in April and rose steadily until June. Fannie Brice 
and George Olsen made a new high for Chase & Sanborn Tea in July 

52 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

after having climbed steadily since March.* Will Rogers began his con- 
spicuous career on the Gulf Headliners program in May. Walter Kelly 
and Arthur Brisbane, with James Melton and the Revelers took over in 
July, but did not equal Rogers' rating. 

In comparison with their ratings for one year before, Lucky Strike, 
Ed Wynn, Fleischmann and Ben Bernie were well ahead; Amos 'n' Andy, 
The Goldbergs, Eno Crime Clues and Clicquot Club were lower. New- 
comers among the first 10 programs for March to June 1933 were Ed Wynn, 
Maxwell House Show Boat, Gulf Headliners, Burns and Allen, and Ben 
Bernie. Programs among the first 10 for the same period of 1932, but 
missing in 1933, were : The Goldbergs, Eno Crime Clues, Seth Parker, Fire- 
stone and Sinclair Minstrels. Skippy and Lady Esther had joined the first 
five daytime shows while the Blue Coal Radio Review (changed to the 
Shadow) was no longer in this list. 

Ratings of the leading evening programs continued to be substantially 
higher than for the year before, despite the fact that the percentage of sets 
in use was much lower than in 1932. This indicated more concentrated 
listening, largely to theatrical stars. On the other hand, the daytime leaders 
were consistently lower. 

The report commented again on the decline in listening. While 74.5 
per cent of set owners had been found to use their sets at some time during 
the day on an average week-day in the Spring of 1930, only 59.1 per cent 
used them in the Spring of 1933. This decline, however, was more than 
offset by the increase in the number of radio homes. 

Among the new programs were Best Foods Musical Grocery, Don 
Carney Dog Chats for Spratt's, Ltd. ; Everett Marshall for Westinghouse, 
Solly Ward for Standard Oil's Five Star Theatre, George Rector's Cooking 
School for A & P, Jack Dempsey's Gym for Jad Salts, Lives at Stake for 
General Tire & Rubber, Manhattan Merry-Go-Round for Dr. Lyon's Tooth- 
powder, Phil Cook & His Ingram Shavers, Richfield Country Club, Satur- 
day Night Dancing Party for Hudson-Essex (B. A. Rolfe), Street Singer 
for Non-Spi, and Voice of Experience for Wasey Products. 

In the daytime, Western Clock Co. had a dramatic presentation on Sun- 
day afternoons; Bobby Benson was produced for Hecker's Oats, Fletcher's 
Castoria had a Sunday afternoon drama called "Pages of Romance," and 
Jo-Cur sponsored a Sunday afternoon musical revue. 

The leading evening programs by days of the week in June 1933 were : 
Chase & Sanborn on Sunday ; Amos 'n' Andy on Monday, Wednesday and 
Friday ; Ed Wynn on Tuesday ; Lucky Strike with Jack Pearl on Thursday ; 
and Hudson's Saturday Night Dancing Party on Saturday. 

In the daytime the leaders were : Lady Esther Serenade on Sunday ; 
Little Orphan Annie on Monday, Wednesday, Thursday and Friday; Betty 
and Bob on Tuesday ; with Skippy taking the lead on Saturday. 

By income groups, Ed Wynn, Gulf Headliners, Capt. Henry's Maxwell 



* Editor's Note: Fannie Brice is mentioned variously as being under the sponsorship 
of Tender Leaf Tea and Royal Desserts (both Standard Brands). The history of the 
situation is as follows: Fannie Brice, Ray Bolger, Fran Frey, Richard "Hotcha" Gardner, 
and the George Olsen Orchestra came under the sponsorship of Royal Desserts on Jan. 
4, 1933; they remained with Royal Desserts until March 29, 1933; thereupon Standards 
Brands changed the product plugs to Tender Leaf Tea, and the program ran under this 
setup to Sept. 27, 1933. 

53 



NETWORK PROGRAM. HISTORY 1930-1939— Continued 

House Show Boat, Fleischmann Hour and the White Owl program (Guy 
Lombardo-Burns and Allen) appealed most to the higher income brackets; 
while Amos 'n' Andy, Sinclair Minstrels, Myrt & Marge, First Nighter and 
The Goldbergs appealed more to the lower brackets. Lucky Strike (Tues- 
day night drama show), Chase & Sanborn, Sherlock Holmes, Chevrolet and 
the Marx Brothers showed no particular trend by income classes. 

JULY TO OCTOBER 1933 

The first statement in the report for July to October 1933 once more 
concerned the protracted downward trend in use of sets. In midsummer, 
on the average weekday the percentage of set owners using their sets at 
some time was only 54.5. To be sure, this was the seasonal low for listen- 
ing, but nevertheless the figure was 19 per cent lower than in 1930. The 
evening use of sets was running very close to the 1932 level, except on 
Saturday, which was lower. Weekday morning listening was also de- 
clining. 

1933's New Sponsors 

There was a great influx of new programs and new sponsors in the 
Fall of 1933. Among them were Albert Spalding for Castoria, American Oil 
Revue, Ex-Lax Big Show (Isham Jones Orchestra-Lulu McConnell- 
Gertrude Niesen-guests ; later, Block and Sully); Dangerous Paradise for 
Woodbury's, Ship of Joy for Del Monte, Elmer Everett Yess for Plymouth, 
the Fitch Program, Gems of Melody for Father John's, Irene Rich for 
Welch's Grape Juice, John McCormack for Wm. R. Warner, Leo Reisman 
for Borden's, Little Italy for Blue Coal, Mme. Sylvia for Ralston Purina, 
Molle Show, Red Davis for Beechnut, Circus Days for Scott's Emulsion, 
Seven Star Revue for Corn Products (Nino Martini-Jane Froman-Erno 
Rapee-Ted Husing). Songs My Mother Sang, sponsored by Jad Salts, 
Three Musketeers for Jeddo-Highland Coal, WLS Barn Dance (later 
National Barn Dance) for Miles Laboratories, Johns-Manville Program, 
King's Henchmen for King's Beer, Al Jolson and Paul Whiteman for Kraft- 
Phenix Cheese, Parade of Melody for Buick, Ted Husing for Oldsmobile, 
Lum and Abner for the Ford dealers, Potash and Perlmutter for Health 
Products, Road Reporter for Shell Oil (in addition to Eddie Dooley's Foot- 
ball Program) and Let's Listen to Harris for Odorono and Cutex. 

This was one of the most interesting periods in radio history. The 
previous Winter had witnessed several phenomenal commercial successes 
in radio. As with every El Dorado, there resulted a mad rush. Many new 
sponsors tried to imitate the formulas developed by the successful discov- 
erers. Some succeeded; others failed. 

How many of the programs in the above list are on the air today? 

How many of those sponsors are still using radio today, a scant six 
years after? 

If the story could be properly told statistically, and properly weighted 
for the many variable factors, it would probably show that a larger pro- 
portion of those who ventured into radio in 1930 continued to use the 
medium than those who started in the Fall of 1933. 

Emergence of Heavy Daytime Sponsorship 

The daytime hours were beginning to appear attractive to those who 
had something to sell the American housewife. Tom Mix went on the air 

54 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

for Ralston Purina, Bar X Days for Health Products, Big Hollywood Days 
for Sterling Products, Bill and Ginger for C. F. Mueller, Broadway Melo- 
dies for BiSoDol, Cooking Close-Ups for Pillsbury, Crazy Buckaroos for 
Crazy Crystals, Galaxy of Stars for Red Star Yeast, Grand Hotel for Cam- 
pana, Magic Moments for Borden, Wizard of Oz for General Foods, Jack 
Armstrong for General Mills. Note that few of the daytime programs were 
of the type prevalent today. There was an increase in the children's adven- 
ture serial, but there was not much of the five-times-a-week romantic serial 
of today. 

Class Music 

At this period the C. A. B. commented on a notable influx of classical 
and semi-classical music. There had been the mystery story trend in 
1931-32, followed by the trend toward stage headliners in 1932-33. Al- 
though the latter type still maintained a great degree of popularity, high- 
grade musical programs appeared to be gaining at the moment. The 
American Tobacco Company assumed sponsorship of complete operas from 
the Metropolitan Opera House. Chesterfield was sponsoring the Phila- 
delphia Orchestra every night. Castoria had Albert Spalding; Cadillac 
sponsored the New York and Minneapolis and other symphony orchestras 
with Bruno Walter and other great conductors and such famous concert 
artists as Jascha Heifetz, and Carmela Ponselle. Vince had John Mc- 
Cormack; Linit had Nino Martini, and Firestone had Lawrence Tibbett 
and Richard Crooks. Numerous were the classical sustainers, such as the 
New York Philharmonic Orchestra, the Howard Barlow Symphony, the 
Damrosch Music Appreciation Hour, the Boston, St. Louis, Rochester, 
Los Angeles and other symphony orchestras. This influx of classical pro- 
grams, too, was the result of the popularity of several outstanding concerts 
of this type in previous years. 

However, the headliners continued holding substantial audiences. 
Chase & Sanborn was offering a combination program with the return of 
Cantor and Rubinoff. In November the program rated a shade under the 
figure for a year earlier. Ed Wynn was back on the Texaco show with 
twice his rating of the year before, when he was definitely on the way up. 
Baron Munchausen had also returned to the Lucky Strike Magic Carpet 
program, but was scheduled for a change of sponsors (to Royal Gelatin). 

International Broadcasts 

Sponsored international broadcasting was the real experiment of the 
year. The ship "Seth Parker" sailed out of Portland (Me.) harbor on a 
round-the-world cruise, sponsored by Frigidaire. Admiral Byrd's broad- 
casts from the South Pole, Little America and environs were sponsored by 
General Foods. Meantime, the big broadcasting companies put on many 
international sustainers. 

As of December 1, Captain Henry's Maxwell House Show Boat was 
growing in popularity rapidly, ranking second only to the Chase & Sanborn 
Hour. Amos 'n' Andy were still maintaining a large audience. Ben Bernie 
was climbing. So were Bayer's Album of Familiar Music and the Armour 
program with Phil Baker, both well above their ratings for a year earlier. 
Cities Service remained steady. Campana's First Nighter had climbed per- 

55 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

sistently in the past year and the Fleischmann Hour had risen sensationally. 
Gulf Headliners with Will Rogers rated ahead of Ed Wynn. John Mc- 
Cormack and Lowell Thomas rated equally at a highly respectable figure. 
Lucky Strike's Magic Carpet climbed substantially and ranked well up 
among the leaders. The March of Time, then sponsored by Remington- 
Rand, was headed upwards. Sinclair Minstrels were steady, and the White 
Owl program, with Burns and Allen, rated about the same as a year earlier. 

The report charted the progress of six representative programs which 
did not quit the air during the Summer and found that five of them, Fleisch- 
mann, White Owl, Lowell Thomas, First Nighter and the A & P Gypsies, 
started off the Fall season in 1933 at a considerably higher level than in the 
Fall of 1932, while one, Sing-in' Sam, started off lower. 

For the four months, July to October 1933, the 10 leading programs were : 
Capt. Henry's Maxwell House Show Boat, Fleischmann Hour, Chase & San- 
born, Amos V Andy, Al Jolson and Paul Whiteman, White Owl program, 
Ben Bernie, Old Gold program, Sinclair Minstrels, and Cities Service 
Concert. 

By days of the week, the leaders were Chase & Sanborn on Sunday; 
Amos 'n' Andy on Monday, Tuesday, Wednesday and Friday ; Fleischmann 
Hour on Thursday; and Lucky Strike Hour on Saturday. 

In the daytime Radio City Concert, a sustainer, led on Sunday; fol- 




RADIO LEARNED ABOUT PREVENTIVE MEDICINE EARLY 

By June, 1933, the C. A. B. was able to state with conviction that: "New life can be 
injected into an old program by changing its type or adding personalities" (see text, 
page 51). The diagram above shows how Armour utilized this preventative treatment. 

56 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

lowed by Lady Esther Serenade. Little Orphan Annie led for the rest 
of the week. 

By income classes, Capt. Henry's Maxwell House Show Boat, Fleisch- 
mann, Ben Bernie, Al Jolson-Paul Whiteman and Cities Service^ appealed 
predominantly to the upper divisions ; Chase & Sanborn, Amos 'n' Andy, 
Sinclair Minstrels, First Nighter and The Goldbergs to the lower classes. 
(During the Summer months Cantor was not on the Chase & Sanborn 
Hour.) Texaco Fire Chief program, Saturday Night Dancing Party, Sun- 
day at Seth Parker's, Armour and Chase & Sanborn Tea showed no par- 
ticular trend by income classes. 

FOURTH FULL YEAR 

In the Spring of 1934 the C. A. B. issued its comprehensive report 
for the fourth year of operation. The past Winter had been a good one 
for listening. The. downward trend had been checked and there was, in 
fact, a slight increase in the number of set owners using their sets on a 
given day. For the period from November 1933 to February 1934 listen- 
ing on the average weekday was identical with the previous year. Satur- 
day showed a slight decline, and Sunday a slight increase. For Saturday 
and Sunday this represented a continuation of the trend noted early in 
1933. No doubt the Chase & Sanborn Hour and the Gulf Headliners were 
having an important effect upon the larger Sunday figures. 



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MORE PREVENTIVE MEDICINE: THE VALLEE HOUR 

In 1932 Rudy Vallee placed more emphasis on guest stars and thereby arrested a 
two-year decline in his program. One of radio's oldest series, the Vallee show has never 
failed to place among the 10 leaders when the C. A. B. seasonal averages are compiled. 



57 



NETWORK PROGRAM HISTORY 1930-1939— Continued 
Return of "A" and "B" Listening 

The amount of listening had always been greater in the lower income 
classes, but there was now some indication that the upper income classes 
were returning to their sets. 

The number of new programs had been commented upon in the pre- 
vious seasonal report. But by now program types had changed in many 
respects. For instance, since the previous year the number of mystery 
programs rated in the reports had shrunk from eight to one, and talks 
from six to two. Variety shows expanded from six to 13, and dance 
orchestras came back from five to 14. The highest average popularity 
was attained by the personality programs, the one minstrel show and the 
single operetta. However, the personality programs and the one remaining 
mystery show had lost ground. 

Novelty programs averaged higher, due partly to the Byrd broadcast. 
News topics and drama remained about the same. Serials, variety pro- 
grams and musicals sank to a lower level. 

Among the 10 leading programs in April 1934 were six which had 
also been among the first 10 a year before : Chase & Sanborn, Maxwell 
House Show Boat, Fleischmann (Vallee), Amos 'n' Andy, and Burns and 
Allen. Three of these — Chase & Sanborn, Fleischmann, and Amos 'n' 
Andy — had likewise been in the upper 10 class two years before. Max- 
well House Show Boat had made a fast climb during the season into second 
place, immediately on the heels of Chase & Sanborn's No. 1 contender. 
The Fleischmann rating had increased steadily, Texaco was slightly lower 
than a year before, while Amos 'n' Andy were riding an even keel. 

Newcomers to the list of 10 were: Baker's Broadcast (Joe Penner ; 
Harriet Hilliard ; Ozzie Nelson), Kraft-Phenix with Al Jolson and Paul 
Whiteman, The First Nighter, and the Armour program with Phil Baker. 

During this time, three programs had put an end to long declines by 
varying the program content. The Fleischmann show had added guest 
stars to the Rudy Vallee orchestra ; Armour had installed Phil Baker (and 
cast) : and Maxwell House had changed from straight popular music to 
the Show Boat. 

The five daytime leaders for the winter period were : Metropolitan 
Opera (Lucky Strike), Little Orphan Annie (Ovaltine), Roses and Drums 
(Union Central Life Insurance), Betty and Bob (General Mills), and Lady 
Esther Serenade (Wayne King). 

By income groups, Maxwell House Show Boat, Fleischmann, Gulf 
Headliners, Voice of Firestone and the Cities Service Concert were most 
popular in the higher economic strata. Chase & Sanborn, Amos 'n' Andy, 
Sinclair Minstrels, Myrt & Marge, and Warden Lawes appealed predomi- 
nantly to the lower brackets. Jack Pearl, Ed Wynn, Phil Baker, Burns 
and Allen, and Baker's Broadcast (Penner-Hilliard-Nelson) showed no 
particular definition by economic group. 

MARCH TO JUNE 1934 

The C.A.B. Report for the period March to June 1934 showed a 
number of changes in the ranking of evening programs compared to the 
same period of the preceding year. Newcomers to the first 10 were : 

58 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

Texaco Fire Chief (Ed Wynn), Baker's Broadcast, Paul Whiteman's Music 
Hall and Palmolive Beauty Box. Six programs remained among the 10 
leaders from the year before. They were : Capt. Henry's Maxwell House 
Show Boat, Chase & Sanborn, Fleischmann, Amos 'n' Andy, Burns and 
Allen, and Ben Bernie. 

Of the 10 leaders, five were full-hour programs, four were half-hour 
shows, and only one was fifteen-minute several-times-a-week series. 

By June, the approach of the summer solstice had change the picture 
somewhat. Chase & Sanborn dropped to sixth position. Show Boat remained 
at the top of the heap while Palmolive (operettas) rose rapidly to take third 
place and Fleischmann rose to second. Amos 'n' Andy profited by the 
vacation period to climb to fourth, Baker's Broadcast held fifth, Ben Bernie 
reached seventh, Jack Benny (for General Tire) appeared among the 10 
leaders for the first time in eighth spot, Paul Whiteman slipped into ninth, 
and First Nighter took 10th place. 

A comparison of the two famous coflee programs for the year from 
July, 1933, to July, 1934, showed the Maxwell House offering much steadier 
than Chase & Sanborn's, due probably to the fact that Maxwell House had 
Thursday night instead of Sunday, hence did not suffer so much from 
summertime loss of audience. Also, Maxwell House was rebroadcast 
during the Daylight Saving Time period at 1 :00 a.m., reaching the Pacific 
Coast at the desirable hour of 9 p.m. 

Paul Whiteman's Music Hall had originally appealed primarily to the 
two upper income classes but by 1934 it appealed equally to all except the 
lowest class. With Jolson on the program, it had started high in the pre- 
ceding August, had slumped a little when Jolson left in October, had risen 
again when Jolson returned in February, and fell once more when Nikita 
Balieff replaced Jolson in April. 

The Palmolive Beauty Box started in April, 1934, with a high rating, 
and climbed contra-seasonally during the spring. The majority of leading- 
hour programs were featuring names at this time, but Palmolive utilized a 
different type of show, presenting the best operettas of the past 50 years. 
Gladys Swarthout had the leading role, with a large cast of actors providing 
the dramatic episodes. The program's appeal was definitely to the top 
income groups. Its rating in the lowest class was less than half its rating 
in the uppermost stratum. 

Texaco's Fire Chief, Ed Wynn, was leader among the half-hour shows 
despite a decline since mid-winter. Joe Penner had made his radio debut 
in October, 1933, rising spectacularly to a peak in April. Burns and Allen 
had been most consistent performers for a year and a half. Ben Bernie's 
Blue Ribbon Malt program was the only straight dance music show among 
the leaders. His appeal was almost equal among all income classes. 

The only quarter-hour series among the upper 10 was represented by 
those hardy perennials, Amos 'n' Andy. (They started their radio Mara- 
thon March 19, 1928; Pepsodent sponsored them on August 19, 1929.) 

Further analysis of the 10 leaders in the spring of 1934 showed that two 
were broadcast on Sunday night, three on Tuesday, one on Wednesday, 
three on Thursday, while one was broadcast five nights a week. One was 
spotted at 7 o'clock, one at 7:30, two at 8, two at 9, two at 9:30, and two 

59 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

at 10 o'clock. Four starred well-known comedians, three were of the mu- 
sical revue or variety type (two of which featured prominent guest stars), 
one was an operetta, one a dance orchestra, and one a comedy team. 

Four other programs which appeared among the first 10 in one or more 
of the four months (March to June, 1934) under discussion, were: Phil 
Baker, First Nighter, and Jack Benny (General Tire). The fourth was 
Gulf Headliners which fluctuated widely according to whether or not Will 
Rogers was on the show. 

A number of new programs introduced between February and June 
fared exceptionally well. Among them were the Chesterfield Program, 
Colgate House Party, Floyd Gibbons, Fred Waring's Pennsylvanians, Gen- 
eral Tire, Hour of Smiles, Packard Presents, and Palmolive Beauty Box. 

The new Chesterfield program was the fifth sponsored by the company 
in two years. The Philadelphia Orchestra closed in March. Chesterfield 
then went to three nights a week (Monday, Wednesday and Saturday) 
with half-hour programs starring Rosa Ponselle, Nino Martini and Greta 
Stueckgold, respectively. Colgate House Party was quite consistent dur- 
ing the spring, and failed to show any perceptible increase when Joe Cook 
was added. Johns-Manville sponsored Floyd Gibbons on Saturday even- 
ings. His rating was much higher than it had been for Palmer House dur- 
ing the preceding summer. Fred Waring did very well with two weekly 
half-hour stints for Ford. In March, Bristol-Myers consolidated its two 
half-hour shows, the Ipana Troubadours and the Sal Hepatica Review with 
Fred Allen, into the Hour of Smiles. The rating rose contra-seasonally. 
Packard presented Dr. Walter Damrosch in 45 minutes of symphonic music 
plus interpretation. This program also rose against the seasonal trend. 

Programs appealing predominantly to the upper income classes were : 
Show Boat, Palmolive Beauty Box Theatre, Jack Benny, Paul Whiteman, 
and Voice of Firestone. The most popular among the lower income classes 
were: Chase & Sanborn, Baker's Broadcast, Texaco Fire Chief, Amos 'n' 
Andy and Sinclair Greater Minstrels. Among the leading programs which 
showed no particular trend by income classes were: First Nighter, Royal 
Gelatin Review, Chevrolet Program, Colgate House Party, and Let's Listen 
to Harris. 

JULY TO OCTOBER 1934 

The C.A.B. report for the summer season, July to October 1934, 
showed several changes in the ranking of the leading programs, due in large 
part to summer vacations for the stars and to complete lapses of other 
shows. Capt. Henry's Maxwell House Show Boat retained the top rung. 
Chase & Sanborn and Fleischmann, in second and third places respectively 
in the spring, changed places in the summer. General Tire took advantage 
of the vacationers to leap into fourth place. Palmolive climbed from tenth 
to fifth, though it did not improve its rating. Amos 'n' Andy held sixth 
position with a somewhat lower summer rating. Town Hall (Fred Allen) 
made its first appearance among the first 10 in seventh place. Paul White- 
man's Music Hall maintained its hold on eighth, First Nighter took ninth 
and Lombardo-Land tenth places. Ed Wynn, Baker's Broadcast, the White 
Owl program with Burns and Allen, and Ben Bernie, all among the first 
10 in the spring, were vacationing during the summer. 

60 






NETWORK PROGRAM HISTORY 1930-1939— Continued 

Six of the summer leaders were hour programs, three were half-hours 
and one was a fifteen-minute five-times-a-week series. 

Taking October as the month when the majority of new programs are 
introduced, and when the old ones resume, Ed Wynn, Baker's Broadcast, 
Amos 'n' Andy, and Ben Bernie were among the 10 leaders as they had 
been in the spring. It is reasonable to assume that they would have been 
near the top had all four stayed on the air during the summer. 

When Eddie Cantor left the Chase & Sanborn hour in April, the show 
lost its leadership, but his return in October put it back into first place. 
Maxwell House and Fleischmann were consistently among the first three 
programs for the period from March to October, but the former showed 
much less of a summer slump than the latter. Jack Benny was among the 
leaders for the first time in June, and managed to stay well up until the 
show left the air in October. Amos 'n' Andy took a two-month vacation 
and returned in October with a slight loss in rating from their springtime 
average. The Bristol-Myers program changed its name from Hour of 
Smiles to Town Hall, but retained the same time, talent and network. Al 
Jolson returned to the Paul Whiteman Music Hall in July. While First 
Nighter was among the leaders only in September it missed out in the other 
three months by very narrow margins. Lombardo-Land started for Plough 
& Co. in July and rated well. 

Programs appealing predominantly to the upper income classes were : 
Capt. Henry's Maxwell House Show Boat, Fleischmann Hour, Palmolive 
Beauty Box, General Tire Program, and Lombardo-Land. Programs ap- 
pealing primarily to the lower classes were : Chase & Sanborn, Amos 'n' 
Andy, Sinclair Greater Minstrels, Death Valley Days, and Tender Leaf 
Tea Program. In the daytime, Betty & Bob and Today's Children (Pills- 
bury) rated best among the lower classes. Conoco Presents Harry Rich- 
man, Contented Program, First Nighter, Gibson Family (a continuous 
musical comedy), and Lady Esther Serenade showed no predominating 
popularity in any income class. 

None of the programs that were on all summer registered severe de- 
clines. Daytime programs evidenced only insignificant changes. 

FIFTH FULL YEAR 

The C.A.B. report for the fifth full year of operation indicated that dur- 
ing the year a total of 21 programs had made their way into the 10 popu- 
larity leaders for at least one month. For the most part, these 21 shows 
offered comedians, but the two most successful were not of the Broadway 
headliner type. These were the Maxwell House Show Boat and the Fleisch- 
mann hour with Rudy Vallee — and they were the only two shows con- 
sistently among the first 10 for all 12 months. Chase & Sanborn ranked 
with the leaders for 10 months despite many alterations in program. Texaco 
and Baker's Broadcast were among the leaders for all but the two summer 
months when they were off the air. Chase & Sanborn was first in March, 
April, October and November, when Cantor was on the show. The type 
was completely changed in December to operas featuring stars of the Met- 
ropolitan Opera Company. The program dropped to eighth place, and 
then out of the first 10. Cantor was taken over by Pebeco and immediately 
started the series off in second place. 

61 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

Amos 'n' Andy, after being among the ten leaders for five years, 
dropped out of the select list in the fall of 1934. When Burns and Allen 
returned to the air for General Cigar in the fall with another orchestra in 
place of Guy Lombard©, the rating suffered and the program was below 
10th position. Lombardo, with his own show for Plough ranked 10th in 
July, seventh in August, and ninth in December and February. After 
Bristol-Myers combined its two half-hour shows into one, Town Hall 
climbed into the first 10 and remained there for the rest of the year. 

The following are the 21 programs which appeared among the ten 
leaders for one or more months from March 1934 to February 1935, to- 
gether with the number of months in which they rated among the first 10 : 
Maxwell House Show Boat 12; Fleischmann Hour 12; Chase & Sanborn 10; 
Palmolive 10 (not broadcast March, 1934) ; Baker's Broadcast 9 (off three 
months) ; Paul Whiteman 9; Ed Wynn-Texaco 8 (off four months) ; Jack 
Benny 8 (off one month and not broadcast March, 1934); Fred Allen 8; 
Amos 'n' Andy 6 (off three months); First Nighter 6; Armour 5; Ben 
Bernie 4 (off three months) ; Gulf Headliners 4; Guy Lombardo (Plough) 
4 (not broadcast four months) ; Burns and Allen 3 (off four months) ; Sin- 
clair 3 ; Lowell Thomas 2 ; Cities Service 1 ; March of Time 1 (off six 
months); Eddie Cantor-Pebeco 1 (also three for Chase & Sanborn, and off 
eight months). 

The leaders for the period from November 1934 to February 1935 
were: Captain Henry's Show Boat, Fleischmann, Jack Benny, Baker's 
Broadcast, Chase & Sanborn, Palmolive, Town Hall, Texaco, Amos 'n' 
Andy, and First Nighter. Seven others were among the first 10 for at least 
one of the four months : Paul Whiteman, Lombardo-Land, Ben Bernie, 
March of Time, Gulf Headliners, Lowell Thomas, and Eddie Cantor (on 
for Pebeco in February). 

In February, 1935, variety shows had the highest average popularity 
rating. Others rating high were personality shows, news topics, operettas 
and continuous musical comedies. Talks and religious programs still had 
low ratings. 

Emergence of the Amateur Hour 

A new type meantime appeared in the classifications — the amateur 
show. For some time previous to the appearance of a network amateur 
show, Major Bowes had been successfully conducting a local amateur hour 
over station WHN in New York; but the first national amateur show ap- 
peared as part of Fred Allen's "Town Hall Tonight" and was followed 
shortly afterward by the National Amateur Night with Ray Perkins as 
master of ceremonies. While the C.A.B. did not tabulate the numerous 
amateur hours that had appeared since the introduction of the feature on 
Fred Allen's program, it was discovered that there was at least one amateur 
hour per night in each city where investigations were made. 

In 1933 investigation showed that the Broadway headliner type of 
program had surpassed the mystery show in popularity. In April of '34 
there was only one mystery show of outstanding popularity, but by spring 
of 1935 there were again four mystery programs led by Eno Crime Clues. 

The variety programs were recruiting their guest stars from every 
branch of show business with the result that a new and different star each 

62 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

week had stimulated interest in that type of program. In 1934 variety 
ranked well down the list. But now, in 1935, this form of programming 
surpassed even the personality group. 

There were a number of new programs from November 1934 to Jan- 
uary 1935. As usual, some of them succeeded, while others are forgotten 
today. In the evening hours appeared Adventures of Sherlock Holmes, 
Eddie Cantor (Pebeco), Carefree Carnival (Crazy Water Crystals), Carls- 
bad Presents Morton Downey, Club Romance (Hinds Honey and Almond 
Cream), Diane and Her Life Saver, Jimmie Fidler, Otto Harbach's Musical 
Show (Colgate), Little Jackie Heller (Ken-L-Ration), Kellogg College 
Prom, Let's Dance (National Biscuit), Dick Liebert's Musical Revue 
(Luden's), Beatrice Lillie (Borden), Linit Hour of Charm, Grace Moore 
(Vick's), Musical Revue (Luden's), National Amateur Night, The O'Flynn 
(Esso), One Man's Family (Kentucky Winners), Outdoor Girl Beauty 
Parade, Pause That Refreshes on the Air, Penthouse Party (musical revue 
with Mark Hellinger and Ruth Etting for Eno), Pinaud's Lilac Time, Red 
Trails (Half and Half Tobacco), Silver Dust Presents "The O'Neills", 
Kate Smith's New Star Revue (Hudson), Stories of the Black Chamber 
(Forhan's), and Uncle Ezra's Radio Station (Dr. Miles). 

New daytime programs were Carlsbad Presents Morton Downey, Jack 
and Loretta Clemens (Venida), Dick Tracy (California Syrup of Figs), 
Five Star Jones (Mohawk Carpets), Hammerstein's Music Hall of the 
Air, Immortal Dramas (Montgomery Ward), Imperial Hawaiians (Hill's 
Nose Drops), Pat Kennedy with Art Kassel (Grove Laboratories), The 
Kitchen Party (General Foods), The Land of Beginning Again (Carlsbad), 
Life of Mary Sothern (General Mills), Lux Radio Theatre, Maybelline Mu- 
sical Romance (later changed to Penthouse Serenade), Mrs. Wiggs of the 
Cabbage Patch (Jad Salts), Pinex Presents Little Jack Little, Harry Reser 
and His Spearmint Crew, Story of Mary Marlin (Kleenex), Sweethearts of 
the Air (songs and patter for Humphrey's Homeopathic Medicine), Vic 
and Sade (Procter & Gamble), and What Home Means to Me (semi- 
classical music and guest speakers for General Electric). 

Some of the programs appealing predominantly to the upper income 
groups were: Capt. Henry's Maxwell House Show Boat, Fleischmann 
Hour, Palmolive, Chase & Sanborn and Cities Service Concert. Note the 
effect of the change in program content on the Chase & Sanborn Hour. Pre- 
viously the program appealed more strongly to the lower income classes. 

Some programs showing greater popularity in lower income levels 
were: Baker's Broadcast, Jack Benny, Ed Wynn, Amos 'n' Andy, Sinclair 
Minstrels. Note the change in appeal of Ed Wynn's program. 

Leading programs which showed no particular trend by income groups 
were: Town Hall (Fred Allen), First Nighter, Armour, One Man's Family, 
and Woodbury Program. 

In February the leading programs by days of the week were : Eddie 
Cantor, Sunday; Lowell Thomas, Monday; Palmolive Beauty Box and Ed 
Wynn, Tuesday; Town Hall Tonight, Wednesday; Fleischmann Hour, 
Thursday; Armour Program, Friday; Let's Dance, Saturday. In the day- 
time, Lux Radio Theatre led on Sunday, Today's Children on Monday and 
Wednesday, Betty & Bob on Tuesday and Friday, Voice of Experience on 
Thursday, and the Metropolitan Opera (Listerine) on Saturday. 

63 



NETWORK PROGRAM HISTORY 1930-1939— Continued 
MARCH TO JUNE 1935 



ne 
ur 



In the report for March to June, 1935, the C.A.B. commented at some 
length on the rise of the amateur hour. Following the local amateur hou 
conducted by Major Bowes on WHN in New York, the introduction of 
amateurs on Fred Allen's Town Hall Tonight program late in 1934 plus 
the National Amateur Night program with Ray Perkins as master of cere- 
monies which began in January, 1935, Chase & Sanborn sponsored Major 
Bowes on a national network in April. By the end of the season, both 
Major Bowes and Fred Allen were leading all other shows in popularity. 

The rise of Major Bowes was rapid. Ranking seventh in April after 
two weeks on the air, he was in second place in May, and by June he out- 
ranked all other shows. In a similar manner, but to a lesser degree, Town 
Hall Tonight worked up from sixth place in March to fourth in April, third 
in May, and second in June. Jack Benny, who for the first three months 
had held a good lead, was superseded by this pair of shows in June. 

Personality shows were dominant among the leaders during the period 
of March to June, 1935. Eddie Cantor ranked second to Benny in March 
and fifth in April. Ed Wynn remained among the leaders. Al Jolson re- 
turned to the air for Shell Petroleum and ranked eighth in May and June. 
Joe Penner, who was sixth or better a year earlier, was fifth in March, 
sixth in April, 13th in May, then climbed among the leaders again when he 
took ninth place at the beginning of the summer in June. Lou Holtz was 
added to Paul Whiteman's Music Hall in March. It rose from twelfth in 
February to seventh in March, then dropped from the select 10 for April 
and May, taking 10th place in June.* 

Campana's First Nighter was outstanding among the dramatic shows. 
It had always been a steady performer having a wide, general appeal. It 
occasionally found its way into the first 10, usually during the summer 
hiatus. However, its rating was always respectable. 

Amos 'n' Andy were at last missing from the 10 leaders, but not far 
below them. They had succumbed to the competitnon of new program 
types after a long, hard battle. But even today, after 10 years or more, 
their following is large. 

In addition to the six personality shows among the 10 leaders, there 
were Phil Baker for Armour; Block & Sully for Ex-Lax (George Givot 
was added in April) ; Burns and Allen for White Owl ; Joe Cook, heading 
the Goodrich series, ''Circus Nights in Silvertown," which, starting in 
March, had doubled its rating by June; Beatrice Lillie for Borden's, and 
Jack Pearl for Frigidaire. 

As usual there was a great shuffling in the rankings when many pro- 
grams, 33 to be exact, left the air during the spring season. To give some 

* Editor's Note: It was not without justification that the C.A.B. classified these programs 
as "personality programs" in 1935, whereas today they would be classified as "variety." 
In 1935 the sponsor and his agency as yet had not added the frills — the twists — which 
later changed the personality show into a variety show. It took experience in program- 
ming on the part of the program builders to work this transformation. In the early 
days, for sheer lack of experience in program building, the name star was handed a 
block of time and ordered to fill it. Hence, it was not unnatural that the name star so 
dominated the time spot that the performance came close to being a solo turn. It is dif- 
ficult to assign dates to the subtle changes that later took place. Suffice it to say that the 
C.A.B.'s "personality" classification in 1935 was still fairly valid. 

64 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

idea of the effect upon rankings caused by such a wholesale departure, the 
True Story program rose from 47th place in March to 25th in June accompa- 
nied by a rise of but slightly more than two points in rating. Death Valley 
Days rose five places during the same period with a slight decline in rating. 
Cities Service moved from 36th to 23rd with an increase of a bit more than 
one point in rating. Pleasure Island moved from 29th to 19th with the 
same change in rating. One Man's Family, by now advertising Tender 
Leaf Tea, was in 18th place in April, and 14th in June with a slight decline 
in rating. Sinclair Greater Minstrels moved from 23rd in March to 17th 
in June with a fractional increase in rating. Burns and Allen went from 
16th to 12th in the same length of time with less than a point increase. 

A total of 14 programs ranked among the 10 leaders for one or more 
months during the period March-June, 1935. In the order of their rank for 
June, with the number of months in which they appeared among the lead- 
ers, they were : Major Bowes' Amateur Hour 3 (not broadcast in March) : 
Town Hall Tonight 4; Jack Benny 4; Captain Henry's Show Boat 4; 
Fleischmann 4; Ben Bernie 3; Palmolive Beauty Box 4; Shell Chateau 2 
(not broadcast in March) ; Baker's Broadcast 3; Paul Whiteman 2; Cam- 
pana's First Nighter 2; Ed Wynn 3 (off in June) ; Eddie Cantor 2 (off in 
May and June); Lowell Thomas 1. 

In June the three amateur shows had the highest average rating. The 
single operetta came next, and the six variety shows were third. Novelty 



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TREND OF PROGRAMS NOT INTERRUPTED IN SUMMER 

Some programs, by remaining on the air the year around, make hay while the sun 
shines. Beset with less competition in summer than in winter, they build up a momentum 
which safely carries them through more troubled times. The C. A. B. charted this rule- 
of -thumb five years ago via the diagram shown above. (Also see text, page 79) . 

65 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

programs, mysteries, religious programs, talks and popular singers rate< 
poorly. The most popular types with sponsors were personality shows, 
dance music, serials and musical reviews. Each of the first two types had 
a total of 13 programs; each of the second two had 11. 

Among programs showing greater appeal to the upper income classes 
were : Capt. .Henry's Maxwell House Show Boat, Palmolive Beauty Box 
Theatre, Fleischmann Variety Hour, Paul Whiteman and Ford Sunday 
Evening Hour. In the daytime, Lux Radio Theatre appealed predomi- 
nantly to the upper income groups. 

Evening programs appealing more strongly to the lower income groups 
were : Eddie Cantor, National Barn Dance, Amos 'n' Andy, Myrt & Marge, 
and Sinclair Greater Minstrels. In the daytime, Betty and Bob, Today's 
Children, and Voice of Experience appealed more strongly to the lower 
classes. 

Programs not appealing especially to any income group were : First 
Nighter, Burns and Allen, Fred Waring's Pennsylvanians, Campana's 
Grand Hotel, and Lady Esther Serenade. In the daytime, Roses and 
Drums appealed about equally to the various classes. 

JUNE TO SEPTEMBER 1935 

The months June to September saw the departure of more programs 
either seasonally or permanently with varying effect upon the rankings 
of the remaining shows. Major Bowes easily held first place through the 
summer months and in September his rating jumped sensationally. Maxwell 
House and Fleischmann Variety Hour had no difficulty holding second 
and third place respectively. Shell Chateau climbed to fourth in July, but 
dropped to fifth in August and sixth in September. National Barn Dance 
was in the fifth niche in July, ranked ninth in August and fell out of the 
leading 10 in September. This series is usually to be found among the 
leaders in the summertime, rates fairly well the remainder of the year, but 
is really a prime favorite in rural areas as C.A.B. rural studies show. Ben 
Bernie was in sixth place in July but subsequently dropped out of the 
leading 10. One Man's Family, another series which is often found among 
the leaders in the summertime and which rates consistently well the year 
around, reached seventh position in July and August, and dropped to ninth 
in September. Campana's First Nighter was in eighth spot for all three 
months. Campbell's Hollywood Hotel was ninth in July, fourth in August 
and 10th in September. Palmolive Beauty Box Theatre was 10th in July, 
sixth in August, and dropped out of the select 10 in September. Burns and 
Allen managed to climb from 10th place in July to seventh in September. 
Paul Whiteman's Music Hall appeared from almost nowhere to capture 
fourth spot in September ; Town Hall Tonight (Fred Allen) came back to 
fifth in the same month. 

Summer Replacements 

A few bold sponsors started new shows in the summertime. Among 
them were: Uncle Charlie's Tent Show (60 minutes Sunday evening for 
Ivory Soap), Esso Marketeers, Eddy Duchin and his Fire Chief Orchestra 
(in place of Ed Wynn), the Voice of the People for Standard Brands, NTG 
and his Girls for Emerson Drug Co., Sunset Dreams for the Fitch Co. (a 

66 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

quarter-hour once-a-week show on Sunday night), G-Men for Chevrolet 
(one of the earliest of the gang-busting programs), and Lanny Ross State 
Fair Concerts for General Foods. Late in the summer came Harv and 
Esther for Harvester Cigars, Strange x\s It Seems for Ex-Lax, Popeye the 
Sailor for Wheatena, Lazy Dan the Minstrel Man for Old English Floor 
Wax, and Neila Goodelle for Northam Warren. Meantime Lux Radio 
Theatre changed to an evening hour. 

The leading daytime programs in July were : Mary Marlin, Roses and 
Drums, Betty & Bob, Today's Children, Just Plain Bill; in August: Mary 
Marlin, Today's Children, Betty & Bob, Frank Crumit and Julia Sanderson, 
Vic and Sade ; in September : Mary Marlin, Roses and Drums, Today's Chil- 
dren, Frank Crumit and Julia Sanderson, Voice of Experience. By now, the 
five-a-week strip shows had come into their own. Most of the leaders of this 
type are still popular favorites today. 

STANDARD TIME PERIOD 1935-6 

In 1935 the C.A.B. discontinued its seasonal reports, replacing them 
with two comprehensive reports a year — one for the standard time period, 
and one for the daylight saving time period. The first of these covered 
the period from October 1935 to April 1936. 

The amateur hours again had the highest average, largely due to the outstand- 
ing esteem in which the radio audience held Major Bowes and to the small num- 
ber of network programs in this classification. Although first in popularity, this 
program type ranked only 12th in amount of hours broadcast. At that time the 
C.A.B. stated that in general there was some slight relationship between the 
average rating of a program type and the amount of broadcasting time devoted 
to it* 

Next in popular favor to the amateur shows came variety, personality, 
operetta, and news topics. Popular singers, talks, and concert bands failed 
to command much audience. Serial dramas, musical revues, dance music, 
variety, and drama accounted for most of the sponsored network time. 

A total of 17 programs appeared among the 10 leaders for one or more 
of the seven months. Fifteen of these were broadcast for the entire period. 
But only six never ranked below 10th place, while two more were in 10th 
position or better for at least four months. 

By program types, personality and variety were the most numerous. 

Major Bowes was easily first in every month, Jack Benny (Jell-O) was 
second in every month but March, yielding then to Fleischmann Variety 
Hour (Vallee) which was third in every other month except April when it 
dropped to fourth as Town Hall Tonight (Fred Allen) took third. The 
latter program had been in fourth place twice, fifth three times, and seventh 
once. Maxwell House Show Boat finished in fifth place, after ranking 
fourth in the three fall months, fifth in February, and sixth in January and 
March. Bing Crosby, appearing in January for Kraft-Phenix, started in 
13th, rose to sixth in February, dropped to eighth in March and finished 

* Editor's Note: The rule-of -thumb propounded here (on a perfectly sound conception 
of the law of averages) is that the more programs appear in any category, the less will 
be the average rating for that category as a whole. It stands to reason that when there 
is a sudden rush to, say, dance music, the chance of failure is enhanced, audience atten- 
tion becomes dissipated over numerous programs, and the entire average tends to be 
pulled down. 

67 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

in sixth. Burns and Allen (Campbell) wound up in seventh spot, having 
been fourth, fifth and sixth twice each. Phil Baker (Gulf) landed in eighth 
place in January, February and April, but otherwise was not among the 
first 10. Baker's Broadcast (Ripley-Hilliard-Nelson) was in sixth, seventh, 
eighth and twice in ninth place (including April). Hollywood Hotel was 
seventh twice, eighth twice, ninth once, eleventh once and finished in 10th 
spot. Shell Chateau (Jolson) placed ninth twice, 10th three times and was 
out of the list in April. Eddie Cantor (Pebeco) was in the select list only 
three months, taking seventh, ninth and tenth. Of the three months that 
Paul Whiteman was on the air for Kraft-Phenix he ranked sixth once and 
seventh twice. The Hit Parade, Lucky Strike's new series, climbed into 
10th berth in December ; Ben Bernie was 10th in November, Campana's 
First Nighter placed ninth, and Amos 'n' Andy 10th in October, before 
the season really got under way. 

A table based on median ratings of all programs classified by length 
of broadcast, showed that fifteen-minute programs broadcast once a week 
were the only classification in the evening which averaged less than day- 
time classifications. 

The compilations showed that Eddie Cantor's rating had dropped 
somewhat from the year before. The competitive situation at that time 
was quite interesting. In October, 1935, Cantor found himself in the Sun- 
day evening 8 o'clock spot opposite the catapulting Major Bowes. In Jan- 
uary he changed to 7 o'clock opposite Jack Benny. Bowes's and Cantor's 
ratings went up. Benny's declined. As further testimony to Cantor's pull- 
ing power, the percentage of sets in use at 7 o'clock increased 18% for the 
January-April period over the October-December period, while the sets in 
use at 8 o'clock declined 2% in the face of a rise of nearly 10% at hours 
not affected by the change. 

Some of the programs which rated well above average in the upper 
income class were : General Motors Symphony, Palmolive Beauty Box The- 
atre, Ford Symphony, Vick's Open House (with Grace Moore), Voice of 
Firestone, Lawrence Tibbett, Contented Program, Chesterfield (Andre 
Kostelanetz and Lily Pons on Wednesday, Nino Martini on Saturday), 
Refreshment Time, Ray Noble's orchestra, John Charles Thomas for Wm. 
R. Warner, Edwin C. Hill for Remington-Rand, and Fireside Recitals for 
American Radiator. 

Programs which held outstanding attraction for the lowest economic 
brackets were : Sinclair Greater Minstrels, Warden Lawes, Fibber McGee 
& Molly, Corn Cob Pipe Club, Alemite, Kellogg Prom, Harv & Esther, 
Dangerous Paradise, Capt. Tim Healy, Voice of Experience, and Sunset 
Dreams. 

Among the shows making their debut during the seven-month period 
were : Life Is a Song (successor to Silken Strings for Real Silk ; later 
changed to Jack Hylton and His Continental Revue), the Melody Master 
for General Electric (11 p.m. Sunday), Woodbury Presents Paul White- 
man's Musical Varieties, Zotos Hour of Charm (Phil Spitalny's all-girl 
orchestra), Ted Husing and The Charioteers for Wildroot, Renfrew of the 
Mounted for Continental Baking, Eddie Dowling's Elgin Revue, Laugh 
with Ken Murray for Lever Brothers, News of Youth for Ward Baking 

68 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

Co., Parties at Pickfair for the ice industry, Gang Busters for Colgate- 
Palmolive-Peet, The Hit Parade, Imperial Hawaiian Band for Hill's Nose 
Drops, Paris Night Life (musical revue with Armida) for Louis Philippe, 
Chrysler Air Show with Alexander Gray, Charles Hanson Towne and 
Mark Warnow's orchestra, Bing Crosby with Bob Burns and Jimmy Dor- 
sey's orchestra for Kraft-Phenix, Nine to Five (dramatic sketch for L. C. 
Smith & Corona typewriters), Pittsburgh Symphony for Pittsburgh Plate 
Glass Co., Al Pearce and His Gang for Pepsodent, Marion Talley for Ry- 
Krisp, and Dr. West's Celebrity Night. 

Changes of other types included Leslie Howard's change from Sunday 
evening to Sunday afternoon without effect upon his rating (under sponsor- 
ship of Hinds Honey and Almond Cream). Ben Bernie switched from 
Pabst to American Can. Texaco, which had been broadcasting special 
performances of Jumbo from the Hippodrome with Jimmy Durante et al. 
changed to a musical revue with Eddy Duchin's orchestra. Meantime 
Ed Wynn, Texaco's original air bet, returned to the air for Pontiac in the 
spring. During the fall and winter, the March of Time had been spon- 
sored on alternate weeks by Remington-Rand and Time, Inc. In the spring, 
Wrigley took it over. Vox Pop, a sidewalk interview program sponsored 
by Molle, shifted from Sunday daytime to Tuesday evening. Its initial 
evening ratings were somewhat lower than those of later months. Fred 
Waring's Pennsylvanians changed from an hour to a half-hour show with 
only a slight drop in the rating. Buck Rogers switched from Cream of 
Wheat to Cocomalt sponsorship, Edwin C. Hill went on for Remington- 
Rand when that sponsor finished with the March of Time. Palmolive 
Beauty Box Theatre changed from Friday to Saturday, and later changed 
its name to Ziegfeld Follies of the Air. Chevrolet sponsored Rubinoff and 
his Violin for five months. Shell Chateau started the season with Wallace 
Beery, changed to Al Jolson, and then to Smith Ballew and Victor Young's 
orchestra. Jolson rated highest. 

Current Favorites Enter 

This period saw the introduction of a number of programs that have 
since become great favorites. This list would include Gang Busters, the 
Hit Parade, the Bing Crosby show now known as Kraft Music Hall, and 
Al Pearce and His Gang. Gang Busters was the third of the racket-smash- 
ing type of program, following G-Men and Warden Lawes. It was des- 
tined to become the most popular, while the program type itself was later 
to come into its own. 

The most popular programs by nights of the week were : Major Bowes' 
Amateur Hour on Sunday; Lux Radio Theatre, Monday; Ben Bernie, Tues- 
day; Town Hall Tonight, Wednesday; Fleischmann, Thursday; Holly- 
wood Hotel, Friday, and Shell Chateau on Saturday. 

This period ushered in some new daytime programs, among them 
American Pageant of Youth (a new Tastyeast venture succeeding Tast- 
yeast Opportunity Matinee), the Man From Cook's (travel talk), Backstage 
W T ife for Sterling Products (strip show), David Harum for B. T. Babbitt 
(destined to become one of the more popular serials), Forever Young 
Hater Pepper Young's Family) for Procter & Gamble, How to Be Charm- 

69 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

ing (beauty talk for Sterling Products), Musical Reveries (musical revue 
with Stuart Churchill and readings by Orson Welles) for Corn Products 
Refining, Rich Man's Darling (strip show for American Home Products), 
Romance of Helen Trent (strip show for Edna Wallace Hopper Cosmetics), 
Jerry Cooper and Ted Royal's orchestra for Pompeian, and Kaltenmeyer's 
Kindergarten, on Saturday morning for Quaker Oats. 

Procter & Gamble currently had six daytime programs. Sterling Prod- 
ucts was a close second with four, General Mills had three, while no other 
sponsor had more than two. 

DAYLIGHT TIME PERIOD 1936 

The report for the daylight time period from May to September 1936 
showed many changes. First, the number of ratable evening programs 
was 156 compared with 184 for the winter season. This decline (about 
15%) to some degree indicated the extent of the summer hiatus. 

Meantime, the median of the ratings dropped about 25%, with the 
greater portion of this decline occurring in the upper income brackets. 
During the winter about half of the evening programs had rated between 
5 and 10 ; now more than half only rated between 1 and 5. And whereas 
25% of the programs rated over 10 in the winter, that percentage was now 
cut to around 11%. 

Analysis of popularity by program types showed the amateur classifi- 
cation still in the lead. Next in order came variety, personality, drama, 
news topics and news drama. Minstrels, serial drama, concert and poetry 
programs, musical revues, talks, and popular singers failed to attract as 
groups. The major portion of sponsored network time was taken up by 
dance music, musical revues, variety shows, and serial dramas. Drama 
showed the most striking change in rank since the winter period, rising 
from ninth to fourth place. From winter to summer there was a trend 
toward lighter entertainment as shown by the increase in proportion of 
time consumed by variety shows, news topics and news dramas, dance 
music and novelty programs. The amount of time taken by dramas, semi- 
classical and classical programs diminished. 

Sixteen programs appeared among the 10 leaders in at least one of 
the five months. Only 11 of these were broadcast for all five months. The 
Chase & Sanborn Good Will Court replaced Major Bowes' Amateur Hour 
on September 20 with almost the identical rating, but didn't hold the audi- 
ence built by Bowes. He had held first place by a good margin all summer. 
Maxwell House Show Boat, second in September, had been third in May 
and August, sixth in June, and second in July. Third in September was 
Lux Radio Theatre which had climbed rapidly during the summer from 
eighth in May to fourth in June, third in July and second in August. Shar- 
ing fourth spot in September were Rudy Vallee and Fred Astaire's new 
Packard show. Vallee had been fifth in May and June, seventh in July 
and sixth in August. Bing Crosby finished the summer close behind these 
two, after placing fifth in May and August, ninth in June, and not listed 
in July due to Governor Landon's Acceptance Speech. Burns and Allen 
held seventh place after being in the same spot for June and August, sixth 
in May and fourth in July. Hollywood Hotel claimed eighth position in 

70 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

September after doing somewhat better during the hot months. It had 
been seventh in May, eighth in June, fifth in July, and fourth in August. 
The impetus gained in those months was apparently great enough to keep 
the show among the first 10 in the fall. While Fred Allen was on his vaca- 
tion, Town Hall went from second in May to third in June, sixth in July, 
10th in August and ninth in September. The Wednesday Night Hit Pa- 
rade was 10th in May, fell in June, came back to eighth in July and August, 
and dropped back to 10th in September. The Saturday Hit Parade made 
ninth place in August. Manhattan Merry-Go-Round was ninth in July, 
with One Man's Family 10th. Jack Benny was fourth in May, and second 
in June before he went off the air. Baker's Broadcast with Ripley clam- 
bered into 10th spot in June before leaving the air. 

Length vs. Rating 

A study of the median ratings of all programs by length of broadcast 
showed that as program length became shorter, the decrease from the 
winter level became greater in each type except the fifteen-minute pro- 
grams broadcast once a week. The latter exception was probably explained 
by the small number of such shows broadcast during the summer. Hour 
programs held 85% of their winter level in summer, while fifteen-minute 
shows broadcast two or three times a week stood at but 60% of their winter 
level. 

It is interesting to note that Major Bowes' Amateur Hour and Max- 
well House Show Boat were the two most popular series of the summer 
with all income classes. 

Programs which showed most appeal to the top income class were : 
Hit Parade (Wed.), Cities Service Concert, Voice of Firestone, Fred War- 
ing (Tues.), Contented Program, Camel Caravan (Tues. and Thurs.), 
Edgar A. Guest, Alemite Half Hour, Lowell Thomas, Boake Carter and 
Fireside Recitals. 

Programs appealing predominantly to the lowest income group were: 
Pick & Pat, Death Valley Days, Ken Murray, Sinclair Minstrels, Alemite 
Half Hour* (this show rather surprisingly showed stronger appeal at both 
ends of the scale and suffered at the middle), Uncle Ezra, and Bobby 
Benson. 

New offerings in the summer of 1936 included : Goose Creek Parson 
(serial drama for Colgate-Palmolive-Peet on Sunday, Wednesday and Fri- 
day), Husbands and Wives (a substitute for Baker's Broadcast), the Jell-O 
Summer Show (substituting for Jack Benny with Tim and Irene and Don 
Voorhees' orchestra), Original Gillette Community Sing with Billy Jones 
and Ernie Hare plus Wendell Hall, Literary Digest Nationwide Poll Re- 
sults, Packard Hour with Fred Astaire, Portraits of Harmony (dance music 
with guest orchestras for General Shoe Company), Come On, Let's Sing 
(a studio audience singing program for Colgate-Palmolive-Peet, and a fore- 
runner of many audience participation programs to come), and "Red" 
Grange for Sinclair Refining. The Democratic and Republican National 
Committees each had programs. The former used the name "Happy 
Days," the latter was called "News For Voters." 

There were other changes during the summer. Cornelia Otis Skinner 

* Horace Heidfs Brigadiers. 

71 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

relieved Walter Winchell on the Jergens program for two months ; Parties 
at Pickfair switched from Tuesday night to Sunday (and then left the air) ; 
the Wildroot Charioteers program changed from Ted Husing to Judy Starr ; 
the Camel Caravan changed from a half-hour musical revue with Walter 
O'Keefe, Dean Janis, Ted Husing and Glen Gray's orchestra twice a week 
to a full hour variety show on Tuesdays with Rupert Hughes, Benny 
Goodman's orchestra, Nat Shilkret's orchestra and guest stars; the Great 
A&P Tea Company revamped Kate Smith's Coffee Time into Kate Smith's 
Band ; Chesterfield changed from a semi-classical program with Lily Pons 
to a musical revue with Andre Kostelanetz's orchestra; Ray Heatherton 
and Kay Thompson, Stoopnagle and Budd replaced Fred Allen in mid- 
summer ; and Marion Talley for Ry-Krisp changed from Friday evening to 
Sunday afternoon. 

During the summer of 1936, day-to-day favorites were : Major Bowes' 
Amateur Hour, Sunday ; Lux Radio Theatre, Monday ; Packard Hour, 
Tuesday ; Town Hall Tonight, Wednesday ; Maxwell House Show Boat, 
Thursday; Hollywood Hotel, Friday; and Ziegfeld Follies on Saturday. 

More Daytime Progress 

The report for May to September 1936 also included the first complete 
analysis of daytime programs. The median rating of all daytime programs dur- 
ing summer decreased from 3.0% to 2.6%, a decline of about 15% compared 
with a decline in the evening ratings of about 25%. However, it is worthy of 
note that a larger proportion of programs in the suwtmertime rated more than 
5% than in the winter. Also, fewer shozvs rated less than 1% in tfie summer 
than in the winter. The big change was the shift from the group rating between 
3.0% and 4.9% to the group rating between 1.0% and 2.9%. 

A classification of daytime programs by type showed that adult serial 
drama (with 18 shows) and talks (with 11) accounted for more than 60% 
of the daytime programs. Adult serial drama alone occupied more than 
half the commercial network time in the daytime. 

Seventeen daytime programs rated among the 10 leaders at some time 
during the five months. Today's Children led in each of the five, Ma Per- 
kins climbed from sixth in May to third in June and July, achieving second 
place in August and September. Vic and Sade, another Procter & Gamble 
show, rose from eighth in May to sixth in June, fourth in July and third in 
August and September. The O'Neills (P&G) rose from ninth in May to 
eighth in June, fifth in July and August, and fourth in September. Betty 
and Bob for General Mills ranked fifth in May and June, second in July, 
fourth in August, and fifth in September. David Harum for Babbitt fell 
from third to seventh between May and June, but rose to sixth for the next 
three months. Guy Lombardo returned to the air for Bond Bread in Sep- 
tember, taking seventh place. The Magic Key of RCA which had been in 
fourth place for May and June, was in seventh for July and August, and 
eighth in September. Forever Young, which changed its name to Pepper 
Young's family, was the fourth Procter & Gamble presentation to make 
the first 10 in September. The 10th program in September was Marion 
Talley for Ry-Krisp who had just changed from an evening hour. Others 
which made the first 10 once or more were Kaltenmeyer's Kindergarten, 
eighth in July, and ninth in August ; Modern Cinderella for General Mills, 

72 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

not broadcast in May, but 10th in July and August ; Mary Marlin, second 
in May and June, then off the air; Five Star Jones, ninth in June; The 
Goldbergs, 10th in June, then off the air ; Just Plain Bill, seventh in May, 
and off the air thereafter; and Rich Man's Darling, 10th in May and off 
for the summer. 

Daytime series which displayed a predominant appeal to the lowest 
income group were: Betty and Bob, Five Star Jones, Modern Cinderella, 
Backstage Wife, Latest Thing, Girl Alone, Little Orphan Annie, Home 
Sweet Home, and Singing Lady. Magic Key of RCA had virtually no at- 
traction for this economic class. 

Debuts during the summer included: Girl Alone for Kellogg; Gospel 
Singer for Procter & Gamble; Heinz Magazine of the Air; Hymns of All 
Churches, Latest Thing and Modern Cinderella for General Mills; Wife- 
saver (household hints by Allen Prescott for Manhattan Soap Co.) ; Ralph 
Kirbery, the Dream Singer, with Al and Lee Reiser for Lipton's Tea ; and 
Tea Time at Morrell's. 

At this period, General Mills and Procter & Gamble each had seven 
programs on the air in the daytime. 

STANDARD TIME PERIOD 1936-7 

The C.A.B. report for the standard time period, October 1936 to April 
1937, analyzed 144 programs by type, compared with 116 for the daylight 
saving time period in 1936, an increase of approximately 20%. This was 
also an increase of 5% over the number analyzed for the standard time 
months of 1935-6. There was a considerable increase in the number of 
programs rating over 20% as well as those rating less than 1% from the 
summer period to the winter period. The median of the ratings increased 
from 4.8% to 6.9%. 

During this seven-month period, amateur hours yielded to personality 
shows as the leading type. The amateurs were, however, a close second. 
Variety shows fell from second to third, while semi-classical programs 
moved up from sixth to fourth place.* Dramas, in fifth place, held their 
summer gains well (in the preceding winter they had ranked ninth). Talks, 
concert bands and popular singers, in general, rated poorly. 

Personality shows led in the amount of time on the air as well as in 
popularity. A seasonal increase was to be expected due to the return of 
many of the headliners from their vacations, but it is interesting that this 
type of show was only in sixth place in the amount of time on the air 
during the preceding winter. Dance music showed the greatest decrease in 
the amount of time on the air, falling from first place in the summer to 
seventh in the winter. 

During the winter of 1936-37, it required only 13 programs to make 
up a list of those which had been among the 10 leaders, compared with 
16 the preceding winter and 17 in the summer. All but two of the 13 were 
broadcast the entire seven months ; and only four ever ranked below 10th. 

*Editor i s Note: The C.A.B. here draws a distinction between variety and personality 
types which — while serviceable a jew years back, as pointed out in a foregoing footnote 
— is perhaps a trifle confusing. Practically all personality shows were by 1936-7 con- 
verted into full-fledged variety. The reader should bear this in mind. The C.A.B. itself 
has recently dropped the "personality" category altogether. 

73 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

This indicated a much higher degree of stability among the program 
leaders than had been evidenced before. 

Jack Benny held first place in all seven months. Major Bowes Ama- 
teur Hour was second in October, third in November, sixth in February, 
fifth in March, and second in April. Lux Radio Theatre was fifth in 
October, eighth in November, seventh in December, fourth in January, and 
third in February, where it remained for the rest of the season. Town 
Hall Tonight (Fred Allen) was ninth in October, second in November, 
fifth in December, 10th in January, fifth again in February, and fourth in 
March and April. Eddie Cantor (Texaco), third in October, dropped to 
fourth in November, climbed to second in December, where he stayed 
until April, when he finished in fifth place. Burns and Allen ranked sev- 
enth in October, sixth in November, fourth in December, fifth in January, 
fourth again in February, fifth in March, and sixth in April. Kraft Music 
Hall (Bing Crosby) started in 10th place in October, rose to ninth in 
November, sixth in December, dropped to ninth again in January, claimed 
seventh in February, dropped to 10th in March, and was back in seventh 
place again in April. Royal Gelatin Hour (Rudy Vallee) started in eighth 
place, dropped to 11th in November, ranked ninth in December, seventh 
in January, ninth in February, seventh in March, and eighth in April. 
Hollywood Hotel was sixth in October, seventh in November, eighth in 
December, January and February, and ninth in March and April. First 
Nighter climbed rapidly from 33rd in November to 10th in April. Al 
Jolson, starting in December for Rinso, reached eighth place in March, but 
dropped out of the first 10 in April. Phil Baker (Gulf) was 10th in No- 
vember, December and February, and sixth in January. Good Will Court 
(Chase & Sanborn) was fourth in October and fifth in November, then 
went off the air. 

Median program ratings for the period for October 1936 to April 1937 
were, in general, somewhat lower than for the corresponding period a 
year earlier. 

The most popular program with all income groups was Jack Benny. 
Programs which appealed more to the top income class than to the others 
were: Packard Hour (Fred Astaire), Ford Sunday Evening Hour, Gen- 
eral Motors Concert, Cities Service Concert, Vick's Open House (Nelson 
Eddy), Voice of Firestone, Helen Hayes (Sanka), Chesterfield (Nino 
Martini), Hammerstein's Music Hall, Philadelphia Orchestra, Nash- 
Lafayette Speed Show, Waltztime, Ethel Barrymore-Famous Actors Guild, 
Boake Carter, Alexander Woollcott, Gabriel Heatter, and Fireside Recitals. 

Programs which appealed especially to the lowest income classes were : 
National Barn Dance, True Story Court, Manhattan Merry-Go-Round, 
Lady Esther Serenade (Tues. and Wed.), Leo Reisman's Orchestra, Snow 
Village Sketches, Log Cabin Dude Ranch, Lum and Abner, Irene Rich, 
Singin' Sam and Mortimer Gooch. 

Among the new programs were: Do You Want to Be An Actor?, 
Chase & Sanborn's successor to Good Will Court, Arnold Johnson's 1937 
Radio Show took the place of National Amateur Night for Health Prod- 
ucts. Woodbury's Rippling Rhythm Revue with Shep Field's orchestra 
succeeded Paul Whiteman's Musical Varieties. Ma and Pa, a five-a-week 

74 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

serial, went on the air for Atlantic Refining. Pretty Kitty Kelly for Con- 
tinental Baking augmented the evening strip shows. Jack Pearl returned, 
this time for Raleigh and Kool cigarettes. Jimmie Fidler changed from 
Luden's to Procter & Gamble. Philip Morris changed from Leo Reisman 
to Russ Morgan's orchestra and Charles Martin's Three Minute Thrills. 
Lever Brothers (Rinso) changed from Laugh with Ken Murray to Al 
Jolson. Camel Caravan was changed to Jack Oakie's College. Tastyeast 
returned to the original Tastyeast Jesters. Ford substituted Al Pearce 
and His Gang for Fred Waring's Pennsylvanians. Procter & Gamble put 
Vic and Sade in an evening spot in addition to their daytime stints. 
Lewis-Howe Remedies put on Vocal Varieties for 15 minutes twice a week. 
Vox Pop for Molle became Sidewalk Interviews. Alexander Woollcott 
held forth twice a week for Liggett & Myers' Granger tobacco. Beatrice 
Lillie appeared for Sterling Products in a show called Broadway Merry- 
Go-Round succeeding Fanny Brioe in Revue de Paree, Helen Menken 
took over Famous Actors' Guild from Ethel Barrymore for Sterling Prod- 
ucts. After Ken Murray finished for Lever Bros., he replaced Burns and 
Allen for Campbell (tomato juice). Palmolive Beauty Box Theatre re- 
turned in February with nothing like its previous success. Gladys 
Swarthout was sponsored by the ice industry. Meantime the bicycle 
industry talked up bicycling with a musical revue called Cycling the Kilo- 
cycles. During the winter, Time Magazine had its March of Time on the 



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PROGRAMS USUALLY START WITH LOW RATINGS 

The old adage about the building of Rome holds true in radio. Programs rarely 
reach the top without a long, hard climb. The quartet of programs illustrated in the 
accompanying chart, from old C. A. B. records, shows the characteristic pattern of 
gradual ascent. (Also see text, pages 132 and 136). 

75 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

air, but in April, Servel took over the sponsorship. Floyd Gibbons had a 
personal experience series for Colgate-Palmolive-Peet called Your True 
Adventures. Coronet magazine had a program conducted by Deems 
Taylor. Standard Brands bought a show with Louis Armstrong's orches- 
tra called Harlem. Liggett & Myers changed from Andre Kostelanetz to 
Hal Kemp. For a brief time Wrigley essayed a comic serial called Morti- 
mer Gooch. A unique program called Pontiac Varsity Show consisted of 
broadcasts from various college campuses conducted by John Held, Jr., 
with college bands, glee clubs, etc. Allegheny Steel Company tried net- 
work radio with the Stainless Show. Universal Rhythm, a musical revue, 
with Rex Chandler's orchestra and guest stars, succeeded the Friday night 
Fred Waring show. Nash Motors put on the Nash-Lafayette Speed Show 
with Floyd Gibbons and Vincent Lopez's orchestra, adding Grace Moore 
in March. Professor Quiz for Kelvinator was the forerunner of a number 
of studio audience quiz shows. Sealtest Laboratories sponsored Saturday 
Night Party, a variety show with guest masters of ceremonies and Tom 
Howard and George Shelton. Shell Chateau had Joe Cook, Edward 
Everett Horton and guest stars. Ed Wynn returned — for Spud cigarettes. 
Your Pet Program with Mary Eastman and Gus Haenschen's orchestra 
changed its name to Saturday Night Serenade. 

Daytime Progresses Again 

The C.A.B. reported that the most striking change in daytime pro- 
grams for the period from October 1936 to April 1937 was the great in r 
crease in the number of programs. Eighty-nine programs were analyzed 
by type as compared with 47 in the summer months. The increase in the 
winter median rating was only about 5%, due probably to the great 
increase in the number of shows. A larger number of shows would react 
upon the median in two ways : first, new shows seldom rate as high as 
the old, well-established ones; second, many of the newcomers probably 
compete at the same hour with the older programs and draw listeners from 
them. The number of daytime shows rating better than 5% increased by 
nearly 80%, while those rating less than 1% declined about 35%. 

A greater diversity in type of daytime program was found during this 
winter season. There was a total of 13 classifications. Types of programs 
formerly available only in the evening, such as news commentators and 
personality shows, had become available in the daytime. But still the bulk 
of commercial network daytime hours was taken up by only a very few 
types. In fact, adult serial dramas and juvenile programs alone took more 
than 50% of such time. 

The adult serial drama classification had yielded first place in average 
popularity rating to three rather small classifications — namely, personality, 
classical and semi-classical, and dance music. However, the small number 
of programs in these three groups, and the slight difference in average 
rating among them tended to minimize the loss of first place by the adult 
serial dramas. We cannot be certain whether the large number of pro- 
grams in a case like this tends to deflate the average rating or not, but 
there is some evidence from the 10-year records of the C.A.B. that when, 
a program type becomes popular there is a great influx of similar shows; 

76 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

the average rating then goes down; the number of programs next de- 
creases ; the rating then goes up again, but not so far as before, thus achiev- 
ing a degree of stability. This is stated as a tendency — not a hard and 
fast rule. 

It required 14 programs to make up the list of 10 leaders for each of 
the seven months as compared with 13 for the evening programs. As a 
matter of fact, this is a smaller number than might have been expected, 
for with daytime ratings running considerably lower than evening ratings, 
much less stability in ranking would normally be expected. Of the 14 
programs, all but two were broadcast for the entire seven months. Satur- 
day and Sunday programs comprised 35% of this list as compared with 
20% in the summer. This is the story of the 14 leaders : 

Today's Children (Pillsbury) held first place for the first three months 
of the season, dropping to second for the second three months, then rising 
to first again in April. The runner-up in April was Guy Lombardo for 
Bond Bread who had fluctuated widely throughout the period (as might 
have been expected in contrast with the five-a-week serials which tend to 
build steady audiences). Lombardo's ranking by months, starting with 
October, was ninth, third, eighth, twelfth, seventh, seventh and second. 
Vic and Sade (Procter & Gamble) also fluctuated considerably as follows : 
fourth, seventh, sixth, third, ninth, sixth and third. Kaltenmeyer's Kinder- 
garten (Quaker Oats) ran 10th, fifth, third, seventh, third, third, fourth. 
David Harum (B. T. Babbitt) was third, second, fifth, sixth, fifth, fourth 
and tied for fourth. Magic Key (RCA) started in second and then ran 
fourth, second, ninth, sixth, fifth and sixth again. Ma Perkins (P&G) was 
fifth for the first two months of the period, then seventh, fourth, eighth, 
and seventh again for March and April. The O'Neills (P&G) had a tight 
squeeze in three months. Their record was sixth, 10th, eighth, 10th, ninth 
and tied for seventh. We, the People (Calumet) had an erratic record, 
running 21st in October and November, then eighth, ninth, 11th, 14th and 
ninth. Just Plain Bill (American Home Products), who ranged from 13th 
to 15th between October and January, climbed into 12th in February, 11th 
in March, and just got in under the wire to place 10th in April. The 
Metropolitan Opera Company (RCA) was sponsored for only three 
months, January, February and March, and took first place in each of the 
three months. This was all that kept Today's Children from making a 
clean sweep. Grand Hotel (Campana) climbed from 11th in October and 
November to fourth in December, fifth in January, third in February, ninth 
in March, and was off the air in April. Betty and Bob (General Mills) 
were seventh in October, ninth in November, 10th in December and there- 
after were out of the first 10. Mary Marlin (Kleenex; later P&G) was 
eighth in October and November, then fell below the leaders. 

By this time, multiple daytime sponsorship was becoming the rule. 
Here is the score for the period October 1936 to April 1937: Procter & 
Gamble 10 programs, General Mills 6, American Home Products 6, Gen- 
eral Foods 3, Lehn & Fink 3, Lever Brothers 2, Sterling Products 2, Kel- 
logg 2, General Motors 2, Wasey Products 2, RCA 2, Ralston Purina 2 
and Wander Co. 2. 

Just as a matter of curiosity, one might inquire how the largest spon- 
sor fared in relation to the average of all programs. The average rating 

77 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

for all 10 of Procter & Gamble's daytime shows during the period was- 
a little over 4.2%, compared with a median rating for all daytime fifteen- 
minute programs of 2.8%. 

MAY TO SEPTEMBER 1937 

During the 1937 summer season, approximately the same number of 
evening programs were rated as in the preceding summer : 120 compared 
with 116. However, the summer median of 6.2% for 1937 was a great 
increase over the previous year's figure of 4.9% and represented but a 10% 
decrease from the winter figure. The percentage of all programs which 
rated more than 20% was five times as great as for the summer of 1936 
— in fact it was even 50% greater than for the winter of 1935-6. This 
showing is partially attributable to the tendency among sponsors to keep 
their shows on the air later in the season. In 1936 the greatest exodus 
occurred between May and June. In 1937 it was delayed about a month. 

There was little difference in the ranking of program types between 
the summer of 1936 and the summer of 1937. The first five places were 
held each year by amateur, variety, personality, drama and news topics. 
Serial dramas, with a decrease in the number of programs, moved from 
eleventh to sixth. Novelty shows, musical revues, talks and popular 
singers once more fared very poorly as types. 

Musical revues, personality shows, variety shows and serial dramas 
took up more than half the commercial network time. Dance music had 
fallen from first to fifth place in amount of time on the air. 

Fifteen programs rated among the 10 leaders in at least one month 
of the five. Of these, 11 had been among the 10 leaders at some time 
during the summer of 1936. Two more were running in 1936, but did not 
rate among the first 10 (these were Gang Busters and Fibber McGee). 
As for the other two — Eddie Cantor was not broadcast from May to Sep- 
tember 1936; and Chase & Sanborn's new show did not begin until 
May 1937. 

Here are the 15 programs in the order of their September rank, show- 
ing their rank in each of the five months starting with May: 

Chase & Sanborn program : eleventh, sixth, second, first, first. Major 
Bowes' Amateur Hour (Chrysler) had regained first place in May. The 
decline in warm weather listening undoubtedly affected Jack Benny's Sun- 
day rating more than Bowes's Thursday rating. However, the Major 
yielded to Benny again in June, took first again in July, then succumbed 
to the on-rushing new Chase & Sanborn hit which pulled up to a tie with 
the amateurs in August. The return of Lux Radio Theatre caused a tie 
with Major Bowes for second. Lux had been fourth in May and third 
in June before it went off the air for two months. The Royal Gelatin Hour 
(Vallee) ranked eighth in May and then seventh, third, third and tied for 
fourth. Burns and Allen (General Foods) ranked sixth, eighth, fifth, sev- 
enth, and tied for fourth in September. Kraft Music Hall was fifth in May 
and June, then fourth, ninth and sixth after a talent change. Town Hall 
was third and fourth, and then after a talent change, sixth, sixth and 
seventh. First Nighter (Campana) was among the leaders in all five 
months, ranking 10th twice, then ninth and eighth twice. Hollywood 

78 



NETWORK PROGBAM HISTORY 1930-1939— Continued 

Hotel ranked ninth twice, then eighth, jumped to fourth, and dropped again 
to ninth despite a higher rating. Gang Busters (Colgate), 11th until it 
climaxed a long, steady climb by placing 10th in September. Fibber 
McGee and Molly (Johnson) bettered their ranking astonishingly by rising 
from 23rd to 19th, to 12th, to fifth, but then fell to 11th despite a higher 
rating. One Man's Family (Standard Brands) was consistent, but made 
the top group only in July and August, ranking 10th in both months. Max- 
well House Show Boat, approaching the end of a long and honorable career, 
placed seventh in July, but was otherwise outside the select list. Jack 
Benny (Jell-O) was second in May and first in June, the only months he 
was on the air. Cantor (Texaco) was sixth in May, the only month he 
was on. 

The ranking of the shows during this period again illustrates that, 
some of the second string shows have an excellent opportunity to gain 
audibility during the dog days. A number of them have seized this oppor- 
tunity year by year to build an audience, a part of which has stood by 
them during the winter. Some that might be cited as examples are One 
Man's Family, First Nighter, Gang Busters, Fibber McGee and Molly 
and Hit Parade. 

By income groups, Maxwell House Show Boat, Hit Parade (Wed.), 
March of Time, Voice of Firestone, Palmolive Beauty Box Theatre, Ham- 
merstein Music Hall, and Boake Carter rated better with the top economic 
class than with the other classes. On the other hand, National Barn 
Dance, Gang Busters, Babe Ruth, Ma and Pa, Poetic Melodies, Sports 
Resume, and Fitch Jingle Program fared much worse with the top class 
than with the others. 

Programs which had better than average appeal for the lowest income 
classes were : Major Bowes' Amateur Hour, National Barn Dance, Gang 
Busters, Pick and Pat, True Story Court, Your True Adventures — Floyd 
Gibbons, Lone Ranger, Lady Esther Serenade, Johnny Presents Russ 
Morgan (Tues. & Sat.), Wayne King (Mon.) and Lum and Abner. 

There were numerous program changes during the five-month period. 
Gulf Oil substituted Good Gulf Summer Stars, a musical revue with Harry 
Von Zell, Oscar Bradley's orchestra and guest stars for Phil Baker. 
Baker's Broadcast (dramatization of Robert L. Ripley's "Believe-It-or- 
Not" sketches) changed to the Fleischmann Program, a musical revue with 
Loretta Lee and an orchestra conducted by Werner Janssen. During June, 
July and August, Ford substituted Universal Rhythm, another musical 
revue, with Richard Bonnelli, Alec Templeton, Frank Crumit and Rex 
Chandler's orchestra, for the Ford Sunday Evening Hour. Gillette Safety 
Razor Co. had a musical revue with Milton Berle, Wendell Hall and Andy 
Sannella's orchestra in place of the Original Gillette Community Sing. 
The Jell-O Summer Show was still another musical revue with Jane Fro- 
man, Don Ross, and D'Artega's orchestra pinch-hitting for Jack Benny. 
Irene Rich changed from Friday to Sunday. The Sealtest Show shifted 
from Saturday to Sunday. Texaco Town had a musical revue with Pinky 
Tomlin, Eddie Stanley and Jacques Renard's orchestra in place of Eddie 
Cantor. September saw a new type of show — Zenith Foundation — consist- 
ing of experiments in telepathy. Griffin's shoe polish sponsored a new- 

79 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

comer titled Allwite Melody Revue with Barry McKinley, John B. 
Gambling and Hughie Barrett's orchestra, Jack Oakie's College on behalf 
of Camels became Benny Goodman's Swing School. Packard Hour-Fred 
Astaire became Packard Hour-Johnny Green, and later Packard Hour- 
Lanny Ross. Chesterfield had Frank Parker instead of Lily Pons. Walter 
O'Keefe filled in for Fred Allen on Town Hall Tonight. Bob Burns took 
over the management of the Kraft Music Hall for Bing Crosby. Believe- 
It-or-Not Ripley went to work for General Foods in August after the 
change in Baker's Broadcast. Assisting him was B. A. Rolfe's orchestra 
which had worked for Lucky Strike so many years before. The Raleigh 
and Kool show (Jack Pearl) became Tommy Dorsey and His Swing 
Orchestra. A group of banks which had been sponsoring the Philadelphia 
Orchestra changed to Ferde Grofe and his orchestra. Coca-Cola put on a 
new show in September called Song Shop, a musical revue with Kitty 
Carlisle, Frank Crumit, Reed Kennedy and Gus Haenschen's orchestra. 
American Cigarette & Cigar Co. (Pall Malls) sponsored Dorothy 
Thompson. 

Leading programs by days of the week were : Jack Benny on Sunday ; 
Lux Radio Theatre on Monday; Packard Hour-Lanny Ross on Tuesday; 
Town Hall Tonight-Fred Allen on Wednesday; Major Bowes' Amateur 
Hour on Thursday; Hollywood Hotel on Friday; and Hit Parade on 
Saturday. 

Further Daytime Progress 

In the daytime, the number of programs for the period May-September 
1937 was nearly 50% greater than for the corresponding period of 1936. 
This, however, had little effect upon the median rating which was 2.4% 
in 1937, as against 2.2% in 1936. The percentage of shows which rated 
better than 5% showed practically no change; while those which rated less 
than 1% were considerably more numerous in 1937. 

Serial dramas had really come into their own, accounting for more 
than half of the commercial network time. The average rating for this 
type had dropped a little. Juveniles accounted for somewhat less than 
half the percentage of time they occupied in the summer of 1936. 

Only 11 programs were required to list the 10 leaders in each of the 
five summer months. The daytime leaders were beginning to form quite 
a closed corporation. All were broadcast in 1936, and all but one appeared 
among the first 10 during that season. 

Today's Children (Pillsbury) was the undisputed leader in all five 
months. Ma Perkins (P & G) improved ranking during the summer, start- 
ing fourth in May, dropping to fifth in June, then climbing one notch a 
month to land in a tie for second in September. The Lombardo ranking 
fluctuated over a wide area. Having a Sunday afternoon hour, the Lom- 
bardo series was probably affected more by the weather than were the 
weekday shows. It was seventh for the first two months, then second, 
10th, and tied for second as fall approached. Vic and Sade (P & G) ran 
fifth, third, sixth, fourth and fourth. David Harum (Babbitt) was second, 
second, third, second again, and fifth. The O'Neills (P & G) ranked third 
third, fourth, fifth and sixth. Magic Key (RCA) occupied eighth, 
10th, ninth, sixth and seventh. Pepper Young's Family was steady, 

80 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

starting at eighth, then held seventh for three months and dropped to 
eighth again. Betty and Bob (General Mills) were sixth, sixth, eighth, 
12th and ninth. Just Plain Bill, starting 11th, rose to seventh, then 10th, 
ninth and ninth. Backstage Wife (Watkins) was 10th twice, 11th, eighth 
and 11th. 

Procter & Gamble sponsored four of these 11 leading programs. No 
other sponsor had more than one in the list. 

OCTOBER 1937 TO APRIL 1938 

During the interval from October 1937 to April 1938, the C. A. B. 
analyzed 118 programs, as against 120 for the previous winter. 

This decline in program numbers can partially be attributed to the 
fact that sponsors were now maintaining their programs for a longer 
period of time. 

By program type, variety shows evidenced the highest evening ratings. 
Furthermore, variety, popular music and drama occupied more than half 
of the commercial network evening time. 

Thirteen programs rated among the 10 leaders at some time during 
the seven months. Chase & Sanborn was easily first every month. Jack 
Benny ranked second all through the season, though his rating fluctuated 
much more widely. Kraft Music Hall-Bing Crosby held fourth place in 
October and November, then placed third thereafter. Lux fvadio Theatre 
pulled up from seventh to sixth place for two months, then occupied fourth 
for the first four months of 1938. Town Hall-Fred x\llen was 10th, seventh, 
ninth, eighth, 10th, ninth and finally fifth. Royal Gelatin Hour-Rudy 
Vallee was fourth, eighth, seventh, 10th, eighth, eighth, and sixth. Burns 
and Allen (General Foods) were eighth, ninth, eighth, fifth, ninth, fifth 
and seventh. Al Jolson (Rinso) started 11th in October and November, 
pulled up to 10th, then to ninth, fifth, sixth and finally eighth. Major 
Bowes, starting in third place in October and November, slumped to fourth 
in December, then to sixth, seventh, 11th and back up to ninth. Good 
Xews of 1938, a new show for Maxwell House, started in November, and 
though it started well, it did not make the first 10 until April when it 
finished the season in ninth place. Hollywood Hotel, in its last full season, 
placed 10th for three of the seven months and was 11th or 12th the rest of 
the time. Eddie Cantor was sixth, fifth, fifth, seventh, fifth, sixth, and 
finished 12th in April. Phil Baker began with ninth in October, and 
thereafter was 12th or 13th. 

The median rating of the 60-minute evening shows trended steadily 
upward from June 1937 to April 1938. The median rating of the half-hour 
programs acted likewise, but not quite so substantially. 

Programs that rated higher in the top income brackets than the aver- 
age for all classes were : Your Hollywood Parade, Ford Sunday Evening 
Hour, General Motors Concert, Philadelphia Orchestra, Voice of Fire- 
stone, Chesterfield Presents Lawrence Tibbett, Vick's Open House, Ham- 
merstein Music Hall, Chesterfield Presents, Song Shop, Zenith Founda- 
tion, Pontiac Varsity Show, Elizabeth Arden Presents Eddy Duchin, 
Boake Carter and Gen. Hugh S. Johnson. 

Programs which appealed more to the lowest class than to all classes 
combined were : Major Bowes' Amateur Hour, Kate Smith Hour, National 

81 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

Barn Dance, Gang Busters, Joe Penner, Pick and Pat in Pipe Smoking 
Time, Death Valley Days, True Story Court of Human Relations, Behind 
Prison Bars-Warden Lawes, Saturday Night Serenade, Husbands and 
Wives, Monday Night Show, Tommy Dorsey and His Swing Orchestra, 
Edgar A. Guest-'Tt Can Be Done," Alias Jimmy Valentine, Those We 
Love, Uncle Ezra's Radio Station, Lum and Abner, Vocal Varieties, and 
Arthur Godfrey. In the lowest income class, the Philadelphia Orchestra 
tell far below its over-all average. 

There were, as usual, a number of program changes during the period 
October 1937 to April 1938. Wrigley tried a new show called Double Every- 
thing. The Sealtest Sunday Night Party was changed to Rising Musical 
Stars. Rippling Rhythm was succeeded by Woodbury's Hollywood Play- 
house-Tyrone Power. After nearly 10 years, Amos 'n' Andy and the Pep- 
sodent Co. parted company and Campbell's Soup took over the sponsor- 
ship of the famous pair. Wasey Products sponsored Arthur Godfrey. 
Lucky Strike tried a new show called Melody Puzzles. The Brewers 
Association embarked upon a cooperative campaign with the Monday 
Night Show. Wrigley's Poetic Melodies became Just Entertainment. 
Campbell's Vanity Fair became Grand Hotel. Larus & Brother Co. had 
Alias Jimmy Valentine. Lever Brothers introduced Big Town with Edw. 
G. Robinson (it rose almost meteorically). Colgate-Palmolive-Peet spon- 
sored Dale Carnegie. Packard's series was Hollywood Mardi Gras with 
Walter O'Keefe, Lanny Ross and Charles Butterworth. Lamont, Corliss' 
"Husbands and Wives" became "Those We Love." American Home 
Products introduced Mr. Keen, Tracer of Lost Persons. Sidewalk Inter- 
views became Vox Pop. U. S. Rubber sponsored Ben Bernie and All the 
Lads. Toward the end of the season Cantor changed from Texaco to 
Camels. Chesterfield Presents became Chesterfield Presents Lawrence 
Tibbett, then Chesterfield Presents Grace Moore. In April, Your Holly- 
wood Parade for Lucky Strike became Kay Kyser's Musical Klass. Lum 
and Abner changed from Horlick's to General Foods. Maxwell House 
gave up its well-worn Show Boat for Good News of 1938 (produced in 
conjunction with Metro-Goldwyn-Mayer). Chesterfield changed its Music 
from Hollywood to Paul Whiteman's Program. Pepperell Manufacturing 
Company had Dr. Karl Reiland. Royal Crown Cola started the Royal 
Crown Revue in April. 

The leading shows by days of the week were : Chase & Sanborn Pro- 
gram on Sunday; Lux Radio Theatre on Monday; Al Jolson on Tuesday; 
Eddie Cantor on Wednesday; Kraft Music Hall on Thursday; Hollywood 
Hotel on Friday; and Professor Quiz on Saturday. 

Daytime: Ever Greater 

The number of daytime programs for the period was nearly 50% 
higher than for the May-September period, and somewhat above the num- 
ber for October 1936 to April 1937. The percentage of programs rating 
better than 5% was less than in the preceding year; but the percentage 
of programs rating between 3% and 4.9% increased tremendously. 

The median of all daytime programs rose from 2.3% to 3.2%. 

Drama and serial drama accounted for 62.8% of commercial network 
time, as compared with 47.8% for the preceding winter. This type of pro- 

82 






NETWORK PROGRAM HISTORY 1930-1939— Continued 

gram also had the highest average popularity rating, followed by one semi- 
classical program and two hymn programs. News and commentators, 
talks, and familiar music fared poorly. 

Sixteen shows were required to complete the list of 10 leaders for 
each month of the seven. Guy Lombardo for Bond Bread (Sunday after- 
noon) was the leader for each month. Woman in White, a new program 
for Pillsbury's flour, which was not broadcast until January, did extremely 
well, starting in fifth place, rising to fourth in February, and then holding 
second in March and April. Big Sister (Rinso) started in 10th place in 
October and November, fell to 12th, then jumped into third, sixth, fourth, 
and third again. Guiding Light (P&G) did not appear among the first 10 
until February when it reached ninth ; it was third in March, and finished 
fourth in April. Aunt Jenny's Real Life Stories (Spry) arrived among the 
leaders in seventh spot in January, then ran 10th, eighth and fifth. Vic 
and Sade (P&G) on the NBC Red were among the leaders every month, 
ranking fifth, fourth, fifth, fourth, second, sixth and tied for sixth. Ma 
Perkins (P&G) on the Red also maintained a position higher than 10th in 
each month, running third, third, fourth, sixth, third, fourth and tied for 
sixth. Just Plain Bill (American Home Products) was ninth, eighth, 10th, 
10th, 12th, 11th, and eighth. David Harum (Babbitt) was sixth, seventh 
three times, 11th, sixth and ninth. Magic Key of RCA also made the 
select list every month starting at fourth, then going to eighth, third, 
second, fifth, and 10th twice. Pepper Young's Family (P&G) on the Red 
network ran eighth, sixth, 11th, ninth, eighth, eighth and 11th. Mickey 
Mouse Theatre of the Air, a new series for Pepsodent starting in January, 
made seventh place in February, but otherwise placed below 10th. Today's 
Children (Pillsbury), which ran second in October, November and Decem- 
ber, was taken of! the air in January. The O'Neill's (P&G) on the Red 
network were sixth in October, fifth in November and December, but 13th 
thereafter. Silver Theatre, sponsored by the International Silver Com- 
pany, rose to eighth in December, then left the air. Kaltenmeyer's Kin- 
dergarten (Quaker Oats) rose to ninth in December, then left the air. 

Of these 16 programs, Procter & Gamble sponsored five, Pillsbury 
two (but not simultaneously), Lever Bros, two, and Bond Bread, American 
Home Products, Babbitt, RCA, Pepsodent, International Silver and 
Quaker Oats, one each. 

Leaders by days of the week were : Guy Lombardo on Sunday ; 
Today's Children on Monday and Tuesday; The Woman in White on 
Wednesday; Ma Perkins (Red network) on Thursday; Today's Children 
on Friday ; and Kaltenmeyer's Kindergarten on Saturday. 

Daytime's principal sponsors now had the following number of pro- 
grams under their respective aegis: Procter & Gamble, 16; General Mills, 
7; American Home Products, 6; Quaker Oats, 4; H. J. Heinz, 4; Colgate- 
Palmolive-Peet, 3; Lehn & Fink, 3; Kellogg, 2; Lever Bros., 2; Ralston 
Purina, 2. 

Meantime, from May 1937 to April 1938, the median rating of daytime 
programs rose considerably. 

MAY TO SEPTEMBER 1938 

The C.A.B. report for the period, May to September 1938 pointed out 
that variety shows as a type still ran well ahead in popularity. During 

83 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

this daylight saving time period they dropped but two points from the 
standard time period. Audience participation jumped into second place 
from fifth for the winter period. Serial drama moved into third place, and 
classical programs into fourth. Commentators and talks, and popular 
singers continued to rate poorly. 

Variety shows, popular music, and commentators and talks accounted 
for more than 50% of commercial network time. 

Compared with the preceding summer, the percentage of shows rating 
more than 20% rose from 3.3% to 5.0% ; those rating between 10.0% 
and 19.9% rose from 15% to 25%; those rating between 5.0% and 9.9% 
were just about the same ; while those rating less than 5.0% declined sub- 
stantially from 40% of the total to 29%. 

Seventeen programs appeared among the 10 leaders for one or more 
months of the five. Consistently first was Chase & Sanborn. Lux Radio 
Theatre was second in May, fourth in June, and then off the air until Sep- 
tember when it placed second. Jack Benny was third in May, second in 
June, then off the air. Kraft Music Hall did well in all five months, run- 
ning fourth, third, second, third, and third. Fred Allen was fifth in May 
and June, and then off the air. Al Jolson (Rinso) was sixth in May, ninth 
in June, and off the air. Major Bowes rose from seventh in May to sixth 
in June, then third in July, second in August, and fifth in September. Rudy 
Vallee was eighth, 10th, fourth, fifth and fourth. The Good News program 
was ninth in May, seventh in June, and then off until September, when it 
placed sixth. One Man's Family was 10th in May, slipped back to 11th in 
June, then placed fifth, fourth and eighth. Burns and Allen rose from 14th 
in May to eighth in June, sixth in July and then off the air. First Nighter 
was 15th in May, 13th in June, seventh in July and August, and off in 
September. Hit Parade appeared in 10th place in July, and was ninth in 
August. National Barn Dance was ninth in July, and eighth in August. 
Lone Ranger was 10th in August. Kay Kyser was eighth in July, and 
sixth in August. Hollywood Hotel returned in September in ninth place. 

Programs which had above-average appeal for the upper income 
brackets were : Chase & Sanborn program, Lux Radio Theatre, Good 
News of 1938 (Maxwell House), Rudy Vallee, Cities Service Concert, 
Manhattan Merry-Go-Round (for Dr. Lyon's Toothpowder), Voice of 
Firestone, For Men Only (Vitalis), Hour of Charm (Spitalny Orchestra 
for General Electric), Contented Program (Carnation Milk), Cavalcade of 
America (du Pont), and Lowell Thomas (Sun Oil). 

Programs appealing least to the higher economic groups included : 
Eddie Cantor (Camel Cigarettes), National Barn Dance (Alka-Seltzer), 
Lone Ranger (Gordon Bakeries), Death Valley Days (Pacific Coast 
Borax), Irene Rich (Welch Grape Juice), Model Minstrels (Pick and Pat 
for Model Tobacco), Lum and Abner (Postum), Alias Jimmy Valentine 
(Edgeworth Tobacco), and It Can Be Done (Edgar Guest for Household 
Finance). 

Two programs appealed more to the lowest income class than any 
other economic stratum. They were: Kate Smith's Bandwagon (General 
Foods), and Big Town (Rinso). 

84 



NETWORK PROGRAM HISTORY 1930-1939— Continued 

Daytime 

During this May to September 1938 interval, the number of daytime 
programs was 73, as compared with 96 for the preceding standard time 
period, and 67 during the summer of 1937. 

Meantime a truly remarkable rise in ratings had taken place — 28.8% 
of the programs rated better than 5%, compared with 18.7% for the stand- 
ard time period, and 10.4% for the summer of 1937. Programs rating 
between 3.0% and 4.9% accounted for 35.6% of the total, compared with 
34.4% for the standard time period, and 16.4% for the preceding summer. 
Programs rating between 1.0% and 2.9% accounted for 27.4% of the total, 
as against 38.5% during the standard time period, and 53.8% the previous 
summer. Finally, programs rating less than 1% made up only 8.2% of the 
total, compared with 8.3% during the standard time period, and 19.4% in 
the previous summer. 

By this time drama and serial drama virtually monopolized the day- 
time hours, taking 81.3% of the commercial time. In average popularity, 
the drama type was preceded only by one popular music program. It was 
followed closely by four hymn programs. Talks and familiar music con- 
tinued to rate low, though there were still as many as 11 talks under 
sponsorship. 

Sixteen programs got into the leading 10 list at some time during this 
period. Guy Lombardo (Bond Bread) was first in May, June and July, 
and not on the air in August and September. Big Sister (Rinso) was 
second in May, then fifth, second, second and third. Magic Key (RCA) 
fluctuated widely from third in May and June to 29th, then back to 14th, 
and back once more to 10th. Aunt Jenny's Real Life Stories (Spry) was 
third in May, then out of the ranking list until August and September 
when the series took 10th. Ma Perkins (Procter & Gamble) started fifth, 
then held second, fourth, second and third. The Goldbergs (Procter & 
Gamble) were sixth in May and ninth in September, but otherwise out of 
the list. The O'Neills (Procter & Gamble) started with a tie for sixth in 
May and June, thence progressing to third, sixth and seventh. Vic and 
Sade (Procter & Gamble) were sixth in May via the NBC Red, but did 
not maintain this position after a switch to the Blue. Guiding Light 
(Procter & Gamble) was ninth in May, eighth in June, fourth in July, and 
first in August and September. Pretty Kitty Kelly (Continental Baking) 
was 10th in May, eighth in June, out of the list for two months, and back 
again in September in 10th place. The Woman in White (Pillsbury) was 
11th in May, progressed to third in June, then ranked eighth twice, and 
fifth once. Pepper Young's Family (Procter & Gamble) was tied for 11th 
in May, then placed sixth, fourth, second, and fifth. David Harum (Bab- 
bitt) was eighth in June, ninth in July, 10th in September. Hilltop House 
(Palmolive) hit ninth in July, seventh in August, and eighth in Septem- 
ber. Our Gal Sunday (American Home Products) was ninth in August. 
Story of Mary Marlin (Procter & Gamble) was seventh in July, and second 
in August and September. 

Leading daytime sponsors at this time were : Procter & Gamble (9 
programs) ; American Home Products (6) ; General Mills (5) ; Sterling 
Products (4); Colgate-Palmolive-Peet (3); Quaker Oats (3). 

85 



DISCUSSION OF CERTAIN PHASES OF 
C.A.B. TECHNIQUE 

The C.A.B. has ever been on the alert to improve its technique in the 
interests of speed, accuracy, and better presentation of results. 

During nearly 10 years of existence, countless changes of major or 
minor nature have been made. 

One of the most important innovations was the elimination of the fre- 
quent criticism leveled against all telephone surveys — namely, that random 
calling does not give a true cross-section of listening habits and program 
preferences by income brackets. To eradicate this drawback, the C.A.B. 
spent a considerable amount of time and money in tests anent this problem. 

Upper vs. Lower Income Groups 

At an early point in network program history, the difference in pro- 
gram taste between the upper and lower economic strata was recognized. 
(For a number of years, however, this difference was insignificant, inas- 
much as only the wealthy, or moderately wealthy, could afford to own radio 
sets.) 

Chart I indicates the divergence in popularity of radio programs be- 
tween higher and lower income groups in 1937. 

Phone Subscribers vs. Non-Subscribers 

Since there are roughly but half as many telephone homes in the U. S. 
as there are radio homes, it naturally follows that there is a concentration 
of telephones in the upper income groups, though radio ownership pene- 
trates deeply through all classes. Thus, as may be seen from Chart II, 
nearly all families in the top class have telephones, while in the lower 
classes less than half the homes are so equipped. Hence, if an investigator 
selects calls at random from a phone book, an unduly high proportion of 
families in the top group will be reached. This, of course, would inflate the 
ratings of programs exhibiting an unusual appeal to the A and B income 
groups ; and conversely, it would deflate the ratings of programs appealing 
predominantly to the lower groups. 

Chart III illustrates the distribution of radio sets by income classes, 
and further serves to indicate the disproportion resulting from checking 
program preferences by random calls. 

Homogeneity of Taste by Classes 

It is obvious that some method of properly weighting or distributing 
calls for income groups was mandatory, and to this necessity the C.A.B. 
next turned its attention. But before reaching final solution of the prob- 
lem, it was necessary to find out whether, within an income group, phone- 
owners and non-owners had identical program tastes. As may be seen 
from Chart IV, the phone owners are truly representative of all families 
within each respective income group. 

With these facts established, it was a simple matter for trained in- 
vestigators to apportion their work among economic levels in accordance 
with set ownership. The C.A.B. sample is an adequate, properly weighted 
sample. 

86 



CHART I 
DIVERGENCE OF PROGRAM RATINGS 
IN UPPER & LOWER INCOME GROUPS 



UPPER SECTOR OF CHART=A,B,C GROUPS 
LOWER SECTOR OF CHART=D&E GROUPS 



(From a C. A. B. Study in 1937) 



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87 



CHART n 
PERCENTAGE OF SET-OWNERS 
HAVING TELEPHONES 

[by income class] 



[based on one typical eastern city] 



, 




88 



CHART IH 
OWNERSHIP OF RADIO SETS 
BY INCOME CLASSES 



[BASED ON A STUDY CONDUCTED IN 1937] 



TOTAL =100% 



53% 



"A INCOME GROUP 
"B" INCOME GROUP 
C INCOME GROUP 
DINCOME GROUP 
E" INCOME GROUP 



26 7% 



472% 



10.7% 



CHART IV 

RELATIONSHIP OF PROGRAM RATINGS: 
TOTAL D&E FAMILIES AND D&E'S WITH TELEPHONES 



NOTE EXTREMELY CLOSE CORRELATION BETWEEN 

TOTAL FAMILIES (UPPER SECTOR OF CHART) AND 

PHONE-OWNERS (LOWER SECTOR OF CHART) 



(From a C. A. B. Study in 1937) 



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90 



TWENTY-FIVE LEADING EVENING PROGRAMS 
OCTOBER 1938— APRIL 1939 

FROM COOPERATIVE ANALYSIS OF BROADCASTING RECORDS 



Rank. Average. 

1. Chase & Sanborn 42.3 

2. Jack Benny (Jell-O) 35.7 

3. Lux Radio Theatre 28.2 

4. Kraft Music Hall (Bing- Crosby) . 26.4 

5. Major Bowes (Chrysler) 21.2 

6. Town Hall Tonight (Fred Allen). 20.7 

7. Burns & Allen (Chesterfield) 20.6 

8. Good News (Metro-Maxwell) 20.5 

9. Rudy Vallee (Standard Brands).. 20.3 
10. Big Town (Edw. G. Robinson) . . . 20.2 
10. Al Jolson (Rinso) 20.2 

12. Eddie Cantor (Camel) 20.1 

13. Kate Smith Hour (Gen. Foods)... 19.9 

14. Campbell Playhouse 19.1 

15. Fibber McGee & Co. (Johnson) . . 18.4 

16. Kay Kyser (Lucky Strike) 18.2 

17. One Man's Family (Stan. Brands) 17.2 

18. Gang Busters (Colgate) 17.0 

19. Fitch Bandwagon 16.5 

20. Al Pearce & His Gang (Gen. F'ds) 15.7 

21. First Nighter (Campana) 15.5 

22. Prof. Quiz (Noxzema) 15.2 

23. Pepsodent Program (Bob Hope) . 14.4 

24. Pick & Pat (U. S. Tobacco) 13.6 

25. Your Hit Parade (Lucky Strike) . 13.2 

25. Joe Penner (Gen. Foods) 13.2 

25. We, The People (Gen. Foods) 13.2 









Months 










on air 


n 


• u 


T t\--T 


during 
period. 


Month. Rating. 


Month. 


Rating. 


Jan. 


46.8 


Apr. 


37.9 


7 


Jan. 


40.1 


Apr. 


30.6 


7 


Mar. 


32.5 


Apr. 


25.9 


7 


Feb. 


29.1 


Oct. 


23.8 


7 


Mar. 


23.1 


Oct. 


17.9 


7 


Feb. 


25.3 


Apr. 


16.9 


7 


Mar. 


21.6 


Apr. 


19.0 


7 


Feb. 


23.4 


Dec. 


18.3 


7 


Nov. 


22.4 


Apr. 


17.1 


7 


Feb. 


22.5 


Oct. 


16.5 


7 


Nov. 


21.2 


Apr. 


14.3 


7 


Mar. 


21.6 


Apr. 


18.8 


7 


Mar. 


23.5 


Dec. 


16.5 


7 


Jan. 


20.2 


Apr. 


17.8 


6^ 


Feb. 


20.5 


Nov. 


16.9 


7 


Feb. 


23.2 


Oct. 


13.0 


7 


Mar. 


18.6 


Apr. 


14.7 


7 


Dec. 


18.2 


Nov. 


14.9 


7 


Dec. 


18.3 


Oct. 


15.0 


7 


Oct. 


16.7 


Dec. 


14.4 


7 


Mar. 


17.2 


Oct. 


14.4 


7 


Feb. 


16.4 


Oct. 


13.2 


7 


Feb. 


17.0 


Oct. 


12.2 


7 


Oct. 


15.4 


Mar. 


11.2 


7 


Mar. 


16.3 


Oct. 


11.6 


7 


Mar. 


14.2 


Oct. 


11.5 


6 


Jan. 


15.0 


Oct. 


11.9 


7 



TEN LEADING DAYTIME PROGRAMS 
OCTOBER 1938— APRIL 1939 

FROM COOPERATIVE ANALYSIS OF BROADCASTING RECORDS 



Rank. Average. 

Ben Bernie (Am. Tobacco) 8.6 

Guiding Light (P&G) 8.0 

Ma Perkins (Red) (P&G) 7.8 

Magic Key of RCA 7.7 

Pepper Young (Red) (P&G) 7.5 

Mary Marlin (P&G) 7.2 

Woman in White (Pillsbury) 6.8 

Big Sister (Rinso) 6.5 

Goldbergs (P&G) 6.1 

Stella Dallas (Phillips Chem.) 6.1 

91 













Months 












on air 




igh 


v Low - 




during 




Month. 


Rating. 


Month. 


Rating, period. 


Mar. 


10.1 


Nov. 




7.1 


7 


Mar. 


9.1 


Oct. 




7.1 


7 


Mar. 


9.3 


Oct. 




6.8 


7 


Jan. 


9.3 


Apr. 




6.5 


6V2 


Mar. 


8.4 


Oct. 




6.4 


7 


Mar. 


8.1 


Oct. 

f Nov. 


] 


6.3 


7 


Oct. 


7.2 


i Feb. 

[Apr. 


1 


6.6 


7 


Mar. 


7.3 


j Oct. 
1 Dec. 


| 


6.1 


7 


Apr. 


7.3 


( Oct. 


\ 


5.3 


7 






{ Nov. 






Mar. 


7.5 


Oct. 




4.6 


7 



/. 



THE 10 LEADING EVENING PROGRAMS 
SINCE MARCH, 1930 

(Set Owners=100%) 

Only one of the first 10 programs included in the original 
C.A.B. ranking list (March, 1930), has stayed in the select group 
unfailingly. That one is Rudy Vallee. Of the present (1939) 
leading programs, exclusive of Vallee, Jack Benny and Fred Allen 
can be traced back as far as 1934 when they first attained a posi- 
tion among the leaders. Chase & Sanborn had a program among 
the leaders as far back as 1931, and subsequently has been in and 
out of the ranking list with various programs. During the past 
two years, the Chase & Sanborn offering has topped all other 
programs in popularity. 

MARCH 1930— FEBRUARY 1931 

1. Amos V Andy (Pepsodent) 37% 

2. Rudy Vallee ( Fleischmann ) 26% 

3. Collier's (drama) (9 months) 20% 

4. Lucky Strike (Sat. program) (Rolfe Orch.) 19% 

4. General Motors (musical) 19% 

6. General Electric (Floyd Gibbons) 18% 

7. RCA Victor (Shilkret band; guests) 17% 

7. Atwater Kent (musical) 17% 

9. Camel Hour (8 months) (Reginald Werrenrath; 

Previn Orch.; guests) 16% 



9. Cities Service (Jessica Dragonette) 16% 



c 



92 



(Evening Leaders — Continued) 
MARCH 1931— FEBRUARY 1932 

1. Amos V Andy (Pepsodent) 33% 

2. Lucky Strike (B. A. Rolfe Orch.) 19% 

3. Chase & Sanborn (Cantor; Rubinoff) 18% 

4. Rudy Vallee (Fleischmann) 16% 

5. Palmolive Hour (musical) 13% 

6. True Story (drama) 12% 

6. Blackstone (Crumit-Sanderson) 12% 

6. Interwoven (Jones and Hare) 12% 

9. Goodyear 11% 

10. Camel ( Downey- Wons-Renard ) 10% 

MARCH 1932— FEBRUARY 1933 

1. Chase & Sanborn (Cantor; Rubinoff) 22% 

2. Amos V Andy (Pepsodent) 20% 

3. Capt. Henry's Maxwell House Show Boat 19% 

4. Ed Wynn (Texaco) 18% 

5. Big Six of the Air (Al Jolson for Chevrolet) 17% 

5. Lucky Strike (Jack Pearl) 17% 

7. Rudy Vallee (Fleischmann) 16% 

8. Sherlock Holmes (G. Washington Coffee) 13% 

8. Myrt & Marge ( Wrigley) 13% 

8. Sinclair Wiener Minstrels 13% 



93 



(Evening Leaders — Continued) 

MARCH 1933— FEBRUARY 1934 

1. Lucky Strike Hour (Walter O'Keefe; drama, etc.) . . 25% 

1. Ed Wynn (Texaco) 25% 

1. Chase & Sanborn (Cantor; Rubinoff) 25% 

4. Capt. Henry's Maxwell House Show Boat 24% 

5. Lucky Strike (Jack Pearl) 23% 

6. Rudy Vallee (Fleischmann) 22% 

7. Ben Bernie (Pabst Blue Ribbon) 18% 

7. Amos V Andy (Pepsodent) 18% 

7. White Owl (Burns & Allen) 18% 

10. Al Jolson-Paul Whiteman (Kraft-Phenix) 17% 

MARCH 1934— FEBRUARY 1935 

1. Capt. Henry's Maxwell House Show Boat 24% 

2. Rudy Vallee (Fleischmann) 21% 

3. Baker's Broadcast (Penner; Hilliard; Nelson) 19% 

4. Chase & Sanborn (Cantor; Rubinoff) 18% 

4. Texaco (Ed Wynn) 18% 

6. Jack Benny (General Tire; Jell-O) 17% 

7. Palmolive Beauty Box Theatre (operettas) 16% 

8. Town Hall (Fred Allen for Bristol-Myers) 15% 

8. Amos 'n' Andy (Pepsodent) 15% 

10. Ben Bernie (Pabst Blue Ribbon) 14% 

94 



(Evening Leaders — Continued) 
MARCH 1935— SEPTEMBER 1935 

1. Jack Benny (Jell-O) 23% 

2. Eddie Cantor (Pebeco) 22% 

2. Major Bowes Amateur Hour (Chase & Sanborn) .... 22% 

4. Capt. Henry's Maxwell House Show Boat 19% 

5. Rudy Vallee (Fleischmann) 18% 

6. Baker's Broadcast (Penner; Hilliard; Nelson) 17% 

7. Town Hall Tonight (Fred Allen) 16% 

8. Ed Wynn (Texaco) 15% 

9. Palmolive Beauty Box Theatre (operettas) 14% 

10. Ben Bernie (Pabst Blue Ribbon) 13% 

OCTOBER 1935— APRIL 1936 

1. Major Bowes Amateur Hour (Chase & Sanborn) .... 37% 

2. Jack Benny (Jell-O) 26% 

3. Rudy Vallee (Fleischmann) 22% 

4. Maxwell House Show Boat 20% 

5. Town Hall Tonight (Fred Allen) 19% 

5. Burns & Allen (Campbell Soup) 19% 

7. Bing Crosby (Woodbury) 18% 

8. Hollywood Hotel (Campbell Soup) 17% 

9. Baker's Broadcast (Bob Ripley; Hilliard; Nelson). .. 16% 
10. Eddie Cantor (Pebeco) 15% 

95 



(Evening Leaders — Continued) 
MAY 1936— SEPTEMBER 1936 

1. Major Bowes Amateur Hour (Chase & Sanborn) .... 28% 

2. Jack Benny ( Jell-O) 19% 

3. Baker's Broadcast (Ripley; Milliard; Nelson) 17% 

3. Maxwell House Show Boat 17% 

5. Fred Astaire (Packard) 16% 

6. Lux Radio Theatre 15% 

6. Town Hall Tonight (Fred Allen) 15% 

6. Rudy Vallee (Fleischmann) 15% 

9. Bing Crosby (Kraft-Phenix) 14% 

9. Burns & Allen (Campbell Soup) 14% 

OCTOBER 1936— APRIL 1937 

1. Jack Benny (Jell-O) 33% 

2. Eddie Cantor (Texaco) 25% 

3. Major Bowes Amateur Hour (Chrysler) 23% 

3. Lux Radio Theatre 23% 

5. Burns & Allen (Campbell Soup) 22% 

5. Town Hall Tonight (Fred Allen) 22% 

7. Chase & Sanborn Good Will Court (A. L. Alexander) 21% 

8. Hollywood Hotel (Campbell Soup) 20% 

9. Rudy Vallee (Royal Gelatin) 19% 

9. Kraft Music Hall (Bing Crosby) 19% 

96 



(Evening Leaders — Continued) 
MAY 1937— SEPTEMBER 1937 

1. Jack Benny (Jell-O) 24% 

2. Major Bowes Amateur Hour (Chrysler) 22% 

3. Lux Radio Theatre 21% 

4. Chase & Sanborn Program (Don Ameche; Edgar 

Bergen; Dorothy Lamour, etc.) 19% 

5. Eddie Cantor (Texaco) 17% 

6. Town Hall Tonight (Fred Allen) 16% 

6. Kraft Music Hall (Bing Crosby; Bob Burns, etc.) . . . 16% 

8. Rudy Vallee (Royal Gelatin) 15% 

8. Burns & Allen (Grapenuts) 15% 

10. Hollywood Hotel (Campbell Soup) 14% 

OCTOBER 1937— APRIL 1938 

1. Chase & Sanborn Program 40% 

2. Jack Benny (Jell-O) 36% 

3. Kraft Music Hall (Crosby; Burns, etc.) 28% 

4. Lux Radio Theatre 26% 

5. Eddie Cantor (Texaco) 25% 

6. Burns & Allen (Grapenuts) 23% 

6. Major Bowes Amateur Hour (Chrysler) 23% 

6. Rudy Vallee (Royal Gelatin) 23% 

6. Town Hall Tonight (Fred Allen) 23% 

10. Al Jolson (Rinso) 21% 



97 



(Evening Leaders — Continued) 
MAY 1938 — SEPTEMBER 1938 

1. Chase & Sanborn Program 33% 

2. Jack Benny ( Jell-O) 29% 

3. Lux Radio Theatre 28% 

4. Town Hall Tonight (Fred Allen) 23% 

5. Kraft Music Hail 22% 

6. Major Bowes Amateur Hour (Chrysler).. . 20% 

7. Good News of 1938 (Maxwell House) 19% 

7. Al Jolson (Rinso) 19% 

9. Rudy Vallee (Royal Desserts; Fleischmann's) 17% 

10. One Man's Family (Tender Leaf Tea) 16% 

OCTOBER 1938— APRIL 1939 

1. Chase & Sanborn 42% 

2. Jack Benny (Jell-O) 36% 

3. Lux Radio Theatre 28% 

4. Kraft Music Hall (Bing Crosby) . . . 26% 

5. Major Bowes Amateur Hour (Chrysler) 21% 

5. Town Hall Tonight (Fred Allen) 21% 

5. Burns & Allen (Chesterfield) 21% 

6. Good News (Metro-Maxwell) 20% 

6. Rudy Vallee (Standard Brands) 20% 

6. Big Town (Edw. G. Robinson) (Rinso) 20% 



98 



THE FIVE LEADING DAYTIME PROGRAMS 
SINCE MARCH, 1930 

(Set Owners=100%) 



It should be noted that list below includes only commercial 
programs. In the early days of network daytime broadcasting, 
however, the daytime commercials were not as prevalent as today, 
and consequently were often out-pointed by sustaining programs. 
Such programs as "Cheerio," "National Farm and Home Hour" 
and the "Metropolitan Opera" broadcasts (in sustaining years) 
sometimes attained ratings high enough to out-rank the commer- 
cial list. Such instances, hozvever, are not included here. 



Attention is hereby again called to the fact that this material 
is fully copyrighted, and that no reproduction whatsoever may be 
made either wholly or in part. 



MARCH 1930— FEBRUARY 1931 

1. Aunt Jemima (Quaker Oats) 5.9% 

2. Davey Tree Hour 5.5% 

3. Early Birds (Gene & Glenn for Quaker Oats) 3.8% 

4. Radio Homemaker's Club (participating) 2.9% 

5. Household Institute (participating) 1.5% 



99 



(Daytime Leaders — Continued) 
MARCH 1931— FEBRUARY 1932 

1. Ekrly Birds (Gene & Glenn for Quaker Oats) 7.9% 

2. Little Orphan Annie (Ovaltine) 5.5% 

3. Bond Bread (Crumit-Sanderson) 4.1% 

4. Raising Junior (Wheatena) 3.9% 

5. Quaker Man (Phil Cook for Quaker Oats) 3.8% 

MARCH 1932— FEBRUARY 1933 

1. Little Orphan Annie (Ovaltine) 6.1% 

2. Skippy (General Mills- Wheaties) 4.7% 

3. Blue Coal Radio Review 4.4% 

4. Clara, Lu and Em (Super Suds) 4.3% 

5. Bond Bread (Crumit-Sanderson) 3.1% 

MARCH 1933— FEBRUARY 1934 

1. Metropolitan Opera (Lucky Strike) 13.3% 

2. Little Orphan Annie (Ovaltine) 5.7% 

3. Skippy (General Mills- Wheaties) 4.5% 

4. Betty and Bob (General Mills-Bisquick) 4.4% 

4. Lady Esther (Wayne King Orch.) 4.4% 

MARCH 1934— FEBRUARY 1935 

1. Metropolitan Opera (Listerine) 13.0% 

2. Lux Radio Theatre 7.6% 

3. Lady Esther Serenade (Wayne King) 5.5% 

4. Roses and Drums (Union Central Life) 5.4% 

5. Betty and Bob (General Mills-Bisquick) 4.9% 



100 



(Daytime Leaders — Continued) 

MARCH 1935— SEPTEMBER 1935 

1. Lux Radio Theatre 9.1% 

2. Today's Children (Pillsbury) 5.2% 

3. Roses and Drums (Union Central Life) 5.1% 

3. Story of Mary Marlin (Kleenex) 5.1% 

4. Betty and Bob (General Mills-Bisquick) 4.8% 

4. Voice of Experience (Wasey Products) 4.8% 

OCTOBER 1935— APRIL 1936 

1. Bond Bread (Crumit-Sanderson) 7.3% 

2. Today's Children (Pillsbury) 7.0% 

3. Magic Key of RCA 6.0% 

4. Roses and Drums ( Union Central Life ) 5.8% 

5. Story of Mary Marlin (Kleenex) 5.6% 

MAY 1936— SEPTEMBER 1936 

1. Today's Children (Pillsbury) 7.1% 

2. Story of Mary Marlin (Kleenex) 5.6% 

3. Ma Perkins (Procter & Gamble-Oxydol) 5.4% 

4. Betty and Bob (General Mills-Bisquick) 5.1% 

5. Vic and Sade (Procter & Gamble-Crisco) 5.0% 

OCTOBER 1936— APRIL 1937 

1. Metropolitan Opera (RCA) 11.2% 

2. Today's Children (Pillsbury) 9.1% 

3. David Harum (B. T. Babbitt) 7.5% 

4. Magic Key of RCA 7.4% 

5. Kaltenmeyer's Kindergarten (Quaker Oats) 7.3% 



101 



(Daytime Leaders — Continued) 

MAY 1937— SEPTEMBER 1937 

1. Today's Children (Pillsbury) 7.4% 

2. David Harum (B. T. Babbitt) 6.4% 

3. Ma Perkins (Procter & Gamble-Oxydol ) 6.2% 

4. Vic and Sade (Procter & Gamble-Crisco) 5.9% 

4. The O'Neills (Procter & Gamble-Ivory) 5.9% 

OCTOBER 1937— APRIL 1938 

1. Guy Lombardo (Bond Bread) 10.5% 

2. Today's Children (Pillsbury) 7.8% 

2. Woman in White (Pillsbury) 7.8% 

4. Ma Perkins (Procter & Gamble-Oxydol) 7.3% 

5. Vic and Sade (Procter & Gamble-Crisco) 7.0% 

5. Big Sister (Lever Bros.) 7.0% 

MAY 1938— SEPTEMBER 1938 

1. Guy Lombardo (Bond Bread) 8.9% 

2. Big Sister (Lever Bros.-Rinso) 6.6% 

3. Ma Perkins (Procter & Gamble-Oxydol) 6.5% 

3. Guiding Light (Procter & Gamble- White Naptha) . 6.5% 

5. The O'Neills (Procter & Gamble-Ivory) 6.3% 

5. Pepper Young's Family (Procter & Gamble-Camay) 6.3% 

OCTOBER 1938— APRIL 1939 

1. Ben Bernie (American Tobacco Co.) 8.6% 

2. Guiding Light (Procter & Gamble) 8.0% 

3. Ma Perkins (Procter & Gamble) 7.8% 

4. Magic Key of RCA 7.7% 

5. Pepper Young (Red) (Procter & Gamble) ....... 7.5% 



102 



C.A.B. SPECIAL EVENTS RATINGS 

The Cooperative Analysis of Broadcasting, as a by-product of its regu- 
lar work, compiles from time to time ratings of events of special or timely 
interest to the public. The ratings of a few of these special or outstanding 
events are listed here. Not all were rated, inasmuch as many occurred on 
days when the C.A.B. was not conducting its regular investigations. Thus 
approximately one-half of these events are rated. 

Ratings of professional baseball games cover only the cities where the 
games were broadcast. Ratings were made for play-by-play broadcasts and 
not for resumes or digests. Note that, the all-New York World's Series in 1937 
did not have nearly the nation-wide interest of the 1938 Series. 

Note also the steadily rising interest in football broadcasts as the 1938 sea- 
son progressed to the climactic games. 



SPEECHES 

CAMPAIGN 

Governor Landon's Acceptance Speech, July 23, 1936 28.5 

President Roosevelt, Oct. 10, 1936 24.6 

President Roosevelt, Oct. 21, 1936 24.4 

Governor Landon, Oct. 27, 1936 16.7 

Governor Landon, Oct. 9, 1936 14.9 

Governor Landon, Oct. 15, 1936 14.2 

Governor Landon, Oct. 26, 1936 13.3 

Governor Landon, Sept. 22, 1936 12.2 

President Roosevelt, Oct. 23, 1936 11.1 

Governor Landon, Oct. 12, 1936 10.8 

Governor Landon, Sept. 26, 1936 10.7 

Governor Landon, Sept. 24, 1936 10.3 

Governor Landon, Oct. 24, 1936 9.1 

OTHER 

King Edward's Valedictory, Dec. 11, 1936 45.0 

President Roosevelt — Jackson Day Dinner, Jan. 8, 1936 32.6 

President Roosevelt — Fireside Chat — March 9, 1937 30.1 

President Roosevelt — Human Needs Program, Oct. 24, 1935. 27.0 

President Roosevelt — Nov. 4, 1938 23.3 

Alfred E. Smith— Liberty League, Jan. 25, 1936 23.0 

Keynote Speech — Democratic National Convention, 

June 23, 1936.... 22.7 

Republican National Convention, June 9, 1936 20.8 

President Roosevelt — Victory Dinner, March 4, 1937 19.4 

Joseph T. Robinson, Jan. 28, 1936 19.4 

President Roosevelt — Testimonial Dinner to Postmaster- 
General Farley, Feb. 15, 1937 17.2 

103 



SPECIAL EVENTS RATINGS— Continued 

President Roosevelt — Armistice Day, Nov. 11, 1935 17.0 

President Roosevelt — Jackson Day Speech, Jan. 7, 1939 16.7 

President Roosevelt— Opening of Congress, Jan. 4, 1939 16.3 

Father Coughlin, Dec. 8, 1935 15.4 

Alfred E. Smith, Oct. 22, 1936 14.9 

Father Coughlin, Nov. 24, 1935 14.7 

150th Anniversary of Joint Session of Congress, March 4, 1939 14.1 

President Roosevelt 

Chief Justice Hughes 

Senator Pittman 

Speaker Bankhead 

Alfred E. Smith, Oct. 8, 1936 13.1 

Father Coughlin, Nov. 10, 1935 11.6 

Duke of Windsor, May 8, 1939 10.1 

President Roosevelt — Chicago Stockyards, Dec. 9, 1935 9.8 

Alfred E. Smith, Oct. 24, 1936 9.6 

Human Needs Program, Nov. 6, 1935 8.1 

Thomas S. Lamont 

Dr. Robert A. Millikan 

Canon Anson Phelps Stokes 

Edward L. Ryerson 

Herbert Hoover — Human Needs Program, Nov. 12, 1935. ... 7.6 
The Voice of Governors, Speeches by Six Governors, 

Sponsored by Democratic National Party, July 28, 1936. ... 7.4 

President Roosevelt at Notre Dame University, Dec. 9, 1935 6.9 

Secretary Harold Jckes, Oct. 9, 1936 5.6 

President Roosevelt (10:30 A.M.) July 8, 1938 5.5 

Alfred M. Landon, July 6, 1938 3.4 

President Roosevelt (4 :45 P.M.) July 8, 1938 2.6 

SPORTS 
BASEBALL 

World Series, 4 Games — Oct. 5-9, 1938 Average 33.2 

World Series, 4 Games — Oct. 6-9, 1937 Average 25.3 

All-Star Baseball Game, July 7, 1937 18.2 

All-Star Baseball Game, July 6, 1938 17.8 

Play-by-Play Description, Regular Season Games, May- 
August, 1938 Average 17.8 

May— 17.4 1 
June — 16.0 
July— 18.0 
August — 19.6 

104 



SPECIAL EVENTS RATINGS— Continued 

BOXING 

Louis-Schmeling Fight, June 22, 1938 63.6 

Schmeling- Louis Fight, June 19, 1936 57.6 

Braddock-Louis Fight, June 22, 1937 57.6 

Louis-Farr Fight, Aug. 30, 1937 56.9 

Braddock-Farr Fight, Jan. 22, 1938 35.9 

FOOTBALL 

Play-by-Play Descriptions — Season October to December 1938 

Average 35.0 

fOct. 1 24.3"| 

Oct. 8 26.2 

Oct. 22 34.8 

Nov. 5 38.1 

Nov. 19 42.4 

_Dec. 3 44.0, 

Play-by-Play Descriptions — Season October to November 1935 

Average 15.9 

Oct. 5 ... 4.6" 

Oct. 19 19.8 

Nov. 9 20.7 

^Nov. 23 18.5 

OTHER 

Kentucky Derby, May 7, 1938 16.6 

Kentucky Derby, May 8, 1937 14.0 

Kentucky Derby, May 6, 1939 ..... . 13.4 

Metropolitan Open Golf Tournament, Jan. 11, 1936 9.0 

GENERAL 

News Broadcasts — Day before Munich Conference, Sept. 28, 

1938 16.7 

(Note: One out of six programs heard was a news broadcast.) 

Dedication of NBC Hollywood Studios, Dec. 7, 1935 12.0 

Ceremonies at Election of Pope Pius XII, March 2, 1939 11.0 

Will Rogers Memorial Broadcast, Nov. 23, 1935 7.9 

Harvard Tercentenary, Nov. 8, 1935 6.2 

Gershwin Memorial Concert, July 10, 1938 3.6 

Departure of the China Clipper, Nov. 22, 1935 2.4 



105 






EVENING WINTER 
COMPARED Bt 

RATINGS PERTAIN TO THE INTERVAL FRC 





NO. 
P&M 


TYPE 


RATING 

^low-highO 


AVERAGE RATING 

J| IO| I5| 20| 




— 


PERSONALITY 
A. AMATEUR 


i 







VARIETY 



27-40.4 



73-19.6 



69-22.4 




CONCERT 
I POETRY 



COMMENTATORS 



MUSICAL 



REVUE 



IT.- 12.8 



IT: 12. 1 



2 2-13.0 




LEGEND 




1935-6 



1936-7 



1937-8 



CONCERT 



2.0-5.8 



106 



REASON PROGRAMS 
"YPE : 1935-1938 

ITOBER TO APRIL OF EACH SEASON 



RATING 



LOW -HIGH 



AVERAGE RATING 
jo\ is | 



AMATEUR 



PERSONALITY 




CLASSICAL 



3.2*139 



DANCE 



2.7-11.0 
2.5-14.1 




NEWS TOPICS 



1.5-12.0 



POPULAR 
SINGER 



17-13.2 



21-2.8 



19-6.2 



IREVER A PROGRAM TYPE IS 
NOT COMPARED FOR EACH OF 
1E THREE YEARS. THAT TYPE 
VANISHED OR WAS AMALGAMATED 
WITH ANOTHER TYPE FOR THE 
YEARS MISSING IN THE COMPARISON 



107 



EVENING SUMMER J 
COMPARED B^ 

RATINGS PERTAIN TO THE INTERVAL FRO! 



RATING 



LOW-HK 



AVERAGE RATlNi 




(PERSONALITY 



SERIAL 
DRAMA 



27-23.5 



4.1-190 



3.5-16.2 



2.8-11.7 



16-10.7 



CLASSICAL 

MUSIC 



34-96 
18-102 



NEWS 
TOPICS 

* 

DRAMA 



POPULAR 

MUSIC 



23-110 



DANCE 
MUSIC 



MINSTREL 



1.4-10.0 



2.2-115 



m 


LEGEND 








1936 


- 


— 1 1937 




1938 




SEASON PROGRAMS 
-TYPE : 1935-1938 

JAY TO SEPTEMBER OF EACH SEASON 




109 



PROGRAM TYPE PREFERENCES BY INCOME 

CLASSES 

(A Study Based on Programs Rated During the Winter Season of 
October 1937 to April 1938) 

That certain types of programs appeal specifically to certain income 
classes is an easy assumption, but the premise cannot be safely adopted 
without further study. 

With this thought in mind, the C. A. B. selected five of the more im- 
portant program types to determine what relationship their appeal had 
to income classes. The following types were chosen: Variety, Drama- 
Serial Drama, Popular Music, Classical Music, and Semi-Classical Music. 

Variety Programs 
Both 60-minute and 30-minute Variety programs were grouped to- 
gether so that 29 samples were available for study in this category. The 
resulting study shows that Variety appeals least to the A income group, 
and most to the C group. Taking the A sector as 100%, the C group looms 
46% larger. Variety appeals to B class 27% more than to the A class, but 
only 19% more to the D, or lowest, income levels. 

Drama-Serial Drama 
Evening Drama-Serial Drama was comprised of 16 half-hour pro- 
grams, while the daytime Drama-Serial Drama category included 41 quar- 
ter-hour programs, each broadcast multiple times per week. Both groups 
disclose similar appeals to the four income classes. 

In both groups the strongest appeal is in the C and D income divisions. 
In the case of the daytime shows, the preference is most apparent in the C 
income class, next in the D class and then in the B income group. Striking- 
ly, in the same order of appeal but not in the same ratio, are the Drama 
and Serial-Drama evening shows. The preference, nevertheless, in both 
cases is least by the A and B income divisions, and definitely highest by 
the C and D groups. Comparison of these two groups shows only 12 to 
15% less appeal to the D class than to the C class in the Drama and Serial- 
Drama night-time and day-time shows. 

Classical Music 
Classical programs, of which there were only four during the interval 
in consideration, appeal emphatically to the A and B income groups, with 
twice as much appeal to the A's and B's as to the D group. The appeal 
to the C class is only 37% more than to the D group. 

Semi-Classical Music 
The Semi-Classical programs (a group of five) is liked least by the D 
income class, and shows evenly divided preference bv the B and C levels, 
with slightly more preference by the A income class. 

Popular Music 
The 15 half-hour Popular Music programs appeal most to the C class 
and least to the A class. Between the appeal shown by the B and D in- 
come groups no striking difference is apparent, indicating that after the 
decided preference by the C class, the balance of the audience is more or 
less impartially divided (with the exception of the A level). 

110 



PROGRAM TYPE PREFERENCES 
BY INCOME GROUPS 



EVENING VARIETY PROGRAMS 

[30 MINUTE & 60 MINUTE] 



OCTOBER 1937 TO APRIL 1938 



A INCOME GROUP 



100% 



B"INC 
C INC 
DINC 


OME GROUP 
OME GROUP 
OME GROUP 


146% 




i 

1 
1 

i 
1 

© 


_ 


c 






. 





MHHBMHM^MBi 




HI 



PROGRAM TYPE PREFERENCES 
BY INCOME GROUPS 



EVENING DRAMA & SERIAL DRAMA 

[30 MINUTE] 



OCTOBER 1937 TO APRIL 1938 



"A" INCOME GROUP 



B" INCOME GROUP 
C" INCOME GROUP 
D" INCOME GROUP 




{Note Greatest Appeal to "C" Income Group) 



112 



PROGRAM TYPE PREFERENCES 
BY INCOME GROUPS 



DAYTIME DRAMA & SERIAL DRAMA 

[15 MINUTE; MULTIPLE TIMES WEEKLY] 



OCTOBER 1937 TO APRIL 1938 



"A" INCOME GROUP 
B"INCOME GROUP 

C INCOME GROUP 
DINCOME GROUP 




(A/bte least Appeal to'A'V Grea< 



ea/ to C Groups) 



PROGRAM TYPE PREFERENCES 
BY INCOME GROUPS 



EVENING CLASSICAL MUSIC 

[60 MINUTE] 



OCTOBER 1937 TO APRIL 1938 




(Note Strong- Preference 



114 



PROGRAM TYPE PREFERENCES 
BY INCOME GROUPS 



EVENING SEMI-CLASSICAL MUSIC 

[30 MINUTE} 



OCTOBER 1937 TO APRIL 1938 




PROGRAM TYPE PREFERENCES 
BY INCOME GROUPS 



EVENING POPULAR MUSIC 

[30 MINUTE] 



OCTOBER 1937 TO APRIL 1938 




{Note Greatest Preference by the "C fncome Grout>) 



116 



PROGRAM LENGTH VS. MEDIAN RATING 



COMPARISON OF EVENING RATINGS BY LENGTH OF BROADCASTS 
OCTOBER 1935-APRIL 1936 



i 

1 Hour 
October 1935 

{ Median of Programs 12.5% 

1 No. of Programs 15 

November 1935 

| Median of Programs 13.1% 

| No. of Programs 15 

December 1935 

{ Median of Programs 13.0% 

I No. of Programs 15 

January 1936 

{ Median of Programs 14.1% 

| No. of Programs 14 

February 1936 

{ Median of Programs 16.8% 

\ No. of Programs 14 

March 1936 

{ Median of Programs 15.9% 

\ No. of Programs 14 

April 1936 

{ Median of Programs 14.1% 

{ No. of Programs 14 







Daytime 

% Hour 

4-5 Times 

Weekly 


Y 2 Hour 


*4 Hour 
Weekly 


5.5% 
53 


4.3% 
20 


3.3% 
14 


6.4% 
57 


4.7% 
25 


3.6% 
15 


6.3% 
61 


4.6% 
26 


3.6% 
15 


7.4% 
57 


4.2% 
24 


4.4% 
17 


7.2% 
65 


5.0% 
29 


4.3% 
19 


6.9% 
63 


4.2% 
29 


4.5% 
19 


7.0% 
57 


5.0% 
27 


4.1% 
20 



COMPARISON OF EVENING RATINGS BY LENGTH OF BROADCAST: 

MAY-SEPTEMBER 1936 

Daytime 

, Evening s *4 Hour 

% Hour 4-5 Times 

1 Hour y 2 Hour Weekly Weekly 
May 1936 

{Median of Programs 11.4% 5.5% 3.7% 3.3% 

}No. of Programs 15 53 22 19 

June 1936 

{Median of Programs 11.1% 4.8% 3.6% 3.2% 

I No. of Programs 14 48 16 18 

July 1936 

{ Median of Programs 11.6% 4.6% 2.9% 2.7% 

I No. of Programs 12 44 18 16 

August 1936 

{Median of Programs 11.7% 4.7% 3.6% 2.5% 

I No. of Programs 13 42 20 17 

September 1936 

{Median of Programs 14.2% 6.1% 3.1% 2.7% 

|No. of Programs 15 41 23 18 

(Since there were very few forty-five minute weekly 
broadcasts and but a small number of half-hour multiple- 
weekly programs during these periods, they are included in 
medians given under the half-hour heading.) 

117 



LENGTH VS. MEDIAN RATINGS— Continued 

COMPARISON OF EVENING RATINGS BY LENGTH OF BROADCAST: 
OCTOBER 1936-APRIL 1937 



1 Hour 
October 1936 

( Median of Programs 12.1% 

| No. of Programs 18 

November 1936 

J Median of Programs 14.0% 

1 No. of Programs 19 

December 1936 

J Median of Programs 16.2% 

| No. of Programs 17 

January 1937 

J Median of Programs 14.4% 

X No. of Programs 17 

February 1937 

| Median "of Programs 15.1% 

} No. of Programs 17 

March 1937 

j" Median of Programs 12.4% 

I No. of Programs 17 

April 1937 

| Median of Programs 12.6% 

\ No. of Programs 17 







Daytime 

% Hour 

4-5 Times 

Weekly 


Yz Hour 


% Hour 
Weekly 


6.6% 
51 


3.7% 
25 


2.5% 
33 


7.0% 
62 


5.0% 
23 


2.7% 
16 


7.4% 
65 


3.7% 
23 


2.9% 
32 


7.7% 
62 


5.0% 
22 


3.3% 
34 


8.4% 
63 


4.6% 
22 


3.5% 
35 


7.1% 
66 


5.1% 
20 


3.6% 
36 


7.3% 
62 


4.4% 
22 


3.8% 
36 



COMPARISON OF EVENING RATINGS BY LENGTH OF BROADCAST: 

MAY-SEPTEMBER 1937 

Daytime 

, Evening > 34 Hour 

*4 Hour 4-5 Times 

1 Hour y 2 Hour Weekly Weekly 
May 1937 

| Median of Programs 11.0% 6.4% 3.4% 2.9% 

\ No. of Programs 17 60 24 35 

June 1937 

S Median of Programs 10.4% 5.8% 3.3% 2.9% 

\ No. of Programs 16 60 20 34 

July 1937 

J Median of Progress 12.0% 4.8% 3.2% 3.2% 

\ No. of Programs 12 52 15 27 

August 1937 

| Median of Programs 11.7% 5.6% 3.8% 3.3% 

} No. of Programs 12 47 16 28 

September 1937 

| Median of Programs 14.5% 7.2% 5.8% 3.8% 

\ No. of Programs 13 49 16 29 

(Since there were very few forty -five minute weekly 
broadcasts and but a small number of half-hour multiple- 
weekly programs during these periods, they are included in 
medians given under the half-hour heading.) 

118 



LENGTH VS. MEDIAN RATINGS— Continued 

COMPARISON OF EVENING RATINGS BY LENGTH OF BROADCAST: 
OCTOBER 1937-APRIL 1938 



1 Hour 
October 1937 

| Median of Programs 15.9% 

I No. of Programs 14 

November 1937 

| Median of Programs.... 15.7% 

1 No. of Programs 15 

December 1937 

J" Median of Programs 14.8% 

\ No. of Programs 15 

January 1938 

S Median of Programs 16.2% 

\ No. of Programs 15 

February 1938 

j' Median of Programs 21.5% 

} No. of Programs 15 

March 1938 

| Median of Programs 21.0% 

| No. of Programs 14 

April 1938 

S Median of Programs 21.5% 

X No. of Programs 13 







Daytime 

y A Hour 

4-5 Times 

Weekly 


y 2 Hour 


Ji Hour 
Weekly 


8.2% 
59 


7.7% 
17 


3.3% 
38 


7.5% 
61 


6.5% 
19 


3.7% 
40 


8.2% 
60 


6.2% 
21 


3.8% 
40 


8.8% 
59 


6.4% 
18 


4.1% 
52 


10.3% 
61 


8.2% 
17 


4.5% 
55 


9.5% 
61 


7.4% 
17 


4.8% 
52 


10.4% 
49 


5.8% 
17 


4.8% 
47 



COMPARISON OF EVENING RATINGS BY LENGTH OF BROADCAST: 
MAY 1938-SEPTEMBER 1938 

Daytime 

, Evening » % Hour 

34 Hour 4-5 Times 

1 Hour y 2 Hour Weekly Weekly 
May 1938 

j" Median of Programs 18.8% 8.8% 5.8% 4.5% 

1 No. of Programs 13 50 17 43 

June 1938 

{ Median of Programs 18.1% 8.5% -4.0% 4.1% 

1 No. of Programs 12 48 16 43 

July 1938 

S Median of Programs 14.3% 5.7% 4.5% 4.2% 

X No. of Programs 8 39 14 40 

August 1938 

| Median of Programs 14.3% 6.4% 4.7% 4.7% 

\ No. of Programs 7 39 11 38 

Aug.- Sept. 1938 

| Median of Programs 18.0% 7.2% 5.4% 4.7% 

X No. of Programs 7 36 11 38 

(Since there were very few forty-five minute weekly 
broadcasts and but a small number of half-hour multiple- 
weekly programs during these periods, they are included in 
medians given under the half-hour heading.) 

119 




120 



PROGRAMS BY LENGTH 



1938 
M J J 



1939 

ON DJ FMAM 




N D J 



I J A 
1938 



O N D J 



A COMPARISON OF RURAL AND URBAN 

PROGRAM POPULARITY: 

EVENING PROGRAMS 



The C.A.B., in addition to its regular semi-monthly reports covering 33 
cities, each spring makes a study of rural listening as compared with urban 
listening. 

Such springtime surveys have been conducted for the years 1937, 1938 
and 1939, based on a total of about 63,000 interviews. The following tables 
show comparisons in relative popularity of the 10 leading programs in rural and 
urban areas. 

Tenacity of Program Leaders 

The rural survey conducted in the spring of 1939 indicated that seven of the 
10 leading evening programs in rural areas had been among the 10 leaders in the 
spring of 1938. Of further significance was the fact that the first five of these 
rural leaders in 1939 had occupied identical rankings in the 1938 study. Those 
evening programs which enjoyed first 10 rankings in the large cities in 1939 
contained six repeaters from the spring of 1938, three of which (Chase & San- 
born, Jack Benny and Lux Radio Theatre) were in the same ranking order. 

National Barn Dance; Jack Benny 

It is interesting to note that the National Barn Dance program which 
ranked fifth in rural areas ranked 44th in large cities. 

In similar vein was Lowell Thomas' popularity : ranking fourth in the rural 
areas, his position in the large cities was 28)th. 

Major Bowes, enjoying third place in rural ranking, held ninth position in 
the large cities. Holding equal popularity in both the rural and urban areas 
were the Chase & Sanborn program, Jack Benny, Kate Smith and Cantor's 
Camel Caravan. 



122 



SPRING 1939 

Ratings of the 10 Leading Evening Programs in Rural Areas 
Compared with Their Large City Ratings 

Set Owners = 100% 

, — Rural Areas — s ^-Large Cities— n 

Program Rating Rank Rating Rank 

Chase & Sanborn 34.6 1 39.8 1 

Jack Benny 29.4 2 34.7 2 

Major Bowes 26.1 3 20.2 9 

Lowell Thomas 19.2 4 12.8 28 

National Barn Dance 18.4 5 9.4 44 

Kate Smith Hour 18.1 6 20.7 7 

Lux Radio Theatre 17.0 7 29.4 3 

Fitch Bandwagon 15.7 8 19.5 11 

Fibber McGee & Company. 15.0 9 17.9 15 

Burns & Allen 14.9 10 20.3 8 



SPRING 1939 

Ratings of the 10 Leading Evening Programs in Large Cities 
Compared with Their Rural Ratings 

Set Owners = 100% 

, — Large Cities — N ^-Rural Areas^ 

Program Rating Rank Rating Rank 

Chase & Sanborn 39.8 1 34.6 1 

Jack Benny 34.7 2 29.4 2 

Lux Radio Theatre 29.4 3 17.0 7 

Kraft Music Hall 24.9 4 14.0 12 

Good News of 1939 21.8 5 11.9 20 

Big Town 21.6 6 13.2 15 

Kate Smith Hour 20.7 7 18.1 6 

Burns & Allen 20.3 8 14.9 10 

Major Bowes 20.2 9 26.1 3 

Cantor's Camel Caravan. . . 19.6 10 14.4 11 



123 



SPRING 1938 

Ratings of the 10 Leading Evening Programs in Rural Areas 
Compared with Their Large City Ratings 

Set Owners = 100% 

f — Rural Areas — ^ ,—Large Cities-^ 

Program Rating Rank Rating Rank 

Chase & Sanborn 32.2 1 44.9 1 

Jack Benny 27.8 2 38.6 2 

Major Bowes 22.1 3 23.2 9 

Lowell Thomas 20.1 4 14.3 21 

National Barn Dance 16.7 5 11.1 30 

Burns & Allen 15.8 6 24.8 6 

Town Hall-Allen 15.3 7 25.5 4 

Lux Radio Theatre 14.9 8 27.4 3 

One Man's Family 14.6 9 17.9 16 

Phil Baker 14.1 10 22.9 10 



SPRING 1938 

Ratings of the 10 Leading Evening Programs in Large Cities 
Compared with Their Rural Ratings 

Set Owners = 100% 

t — Large Cities — ^ ^—Rural Areas— ^ 

Program Rating Rank Rating Rank 

Chase & Sanborn 44.9 1 32.2 1 

Jack Benny 38.6 2 27.8 2 

Lux Radio Theatre 27.4 3 14.9 8 

Town Hall-Allen 25.5 4 15.3 7 

Kraft Music Hall 25.5 4 10.9 18 

Burns & Allen 24.8 6 15.8 6 

Rudy Vallee 24.3 7 13.7 11 

Al Jolson 23.6 8 12.7 15 

Major Bowes. 23.2 9 22.1 3 

Phil Baker 22.9 10 14.1 10 



124 



SPRING 1937 

Ratings of the 10 Leading Evening Programs in Rural Areas 
Compared with Their Large City Ratings 

Set Owners — 100% 

f — Rural Areas — ^ ^—Large Cities— ^ 

Program Rating Rank Rating Rank 

Jack Benny 26.8 1 34.7 1 

Maj. Bowes' Amateur Hour 22.2 2 22.2 4 

Lowell Thomas 17.6 3 12.3 16 

Horlick's Lum and Abner . . 17.4 4 8.4 30 

Lux Radio Theatre 16.9 5 24.4 2 

Eddie Cantor 16.8 6 24.1 3 

Fibber McGee and Molly. .14.7 7 11.9 18 

Amos V Andy 14.3 8 13.1 13 

Phil Baker 14.0 9 18.7 7 

National Barn Dance 12.8 10 10.3 29 



SPRING 1937 

Ratings of the 10 Leading Evening Programs in Large Cities 
Compared with Their Rural Ratings 

Set Owners = 100% 

f — Large Cities — > r- Rural Areas— ^ 

Program Rating Rank Rating Rank 

Jack Benny 34.7 1 26.8 1 

Lux Radio Theatre 24.4 2 16.9 5 

Eddie Cantor 24.1 3 16.8 6 

Maj. Bowes' Amateur Hour 22.2 4 22.2 2 

Royal Gelatin Hour-Rudy 

Vallee 21.9 5 10.4 20 

Town Hall Tonight-Allen. . 21.6 6 12.7 11 

Phil Baker 18.7 7 14.0 9 

Hollywood Hotel 18.2 8 10.9 18 

Kraft Mus. Hall-Bing Crosby 17.1 9 9.1 24 

AUolson 17.1 9 9.6 22 



125 



A COMPARISON OF RURAL AND URBAN 

PROGRAM POPULARITY: 

DAYTIME PROGRAMS 



Comparison of the five leading daytime programs in the rural areas showed 
only one program, the Woman in White, a dramatic sketch, which had been 
among the five daytime leaders in the same period of 1938. 

Bachelor's Children; Woman in White 

Sharp contrasts in ranking were evidenced by Bachelor's Children, a serial 
drama, which placed third in the rural areas and 14th in the large cities. Also, 
The Woman in White, ranking fourth in the rural areas, ranked 12th in the 
large cities. 

Ben Bernie; Magic Key 

In the large cities, two daytime programs had great differences in pop- 
ularity compared with their rural standings. Ben Bernie, first in the large 
cities, was 38th in the rural areas; and the Magic Key of RCA, fourth in the 
large cities, was 35th in the rural areas. 

Similarities 

Nearly alike in standing in both areas were three programs: Ma Perkins, 
The Guiding Light and Pepper Young's Family. 



126 



SPRING 1939 




Ratings of the 5 Leading Daytime Programs 


in Rural Areas 


Compared with Their Large City Ratings 


Set Owners = 100% 




t — Rural Areas — N 
Program Rating Rank 


,— Large Cities-^ 
Rating Rank 


Ma Perkins 10.9 1 


7.8 2 
7.7 3 


The Guiding Light 9.8 2 


Bachelor's Children 9.5 3 


5.9 14 


The Woman in White 9.3 4 


6.3 12 


Pepper Young's Family .... 8.6 5 


6.8 5 


SPRING 1939 




Ratings of the 5 Leading Daytime Programs 


in Large Cities 


Compared with Their Rural Ratings 


Set Owners = 100% 




f — Large Cities — ^ 
Program Rating Rank 


^-Rural Areas-^ 
Rating Rank 


Ben Bernie 8.6 1 


4.9 38 

10.9 1 

9.8 2 


Ma Perkins 7.8 2 


The Guiding Light 7.7 3 


Magic Key of RCA 7.4 4 


5.2 35 


Pepper Young's Family. . .. 6.8 5 


8.6 5 



127 



SPRING 1938 

Ratings of the 5 Leading Daytime Programs in Rural Areas 
Compared with Their Large City Ratings 

Set Owners = 100% 



t — Rural Areas — > 

Program Rating Rank 

Guy Lombard© 10.2 1 

Dick Tracy 9.8 2 

The Woman in White 9.3 3 

Gospel Singer 8.9 4 

David Harum 8.6 5 



,— Large 


Cities— ^ 


Rating 


Rank 


10.0 


1 


4.8 


28 


7.9 


2 


4.9 


25 


6.7 


7 



SPRING 1938 

Ratings of the 5 Leading Daytime Programs in Large Cities 
Compared with Their Rural Ratings 

Set Owners = 100% 



t — Large Cities — N 

Program Rating Rank 

Guy Lombardo 10.0 1 

The Woman in White 7.9 2 

Guiding Light 6.9 3 

Vic and Sade 6.9 3 

Aunt Jenny's Real Life 

Stories 6.8 5 

Terry and the Pirates 6.8 5 



-Rural Areas— ^ 


lating 


Rank 


10.2 


1 


9.3 


3 


6.6 


14 


6.1 


22 


5.7 


30 


4.8 


38 



128 





SPRING 1937 




Ratings of the 5 Leading Daytime Programs 


in Rural Areas 


Compared with Their Large City Ratings 




Set Owners = 100% 




Program 


( — Rural Areas — N 
Rating Rank 


r- Large Cities— > 
Rating Rank 


Ma Perkins 


11.9 1 


7.1 6 
5.9 11 


Betty & Bob 


11.8 2 


Today's Children. . 


11.1 3 


8.7 1 


David Harum 


9.1 4 


7.6 2 


Vic and Sade 


8.7 5 


7.0 8 




SPRING 1937 




Ratings of the 5 Leading Daytime Programs 


in Large Cities 


Compared with Their Rural Ratings 




Set Owners = 100% 




Program 


t — Large Cities — N 
Rating Rank 


r- Rural Areas— ^ 
Rating Rank 


Today's Children. . 


8.7 1 


11.1 3 


Magic Key of RCA . 


7.6 2 


6.8 13 


David Harum 


7.6 2 


9.1 4 


Guy Lombardo .... 


7.5 4 


4.3 21 


Kaltenmeyer's KindergVten 7.3 5 

r 1 


7.3 9 



129 



A COMPARISON OF RURAL AND URBAN 

PROGRAM POPULARITY: 

BY PROGRAM TYPE 

In the spring of 1939, evening variety programs again placed at the top 
of the list as they did in 1938, both for rural and large city areas, although they 
were crowded closely both in the cities and rural sections by audience partici- 
pation programs which had came into favor in 1938. 

In the cities variety programs had a 30% higher rating than in the rural 
areas; whereas audience participation had only 15% better rating in the cities. 

All types, however, with the exception of commentators and talks, had 
ratings 14% to 53% better in the large cities than in the rural areas. 

SPRING 1938 
Comparison by Type of 80 Rated Evening Programs 

r— Rural Areas->, r-Large Cities-^ 

No. of Average Average 

Programs Type Bating Rank Rating Rank 

12 Variety 11.3 1 16.8 1 

4 Novelty 11.1 2 11.6 4 

3 News Topics and Drama 10.3 3 8.8 6 

15 Personality 10.0 4 13.8 2 

8 Serial Drama 9.3 5 9.4 5 

12 Drama 8.1 6 12.2 3 

8 Dance Music 5.7 7 7.7 7 

4 Classical 5.1 8 7.6 8 

7 Musical Revue 4.9 9 7.5 9 

5 Semi-Classical 4.7 10 7.1 10 

The above table includes only those type classifications having 3 or more programs. 

Not included were the following classifications which include only one program: 

Amateur (Major Bowes) 22.1 23.2 

Popular Singer (Arthur Godfrey) 3.7 6.6 



SPRING 1937 
Comparison by Type of 98 Rated Evening Programs 

r- Rural Areas— > y r-Large Cities— >> 

No. of Average Average 

Programs Type Rating Rank Rating Rank 

3 News Topics and News 11.6 1 10.6 3 

6 Variety 9.4 2 14.9 1 

22 Personality 9.2 3 12.1 2 

9 Novelty 7.6 4 8.1 5 

10 Serial Drama 7.3 5 7.1 7 

10 Drama 7.1 6 9.8 4 

5 Classical 5.7 7 7.7 6 

6 Dance Music 4.5 8 7.0 8 

6 Semi-Classical 4.1 9 5.8 9 

18 Musical Revue 3.8 10 5.0 10 

The above table includes only those type classifications with 3 or more programs. 

Not included were the following classifications which include only one program each: 

Amateur (Major Bowes) 22.2 22.2 

Popular Singer (Singin' Sam) 6.5 4.9 

Concert Band (Carborundum Band) 3.3 6.3 

130 



SPRING 1939 RURAL-LARGE CITY COMPARISON 
OF 89 RATED EVENING PROGRAMS 


NO 
PGM 


TYPE 


RA 

RURAL 


NK 

LARGE 
CITY 


AVERAGE RATING 
5\ I0| | 5 | 


27 


VARIETY 


1 


1 




10.9 






II 


AUDIENCE 
PARTICIPATION 


2 


2 


9.8 


. 




4 


COMEDY 


3 


B 




' 


|&.5 




5 


COMMENT- 
ATORS 
& TALKS 


4 


8 








79 




| 7S 






6 


SERIAL 
DRAMA 


5 


3 








7.7 








iT*a-^^^HhH| 


15 


DRAMA 


6 


4 












■ 


1 


CLASSICAL 

i , 


7 


5 




6.7 




I 10.0 






POPULAR 

MUSIC 


8 


7 


5.6 




■ 80 




SEMI- 
CLASSICAL 


9 


B 




>.3 




I 66 




| RURAL ' 
■H LARGE CITY 


S\ io| isj 

AVERAGE RATING 



131 



SETS IN USE BY MONTHS AND SEASON: 

1934-1936-1938 

In the accompanying Chart I is shown the relationship between sum- 
mer and winter listening, indicating that during summer 85%-92% as many 
sets were used on the average weekday as in the following winter. 

Chart II shows that in the years 1934, 1936 and 1938, the peak of lis- 
tening has been either in January or February, while the seasonal summer 
decline reached its lowest point during the month of July. Once this July 
low point has been reached, there follows a consistent rise in the use of 
sets to November. At the end of November, and during December, there 
is again a slight drop-off. 

During 1938, from 61% to 73% of sets were used on an average week- 
day. The monthly variation in set use was as follows : 

January 72.7% July 61.2% 

February 73.4% August 62.0% 

March 70.7% September 66.5% 

April 71.4% October 69.6% 

May 66.8% November 69.5% 

June 66.9% December 68.7% 



HOW THE 20 LEADING PROGRAMS ATTAINED 
THEIR LEADERSHIP 

Every sponsor desires a leader. Few attain this desire over night. 
Success comes only after the expenditure of much effort, patience, inge- 
nuity and money. 

With rare exceptions, programs attain high ratings (insuring further 
longevity) only after many months on the air. Once the cluster of leaders 
is established, this constellation remains relatively fixed. But in the in- 
terim many another program has fallen by the wayside.* 

The winter season of 1938-39 was noteworthy for lack of new pro- 
grams. The leaders had been on the air for a long time (an average of 
over three years for the 20 programs considered in accompanying tables). 
Most of them started the tedious road upward from humble beginnings. 
Furthermore, the leading full-hour shows have been under current spon- 
sorship for an average of nearly three and a quarter years, as compared 
with an average sponsorship of around 13 months for all hour shows. 

Among the current hour programs, only Chase & Sanborn (Charlie 
McCarthy, Don Ameche, Dorothy Lamour, etc.) and Major Bowes (Chrys- 

( Continued on page 136) 



*Editor , s Note: While it takes a long time, generally speaking, to create a leader, it is 
not always conversely true that a failure can be nursed into success merely by keeping 
it running. 

132 



CHART I 
RELATIONSHIP OF 
SUMMER TO WINTER LISTENING 

SETS IN USE -AVERAGE WEEKDAY- MONDAY FRIDAY 

[WINTER = 100%) 





3d ♦"! sol 



CHAR 
PEAK MONTH IN LISTENING C 

1934- 

[SETS IN USE -PEAK MONTH = IOO°/J 




134 



llPARED WITH OTHER MONTHS 
£-1938 

! AVERAGE WEEKDAY - MONDAY • FRIDAY 




135 



HISTORY OF 20 LEADERS— Continued 

ler) started with high ratings almost immediately, thus proving themselves 
exceptions to the, rule. Major Bowes' initial program rated 18% in April, 
1935, and the series rose to 40.7% in January, 1936. (Note : Major Bowes 
at that time was under the Chase & Sanborn aegis). 

On the other hand, the Lux Radio Theatre began its night-time career 
(after nine months of daytime run) with 8.4%, and required 15 months to 
break the 20% level. Bing Crosby, already an established artist when he 
took over the Kraft Music Hall, began with 15.2% in January, 1936, and 
spent two years and four months attaining his highest rating. 

Likewise, Fred Allen's initial half-hour performance for Bristol-Myers 
garnered only 6.3%. Fourteen months elapsed before he was able to get 
above 20%. By that time the program had been expanded into a full-hour 
show. 

The five leading 30-minute programs have been on the air for an aver- 
age of more than 20 months. Individually, their lives range from seven to 
43% months under the same sponsor. This compares with an average life 
under the same sponsor of 9.3 plus months for all 30-minute series. 

These five leading programs repeat the same story as full-hour pro- 
grams — they attained their coveted positions only over a long period of 
time, and after starting with relatively low ratings either for present or 
previous sponsors. Four out of five of the current half-hour leaders are 
starring talent which previously had risen to radio fame through years of 
work under other sponsors. 

The five leading 15-minute programs, both daytime and evening, once 
more repeat the keeping-everlastingly-at-it-brings-success pattern. While 
the average nightime program of 15 minutes runs about six months, the 
average life of the leaders in this class is nearly 55 months. 



60-MINUTE EVENING PROGRAMS 



7 Months' 

Average 

Rating 

Oct. '38- 

April '39 

Chase & Sanborn — Charlie 

McCarthy 42.3% 

Lux Radio Theatre 28.2% 

Kraft Music Hall— Bing 

Crosby 26.4% 

Major Bowes' Amateur 

Hour — Chrysler 21.2% 

Town Hall— Fred Allen... 20.7% 
AVERAGE 27.7% 



Highest 
Rating at 

Any Time Month of 

With Same Highest 

Sponsor Rating 


Date 
Started 

With 
Sponsor 


Initial Months 
Rating On Air 
With Up to 
Current April 
Sponsor 1939 


46.8% 


Jan. 


1939 


May 


1937 


13.7% 


24 


32.5% 


March 1939 


*July 


1935 


8.4% 


41 


32.1% 


April 


1938 


Jan. 


1936 


15.2% 


42% 


25.3% 


Nov. 


1937 


Sept. 


1936 


23.7% 


$32 y 2 


25.3 % 


Feb. 


1939 


tOct. 


1933 


6.3% 


54% 


32.4% 










13.5% 


38.9 



* Daytime show from October, 1934-June, 1935. Not included in this figure, f Octo- 
ber-December, 1934, on as 30-minute show (Ipana Troubadors). January-March, 1934, 
on for 60-minutes (made up of two 30-minute shows) . $ Includes only time on for 
Chrysler. Was on 18 months for Chase & Sanborn 1935-1936. 



136 



HISTORY OF 20 LEADERS— Continued 
30-MINUTE EVENING PROGRAMS 

7 Months' Highest ' Initial MonJir 

Average Rating at Date Rating On Air 

Rating Any Time Month of Started With Up to 

Oct. '38- With Same Highest With Current April 

April '39 Sponsor Rating Sponsor Sponsor 1939 

Jack Benny— JeU-0 35.7% 41.0% Feb. '1938 Oct. 1934 17.6% 43 y 2 

Burns & Allen — Liggett & 

Myers 20.6% 21.6% March 1939 Oct. 1938 20.0% f7 

Big Town— Ed. G. Robinson 20.2% 22.5%* Feb. 1939 Oct. 1937 8.1% 16 Vz 

AUolson— Lever Bros *20.2% 26.7% Feb. 1938 Dec. 1936 13.5% 11 

Cantor's Camel Caravan. . . 20.1% 21.6% March 1939 March 1938 19.1% i23V 2 

AVERAGE 23.4% 26.7% 15.7% 20.3 

* Five months' average. t On air for Grape-Nuts from April, 1937-July, 1938, and 

Campbell Tomato Juice from October, 1935-April, 1937. % On air for Texas Co., 1936- 
1938, for Pebeco in 1935, for Chase & Sanborn in 1931-1934. 



15-MINUTE EVENING PROGRAMS 



7 Months' Highest 

Average Rating at 

Rating Any Time Month of 

Oct. '38- With Same Highest 

April '39 Sponsor Rating 

Lowell Thomas— Sunoco.. 12.5% 15.6% \ JJ^ J^ 

Amos 'n' Andy— Campbell <■ MarcJl 19d5 

Soup Co. (Red & CBS). 12.3% 15.5% Feb. 1938 
Jergens Program — Walter 

Winchell 11.5% 13.1% Feb. 1939 

Irene Rich — Welch Grape 

Juice 8.0% 9.3% Feb. 1939 

Hollywood Gossip — Jimmie 

Fidler (Red) 7.8% 10.2% Sept. 1938 

AVERAGE 10.4% 12.7% 



* On air continuously for Pepsodent from August, 1929, 



Date 

Started 

With 

Sponsor 


Initial Months 
Rating On Air 
With Up to 
Current April 
Sponsor 1939 


June 1932 


11.9% 


83 


Jan. 1938 


15.4% 


*16 


Dec. 1932 


5.3% 


77% 


Oct. 1933 


2.7% 


71 


March 1937 


6.8% 

8.4% 


26 
54.7 


to January, 


1938. 





15-MINUTE DAYTIME PROGRAMS 



7 Months' Highest 

Average Rating at Date 

Rating Any Time Month of Started 

Oct. '38- With Same Highest With 

April '39 Sponsor Rating Sponsor 

The Guiding Light— P. & G. 8.0% 9.1% March 1939 Jan. 1937 
Ma Perkins — Procter & 

Gamble (Red) 7.8% 9.3% March 1939 Dec. 1933 

*Pepper Young's Family — 

P. & G. (Red) 7.5% 8.4% March 1939 Jan. 1936 

fMary Marlin — P. & G. 

(Red) 7.2% 8.1% March 1939 March 1937 

$The Woman in White — 

Pillsbury 6.8% 8.3% March 1938 Jan. 1938 

AVERAGE 7.5% 8.6% 



Initial Months 
Rating On Air 

With Up to 
Current April 
Sponsor 1939 

2.3% 27 

L. T. 

1.5% 
4.8% 



7.4% 
3.4% 



65 

40 

25 

16 
34.! 



* Called ''Forever Young" from January-July, 1936. f Previously on air January, 
1935-March, 1937, for Kleenex. Initial rating, 1.3%. J Changed from Today's Children. 

137 



I 



— 

HOW THE LEADING 60-MINUT! 

THEIR RATINGS UNDEI 

[ratings under prio 


./ 


/° ■■ 1 

80 I 








-TOWN HALL [FRED AU.E&] 

1 LUX RADIO THEATRE 

7o CHASE & SANBORN [CHARLIE M C CARTHY] 

KRAFT MUSIC HA_L [BING CROSBY] 
45 ~ CHRYSLER [MAJOR BOWES] 










6o , . 

50 




*5 - 




35 - 




25 - 
Zo 







f%\ 


5 - **** 

O 1 1 




ONOJFMAMJJASONOJFMAMJJASONOJFWAMJ 
1933 I93f 1935 19 


DAYLIGHT ' STANDARD ■ DAYLIGHT • STANDARD • DAT 


PJ51i^B 




| 



/ENINC PROGRAMS ATTAINED 
RESENT SPONSORS 

tONSORSHIP NOT RECORDED! 




r • STANDARD' DAYLIGHT' STANDARD ' DAYLIGHT • STANDARD 









-•■ 




HOW THE 5 LEADING 30-MINUTI 
THEIR RATINGS UNDEF 

[RATINGS UNDER PRIOI 


TO 

60 

ss 


- 








- JELL-0[JACK BENN^i 
— - LIGGETT h\ MEYERS 


'] 

BURNS & ALLEN] 

rowN] 

•OR] 
)LSON] 




- 


;• LEVER BROS. [BIG 1 

CAMEL [EDDIE CANT 

! LEVER BROS [AL JC 


50 
45 
HO 
35 
30 
25 
2o 
IS 

IO 

S 

o 














- 






- 






- 






- 








N D J F M A /* J J A S ONOJ F . P\ A M J J A S N 
»93<f 1935 1936 


DAYLIGHT • STANDARD « DAYLIGHT " STAI 






140 




1 



HOW THE 5 LEADING I5-MINUTI 
THEIR RATINGS UNDEf 



[ratings under prioi 




DAYLT- STANDARD • DAYLT 



142 



HOW THE FIVE LEADING 15 
DAYTIME PROGRAMS ATTAINED THEN 

[RATINGS UNDER PR 10 


%, 




16 
15 
1* 








- 


/ 




13 
11 

II 


- 




P&G [MA PERKINS] 
— P&G [PEPPER YOUNG] 
■ P&G [GUIDING LIGHT] 
P&G [MARY MARLIN] 
PILLSBURYS [WOMAN IN WHITE] 






- 








9 
8 
7 
6 
5 
ft 








- 








■ 




- 






3 

2 
1 
a 


- 


w 


■ - i 


i 


w 


OJ FNAMJ JASONOJFMAttJJASONDJFMAttJJ 
1933 I93f 1935 I93< 


DAYLIGHT- STANDARD -DAYLIGHT • STANDARD • DAY 








144 








ONOJFMAMJJAS 
1937 



FMAMJJA90 
1938 



J F M A 
I9J9 



T- STANDARD - DAYLIGHT • STANDARD • DAYLIGHT • STANDARD 



145 



INITIAL RATINGS AND THE SPONSORED LIFE 

OF PROGRAMS 

(Sponsored Evening Shows Only) 

Is there any relationship between the initial rating of a sponsored pro- 
gram, and the length of time it may be expected to stay under the aegis of 
its sponsor? 

While it would be folly to attempt a pat answer to such a question, it 
is interesting to note how, in the past, sponsors have behaved when con- 
fronted with high or low initial ratings, respectively. An examination was 
made by the C. A. B. of 102 evening programs whose debut came between 
October 1935 and December 1936. They were subdivided into categories of 
60 minutes, 30 minutes, and 15 minutes. 

Table I shows the breakdown for the full-hour programs. 

TABLE I: FULL-HOUR PROGRAMS 



Initial Rating 

0.0%- 9.9% 


Average Life 

With Sponsor 

(Months) 

8.5 


Total No. 
Programs 

2 


No. Still 

Running 

April, 1939 

None 


10.0%-19.9% 


*13.3+ 


7 


1 


20.0% or Over 


*16.5+ 


2 


1 



From this sample of past history, it may be seen that full-hour evening 
programs which start with a rating of 10% or better will, on the average, 
be retained by their sponsors for 13 or more months; whereas those with 
initial ratings less than 10% are retained only about nine months. 

There are, of course, many factors entering into this picture to elabo- 
rate the behavior pattern. Sixty-minute programs, for instance, frequently 
are launched with talent which has much past radio history and much 
previous building up. Here might be mentioned Major Bowes, who, prior 
to his Chrysler sponsorship, was sponsored by Chase & Sanborn, and prior 
to that had amassed a large New York following over WHN. Similarly, 
Bing Crosby, before taking over the Kraft Music Hall, had been under the 
sponsorship of Chesterfield and Woodbury, and had made numerous guest 
appearances, both via radio and via the stage. Another case in point would 
be the Packard program, which was built on such established names (but 
in this instance not necessarily radio names) as Fred Astaire, Charles 
Butterworth, etc. 

Table II shows the relationship between initial rating and sponsored 
life-span of 63 half-hour programs. (Note: In order to keep these cate- 
gories from becoming confusing, the 30-minute category was allowed to 
include two 45-minute programs and one 25-minute twice-a-week series.) 



* Editor's Note: Inasmuch as several of the programs are still on the air, the average 
cannot allow for this extension, and thus is marked with a "plus." Should these pro- 
grams remain on the air a long time to come, the average will, eventually, become much 
greater than at the present reckoning. 

It should also be emphasized again what kind of "program life" the C.A.B. is here 
talking about. The type of life being measured in these tables is life under a single 
sponsor. That fact cannot be stressed too carefully. 

146 



INITIAL RATINGS VS. SPONSORSHIP— Continued 

TABLE H: 30-MINUTE PROGRAMS 



Initial Rating- 


Average Life 


Total No. 


No. Still 




With Sponsor 


Programs 


Running 




(Months) 




April, 1939 


0.0%-9.9% 


*7.6+ 


52 


2 


10.0% or Over 


*17.1+ 


11 


1 



In computing this average life, all periods of hiatus were deducted. 
Adding time off the air during sponsorship, the average becomes 8.1 plus 
months for those 30-minute programs with an initial rating between 0.0%- 
9.9%, and 19.2 plus months for those whose initial ratings were above 10%. 

It is apparent from Table II that 30-minute evening programs begin- 
ning with ratings of 10% or over will be retained by their sponsors, on the 
average, twice as long as those starting with less than 10%. 

Twenty-eight 15-minute evening programs were analyzed in similar 
fashion (see Table III). Twenty-four of these had initial ratings between 
0.0% and 4.9%; and four started between 5.0% and 9.9%. From this it 
appears that programs assigned to the lower category have an average 
sponsored life of a little over five months, while the sponsored life of those 
in the higher group runs to 13^ months. (Note: Hiatus during sponsor- 
ship is deducted; if hiatus is included, the average life of all evening 15- 
minute programs with initial ratings of 0.0%-4.9% becomes 5.6 plus 
months.) 

Therefore, it might be concluded that the average 15-minute series 
initially rating between 5.0% and 9.9% will continue under the same spon- 
sor for at least a year, whereas programs starting with a rating of less than 
5.0% will in all probability last less than half as long. 

TABLE ni: 15-MINUTE PROGRAMS 

Initial Rating Average Life Total No. No. Still 

With Sponsor Programs Running 

(Months) April, 1939 

0.0%-4.9% 5.1 24 None 

5.0%-9.9% 13.5 4 None 



*See footnote on page 146. 



V 



147 



INITIAL RATINGS 
& SPONSORED LIFE OF PROGRAMS 

[60-MINUTE EVENING] 



MONTHS 




90 K>5 118 12.fc 131 1WL 170 255 ^T Ifcl 

INITIAL RATINGS 



148 



INITIAL RATINGS 
& SPONSORED LIFE OF PROGRAMS 

[15 MINUTE; EVENING] 




& SPONSORED 



MC 

xe 


INTHS b, ; P 


37 


- 


}0 

7^ 


- 




— 


7n 


MM 




- 


17 


- 










iu 


- 




c 


- 




- — 




- 


■ 










J 

3 
z 


- 














[[[I 



1 



0> — ; -r<r«>ift<A(«.«oOKM< 
— ' — * - •* — ** C4 M <N N N fN ri ^^»OKSfA^KSk\K\ 

INITIAL RATINGS 



o o - 

iA vr> v\ 






RATINGS 

LIFE OF PROGRAMS 

EVENIN6] 




RURAL RADIO 



"While broadcasting has been the subject of many research studies. . .prac- 
tically all of these studies thus far have been made in cities and areas of con- 
centrated population. Rural listeners have been given relatively little specific 
attention ..." With this preface the Joint Committee on Radio Research issued 
early this year (1939) a rural study, the synopses of which are presented here- 
with. All figures are as of Jan. 1, 1938. 

The Joint Committee is composed of equal representation from the Asso- 
sociation of National Advertisers, the American Association of Advertising 
Agencies, and the National Association of Broadcasters. In the instance of this 
rural study, the costs of field research, tabulation, and presentation of data 
were borne jointly by CBS and NBC. 

Basis of the study rests on 20,362 personal interviews in 955 townships, in 
96 counties, representing all rural areas in the U. S. 

NOTE: In this study, the term "Rural population" conforms to the defini- 
tion of the U. S. Census Bureau — those living on rural farms or in villages of 
less than 2,500 population. The Census shows several hundred thousand people 
living on farms in urban areas. These, however, are not classified as "Rural 
population." The Urban data, shown here (in light-face type) for comparison 
with the new rural data, are from the Starch Quarterly Urban Radio Surveys 
for 1937. 



SYNOPSIS OF THE RURAL STUDY 



Rural. 

Total U. S. families 13,721,000 (100%) 

Total radio families 9,470,900 (69%) 

Radio homes with two or 

.more sets 549,312 (5.8%*) 

Median number of years 
radio families have owned 

sets 7 years 

Radio families owning an 

automobile 7,775,609(82.1%*) 

Radio families owning an 

Auto-radio 1,269,101 (13.4%*) 

Radio families listening some- 
time daily: 
[AVERAGE WEEKDAY. 8,438,572(89.1%*) 

J SATURDAYS 8,315,450 (87.8%*) 

] SUNDAYS 8,163,916 (86.2%*) 

[AVERAGE 7 DAYS 8,381,746(88.5%*) 

Median hours of daily use 
of radio: 
[BASED ON ALL SETS 

f OWNED 4:47 hours 

\ BASED ON SETS IN 
| USE SOME TIME 
DURING THE TOTAL 
[ DAY 5:18 hours 

* 100%= all radio homes. 



Urban. Combined. 

18,920,000 (100%) 32,641,000 (100%) 

17,195,600 (91%) 26,666,500 (82%) 

3,404,729 (19.8%*) 3,954,041 (14.8%*) 



8.2 years 7.7 years 

11,675,812 (67.9%*) 19,451,421 (72.9%*) 
3,370,338 (19.6%*) 4,639,438 (17.4%*) 



13,825,262 (80.4%*) 22,263,834 (83.5%*) 

13,189,025 (76.7%*) 21,504,475 (80.6%*) 

13,189,025(76.7%*) 21,352,941 (80.1%*) 

13,722,089 (79.8 % * ) 22,103,835 (82.9 % * ) 



4:09 hours 



5:12 hours 



4:22 hours 



5:14 hours 



152 



FAMILY SET OWNERSHIP: URBAN AND RURAL, AS OF 

JANUARY 1. 1938 

f — Urban* * r~ Villagrest- % , Farms , ,-Total Rural-^ f Total N 

1938 Percent. 1938 Percent. 1938 Percent. 1938 Percent. 1938 Percent. 

Radio Owner- Radio Owner- Radio Owner- Radio Owner- Radio Owner- 

STATE. Families, ship. Families, ship. Families, ship. Families, ship. Families, ship. 

Alabama 154,600 75 90,400 59 130,200 42 220,600 48 375,200 56 

Arizona 33,100 89 33,100 72 13,400 64 46,500 69 79,600 77 

Arkansas 88,100 78 57,500 55 109,200 39 166,700 43 254,800 51 

California 1,287,100 94 275,600 97 157,100 96 432,700 96 1,719,800 95 

Colorado 138,200 91 53,100 81 42,200 60 95,300 70 233,500 81 

Connecticut 281,400 92 102,700 93 18,000 86 120,700 92 402,100 92 

Delaware 30,800 90 17,700 84 9,100 76 26,800 81 57,600 86 

District of Columbia 152,900 91 152,900 91 

Florida 189,500 80 79,300 59 29,100 42 108,400 53 297,900 67 

Georgia 180,500 74 90,400 58 99,900 32 190,300 40 370,800 52 

Idaho 34,200 90 30,600 81 33,900 71 64,500 75 98,700 80 

Illinois 1,426,600 93 248,000 86 182,500 73 430,500 80 1,857,100 90 

Indiana 480,300 92 173,000 90 163,500 74 336,500 82 816,800 87 

Iowa 262,500 93 139,700 86 175,600 74 315,300 79 577,800 85 

Kansas 189,300 93 97,500 78 81,000 47 178,500 60 367,800 73 

Kentucky 208,600 86 121,600 70 164,700 56 286,300 61 494,900 70 

Louisiana 168,100 78 56,300 51 73,000 40 129,300 44 297,400 58 

Maine 79,700 91 85,300 94 36,100 86 121,400 91 201,100 91 

Maryland 225,100 90 89,000 84 41,000 77 130,000 82 355,100 87 

Massachusetts 912,100 92 88,300 96 18,800 94 107,100 96 1,019,200 92 

Michigan 771,100 93 189,900 93 161,200 85 351,100 89 1,122,200 92 

Minnesota 309,300 93 104,100 88 143,500 71 247,600 77 556,900 85 

Mississippi 64,600 71 42,600 51 99,800 31 142,400 35 207,000 42 

Missouri 525,600 94 154,800 76 142,400 47 297,200 58 822,800 77 

Montana 44,400 91 32,800 78 37,400 73 70,200 75 114,600 81 

Nebraska 120,100 93 72,200 82 91,800 68 164,000 74 284,100 81 

Nevada 11,000 91 13,600 97 3,900 98 17,500 97 28,500 95 

New Hampshire 69,700 91 39,000 91 15,700 98 54,700 93 124,400 92 

New Jersey 845,400 94 149,300 92 27,800 90 177,100 91 1,022,500 93 

New Mexico 23,700 88 23,100 59 15,500 43 38,600 51 62,300 61 

New York 2,623,300 93 353,600 93 155,400 84 509,000 90 3,132,300 93 

North Carolina 161,900 79 101,700 54 145,000 42 246,700 47 408,600 55 

North Dakota 26,200 94 32,800 73 60,600 73 93,400 73 119,600 77 

Ohio 1,130,200 93 297,900 96 213,400 85 511,300 91 1,641,500 92 

Oklahoma 202,500 87 109,800 74 142,000 60 251,800 65 454,300 73 

Oregon 147,000 94 76,400 98 62,000 97 138,400 97 285,400 95 

Pennsylvania 1,553,900 92 495,700 88 156,800 78 652,500 85 2,206,400 90 

Rhode Island 142,500 92 10,300 94 2,700 90 13,000 93 155,500 92 

South Carolina 69,500 70 66,600 58 71,200 37 137,800 45 207,300 51 

South Dakota 31,700 93 38,100 83 63,100 73 101,200 76 132,900 80 

Tennessee 211,200 82 101,300 76 147,400 50 248,700 58 459,900 67 

Texas 556,200 84 199,800 67 277,500 50 477,300 56 1,033,500 68 

Utah 61,800 91 29,500 89 19,700 90 49,200 89 111,000 90 

Vermont 30,000 91 35,600 94 23,000 82 58,600 89 88,600 90 

Virginia 178,800 82 115.200 65 106,200 49 221,400 56 400,200 65 

Washington 254,400 94 107,400 95 81,500 97 188,900 96 443,300 95 

West Virginia 111,800 86 158,200 84 78,300 80 236,500 82 348,300 84 

Wisconsin 377.000 93 110,000 80 125,700 65 235,700 71 612,700 83 

Wyoming 18,100 90 19,700 86 12,000 63 31,700 75 49,800 80 

GEOGRAPHIC DIVISIONS 

New England 1,515,400 92 361,200 94 114,300 88 475,500 92 1,990,900 92 

Middle Atlantic 5,022,600 93 998,600 90 340,000 82 1,338,600 88 6,361,200 92 

E. North Central 4,185,200 93 1,018,800 90 846,300 77 1,865,100 83 6,050,300 90 

W. North Central 1,464,700 93 639,200 81 758,000 62 1,397,200 69 2,861,900 80 

South Atlantic 1,300,800 82 718,100 66 579,800 45 1,297,900 54 2,598,700 65 

E. South Central 639,000 80 355,900 65 542,100 45 898,000 51 1,537,000 60 

W. South Central 1,014,900 83 423,400 64 601,700 48 1,025,100 53 2,040,000 65 

Mountain _ t . 364,500 90 235,500 78 178,000 66 413,500 72 778,000 80 

Pacific 1,688,500 94 459,400 97 300,600 96 760,000 96 2,448,500 95 

U. S. totals 17,195,600 91 5,210,100 80 4,260,800 59 9,470,900 69 26,666,500 82 

* Auto radios and all other extra sets excluded, 

t Villages are communities with less than 2,500 population. 

153 



BASIC RURAL RADIO OWNERSHIP FACTORS 
BY ECONOMIC GROUPS 



, VILLAGE , , FARM , , TOTAL RURAL , 

U. S. U. S. *'• s. 

High Middle Low Total High Middle Low Total High Middle Low Total 

% families own- 
ing a radio.... 95.0 84.0 61.0 80.0 83.0 59.0 35.0 59.0 89.0 71.0 47.0 69.0 

% radio families 
with 2 or more 
home radio sets 11.8 4.2 1.6 6.3 9.0 3.3 1.6 5.2 10.5 3.8 1.6 5.8 

Median number 
of years radio 
families have 
owned sets 8.7 7.0 6.1 7.4 7.6 6.1 5.6 6.5 8.3 6.6 5.9 7.0 

Median age of 
principal set. . . 3.4 3.6 3.7 3.5 2.9 3.2 3.2 3.0 3.1 3.4 3.5 3.3 

% radio families 
with set in 
working order* 98.8 97.4 96.1 97.6 96.5 95.5 92.0 95.2 97.8 96.6 94.4 96.6 

% radio families 
owning an auto- 
mobile 89.9 76.8 57.9 77.0 95.0 89.6 75.2 88.7 92.3 82.2 65.0 82.1 

% radio families 
owning an Auto- 
Radio 24.8 11.6 4.4 14.7 20.0 7.7 3.9 11.8 22.6 10.0 4.2 13.4 

% Radio -Auto 
families owning 
an Auto-Radio 27.7 15.2 7.6 19.1 21.1 8.7 5.3 13.4 24.6 12.2 6.5 16.5 

% of total auto 
families owning 
Auto-Radio ... 27.3 14.6 6.8 18.1 19.6 7.8 4.6 11.4 23.5 11.1 5.6 14.6 

* Sets out of order six months = non-radio family. 

MEDIAN HOURS OF DAILY USE OF RURAL RADIO 

(By Economic Groups and Geographic Areas Based on All Sets Owned) 

, VILLAGE— , , FARM v , TOTAL RURAL , 



Avge Satur- Sun- 7-Day Avge Satur- Sun- 7-Day Avge Satur- Sun- 7-Day 

Wkday day day Avge Wkday day day Avge W'kday day day Avge 
BY ECONOMIC 
GROUPS 

f High 4:58 4:48 4:26 4:48 5:12 4:58 5:04 5:07 5:05 4:53 4:40 4:58 

A Middle 4:58 4:47 4:22 4:47 4:53 4:53 4:40 4:50 4:55 4:49 4:27 4:48 

I Low 4:38 4:40 4:08 4:26 4:20 4:49 4:18 4:25 4:29 4:45 4:12 4:26 

BY GEOGRAPHIC 
AREAS 

New England. 5:17 4:56 4:40 5:07 5:07 7:06 4:18 5:08 5:13 5:27 4:27 5:07 

Middle Atlan- 
tic 4:39 4:24 4:08 4:23 4:51 4:29 5:09 4:54 4:43 4:26 4:28 4:33 

East North 

Central ... 5:10 4:26 4:24 4:50 5:17 5:49 4:14 5:10 5:13 5:10 4:20 5:01 

West North 

Central ... 4:15 4:20 3:57 4:13 4:03 4:02 4:07 4:03 4:09 4:11 4:02 4:09 

South Atlantic 4:25 5:08 3:49 4:21 4:19 4:29 5:07 4:27 4:22 4:46 4:11 4:24 

East South 

Central ... 4:15 4:19 4:24 4:19 3:24 4:39 4:39 4:04 3:58 4:27 4:27 4:14 

West South 

Central ... 5:17 5:25 5:26 5:20 5:34 5:06 5:15 5:28 5:25 5:19 5:23 5:23 

Mountain .... 5:14 4:39 4:04 4:47 5:03 5:15 4:55 4:59 5:08 4:53 4:16 4:52 
I Pacific 6:03 5:53 5:47 5:57 6:57 4:49 5:22 5:40 6:21 5:17 5:29 5:51 

TOTAL U. S.. 4:54 4:46 4:19 4:42 4:55 4:54 4:43 4:52 4:54 4:50 4:26 4:47 

154 



MEDIAN HOURS OF DAILY USE OF RURAL RADIO RELATED 
TO YEARS OF RADIO OWNERSHIP 

No. of Years Families Village Farm Total Rural 

Have Owned Sets Hrs. Min. Hrs. Min. Hrs. Min. 

2 years or less 4 25 4 28 4 27 

3 and 4 years 4 38 4 34 4 36 

5 and 6 years 4 25 5 04 4 39 

7 and 8 years 4 48 5 06 4 57 

9 years and over 4 59 5 06 5 02 

Median based on all sets owned 4 42 4 52 4 47 

RURAL OWNERSHIP FACTORS BY GEOGRAPHIC AREAS 











Years 










Rural 


Rural 


typical 










radio 


radio 


rural 










families 


families 


radio 


Rural 


Rural 




Rural 


with 


with 


family 


radio 


radio 




families 


radio in 


more 


has 


families 


families 




owning 


working 


than one 


owned 


owning 


with auto 




radio. 


order. 


radio. 


radio. 


auto. 


radio. 


NEW ENGLAND 














(Conn., Me., Mass., N. H., 














R. I., Vt.) 


92% 


98.5% 


12.7% 


10 


77.2% 


14% 


WEST NORTH CENTRAL 














(la., Kans., Minn., Mo., 














Neb., N. D., S. D.) 


69% 


94.6% 


2.2% 


8 


85% 


12.3% 


SOUTH ATLANTIC 














(Del., Fla., Ga., Md., 














N. C, S. C, Va., W. 














Va.) 


54% 


96.2% 


4.7% 


5.8 


76.9% 


9.6% 


EAST NORTH CENTRAL 














(111., Ind., Mich., Ohio, 














Wis.) 


83% 


97.7% 


5.3% 


7.6 


85.4% 


12% 


MIDDLE ATLANTIC 














• (N. J., N. Y., Pa.) 


88% 


96.5% 


5.6% 


7.9 


81.7% 


13.5% 


WEST SOUTH CENTRAL 














(Ark., La., Okla., Tex.) 


53% 


97.2% 


4.8% 


5.6 


85% 


18.8% 


EAST SOUTH CENTRAL 














(Ala., Ky., Miss., Tenn.) 


51% 


95.7% 


4.3% 


6.2 


70.2% 


8.4% 


MOUNTAIN 














(Ariz., Colo., Idaho, 














Mont., Nev., N. Mex., 














Utah, Wyo.) 


72% 


93.9% 


4.6% 


6.7 


82.7% 


13.8% 


PACIFIC 














(Cal., Ore., Wash.) 


96% 


99.6% 


14.3% 


7.9 


95.6% 


25% 


U. S. TOTAL 


69% 


96.6% 


5.8% 


7 


82.1% 


13.4% 



155 



RURAL SETS IN USE BY HALF-HOURS: 
MONDAY-FRIDAY AVERAGE 



(Plain Percentage 


Figures Indicate Farm Sets; Figures in 




Parentheses 


Indicate Village Sets) 




PERIOD. 




EASTERN.* 


CENTRAL.* 


MOUNTAIN.* 


PACIFIC* 


U.S. TOT.f 


MORNING: 




Percent. 


Percent. 


Percent. 


Percent. 


Percent. 


6:00- 6:30 


A.M 


6.6 ( 3.1) 


18.4 ( 8.5) 


6.7 ( 5.4) 


4.6 ( 2.8) 


t 


6:30- 7:00 


A.M 


12.6 


( 6.5) 


26.4 (14.3) 


17.4 ( 9.7) 


21.0 ( 6.4) 


t 


7:00- 7:30 


A.M 


23.0 


(20.1) 


34.6 (30.2) 


39.6 (27.2) 


38.4 (26.7) 


t 


7:30- 8:00 


A.M 


21.5 


(21.2) 


31.7 (30.4) 


31.5 (26.3) 


40.6 (28.2) 


% 


8:00- 8:30 


A.M 


22 5 


(24.2) 
(20.7) 


25.5 (32.2) 
24.7 (31.5) 


28.5 (25.1) 
24.8 (23.0) 


35.6 (29.5) 

34.7 (28.2) 




8:30- 9:00 


A.M 


20.5 


t 


9:00- 9:30 


A.M 


23.0 


(24.3) 


25.2 (31.8) 


21.8 (23.6) 


26.5 (27.5) 


23.8 (25.4) 


9:30-10:00 


A.M 


22.7 


(25.2) 


25.9 (30.3) 


20.8 (26.6) 


33.8 (31.0) 


24.1 (25.9) 


10:00-10:30 


A.M 


28.0 


(27.4) 


22.7 (26.9) 


18.8 (28.7) 


31.1 (36.4) 


27.2 (28.9) 


10:30-11:00 


A.M 


26.4 


(27.4) 


19.7 (24.7) 


20.5 (28.4) 


30.6 (35.6) 


27.1 (28.4) 


11:00-11:30 


A.M 


27.1 


(26.1) 


19.7 (22.9) 


22.1 (26.9) 


36.5 (34.9) 


25.0 (26.6) 


11:30-12:00 


Noon. . . . 


31.1 


(29.0) 


27.2 (26.5) 


26.5 (25.4) 


46.6 (35.9) 


24.5 (27.2) 


6:00-12:00 


Noon 


59.5 


(57.5) 


61.8 (64.6) 


60.4 (54.1) 


70.8 (60.8) 


61.7 (60.3) 


AFTERNOON: 














12:00-12:30 


P.M 


36.6 


(33.4) 


46.6 (36.2) 


42.6 (34.4) 


52.1 (40.2) 


25.6 (28.6) 


12:30- 1:00 


P.M 


31.8 


(29.8) 


44.1 (35.6) 


33.9 (31.4) 


49.8 (37.4) 


28.8 (28.6) 


1:00- 1:30 


P.M 


21.5 


(23.4) 


19.9 (20.3) 


21.1 (25.7) 


34.2 (27.2) 


36.3 (29.6) 


1:30- 2:00 


P.M 


16.0 


(20.0) 


18.1 (18.8) 


19.1 (24.8) 


26.5 (24.4) 


33.3 (27.6) 


2:00- 2:30 


P.M 


15.6 


(18.1) 


18.9 (20.4) 


16.4 (22.1) 


16.9 (23.4) 


20.8 (21.3) 


2:30- 3:00 


P.M 


15.4 


(17.4) 


18.7 (19.5) 


15.1 (20.8) 


16.4 (22.1) 


20.1 (20.3) 


3:00- 3:30 


P.M 


17.2 


(19.5) 


17.1 (18.4) 


12.4 (18.1) 


14.6 (24.2) 


20.9 (22.1) 


3:30- 4:00 


P.M 


17.4 


(18.6) 


14.5 (17.0) 


10.7 (15.1) 


14.2 (24.7) 


20.6 (21.0) 


4:00- 4:30 


P.M 


18.0 


(18.8) 


14.5 (17.0) 


11.7 (17.8) 


14.2 (25.7) 


18.6 (19.6) 


4:30- 5:00 


P.M 


17.8 


(18.7) 


14.4 (16.5) 


14.4 (21.1) 


17.4 (24.9) 


16.5 (18.7) 


5:00- 5:30 


P.M 


21.4 


(22.1) 


21.1 (21.4) 


20.1 (27.2) 


28.8 (34.1) 


16.8 (20.1) 


5:30- 6:00 


P.M 


25.6 


(27.7) 


27.5 (26.5) 


26.5 (32.0) 


38.4 (39.4) 


18.0 (22.3) 


12:00- 6:00 


P.M 


61.7 


(58.5) 


66.2 (62.1) 


59.7 (61.3) 


71.7 (64.4) 


64.9 (60.5) 


6:00 A.M- 


6:00 P.M.. 


74.0 


(72.8) 


77.5 (76.7) 


73.8 (71.6) 


79.5 (76.3) 


76.4 (72.7) 


EVENING: 
















6:00- 6:30 


P.M 


45.5 


(48.4) 


49.9 (52.8) 


50.3 (56.5) 


65.3 (64.9) 


28.0 (34.5) 


6:30- 7:00 


P.M 


54.4 


(55.5) 


58.2 (58.5) 


57.7 (62.8) 


67.1 (67.9) 


34.5 (40.0) 


7:00- 7:30 


P.M 


73.6 


(68.5) 


65.9 (63.5) 


67.1 (74.3) 


85.4 (79.9) 


53.5 (56.6) 


7:30- 8:00 


P.M 


72.1 


f67.3) 


64.7 (61.4) 


70.1 (72.5) 


84.5 (79.9) 


58.2 (58.4) 


8:00- 8:30 


P.M 


67.4 


(63.0) 


55.2 (57.4) 


70.1 (73.1) 


84.5 (84.0) 


62.9 (61.2) 


8:30- 9:00 


P.M 


61.9 


(61.9) 


48.9 (52.5) 


65.8 (66.2) 


84.0 (81.9) 


61.5 (59.7) 


9:00- 9:30 


P.M 


35.2 


(46.1) 


27.3 (32.9) 


42.6 (43.8) 


58.4 (66.7) 


50.1 (53.4) 


9:30-10:00 


P.M 


26.7 


(39.3) 


18.0 (25.3) 


19.8 (29.6) 


35.2 (54.2) 


44.1 (48.5) 


10:00-10:30 


P.M 


9.6 


(19.7) 


5.8 (11.4) 


4.7 (15.1) 


7.8 (12.7) 


27.9 (32.8) 


10:30-11:00 


P.M 


5.8 


(11.4) 


3.2 ( 6.1) 


2.3 ( 8.5) 


1.4 ( 5.6) 


21.2 (25.6) 


11:00-11:30 


P.M...... 


1.1 


( 3.9) 


1.1 ( 2.6) 


... ( 2.7) 


... ( 1.5) 


11.8 (16.0) 


11:30-12:00 


Mid 


.4 


( 2.4) 


.9 ( 1.8) 


.3 ( 1.5) 


... ( 1.8) 


9.0 (12.5) 


6:00 P.M.- 


12:00 Mid. 


82.4 


(82.6) 


80.6 (79.8) 


80.2 (86.1) 


89.5 (91.3) 


81.8 (82.5) 


6:00 A.M.- 


12.00 Mid. 


88.6 


(90.2) 


86.6 (88.3) 


83.6 (90.9) 


95.0 (96.2) 


87.7 (90.1) 



* 100% equals total number of farm and village families (separately) in each time 
zone. Time given is in terms of local standard time for individual time zones. 

f U. S. total is weighted according to the number of farm and village radio families 
(separately) in each time zone (Eastern 32%, Central 56%, Mountain 5%, Pacific 7%). 
Each percentage in this column is the simultaneous coast-to-coast audience, in terms of 
New York time as shown on the left. 100% equals Total U. S. Farm Radio Families. 

t Data for periods prior to 6 A.M. were not obtained. The earliest hour for which a 
U. S. Total can be computed is 9 A.M. New York time. 



156 



RURAL SETS IN USE BY HALF-HOURS: 
SATURDAY ONLY 

(Plain Percentage Figures Indicate Farm Sets; Figures in 
Parentheses Indicate Village Sets) 



PERIOD. EASTERN.* CENTRAL.* MOUNTAIN.* PACIFIC* U.S. TOT.f 

MORNING: Percent. Percent. Percent. Percent. Percent. 

6:00- 6:30 A.M 5.0(1.5) 19.2(9.0) 11.6(3.0) 1.1(...) t 

6:30- 7:00 A.M 7.6(4.4) 26.3(13.6) 21.1(8.9) 4.0(...) J 

7:00- 7:30 A.M 23.2(15.5) 40.5(27.9) 32.6(37.6) 28.4(16.2) $ 

7:30- 8:00 A.M 23.4(15.3) 36.4(27.5) 32.6(39.6) 29.0(22.1) J 

8:00- 8:30 A.M 29.1 (20.6) 31.5 (27.9) 27.4 (40.6) 28.4 (33.8) i 

8:30-9:00 A.M 25.7(19.7) 29.7(26.7) 22.1(28.7) 25.0(30.1) $ 

9:00- 9:30 A.M 24.5 (25.1) 27.4 (26.2) 18.9 (29.7) 19.9 (34.6) 27.1 (24.4) 

9:30-10:00 A.M 25.0(23.7) 26.6(25.8) 18.9(24.8) 21.6(35.3) 26.5(23.4) 

10:00-10:30 A.M 29.0 (26.7) 23.9 (24.5) 23.2 (23.8) 28.4 (35.3) 28.0 (26.2) 

10:30-11:00 A.M 27.1 (27.2) 21.4 (24.1) 20.0 (21.8) 29.0 (34.6) 26.7 (26.3) 

11:00-11:30 A.M 27.0(24.9) 22.7(21.0) 18.9(20.8) 39.2(32.4) 25.0(25.8) 

11:30-12:00 Noon 29.4(27.8) 29.7(22.8) 25.3(25.7) 43.2(32.4) 24.1(26.5) 

6:00-12:00 Noon 56.8 (51.5) 66.1 (58.8) 52.6 (60.4) 61.9 (54.4) 62.2 (55.0) 

AFTERNOON: 

12:00-12:30 P.M 36.7 (27.7) 47.2 (35.2) 36.8 (23.8) 54.5 (30.9) 27.0 (25.6) 

12:30-1:00 P.M 32.0(23.8) 42.8(36.1) 32.6(23.8) 50.6(29.4) 29.4(24.4) 

1:00- 1:30 P.M 24.1 (23.4) 19.7 (24.8) 17.9 (18.8) 18.7 (17.6) 37.1 (28.9) 

1:30-2:00 P.M 21.7(24.2) 18.3(24.8) 14.7(18.8) 18.2(18.4) 34.2(29.8) 

2:00-2:30 P.M 25.3(29.7) 18.9(28.9) 15.8(17.8) 13.1(29.4) 23.7(27.8) 

2:30- 3:00 P.M 25.8 (31.2) 19.3 (29.3) 13.7 (15.8) 16.5 (32.4) 23.2 (28.5) 

3:00-3:30 P.M 27.3(33.9) 18.9(28.5) 14.7(14.9) 19.9(35.3) 24.2(31.0) 

3:30-4:00 P.M 27.4(34.0) 18.9(27.2) 16.8(15.8) 19.9(35.3) 24.0(30.9) 

4:00- 4:30 P.M 25.0 (33.7) 17.5 (25.0) 16.8 (16.8) 26.7 (40.4) 20.7 (29.5) 

4:30-5:00 P.M 24.1(32.0) 18.0(22.2) 20.0(17.8) 26.7(40.4) 20.3(28.2) 

5:00- 5:30 P.M 23.7 (29.9) 19.2 (22.2) 24.2 (21.8) 40.9 (51.5) 19.0 (27.3) 

5:30- 6:00 P.M 24.1 (30.0) 23.4 (24.2) 23.2 (24.8) 40.3 (54.4) 19.8 (26.6) 

12:00-. 6:00 P.M 61.5 (61.8) 65.1 (64.8) 51.6 (47.5) 76.1 (78.7) 64.1 (63.9) 

6:00 A.M.-6:00 P.M.. 72.9 (71.8) 78.8 (77.5) 62.1 (73.3) 83.5 (86.0) 76.5 (75.4) 

EVENING: 

6:00-6:30 P.M 41.3(43.7) 45.5(46.0) 36.8(41.6) 57.4(57.4) 26.2(33.5) 

6:30- 7:00 P.M 45.5 (47.6) 47.9 (51.4) 38.9 (50.5) 58.0 (57.4) 30.1 (36.2) 

7:00- 7:30 P.M 60.3 (59.2) 54.3 (55.2) 45.3 (59.4) 69.9 (55.1) 47.9 (50.7) 

7:30- 8:00 P.M 60.8 (58.9) 52.8 (53.2) 50.5 (58.4) 69.9 (52.2) 49.3 (52.8) 

8:00- 8:30 P.M 62.6 (57.8) 51.0 (49.8) 55.8 (55.4) 58.5 (53.7) 55.1 (55.5) 

8:30-9:00 P.M 61.5(55.7) 46.7(46.6) 51.6(51.5) 55.7(55.1) 54.0(54.4) 

9:00-9:30 P.M 45.3(43.6) 30.4(33.2) 36.8(41.6) 45.5(47.1) 49.4(48.0) 

9:30-10:00 P.M 38.5 (37.7) 25.6 (27.5) 28.4 (32.7) 33.0 (39.0) 44.6 (43.9) 

10:00-10:30 P.M 20.8(19.8) 14.8(15.7) 11.6(23.8) 12.5(19.9) 31.4(29.8) 

10:30-11:00 P.M 15.6 (14.6) 10.1 ( 9.1) 9.5 (15.8) 6.2 ( 9.6) 26.9 (24.7) 

11:00-11:30 P.M 7.0(6.7) 6.0(4.6) 2.1(9.9) 2.3(2.9) 16.6(16.1) 

11:30-12:00 Mid 4.2(4.2) 4.1(2.8) 2.1(3.0) 1.1(1.5) 12.4(12.1) 

6:00 P.M.-12:00 Mid. 79.8 (77.9) 76.3 (74.2) 64.2 (74.3) 85.8 (80.1) 77.5 (76.5) 

6:00 A.M.-12:00 Mid. 86.9 (88.2) 86.6 (87.8) 76.8 (85.1) 97.2 (93.4) 87.0 (88.4) 



* 100% equals total number of farm and village families (separately) in each time 
zone. Time given is in terms of local standard time for individual time zones. 

f U. S. total is weighted according to the number of farm and village radio families 
(separately) in each time zone (Eastern 32%, Central 56%, Mountain 5%, Pacific 7%). 
Each percentage in this column is the simultaneous coast-to-coast audience, in terms of 
New York time as shown on the left. 100% equals Total U. S. Farm Radio Families. 

% Data for periods prior to 6 A.M. were not obtained. The earliest hour for which a 
U. S. Total can be computed is 9 A.M. New York time. 



157 



RURAL SETS IN USE BY HALF-HOURS: 
SUNDAY ONLY 

(Plain Percentage Figures Indicate Farm Sets; Figures in 

Parentheses Indicate Village Sets) 

PERIOD. EASTERN.* CENTRAL.* MOUNTAIN.* PACIFIC* U.S. TOT.| 

MORNING: Percent. Percent. Percent. Percent. Percent. 

6:00- 6:30 A.M...... .8 ( .7) 2.8(4.0) 3.7(1.5) ...(...) t 

6:30- 7:00 A.M 5.1 ( .6) 3.9(5.9) 8.4(4.6) ...(...) % 

7:00- 7:30 A.M 12.5 ( 3.7) 13.5 (14.1) 21.5 (14.8) 7.9 ( 7.6) $ 

7:30- 8:00 A.M 9.7(5.1) 19.3(17.0) 27.1(14.8) 8.5(7.6) % 

8:00- 8:30 A.M 16.5(10.6) 31.8(29.7) 38.3(20.9) 24.4(18.9) % 

8:30- 9:00 A.M 16.9 (11.2) 30.9 (31.9) 40.2 (19.9) 26.8 (19.7) t 

9:00- 9:30 A.M 21.2 (18.7) 34.1 (31.2) 39.3 (25.5) 28.0 (28.8) 25.6 (21.0) 

9:30-10:00 A.M 21.2 (18.2) 30.9 (28.8) 34.6 (24.5) 26.2 (32.6) 25.3 (21.6) 

10:00-10:30 A.M 24.5 (23.8) 27.5 (27.8) 28.0 (23.0) 31.7 (35.6) 29.3 (25.0) 

10:30-11:00 A.M 25.2(23.3) 27.0(26.1) 23.4(22.4) 30.5(34.1) 27.9(23.8) 

11:00-11:30 A.M 28.0 (22.7) 24.9 (22.7) 19.6 (18.9) 27.4 (28.0) 28.0 (24.4) 

11:30-12:00 Noon 27.8 (22.5) 25.5 (23.9) 21.5 (17.3) 28.0 (28.8) 27.6 (23.7) 

6:00-12:00 Noon 50.2 (42.1) 57.7 (55.5) 52.3 (43.4) 53.0 (50.0) 54.7 (48.0) 

AFTERNOON: 



12:00-12:30 


P.M 


26.1 (22.7) 


27.5 (26.9) 


26.2 (18.9) 


29.3 (28.8) 


25.7 (23.3) 


12:30- 1:00 


P.M 


21.8 (21.6) 


27.9 (26.4) 


25.2 (19.4) 


29.3 (27.3) 


24.3 (23.5) 


1:00- 1:30 


P.M 


27.7 (21.9) 


28.3 (26.4) 


23.4 (18.9) 


29.3 (34.1) 


27.5 (24.9) 


1:30- 2:00 


P.M 


26.9 (21.0) 


27.5 (27.2) 


28.0 (17.9) 


28.7 (33.3) 


27.5 (24.1) 


2:00- 2:30 


P.M 


30.7 (23.5) 


25.1 (26.6) 


29.9 (17.9) 


23.2 (34.1) 


28.9 (24.8) 


2:30- 3:00 


P.M 


30.2 (22.7) 


24.0 (24.9) 


28.0 (15.3) 


20.7 (32.6) 


28.3 (24.8) 


3:00- 3:30 


P.M 


29.9 (24.0) 


23.0 (22.6) 


25.2 (15.3) 


20.1 (28.8) 


26.9 (25.2) 


3:30- 4:00 


P.M 


29.4 (23.8) 


22.7 (22.3) 


24.3 (14.8) 


20.1 (29.5) 


26.3 (24.3) 


4.00- 4:30 


P.M 


24.8 (23.1) 


23.0 (22.1) 


23.4 (18.9) 


17.7 (34.8) 


24.4 (23.7) 


4:30- 5:00 


P.M 


22.9 (22.4) 


23.0 (22.2) 


20.6 (19.4) 


17.1 (34.8) 


23.5 (23.0) 


5:00- 5:30 


P.M 


22.0 (21.6) 


24.0 (28.4) 


23.4 (22.4) 


29.9 (36.4) 


22.8 (22.7) 


5:30- 6:00 


P.M 


26.7 (23.4) 


30.9 (32.0) 


23.4 (25.0) 


33.5 (40.2) 


24.1 (23.4) 


12:00- 6:00 


P.M 


64.7 (51.7) 


60.5 (58.8) 


47.7 (45.4) 


61.6 (69.7) 


61.3 (55.8) 


6:00 A.M.- 


6:00 P.M.. 


75.0 (63.3) 


77.3 (74.7) 


72.0 (62.2) 


75.0 (80.3) 


76.1 (69.2) 


EVENING: 














6:00- 6:30 


P.M 


43.4 (41.2) 


52.1 (50.1) 


37.4 (35.7) 


48.2 (47.0) 


29.9 (34.2) 


6:30- 7:00 


P.M 


54.4 (46.2) 


52.4 (49.6) 


43.9 (38.8) 


50.6 (49.2) 


37.2 (38.0) 


7:00- 7:30 


P.M 


67.2 (60.3) 


54.3 (49.9) 


54.2 (51.5) 


62.8 (68.2) 


53.1 (52.3) 


7:30- 8:00 


P.M 


68.2 (59.3) 


51.9 (48.2) 


53.3 (54.6) 


63.4 (69.7) 


53.5 (51.8) 


8:00- 8:30 


P.M 


64.2 (59.5) 


44.6 (45.0) 


50.5 (52.0) 


72.6 (70.5) 


54.9 (52.6) 


8:30- 9:00 


P.M 


60.1 (58.1) 


38.2 (42.0) 


46.7 (48.5) 


74.4 (68.9) 


52.8 (51.7) 


9:00- 9:30 


P.M 


38.9 (42.2) 


15.5 (29.0) 


28.0 (39.8) 


62.2 (57.6) 


43.5 (44.1) 


9:30-10:00 


P.M 


28.2 (34.5) 


10.7 (25.1) 


25.2 (28.1) 


47.0 (47.7) 


36.6 (39.5) 


10:00-10:30 


P.M 


10.4 (16.1) 


4.3 (10.7) 


9.3 (10.7) 


11.0 (18.9) 


19.0 (27.5) 


10:30-11:00 


P.M 


5.7 (10.3) 


2.1 ( 7.3) 


7.5 ( 7.1) 


4.3 ( 9.1) 


14.7 (23.2) 


11:00-11:30 


P.M 


1.4 ( 4.1) 


1.1 ( 2.5) 


3.7 ( .5) 


1.8 (...) 


9.5 (14.4) 


11:30-12.00 


Mid...... 


.8 ( 2.6) 


.4 ( 1.4) 


.9 ( .5) 


1.8 (...) 


8.1 (11.7) 


6:00 P.M.- 


■12:00 Mid. 


78.6 (73.8) 


71.2 (70.9) 


70.1 (67.9) 


88.4 (86.4) 


74.8 (73.6) 


6:00 A.M. 


■12:00 Mid. 


88.0 (83.5) 


85.6 (86.1) 


84.1 (78.1) 


95.7 (98.5) 


87.0 (85.6) 


* 100% equals total 


number of farm and village families 


(separately) in each time 


zone. Time 


given is m 


terms of local standard time for individual time zones. 


f U. S. total is weighted according to the number of farm and village radio families 


(separately) 


in each time zone (Eastern 32%, Central 56%, Mountain 5%, 


Pacific 7%). 


Each percentage in this 


column is the simultaneous coast-to-coast audience 


in terms of 


New York time as shown on the left. 


100% equals 


Total U. S. 


Farm Radio Families. 


t Data for periods prior to 6 A.M 


. were not obtained. The earliest hour for which a 


U. S. Total 


can be computed is 9 A.M. New York 


time. 







158 



A BOOKKEEPER'S RADIO HISTORY 

(See Charts on Pages 160-161) 

All the major facts and figures available on radio's 17-year history are recorded in 
the charts on pages 160-161. Sources of this data, plus whatever explanations may be 
necessary, are herewith quoted. 



Column 1 

Figures on the number of broadcast sta- 
tions in operation annually were obtained 
from the Federal Communications Com- 
mission. From 1922 through 1926 the totals 
are mid-year totals. The first 1927 figure 
(733) indicates the number of stations in 
existence when the Federal Radio Com- 
mission (predecessor of the FCC) was or- 
ganized; the second 1937 figure (694) is the 
regular mid-year figure. From 1928 
through 1932 the figures represent irregu- 
lar compilation dates within each year. 
Since 1932 the compilations pertain to each 
January 1. 

Column 2 

It should be plainly understood that by 
"gross revenue" is meant a total computed 
at one-time card rates prior to any dis- 
counts whatsoever and including nothing 
but time sales. The earliest industry gross 
revenue figure (1931) is derived from page 
44 of a "Letter from the Chairman of the 
Federal Radio Commission to the Senate" 
(72nd Congress, Document 137). It was 
herein stated that during 1931 a total of 
525 broadcast stations plus NBC, CBS, and 
the Yankee and Don Lee networks 
grossed $77,758,048.79. However, it is ap- 
parent that this figure is far too high. 
The Radio Commission had simply re- 
ported network revenue twice by credit- 
ing it alike to the chains and to their af- 
filiates. In short, the Radio Commission 
credited the network-affiliated stations 
with the payments they received from the 
networks, but failed to subtract these pay- 
ments from network income. On the as - 
sumption that network compensation was 
roughly 20% of gross network receipts, 
and that a leeway must be made for other 
blunders in computation, a figure of $72,- 
000.000 is here taken as a compromise in 
a situation unquestionably calling for one. 

The next" (1933) figure is an old Na- 
tional Association of Broadcasters' esti- 
mate. 

The totals for 1934, 1935 and 1936 are 
also National Association of Broadcasters' 
compilations — all, of course, figured at 
one-time card rates. 

The 1937 figure is a Variety Radio 
Directory estimate computed as follows: 



the networks' own figures on their gross 
time sales were taken as network revenue; 
the secondary network income (regional 
and similar networks), was computed by 
augmenting the secondary network reve- 
nue as reported in "Summary of responses 
by broadcast stations to Commission Order 
No. 38" by 20%; the national spot sales 
figure (from "Commission Order No. 38") 
was similarly increased 20%; and the local 
sales total was increased 10%. This 
method of augmenting a net into a gross 
is naturally not 100% accurate, but per- 
centage-wise it checks very nicely with 
studies on the difference between "net" 
and "gross." The 1938 figure was similarly 
computed. 

Column 3 

The figures in this column are from an- 
nual reports of the networks, and repre- 
sent totals computed at one-time card 
rates (with two exceptions — the Mutual 
Broadcasting System in 1935 and 1936 is- 
sued net figures, but subsequently has con- 
formed to the standard practice of issuing 
only gross revenue figures). 

Column 4 

This column shows the consolidated net 
operating profit of the industry for those 
years in which figures are available. 
Naturally, this profit represents not only 
profit on the sale of broadcasting time, but 
also profits derived from the sale of tal- 
ent, property, programs, etc. The figure 
for 1931 was obtained thus: 333 stations in 
that year (see Document 37) reported a 
total profit of $5,451,717.05 (not counting 
depreciation as an expense); 180 other sta- 
tions reported combined losses of $2,200.- 
743.76; the networks meantime showed 
consolidated net operating profits of $4.- 
671,996 (depreciation most emphatically 
added to expenses). Adding and subtract- 
ing these amounts brings a sum equal to 
$7,922,969. 

The figure for 1937 is from Table No. 1 
of "Summary of responses by broadcast 
stations to Commission Order No. 38." It 
seems to the editors of the Directory, 
however, that this officially reported 

(Continued on page 162) 



159 











llllllll! 


lfPM-SSI|K| 


:-^-/M^M^&^M 




■&#£-;xi : ;s . 


YEAR 


BROADCAST 
STATIONS 

IN 
OPERATION 


GROSS 
INDUSTRY 
REVENUE 

TIME SALES ONLY] 


NETWORK GROSS REVENUE 
[TIME SALES ONLY] 


INDUSTRY 

NET 

OPERATING 

PROFIT 


NETWORK CONSOLIDATED 
NET OPERATING PROFIT 


r NBC CBS MBS > 


^ NBC CBS ^\ 


1922 


3#Z 


7 





— 


— 


? 








1923 


S73 


? 





— 


— 


? 








1924 


S3 


7 





— - 





? 








1925 


S7I 


7 




— 


— 


? 










1926 


szz 


7 





— 


— 


? 







1927 


(73 3 


7 


3, 760,010 


— 


- — " 


? 




2># 

zxo,o(,L 


1928 


677 


7 


% 7?0,333 


i,(cf7,3L^ 


■ — 


? 


¥27,2.39 


J>4 

1 7 9, ¥m 


1929 


G/r 


P 




\ 7?SfSl 


— 


? 


*7/3,? + 9 


47+, 203 


1930 


6/Z 


P 


20,o?5$$7 


7 / <*oS,2.o3 


— 


P 




^7^ 7/(o 


1931 


&0% 


72,000,000 


zS]6o7,o*/ 


//J 9^03? 


— ■ 


* 

7,9^^,9^ 


2,3zS,2.3o 


z,i*L,7U\ 


1932 


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? 


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2l>,5o4 t t9l 


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1, 05 0// + 




1933 


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1/ 

2/ y ±£l,73X 


/o,oG3,*0>U 





-? 


* 507, 96-1 


*9z3,i9£ 


1934 


S9J 


72.Z8ZI61 


2?J33,C/L 







7 


2,0(3*, 3o% 


2,17+,/U 


1935 


6>OS 


* 


4 

31, /*?,9 3) 


17^37 UH 


/, 2.9 3,/ 03 


7 


3 t o9o, W 


2,210,07% 


(936 


G3Z 




3**2-3,9*0 


2.3J<°2,l+2 


*f,?ff y (>>* 


? 


3,£~(*3,(*<*9 


s 3i i?s,si\ 


1937 


G16 


/*/./, 000,000 


3?,6S/,22G 


2% 72.x, //f 


2,2-3%07£, 




3,(>99,3<ZL 


</,29lSll 


1938 


72 1 


/43,soo t ooo 


4 


2.7,3^,397 


1,9X0,52 + 


/SJS4,7Z4 


9 








F 


OR SOUR 


CES AND 

160 


EXPLANi 


\TIONS 




1 



— 

RADDO HDSl 


Pjf^O) 1 


Vy 




DEPRECIATED 

VALUE OF 
INVESTMENT 


ANNUAL 
EMPLOYEE 
PAYROLL 

[ARTISTS EXCLUDED] 


NUMBER OF STATIONS 
NETWORK AFFILIATED 


GRAND TOTAL 
SALES OF 
APPARATUS 
FOR RADIO 
RECEPTION 


U.S. 
RADIO 
HOMES 


PERCENT 

RADIO 

OWNERSHIP 


[STATIONS ONLY] 


Z' NBC CBS MBS A 


? 


? 





— 


— 


6,0, OOO, OOO 


60, OOO 


N*$faibfe 


7 


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— 


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2, £~o 0,000 


Nejltyibfa 


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— 


42>Oj 000,000 


3, Soo , 00 


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— 


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SO&, ooo y ooo 


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Tj/pyZ/pM/e 


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7 


+ 1 


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— 


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i/lS, 6)00,000 


Gy SO 0,00 


22.<kf 


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SG> 


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— 


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7 700,000 


2G.G% 


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9, 


30.5% 


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1 3o, i" 7 £, <i,?0 


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+ 9.t> % 


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17, 950,000 


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4 


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2/ 4S5, 7 99 


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2^9*2+ 9 il 


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fl.1% 



SEE PAGES 159 AND 

161 



162 



BOOKKEEPER'S RADIO HISTORY— Continued 



(Continued from page 159) 

profit is rather low. For the FCC credited 
the major networks with only $6,330,448 
net income (apparently quite comparable 
to consolidated net operating profit), 
whereas NBC and CBS alone had a profit 
in that year of some $7,997,000. 

In the 1938 figure (unlike the 1937) cer- 
tain Federal and other taxes are not de- 
ducted due to the difficulty in finding them 
on the FCC record sheet. The actual in- 
dustry profit in 1938 was probably between 
$15,000,000 and $16,000,000. 

Column 5 

These figures were separately reported 
to the FCC by NBC and CBS in January, 
1939. The 1927 NBC figure includes two 
months of 1926 operation, and the NBC 
1938 figure is an estimate. 

Column 6 

This column shows the depreciated 
value of investments in stations only. The 
1931 total is from Document 137, page 43. 
By "investment" here is meant the depre- 
ciated value of technical equipment, real 
estate, furniture and fixtures. The 1937 
figure is from "Summary of responses to 
Order No. 38," and shows investment in 
"total broadcasting property" at depre- 
ciated values. The replacement value of 
this same property would be $42,747,869, 
with technical equipment accounting for 
slightly more than half of that sum. Net- 
work investment in property, other than 
in network -owned stations (included in 
the 1937 figure), was $8,820,880 before de- 
preciation. The depreciated value of such 
property would probably come to around 
$6,250,000. 

Column 7 

Annual station payments in salaries and 
wages are recorded in this column, but 
with talent (announcers, actors, etc.) ex- 
cluded. It was not deemed advisable to 
include talent, because many actors, an- 
nouncers, etc., are not employed by sta- 
tions direct, but are engaged by adver- 
tisers and agencies. Hence any talent 
salary figures would at best be highly in- 
complete. The 1931 total is from Docu- 
ment 37, page 45. The 1935 figure is an 
approximation derived from statistics in 
the Census of Business for that year. It 
was computed by taking 67.2% of the total 
annual payroll for full-time employees of 
stations and networks (the other 22.8% 



went to actors and announcers), and 22% 
of the total annual payroll of part-time 
employees (stations only). The 1937 total 
is from "Summary of Responses to Order 
No. 38," and represents addition of items 
1 (b), 2(b) and 6 (b) in Table No. 1. 
(Note: This payroll data is accredited here 
to 1937 because it was gathered by the FCC 
early in 1938 — during the week of 
March 6.) 

Column 8 

Figures on stations affiliated with NBC, 
CBS and MBS are from a table prepared 
by Dr. Frank Stanton, research director of 
CBS, and presented as sworn testimony 
before the FCC. It should be remembered 
that the affiliated stations of the various 
networks overlap somewhat due to dual 
affiliation. As of Dec. 31, 1938, exactly 30 
stations had affiliations with more than 
one major chain. Thus the 1938 total of 
network affiliated stations would not be 
389 — as addition of the three sub-columns 
seems to show — but 359. 

Column 9 

Data on the grand total sales of radio 
apparatus for broadcast reception was ob- 
tained (except for the year 1938) from the 
U. S. Department of Commerce which, in 
turn, had secured the figures from trade 
publications, chiefly Radio Retailing. The 
grand total is composed of: value of radio 
sets sold; value of tubes sold; value of 
"B" and "C" batteries; value of wind- 
driven chargers; and value of gas -driven 
chargers. The 1938 estimate was obtained 
from Dr. Orestes Caldwell, editor of Radio 
Today, and includes: value of sets sold; 
value of tubes sold; and value of parts 
sold. The precipitous decline in 1938 dol- 
lar volume is largely due to the great de- 
cline in 1938 set sales. 

Column 10 

Figures on U. S. radio families from 
1922 through 1929 are compilations of the 
McGraw-Hill Publishing Co. The 1930 
figure is from the U. S. Census. The fig- 
ures from 1931 through 1935 are CBS Mar- 
ket Research Division estimates. Figures 
for 1936, 1937 and 1938 are compilations of 
the Joint Committee on Radio Research. 

Column 11 

Computations of the CBS Market Re- 
search Division and the Joint Committee 
on Radio Research. 



162 



ANALYSIS OF RADIO HOMES, RETAIL SALES, 
AND STATION NET SALES: 1937 

The table below is a condensation of material contained in Table No. 30 of "Sum- 
mary of responses by broadcast stations to Commission Order Number 38." Total U. S. 
families, shown in the first figure column, represent estimates for July, 1937, by the Joint 
Committee on Radio Research. Radio families, shown in column two, are estimated as 
of Jan. 1, 1938, by the Joint Committee on Radio Research. 

Retail sales (figure columns three and four) were compiled by the U. S. Census of 
Business, 1935: Retail Distribution. Station net sales, shown in the last two figure 
columns, are for the year 1937 as compiled by the Federal Communications Commission. 
The FCC's definition of "net sales" is sales including talent from which frequency and 
agency discounts have been subtracted. 



State 



NORTHERN DISTRICT. 
Northeastern Region. . . . 

Connecticut 

Delaware 

Maryland 

Maine 

New Hampshire 

Vermont 

Massachusetts 

New Jersey 

New York 

Pennsylvania 

Rhode Island 

District of Columbia . . 

Great Lakes Region 

Illinois 

Indiana 

Kentucky 

Michigan 

Ohio 

West Virginia 

Wisconsin 

Midwest Region 

Iowa 

Kansas 

Minnesota 

Missouri 

Nebraska 

North Dakota 

South Dakota 

SOUTHERN DISTRICT. 
Southeastern Region. . . . 

Alabama 

Arkansas 

Mississippi 

Florida 

Georgia 

Louisiana 

North Carolina 

South Carolina 

Tennessee 

Virginia 



Total 


Radio 










Families 


Families 


Retail Sales (add 000) 


Station Net Sales 




Amount 


% Total 


Amount % 


Total 


1,167,000 


18,673,100 $23,466,400 


70.76 


$57,147,840 


69.99 


9,733,000 


8,917,700 


12,053,392 


36.35 


25,751,497 


31.54 


437,000 


402,100 


556,722 


1.68 


1,105,619 


1.35 


67,000 


57,600 


76,877 


.23 


I 


C 


410,000 


355,100 


462,874 


1.40 


{1,411,852 


U.73 


221,000 


201,100 


232,599 


.70 


i 


X 


136,000 


124,400 


152,583 


.46 


{ 600,830 


\ .74 


99,000 


88,600 


99,121 


.30 






1,104,000 


1,019,200 


1,461,180 


4.41 


2,977,308 


3.65 


1,098,000 


1,022,500 


1,220,299 


3.68 


2,914,967 


3.57 


3,372,000 


3,132,300 


4,749,708 


14.32 


9,660,264 


11.83 


2,452,000 


2,206,400 


2,490,910 


7.51 


5,351,358 


6.55 


169,000 


155,500 


219,706 


.66 


646,355 


.79 


168,000 


152,900 


330,813 


1.00 


1,082,964 


1.33 


7,854,000 


6,893,500 


7,891,054 


23.79 


21,610,899 


26.47 


2,063,000 


1,857,100 


2,173.069 


6.55 


6,180,421 


7.57 


934,000 


816,800 


780,508 


2.35 


1,457,829 


1.79 


708,000 


494,900 


388,278 


1.17 


950,033 


1.16 


1,220,000 


1,122,200 


1,388,236 


4.19 


3,714,294 


4.55 


1,777,000 


1,641,500 


1,956,941 


5.90 


7,074,042 


8.66 


417,000 


348,300 


332,190 


1.00 


670,635 


.82 


735,000 


612,700 


871,832 


2.63 


1,563,645 


1.92 


3,580,000 


2,861,900 


3,521,954 


10.62 


9,785,444 


11.98 


680,000 


577,800 


650,029 


1.96 


1,821,734 


2.23 


501,000 


367,800 


448,261 


1.35 


731,203 


.90 


652,000 


556,900 


820,010 


2.47 


2,042,269 


2.50 


1,072,000 


822,800 


946,125 


2.85 


3,473,621 


4.25 


352,000 


284,100 


359,757 


1.09 


1,096,369 


1.34 


156,000 


119,600 


150,208 


.45 


384,025 


.47 


167,000 


132,900 


147,564 


.45 


236,223 


.29 


7,914,000 


4,766,900 


5,400,579 


16.29 


13,138,725 


16.09 


5,779,000 


3,279,100 


3,676,522 


11.09 


8,225,516 


10.07 


670,000 


375,200 


337,217 


1.02 


556,225 


.68 


501,000 


254,800 


240,724 


.73 


s 


{ .63 


494,000 


207,000 


178,348 


.54 


(514,697 


443,000 


297,900 


425,807 


1.28 


1,141,724 


1.40 


716,000 


370,800 


484,693 


1.46 


1,015,856 


1.24 


510,000 


297,400 


344,393 


1.04 


1,050,722 


1.29 


736,000 


408,600 


463,219 


1.40 


1,123,457 


1.38 


407,000 


207,300 


248,206 


.75 


329,292 


.40 


689,000 


459,900 


482,586 


1.45 


1,570,134 


1.92 


613,000 


400,200 


471,329 


1.42 


923,409 


1.13 



163 



State 



ANALYSIS OF RADIO HOMES AND SALES— Continued 

Total Radio 

Families Families Retail Sales (add 000) Station Net Sales 



Amount % Total Amount % Total 

South Central Region... 2,135,000 1,487,800 1,724,057 5.20 4,913,209 6.02 

Oklahoma 619,000 454,300 434,793 1.31 1,188,873 1.46 

Texas 1,516,000 1,033,500 1,289,264 3.89 3,724,336 4.56 

WESTERN DISTRICT. . 3,560,000 3,226,500 4,294,297 12.95 11,363,153 13.92 

Mountain Region 975,000 778,000 1,100,728 3.32 3,027,614 3.71 

Arizona 104,000 79,600 121,083 .37 333,629 .41 

Colorado 288,000 233,500 302,559 .91 J J 

Wyoming 62,000 49,800 82,681 .25 {1,126,634 {1.38 

Idaho 124,000 98,700 140,167 .42 ' 193,335 .24 

Montana 142,000 114,600 189,457 .57 361,185 .44 

Nevada 30,000 28,500 43,932 .13 J { 

New Mexico 102,000 62,300 88,751 .27 { 210,559 {.26 

Utah 123,000 111,000 132,098 .40 802,272 .98 

Pacific Region 2,585,000 2,448,500 3,193,569 9.63 8,335,539 10.21 

California 1,818,000 1,719,800 2,329,009 7.02 5,505,111 6.74 

Oregon 299,000 285,400 335,851 1.01 998,432 1.22 

Washington 468,000 443,300 528,709 1.60 1,831,996 2.25 

United States 32,641,000 26,666,500 $33,161,276 100.00 $81,649,718 100.00 



INCOME BY METROPOLITAN DISTRICTS: 1937 

This data is a condensation of Table No. 27 of "Summary of responses by broadcast 
stations to Commission Order Number 38." 

Stations are divided into two classes: those with net sales of $25,000 or more, and 
those with net sales less than $25,000. The first class of station is shown separately, and 
the second is simply added to the totals under "all commercial stations." Net sales means 
sales (including talent) from which frequency and agency discounts have been sub- 
tracted. The data pertains to the year 1937. 



Districts 



All commercial 
Stations with $25,000 or more net sales stations 



NORTHERN DISTRICT Stations Network Local Natl Spot Stations Net Sales 

Northeastern Region: 

Albany-Schenectady-Troy .. 3 $342,907 $589,700 $66,142 4 $980,340 

Allentown-Bethlehem-Easton, 

Pa 3 1,083 73,179 24,522 3 97,866 

Baltimore, Md 4 413,372 619,421 273,975 4 1,246,400 

Boston, Mass 8 813,299 1,293,230 301,945 8 2,243,548 

Buffalo-Niagara, N. Y....... 5 340,099 539,020 286,028 5 1,153,123 

New York-Northeastern New 

Jersey 21 2,548,230 3,040,024 2,977,541 28 8,656,665 

Philadelphia, Pa 8 708,663 1,127,881 631,064 9 2,470,147 

Pittsburgh, Pa 5 507,107 1,023,239 377,451 5 1,917,352 

Providence, R. I.-Fall River- 
New Bedford, Mass 5 344,436 365,757 139,793 5 786,144 

Rochester, N. Y 3 217,869 151,882 332,976 3 720,123 

Washington, D. C 4 321,589 658,006 111,776 4 1,082,964 

Other metropolitan districts. 22 898,838 1,291,341 693,068 27 2,925,330 

Total: metropolitan districts. 91 7,457,492 10,772,680 6,216,281 105 24,280,002 
Places not in metropolitan 

districts 20 243,742 779,898 192,239 35 1,471,495 

Total, N.E. Region Ill $7,701,234 $11,552,578 $6,408,520 140 $25,751,497 



164 



Districts 



Stations with $25,000 or more net sales 



districts 


26 


94,816 1,135,347 180,266 


45 


1,835,448 








Total G. L. Region 


87 


$6,181,728 $7,610,462 $7,453,134 


110 


$21,415,361 



districts 


28 


402,263 1,191,187 806,926 


49 


2,753,007 


Total Midwest Region. . . . 


56 


$2,407,150 $3,692,992 $3,371,170 


78 


$9,980,982 



Great Lakes Region: 

Chicago, 111 15 $1,116,728 $1,912,565 $2,553,664 

Cincinnati, 5 2,323,914 294,434 1,630,434 

Cleveland, 4 591,146 774,013 305,958 

Columbus, 3 100,464 220,021 141,288 

Detroit, Mich 6 964,218 1,030,379 1,150,373 

Louisville, Ky 3 272,400 233,129 248,326 

Milwaukee, Wis 3 171,152 338,824 358,019 

Other metropolitan districts. 22 546,890 1,671,750 884,806 

Total: metropolitan districts . 61 6,086,912 6,475,115 7,272,868 
Places not in metropolitan 

districts 

Total G. L. Regie 

Midwest Region: 

Des Moines, la 3 $320,855 $163,895 $614,138 

Kansas City, Mo. and Kans.. 6 421,949 335,513 373,320 

Minneapolis-St. Paul 5 334,439 674,302 582,850 

Omaha, Neb. -Council Bluffs, 

la 3 243,462 198,048 207,525 

St. Louis, Mo 5 472,990 844,069 653,432 

Other metropolitan districts. 6 211,192 285,978 132,979 6 

Total: metropolitan districts. 28 2,004,887 2,501,805 2,564,244 29 
Places not in metropolitan 

districts 

Total Midwest Region 

SOUTHERN DISTRICT 

Southeastern Region: 

Atlanta, Ga 3 $254,885 $213,835 $304,664 

Birmingham, Ala 3 67,730 165,220 56,710 

Memphis, Tenn 4 125,847 219,144 147,673 

Nashville, Tenn 3 219,362 188,758 217,334 

New Orleans, La 3 191,935 206,368 235,909 

Other metropolitan districts. 18 580,396 932,147 713,195 

Total: metropolitan districts. 34 1,440,155 1,925,472 1,675,485 
Places not in metropolitan 

districts 36 515,526 1,387,390 739,507 

Total S. E. Region 70 $1,955,681 $3,312,862 $2,414,992 

South Central Region: 

Dallas, Tex 3 $239,594 $285,762 $226,686 

Fort Worth, Tex 3 81,074 216,117 185,860 

Houston, Tex 3 165,590 299,226 232,366 

Oklahoma City, Okla 4 193,314 238,645 234,469 

San Antonio, Tex 4 202,559 264,964 179,973 

Other metropolitan districts . 3 92,800 248,050 149,930 

Total: metropolitan districts. 20 974,931 1,552,764 1,209,284 
Places not in metropolitan 

districts 15 50,497 579,049 140,739 

Total S. C. Region 35 $1,025,428 $2,131,813 $1,350,023 

WESTERN DISTRICT 

Mountain Region: 

Total: metropolitan districts. 6 $496,216 $915,038 $232,695 
Places not in metropolitan 

districts 18 125,649 666,136 218,930 

Total Mountain Region. ... 24 $621,865 $1,581,174 $451,625 



All co 


mmercial 


stations 


Stations Net Sales 


18 


$5,673,617 


5 


4,003,466 


4 


1,604,920 


3 


470,721 


6 


3,020,019 


3 


714,157 


3 


956,560 


23 


3,136,453 


65 


19,579,913 



71 



$1,103,862 
1,200,525 
1,650,932 

627,445 
2,043,492 

601,719 
7,227,975 



4 


$736,075 


3 


299,044 


4 


468,263 


3 


637,932 


4 


618,663 


22 


2,332,184 


40 


5,092,161 



3,133,355 



111 $8,225,516 



3 


$882,001 


3 


498,467 


3 


665,826 


4 


655,456 


5 


652,063 


3 


511,861 


1 


3,865,674 



34 



1,047,535 



55 $4,913,209 



6 
41 



$1,640,001 
1,387,613 



47 $3,027,614 



165 



METROPOLITAN RADIO INCOME— Continued 



Districts 



Stations with $25,000 or more net sales 



All commercial 
stations 



Stations Network Local Natl Spot Stations Net Sales 

Pacific Region: 

Los Angeles, Calif 13 $742,018 $1,628,050 $498,568 14 $2,828,256 

Portland, Ore 4 261,171 263,953 244,162 6 816,723 

San Francisco-Oakland, Calif . 9 552,476 696,936 398,872 11 1,592,564 

Seattle, Wash 6 192,147 387,870 202,566 7 818,261 

Spokane, Wash 3 158,932 158,005 100,715 4 465,866 

Other metropolitan districts. 6 204,801 314,062 93,228 7 617,399 

Total: metropolitan districts. 41 2,111,545 3,448,876 1,538,111 49 7,139,069 
Places not in metropolitan 

districts 19 136,506 693,908 129,561 34 1,196,470 

Total Pacific Region 60 $2,248,051 $4,142,784 $1,667,672 83 $8,335,539 

UNITED STATES 

Metropolitan districts 281 $20,572,138 $27,591,750 $20,708,968 315 $68,824,795 

Places not in metropolitan 

districts 162 1,568,999 6,432,915 2,408,168 309 12,824,923 

Grand Total 443 $22,141,137 $34,024,665 $23,117,136 624 $81,649,718 

Note: Of the 624 items in this table, 5 cover 2 stations each. Thus the table actually 
embraces data for 629 stations. 






NBC-CBS DAY vs. EVENING REVENUE, 

1931-1938 

The dividing line between day and evening is here taken to be 6 P.M. Revenue 
from the summer months of the past three years roughly paralleled the figure for the 

entire year as regards day-evening. In June, July and August of 1936, day revenuex 
was 21%; in 1937, 24%, and in 1938, 34%. 

% of % of 

Day. Total. Evening. Total. Total. 

1931 $7,921,671 21.1 $29,580,409 78.9 $37,502,080 

1932 8,486,296 21.7 30,620,480 78.3 39,106,776 

1933 6,887,904 21.9 24,628,394 78.1 31,516,298 

1934 9,589,344 22.5 33,070,117 77.5 42,659,461 

1935 11,090,157 22.7 37,696,578 77.3 48,786,735 

1936 13,725,976 23.8 43,966,122 76.2 57,692,098 

1937 21,281,652 31.6 46,091,752 68.4 67,373,404 

1938 23,608,642 34.3 45,199,434 65.7 68,808,076 



166 



MONEY 



RADIO TIME SALES: 1938, 1937, 1936 

(At One-time Card Rates) 

1938. 1937. 1936. 

Total Industry Sales $143,500,000 $141,000,000 $107,550,886 

Network Sales 71,728,400 69,612,480 59,671,244 

(Note: The 1938 and 1937 gross industry time sales figures are projections on Federal 
Communications Commission reports of time sales after trade — i.e., frequency — discounts. 
The 1936 figure is from compilations by the National Association of Broadcasters) . 



COMPARISON BETWEEN MAJOR MEDIA: 
1938, 1937, 1936 

1938. 1937. 1936. 

Radio Broadcasting $143,500,000 $141,000,000 $107,550,886 

National Magazines 148,320,420 169,764,913 143,790,669 

Newspapers 544,000,000 630,000,000 568,593,000 

(Note: Figures on magazines are by courtesy of Publishers' Information Bureau, 
Inc., copyright owner of the data. Magazine revenue for 1937 and 1938 includes five 
national farm magazines, plus the "American Weekly" and "This Week." The latter 
two publications accounted for $12,276,384 in 1937 and $8,993,618 in 1938. Newspaper 
revenue data is by courtesy of the American Newspaper Publishers Association. It 
should be speciafically noted that the 1938 and 1937-1936 newspaper figures are not exactly 
comparable. The 1937-1936 figures include all daily papers in all of the U. S. The 1938 
total [computed for the ANPA by Media Records] includes only English language dailies 
in 760 cities of 10,000 or more population. The 1938 figure can be broken down thus: 
national revenue, $148,000,000; local revenue, $396,000,000). 



NETWORK GROSS CLIENT EXPENDITURES 

The following income by years is computed at the gross card rates before agency, 
or other discounts. In the case of the National Broadcasting Co., the Red and the Blue 
network grosses are combined: 

NBC CBS Mutual 

1927 $3,760,010 

1928 8,780,333 $1,647,364 

1929 14,310,382 4,785,981 

1930 20,088,887 7,605,203 

1931 25,607,041 11,895,039 

1932 26,504,891 12,601,885 

1933 21,452,732 10,063,566 

1934 27,833,616 14,825,845 

1935 31,148,931 17,637,804 *$1,293,103 

1936 34,523,950 23,168,148 *1,884,615 

1937 38,651,286 28,722,118 2,239,076 

1938 41,462,679 27,345,397 2,920,324 



Note: In 1935 and 1936 Mutual computed its income as net and not as gross. 

167 



COMBINED BROADCASTING INDUSTRY INCOME 
STATEMENT: AS OF DEC. 31, 1938 

(Prepared by the Accounting, Statistical, and Tariff Dept,, Federal Communi- 
cations Commission; This Statement Covers the Three Major 
Netzvorks and Licensees of 660 Standard Broadcast Stations) 

Particulars Amount 

(a) Revenues 

1. Network portion of network time sales $35,455,510 

2. Time sales by stations $82,669,401 

Less payments to other stations 745,452 

81,923,949 

3. Total time sales by networks and stations 117,379,459 

4. Deduct: Commission to agencies, representatives and brokers 16,487,200 

5. Net revenue received from sale of time 100,892,259 

6. Sale and placing of talent 6,081,344 

7. Recoveries by networks from others on communication line charges. 1,085,469 

8. Miscellaneous sales and revenue services 3,278,836 

9. Sustaining programs 20,470 

10. Total revenues of networks and stations $111,358,378 

(b) Expenses 

1. Technical expenses $13,048,588 

2. Program, talent, and communication line expense (including sus- 

taining programs purchased, royalties, and similar items) 38,196,994 

3. Advertising, promotional, and selling expenses 9,963,136 

4. General and administrative expenses 15,088,718 

5. Other direct broadcast expenses 5,209,099 

6. Indirect broadcast expenses (depreciation, amortization, taxes, un- 

collectible revenue, and rents 10,997,059 

7. Total broadcast expenses $92,503,594 

(c) Broadcast income (a) minus (b) $18,854,784 

(d) 1. Income from broadcast assets leased to others 277,155 

2. Total income from others who use licensee stations for their own 

time sales 928,218 

(e) Income from general services to licensees 92,958 

(f) Total income from activities related to broadcasting $20,153,115 

(g) Income from business or activities other than broadcasting *53,672,999 

(h) Extraordinary income amounts for the year (net debits) (79,035) 

(i) Total income from all sources reported $73,747,079 

(j) Contractual payments to others from income $214,228 

(k) State and federal taxes on net income 11,522,636 

11,736,864 

(1) Net income from all sources for the year, after taxes $62,010,215 

Dividends declared (and withdrawals by partners and proprietors) during the year 
were reported by licensees in the amount of $22,976,676. 

* Editor's note: This item includes the income of parent firms, such as manufac- 
turers, newspapers, insurance companies, etc., when such parent firms are the direct 
licensees of broadcasting stations. If a parent firm holds a broadcasting license by 
means of an intervening subsidiary, then the revenue of the parent firm is not included 
in this figure. 

168 



TOTAL RADIO TIME SALES: 1938 



The figures below are from FCC compilations of "net" revenue for the year 
1938 ("net" meaning one-time card rates less frequency discounts). This table 
was prepared by the Variety Radio Directory and was tentatively stated to 
be correct by the Federal Communications Commission Accounting, Statistical, 
and Tariff Dept. at the time the Directory went to press. The reader should 
be f ar in mind that a certain margin of error is inevitable in re-classifying the 
FCC data. 



The 1938 time sales, if converted into a "gross' 
rates) would probably be about $143,500,000. 



total (i.e., one-time card 



$35,455,510 retained by NBC, CBS, MBS 

? retained by secondary networks 



NETWORK. 



$35,455,510 $35,455,510 

$19,483,369 paid stations by NBC, CBS, MBS* 
1,185,596 paid stations by secondary networks 



$20,668,965 

175,379 "in transit" payments by major networks to 

stations 
313,071 inter-station payments 



$21,157,415 

745,452 deduct: inter-station and/or network pay- 
ments 



$20,411,963 $20,411,963 

NETWORK TOTAL $55,867,473 

National and Regional Spot t28,109,185 

Local $33,402,801 



GRAND TOTAL 1938 TIME SALES ff$117,379,459 



* This item includes $496,858 paid to other networks and $504,737 paid to foreign and 
territorial stations. 

t This item may include some revenue classified the previous year as "revenue re- 
tained by secondary and other networks" Since this classification was dropped in 1938, 
the money was accredited to individual stations and may have found its way into the 
national and regional spot category. Ordinarily, secondary and other networks retain 
about $2,000,000. 

t The editors of the Directory believe that the FCC was perfectly justified in show- 
ing a rather large drop in local business during 1938. A considerable number of stations 
revised base rates downward in 1938, indicating a drop-off in local business. 

If The editors of the Directory also believe that the FCC total time sales figure is a 
dead-right figure. The FCC indicates that 1938 time sales were 99.5% of 1937 total time 
sales. As a cross-check, it should be noted that radio receipts of the American Society 
of Composers, Authors and Publishers were, in 1938, about 99.1% of 1937 receipts. These 
two sets of data match so perfectly that there can be little dispute anent accuracy. 



See page 170 for comparable 1937 figures 
169 



TOTAL RADIO TIME SALES: 1937 

In the table below all figures represent "net" revenue — that is, frequency discounts 
have been subtracted. Agency and broker commissions, however, are not subtracted. 
Commissions in the agency-broker category amounted to $16,982,920 for the year. 

If these net figures were converted into a "gross" — that is, a total prior to any fre- 
quency, agency or broker discounts — they would probably be about $141,000,000 



NETWORK 



" $33,902,486 retained by major networks 
1,857,102 retained by secondary networks 
52,949 retained by other networks 



I $35,812,537 $35,812,537 

$19,266,127 paid stations by major networks 
698,642 paid stations by secondary networks 
135,626 paid stations by other networks 



$20,100,395 

2,036,484 paid stations for commissions, etc.* 

4,258 accruing to stations as result of intra-net- 
works sale of facilities to advertisers 



$22,141,137 $22,141,137 



NETWORK TOTAL $57,953,674 

National Spot t23,117,136 

Local 36,838,163 



GRAND TOTAL 1937 TIME SALES $117,908,973 

Deduct intra-industry commission and sustaining time payments 

(marked * above) 2,036,484 



GRAND TOTAL 1937 TIME SALES TO ADVERTISERS $$115,872,489 



t Stations having less than $25,000 net sales in 1937 were not deemed as doing any 
national spot business; their income is credited entirely to local business. 

t All figures in this table were checked and stated to be correct by the Federal 
Communications Commission accounting department on Jan. 17, 1939. 



CBS GROSS CLIENT REVENUE FOR 1938 

(With same clients' 1937 rank and expenditures) 

1938. 1937. 

Lever Bros. Co $2,790,141 ( 1 ) $2,182,123 

a. Lux $739,757 

b. Lifebuoy 376,350 

c Spry 557,902 

d. Rinso 1,116,132 

General Foods Corp 2,720,386 (21 ) 432,751 

a. Swansdown & Calumet $679,385 

b. Minute Tapioca 161,090 

c. Sanka 261,091 

d. Huskies 693,826 

e. Postum 450,159 

f . Post Toasties 135,135 

g. Diamond Salt 40,180 

h. La France & Satina 299,520 

170 



CBS REVENUE— Continued 



5. 



16. 
17. 
18. 
19. 
20. 
21. 
22. 
23. 
24. 
25. 
26. 
27. 
28. 
29. 
30. 
31. 



32. 
33. 
34. 

35. 



1938. 

Colgate-Palmolive-Peet Co 1,779,439 

a. Palmolive Soap $515,443 

b. Shaving Cream 368,128 

c. Dental Products 363,155 

d. Super Suds 532,713 

Procter & Gamble Co 1,310,707 

a. Drene $43,910 

b. Ivory 342,750 

c. Crisco 235,402 

d. Oxydol 389,247 

e. Chipso 246,732 

f. Dreft 52,666 

American Tobacco Co 1,283,826 

a. Lucky Strikes $1,112,343 

b. Roi Tan Cigars 88,458 

c. Half & Half Tobacco 83.025 

William Wrigley, Jr., Co 1,241,705 

Liggett & Myers Tobacco Co 1,118,355 

Ford Motor Co 1,052,895 

Chrysler Sales Corp 1,003,612 

R. J. Reynolds Tobacco Co 1,000,184 

Campbell Soup Co 713,788 

Continental Baking Co 650,260 

a. Wonder Bread and Hostess 

Cake $76,200 

b. Wonder Bread 574,060 

P. Lorillard Co 644,905 

Pet Milk Sales Corp . 594,013 

General Mills, Inc 557,035 

a. Wheaties, Softasilk, Bis- 

quick, Gold Medal $551,095 

b. Corn Kix 5,940 

Philip Morris & Co., Ltd 463,380 

U. S. Tobacco Co 435,120 

The Texas Co 405,265 

Gulf Refining Co 399,960 

Lady Esther Co 372,150 

Coca-Cola Co 358,940 

Nash-Kelvinator Corp 345,334 

Cudahy Packing Co 340,767 

U. S. Rubber Products Co 304,155 

Anacin Co 297,697 

Bayer Co 282,254 

Edna Wallace Hopper, Inc 267,194 

E. I. du Pont de Nemours & Co 250,455 

Lambert Co 242,395 

H. J. Heinz Co 225,960 

Lehn & Fink Products Co 219,494 

a. Hind's Honey & Almond 

Cream $74,449 

b. Pebeco 79,974 

c. Tussy 4,620 

d. Lysol 60,451 

Chesebrough Manufacturing Co 211,050 

Household Finance Corp 208,320 

Kolynos Sales Co 193,433 

Brewers' Radio Show Assn 192,750 



1937. 

( 2) 1,880,870 



( 5) 


1,562,480 


( 6) 


1,241,054 


( 3) 


1,806,541 


( 4) 


1,649,309 


(10) 


911,051 


(13) 


790,315 


( 8) 


1,166,128 


(15) 


620,209 


(47) 


103,490 


(18) 


537,094 


( 7) 


1,238,912 


(25) 


357,735 


(22) 


388,905 


(17) 


558,045 


(26) 


352,710 


(28) 


316,180 


(31) 


265,170 


(19) 


534,673 


(32) 


220,378 


Not listed separately* 


Not listed separately* 


Not listed separately* 


(24) 


367,205 


(68) 


23,780 


(14) 


730,633 


(16) 


583,003 



(58) 50,760 

Not listed separately* 



* Anacin Co., Edna Wallace Hopper, Inc., Kolynos Sales Co., and A. S. Boyle Co. 
were not listed separately in 1937, but as members of the American Home Products Co., 
which in that year spent $1,144,318 with CBS. Similarly, the Bayer Co. was listed as a 
member of Sterling Products, Inc., which in 1937 spent $119,339 with CBS. 

171 



CBS REVENUE— Continued 



36. Kellogg Co 

37. Vick Chemical Co 

38. Griffin Manufacturing Co 

39. International Cellucotton Co 

40. Campana Sales Corp 

41. R. B. Davis Co 

42. McKesson & Robbins, Inc , 

43. Hudson Motor Car Co 

44. A. S. Boyle Co 

a. Old English Floor Wax $94,260 

b. Hill's Nose Drops 42,049 

45. General Motors Corp 

46. Philco Radio & Television Corp 

47. Noxzema Chemical Co 

48. Zenith Radio Corp 

49. General Baking Co 

50. Barbasol Co 

51. International Silver Co 

52. Skelly Oil Co 

53. Penick & Ford, Ltd 

54. Florida Citrus Commission 

55. Phillips Petroleum Corp 

56. Joe Lowe Corp 

57. Carborundum Co 

58. Durkee's Famous Foods 

59. Rio Grande Oil Co 

60. F & F Laboratories 

61. Pennsylvania Publicity Commission 

62. Euclid Candy Co 

63. Pure Oil Co 

64. Atlantic Refining Co 

65. Bayuk Cigars, Inc 

66. Tidewater Associated Oil Co 

67. Brown & Williamson Tobacco Co 

68. Wilmington Transportation Co 

69. Cardinet Candy Co 

70. S & W Fine Foods 

71. Mennen Co 

72. Holland Furnace Co 

73. Beneficial Management Corp 

74. Soil Off Manufacturing Co 

75. Roma Wine Co 

76. Tillamook County Creamery Assn 

77. Sales Affiliates, Inc 

78. Ralston Purina Co 

79. California Prune & Apricot Growers Assn. 

80. Tea Garden Products Co 

81. George W. Caswell Co 

82. Richfield Oil Corp 

83. Refrigeration & Air Conditioning Inst 

Political Advertisers (see page 178 for details). . 



1938. 

192,724 
180,015 
174,049 
166,665 
156,100 
154,020 
150,150 
139,735 
136,309 



130,615 

129,360 

109,555 

108,515 

108,267 

106,600 

85,095 

62,450 

62,060 

61,975 

59,990 

51,156 

43,405 

34,200 

27,725 

15,600 

14,995 

14,080 

13,829 

13,050 

12,870 

11,104 

10,834 

10,450 

10,170 

7,950 

7,320 

5,827 

5,823 

5,042 

4,950 

4,305 

4,290 

3,660 

3,050 

2,295 

2,145 

536 

360 

52,803 



TOTAL $27,345,397 

AVERAGE EXPENDITURE 



1937. 



(27) 


323,320 






(34) 


195,690 



(38) 147,690 
Not listed separately* 



(11) 


864,460 


(12) 


790,805 


(70) 


17,610 


(63) 


33,420 


(37) 


151,856 



(52) 
(65) 



(61) 
(41) 



(66) 
(64) 



(81) 
(35) 



(86) 



79,325 
29,220 



40,225 
136,700 



(45) 


114,690 


(62) 


37,295 


(71) 


17,610 


(51) 


85,315 


(84) 


3,775 


(88) 


990 



(30) 274,810 



26,752 
30,870 



4,308 
190,509 



1,485 



t$28,722,118 

328,826 326,388 

(Political accounts excluded) 



MEDIAN EXPENDITURE, 



150,150 115,978 

(Political accounts excluded) 



*See footnote on page 171. 
t88 Advertisers. 



172 



MUTUAL GROSS CLIENT REVENUE FOR 1938 

(With same clients' 1937 rank and expenditures) 

1938. 1937. 

1. Bayuk Cigars, Inc $259,436 

2. Gospel Broadcasting Assn 182,842 ( 3 ) $96,556.05 

3. Gordon Baking Co 182,574 ( 1) 193,882.71 

4. Ironized Yeast Co 179,724 

5. Lone Ranger (Cooperative Program) 149,550 

6. General Mills 137,492 (35) 18,270.00 

a. Corn Kix $16,290 

b. Wheaties 120,572 

7. P. Lorillard Co 99,948 

8. Lutheran Laymen's League 94,034 ( 9 ) 69,063.90 

9. Vadsco Sales Corp 90,973 

10. Philip Morris & Co., Ltd 78,310 

11. Journal of Living Publications 72,166 (5) 81,618.00 

12. J. B. Williams Co 70,426 

13. Wheeling Steel Corp 68,215 

14. Hecker Products Corp 65,421 ( 2) 166,647.90 

a. Hecker's H-O $41,350 

b. Silverdust 24,071 

15. Musterole Co. & E. W. Rose Co 63,464 (14) 57,309.30 

16. Lambert Co 58,108 

17. D. L & W. Coal Co 53,872 (29) 26,166.00 

18. "Show of the Week" (Local Co-op.) 49,996 

19. "30 Minutes in Hollywood" (Local Co-op. ) 48,809 

20. Brown & Williamson Tobacco Co 48,650 

21. Elizabeth Arden 41,958 (61) 3,496.50 

22. Wheatena Corp 38,257 

23. American Tobacco Co 37,866 (53) 5,600.00 

24. Kellogg Co. (Pep Cereal) 36,844 (38) 16,720.00 

25. Green Hornet (Co-operative) 36,452 

26. Cudahy Packing Co 31,721 (21) 40,030.80 

27. General Shoe Corp 29,353 

28. Oakland Chemical Co 28,750 

29. Mennen Co 26,926 (11) 63,817.56 

30. Allis-Chalmers Manufacturing Co 24,130 

31. Maine Development Commission 23,754 (30) 25,532.00 

32. Rocke News Syndicated Program 20,412 (62) 3,288.00 

33. Bosco Co 17,517 

34. Emerson Drug Co 17,024 

35. Lamplighter (Co-operative ) 14,297 

36. Humphrey Homeopathic Medicine Co 12,761 (49) 7,858.32 

37. Thomas Leeming & Co 11,700 

38. American Bird Products Co 10,543 (60 ) 3,744.00 

39. E. Fougera & Co 10,050 (59) 4,050.00 

40. R. B. Semler 9,620 

41. Gambarelli & Davitto 9,255 

42. Famous Jury Trials (Co-op.) 8,169 

43. Barbasol Co 7,114 (32 ) 23,796.25 

44. Varady of Vienna, Inc 6,989 (6) 79,027.50 

45. Slide Fasteners, Inc 5,880 

46. Atchison, Topeka and Santa Fe R. R 5,061 

47. Admiracion Laboratories 4,144 (4) 91,774.00 

48. Macfadden Publications 3,615 (7) 72,755.00 

49. W. A. SheafC er Pen Co 2,835 (41 ) 12,720.00 

50. Little Crow Milling Co 1,400 (45 ) 10,926.67 

51. Miscellaneous (comprising special co-operative 

hook-ups ) 303,793 

Political advertisers (see page 178 for details) 28,124 5,072.00 



TOTAL $2,920,324 *$2,239,076.54 



* 67 Advertisers. 

173 



NBC GROSS CLIENT REVENUE FOR 1938 

(With same clients' 1937 rank and expenditures) 

1938 1937. 

1. Procter & Gamble Co $4,860,155 (1) $4,456,525 

a. Camay $658,218 

b. Chipso 445,396 

c. Crisco 507,954 

d. Dash 2,921 

e. Dreft 113,872 

f. Drene 514,472 

g. Ivory Flakes 701,930 

h. Ivory Soap 661,002 

i. Lava Soap 119,458 

j. Oxydol 597,977 

k. White Naphtha Soap 536.955 

2. Standard Brands, Inc 2,670,467 (2) 2,508,139 

a. Chase & Sanborn Coffee . . . $965,434 

b. Foil Yeast for Health 168,093 

c. Royal Desserts 397,449 

d. Royal Desserts — Yeast for 

Health 375,299 

e. Tender Leaf Tea 544,363 

f. Yeast for Bread 219,829 

3. General Foods Corp 2,519,220 (3) 2,332,193 

a. Diamond Crystal Salt $28,656 

b. Grape Nuts 484,796 

c. Huskies 32,814 

d. Jell-O 651,441 

e. Log Cabin Syrup 108,512 

f. Maxwell House Coffee 836,814 

g. Post 40% Bran Flakes 376,187 

4. Sterling Products, Inc 2,486,452 ( 4) 2,169,836 

a. Bayer Aspirin $414,553 

b. Cal-Aspirin 36,633 

c. Dr. Lyon's Toothpowder 815,264 

d. Haley's M-0 48,867 

e. Phillips' Milk of Magnesia.. 273,984 

f. Phillips' Milk of Magnesia 

Creams 143,202 

g. Phillips' Milk of Magnesia 

and Face Cream 310,696 

h. Phillips' M of M Toothpaste 

and Tablets 443,253 

5. American Home Products Co 1,683,340 ( 6) 1,403,496 

a. Aero White $24,477 

b. Anacin 473,050 

c. BiSoDol 475,304 

d. Edna Wallace Hopper Cos- 

metics 83,177 

e. Fly-Ded 40,021 

f . Freezone 39,708 

g. Hill's Cold Tablets 23,506 

h. Hill's Nose Drops 22,197 

i. Kolynos 188,559 

j. Louis Philippe Cosmetics.. 184,752 

k. Old English Floor Wax.... 128,589 

6. Campbell Soup Co 1,565,637 

a. Food Products $1,468,353 

b. Tomato Juice 97,284 

7. National Dairy Products Corp 1,466,957 ( 7) 1,275,202 

a. Kraft $973,029 

b. Sealtest 493,928 

8. Miles Laboratories, Inc 1,387,906 (5) 1,457,470 

9. American Tobacco Co 1,331,884 (12) 772,374 

174 



NBC REVENUE— Continued 

1938. 1937. 

a. Lucky Strikes $1,074,549 

b. Pall Mall 257,335 

10. General Mills, Inc 1,200,886 (35) 293,713 

a. Cereals and Flour $823,459 

b. Corn Kix 68,343 

c. Sperry Flour Products 117,488 

d. Wheaties 191,596 

11. Bristol-Myers Co 942,930 (13) 762,200 

a. Ipana-Sal Hepatica $708,012 

b. Vitalis 234,918 

12. Quaker Oats Co 878,068 (43) 222,426 

a. Aunt Jemima Pancake Flour 247,720 

b. Puffed Rice and Puffed 

Wheat 159,926 

c. Quaker Oats 470,422 

13. Radio Corp. of America 827,640 (9) 1,153,585 

a. Institutional $804,939 

b. RCA-Manufacturing 22,701 

14. S. C. Johnson & Son, Inc 675,190 (25) 455,744 

15. Brown & Williamson Tobacco Corp 656,306 (30) 322,534 

a. Avalon $144,898 

b. Bugler Tobacco 30,584 

c. Kool and Raleigh 480,824 

16. Cities Service Co 638,205 (17) 575,603 

17. Firestone Tire & Rubber Co 635,206 (20) 537,634 

a. Farm Tractor Tires $32,472 

b. Tires and Tubes 602,734 

18. Sun Oil Co 631,667 (18) 567,409 

19. Andrew Jergens Co 622,277 (11) 841,457 

a. Jergens' Lotion $206,373 

b. Woodbury Soap and Cos- 

metics 415,904 

20. Liggett & Myers Tobacco Co 571,015 

21. Pillsbury Flour Mills Co 563,400 (22 ) 504,521 

22. Carnation Co 560,872 (24) 462,168 

a. Alber Bros. Milling $47,232 

b. Carnation Milk 513,640 

23. Cummer Products Co 555,367 (32 ) 320,98 , 3 

a. Energine $205,428 

b. Molle 349,939 

24. Philip Morris & Co., Ltd 526,664 (23) 465,992 

25. Kellogg Co 496,404 (19) 563,373 

a. Breakfast Food $231,784 

b. Krispies 264,620 

26. Lady Esther Co 459,397 (15) 683,860 

27. B. T. Babbitt, Inc 437,700 (26) 385,032 

28. Lewis-Howe Co 419,840 (34) 312,548 

29. General Electric Co 391,871 (27) 372,635 

30. Stewart-Warner Corp 384,195 (116) 8,480 

a. Alemite $128,065 

b. Radios 128,065 

c. Refrigerators 128,065 

31. Ralston-Purina Co 380,246 (28) 367,484 

a. Ralston Cereal $186,950 

b. Ry-Krisp 193,296 

32. F. W. Fitch Co 364,563 (40) 257,462 

33. Campana Sales Corp 364,298 (16) 583,123 

34. Pacific Coast Borax Co 339,296 (39) 278.236 

35. Pepsodent Co 339,260 ( 8) 1,269,158 

a. All Products $282,320 

b. Antiseptic 56,940 

36. Lamont, Corliss & Co 305,536 (36) 290,664 

a. Danya Hand Lotion $15,184 

b. Nestle's Eveready Cocoa... 14,976 

c. Pond's Creams and Face 

Powders 275,376 

175 



NBC REVENUE— Continued 

1938. 1937. 

37. Wander Co.... 304,952 (33) 317,330 

38. Borden Co 301,459 

39. Welch Grape Juice Co 267,080 (45) 191,788 

40. Nehi, Inc 247,792 

41. Sherwin-Williams Co 231,409 (31 ) 321,295 

a. Acme Paints $99,588 

b. S-W Paints 131,821 

42. Time, Inc 220,023 (74) 68,328 

43. Richfield Oil Corp 202,940 (44) 214,124 

44. Grove Laboratories, Inc 182,140 (46 ) 172,464 

45. Macf adden Publications, Inc 172,032 (37 ) 283,476 

46. J. B. Williams Co 167,336 

47. Goodyear Tire & Rubber Co 165,139 

48. Wm. R. Warner Co 156,114 (54) 136,134 

49. Packard Motor Car Co 146,220 (14) 757,820 

50. National Biscuit Co 130,520 (64) 101,320 

a. Biscuits $93,616 

b. Shredded Wheat 36,904 

51. Bowey's, Inc 129,172 (47) 159,432 

52. G. Washington Coffee Refining Co 129,001 (60) 112,096 

53. Falstaff Brewing Corp 125,232 (97) 30,228 

54. Princess Pat, Ltd 123,580 (55) 133,674 

55. Colgate-Palmolive-Peet Co 118,576 

56. Vick Chemical Co 116,448 

57. National Ice Advertisers, Inc 114,456 (53 ) 143,836 

58. Group of American Banks 103,365 (69) 75,919 

59. Regional Advertisers, Inc 99,744 (62) 107,248 

60. Drackett Co 93,984 (72) 70,856 

61. Standard Oil Co. of California 92,785 (68) 84,508 

62. Swift & Co 88,487 (81) 53,130 

a. Institutional $2,307 

b. Sunbrite Cleanser 86,180 

63. Emerson Drug Co 88,463 (85) 44,408 

64. Servel, Inc 86,532 

65. Ward Baking Co 80,848 

66. Richardson & Robbins 79,823 

67. Fels Co 78,493 

68. Adam Hat Stores, Inc 76,736 (114) 10,476 

69. Larus & Brother Co 71,436 

70. Penn Tobacco Co 69,769 

71. Musterole Co 69,216 

72. Household Finance Corp 67,770 (41 ) 244,348 

73. Lambert Co 67,320 (78) 58,344 

74. Allis-Chalmers Manufacturing Co 67,236 

75. C. F. Mueller Co 67,200 

76. John Morrell & Co 65,651 

77. Signal Oil Co 61,921 

78. H. Fendrich, Inc. 59,712 

79. Horlick's Malted Milk Corp 58,632 

80. Union Oil Co 53,172 

a. Bif Fly Spray-Glass Cleaner $5,148 

b. Gas and Oil 48,024 

81. American Rolling Mills Co 52,962 

82. Glass Container Association of America 51,155 

83. Gilmore Oil Co 49,652 

84. Packer's Tar Soap, Inc 49,140 

85. Canada Dry Ginger Ale, Inc 48,276 

86. Wesson Oil & Snowdrift Corp 45,552 

87. Benjamin Moore & Co 42,924 

88. Glidden Corp 42,078 

89. Cardinet Candy Co 35,032 (95 ) 33,200 

90. Gallenkamp Stores Co 30,420 (103) 22,578 

91. S & W Fine Foods, Inc 30,168 (90) 38,528 

176 



(63) 


102,336 


(84) 


47,304 


(83) 


49,512 


(89) 


38,870 


(21) 


519,200 


(80) 


53,436 



(88) 


41,669 


(93) 
(50) 


35,796 
148,902 


(87) 
(96) 


42,072 
33,044 



NBC REVENUE— Continued 



$7,928 
15,852 



92. J. W. Marrow Manufacturing Co 

93. Charles Gulden, Inc 

94. George W. Luf t Co 

95. Ballard & Ballard Co 

a. Flour 

b. Poultry and Dairy Feed . . . 

96. Mennen Co 

97. Tidewater Associated Oil Co 

98. Modern Food Process Co 

99. Thomas Cook & Son-Wagon Lits, Ltd 

100. Pepperell Manufacturing Co 

101. General Motors Corp. (Buick) 

102. Tillamook County Creamery Assn 

103. International Shoe Co. (Peters Division) 

104. Globe Grain & Milling Co 

105. Vocational Service, Inc 

106. Griswold Manufacturing Co 

107. Pittsburgh Coal Co 

Nestle's Milk Products, Inc 

Charles B. Knox Gelatine Co., Inc 

110. American Oil Co 

111. American Radiator & S. S. Corp 

112. Oxo, Ltd 

United Drug Co 

Johnson, Carvell & Murphy 



108. 
109. 



113. 
114. 



115. Pacific Guano Co. 

116. Local Loan Co... 



Political Advertisers (see page 178 for details) 



1938. 

28,028 
27,736 
24,024 
23,780 



21,892 

21,444 

21,432 

19,364 

16,719 

13,158 

10,220 

10.062 

8,576 

6,912 

5,764 

5,546 

4,212 

4,088 

3,541 

3,200 

3,136 

2,920 

2,236 

2,236 

492 

54,369 



1937. 

(67) 84,542 









(102) 


23,638 


(104) 


20,580 


(126) 


4,590 


(91) 


36,720 


( *) 


46,825 


(113) 


10,924 


(119) 


7,332 


(123) 


5,360 


(132) 


3,072 


(120) 


7,240 


(128)" 


3,722 


(52) 


144,104 


(133) 


2,744 


(100) 


24,403 


(134) 


1,872 


(124) 


5,136 





TOTAL $41,462,679 

AVERAGE EXPENDITURE 

MEDIAN EXPENDITURE 



t$38,651,286 



356,968 288,442 

(Political accounts excluded) 

101,555 84,525 

(Political accounts excluded) 



* No ranking for the year 1937 can be assigned to the Buick account, for in that year 
it was grouped with all the General Motors Corp. (parent company) accounts. In 1937 
General Motors spent $953,831 with the NBC, ranking 10th on this expenditure which 
was distributed as follows: Buick ($46,825), Institutional ($446,026), LaSalle ($14,952), 
Oldsmobile ($142,451), and Pontiac ($303,577). 

t 134 Advertisers. 




177 



CBS POLITICAL ADVERTISERS, 1938 

(All expenditures are gross card rates before discounts) 



1. Haight for Governor of Califor- 

nia $7,050 

2. Merriam for Governor of Cali- 

fornia 3,600 

3. Thomas E. Dewey Non-Partisan 

Citizens Committee 3,553 

4. Bancroft Campaign Committee . . 3,255 

5. Democratic State Central Com- 

mittee 3,240 

6. Hatfield for Governor of Cali- 

fornia 2,730 

7. Massachusetts Voters' Campaign 

Committee for Curley 2,375 

8. Richard Whitcomb for Governor 

of Massachusetts 2,275 

9. Campaign Committee for Elec- 

tion of Edward Corsi 2,080 

10. Albany County Democratic Com- 

mittee 2,040 

11. William G. McAdoo for Senator. 1,950 

12. New York State Republican 

Committee 1,760 

13. Democratic State Committee of 

Massachusetts 1,750 

14. Good Government Democrats of 

California 1,440 

15. Earl Warren 1,440 

16. Independent Citizens' Committee 

for Election for Lehman and 
Poletti 1,190 



17. California Volunteers 1,080 

18. No to Proposition No. 1 on Cali- 

fornia State Ballot 1,080 

19. Paul A. Dever for Attorney Gen- 

eral of Massachusetts 1,050 

20. New York State Democratic 

Committee 1,040 

21. Sheridan Downey 720 

22. New York State Republican 

Women 595 

23. Massachusetts Republican Fi- 

nance Committee 465 

24. O'Connor for Governor of Cali- 

fornia 390 

25. Preston for Senator of California 390 

26. Louise Ward Watkins for Senator 

of California 390 

27. Federation Against Proposition 

No. 25 360 

28. Olson for Governor of California 360 

29. Ray L. Riley for Senator of Cali- 

fornia 360 

30. Southern Californians, Inc 360 

31. Massachusetts Republican State 

Committee 350 

32. Leverett Saltonstall for Gov- 

ernor of Massachusetts 290 

TOTAL $52,803 



MUTUAL POLITICAL ADVERTISERS, 1938 

(All expenditures are gross card rates before discounts) 

1. New York State Democratic 4. New York County Republican 

Committee $20,291 Committee 938 

2. John L. O'Brien Citizen's Com- 5 ' Noji-Parisan Citizens' Commit- 

tee 893 

mittee 5,064 

3. Democratic National Committee. 938 TOTAL $28,124 



NBC POLITICAL ADVERTISERS, 1938 

(All expenditures are gross card rates before discounts) 



1. Thomas E. Dewey Non-Partisans 

Citizens' Committee $12,366 

2. Phillip Bancroft for U. S. Senate 8,784 

3. Republican State Committee 4,622 

4. Olson for Governor 3,320 

5. William Gibbs McAdoo for U. S. 

Senate 3,200 



6. Merriam for Governor 3,096 

7. Statewide Council Against Single 

Tax 1,824 

8. Earl Warren for Attorney Gen- 

eral 1,792 

9. Democratic State Committee... 1,769 
10. Democratic State Central Com- 
mittee 1,596 



178 



NBC POLITICAL ADVERTISERS— Continued 

11. John Lord O'Brien Election 18. Citizens' Federation Against 

Committee 1,453 Proposition No. 25 696 

12. Frederic H. Bontecou Non-Par- 19. William H. Neblett for Governor 688 

tisans Citizens' Committee 1,102 20. E. E. Patterson for Lieutenant- 

13. Edward F. Corsi Campaign Com- Governor 688 

mittee 1,081 21. Daniel C. Murphy for Governor. 680 

14. Louise Ward Watkins for U. S. 22. Democratic County Committee . . 603 

Senator 912 23. Progressive Republican League. 600 

15. Communist State Committee 856 24. Veterans' Committee for Olson. 468 

16. Richard Schandrett 855 25. John W. Preston for Senator .. . 344 

17. Women's Division of Thomas E. 26. Legg for Governor 228 

Dewey Non-Partisans Citizens' 

Committee 746 TOTAL $54,369 






NBC-CBS REVENUE 
INDUSTRIES, 



FROM RANKING 
1933-1938 



These figures represent a six-year review of the foremost sources of NBC-CBS revenue 
when sponsors are classified by industries. 

All figures, totals, percentages, etc., in the tables are based on combined NBC-CBS 
gross revenue (i.e., revenue as computed at card rates before frequency or other dis- 
counts). 



1933 

1. Foods-Food Beverages $9,504,649 

2. Drugs-Toiletries 7,985,187 

3. Petroleum products 3,389,148 

4. Tobacco products 2,909,632 

5. Automotive 2,318,309 

6. Confectionery-Soft drinks.. 1,227,634 

Total $27,334,559 

Portion of total revenue..... 86.73% 

1934 

1. Drugs-Toiletries $13,982,287 

2. Foods-Food Beverages 11,747,601 

3. Automotive 3,772,486 

4. Tobacco Products 3,181,988 

5. Petroleum Products 2,958,799 

6. Laundry Soaps-Housekeep- 

ers' Supplies 1,957,116 

Total $37,600,277 

Portion of total revenue.... 88.14% 

1935 

1. Drugs-Toiletries $15,986,507 

2. Foods-Food Beverages 13,031,268 

3. Automotive 4,227,046 

4. Petroleum Products 3,711,079 

5. Tobacco Products 3,481,938 

6. Laundry Soaps-Housekeep- 

ers' Supplies 2,452,523 

Total $42,890,361 

Portion of total revenue... 87.91% 

179 



1936 

1. Drugs-Toiletries $16,054,169 

2. Foods-Food Beverages 14,923,017 

3. Automotive 5,439,502 

4. Tobacco Products 4,602,153 

5. Petroleum Products 4,290,964 

6. Laundry Soaps-Housekeep- 

ers' Supplies 3,519,566 

Total $48,829,371 

Portion of total revenue.... 84.64% 

1937 

1. Drugs-Toiletries $18,437,444 

2. Foods-Food Beverages 17,446,035 

3. Tobacco Products 6,756,974 

4. Automotive 6,634,168 

5. Laundry Soaps-Housekeep- 

ers' Supplies 5,626,316 

6. Petroleum Products 4,038,807 

Total $58,939,744 

Portion of total revenue.... 87.48% 

1938 

1. Foods-Food Beverages $21,156,602 

2. Drugs-Toiletries 18,459,526 

3. Tobacco Products 8,256,260 

4. Laundry Soaps-Housekeep- 

ers' Supplies 7,568,395 

5. Automotive 3,903,597 

6. Petroleum Products 2,977,443 

Total $62,321,823 

Portion of total revenue.... 90.57% 



NETWORK 1938 REVENUE BY INDUSTRY 
CLASSIFICATION 

NBC 

Total Gross Number of % of % Change 

Classification Expenditures Advertisers Total Over 1937 

Automotive $927,251 4 2.24% —66.00% 

Building materials , . 56,162 2 .13 — 76.20 

Cigars, cigarettes and tobacco 3,286,786 7 7.93 + 91.47 

Clothing and dry goods 76,736 1 .18 + 2.09 

Confectionery and soft drinks 331,100 3 .80 +169.87 

Drugs and toilet goods 12,686,022 27 30.60 — 4.78 

Financial and insurance 171,627 3 .41 — 52.39 

Foods and food beverages 14,559,775 33 35.12 + 32.26 

Garden and field 2,236 1 .01 —57.00 

House furniture and furnishings 743,407 6 1.79 +289.99 

Laundry soaps and cleansers 4,491,316 11 10.83 +32.39 

Lubricants, petroleum products and fuel. .. 1,983,534 12 4.78 — 3.05 
Machinery, farm equipment and mechanical 

supplies 99,708 2 .24 +647.21 

Paints and hardware 274,333 2 .66 — 22.58 

Radios, phonographs and musical instru- 
ments 955,705 2 2.30 — 25.05 

Schools and correspondence courses 6,912 1 .02 — 22.68 

Shoes and leather goods 64,959 3 .16 — 64.91 

Stationery and publishers 392,055 2 .95 — 10.40 

Travel and hotels 19,364 1 .05 +321.87 

Wines and beers 125,232 1 .30 +115.84 

Miscellaneous 208,459 4 .50 — 73.86 

Containers $51,155 

Dog food 87,083 

Political a 54,369 

Poultry and dairy feed ' 15,852 

TOTAL $41,462,679 *116 100.00% + 7.27% 



* This column totals to more than 116 because the products of a few advertisers fall 
into two or more classifications. Politicals not included. 



CBS 

Automotive 

Building materials 

Confectionery and soft drinks. 

Drugs and toilet goods , 

Financial and insurance 

Foods and food beverages 

Jewelry and silverware 

Lubricants and fuel 

Machinery 

Radios 

Shoes 

Soaps, house supplies 

Tobacco 

Travel 

Wines, beer 

Miscellaneous 

Political 

TOTAL 



MUTUAL 

$2,976,346 Automotive $871 

5,827 Building materials 68,215 

1,676,051 Clothing and dry goods 5,880 

5,773,504 Confectionery and soft drinks.. 9,030 

«?QR'fi07 Drugs and toilet goods 954,334 

85 095 F °° dS and f ° 0d b€vera S es 627,661 

993909 Lubricants, petroleum and fuel. 55,455 

43405 Machinery and farm equipment 24,130 

2378751 Shoes and leather goods 29,353 

174 049 Soaps, house supplies 55,793 

3,077,079 Stationery and publishers 78,616 

4,969,474 Tobacco 524,209 

10,450 Travel and hotels 5,061 

192,750 Wines, beer 9,255 

265,810 Political 30,933 

52,803 Miscellaneous 441,528 

$27,345,397 TOTAL $2,920,324 

180 



RANKING SPONSORS' PERCENTAGE OF 
NETWORK DOLLAR VOLUME 

The table below shows the percentage of total network revenue (dollar volume) de- 
rived in 1936, 1937 and 1938 from the leading 10 advertisers on each chain. Figures in 
parentheses indicate the number of sponsors whose time purchases amounted to $1,000,000 
or more. 

NBC, 1936 43.32% (7) CBS, 1936 47.17% (6) 

NBC, 1937 49.10% (9) CBS, 1937 51.47% (9) 

NBC, 1938 51.06% (10) CBS, 1938 55.95% (10) 



WHAT READER-LISTENERS PAID FOR RADIO 

MAGAZINES, NEWSPAPERS, AND FARM 

PAPERS DURING 1938 

Total money spent by readers in the purchase of magazine subscriptions 

and single-copy sales $171,656,300* 

251 Monthlies $99,260,107 

47 Weeklies 45,330,327 

18 Group Publications 15,566,584 

13 Semi-Monthlies 9,195,791 

16 Bi-Monthlies 1,181,061 

1 Daily 655,839 

4 Quarterlies 208,813 

3 Miscellaneous 157,755 

1 Semi- Annual 74,653 

2 Annuals 25,370 

14 Free Publications 

3 Groups, Data Missing 

118 Publications, Data Missing 

Total money spent by readers in the purchase of morning, evening, and 

Sunday newspapers $524,144,586f 

15,107,981 daily morning circulation at $9.24 $139,597,744 

24,463,858 daily evening circulation at $9.24 226,046,048 

30,480,922 Sunday circulation at $5.20 158,500,794 

Total money spent by readers in the purchase of farm papers $10,978,000* 

87 Monthlies $6,528,520 

22 Bi-Weeklies 2,003,605 

14 Weeklies 1,481,206 

17 Semi-Monthlies 474,215 

5 Dailies 341,223 

2 Semi-Weeklies 106,903 

1 Bi-Monthly 42,328 

8 Free Publications 

32 Publications, Data Missing 

Total money spent by listeners in the purchase, operation, repair and 

upkeep of radio sets $505,000,000** 

New set sales $210,000,000 

Repair services 60,000,000 

Use of electricity and cost of batteries 150,000,000 

Parts and supplies used in repairs 45,000,000 

Tubes 40,000,000 

* Compiled from the January, 1939, Magazine and Farm Paper Section of Standard 
Rate & Data Service. Circulation figures therein pertain generally to the Spring of 1938. 

t Aggregate morning, evening and Sunday newspaper circulation figures supplied 
through the courtesy of Editor & Publisher. They pertain to Dec. 31, 1938. 

** Data supplied by Dr. Orestes H. Caldwell, editor of Radio Today. 

181 



AGENCIES 



COMPARATIVE AGENCY SPENDING: 1938 

(With CBS, Mutual and NBC) 

It should be noted that at the foot of this compilation are figures indicating the lead- 
ing agencies' total spending, plus the percentage which this spending represents as 
against total network gross revenue. The figures for 1937 include three agencies not 
appearing in the 1937 column: Neisser-Myerhoff, Inc., Maxon, Inc., and Roche, Williams 
& Cunnyngham, Inc. The figures for 1936 include four agencies not appearing in the 
1936 column: Hutchins Advertising Co., Inc., Paris & Peart, Campbell-Ewald Co., and 
Roche, Williams & Cunnyngham, Inc. 

Ward Wheelock Co. — marked with an asterisk in the 1938 column — in previous 
years was listed as F. Wallis Armstrong Co. 

AGENCY 1938 1937 1936 

1. Blackett-Sample-Hummert ...$9,093,125 (1) $7,293,490 (1) $6,294,641 

2. J. Walter Thompson Co 5,320,608 (3) 5,283,134 (3) 5,148,557 

3. Young & Rubicam, Inc 5,093,640 (4) 3,821,010 (7) 2,330,114 

4. Benton & Bowles, Inc 4,800,399 (5) 3,634,240 (6) 2,419,182 

5. Lord & Thomas 4,791,586 (2) 5,549,195 (2) 5,613,774 

6. Ruthrauff & Ryan, Inc 4,015,959 (6) 3,407,886 (11) 1,310,180 

7. Compton Advertising, Inc 3,107,788 (7) 3,001,600 (8) 2,018,344 

8. Ward Wheelock Co.* 2,258,425 (16) 1,128,540 (12) 1,256,154 

9. Newell-Emmett Co 1,693,314 (9) 1,951,261 (14) 1,194,705 

10. Batten, Barton, Durstine & 

Osborn 1,588,554 (10) 1,801,696 (5) 2,738,222 

11. Pedlar & Ryan, Inc 1,588,185 Not among 20 first spenders. 

12. . Lennen & Mitchell, Inc 1,500,635 (13) 1,380,063 (18) 843,711 

13. N. W. Ayer & Son 1,397,535 (8) 2,842,215 (4) 3,276,155 

14. Wade Adv. Agency 1,383,741 (12) 1,457,470 (13) 1,220,132 

15. H. W. Kastor & Sons 1,245,302 Not among 20 first spenders. 

16. Gardner Advertising Co 1,109,681 (19) 928,326 Not among 20. 

17. Erwin, Wasey & Co 1,105,072 (20) 920,263 (10) 1,567,014 

18. William Esty & Co 1,096,359 (17) 1,033,263 (15) 1,166,123 

19. Biow Co 1,081,115 Not among 20 first spenders. 

20. Stack-Goble 1,007,060 (11) 1,495,307 (9) 1,586,843 

Total $54,278,083 $50,267,217 $43,393,742 

Portion of total network gross reve- 
nue 75.7% 72.2% 72.7% 



CBS GROSS BILLINGS TO AGENCIES: 1938 

(With same agencies' 1937 rank and expenditures) 

1938. 1937. 

1. Ruthrauff & Ryan, Inc $3,359,373 ( 1) $3,243,443 

2. Benton & Bowles, Inc 3,298,840 ( 2) 2,433,779 

3. Young & Rubicam, Inc 2,405,105 ( 9) 990,428 

4. Blackett-Sample-Hummert, Inc 2,057,048 (3) 2,052,412 

5. Lord & Thomas 1,662,262 ( 6) 1,671,007 

6. Newell-Emmett Co., Inc 1,118,355 ( 5) 1,806,541 

7. William Esty & Co 1,081,013 (11) 942,162 

182 






( 4) 


2,043,329 


(12) 


838,492 


( 7) 


1,232,960 


(18) 


528,706 


( 8) 


1,128,540 


(10) 


949,326 


(17) 


530,614 


(39) 


85,500 


(23) 


357,735 


(19) 


440,040 


(15) 


558,045 


(28) 


265,170 


(24) 


348,850 


(29) 


220,378 


(57) 


8,094 


(34) 


160,480 


(22) 


375,425 


(16) 


551,632 


(14) 


730,633 


(33) 


185,870 



CBS AGENCY BILLINGS— Continued 

1938. 

8. N. W. Ayer & Son, Inc 1,065,945 

9. J. Walter Thompson Co 1,040,996 

10. Neisser-Myerhoff, Inc 920,170 

11. Lennen & Mitchell, Inc 778,410 

12. Ward Wheelock Co 692,788 

13. Batten, Barton, Durstine & Osborn, Inc 683,701 

14. Gardner Advertising Co 593,803 

15. Compton Advertising, Inc 578,152 

16. Biow Co., Inc 463,380 

17. Arthur Kudner, Inc 435,120 

18. Buchanan & Co., Inc 405,265 

19. D'Arcy Advertising Co 358,940 

20. Geyer, Cornell & Newell, Inc 345,334 

21. Roche, Williams & Cunnyngham, Inc 340,767 

22. Frances Hooper Advertising 331,985 

23. Lambert & Feasley, Inc 302,385 

24. Campbell-Ewald Co 299,655 

25. Knox Reeves Advertising, Inc 247,993 

26. Pedlar & Ryan, Inc 246,732 

27. Maxon, Inc 225,960 

28. McCann-Erickson, Inc 211,410 

29. U". S. Advertising Corp 192,750 

30. Morse International, Inc 180,015 (25) 323,320 

31. Bermingham, Castleman & Pierce 174,049 

32. Aubrey, Moore & Wallace, Inc 156,100 

33. Brooke, Smith & French, Inc 139,735 (35 ) 147,690 

34. MacManus, John & Adam 130,615 (20) 437,900 

35. Hutchins Advertising Co 129,360 (13 ) 790,805 

36. Erwin, Wasey & Co 106,600 

37. Lawrence C. Gumbinner 88,458 (46) 29,525 

38. Bowman & Columbia 87,750 

39. Brown & Tarcher 62,400 

40. H. W. Kastor & Sons Advertising Co 43,910 

41. Botsford, Constantine & Gardner 40,800 

42. Hixson-O'Donnell, Inc 28,261 

43. Walsh Advertising Co 26,000 

44. Cockfield, Brown & Co., Ltd 21,000 

45. Walker & Downing 14,995 

46. Baker Advertising 14,220 

47. Sidney Garfinkel Adv. Agency 14,080 

48. Leo Burnett Co., Inc 13,829 

49. McKee, Albright & Ivey, Inc 12,870 

50. Tomaschke-Elliott, Inc 10,170 

51. Emil Brisacher & Staff 7,950 

52. Arnold & Chase 7,770 

53. H. M. Kiesewetter Advertising Agency, Inc 7,320 

54. A. McKim, Ltd 6,920 (59) 5,940 

55. Albert Frank-Guenther-Law, Inc 5,823 (32) 190,509 

56. Walter Biddick Co 5,445 

57. Milton Weinberg Co. 5,370 (48) 22,420 

58. Marschalk & Pratt, Inc 5,348 

59. Long Advertising Service 5,195 

60. Hillman-Shane Advertising Agency 5,042 

61. Joe Lowe Advertising Agency 5,040 .... 

62. James Houlihan, Inc 4,950 (65) 1,485 

63. MacLaren Advertising Co 4,500 

64. H. M. Frost Co 4.125 

65. Gillham Advertising 3,870 (58) 6,480 

66. Dowd Ostreicher, Inc 3,325 

67. Lockwood-Shackelford Adv. Agency 2^730 

68. Shattuck & Ettinger 2,520 

69. Burton A. Osterhoudt 2,040 

183 



(44) 


38,405 


(49) 


17,610 


(64) 


2,500 


(45) 


37,588 


(62) 


3,775 


(63) 


2,700 


(66) 


990 



CBS AGENCY BILLINGS— Continued 

1938. , 1937- 

70. C. Ellsworth Wylie 1,950 

71. R. H. Alber Co 1,500 

T2. Kelly, Nason & Winsten 1,190 

T3. Larsen & Aurrecoechea 1,080 

74. Fishier, Zealand & Co., Inc 1,040 

75. Mason L. Ham, Advertising 815 

76. James R. Lunke 360 

76. Ray Davidson 360 

78. C. Brewer Smith Adv. Agency 290 

No Agency (Billed Direct) 2,675 



Totals (78 Agencies and Direct) $27,345,397 *$28,722,118 

Sixty-six Agencies. 



MUTUAL GROSS BILLINGS TO AGENCIES: 1938 

(With same agencies' 1937 rank and expenditures) 

1938. , 1937 , 

1. Erwin, Wasey & Co $397,393 (1) $224,611.03 

2. Ivey & Ellington, Inc ' 259,436 

3. Ruthrauff & Ryan, Inc 244,411 ( 4) 125,573.00 

4. R. H. Alber & Co 182,842 (6) 96,556.05 

5. Young & Rubicam, Inc 182,574 (15) 57,902.40 

6. Blackett-Sample-Hummert, Inc 137,492 ( 3) 154,410.70 

7. Franklin Bruck Adv. Co 110,926 ( 5) 98,633.00 

8. Lennen & Mitchell, Inc 99,948 

9. Redfield- Johnstone, Inc 98,805 (21) 32,466.00 

10. Kelly, Stuhlman & Zahrndt 94,034 (12) 69,063.90 

11. Biow Co., Inc 91,071 (38) 7,858.32 

12. J. Walter Thompson Co 87,450 (13) 67,727.00 

13. Critchfield & Co 82,473 (46) 4,100.00 

14. Russel M. Seeds Co 75,615 (31) 12,720.00 

15. Albert M. Ross 72,019 (16) 54,731.00 

16. Lambert & Feasley, Inc 58,108 

17. Scholts Adv. Agency 53,742 (17) 46,410.66 

18. Lord & Thomas 49,217 (41) 5,600.00 

19. N. W. Ayer & Son, Inc 46,844 (28) 16,720.00 

20. Cecil, Warwick & Legler 41,958 (23) 28,586.50 

21. Rohrabaugh & Gibson 38,257 

22. Roche, Williams & Cunnyngham, Inc 31,721 (19) 40,030.80 

23. Badger & Browning 29,353 (34) *12,003.75 

24. Kleppner Co., Inc 28,750 

25. Batten, Barton, Durstine & Osborn, Inc 27,221 ( 9) 88,207.90 

26. H. M. Kiesewetter Advertising Agency, Inc 26,926 (14) 63,817.56 

27. Brooke, Smith, French & Dorrance 23,754 ( 2) 224,228.71 

28. Emil Reinhardt.. 22,008 

29. Rocke Productions, Inc 20,412 (49) 3,288.00 

30. Flack Adv. Agency 20,360 

31. Fishier, Zealand & Co 20,291 (42) 5,072.00 

32. Lawrence C. Gumbinner 18,954 .... 

33. Kenyon & Eckhardt, Inc 17,517 

34. Sterling Adv. Agency 14,297 

'35. Wm. Esty & Co 11,700 (8) 91,101.00 

36. Weston-Barnett, Inc 10,543 (48) 3,744.00 

37. Gardner Advertising Co 10,400 

38. Small & SeifTer 10,050 (47) 4,050.00 

39. Buchanan & Co 9,840 



* Listed in 1937 as Badger, Browning & Hersey. 

184 



MUTUAL AGENCY BILLINGS— Continued 

1938. 

40. De Biasi Adv. Agency 9,255 

41. Philip Klein Adv. Agency 9,030 

42. J. Ralph Corbett 8,169 

43. Baggaley, Horton & Hoyt, Inc 6,989 

44. G. Lynn Sumner 5,880 

45. Morgan Reichner & Co 5,064 

46. Stack-Goble Adv. Agency 5,061 

47. Charles Dallas Reach 4,144 

18. Marschalk & Pratt, Inc 1,831 

49. Gem Adv. Agency 1,650 

*0. L. W. Ramsey Co 1,500 

51. Rogers & Smith 1,400 

No Agency (Billed Direct) 1,639 

Totals (51 Agencies & Direct) $2,920,324 *$2,239,076.54 



11) 


79,027.50 


29) 

7) 


i6,610.00 
91,774.00 


(35) 


10,926.67 
35,700.00 



Fifty-three Agencies and Direct. 



NBC GROSS BILLINGS TO AGENCIES: 1938 

(With same agencies' 1937 rank and expenditures) 

1938. , 1937 s 

1. Blackett-Sample-Hummert, Inc $6,898,585 ( 1 ) $5,086,667 

2. J. Walter Thompson Co 4,192,162 ( 2) 4,376,915 

3. Lord & Thomas 3,080,107 ( 3) 3,872,588 

4. Compton Advertising, Inc 2,529,636 ( 4) 2,916,100 

5. Young & Rubicam, Inc 2,505,961 ( 5) 2,772,680 

6. Ward Wheelock Co 1,565,637 .... 

7. Benton & Bowles, Inc. 1,501,559 ( 7) 1,200,461 

8. Wade Advertising Agency 1,383,741 ( 6) 1,457,470 

9. Pedlar & Ryan, Inc 1,341,453 (16) 609,161 

10. H. W. Kastor & Sons Advertising Co 1,201,392 ( 9) 873,255 

11. Stack-Goble Advertising Agency 1,001,999 (8) 1,192,559 

12. Batten, Barton, Durstine & Osborn, Inc 877,632 (12) 764,162 

13. Needham, Louis & Brorby, Inc 675,190 (23) 455,744 

14. Hays MacFarland & Co 648,815 (70) 8,480 

15. Sweeney & James Co 635,206 (18) 537,634 

16. Roche, Williams & Cunnyngham, Inc 631,667 (14) 698,101 

17. McCann-Erickson, Inc 625,441 (13) 698,496 

18. Lennen & Mitchell, Inc 622,277 (10) 851,357 

19. Erwin, Wasey & Co 601,079 (15) 595,652 

20. Newell-Emmett Co., Inc 574,959 (34) 144,720 

21. Hutchinson Advertising Co 563,400 (21) 504,521 

22. Biow Company, Inc 526,664 (20) 509,704 

23. Gardner Advertising Co 505,478 (25) 397,712 

24. McKee & Albright, Inc 493,928 (46) *68,280 

25. Cecil & Presbrey, Inc 455,936 (22) t482,600 

26. Ruthrauff & Ryan, Inc 412,175 (58) 38,870 

27. Maxon, Inc 391,871 (24) 416.155 

28. L W. Ramsey Co 364,563 (29) 257,462 

29. Aubrey, Moore & Wallace, Inc 364,298 (17 ) 582,611 

30. Arthur Kudner, Inc 350,329 (27) 330,301 

31. N. W. Ayer & Son, Inc 284,746 (11) 782,166 

32. James A. Greene & Co 247,792 

33. Sherman K. Ellis & Co 240,774 

34. Hixson-O'Donnell Advertising, Inc 202,940 (32) 156,236 

* Listed in 1937 as McKee, Albright & Ivey, Inc. 
t Listed in 1937 as Cecil, Warwick & Legler, Inc. 

185 



* Eighty-five Agencies and Direct. 



r 
(30) 


201,475 


(38) 


140,913 


(36) 


143,836 


(44) 
(45) 
(69) 
(41) 
(51) 


75,919 
70,856 
10,476 
102,336 
58,344 


(55) 
(54) 
(39) 


49,512 

52,800 

133,674 


(59) 
(56) 


36,036 
42,072 


(62) 
(61) 
(72) 
(83) 
(57) 
(47) 


35,046 
35,072 
7,372 
3,032 
39,680 
67,298 



NBC AGENCY BILLINGS— Continued 

1938. 

35. Henri, Hurst & McDonald, Inc 189,019 

36. Russel M. Seeds Co 175,482 

37. Westco Advertising Agency 117,488 

38. Morse International, Inc 116,448 

39. Donahue & Co., Inc 114,456 

40. Charles W. Hoyt Co., Inc 107,559 

41. Wessel Co 103,365 

42. Ralph H. Jones Co 93,984 

43. Glicksman Advertising Co., Inc 76,736 

44. Kenyon & Eckhardt, Inc 71,288 

45. Lambert & Feasley, Inc 67,320 

46. Bert S. Gittins Advertising 67,236 

47. Gale & Pietsch, Inc 65,656 

48. Logan & Stebbins 61,921 

49. Botsford, Constantine & Gardner 59,872 

50. Mc Junkin Advertising Co 57,924 

51. U. S. Advertising Corp 51,155 

52. J. M. Mathes, Inc 48,276 

53. Fitzgerald Advertising Agency, Inc 45,552 

54. C. Wendel Muench & Co 42,078 

55. Long Advertising Service 40,974 

56. Tomaschke-Elliott, Inc 37,268 

57. Federal Advertising Agency 36,904 

58. Baker Advertising Agency, Ltd 35,025 

59. Emil Brisacher & Staff 30,168 

60. Baggaley, Horton & Hoyt, Inc 28,028 

61. H. M. Kiesewetter Advertising Agency, Inc 21,892 

62. Clements Co., Inc 21,432 

63. L. D. Wertheimer Co., Inc 15,420 

64. Marschalk & Pratt, Inc 13,112 

65. Dan B. Miner Co 8,576 

66. Critchfield & Co 6,912 

67. Walter Biddick Co 6,880 

68. Walker & Downing 5,546 

69. Leon Livingston Advertising Agency 4,212 

70. R. H. Alber Co 4,196 

71. Cockfield, Brown & Co., Ltd 4,165 

72. Wm. Esty & Co 3,646 

73. Joseph Katz Co 3,541 

74. Morgan Reichner & Co 3,284 

75. Blaker Advertising Agency, Inc 3,200 

75. C. Ellsworth Wylie Co 3,200 

77. Doremus & Co., Ltd 3,136 

"8. Lowe Features 3,096 

79. D'Evelyn & Wadsworth, Inc 2,920 

80. William A. Ingoldsby Co 2,236 

81. Fishier, Zealand & Co., Inc 1,769 

82. Larsen & Aurrecoechea 1,671 

83. J. P. Muller & Co 856 

84. Scholts Advertising Service 688 

35. Howard G. Hanvey 680 

86. Theodore H. Segall Advertising Agency 424 

87. Shattuck & Ettinger 344 

88. Faraon Jay Moss, Inc 228 

No Agency (Billed Direct) 874,843 

Total (88 Agencies) $41,462,679 *$38,651,286 



(66) 
(76) 


20,580 
4,590 


(74) 
(82) 


5,360 
3,072 


(56) 


63,560 


(77) 


3,722 


(35) 


144,104 


(84) 


' 2,744 


(64) 


24,403 




1,009,087 



186 



825 NETWORK, NATIONAL SPOT AND REGIONAL 
RADIO ACCOUNTS 



Compiled Under the Supervision of 

ELLEN L. DAVIS 

Associate Editor, Variety Radio Directory 



Note : These sponsors and/or accounts are a cross-index of the agency infor- 
mation presented in the section immediately following this list. They do not 
include all network, national spot and regional accounts noted on the books of 
the industry from June 1, 1938, to June 1, 1939, but only that portion of them 
placed by the agencies on whom the Directory was able to obtain information. 

It should also be borne in mind that inasmuch as information was obtained 
on network business from both networks and agencies, a difference in the num- 
ber of network stations accredited each account in various sections of this book 
occurs frequently. While this difference is not large, it is recognized by the 
editors, and herewith explained as being due to differences in time of gathering 
information, as well as differences in source of information. 

No local accounts occur in this listing. 



Sponsor Agency Time Purchases 

A & O Co J. Carson Brantley 2 A 

Absorene Mfg Ross-Gould 31 A 

Acme Breweries Emil Brisacher & Staff 1 News; 6 A 

Acme White Lead & Color Works 

(Paint Products, Lin-X) Henri, Hurst & McDonald 31 NBC 

Adam Hat Stores Glicksman Advertising 53 NBC, Boxing Bouts 

Aero Industries Technical Institute Critchfield & Co 13 P & 5M 

Air Conditioning Training Corp Weill & Wilkins 49 P 

Alber Bros. Milling (Cereals) Erwin, Wasey 5 NBC 

Alkine Laboratories (Flem - O - Lyn 

Cough Medicine) Charles Dallas Reach 9 A & 5M 

Allis-Chalmers Bert S.. Gittins 36 NBC; 21 P; 16 Special 

Events; 10 A; 2 Texas Quality Network; 2 
News; one 5M 

Allis-Chalmers Russel M. Seeds .4 Mutual 

Alvinorr Products Ardiel Advertising Agency 3 A 

American Airlines Ruthrauff & Ryan. .Spot; number of stations not 

listed 

American Automobile Assn Henry J. Kaufman 2 A 

American Bakeries (Merita Bread, 

Cake, Crackers) Tucker Wayne 24 P 

American Bird Products Weston-Barnett 15 Mutual 

American Brewing Hughes, Wolff 7 A 

American-Chiffon Hosiery First United Broadcasters 7 A 

American Cigarette & Cigar (Pall 

MaU) Young & Rubicam 50 NBC; 56 CBS 

American Institute of Meritism Darwin H. Clark 4 Mutual, Don Lee; 1 A 

American Life & Accident Insurance. ..Kelly, Stuhlman & Zahrndt 35 P 

American Molasses Charles W. Hoyt 2 P 

American Oil Joseph Katz 42 CBS; 1 News 

American Pop Corn Co Coolidge Advertising 60 P 

Key: All numerals (except 5M, which signifies five-minute programs) indicate num- 
ber of stations purchased. NBC, CBS, and Mutual indicate the three major networks. 
A = announcements. P = full-length programs. CBC = Canadian Broadcasting Corp. 
PP = participating program. 

187 



825 RADIO ACCOUNTS— Continued 

Sponsor Agency Time Purchases 

American Rolling Mill N. W. Ayer ^ 52 NBC 

American Safety Razor Federal Advertising Agency 1 A 

American School (Correspondence 

Courses ) Presba, Fellers & Presba 5 A 

American Telephone & Telegraph N. W. Ayer 8 P & 7 Cut-ins, Michigan Radio 

Network 
American Tobacco (Half & Half 

Tobacco) Young & Rubicam 52 CBS 

American Tobacco (Lucky Strike) Lord & Thomas. . .99 NBC, plus transcription on 

WOR; 102 CBS; 2 Mutual 

American Tobacco (Roi-Tan Cigars) . . . Lord & Thomas 59 CBS; 37 A 

American Tobacco (Roi-Tan Cigars). . . Milton Weinberg 5 CBS Pacific 

Anacin Co Blackett-Sample-Hummert 51 CBS; 49 NBC 

and spot; 38 NBC; 2 P; 1 Hockey 

Anaconda Sales McCord Co 8 A 

Angostura-Wupperman Corp Donahue & Coe 5 PP 

Anheuser-Busch D'Arcy Advertising 21 Texas State Network 

Archer-Daniels-Midland (Wheat Germ 

Oil- Vitamin F) Olmsted-Hewitt 1 P 

Armstrong Rubber Cowan & Dengler 3 A 

Arrow Lines (Travel Buses) Hammer Advertising Agency 3 A 

Atlantic Ale & Beer. Donahue & Coe 22 Chain Breaks 

Atlantic Macaroni (Caruso Products) . ..Inselbuch Broadcasting 3 P 

Atlantic Refining (Gas, Oil, Lubrica- 
tion) N. W. Ayer 39 Baseball, Colonial Network 

plus independent stations; 74 Football, Yankee 
& CBS New England networks plus inde- 
pendent stations; 4 Sports Reviews; 1 Basket- 
ball 

Associated Serum Producers Fairall & Co.- 17 A 

Aurora Laboratories Erwin, Wasey 9 Mutual; 24 Don Lee 

Austin, Nichols (Heineken's Beer) Kelly, Nason & Winsten 2 A 

Axton-Fisher (Spud, Twenty Grand) . . . McCann-Erickson 3 News; 2 P 

Axton-Fisher (Twenty Grand) McCann-Erickson Aggregate of 17 P 

B. T. Babbitt (Bab-O) Blackett-Sample-Hummert 26 NBC and spot; 

45 A 
Ballard & Ballard (Oven-Ready Bis- 
cuits) Henri, Hurst & McDonald 17 NBC 

Barbasol Co. (Shave Cream) Erwin, Wasey IP 

Barbasol Co. (Shave Cream) , Erwin, Wasey 2 Mutual 

Barber Oil Co McCord Co Two 5 M; 7 A 

W. H. Barber Co Lee S. Biespiel 5 A 

Barney's Austin & Spector 2 News; 3 P; 6 A 

Bathasweet Corp H. M. Kiesewetter 2 Mutual 

Bayer Co. (Bayer Aspirin) Blackett-Sample-Hummert 58 NBC; 29 CBS* 

4 P; 1 P 

Bayuk Cigars Ivey & Ellington 17 Mutual 

B. C. Remedy (Headache Powders) . . . . Charles W. Hoyt 1 News; 1 P; 1 A 

Beatrice Creamery (Meadow Gold 

Products) Lord & Thomas 16 P 

Bell Telephone (Canada) Cockfield, Brown 18 P 

Benrus Watch Co Simons-Michelson 6 A 

Berry Bros. (Paints) Maxon, Inc 18 A 

Best Foods (Nucoa ) Benton & Bowles I News 

Beverwyck Brewing Peck Advertising 4 p & News 

Bireley's Orange Drink Raymond R. Morgan 10 A 

BiSoDol .Blackett-Sample-Hummert 39 NBC; 38 NBC 

BiSoDol Tablets Blackett-Sample-Hummert 24 NBC 

Blackstone Products (Aspertine) Redfield- Johnstone 2 News 

Blue Moon Cheese Products C. Wendel Muench 12 A 

188 



825 RADIO ACCOUNTS— Continued 

Sponsor Agency Time Purchases 

Blue Ribbon, Ltd Cockfield-Brown 7 A 

Bona Allen, Inc. (Shoes) Groves-Keen 4 A 

Borden Co McCann-Erickson 10 News 

Borden Co Tracy-Locke-Da wson 6 News 

Borden Co Young & Rubicam 32 NBC; 1 5M 

Borden Co. (Borden Products) Pedlar & Ryan 1 P 

Borden Co. (Reid's Ice Cream) Pedlar & Ryan 1 P 

Bosco (Chocolate Milk Amplifier) Kenyon & Eckhardt 4 Mutual; 17 News, 

Yankee Network; 3 News (15 min); 2 News 
(10 min); 2 News (5M); 4 A 

Boston Auto Show Harry M. Frost 4 A 

Bowey's, Inc. (Dari-Rich) Stack-Goble 22 NBC 

Boy dell Bros. White Lead & Color MacManus, John & Adams 2 A 

A. S. Boyle (Old English Wax) Blackett-Sample-Hummert..38 NBC; 24 NBC; 1 P 

Bree Cosmetics Ruthrauff & Ryan Spot P; number of stations 

not listed 
M. J. Breitenbach (Gude's Pepto 

Mangan) Morse International 20 A 

Brewers' Radio Show Assn U. S. Advertising Corp 46 CBS 

Breyer Ice Cream McKee & Albright 4 A 

T. G. Bright & Co. (Wines) Sherman K. Ellis & Co 5 P 

Bristol-Myers (Ipana, Sal Hepatica, 

Minit Rub) Young & Rubicam 53 NBC 

Bristol-Myers (Ipana Toothpaste) Pedlar & Ryan 5 P 

Bristol-Myers (Vitalis) Pedlar & Ryan 44 NBC 

Brockton Fair Harry M. Frost 7 A 

Brown & Williamson (Avalon Ciga- 
rettes) Russel M. Seeds 63 NBC; 23A; 7 P; 6 Sports 

Brown & Williamson (Bugler Tobacco). Russel M. Seeds 3 Mutual 

Brown & Williamson (Bugler Tobacco). Russel M. Seeds 63 NBC; 15 P 

Brown & Williamson (Raleigh) Russel M. Seeds 62 NBC 

Brown & Williamson (Raleigh, Kool). . . BBD&O 56 NBC; Spot P, number of stations 

not listed 
Brown & Williamson (Wings Ciga- 
rettes) Russel M. Seeds 63 NBC; 23 A; 7 P; 6 Sports 

Brown Shoe Co Kelly, Stuhlman & Zahrndt 64 P 

Brown's Chet Crank 4 A 

Bulova Watch Co Biow Co 165 Time Signals 

Bulova Watch Co MacLaren Advertising. .5 Time Signals (Canada) 

Burch Biscuit Co Fairall & Co 3 A 

Calavo Growers of Calif Lord & Thomas 8 CBS; 36 PP 

Dr. W. B. Caldwell Cramer-Krasselt 56 P 

Dr. W. B. Caldwell (Dr. Caldwell's 

Laxative) Benton & Bowles-Chicago 50 A 

California Fruit Growers Exchange 

(Sunkist Oranges, Lemons) Lord & Thomas 18 P 

California Prune Industry Lord & Thomas 6 P 

California Prune & Apricot Growers 

(Sunsweet Prunes) Long Advertising Service 6 CBS Pacific 

California Walnut Growers (Diamond 

Walnuts) Lord & Thomas 11 P 

Cambria Development Co Allied Advertising Agencies 6 News & A 

Campana Sales Aubrey, Moore & Wallace 56 CBS 

Campbell - Fairbanks Expositions 

(Sportsmen's Shows) Harry M. Frost 3 P; 20 A 



Key: All numerals (except 5M, which signifies five-minute programs) indicate num- 
ber of stations purchased. NBC, CBS, and Mutual indicate the three major networks. 
A = announcements. P = full-length programs. CBC = Canadian Broadcasting Corp. 
PP = participating program. 

189 



825 RADIO ACCOUNTS— Continued 

Sponsor Agency Time Purchases 

Campbell Soup (Soup, Tomato Juice, 

Baked Beans) Ward Wheelock 86 CBS; 85 CBS; successively 

48 NBC and 53 CBS; 39 NBC; 3 News 

Canada Dry Ginger Ale J. M. Mathes 77 NBC 

Canada Packers, Ltd Cockfield, Brown 4 5M 

Canadian Marconi Co Cockfield, Brown 35 A 

Canadian Pacific Railway Stevenson & Scott 5 P 

Candicod (Vitamins) Peck Advertising 8 A 

Capudine Chemical Co Dillard Jacobs 7 A 

Cardinet Candy Co Tomaschke-Elliott 7 to 11 NBC; 10 CBS 

Carnation Co Erwin, Wasey 59 NBC; 1 P; 1 P 

Carolina Beverage Corp J. Carson Brantley 5 A 

Carter Coal Ralph H. Jones 4 P 

Certified Auto Service Ruf us Rhoades 2 A 

Challenge Cream & Butter Assn Emil Brisacher & Staff 5 A 

Chamberlain Laboratories John H. Dunham. . . .CBS; number of stations not 

listed 

Chanticler Inn (Taverns) Hammer Advertising Agency 4 A 

Chappel Bros. (Ken-L-Ration Prod- 
ucts) C. Wendel Muench 17 P; 5 A 

Dr. Chase Medicine Co Ardiel Advertising Agency 16 A 

Chateau Martin Wine Austin & Spector 2 P; 2 News; 2 A 

Chattanooga Medicine Co ' J. Carson Brantley 1 P; 2 A 

Cherry Park (Amusements) Hammer Advertising Agency 7 A 

Chesebrough Mfg. (Vaseline Products ).,McCann-Erickson 60 CBS 

S. W. Chevrolet Dealers Tracy-Locke-Dawson 8 Dixie Network 

Chocolate Products Co . McCord Co 5 P; 1 A; 1 5M 

Christian Science Committee Fairall & Co 5 P 

Christmas Club Brooke, Smith, French & Dorrance 43 A 

Chrysler Corp J. Stirling Getchell 126 A 

Chrysler Corp. (Chrysler, DeSoto, 

Dodge, Plymouth) Ruthrauff & Ryan 92 CBS 

Cities Service (Petroleum Products) Lord & Thomas 54 NBC 

Clay Equipment Co Weston-Barnett 5 A 

Clearwater Chamber of Commerce Griffith Advertising Agency 5 A 

Cluett, Peabody Cockfield, Brown 6 A (Canada) 

Cluett, Peabody (Sanforizing Division) .Young & Rubicam 8 P 

Coast-to-Coast Stores McCord Co 22 A 

Coca-Cola Co D'Arcy Advertising 94 CBS; 150 P 

Cold Springs Brewing. Harry M. Frost 4 A 

Colgate-Palmolive-Peet (Colgate Dental 

Cream) Benton & Bowles 59 CBS 

Colgate-Palmolive-Peet (Colgate Tooth- 
powder) Benton & Bowles-Chicago 26 CBS 

Colgate - Palmolive - Peet (Palmolive 

Shave Cream) Benton & Bowles 46 CBS 

Colgate - Palmolive - Peet (Palmolive i 

Soap) Benton & Bowles 73 CBS 

Colgate-Palmolive-Peet (Super Suds) . . Benton & Bowles 73 CBS 

Colgate-Palmolive-Peet (Vel) Benton & Bowles-Chicago 4 A 

Colman's Mustard J. Walter Thompson 3 A 

Colonial Bread Fairall & Co 4 P 

Colonial Steamship Line Albert Frank-Guenther Law 3 A 

Colt Shoes, Inc Broadcast Advertising 4 A 

Compagnie Parisienne Northwest Radio Advertising 75 5M 

Commercial Solvents (Norway Anti- M I ! 

Freeze) Maxon, Inc 40 A 

Condon Bros Cramer-Krasselt 7 P 

Congress Cigars Marschalk & Pratt 1 A; 1 Baseball 

C. E. Conkey (Feeds) Rogers & Smith 8 A 

Conrad Fur Co McCord Co 7 P; 7 A 

190 






825 RADIO ACCOUNTS— Continued 

Sponsor Agency Time Purchases 

Consolidated Cigar Co Erwin, Wasey 1 P; one 5M; 1 News 

Conti Products Bermingham, Castleman & Pierce 3 A 

Continental Baking (Wonder Bread, 

Hostess Cake) Benton & Bowles 48 CBS; 43 CBS 

Thos. Cook & Sons-Wagon-Lits (Travel ).Newell-Emmett 20 NBC 

Cooper & Cooper (Automatic Stokers) ..Leighton & Nelson 1 A 

Coward Shoe Co Inselbuch Broadcasting 4 P 

Cranberry Canners Harry M. Frost 7 A, Yankee Network; 

6 News; 3 A 

Crowell Publishing McCann-Erickson 31 P 

Crowell Publishing (Woman's Home 

Companion) Geyer, Cornell & Newell 22 P 

Crown Diamond Paint Benison Co 10 A 

Cudahy Packing (Old Dutch Cleanser). Roche, Williams & Cunnyngham 18 CBS; 

2 Mutual 

Cummer Products (Energine) Stack-Goble 23 NBC 

Cummer Products (Molle) Stack-Goble 34 NBC; 53 NBC 

Curtice Bros. (Tomato Juice) N. W. Ayer. . .7 PP, Yankee Network; 1 PP; 1 PP 

Dairy Association Co Hays Advertising. 2 P 

Dairymen's League Cooperative Assn. 

(Ice Cream, Milk) Barlow Advertising 4 P 

John B. Daniel Co. (Cough Syrup) Groves-Keen 4 A 

R. B. Davis (Baking Powder) Charles W. Hoyt. .16 Yankee Network plus WGY 

R. B. Davis (Cocomalt) J. M. Mathes 18 A 

R. B. Davis (Cocomalt) Ruthrauff & Ryan 39 CBS 

Day tona Beach Chamber of Commerce . Griffith Advertising Agency 3 A 

DeForest Training (Correspondence 

Courses) Presba, Fellers & Presba 10 P 

Delaware, Lackawanna & Western Coal 

(Blue Coal) Ruthrauff & Ryan 15 Mutual, plus 5 Spot 

R. U. Delephena (Hartley's Marmalade). Gotham Advertising 3 P 

Denalan Co Rufus Rhoades 1 A; 1 P 

Derwood Mills Henry J. Kaufman 3 A 

Detroit Creamery N. W. Ayer. . .9 P, Michigan Radio Network plus 

WSPD; 9 5M, Michigan Radio Network; 4 Cut- 
ins; 6 A 

Diamond Ginger Ale F. W. Prelle 8 A 

Direct Merchandising Companies Benison Co 8 A 

Dixie Brewing Fitzgerald Advertising Agency 3 A, Sports 

Review, Baseball Scores 

D' Jimas Reliable Fur Co Leighton & Nelson 1 Weather Reports 

Dodge Motors Ruthrauff & Ryan Sports, News; number of 

stations not listed 

Grace Donahue, Inc. (Cosmetics) Redfield- Johnstone 3 A 

W. L. Douglas Shoe Co N. W. Ayer 2 P; 2 A 

Doyle Packing (Strongheart Dog Food). Charles Dallas Reach 6 A, Yankee Network 

Drackett Co. (Drano, Windex) Ralph H. Jones 20 NBC 

Duart Mfg. (Creme of Milk Face Cream. 

Lotion, Lipstick) Erwin, Wasey 7 CBS 

Dugan Bros. (Baked Goods) Charles Dallas Reach 2 P 

Duke Power Co J. Carson Brantley 7 P; 1 News 

Duncan Coffee (Admiration Coffee) Steele Advertising Agency 23 Texas State 

Network; 7 A; 1 P 
Duncan Coffee (Bright & Early Coffee).. Steele Advertising Agency 3 Texas Quality 

Network plus KNOW; 2 A 

Dunhill Cigarettes Biow Co 3 Mutual 

Dunn & McCarthy (Shoes) Marschalk & Pratt 100 A 

Key: All numerals (except 5M, which signifies five-minute programs) indicate num- 
ber of stations purchased. NBC, CBS, and Mutual indicate the three major networks. 
A = announcements. P = full-length programs. CBC = Canadian Broadcasting Corp. 
PP = participating program. 

191 



825 RADIO ACCOUNTS— Continued 

Sponsor Agency Time Purchases 

E. I. du Pont de Nemours BBD&O 55 CBS; Spot P, number of stations 

not listed 

Durkee Famous Foods Botsford, Constantine & Gardner 12 CBS 

Durkee Famous Foods Federal Advertising Agency 3 P 

Durkee Famous Foods (Margarine) C. Wendel Muench 29 NBC; 15 A 

Durkee-Mower (Marshmallow Fluff, 

Sweeco) Harry M. Frost 16 A, Yankee Network; 

6P;5 A 

Dutchland Farms Lavin Co 4 A 

Dwight Edwards Co McCann-Erickson 2 A 

Eagle-Picher Sales Needham, Louis & Brorby 7 A 

Electric Appliance Society ol Northern 

California Jean Scott Frickelton 22 A; 1 A & 5M 

Emerson Drug (Bromo-Seltzer ) J. Walter Thompson 32 NBC 

Empire State Distributors Leighton & Nelson 2 P 

Employers Casualty Co Ira E. De Jernett 5 P; 2 A 

Employers Mutual Fairall & Co 3 P 

Estate Stove Co Stockton, West, Burkhart. .A (placed by dealers) 

Ethyl Gasoline BBD&O 62 CBS; Spot P, number of stations 

not listed 

Ethyl Gasoline Corp Pacific Market Builders 3 California Radio 

i System 

Euclid Candy Co. of California Sidney Garfinkel 9 CBS Pacific 

David H. Evans Coffee Co Anfenger Advertising 1 P; 2 A 

Excelcis Beauty Salon Gillham Advertising 7 A; 1 P 

Ex-Lax Joseph Katz A; number of stations not listed 

Ex Lax, Ltd. (Canada) Cockfield, Brown 6 A 

F & F Cough Drops Blaekett-Sample-HummeXt 2 News 

Fairfax Tobacco Co Peck Advertising 10 A 

Falstaff Brewing Gardner Advertising 23 NBC; 46 A 

Falstaff Brewing Sherman K. Ellis 5 A 

Famous Department Stores Mayers Co 7 A 

Farmers & Mfgrs. Beet Sugar Assn Zimmer-Keller 7 A (Michigan Radio 

Network); three 5M 
Fellows Medical (Syrup of Hypophos- 

phites ) Ted Nelson Associates 10 A 

Fels Co. (Fels Naphtha Soap Chips) Young & Rubicam 43 NBC 

H. Fendrich (La Fendrich, Charles 

Denby Cigars) Ruthrauff & Ryan 21 NBC 

Firestone Tire & Rubber Sweeney & James 78 NBC 

First National Stores Calkins & Holden Yankee Network; varying 

number of stations 

F. W. Fitch (Fitch Shampoo) L. W. Ramsey 40 NBC; 80 NBC 

Fitger Brewing (Fitger's Nordlager 

Beer) Benton & Bowles-Chicago 5 P 

Fleet- Wing Gasoline Griswold-Eshleman 12 A 

Flex-O-Glass Mfg Presba, Fellers & Presba 20 A & P 

Foley & Co. (Honey & Tar Cough 

Syrup) Lauesen & Salomon 20 P 

J. A. Folger (Folger Coffee ) Gardner Advertising 22 P; 7 P 

J. A. Folger (Folger Coffee) Raymond R. Morgan 33-5M; 2 P 

J. B. Ford (Wyandotte Cleanser) N. W. Ayer 7 PP, Yankee Network 

Ford Dealers McCann-Erickson 7 P 

Ford Dealers Assn. (Omaha) N. W. Ayer. 6 A 

Ford Motor Co McCann-Erickson 4 A 

Ford Motor (Chester Branch) N. W. Ayer 1 A 

Ford Motor (Coke) N. W. Ayer 3 P; 1 A 

Ford Motor (Cristobal, Honduras 

Branch) N. W. Ayer 1 P| 

Ford Motor (Ford, Lincoln, Lincoln- 
Zephyr) N. W. Ayer 77 CBS; 83 CBS; 8 P & News, 

Michigan Radio Network; 12 A, Michigan Radio | 
Network plus 4 Spot 



192 






825 RADIO ACCOUNTS— Continued 

Sponsor Agency Time Purchases 

Ford Motor (Green Island Branch) N. W. Ayer 2 A 

Ford Motor (Lincoln-Zephyr) N. W. Ayer 74 A 

Ford Motor (Mercury) .. ..N. W. Ayer 89 A 

Ford Motor (Milwaukee Branch) N. W. Ayer 1 A 

Ford Motor (New Cars) N. W. Ayer 56 A; 1 A 

Ford Motor (Omaha Branch) N. W. Ayer 3 A 

Ford Motor (Pittsburgh Branch) N. W. Ayer 5 A 

Forhan's Toothpaste Cowan & Dengler 44 A & 5M 

I. J. Fox (Furs) Peck Advertising 8 P & News 

Friend Bros. (Baked Beans, Bread) Ingalls Advertising Agency 10 PP, Yankee 

Network; 1 P; 1 PP 

Fruit Growers Cooperative B. J. Paulson Associates 4 A 

Fruit Industries Emil Brisacher & Staff 6 A, Mutual-Don Lee 

W. P. Fuller & Co McCann-Erickson 36 A 

Furst-McNess (Specialty Salesman) Rogers & Smith 3 A 

Gallenkamp's Stores (Shoes) Long Advertising 4 NBC Pacific 

Gambarelli & Davitto (Wines, Ver- 
mouth) Mario de Biasi 3 Mutual; 1 News 

Gardner Nursery Northwest Radio Advertising 305 P & A 

Garfield Headache Powders Redfield-Johnstone 2 A 

Gas Appliance Society of California. . ..Jean Scott Frickelton 25 A 

General Baking (Bond Bread) BBD&O 27 CBS; 18 Mutual; Spot P, number 

of stations not listed 

General Electric (Mazda Lamps) Maxon, Inc 56 NBC 

General Foods (Calumet, Swans Down). Young & Rubicam 76 CBS 

General Foods (Diamond Crystal Salt).. Benton & Bowles 15 CBS 

General Foods (Grape Nuts) . Young & Rubicam 58 NBC; 71 NBC 

General Foods (Huskies) Benton & Bowles 75 CBS; 8 P 

General Foods (Jell-O) Young & Rubicam 110 NBC 

General Foods (La France, Satina) Young & Rubicam 39 CBS 

General Foods (Maxwell House Coffee).. Benton & Bowles 83 NBC; 1 P 

General Foods (Post 40% Bran Flakes) . Benton & Bowles 15 P 

General Foods (Post Toasties) Benton & Bowles 68 CBS 

General Foods (Postum) Young & Rubicam 49 CBS 

General Foods (Sanka, Jell-O Ice 

Cream Preparations) Young & Rubicam 55 CBS 

General MiUs BBD&O 24 CBS 

General Mills Charles A. Rawson 3 P 

General Mills (Bisquick, Wheaties) Knox Reeves 29 NBC 

General Mills (Bisquick, Wheaties, Corn 

Kix) Blackett-Sample-Hummert 64 NBC and spot 

General Mills (Corn Kix) Blackett-Sample-Hummert 59 NBC and spot; 

35 NBC; 2 P; 1 A 

General Mills (Corn Kix, Wheaties). . . Blackett-Sample-Hummert 2 Football 

General Mills (Kitchen-Tested Flour) . . Blackett-Sample-Hummert 2 P 

General Mills (Kitchen-Tested Flour, 

Softasilk, Bisquick, Wheaties) Knox Reeves. . .29 NBC; 29 NBC; 30 P; 30 P; 1 P 

General Mills (Softasilk) Blackett-Sample-Hummert 29 NBC 

General Mills (Wheaties) Blackett-Sample-Hummert 45 NBC and spot; 

6 Mutual; 3 P 

General Mills (Wheaties) Knox Reeves 60 Baseball 

General Mills (Wheaties) Westco Advertising 15 Baseball 

General Motors MacLaren Advertising Agency 32 CBC 

General Motors (Buick) Arthur Kudner 155 NBC (Louis-Schmeling 

Fight); 156 NBC (Louis-Lewis Fight) 
General Motors (Frigidaire Division) . . Lord & Thomas 55 A 

Key: All numerals (except 5M, which signifies five-minute programs) indicate num- 
ber of stations purchased. NBC, CBS, and Mutual indicate the three major networks. 
A = announcements. P = full-length programs. CBC = Canadian Broadcasting Corp. 
PP = participating program. 

193 



825 RADIO ACCOUNTS— Continued 

Sponsor Agency Time Purchases 

General Motors (Oldsmobile) D. P. Brother 25 A 

General Motors (Pontiac) McManus, John & Adams. .A (placed by dealers) 

Gillette Rubber Cramer-Krasselt 17 P 

Gillette Safety Razor Maxon, Inc currently test campaigns 

Gilmore Oil Botsf ord, Constantine & Gardner 2 A 

Glad Rag Products Donahue & Coe 4 Chain Breaks 

Globe & Mail (Newspaper) MacLaren Advertising Agency 31 P 

Globe Brewing Joseph Katz 2 Sports; 2 News; 3 5M 

Gluek Brewing Hutchinson Advertising 2 Sports 

Glyco Thymoline Peck Advertising 2 News & A 

Godef roy Mfg. Co Anf enger Advertising Agency 1 P; 2 A 

Gold Medal Oil. Klinger Advertising 12 A 

Golden State Co. (Dairy Products) N. W. Ayer 2 Station Breaks; 8 A 

Good Luck Food Hughes, Wolff 14 A 

B. F. Goodrich Cockfield, Brown 3 P (Canada) 

B. F. Goodrich (Truck and Bus Tires ).. Griswold-Eshleman 20 Farm News 

Goodyear Tire & Rubber Arthur Kudner 53 NBC; 4 A; 1 News 

Gordon Baking. Young & Rubicam 4 Mutual 

Gospel Broadcasting Association R. H. Alber 80 Mutual and spot 

Gould Negative Ion Co Louis Glaser 2 P 

Governor's Highway Safety Council 

(Penna. ) Barnes & Aaron 33 News & A 

S. Grover Graham Co Peck Advertising 3 A 

W. H. Graham Corp (Undertakers) Harry M. Frost 2 P (Yankee Network) 

Grand Prize Beer Ruthrauff & Ryan. .Spot; number of stations not 

listed 

Griesedieck Brewing BBD&O P; number of stations not listed 

Griffin Mfg. (Griffin Allwite) Bermingham, Castleman & Pierce 40 CBS; 

45 CBS; 25 P, A & News 

Grosberg-Golub (Food Market Chain) . . Leighton & Nelson 1 5M 

Grove Laboratories (Bromo Quinine) . . Stack-Goble 57 NBC 

Gruen Watch McCann-Erickson 4 Time Signals & A; 100 P; 

100 P; 100 P; 60 P; aggregate of 3 P 

Guaranty Union Life Insurance Stodel Advertising 6 P & News 

Charles Gulden (Mustard) Charles W. Hoyt 7 NBC 

Gulf Oil Young & Rubicam 61 CBS 

Gum, Inc Austin & Spector 3 A 

Hamm Brewing McCord Co 7 CBS PP 

Hammandsport Wineries Peck Advertising 5 A 

George Harris & Son Mackay & Savary 6 A 

Hartz Mountain Canaries Franklin Bruck 1 P 

Hawaiian Pineapple Co N. W. Ayer 2 P 

Hawaiian Pineapple (Dole Pineapple 

Jems, Pineapple Juice) Young & Rubicam 62 CBS 

Hecker H-O Erwin, Wasey 7 Yankee Network 

Hecker Products BBD&O P; number of stations not listed 

James Heddon's Sons (Fishing Tackle) . . Rogers & Smith 11 Sports 

H. J. Heinz Maxon, Inc 58 CBS 

Helen Beauty Co. (Beauty Prepara- 
tions) Hammer Advertising Agency 5 A 

Hemphill Diesel Schools R. H. Alber 20 P 

Hemphill Diesel Schools Critchfield & Co 23 5M; 1 P 

Dr. Hess & Clark (Fly Spray) N. W. Ayer 2 P; 7 A 

Hollingshead Corp. (All-Nu Floor 

Wax) Ted Nelson Associates 2 A 

Honor Brand Frosted Foods N. W. Ayer 2 PP 

Edna Wallace Hopper (Restorative 

Cream, White Youth Pack) Blackett-Sample-Hummert 30 CBS; 24 NBC 

Horlick's Malted Milk Roche, Williams & Cunnyngham 2 P 

Geo. A. Hormel & Co BBD&O 24 CBS; Spot P, number of stations 

not listed 
Hotel Jefferson Anf enger Advertising Agency 40 A 

194 



825 RADIO ACCOUNTS— Continued 

Sponsor Agency Time Purchases 

Household Finance (Loans) BBD&O ... .28 CBS; Spot P, number of stations 

not listed 

Household Magazine Presba, Fellers & Presba 50 A & P 

Houston Packing Co John L. DeBrueys 7 A 

Hudson Coal (D & H Anthracite) Leighton & Nelson 1 A 

Hulman & Co. (Clabber Girl Baking 

Powder ) Arbee Agency 26 A 

Hyde Park Beer Ruthrauff & Ryan Spot; number of stations 

not listed 
Hydro-Electric Power Commission of 
Ontario MacLaren Advertising Agency 5 Provincial 

Network; 9 Provincial Network 

I.T.S. Co. (Rubber Heels) Carr Liggett 1 A 

Imperial Oil MacLaren Advertising Agency HocKey (34 

CBS; 7 French Network; 2 Special Network) 

Imperial Sugar Tracy-Locke-Dawson Aggregate of 11 P, TQN 

Independent Taxi Operators Assn Harry M. Frost 8 P, Yankee Network 

Industrial Training Corp James R. Lunke & Associates. .80 P & 5M; 50 5M; 

36 P 

International Cellucotton (Kleenex) . . .Lord & Thomas 41 CBS 

International Harvester Aubrey, Moore & Wallace 83 A; 16 News; 4 P 

International Harvester MeCord Co 9 P; 5 P; 3 A; 1 5M 

International Milling (Seal of Minne- 
sota Flour) .Olmsted-Hewitt 5 P; 1 News 

International Shoe Co Long Advertising 2 NBC 

International Silver (1847 Rogers Bros., 

Wm. Rogers & Son) Young & Rubicam 50 CBS 

Interstate Navigation Arthur Braitsch 2 A 

Ironized Yeast Ruthrauff & Ryan 6 Inter-City, 13 Mutual, 21 

Don Lee, 18 TSN, plus 45 Spot 
Jackson Brewing Anfenger Advertising Agency. . . 10 Sports; 15 A; 

4 P; 2 News 

Jadwiga Remedies Klinger Advertising 3 A 

John F. Jelke (Good Luck Margarine) ....Blackett-Sample-Hummert 6 A 

Jell- Well Dessert Co Lord & Thomas 8 P 

Andrew Jergens (Jergens Lotion) Eennen & Mitchell 69 NBC 

S. C. Johnson & Son Needham, Louis & Brorby Successively 14 

NBC, 65 NBC 
S. C. Johnson (Wax, Glo-Coat, Auto 

Wax) .Needham, Louis & Brorby 100 NBC; 26 A; 6 P 

Journal of Living Austin & Spector 6 Mutual 

Julep Co. (Howel's Root Beer) C. Wendel Muench 30 one-min. dramas; 19 A 

Jules Chain Stores Klinger Advertising 9 A 

Kay Jewelry Co Hammer Advertising Agency 6P&A 

Kellogg Co N. W. Ayer 14 NBC; 2 P 

Kellogg Co N. W. Ayer 50 P, Don Lee Network of 26, plus 

independent stations; 58 Baseball, Colonial & 

Michigan Networks plus independent stations 

Kellogg Co. (All-Bran) Kenyon & Eckhardt 12 P; 1 P; 1 P; 1 P 

Kellogg Co. (Corn Flakes) J. Walter Thompson 52 NBC; 40 CBS 

Kellogg (Wheat Krispies) Hays MacFarland 23 NBC 

Kemp & Lane Hughes, Wolff 12 A 

KenRad Tube & Lamp Allen, Heaton & McDonald 1 P 

Keystone Steel & Wire Russel M. Seeds 2 P 

King Candy Co Albert Evans & LeMay 3 A 

Kirkman & Son N. W. Ayer 1 5M 

Charles B. Knox Gelatine Co Kenyon & Eckhardt 6 CBS Pacific; 6 NBC 

Key: All numerals (except 5M, which signifies five-minute programs) indicate num- 
ber of stations purchased. NBC, CBS, and Mutual indicate the three major networks. 
A = announcements. P = full-length programs. CBC = Canadian Broadcasting Corp. 
PP = participating program. 

195 



825 RADIO ACCOUNTS— Continued 

Sponsor Agency Time Purchases 

Kolynos Toothpaste Blackett-Sample-Hummert 31 CBS; 38 NBC 

Pacific; 7 Yankee and NBC New England Net- 
works; 11 P; 1 P; 1 Baseball News 
Kraft-Phenix Cheese (Cheese, Salad 

Dressing) J. Walter Thompson 87 NBC; 1 P 

Kraft-Phenix Cheese (Parkay) Needham, Louis & Brorby 36 A; 26 cut-in A 

on Kraft Music Hall; 1 P 

Kreml Erwin, Wasey IP 

Krim Ko Benison Co 6 A 

Kroger Grocery & Baking Ralph H. Jones 21 P 

Kruschen Salts Stack-Goble 10 P 

Lady Esther (Cosmetics) Pedlar & Ryan 52 NBC; 49 CBS 

Lambert Pharmacal (Listerine) Lambert & Feasley 5 Mutual 

Lambert Pharmacal (Listerine Products, 

Prophylactic Brushes) Lambert & Feasley 52 CBS 

Lambert Pharmacal (Listerine Tooth- 
paste) Raymond R. Morgan 3 P 

Lamont Corliss (Nestle's Everready 

Cocoa) Warwick & Legler 2 NBC 

Lamont Corliss (Nestle's Everready 

Cocoa) Cecil & Presbrey 2 NBC 

Lamont Corliss (Hot Nestle's) Cecil & Presbrey 1 PP; 1 PP 

Lamont Corliss (Pond's) J. Walter Thompson 34 NBC; 13 NBC PP 

Langendorf Bakeries (Holsum Bread) . ..Leon Livingston 1 P 

Langendorf Bakeries (Homestead 

Bread) Leon Livingston 1 P 

Langendorf Bakeries (Langendorf 

Bread) Leon Livingston 20 P & News 

Larus & Bro. (Edgeworth Tobacco, 

Domino Cigarettes) Warwick & Legler Hockey, 10 Colonial 

Network; 12 A; 1 Baseball 

La Touraine Coffee Co Ingalls Advertising 10 A & PP 

Lea & Perrins (Worcestershire Sauce )...Schwimmer & Scott 30 A 

Frank H. Lee (Hats) Bermingham, Castleman & Pierce 1 P 

Wm. W. Lee & Co. (Cold Remedy) Leighton & Nelson 3 P 

Thomas Leeming (Baume Bengue) William Esty 70 A 

Thos. Leeming (Baume Bengue) . .. William Esty 2 Mutual 

Lehn & Fink (Hinds Honey & Almond 

Cream) William Esty 50 A 

Lever Bros. (Lifebuoy) J. Walter Thompson 91 CBS; 86 CBS 

Lever Bros. (Lux Flakes, Toilet Soap ) . . Ruthrauff & Ryan 60 CBS; 65 CBS; 56 CBS 

Lever Bros. (Rinso) Ruthrauff & Ryan 60 CBS 

Levin Furniture Co McCord Co 7 A 

Lewis-Howe (Turns) H. W. Kastor 22 and 29 NBC; 43 NBC 

Liebmann Breweries (Rheingold Beer). Lord & Thomas 14 P; 1 PP 

Liggett & Myers (Chesterfields) Newell-Emmett . . . . 102 CBS; 96 CBS; 51 NBC; 

75 NBC; 96 CBS 

Liquid Veneer Corp. (Polish) Ellis Advertising 2 A 

Little Crow Milling (Coco-Wheats, Pan- 
cake Flour) Rogers & Smith 14 P 

Long Island Outfitting Co Peck Advertising 6 A 

Look Magazine Allen, Heaton & McDonald 1 News 

Look Magazine Austin & Spector 2 News 

Look Magazine Critchfield & Co 1 P 

Look Magazine Fairall & Co 16 A, Yankee Network; 1 News 

Look Magazine Placed direct 3 News 

Loose-Wiles Biscuit Co Newell-Emmett 5 NBC Pacific; News, 10 

Yankee Network plus 5 Spot; 1 PP; 1 Time 
Signals; 2 News; 1 P 

P. Lorillard (Old Golds) Lennen & Mitchell Successively 78 CBS and 

108 NBC; 1 Hockey; 2 Baseball 
P. Lorillard (Sensation Cigarettes) Lennen & Mitchell 72 Mutual and Spot 

196 






825 RADIO ACCOUNTS— Continued 

Sponsor Agency Time Purchases 

Los Angeles Motor Car Dealers Chet Crank 4 A 

Joe Lowe Corp. (Popsicies ) Biow Co 95 P 

Joe Lowe Corp. (Popsicies) Blackett-Sample-Hummert 76 CBS and spot 

Luden Cough Drops J. M. Mathes 31 Chain Breaks, News, 

Weather Reports 

George W. Luft (Tangee Lipstick) Warwick & Legler 9 NBC 

Lutheran Laymen's League Kelly, Stuhlman & Zahrndt 66 Mutual 

Lycar Co Albert Evans & LeMay 2 A 

Lyon Tailoring Ohio Advertising Agency 2 A 

M & N Cigar Mfgrs Ohio Advertising Agency 3 Weather Reports, 

1 News 

M.J.B. Co. (Coffee) Lord & Thomas 1 PP 

Macfadden Publications (True Story) . . Kenyon & Eckhardt 4 P 

MacFarlane Candy Co Botsford, Constantine & Gardner 18 A; 1 P 

Maine Development Commission Brooke, Smith, French & Dorrance. . . .17 Mutual 

& Yankee Networks 
Manhattan Soap (Sweetheart Soap) Franklin Bruck 7 NBC; 4 Yankee Network; 

82 P, A & News 

Manhattan Soap (Sweetheart Soap) Milton Weinberg 14 P 

Manischewitz Bread Co Inselbuch Broadcasting 3 P 

Mantle Lamp (Kerosene Lamps) Presba, Fellers & Presba 75 A & P 

Maple Leaf Milling, Ltd Cockfield, Brown 25 P 

Mars, Inc. (Candy Bars) Grant Advertising 20 NBC 

Jordan Marsh (Department Store) Harry M. Frost 7 A 

Marshall Canning Co Coolidge Advertising 22 P 

Maryland Baking Co Austin & Spector 121 P 

Maryland Pharmaceutical Joseph Katz A; number of stations not listed 

Master Lock Co Scott-Telander 100 A 

Math Barzen Co McCord Co 4 A; 1 5M 

McClintock Stern Co Emil Brisacher & Staff 2 A 

McConnon & Co McCord Co 21 P 

McCoy Laboratories (Vitamin Tablets )..Neff-Rogow 3 A 

McKesson & Robbins (Calox, Solid 

Albolene, Soretone) Bowman & Columbia 10 CBS 

McKesson-Western Wholesale (Cur- 
rier's Tablets) General Advertising Agency 10 P 

Melo-Paya Kelly, Stuhlman & Zahrndt 2 P 

Mennen Co H. M. Kiesewetter 7 CBS; 12 Mutual 

Mentholatum Co Dillard Jacobs 5 A 

Metropolitan Life Insurance Young & Rubicam 2 Mutual plus 4 Spot 

Michigan Brewers Assn Zimmer-Keller 6 A 

Midway Chemical (Aero White, Fly- 

Ded) Blackett-Sample-Hummert 19 NBC 

Midway Chemical (Fly-Ded) Blackett-Sample-Hummert 30 CBS; 13 P 

Midway Chemical (Freezone) Blackett-Sample-Hummert 19 NBC 

Miles Laboratories (Alka-Seltzer) Wade Advertising Agency 64 NBC; 30 NBC; 

45 5M 

Miles Laboratories (Canada), Ltd Cockfield, Brown 14 P 

Milwaukee Road Roche, Williams & Cunnyngham 12 A 

Min-Aqua Roth Agency 2 P 

Modern Food Process (Thrivo Dog*|-j Vj 

Food) Clements Co 13 NBC 

Molsons Brewery, Ltd Cockfield, Brown 3 P 

Montana Milling (Sapphire Flour) Griswold-Eshleman 4 A 

Montreal Standard (Newspaper) Stevenson & Scott 9 A 

Monty & Co. (Nu-Vet ) Leighton & Nelson 1 5M 

Moody Bible Institute Critchfield & Co 9 Mutual 

Key: All numerals (except 5M, which signifies five-minute programs) indicate num- 
ber of stations purchased. NBC, CBS, and Mutual indicate the three major networks. 
A = announcements. P = full-length programs. CBC = Canadian Broadcasting Corp. 
PP = participating program. 

197 



825 RADIO ACCOUNTS— Continued 

Sponsor Agency Time Purchases 

John Morrell & Co. (Red Heart Dog 

Food) Henri, Hurst & McDonald 30 NBC 

Philip Morris Biow Co 59 NBC; 49 CBS; 3 Mutual 

Moskin Stores Klinger Advertising ,. 5 A 

Muehlebach Brewing Bozell & Jacobs 1 P; 4 A 

Murphy Co., Ltd Cockfield, Brown. 5 P 

Musterole Co Erwin, Wasey .40 NBC; 10 A 

E. Myers Lye Co Anfenger Advertising Agency 8 A 

Narragansett Brewing Arthur Braitsch 16 News, Yankee Network 

Nash-Kelvinator (Nash Motors) Geyer, Cornell & Newell 66 CBS; 93 P & A 

National Accessories Stores Leighton & Nelson 1 5M 

National Biscuit Co McCann-Erickson 13 NBC plus 23 Spot; 14 P 

National Biscuit (Shredded Wheat) Federal Advertising Agency 48 NBC 

National Fertilizers Ardiel Advertising Agency 4 P 

National Ice Advertising Donahue & Coe 57 NBC 

National Orange Show Chet Crank 6 A 

National Refund Co First United Broadcasters 5 A 

Nebraska Power Co Bozell & Jacobs 2 P 

Nehi, Inc. (Royal Crown Cola) BBD&O 77 CBS 

Nehi Inc (Royal Crown Cola) Tucker Wayne 68 NBC 

New England Coke Loms Glaser 2 A & Cut-ins 

New England Confectionery Co Lavm Co 5 A 

New York Harbor Steamship Co Redfield-Johnstone 6 A 

N Y Mattress Co Louis Glaser 2 A & Cut-ins 

New York School of Music Inselbuch Broadcasting 2 P 

New York State Fair J- M. Mathes 4 A 

New York State Milk J - M - Mathes 19 A 

Norge Cramer-Krasselt A (placed by local dealers) 

Northern Electric, Ltd. Cockfield, Brown 30 A 

Northern Pacific Railway Luther Weaver 3 A 

Northrup, King (Feeds, Seeds) Olmsted-Hewitt 1 P; 7 A 

Nox Laboratories Benison Co 10 P 

Noxzema Chemical Co Ruthrauff & Ryan 72 CBS 

Nu-Enamel Paints Advertising Arts 1 p 

Nu-Enamel Paints Neff-Rogow 4 A 

Nutrena Mills (Poultry & Livestock 

F ee d s ) Simmonds & Simmonds 15 A 

O M Talbet Co Lou Sterling & Associates 4 P 

Oakite Products (Oakite Cleaning Com- 
pound) Calkins & Holden Yankee Network; varying 

number of stations 
Oakland Chemical (Dioxogen Face 

Cream ) Kleppner Co 6 Mutual 

Ohleen Dairy Olmsted-Hewitt 1 P; 1 A 

Old Trusty Dog Food Co H. B. Humphrey 3 CBS 

Olde Dutch Mills Coffee Peck Advertising 3 A 

Olive Tablets Erwin, Wasey 6 A 

Olson Rug Co Presba, Fellers & Presba 75 A & P 

Oshkosh B'Gosh Ruthrauff & Ryan. . . .Spot; number of stations 

not listed 

Ostrex Co Steuerman Advertising Agency 10 A 

Ottawa Paints Stevenson & Scott 3 A 

Oxo (Canada), Ltd Platt-Forbes 16 A; 1 P 

Pacific Coast Borax McCann-Erickson 30 NBC 

Pacific Guano Co Tomaschke-Elliott 2 A 

Pacific Power & Light McCann-Erickson 4 A; 1 P 

Packers (Scalptone) Stack-Goble 2 Sports Resumes 

Pacquin's Laboratories (Hand Cream) . . William Esty 50 A 

Pag Laboratories (Cosmetics) Hammer Advertising Agency 9 A 

Palace Hotel Brewer -Weeks 15 A 

Par Soap Co Tomaschke-Elliott 5 A 

Penick & Ford (My-T-Fine Dessert) . . .BBD&O 11 CBS 

198 



825 RADIO ACCOUNTS— Continued 

Sponsor Agency Time Purchases 

Penick & Ford (Vermont Maid Syrup, 

Brer Rabbit Molasses) J. Walter Thompson 32 A; 14 A 

Penn Tobacco (Kentucky Club Pipe 

Tobacco) Ruthrauff & Ryan Spot; number of stations 

not listed 

J. C. Penney (Chain Stores) Pedlar & Ryan 6 P 

Pennsylvania Salt Mfg. .(Lewis' Lye) . . . Sherman K. Ellis 4 A 

Pensacola Chamber of Commerce Griffith Advertising Agency 4 A 

Dr. Pepper (Beverages) Tracy-Locke-Dawson 24 P, Dixie Network; 

30 P; 1 P 

Pepsodent (Antiseptic) Lord & Thomas. . _ 5 NBC Pacific 

Pepsodent (Toothpaste, Toothpowder, 

Antiseptic) Lord & Thomas 55 NBC 

Personal Finance (Loans) Blackett-Sample-Hummert 28 CBS; 4 A 

Personal Finance (Loans) Leighton & Nelson 1 P 

Pet Milk (Pet Irradiated Milk) Gardner Advertising 63 CBS; 54 CBS; 19 P 

Peter Paul, Inc. (Mounds, Ten Crown > 

Gum) Platt-Forbes 75 P; 5 M & A 

Peter Paul, Inc. (Candy) Emil Brisacher & Staff 4 A 

Petersen Baking Co Earl Allen 5 P 

Philadelphia Dairy Products Scheck Advertising Agency 7 News; 4 P; 

1 Weather Reports 
Louis Philippe (Angelus Rouge & Lip- ' 

stick) Blackett-Sample-Hummert 30 CBS; 19 NBC 

Chas. H. PhiUips Chemical (Cal- 

Aspirin) Blackett-Sample-Hummert 22 NBC; 1 P 

Chas. H. Phillips Chemical (Haley's 

M-O) Blackett-Sample-Hummert 22 NBC 

Chas. H. Phillips Chemical (Milk of 

Magnesia) Blackett-Sample-Hummert .57 NBC 

Chas. H. Phillips Chemical (Milk of 

Magnesia, Creams) Blackett-Sample-Hummert 46 NBC and Spot 

Chas. H. PhiUips Chemical (Milk of 

Magnesia Toothpaste, Tablets) Blackett-Sample-Hummert 23 NBC; 7 NBC 

Chas. H. PhiUips Chemical (PhiUips' 

Creams) Blackett-Sample-Hummert 1 P 

Mary Pickford Cosmetics Campbell-Ewald of N. Y 5 A 

Pierce Bros Philip J. Meany 5 P; 8 A 

Pillsbury Flour Mills Hutchinson Advertising 35 NBC 

Pilot Radio Corp Austin & Spector 1 News 

Pine Bros. (Glycerine Tablets) McKee & Albright 2 A 

Pinex Co Russel M. Seeds 45 A; 9 P 

Lydia Pinkham Medicine Co Erwin, Wasey 90 Mutual; 9 Mutual 

Pittsburgh Coal Walker & Downing 4 NBC 

Plankinton Packing Co Cramer-Krasselt 17 A 

Pocahontas Fuel (O-P Stoker) Bayless-Kerr 3 P 

J. L. Prescott Co Arthur Kudner 3 A 

Princess Pat (Cosmetics) Gale & Pietsch 14 NBC 

Procino-Rossi (Macaroni Products) Ed Wolff & Associates 3 P 

Procter & Gamble (Barsalou Soap) Compton Advertising CBC French Network, 

number of stations not listed 

Procter & Gamble (Camay Soap) Pedlar & Ryan 58 NBC; 26 CBS; 17 NBC; 

-| .til '■fSJjl** | ,] 7 California Radio System; 7 P 

Procter & Gamble (Chipso) Pedlar & Ryan 30 NBC; 25 CBS; 11 CBS; 

27 CBC; 3 CBC; 4 California Radio System 

Procter & Gamble (Crisco) Compton Advertising. . .22 CBS; 42 CBS; 71 NBC 

Procter & Gamble (Dash) Pedlar & Ryan 5 CBS and Spot 

Procter & Gamble (Dreft) Blackett-Sample-Hummert...45 NBC and Spot; 1 P 



Key: All numerals (except 5M, which signifies five-minute programs) indicate num- 
ber of stations purchased. NBC, CBS, and Mutual indicate the three major networks. 
A - announcements. P = full-length programs. CBC = Canadian Broadcasting Corp. 
PP _ participating program. 

199 



825 RADIO ACCOUNTS— Continued 

Sponsor Agency Time Purchases 

Procter & Gamble (Drene) H. W. Kastor & Sons 50 and 31 NBC; 59 CBS 

Procter & Gamble (Ivory Soap, Flakes, 

Snow) Compton Advertising 22 CBS; 15 NBC; 32 

CBS; 20 NBC; 19 NBC; CBC French Network, 
number of stations not listed 

Procter & Gamble (Lava) Blackett-Sample-Hummert 31 NBC; 3 A 

Procter & Gamble (Oxydol) Blackett-Sample-Hummert 63 NBC; 26 CBS 

and Spot; 14 CBS; 143 NBC and Spot; 2 P; 7 P; 
5 P; 6 P; 15 News; 3 A 

Procter & Gamble (Teel) H. W. Kastor & Sons 39 NBC 

Procter & Gamble (Teel, Drene) H. W. Kastor & Sons 59 CBS 

Procter & Gamble (White Naphtha) . . . Compton Advertising 58 NBC 

Provincial Transport Stevenson & Scott 2 A 

Prudential Insurance Co. of America . . Benton & Bowles 49 CBS 

Pure Gold Mfg., Ltd Cockfield, Brown 5 P 

Pure Oil Leo Burnett 11 CBS; 41 CBS 

Purina Mills James Fisher 5 P 

Quaker Oats Ruthrauff & Ryan 60 NBC; 37 NBC; Spot, 

number of stations not listed 
Quaker Oats (Ful-O-Pep Commercial 

Feeds) Benton & Bowles — Chicago 16 P 

Quaker Oats (Quaker Farina) Benton & Bowles — Chicago 4 Mutual 

Quaker Oats (Puffed Wheat & Rice) . . . Sherman K. Ellis 20 NBC; 64 NBC; 5 A 

Quality Biscuit (Princess Crackers) .... Sherman K. Ellis 2 P 

Railway Express Agency Caples Co 46 A 

Ralston Purina (Purina Feeds) Gardner Advertising 94 P 

Ralston Purina (Ralston Cereal) Gardner Advertising 24 NBC 

Ralston Purina (Ry-Krisp) Gardner Advertising 35 NBC 

Ralston Purina (Shredded Ralston) Gardner Advertising 7 CBS Pacific; 61 NBC 

Ramsdell, Inc. (Sulphur Cream) Wm. Irving Hamilton 2 Mutual 

Regional Advertisers (Gas Companies) . McCann-Erickson 17 NBC 

Reid, Murdoch (Monarch Finer Foods) . Rogers & Smith 71 A 

Reliable Floor Co Bennett, Snow & Walther 15 PP 

Remington Rand (Portable Type- 
writers) Franklin Bruck 30 News 

Reynolds Health Offices Allied Advertising Agencies 4 P 

R. J. Reynolds Tobacco (Camel Ciga- 
rettes) William Esty yl CBS; 90 CBS 

R. J. Reynolds Tobacco (George Wash- 
ington Smoking Tobacco) William Esty 15 A 

R. J. Reynolds Tobacco (Prince Albert 

Tobacco) William Esty IP 

Rhode Island Ice Co Arthur Braitsch 4 A 

Rhythm Step Shoes Ruthrauff & Ryan P; number of stations not 

listed 

Richardson & Robbins (Boned Chicken).. Charles W. Hoyt 5 NBC 

Richfield Oil Hixson-O'Donnell 7 NBC Pacific 

Richfield Oil of N. Y Sherman K. Ellis 30 A; 1 News 

Richman Bros. (Clothes) McCann-Erickson 7 Mutual plus 2 Spot; 13 A; 

1 News; 1 Sports; 1 News Flashes; 2 5M 

Rio Grande Oil Hixson-O'Donnell 3 CBS Pacific 

Riverbank Canning Klinger Advertising 10 P 

Robin Hood Flour Mills James Fisher 9 P 

J. W. Robinson Co. (Department Store).. Mayers Co 4 A 

Rockwood & Co. (Pecan Feast) Federal Advertising Agency 7 A 

Roller Derby Malcolm-Howard 21 Trackside Broadcasts 

Roma Wine Co Cesana & Associates 15 Mutual; 4 A 

Roxy Clothes Peck Advertising 4 P & A 

Royal Lace Paper Works (Roylies) Lawrence C. Gumbinner 12 P 

Royal Typewriter Co Buchanan & Co 23 P & A 

Rudolph Bros. (Jewelry Chain) Leighton & Nelson 2 A 

Ruppert's Beer Lennen & Mitchell 1 P; 1 Sports 

Ryde & Co. (Feed) Presba, Fellers & Presba 5 A 

200 



825 RADIO ACCOUNTS— Continued 

Sponsor Agency Time Purchases 

St. Petersburg Chamber of Commerce. . Griffith Advertising Agency 6 A 

Sally's Fur Studio Hammer Advertising Agency 2 P; 6 A 

Sal-Ro-Cin Lou Sterling & Associates 2 P 

Sales Affiliates (Loxol Oil Shampoo 

Tint) Milton Weinberg 2 CBS Pacific 

Santa Monica Land & Water Co Chet Crank 3 A 

Saratoga Race Track Leighton & Nelson 6P&A 

Sargent & Co Fairall & Co 8 5M 

F & M Schaefer Brewing BBD&O IP 

Joseph Schlitz Brewing Needham, Louis & Brorby 1 P; 1 A 

Scholl Mfg. Co Donahue & Coe 12 A 

Dr. Scholl's Foot Comfort Shops Presba, Fellers & Presba 15 A & 5 M 

Scott Furriers Hammer Advertising Agency 6 A 

Scott Paper (ScotTowels) J.Walter Thompson..7 PP, Yankee Network; 36 PP 

Wm. S. Scull (Boscul Tea & Coffee) . . . Ward Wheelock 9 News; 4 A 

Sealtest McKee & Albright 59 P, successively 37 

NBC and CBS, plus 22 spot 

Sears, Roebuck Blackett-Sample-Hummert 47 P 

Sears, Roebuck Henry J. Kaufman 4 A 

Sears, Roebuck Department Stores of 

California Mayers Co 2 P; 3 A 

Seeck & Kade (Pertussin) J. Walter Thompson 1 A 

Sego Milk Products Gillham Advertising Agency 2 P; 1 P 

Serutan Austin & Spector 6 News 

Servel, Inc. (Electrolux) BBD&O 32 NBC 

Seven-up Bottling Co Allied Advertising Agencies 5 A 

Seven-Up Bottling Co Russel M. Seeds 4 Mutual 

Sherwin-Williams (Paints) Warwick & Legler 55 NBC 

Shwayder Bros Ruthrauff & Ryan. . . .Spot; number of stations 

not listed 

Sidles Co Fairall & Co 2 A 

Signal Oil (Gas, Oil, Tires, Accessories).. Barton A. Stebbins 12 NBC Pacific 

Silver Springs Griffith Advertising Agency 3 A 

Simmons Co Cockfield, Brown 10 A (Canada ) 

Simmons Hardware Co Anfenger Advertising Agency 15 A 

Sinclair Refining Federal Advertising Agency ... 14 News & Sports 

Sitroux Co. (Facial Tissues) Franklin Bruck 3 P 

Skelly Oil Blackett-Sample-Hummert..29 CBS and Spot; 24 P 

Slide Fastener (Talon) G. Lynn Sumner 2 Mutual 

Allen Smith & Co. (White Lily Flour). . Tucker Wayne 3 A 

Socony- Vacuum Oil N. W. Ayer 23 Baseball, Colonial & Michigan 

Networks plus WKBZ 

Socony-Vacuum Oil J. Sterling Getchell 6 P, Yankee Network; 

35 play-by-play Baseball; 5 News; 2 Sports; 1 
News & Sports 
Southern Dairies (Ice Cream, Dairy 

Products) McKee & Albright 18 A 

Spaide Shirt Co Carr Liggett 1 A 

Sperry Flour (Drifted Snow Home Per- 
fected Flour) Westco Adv 6 NBC Pacific 

Sperry Flour (Pancake & Waffle Flour). Westco Adv. ..6 NBC Pacific; PP, 5 NBC Pacific 

Sperry Flour (Wheat Hearts) Westco Adv 6 NBC Pacific 

Sportsman's Show Arthur Braitsch 8 A 

J. Wycliffe Stack (Furniture) Allied Advertising Agencies 10 P & A 

Stadler Products Ohio Advertising Agency 2 A 

Stanback Co. (Headache Powders) J. Carson Brantley 70 A; 40 P; 20 News 

Stanco (Nujol, Mistol, Flit, Daggett & 
Ramsdell) McCann-Erickson 10 P; 4 P; 10 A 

Key: All numerals (except 5M, which signifies five-minute programs) indicate num- 
ber of stations purchased. NBC, CBS, and Mutual indicate the three major networks. 
A = announcements. P = full-length programs. CBC = Canadian Broadcasting Corp. 
PP = participating program. 

201 



825 RADIO ACCOUNTS— Continued 

Sponsor Agency Time Purchases 

Standard Brands (Chase & Sanborn) . . . J. Walter Thompson 88 NBC 

Standard Brands (Fleischmann Foil 

Yeast) J. Walter Thompson 53 NBC; 5 NBC Pacific 

Standard Brands (Royal Baking Pow- 
der) McCann-Erickson 3 P 

Standard Brands (Royal Desserts) J. Walter Thompson 4 P 

Standard Brands (Royal Desserts, 

Fleischmann Foil Yeast) J. Walter Thompson 51 NBC 

Standard Brands (Tender Leaf Tea) . . . J. Walter Thompson 77 NBC 

Standard Candy (Belle Camp Choco- 
lates) C. P. Clark 5 P 

Standard Furnace & Supply Bozell & Jacobs 3 A 

Standard Oil of California McCann-Erickson 5 NBC; 13 NBC; 12 Time 

Signals 

Standard Oil of N. J. (Esso) Marschalk & Pratt 34 News 

Standard Oil of Ohio McCann-Erickson 5 A; 5 News 

Star Brewery Ruthrauff & Ryan Spot; number of stations 

not listed 

State Theatre, Inc Hammer Advertising Agency 4 P & A 

Steelcote Benison Co 12 A 

Stein's (Men's Clothes) Allied Advertising Agencies 10 A 

Sterling Brewers Ruthrauff & Ryan Spot; number of stations 

not listed 

Stewart & Ross Ralph H. Jones 21 A 

Stewart-Warner (Alemite, Refrigera- 
tors, Radios) Hays MacFarland 31 NBC 

Stokely's Tomato Juice Raymond R. Morgan 34 P 

E. V. Stratton Corp. (Autos) Leighton & Nelson 4 A 

Stroh Brewery Zimmer-Keller 7 A, Michigan 

Radio Network; 2 A 

S. Stroock & Co Weill & Wilkins 6 News 

Studebaker Corp Roche, Williams & Cunnyngham 77 P 

R. G. Sullivan Broadcast Advertising 10 A 

Sun Valley Lodge Caples Co 1 A 

Sunset Oil Pacific Market Builders 4 P 

Sussman, Wormser (S & W Fine Foods)..Emil Brisacher & Staff 9 NBC; 8 CBS 

Sweet Candy Co Gillham Advertising Agency 4 P 

Sweets Co. of America (Tootsie Rolls). .Biow Co 3 Mutual 

Swift & Co. (Sunbrite Cleanser) Stack-Goble 55 NBC 

Tasty east Peck Advertising 6P&A 

Taugney McGinn Hotels Fairall & Co 4 A 

Tegge-Jackman Cigar Co MacManus, John & Adams 5 A 

Terre Haute Brewing (Champagne Vel- 
vet Beer) Arbee Agency 3 News 

Texas Co. (Texaco Petroleum Prod-!**!- | 

uc ts) Buchanan & Co 96 CBS; 153 P 

Texas Co. of Canada Mackay & Savary 6 News 

Thermo Air-Conditioning Institute R. H. Alber 25 P 

Thermo Air-Conditioning Institute Critchfield & Co 37 P & 5M 

Tide Water Associated Oil Lennen & Mitchell. ... 17 News, Yankee Network 

Tide Water Associated Oil Lord & Thomas Football, Basketball and 

Track on majority of coast stations; 7 A 

Tillamook County Creamery Botsford, Constantine & Gardner. .5 NBC Pacific 

Time, Inc. (Time, Life, Fortune) BBD&O 30 NBC 

Treesweet Orange Juice Raymond R. Morgan. 2 5M 

Trems Kelly, Stuhlman & Zahrndt 2 A 

Tuckett', ' Ltd. (Cigarettes) MacLaren Advertising Agency 13 P 

Tuckett, Ltd. (Cigarettes, Tobacco) MacLaren Advertising Agency 9 News 

Uncle Sam Breakfast Food Bozell & Jacobs 5 A 

Union Biscuit (Princess Biscuits) Gardner Advertising 3 P 

Union Oil N. W. Ayer 11 NBC Pacific; 10 NBC Pacific 

Union Pacific Railroad Caples Co 70 P; 16 P 

Union Pacific Railroad Raymond R. Morgan 29 P 

202 



825 RADIO ACCOUNTS— Continued 

Sponsor Agency Time Purchases 

United Chemical (Big Five Cleanser) . . Stevenson & Scott 5 A 

United Drug (Bisma-Rex) Calkins & Holden 2 A 

United Drug (Bisma-Rex and others). . Ronalds Advertising Agency 39 A 

United Factories (Oil Burners) Presba, Fellers & Presba 5 A 

United States Bakery Mac Wilkins & Cole 2 Mutual; 1 P 

U. S. Bedding Co McCord Co 18 A 

U. S. Rubber Campbell-Ewald of N. Y 82 CBS 

United States Shoe Corp Stockton, West, Burkhart A & 5M (placed 

by dealers) 

U. S. Tire Dealers Mutual Corp Campbell-Ewald of N. Y., New York 85 CBS 

Unity School of Christianity R. H. Alber 2 P 

Universal Credit McCann-Erickson 7 A 

Utah Oil Refining (Vico Motor Oil, Pep 

88 Gasoline) Gillham Advertising Agency 2 A 

Utica Club Beer Compton Advertising News & Baseball; num- 
ber of stations not listed 

Utilities Engineering Institute First United Broadcasters 45 P 

VBEV Austin & Spector ,1 P; 6 5M 

Vadsco Sales XQuinlax) Lawrence C. Gumb inner 24 Mutual and Spot 

Vadsco Sales Corp Albert M. Ross 20 Mutual; 6 Mutual 

Van Camp Pork & Beans Raymond R. Morgan 56 P 

Vanette Hosiery Mills Grant Advertising 12 NBC 

Vermont Transit Co Hays Advertising 5 P 

Vick Chemical (Vapo Rub, Va-tro-nol, 

Cough Drops) Morse International 57 NBC; 1 P 

Vocational Service Critchfield & Co 3 P & 5M 

Wadhams Oil Scott-Telander 2 Sports P; Sports (one or 

more stations, depending on event) 

Waitt & Bond (Cigars) BBD&O P; number of stations not listed 

Walker Remedy Weston-Barnett 17 A 

Henry K. Wampole (Cod Liver Extract, 

Hygeol) Ronalds Advertising Agency 29 A 

Wander Co. (Ovaltine) Blackett-Sample-Hummert 36 NBC and Spot; 

10 NBC and Spot 

Ward Baking (Ward's Bread) Sherman K. Ellis 14 NBC; 6 P; 17 A 

Warner Bros. Theatres Stodel Advertising 8 A 

Wm. R. Warner (Sloan's Liniment) James Fisher 12 A 

Wm. R. Warner (Sloan's Liniment) Warwick & Legler 45 NBC 

F. B. Washburn Candy Corp Bennett, Snow & Walther 2 A 

G. Washington Coffee Refining Cecil & Presbrey 7 NBC 

G. Washington Coffee Refining Warwick & Legler 7 NBC 

Frances Waterman, Inc Arthur Braitsch 4 A 

R. L. Watkins (Dr. Lyon's Toothpow- 

der) Blackett-Sample-Hummert 35 NBC; 

32 NBC; 23 NBC; 4 P; 1 P 

Webb's Seeds Ardiel Advertising Agency 2 P 

Webster-Eisenlohr N. W. Ayer 4 P, TQN; 1 Sports Quiz; 2 News 

Welch Grape Juice H. W. Kastor & Sons 51 NBC 

Wesson Oil & Snowdrift (Blue Plate 

Foods) Fitzgerald Advertising Agency 3 P 

Wesson Oil & Snowdrift (Scoco) Fitzgerald Advertising Agency 11 P & 

Time Signals 
Wesson Oil & Snowdrift (Snowdrift). .. Fitzgerald Advertising Agency... 1 Time Signals 
Wesson Oil & Snowdrift (Wesson Salad 

Oil) Calkins & Holden .7 NBC Pacific; 1 P 

Dr. West's Toothpaste Austin & Spector 3 P 

Western Auto Supply Dan B. Miner 4 P 

Western Grocer Co Coolidge Advertising 6 P 



Key: All numerals (except 5M, which signifies five-minute programs) indicate num- 
ber of stations purchased. NBC, CBS, and Mutual indicate the three major networks. 
A = announcements. P = full-length programs. CBC = Canadian Broadcasting Corp. 
PP = participating program. 

203 






825 RADIO ACCOUNTS— Continued 

Sponsor Agency Time Purchases 

Westinghouse Electric & Mfg Fuller & Smith & Ross 84 NBC; 79 NBC 

Weybosset Markets Arthur Braitsch 3 A 

Wheatena CM. Rohrabaugh 12 Mutual 

Wheeling Steel Corp Critchfield & Co 23 Mutual 

Whitcomb Sulphur Springs Hotel First United Broadcasters 10 A 

White King Soap Raymond R. Morgan 56 A, Don Lee & 

Arizona Networks; 2 P 

White Laboratories (Feen-A-Mint) William Esty 300 A 

Whiting Milk Co Ingalls Advertising Agency 10 A & PP 

Willard Talbet Co First United Broadcasters 17 P 

J. B. Williams Co. (Glider and Williams 

Shaving Cream) J. Walter Thompson 12 Mutual; 44 NBC; 1 P 

Williams SLK Laboratories (Williams 

Formula, RUX, Gasa Tablets) . ... General Advertising Agency 12 P 

Wilmington Transportation Co. (affiliate 

of Wm. Wrigley, Jr., Co.) Neisser-Meyerhoff 6 CBS 

Wilshire Oil (Polly Gas, Polly Penn 

Motor Oil) Dan B. Miner 2 NBC Pacific; 3 P; 1 News 

Winter & Co. (Musette Pianos) Samuel C. Croot 2 Mutual 

Wise 'Shoes Peck Advertising 4 P & A 

Wizard Products First United Broadcasters 2 A 

Wonder Lake Syndicate Critchfield & Co 3 P 

John H. Woodbury (Soap, Cream, Pow- 
der) Lennen & Mitchell 69 NBC 

Wm. Wrigley, Jr., Co. (Wrigley Gum) . .Neisser-Meyerhoff 72 CBS 

Wm. Wrigley, Jr., Co. (Wrigley Gum) . .Neisser-Meyerhoff 46 CBS 

Wm. Wrigley, Jr., Co. (Doublemint 

Gum) Frances Hooper 67 CBS; 109 CBS 

Rudolph Wurlitzer (Musical Instru- 
ments) Schwimmer & Scott 12 P 

Wyeth Chemical Co Blackett-Sample-Hurnmert 1 P 

Wyeth Chemical (Hill's Cold Tablets) . . Blackett-Sample-Hummert 30 NBC 

Wyeth Chemical (Hill's Nose Drops) . . . Blackett-Sample-Hummert 32 CBS 

Yellow Cab Co Rufus Rhoades 2 Mutual; 2 P 




mz> 



204 



ADVERTISING AGENCIES 

Ml major agencies on whose activities and accounts information was avail- 
able, are included in the following list. The period covered is from June 1, 1938, 
to June 1, 1939. 

Characteristically, the problem of terminology — an old industry problem — has 
faced the editors in compiling this information. The solution (or what is hoped 
to be such) was attempted along the lines of greatest simplicity. Thus, ''spot" 
is here taken to mean time purchases by national and regional advertisers over 
individual stations (as opposed to network broadcasting). "Local" means time 
purchases by strictly local advertisers. Abbreviations are deemed self-explana- 
tory, but may be checked against the key to the cross-index (foregoing section 
in this volume) if difficulties arise. 

Again, the reader should bear in mind that the number of stations accredited 
network accounts is apt to vary in various sections of this book. The reason 
for this slight divergence is due to : 1 ) differences in the time of gathering infor- 
mation; 2) differences in sources of information; and 3) the continual changes 
in size of hook-ups. 



ADVERTISING ARTS AGENCY, Security 
Bldg., 510 S. Spring St., Los Angeles, 
Calif.; MI 3884. Manager: Paul R. Winans. 
Space Buyer: Arthur C. Richards. Writer: 
Stella M. Lauch. Radio Director: Arthur 
C. Richards. Local: Buyers & Sellers 
Blackboard (ann-1); Farmers Market 
(pgm-1); Forrest Stove Works (pgm, 
ann-1); Benjamin Franklin Life Assur- 
ance Co. (ann-1); Inglewood Park Ceme- 
tery Association (pgm-1); Dr. Francis 
King (ann-1); Nu-Enamel Paint Corp. 
(pgm-1); Pasadena Playhouse (ann-1); 
Rosicrucian Fellowship (pgm-1); Sah- 
uara Chemical Co. (pgm-1); Slavick 
Jewelry Co. (pgm, ann-2); Superior 
Macaroni Co. (pgm-1). 

R. H. ALBER CO., 458 Chamber of Com- 
merce Bldg., Los Angeles, Calif.; Pros- 
pect 3331. Owner: R. H. Alber. Radio 
Director, Talent Buyer: R. H. Alber. 
Spot Time Buyer: Pauline Hagen. Net- 
work and National Spot: Gospel Broad- 
casting Association (Mutual and spot 
pgm-80). Spot: Hemphill Diesel Schools 
(pgm-20); Thermo Air-Conditioning In- 
stitute (pgm-25); Unity School of Chris- 
tianity (pgm-2). Local: Gaffers & Sat- 
tler for Gas Ranges (5 mins-1); Schaefer 
Hat Works (ann-6); Washington Furni- 
ture Co. (ann-2). 

DOUGLASS ALLEN & LELAND DAVIS. 

See Allen, Heaton & McDonald, Inc. 

EARL ALLEN CO., 638 Insurance Bldg., 
Omaha, Nebr.; HA 3241. President: Earl 
H. Allen. Vice-Presidents: Milton H. 
Reynolds, Richard Cole. Radio Directors: 



Robert Savage, Earl H. Allen. Spot Time 
and Talent Buyer: Earl H. Allen. Re- 
gional: Petersen Baking Co. (pgm-5). 
Local: Nebraska Consolidated Mills 
(pgm-4)j E. M. Peet Mfg. Co. (pgm-3); 
Economy Housing Co. (pgm-1); J. C. 
Robinson Seed Co. (pgm-2, ann-2); Evans 
Laundry Co. (ann-2); Kimball Laundry 
Co. (ann-2); Boyer Lumber & Coal 
(ann-2); Byron Reed Co. (ann-1); Hotel 
Hill (ann-3); Pioneer Glass & Paint 
Co. (ann-1); Nebraska Bankers Assn. 
(ann-10); Omaha Tanning Co. (ann-1); 
Roberts Dairy Co. (ann-2); Zoric Com- 
bination Advertising (ann-2). 

ALLEN, HEATON & McDONALD, INC. 

(formerly Douglass Allen & Leland 
Davis), 1001 Enquirer Bldg., Cincinnati, 
O.; Cherry 3414-15. President: Douglass 
M. Allen. Vice-Presidents: Donald Mc- 
Donald, Ralph Heaton. Secretary: Jose- 
phine Quigley. Treasurer: Templeton 
Briggs. Radio Director: Douglass M. 
Allen. Spot: KenRad Tube & Lamp 
Corp. (pgm-1); Look Magazine (news-1). 

ALLIED ADVERTISING AGENCIES, 4354 
W. Third St., Los Angeles, Calif.; Drexel 
7331. Owner: W. F. Gardner. Manager: 
Walter McCreery. Production Director: 
Mel Roach. Radio Director: Mel Roach. 
Branch Office: 525 Market St., San Fran- 
cisco (Douglas 7018); Robert O. Davis, 
manager. Spot: Stein's Men's Clothes 
(ann-10); Reynolds Health Offices (pgm- 
4); Cambria Development Co. (news, 
ann-6); J. Wy cliff e Stack, Furniture 
(pgm, ann-10); Seven-Up Bottling Co. 
(ann-5). Local: Star Outfitting Co. 



205 



ADVERTISING AGENCIES— Continued 



(pgm-2); Pridham Davis, Optometrist 
(time signals-1); Zinsmaster Baking Co. 
(pgm-1). 



ANFENGER ADVERTISING AGENCY, 
INC., 1706 Olive St., St. Louis, Mo.; 
Chestnut 6380. President: E. D. Winius. 
Vice-Presidents: G. G. Hertslet, J. D. 
McEwen. Secretary, Treasurer: H. C. 
Schmidt. Radio Director, Continuity 
and Script Buyer: Richard L. Scheid- 
ker. Spot Time Buyer: M. O. Launch. 
Talent Buyer: R. G. Swarting. Branch 
Office: 1014 Canal Bank Bldg., New 
Orleans (Magnolia 4920); Meyer Sacks, 
vice-president. Spot: David G. Evans 
Coffee Co. (pgm-1, ann-2); Godefroy 
Mfg. Co. (pgm-1, ann-2); Jackson Brew- 
ing Co. (sports-10, news-2, pgm-4, 
ann-15); Hotel Jefferson (ann-40); E. 
Myers Lye Co. (ann-8); Barton Mfg. Co. 
(ann-32); Simmons Hardware Co. (ann- 
15); Seven-Up Bottling Co. (pgm-1, 
ann-1); The Reardon Co. (ann-40). Local: 
American Packing Co. (pgm-1, ann-1). 



ARBEE AGENCY, INC., Advertising Arts 
Bldg., Terre Haute, Ind.; C 5017-18. 
President: W. Rex Bell. Vice-President: 
W. W. Bell. Secretary: W. L. Smith. 
Art Director: P. E. Mead. Spot Time 
Buyer: W. L. Smith. National Spot: 
Hulman & Co. for Clabber Girl Baking 
Powder (ann-26); Terre Haute Brewing 
Co. for Champagne Velvet Beer (news- 
3). Local: Merchants National Bank of 
Terre Haute (ann-1); Smith Alsop Paint 
& Varnish Co. (news-1). Writers: 
Duane Wanamaker, W. L. Smith (Clab- 
ber Girl Baking Powder), Ruth Morton 
(Merchants National Bank, Smith Alsop 
Paint & Varnish), George Jackson 
(Terre Haute Brewing). Producers: 
Duane Wanamaker, W. L. Smith. 



ARDIEL ADVERTISING AGENCY, LTD., 

143 Wellington St., W., Toronto, Ont.; 
AD 4995. President: Lome Ardiel. Vice- 
President: Robert E. Ardiel. Radio Di- 
rector, Spot, Talent, Continuity and 
Script Buyer: Clark Wright. Branch 
Offices: 1016 Colborne St., W., Oakville, 
Canada (Oakville 1016); W. A. Chant, 
manager. Bank of Toronto Chambers, 
James St., Hamilton, Canada (Hamilton 
2-8524); S. P. Westaway, manager. Spot: 
National Fertilizers (pgm-4); Webb's 
Seeds (pgm-2); Dr. Chase Medicine Co. 
(ann-16); Alvinorr Products (ann-3). 
Local: Hamilton Pure Milk Co. (pgm-1); 
R. B. Hill Co. (pgm-1). Writers: Wil- 
liam Edwards (Dr. Chase Medicine Co.); 
M. E. Hampson (Hamilton Pure Milk 
Co.); Rex Frost (National Fertilizers). 



AUBREY, MOORE & WALLACE, INC., 

230 N. Michigan Ave., Chicago; Ran- 
dolph 0830. President: James T. Au- 
brey. Vice-President, Treasurer: John C. 
Moore. Vice-President: L. T. Wallace. 
Radio Directors, Talent Buyers: J. T. 
Ainley, J. H. North. Spot Time Buyer: 
J. H. North. Network: Campana Sales 
Co. (CBS-56). Spot: International Har- 
vester Co. (ann-83, pgm-4, news-16); 
Edward J. Funk & Sons (pgm-1, ann-2). 
Local: Chicago Motor Club (pgm-1, 
news-1); Kester Solder Co. (pgm-1). 

AUSTIN & SPECTOR CO., INC., 32 East 
57th St., New York City; EL 5-1270. 
President: Raymond Spector. Vice- 
President: Alvin Austin. Secretary: 
Emil Mogul. Radio Director: Emil 
Mogul. Spot Time Buyer: Genevieve G. 
Conover. Network: Journal of Living 
(Mutual-6). Spot: Serutan (news-6); 
VBEV (pgm-1, 5 mins-6); Dr. West's 
Toothpaste (pgm-1, pgm-2); Maryland 
Baking Co. (pgm-121); Gum, Inc. (ann- 
3); Chateau Martin Wine (pgm-2, news- 
2, ann-2); Barney's (news-2, pgm-3, 
ann-6); Pilot Radio Corp. (news-1); 
Look Magazine (news-2). Writers: Nor- 
man Brokenshire (VBEV), Victor H. 
Lindlahr (Journal of Living). 

N. W. AYER & SON, INC., W. Washington 
Square, Philadelphia, Pa.; Lombard 0100. 
President: Harry A. Batten. Directors: 
William M. Armistead, Clarence L. Jor- 
dan, Gerold M. Lauck, Adam Kessler, 
Jr., Frank L. Scott, Jr., Thurman L. 
Barnard, George W. Cecil, John Hansel, 
Paul L. Lewis. Executive Vice-Presi- 
dents: Clarence L. Jordan, Gerold M. 
Lauck. Vice-President, Treasurer: H. 
Eugene Wheeler. Secretary: Alice P. 
Kimberline. Vice-Presidents: George W. 
Cecil. Charles T. Coiner. Frederick W 
Kurtz, Carl L. Rieker, John Hansel, 
Wesley A. Gilman, Paul L. Lewis, John 
B. Hunter, Frank J. Zink, Thomas H. 
Gilliam, Jr., James M. Wallace. Vice- 
Presidents in Charge of Radio: H. L. Mc- 
Clinton, C. H. Cottington. Branch Of- 
fices: RCA Bldg., New York City (CI 
6-0200); Edward R. Dunning and Warner 
S. Shelly, resident vice-presidents. Stat- 
ler Office Bldg., Boston (Hubbard 4970); 
E. Craig Greiner, manager. Field Bldg., 
135 S. LaSalle St., Chicago (Randolph 
3456); Sterling E. Peacock, resident vice- 
president. Russ Bldg., 235 Montgomery 
St., San Francisco (Sutter 2534); Carl J. 
Eastman, resident vice-president. Penob- 
scot Bldg., Detroit (Randolph 3800); 
Frank L. Scott, Jr., and Thurman L. 
Barnard, resident vice-presidents. 80 
Richmond St., W., Toronto, Ont. (Ade- 



206 



ADVERTISING AGENCIES— Continued 






laide 6156); John F. Graydon, resident 
vice-president. Sun Life Bldg., Mon- 
treal, Que. (Platteau 6886); Arthur G. 
White, manager. Bush House, London, 
England (Temple Bar 6611); Douglas G. 
Meldrum, manager. Dillingham Bldg., 
Honolulu, Hawaii; John E. Coonley, man- 
ager. Avenida Roque Saenz 788, Buenos 
Aires, Argentine; Thomas L. Barratt, 
manager. Edificio Sao Francisco, Paulo 
Egydio 15, Sao Paulo, Brazil; William J. 
Williamson, Jr., resident manager. Edi- 
ficio D'A Noite, Sala 614, Praca Maua 7, 
Rio De Janeiro, Brazil; Carlos Machado 
Bitencourt, manager. Network: American 
Rolling Mill Co. (NBC Blue-42); Ford 
Motor Co. (CBS-77, CBS-83); Kellogg 
Co. (NBC Blue-14). Regional: Ameri- 
can Telephone & Telegraph Co. (Michi- 
gan Radio Network-8, cut-ins on Michi- 
gan Radio Network-7); Curtice Bros, for 
Tomato Juice (participation, Yankee 
Network-7); Detroit Creamery (Michi- 
gan Radio Network plus WSPD-9; 5- 
mins. on Michigan Radio Network-9); 
Ford Motor Co. (pgm and news, Michi- 
gan Radio Network-8; announcements on 
Michigan Radio Network plus 4 stations- 
aggregate of 12); J. B. Ford Co. for 
Wyandotte Cleanser (participation, Yan- 
kee Network-7); Thomas D. Richardson 
Co. for Mints (participation. Yankee Net- 
work-7; participation-1); Webster-Eisen- 
lohr, Inc. (Texas Quality Network-4, 
sports quiz-1, news-2) ; Socony- Vacuum 
Oil Co. (baseball, Colonial Network and 
Michigan Network plus WKBZ-aggre- 
gate of 23); Kellogg Co. (Don Lee Net- 
work of 26, plus independent stations- 
aggregrate of 50; baseball on Colonial 
Network, Michigan Radio Network and 
independent stations-aggregate of 58); 
Atlantic Refining Co. for Gasoline, Oil, 
Lubrication (baseball on Colonial Net- 
work plus independent stations-aggre- 
gate of 39; football on Yankee and CBS 
New England Networks plus indepen- 
dent stations-aggregate of 74). Spot: 
Detroit Creamery (cut-ins-4, ann-6); 
Ford Motor Co. for New Cars (ann-56, 
ann-1); Ford Motor Co. for Lincoln 
Zephyr (ann-74); Ford Motor Co. for 
Mercury (ann-89); Ford Motor Co. for 
Coke (pgm-aggregate of 3, ann-1); Ford 
Motor Co., Green Island Branch (ann-2); 
Ford Motor Co., Omaha Branch (ann-3); 
Ford Motor Co., Pittsburgh Branch (ann- 
5); Ford Dealers' Association, Omaha 
(ann-6); Atlantic Refining Co., (basket- 
ball-1, sports reviews-aggregate of 4); 
Golden State Co. for Dairy Products (sta- 
tion breaks-2, ann-8); Hawaiian Pineapple 
Co. (pgm-2); Dr. Hess & Clark, Inc., for 
Fly Spray (ann-7, pgm-2); W. L. Douglas 
Shoe Co. (pgm-2, ann-2); Illinois Bell 



Telephone Co. (ann-25); Kellogg Co. 
(pgm-2). Local: American Telephone & 
Telegraph Co. (5 mins and ann-1); Ap- 
palachian Apples, Inc. (ann-1); Paul F. 
Beich Co. for Candy Bars (pgm-1); Bur- 
dett College (pgm-1); Curtice Bros. Co. 
for Tomato Juice (participation-1, par- 
ticipation-1); Ford Motor Co., Cristobal 
(Honduras) Branch (pgm-1); Ford Motor 
Co., Chester Branch (ann-1); Ford Motor 
Co., Milwaukee Branch (ann-1); Gordon 
Baking Co. for Silver Cup Bread (base- 
ball pgm-1); Honor Brand Frosted Foods 
Corp. (participation-2 ) ; Jersey Ice Cream 
Co. (pgm-1); Kirkman & Son, Inc. (5- 
mins-1); Philadelphia Coke Co. (ann-1); 
Dr. Price Flavoring Extract Co. for SPK 
(ann-1); John H. Pulh Products Co. 
(ann-1); Sheffield Farms Co. (pgm-1, 
time signals-1); Supplee - Wills- Jones 
Milk Co. (pgm-1, pgm-1). Free Lance 
Writers: Monroe Upton, Wallace Acton, 
Charles Speer, Michael Davidson, Will- 
iam Barr, Willfred G. Moore, Samuel R. 
Guard, Frank Siedel, Don Tranter, 
Aubrey Wisberg, James Frederick, Carl- 
eton Murray, H. P. Godwin, Raymond 
Sweeney, Andrew Albert, Arthur Mc- 
Caffrey, Cynthia Drew, Maurice Marks, 
Samson Gordon. Staff Writers: Meredith 
Page, G. David Gudebrod, Edward 
Schneeberg, Olive Sharman, Robert Col- 
lins. Producers, Directors: Larry Sizer, 
Les Quailey, Robert Burlen, James Peter- 
son, B. C. Herrick, R. A. Mortensen, 
Bradford Browne, William J. Reddick, 
N. E. Keesely. 

BADGER & BROWNING, INC., 75 Federal 
St., Boston, Mass.; Liberty 3364. Presi- 
dent: Joseph L. Badger. Treasurer: 
Franklin S. Browning. Vice-President: 
Clifford P. Parcher, Langley C. Keyes, 
J. Paul Hoag. Branch Office (associated 
agency): Badger & Browning & Hersey, 
30 Rockefeller Plaza, New York; Robert 
W. Hersey, president. 

BAGGALEY, HORTON & HOYT, INC., 8 

S. Michigan Ave., Chicago, 111.; State 
2154. President: W. B. Baggaley. Vice- 
Presidents: S. V. Horton, W. S. Hoyt. 
(Note: This information was not supplied 
by the agency, hence no further details 
are available.) 

BAKER ADVERTISING AGENCY, LTD., 

199 Bay St., Toronto, Ont, Canada; Ade- 
laide 2171. President: W. R. Baker. 
Vice-President: H. F. Baker. Secretary- 
Treasurer: A. M. Nisbet. Radio Direc- 
tor: R. D. Albertini. Spot Time Buyer: 
W. Nicholas. Talent, Script and Conti- 
nuity Buyers: R. D. Albertini, W. E. 



207 



ADVERTISING AGENCIES— Continued 



Trimble. Branch Office: 600 Great West 
Permanent Bldg., Winnipeg, Manitoba 
(9-2626); J. F. Horler, manager. 

BARNES & AARON, 1616 Walnut St., 
Philadelphia, Pa.; Pennypacker 0437. 
Partners: Warren S. Barnes, Maurice W. 
Aaron. Radio Director: Charles Hoban. 
Spot Time Buyer: E. S. Brown. Re- 
gional: Governor's Highway Safety 
Council, Commonwealth of Pennsyl- 
vania (news, ann-33). Local: Yellow 
Cab Co. of Philadelphia (pgm-1); South- 
ern California Fish Corp. (pgm-1); 
Philadelphia Rapid Transit Co. (ann-5); 
Hershel California Fruit Products 
(ann-1). Writer: Powers Gouraud and 
agency (Yellow Cab). 

BARNES-CHASE CO., 530 Broadway, San 
Diego, Calif.; F-7771. Partners: Norman 
R. Barnes (San Diego), Henry H. Chase 
(Los Angeles). Radio Director: David F. 
Titus (San Diego). Branch Office: 1121 
S. Hill St., Los Angeles (PR 4118). 
Local: Qualitee Dairy Products (pgm-1); 
Southern California Baking Co. (pgm-1, 
ann-1); San Diego Federal Savings & 
Loan Assn. (ann-1); Whitney & Co. 
(ann-2); Exclusive Florists, Inc. (ann-1); 
Gazosa Beverage Co. (ann-1). 

BATTEN, BARTON, DURSTINE & OS- 
BORN, INC., 383 Madison Ave., New 
York City; EL 5-5800. Chairman of the 
Board: William H. Johns. President: 
Bruce Barton. Executive Vice-President: 
A. F. Osborn. Vice-President, Treasur- 
er, Chairman of Executive Committee: 
F. R. Feland. Vice-Presidents: C. J. 
Babcock, J. C. Cornelius, A. D. Chi- 
quoine, Jr., Maurice Collette, C. L. Davis, 
J. D. Danforth, B. C. Duffy, George F. 
Gouge, L. D. Hansen, F. W. Hatch, S. P. 
Irvin, H. C. McNulty, S. W. Page, Arthur 
Pryor, Jr., W. M. Strong, Egbert White, 
R. B. Barton. Assistant Treasurer: T. 
Arnold Rau. Secretary: F. M. Lawrence. 
Assistant Secretary: H. A. Holloway. 
Radio Director: Arthur Pryor, Jr. Spot 
Time Buyer: C. E. Midgley, Jr. Branch 
Offices: Palmolive Bldg., Chicago (Su- 
perior 9201); R. B. Barton, vice-president 
in charge. Terminal Tower Bldg., Cleve- 
land (Prospect 3621); Clarence L. Davis, 
vice-president in charge. Rand Bldg., 
Buffalo, N. Y. (Cleveland 7915); Stanley 
P. Irvin, vice-president in charge. Grant 
Bldg., Pittsburgh, Pa. (Grant 8060); Leon 
D. Hansen, vice-president in charge. 178 
Tremont St., Boston (Hubbard 0430); 
Francis W. Hatch, vice-president in 
charge. Northwestern Bank Bldg., Min- 
neapolis (Atlantic 4575); J. C. Cornelius, 
vice-president in charge. Network: E. I. 
du Pont de Nemours (CBS-55); Time, 



Inc. (NBC Blue-30); Servel, Inc., for 
Electrolux Refrigerators (NBC Blue-32); 
Ethyl Gasoline (CBS-62); General Bak- 
ing for Bond Bread (CBS-27, Mutual- 
18); General Mills (CBS-24); George A. 
Hormel & Co. (CBS-24); Brown & Wil- 
liamson Tobacco for Raleigh and Kool 
Cigarettes (NBC Red-56); Household 
Finance Corp. for Loans (CBS-28); Nehi, 
Inc., for Royal Crown Cola (CBS-77); 
Penick & Ford, Ltd., for My-T-Fine 
Dessert (CBS-11). Spot and Local (fol- 
lowing clients use programs; further de- 
tails, as to number of stations, etc., not 
listed): Andresen-Ryan Coffee Co., 
Boston Edison Co., Broadway Hollywood 
Stores, Brown & Williamson Tobacco 
Corp., Central Finance Corp., Charm 
Products, L. S. Donaldson Co., P. Duff 
& Sons, E. I. du Pont de Nemours, Ethyl 
Gasoline, Fort Pitt Brewing, Gamble 
Store, General Baking, Griesedieck 
Brewing, Hecker Products, George A. 
Hormel & Co., Armstrong Cork Co., 
Household Finance Corp., Marine Trust 
Co., Mutual Savings Bank of Massachu- 
setts, Nehi, Inc., Southern New England 
Telephone Co., Standard Air Condition- 
ing, New York Telephone Co., Waitt & 
Bond, Western Savings Bank. Local: 
F. & M. Schaefer Brewing (pgm-1); 
Massachusetts Savings Bank Association 
(pgm-2). Writers: Homer Fickett, Wil- 
liam Spier, Frank Linder (Time, Inc.), 
Homer Fickett, John Driscoll (du Pont), 
Herbert Sanford (Raleigh and Kool), 
William Spier, Frank Linder, Kirk Alex- 
ander (Ethyl Gasoline), David White 
(Schaefer Brewing), Kenneth Webb, 
David White, Homer Fickett (Nehi, Inc.), 
Kenneth Webb, John Martin (Armstrong 
Cork Co.), Irving Mitchell, John Martin 
(My-T-Fine Dessert). 

BAYLESS-KERR CO., 1164 Hanna Bldg., 
Cleveland, O.; Main 0917. President, 
Treasurer: H. D. Kerr. Vice-Presidents: 

R. S. Rimanoczy, Walter Butcher. Sec- 
retary: Neville Bayless. Member of 
Board: W. N. Bayless. Directors of All 
Radio Activities: R. S. Rimanoczy, Wal- 
ter Butcher, Neville Bayless. Spot: 
Pocahontas Fuel Co. for O-P Stoker 
(pgm-3). 

THE BENISON CO., LTD., Canada Cement 
Bldg., Montreal, Que., Canada; PL 6666. 
President: Lionel Benison. Secretary, 
Treasurer: D. E. Pearce. Director of All 
Radio Activities: D. E. Pearce. Branch 
Offices: Imperial Bank Bldg., Toronto, 
Ont. (Adelaide 2301), E. V. Hammond, 
director. 675 W. Hastings St., Vancouver. 
B. C, Volney Irons, director. Spot: 
Crown Diamond Paint (ann-10); Nox 
Laboratories (pgm-10); Steelcote 



208 



ADVERTISING AGENCIES— Continued 



(ann-12); Krim Ko (ann-6); Direct Mer- 
chandising Companies (ann-8). Local: 
McGill Cigarettes (pgm-1); Lanzette 
Laboratories (ann-1); Coty Perfumes 
(ann-2); Norman G. Cull (pgm-1); Im- 
perial Optical Co. (pgm-2); Forest Lawn 
Memorial Park (pgm-1); Harvey & 
Riach (pgm-1); Shanahan's, Ltd. (ann-1); 
Kik Co. (pgms-1); Laurel Dairy (ann-2). 

BENNETT & SNOW, INC. See Bennett, 
Snow & Walther, Inc. 

BENNETT, SNOW & WALTHER, INC. 

(formerly Bennett & Snow, Inc.), 234 
Boylston St., Boston, Mass.; KEN 3820. 
President: Cory Snow. Vice-President: 
Nelson Bennett. Vice-President, Assist- 
ant Treasurer: Fred P. Walther. Treas- 
urer: Royal W. Leith. Radio Directors, 
Spot Time, Talent, Continuity and Script 
Buyers: Nelson Bennett, Fred P. Walther. 
Spot: Reliable Floor Co. (participation — 
15); Minard Co. (pgm-1); F. B. Wash- 
burn Candy Corp. (ann-2). Local: Ar- 
nold Tours (ann-1). Writers: Kasper- 
Gordon Studios. Producers: Kasper- 
Gordon Studios, Gretchen McMullen. 

BENTON & BOWLES, INC., 444 Madison 
Ave., New York City; WI 2-0400. Chair- 



man of the Board: Chester Bowles. Pres- 
ident: A. W. Hobler. Executive Vice- 
President: James S. Adams. Vice-Presi- 
dent, General Manager: James G. Rogers, 
Jr. Vice-President: Tom Revere. Radio 
Director: Tom Revere. Radio Business 
Manager: William J. Fagan. Network: 
General Foods for Diamond Crystal Salt 
(CBS-15), for Maxwell House Coffee 
(NBC Red-83), for Huskies (CBS-75), 
for Post Toasties (CBS-68); Continental 
Baking for Wonder Bread and Hostess 
Cake (CBS-48, CBS-43); Colgate-Palm- 
olive-Peet for Super Suds (CBS-73), for 
Palmolive Soap (CBS-73), for Colgate 
Dental Cream (CBS-59), for Palmolive 
Shave Cream (CBS-46); Prudential In- 
surance Co. of America (CBS-49). Spot: 
General Foods for Post 40% Bran 
Flakes (pgm-15), for Huskies (pgm-8). 
Local: General Foods for Maxwell House 
Coffee (pgm-1); Best Foods for Nucoa 
(news-1). 

BENTON & BOWLES-CHICAGO, INC., 919 

N. Michigan Ave., Chicago, 111.; Dela- 
ware 8000. President: Stuart Sherman. 
Vice-Presidents: Arthur F. Marquette, 
Edward Aleshire. Radio Director: Ed- 
ward Aleshire. Network: Colgate-Palm- 
olive-Peet for Colgate Toothpowder 



BENTON & BOWLES-CHICAGO, INC 

Complete Advertising Agency Service 

NOW PLACING 



STEPMOTHER 5 ' 



WE, THE WIVES" 



Daytime dramatic serial for Colgate New interview program for Quaker 
Tooth Powder. CBS — Monday Farina. Mutual network — Sunday 
through Friday. afternoons. 



"THE MAN ON THE FARM" 

Farm interviews for Quaker Oats, 
Ful-O-Pep Feeds. 15 stations, origi- 
nating WLS — Saturday noons. 



"SPORTSMEN'S SPECIAL" 

30- Minute Variety program for Fit- 
ger's Nordlager Beer. Northwest 
network — Friday nights. 



Transcribed dramatized spots on 57 stations for 
Dr. Caldwell's Laxative 

919 NORTH MICHIGAN AVENUE CHICAGO, ILLINOIS 



209 



ADVERTISING AGENCIES— Continued 



(CBS-26); Quaker Oats Co. for Quaker 
Farina (Mutual-4). Spot: Quaker Oats 
Co. for Ful-O-Pep Commercial Feeds 
(pgm-16); Colgate-Palmolive-Peet for 
Vel (ann-4); Dr. W. B. Caldwell for Dr. 
Caldwell's Laxative (ann-50); Fitger 
Brewing Co. for Fitger's Nordlager Beer 
(pgm-5). 

BERMINGHAM, CASTLEMAN & PIERCE, 

136 East 38th St., New York City; Le 
2-7550. President: Arch Bermingham. 
Executive Vice-President, General Man- 
ager: Stewart Wark. Secretary, Treas- 
urer: Winston Hagen. Radio Director: 
George C. Castleman. Network: Griffin 
Mfg. Co. (CBS-45). National Spot: Grif- 
fin Mfg. Co. (pgm, news, ann-25); Frank 
H. Lee Co. (pgm-1); Conti Products Co. 
(ann-3). 

LEE S. BIE SPIEL ADVERTISING 
AGENCY, 664 N. Michigan Ave., Chicago, 
111.; Delaware 1816. President, General 
Manager: Lee S. Biespiel. Art Director: 
Richard Olar. Production Manager: M. 
Ronayne. Director of All Radio Activi- 
ties: Lee S. Biespiel. Spot: W. H. Bar- 
ber Co. (ann-5). Local: Bulk Service 
Stations, Inc. (pgm-2, ann-1). 

THE BIOW CO., INC., 9 Rockefeller Plaza, 
New York City; CI 6-9300. President: 
Milton H. Biow. Radio Director: Miss 
R. Schuebel. Spot Time Buyers: W. A. 
Tibbals, Miss R. Schuebel. Talent Buyer: 
W. A. Tibbals. Network: Philip Morris 
& Co., Ltd. (NBC Red-59, CBS-49, 
Mutual-3); Sweets Co. of America for 
Tootsie Rolls (Mutual-3); Dunhill Ciga- 
rettes (Mutual-3). National Spot: Bulova 
Watch Co. (time signals-165); Joe Lowe 
Corp. for Popsicles (pgm-95). Writers: 
Jack Johnstone (Philip Morris, Joe 
Lowe); Max Marcin (Philip Morris); 
George Lowther (Sweets Co. of Amer- 
ica). Producers: W. A. Tibbals and Jack 
Johnstone (Philip Morris); William 
Hammerstein (Sweets Co. of America). 

BLACKETT-SAMPLE-HUMMERT, INC., 

221 N. La Salle St., Chicago, 111.; Dear- 
born 0900. President: Hill Blackett. 
Vice-President, Treasurer: J. G. Sample. 
Vice-Presidents: E. F. Hummert, L. D. 
Milligan, H. M. Dancer, O'Neill Ryan, 
Jr., P. G. Parker. Secretary: J. R. Lie- 
ber. Radio Director: Kirby Hawkes. 
Spot Time Buyer: Harlow Roberts. 
Branch Offices: 247 Park Ave., New 
York City (WI 2-2701); E. F. Hummert, 
vice-president. Network: General Mills 
for Softasilk (NBC Red-29), for Corn 
Kix (NBC Red-35), for Wheaties 
(Mutual-6); Procter & Gamble for Lava 
(NBC Red and Blue-31), for Oxydol 



(NBC Red-63, CBS-14); The Anacin Co 
(CBS-51, NBC Red-38); The Bayer Co 
for Bayer Aspirin (NBC Red-58, CBS- 
29); Personal Finance Co. (CBS-28) 
BiSoDol (NBC Blue-39, NBC Red-38) 
BiSoDol Tablets (NBC Red-24); A. S 
Boyle Co. for Old English Wax (NBC 
Red-24, NBC Red-38); Chas. H. Phillips 
Chemical Co. for Cal-Aspirin (NBC 
Red-22); Edna Wallace Hopper for Re- 
storative Cream and White Youth Pack 
(CBS-30, NBC Red-24); Kolynos Tooth- 
paste (CBS-31, NBC Red-38); Midway 
Chemical Co. for Aero White and Fly- 
Ded (NBC Red-19), for Fly-Ded (CBS- 
30), for Freezone (NBC Red-19); Louis 
Philippe, Inc., for Angelus Rouge and 
Lipstick (NBC Red-19, CBS-30); Chas. 
H. Phillips Chemical Co. for Phillips' 
Milk of Magnesia (NBC Red-57), for 
Toothpaste and Tablets (NBC Red-23, 
NBC Red-7), for Haley's M-O (NBC 
Red-22); R. L. Watkins Co. for Dr. 
Lyon's Toothpowder (NBC Red-32, NBC 
Blue-23, NBC Red-35); Wyeth Chemical 
Co. for Hill's Cold Tablets (NBC Red- 
30), for Nose Drops (CBS-32). Network 
and National Spot (number of stations 
given for the following are total net- 
work and spot stations used): General 
Mills, Inc., for Bisquick, Wheaties and 
Corn Kix (NBC Red-64), for Corn Kix 
(NBC Red-59), for Wheaties (NBC Red- 
45); Procter & Gamble for Dreft (NBC 
Red-45), for Oxydol (CBS-26, NBC Red- 
143); Skelly Oil Co. (CBS-29); Wander 
Co. for Ovaltine (NBC Red-36, NBC 
Red-10); The Anacin Co. (NBC Blue-49); 
B. T. Babbitt for Bab-O (NBC Red-26); 
Joe Lowe Corp. for Popsicles (CBS-76); 
Chas. H. Phillips Chemical Co. for Phil- 
lips' Milk of Magnesia & Creams (NBC 
Red-46). National Spot: John F. Jelke 
Co. for Good Luck Margarine (ann-6); 
Procter & Gamble for Oxydol (pgm-2, 
pgm-7, news-15, pgm-5); Sears, Roe- 
buck & Co. (pgm-47); Skelly Oil Co. 
(pgm-24); Wander Co. for Ovaltine 
(ann-45); Bayer Aspirin (pgm-4); Per- 
sonal Finance Co. (ann-4); Midway 
Chemical Co. for Fly-Ded (pgm-13); 
R. L. Watkins for Dr. Lyon's Toothpow- 
der (pgm-4). Local Spot: F & F Cough 
Drops (news-2); General Mills for Corn 
Kix (pgm-2, ann-1), for Corn Kix and 
Wheaties (football-2), for Gold Medal 
Kitchen-Tested Flour (pgm-2), for 
Wheaties (pgm-3); La Choy Food Prod- 
ucts (pgm-1); Procter & Gamble for 
Dreft (pgm-1), for Lava (ann-3), for 
Oxydol (pgm-6, ann-3); Anacin (pgm-2, 
Hockey-1); Bayer Aspirin (pgm-1); A. S. 
Boyle for Old English Wax (pgm-1); 
Chas. H. Phillips Chemical Co. for Cal- 
Aspirin (pgm-1); Childs Restaurants 
(pgm-1); J. C. Penney Co. (pgm-1); 



210 



ADVERTISING AGENCIES— Continued 



Chas. H. Phillips Chemical Co. for Phil- 
lips' Creams (pgm-1); R. L. Watkins for 
Dr. Lyon's Toothpowder (pgm-1); 
Wyeth Chemical Co. (pgm-1). Writers: 
Mrs. Gertrude Berg, Thaddeus Borun, 
John Alcorn, Lee Gebhart, Orin Tovrov 
(P & G for Oxydol); Guila Adams, Mona 
Kent, Ferrin Fraser, Wallace K. Nor- 
man (Wander Co. for Ovaltine); Aline 
BaUard (Sears, Roebuck & Co., P & G 
for Lava); Caroline Ellis (General Mills 
for Tested Flour); Nat Hlken, Cliff 
Thomas (General Mills for Corn Kix); 
Leston Huntley (P & G for Dreft); Day 
Keene (P & G for Dreft, Wander Co. 
for Ovaltine); C. D. Morris & Associates 
(General Mills for Corn Kix, P & G for 
Oxydol); Talbot Mundy (General Mills 
for Wheaties); Margaret Sangster (Gen- 
eral Mills for Softasilk); Al Shebel, 
James Waters (Skelly Oil); Irving Ven- 
dig (P & G for Lava). Producers: Mrs. 
Gertrude Berg, Walter Sikora, George 
Fogle; Walter Hart, director, C. D. 
Morris & Associates (P & G for Oxy- 
dol); Fritz Blocki (Skelly Oil); Fran 
Heyser (General Mills for Tested Flour); 
Jack Hurdle (General Mills for Corn 
Kix, Wander Co. for Ovaltine); Jack 
Mathae (Sears, Roebuck); Edwin H. 
Morse (General Mills for Softasilk, 
Wheaties); Wyn Orr, Courtney Savage 
(P & G for Dreft); Brad Simpson (Wan- 
der Co. for Ovaltine); Alan Wallace 
(Ovaltine, P & G for Lava); Wynn 
Wright; Owen Crump, director, Warner 
Bros. Studios (General Mills for Corn 
Kix). 

THE BLACKSTONE CO., 1270 Sixth Ave., 
New York City; CI 7-7890. Radio Direc- 
tor: Milton Blackstone. 

BLITZ & SHORT, ADVERTISING, 301 

Rothchild Bldg., Portland, Ore.; Beacon 
5872. Partners: Arnold Blitz, Jr., Hal E. 
Short. Radio Director: Robert M. 
Bovee. Spot Time Buyer: Arnold Blitz, 
Jr. Local: Blitz-Weinhard Co. (wres- 
tling-1, pgm-1, ann-3); Director's Furni- 
ture Co. (ann-1); Hilaire's Restaurant 
(ann-1); Imperial Hotel (ann-1); Kiddie 
Kolor Kontest (ann-2); Oregon Auto- 
mobile Credit Corp. (ann-1). Writers: 
John Keating Co. (Oregon_Automobile 
Credit Corp.). 

ADOLPH L. BLOCH ADVERTISING 
AGENCY, 108 N. W. 9th Ave., Port- 
land, Ore.; Broadway 5664. President: 
Adolph L. Bloch. Radio Director: Bob 
Hargreaves. Local: Dr. Harry Semler 
(news-3); Mt. Hood Soap Co. (pgm-1 
ann-1); Red & White Stores (pgm-1). 

BOTSFORD, CONSTANTINE & GARD- 
NER, 115 S. W. Fourth Ave., Portland, 



Ore.; AT 9541. President: D. M. Botsford. 
Vice-President: Ray Andrews. Vice- 
President, Secretary: F. Coykendall. 
Vice-President, Treasurer: Merle Manly. 
Radio Director: Caryl Coleman. Branch 
Offices: 814 Second Ave. Bldg., Seattle; C. 
P. Constantine, vice-president. Russ 
Bldg., San Francisco; S. G. Swanberg, 
vice-president. Petroleum Securities 
Bldg., Los Angeles; John Weiser, vice- 
president. Network: Tillamook County 
Creamy Association (NBC Pacific Blue- 
5): Durkee Famous Foods (CBS-12); 
Gilmore Oil (NBC Pacific Blue-6). 
Spot: MacFarlane Candy Co. (ann-8). 
Local: Esbencott Laboratories (ann-1); 
Glass Container Association (ann-1); 
MacFarlane Candy Co. (pgm-1); Rich- 
mond Chase Co. (ann-1); Gilmore Oil 
(ann-2); Riverside Dairymen's Associa- 
tion (ann-1). 

BOWMAN & COLUMBIA, INC., 155 East 
44th St., New York City; MU 2-8260. 
President: C. Luckey Bowman. Execu- 
tive Assistant: Martin Munzer, Jr. Vice- 
President: Curtis F. Columbia. Network: 
McKesson & Robbins for Calox Tooth- 
powder, Solid Albolene, Soretone (CBS- 
10). (Note: This information was not 
supplied by the agency, hence further 
details are not available). 

BOZELL & JACOBS, INC., 510 Electric 
Bldg., Omaha, Nebr.; Jackson 2261. 
President, Treasurer: Leo B. Bozell. 
Vice-President, Secretary: Morris E. 
Jacobs. Vice-President, General Man- 
ager: F. C. Miller. Vice-President: R. H. 
Wensberg. Radio Director: None; 
handled by account executives. Branch 
Offices: 122 S. Michigan Ave., Chicago 
(Wabash 2292); Nathan E. Jacobs, vice- 
president and general manager. 411 
Traction Terminal Bldg., Indianapolis 
(Lincoln 6326); Ernie Lundgren, vice- 
president and general manager. 717 
Southern Standard Bldg., Houston (Fair- 
fax 4106); D. C. Schnabel, president, 
treasurer; Elby Rominger, vice-presi- 
dent, general manager. Spot: Nebraska 
Power Co. (pgm-2); Standard Furnace 
& Supply Co. (ann-3); Uncle Sam 
Breakfast Food Co. (ann-5); Muehle- 
bach Brewing Co. (pgm-1, ann-4). 
Local: Iten-Barmettler Biscuit Co. (pgm- 
1); Occidental Bldg. <^ Loan Assn. (pgm- 
1); Yellow Cab & Baggage Co. (ann-1); 
Fontenelle Brewing Co. (pgm-1, ann-1); 
Metropolitan Utilities (pgm-1). 

ARTHUR BRAITSCH, ADVERTISING, 

1017 Hospital Trust Bldg., Providence, 
R. I.; Dexter 5313. Proprietor: Arthur 
Braitsch. Space Buyer, Account Execu- 
tive: John A. Lorimer. Secretary: 
Frances Whalen. Radio Director, Talent, 



211 



ADVERTISING AGENCIES— Continued 



Continuity and Script Buyer: Arthur 
Braitsch. Spot Time Buyer: John A. 
Lorimer. Regional Network: Narragan- 
sett Brewing Co. (news, Yankee Net- 
work-16). Local Spot: Rhode Island Ice 
Co. (ann-4); Frances Waterman, Inc 
(ann-4); Weybosset Markets (ann-3) 
New England Upholstery Co. (ann-1) 
Weinberg Canadian Fur Co. (ann-1) 
C. I. Biguey Construction Co. (ann-1) 
Interstate Navigation Co. (ann-2); Mac- 
donald Furniture Co. (ann-2); Rhode 
Island Hospital National Bank (ann-1); 
Sportsman's Show (ann-8). Local: 
Narragansett Brewing Co. (news-2); 
Morris Plan Co. of Rhode Island (pgm- 
1); Citizens Savings Bank (pgm-1); Heil- 
born Shoe Co. (pgm-2). Writer, Pro- 
ducer: Fred Friendly (Citizens Savings 
Bank). 

J. CARSON BRANTLEY ADVERTISING 
AGENCY, Post Bldg., Salisbury, N. C; 
900. President: J. Carson Brantley. 
Secretary-Treasurer: Albert R. Munroe. 
Radio Directors, Spot Time Buyers: J. 
Carson Brantley, A. N. Cheney. Talent 
Buyer: J. Carson Brantley. Continuity 
and Script Buyer: A. N. Cheney. Di- 
rector Radio Research: A. N. Cheney. 
Spot: Stanback Co. for Stanback Head- 
ache Powders (pgm-40, news-20, ann- 
70); Duke Power Co. (pgm-7, news-1); 
Carolina Beverage Corp. (ann-5); Chat- 
tanooga Medicine Co. (pgm-1, ann-2); 
The A & O Co. (ann-2). Writers: J. 
Carson Brantley, Albert R. Munroe. 
Producer: A. N. Cheney. 

BREWER-WEEKS CO., 564 Market St., 
San Francisco, Calif.; DOUG 8234. 
President: F. T. Weeks. Secretary, 
Treasurer: W. A. Brewer. Director of 
All Radio Activities: W. A. Brewer. Re- 
gional and Spot: Political (pgm-12). 
Spot: Palace Hotel (ann-15). Local: Pa- 
cific Brewing & Malting Co. (pgm-1); 
Berkeley Chamber of Commerce (ann- 
1); Fontana Food Products (news-1). 

EMIL BRISACHER & STAFF, 310 

Crocker Bldg., San Francisco, Calif.; 
Garfield 0276. President: Emil Brisacher. 
Vice-Presidents: R. T. Van Norden, 
Robert J. Davis. Radio Directors: Emil 
Brisacher, Charles H. Gabriel. Spot 
Time Buyers: Eva Ross (San Francisco), 
Louise Ludke (Los Angeles). Branch 
Offices: Petroleum Securities Bldg., Los 
Angeles (Prospect 9368); Robert J. 
Davis, vice-president in charge. Net- 
work: Sussman, Wormser & Co. for S & 
W Fine Foods (NBC Red-9, CBS-8). 
Regional: Fruit Industries, Ltd. (ann, 
Mutual-Don Lee-6). Spot: Acme 
Breweries (news-1, ann-6); Peter Paul, 



Inc., for Candy (ann-4); Challenge 
Cream & Butter Association (ann-5); 
McClintock Stern Co. (ann-2); Dr. Pain- 
less Parker (ann-5). Local: Roos Bros. 
(sports-1); I. Magnin Co. (pgm-1); Rough 
Rider Mfg. Co. (pgm-1); McRoskey Air- 
flex Mattress Co. (pgm-1). 

BROADCAST ADVERTISING, INC., 8 

Newbury St., Boston, Mass.; Kenmore 
0854-55. President, Treasurer: James E. 
Murley. Assistant to President: J. J. 
Manning. Radio Director, Talent, Con- 
tinuity and Script Buyer: James E. Mur- 
ley. Spot Time Buyer: J. J. Manning. 
Regional: Participating Food Companies 
(pgm-7). Spot: Colt Shoes, Inc. (ann-4); 
R. G. Sullivan, Inc. (ann-10). Local: 
Liggett Drug Co., Inc. (ann-1). Writers: 
Marjorie Mills (participating food pro- 
gram); J. J. Manning (commercials, all 
programs). 

BROOKE, SMITH & FRENCH, INC., 82 

Hancock Ave., E., Detroit, Mich.; Col- 
umbia 0860. Chairman of the Board: 
Charles W. Brooke. President: Willard 
S. French. Executive Vice-President, 
Secretary, Treasurer: Guy C. Smith. 
Radio Director: H. H. Ohlmacher. (Note: 
This information was not supplied by 
the agency, hence further details are 
not available). 

BROOKE, SMITH, FRENCH & DOR- 
RANCE, INC., 347 Madison Ave., New 
York City; MU 6-1800. Chairman of 
Board: Guy C. Smith. President: 
Sturges Dorrance. Vice-Presidents: H. 
M. Overstreet, H. E. Pengel, Jr., C. C. 
Kahlert. Spot Time Buyer: H. E. Pengel, 
Jr. Talent Buyer: H. M. Overstreet. Net- 
work: Maine Development ^Commission 
(Yankee and Mutual-17). Spot: Christ- 
mas Club (ann-43). 

D. P. BROTHER & CO., INC., 8-149 Gen- 
eral Motors Bldg., Detroit, Mich.; TR 
2-8250. President: D. P. Brother. Secre- 
tary: A. C. Schroeder. Treasurer: Carl 
Georgi, Jr. Radio Director, Spot Time 
Buyer: Carl Georgi, Jr. National Spot: 
Oldsmobile Division of General Motors 
(ann-25). 

FRANKLIN BRUCK ADVERTISING 
CORP., 1270 Sixth Ave., New York City; 
CI 7-7661. President: Franklin Bruck. 
Treasurer: M. Heineman. Secretary: 
M. J. Kleinfeld. Radio Director: M. 
Heineman. Spot Time Buyer: M. J. 
Kleinfeld. Talent Buyer: M. I. Jurin. 
Network: Manhattan Soap Co. for 
Sweetheart Soap (NBC Red-7). Re- 
gional: Manhattan Soap Co. (Yankee 
Network-4). National Spot: Manhattan 



212 



ADVERTISING AGENCIES— Continued 



Soap Co. (pgm, ann, news-82); Reming- 
ton Rand for Portable Typewriters 
(news-30); Sitroux Co. for Facial Tis- 
sues (pgm-3). Local: Hartz Mountain 
Canaries (pgm-1). 

BUCHANAN & CO., INC., 1501 Broadway, 
New York City; ME 3-3380. Chairman 
of Board: Joseph A. Hanff. President: 
T. S. Buchanan. Vice-Presidents: A. E. 
Bonn, A. O. Dillenbeck, John Hertz, Jr. 
Secretary, Treasurer: L. J. Seeger. Ra- 
dio Director (Hollywood): Louis A. Wit- 
ten. Branch Offices: 919 N. Michigan 
Ave., Chicago (Delaware 5522); Norman 
J. Phelps, vice-president. 1709 West 
8th St., Los Angeles (Drexel 7101); Fred 
M. Jordan, vice-president. 1680 N. Vine 
St., Hollywood (Gladstone 7104); Louis 
A. Witten, vice-president. Network: 
The Texas Co. for Texaco Petroleum 

k Products (CBS-96). Spot: The Texas 
Co. (pgm-153); Royal Typewriter Co., 
Inc. (pgm and ann-23). Producer: Bill 
Bacher (The Texas Co.). 

THE BUCHEN CO., 400 W. Madison St., 
Chicago, 111.; Randolph 9305. President: 
Walter Buchen. Vice-Presidents: J. H. 
Morse, Fergus Mead. Treasurer: J. M. 
McDonald. Secretary: W. H. Baer. Ra- 



dio Director, Talent Buyer: J. H. Morse. 
Spot Time Buyer: C. W. Fisher. 

LEO BURNETT CO., INC., 360 N. Michi- 
gan Ave., Chicago, 111.; Central 5959. 
President, Treasurer: Leo Burnett. Vice- 
Presidents: DeWitt O'Kieffe, Frank 
Smith. Vice-President, Secretary: E. 
Ross Gamble. Radio Director, Talent 
Buyer: Roy W. Winsor. Spot Time 
Buyer: E. Ross Gamble. Continuity and 
Script Buyer: DeWitt O'Kieffe. Network: 
Pure Oil Co. (football pgm, CBS-11, 
news commentator-CBS 41). 

CALKINS & HOLDEN, 247 Park Ave., 
New York City; WI 2-6900. President: 
J. Sherwood Smith. Vice-President: 
James A. Clarke. Secretary-Treasurer: 
R. P. Clayberger. Radio Director: R. P. 
Clayberger. Spot Time Buyer: J. J. Grif- 
fin. Network: Wessen Oil & Snowdrift 
Co. for Wesson Salad Oil (NBC Pacific 
Coast Red-7). Regional: Oakite Prod- 
ucts, Inc., for Oakite Cleaning Compound 
(Yankee Network-varying number of 
stations). First National Stores (Yankee 
Network-varying number of stations). 
Spot: Wessen Oil & Snowdrift Co. for 
Wesson Salad Oil (pgm-1); United Drug 
Co. for Bisma-Rex (ann-2). 



SCHWIMMER and SCOTT 



ADVERTISING 



CHICAGO 



213 



ADVERTISING AGENCIES— Continued 



CAMPBELL-EWALD CO., INC., General 
Motors Bldg., Detroit, Mich.; Trinity 
2-6200. President: H. T. Ewald. Radio 
Director: J. H. Neebe. Branch Offices: 

230 N. Michigan Ave., Chicago (Central 
1946); John Tiogo, vice-president. 723 
Petroleum Securities Bldg., Los Angeles 
(Prospect 1275); S. S. Arnett, manager. 
Claus Spreckels Bldg., San Francisco 
(Douglass 5670); R. V. Dunne, manager. 
(Note: This information was not sup- 
plied by the agency, hence further de- 
tails are not available.) 

CAMPBELL-EWALD CO. OF NEW 
YORK, INC., 1790 Broadway, New York 
City; CI 7-6383. Chairman of the Board: 
H. T. Ewald. President, General Man- 
ager: F. D. Richards. Vice-President: 
W. W. Lewis. Treasurer: Duane W. 
Beurmann. Secretary: L. B. Dudley. 
Vice-Presidents, Account Executives: R. 
F. Field, W. E. Blodgett. Radio Director, 
Talent, Continuity and Script Buyer: 
Louis Dean. Spot Time Buyer: E. A. El- 
liott. Branch Office: 1214 19th St., N. W., 
Washington, D. C. (Metropolitan 5670); 
Emmett Deady, manager. Network: U. 
S. Rubber Co. (CBS-82, rebroadcast on 
1 Havana station). Spot: Mary Pickford 
Cosmetics, Inc. (ann-5). 

THE CAPLES CO., 230 Park Ave., New 
York City; MU 6-6500. President: R. C. 
Caples. Vice-President: Albert Wood- 
ley. Vice-President, Secretary, Treas- 
urer: R. N. Hartsing. Radio Director: 
Ernest F. Bader (Los Angeles). Spot 
Time Buyers: Ruth D. Folster (New 
York), Miss M. Cronk (Los Angeles). 
Branch Offices: 225 E. Erie St., Chicago 
(Superior 6016); R. N. Hartsing, vice- 
president in charge. 1416 Dodge St., 
Omaha (Jackson 1107); L. M. Branch, 
manager. 412 West 6th St., Los Angeles 
(Prospect 1542); William P. Pearre, man- 
ager. Spot: Railway Express Agency, 
Inc. (ann-46); Railroad Federal Savings 
& Loan Association (ann-1); Union Pa- 
cific Railroad (pgm-16, pgm-70); Sun 
Valley Lodge (ann-1). Writer: Carveth 
Wells (Union Pacific). 

CARPENTER ADVERTISING CO., 850 

Euclid Ave., Cleveland, O.; Main 1570. 
President: A. Carpenter. Vice-President: 
M. H. Carpenter. Treasurer: H. J. White- 
man. Secretary: J. J. Marquart. Radio 
Director: F. F. Lamorelle. Spot Time 
Buyer: J. J. Marquart. Local: Hickman 
Williams & Co. for Home-Glo Coke 
(pgm-1); Musselman Hub Brake Co. 
(pgm-1). Writers: Vincent Siena (Hick- 
man Williams), Harm White (Mussel- 
man Hub Brake). Producer: A. J, Car- 
penter. 



CARTER, JONES & TAYLOR, 448-453 As- 
sociates Bldg., South Bend, Ind.; 3-3171. 
Partners, Directors of All Radio Activi- 
ties: Lincoln J. Carter, Ralph E. Jones, 
James W. Taylor. Spot: Kamm & Schell- 
inger Co. (news-2); Associates Invest- 
ment Co. (sports-1); Round Oak Co. 
(time signals-1). 

CECIL & PRESBREY. (formerly part of 
Cecil, Warwick & Legler), 247 Park 
Ave., New York City; WI 2-8200. Chair- 
man: Charles Presbrey. President: James 
M. Cecil. Vice-President: Henry Sou- 
vaine. Secretary: Frank G. Christian. 
Radio Director, Talent, Continuity & 
Script Buyer: Henry Souvaine. Spot 
Time Buyers: Harry Parnas, Edward J. 
Rohn. Secretary (Radio Department): 
L. Scanlon. Branch Offices: 228 N. La- 
Salle St., Chicago; Leroy A. Kling, vice- 
president. Morris Plan Bldg., Richmond, 
Va.; Lucius Cary in charge. Network: G. 
Washington Coffee Refining Co. (NBC 
Blue-7); Lamont Corliss & Co. for 
Nestle's EverReady Cocoa (NBC Red-2). 
Spot: Lamont Corliss & Co. for Hot 
Nestle's (participation-1, participation- 
1). Writers: Gene Stafford (Nestle's 
EverReady Cocoa), Frank G. Christian 
(G. Washington Coffee). Producers: 
Keith McLeod, Henry Souvaine, Inc. (G. 
Washington Coffee). 

CECIL, WARWICK & LEGLER, INC. See 

Cecil & Presbrey, Inc., and Warwick & 
Legler, Inc. 

CENTRAL ADVERTISING CORP., Board 
of Trade Bldg., Indianapolis, Ind.; Lin- 
coln 7648. President, Treasurer: G. 
Vance Smith. Vice-President: Giles L. 
Smith. Secretary: H. B. Smith. Radio 
Director, Spot Time Buyer: G. Vance 
Smith. Local: Hoosier Mfg. Co. (news- 
1). 

CENTRAL ADVERTISING SERVICE, 
INC., 45 West 45th St., New York City; 
BR 9-9260. President: Louis Britwitz. 
Production Manager: Gilbert Lesser. 
Radio Director: Louis Britwitz. 

CENTURY ADVERTISING AGENCY, 1307 
Industrial Bank Bldg., Detroit, Mich.; 
CA 7760-61-62. President, Treasurer: S. 
M. Epstein. Secretary: Norman R. Thai. 
Vice-President: V. Scally. Director of 
All Radio Activities: Norman R. Thai. 

CESANA & ASSOCIATES, LTD., 418 Mo- 

nadnock Bldg., San Francisco, Calif.; 
Exbrook 8572. Executives: Renzo Ce- 
sana, Carl H. Brockhagen. Director of 
All Radio Activities; Carl W. Pierce. Net- 



214 



ADVERTISING AGENCIES— Continued 



work: Roma Wine Co. (Mutual-15). 
Spot: Roma Wine Co. (ann-4). Local: 
Margaret Burnham's Cottage Candies 
(ann-1); Piedmont Health Center (ann- 
1). Writers: Carl W. Pierce, Art Link- 
letter (Roma Wine). Producer: Carl W. 
Pierce (Roma Wine). 

CHAPPELOW ADVERTISING CO., 3615 
Olive St., St. Louis, Mo.; JE 0700. Presi- 
dent: B. E. Chappelow. Vice-Presidents: 

F. S. Codding, G. W. Hutchinson, J. V. 
Huffman. Secretary: J. A. Hubbard. 
Treasurer: J. F. Fingerlin. Radio Di- 
rectors: Glenn W. Hutchinson, James V. 
Huffman. Spot Time Buyers: F. A. Watts, 
D. L. Fox. 

C. P. CLARK, INC., 2411 West End Ave., 
Nashville, Tenn.; 7-6602. President: C. 
P. Clark. Vice-President: Herbert Arm- 
strong. Secretary-Treasurer: D. G. Good- 
win. Branch Office: Gottschaldt- 
Humphrey, Inc., Norris Bldg., Atlanta, 
Ga.; Bruce Moran, executive vice-presi- 
dent in charge (all stock in this com- 
pany owned by C. P. Clark, Inc.). Na- 
rtional Spot: Standard Candy Co. for 
Belle Camp Chocolates (pgm-5). Local: 
O'Bryan Bros., Inc., for Duck Head 
Overalls (pgm-1); Tennessee Automobile 
Insurance Co. (ann-1); American Na- 
tional Bank (pgm-1); Dietro Products 
Co. (ann-1); Family Photograph Co. 
(pgm-1). 

DARWIN H. CLARK, ADVERTISING, 541 

S. Spring St., Los Angeles, Calif.; Michi- 
gan 6021. General Manager: Darwin H. 
Clark. Copy and Production Manager: 
George W. Laine. Space Buyer: D. G. 
Anderson. Publicity Manager: Karl 
Lott, Jr. Account Executive: Warren P. 
Fehlman. Radio Director: Walter Mc- 
intosh. Branch Offices: Through mem- 
bership in National Advertising & Pro- 
motion Group comprising affiliated agen- 
cies in key cities. Network: American 
Institute of Meritism (Mutual, Don 
Lee-4). Local: American Institute of 
Meritism (ann-1); California Federal 
Savings & Loan Association (ann-1); 
Darling's Flower Shop (ann-1); First 
Federal Savings & Loan Association of 
Hollywood (pgm-1, ann-1); Low Cost 
Housing, Inc. (pgm-1); Standard Federal 
Savings & Loan Association (pgm-2); 
Turco Products, Inc. (pgm-1); Los An- 
geles Sausage Co., Ltd. (pgm-1). 

THE CLEMENTS CO., INC., 1601 Chest- 
nut St., Philadelphia, Pa.; RIT 0236. 
President, Treasurer: I. W. Clements. 
Vice-President, Secretary: E. D. Master- 



man. Radio Directors: Alice V. Clem- 
ents, Robert H. Smith. Spot Time Buyer: 
K. E. King. Talent, Continuity and 
Script Buyer: Alice V. Clements. Net- 
work: Modern Food Process Co. for 
Thrivo Dog Food (NBC Blue-13). Local: 
Horn & Hardart Baking Co. (pgm-3); 
Parkway Baking Co. (pgm-2); Mrs. 
Morrison's Puddings (pgm-1); Morton 
Co. (wrestling-1). Spot: F. G. Vogt & 
Sons, Inc. (ann-6); Northwestern Na- 
tional Bank (ann-3); P. J. Ritter Co. 
(ann-1); Horn & Hardart Baking Co. 
(ann-3). Writers: Alice V. Clements, 
Robert H. Smith, Taylor Grant, Betty 
Jordan. Producers: Alice V. Clements, 
Robert H. Smith, Betty Jordan. 

COCKFIELD, BROWN & CO., LTD., 224 

Canada Cement Co. Bldg., Montreal, 
Que.; HA 4171. President: G. W. Brown. 
Vice-President: T. L. Anderson. Man- 
aging Director: H. R. Cockfield. Treas- 
urer: G. C. Hammon. Secretary: J. A. 
Ryan. Radio Director, Talent Buyer: C. 
W. McQuillin. Spot Time Buyer: H. R. 
Conway. Continuity and Script Buyer: 
F. W. Gross. Branch Offices: Metropoli- 
tan Bldg., Toronto, Ont.; T. L. Anderson, 
vice-president in charge. Electric Rail- 
way Chambers, Winnipeg, Man.; H. Lav- 
ender in charge. Royal Bank Bldg., Van- 
couver, B. C; Jeffry Brock in charge. 
Brettenham House, Lancaster Place, 
London W. C. 2, England; Eric Choyce 
in charge. Network: Bell Telephone Co. 
(pgm-18); Molsons Brewery, Ltd. 
(pgm-3); The Murphy Co., Ltd. (pgm-5); 
Canada Packers, Ltd. (5 mins-4); Maple 
Leaf Milling Co., Ltd. (pgm-25); Pure 
Gold Mfg. Co., Ltd. (pgm-5); B. F. Good- 
rich Co. (pgm-3). National Spot: Ca- 
nadian Marconi Co. (ann-35); Ex Lax, 
Ltd. (ann-6); Northern Electric Co., Ltd. 
(ann-30); Miles Laboratories, Ltd. (pgm- 
14); Blue Ribbon, Ltd. (ann-7); Cluett 
Peabody (ann-6); Simmons Co. (ann-10). 
Local: Canada Cement Co., Ltd. (pgm-1); 
Canadian Laco Lamps, Ltd. (ann-1); 
Crescent Creamery Co., Ltd. (pgm-2); E. 
Griffiths Hughes, Ltd. (pgm-1); Doller 
& Co. (ann-1); Sterling Distributors, 
Ltd. (pgm-1); Toronto Star Weekly (ann- 
1); Burns & Co. (pgm-1); National Bis- 
cuit & Confection Co., Ltd. (ann-1). 

COMPTON ADVERTISING, INC., 630 

Fifth Ave., New York City; CI 6-2800. 
President: Richard Compton. Vice-Presi- 
dent, Secretary, Treasurer: Leonard 
Bush. Vice-Presidents: Robert Holbrook, 
Alfred Stanford, Trell Yocum, Chauncey 
Landon. Radio Director: John E. McMil- 
lin. Spot Time Buyer: William B. Maille- 
fert. Talent Buyer: Florence Sperl. Con- 



215 



ADVERTISING AGENCIES— Continued 



tinuity & Script Buyer: Mary Louise 
Anglin. General Program Manager, 
Script Supervisor: John Taylor. Program 
Managers: Hal E. James, Frederick K. 
Gropper. Radio Copy Supervisor: Muriel 
Haynes. Publicity: Frederick K. Grop- 
per. Branch Offices: Gwynne Bldg., Cin- 
cinnati (Parkway 6961); Robert Marsh, 
Jr., in charge. 221 N. LaSalle St., Chi- 
cago (State 8747); Jane Stockdale in 
charge. Network: Procter & Gamble for 
Ivory Soap (CBS-22, NBC Red and Blue- 
15, CBS-32, NBC Red-20, NBC Red-19, 
CBC French Network-number of sta- 
stations not listed), for White Naphtha 
Soap (NBC Red-58), for Barsalou Soap 
(CBC French Network — number of sta- 
tions not listed), for Crisco (CBS-22, 
CBS-42, NBC Blue-20 and NBC Red-51). 
Spot: Utica Club Beer (news and base- 
ball-number of stations not listed). 
Local: Procter & Gamble for Ivory Soap 
(pgm-number of stations not listed). 
Also numerous spot station placements 
of transcriptions for Procter & Gamble. 
Writers (all for Procter & Gamble): 
Jane West, Irna Phillips, Jane Cruisin- 
berry, Paul Rhymer, Carl Bixby, Don 
Becker, Robert Choquette, Jovette Ber- 
nier, Augusto Maurro. Producers (all 
for Procter & Gamble): Howard Kee- 
gan, of Carl Wester & Co.; Carlo De 
Angelo, of Ed Wolf Associates; Axel 
Gruenberg and Ted MacMurray, of NBC; 
Chick Vincent, of Transamerican Broad- 
casting & Television Corp. 

THE CONDON CO., INC., 1021 Washing- 
ton Bldg., Tacoma, Wash.; MA 3483. 
President: John Condon. Directors of 
All Radio Activities: John Condon, Vic- 
tor Kaufman. Local: J. E. Burkeimer 
Mfg. Co. (ann-1); Brad-Lee, Inc. (ann-1); 
Buckley-King Funeral Service (ann-1); 
Cammarano Bros, (ann-2); Harold E. 
Dahl Co. (ann-1); A. G. "Dusty" Hos- 
kins (ann-1); Jordan Baking Co. (pgm- 
1, ann-1); Mueller-Harkins (ann-1); 
Mecca Cafe (ann-1); W. H. Opie & Co. 
(ann-1); Puget Sound National Bank 
(ann-2); Sanitary Infant Dairy Products 
(ann-1); Tacoma Hotel (ann-1); Tacoma 
Secretarial School (ann-1); Walker 
Chevrolet Dealers (ann-1); Western 
Furnaces, Inc. (ann-1); Olympic Dairy 
Products (pgm-1); Smith Bros. Bakery 
(ann-1). 

COOLIDGE ADVERTISING CO., Insur- 
ance Exchange Bldg., Des Moines, la.; 
3-5195. President: Paul Blakemore. 
Vice-President: R. H. Cary. Secretary: 
H. J. Kroeger. Radio Director: David 
Ainsworth. National Spot: American 
Pop Corn Co. (pgm-60); Marshall Can- 



ning Co. (pgm-22). Regional Spot: 
Western Grocer Co. (pgm-6). Local: 
Bankers Trust Co. (ann-1); Central Serv- 
ice Co. (pgm-1); Chase Investment Co. 
(ann-2); Cownie Furs (pgm, ann-3); 
Oelwein Chemical Co. (farm news-1); 
Yellow Cab Co. (ann-2). 

COWAN & DENGLER, INC., 1250 Sixth 
Ave., New York City; CI 7-6190. Presi- 
dent: Stuart D. Cowan. Vice-President, 
Secretary, Treasurer: H. W. Dengler. 
Spot Time Buyer: Ralph H. Bain. Spot: 
Forhan's Toothpaste (5 mins and ann- 
44); Armstrong Rubber Co. (ann-3). 
Local: Burry Biscuit Corp. (pgm-1). 
Writers: John Casey (Forhan's); Jose- 
phine Felts (Burry Biscuit); Charles J. 
Cutajar (Armstrong Rubber). 

THE CRAMER-KRASSELT CO., 733 N. 

Van Buren St., Milwaukee, Wis.; Daly 
3500. Chairman of Board: W. A. Krasselt. 
President: A. W. Seiler. Secretary, Treas- 
urer: C. T. McElroy. Radio Director, Spot 
Time and Talent Buyer: J. E. Giebish. 
Continuity and Script Buyer: Sandra 
Michael. Spot: Dr. W. B. Caldwell, Inc. 
(pgm-56); Gillette Rubber Co. (pgm-17); 
Condon Bros, (pgm-7); Plankinton 
Packing Co. (ann-17); Norge (ann-placed 
by local dealers). Local: Higgins Supply 
Co. (ann-1); Dr. W. D. LeGear Medicine 
Co. (pgm-1). Writer: Sandra Michael 
(Dr. W. B. Caldwell, Inc.) 

CHET CRANK, INC., 950 Broadway, Los 
Angeles, Calif., FE 9111. President: Chet 
Crank. Vice-President: Dave Marks. Sec- 
retary: A. J. Nack. Radio Director, Spot 
Time Buyer: Mack Crank. Spot: Brown's 
(ann-4) ; Santa Monica Land & Water Co. 
(ann-3); National Orange Show (ann-6); 
Los Angeles Motor Car Dealers (ann-4). 
Local: Petrol Corp. (pgm-1). 

CRITCHFIELD & CO., 720 N. Michigan 
Ave., Chicago, 111.; Superior 3061. Presi- 
dent: Scott S. Smith. Vice-Presidents: W. 
Frank McClure, E. P. Nesbitt, C. C. 
Greene, Scott Smith, Jr. Secretary: R. C. 
Scrymiger. Treasurer: N. W. Smith. Di- 
rector of All Radio Activities: M. E. 
Blackburn. Network: Moody Bible Insti- 
tute (Mutual-9); Wheeling Steel Corp. 
(Mutual-23). Spot: Aero Industries Tech- 
nical Institute (pgm and 5 mins-13); Chi- 
cago Technical College (pgm and 5 mins- 
30); Hemphill Diesel Schools (5 mins-23); 
Thermo Air-Conditioning Institute (pgm 
and 5 m.ins-37); Vocational Service (pgm 
and 5 mins-3); Wonder Lake Syndicate 
pgm-3). Local: Hemphill Diesel Schools 
(pgm-1); Letz Mfg. Co. for Feeders (5 
mins-1); Look Magazine (pgm-1) Nahi- 



216 



ADVERTISING AGENCIES— Continued 



gan Bros., Inc., for Carpets (ann-1); 
Wright & Lawrence Co. for Cosmetics 
(pgm-1). 

SAMUEL C. CROOT CO., INC., 28 West 

44th St., New York City; BR 9-2588. 
President: Samuel C. Croot. Vice-Presi- 
dents: Robert D. Merrill, William Krie- 
ger. Network: Winter & Co. for Musette 
Pianos (Mutual-2). (Note: This infor- 
mation was not supplied by the agency). 

D'ARCY ADVERTISING CO., Missouri 
Pacific Bldg., St. Louis, Mo.; Central 
6700. President: W. C. D'Arcy. Vice- 
Presidents: J. F. Oberwinder, A. L. Lee, 
P. J. Orthwein, E. H. Turner, J. Y. 
Brown, J. M. Drescher, J. E. Sullivan. 
Secretary, Treasurer: C. C. Pangman. 
Space Buyer: F. C. Weber. Branch 
Offices: 515 Madison Ave., New York 
City (Eldorado 5-3765); F. W. Coste, 
vice-president. Terminal Tower, Cleve- 
land; S. P. Seward, manager. 310 North 
Ave., N. W., Atlanta; W. Pflueger. 90 
Broadview St., Toronto, Ont; G. P. Al- 
tenbernd, manager. Network: Coca-Cola 
Co. (CBS-94). Regional; Anheuser- 
Busch, Inc. (Texas State Network-21). 
Spot: Coca-Cola Co. (pgm-150). Local: 
Pevely Dairy Co. (pgm-3); Western 
Cartridge Co. (pgm-3). 

JIMM DAUGHERTY, INC., 211 N. 7th St., 
St. Louis, Mo.; Main 0790. President: 
James M. Daugherty. Secretary-Treas- 
urer: Pauline Otto Daugherty. Director 
of All Radio Activities: James M. Daugh- 
erty. Local: St. Louis Dairy Co. (pgm-1). 

DAVID, INC., ADVERTISING AGENCY, 

W-3173 First National Bank Bldg., St. 
Paul, Minn.; GA 3872-3-4. President- 
Treasurer: Quentin J. David. Secretary: 
Roger H. David. Vice-President: John C. 
Fabbrini. Radio Director: Angeline Cle- 
ment. Spot Time Buyer: Gerald F. Con- 
way. Branch Offices: 410 White Bldg., 
Seattle; Carl Cleveland, in charge. 1085 
Monadnock Bldg., San Francisco; R. H. 
Watters, in charge. Local: Koppers Coke 
(news-1, ann-1); Stott Briquets, coal 
products (football previews-1, weather 
reports-1, ann-6); Ballard's & Skellet's 
Transfer & Storage (station breaks-1); 
Hotel St. Paul (ann-1); Associated Gar- 
ages (ann-1); Hilex, bleach (ann-l);Min- 
nesota Macaroni (ann-2, pgm-3); Minne- 
haha Cleaners (pgm-1). Writers: Angeline 
Clement (Koppers Coke, Stott Briquets, 
Ballard's & Skellet's, Minnehaha Clean- 
ers, St. Paul Hotel. Associated Garages), 
Josephine Mack (Minnehaha Cleaners). 



York City; WO 2-7093. President: A. de 
Biasi. Vice-President: P. de Biasi. Treas- 
urer: E. de Biasi. Radio Director: A. de 
Biasi. Spot Time and Talent Buyers: A. 
de Biasi, A. Mauro. Network and Local: 
Gambarelli & Davitto (Mutual-3, news- 
1). 

JOHN L. DE BRUEYS, ADVERTISING, 

Ben Milam Hotel, Houston, Tex.; Capitol 
2241. Owner: John L. de Brueys. Radio 
Director: John L. de Brueys. Spot: Hou- 
ston Packing Co. (ann-7). Local: A-B-C 
Stores, Inc. (pgm-1). 

IRA E. DE JERNETT ADVERTISING 
SERVICE, 1621 Cotton Exchange Bldg., 
Dallas, Tex.; 2-2620. Owner, Space Buy- 
er: Ira E. De Jernett. Radio Director: 
Violet Short. Spot Time and Talent Buy- 
er: Ira E. De Jernett. Regional: Employ- 
ers Casualty Co. (Texas Quality-4, plus 
KGNC). Spot: Employers Casualty Co. 
(ann-2); Metropolitan Building & Loan 
(ann-2); Dallas Morris Plan Bank (ann- 
3); Padgitt Bros. Co. (ann-3); Darver's 
Babyland & Junior Shop (ann-1). 

RALPH L. DOMBROWER CO., INC., 210 

E. Franklin St., Richmond Va.; 3-111-3. 
President, Treasurer: Ralph L. Dom- 
brower. Vice-President: Morton L. Wal- 
lerstein. Secretary: H. D. Britt. Space 
Buyer: Dorothy Fowler. Art Director: J. 
H. R. Pickett. Radio Director, Spot Time, 
Script and Continuity Buyer: E. I. Wal- 
lerstein. Branch Office: Woodward Bldg., 
Washington, D. C; Philip Rosenfeld, 
manager. 

DONOHUE & COE, INC., 1270 Sixth Ave., 
New York City; CO 5-4252. President: 
E. J. Churchill. Vice-Presidents: A. B. 
Churchill, Lynn B. Clarke, Charles F. 
Hanser, E. I. LaBeaume, Robert E. Rine- 
hart. Secretary: O. A. Kingsbury. 
Treasurer: William D. Patterson. Space 
Buyer: Jack B. Peters. Art Director: 
William H. Schneider. Account Execu- 
tives: L. P. Bott, Jr., Rufus Choate, Mar- 
jorie Hyndman, Samuel Lanham, James 
J. Maloney, Lloyd G. Seidman. Radio Di- 
rectors: Clifford Strohl, Fred F. Waters. 
Branch Office: 411 Hurt Bldg., Atlanta 
(Main 5662); Harry L. Morrill, vice- 
president. Network: National Ice Adver- 
tising, Inc. (NBC Red-57). Spot: Scholl 
Mfg. Co. (ann-12); Glad Rag Products 
Co. (chain breaks-4); Angostura-Wup- 
perman Corp. (participation-5); Atlantic 
Ale & Beer (chain breaks via list of 22 
stations). 



MARIO DE BIASI ADVERTISING 
AGENCY, INC., 51 Chambers St. New 



JOHN C. DOWD, INC. (formerly Dowd & 
Ostreicher), 1059 Park Square, Boston, 



217 



ADVERTISING AGENCIES— Continued 



Mass.; Hubbard 8050. President, Treas- 
urer: John C. Dowd. Executive Vice- 
President: E. D. Parent. Vice-President: 
D. W. Norris. Production Manager: Wil- 
liam M. Taylor. Account Executives: 
A. L. Dickerman, D. W. Norris, W. E. 
Buckingham. Radio Director: D. W. 
Norris. 

THE JOHN H. DUNHAM CO., 333 N. 

Michigan Ave., Chicago, 111.; State 0511. 
President: John H. Dunham. Vice-Presi- 
dent, Treasurer: J. Carleton Jones. Net- 
work: Chamberlain Laboratories (CBS- 
number of stations not available from 
network records). (Note: This informa- 
tion was not supplied by the agency, 
hence further details are not available). 

ELLIS ADVERTISING CO., Ellis Bldg., 
3053-57 Main St., Buffalo, N. Y.: Uni- 
versity 4591. Partners: Michael F. Ellis 
(sales), Jerome R. Ellis (production). 
Account Executives: Henry Weil, John 
Adema. Art Department: Art Wakefield. 
Radio Director: Jerome R. Ellis. Branch 
Office: Dominion Bldg., 465 Bay St., Tor- 
onto, Ont; Abbey Muter, Jack Culiner. 
Spot: Liquid Veneer Corp. for Polish 
(ann-2); Bar Associations (pgm-4). Lo- 
cal: Nemmer Furniture (sports pgm-3); 
Household Outfitting (ann-3); Corn- 
blums (ann-1); Postmantur's (pgm-1); 
Buffalo Optical Co. (5 mins and ann-3); 
John Hendrich Co. (pgm'and 5 mins-2); 
Peoples Collateral Loan Corp. (5 mins- 
1); Ulbrich's (ann-1); Motor Tire & Ap- 
pliance Stores (ann-1); Pfeiffers Restaur- 
ant (ann-1); Adler's (5 mins-1); Frank 
& Lesswing (ann-1); Glickstein (pgm- 
1); Independent Wallpaper (ann-3); Bell 
Credit Clothing (pgm-1); Frank Wolf, 
Inc. (news and ann-2); Moskins Credit 
Clothing (pgm-1); Stewarts Clothing 
(ann-1); Weed & Co. (ann-1). 

SHERMAN K. ELLIS & CO., INC., 500 

Fifth Ave., New York City; LA 4-3570. 
President: Sherman K. Ellis. Vice-Presi- 
dents: C. E. Staudinger, Richard Barrett, 
Sidney J. Hamilton, Jr., Clifford L. Fitz- 
gerald. Production Manager: Robert 
McKean. Radio Directors: Lawrence 
Holcomb, Myron P. Kirk. Spot Time 
Buyer: Harry Torp. Talent, Continuity 
& Script Buyer: Lawrence Holcomb. 
Branch Offices: 141 W. Jackson Blvd., 
Chicago (Harrison 8612); Clifford L. 
Fitzgerald, vice-president in charge. 
Sherman K. Ellis & Co., Ltd., Canada; 
see separate listing. Network: Ward 
Baking Co. for Ward's Bread (NBC-Blue- 
14); Quaker Oats for Puffed Wheat and 
Rice (NBC Red-20, NBC Red-64). Spot: 
Ward Baking (pgm-6, ann-17); Richfield 
Oil Corp. of New York (ann-30); Quaker 



Oats Co. (ann-5); Pennsylvania Salt 
Mfg. for Lewis' Lye (ann-4); Quality 
Biscuit Co. for Princess Crackers (pgm- 
2); Falstaff Brewing (ann-5)). Local: 
Richfield Oil Corp. of New York (news- 
1); Sawyer Biscuit Co. for Baker Boy 
Crackers (pgm-1). 

SHERMAN K. ELLIS & CO., LTD., C. P. 

R Bldg., Toronto, Ont.; Adelaide 3051. 
President: Sherman K. Ellis. Vice- 
President: Ralph W. Ashcroft. Director 
of All Radio Activities: Ralph W. Ash- 
croft. Network: T. G. Bright & Co., 
wines (pgm-5). 

JOSEPH ELLNER CO., 331 Fourth Ave., 
New York City; ST 9-0536. Proprietor: 
Joseph Elmer. Art Director: Sydney H. 
Reich. Radio Director, Talent, Con- 
tinuity and Script Buyer: Samuel H. 
Elmer. Spot Time Buyer: B. D. Seldin. 

THE EMERY ADVERTISING CO., 1100 
Baltimore Life Bldg., Baltimore, Md.; 
Plaza 7440. President: Charles E. 
Emery. Treasurer: M. E. Busch. Radio 
Director, Spot Time and Talent Buyer: 
C. Delano Ames. Continuity and Script 
Buyer: Robert Highleyman. Local: 
Provident Savings Bank (pgm-1); Na- 
tional Central Bank (ann-1); Maryland 
Trust Co. (ann-4). 

ERWIN, WASEY & CO., INC., 420 Lex- 
ington Ave., New York City; MO 4-8700. 
President: L. R. Wasey. Vice-President: 
Owen B. Winters. General Manager: 
Howard D. Williams. Art Director: 
Paul Newman. Radio Director: To be ap- 
pointed. Spot Time Buyer: Tom Carson. 
Talent, Continuity and Script Buyer: 
Gager Wasey. Branch Offices: 230 N. 
Michigan Ave., Chicago (Randolph 
4952); Roy Marshall, in charge. Secur- 
ity Bldg., Minneapolis (Atlantic 1233); 
Mac Martin, in charge. 714 West 10th 
St., Los Angeles (Prospect 5317); H. A. 
Stebbins, in charge. 333 Montgomery 
St., San Francisco (Exbrook 7004); H. A. 
Stebbins, in charge. Skinner Bldg., 
Seattle (Maine 6435); Warren Kraft, in 
charge. Network: Lydia Pinkham Medi- 
cine Co. (Mutual-9, Mutual-90); Mus- 
terole Co. (NBC Blue-40); Carnation Co. 
(NBC Red-59); Aurora Laboratories 
(Mutual-9). Regional: Hecker H-O 
(Yankee Network: 2 pgms-7); Aurora 
Laboratories (Don Lee-24). Spot: Mus- 
terole Co. (ann-10); Olive Tablets (ann- 
6). Local: Barbasol Co. (pgm-1); Kreml 
(pgm-1); Carnation Co. (pgm-1, pgm-1); 
Consolidated Cigar Co. (pgm-1, 5 mins-1, 
news-1). Writers: Stella Unger and M. 
Sayle Taylor (Lydia Pinkham), Carson 
Robison (Musterole). Producers: Car- 



218 



ADVERTISING AGENCIES— Continued 



son Robison (Musterole), Roy Post 
(Consolidated Cigar). 

WILLIAM ESTY & CO., INC., 100 East 
42nd St., New York City; CA 5-1900. 
President: William Esty. Secretary: E. 
H. Cummings. Radio Director, Talent, 
Continuity and Script Buyer: Richard 
Marvin. Spot Time Buyer: Alman J. 
Taranto. Other Radio Personnel: Harry 
Holcombe, Joe C. Donohue, Kenneth M. 
Fickett. Network: R. J. Reynolds To- 
bacco for Camel Cigarettes CCBS-91, 
CBS-90). National Spot: R. J. Reynolds 
Tobacco for George Washington Smok- 
ing Tobacco (ann-15); White Labora- 
tories, Inc., for Feen-A-Mint (ann-300); 
Thomas Leeming & Co. for Baume 
Bengue (ann-70); Pacqujn's Labora- 
tories for Pacquin's Hand Cream (ann- 
50); Lehn & Fink Products for Hinds 
Honey & Almond Cream (ann-50). 
Local: R. J. Reynolds Tobacco for 
Prince Albert Smoking Tobacco (pgm- 
1). Writers: Bernard Dougall, Helen 
Phillips (Camel Cigarettes). 

EVANS & BRISEBOIS, Lincoln Bldg., De- 
troit , Mich.; CA 8748. Partners: L. 
A. Brisebois, F. E. Evans. Radio Direc- 
tor: Donald G. MacDonald. Spot Time 
Buyer: F. E. Evans. Branch Office: 192 
Lexington Ave., New York; O. E. Lefev- 
bre, in charge. Spot: Detroit Flower 
Show (pgm and 5 mins-6). Local: 
United Savings Bank (ann-1); Weil & 
Co., Furniture (pgm-1); M. Stern Fur- 
niture Co. (pgm-1). 

ALBERT EVANS & LE MAY, 616 Dan 

Waggoner Bldg., Fort Worth, Tex.; 
2-4184. Radio Director: Victor LeMay. 
Spot Time Buyer: Ed Hamann. Branch 
Office: Dallas, Tex. (Dallas 2-4586); Al- 
bert Evans, Jr., in charge. Spot: King 
Candy Co. (ann-3); Lycar Co. (ann-2). 
Local: Universal Mills (pgm-1). 

FAIRALL & CO., Paramount Bldg., Des 
Moines, la.; 3-5255. President: L. R. Fair- 
all. Radio Director: C. R. Dudley. Spot 
Time and Talent Buyers: C. R. Dudley, 
J. S. McLaren, L. R. Fairall. Regional: 
Look Magazine (ann, Yankee Network- 
16). Spot: Sargent & Co. (5 mins-8); 
Colonial Bread (pgm-4); Employers Mu- 
tual (pgm-3); Sidles Co. (ann-2); Burch 
Biscuit (ann-3); Christian Science Com- 
mittee (pgm-5); Associated Serum Pro- 
ducers (ann-17); Taugney McGinn Hotels 
(ann-4); Look Magazine (news-1). 

FEDERAL ADVERTISING AGENCY, 
INC., 444 Madison Ave., New York City; 
EL 5-6400. President: Robert Tinsman. 
First Vice-President: James F. O'Brien. 



Vice-Presidents: Joseph Beck (in charge 
of media), Jules Singer, Joel Nichols. 
Treasurer: George Dietrich. General 
Manager, Director of Research: D. E. 
Robinson. Radio Directors: George 
Comtois, John Davidson. Network: Na- 
tional Biscuit Co. for Shredded Wheat 
(NBC Red-48). Spot: Rockwood & 
Co. for Pecan Feast (ann-7); Ameri- 
can Safety Razor Co. (ann-1); Durkee 
Famous Foods (pgm-3); Sinclair Refin- 
ing Co. (news and sports-14). 

ROBERT G. FIELDS & CO., Bennie-Dil- 
lon Bldg., Nashville, Tenn.; 6-1977. 
President: Robert G. Fields. Secretary: 
R. H. Lane. Radio Director: Robert G. 
Fields. Local: St. Bernard Coal Co. 
(pgm-1); Southern Coal & Coke Co. 
(news-1); Tennessee Products Corp. 
(ann-1); Nashville Pure Milk Co. (ann- 
1); Ice Refrigeration Agency (ann-1). 

FIRST UNITED BROADCASTERS, 201 N. 

Wells St., Chicago; Randolph 7800. Man- 
aging Director: Hugh Rager. Vice- 
President: Homer Hogan. Foreign ad- 
vertising: Harry Kopin. National Spot: 

Utilities Engineering Institute (pgm-45); 
Willard Tablet Co. (pgm-17); Piowaty 
Bros., Inc. (ann-1); Wizard Products Co. 
(ann-2); American-Chiffon Hosiery Co. 
(ann-7); Whitcomb Sulphur Springs Ho- 
tel (ann-10); National Refund Co. (ann- 
5). Local: Walton Motors, Inc. (ann-1); 
Protective Health Foundation (ann-1). 

THE JAMES FISHER CO., LTD., 204 

Richmond St., W., Toronto, Ont; Wa- 
verly 8091. President, General Manager: 
James Fisher. Executive Vice-President: 
George A. Martin. Secretary: W. R. 
Johnston. Treasurer: Mrs. C. M. Rob- 
ertson. Assistant Manager: A. L. Thomp- 
son. Director of All Radio Activities: 
W. R. Johnston. Branch Office: Confed- 
eration Bldg., 1253 McGill College Ave., 
Montreal, Que. (Lancaster 1205); H. V. 
Peterson, manager. Spot: Robin Hood 
Flour Mills, Ltd. (pgm-9); Purina Mills 
(pgm-5): Wm. R. Warner & Co. for 
Sloan's Liniment (ann-12). 

FITZGERALD ADVERTISING AGENCY, 
INC., Southern Bldg., New Orleans, La.; 
Raymond 5194. President: Joe L. Kil- 
leen. Vice-Presidents: Joseph H. Ep- 
stein, Leonard Gessner. Secretary- 
Treasurer: Ray M. Schwarz. Radio Di- 
rector, Spot Time Buyer: Leonard Gess- 
ner. Network: Wesson Oil & Snowdrift 
Sales Co. (NBC Red-7). Spot: Wesson 
Oil & Snowdrift Sales Co. for Snowdrift 
(time signals-1), for Scoco (pgm and 
time signals-11), for Blue Plate Foods 



219 



ADVERTISING AGENCIES— Continued 



(pgm-3); Dixie Brewing Co. (arm, sports 
review, baseball scores-3). Local: Lou- 
isiana Power & Light Co. (pgm-1). 
Writers: Ted Maxwell (scripts for Wes- 
son Oil & Snowdrift); Roy M. Schwarz 
(commercial continuity for all pro- 
grams). 

RICHARD A. FOLEY ADVERTISING 
AGENCY, INC., 1616 Walnut St., Phila- 
delphia, Pa.; Kingsley 1560. President: 
Charles H. Eyles. Vice-Presidents: Lee 
E. Hood, Lawrence I. Everling. Radio 
Director, Talent, Continuity and Script 
Buyer: Russell Gray, Sr. Spot Time 
Buyer: Joseph M. Dehone, Jr. 

FORT & CO., 301-04 Kinney Bldg., Char- 
lotte, N. C; 3-4217. President, General 
Manager: John L. Fort. Production 
Manager: Jean Dunham. Radio Direc- 
tor: John L. Fort. Local: Hoover Hos- 
iery Co. (pgm-1). 

ALBERT FRANK - GUENTHER LAW, 
INC., 131 Cedar St., New York City; CO 
7-5060. Chairman of the Board: Rudolph 
Guenther. Chairman of Executive Com- 
mittee: Russell Law. President: Frank 
J. Reynolds. First Vice-President: E. W. 
Kimmelberg. Vice-President, Secretary: 
Victor J. Cevasco. Vice-President, 
Treasurer: Emmett Corrigan. Vice-Presi- 
dents: Russell S. Sims, Curtis N. Browne, 
Frank D. Cruikshank, James Rascovar 
II. Controller: S. A. Speake. Radio Di- 
rector, Spot Time Buyer: Frank D. 
Cruikshank. Branch Offices: 10 Post 
Office Square, Boston (Hancock 5900); 
Joseph R. Hamlen, vice-president. 1 La- 
Salle St., Chicago (Dearborn 8910); R. 
W. Dawson, vice-president. Ill Sutter 
St., San Francisco (Sutter 2522); Vin- 
cent J. Beschel. Packard Bldg., Phila- 
delphia (Rittenhouse 3915; Race 3115); 
Robert L. Ingold. Copthall House, Cop- 
thall Ave., London, E. C. 2 (Metropoli- 
tan 1571); John A. Venner, managing 
director. Spot: Colonial Steamship Line 
(ann-3); Frank Feh# Brewing Co. (ann- 
1). Local: Beauty Affiliates (pgm-1). 

JEAN SCOTT FRICKELTON, 1355 Market 
St., San Francisco, Calif.; Hemlock 6030. 
Radio Director: Jean Scott Frickelton. 
Spot: Gas Appliance Society of Califor- 
nia (ann-25); Electric Appliance Society 
of Northern California (ann-22; 5 mins 
and ann-1). Writer, Producer: Donald 
Dudley. 

HARRY M. FROST CO., INC., 260 Tre- 

mont St., Boston, Mass.; Liberty 0813-4- 
5; 0748. President: Karl M. Frost. Sec- 
retary: Harvey P. Newcomb. Treasurer: 



Harry M. Frost. Assistant Treasurer: 
Edith G. Robinson. Space Buyer, Pro- 
duction Manager: Harold E. Bessom. Art 
Director: Reginald A. Maurer. Copy 
Chief: Victor P. Klefbeck. Radio Director: 
Harvey P. Newcomb. Spot Time, Talent, 
Continuity and Script Buyers: Karl M. 
Frost, Harvey P. Newcomb. Regional: 
Cranberry Canners, Inc. (Yankee Net- 
work: news-6, ann-7); Democratic State 
Committee (Yankee Network and local 
pgm-17); Durkee-Mower, Inc., for 
Marshmallow Fluff and Sweeco (Yankee 
Network: pgm-6, ann-16); W. H. Graham 
Corp., Undertakers (Yankee Network 
pgm-2); Independent Taxi Operators As- 
sociation (Yankee Network pgm-8). 
Spot: Campbell-Fairbanks Expositions, 
Inc., for Sportsmen's Shows (pgm-3, ann- 
20); Cold Springs Brewing Co. (ann-4); 
Cranberry Canners, Inc. (ann-3); Dur- 
kee-Mower, Inc. (ann-5); Jordan-Marsh 
Co., Department Store (ann-7); Boston 
Auto Show (ann-4); Brockton Fair (ann- 
7). Local: James A. Aicardi & Sons for 
I-Car-De Mayonnaise (ann-1); Bankers 
Finance Corp. (ann-1); Boston Globe 
(ann-1); Clover Farm Stores (ann-1); 
Cushman Bakery (pgm-1); Casa Manana 
Restaurant (ann-1); Daggett Chocolate 
Co. (ann-1); Dennison Airport (ann-1); 
Gentles Baking Co. (ann-1); Haines Ce- 
Brook, Inc., for Ice Cream (ann-1); In- 
dependent Taxi Operators Association 
(ann-2); Howard D. Johnson Co. for Ice 
Cream and Restaurants (ann-3); Paine 
Furniture Co. (ann-2); George E. War- 
ren Corp., for Coal (ann-1); Schick Razor 
Co. (ann-1). 

FULLER & SMITH & ROSS, INC., 71 

Vanderbilt Ave., New York City; MU 
6-5600. Branch Office: 1501 Euclid Ave., 
Cleveland (Cherry 6700). Network: 
Westinghouse Electric & Mfg. Co. (NBC 
Blue-successively 84 and 79). (Note: 
This information was not supplied by 
the agency, hence further details are 
not available). 

GALE & PIETSCH, INC., 333 N. Michigan 
Ave., Chicago, 111.; State 9570. Presi- 
dent: Richard F. Pietsch. Executive 
Vice-President: Willard E. Stevens. 
Vice-President, Treasurer: George A. 
Hamilton. Radio Director: None; han- 
dled by account executives. Network: 
Princess Pat, Ltd., for Cosmetics (NBC 
Red-14). 

GARDNER ADVERTISING CO., Mart 
Bldg., St. Louis, Mo.; Garfield 2915. 
Chairman of the Board: Herbert S. 
Gardner. President: Elmer G. Mar- 
shutz. Executive Vice-President: Erma 



220 



ADVERTISING AGENCIES— Continued 



P. Proetz. Vice-Presidents: Jerome F. 
Kircher, Anthony W. Neally, Charles P. 
Michels, Roland Martini, Leigh Crosby. 
Radio Directors, Talent, Continuity and 
Script Buyers: Roland Martini (New 
York), Charles E. Claggett (St. Louis). 
Spot Time Buyers: E. A. Schulenburg, 
Charles H. Gardner. Branch Offices: 9 
Rockefeller Plaza, New York City (CO 
5-2000); H. S. Gardner, chairman of the 
board; Roland Martini, vice-president. 
1419 Heyburn Bldg., Louisville, Ky. 
(Jackson 5328); Warren Schwegel, man- 
ager. 2238 LaSalle-Wacker Bldg., Chi- 
cago (Franklin 5295); C. L. Menser, 
manager, radio promotion department. 
Network: Falstaff Brewing Corp. (NBC 
Red-23): Pet Milk Co. for Pet Irradiated 
Milk (CBS-63, CBS-54); Ralston Purina 
Co. for Ry-Krisp (NBC Red-35), for 
Ralston (NBC Blue-24), for Shredded 
Ralston (CBS Paciflc-7, NBC Blue-61). 
Spot: J. A. Folger & Co. for Folger Cof- 
fee (pgm-22, pgm-7); Falstaff Brewing 
Corp. (ann-46); Pet Milk Co. (pgm-19); 
Ralston Purina Co. for Purina Feeds 
(pgm-94); Union Biscuit Co. for Prin- 
cess Biscuits (pgm-3). Local: Union Bis- 
cuit Co. (pgm-1); St. Louis Independent 
Packing Co. for Mayrose Meats (pgm-1). 
Writers: Leonard T. Holton (Shredded 
Ralston); Melvin P. Wamboldt (Ralston); 
William Meredith (Purina Feeds) Irving 
Vendig, Courtenay Savage (Folger Cof- 
fee). Producers: C. L. Menser (Shredded 
Ralston); Melvin P. Wamboldt (Shred- 
ded Ralston, Falstaff Brewing, Ralston, 
Purina Feeds, Folger Coffee); Anne Sey- 
mour (Folger Coffee). 

SIDNEY GARFINKEL ADVERTISING 
AGENCY, 703 Market St., San Fran- 
cisco, Calif.; EX 3420. President: Sid- 
ney Garfmkel. Vice-President: Donald 
Manchester. Network: Euclid Candy Co. 
of California (CBS Pacific-9). Local 
Euclid Candy Co. of Illinois (pgm-1) 
Kay Jewelry Co., of Oakland (pgm-1) 
Kay Jewelry Co., of Long Beach (pgm- 
1); Remar Baking Co. (pgm-2); Graven- 
Inglis Baking Co. (pgm-2); C. H. Baker 
Co. (pgm-1); Continental Hotel (ann-2); 
Log Cabin Baking Co. (pgm-2); El 
Dorado Brewing Co. (ann-1); United 
Meat Co. r P gm-l). Writers: Knox Man- 
ning (Euclid Candy Co. of California); 
Walter Guild (Remar Baking Co.); 
Scott Weakley (Kay Jewelry Co. of 
Oakland). 

GENERAL ADVERTISING AGENCY, 
INC., 1265 N. Vermont Ave., Los An- 
geles, Calif.; Olympia 2958. President: 
Ralf M. Spangler. Vice-President: Guy 
H. Brooks. Secretary-Treasurer: M. 
Hammond. Radio Director, Spot Time 



Buyer: Ralf M. Spangler. Talent Buyer: 
M. Hammond. Continuity and Script 
Buyer: Churchill Murray. Branch Of- 
fice: 608 Security Bldg., Windsor, Ont, 
Canada; W. T. M»vnard. in charge. Re- 
gional Network: Williams SLK Labora- 
tories for Williams Formula, RUX, Gasa 
Tablets (pgm-12). Spot: McKesson- 
Western Wholesale for Currier's Tab- 
lets (pgm-10). Local: Alberty Food Co. 
(pgm-1); Olden Minerals, Inc. (pgm-1); 
Safe Way Building Service (ann-1); Ro- 
Mari, Inc. (pgm-1); San Diego Build- 
ing Trades Council (pgm-1). Writer: 
Churchill Murray. Producers: Churchill 
Murray (McKesson-Western, Alberty 
Food Co., Olden Minerals, Ro-Mari); 
Mutual-Don Lee (Williams SLK Labora- 
tories). 

J. STIRLING GETCHELL, INC., 405 Lex- 
ington Ave., New York City; MU 6-4800. 
President: J. Stirling Getchell. First 
Vice-President: J. V. Tarleton. Secre- 
tary: M. P. Franceschi. Treasurer: 
Charles McCormack. Radio Director: 
C. A. Snyder. Spot Time Buyer: Caro- 
lyn R. Moser. Branch Offices: New 
Center Bldg., Detroit (Trinity 2-3600); 
Harry T. Mitchell, in charge. Bryant 
Bldg., Kansas City, Mo. (Harrison 8102); 
Karel Rickerson, in charge. 59 E. Van 
Buren St., Chicago (Harrison 2606); L. 
O. Holmberg, in charge. Regional: 
Socony-Vacuum Oil Co. (Yankee Net- 
work-6). National Spot: Chrysler Corp. 
(ann-126); Socony-Vacuum Oil Co. 
(sports-2, news and sports-1, news-5, 
play-by-play baseball-35). 

GEYER, CORNELL & NEWELL, INC., 745 

Fifth Ave., New York City; WI 2-5400. 
President: B. B. Geyer. Vice-Presidents: 
H. W. Newell, R. M. Ganger. Secretary- 
Treasurer: J. R. Kunz. Assistant Secre- 
tary-Treasurer: E. L. Reibling. Director 
of All Radio Activities: Eleanor L. Lar- 
sen. Branch Offices: 3rd National Bldg., 
Dayton, O. (Fulton 4145); E. G. Frost, 
in charge. New Center Bldg., Detroit 
(Madison 6750); E. L. Triffit, in charge. 
Network: Nash-Kelvinator Corp., Nash 
Motors Division (CBS-66). Spot: Nash- 
Kelvinator Corp., Nash Motors Division 
(pgm and ann-93); Crowell Publishing 
Co. for Woman's Home Companion 
(pgm-15, pgm-7). Local: Nash-Kelvina- 
tor Corp. for Nash Motors Division (ann- 
1). for Kelvinator Division (pgm and 
ann-1). Writers: Amedee Cole. G. J. 
Agnew, Charles Newton, Roger Purdon. 

J. J. GIBBONS, LTD., 159 Bay St., Toronto, 
Ont., Canada; Elgin 2111. President, 
Managing- Director: J. J. Gibbons.. Vice- 
Presidents: H. M. Tedman, R. A. Sta- 



221 



ADVERTISING AGENCIES— Continued 



pells. Secretary-Treasurer: W. H. Hoare. 
Arts & Plans Director: Bertam Brooker. 
Space Buyer: F. W. Percival. Produc- 
tion Manager: Harry Robertson. Re- 
search Director: R. L. Wright. Radio 
Director: N. McConnell. Branch Offices: 
924 Dominion Square Bldg., Montreal, 
Que.; Harold M. Reid, vice-president, 
manager. Scott Block, Winnipeg, Man.; 
Gordon E. Hunter, vice-president, man- 
ager. Leader Bldg., Regina, Sask.;Ewart 
G. Macpherson, vice-president, manager. 
Lancaster Bldg., Calgary, Alta.; Reg. G. 
Smith, vice-president, manager. Agency 
Bldg., Edmonton, Alta.; J. H. Fulton, 
manager. Province Bldg., Vancouver, B. 
C; Dave Crawford, vice-president, co- 
manager; L. E. C. Manley. co-manager. 
21 Paper St., E. C. 1, London; Col. Har- 
old A. Moore, manager. 

GILLHAM ADVERTISING AGENCY, 220 

Continental Bank Bldg., Salt Lake City, 
Utah; Wasatch 1347. President, Treas- 
urer: M. C. Nelson. Vice-Presidents: J. 

Y. Tipton, Lon Richardson. Secretary: 
Genevieve Hunt. Radio Director: J. Y. 
Tipton. Spot Time Buyer: A. W. Rogers. 
Radio Copy: J. Y. Tipton, Genevieve 
Hunt, Lon Richardson. Spot: Excelcis 
Beauty Salon (ann-7); Sweet Candy 
Co. (pgm-4); Sego Milk Products 
Co. (pgm-2); Utah Oil Refining Co. 
for Vico Motor Oil and Pep 88 Gaso- 
line (ann-2). Local: Cloverleaf Dairy 
(ann-2); Colville Ice Cream Co. (ann-2); 
Excelcis Beauty Salon (pgm-1); Moun- 
tain Fuel Supply Co. for Natural Gas 
and Gas Appliances (ann-3); Fisher 
Brewing Co. (ann-1); Ogden First Fed- 
eral Savings & Loan Assn. (ann-1); Og- 
den Troy Laundry (5 mins-1); Pacific 
State Cast Iron Pipe Co. for Super- 
Heater and Pipe (ann-2); Peoples Fi- 
nance & Thrift Co. (5 mins, ann-1); Dr. 
Pepper Bottling Co. (ann-1); Sego Milk 
Products Co. (pgm-1); Royal Baking Co. 
for Bread and Cakes (ann-3); United 
States Fuel for King Coal (news-1); Troy 
Laundry (5 mins-1); Tracy Loan & Trust 
Co. (ann-1); Walker Bank & Trust Co. 
(ann-1). Writers: Gladys W. Pinney 
(Sweet Candy Co.), agency staff writers 
(all other clients). Producers: Louise 
Hill Howe (Sweet Candy Co.), Edith 
Abbott (Sego Milk Products Co.) 

BERT S. GITTINS, ADVERTISING, 739 

Broadway, Milwaukee, Wis.; Daly 6230. 
Owner: Bert S. Gittins. Radio Director: 
H. Earl Hodgson. Spot Time Buyers: 
Bert S. Gittins, H. Earl Hodgson, Carl 
Stoddard. Network: Allis-Chalmers 
Mfg. Co. (NBC Blue-36). Regional: 



Allis-Chalmers (Texas Quality Net- 
work-2). Spot: Allis-Chalmers (pgm- 
21, 5 mins-1, ann-10, special events-16, 
news-2). 

LOUIS GLASER, INC., 1111 Statler Bldg., 
Boston, Mass.; LIB 6044. President: 
Louis Glaser. Director of All Radio Ac- 
tivities: Everett E. Doten. Regional: The 
Book Theatre Association (Colonial Net- 
work and WOR-3). Spot: N. Y. Mattress 
Co. (cut-ins and ann-2); Gould Negative 
Ion Co. (pgm-2); New England Coke Co. 
(cut-ins and ann-2). 

RAY K. GLENN ADVERTISING, 1366 

First National Bldg., Oklahoma City, 
Okla.; 3-5439. Owner: Ray K. Glenn. 
Radio Director, Talent Buyer: Lowe 
Runkle. Spot Time Buyers: Ray K. 
Glenn, Lowe Runkle. Branch Office: 
Liberty Bank Bldg., Dallas; T. A. Work- 
man, manager. Local: Approved Laun- 
dries (pgm-3); Local Federal Savings & 
Loan (pgm-2); Ancel Earp & Co. (pgm- 
1); Cain's Coffee Co. (pgm-3); New York 
State Ice Cream (pgm-1). Writer: Earl 
P. Thomas (all clients). 

FRANCIS K. GLEW, ADVERTISING, 

Murray Bldg., Grand Rapids, Mich.; 
8-1848. Director of All Radio Activities: 

Francis K. Glew. Local: Parisian Clean- 
ers & Dyers, Inc. (news, ann-1). 

GLICKSMAN ADVERTISING CO., INC., 

400 Madison Ave., New York City; PL 
8-0716. President: Joseph Glicksman. 
Network: Adam Hat Stores (NBC Blue- 
53). (Note: This information was not 
supplied by the agency, hence further 
details are not available.) 

GOODKIND & MORGAN, 919 N. Michi- 
gan Ave., Chicago, 111.; Superior 5329. 
President: M. Lewis Goodkind. Account 
Executive: Hertha Samuels. Space Buy- 
er: Florence Neighbors. Radio Director, 
Talent Buyer: M. Lewis Goodkind. Spot 
Time Buyer: Florence Neighbors. Con- 
tinuity and Script Buyer: Hertha Sam- 
uels. Branch Office: Affiliated with 
Raymond R. Morgan Co., q.v. Radio 
Clients: Eisendrath Glove Co., Alfred 
Johnson Skate Co., Trading Post, Inc., 
Pendleton-Palmer House. (.Note: None 
of these clients has used radio since 
June, 1938.) 

GOTHAM ADVERTISING CO., 2 West 
46th St., New York City; LO 5-2616. 
President: G. Ellsworth Harris. Execu- 
tive Vice-President: Duncan D. Sutphen. 
Secretary, Treasurer: Arthur A. Kron. 
Radio Director, Talent, Continuity and 



222 



ADVERTISING AGENCIES— Continued 



Script Buyer: Arthur A. Kron. Spot 
Time Buyers: William Menkel, Anthony 

C. de Pierro. Spot: R. U. Delephena & 
Co. for Hartley's Marmalade (pgm-3). 
Local: The Dill Co. for Espotabs (ann-1); 
Morris Plan Bank (pgm-1). 

GRACE & BEMENT, INC., 438 New Center 
Bldg., Detroit, Mich.; Madison 4514. 
President: Edward R. Grace. Vice-Presi- 
dents: Austin F. Bement, Major E. C. 
Fleming. Vice-President, Treasurer: Paul 
B. Zimmerman. Director Research & 
Media: L. C. Grace. Time Buyer: L. C. 
Grace. 

GRANT ADVERTISING, INC., Gulf States 
Bldg., Dallas, Tex.; 2-5062. President: 
Will C. Grant. Branch Office: Palmolive 
Bldg., Chicago (Superior 1596). Net- 
work: Mars, Inc., for Chocolate Bars 
(NBC Blue-20); Vanette Hosiery Mills 
(NBC Blue-12). (Note: This information 
was not supplied by the agency, hence 
further details are not available.) 

JAMES A. GREENE & CO. See Tucker 
Wayne & Co., Inc. 

GRIFFITH ADVERTISING AGENCY, 317 

Times Bldg., St. Petersburg, Fla.; 4311. 
General Manager: T. M. Griffith. Ac- 
count Executives: Robert F. Bullard, O. 

D. Dyer, Charles Dove. Radio Director: 
Robert F. Bullard. Spot: Pensacola 
Chamber of Commerce (ann-4); Daytona 
Beach Chamber of Commerce (ann-3); 
Clearwater Chamber of Commerce (ann- 
5); St. Petersburg Chamber of Com- 
merce (ann-6); Silver Springs (ann-3). 
Local: Pinellas Lumber Co. (pgm and 5 
mins-1); First Federal Savings and Loan 
(5 mins-1). 

THE GRISWOLD-ESHLEMAN CO., 2700 
Terminal Tower, Cleveland, O.; Main 
7626. President: Charles L. Eshleman. 
Vice-President, Art Director: Samuel A. 
Lewis. Vice-President, Creative Direc- 
tor: Kenneth W. Akers. Secretary- 
Treasurer: John F. Davis. Radio Direc- 
tor: Wilton C. Haff. Spot Time, Talent, 
Continuity and Script Buyer: William A. 
Weaver. Spot: Montana Milling for 
Sapphire Flour (ann-4); Fleet- Wing 
Gasoline (ann-12); B. F. Goodrich for 
Truck and Bus Tires (farm news-20). 
Local: Lake Erie Provision for Meat 
(ann-1); Cleveland Livestock for Meat 
(pgm-1). 

GROVES-KEEN, INC., 401 Bona Allen 
Bldg., Atlanta, Ga.; Walnut 4517-18. 
President: J. L. Groves, Jr. Secretary- 
Treasurer: Charlton Keen. Director of 



All Radio Activities: Norman Frankel. 
Spot: Bona Allen, Inc., for Shoes (ann- 
4); John B. Daniel Co. for Cough Syrup 
(ann-4). Local: Economy Auto Stores 
(ann-2); McCord Stewart Co. for Coffee 
(ann-2); New Yorker Gingerale Co. 
(ann-1); Atlanta Hotel (ann-1); W. O. 
Pierce Dairy (ann-2). 

LAWRENCE C. GUMBINNER ADVER- 
TISING AGENCY, 9 East 41st St., New 
York City; VA 3-3550. Executives: Law- 
rence C. Gumbinner, Milton Goodman, 
Paul G. Gumbinner, Max A. Geller, Her- 
schel Deutsch. Director of All Radio 
Activities: Herschel Deutsch. Network: 
American Tobacco for Roi-Tan Cigars 
(CBS-5). Network and National Spot: 
Vadsco Sales Corp. for Quinlax (Mutual 
and spot stations-24). National Spot: 
Royal Lace Paper Works for Roylies 
(pgm-12). Writers: Ruth Leslie, Florence 
Miles (Roylies); Arnold Scheuer, Jr., 
Alfred Bercovici, William M. Sweets 
(Quinlax). Producer: Frank Chase 
(Quinlax). 

H. S. G. ADVERTISING AGENCY, INC., 

19 East 53rd St., New York City; WI 2- 
3338. President, Treasurer: Harry S. 
Goodman. Vice-Presidents: H. Krelstein, 
A. Schloss. Secretary: H. Knuth. Direc- 
tor of All Radio Activities: Harry S. Good- 
man. Branch Office: 134 N. LaSalle St., 
Chicago; H. Knuth, secretary in charge. 
Local: Penn Furniture (pgm-1); Frontier 
Fuel Oil Corp. (pgm-1); Chattanooga Gas 
Co. (pgm-1); L. Fish Furniture Co. (pgm- 
1); Schulze Baking Co. (pgm-1); Equity 
Savings & Loan (pgm-1); Oswald Jaeger 
Baking Co. (pgm-1); Warsaw Brewing 
Corp. (pgm-1); Barnett Furniture (pgm- 
1); D. H. Holmes Co. (pgm-1); Ludwig 
Baumann (pgm-1); Southern Breweries, 
Norfolk (pgm-1); Southern Breweries, 
Richmond (pgm-1); May Stern & Co. 
(pgm-1); Fisher Flouring Mills (pgm-1); 
Will Sales (pgm-1); Liberty Fire Insur- 
ance (pgm-1); Eckert Brewing (pgm-1); 
Sakowitz Bros, (pgm-1); Interstate Fi- 
nance (pgm-1); Square Deal Miller (pgm- 
1); Sam's Cut Rate (pgm-1); K & B Pack- 
ing & Provision (pgm-1); E. M. Kahn & 
Co. (pgm-1); Ohio State Federal Savings 
& Loan (pgm-1); Morrey's (pgm-1); Glick 
Furniture (pgm-1); Queens City Bottling 
(pgm-1); Weils (pgm-1); Red Top Brew- 
ing (pgm-1); Cardozo & Bro. (pgm-1); 
Miller Auto Co. (pgm-1); Pacific Brewing 
& Malting (pgm-1); Karotkin Furniture 
(pgm-1); Schwabacher Bros, (pgm-1); 
Merchants Coffee Co. (pgm-1); Fowler, 
Dick & Walker (pgm-1); Lansburgh & 
Bro. (pgm-1); Wilshire Oil (pgm-1); Peer- 
less Furniture (pgm-1); Nehi Beverage 



223 



ADVERTISING AGENCIES— Continued 



Co. (pgm-1); Hart Cut-Rate Drug Co. 
(pgm-1); Bruton Brewing (pgm-1); Ro- 
chester Brewing (pgm-1); Mack Baking 
Co. (pgm-1) ; Washington Optical Institute 
(pgm-1); Stern & Co. (pgm-1); Joseph 
Home (pgm-1). Writers: Lisa Ysaye Tar- 
leau, R. L. McKelly, Lawrence Marks, 
Bryna Isaacs, Jean Stafford, John Russak. 
Producers: Agency staff. 

WILLIAM IRVING HAMILTON, INC., 

267 Fifth Ave., New York City; MU 
5-1737. Network: Ramsdell, Inc., for 
Sulphur Cream (Mutual-2). (Note: This 
information was not supplied by the 
agency, hence further details are not 
available. ) 

HAMMER ADVERTISING AGENCY, 983 

Main St., Hartford, Conn.; 5-4883. Execu- 
tives: M. H. Hammer, Robert Eckleson, 
Florence Trazzini, Arthur Gould. Radio 
Directors: Arthur Gould, M. H. Hammer. 
Spot Time Buyer: Robert Eckleson. Tal- 
ent, Continuity and Script Buyer: M. H. 
Hammer. Spot: Sally's Fur Studio (pgm- 
2, ann-6); Pag Laboratories for Cosmetics 
(ann-9); Helen Beauty Co. for Beauty 
Preparations (ann-5); State Theatre, Inc. 
(pgm, ann-4); Kay Jewelry Co. (pgm, 
ann-6); Cherry Park, for Amusements 
(ann-7); Chanticler Inn for Taverns 
(ann-4); Scott Furriers (ann-6); Arrow 
Lines for Travel Busses (ann-3). Local: 
Herrup's Furniture (pgm, ann-3); Atlas 
Cleaners (ann-2); Helen Beauty Shops 
(ann-1); Frederick Beauty Shops (ann- 
1); Allen Cut Rate Perfumery (pgm-1); 
Fashions Centre (ann-3); Dr. J. H. Fagan, 
Dentist (ann-3); Hygrade Oil Co. (ann- 
2); Loew's Theatres (ann-2); Rose Marie 
Beauty Shops (ann-2). 

HANSEN-WILLIAMS, INC., Rockefeller 
Center, New York City; CI 7-4131. Presi- 
dent, Treasurer: K. K. Hansen. Vice- 
President: Ned E. Williams. Secretary: 
Bernard L. Miller. Radio Director: K. K. 
Hansen. 

HART-CONWAY CO., INC., Genesee Val- 
ley Trust Bldg., Rochester, N. Y; Main 
2073. President: H. L. Hart. Vice- 
President: H. E. Kennedy. Secretary: 
M. B. Hart. Radio Director: John P. 
Street. Local: Levis Music Stores (pgm- 
2); Doyle Gas & Oil Corp. (sports re- 
view-2); Chapin-Owen Co. (pgm-2); L. 
C. Forman Co. (ann-2); Banks of Roch- 
chester (pgm-1); E. J. Scheer, Inc. (ann- 
2); Hedge's Memorial Chapel (pgm-1); 
Rochester Auto Dealers, Inc. (pgm and 
ann-3); Whiting Buick, Inc. (ann-2); 
Fincher Motors, Inc. (ann-2) Chevrolet 
Dealers of Western New York 



(ann-3); C. W. Fields, Inc. (ann-1); De- 
Marie Co. (ann-1); Barr & Creelman Co. 
(ann-2). Writers: Lowell MacNullan 
(Doyle Gas & Oil); Charlotte Edwards 
(Banks of Rochester). Producer: Ken- 
neth French (Banks of Rochester). 

HAYS ADVERTISING AGENCY, 252 Col- 
lege St., Burlington, Vt; 852. President, 
Treasurer: W. A. Myers. Secretary: 
A. E. Hawkins. Radio Director, Talent, 
Script and Continuity Buyer: Norman H. 
Myers. Spot Time Buyers: W. A. Myers, 
Norman H. Myers. Regional: Vermont 
Transit Co. (pgm-5). National Spot: 
Dairy Association Co. (pgm-2). Local: 
Abrahams Cut Rate Drug Stores (sports- 
1); Vermont Cleansing Co. (sports-1); 
Socony Dealers (sports-1); Dominion Dry 
Co. (sports-2, sports news-1); M. M. Far- 
rell & Sons (weather, time ann-4); 
Kinox (pgm-3); Moquin Baking Co. 
(pgm-1); Vermont Confectionery Co. 
(time ann-1); LaBarge Florists (pgm, 
time ann-1); Shepard Lumber Co. 
(weather ann-1); C. P. Smith, Jr., Inc. 
(pgm-1); F. J. Preston & Son (pgm-1). 

HENRI, HURST & McDONALD, INC., 520 

N. Michigan Ave., Chicago, 111.; Superior 
3000. President: W. B. Henri. Execu- 
tive Vice-President: A. L. Decker. Sec- 
retary: W. D. McDonald. Treasurer: J. 
F. Hurst. Radio Director: Frank Ferrin. 
Network: Ballard & Ballard Co. for 
Oven-Ready Biscuits (NBC Red and 
Blue-17); John Morrell & Co. for Red 
Heart Dog Food (NBC Red-30); Acme 
White Lead and Color Works for Paint 
Products and Lin-X (NBC Blue, with re- 
peat on Red-31). (Note: This informa- 
tion was not supplied by the agency, 
hence further details are not available.) 

HILLMAN-SHANE ADVERTISING 
AGENCY, INC., 1220 Park Central Bldg., 
412 West 6th St., Los Angeles, Calif.; 
VA 5111. President: David S. Hillman. 
Vice-President: Jefferson Kaye Wood. 
Secretary-Treasurer: William Berger. 
Radio Director: Jefferson Kaye Wood. 
Spot Time Buyer: J. Pierce. Network: 
Soil-Off Mfg. Co. (CBS Pacific-2, plus 6 
coast stations). Local: Fox West Coast 
Theatres (pgm and ann-4); May Co., 
Department Store (ann-number of sta- 
tions not given); Downtown Merchants 
Dollar Day (ann-number of stations not 
given); Barker Brothers (pgm-1, ann- 
number of stations not given); Sentinel 
Chemical Co. (participation-1); Soil-Off 
Mfg. Co. (participation-1). 

HIXSON-O'DONNELL ADVERTISING, 
INC., Richfield Bldg., Los Angeles, Calif.; 



224 



ADVERTISING AGENCIES— Continued 



Mutual 8331. Radio Director: Mel Wil- 
liamson. Radio Time Buyer: H. D. 
Walsh. Network: Rio Grande Oil (CBS 
Pacific-3); Richfield Oil (NBC Pacific 
Red-7). (Note: This information was 
not supplied by the agency, hence 
further details are not available.) 

HOFFMAN & YORK, 606 Century Bidg., 

Milwaukee, Wis.; Daly 6510. Radio Di- 
rector, Talent, Continuity and Script 
Buyer: Howard L. Peck. Spot Time 
Buyer: Wilford York. Local: Meier Ice 
Cream Co. (ann-1); Milwaukee Real Es- 
tate Board (ann-3); Milwaukee Gas 
Light Co. (ann-3). 

FRANCES HOOPER ADVERTISING 
AGENCY, 400 N. Michigan Ave., Chi- 
cago, 111.; Superior 5480. Network: Wil- 
liam Wrigley, Jr., Co. for Doublemint 
Gum (CBS-67, CBS-109). (Note: This 
information was not supplied by the 
agency, hence further details are not 
available. ) 

CHARLES W. HOYT CO., INC., 551 Fifth 
Ave., New York City; VA 3-4690. Presi- 
dent: Winthrop Hoyt. Vice-Presidents: 
Richard Stanton, William Dingledine. 
Secretary: Everett Hoyt. Radio Direc- 
tors: Everett Hoyt, Richard Pratt. Spot 
Time Buyer: C. B. Donovan. Talent, 
Continuity and Script Buyer: Richard 
Pratt. Branch Office: 650 Main St., Hart- 
ford, Conn. (Hartford 5-6066); Frank 
Whipple, vice-president. Network: 
Charles Gulden, Inc., for Mustard (NBC 
Red and Blue-7); Richardson & Robbins 
for Boney Chicken (NBC Red and Blue- 
5). National Spot: R. B. Davis Co. for 
Baking Powder (Yankee Network plus 
WGY-16); American Molasses Co. (pgm- 
2). Local: B. C. Remedy Co. for head- 
ache powders (news-1, pgm-1, ann-1). 
Producers: Chase & Ludlam (Charles 
Gulden); Josef Stopak (Richardson & 
Robbins). 

HUGHES, WOLFF & CO., INC., Taylor 
Bidg., Rochester, N. Y.; Stone 2080. Presi- 
dent, Treasurer: F. A. Hughes. Secretary: 
John P. McCarthy. Radio Director, 
Talent, Continuity and Script Buyer: 
F. A. Hughes. Spot Time Buyers: John 
P. McCarthy, F. A. Hughes. Radio Per- 
sonnel: James J. Brady, L. W. Simonds, 
Jr. Spot: Kemp & Lane (ann-12); Good 
Luck Food Co. (ann-14); American 
Brewing Co. (ann-7). 

H. B. HUMPHREY CO., Statler Bidg., Bos- 
ton, Mass.; Liberty 4714. Branch Office: 

60 East 42nd St., New York City (MU 
2-0362). Network: Old Trusty Dog Food 



Co. (CBS-3). (Note: This information 
was not supplied by the agency, hence 
further details are not available). 

HUTCHINS ADVERTISING CO., INC., 

Cutler Bidg., Rochester, N. Y.; Main 3528. 
President: M. S. Hutchins. Vice-Presi- 
dent: Frank A. Hutchins. Treasurer: 
F. I. Hutchins. 

HUTCHINSON ADVERTISING CO., 1000 
Hodgson Bidg., Minneapolis, Minn.; At- 
lantic 5238. President, Treasurer: Mer- 
rill Hutchinson. Vice-Presidents: H. K. 

Painter, J. M. Bridge, H. R. Stevenson. 
Secretary: J. V. Pidgeon. Director of 
All Radio Activities: H. K. Painter. Net- 
work: Pillsbury Flour Mills Co. for Flour 
and Cereals (NBC Red-35). Local: 
Gluek Brewing Co. (sports-2); North- 
land Milk & Ice Cream (pgm-1); Twin 
City Federal Savings & Loan Association 
(pgm-1). Writers: Irna Phillips, John 
Young (Pillsbury); Rollie Johnson, 
George Higgins (Gluek Brewing); Tod 
Williams (Northland Milk & Ice Cream). 
Producer: Howard Keegan, of Carl 
Wester & Co. (Pillsbury). 

INGALLS ADVERTISING AGENCY, 137 

Newbury St., Boston, Mass.; Common- 
wealth 5767. President: Arthur W. In- 
galls. Vice-Presidents: J. Raymond 
Miniter, Clinton Jordan. Treasurer: F. 
S. Thompson. Auditor: James Barbour. 
Radio Director: Edward McGee. Re- 
gional: Friend Bros, for Baked Beans 
and Bread (participation on Yankee Net- 
work-10). Spot: Whiting Milk Co. (par- 
ticipation and ann-10); La Touraine Cof- 
fee Co. (participation and ann-10). 
Local: Friend Bros, (pgm-1, participa- 
tion-!); Diamond Watch Co. (ann-1). 
Writers: Martha Deane (Friend Bros.), 
Marjorie Mills (Friend Bros., Whiting 
Milk, La Touraine Coffee). 

WILLIAM A. INGOLDSBY CO., 257 Wer- 
din Place, Los Angeles, Calif.; MU 7451. 
Account Executive: William A. In- 
goldsby. Radio Director, Account Ex- 
ecutive: Arthur W. Ingoldsby. Spot 
Time, Talent, Continuity Buyer, Ac- 
count Executive: James W. Ingoldsby. 

INSELBUCH BROADCASTING SERVICE, 

1619 Broadway, New York City; CI 
7-0657. Executive: Samuel Inselbuch. 
Spot Time Buyer: H. Hermelin. Talent 
Buyer: M. Lubetsky. Spot: Atlantic 
Macaroni Co. for Caruso Spaghetti, 
Noodles and Soup Mixture (pgm-3); 
Coward Shoe Co. (pgm-4); Manischewitz 
Bread Co. (pgm-3); New York School of 
Music (pgm-2). 



225 



ADVERTISING AGENCIES— Continued 



INTERSTATE ADVERTISING AGENCY, 
INC., 1008 Marshall Bldg., Cleveland, 
O.; Main 9444. President: G. A. Kirken- 
dale. Vice-President: Carl Marvin. 
Production Director: William Dye. 
Secretary: Evelyn Boyer. Sales Direc- 
tor: W. A. Kirkendale. Radio Director, 
Talent Buyer: William Dye. Spot Time 
Buyer: W. A. Kirkendale. Continuity 
and Script Buyer: Evelyn Boyer. Na- 
tional Spot: Townsend National Recov- 
ery Plan, Inc. (news-9). Local: Wal- 
dorf beer (5 min sports resume-3); 
Canfield Oil Co. (pgm-1); West End 
Laundry (pgm-1); Bonne Bell Cosmetics 
(5 mins-1); Fuller Shorthand School 
(pgm-1); Marshall Drug Co. (pgm-1); 
Bailey Dept. Store (5 min sports high- 
lights-1); Les Jolis Salons (5 mins-1); 
New Hunger, Inc. (5 mins-2); Pfaffman 
Noodle Co. (pgm-1); Wilcox College 
Commerce (5 mins-1). 

IVEY & ELLINGTON, INC., 1400 S. Penn 
Square, Philadelphia, Pa.; Locust 7909. 
President: Neal D. Ivey. Network: Bayuk 
Cigars, Inc. (Mutual-17). (Note: This 
information was not supplied by the 
agency, hence further details are not 
available). 

DILLARD JACOBS AGENCY, INC., 1632 
Candler Bldg., Atlanta, Ga.; Walnut 3481. 
President: J. D. Jacobs. Vice-President: 
P. W. Smith. Treasurer, Space Buyer: 
R. S. Peacock. Production Manager: 
Dan Marcy Stone. Director of all Radio 
Activities: P. W. Smith. National Spot: 
The Mentholatum Co. (ann-5); Capudine 
Chemical Co. (ann-7). 

RALPH H. JONES CO., 431 Main St., 
Cincinnati, O.; Main 3351. ' President, 
Treasurer: Ralph H. Jones. Vice-Presi- 
dent: Stanley A. Wilier. Secretary: 
Elmer A. Vehr. Directors of All Radio 
Activities: C. M. Robertson, Jr., Charles 
J. Coward. Branch Office: 580 Fifth 
Ave.; James M. Nelson, manager. Net- 
work: Drackett Co. for Drano and Win- 
dex (NBC Red-20). Spot: Kroger Gro- 
cery & Baking Co. (pgm-21); Carter 
Coal Co. (pgm-4); Stewart & Ross Corp. 
(ann-21). Local: Miami Butterine Co. 
(pgm-1). 

KAL ADVERTISING, INC., Star Bldg., 
Washington, D. C; Metropolitan 0863. 
President: Norman C. Kal. Vice-Presi- 
dents: Harry L. Merrick, Alvin Q. Ehr- 
lich. Radio Director, Spot Time Buyer: 
David B. Stein. Talent Buyer: I. T. 
Cohen. Continuity and Script Buyer: 
William B. Mullet. Copy Chief: Harry 
Hites. 



H. W. KASTOR & SONS ADVERTISING 
CO., 360 N. Michigan Ave., Chicago, 111.; 
Central 5331. President: Louis Kastor. 
Secretary, Treasurer: E. H. Kastor. Re- 
cording Secretary: W. B. Kastor. Vice- 
Presidents: R. H. Kastor, F. W. Kastor, 
A. G. Kastor. Radio Director, Talent 
Buyer: Robert G. Jennings. Spot Time 
Buyer: Howard H. Hudson. Continuity 
and Script Buyer: John L. Greene. Radio 
Executive: M. McBride Panton. Branch 
Office: 9 Rockefeller Plaza, New York 
City (Columbus 5-6135); Arthur G. Kas- 
tor in charge. Arcade Bldg., St. Louis 
(Main 3655); F. W. Kastor in charge. 
Network: Lewis-Howe for Turns (NBC 
Red-22 and 29, NBC Blue-43); Procter 
& Gamble for Teel (NBC Red-39), for 
Drene (NBC Red-50 and 31, CBS-59), 
for Teel and Drene (CBS-59); Welch 
Grape Juice (NBC Blue-51). Others; 
no information given. Writers: Orin 
Tovrov, Pauline Hopkins, John L. 
Greene, Arch Oboler, True Boardman, 
Peggy Beckmark. Producers: Wynthrop 
Orr, George L. Fogle, Jacky & Thorn- 
dyke, Gordon Hughes, Samuel C. Fuller, 
Robert Read, Stewart Dawson. 

THE JOSEPH KATZ CO., 16 E. Mt. Ver- 
non Place, Baltimore, Md.; Vernon 7094. 
President: Joseph Katz. Vice-President: 

Nat C. Wildman. Treasurer: C. M. Har- 
rison. Secretary: Kate Katz. Radio 
Director: J. C. Bridgwater. Spot Time 
Buyer: John T. McHugh. Other Radio 
Personnel: Edward Prager, George Lu- 
cas, Stanley Blumberg, Roland Brave. 
Branch Offices: 247 Park Ave., New 
York City (WI 2-2740); Nat C. Wildman, 
vice-president, manager. 6362 Hollywood 
Blvd., Hollywood. Network: American 
Oil Co. (CBS-42). Spot: Maryland Phar- 
maceutical Co. (ann-number of stations 
not listed); Ex-Lax (ann-number of 
stations not listed); Globe Brewing (5 
mins-3, sports-2, news-2). Local: Ameri- 
can Oil Co. (news-1). 

HENRY J. KAUFMAN, ADVERTISING, 

Homer Bldg., Washington, D. C; Dis- 
trict 7400. Owner: Henry J. Kaufman. 
Copy Chief: William F. Sigmund. Art 
Director: Eugene Hoover. Space Buyer: 
Elizabeth D. Gwyer. Production: 
Charles Harrison. Radio Director, Con- 
tinuity and Script Buyer: Jeffrey A. 
Abel. Radio Supervisor, Spot Time and 
Talent Buyer: Vivian Bitner. Radio 
Writer: Ronald Dawson. Spot: Sears, 
Roebuck & Co. (ann-4); American Auto- 
mobile Association (ann-2); Derwood 
Mills (ann-3). Local: Peerless Furni- 
ture Co. (pgm-1); Lansburgh's Depart- 
ment Store (pgm-1); Personal Industrial 
Bankers (pgm-1); Saks Fur Co. (pgm-1); 



226 



ADVERTISING AGENCIES— Continued 



Stein Bedding Co. (news, 5 mins-1); 
Trew Motor Co. (ann-1): Rock Creek 
Ginger Ale Co. (ann-1); Seven-Up 
Bottling Co. (ann-1); D. J. Kaufman 
Stores (ann-2). 

RAYMOND K E A N E ADVERTISING 
AGENCY, 501 Railway Exchange, Den- 
ver, Colo.; Tabor 7166. Partners: Ray- 
mond Keane, Ethel N. Hines. Radio 
Director: Ethel N. Hines. Spot Time, 
Continuity and Script Buyer: Raymond 
Keane. Staff Announcer: Robert Harris. 
Local: Amter's Fashion Shop (ann-2); 
Ambrose & Co. (pgm-1); American Na- 
tional Bank (pgm-1, pgm-1); American 
Furniture Co. (ann-1); American Army 
Store (ann-1); Continental Airlines 
(ann-1); Capitol Rubber & Tire (ann-1); 
Capitol Cooperative Burial Assn. (ann- 
2); Dave Cook Sporting Goods (ann-2, 
pgm-1); Civic Association (pgms-aggre- 
gate of 4); Denver Buick (pgm-1); Dun- 
dee's Smart Clothes (sports review-1); 
Gigantic Cleaners-Dyers (ann-2); Golden 
Gate Grill (ann-1); Golden West Milling 
(pgm-3, pgm-2); Harris Linen (pgm-1); 
Hopper Furs (ann-2); Joslin's Jewelry 
Co. (ann-1); Kay's Credit Jeweler 
(pgms-aggregate of 3); K & B Packing 
(pgm-1, pgm-1); Kortz Jewelry Co. 
(pgm-1); Latcham Tire Co. (ann-1); My 
Esther Beauty Shop (5 mins-1); Neu- 
steter Co. (time signals-1, 5 mins-2); 
Pencol Drug Store (pgm-1, news-1); Re- 
public Drug Co. (ann-4); Rosenweig 
Jewelry Co. (pgm-1); Seven-Up (pgm-1); 
Steinberg Furs (ann-3); Stillwill's Cafe 
(ann-1); Yacht Club (ann-3). Writers: 
Ethel N. Hines, Raymond Keane, Ruth 
L. Grafft, Louese Glackemeyer, Louise 
G. Wadsworth, Katharine Augrelius. 

KEELOR & STITES CO., 3001-3 Carew 
Tower, Cincinnati, O.; PA 1311*. Presi- 
dent: Sells Stites. Vice-Presidents: 
P. R. Hume, S. M. Levy. Secretary: 
O. A. Klausmeyer. Treasurer: H. G. 
Keelor. Radio Director: Sam Malcolm 
Levy. 

KELLY, NASON & WINSTEN, INC., 30 

Rockefeller Plaza, New York City; CO 
5-6300. President; John C. Kelly. Treas- 
urer: James R. P. Nelson. Secretary: 
Frank J. Herel. Radio Director, Talent, 
Continuity and Script Buyer: John H. 
Donahue. Spot Time Buyer: Joseph Bur- 
land. Spot: Austin, Nichols & Co. for 
Heineken's Beer (ann-2). L»cal: New 
York State Bureau of Publicity, Con- 
servation Dept. (pgm-1). Producers: 
Clifford Fowler, Fulton Dent. 

KELLY, STUHLMAN & ZAHRNDT, INC., 

1101 Mart Bldg., St. Louis, Mo.; Garfield 



0777. President: Charles F. Kelly, Jr. 
Vice-President: V. A. Kelly. Vice-Presi- 
dent, Secretary: C. F. Stuhlman. Vice- 
President, Treasurer: W. W. Zajirndt. 
Radio Directors: Charles F. Kelly, Jr., 
W. W. Zahrndt. Spot Time Buyer: W. 
W. Zahrndt. Continuity and Script 
Buyer: V. A. Kelly. Network: Lutheran 
Laymen's League (Mutual-66). Spot: 
American Life & Accident Insurance Co. 
(pgm-35); Trems, Inc. (ann-2); Melo- 
Paya (pgm-2); Brown Shoe Co. (pgm- 
64). Producers: Charles F. Kelly, Jr., 
V. A. Kelly, W. W. Zahrndt. 

KENYON & ECKHARDT, INC., 247 Park 
Avenue, New York City; WI 2-3920. 
Chairman of the Executive Board: 

Henry Eckhardt. President: Thomas D'A. 
Brophy. Treasurer: Otis A. Kenyon. Vice- 
President, Controller: Charles H. Vasoll. 
Vice-President: Edwin Cox. Director of 
All Radio Activities: Tyler Davis. Branch 
Office: Kenyon & Eckhardt, Ltd., Sun- 
Life Bldg., Montreal, Que., Canada. Net- 
work: Bosco Co. for Bosco, Chocolate 
Milk Amplifier (Mutual-4); Charles B. 
Knox Gelatine Co. (CBS Pacific-6, NBC 
Pacific Red-6). Regional: Bosco Co. 
(news, Yankee Network-17); Charles B. 
Knox Gelatine Co. (pgm-New England 
NBC Affiliates & Yankee Network-7). 
Spot: Bosco Co. (15 min. news-3, 10 min. 
news-2, 5 min. news-2, ann-4); Charles 
B. Knox Gelatine Co. (pgm-11); Kellogg 
Co. for All-Bran (pgm-12); Macfadden 
Publications for True Story Magazine 
(pgm-4). Local: Charles B. Knox Gela- 
tine Co. (pgm-1, news and views of base- 
ball-1); Kellogg Co. for All-Bran (pgm-1, 
pgm-1, pgm-1). Writers: Williams Sweets 
(Macfadden Publications), Don Ross 
(Bosco Co.) Producer: William Sweets. 

KETCHUM, MAC LEOD & GROVE, INC., 

2000 Koppers Bldg., Pittsburgh, Pa.; 
Atlantic 1100. President: George Ket- 
chum. Vice-President, Secretary: Robert 
E. Grove. Vice-Presidents: Ernest T. 
Giles, Emil Hofsoos, Vincent Drayne. 
Director of All Radio Activities: C. E. 
Livingston. Local: Colonial Trust Co. 
(ann-1); Isaly Dairy Co. (pgm-1); Car- 
bonil Co. for Liquid Carbon Remover 
(pgm-1); Drake Bakery Co. (ann-1); 
Natural Gas Association of Pittsburgh 
(ann-1); Pittsburgh District Dairy Coun- 
cil (pgm-1); Peoples Natural Gas Co. 
(ann-1). Writer: Gail Gordon (Isaly 
Dairy Co.). Producer: George Heid Pro- 
ductions (Isaly Dairy Co.). 

KEY ADVERTISING CO., 805 Fountain 
Square Bldg., Cincinnati, O.; Main 1164. 
President, Treasurer: Samuel Glueck. 
Vice-President: Nathan P. Glueck. Sec- 



227 



ADVERTISING AGENCIES— Continued 



retary: E. J. Deister. Radio Director: 
Samuel Glueck. Spot Time Buyer: A. 

Wesler. 

H. M. KIESE WETTER ADVERTISING 
AGENCY, INC., 9 East 40th St., New 
York City; LE 2-0025. President, Treas- 
urer: E. T. Kiesewetter. General Man- 
ager: H. M. Kiesewetter. Radio Director: 
Samm S. Baker. Spot Time Buyers: A. C. 
Christensen, S. G. Alexander. Network: 
Mennen Co. (CBS-7, Mutual-12); Batha- 
sweet Corp. (Mutual-2). 

THE KLEPPNER CO., INC., 551 Fifth 
Ave., New York City; MU 2-6467. Radio 
Director: Moran McKinless. 

KLINGER ADVERTISING CORP., 119 

West 57th St., New York City; CQ 
5-5990. President: A. A. Klinger. Vice- 
President: A. Green. Treasurer: I. Cohen. 
Radio Director: A. A. Klinger. Spot: 
Riverbank Canning Co. (pgm-10); Ja- 
dwiga Remedies Co. (ann-3); Jules 
Chain Stores (ann-9); Moskin Stores 
(ann-5); Gold Medal Oil (ann-12). Local: 
Madison Personal Loan Co. (pgm-3). 

KNOX REEVES ADVERTISING, INC. See 

listing under Reeves, Knox. 

KRAFF ADVERTISING AGENCY, INC., 

1010 Second Ave., S., Minneapolis, Minn.; 
Bridgeport 3166. Proprietor: Norm E. 
Kraff. Radio Director: Joseph H. Degen- 
dorf. Spot Time Buyers: Norm E. Kraff, 
Joseph H. Degendorf. Talent, Continuity 
and Script Buyer: Norm E. Kraff. 

ARTHUR KUDNER, INC., 630 Fifth Ave., 
New York City; CI 6-3200. President: 
Arthur H. Kudner. Vice-Presidents: 
James H. S. Ellis, E. J. Owens, Samuel 
D. Fuson, Charles F. Gannon. Radio 
Director: Charles F. Gannon. Spot Time 
Buyer: J. Nutt. Talent, Continuity and 
Script Buyer: Alan Ward. Branch Of- 
fices: New Center Bldg., Detroit (Madi- 
son 5315); Robert Copleland, in charge. 
Albee Bldg., Washington, D. C. (Nation- 
al 5306); Frank Getty ^ in charge. Net- 
work: General Motors Corp., Buick Divi- 
sion (Louis-Schmeling Fight, NBC Red 
and Blue-155, Louis-Lewis Fight, NBC 
Red and Blue-156); Goodyear Tire & 
Rubber Co., Inc. (NBC Blue-53); Mac- 
fadden Publications, Inc. (NBC Blue- 
42); United States Tobacco Co. (CBS-50). 
Spot: General Motors Corp., Buick Divi- 
sion (ann-100); Goodyear Tire & Rubber 
Co. (ann-4); J. L. Prescott Co. (ann-3). 
Local: Goodyear Tire & Rubber Co. 
(news-1). Writer: William Sweets. Pro- 
ducers: Hendrik Booraem, Alan Ward, 
Ed Krug. 



THOMAS J. LA BRUM, INC., Franklin 
Trust Bldg., Philadelphia, Pa.; Locust 
2162-63. President: Thomas J. LaBrum. 
Production Manager: George Grossman. 
Radio Directors: Thomas J. LaBrum, 
George Grossman. Spot Time Buyer: 
George Grossman. Talent Buyer: Thomas 
J. LaBrum. Continuity and Script 
Buyer: George Grossman. Local: Phila- 
delphia Merchants Association (pgm-2, 
ann-4); Philadelphia National Home 
Show (ann-5); Philadelphia Sportsmen's 
Show (ann-5). 

LANDSHEFT & WARMAN, INC., 810 Lib- 
erty Bank Bldg., Buffalo, N. Y.; Cleve- 
land 7260. President: A. William Land- 
sheft. Vice-President: Robert B. War- 
man. Account Executive: Henry L. Bar- 
ber. Production Manager: E. T. Drul- 
lard. Art Director: P. Scibetta. Radio 
Director: None; handled by account 
executives. Local: Kendall Refining Co. 
(sports review-3); Magnus Beck Brew- 
ing Co. (5 mins-1); Loblaw Groceterias 
(pgm-1); Buffalo General Laundries 
(pgm-1). Writers: Mrs. Esther E. Huff 
(Loblaw Groceterias); Charley Bailey 
(Magnus Beck Brewing). 

LANPHER & SCHONFARBER, INC., 58 

Weybosset St., Providence, R. I.; GA 
4813. President: Gordon Schonfarber. 
Secretary: Carlton Goff. Treasurer: 
Lawrence Lanpher. Radio Director: E. 

D. Armstrong. 

LAUESEN & SALOMON, 520 N. Michigan 
Ave., Chicago, 111.; Superior 0738. Execu- 
tives: A. M. Salomon, Wendell Walker, 
Frank P. Wagener. Spot: Foley & Co. 
for Foley's Honey & Tar Cough Syrup 
(pgm-16). Local: Foley & Co. (pgm-4). 

THE LAVENSON BUREAU, 12 South 12th 
St., Philadelphia, Pa.; Lombard 1158. 
Proprietor: Jay Lavenson. Copy Chief: 
Harrison M. Terrell. Art Director: Ray- 
mond S. Reinhart. Account Executives: 
Roland Israel, W. Staunton Moylan, Rol- 
land V. Tooke. Director of All Radio 
Activities: Roland Israel. Local: Sears, 
Roebuck & Co. for Philadelphia retail 
stores (news-1, ann-4); Erlanger Brew- 
ing Co. for Erlanger Pilsner and Perone 
Beer (ann-4). 

THE LAVIN CO., 805 Statler Bldg., Bos- 
ton, Mass.; Liberty 0030. President: J. L. 
Lavin. "Vice-President: R. W. Mickham. 
Treasurer: Elmer Pilsbury. Media Direc- 
tor: Charles C. Palmer. Director of All 
Radio Activities: Charles C. Palmer. 
Spot: New England Confectionery Co. 
(ann-5); Dutchland Farms (ann-4). 



228 



ADVERTISING AGENCIES— Continued 



Local: Burnham & Morrill Co. (ann-2); 
Morris Plan Bank (ann-1). 

LEEFORD ADVERTISING AGENCY, 
INC., 315 Fourth Ave., New York City; 
ST 9-1742. President: David D. Lee. 
Secretary: Vernon L. Kretschmar. Treas- 
urer: W. C. Hoyt. Radio Director: David 
D. Lee. 

LEIGHTON & NELSON, 202 State St., 
Schenectady, N. Y.; 6-4202. Partners: 
Winslow P. Leighton, George R. Nelson. 
Radio and Copy Director, Continuity 
and Script Buyer: Robert S. Cragin. 
Spot Time Buyer: Winifred S. Niles. 
Talent Buyers: Winslow P. Leighton, 
George R. Nelson. Production Manager: 
Edward F. Flynn. Account Executives: 
Winslow P. Leighton, George R. Nelson, 
Robert S. Cragin. National Spot: Wm. 
W. Lee & Co. for cold remedy (pgm-3); 
Saratoga Race Track (pgm and ann-6). 
Spot: Albany Business College (5-mins 
and ann-1); Breslaw Bros., Furniture 
Store Chain (pgm-1); Cooper & Cooper 
for Automatic Stokers (ann-1); D'Jimas 
Reliable Fur Co. (weather reports-1); 
Grosberg-Golub Co., Food Market Chain 
(5 mins-1) ; Hudson Coal Co. for D & H 
Anthracite (ann-1); Jonathan Levi Co., 
Food Wholesaler (pgm and 5 mins-1): 
Musebeck Shoe Co. for Health Spot 
Shoes (5 mins-1); Monty & Co. for Nu- 
Vet (5 mins-1); National Accessories 
Stores (5 mins-1); Personal Finance Co. 
(pgm-1); Rudolph Bros., Jewelry Chain 
(ann-2); Rutland Fair (ann-1); E. V. 
Stratton Corp. for Automobiles (ann-4); 
Empire State Distributors (pgm-2). 
Local: Ashgrove Farms, Restaurant (ann- 
1); Bailey Rug Co. (ann-1); H. S. Barney 
Co., Department Store (ann-1); Burtiss 
Motor Sales (pgm-1); Carl Co., Depart- 
ment Store (ann-1); T. Arthur Cohen for 
Shoes (ann-1); Holzheimer & Shaul, De- 
partment Store (5 mins-1); Murray 
Furniture (ann-1); A. L. Parsons & Son, 
Ford Dealers (pgm-1); Steiner Co. for 
Wallpaper (ann-1); Wallace Co., Depart- 
ment Store (ann-1); Webster Motor Sales 
(ann-1); J. B. White, Bathing Beach 
(ann-1); W. M. Whitney & Co., Depart- 
ment Store (pgm-1); Vogue Motors 
(pgm-2). Writers: Robert S. Cragin, 
Edward Flynn, Sylvia Klarsfeld, Michael 
Carlo. Producers: George R. Nelson, 
Robert S. Cragin, Edward Flynn. 



Blvd., Hollywood (Crestview 15206); 
Jay Clark in charge. Network: John H. 
Woodbury, Inc. for Woodbury Soap, 
Cream and Powder (NBC Blue and Red- 
69); Andrew Jergens Co. for Jergens Lo- 
tion (NBC Blue and Red-69); P. Loril- 
lard Co. for Old Gold Cigarettes (suc- 
cessively CBS-78, NBC Blue-108); P. 
Lorillard Co. for Sensation Cigarettes 
(Mutual and spot-72). Regional: Tide 
Water Associated Oil (News, Yankee 
Network-17). Spot: P. Lorillard Co. for 
Old Gold Cigarettes (hockey-1, baseball- 
2); Ruppert's Beer (ann-7); Tide Water 
Associated Oil (news-2, sports-3). Local: 
Ruppert's Beer (pgm-1, sports-1). 
Writers: Al Bobrick, Henry Garson (Old 
Golds), Jerry Cady, Forrest Barnes 
(John H. Woodbury), Lawson Paynter, 
Ben Grauer (Jergens Lotion). Produ- 
cers: Carl Wester & Co. (Jergens 
Lotion). 

A. W. LEWIN CO., INC., 744 Broad St., 
Newark, N. J.; Mitchell 2-7244. Presi- 
dent, Treasurer: A. W. Lewin. Vice- 
President: D. N. Waterbury. Secretary: 
M. A. Cahill. 

CARR LIGGETT, ADVERTISING, NBC 

Bldg., Cleveland, O.; Cherry 3434. Presi- 
dent: Carr Liggett. Research Director: 
E. C. Sheeler. Radio Director: Rockwell 
H. Austin. Spot: I. T. S. Co. for Rubber 
Heels (ann-1); Spaide Shirt Co. (ann-1). 
Local: Equity Savings & Loan Co. (pgm- 
1); Cleveland Bar Association (5 mins. 
and ann-3); Ohio State Bar Association 
(ann-1). 

LEON LIVINGSTON ADVERTISING 
AGENCY, Mills Bldg., San Francisco, 
Calif.; Sutter 7340. President: Leon Liv- 
ingston. Vice-President: W. C. Day. 
Radio Directors: Rush Hughes, Watson 
Humphrey, Helen Morgan. Spot Time 
Buyer: B. Biederman. Talent, Continuity 
and Script Buyers: Rush Hughes, Wat- 
son Humphrey, Helen Morgan, Leon 
Livingston, W. C. Day, E. B. Krough. 
Regional: Langendorf United Bakeries, 
Inc., for Langendorf Bread (Pacific 
Coast; pgm and news-20). Local: Lang- 
endorf United Bakeries for Homestead 
Bread (pgm-1); Langendorf United 
Bakeries for Holsum Bread (pgm-1) 
Writers and Producers: Watson Hum- 
phrey, Helen Morgan, Rush Hughes. 



LENNEN & MITCHELL, 17 East 45th St., LESTER A. LOEB ADVERTISING 



New York City; MU 2-9170. President: 
Philip W. Lennen. Vice-President, 
Treasurer: Robert W. Orr. Secretary: 
Arthur L. Lynn. Radio Director: Mann 
Holiner. Branch Office: 8949 Sunset 



AGENCY, 25 West 45th St., New York 
City; BR 9-4440. Executives: Lester A. 
Loeb, M. S. Loeb. Director of All Radio 
Activities: Lester A. Loeb. Local: Col- 
lins Co. (pgm-2). 



229 



ADVERTISING AGENCIES— Continued 



LOGAN & STEBBINS. See Barton A. 
Stebbins. 

LONG ADVERTISING SERVICE, 19 N. 

2nd St., San Jose, Calif.; Ballard 5600. 
President: Alvin Long. Branch Office: 
Russ Bldg., San Francisco (Douglass 
3168); Hassel W. Smith, manager. Radio 
Director, Talent & Script Buyer (San 
Francisco): Hassel W. Smith. Network: 
California Prune & Apricot Growers 
Association for Sunsweet Prunes (CBS 
Pacific-6); International Shoe Co. NBC 
Red-2); Gallenkamp's Stores, Inc., for 
Shoes (NBC Pacific Red-4). 



W. E. LONG CO., 155 N. Clark St., Chicago, 
111.; Randolph 4606. President: W. E. 
Long. Vice-President, Treasurer: Lloyd 
R. Wolfe. Vice-President: Walter D. 
Warrick. Secretary: Mildred Allrich. 
Radio Director, Talent Buyer: Dan Ryan. 
Spot Time Buyer: L. Bicking. Continuity 
and Script Buyer: T. K. Denton. Local: 
Paramount Baking Co. (pgm-1); Papen- 
dick Baking Co. (pgm-1); West Baking 
Co. (pgm-1); Schmidt Baking Co. of 
Cumberland (pgm-1); Schmidt Baking 
Co. of Baltimore (ann-2); Mueller Bak- 
ing Co. of Tulsa (pgm-1); Mueller Bak- 
ing Co. of Springfield (pgm-1); Buri's 
Sunlit Bakery (pgm-1); Warren Baking 
Co. (pgm-1); Morehouse Baking Co. 
(pgm-1); Braun Baking Co. (pgm-1); 
Way Baking Co. (pgm-1); Kimmey Bak- 
ing Co. (pgm-1); Holsum Baking Co. 
(pgm-1); Zimmerman Baking Co. (news- 
1); Pioneer Baking Co. (pgm-1); Car- 
penter Baking Co. (ann-2); Cameron & 
Barr Baking Co. (ann-1); San Joaquin 
Baking Co. (ann-1); Cotton Baking Co. 
(ann-3); Sunlit Baking Co. (ann-1); 
Murfreesboro Bread Co. (ann-1); Ungle 
Baking Co. (ann-1); Charlotte Bread Co. 
(ann-1); Supreme Baking Co. (ann-1); 
Fuchs Baking Co. (ann-1); Butter Crust 
Baking Co. (ann-1). Writers: Dan Ryan 
(Buri's Sunlit Bakery, Warren Baking 
Co., Mueller Baking Co. of Springfield); 
Tom Axelsom (Paramount Baking Co.). 
Producers: Lone Ranger, Inc. (Papendick 
Baking Co., West Baking Co., Schmidt 
Baking Co. of Cumberland, Mueller 
Baking Co. of Tulsa). 

LORD & THOMAS, 247 Park Ave., New 
York City; WI 2-6600. President: Don 
Francisco. Executive Vice-Presidents: 

Sheldon R. Coons; David M. Noyes (Chi- 
cago). Vice-President, Treasurer: Will- 
iam R. Sachse. Vice-Presidents: Mrs. M. 
L. Foreman; Edward Lasker; Thomas 
M. Keresey; Edgar Kobak; Don Belding 
(Los Angeles); John F. Whedon (San 



Francisco). Vice-President in Charge of 
Radio: Edward Lasker (New York). 
Radio Directors: Norman Morrall, Karl 
Schullinger (New York); Thomas A. Mc- 
Avity (Hollywood). Spot Time Buyers: 
John Hymes (New York); Miss Holly 
Shively (Chicago). Continuity & Script 
Buyer: Frank Wilson (New York). 
Lucky Strike Account Executive: George 
McGarrett (New York). Branch Offices: 
919 N. Michigan Ave., Chicago (Superior 
4800); David M. Noyes. 601 W. Fifth St., 
Los Angeles (Michigan 7651); Don Beld- 
ing. 235 Montgomery St., San Francisco 
(Sutter 2355); John F. Whedon. 6331 
Hollywood Blvd., Hollywood (Holly- 
wood 6265); Thomas A. McAvity. Net- 
work: American Tobacco for Lucky 
Strike Cigarettes (NBC Red-99, plus 
transcribed show on WOR, CBS-102, 
Mutual-2); American Tobacco for Roi- 
Tan Cigars (CBS-59); International Cel- 
lucotton Products for Kleenex (CBS-41); 
Pepsodent Co. for Toothpaste, Tooth- 
powder, Antiseptic (NBC Red-55); Petro- 
leum Advisers for Cities Service Pro- 
ducts (NBC Red-54); Union Oil Co. (NBC 
Pacific Red-11, NBC Pacific Red-10); 
Calavo Growers of California (CBS-8); 
Lady Esther, Ltd., for Cosmetics (NBC 
Red-47, CBS-43); Pepsodent Co. for An- 
tiseptic (NBC Pacific Red-5) ; Tide Water 
Associated Oil Co. (football, basketball 
and track-majority of Pacific Coast sta- 
tions). Spot: American Tobacco for Roi- 
Tan Cigars (ann-37); Beatrice Creamery 
Co. for Meadow Gold Products (pgm- 
16); Calavo Growers of California (par- 
ticipation^, ann-1); California Walnut 
Growers Association for Diamond Wal- 
nuts (pgm-11); Jell-Well Dessert Co. 
(pgm-8); Liebmann Breweries for Rhein- 
gold Beer (pgm-14); California Prune 
Industry (pgm-6); General Motors, Frig- 
idaire Division (ann-55); California Fruit 
Growers Exchange for Sunkist Oranges 
and Lemons (pgm-18); Tide Water Asso- 
ciated Oil (ann-7). Local: M. J. B. Coffee 
(participation-1); Colorado Chain Stores 
(pgm-1); Adohr Milk Farms (pgm-1); 
Liebmann Breweries for Rheingold Beer 
(participation-1); Lindsay Ripe Olive Co. 
(ann-1). Writers: Frank Wilson, Gordon 
Auchincloss (American Tobacco), Frank 
Wilson (Cities Service), French Duplisse, 
Jack Douglas, Mel Frank, Norman Pan- 
ima, Al Schwartz, Milt Josephberg, Mel 
Shavelson, Norman Sullivan, Eugene 
Wang, Henry R. Hermann, Ted Sherde- 
man (Pepsodent), David Victor, Herbert 
Little, Jr. (Kleenex), Alfred Leonard 
(Adohr Milk Farms), David Taylor, 
Mary C. Chase (Colorado Chain Stores), 
Fran Stryker (Jell- Well Desserts), John 



230 



ADVERTISING AGENCIES— Continued 



Nesbitt, Paul Dudley, Lee Strahorn 
(Union Oil), Paul Dudley, Fletcher 
Wiley (California Fruit Growers Ex- 
change), Fred Runyon (California Prune 
Industry, California Walnut Growers), 
Fletcher Wiley (Calavo Growers), Mar- 
tin Block (Rheingold Beer). Producers: 
T. Wells, Karl Schullinger, Gordon 
Auchincloss, John Hymes (American 
Tobacco), Norman Morrell (Cities Ser- 
. vice), Jack Runyon, Lee Strahorn (Union 
Oil), Carl Stanton (Colorado Chain 
Stores), Carl Stanton, Ted Sherdeman, 
Ed Byron (Pepsodent), James D. Fonda 
(California Fruit Growers Exchange, 
California Prune Industry, California 
Walnut Growers), Fletcher Wiley (Cal- 
avo Growers), Jack Runyon (Adohr 
Milk Farms), Fran Stryker (Jell- Well 
Desserts), Martin Block (Rheingold 
Beer). Directors: George McGarrett 
(American Tobacco), Norman Morrell 
(American Tobacco, Cities Service, Pep- 
sodent), Basil Loughrane (Kleenex), 
Thomas A. McAvity (Union Oil, Pepso- 
dent, California Fruit Growers Ex- 
change, California Prune Industry, Cali- 
fornia Walnut Growers), Carl Stanton 
(Colorado Chain Stores), Fletcher Wiley 
(Calavo Growers), Jack Runyon (Adohr 
Milk Farms), Fran Stryker (Jell-Well 
Desserts), McCulloch Campbell (Tide 
Water Associated Oil, M. J. B. Coffee). 

JAMES R. LUNKE & ASSOCIATES, 919 

N. Michigan Ave., Chicago, 111.; Superior 
4453. Owner: James R. Lunke. Radio 
Director: Gene Baker. Spot Time Buyer: 
F. M. Landwehr. Continuity and Script 

Buyer: James R. Lunke. Spot: Industrial 
Training Corp. (pgms and 5 mins-80, 5 
mins-50, pgm-36). Local: Chicago 
School of Nursing (pgm-2). Writers: 
Sam Bartlett, Gene Baker (Industrial 
Training Corp.), Lucille Fischer (Indus- 
trial Training Corp., Chicago School of 
Nursing). Producers: Lucille Fischer 
(Industrial Training Corp., Chicago 
School of Nursing), Gene Baker (Indus- 
trial Training Corp.). 

HAYS MACFARLAND & CO., 333 N. 

Michigan Ave., Chicago, 111.; Randolph 
9360. President: Hays MacFarland. Ex- 
ecutive Vice-President: Malcolm A. 
Jennings. Vice-Presidents: Allen B 
Dicus, Andrew Coburn. Treasurer, 
Secretary: B. G. Ruttingh. Radio Direc- 
tor, Talent, Continuity and Script Buyer: 
Evelyn Stark. Time Buyer: Madge C. 
Child. Network: Stewart-Warner Corp. 
for Alemite, Refrigerators and Radios 
(NBC Red-31); Kellogg Co. for Wheat 
Krispies (NBC Blue-23). 



MACKAY & SAVARY ADVERTISING 
SERVICE, 1 Union Bldg., Calgary, Al- 
berta, Can.; M 4560. President: M. H. 
Mackay. Vice-President, Manager: A. 
W. Savary. Secretary-Treasurer: S. C. 
James. Radio Directors: A. W. Savary, 
A. D. Wood. Spot Time Buyer: L. Willis. 
Talent Buyer: S. C. James. Continuity 
and Script Buyer: D. Fitzgerald. Spot: 
Texas Co. of Canada, Ltd. for Texaco 
Petroleum Products (news-6); George 
Harris & Son (ann-6). Local: Govern- 
ment of Alberta (pgm-varies); Maclin 
Motors, Ltd. (5 mins-1); Campbell & 
Laybourne (pgm-1); A. C. Fleming 
(pgm-1); J. G. Piggott (pgm-1); J. 
McDonald (pgm-1); Lone Star Service 
(pgm-1). 

MAC LAREN ADVERTISING AGENCY 
LTD., 372 Bay St., Toronto, Ont, Can.; 
Elgin 0321. President: J. A. MacLaren. 
Vice-Presidents: E. V. Rechnitzer, G. W. 
Hague. Treasurer: I. E. Reynolds. 
Director of All Radio Activities: C. M. 
Pasmore. Assistants: M. Rosenfeld (To- 
ronto), W. Downs (Montreal). Branch 
Offices: 901 Dominion Square Bldg., 
Montreal, Que. (Plateau 9556); E. H. H. 
Smith, in charge. 305 Province Bldg., 
Vancouver, B. C. (Trinity 843); E. G. 
Stephens, in charge. 1001 Lindsay Bldg., 
Winnipeg, Man. (26622); W. Henderson, 
in charge. 221a Eighth Ave., W., Cal- 
gary, Alta. (M 4097); T. Meade, in 
charge. 302 Leader Bldg., Regina, Sask. 
(29476); R. Wilson, in charge. 2-4 
Cockspur St., London, England; W. G. 
Abel, in charge. Network: General Mo- 
tors Corp. (CBS-32); Imperial Oil, Ltd. 
(hockey, CBC-34). Regional Network: 
Hydro-Electric Power Commission of 
Ontario (Provincial Network-5 and 9); 
Imperial Oil, Ltd. (hockey, French Net- 
work-7 and special network-2). 
National Spot: Bulova Watch Co. (time 
signals-5) ; Globe and Mail, Newspaper 
(pgm-31); Tuckett, Ltd., for Cigarettes 
(pgm-13), for Cigarettee and Tobacco 
(news-9). Local Spot: Peoples Credit 
Jewelers (various periods-3). 

MAC MANUS, JOHN & ADAMS, INC., 

Fisher Bldg., Detroit, Mich.; Trinity 2- 
8300. President: W. A. P. John. Vice- 
President, Treasurer: James R. Adams. 
Vice-President, Secretary: John R. Mac- 
Manus. Vice-President, Art Director: 
Harvey Luce. Radio Director, Spot Time 
Buyer: Elmer W. Froehlich. Talent, Con- 
tinuity and Script Buyers: W. A. P. John, 
James R. Adams. Spot: General Motors, 
Pontiac Division (ann-placed by deal- 
ers); Tegge-Jackman Cigar Co. (ann-5); 



231 



ADVERTISING AGENCIES— Continued 



Boydell Bros. White Lead & Color Co. 
for Paints and Varnishes (ann-2). Local: 
Tivoli Brewing Co. (sports review-1). 
Writers: H. E. Hougen, Don Ephlin 
(Tivoli Brewing), H. Hagerman (Pon- 
tiac), H. E. Hougen (Tegge-Jackman 
Cigar), Sherwood Reekie (Boydell Bros.) 

MALCOLM - HOWARD ADVERTISING 
AGENCY, 20 E. Jackson Blvd., Chicago, 
111.; Webster 2110. Owner: Arthur M. 
Holland. Radio Director, Account Ex- 
ecutive: Arthur M. Holland. Continuity 
and Script Buyer: Ray Freedman. Radio 
Executive: Frances Shore. Spot: Roller 
Derby (trackside broadcasts-21). Local: 
Nu-Enamel (pgm-1); Joy Candy Shoppes 
(pgm-1, ann-1); Newart Co., Clothiers 
(baseball scores-1, pgm-2, news-1, sports 
interviews-1); Rubins, Clothing (pgm-1); 
Alert Laundries (ann-1); Holland Jewel- 
ers (ann-3); Bell Auto Repair (sports re- 
view-1); Cascade Laundries (pgm-1); 
Lanathan's, Accessories (ann-1); Green- 
stone Furniture (5 mins-1). Writers: John 
Sullivan (Newart Co.); Ray Freedman 
(Joy Candy Shoppes, Nu-Enamel); I. 
Wagner, Marge Lovinger (Rubins), Pro- 
ducers: Ray Freedman, John Sullivan, 
Ben Kantor. 

DAVID MALKIEL ADVERTISING 
AGENCY, 260 Tremont St., Boston, 
Mass.; LIB 1421. Owner: David Malkiel. 
Production Manager: Harry Lane. Secre- 
tary: Martha Brest. Account Execu- 
tives: Harry Lawrence, Martin Kadis, 
Fred Meyer, Alfred Black, Harry Wein- 
baum. Radio Director: Harry Lane. 
Spot Time, Talent, Continuity and Script 
Buyer: David Malkiel. Local: Enterprise 
Stores (ann-3); Economy Stores (ann-3); 
Estabrook & Eaton, Cigars (ann-1); I. J. 
Fox, Furs (pgm and ann-6); Freilicher 
Kabtzen, Cooperative (pgm-1); Family 
Finance Co. (ann-1); Gordon Mfg. Co., 
Clothing (ann-2); Great Northern Co. 
Furs (ann-3); Hay ward Wine Co. (ann- 
2); Keith RKO Theatre (ann-4); Para- 
mount Bakeries (pgm and ann-2); 
Loew's Theatres (ann-5); Lithuanian As- 
sociation (pgm-1); Nu-Enamel (ann-7); 
Rosoff's, Restaurant (ann-2); L. P 

' Rogers, Furs (ann-3); Rogers Jewelry Co. 
(ann-6); Steuben's, Restaurants (ann-2); 
Singer-Snow, Clothing (sports and pgm- 
4); Barney Sheff, Food Products (ann-2); 
Great Boston Theatres, Inc. (ann-5). 
Writer: Aaron Bloom, of Kasper-Gordon 
Studios, for several accounts. 

MARSCHALK & PRATT, INC., 535 Fifth 
Ave., New York City; VA 3-1525. Presi- 
dent: Harry C. Marschalk. Vice-Presi- 
dents: Wilber E. Johnson, Samuel L. Meu- 



lendyke, Sydney H. Giellerup. Secretary: 
Arthur R. Anderson. Radio Director, 
Talent, Continuity and Script Buyer: 
Curt Peterson. Spot Time Buyer: 
George L. Trimble. Radio Copy- 
writers: Barrett Brady, G. W. Free- 
man. Spot: Congress Cigar, Inc. (base- 
ball-1, ann-1); Dunn & McCarthy for 
Shoes (ann-100); Standard Oil Co. of 
New Jersey (news-34). Local: Modern 
Industrial Bank (news-1); Thomas E. 
Dewey Citizens' Committee (talks-10); 
Dunn & McCarthy (pgm-1). Producer: 
Richard C. Morenus. 

MARTIN & ROBISON, INC., Lincoln 
Tower, Fort Wayne, Ind.; A-6221. Presi- 
dent: Willis S. Martin. Secretary: Mel 
J. Robison. Vice-President: Don W. 
Long. Production Manager: F. J. Kelty. 
Director of All Radio Activities: Don W. 
Long. Local: G. E. Bursley & Co. (pgm- 
1); Fort Wayne Milk Council (pgm-1); 
Central Optical Co. (ann-1). 

MASON-RELKIN CO., 369 Lexington Ave., 
New York City; AS 4-3531. President: 
Roger B. Relkin. Radio Director: Roger 

B. Relkin. Local: Home Diathermy Co. 
(pgm and 5 mins-4); Arch Craft Shoes 
(ann-1); Coward Shoe Co. (ann-1); W. C. 
Kernan (pgm-1); Jefferson Personal 
Finance Co. (pgm-1). 

J. M. MATHES, INC., 122 East 42nd St., 
New York City; LE 2-7450. President: 
J. M. Mathes. Vice-President, Art Di- 
rector: Lester J. Loh. Vice-Presidents: 
William B. Okie, Hyland L. Hodgson, 
Charles R. Marshall, Charles O'Donnell. 
Treasurer: A. E. Cox. Secretary: Carle 
Rollins. Director of All Radio Activi- 
ties: Wilfred S. King. Assistant Radio 
Director: Fletcher Turner. Network: 
Canada Dry Ginger Ale (NBC Blue-77). 
Spot: New York State Milk (ann-19); 
R. B. Davis for Cocomalt (ann-18); 
Luden's Cough Drops (chain breaks, 
news, weather reports-31); New York 
State Fair (ann-4). Producer: Dan Golen- 
paul (Canada Dry Ginger Ale). 

MATTESON POGARTY JORDAN CO., 307 

N. Michigan Ave., Chicago, 111.; Ran- 
dolph 7000. President, Secretary: Walter 
A. Jordan. Vice-President, Treasurer: 

C. C. Fogarty. Radio Director, Talent 
Buyer: Palmer Clark. Spot Time Buyer: 
Thomas W. Davis. 

MAXON, INC., 2761 E. Jefferson Ave., De- 
troit, Mich.; Fitzroy 5710. Chairman of 
the Board: Lou R. Maxon. President: 
T. K. Quinn. Vice-President: Searle 
Hendee. Secretary: G. R. McKiel. Treas- 



232 



ADVERTISING AGENCIES— Continued 






urer: W. I. O'Neill. Space Buyers: H. G. 
Selby, P. C. Beatty. Radio Director: Don 
Forker (New York). Spot Time Buyer: 
P. C. Beatty. Branch Offices: 570 Lex- 
ington Ave., New York City (EL 5-2930); 
M. S. Gould, manager. Heights-Rocke- 
feller Bldg., Cleveland (Yellowstone 
774); W. Ray Baker, manager. 919 N. 
Michigan Ave., Chicago (Delaware 3536); 
L. J. Sholty. Network: General Electric 
for Mazda Lamps (NBC Red-56); H. J. 
Heinz Co. (CBS-58). Spot: Gillette 
Safety Razor Co. (currently test cam- 
paigns); Commercial Solvents Corp. for 
Norway Anti-Freeze (ann-40); Berry 
Bros, for Paints (ann-18). Other spot 
clients, using transcribed programs, an- 
nouncements. 



MAYERS CO., 1240 S. Main St., Los An- 
geles, Calif.; PR 0101. Principals: Henry 
Mayers, J. R. Mayers, Arthur Mayers. 
Radio Directors: Ted Cate, Hal Hodge. 
Spot Time Buyer: Alden Weis. Local: 
Sears, Roebuck & Co. Department Stores 
of California (pgm-2, ann-3); J. W. 
Robinson Co., Department Store (ann-4); 
Famous Department Stores (ann-7); 
Desmond's, Men's Clothing (sports-1); 
Gordon Bread Co. (pgm-1); Parmelee- 
Dohrmann Co., Home Furnishings (ann- 
3); Weinstein, Jeweler (sports-1). 

MC CANN-ERICKSON, INC., 285 Madison 
Ave., New York City; LE 2-1700. Presi- 
dent: H. K. McCann. Secretary, Treas- 
urer: John L. Anderson. Vice-Presidents: 

Harrison Atwood, Raymond Atwood, E. 
C. Bennett, L. E. Firth, E. H. Hill, E. 
Palmer, Gordon E. Hyde, Myron C. 
Leckner, E. D. Madden, E. O. Perrin, 
C. A. Posey. Vice-President, Creative 
Director: L. S. Briggs. Radio and Tele- 
vision Director, Continuity and Script 
Buyer: Stuart D. Ludlum. Time 
Buyer: Frank Conrad. Evening Ra- 
dio Director: Dorothy Barstow. Spot 
Time Buyer: Frank Conrad. Branch 
Offices: 910 S. Michigan Ave., Chicago; 
Homer Havermale, vice-president, man- 
ager; H. G. Smith, vice-president; G. B. 
Dunscomb, radio director; G. Victor 
Lowrie, spot time buyer. 2246 Penobscot 
Bldg., Detroit; D. C. Hight, vice-presi- 
dent, manager. 625 National City Bldg., 
Cleveland; R. M. Alderman, vice-presi- 
dent, manager; James Watt, spot time, 
buyer. 114 Sansome Street, San Francis- 
co; Henry Q. Hawes, vice-president, gen- 
eral manager, Pacific Coast Division; 
Walter A. Burke, radio director; T. G. 
McGuffick, W. R. Steffner, spot time 
buyers. 448 S. Hill St., Los Angeles; 
August J. Bruhn, manager, radio direc- 



tor. 665 Skinner Bldg., Seattle; Burt 
Cochran, manager, radio director. 1308 
Public Service Bldg., Portland; Vernon 
R. Churchill, manager, radio director. 
The H. K. McCann Co. has offices in 
Montreal, Toronto, Winnipeg, Vancouver, 
Paris, London and Frankfort, Germany. 
Network: Chesebrough Mfg. for Vase- 
line Products (CBS-60); National Bis- 
cuit Co. (NBC Red-13 plus 23 spot); 
Standard Oil of California (NBC Red-5, 
NBC Blue-13), Pacific Coast Borax Co. 
(NBC Red-30); Richman Bros, for 
Clothes (Mutual-7 plus 2 spot); Regional 
Advertisers for Gas Companies (NBC 
Red-17). Spot: Axton-Fisher for Twenty 
Grand Cigarettes (pgm-aggregating 17), 
for Spud and Twenty Grand (news-3, 
pgm-aggregating 2); Crowell Publishing 
Co. (pgm-31); Ford Motor Co. (ann-4); 
Gruen Watch Co. (time signals and ann- 

4, pgm-100, pgm-100, pgm-100, pgm-60, 
pgm-aggregating 3); National Biscuit Co. 
(pgm-14); Stanco, Inc., for Nujol, Mistol, 
Flit, Daggett & Ramsdell (pgm-10, pgm-4, 
ann-10); Standard Brands for Royal 
Baking Powder (pgm-3); Borden Co. 
(news-10); Dwight Edwards Co. (ann-2); 
Ford Dealers (pgm-7); Universal Credit 
Co. (ann-7); W. P. Fuller & Co. (ann- 
36); Pacific Power & Light (ann-4, pgm- 
1) Standard Oil of California (time sig- 
nals-12); Richman Bros., for Clothes 
(ann-13, news-1, sports-1, news flashes- 
1, 5 mins-2); Standard Oil of Ohio (ann- 

5, news-5); Great Western Sugar Co. 
(ann-3). Local: Consolidated Edison Co. 
(pgm-1); Croft Brewing (pgm-1); Prov- 
ident Loan Society (pgm-1); Anglo- 
California National Bank (ann-2); Gen- 
eral Brewing Corp. (time signals and 
ann-1); City Ice & Fuel (ann-2); Per- 
fection Stove Co. (ann-1). Writers: 
Frank Phares (Royal Baking Powder), 
Helga Lund, Phyllis Parker, Nora Stirl- 
ing (Stanco, Inc.), John E. Hasty (Con- 
solidated Edison), Ruth Cornwall Wood- 
man (Pacific Coast Borax). Producers: 
Transamerican Radio & Television, Inc., 
World Broadcasting System. 



r. e. McCarthy advertising 

AGENCY, Tampa Theatre Bldg., Tampa, 
Fla.; 2323. President: R. E. McCarthy. 
Treasurer: Louis Benito. Secretary: C. 
R. Toy. Director of All Radio Activities: 

R. E. McCarthy. Local: Tampa Florida 
Brewery (baseball scores-1, football 
scores-1); Pepsi-Cola Bottling Co. (pgm- 
2); Long Leaf Yellow Pine & Tidewater 
Red Cypress Distributors of Florida 
(ann-5). Writers: R. E. McCarthy, Louis 
Benito, C. R. Toy, Alvain Yorkunas, 
William H. Anderson. 



233 



ADVERTISING AGENCIES— Continued 



THE McCORD CO., INC., 1100 Hodgson 
Bldg., Minneapolis, Minn.; Bridgeport 
1225. President: R. D. McCord. Vice- 
President: Louis Melamed. Secretary: 
C. F. Baker. Radio Director: Elizabeth 
Grove. Network: Hamm Brewing Co 
(participation, CBS-7). Spot: Anaconda 
Sales Co. (ann-8); McConnon & Co. 
(pgm-21); International Harvester Co. 
(pgm-5, pgm-9, ann-3, 5 mins-1); Barber 
Oil Co. (5 mins-2, ann-7); Chocolate 
Products Co. (pgm-5, 5 mins-1, ann-1); 
Conrad Fur Co. (pgm-7, ann-7); Math 
Barzen Co. (5 mins-1, ann-4)- U S 
Bedding Co. (ann-18); Coast-to-Coast 
Stores, Inc. (ann-22); Levin Furniture 
Co. (ann-7). Local: Boutell Bros, (pgm- 
1, ann-1); Central Cooperative Associa- 
tion (pgm-1); E. G. Clinton Co. (ahn-1)- 
Cowden Mfg. Co. (5 mins-2, 3 mins-l! 
ann-2); Furniture Exposition Mart (ann- 
3); Minnesota Farm Bureau Federation 
(pgm-3); Zinsmaster Baking Co. (pgm- 
3, ann-1); Zinsmaster Bread Co. (pgm- 
3, ann-4); Hancock-Nelson Mercantile 
Co. (pgm-1); Hotel Dyckman (ann-3)- 
Hotel Nicollet (ann-1); Juster Bros' 
(pgm-1); Kindy Optical Co. (ann-2). 

McJUNKIN ADVERTISING CO., 228 N 

LaSalle St., Chicago, 111.; State 5060. 
President, Treasurer: William D. Mc- 
Junkin. Radio Director, Vice-President- 
Frank Steel. (Note: This information 
was not supplied by the agency, hence 
further details are not available.) 

MC KEE & ALBRIGHT, INC., 1400 S 
Perm Square, Philadelphia, Pa.; Locust 
4737. President: R. J. McKee. Vice- 
President, Treasurer: D. R. Albright. 
Secretary, Assistant Treasurer: T. E. 
Libby. Radio Director, Talent, Con- 
tinuity and Script Buyer: J. A. McFad- 
den. Spot Time Buyers: E. R. Walmsley, 
Charles Dieck. Branch Office: RCA 
Bldg., New York City (CO 5-2058); Her- 
bert Korholz in charge. Network: Seal- 
test System of Laboratory Protection 
(successively NBC Red and CBS-37, plus 
22 spot stations). Spot: Southern Dairies 
for Ice Cream and Dairy Products (ann- 
18); Breyer Ice Cream Co. (ann-4); Pine 
Bros, for Glycerine Tablets (ann-2). 
Local: Chestnut Farms-Chevy Chase, for 
Dairy Products (pgm-1); Breakstone 
Bros, for Dairy Products (pgm-1, partici- 
pation-1); Rieck-McJunkin Dairy Co. 
(ann-1); Philadelphia & Reading Coal 
& Iron Co. (pgm-1, ann-2). Writer: 
Clyde North (Sealtest). Producers: 
Henry Souvaine, Inc.; Alan M. Fishburn 
(Sealtest). 

A. MC KIM, LTD., ADVERTISING 
AGENCY, 710 Confederation Bldg., Mon- 



treal, Que., Canada; Lancaster 5192. 
President, General Manager: Charles T. 
Pearce. Assistant General Manager: A. 

Fairbairn Smith. Vice-President: James 
Baxter. Secretary - Treasurer: J. B. 
Stephens. Board of Directors: Major 
James Baxter, B. A. Bennett, W. T. 
Brace, A. N. Mcintosh, C. T. Pearce, A. 
Fairbairn Smith, J. W. Thain. Radio 
Director, Talent, Continuity & Script 
Buyer (Toronto): D. H. Henshaw. Spot 
Time Buyer (Montreal): L. Mackay. 
Branch Offices: Canada Permanent Bldg., 
Toronto, Ont.; J. W. Thain, in charge. 
Royal Bank Bldg., Winnipeg, Man.; A. 

A. Brown, in charge. Province Bldg., 
Vancouver, B. C; F. S. Auger, in charge. 
Dennis Bldg., Halifax, N. S.; W. J. Mc- 
Kay. Manfield House, 376 Strand, W. C. 
2, London; D. E. Longemore, in charge. 
Radio Clients (programs) : O'Keef e'f 
Beverages; Nash-Kelvinator; Purity Bak- 
ing; Brosseau, Ltd.; Model Baking; 
Robertson's Bakery; Walker's Bakery; 
Slater Shoes; J. & T. Bell Shoes; West- 
ern Canada Flour Mills; Andre Proulx, 
Ltd.; Premier Vacuum Cleaner Co.; 
Taylor & Bate. Ltd.; Cosgrave-Dominion 
Brewery; Carling-Kuntz Brewery; Hovis 
Bread; Lehn & Fink (Canada), Ltd.; 
Blue Mountain Mineral Products; Snap, 
Superfine Powder; Walter M. Lowney 
Co.; Lyman's Agencies for D. W. Gibbs 
and Icilma; Nova Scotia Provincial Ex- 
hibition. Announcements: White Labora- 
tories for Feen-a-mint; Nash-Kelvinator; 
Canadian Pacific Steamships; Breay- 
Nash Motors; Purity Baking; Brosseau, 
Ltd.; Model Baking; Robertson's Bakery; 
Bryce Baking; Chas. Hansen's Labora- 
tory; Lewis, Ltd.; Premier Vacuum 
Cleaner Co.; Empire Wall Paper; Gen- 
eral Dry Batteries of Canada; Rolls 
Razors; Espotabs; Bird's Custard; County 
Chemical Co.; Familex, for Ozogermo; 
Frank W. Horner, for Riga Water; In- 
ternational Correspondence Schools; Na- 
tional Drug, for Gin Pills; Oxo; 
Shadeine; F. W. Hampshire, for Zubes; 
Lewis, Ltd.; Nova Scotia Provincial Ex- 
hibition; Marshall Wells, for Paint; Do- 
minion Electrohome, for Portable Puri- 
fiers; Royal Crown Soaps; McCabe Bros.; 

B. C. Tree Fruitgrowers Assn. (Note: 
Further details on these clients, such as 
number of stations used, etc., are not 
available.) 

PHILIP J. MEANY CO., 816 West 5th ♦St., 
Los Angeles, Calif.; Michigan 3601. 
President: Philip J. Meany. Treasurer: 
F. M. Hawes. Space Buyer: C. K. Tester. 
Production Manager: Ray Clinton. Art 
Director: Jay Koupal. Local and Spot: 
Pierce Brothers (pgm-5, ann-8). Local: 



234 



ADVERTISING AGENCIES— Continued 



Breakfast Club Coffee (pgm-1); Rose 
Hills Memorial Park (pgm-1); Imperial 
Mutual Life Insurance Co. (news-1). 

HARRY M. MILLER, INC., 22 E. Gay St., 

Columbus, O.; Adams 7243. President: 
Harry M. Miller. Vice-President: James 
H. Warburton. Secretary-Treasurer: 
Jack Miller. Director of All Radio Ac- 
tivities (Cincinnati): Robert M. Fleming. 
Branch Office: 1235 Enquirer Bldg., Cin- 
cinnati; Robert M. Fleming, manager. 
Local: The Strietmann Biscuit Co. (pgm- 
6, pgm-1); Felber Biscuit Co. (pgm-1); 
Vienna Brewing Co. (pgm-2); Miami 
Butterine Co. (pgm-1); Uffelman Baking 
Co. (ann-1); Tendra Kitchens, Inc. (pgm- 
1); Tresler Oil Co. (baseball-1). Pro- 
ducer: Transair, Inc. 

DAN B. MINER CO., 1151 S. Broadway, 
Los Angeles, Calif.; Richmond 3101. 
President: Dan B. Miner. Vice-Presi- 
dents: J. C. Morse, Isabel Moses, L. L. 
I Johnson, Fred W. Meyer. Secretary: 
Marie Sweeney. Radio Director, Talent, 
Continuity and Script Buyer: John Gue- 
del. Spot Time Buyers: Fred W. Meyer, 
J. S. Miner. Branch Office: None, as 
such but affiliated with Continental 
Agency Network. Network: Wilshire Oil 
Co. for Polly Gas and Polly Penn Motor 
Oil (NBC Red-2). Spot: Western Auto 
Supply Co. (pgm-4). Local: Forest Lawn 
Memorial Park, Mortuary (pgm-3); Los 
Angeles Electrical League (pgm-1); 
Eckert Brewery (pgm-1); Wilshire Oil 
(pgm-3, news-1); Coast Fishing Co. for 
Balto Dog and Cat Food (pgm-1). 
Writers: John Guedel (Forest Lawn, 

k Wilshire Oil); Edward Lynn, Leonard 
Cox, Forrest Barnes, Daniel Lundberg, 
James Grant, Arthur Shank (Forest 
Lawn); Walter Guedel (Forest Lawn, 
Wilshire Oil); Ben Sweetland (Los An- 
geles Electrical League); Harry Good- 
man Co. (Wilshire Oil). Producers: Sam 
Pierce, of Mutual, and Ralph Scott, of 
CBS (Forest Lawn); Glan Heisch, of 
KFI, and Myron Dutton, of NBC (Wil- 
shire Oil). (John Guedel is agency pro- 
ducer.) 

RAYMOND R. MORGAN CO., 6362 Holly- 
wood Blvd., Hollywood, Calif.; Hemp- 
stead 4194. President: Raymond R. Mor- 
gan. Vice-President: Naylor Rogers. 
Secretary, Treasurer: R. E. Messer. Ac- 
count Executives: J. J. McCleery, L. W. 
Hobson. Art Director: Howard Wookey. 
Radio Director: Cyril Armbrister. Spot 
Time Buyer: R. E. Messer. Talent Buyer: 
Ruth Johnson. Continuity and Script 
Buyer: Raymond R. Morgan. Branch 
Office: Goodkind & Morgan, Palmolive 



Bldg., Chicago; M. Lewis Goodkind, in 
charge. Regional: White King Soap (ann, 
Don Lee and Arizona Networks-56); 
Scotch Soap (Arizona Network and local 
spot-4). Spot: Van Camp Pork & Beans 
(pgm-56); Stokely's Tomato Juice (pgm- 
34); Treesweet Orange Juice (5 mins-2); 
Folger's Coffee (pgm-2, 5 mins-33); Lis- 
terine Toothpaste (pgm-3, Canadian); 
Union Pacific Railroad (pgm-29); White 
King Soap (pgm-2); Bireley's Orange 
Drink (ann-10). Local: Kennel King Dog 
Food (5 mins-1); City of Paris Depart- 
ment Store (pgm-1). Writers: Richard 
Weil, Catherine Turney, James Mc- 
Cleery, Phil Stewart, Margaret McKay, 
Eddie Lynn, Kimball Sant. Producer: 
Cyril Armbrister. 

MORRIS-SCHENKER-ROTH, INC., 230 N. 

Michigan Ave., Chicago, 111.; State 4050. 
President: Sydney M. Roth. Vice-Presi- 
dent, Secretary: Ben W. Schenker. Vice- 
President, Treasurer: Edgar Bernhard. 
Radio Director: Harold L. Weiler. Spot 
Time Buyer: A. C. Coleman. Talent 
Buyer: Ralph Schoolman. 

MORSE INTERNATIONAL, INC., 122 East 
42nd St., New York City; LE 2-6727. 
President: Roy Head. Vice-Presidents: 

C. J. Balliett, E. P. Anderson. Secretary- 
Treasurer: Shaw Newton. Radio Direc- 
tor, Talent, Script and Continuity Buyer: 

Richard Nicholls. Assistant Radio Direc- 
tor: William Hines. Spot Time Buyer: 
George Duram. Network and Spot: 

Vick Chemical Co. for VapoRub, Va-tro- 
nol, Cough Drops (NBC Blue and Red- 
57, pgm-1). Spot: M. J. Breitenbach for 
Gude's Pepto-Mangan (ann-20) Writers: 
Phillips H. Lord, Bob Mayo (Vick Chem- 
ical). Producers: Phillips H. Lord, Rich- 
ard Nicholls (Vick Chemical). 

FARAON JAY MOSS, INC., 1462 N. Stan- 
ley Ave., Hollywood, Calif.; Granite 8878. 
President: Faraon Jay Moss. Vice-Presi- 
dent: George B. Hull. Treasurer: Ardys 
M. Moss. Secretary, Space Buyer: W. E. 
Brennan. Production Manager: R. V. 
Greno. Radio Director: Ardys M. Moss. 
Local: Pierce School of Practical Nurs- 
ing (pgm-2); Townsend National Recov- 
ery Plan (pgm-2); F. Arnold Young 
(pgm-3); Khawaja Khan (pgm-1); Rich- 
ard Harrison Food Products (pgm-1); 
Fenwick Holmes (pgm-1). 

C. WENDEL MUENCH & CO., 210 E. Ohio 
St., Chicago, 111.; Whitehall 7717. Presi- 
dent: C. Wendel Muench. Radio Direc- 
tor, Continuity & Script Buyer: George 
Euwema. Spot Time & Talent Buyer: 
C. E. Forsberg. Network: Durkee Fa- 



235 



ADVERTISING AGENCIES— Continued 



mous Foods for Margarine (NBC Blue- 
29). Spot: Chappel Bros, for Ken-L-Ra- 
tion Products (pgm-17, ann-5); The Julep 
Co. for Howel's Root Beer (1 min 
dramas-30, ann-19); Blue Moon Cheese 
Products for Cheese Spreads (ann-12); 
Durkee Famous Foods for Margarine 
(ann-15). Writers: Howard McKent 
Barnes (Durkee's Margarine), Don 
Thompson and Robert Gingrich (Ken-L- 
Ration), Robert Gingrich (Howel's Root 
Beer). Producers: Don Thompson (Dur- 
kee's Margarine, Ken-L-Ration), Jim 
Dickert (Ken-L-Ration, Howel's Root 
Beer). 

NEEDHAM, LOUIS & BRORBY, INC., 360 

N. Michigan Ave., Chicago, 111.; State 
5152. President: Maurice H. Needham. 
Vice-Presidents: John J. Louis, Melvin 
Brorby, W. R. Fowler, Jr., Harry E. 
Phelps. Secretary, Treasurer: Otto R. 
Stadelman. Radio Directors: Cecil Un- 
derwood (Hollywood), Helen Wing. 
Spot Time Buyers: Otto R. Stadelman, 
Evolyn Hardinge. Branch Offices: 1680 
N. Vine St., Hollywood; Cecil Under- 
wood, manager. 231 W. Wisconsin Ave., 
Milwaukee; Harry L. Bird, manager. 
Network: S. C. Johnson & Son for Wax, 
Glo-Coat and Auto Wax (NBC Red-100). 
Spot: S. C. Johnson & Son for Wax and 
Glo-Coat (pgm-6, ann-26); Eagle-Picher 
Sales Co. (ann-7); Kraft-Phenix Cheese 
Corp. for Parkay (ann-36, cut-in ann on 
Kraft Music Hall-26). Local: Kraft- 
Phenix Cheese for Parkay (pgm-1); 
Joseph Schlitz Brewing Co. (pgm-1, 
ann-1). 

NEFF-ROGOW, INC., 30 Rockefeller Plaza, 
New York City; CI 7-4230. President: 
Walter J. Neff. Vice-President: William 
Rogow. Radio Directors, Spot Time 
Buyers: Walter J. Neff, William Rogow. 
Copy Chief: Hubert K. Simon. Copy- 
writer: Ida Greene. National Spot: Nu- 
Enamel Paints (ann-4). Canadian Spot: 
McCoy Laboratories for Vitamin Tablets 
(ann-3). Local: Fischer Baking Co. 
(news-1); Frederick Lowenfels & Son 
for Hotel Bar Butter (ann-1); D'Arrigo 
Bros. Co. for Andy Boy Broccoli (ann- 
1); Melville Shoe Corp. for Thorn McAn 
Shoes (news-5); B. Fischer & Co. for 
Astor Coffee (pgm-1); Liggett Drug Co., 
Inc. (pgm-1). 

NEISSER-MEYERHOFF, INC., 400 N. 

Michigan Ave., Chicago, 111.; Delaware 
7860. President: Arthur E. Meyerhoff. 
Vice-President: Frederick W. Hinrichs. 
Secretary, Treasurer: Walter R. Neisser. 
Director of All Radio Activities: Nelson 
A. Shawn. Branch Offices: 759 N. Mil- 



waukee St., Milwaukee; F. W. Hinrichs, 
vice-president in charge. 530 West 6th 
St., Los Angeles; George A. Taylor, man- 
ager. Network: William Wrigley, Jr., 
Co. (CBS-72). Also various national 
and regional spot advertisers. 

TED NELSON ASSOCIATES, 1650 Broad- 
way, New York City; CI 7-2830. Director 
of All Radio Activities: Ted Nelson. 
Spot: Hollingshead Corp. for All-Nu 
Floor Wax (ann-2); Fellows Medical Co. 
for Fellows Syrup of Hypophosphites 
(ann-10). 

THE NESBITT SERVICE CO., 1462 Hanna 
Bldg., Cleveland, O.; CH 4804-5-6. Radio 
Director, Spot Time Buyer: M. C. Nes- 
bitt. 

NEWELL-EMMETT CO., INC., 40 East 
34th St., New York City; AS 4-4900. 
President: C. D. Newell. Vice-Presi- 
dents: L. D. Mahon, C. S. Walsh, William 
Reydel, J. P. Cunningham, F. H. Don- 
shea, G. S. Fowler, Richard L. Stro- 
bridge. Treasurer: Fred H. Walsh. 
Radio Directors: William Reydel, D. B. 
Langan. Spot Time and Talent Buyer: 
N. F. McEvoy. Network: Liggett & 
Myers Tobacco for Chesterfield Ciga- 
rettes (CBS-102, CBS-96, NBC Red-51, 
NBC Red-75, CBS-96); Thomas Cook & 
Son-Wagon-Lits (NBC Red and Blue- 
20); Loose- Wiles Biscuit Co. (NBC Pa- 
cific Red-5). Regional: Loose-Wiles Bis- 
cuit Co. (News, Yankee Network-10, plus 

5 spot stations). Spot: Loose-Wiles Bis- 
cuit Co. (participation-1, time signals-1, 
news-2, pgm-1, ann-1). 

NORTHWEST RADIO ADVERTISING 
CO., INC., 802 American Bank Bldg., 
Seattle, Wash.; Main 9282. President, 
General Manager: Edwin A. Kraft. Radio 
Directors, Spot Time and TaJent Buyers: 
Edwin A. Kraft, W. L. Paul. Spot: 
Gardner Nursery Co. (pgm, ann-305); 
Compagnie Parisienne, Inc. (5 mins-75). 
Writer: Edwin A. Kraft (Gardner 
Nursery Co.). 

OHIO ADVERTISING AGENCY, 1740 
East 12th St., Cleveland, O.; Prospect 
7177. President: Samuel L. Abrams. 
Vice-President: John F. Williams. Treas- 
urer: Arthur Roth. Radio Director: John 
F. Williams. Spot: Stadler Products Co. 
(ann-2); Lyon Tailoring Co. (ann-2); M. 

6 N. Cigar Manufacturers, Inc. (weather 
reports-3, news-1). Local: H. Blonder 
Co. (ann-1); Clothing Clearing House 
(5 mins-1). 

P. F. O'KEEFE ADVERTISING AGENCY, 



236 



ADVERTISING AGENCIES— Continued 



INC., 45 Bromfield St., Boston, Mass.; 
Liberty 1700. President: M. A. Sampson. 
Treasurer: W. C. Sampson. Secretary: 
A. G. Mitchell. Radio Director: W. C. 

Sampson. 

OLMSTED-HEWITT, INC., 1200 Second 
Ave., Minneapolis, Minn.; Atlantic 0202. 
President: Ward H. Olmsted. Secre- 
tary-Treasurer: Harriet W. Olmsted. 
Vice-President: John T. Foley. Radio 
Director: Ward H. Olmsted. Spot Time 
Buyer: John T. Foley. Continuity 
Writers: Gordon A. Daline, Robert C. 
Millar. Spot: Northrup, King & Co., 
Feeds and Seeds (pgm-1, ann-7); Archer- 
Daniels-Midland Co. for Wheat Germ 
Oil-Vitamin F (pgm-1); International 
Milling Co. for Seal of Minnesota Flour 
(pgm-5, news-1); Ohleen Dairy (pgm-1, 
ann-1). Local: Nevens Co. (station 
breaks-1); B. F. Nelson Mfg. Co. (news- 
1). 

BURTON A. OSTERHOUDT ADVERTIS- 
ING AGENCY, State Bank Bldg., Al- 
bany, N. Y.; 4-2175. 

PACIFIC MARKET BUILDERS, 530 W. 

Sixth St., Los Angeles, Calif.; TR 4937. 
President: Fred G. Swartz. Executive 
Vice-President, Treasurer: A. J. Cornel- 
son. Vice-President: J. B. Kiefer. Secre- 
tary, Legal Counsel: Harrison M. Dun- 
ham. Director of All Radio Activities: 
J. B. Kiefer. Regional: Ethyl Gasoline 
Corp. (California Radio System-3); Sun- 
set Oil Co. (California Radio System-3). 
Local: Karl's Shoe Stores, Ltd. (news-1); 
Olson Baking Co. (news-1); Sunset Oil 
Co. (ann-1). 

B. J. PAULSON ASSOCIATES, 623 N. 

Second St., Milwaukee, Wis.; Marquette 
6877. General Manager: B. J. Paulson. 
Account Executives: A. J. Gerlach, E. J. 
Schickel, Herman H. Sinako. Account 
Executive, Art Director: Pete Keck. Pro- 
duction Manager: Roy A. Franke. Radio 
Director: None; handled by account ex- 
ecutives. Spot: Fruit Growers Coopera- 
tive (ann-4). Local: United Coal & Dock 
Co. (ann-1); Trapp's Golden Rule Dairy 
(ann-1); M. A. Gerret Co. (ann-1). 

PECK ADVERTISING AGENCY, 444 

Madison Ave., New York City; PL 3-0900. 
Chairman of Board: Harry Peck. Presi- 
dent: A. H. Messing. Secretary: Harry 
Krawitz. Treasurer: David Bloch. Radio 
Director, Talent, Continuity and Script 
Buyer: Arthur Sinsheimer. Spot Time 
Buyer: Al Moss. Spot: Candicod, for 
Vitamins (ann-8); Beverwyck Breweries 
(pgm, news-4); Tastyeast, Inc. (pgm, 



ann-6); Roxy Clothes (pgm, ann-4); 
Garcia Grande Cigars (ann-3); Long 
Island Outfitting Co. (ann-6); Wise Shoes 
(pgm, ann-4); Fairfax Tobacco Co. (ann- 
10); S. Grover Graham Co. (ann-3); 
Hammondsport Wineries (ann-5); Glyco 
Thymoline (news, ann-2); I. J. Fox (pgm, 
news-8); Olde Dutch Mills Coffee (ann- 
3). 

PEDLAR & RYAN, INC., 250 Park Ave., 
New York City; EL 5-7700. President: 
Thomas L. L. Ryan. Vice-Presidents: 

Lawrence L. Shenfield, Frank J. Doherty. 
Secretary, Treasurer: Arthur Cobb, Jr. 
Radio Director, Continuity and Script 
Buyer: Gregory Williamson. Spot Time 
Buyer: Frank G. Silvernail. Talent 
Buyers: Edgar G. Sisson, Jr., Elizabeth 
Howard. Radio Copy Chief: John 
Archer Carter. Network: P & G for 
Camay Soap (NBC Red-58, NBC Blue- 
17, CBC-26); P & G for Chipso (NBC 
Red-30, CBS-25 and 11, CBC-27 and 3); 
P & G for Dash (CBS and spot-5); Bris- 
tol-Myers for Vitalis (NBC Red-44); 
Lady Esther, Ltd., for Cosmetics (NBC 
Red-52, CBS-49). Regional: P & G for 
Camay Soap (California Radio System-7); 
P & G for Dash (California Radio Sys- 
tem-4). Spot: P & G for Camay Soap 
(pgm-7); Bristol-Myers for Ipana 
Toothpaste (pgm-5); J. C. Penney (pgm- 
6). Local: Borden Co. for Borden prod- 
ucts (pgm-1); Borden Co. for Reid Ice 
Cream (pgm-1). Writers: Elaine Sterne 
Carrington (Camay), Irna Phillips, Orin 
Tovrov (Chipso), Don Becker (Ipana), 
Jettabee Ann Hopkins (J. C. Penney), 
Finis Farr, Robert J. Mann (Vitalis), 
Sam Carlton, Al Miller (Reid Ice 
Cream), Margaret Lewerth, Richard 
McDonagh (Lady Esther). Producers: Ed- 
win Wolfe, Fred Bethel (Camay), How- 
ard Keegan, Carl Wester, Inc., Stuart 
Dawson (Chipso), Transamerican Broad- 
casting & Television Corp., Don Becker, 
Chick Vincent (Ipana), Ed Wolfe (J. C. 
Penney), Lester Vail (Vitalis). 

HAROLD W. PICKERING ADVERTISING 
AGENCY, 310 Templeton Bldg., Salt 
Lake City, Utah; Wasatch 2658. Owner: 
Harold W. Pickering. Associate: L. H. 
Malzahn. Local Spot: Bennett Glass & 
Paint Co. (ann-1); Utah State Fair As- 
sociation (ann-3); Boyd Park Jewelers, 
Inc. (ann-1); Gray's Motor Service, Inc. 
(ann-1). 

PITLUK ADVERTISING CO., 2200 Alamo 
National Bank, San Antonio, Tex.; Gar- 
field 7268. President: J. N. Pitluk. Vice- 
president: C. R. Cusick. Space Buyer: 
L. Merrion. General Manager: N. D. 



237 



ADVERTISING AGENCIES -Continued 



Schwerke. Account Executive: H. M. 
London. Art Director: G. J. Wild. Pro- 
duction Manager: F. G. Allen. Radio Di- 
rector: Ben Lee. 

PLATT-FORBES, INC., 386 Fourth Ave., 
New York City; CA 5-4440. President, 
Treasurer: William A. Forbes. Vice- 
presidents: Rutherford Piatt, Thomas F. 
Cosgrove, John Monsarrat. Secretary: 
William S. Walker. Radio Director: 
Rutherford Piatt. Spot Time Buyers: 
William S. Walker, J. K. L. Peterson, 
Parmelee Lyman. Spot: Peter Paul, Inc., 
for Mounds and Ten Crown Gum (pgm. 
5 mins., ann-75); Oxo (Canada), Ltd. 
(ann-16). Local: Oxo (Canada), Ltd. 
(pgm-1); Hudson River Day Line (ann- 
4). Producers: World Broadcasting Sys- 
tem, Inc. (Peter Paul, Inc.). 

POTTS-TURNBULL ADVERTISING CO., 

912 Baltimore Ave., Kansas City, Mo.; 
Victor 9400. President: W. J. Krebs. 
Vice-president: D. E. Dexter. Treasurer: 
E. T. Chester. Secretary: G. F. MaGill. 
Radio Director, Spot Time Buyer: G. F. 
MaGill. Talent Buyer: N. P. Rowe. Con- 
tinuity and Script Buyer: A. B. Russell. 

F. W. PRELLE CO., 983 Main St., Hartford, 
Conn.; 7-1117. General Manager: F. Wal- 
lace Prelle. Accountant: Blanche Ains- 
worth. Secretary: Ida Friedman. Art 
Director: Robert F. Little. Director of 
Photography: Bruce Lindsay. Copy 
Chief: Philip Frank. Director Marketing 
Research, Space Buyer: Paul Thompson. 
Radio Director: Leonard R. Schoenfeld. 
Spot: Diamond Ginger Ale, Inc. (ann-8); 
Republican State Central Committee of 
Connecticut (pgm-9, pgm-7, ann-9, talks- 
9). Local: New England Laundry (ann- 
1); Hoffman Wall Paper Co. (ann-1); 
Lux, Bond & Green, Jewelry (pgm-2); 
Schultz Beauty Salons (pgm-1); Connec- 
ticut Mfgrs. of Carbonated Beverages 
(ann-2), 

PRESBA, FELLERS & PRESBA, INC., 360 

N. Michigan Ave., Chicago, 111.; Central 
7683. President: Bert S. Presba. Vice- 
president: E. A. Fellers. Secretary: Will 
B. Presba. Director of All Radio Ac- 
tivities: E. A. Fellers. Spot: American 
School for Correspondence Courses 
(ann-5); DeForest Training, Inc., for 
Correspondence Courses (pgm-10); Flex- 
O-Glass Mfg. Co. (ann and pgm-20): 
Household Magazine (ann and pgm-50) ■ 
Mantle Lamp Co. for Kerosene Lamps 
(ann and pgm-75); Earl E. May Seed Co. 
(ann and pgm-10); Olson Rug Co. (ann 
and pgm-75); Ryde & Co., for Feed 



(ann-5); Dr. Scholl's Foot Comfort 
Shops (ann and 5 mins-15); United Fac- 
tories for Oil Burners (ann-5). Writer: 
William Meredith (Mantle Lamp, Flex- 
O-Glass). Producers: Bob Wamboldt 
(Mantle Lamp, DeForest Training); Wil- 
liam Meredith (Mantle Lamp, Flex-O- 
Glass). 

PUBLICITY ASSOCIATES, 350 Fifth Ave., 
New York City; LO 5-3210. President, 
Radio Director: Josef Israels II. Branch 
Office: 20 N. Wacker Drive, Chicago 
(State 2121); William R. Harshe, in 
charge. Local: New York Post (pgm-2). 

RADIO-RUNDFUNK CORP., 207 East 84th 
St., New York City; RH 4-9609. Presi- 
dent: Herbert F. Oettgen. Treasurer: 
William C. Foerster. Radio Director, 
Spot Time Buyer: Herbert F. Oettgen. 
Local: Bolle & Detzel, Inc. (pgm-1); Ex- 
press Exchange (pgm-1); Gambarelli & 
Davitto (pgm-1); Karl Ehni, Inc. (pgm- 
1); Hamburg-Bremen S.S. Agency (pgm- 
1); Charles von der Bruck, Inc. (pgm-1); 
Berthold Mucke (ann-1); White Sewing 
Machine Service (ann-1); Steneck Travel 
Bureau (pgm-1). (All programs are in 
German and recorded abroad). 

THE L. W. RAMSEY CO., 430 Union Bank 
Bldg., Davenport, la.; 3-1889. President: 
L. W. Ramsey. Vice-President: F. L. 
Eason. Secretary: E. G. Naeckel. Radio 
Director, Talent, Continuity and Script 
Buyer: E. G. Naeckel. Spot Time Buy- 
ers: E. G. Naeckel, L. W. Ramsey. 
Branch Office: 230 N. Michigan Ave., 
Chicago (Franklin 8155); French Eason, 
executive in charge. Network: F. W. 
Fitch Co. for Fitch Shampoo (NBC Red- 
40, NBC Red-80). Also spot announce- 
ments for various clients. Writers: Jerry 
Belcher, Ward Byron (Fitch Shampoo). 
Producer: Ward Byron (Fitch Shampoo). 

RATCLIFFE ADVERTISING AGENCY, 

607 Southland Life Bldg., Dallas, Tex.; 
2-8035. Owner: Morelle K. Ratcliffe 
Radio Director: C. J. Connor. Spot Time 
Buyer: O. S. Bruck. 

CHARLES A. RAWSON & ASSOCIATES 

(formerly Rawson-Morrill, Inc.), Com- 
mercial Exchange Bldg., Atlanta, Ga.; 
WA 3594. President: Charles A. Rawson. 
Vice-President: Frank P. Bell. Art Di- 
rector: George A. Smith. Secretary: 
Creighton I. Perry. Directors of All 
Radio Activities: Charles A. Rawson, 
Frank Bell. Continuity Writers: John 
A. Snyder, Roberta Lyndon. Spot: Gen- 
eral Mills, Inc. (pgms-3). Local: J. P. 



238 



ADVERTISING AGENCIES— Continued 



Allen Clothing (pgm, sports review-1); 
Brooks-Shatterly Tire Co. (time signals- 
1); Georgia Milk Producers (pgm-1); 
R. H. Hogg for Olde Towne Ale (5-min 
sports pgm-1); Mason Kominers Tire Co. 
(5-min sports pgm-1); Orange Crush Co. 
(5 mins, ann-1); Southern Grocery 
Stores (news-1); Southern Wire & Iron 
Works (pgm-1); Willingham Tift Lum- 
ber Co. (pgm-1); Whitman's Laundry 
(5-min news-1); Parks Printing Co. (ann- 
1); White Roofing Co. (ann-1); Carithers- 
Wallace for Office Supplies (ann-1); 
Dixie Electric Co. (ann-1); Mehto- 
Melsion Co. (ann-1); Imperial Laundry 
(ann-1); Independent Laundry (ann-1); 
Bireley's Orange Drink (ann-1); Atlanta 
Stove Works (ann-1); Broman Special- 
ties Co. for Chigger Chaser (ann-1); 
Maier & Berkele (ann-1); McCullough 
Bros, (ann-1); Milwaukee Beverage Co. 
(ann-1); Olshine Co. for Clothing (ann- 
1); Rainbow Cleaner (ann-1); Southern 
Gold Medal (ann-1). Writers: Polly 
Vaughan, Mrs. Richard H. Patat, Roberta 
Lyndon, John A. Snyder. 

RAWSON-MORRILL, INC. See Charles 
A. Rawson & Associates. 

CHARLES DALLAS REACH CO., 58 Park 
Place, Newark, N. J.; Market 3-5100. 
Executives: Charles Dallas Reach, How- 
ard E. Sands, Col. Edward C. Stover, Jr. 
Radio Director, Talent Buyer: Charles 
Dallas Reach. Associate Radio Director: 
Charles Gaines. Spot Time Buyer: 
Richard N. Gulick. Continuity and 
Script Buyer: Francis R. Risley. Branch 
Office: Onondaga County Savings Bank 
Bldg., S. Salina & E. Water Sts., Syra- 
cuse, N. Y. (2-3988); Howard E. Sands 
in charge. Regional: Doyle Packing Co. 
for Strongheart Dog Food (Ann, Yankee 
Network-6). Spot: Alkine Laboratories 
for Flem-O-Lyn Cough Medicine (5 mins 
and ann-9); Dugan Bros, for Baked 
Goods (pgm-2). Local: National Por- 
celain Co. (ann-1); Utica Brewing Co 
(ann-1). 

REDFIELD-JOHNSTONE, INC., 247 Park 
Ave., New York City; PL 3-6120. Chair- 
man of the Board: L. L. Redfield. Presi- 
dent: E. F. Johnstone. Vice-President, 
Space Buyer: B. L. Rottenberg. Vice- 
President: Edward T. T. Williams. Vice- 
President in Charge of Industrial Adver- 
tising: J. J. McNevin. Secretary, Assist- 
ant Treasurer: A. Hollander. Director 
of All Radio Activities: Norman S. Liv- 
ingston. Network: Local Cooperative 
Campaigns (Mutual-53, Mutual-76, Don 
Lee-27). National Spot: Grace Donohue, 
Inc., for Cosmetics (ann-3); Garfield 



Headache Powders (ann-2); Blackstone 
Products Co. for Aspertone (news-2); 
New York Harbor Steamship Co. (ann- 
6). Local: Quality Laundry (pgm-1). 
Writers: Owen Crump, Sam Carleton, 
William Barr, Leonard Feinstein (local 
cooperative campaigns). Producers: 
Ward Byron and Ernest Chappell, of 
Rocke Productions; Owen Crump, of 
Warner Bros, (local cooperative cam- 
paigns). 

KNOX REEVES ADVERTISING, INC., 

600 First National Bank Bldg., Minnea- 
polis, Minn.; BR 7701. President: E. E. 
Sylvestre. Vice-President, Treasurer: 
Wayne Hunt. Vice-Presidents: John 
Sarles, Helen Brown, E. Reeves, K. P. 
Torgerson. Radio Program Director, 
Talent, Continuity and Script Buyer: 
Lloyd Griffin. Assistant Program Direc- 
tor: Russell Neff. Director Sports Broad- 
casting: B. N. Robinson (New York). 
Branch Office: 574 Chanin Bldg., 122 E. 
42nd St., New York City (MU 4-3982); 
B. N. Robinson, in charge. Network: 
General Mills for Bisquick and Wheaties 
successively (NBC Red and Blue-29); 
General Mills for Kitchen-Tested Flour, 
Softasilk, Bisquick, Wheaties (NBC Red 
and Blue-29, NBC Red and Blue-29). 
Spot: General Mills for Kitchen-Tested 
Flour, Softasilk, Bisquick, Wheaties 
(pgm-30, pgm-30); General Mills for 
Wheaties (baseball-60). Local: General 
Mills for Kitchen-Tested Flour, Softasilk, 
Bisquick, Wheaties (pgm-1). Writers: 
Bayard Veiller, Katherine Chase, Thomas 
Goodrich. Producers: D. Gordon Gra- 
ham, Lou Jackobson, Fred Jacky. 



MORGAN REICHNER & CO., INC., 400 

Madison Ave., New York City: WI 
2-3100. President, Treasurer: Morgan S. 
A. Reichner. Vice-Presidents: Amos 
Stote, Charles H. Bauer. Secretary: 
Harold A. Bowman. Auditor: Irving 
Sachar. Radio Director, Spot Time 

Buyer: George J. Arkedis. Local: Baur 
Brothers Bakery for Aunt Hannah's 
Bread (pgm-1). 

EMIL REINHARDT, 324 Thirteenth St., 

Oakland, Calif.; Templebar 2408. Spot 
Time Buyer: Mildred McMahon. Tal- 
ent Buyer: Dove Lane. Continuity and 
Script Buyer: LaFayette Mathews. Lo- 
cal: Standard Beverages (ann-5, pgm-1); 
Parisian Baking Co. (ann-1); Kilpat- 
rick's Bakery (ann-1, pgm-2); Golden 
Gate Macaroni Co. (ann-1). 

RUFUS RHOADES & CO., 909 de Young 
Bldg., San Francisco, Calif.; Exbrook 



239 



ADVERTISING AGENCIES— Continued 



6469. Network: Yellow Cab Co. (Mutual- 
2). Spot: Yellow Cab Co. (pgm-2); Cer- 
tified Auto Service (ann-2); Denalan Co. 
(ann-1, pgm-1). 

ROBERTSON, ADVERTISING, 721 U. S. 

N. Bldg., Denver, Colo.; KE 4657. Presi- 
dent: Marshall G. Robertson. Vice-Presi- 
dent: Mary A. Robertson. Radio Direc- 
tors: Marshall G. Robertson, Mary A. 
Robertson. Spot Time Buyer: Marshall 
G. Robertson. Talent, Continuity and 
Script Buyer: Mary A. Robertson. Local: 
Miller Groceteria (pgm-1, weather re- 
ports-1); Cassidy Hicks Wallpaper Co. 
(pgm-1); King's Luggage (5 mins 1, ann- 
1); Millar Coffee Co. (pgm-1); Grayson 
Apparel (ann-1); Gaylord Apparel (ann- 
1); Rainbow Ballroom (ann-1); Cottrell. 
Men's Clothing (pgm-1, news-1, ann-1 
special events-1); Frumess Jewelry 
(news-2, pgm-1, ann-4 time signals-1, f 
mins-1). 

ROCHE, WILLIAMS & CUNNYNGHAM, 
INC., 310 S. Michigan Ave., Chicago, 111.; 
Harrison 8490. President: John P. Roche. 
First Vice-President: Lloyd Maxwell. 
Executive Vice-President: Guy C. Pierce. 
Vice-Presidents: J. M. Cleary, S. Weston. 
Secretary: M. F. Williamson. Treasurer: 
D. J. Kelly. Radio Director: N. J. Cava- 
nagh. Branch Office: 1500 Chestnut St., 
Philadelphia (Rittenhouse 3750); Guy C. 
Pierce, executive vice-president. Net- 
work: The Cudahy Packing Co. for Old 
Dutch Cleanser (CBS-19, Mutual-2); Sun 
Oil Co. (NBC Blue-23). National Spot: 
Studebaker Corp. (pgm-77); The Mil- 
waukee Road (ann-12). Spot: Horlick's 
Malted Milk Corp. (pgm-2). Writers: 
Bess Flynn (Old Dutch Cleanser); 
Pauline Hopkins (Horlick's Malted 
Milk). Producers: Russell Young (Old 
Dutch Cleanser); Ray Wilson (Horlick's 
Malted Milk). 

ARTHUR F. RODRIGUEZ CO., Chrysler 
Bldg., New York City; MU 6-3391. Presi- 
dent, Radio Director: Arthur F. Rodri- 
guez. Spot Time Buyer: Frank McCabe. 
Talent, Continuity and Script Buyers: 
Arthur F. Rodriguez, Frank McCabe. 

ROGERS & SMITH, 20 North Wacker 
Drive, Chicago, 111.; Dearborn 0021 
President: Walter E. Smith. Vice-Presi- 
dent: Ray H. Reynolds. Treasurer: 
Charles B. Rogers. Secretary: Howard 
N. Smith. Director of All Radio Activi- 
ties: Roland R. Blair. Script Writer: 
Barbara Winthrop. Branch Office: Ser- 
vice affiliation with Rogers & Smith, 
Dallas, Texas; Herbert A. Rogers and 



Howard N. Smith, executives. Spot*. 
Reid, Murdoch & Co. for Monarch Finer 
Foods (ann-71); Little Crow Milling for 
Coco-Wheats and Little Crow Pancake 
Flour (pgm-14); C. E. Conkey Co. for 
Feeds (ann-8); James Heddon's Sons for 
Fishing Tackle (sports-11); Furst-Mc- 
Ness Co., for Specialty Salesman (ann- 
3). Local: Cracker Jack Co. (pgm-1); 
Champion Milling & Grain for Feeds 
(news-1). Writers: Everett G. Opie, 
Barbara Winthrop. Producer: Everett 
G. Opie. 

E. C. ROGERS AGENCY, 80 East Ave., 
Rochester, N. Y.; Stone 2367. President: 
E. C. Rogers. Manager, Continuity 
Writer: G. J. Dunkleberg. Copy and Art 
Departments Manager: Margaret Wil- 
liams. Director of AH Radio Activities: 
George B. Tucker. Local: Weed & Co. 
(ann-1); E. E. Bausch (ann-1); Weis & 
Fisher's (ann-1); Langie Fuel Co. (ann- 
1); Likly's Luggage Co. (ann-1). 

ROGERS, GANO & GIBBONS, INC., Na- 
tional Bank of Tulsa Bldg., Tulsa, Okla. 
President: R. C. Gano. Vice-President: 
J. Burr Gibbons. Radio Director: J. Burr 
Gibbons. Branch Office: Chicago; J. C. 
Bashrodt, secretary. 

C. M. ROHRABAUGH CO., (formerly 
Rohrabaugh & Gibson), Lincoln-Liberty 
Bldg., Philadelphia, Pa.; Rittenhouse 
0557. Network: Wheatena Corp. (Mut- 
ual-12). (Note: This information was 
not supplied by the agency, hence fur- 
ther details are not available.) 

RONALDS ADVERTISING AGENCY, 
LTD., Keefer Bldg., Montreal, Que.; 
Plateau 4803. President: R. C. Ronalds. 
Vice-President: E. M. Putnam. Director: 
G. W. Brown. Radio Directors: E. M. 
Putnam and N. K. Vale (Montreal), R. 
J. Avery (Toronto). Branch Office: 137 
Wellington St., W., Toronto, Ont. (Ade- 
laide 0237); R. J. Avery, manager. Spot: 
Henry K. Wampole for Cod Liver Ex- 
tract and Hygeol (ann-29); United Drug 
Co., Ltd., for Bisma-Rex and others 
(news ann-39). Local: Reliable Toy Co., 
Ltd., for dolls (pgm-2); Bristol-Myers 
Co. of Canada, Ltd., for Ipana, Sal 
Hepatica, Ingram's Milkweed Cream, 
Mum (pgm-1); Charles Gurd & Co., 
Ltd., for Gurd's Beverages (pgm and 
ann-2); Superior Importing Co. for 
Vergene Olive Oil (pgm-1); Weston's 
Bread and Biscuits (pgm-1). - Writer: 
Claire Wallace (Bristol-Myers). Pro- 
ducer: Charles Hutchings (Reliable Toy 
Co., Weston's Bread and Biscuits). 

ROSS-GOULD CO., 10th & Olive Sts., St. 



240 



ADVERTISING AGENCIES— Continued 



Louis, Mo.; Central 1646. President: H. 

0. Ross. Vice-Presidents: W. K. Eckler, 
Harry Meyer. Treasurer: H. M. Ross. 
Radio Director: None. Spot: Absorene 
Mfg. Co. (ann-31). 

ROTH AGENCY, 1619 Broadway, New York 
City, CI 7-8220-28. President, Treasurer: 
Bud Roth. Vice-President: Arthur L, 
Ross. Secretary: Edna Calvalli. Radio 
Director, Continuity and Script Writer: 
Jimmy Lyons. Spot Time Buyer: Bud 
Roth. Talent Buyers: Robert H. Calvert, 
Jr., Fred Robbins. Account Executive: 
Sam Freundel. Spot: Min-Aqua Co. 
(pgm-2). Local: Gottfried Baking (pgm- 

1, news-1); Hanscom Bake Shops (news- 
1); Jasksonville Chamber of Commerce 
(pgm-1); Charlotte Chamber of Com- 
merce (pgm-1); Los Angeles Times 
(pgm-1); Quiet May (pgm-1); Berkeley 
Razor Blades (pgm-1). Writers: Jimmy 
Lyons (Quiet May, Berkeley Razor 
Blades); Jonas Rosefield (Jacksonville 
Chamber of Commerce, Los Angeles 
Times, Gottfried Baking, Min-Aqua). 
Producers: Jimmy Lyons (Gottfried 
Baking, Quiet May, Berkeley Razor 
Blades), Martin Block (Min-Aqua); Jonas 
Rosefield (Jacksonville Chamber of 
Commerce), Allan Ward (Los Angeles 
Times). 



RUTHRAUFF & RYAN, INC., 405 Lexing- 
ton Ave., New York City; MU 6-6400. 
President: F. B. Ryan. Vice-President, 
Treasurer: W. B. Ruthrauff. Vice-Presi- 
dents: C. J. McCarthy, P. E. Watson, E. J. 
Grady, R. F. Sullivan, W. P. Littell, J. R. 
Busk, F. B. Ryan, Jr., E. W. Garbish, C. 
Lawton Campbell, E. B. Ruffner. Secre- 
tary, Assistant Treasurer: R. Van Buren. 
Radio Director: C. Lawton Campbell. 
Assistant Radio Director: S. Heagan Bay- 
les. Director Radio Publicity: John Gor- 

Idon. Supervisor Daytime Programs: 
Herschel Williams. Assistant Supervisor 
Daytime Programs: Pat Dougherty. Su- 
pervisor Evening Programs: Merritt W. 
Barnum. Spot Time Buyers: Elizabeth 
Black, Charles Ayres. Production: John 
Gordon, Nate Tufts, F. Bourne Ruth- 
rauff, John Loveton. Director Commer- 
cial Writing: Ruth Borden. Commercial 
Writers: Regina Morgan, Vivian Wash- 
burn, Avery Giles, Florence Miles. 
Pacific Coast Radio Director: E. B. Ruff- 
ner. Hollywood Office Production: 
Clark Andrews, Everard Meade. Chicago 
Office Radio Director: Ros M. Metzger. 
Production: A. K. Buckholz, A. E. Trask. 
Facilities: J. Chris Hetherington. Scripts: 
Catherine Haynie. Sales: Ward Webb. 
Branch Offices: 360 N. Michigan Ave., 
Chicago (Randolph 2625); P. E. Watson 
and W. P. Littell, vice-presidents. 7430 



2nd Blvd., Detroit (Madison 1980); Ellis 
Travers, manager. 812 Olive St., St. Louis 
(Main 0128); O. A. Zahner, manager. 
1680 N. Vine St., Hollywood (Hillside 
7593); W. E. Betts, manager. 235 Mont- 
gomery St., San Francisco; C. Perrine, 
manager. Northern Life Tower Bldg., 
Seattle; Frederick Duerr, manager. Net- 
work: Lever Bros, for Lifebuoy (CBS- 
60), for Rinso (CBS-60, CBS-65), for 
Spry (CBS-56); Chrysler Corp. for 
Chrysler, DeSoto. Dodge, Plymouth, 
(CBS-92); Quaker Oats for Quaker Oats, 
Aunt Jemima Pancake Flour (NBC Red- 
60, NBC Red-37); Noxzema Chemical Co. 
for Noxzema Skin Cream (CBS-72); 
Penn Tobacco Co. for Kentucky Club 
Pipe Tobacco (NBC Red-30); R. B. Davis 
for Cocomalt (CBS-39); Ironized Yeast 
(Inter-City-6, Mutual-13, Don Lee-21, 
Texas State Network-18, plus 45 spot 
stations); Delaware, Lackawanna & 
Western Coal for Blue Coal (Mutual-15, 
plus 5 spot stations); H. Fendrich, Inc., 
for LaFendrich and Charles Denby Ci- 
gars (NBC Blue-21). Spot: (details as to 
program length, number of stations, etc., 
not available): Dodge Motors; Quaker 
Oats; Grand Prize Beer; Hyde Park 
Beer; Oshkosh B'Gosh; Rhythm Step 
Shoes; Star Brewery; American Airlines; 
Penn Tobacco; Ironized Yeast; Bree 
Cosmetics; Shwayder Bros.; Sterling 
Brewers. 

SCHECK ADVERTISING AGENCY, INC., 

9 Clinton St., Newark, N. J.; MA 2-0480. 
President: Julius Scheck. Vice-President: 
Morris Scheck. Radio Directors: Juliur 
Scheck, Morris Scheck, W. Wright Beck. 
Spot: Philadelphia Dairy Products Co., 
Inc. (news-7). Local: Philadelphia Dairy 
Products Co., Inc. (pgm-4, weather re- 
ports-1); Woodlawn Farm Dairy Co. 
(news-1, weather reports-1); United 
Casualty Co. (news-1); Hanovia Chemi- 
cal & Mfg. Co. (pgm-1). 

SCHWIMMER & SCOTT, 75 E. Wacker 
Drive, Chicago, 111.; Dearborn 1810. 
Partners: Walter Schwimmer, R. J. Scott. 
Radio Director, Talent Buyer: N. E. 
Heyne. Spot Time Buyer: John B. 
Davies. National Spot: Rudolph Wurlit- 
zer Co. for Musical Instruments (pgm- 
12); Lea & Perrins, Inc., for Worcester- 
shire Sauce (ann-30). Local: Salerno- 
Megowen Biscuit Co. (pgm-1); Peter 
Fox Brewing Co. (pgm-3); Balaban & 
Katz (pgm-1); Mohawk Bedding Co. 
(pgm-1); Walgreen Drug Co. (baseball- 
1); Morris B. Sachs for Clothing (pgm-1). 

SCOTT-TELANDER, 411 E. Mason St., 
Milwaukee, Wis.; Daly 1080. Partners: 
N. L. Telander, Harry H. Scott. Radio 



241 



ADVERTISING AGENCIES— Continued 



Director: Harry H. Scott. Spot Time 
Buyer: Esther Block. Spot: Wadhams 
Oil (sports pgm-2, sports-1 or more, 
depending on event); Master Lock Co. 
(ann-100). Local: Wisconsin Bankers 
Association (pgm-1); John Graf Co. 
(pgm-1, sports pgm-1) Milwaukee West- 
ern Fuel Co. (ann-2); First Wisconsin 
National Bank (ann-1). Writers: M. A. 
Lemkuhl (Wadhams Oil, First Wisconsin 
National Bank, Wisconsin Bankers As- 
sociation, John Graf Co.), Earl H. Swan- 
son (Wadhams Oil, Master Lock Co.). 

RUSSEL M. SEEDS CO., Palmolive Bldg., 
Chicago, 111.; Delaware 1045. President: 
Freeman Keyes. Vice-Presidents: Paul 
Richey, T. J. Wallace. Treasurer; Jack 
Harding. Secretary: H. J. Smith. Radio 
Director, Continuity and Script Buyer: 
Cecil Widdifield. Spot Time Buyer: H. J. 
Rollinson. Talent Buyer: T. J. Wallace. 
Branch Offices: 600 Fountain Square 
Bldg., Cincinnati; John Lair, manager. 
Lemcke Bldg., Indianapolis; Jack Hard- 
ing, manager. Network: Brown & Wil- 
liamson Tobacco Corp. for Bugler To- 
bacco (Mutual-3; NBC Red and Blue- 
63), for Avalon Cigarettes (NBC Red- 
63), for Wings Cigarettes (news, CBS 
Pacific-6), for Raleigh (NBC Red-62); 
W. A. Sheaffer Pen Co. (Mutual-4); Al- 
lis-Chalmers Mfg. Co. (Mutual-4). Spot: 
Keystone Steel & Wire Co. (pgm-2); 
Pinex Co. (pgm-9, ann-45); Brown & Wil- 
liamson for Bugler Tobacco (pgm-15), 
for Big Ben Tobacco (news-1), for Avalon 
Cigarettes (pgm-7, ann-23, sports-6), for 
Wings Cigarettes (news-1). Writers: 
Fred Kress, Kenneth Raught, Jim Pease, 
Margot O'Flaherty, Whitey Ford (Brown 
& Williamson); Margot O'Flaherty 
(Pinex). Producers: John Lair (Pinex, 
Keystone Steel & Wire); T. J. Wallace, 
Cecil Widdifield (Brown & Williamson). 

SELVIAIR BROADCASTING SYSTEM 
INC., 75 East Wacker Drive, Chicago, 
111.; Randolph 8877. President: Arthur 
A. Kohn. Secretary, Treasurer: Irving 
Rocklin. Radio Director: Irving Rocklin. 
Spot Time Buyers: Arthur A. Kohn, 
Irving Rocklin. Talent Buyer: Arthur A. 
Kohn. Continuity and Script Buyer: 
Edna Glover. Spot: Chicago Bedding 
Co. (pgm-15); Skrudland Photo Service 
(pgm-12); Sears, Roebuck & Co. (pgm, 
ann-5); General Furniture Co. (pgm-5). 
Local: Nelson Bros. Furniture Co. (pgm- 
2); Halco Alcoholic Institute (5 mins-1); 
Albert Furniture Co. (pgm-2); Eli, 
Dress & Fur Shop (pgm-1); Candid 
Camera Corp. (pgm-1); Hollywood Ser- 
vices for Bread (pgm-1); Atlas Clothing 
Co. (pgm-1); Circle Cleaners (pgm-1); 
Breatheasy Sales (5 mins-1); Feldman 



Petroleum Co. (pgm-1); Mrs. Stevens 
Candy Shops (ann-3); Tower Finance 
Corp. (pgm-2); Citizens Loan Association 
(pgm-1); Kent Cleaners (pgm-1). 

SHAW BETTS, INC. See Bob Betts, Inc., 
Advertising. 

SIMMONDS & SIMMONDS, INC., 201 N. 

Wells St., Chicago, 111.; Central 1166. 
President: Phil W. Tobias. Vice-Presi- 
dent: F. M. Simmonds, Jr. Secretary- 
Treasurer: C. O. Brewer. Director of All 
Radio Activities: C. O. Brewer. Spot: 
Nutrena Mills, Inc., for Poultry and 
Livestock Feeds (ann-15). 

SIMONS-MICHELSON CO., 1207 Wash- 
ington Blvd., Detroit, Mich.; Cherry 3000. 
Partners: Leonard N. Simons, Lawrence 
J. Michelson. Radio Directors: Ivan 
Frankel, Glenn Kyker. Spot Time, Con- 
tinuity and Script Buyer: Glenn Kyker. 
Spot: Benrus Watch Co. (ann-6). Local: 
Cole & Erwin, Jewelers (ann-2); Detroit 
White Lead Works (ann-2); Grinnell 
Bros., Music Store (ann-2); Fleet Oil 
Corp. (football-1); Hudson Cleaners 
(ann-3); Forest Cleaners (ann and 5 
mins-3); others. 

GORDON SMITH ADVERTISING SER- 
VICE, 24V 2 N. Second St., Yakima, 
Wash.; 6334. Owner: K. Gordon Smith. 
Local: Gibson Packing Co. (pgm, ann-1); 
Lee Semon Store (ann-1); W. P. Fuller 
& Co. (ann-1); Harold H. Schultz (pgm, 
ann-1); Shaw & Sons (pgm-1); Surety 
Finance Co. (ann-1). 

SPAULDING ADVERTISING, 520 Tem- 
ple Bldg., Rochester, N. Y.; Stone 2299. 
Owner: James B. Spaulding. Local: 
Rochester Milk Dealers Association 
(pgm-1). 

ROLFE C. SPINNING, INC., 1236 Macca- 
bees Bldg., Detroit, Mich.; Columbia 
0531. Radio Director: Paul Hale Bruske. 

STACK-GO BLE ADVERTISING 
AGENCY, 8 S. Michigan Ave., Chicago, 
111.; Randolph 0160. President, Treasurer: 
E. R. Goble (Chicago). Secretary: E. A. 
Goble (Chicago). Vice-Presidents: H. L. 
Hulsebus (Chicago), R. A. Porter (New 
York), J. A. Butler (New York). Radio 
Directors: Wynn Orr (Chicago), Harold 
Kemp (New York). Spot Time Buyers: 
H. L. Hulsebus (Chicago), V. H. Schultz 
(New York). Talent, Continuity and 
Script Buyers: Harold F. Kemp (New 
York), E. A. Goble (Chicago), Wynn 
Orr (Chicago). Branch Offices: 400 
Madison Ave., New York City (Plaza 3- 



242 



ADVERTISING AGENCIES— Continued 



7444); R. A. Porter, vice-president in 
charge. 1397 Jefferson St., E., Detroit 
(Cherry 5313); Cliff Knoble, vice-presi- 
dent in charge. San Francisco; James 
Houlihan, vice-president in charge. Net- 
work: Cummer Products for Molle (NBC 
Red-34, NBC Red-53), for Energine 
(NBC Red-23); Grove Laboratories for 
Bromo Quinine (NBC Red-57); Bowey's, 
Inc., for Dari-Rich (NBC Blue-22); Swift 
& Co. for Sunbrite Cleanser (NBC Blue- 
55). Spot: Packers for Scalptone (sports 
resume-2); Kruschen Salts (pgm-10). 
Writers: Welbourn Kelley (Molle), Paul 
Wing (Energine), George Lowther 
(Dari-Rich). Producers: E. A. Goble, 
Wynn Orr, Harold F. Kemp, Himan 
Brown. 

BARTON A. STEBBINS (formerly Logan 
Stebbins), 811 West 7th St., Los Angeles, 
Calif.; Trinity 8821. Owner: Barton A. 
Stebbins. Account Executives: W. V. S. 
Arnold, Nat Jeffras, John L. Rogers. 
Space Buyer, Production: A. W. Gudel- 
man. Radio Director, Talent, Continuity 
and Script Buyer: Barton A. Stebbins. 
Spot Time Buyer: A. W. Gudelman. Net- 
work: Signal Oil Co. for Gas, Oil, Tires. 
Accessories (NBC Pacific Red-12) 
Writers: Carl Herzinger, Marvin Fisher. 
Producers: Joe Thompson, Dave Elton. 

STEELE ADVERTISING AGENCY, INC., 

714 M & M Bldg., Houston, Tex.; Pres- 
ton 9997. President: H. Wirt Steele. 
Vice-President: Clarence W. Payne. 
Secretary: Martha Frances Hill. Treas- 
urer: Samuel H. Peak. Spot Time Buy- 
ers: H. Wirt Steele, Clarence W. Payne, 
Martha Frances Hill. Talent Buyer: H. 
Wirt Steele. Continuity and Script 
Buyer: Clarence W. Payne. Regional 
Network: Duncan Coffee Co. for Admira- 
tion Coffee (Texas State Network-23) 
for Bright & Early Coffee (Texas Quali- 
ty Network plus KNOW-4). Spot: Ad- 
miration Coffee (pgm-1, ann-7); Bright 
& Early Coffee (ann-2). 

LOU STERLING & ASSOCIATES, North 

Hollywood, Calif.; SU 2-3877. Execu- 
tives: Lou Sterling, Sr., Lou Ster- 
ling, Jr. Radio Director, Talent Buyer: 
Lou Sterling, Sr. Spot Time, Con- 
tinuity and Script Buyer: Lou Sterling, 
Jr. Regional: O. M. Tablet Co. (Pacific 
Coast-4); Sal-Ro-Cin (Pacific Coast-2). 
Local: St. George Winery (pgm-1); Rome 
Chemical Co. (pgm-1); Dana Point Oil 
Co. (pgm-1); Major Land Co. (pgm-1). 

STERNFIELD-GODLEY, INC., 280 Broad- 
way, New York City; BA 7-3030. Presi- 
dent: Samuel I. Godley. Treasurer: 



Samuel S. Sternfield. Vice-President: 
Earl R. Cotter. Secretary: F. C. Costello. 
Radio Directors: Earl R. Cotter, Philip 
Scheft. Spot Time, Continuity and 
Script Buyer: Philip Scheft. Talent 
Buyer: Samuel I. Godley. 

STEUERMAN ADVERTISING AGENCY, 

205 East 42nd St., New York City; CA 
5-4334. Partners: D. Steuerman, Lillian 
Steuerman. Radio Director, Talent, Con- 
tinuity and Script Buyer: Lillian Steuer- 
man. Spot Time Buyer: Sophie Banner. 
Spot: Ostrex Co. (ann-10). 

STEVENSON & SCOTT, LTD., 1620 Uni- 
versity Tower Bldg., Montreal, Que., 
Canada; HA 4131. President: Frank E. 
Scott. Vice-President: J. N. Cartier. 
Vice-president, Treasurer: H. E. Smith. 
Secretary: Miss M. T. Young. Director: 
S. D. Denman. Account Executive: Paul 
Greenberg. Production Manager: J. A. 
Scanlan. Directors of All Radio Activi- 
ties: B. A. Burns, B. J. Cossman. Branch 
Office: 100 Adelaide St., W., Toronto, Ont. 
(AD 1166-67); D. L. Reburn, manager; 
Hal Watson, account executive; Hazel 
Kelly, production manager. Spot: Ot- 
tawa Paints (ann-3); Canadian Pacific 
Railway (pgm-5); United Chemical Co. 
for Big Five Cleanser (ann-5); The 
Montreal Standard (ann-9); Provincial 
Transport (ann-2). Local: Guaranteed 
Pure Milk (pgm-1); L. P. Lazare for 
Furs (5 mins-1); Holt, Renfrew for 
Furs (ann-3); Modern & Household Ap- 
pliances (ann-2); Burnett, Ltd., Clean- 
ers (5 mins-1); Charlebois Hat Co. (ann- 
1); Dow Old Stock Ale (sports reporter- 
1). 

STOCKTON, WEST, BURKHART, INC. 

905 First National Bank Bldg., Cincin- 
nati, O.; CH 3517. President: William Z. 
Burkhart. Vice-President, Treasurer: 
Eric W. Stockton. Secretary, Production 
Director: Ranald S. West. Radio Director, 
Talent, Continuity and Script Buyer: 
Ranald S. West. Spot Time Buyers: 
Ranald S. West, Eric Stockton, Charles 
H. Butler. Spot: Estate Stove Co. (ann- 
placed by dealers); United States Shoe 
Corp. (5 mins, ann-placed by dealers). 
Local: Clyffside Brewing Co. (news-1, 
pgm-1). 

STODEL ADVERTISING CO., 219 West 
7th St., Los Angeles, Calif.; TR 8577. 
President: E. C. Stodel. Secretary, 
Copy: Glenda Shields. Copy: Irving 
Rainger. Account Executives: C. R. 
Reed, Al Libby, Miss Paddy Hack. Radio 
Director: E. C. Stodel. Spot: Warner 



243 



ADVERTISING AGENCIES— Continued 



Bros. Theatres (ann-8); Guaranty Union 
Life Insurance Co. (news, pgm-6). Local: 
Eastern Columbia Budget Finance Plan 
(pgm-2); Brooks Clothing (news-1). 

STREET & FINNEY, 330 West 42nd St., 
New York City; BR 9-2400. President, 
Treasurer: F. N. Finney. Secretary: 
Foxhall Finney. Vice-President: John 
F. Mayer. Radio Director: Walter Craig. 

G. LYNN SUMNER CO., INC., 285 Madi- 
son Ave., New York City; CA 5-4103. 
President, Treasurer: G. Lynn Sumner. 
Vice-President: Mary Brooks Picken. 
Secretary: E. June Sumner. Assistant 
Treasurer: Edward R. Wood. Radio Di- 
rector, Talent, Continuity and Script 
Buyer: G. Lynn Sumner. Spot Time 
Buyer: Edward R. Wood. Network: Slide 
Fastener, Inc., for Talon Slide Fasteners 
(Mutual-2). 

SWAFFORD & KOEHL, INC., 341 Madison 
Ave., New York City; MU 6-8860. Presi- 
dent, Secretary: Charles K. Swafford. 
Vice-President, Treasurer: Albert E. 
Koehl. Vice-Presidents: Royal W. Ryan, 
Arthur D. Osborne. 

SWEENEY & JAMES CO., Bulkley Bldg., 
Cleveland, O.; Main 7142. President: 
John F. Sweeney. Radio Director, Vice- 
President: Frank G. James. Network: 
Firestone Tire & Rubber Co. (NBC 
Red-78). (Note: This information was 
not supplied by the agency, hence fur- 
ther details are not available). 

J. WALTER THOMPSON CO., 420 Lexing- 
ton Ave., New York City; MO 4-7700. 
Branch Offices: Chicago and Hollywood. 
Network: Standard Brands for Chase & 
Sanborn Coffee (NBC Red-88), for Ten- 
der Leaf Tea (NBC Red-77), for Fleisch- 
mann's Foil Yeast (NBC Blue-53, NBC 
Pacific Red-5), for Royal Desserts and 
Fleischmann's Foil Yeast (NBC Red- 51); 
Kellogg Co. for Corn Flakes (NBC Red-52, 
CBS-40); Lever Bros, for Lux Flakes and 
Toilet Soap (CBS-91, CBS-86); Emerson 
Drug for Bromo-Seltzer (NBC Blue-32); 
Lamont Corliss for Pond's (NBC Blue- 
34, participation on NBC Red-13); J. B. 
Williams for Glider and Williams Shav- 
ing Cream (NBC Blue-44, Mutual-12); 
Kraft-Phenix Cheese Corp. for Cheese 
and Salad Dressing (NBC Red-87). Spot: 
Colman's Mustard (ann-3); Penick & 
Ford for Vermont Maid Syrup and Brer 
Rabbit Molasses (ann-32, ann-14); Stand- 
ard Brands for Royal Desserts (pgm-4); 
Scott Paper Co. for ScotTowels (par- 
ticipation on Yankee Network-7, partici- 
pation pgm-36). Local: Northern Trust 



Co. (pgm-1); Kraft-Phenix Cheese Corp. 
(pgm-1); J. B. Williams (pgm-1); Seeck 
& Kade for Pertussin (ann-1). 
Note: Agency policy does not permit 
complete listing of personnel. 

TOMASCHKE-E L L I O T T , INC., 1624 
Franklin St., Oakland, Calif.; Glencourt 
4941. President: F. L. Tomaschke. Vice- 
president: Wallace F. Elliott. Secretary: 
William M. Maxfield. Account Execu- 
tives: Earle V. Weller, Bruce W. Elliott. 
Radio Director, Spot Time Buyer: Wal- 
lace F. Elliott. Branch Office: None, as 
such, but affiliated with Carter, Jones & 
Taylor, Associates Bldg., South Bend, 
Ind. Network: Cardinet Candy Co., Inc. 
(NBC Red— 7 to 11, CBS— 10). National 
Spot: Par Soap Co. (ann-5); Pacific 
Guano Co. (ann-2). Local Spot: Cap- 
well, Sullivan & Furth (pgm-1, ann-5); 
Downtown Merchants Association (ann- 
5); H. C. Capwell Co. (ann-6). Writer: 
Harold P. Burdick (Cardinet Candy). 

TRACY-LOCKE-DAWSON, INC., 22 East 
40th St., New York City; AS 4-1690. 
President: Joe M. Dawson. Executive 
Vice-President: Raymond P. Locke. 
Vice-Presidents: V. M. Wallace, Manfred 
Darmstadter. Treasurer: J. H. Wellen- 
kamp. Secretary: Monty Mann. Assis- 
tant Secretary-Treasurer: George A. Mit- 
ten, Sr. Radio Directors, Talent, Con- 
tinuity and Script Buyers: Mario Mes- 
sina (New York), James J. Jefferies 
(Dallas). Spot Time Buyers: H. E. Hen- 
drick (New York), Monty Mann (Dal- 
las). Branch Office: 1307 Pacific Ave., 
Dallas (7-8655). Regional: Dr. Pepper 
Co. (Dixie Network-24); Imperial Sugar 
Co. (TQN-aggregating 11); S. W. Chev- 
rolet Dealers (Dixie Network-8). Spot: 
Dr. Pepper Co. (pgm-30); Postex Cotton 
Mills (ann-3); Borden Co. (news-6). 
Local: Dr. Pepper Co. (pgm-1). Various 
other spot clients. Writers: Raymond 
P. Locke, James J. Jefferies, Glenn G. 
Addington (Dr. Pepper, Chevrolet Deal- 
ers), J. A. McPhail, Jr., (Dr. Pepper, 
Chevrolet Dealers, Imperial Sugar), 
Grace Spaulding (Imperial Sugar). Pro- 
ducers: Raymond P. Locke, Erie Racey, 
Glenn G. Addington, Mario Messina, 
Monty Mann. 

DAVID A. TYNION, ADVERTISING, 206 

E. Genesee St., Syracuse, N. Y.; 3-3542. 

U. S. ADVERTISING, 240 Huron St., To- 
ledo, O.; Main 8205. President, Treas- 
urer: Ward M. Canaday. Branch Office: 

612 N. Michigan Ave., Chicago (Dela- 
ware 4466). Network: Brewers' Radio 
Show Association (CBS-46). (Note: 



244 



ADVERTISING AGENCIES— Continued 



This information was not supplied by the 
agency, hence further details are not 
available. ) 

CHARLES E. VAUTRAIN ASSOCIATES, 
INC., 560 Dwight St., Holyoke, Mass.; 
2-3884. President, Treasurer: Charles E. 
Vautrain. Vice-President: Stephen F. 
Tucker. 

WADE ADVERTISING AGENCY, 208 W. 

Washington St., Chicago, 111.; State 7369. 
Proprietor: Albert G. Wade. Manager: 
Walter A. Wade. Radio Director, Tal- 
ent, Script and Continuity Buyer: Walter 
A. Wade. Spot Time Buyer: Edw. N. 
Nelson. Assistant Spot Time Buyer: 
L. J. Nelson. Network and National 
Spot: Miles Laboratories, Inc., for Alka- 
Seltzer (NBC Blue-64, NBC Red-30, NBC 
Red-44;5 mins-45). Local: Illinois Bottled 
Gas Co. (ann-1); Murphy Products Co. 
(pgm-1); Morris B. Sachs (pgm-1). 
Writers: P. C. Lund (Alka-Seltzer); Rob- 
ert E. Dwyer (Murphy Products); Wal- 
ter (Hank) Richards (Morris B. Sachs). 
Producers: William E. Jones, Edward 
E. Simmons (Alka-Seltzer); William E. 
Jones (Morris B. Sachs); Robert E. 
Dwyer (Murphy Products). 

HUGO WAGENSEIL & ASSOCIATES, 321 

Talbott Realty Bldg.; HE 1151. Man- 
ager: Hugo Wagenseil. Radio Director: 
Fred Harwood. Spot Time Buyer: 
Charles Fleming. Talent Buyer: Hugo 
Wagenseil. 

WALKER & DOWNING, Oliver Bldg., 
Pittsburgh, Pa.; Grant 1900. Partners: 
William S. Walker, Harold S. Downing. 
Network: Pittsburgh Coal Co. (NBC 
Blue-4). (Note: This information was 
not supplied by the agency, hence fur- 
ther details are not available.) 

WARWICK & LEGLER, INC. (formerly 
part of Cecil, Warwick & Legler, Inc.), 
230 Park Ave., New York City; MU 
6-8585. President: H. P. Warwick. 
Vice-President: Henry Legler. Secre- 
tary, Treasurer: Robert Hughes. Radio 
Director, Talent, Continuity and Script 
Buyer: Preston H. Pumphrey. Spot 
Time Buyer: Lester Malitz. Casting 
Director: Helen McDermott. Network: 
Sherwin-Williams Co. for Paints (NBC 
Blue-55); Wm. R. Warner & Co. for 
Sloan's Liniment (NBC Blue-45); George 
W. Luft Co. for Tangee Theatrical Lip- 
stick (NBC Red-9); Lamont, Corliss & 
Co. for Eveready Cocoa (NBC Red-2); 
G. Washington Coffee Refining Co. (NBC 
Blue-7). Regional, Spot and Local: 
Larus & Bro. Co. for Edgeworth Tobacco 



and Domino Cigarettes (hockey, Colonial 
Network-10, ann-12, baseball-1). Writers: 
Garcia Wood, Cecil Secrest (George W. 
Luft); Gene Stafford (Lamont, Corliss); 
Helen Slater (Sherwin-Williams); Brice 
Disque, Jr., Edw. Hale Bierstadt, Robert 

B. Schall, Edith Meiser, Nathaniel T. 
Curtis (Wm. R. Warner). 

WAXELBAUM & CO., 110 West 40th St., 
New York City; PE 6-0043. Partners: 
Benjamin Waxelbaum, Joshua S. Ep- 
stein. Director of All Radio Activities: 

Joshua S. Epstein. Local: Fairmont 
Creamery Co. (pgm-1); Morris Plan In- 
dustrial Bank (ann-1); International Salt 
Co. (pgm-1); Tree Mark Shoe Co. (ann- 
4); Triebitz Shoes (ann-2); Daitch Dairy 
(ann-1). (Note: Agency specializes in 
Jewish programs). 

TUCKER WAYNE & CO., INC. (formerly 
James A. Greene & Co.), 629 Ten Pryor 
Street Bldg., Atlanta, Ga.; Walnut 6701. 
President: Tucker Wayne. Vice-Presi- 
dents: James L. Battle, C. W. Burgess, 

C. C. Fuller. Treasurer: M. Fambro. 
Secretary: Douglas Duff Connah. Radio 
Director: Douglas Duff Connah. Spot 
Time Buyer: C. C. Fuller. Talent, Con- 
tinuity and Script Buyer: C. W. Burgess. 
Network: Nehi, Inc., for Royal Crown 
Cola (NBC Blue-68). Spot: American 
Bakeries Co. for Merita Bread, Cakes 
and Crackers (pgm-24); J. Allen Smith 
& Co. for White Lily Flour (ann-3). 
Local: Southland Coffee Co. for Bailey's 
Supreme Coffee (ann-1). Writers: Les 
White, Bud Pearson, Don Johnson 
(Royal Crown Cola). 

LUTHER WEAVER & ASSOCIATES, 200 

Globe Bldg., St. Paul, Minn.; Cedar 3777. 
Owner: Luther Weaver. Account Exec- 
utive: Don F. Gardner. Musical Director: 
Edw. J. Megroth. Radio Director: Luther 
Weaver. Script Writer: Elizabeth A. 
Watkins. Local: Northern Pacific Rail- 
way (ann-3); Minnesota Federal Savings 
& Loan Association (pgm-1, pgm-1, pgm- 
1, pgm-1, 5 min news-1, 5 mins-1); Royal 
Launderers & Cleaners (ann-1); St. Paul 
Sales Crusade (ann-5). 

WEILL & WILKINS, INC., 247 Park Ave., 
New York City; PL 8-0460. President: 
Norman I. Weill. Vice-President, Secre- 
tary: Berne W. Wilkins. Treasurer: Mac 
Friedman. Counselor: William Weiss- 
man. Radio Directors: Berne W. Wil- 
kins, Herman Samnick. Spot Time 
Buyer: Berne W. Wilkins. Talent 
Buyer: Norman I. Weill. Continuity 
and Script Buyer: Louis Tappe. Musi- 
cal Director: Jerry Lee. Regional Net- 
work: S. Stroock & Co. (news-6). Na- 



245 



ADVERTISING AGENCIES— Continued 



tional Spot: Air Conditioning Training 
Corp. (pgm-49). Local: Loan and 
Finance Advisory Council (pgm-3); Ell- 
bee Furriers (pgm-7); Busch Kredit 
Jewelers Co. (ann-4); May's 34th Street 
Store (pgm-1); Metropolitan Merchants 
Guild (pgm-1); Amac Co. for Cosmetics 
(pgm-1). Writers: Larry Marks, Wil- 
liam Packard, Louis Tappe. 

ARMAND S. WEILL CO., INC., 170 Frank- 
in St., Buffalo, N.Y.; Washington 6250. 
President: Armand S. Weill. Treasurer: 
Harold C. Desbecker. Art Director: 
Victor Aures. Assistant Secretary: Rob- 
ert K. Weill. Radio Director: Robert 
K. Weill. Talent Buyer: Don Tranter. 

MILTON WEINBERG ADVERTISING CO., 

325 West 8th St., Lo s Angeles, Calif.; 
Tucker 4111. Co-Owners: Milton Wein- 
berg, Bernard Weinberg. Account Ex- 
ecutive: George N. Laws. Radio Di- 
rector, Talent, Continuity and Script 
Buyer: Bernard Weinberg. Spot Time 
Buyer: E. Cousino. Network: Sales Af- 
filiates for Loxol Oil Shampoo Tint (CBS 
Pacific-2); American Tobacco for Roi- 
Tan Cigars (CBS Pacific-5). Spot: Man- 
hattan Soap Co. for Sweetheart Soap 
(pgm-14). Local: Myer Siegel Depart- 
ment Store (ann-6); Various Los Angeles 
Athletic Events (ann-8); Globe Bottling 
Co. for Wilshire Club Beverages (ann- 
6); May Department Store (ann-10); 
Commerce Finance & Investment Co. for 
Loans (pgm-1); Capitol Milling Co. for 
Flour (news-1). Writers: Mark Kelly 
(Roi-Tan Cigars), Thomas Conrad Saw- 
yer (Sweetheart Soap). 

WENDT ADVERTISING AGENCY, 1061 
Spitzer Bldg., Toledo, O.; Adams 4713. 
Radio Director: H. F. Wendt. Local: The 
O & M Seed Co. (pgm-2); The Athletic 
Supply Co. (ann-2). 

THE WESSEL CO., 458 East 30th St., Chi- 
cago, 111.; Victory 1300. President: E. Wes- 
sel. Executive Vice-President, Treasurer: 
Stanley L. Wessel. Vice-President: Theo- 
dore T. Weldon. Secretary: Alfred 
Flesham. Radio Director: T. T. Weldon. 
Spot Time Buyer: R. Moore. Talent 
Buyer: W. B. Levin. Continuity and 
Script Buyer: Helen Scheafer. Radio 
Clients: Cooperative disk and live spot 
campaigns for local banks, dairies, 
funeral directors, automotive supplies, 
etc. 

WESTCO ADVERTISING AGENCY, 625 

Market St., San Francisco, Calif.; Sutter 
6744. President: E. E. Sylvestre. Vice- 
President, Manager: R. W. Stafford. 
Production Manager, Space Buyer: W. 



A. Johnson. Radio Director: Hal Bur- 
dick. Spot Time Buyer: R. W. Stafford. 
Network: Sperry Flour Co. for Wheat 
Hearts (NBC Pacific Red-6); Sperry 
Flour for Sperry Pancake and Waffle 
Flour (NBC Pacific Red-6; participa- 
tion, NBC Pacific Red-5); Sperry Flour 
for Drifted Snow Home Perfected Flour 
(NBC Pacific Red-6). Spot: General 
Mills for Wheaties (baseball games-15). 
Writers: Hal Burdick (Sperry Flour for 
Wheat Hearts), Ward Caille (Sperry 
Pancake and Waffle Flour). Producers: 
Hal Burdick (Wheat Hearts), Cameron 
Prudhomme, of NBC (Sperry Pancake 
and Waffle Flour). 

WESTON-BARNETT, INC., Arts & Crafts 
Bldg., Waterloo, la.; 766. President, 
Treasurer: Wells H. Barnett. Secretary: 
Phillips Taylor. Radio Directors: Phil- 
lips Taylor, Wells H. Barnett. Branch 
Office: 520 N. Michigan Ave., Chicago 
(Whitehall 7725); A. C. Barnett, vice- 
president. Network: American Bird 
Products (Mutual-15). Spot: Walker 
Remedy Co. (ann-17); Clay Equipment 
Co. (ann-5). 

WARD WHEELOCK CO., 2400 Lincoln 
Liberty Bldg., Philadelphia, Pa.; Ritten- 
house 7500. President: Ward Wheelock. 
Vice-President: Lt. Col. Ralph K. Strass- 
man. Secretary, Treasurer: Herbert R. 
Doak. Radio Director (New York): 
Diana Bourbon. Spot Time and Talent 
Buyer: C. M. Rohrabaugh. Continuity 
and Script Buyers: C. M. Rohrabaugh, 
Diana Bourbon. Branch Offices: 420 
Lexington Ave., New York City (LE 2- 
4926); Lt. Col. Ralph K. Strassman, vice- 
president; Diana Bourbon, radio director. 
Equitable Bldg., Vine St. and Hollywood 
Blvd., Hollywood (Hillside 0191); Mary 
Garvin, in charge. Network: Campbell 
Soup Co. for Soup, Tomato Juice, Baked 
Beans (CBS-86, CBS-85, successively 
NBC Red-48 and CBS-53, NBC Red-39). 
Spot: Wm. S. Scull Co. for Boscul Tea 
and Coffee (news-9, ann-4); Campbell 
Soup Co. (news-3). 

MAC WILKINS & COLE, INC., Corbett 
Bldg., Portland, Ore.; BR 6401. Presi- 
dent: Mac Wilkins. Vice-President, 
Treasurer: A. E. Cole. Vice-Presidents: 

Showalter Lynch, George Weber. Sec- 
retary: G. E. Connor. Director of All 
Radio Activities: Showalter Lynch. 
Branch Office: 914 Republic Bldg., 
Seattle, Wash. (EL 1335); George Weber, 
vice-president in charge. Network: 
United States Bakery (Mutual-2). Local: 
Fahey-Brockman (pgm-1); United States 
Bakery (pgm-1); Community Credit, Inc. 
(pgm-1); Montag (pgm-1); Arthur L. 



246 



ADVERTISING AGENCIES— Continued 



Fields Co. (pgm-1); Feldenheimer's 
Jewelry (pgm-1). Writer, Producer: 
Showalter Lynch. 

ED WOLFF & ASSOCIATES, 428 Taylor 
Bldg., Rochester, N. Y.; Stone 191. Presi- 
dent: Ed Wolff. Technical Chief: Law- 
rence Sterling. Service Director: John 
Larmer. Production Manager: Mrs. 
Henrietta S. Feeser. Account Executive: 
Alfred Scheible. Radio Directors: Ed 
Wolff, Mrs. Henrietta Feeser. Spot Time, 
Talent, Continuity and Script Buyer: 
Mrs. Henrietta Feeser. National Spot: 
Procino-Rossi Corp. for Macaroni Prod- 
ucts (pgm-3). Local: Rochester Brew- 
ing Co. (pgm-1); First Federal Savings 
& Loan Association (pgm-1). Writers: 
Mrs. Henrietta Feeser (Procino-Rossi); 
Mrs. Augusta Fien (First Federal Sav- 
ings & Loan), John Larmer, Alfred 
Scheible (Rochester Brewing). Pro- 
ducers: H. G. Goodman Co. (Rochester 
Brewing). 

WORLD WIDE ADVERTISING CORP., 11 

West 42nd St., New York City; LO 
5-4500. President: Emil M. Scholz. 
Secretary: Phoebe C. Marks. Radio 
Directors: Emil M. Scholz, Bryce Oliver. 
Spot Time Buyer: John B. Flynn. Local: 
National Transportation Co. (pgm-1); 
Fifth Avenue Coach Co. (pgm-1). 
Writers: Bryce Oliver (National Trans- 
portation); Amie B. Brunn (Fifth Ave- 
nue Coach). 

C. ELLSWORTH WYLIE CO., 608 S. Hill 
St., Los Angeles, Calif.; TR 6134. Presi- 
dent: C. Ellsworth Wylie. 

YOUNG & RUBICAM, INC., 285 Madison 
Ave., New York City; AS 4-8400. Chair- 
man of the Board: Raymond Rubicam. 
President: Chester J. LaRoche. Treas- 
urer: J. H. Geise. Secretary: H. S. Ward. 
Vice-President, Plans Board Chairman: 
Clarence E. Eldridge. Vice-President, 
Director of Media & General Produc- 
tion: A. V. B. Geoghegan. Executive 
Vice-Presidents: Sigurd S. Larmon, Ar- 
thur Andrews, Donald Payne, Edward 
Barnes. Vice-President: John E. Grimm, 
Jr. Vice-President, Merchandising: Di- 
rector: Samuel Cherr. Vice-President, 
Copy Director: Charles L. Whittier. 
Vice-President, Art Director: Vaughn 
Flannery. Vice-President, Director of 
Copy and Radio Research: George Gal- 
lup. Radio Director: Thomas F. Har- 
rington. Manager, Radio Department: 
Thomas H. A. Lewis. Assistant Manager: 



F. W. Wile, Jr. Radio Production Su- 
pervisor: Hubbell Robinson, Jr. Station 
Relations: Carlos A. Franco, Joseph H. 
Holmes, Jr., Ralph Butler. Radio Com- 
mercial Copy: Joseph A. Moran. Talent: 
J. T. Everitt, Therese Lewis, Harmon 
Nelson (New York); Clarence Olmstead 
(Hollywood). Radio Publicity: William 
J. Thomas, Jr. Radio Production: Jack 
van Nostrand, Harry Ackerman, Murray 
Bolen, Hendrik Booraem, Joe Hill, Carol 
Irwin, Bennett Larson, Robert E. Lee, 
Carroll O'Meara, Austin Peterson, Wil- 
liam Rousseau, Adrian Samish, Ralph E. 
Skedgell, Thomas J. Smith, William L. 
Stuart, Glenhall Taylor, Harry von Zell, 
Robert Welch. Network: General Foods 
for Jell-O (NBC Red-110), for LaFrance 
and Satina (CBS-39), for Grape Nuts 
(NBC Red-58, NBC Red-71), for Postum 
(CBS-49), for Sanka Coffee and Jell-O 
Ice Cream Preparations, successively 
(CBS-55), for Calumet and Swans Down 
(CBS-76); Bristol-Myers for Ipana, Sal 
Hepatica, Minit Rub (NBC Red-53); 
Gulf Oil Corp. (CBS-61); International 
Silver for 1847 Rogers Bros, and Wm. 
Rogers & Son (CBS-50); Fels Co. for 
Fels Naphtha Soap Chips (NBC Blue- 
43); American Tobacco for Half and 
Half Smoking Tobacco (CBS-52); Amer- 
ican Cigarette & Cigar for Pall Mall 
(NBC Red-50, CBS-56); Hawaiian Pine- 
apple Co. for Dole Pineapple Jems and 
Pineapple Juice (CBS-62); Borden Co. 
(NBC Red-32); Gordon Baking Co. (Mu- 
tual-4); Metropolitan Life Insurance 
(Mutual-2, plus 4 spot stations). Spot: 
Cluett, Peabody & Co., Sanforizing Di- 
vision (pgm-8). Local: Borden Co. (5 
mins-1); R. H. Macy (pgm-1). 

ZIMMER-KELLER, INC., 2210 Park Ave., 
Detroit, Mich.; Cadillac 9151-4. Presi- 
dent: Walter F. Zimmer. Vice-Presi- 
dent: R. E. Keller. Secretary: H. R. 
Klein. Radio Director, Talent, Con- 
tinuity and Script Buyer: Walter F. Zim- 
mer. Spot Time Buyer: H. R. Klein. 
Regional: Stroh Brewery Co. (ann, 
Michigan Radio Network-7); Farmers & 
Manufacturers Beet Sugar Association 
for Michigan Beet Sugar (ann, Michigan 
Radio Network-7). Spot: Stroh Brew- 
ery Co. (ann-2); Farmers & Manufac- 
turers Beet Sugar Association (5 mins- 
3); Michigan Brewers Association (ann- 
6). Writers: E. LeRoy Pelletier (Michi- 
gan Brewers Association, Farmers & 
Manufacturers Beet Sugar Association), 
R. E. Keller (Stroh Brewery Co., Far- 
mers & Manufacturers Beet Sugar As- 
sociation). 



247 



PRODUCTION AIDS 



MUSIC LICENSING SOCIETIES 



THE AMERICAN SOCIETY OF COMPOSERS, AUTHORS 
AND PUBLISHERS (ASCAP) 

Gross ASCAP 1938 and 1937 Receipts: 



1938 1937 

Radio (total) $3,845,206.34 $3,878,751.94 

(Advertising fee $2,984,658.03' 

(Sustaining fee 860,548.31 

Motion Pictures 1,139,682.38 1,099,512.30 

Restaurants 531,127.11 492,119.79 

Hotels 214,240.07 209,649.89 

Dance Halls 135,497.28 127,806.70 

Miscellaneous 221,597.41 119,100.95 

Total Gross Receipts $6,087,350.59 $5,926,941.57 



ASCAP history and purpose: Founded in 
1914 to protect the legal rights of its pub- 
lisher and composer-author members 
against infringement by unlawful public 
performance of music for profit. ASCAP 
is a voluntary, unincorporated and non- 
profit association. 

Scope: ASCAP membership includes 
some 1,450 authors and composers, about 
130 publishing firms controlling 155 sub- 
sidiaries, plus 50,000 composers, authors, 
and publishers in 20 foreign nations (via 
affiliated societies in those nations). The 
complete repertoire of ASCAP music, 
while difficult to total at any one time, 
may be said to include about 2,000,000 
separate compositions. 

ASCAP licenses: Only "small" (i. e., 
strictly non-dramatic) performing rights 
are licensed by ASCAP. The license is 
issued in blanket — as distinguished from 
per-piece — form; hence frequency or in- 
frequency of use has no bearing on rates 
charged. Radio licenses now in effect 
were negotiated between ASCAP and the 
National Association of Broadcasters on a 
basis which runs to Dec. 31, 1940. The 



license contract stipulates the following: 
(1) that the station pay a sustaining pro- 
gram fee; (2) that the station pay ASCAP 
5% of its net receipts — "net" being de- 
fined as the full amount of the station's 
receipts from the sale of broadcast time 
less 15% advertising agency commission 
if actually paid; (3) that ASCAP will pro- 
tect the station against litigation result- 
ing from law-suits against domestic 
ASCAP music* In the case of newspaper- 
owned stations (51% or more owned by a 
newspaper) the fee is a straight 5% of net 
receipts from time sold for programs con- 
taining ASCAP music; but the station 
must agree that in no event shall the total 
payment to ASCAP fall below a certain 
minimum. 

Availability of music: Licensees may 
play any and all ASCAP compositions, ex- 
cept certain numbers from musical 
comedies and/or films which are tempor- 
arily placed on a restricted list to protect 
their popularity and life. To play re- 



* The ASCAP license is the only per- 
forming rights license containing this 
protection clause. 



248 



ASCAP— Continued 



stricted numbers requires a "special per- 
mission," but no charge is made if such 
permission is granted. 

Division of ASCAP royalties: ASCAP's 
annual gross receipts are disbursed as fol- 
lows: 

Total gross receipts 100% 

Deduct for operating expenses 22%* 

Deduct for foreign affiliates 10% 

Net distributable royalties 69% 

Of the net distributable royalties 50% (or 
34.5% of the total net receipts) goes to 
publishers, and 50% (or the other 34.5% 
of net receipts) goes to composers-authors. 
The composers-authors have a committee 
which apportions the money among nine 
classes (AA down to D) and also awards 
four quarterly bonuses of $12,500 each to 
young writers in the lower brackets as 



*In previous years the average operat- 
ing expense amounted to 18%. The 1938 
rise is attributed by ASCAP to the ex- 
pense of combating the "anti- ASCAP" 
legislation initiated in many states, mainly, 
be it said, at the instigation of radio 
broadcasters. 



encouragement money attached to the best 
songs. 

Publishers divide their money 20% on a 
seniority basis, 30% according to value of 
catalogue, and 50% according to number 
of performances accredited compositions 
published under each respective aegis. 
Provisions are made in all instances for 
protests or disagreements over payments. 

ASCAP headquarters: The main office 
is located at 30 Rockefeller Plaza, New 
York City. The phone is COlumbus 5-7464. 

ASCAP officers: Gene Buck, president; 
Louis Bernstein and Otto A. Harbach, 
vice-presidents; George W. Meyer, secre- 
tary; Gustave Schirmer, treasurer; J. J. 
Bregman, assistant secretary; Irving 
Caesar, assistant treasurer; E. C. Mills, 
chairman administrative committee; John 
G. Paine, general manager; Schwartz & 
Frohlich, general counsel. 

ASCAP board of directors: Fred E. Ah- 
lert, Louis Bernstein, Saul Bornstein, J. J. 
Bregman, Gene Buck, Irving Caesar, Max 
Dreyfus, George Fischer, Walter Fischer, 
Otto A. Harbach, Raymond Hubbell, Jer- 
ome Kern, Edgar Leslie, George W. Meyer, 
Jack Mills, Herman Starr, John O'Connor, 
J. J. Robbins, Gustave Schirmer, Oley 
Speaks, Deems Taylor, Will Von Tilzer, 
Oscar Hammerstein II. 



ASSOCIATED MUSIC PUBLISHERS, INC. (AMP) 



Founding of AMP: Associated Music 
Publishers was founded as a private cor- 
poration in the State of New York on Dec. 
22, 1926. Radio licenses have been issued 
since August, 1928. The corporation con- 
ducts a wholesale and retail music busi- 
ness, including the rental of music, and is 
engaged in the manufacture of electrical 
transcriptions for library service and com- 
mercial purposes. 

Scope: AMP is composed of 18 U. S. and 
European music houses, controlling addi- 
tionally some 15 subsidiaries or sub- 
divisions. Virtually all of these houses 
have assigned to the AMP their U. S. 
copyrights. The AMP catalogue contains 
over 500,000 entries of which approxi- 
mately 15,000 are copyrights. 

AMP licenses: These licenses cover per- 
forming and mechanical rights, "small" 
(i. e. strictly musical) and "grand" (i. e., 
musical-dramatic). AMP's radio license is 



unique in that it is the only radio license 
which covers "small" and "grand" rights 
simultaneously under a single fee. The 
radio license stipulates that: (1) the an- 
nual fee shall be equal to the sum of a 
station's 12 one-time quarter-hour rate 
charges; (2) that AMP will sell the li- 
censee any music which is for sale, and 
rent such music as is not for sale; (3) that 
AMP will not institute a suit against the 
licensee for infringements of its perform- 
ing rights prior to the granting of the li- 
cense; (4) that both "small" and "grand" 
rights are fully covered. 

AMP headquarters: Located at 25 W. 
45th Street, New York City. The phone is 
Bryant 9-0847. 

AMP officers: Waddill Catchings, chair- 
man of the board; M. E. Tompkins, presi- 
dent; Anna M. Kerner, secretary and treas- 
urer. 



249 



MUSIC PUBLISHERS'- PROTECTIVE ASSN. (MPPA) 



History: The MPPA came into existence 
as an unincorporated voluntary association 
in April, 1917, to correct certain existing 
evils in the music publishing industry 
and encourage music and music writing. 
The Association in subsequent years 
brought about agreements to discontinue 
payments to actors for singing songs, 
established facilities for the registration of 
titles, provided regulations for mechanical 
recording (and later for sound pictures), 
installed a credit and collection bureau, 
inveighed against piracies and the unlaw- 
ful manufacture and sale of song sheets, 
supported favorable copyright legislation, 
and at tim.es acted on behalf of its mem- 
bers in the settlement of claims against 
licensees. In 1935 the MPPA was reor- 
ganized and incorporated, but its aims and 
functions have remained virtually the 
same as prior to reorganization. 

The MPPA actively entered the field of 
licensing mechanical rights in 1927 when 
an agreement was negotiated with Electri- 
cal Research Products, Inc. (ERPI), a Wes- 
tern Electric subsidiary, to cover repro- 
duction of copyrighted musical composi- 
tions by devices serving to synchronize the 
same with the presentation of motion pic- 
tures. 

In 1933 the MPPA through an agent and 
trustee took another step in the same di- 
rection by becoming the central licensing 
bureau for its members with reference to 
electrical transcriptions for radio broad- 
casting. 

During the past year (1938), the MPPA 



has extended its activity in the mechanical 
field by acting as a central agency for the 
licensing of phonograph recording rights 
for 78 publishers. Phonograph licensing 
operations (previously conducted separate- 
ly by the publishers) are effected through 
an agent and trustee connected with the 
MPPA. 

Scope: Music available for radio trans- 
cription purposes comes from a reservoir 
to which 62 MPPA members among sev- 
eral other publishers contribute.* 

MPPA transcription licenses: These 
licenses concern "small" (strictly musical) 
rights only. The scale of fees is as follows: 
sponsored transcriptions are billed at 25c 
per popular composition per broadcast, and 
if the composition is derived from a film or 
theatrical production, the fee is 50c; in 
this respect, each broadcast is considered 
a separate manufacture. Sustaining tran- 
scriptions are billed at $15 per compo- 
siiton per year. 

MPPA headquarters: Located at 45 
Rockefeller Plaza, New York City. The 
phone is Circle 6-3084. 

MPPA officers: Walter G. Douglas, chair- 
man of the board; E. H. Morris, president; 
Lester Santly, vice-president; Max Drey- 
fus, treasurer; Jack Mills, secretary; Harry 
Fox, general manager. 



* Note: MPPA membership includes 
only publishers. Composers and authors 
as such are not eligible to membership. 



NATIONAL ASSOCIATION OF PERFORMING 
ARTISTS (NAPA) 



NAPA history and purpose: Founded in 
1934 by Fred Waring, Meyer Davis, Paul 
Whiteman, Frank Crumit, Don Voorhees, 
Lewis James, Guy Lombardo, Walter 
O'Keefe, Josef Pasternack and Fritz 



Reiner. The purpose of the society is de- 
scribed as "handling and protecting the 
artistic interpretations of its members." In 
short, the NAPA contends (and has been 
legally upheld in Pennsylvania)* that an 



* The Pennsylvania Supreme Court, in a 
suit against radio station WDAS instigated 
by Fred Waring after WDAS had played 
some of his phonograph recordings, held 
that the interpretive artist has an enforce- 
able property right in his artistic interpre- 
tation of the work of a composer; and 
that the playing of phonograph records 
against the wishes of the artist constitutes 
unfair competition as well as an invasion 
of the right of privacy. (For a discussion 
of this litigation, see Variety Radio 



Directory, Vol. II, pages 554-564.) Mean- 
while a similar suit instituted by Paul 
Whiteman against radio station WNEW in 
the New York Federal Court was dropped 
by Whiteman, although the RCA Victor 
firm pressed for adjudication of the issue. 
On another legal front, the NAPA has 
backed the so-called "Perry bill" in the 
New York State Legislature, the gist of 
the bill being that it is a statutory offense 
(larceny) to record a broadcast off-the-air 
without permission of the artist. 



250 



NAPA— Continued 



artist has a property right in the interpre- 
tation he places on an artistic composition 
— and particularly in an interpretation 
mechanically recorded so that it may be 
re-used or re-played as performance for 
profit. Eligible for membership in the 
NAPA are: (1) any actor, singer, conduc- 
tor, leader, instrumentalist, lecturer, and 
any other interpretive artist or per- 
former; (2) any orchestra which has a 
"legal" or "equitable" right in mechanical 
reproductions; (3) "any firm, person or 
corporation which has rendered to the art 
or industry of music, or to this Associa- 
tion, a notable or conspicuous service." 
The NAPA is a non-profit group. 

NAPA radio license: There is no general 
form of contract. 

NAPA headquarters: The main office is 
located at 630 Fifth Avenue, New York 
City. The phone is Circle 7-8194. 



NAPA officers: Fred Waring, president; 
Meyer Davis, Al Jolson and Paul White- 
man, vice-presidents; Josef Hofmann, 
honorary president; Frank Crumit, secre- 
tary; Don Voorhees, treasurer, Maurice J. 
Speiser, general counsel. The recording 
secretary is Wally H. Rose. 

NAPA board of directors: Fred Waring 
(chairman), Connie Boswell, Noel Coward, 
Richard Crooks, Bing Crosby, Frank 
Crumit, Meyer Davis, Mary Garden, Benny 
Goodman, Jascha Heifetz, Lewis James, 
Al Jolson, Hal Kemp, Arthur W. Levy, 
Guy Lombardo, John McCormack, Grace 
Moore, Ray Noble, Walter OKeefe, Josef 
Pasternack, Dick Powell, Fritz Reiner, 
Fabien Sevitzky, Nathaniel Shilkret, Law- 
rence Tibbett, Rudy Vallee, Don Voorhees, 
Paul Whiteman, Victor Young, Efrem Zim- 
balist. 



G. RICORDI & CO. (MILAN) 



History: G. Ricordi & Co. of Milan (not 
to be confused with G. Ricordi & Co., Inc., 
of New York) was established in Italy in 
1808 as a music publishing house. Until 
1933 its reservoir of compositions was 
available through ASCAP, but in that year 
Ricordi withdrew from the Societa Italiana 
Degli Autori Ed Editori (an ASCAP affi- 
liate), and began to do its own licensing. 

Scope: Ricordi's catalogue contains about 
130,000 compositions. Some 500 of these 
are operas, while hundreds of others are 
symphonies. 

Ricordi licenses: These licenses sepa- 
rately cover not only "small" (i.e., strictly 
musical), but also "grand" (i.e., musical- 
dramatic) rights. Ricordi further provides 
licenses for mechanical and synchroniza- 
tion rights. The contract issued to radio 
stations states that: (1) payment for use 



of the music shall be in a pre-arranged 
lump sum; (2) the license shall cover only 
"small" rights, and shall not extend to 
symphonic works, operas, operettas, plays, 
revues, ballets, or arias and songs per- 
formed with full orchestra accompani- 
ment.* "Grand" rights licenses may be 
obtained on payment of a special fee. 

Ricordi headquarters: The U. S. head- 
quarters are located at 12 West 45th 
Street, New York City. The phone is 
Murray Hill 2-0300. 

Ricordi officers: Dr. Renato Tasselli is 
managing director in the U. S. 



* Ricordi and SESAC are the only 
licensing societies whose radio licenses ex- 
pressly state that television rights are not 
included. 



SOCIETY OF EUROPEAN STAGE AUTHORS AND 
COMPOSERS, INC. (SESAC) 



Date of founding: SESAC, a private cor- 
poration, was founded in 1930. 

Scope: The SESAC reservoir is com- 
prised of approximately 125 separate cata- 
logues of American and foreign publishers 
and organizations. Radio station licensees 
thus have available some 35,000 composi- 
tions including operettas, symphonic 
works, plays, dramas, and radio sketches. 



SESAC licenses: These licenses separ- 
ately cover "small" (strictly musical) 
rights , "grand" (musical-dramatic) rights, 
and recording rights. The regular license 
in effect between SESAC and radio sta- 
tions provides that: (1) the station pay a 
scheduled blanket license fee for use of 
SESAC's catalogue; (2) all SESAC musi- 
cal compositions must be announced by 



251 



SESAC— Continued 



title and composer, and, if taken from a 
musical production or sound film, the name 
of the production or film be mentioned; 

(3) that SESAC may from time to time 
place certain compositions on a restricted 
list, but that the list cannot at any time 
exceed 10% of the total SESAC reservoir; 

(4) that the license extends only to "small" 
rights, "grand" rights requiring a special 
license and separate fees*. 

The license for recording electrical trans- 
criptions states that: (1) only "small" 
rights are covered in the contract; (2) that 
the transcription manufacturer pay $15 per 
year per SESAC composition; (3) that 
the transcriptions containing SESAC com- 
positions may be broadcast only on sus- 
taining or local commercial programs, and 
that they may be so performed for one 
year following issuance of the license, with 
a longer period requiring a special exten- 
sion of license; (4) that the contract does 
not permit the existence of any artistic 



* SESAC and Ricordi are the only socie- 
ties whose radio licenses expressly state 
that television rights are. not included. 



or interpretive rights arising from the 
participation of any party in the recorded 
rendition. * 

There is a special license for "custom 
built" transcriptions with this distinguish- 
ing clause: that the transcription manu- 
facturer pay 25c per quarter per SESAC 
composition for each station broadcasting 
the transcription. 

Division of SESAC royalties: The annual 
intake is divided via a system based on 
five major points: (1) number of per- 
formances; (2) availability; (3) current 
activity; (4) seniority; and (5) diversity. 

SESAC headquarters: Executive head- 
quarters are at 113 West 42nd Street, New 
York City. The phone is Bryant 9-3223. 
SESAC also has traveling representatives 
visiting stations, and a program service 
department to assist stations in copyright 
clearance, etc. 

SESAC officers: President of the cor- 
poration is Paul Heinecke. 



* SESAC's license is the only one con- 
taining this express precaution. 



THE SOCIETY OF JEWISH COMPOSERS, PUBLISHERS 
AND SONG WRITERS 



Date of founding: The Jewish Society 
was founded on February 5, 1932. 

Scope: The Jewish Society's reservoir 
includes approximately 2,500 separate com- 
positions which are the property of its 
23 member writers and publishers. 

Jewish Society license: This license 
covers only "small" (strictly musical) 
rights. It stipulates that: (1) access to the 
Society's reservoir may be had on payment 



of an annual pre-arranged sum; (2) that 
"grand rights" are not included. 

Jewish Society's headquarters: Located 
at 152 West 42nd Street, New York City. 

Jewish Society officers: Sholom Secunda, 
president; Cantor Pincus Jassinowsky, vice- 
president; Henry Lefkowitch, secretary; 
Alexander Olshanetsky, treasurer; Salom 
J. Pearlmutter, general manager; A. Ed- 
ward Moskowitz, counsel. 



RADIO LIFE OF "HIT" SONGS 

Songs were counted only so long as they had 10 or more plugs per week. 



Times Played Over Weeks in 

Songs WABC, WEAF, WJZ, WOR Hit Class 

Cathedral in the Pines 360 12 

Cry, Baby, Cry 570 17 

Don't Be That Way 620 21 

This Time It's Real 560 18 

Ti-Pi-Tin 600 20 

You Couldn't Be Cuter 570 20 

You're an Education 600 19 

AVERAGE 554 19 

252 



POPULAR SONGS: 1929-1938 

This list is intended to be a miniature "cavalcade" of popular music for the past 
decade. In reading it, however, the following allowances should be kept in mind: 

1. The years under which certain songs arte listed are not necessarily the years of 
copyright. In such instances, however, copyright years are also noted. The criterion 
for assigning songs to years was the peak of popularity, song by song. This procedure 
necessarily involved a certain amount of judgment. However, as mayiy checks as pos- 
sible with members of the music publishing industry were made. 

2. While sheet music sales are the general standard on which the list is based, 
several other considerations have been kept in mind: (a) the song should have some 
remembrance at the present day; (b) if a song heralded a change in musical style, or in 
any other way set a new standard professionally for the industry, that fact was given 
due weight; and (c) a few purely instrumental numbers are included, but they are 
■plainly marked to stand off in a list intended primarily as a song list. 

3. Some songs are classified by year only with great difficulty due to steady sales, 
continual use as theme or background melodies, etc. 

Attention is hereby also called to the popular "Song Cavalcade, 1907-1937" which 
appeared in the Variety Radio Directory, Vol. I, pages 101-106, and the "Musical- 
Historical Cavalcade: 1800-1935" which appeared in Vol. II, pages 33-158. 



1929 

Ain't Misbehavin'. 

Aren't We All. 

[Canto] Siboney (instrumental) . 

Happy Days Are Here Again. 

I'll Always Be in Love with You. 

A Little Kiss Each Morning. 

Pagan Love Song. 

Singin' in the Rain. 

Tip Toe thru the Tulips. 

Wedding Bells Are Breaking up That 

Old Gang of Mine. 
When It's Springtime in the Rockies. 

1930 

Body and Soul. 

Cheerful Little Earful. 

Dancing with Tears in My Eyes. 

Exactly Like You. 

I Got Rhythm. 

[Maine] Stein Song (revival) . 

On the Sunny Side of the Street. 

Three Little Words. 

Two Hearts in % Time. 

What Is This Thing Called Love? 

1931 

All of Me. 

Goodnight, Sweetheart. 

I Found a Million Dollar Baby — in a 
Five and Ten Cent Store. 

The Peanut Vendor. 

River, Stay 'Way from My Door. 

Someday I'll Find You. 

Time on My Hands (c. 1930) . 

When the Moon Comes over the Moun- 
tain. 



When Your Hair Has Turned to Silver 

(c. 1930). 
You're Driving Me Crazy! (c. 1930) . 

1932 

Forty-Second Street. 

How Deep Is the Ocean? 

In a Shanty in Old Shanty Town. 

I've Told Every Little Star. 

Just an Echo in the Valley. 

Let's Put out the Lights and Go to 

Sleep. 
Night and Day. 
Play, Fiddle, Play. 
Say It Isn't So. 
Star Dust (c. 1929) . 

1933 

Annie Doesn't Live Here Anymore. 

Carioca. 

Did You Ever See a Dream Walking? 

Easter Parade. 

In the Valley of the Moon. 

The Last Round-up. 

Lazybones. 

Smoke Gets in Your Eyes. 

Stormy Weather. 

Who's Afraid of the Big Bad Wolf? 

1934 

The Continental. 

Little Man, You've Had a Busy Day. 
Love in Bloom. 

The Man on the Flying Trapeze (re- 
vival; originally issued in 1868) . 
The Old Spinning Wheel (c. 1933). 
Santa Claus Is Coming to Town. 



253 



SONGS 1929-1938— Continued 



Stay as Sweet as You Are. 
Two Cigarettes in the Dark. 
Wagon Wheels, 
You're the Top. 

1935 

Beautiful Lady in Blue. 

Begin the Beguine (could be assigned 
to 1939 for current, renewed popu- 
larity) . 

Cheek to Cheek. 

Deep Purple (instrumental) . 

Isle of Capri (c. 1934) . 

Lullaby of Broadway. 

On the Good Ship Lollipop (c. 1934) . 

Red Sails in the Sunset. 

Take Me Back to My Boots and Saddle. 

There Is a Tavern in the Town (re- 
vival; original c. 1883; renewed 
1911). 

When I Grow Too Old to Dream. 

1936 

Goody Goody. 

I'm Gonna Sit Right Down and Write 

Myself a Letter (c. 1935) . 
In the Chapel in the Moonlight. 
Is It True What They Say About 

Dixie? 
It's a Sin to Tell a Lie. 
Lights Out. 

Moon over Miami (c. 1935) . 
The Music Goes 'Round and Around 

(c. 1935). 
Pennies from Heaven. 
Until the Real Thing Comes Along. 



1937 



Boo Hoo. 
Harbor Lights. 



Little Old Lady. 
Once in a While. 
The One Rose That's Left in My Heart 

(c. 1936) . 
Rosalie. 

Sweet Lei Lani. 
That Old Feeling. 
Vieni, Vieni. 
When My Dreamboat Comes Home. 

1938 

(A list longer than customary is 
given for this year, because the 
numbers are still too current to per- 
mit foretelling how time will treat 
them — in usage and memory.) 

Alexander's Ragtime Band (c. 1911) . 
All Ashore. 
A-Tisket, A-Tasket, 
Bei Mir Bist Du Schoen. 
Cathedral in the Pines. 
Change Partners. 
Dipsy Doodle. 
Flat Foot Floogie. 

Heigh Ho (from Snow White; c.1937) . 
I Double Dare You. 
I'm Gonna Lock My Heart. 
I've Got a Pocketful of Dreams. 
Music, Maestro, Please. 
My Reverie. 
Says My Heart. 
So Help Me. 
So Little Time. 
Thanks for the Memory. 
There's a Far Away Look in Your Eye. 
There's a Gold Mine in the Sky. 
Ti-Pi-Tin. 

Whistle While You Work (from Snow 
White; c. 1937) . 



NBC-CBS ADAPTATIONS OF LITERARY WORKS: 
MAY 1, 1938 TO MAY 1, 1939 

The main titles of all literary pieces are noted in bold face. Plays marked with an 
asterisk (*) were also broadcast one or more times prior to May 1, 1988. 

ADAPTATIONS OF STAGE PLAYS 

(Including dramas, etc., plus musical comedies and operettas) 



* Aaron Slick From Punkin Creek; Beale 
Cormack (radio adaptation by Constance 
Brown). 

Abe Lincoln in Illinois; R. E. Sherwood. 



* Abraham Lincoln; John Drinkwater. 
Alison's House; Susan Glaspell. 
American Way, The; George S. Kaufman 
and Moss Hart. 



254 



PLAY ADAPTATIONS— Continued 



Among the Breakers; George M. Baker 
(radio adaptation by Constance Brown). 

* Anna Christie; Eugene O'Neill. 
Artists, The; Mazo de la Roche. 

Aunt Jerushy on the Warpath; Beale Cor- 
mack (radio adaptation by Constance 
Brown). 

* Awake and Sing; Clifford Odets. 

B 

Ballad of Youth, The; Alfred Kreymborg. 

Bar Haven; Gordon V. May (radio adapta- 
tion by Constance Brown). 

Bastion Saint Gervais, The; Maxwell An- 
derson. 

* Bells, The; Leopold Lewis. 

* Berkeley Square; John L. Balderston. 
Best Policy, The; H. Simpson. 

Better Than Gold; George M. Baker (ra- 
dio adaptation by Charles Speer). 
Beyond the Horizon; Eugene O'Neill. 

* Bluebird, The; Maurice Maeterlinck. 
Both Your Houses; Maxwell Anderson. 
Breaking Point, The; Edward Garnett. 
Buccaneer, The; Maxwell Anderson and L. 

Stallings. 
Bud and Baby; Alfred Kreymborg. 

* Burlesque; George Manker Watters and 
Arthur Hopkins. 

* Bury the Dead; Irwin Shaw. 



* Call It a Day; Dodie Smith. 

* Camille; Alexander Dumas (jils). 
Cancelled Debt, The; Isla Paschal Richard- 
son (radio adaptation by Guy Bolte). 

Captain Cranberry; Gladys Ruth Bridgham 
(radio adaptation by Constance Brown). 

* Ceiling Zero; Frank Wead. 

* Christmas Carol; Charles Dickens. 
Cid, The; Pierre Corneille. 

* Clarence; Booth Tarkington. 

College Chap, The; Harry L. Newton and 
John Pierre Roche (radio adaptation by 
Guy Bolte). 

Come of Age; Clemence Dane. 

* Commuters, The; James Forbes. 
Confession; K. Nicholson (?), J. H. Reid 

(?). 

* Copperhead, The; Augustus Thomas. 
Correspondence Qourtship; L. Irving Dunn 

(radio adaptation by Charles Speer). 

* Counsellor-at-Law; Elmer Rice. 
Country Doctor, The; Arthur Lewis Tubbs 

(radio adaptation by Charles Speer). 
Country Minister, The; Arthur Lewis 

Tubbs (radio adaptation by Charles 

Speer). 
Courage; Kate Harvey (?), W. F. Manley 

(?). 

* Craig's Wife; George Kelly. 
Cranberry Corners; Arthur Lewis Tubbs 

(radio adaptation by Merrill Rogers). 



Cricket Wings; Alfred Kreymborg. 

* Criminal Code, The; Martin Flavin. 
Cymbeline; William Shakespeare. 

* Cyrano de BergeracJ Edmond Rostand. 



* Dark Angel, The; H. B. Trevelyan. 

* Death Takes a Holiday; Walter Ferris, 
based on a play of the same name by 
Albert Casella. 

* Dr. Faustus; Christopher Marlowe. 

* Doll's House, A; Henrik Ibsen. 

Down East; Justin Adams (radio adapta- 
tion by Constance Brown). 



Elmwood Folks; Charles S. Bird (radio 
adaptation by Ernest Howard Culbert- 
son). 

* Everyman; anonymous (morality play). 



Father Crocodile; Alfred Kreymborg. 
Fish After Fish; Alfred Kreymborg. 

* Five Star Final; Louis Weitzenkorn. 
Forest Acres; Frank Barnett Lindsay (ra- 
dio adaptation by Guy Bolte). 

Foul Tip, A; Charles S. Allen (radio adap- 
tation by Katherine Lane). 

Four Apes, The; Alfred Kreymborg. 

Four Winds Talk It Over, The; Alfred 
Kreymborg. 

G 

Gentle People, The; Irwin Shaw. 

Government Detective, The; Bernard Fran- 
cis Moore (radio adaptation by Charles 
Speer). 

* Great Magician, The; Lawrence Carra. 

* Green Goddess, The; William Archer. 

H 

Happy Journey to Trenton and Camden; 

Thornton Wilder. 

Haunted Water; Alfred Kreymborg. 

Henry IV; Luigi Pirandello. 

Henry Brocken; Walter de la Mare. 

Hernani; Victor Hugo. 

Highwayman, The; J. M. Morton. 

Hole in the Wall, The; Alfred Kreymborg. 

How Jim Made Good; Charles S. Bird (ra- 
dio adaptation by Charles Speer). 



I Got a Destiny; Dorothy Calhoun. 

Icebound; Owen Davis. 

In Abraham's Bosom; Paul Green. 

* Inspector General, The; N. V. Gogol. 

* Interference; Roland Pertwee and Harold 
Dearden. 

It Happened in June (Better Than Gold); 
Eugene G. Hafer (radio adaptation by 
Guy Bolte). 



255 



PLAY ADAPTATIONS— Continued 



J 

Jest, The; P. Eldridge. 

* Journey's End; R. C. Sherriff. 

* Julius Caesar; William Shakespeare. 

* Justice; John Galsworthy. 

K 

Knickerbocker Holiday; Maxwell Ander- 
son. 

* Le Bourgeois Gentilhomme; Moliere. 
Lepanto; G. K. Chesterton. 

Letter, The; W. Somerset Maugham. 
Life Is a Dream; George Calderon. 

* Little Stone House, The; George Cal- 
deron. 

Lord Arthur Saville's Gripme; Oscar Wilde. 

M 

Mamba's Daughters; DuBose Heyward's 
dramatization from the novel by Dorothy 
and DuBose Heyward. 

Mary Stuart; F. von Schiller. 

Masquerade; R. Hilly er. 

* Master of the Revels; Don Marquis. 

* Mayor and the Manicure, The; George 
Ade. 

* Men in White; Sidney Kingsley. 

* Men, Women and Goats; Charles O'Brien 
Kennedy. 

* Midsummer Night's Dream, A; William 
Shakespeare. 

Missouri Legend; Elizabeth B. McGinty. 
Mr. Bob; Rachel M. Baker (radio adapta- 
tion by Constance Brown). 
Murder in the Cathedral; T. S. Eliot. 

N 
Nature Bides Again; Alfred Kreymborg. 

* Nervous Wreck, The; Owen Davis. 
Nine Days Queen, The; Rachel Field. 



* Octoroon, The; Dion Boucicault. 

Old Acre Folk; Dana J. Stevens (radio 

adaptation by Constance Brown). 
Old Bannerman; Eden Phillpotts. 
Olympia; Ference Molnar. 

* Othello; William Shakespeare. 

Our Folks; George M. Baker (radio adap- 
tation by Constance Brown). 

Out West; Justin Adams (radio adapta- 
tion by Charles Speer). 

* Outward Bound; Sutton Vane. 



Prelude; J. Oppenheim. 

* Private Lives; Noel Coward. 



R 



Bain Down Death; Alfred Kreymborg. 
Bed Acre Farm; no author given and none 
listed in the indices. 

* Bedemption; L. N. Tolstoi. 
Besurrection; D. Corkery (?). 

Beturn of Peter Grimm; David Belasco. 
Bevolt; George Calderon (?) or J. M. Vil- 
liers de L'Isle Adam (?). 

* Bichelieu; Bulwer Lytton. 
Bocket to the Moon; Clifford Odets. 

* Romance; Edward Sheldon. 



* School for Scandal; Richard Sheridan. 
Seven Keys to Baldpate; George M. 

Cohan's dramatization of Earl Derr Rig- 
gers' book. 

* Seventeen; Booth Tarkington (stage ver- 
sion by H. S. Stange, S. Mears and S. 
Walker). 

She Stoops to Conquer; Oliver Goldsmith. 

* Shining Hour, The; Keith Winter. 

* Show Boat; Edna Ferber. 

Simple Simon Simple; Henry Rowland (ra- 
dio adaptation by Constance Brown). 

Spring Waters; Howard Reed (radio adap- 
tation by Constance Brown). 

* Stage Door; Edna Ferber and George S. 
Kaufman. 

Strange Interlude; Eugene O'Neill. 
Sunny Acres; Richard Hill Wilkinson (ra- 
dio adaptation by Constance Brown). 

* Swan, The; Ferenc Molnar. 
Swan Song, The; A. P. Chekhov. 

* Swing Your Lady; Kenyon Nicholson. 



Teaser, The; Charles S. Allen (radio adap- 
tation by Olivia Saunders). 

* Terrible Meek, The; Charles Rann Ken- 
nedy. 

They Knew What They Wanted; Sidney 

Howard. 
Topaze; Benn W. Levy adaptation of the 

Marcel Pagnol play. 
Tovarich; Robert E. Sherwood adaptation 

of the Jacques Deval play. 
Trojan Women, The; Euripides. 

* Twentieth Century; Ben Hecht and 
Charles MacArthur. 

Twisting of the Bope, The; Douglas Hyde. 



Passenger to Bali, A; Ellis St. Joseph (ra- 
dio adaptation by David Golden). 

* Passing of the Third Floor Back, The; 

Jerome K. Jerome. 

* Patience; Gilbert and Sullivan. 

* Peter Pan; Sir James M. Barrie. 

Plain People; Dana J. Stevens (radio adap- 
tation by Merrill Rogers). 
Planets, The; Alfred Kreymborg. 



Valiant, The; Hoi worthy Hall and Robert 

Middlemass. 
Valley Farm; Arthur Lewis Tubbs (radio 

adaptation by Guy Bolte). 

* Valley Forge; Maxwell Anderson. 

* Victoria Begina; L. Housman. 

Village School Ma'am; Arthur Lewis Tubbs 
(radio adaptation by Guy Bolte). 



256 



PLAY ADAPTATIONS— Continued 



Well of the 

Synge. 
Why Marry; 
Willowdale; 



w 

Saints, The; John 



Millington 



Jessie Lynch Williams. 
Arthur Lewis Tubbs (radio 



adaptation by Guy Bolte). 



Windy Willows; Ted and Virginia Maxwell 
(radio adaptation by Constance Brown). 

* Within the Law; Bayard Veiller. 

Y 

* Yellow Jack; Sidney Howard's dramatiza- 
tion of Paul de Kruif's book. 



ADAPTATIONS OF PROSE AND POETRY 

(Including short stories, novels, poems) 



Arrowsmith; adaptation of the Sinclair 
Lewis novel. 

At Midnight on the 31st of March; adapta- 
tion of the narrative poem by Josephine 
Young Case. 

B 

Babbitt; adaptation of the Sinclair Lewis 
novel. 

Back Pay; adapted from Hillary Blake. 

Beau Geste; adaptation of the Percival 
Christopher Wren book. 

Black Daniel; adapted from Honore Mor- 
row. 

Blind Man's Holiday; adapted from O. 
Henry. 

Bridge of Mercy; adapted by True Board- 
man from Norman Relly Raine. 



H 

Happiness; story by Conrad Bercovici, 

adapted by Edward James. 
Harlem Tragedy, A; adapted from O. 

Henry. 
Haunted House, The; adapted from the 

work of Charles Dickens by Richard 

McDonagh. 
Hiding of Black Bill, The; adapted from 

O. Henry. 

I 
I Lost My Girlish Laughter; Jane Allen. 
In The Train; adapted from the short story 
of Frank O'Connor by Hugh Hunt. 

J 

Jane Eyre; adapted from the novel of 
Charlotte Bronte. 



Canary Murder Case; adapted from S. S. 

Van Dine. 
Capture of Bill Sykes, The; adapted from 

Charles Dickens' "Oliver Twist." 
Challenge for Three, A; adapted by True 

Boardman from the short story by David 

Garth. 
Cop and the Anthem, The; adapted from O. 

Henry. 
Count and the Wedding Guest, The; 

adapted from O. Henry. 
Count of Monte Cristo; adapted from 

Alexander Dumas. 

F 

Farewell to Arms; adapted from the book 
by Ernest Heminway. 

For Future Reference; adapted from Ste- 
phen Vincent Benet. 



Magi, 



G 

The; 



adapted from O. 



Gift of the 

Henry. 

Glass Key, The; adapted from the work of 
Dashiell Hammett. 

Gold Bug, The; adapted from the story of 
Edgar Allen Poe. 

Green Light; adapted from Lloyd C. Doug- 
las' novel. 



Last of the Troubadours, The; adapted 

from O. Henry. 
Les Miserables; adapted from the book by 

Victor Hugo. 
Lickpenny Lover, A; adapted from O. 

Henry. 
Lives of a Bengal Lancer; adapted from 

the book by Francis Yeats-Brown. 



M 

adapted from 



Robert Louis 



Henry, 
adapted from 



Markheim; 

Stevenson. 
Memento; adapted from O. 
Mr. Pickwick Takes a Bow; 

Charles Dickens. 
Monkey's Paw, The; adapted from W. W. 

Jacobs. 
Mutiny on the Bounty; adapted from the 

book by Nordhoff and Hall. 

N 

Nine Prisoners; adapted from William 
March's work by Brian J. Byrne. 



Of Human Bondage; adapted from Somer- 
set Maugham's book. 

Orphan Ego; adapted by Leslie Urbach 
from Arnold Manoff's story "Maxie 
Makes a Splash." 



257 



PROSE-POETRY ADAPTATIONS— Continued 



Patriot, The; from the Pearl S. Buck work. 

Peer Gynt; Henrik Ibsen. 

Peter Ibbetson; George Du Maurier (also 
an opera from the Du Maurier book by- 
Deems Taylor). 

Phantom Rickshaw, The; Rudyard Kipling. 

Prophecy; adapted by Sylvia Marks from 
the story "Sooth" by Wilbur Daniel 
Steele. 

Rebecca; adapted from the novel of 
Daphne Du Maurier. 

Royal Regiment; Gilbert Frankau. 



Sea Drift; Walt Whitman. 
Signal Tower, The; Wadsworth Camp. 
So Big; from the novel by Edna Ferber. 
State Fair; from the novel by Phil Stong. 



Tale of Two Cities; from the book by 
Charles Dickens. 



Tell Tale Heart, The; adapted from the 

work of Edgar Allen Poe. 
Transmutation of Ling; adapted from the 

work of Ernest Bramah (Smith). 
Trilby; adapted from the book by George 

Du Maurier. 



Vanity and Some Sables; adapted from- O. 
Henry. 

w 

War of the Worlds; adapted from H. G. 

Wells. 
Wet Saturday; adapted by Lee Anderson 

from the short story of John Collyer. 
Wickford Point; J. P. Marquand. 
William Wilson; adapted from Edgar Allen 

Poe. 

Y 

Young Man with a Horn; adapted from the 
book of Dorothy Baker by Welbourn 
Kelley. 



PLAYS SPECIFICALLY WRITTEN FOR RADIO 

(This list does not include serials or semi-dramatic writing for guest stars) 



Alone in Paris; Delmar Daves. 
Alter Ego; Arch Oboler. 
American Song; Albert Williams. 
Aussa, The Arab; John Fleming. 
Autobiography; Paul Franklin. 

B 

Baron and the Lady, The; Bonneviere 
Arnaud. 

Best Two Out of Three; Ben Lee. 

Bonnie Banks of Loch Lomond, The; Rich- 
ard McDonagh. 

Breathes There a Man; Forrest Barnes and 
Ashmead Scott. 

Bubbling Over; Anthony Wayne. 

Bullets in the Night; Addison Simmons. 

By the Grace of Dishwater; Merritt P. 
Allen. 

c 

Can Long Endure; Charles Tazewell. 

Can We Forget; Mary McCall, Jr. 

Case of the Missing Skyscraper, The; 

James Costello. 
Catacombs, The; author not listed. 
Catcher's Mitt, A; author not listed. 
Celestial Influence; Merritt P. Allen. 
Chanson de Noel; Edward James. 
Chimney House; Pauline Bigson. 
Chinaman's Chance, A; Donald Beddoe. 
Christmas Present; Jack Gilhon. 
Cliff, The; Arch Oboler. 
Comeback, The; Aubrey Wisberg. 



Cradle of Peace, The; Calvin Grinnell. 
Crime Doesn't Play; Warren Gale. 
Cupid Cops a Headline; J. Douglas Cook. 
Cupid Runs the Show; Peter Dixon. 
Cupid With Brass Knuckles; Roswell 
Rogers. 



Dark Dilemma; Addison Simmons. 

Dark Voice, The; Elizabeth Carver. 

Dark World; Arch Oboler. 

Dawn Over Hong Kong; Calvin Grinnell. 

Day of Glory; Francis Wilson and Ray- 
mond Scudder. 

Dear Victim; Grover Jones and True 
Boardman. 

Death of a King; Norman Rosten. 

Debutante: Grover Jones and True Board- 
man. 

Dictated But Not Read; Aubrey Wisberg. 

Doctor Jones; Ashmead Scott. 

Doctor of Tinghai, The; Edward Tomlinson. 

Don't Ask a Woman Why; no author listed. 

Duty Bound; Nathalie Feldman. 



Each Wish of My Heart; Forrest Barnes 

and Harry Kronman. 
Earth Is Deep, The; Forrest Barnes. 
Edna's Fruit Hat; John Pudney. 
Eigerwand; Arch Oboler. 
Emergency Case; Ireene Wicker. 
Empty Coffin, The; Roderick Ainsworth 

Mays. 



258 



RADIO PLAYS— Continued 



End of the Beginning, The; Sam O'Casey. 

Episode in Red; Merritt P. Allen. 

Escape from Tomorrow; Gene Towne and 

Graham Baker. 
Escort for the Evening, The; Philip Bloom. 
Ethel and Her Engine; John Pudney. 
Everything Happens to Me; Edward James. 
Expert Opinion; True Boardman. 



Fate Rides the Rails; Roger Quayle Denny. 

Father and Son; Burr Cook. 

Festival, The; Albert Williams. 

Firing Squad; George Hamaker. 

First in Peace— Our First President; Ernest 

Boyd. 
First Two Weeks in July, The; Jerry 

Devine. 
Fogarty's Code; Ben Broder. 
For Us the Living; True Boardman. 
Forgot in the Rains; William Merrick. 
Forgotten Woman; Mignon Schreiber. 



Gift, The; Arch Oboler. 

Grandma Takes a Hand; Anthony Wayne. 

Greater Loves; Peter Dixon. 

Green Angel, The; Merritt P. Allen. 

Guest of the Evening; no author given. 

H 

Hand of Providence, The; Charles Tazewell. 

Happy Ending; Patterson McNutt. 

He Caught a Tartar; Keith Fowler and 
Milton Geiger. 

Headline Hostage; Ralph Hunter and Larry 
Kaiser. 

Hire Men — Fire Me; Addison Simmons. 

His Private Life; Jock MacGregor and Vic- 
tor McGovern. 

Home Port, The; Albert Williams. 

Home Remedies; Merritt P. Allen. 

Horrible Hallucination, The; James Cos- 
tello. 

Horse Car, The; Jerry Devine. 

Humbug; Arch Oboler. 

Humbug Weed; Merritt P. Allen. 

I 
I.O.U. My Love; Peter Dixon. 
I Do; Arch Oboler. 
I Don't Like Mountain Music; Robert L. 

Cooper. 
Imitation of Glory; author not listed. 
Ineffable Essence of Nothing, The; Ranald 

MacDougall. 
It May B e Forever; True Boardman. 

I 
John Keats, Human Being; Ben Lee. 
Jury Trial; Elizabeth and James Hart. 
Just a Bum; Helen Norris. 

K 

Kins in Washington, A; Mildred Hark and 
Noel McQueen. 



Lamplighter of Queer Street, The; Milton 

Geiger. 
Last Flight to Paradise; Charles Martin. 
Last Frontier, The; Edward James. 
Late Mr. Early, The; Stanley Kauffman. 
Lend Me Your Eyes; Ashmead Scott. 
Letter from Home, A; Charles R. Jackson. 
Lilley Murder Case, The; Anthony Wayne. 
Little Dove, The; Keith Fowler. 
Little Town of Bethlehem; Anthony Wayne. 
Love and Kisses; Ranald MacDougall. 
Love Is Our Destiny; Paul Franklin. 
Love Is Where You Find It; Grover Jones 

and True Boardman. 
Love Me Forever; William C. Hodapp. 
Love Walked Beside Him; Ashmead Scott. 
Lovely Light, The; Ashmead Scott. 

M 

MacLean, Man of Honor; Elizabeth Carver. 

Madame Dictator; Calvin Grinnell. 

Man from Medicine Bow, The; Paul Frank- 
lin. 

Manhattan Highlight; Harriet Lessing. 

Manhattan Masquerade; Ashmead Scott. 

Martha (Invalid Nurse); no author listed. 

Memoriam; Arch Oboler. 

Midsummer Nightmare; James Costello. 

Miracle at Lourdes; Edward James. 

Mirage; Arch Oboler. 

Miss Brown of Worcester; Dwight Taylor 
and Arthur Sheekman. 

Miss Mystery; Calvin Grinnell. 

Miss Pringle Gets a Ticket; Keith Fowler. 

Mr. Important; Arch Oboler. 

Mr. Midnight Sees the Light; Warren Gale. 

Mr. Whipple Is Worried; James Frederick. 

Misty Mountain; Grover Jones and True 
Boardman. 

Monument to Love, A; Edward James. 

More Perfect Union, A; Ernest Boyd and 
Raymond Scudder. 

My Son and I; no author given. 

N 

Never in This World; Stephen Morehouse 

Avery. 
Next Day It Rained; Douglas Cook. 
Night of Mystery, The; no author given. 
Not to Be Opened for Five Thousand 

Years; no author given. 
Now Playing Tomorrow; Arthur Laurents. 



Of Good Family; Herbert L. Jacobson. 
Old Gray Mare Comes Back, The; Merritt 

P. Allen. 
Old Maid School Teacher; no author given. 
On a Sunday Afternoon; Merritt P. Allen. 
On Naseby Hill; Donald Beddoe. 
On Stage, Please; Ashmead Scott. 
On the Upswing; Jerry Devine. 
On the Verge; Peter Dixon. 



259 



RADIO PLAYS— Continued 



Once a Reporter; Forrest Barnes and 

Robert Fender. 
Out of the Fog; Leon Ware. 
Out of Thin Soil; no author given. 
Out of This World; Paul Franklin. 



Page Five, Column Two; Ashmead Scott. 
Pepito Inherits the Earth; William Merrick. 
Persistent Mr. Slade, The; Anthony Wayne. 
Pie Cure, The; Merritt P. Allen. 
Pine Tavern, The; Merritt P. Allen. 
Play, Benedict, Play; Stanley Kauffman. 
Poet of the Air; Stella Reynolds. 
Processional; John L. Greene. 
Protection; Victor McGovern and Jock 
MacGregor. 



Rain on the Roof; Ashmead Scott. 
Rendezvous with Kit Carson, A; Elaine 

Ryan. 
Reno Flyer; Vickey Corey. 
Revolt of the Native; Merritt P. Allen. 
Road to Sipri, The; Addison Smith. 



Safe Deposits; James J. Eaton and Norman 
Hillas. 

Saint in the Making, A; Richard McDonagh. 

Samson Agonistes; Norman Rosten. 

Scratch a Press Agent; Peter Cooper. 

Seeing Is Deceiving; Anthony Wayne. 

Seeing Timmie Through; Ben Lee. 

Shape of Darkness, The; Milton Geiger. 

Sketch for a Larger Canvas; Robert 
Meltzer and Oscar Brodney. 

Small One, The; no author given. 

Small Town Editor; Anthony Wayne. 

Sole Survivors; Arch Oboler. 

Something About Love; Burgess Meredith. 

Son of the Navy; Grover Jones and True 
Boardman. 

Spectacular Spinkle, The; Ranald Mac- 
Dougall. 

Star Dust; Arnold Moss and Stella Rey- 
nolds. 

Stars Fell on Uncle Eben; Merritt P. Allen. 

Stars Never Lie, The; Robert L. Cooper. 



Story of Auguste Rodin, The (The Sculptor 

Comes to Life); Samm S. Baker. 
Story of Cotton, The; Welbourn Kelley. 
Story of the Preakness; Richard McDonagh. 
Stronger Man, The; Richard Weil. 
Study in Triangles; True Boardman. 
Surrealism; Roland Bradley. 

T 

Tailored by Toni; Connie Lee. 

Thanks to Mr. Shakespeare; John L. 
Greene. 

Thanks to Thanksgiving; Merritt P. Allen. 

Thanksgiving; Robert Newman. 

That a Nation Might Live; Richard Mc- 
Donagh. 

They Fly Thru the Air with the Greatest 
of Ease; Norman Corwin. 

This Is Radio; Tom Langan. 

This Is the Day; Elaine Sterne Carrington. 

Three Days March; Laurence Stallings. 

Three Men and a Message; Carl Jonas. 

Three Who Face Death; Addison Simmons. 

Timber Valley; True Boardman. 

Timely Accident, A; Allen Wood. 

Too Many Roses; Felicia Lampert and 
Arthur Rothafel. 

Truth, The; Arch Oboler. 

Twice Around the Clock; Edward James. 

Twilight Shore, The; Milton Geiger. 

u 

Ugliest Man in the World, The; Arch 
Oboler. 

V 

Valor Fulfilled; Aubrey Wisberg. 
Villain Still Pursued Her, The; True Board- 
man. 

W 
Wall Street Wife; Calvin Grinnell. 
Welterweight Championship; Jerry Devine. 
Winged Victory, The; David Redstone. 
With All My Heart; Jerry Devine. 

Y 

Yankee Art, The; Merritt P. Allen. 
Year of the Lord, 1938; Jerry Devine. 
Your Honor; John Greene and Harry 
Kronman. 



FEDERAL THEATRE RADIO DIVISION 
ADAPTATIONS 



DRAMATIZATIONS OF BOOKS 

Clinton Street; Chaver Paver (in Yiddish). 
Drums; James Boyd. 

Epic of America; James Truslow Adams. 
Fight for Life, The; Dr. Paul de Kruif. 



From the Earth to the Moon; Jules Verne. 

Hunger Fighters; Dr. Paul de Kruif. 

Italians of New York; WPA Federal Writ- 
ers' Project (in Italian). 

King Arthur and His Knights of the Round 
Table. 



260 



F. T. R. D. ADAPTATIONS— Continued 



Men Against Death; Dr. Paul de Kruif. 
Microbe Hunters; Dr. Paul de Kruif. 
Mysterious Island; Jules Verne. 
Pickwick Papers; Charles Dickens. 
Why Keep Them Alive?; Dr. Paul de Kruif. 

OPERETTAS 

Billee Taylor; Edward Solomon. 

Black Mantels; Bucalossi. 

Bohemian Girl, The; Michael Balfe. 

Chimes of Normandy; Robert Planquette. 

Cox and Box; F. C. Burnand and Sir 
Arthur Sullivan. 

Fille de Mme. Angot, La; Charles Lecocq. 

Geisha, The; Sidney Jones. 

Gondoliers, The; Gilbert and Sullivan. 

Grand Duchess, The; Jacques Offenbach. 

H.M.S. Pinafore; Gilbert and Sullivan. 

Iolanthe; Gilbert and Sullivan. 

Janice; Karl Schulz. 

Maritana; W. Vincent Wallace. 

Mascot, The; Edmond Audran. 

Mikado, The; Gilbert and Sullivan. 

Nell Gwynne; Robert Planquette. 

Patience; Gilbert and Sullivan. 

Pirates of Penzance; Gilbert and Sullivan. 

Princess Ida; Gilbert and Sullivan. 

Ruddigore; Gilbert and Sullivan. 

Sorcerer, The; Gilbert and Sullivan. 

Trial by Jury; Gilbert and Sullivan. 

Witch, The; Abraham Goldfaden (in Yid- 
dish). 

Yeomen of the Guard; Gilbert and Sullivan. 

PLAYS 

Altars of Steel; Thomas Hall Rogers. 
American Holiday; Edwin L. and Albert 

Barker. 
Awake and Sing; Clifford Odets (adapted 

in Yiddish by Chaver Paver). 
Battle Hymn; Michael Blankford and 

Michael Gold. 
Created Equal; John Hunter Booth. 
Duchess of Main, The; John Webster. 
Eastward Ho!; George Chapman, with Ben 

Johnson et al. 
Everyman in His Humor; Ben Johnson. 
Help Yourself; Paul Vulpius. 
If Ye Break Faith; Maria M. Coxe. 
Jefferson Davis; John McGee. 
Lonely Man, The; Howard Koch. 
Malcontent, The; John Marston. 
Mississippi Rainbow; Charles Brownell 

(scenes from play). 
Murder in the Cathedral; T. S. Eliot. 
New Way to Pay Old Debts, A; Philip 

Massinger. 
Old Wives Tale, The; George Peele. 
On the Rocks; George Bernard Shaw 

(scenes from play). 
One Third of a Nation; Arthur Arent (also 

scenes from play). 
Philaster; Beaumont and Fletcher. 
Power; Arthur Arent. 



Shoemakers' Holiday, The; Thomas Dekker. 

Silent Woman, The; Ben Johnson. 

Sun and I, The; Barrie and Leona Stavis. 

Sun Rises in the West, The; Federal The- 
atre Southwestern Unit. 

Tamburlaine the Great; Christopher Mar- 
lowe. 

Tragical History of Doctor Faustus; Chris- 
topher Marlowe. 

Unconquered, The; Carl Glick. 

Volpone; Ben Johnson. 

Woman Killed with Kindness, A; Thomas 
Heywood. 

STORES 

Accident, An; Manuel Komroff. 

Actor's Blood; Ben Hecht. 

Aladdin and the Wonderful Lamp; (fairy 

tale) Arabian Nights. 
Brother Orchid; Richard Connell. 
Christ in Concrete; Pietro di Donato.* 
Death in Shanghai; Lionel Wiggam. 
Devil's Mother-in-Law, The; (fairy tale). 
Duel by Candlelight; Andreas Latzko. 
Emelyan, The Fool; (fairy tale). 
Family in the Wind; F. Scott Fitzgerald. 
Fate of a Hero, The; James T. Farrell. 
Fisherman and His Soul, The; (fairy tale) 

Oscar Wilde. 
Five Men Came Home; Margaret Lee 

Runbeck. 
Frost Giants, The; (fairy tale). 
Give Us This Day; Margaret Lee Runbeck. 
Going My Way?; George Harmon Coxe. 
Good Place to Eat, A; Maurice Samuel. 
Greatest Man in the World, The; James 

Thurber. 
How the River God's Wedding Was Broken 

Off; (fairy tale). 
I'll Send You a Snapshot; Laura Z. Hobson. 
Jack and the Beanstalk; (fairy tale). 
Jonah, The; Jacland Marmur. 
Late . . . 299; John Galsworthy. 
Law Beaters, The; Richard Connell. 
Let Freedom Ring; Robert Carson. 
Man Who Did Not Wish to Die, The; (fairy 

tale). 
Man Who Won the War, The; Robert Buck- 

ner. 
Mr. Geiger; Jean Fesler Williams. 
Mr. Mergenthwirker's Lobblies; Nelson S. 

Bond. 
Necklace, The; Guy de Maupassant. 
One Head Well Done; John B. Swain. 
Pied Piper, The; (fairy tale). 
Pinocchio; (fairy tale). 
Rip Van Winkle; (fairy tale) Washington 

Irving. 
Sad Shepherd, The; Henry Van Dyke. 
Sleeping Beauty, The; (fairy tale) Charles 
Perrault. 



* To be published as a book by Bobbs- 
Merrill Co. 



261 



F. T. R. D. ADAPTATIONS— Continued 



Spring Maiden, The; (fairy tale). 
Surprise far the Boys; Herbert Lewis. 
Thousand Dollar Bill, The; Manuel Kom- 

roff. 
Three Sisters, The; (fairy tale). 
Twenty-Fourth Hour, The; Jerome Beatty. 
What Price Story?; Max Brand. 
Written in Water; Barnham Carter. 
You Do Solemnly Swear; Sterling Brandt. 
Zodomirsky's Duel; Alexander Dumas. 

EXPERIMENTS IN 
SYMPHONIC DRAMA 

(Original drama written to music) 
Age of Steel, The; Prokofiev. 
L'Apres Midi D'un Faune; Debussy. 
Concerto No. 2 in C Minor; Rachmaninoff. 
Enigma Variations; Elgar. 
Grand Canyon Suite; Ferde Grofe. 
Hary Janos; Zoltan Kodaly. 
Nutcracker Suite, The; Tschaikowsky. 
Les Preludes; Liszt. 



Symphony No. 1 in C Major (Fantastic); 

Berlioz. 

Symphony No. 3 (Eroica); Beethoven. 

Symphony No. 4; Brahms. 

Symphony No. 5; Tschaikowsky. 

Symphony No. 6 (Pathetique) ; Tschai- 
kowsky. 

SYMPHONIC DRAMAS 

All for Love: John Dryden. 

L'Arlesienne; Alphonse Daudet. 

Camille; Alexander Dumas (fils). 

Doll's House, A; Henrik Ibsen. 

Everyman; Peter Dorlandus. 

King Henry vm; William Shakespeare. 

King Oedipus; Sophocles. 

Lady from the Sea; Henrik Ibsen. 

Mistress of the Inn, The; Carlo Goldoni. 

Peer Gynt; Henrik Ibsen. 

Rosmersholm; Henrik Ibsen. 

Salome; Oscar Wilde. 

Scheherazade; from "The Arabian Nights." 



Note: The Federal Theatre Radio Division is a project of the Works Progress 
Administration under the Federal Theatre Project. During the past three years the 
FTRD has prepared and broadcast a large number of adaptations, plus material specifi- 
cally written for radio. Adaptations listed below cover the interval between May 1, 
1938, and May 1, 1939. 

Headquarters of the FTRD are at 1697 Broadway, New York City (phone COlum- 
bus 5-5364). Evan Roberts is managing director. 

Educational bodies and similar groups may obtain FTRD materials on a loan with- 
out payment of any kind. For recordings of FTRD productions, Evan Roberts should 
be consulted. For scripts, queries should be directed to Samuel Gold, manager of the 
script service. For general information, contact Ivan Black, manager of the department 
of information. (Note: The FTRD issues catalogues of its works, including plays, etc., 
still in copyright and thus bearing a royalty). 



RESEARCH ORGANIZATIONS 

(These firms gather data on advertising media) 



AMERICAN MARKETING ASSOCIA- 
TION, 485 Madison Ave., New York, 
N. Y. (Wickersham 2-2000). Executives: 
Nathanael H. Engle, U. S. Department 
of Commerce, Wash., D. C, president; 
Donald R. G. Cowan, Swift & Co., Chi- 
cago, and Theodore N. Beckman, Ohio 
State University, Columbus, vice-presi- 
dents; John J. Karol, CBS, New York, 
treasurer; Albert Haring, Lehigh Uni- 
versity, Bethlehem, Pa., secretary. 



ANDERSON, NICHOLS, ASSOCIATES, 

330 West 42nd St., New York, N. Y. 
(Bryant 9-2278). Executives: E. R. 
Anderson, president; H. B. Nichols, sec- 
retary and treasurer; P. W. Stewart, di- 
rector, marketing and research. Branch 
office: 309-53 State St., Boston, Mass. 

BOOZ-FRY-ALLEN & HAMILTON, 135 S. 

LaSalle St., Chicago, 111. (State 8344). 
Branch office: 285 Madison Ave., New 



262 



RESEARCH ORGANIZATIONS— Continued 



York (Caledonia 5-1223); Mark Cresap, 
manager. 

WALTER P. BURN & ASSOCIATES, 7 

West 44th St., New York, N. Y. (Murray 
Hill 2-7462). Executives: Walter P. Burn, 
president; William Noble, vice-president; 
William G. Davis, research director; 
Edgar Felix, technical director; Allen 
Howard, art director; Charles Finsilver, 
E. Hoffman, H. Schwabik. 

CANADIAN FACTS, REGISTERED, 100 

Adelaide St., West, Toronto, Ont., 
Canada (Adelaide 2067). Executives: 
N. P. Colwell, general manager; Ethel 
Fulford, director of personnel; J. Myles 
Leckle, chief statistician. Supervising 
branches: Halifax, Charlottetown, St. 
John. Moncton, Fredericton, Quebec, 
Montreal, Ottawa, Kingston, Hamilton, 
London, Windsor, Sudbury, Winnipeg, 
Regina, Saskatoon, Calgary, Lethbridge, 
Edmonton, Trail, Kamloops, Vancouver, 
Victoria. Sub-branches: Located in 76 
cities. 

PAUL T. CHERINGTON, 9 Rockefeller 
Plaza, New York, N. Y. (Circle 6-0926). 

COOPERATIVE ANALYSIS OF BROAD- 
CASTING, 330 West 42nd St., New York, 
N. Y. (Medalion 3-3898). Governing 
Committee: Dr. D. P. Smelser, Procter & 
Gamble Co., chairman; Dr. George Gal- 
lup, Young & Rubicam, Inc., treasurer; 
A. W. Lehman, manager and secretary; 
C. H. Lang, General Electric Co.; A. 
Wells Wilbor, General Mills, Inc.; L. D. 
H. Weld, McCann-Erickson, Inc. 

CROSSLEY, INC., Princeton, N. J. Presi- 
dent and treasurer; Archibald M. Cross- 
ley. Branch office: 330 West 42nd St., 
New York City (Bryant 9-5462). 

FACTS, INC., 420 Lexington Ave., New 
York, N. Y. (Mohawk 4-2669). 

ROY S. FROTHINGHAM, 111 Sutter St., 
San Francisco, Calif. (Douglas 6446). 
Branch offices: None, as such; represen- 
tatives in leading cities of 11 western 
states. 

C. E. HOOPER, INC., 51 East 42nd St., New 
York, N. Y. (Vanderbilt 6-4630). Ex- 
ecutives: C. E. Hooper, president; E. A. 
Tomsett, vice-president; H. G. Boyd, 
radio service manager; Edythe F. Bull, 
field staff director. 

HOOPER-HOLMES BUREAU, INC., THE, 

102 Maiden Lane, New York, N. Y. 



(Beekman 3-5500). Executives: John J. 
King, president; Clarence P. Bryant, 
vice-president; Edward King, secretary 
and treasurer; Miss E. C. Pond, executive 
secretary; Chester E. Haring, director, 
market research division; J. Charles 
King, director of sales; David G. Fenelon 
supervisor. Branch offices: Offices in 80 
cities in the U. S. and Canada. 

IRWIN & IRWIN, 1627 Locust St., St. 
Louis Mo. (Republic 3179). Executive in 
charge: M. C. Irwin, manager. 

JOINT COMMITTEE ON RADIO RE- 
SEARCH, 1750 Graybar Bldg., 420 Lex- 
ington Ave., New York, N. Y. (Mohawk 
4-7982). Executives: John Benson, chair- 
man; E. DeWitt Hill, treasurer: L. D. H. 
Weld, chairman of technical committee. 

HELEN KING, 17 East 48th St., New York, 
N. Y. (Wickersham 2-1127-8). 

WALTER MANN & STAFF, 350 Madison 
Ave., New York, N. Y. (Murray Hill 
2-3479). Executives: Walter Whittseley 
Mann, president; Homer J. Bueckel- 
muller and Frank Persky, account exec- 
utives; Theodora Van Doom, chief, edi- 
torial department. 

MARKET DATA SERVICE, INC. (Divi- 
sion of Walter P. Burn & Associates) 7 
West 44th St., New York, N. Y. (Murray 
Hill 2-7462). Executives: W. G. Davis, 
president; W. Noble, vice-president; 
Walter P. Burn, secretary-treasurer. 

MARKET RESEARCH CORPORATION 
OF AMERICA, 444 Madison Ave., New 
York, N. Y. (Plaza 3-8920). Executives: 
Percival White, president; Pauline 
Arnold, vice-president. 

MARKET RESEARCH OF CLEVELAND, 
INC., 435 Schofield Bldg., Cleveland, O. 
(Cherry 4710). Executives: Albert E. 
Strass, president; Norman A. Ryan, vice- 
president; Ethel R. Petre, secretary, 
treasurer. Branch office: Bennie Lee 
Easterling, 2108 Cleneay, Cincinnati 
(Jefferson 2716). 

MEDIA RECORDS, INC., 354 Fourth Ave., 
New York, N. Y. (Murray Hill 5-9376). 
President: Charles' Rock. Branch offices: 

Daily News Bldg., Chicago; 174 E. Long 
St., Columbus; 25 Kearny St., San Fran- 
cisco. 

NATIONAL RADIO AUDITORS, 350 

Madison Ave., New York, N. Y. (Murray 
Hill 2-3479). Executives: William H. 
Appleby, managing director; Claire 



263 



RESEARCH ORGANIZATIONS— Continued 



Cummings, executive secretary. Branch 
office: Convention Hall, Atlantic City, 
N. J. (Atlantic City 4-6538); William H. 
Appleby, in charge. 

A. C. NIELSEN CO., 2101 Howard St., Chi- 
cago, 111. (Hollycourt 6100). Executives: 
Arthur C. Nielsen, president; James O. 
Peckham, Frederick K. Leisch, Hugh L. 
Rusch, vice-presidents. Branch offices: 
500 Fifth Ave., New York (Pennsylvania 
6-7126); London, England. 

R. L. POLK & CO. (Market Research 
Division), 431 Howard St., Detroit, Mich. 
(Cadillac 9470). Manager: H. H. Geddes. 
Branch offices: 354 Fourth Ave., New 
York; 401 N. Broad St., Philadelphia; 113 
St. Claire, N. E., Cleveland; 367 W. Adams, 
Chicago; 411 N. 10th St., St. Louis. 

PSYCHOLOGICAL CORP., 522 Fifth Ave., 
New York, N. Y. (Murray Hill 2-2145). 
Executives: Paul S. Achilles, managing 
director; Henry C. Link, secretary- 
treasurer, head of market research divi- 
sion. 

PUBLISHERS' INFORMATION BUREAU, 
INC., NATIONAL ADVERTISING REC- 
ORDS, 799 Broadway, New York, N. Y. 
(Stuyvesant 9-7334). Executives: Anne 



R. Edgerly, president; Mrs. S. E. Barnes, 
vice-president; Mrs. Mae B. Irbing, 
treasurer. Branch office: 333 N. Michi- 
gan Ave., Chicago (Randolph 3442). 

ELMO ROPER, 30 Rockefeller Plaza, New 
York, N. Y. (Circle 6-7164). Executives: 
Elmo Roper, Robert Williams, Arthur B. 
Chivvis, Carolyn Crusius. 

ROSS FEDERAL RESEARCH CORP., 18 

East 48th St., New York, N. Y. (Plaza 
3-6500). Executives: H. A. Ross, presi- 
dent, treasurer; D. A. Ross, general man- 
ager, vice-president; C. B. Ross, director 
of research, vice-president; R. E. Ross, 
vice-president in charge of theatre 
operations; F. X. Miske, secretary; Don- 
ovan Hall, director of advertising and 
sales promotion; W. I. Brown, Walter O. 
Anderson, Harold Lund, J. A. Kraker 
and Ruel G. Williams, executive district 
managers. Branch officers: In all prin- 
cipal cities. 

ELSIE M. RUSHMORE, 551 Fifth Ave., 
New York, N. Y. (Murray Hill 2-3053). 
Executives: Elsie M. Rushmore, Mrs. 
William Meigs, Jr. 

DANIEL STARCH, 420 Lexington Ave., 

New York, N. Y. (Mohawk 4-6624). 



RADIO NEWS SERVICES 

Press associations and other sources supplying news for radio broadcast are 
listed herewith with full particulars. 



ASSOCIATED PRESS, 50 Rockefeller 
Plaza, New York, N. Y. Phone: Circle 
6-4111. Executive assistant: O. S. Gram- 
ling. Branch offices: Bureaus through- 
out the U. S. and all foreign nations. 
Services: Non-profit organization for the 
gathering and distribution of news and 
pictures for member newspapers. Under 
membership regulations, member papers 
may now make arrangements with ad- 
vertisers for sponsored broadcast of AP 
news. 

CHRISTIAN SCIENCE MONITOR, 1 Nor- 
way St., Boston, Mass. Phone: Common- 
wealth 4330. Executives: Volney D. Hurd, 
director of broadcasting. Services: The 

Monitor Views the News, supplied to 
U. S. and foreign radio stations, free of 
charge. 

INTERNATIONAL NEWS SERVICE, 235 

East 45th St., New York, N. Y. Phone: 



Murray Hill 2-0131. Executives: Joseph 
V. Connolly, president; Barry Faris, 
editor-in-chief. Branch offices: Bureau 
and staff correspondents are maintained 
in all principal cities of the U. S. and 
foreign countries. Services: In addition 
to complete day and night wire service 
to clients, the following daily supple- 
mentary printed news copy is delivered 
by mail: Fast Mail; Sports Service. 

PRESS-RADIO BUREAU, INC., 551 Fifth 
Ave., New York, N. Y. Phone: Murray 
Hill 2-5670. Executives: James W. Bar- 
rett, president and editor. Services: News 
reviews, commentaries, and features fur- 
nished stations. 

TRANSRADIO PRESS SERVICE, INC., 

342 Madison Ave., New York, N. Y. 
Phone: Murray Hill 2-4053; 4054. Ex- 
ecutives: Herbert Moore, president; W. 
G. Quisenberry, vice-president ; Dixon 



264 



NEWS SERVICES— Continued 



Stewart, vice-president; Alma Shesnut, 
editor of women's news. Branch offices: 
Bureaus in Chicago, San Francisco, 
Washington, D. C., Atlanta, Boston, 
Detroit, New Orleans, Seattle, Los An- 
geles, Baltimore, Minneapolis, Austin, 
Cincinnati, Columbus, Dallas, Des Moines, 
Hartford, Kansas City, Montgomery, Ala., 
Montreal, Philadelphia, Phoenix, Olym- 
pia, Toronto, Tulsa, Denver; staff cor- 
respondents are also maintained in the 
principal cities of the U. S. and foreign 
countries. Services: Flash and bulletin 
news supplied clients 18-nours-a-day, 
every day; complete sports results; spec- 
ialized news features. 



UNITED PRESS ASSOCIATIONS, News 

Building, 220 East 42nd St., New York, 
N. Y. Phone: Murray Hill 2-0400. Execu- 
tives: Hugh Baillie, president; Edwin 
Moss Williams, general sales manager; 
Clem J. Randau, general business mana- 
ger; Earl J. Johnson, general news mana- 
ger; A. F. Harrison, radio sales mana- 
ger; Webb Artz, radio editor. Branch 
offices: Bureaus and staff correspondents 
are maintained in the principal cities of 
the U. S. and foreign countries. Serr 
vices: Daily news service; feature ser- 
vice (including sports); baseball service, 
inning-by-inning; weekly feature ser- 
vice; all services are by special wire. 



TRANSCRIPTION PRODUCERS 

(Firms marked with an asterisk are MP PA licensees) 



*A & W SOUND SERVICE, 138 West 4th 
Ave., Columbus, O. Phone: University 
7508. Manager: J. E. Anderson. Type of 
services offered: Recordings, air checks. 
Library service: None. (At press time, no 
further information was available). 

AEROGRAM CORP., 1611 Cosmo Street, 
Hollywood, Calif. Phone: Hillside 7211. 
Executives: George H. Bird, president; 
Herman Brugger, vice-president; G. 
Curtis Bird, secretary-treasurer, sales 
director. Representatives: Charles J. 
Basch, Jr., 171 Madison Ave, New York 
City, MU 4-4717; F. R. Jones, 228 N. 
LaSalle St., Chicago, State 5096; Alonzo 
Hawley, Bulkley Bldg., Cleveland, Pros- 
pect 2922. Type of transcriptions manu- 
factured: Lateral cut; all types of wax 
and instantaneous recordings. Library 
service: Dramatized 30 second library 
announcements for specialized indus- 
tries. 

AMERICAN ROYAL PRODUCTIONS, 

1622 Harrison St., Oakland, Calif. Phone: 
Higate 3738. Executives: M. Scott Weak- 
ley, general manager; L. J. O'Rourke, as- 
sistant manager; Fred Howard, con- 
tinuity; David Bain, sales. Type of 
transcriptions manufactured: All types 
of transcriptions, personal recordings, 
air checks, tailor-made shows. Library 
service: None. 

ASSOCIATED BROADCASTING CO., 

LTD., Hermant Bldg., Toronto, Ont„ 
Canada. Phone: Elgin 3345. Executives: 



E. A. Byworth, president; J. C. Tobin, 
transcription manager; A. S. R. Toby, 
recording engineer. Branch office: Do- 
minion Square Bldg., Montreal, Que. 
(Belair 3325); M. Maxwell, vice-presi- 
dent; W. A. Eversfield, secretary- 
treasurer. Type of transcriptions manu- 
factured: Lateral cut, on acetate, for 
both syndicate and custom recordings. 
Library service: None. 

^ASSOCIATED MUSIC PUBLISHERS, 
INC., 25 West 45th Street, New York, 
N. Y. Phone: Bryant 9-0847. (Recording 
Studios, 151 W. 46th St., New York; Ben 
Selvin, general manager). Executives: 
M. E. Tompkins, president; Griffith B. 
Thompson, sales manager. Type of tran- 
scriptions manufactured: Any type, 
both vertical and lateral cut; licensed by 
ERPI to manufacture Western Electric 
wide-range recordings. Library service: 
Two separate services maintained — (1) 
Associated Recorded Program Service, 
containing 2,500 basic selections with 2 
hours of continuous playing time a 
month; all selections vertical cut. (2) 
Syndicated dramatic serials for local sta- 
tion sponsorship, both vertical and 
lateral cut. 

AUDIO-SCRIPTIONS, INC., 1619 Broad- 
way, New York, N. Y. Phone: Circle 
7-7690. Manager: Ezekiel Rabinowitz. 
Type of transcriptions manufactured: 

Studio recordings; "Clipping Bureau of 
the Air." Library service: Library of 
100,000 voices through clipping bureau 
of the air, with daily additions. 



265 



WOODS 
RECORDING STUDIOS 

CHICAGO 

We specialize in 
TRANSCRIPTION RECORDINGS 

• 
SPOT ANNOUNCEMENTS 

• 

RECORDING TRAILERS FOR 
LOCATION SPOT WORK 

• 

TELEVISION EXPERIMENTS 



WOODS RECORDING STUDIOS 

Henry A. Kaufman, President 

9th Floor Woods Bldg., Chicago 

DEArborn 3646 



266 



TRANSCRIPTION PRODUCERS— Continued 



BALDWIN RECORDING STUDIOS, INC., 

17 West 46th St., New York N. Y. Phone: 
Bryant 9-8592. Executives: C. Paul Bald- 
win, president; Paul P. Wrigley, vice- 
president, treasurer. Type of transcrip- 
tions manufactured: All type lateral cut 
recordings, specialize in foreign langu- 
age programs. Library service: None. 

*WALTER BIDDICK CO. (Radio Programs 
Division), Chamber of Commerce Bldg., 
Los Angeles, Calif. Phone: Richmond 
6184. Manager: T. N. Turner. Library 
Service: None. (At press time no further 
information was available.) 

*E. V. BRINCKERHOFF & CO., INC., 29 

West 57th St., New York, N. Y. Phone: 
Plaza 3-3015. Executives: E. V. Brinck- 
erhoff, president. Type of transcriptions 
manufactured: All types of transcrip- 
tions, in own studios for regulation re- 
producing tables, or by remote control 
through permanent wires; also syncro- 
nized slide-films, etc. (Also see Time 
Abroad, with which this company is af- 
filiated.) Library service: None. 

BROADCASTERS MUTUAL TRAN- 
SCRIPTION SERVICE, INC., 818 S. 

Kingshighway Blvd., St. Louis, Mo. 
Phone: Franklin 2060. Executives: J. F. 
Eschen, president; J. M. Althouse, vice- 
president, general manager; Charles E. 
Harrison, secretary-treasurer, commer- 
cial manager. Representatives: Walter 
Biddick Co., Radio Programs Division, 
Los Angeles, San Francisco and Seattle; 
Charles Michelson, 545 Fifth Ave., New 
York. Type of transcriptions manufac- 
tured: Lateral cut, 33 1/3 and 78 R.P.M. 
Library service: None. 

CHAMPION RECORDING CORP., 17 West 

60th St., New York, N. Y. Phone: Colum- 
bus 5-4445-6. Executives: Joy J. Pierri, 
president; Joseph L. Victoris, vice-presi- 
dent. Type of transcriptions manufac- 
tured: Off-the-air checks, studio record- 
ings. Library service: None. 

* COLUMBIA RECORDING CORP. (form- 
erly American Record Corp.) a subsi- 
diary of Columbia Broadcasting System, 
1473 Barnum Ave., Bridgeport, Conn. 
Executive: Edward Wallerstein, presi- 
dent. Type of transcriptions manufac- 
tured: Lateral cut, for regulation repro- 
ducing table; pressings for independent 
recorders. Library service: None. 

DAVIS & SCHWEGLER, INC., 1009 W. 
Seventh St., Los Angeles, Calif. Phone: 
Trinity 2006. Recording & Processing 
Plant: Occidental & Council Sts., Los 
Angeles. Executives: Paul Schwegler, 



president; Herbert H. Aronson, execu- 
tive vice-president; Kenneth C. Davis, 
sceretary-treasurer; Henry H a r t m a n 
vice-president in charge of production; 
Carl Haverlin, radio exploitation; Rich- 
ard Coburn, chief of staff. Branch office: 
Robert F. Warner & Associates, 11 West 
42nd St., New York City. Type of tran- 
scriptions manufactured: Lateral cut, 
33 1/3 R.P.M. Library service: Furnish 
64 new selections each month in follow- 
ing classifications: dance (swing, fox 
trots, waltzes); salon (semi-classical, 
ballads); trios and quartettes; tangoes 
and rhumbas; novelty (miscellaneous): 
Westerns, Hawaiian. 

*DECCA RECORDS, INC., 50 West 57th 
Street, New York, N. Y. Phone: Colum- 
bus 5-5662. Executives: C. D. MacKin- 
non, manager of transcriptions division. 
Branch offices: 22-24 W. Hubbard St., 
Chicago; Sellman C. Schulz, manager. 
Type of transcriptions manufactured: 
Lateral cut, for regulation reproducing 
table (33 1/3 R.P.M. ). Library service: 
None. 

DOMINION BROADCASTING CO., 4 

Albert St., Toronto, Ont., Canada. Phone: 
Adelaide 3383. Manager: H. B. Williams. 
Branch office: Affiliated with Inland 
Broadcasting Service, 171 McDermot 
Ave., Winnipeg, Manitoba. Type of tran- 
scriptions manufactured: Lateral cut, 
33 1/3 and 78 R.P.M. Library service: 
None, as such, but the firm is Canadian 
representative for Bosworth Library, 
London, England. 

ECCLES DISC RECORDINGS, 6233 Holly- 
wood Blvd., Hollywood, Calif. Phone: 
Hillside 5257. Manager: C. R. Alford. 
Type of transcriptions manufactured: 

Lateral cut, 33 1/3 and 78 R.P.M. 
Library service: None. 

ELECTRO-VOX RECORDING STUDIOS, 

5546 Melrose Ave., Hollywood, Calif. 
Phone: Gladstone 2189. Owner, general 
manager: Bert B. Gottschalk. Type of 
transcriptions manufactured: Instan- 
taneous acetate and processed type with 
either flexible or shellac pressings in 
sizes of 10, 12 and 16 inches; lateral cut 
at 33 1/3 and 78 R.P.M. Library service: 
None. 

^FEDERAL TRANSCRIBED PROGRAMS, 
INC., 101 Park Ave., New York, N. Y. 
Phone: Caledonia 5-7530-31. President, 
general manager: A. R. Steinberg. Type 
of transcriptions manufactured: All 
types, lateral cut at 33 1/3 and 78 R.P.M.; 
foreign language programs, off-the-air 



267 



TRANSCRIPTION PRODUCERS— Continued 



recordings, studio auditions and record- 
ings. Library service: None. 

GENERAL BROADCASTING SYSTEM, 

INC., 500 Buhl Bldg., Detroit, Mich. 
Phone: Cherry 0400. Executives: Donald 
C. Jones, president, treasurer; Raymond 
C. Leonard, vice-president, sales man- 
ager; Richard Borden, production man- 
ager. Branch office: Bulkley Bldg., 
Cleveland (Prospect 4735); Bob Havi- 
land, manager. Type of transcriptions 
manufactured: Both lateral and vertical 
cut recordings at 33 1/3 and 78 R.P.M.; 
also slide-films, etc. Library service: 
None. 

*GENNETT RECORDS (Division of Starr 
Piano Co.), Richmond, Ind. Phone: 1117. 
Branch offices: 729 Seventh Avenue, 
New York; Thomas J. Valentino, man- 
ager. 1344 S. Flower Street, Los Angeles; 
Harry Gennett, Jr. Type of transcrip- 
tions manufactured: Any type in 10, 12 
and 16-inch sizes, either at 33 1/3 or 78 
R.P.M.; Gennett Sound Effects and trans- 
criptions for chapels and skating rinks 
are recorded on 10-inch records at 78 
R.P.M. Library service: None. (Note: 
Starr Piano Co. of California, owned by 
the same interests, but operating as a 
separate corporation, also manufactures 
same type transcriptions.) 

*JEAN V. GROMBACH, INC., 113 West 
57th St., New York, N. Y. Phone: Circle 
6-6540. Executives: Capt. Jean V. Grom- 
bach, president; M. Kearney, treasurer; 
Chester Boggs, chief engineer; T. Sills, 
in charge of production. Type of tran- 
scriptions manufactured: Both lateral 
and vertical cut, 33 1/3 and 78 R.P.M. ; 
both studio recording and remote control 
from permanent lines. Library service: 
None. (Grombach Productions, Inc., pro- 
gram producers (q.v.) has the same 
officers and directors as this organiza- 
tion, but is a separate company inas- 
much as there is no interchange of 
stock. ) 

H. S. G. ADVERTISING AGENCY, INC. 

420 Madison Ave., New York, N. Y. 
Phone: Wickersham 2-3338-39. Execu- 
tives: Harry S. Goodman, president-treas- 
urer; Harold Krelstein, vice-president; 
H. Knuth, secretary. Type of transcrip- 
tions manufactured: Recordings at 33 1/3 
R.P.M. Library service: Recordings for 
sponsors: jewelers, opticians, furniture 
dealers, beauty parlors, etc. 

HOLLYWOOD RECORDING CO., 1731 N. 
Highland Ave., Hollywood, Calif. Phones: 
Hillside 3097; Gladstone 2191. Execu- 



tives: John Hirsch, president, recorder; 
Jack Preston, associate recorder. Type 
of transcriptions manufactured: Lateral 
cut, 33 1/3 and 78 R.P.M.. Library ser- 
vice: None. 

*KASPER-GORDON STUDIOS, INC., 140 

Boylston St., Boston, Mass. Phone: 
Devonshire 7357-58. Executives: Edwin 
H. Kasper, president, production mana- 
ger; Aaron S. Bloom, secretary-treas- 
urer, director commercial department; 
Edmund N. Buzzell, manager recording 
division; Robert W. Graham, assistant 
production manager; Ralph R. Giffen 
and George Fisher, sales; M. McQuillan, 
program sales. Branch office: 9 Rocke- 
feller Plaza, New York (Circle 7-4560); 
William B. Gellatly, director. Type of 
transcriptions manufactured: Lateral cut; 
dramatic syndicated productions and 
tailor-made. Library service: None. 

KENNEDY KUT RECORDING CO., 221 

Chronicle- Bldg., San Francisco, Calif. 
Phones: Sutter 1235; Bayview 0852. Ex- 
ecutives: David W. Kennedy, manager; 
John Wolfe, sales manager; Caryl Cole- 
man, program manager; Marianne Sin- 
clair, secretary-treasurer. Type of tran- 
scriptions manufactured: Processed 
master, or instantaneous, lateral cut at 
33 1/3 and 78 R.P.M.; custom built re- 
cordings; portable recording service for 
delayed broadcast. Library service: 
None. 

*C. P. MacGREGOR (formerly MacGregor 
& Sollie, Inc.), 729 S. Western Avenue, 
Hollywood, Calif. Phone: Fitzroy 4191. 
Executives: C. P. MacGregor, president; 
Paul Quan, treasurer; M. J. Mara, sales 
manager. Type of transcriptions manu- 
factured: Lateral cut, for regulation re- 
producing table. Library service: Two 
separate services maintained — (1) A 
musical library consisting of 700 basic 
selections, plus 40 new selections a 
month, 48 strips of continuity a week, 
and merchandising helps; (2) A dra- 
matic library consisting of 24 quarter- 
hour programs a week, plus merchandis- 
ing helps. 

M A K - A - RECORD TRANSCRIPTION 
CO., 640 Riverside Drive, New York, 
N. Y. Phone: Edgecombe 4-7267. Execu- 
tives: Owen M. Seelig, president, owner; 
Dorothy E. Cimarosa, secretary; Alfred 
E. Seelig, treasurer. Branch office: 
Chamber of Commerce Bldg., Pittsburgh, 
Pa. (Court 2991); Glenn M. Comstock, 
in charge of sales. Type of transcrip- 
tions manufactured: Vertical cut record- 
ings at 33 1/3 and 78 R.P.M.; sound ef- 
fects. Library service: None. 



268 



TRANSCRIPTION PRODUCERS— Continued 



r. u. Mcintosh & associates, inc., 

10558 Camarillo St., North Hollywood, 
Calif. Phone: Stanley 71035. Executives: 
R. U. Mcintosh, president; M. Mcintosh, 
vice-president; Agnetta Petersen, secre- 
tary. Type of transcriptions manufac- 
tured: Lateral cut, 33 1/3 R.P.M. Library 
service: Limited library service to small 
stations only. 

*MERTENS & PRICE, INC., 3923 W. Sixth 
St., Los Angeles, Calif. Phone: Drexel 
1118. Executives: Fred C. Mertens, pres- 
ident, in charge of sales; George Logan 
Price, secretary-treasurer, in charge of 
production and promotion. Representa- 
tives: Charles Michelson, 545 Fifth Ave., 
New York (Murray Hill 2-3376); Cough - 
lin & Co., 505 N. Michigan Ave., Chi- 
cago; Gene Goldbach, Richardson Bldg., 
Toledo; C. N. Mullican, Realty Bldg., 
Louisville; Harold S. Chamberlin, 681 
Endicott Bldg., St. Paul (Garfield 4895); 
Broadcasting - Programme - Service, 12 
Rue Abel-Ferry, Paris, France; Ameri- 
can Radio Transcription Agencies, Savoy 
House, 29 Bligh St., Sydney, N. S. W., 
Australia. Type of transcriptions manu- 
factured: Lateral cut waxes produced in 
own studios. Library service: The Sun- 
day Players Bible Dramas, 52 half-hour 
programs; Leisure House, 156 quarter- 
hour programs for electrical industry; 
Wade Lane's Home Folks, 52 quarter- 
hour programs; Leisure Kitchen, 40 
quarter-hour programs; Have You 
Heard?, 5-minute spots; The Fullness of 
Jimes, half-hour religious drama series. 

CHARLES MICHELSON, 545 Fifth Ave., 
New York, N. Y. Phone: Murray Hill 
2-3376. President: Charles Michelson. 
Branch office: Michelson & Sternberg, 
Inc., 116 Broad St., New York (Bowling 
Green 9-8925); A. Michelson, manager. 
Type of transcriptions manufactured: 
None: Functions as distributors for Pa- 
cific Coast transcription firms; all re- 
cordings supplied on lateral cut 33 1/3 
and 78 R.P.M. Library service: 50 vari- 
ous series of dramatic, educational and 
musical programs; also exclusive distrib- 
utors of Speedy-Q library, comprising 
over 1,000 sound effects. 

♦MID-WEST RECORDINGS, INC., 4835 
Minnetonka Blvd., St. Louis Park, Minn. 
Phone: Walnut 9131. Executives: Harold 
D. Field, president; D. E. Field, treas- 
urer; Kermit L. Sueker, general mana- 
ger. Type of transcriptions manufac- 
tured: Lateral cut at 33 1/3 or 78 R.P.M. 
for regulation reproducing table. Li- 
brary service: None. 

GEORGE MILLER PRODUCTIONS, INC., 



Birmingham, Mich. Executive: George 
Miller, president. Type of transcriptions 
manufactured. Lateral cut recordings 
at 33 1/3 R.P.M. Library service: None. 

MUSICRAFT RECORDS, INC., 10 West 
47th St., New York, N. Y. Phone: Bry- 
ant 9-6565. Executives: Milton L. Rein, 
president; Henry Cohen, treasurer; Duane 
M. Davis, manager of transcription de- 
partment. Type of transcriptions manu- 
factured: Lateral cut, 33 1/3 and 78 
R.P.M. Library service: One - minute 
spot recordings. 

*NATIONAL BROADCASTING COM- 
PANY, INC., RCA Building. Radio City, 
New York, N. Y. Phone: Circle 7-8300. 
Executives: C. Lloyd Egner. manager; 
Frank E. Chizzini, assistant manager; 
Reginald Thomas, program director. 
Branch office: Merchandise Mart, Chi- 
cago; Maurice Wetzel, manager. Type 
of transcriptions manufactured: NBC 
Thesaurus Service, syndicated series, 
reference recordings; all lateral cut, for 
any standard make equipment. Library 
service: NBC Thesaurus, with 2,600 basic 
selections, 52 monthly selections, 22 
hours of continuity a week, plus sales 
promotion material. 

NATIONAL RADIO ADVERTISING 
AGENCY, 301 Hollywood Center Bldg., 
Hollywood, Calif. Phone: Hempstead 
1551. President, general manager: D. D. 
Crawford. Type of transcriptions manu- 
factured: Lateral cut, 33 1/3 R.P.M. Li- 
brary service: None. 

NATIONAL TRANSCRIPTION AND RE- 
CORDING STUDIO, 1040 Geary St., San 
Francisco. Calif. Phone: Ordway 3671. 
Executives: Max Graf manager; Charles 
H. Hill, auditor. Type of transcriptions 
manufactuerd: All types of lateral cut 
recordings at 33 1/3 and 78 R.P.M.; sound 
truck maintained with portable record- 
ing equipment and public address 
system. Library service: None. 

*RCA MANUFACTURING COMPANY, 
INC., Camden, N. J. Executives: Frank 
B. Walker, manager of activities through- 
out the country. Branch offices: 155 E. 

24th St., New York; George L. Keane, 
manager. 445 Lake Shore Drive, Chi- 
cago; Edwin G. Foreman, Jr., manager. 
1016 North Sycamore Ave., Hollywood; 
Harry A Meyerson, manager. Type of 
transcriptions manufactured: Vertical or 
lateral cut, the latter for regulation re- 
producing table. Library service: None, 
as such, but act as recorders and manu- 
facturers for NBC Thesaurus, Standard 
Radio, Inc., and Lang-Worth libraries. 



269 



TRANSCRIPTION PRODUCERS— Continued 



RADIO ATTRACTIONS, INC., 1270 Sixth 
Ave., New York, N. Y. Phone: Circle 
7-4483. President: Herbert R. Ebenstein. 
Type of transcriptions manufactured: 

Lateral cut, 33 1/3 R.P.M; producers and 
distributors of The Shadow of Fu 
Manchu. Library service: None. 

RADIO CENTRE LIMITED, 100 Adelaide 
St. W., Toronto, Ont., Canada. Phones: 
Waverley 2036-2846. Executives: George 
A. Wright, manager; Ralph Snelgrove, 
recording engineer; Austin Keogh, sales 
manager; David Fenn, transcription sup- 
ervisor. Branch office: 127 Seventh Ave., 
E., Calgary, Alberta (Main 5204); M. H. 
Pitcher, manager. Type of transcriptions 
manufactured: Lateral cut, 33 1/3 and 78 
R.P.M. ; syndicated and custom transcrip- 
tions; air checks, etc. Library service: 
None, as such, but are Canadian repre- 
sentatives for library service of Davis 
& Schwegler (q.v.). 

*RADIO RECORDERS, INC., 932 North 
Western Ave., Hollywood, Calif. Phone: 
Hollywood 3917. Executives: F. H. Win- 
ter, president; J. C. Brundage, vice- 
president; E. F. Dummel, treasurer; Dar- 
rell Minkler, secretary; J. Joseph Sam- 
eth, sales and production manager. Type 
of transcriptions manufactured: Lateral 
cut. Library service: None. 

RADIO RECORDING STUDIO, 16 19 

Broadway, New York, N. Y. Phone: Co- 
lumbus 5-9037. Manager: A. Moran. 
Type of transcriptions manufactured: 

Off the air recordings, studio recordings, 
electrical transcriptions. Library ser- 
vice: None. 

*RADIO TRANSCRIPTION CO. OF 
AMERICA, LTD., Hollywood Blvd. at 
Cosmo, Hollywood, Calif. Phone: Holly- 
wood 3545. Executives: Andrew J. 
Schrade, president, general manager; 
Lindsay MacHarrie, production manager; 
Clyde L. Wood, station relations man- 
ager; Esther L. Donnan, office manager; 
Stuart MacHarrie, Jos. G. Corey, W. H. 
Schaeffer, field managers. Type of 
transcriptions manufactured: Quarter- 
hour programs. Library service: None. 

REC-ART STUDIOS, Radio Center Bldg., 
1120 S. Main St., Los Angeles, Calif. 
Phone: PR 9232. Executives: Al Naza- 
reth, general manager; A. Nazareth, re- 
cording manager; A. Norman, musical 
director; Helen Thayer, radio produc- 
tion. Type of transcriptions manufac- 
tured: Lateral cut recordings at 33 1/3 
and 78 R.P.M. Library service: None. 



*RECORDINGS, INC., 5505 Melrose Ave., 



Hollywood, Calif. Phone: Hillside 6138. 
Executive: Elmer Avery, president and 
vice-president. Type of transcriptions 
manufactured: Any type. Library serv- 
ice: None. 

ROTH & BERDUN, 4464 Cass Ave., De- 
troit, Mich. Phone: Temple 1-2552. Exec- 
utives: Charles Roth, Cecil Berdun. Type 
of transcriptions manufactured: Lateral 
cut recordings, 33 1/3 and 78 R.P.M. 
Library service: None. 

SHRYOCK RADIO CO., Penn A. C. Bldg., 
Rittenhouse Square, Philadelphia, Pa. 
Phones: Pennypacker 4404-05, 3300; Race 
1308. Executives: J Richard Shryock, 
proprietor; Nace Hopple, manager; Law- 
rence Oebbecke, recording engineer. 
Type of transcriptions manufactured: 
Any size lateral cut transcriptions; off 
the air recordings. Library service: 
None. 

EDWARD SLOMAN PRODUCTIONS, 
INC., 8782 Sunset Blvd., Hollywood, 
Calif. Phone: Crestview 12242. Execu- 
tives: Edward Sloman, president; Sam 
Kerner, vice-president, general manager; 
Leslie Sloman, secretary. Representa- 
tives: Telecast Corp. of America, Holly- 
wood; Kasper-Gordon, Inc., Boston. Type 
of transcriptions manufactured: Lateral 
cut for regulation reproducing table; 
custom-built dramatic, musical and va- 
riety shows. Library service: None. 

* STANDARD RADIO, 6404 Hollywood 
Blvd., Hollywood, Calif. Phone: Hillside 
0188. Executives: Gerald King, general 
manager; Don Allen, production man- 
ager. Branch office: 180 N. Michigan 
Ave., Chicago; M. M. Blink, general 
manager; Alex Sherwood, sales manager. 
Type of transcriptions manufactured: 
Lateral cut, made by RCA Mfg. Co.; 12 
and 16-inch records at 33 1/3 R.P.M, 
sound effects at 78 R.P.M. Library ser- 
vice: Standard Program Library Ser- 
vice for domestic and foreign stations. 

TECHNISONIC RECORDING LABORA- 
TORIES, 818 S. Kingshighway Blvd., 
St. Louis, Mo. Phone: Franklin 2060. 
Co-owners: James M. Althouse, Charles 
E. Harrison. Type of transcriptions 
manufactured: Lateral cut, 33 1/3 and 78 
R.P.M.; syndicate slide-film records; air 
checks. Library service: None. 

TIME ABROAD, INC., 29 West 57th St., 
New York, N. Y. Phones: Plaza 3-3015- 
6-7. Cable address: Timab. Executives: 
John Donohue, in charge of sales; E. P. 
Kampf, in charge of engineering. Type 
of transcriptions manufactured: Both 



270 



TRANSCRIPTION PRODUCERS— Continued 



lateral and vertical cut recordings, in 
own studios or by remote control 
through permanent lines; also slide- 
films, etc. Library service: None. 

TITAN PRODUCTION CO., INC., 1040 
Geary St., San Francisco, Calif. Phone: 
Ordway 3671. Affiliated recording stu- 
dios in Los Angeles. Branch offices: 
New York, Chicago, Los Angeles. Type 
of transcriptions manufactured: Lateral 
cut, for regulation reproducing table; 
acetate direct recordings; recording 
equipment. Library service: Consisting 
of public domain numbers only. Pro- 
gram service of mystery serials, com- 
edies and special features. 

*TRANSAMERICAN BROADCASTING & 
TELEVISION CORP., 1 East 54th St., 
New York, N. Y. Phone: Plaza 5-9800. 
Executives: John L. Clark, president; 
E. J. Rosenberg, vice-president. Branch 
offices: 333 N. Michigan Ave., Chicago 
(State 0366); DeWitt C. Mower, in charge. 
5833 Fernwood Ave., Hollywood (Holly- 
wood 5315); William Ray in charge. 
Type of transcriptions manufactured: 
Both lateral and vertical cut. Library 
service: None. 

TWENTIETH CENTURY RADIO PRO- 
DUCTIONS, 1611 Cosmo Street, Holly- 
wood, Calif. Phone: Granite 9021. Ex- 
ecutive: Archie Josephson, manager. 
Type transcriptions manufactured: Lat- 
eral cut recordings. Library service: 
None. 

UNITED BROADCASTING CO., 134 N. 

LaSalle St., Chicago, 111. Phone: Andover 
1685. Executives: William L. Klein, radio 
director; Egmont Sonderling, commer- 
cial manager. Type of transcriptions 
manufactured: Acetate recordings, 33 1/3 
and 78 R.P.M. Library service: None; at 
press time, however, such a service was 
contemplated. 

UNIVERSAL RECORDING CO., INC., 

RKO Bldg., New York, N. Y. Phone: 
Circle 5-4895. General manager: Lester 
Troob. Type of transcriptions manu- 
tured: Vertical and lateral cut, 33 1/3 
and 78 R.P.M. Library service: None. 



WITTE RADIO PRODUCTIONS, 740 S. 

Broadway, Los Angeles, Calif. Phone: 
Vandike 5436. Owner: I. O. Witte. Type 
of transcriptions manufactured: Lateral 
cut 33 1/3 R.P.M.; one, five and 15- 
minute comedy and drama. Library ser- 
vice: None. 

WOODS RECORDING STUDIOS, 54 W. 

Randolph St., Chicago, 111. Phone: Dear- 
born 3646. Executives: Henry A. Kauf- 
man, president; J. D. Slutzky; Lee 
Stremlau, chief recorder. Type of trans- 
criptions manufactured: Both lateral and 
vertical cut, at 33 1/3 and 78 R.P.M. 
Library service: None. 

*WOR ELECTRICAL TRANSCRIPTION 
& RECORDING SERVICE, 1440 Broad- 
way, New York, N. Y. Phone: Pennsyl- 
vania 6-8383. Executive: Ray S. Lyon, 
manager. Type of transcriptions manu- 
factured: Lateral cut at 33 1/3 and 78 
R.P.M.; master records and low surface 
noise pressings. Also offer complete dis- 
tribution service. Library service: None. 

*WORLD BROADCASTING SYSTEM, 711 

Fifth Avenue, New York, N. Y. Phone: 
Wickersham 2-2100. Executives: P. L. 
Deutsch, president. Branch offices: 301 
E. Erie St., Chicago; Read Wight, man- 
ager. Wardman Park Hotel, Washington, 
D. C; H. A. La Fount, manager. 1000 
North Seward St.. Hollywood, Cal.; Pat 
Campbell, manager. 1050 Howard St., 
San Francisco; C. C. Langevin, man- 
ager. Type of transcriptions manufac- 
tured: Vertical and lateral cut at 33 1/3 
R.P.M. Library service: World Program 
Service, with 2,500 musical selections 
recorded by the vertical method. 

TAPE TRANSMISSION 

MILLER BROADCASTING SYSTEM, 

INC., 113 West 57th St., New York, N. Y. 
Phone: Circle 6-0141. Executives: James 
A. Miller, president; C. M. Finney, vice- 
president, treasurer; E. B. McCutcheon, 
secretary; David D. Chrisman, commer- 
cial manager. Type of services offered: 
"Tape Transmission" — programs en- 
graved on Millertape by the use of a 
sapphire stylus; this type of recording, 
like motion picture film, can be cut and 
edited. Library service: None. 



271 



RADIO CORRESPONDENTS' ASSOCIATION 

(Radio correspondents now admitted to the White House and Capitol press conferences; 
this list was compiled June 15, 1939, and is somewhat tentative) 

OFFICERS: Fulton Lewis, Jr., president; NATIONAL BROADCASTING CO.: Wil- 

Albert L Warner, vice-president; Wil- liam R. McAndrew; Carleton Smith; 

liam R. McAndrew, secretary; Fred Charles Barry; H. R. Baukhage; Tom 

Morrison, treasurer. Knode; Rex Lampman; Earl Godwin. 

COLUMBIA BROADCASTING SYSTEM: RADION NEWS ASSN.: John Reddy; 

Albert L. Warner; Ann Gillis; James Howard Lampman; Harvey Roessler. 

Hurlbut; William Slocum; John Charles TRANSRADIO PRESS: Macon Reed; Fred 

a y# Harmon; Robert Moore; Theodore Noun; 

MONTANA NETWORK- Fd Cooler Fred Morrison ' Gertrude Chestnut; 

MONTANA NETWORK. iLd Cooper. Edwin A K ampmann; Tom W. Davis. 

MUTUAL BROADCASTING SYSTEM: RADIO STATION WMAL: W. E. Coyle. 
Fulton Lewis, Jr.; Stephen McCormick; 
Frank Blair, Walter Compton. YANKEE NETWORK: Francis Tully. 



BOOKS BY TYPES: 1934—1938 

Basic material for this compilation was provided by The Publishers' Weekly. Plain 
figures indicate new books; figures enclosed in parentheses indicate new editions of old 
works. 



1938. 1937. 1936. 1935. 1934. 

Philosophy 89 (15) 128 (24) 107 (13) 154 (31) 186 (27) 

Religion 790 (31) 767 (44) 684 (26) 536 (52) 579 (23) 

Sociology, Economics 758 (80) 693 (60) 489 (46) 616 (75) 622 (52) 

Law 114 (34) 128 (21) 108 (41) 65 (28) 51 (11) 

Education 295 (18) 318 (16) 301 (31) 234 (32) 164 (15) 

Philology 266 (29) 279 (18) 173 (49) 164 (33) 151 (38) 

Science 423 (102) 382 (91) 371 (110) 331 (104) 314 (70) 

Technical Books.... 319 (135) 252 (90) 275 (115) 154 (65) 153 (41) 

Medicine, Hygiene.. 293 (97) 338 (147) 291 (115) 196 (102) 264 (86) 

Agricul., Gardening. 115 (21) 98 (32) 110 (30) 73 (12) 48 (9) 

Domestic Economy.. 73 (16) 73 (20) 78 (32) 44 (13) 67 (12) 

Business 299 (60) 271 (47) 206 (28) 160 (33) 143 (16) 

Fine Arts 252 (35) 276 (26) 211 (19) 189 (20) 152 (12) 

Music 106 (18) 79 (13) 112 (15) 69 (11) 46 (6) 

Games, Sports 193 (20) 204 (26) 219 (24) 152 (23) 110 (24) 

General Literature.. 508 (54) 299 (38) 473 (87) 372 (74) 282 (77) 

Poetry, Drama 698 (46) 673 (81) 679 (129) 473 (121) 503 (58) 

Fiction 1,217 (446) 1,355 (541) 1,327 (572) 1,362 (677) 1,356 (543) 

Juvenile 895 (146) 853 (114) 701 (142) 532 (138) 466 (135) 

History 776 (81) 863 (71) 667 (86) 359 (88) 433 (54) 

Geography, Travel.. 317 (49) 280 (47) 284 (61) 174 (38) 220 (44) 

Biography 604 (58) 596 (64) 626 (73) 471 (77) 435 (50) 

Miscellaneous 64 (12) 68 (8) 92 (8) 34 (5) 43 (7) 

Totals 9,464 (1,603) 9,273 (1,639) 8,584 (1,852) 6,914 (1,852) 6,788 (1,410) 



272 



PROGRAM TITLES 



25,000 NAMES OF PROGRAM SERIES 



Including 12,000 Titles on Record 

Prior to May, 1937; 

8,000 New Titles Added Since 

May, 1937; 

And 

5,000 New Titles Added Since 

May, 1938 



By "program titles" are meant the designations via which program 
series are, or were, known (as distinct from individual "single-shot" pro- 
grams). And in presenting them, the object is two-fold: 

(1) To create a reference list which may aid in avoiding over-frequent 
duplication — and hence, confusion — in program titles. And (2) to give an 
index of program types, insofar as types can be identified from program 
names alone. 

Symbols in parentheses following the actual titles represent the user, 
or users, of that title at some time or other. This use may have been sus- 
taining, or it may have been commercial. 

Ordinarily it is assumed that the symbols are station call letters. In 
the following instances, however, special symbols are employed: 

CBS: Columbia Broadcasting System. IBS: Iowa Broadcasting Sys- 
tem. MacG: C. P. MacGregor (transcriptions). MWR: Mid-West Re- 
cordings, Inc. NBC: National Broadcasting Co. NCBS: Northern Cali- 
fornia Broadcasting System. RRI: Radio Recorders, Inc. SR: Standard 
Radio. TH: NBC Thesaurus. TPC: Titan Production Co., Inc. UP: 
United Press. JVG: Jean V. Grombach. NYBS: New York Broadcasting 
System. WBS : World Broadcasting System. FTRD : Federal Theatre 
Radio Division. CRS: California Radio System. 

In using this list, the following caution should be kept in mind as 
regards indexing: when a program title begins with the name of a radio 
artist, it is filed under that artist's first name (not last name). Thus "Andy 
& Virginia Mansfield," to cite an example, is filed under "A" and not under 
"M." This departure from ordinary indexing methods was observed here 
due to the familiarity — and importance — of artists' given names. 

Program titles marked with an asterisk (*) were culled from the review 
files of Variety, and were not sent in by stations, networks, or transcription 
companies. Such titles are noted here for the record, but the Variety Radio 
Directory takes no responsibility for their ownership. 

273 



PROGRAM TITLES— Continued 



A 



A & S Choral Society 

(NBC) 
A.A.U. Sports Parade 

(WRVA) 
ABC Juniors (WIND)* 
ABC of NBC, The (NBC) 
ABC Revue (KMBC) 
A.B.C. Spelling Bee 

(KCMO) 
ABC's in the Modern Man- 
ner (KOB) 
A la Carte (KGO-KPO) 
A Montmartre (CHRC) 
A Recreo (KDKA) 
A Votre Choix (CJBR) 
Aberdeen Civic Association 

Program (KABR) 
Abide with Me (CJRM) 
Abie and Sandy (CKY) 
Abilene Abroad (KRBC) 
Abilene Goes Forward 

(KRBC) 
Abner Pinfeathers (KGFF) 
About Town (WAAT, 

WHN, KDON) 
About Town Program 

(WCOL) 
About Town with Sue 

(KROY) 
About Us (WEED 
About Women (WBRY) 
Abraham, A Man and His 

Search for God (WSAY) 
Abram Chasins — Piano Pic- 
tures (CBS) 
Abreast of the Times 

(WMCA) 
Academy of Medicine 

(WLW) 
Academy Theatre (KFWB) 
Academy Theatre of the 

Air, Warners' (WMCA)* 
Accent on Brass (NBC) 
Accent on Music (CBS) 
Accent on Rhythm (KELO) 
Accent on Science (WNYC) 
Accent on Song (WHAS) 
Accident News (WAVE) 
Accident Prevention Series 

(FTRD) 
According to Hoyt 

(WNEW) 
According to the Accordion 

(KLOS) 
Accordion Band, Larry 

Yester's (WAPI) 
Accordion Capers (KSUB, 

KROC) 
Accordion Echoes (CFCO) 
Accordion News (KWKH) 
Accordion on Parade (KVI) 
Accordion School of the Air 

(WGRC) 



Accordion Singer, The 

(WKBN) 
Accordion Styles (KTOK) 
Accordiona (CJRC, KGO- 
KPO, KFXJ, WBIG, 

WCLE, WEEI, WNAC) 
Accordioniers, The 

(WSAU) 
Ace Bands of the Air 

(WCFL) 
Ace of Clubs (WATL) 
Ace Reporter of the Air 

(CBS) 
Ace Tunes of the Air 

(WNOX) 
Aces High (WLW) 
Aces of the Air (WIL) 
Aces Up (WHN) 
Aches and Pains (WSPA) 
Acrobatic Songsters, The 

(WDAY) 
Across the Boards (WOR) 
Across the Breakfast Table 

(KMBC) 
Across the Bridge Table 

(WNYC) 
Across the Desk (WFBM) 
Across the Dinner Table 

(WBBM) 
Across the Footlights 

(CJCA) 
Across the Keyboard 

(KFJZ) 
Across the Mike (WLS) 
Across the Mike, Freddie 

Hey wood's (CJRC) 
Across the Music Counter 

(KGO-KPO) 
Acts and Actors (WBZ-A) 
Acts from Broadway Plays 

(NBC) 
Actualities Francaises, Les 

(CKAC) 
Ad and Lib (KTOK) 
Ad Club Gleeman (KOIN)* 
Ad-Lib (WIP) 
Ad Lib Club (WDNC) 
Ad-Lib Frolic (KONO) 
Ad-Liner, The (WDRC) 
Ad Shop (WGY) 
Adam and Eve (KOA, 

WIP) 
Adam 'n' Eve (KROY) 
Adam's Hour (WAIM) 
Addressed to R.F.D. 

(WCBS) 
Adhesive Pontoon (MacG) 
Adohr Opera, The (KFI, 

KECA) 
Adolph and Denny 

(KGCX) 
Adolph's Bohemians 

(WOAD* 

274 



Adrian Hour, The (KFIZ) 
Adult Amateur Programs 

(WTNJ) 
Adult Education Series 

(NBC) 
Adult Recreation Program 

(WORD 
Adult School for American- 
ism (WGES) 
Advance Sports Forum 
(CBS)* 
Adventure Club (KMBC, 

KSL) 
Adventure Land, Wanda 

Jim's (WNYC) 
Adventure of Santos Vegas 

(WMCA) 
Adventure Reporter, The 

(WHBC) 
Adventurer's Club (WOR)* 
Adventurers Club, The 

Elgin (NBC) 
Adventures, The (CBS) 
Adventures Abroad 

(WGN)* 
Adventures & Discoveries 

In Literature (NBC) 
Adventures d'Arsene 

Lupin, Les (CKAC) 
Adventures in Agriculture 

(WLW) 
Adventures in Exploration 

(CBS) 
Adventures in Health 

(NBC) 
Adventures in Melody 

(CBL) 
Adventures in Navajo Land 

(KAWM) 
Adventures in Paradise 

(NBC) 
Adventures in Philanthropy 

(NBC) 
Adventures in Reading 

(NBC) 
Adventures in Rhythm 

(CBS) 
Adventures in Science 

(CBS) 
Adventures in Verse (KLZ) 
Adventures in Words 

(CBS) 
Adventures of Ace Wil- 
liams (WOWO)* 
Adventures of Betty and 

Bob, The (KPLT) 
Adventures of Bud Mor- 
ton (WMIN) 
Adventures of Captain Dia- 
mond (NBC) 
Adventures of Colonel 

Powell at the Back of 

Beyond (CBS) 



PROGRAM TITLES— Continued 



Adventures of Dick & Sam, 

The (NBC) 
Adventures of Don Quick 

(CBS) 

Adventures of Donald Ayer 
(WOR)* 

Adventures of Great Mer- 
chants (WCAE) 

Adventures of Green Hor- 
net (WXYZ)* 

Adventures of Helen and 
Mary (CBS) 

Adventures of Ito (KECA)* 

Adventures of Jack & Jill 
(KABC) 

Adventures of Jimmie Bax- 
ter (WTMJ) 

Adventures of Little Gwen- 
dolyn (WCSC) 

Adventures of Major King 
(CKWX) 

Adventures of Polly Pres- 
ton (NBC) 

Adventures of Putty Pete 
(WINS)* 

Adventures of Sally and 
Ann (WJAR) 

Adventures of Scoutland 
(WTMJ) 

Adventures of Sherlock 
Holmes (NBC) 

Adventures of Swanee 
Shore (KVOD) 

Adventures of Tom Mix — 
Ralston Purina Co. (NBC) 

Adventures of Tom Sawyer 
(KHJ) 

Adventures of Tony & Gus 
(NBC) 

Adventures of Uncle Jimmy 
(KFWB) 

Adventures with Aunt 
Helen (KQV) 

Adventures with Major 
Campbell (WPHR) 

Advertising Club Luncheon 
(NYBS) 

Advertising News (WOR) 

Advertising Pays (WLW) 

Advice on Living 
(WMCA)* 

Aeolian Ensemble (CBS) 

Aeolian Trio (KHQ) 

Aeronautical Notes (WJW) 

Aeroplane, The (WWL) 

Aesop's Fables (KGO-KPO) 

Affaires D'Armour, Les 
(WTCN) 

Affairs of Anthony 
(WENR) 

Affairs of the Hemingways 
(WNAC, WINS, NYBS) 

Afield with Ranger Mac 
(WHA) 

African Adventures 
(WOR)* 

African Ripples (CKCL) 

African Tales (KFOR) 

Afro-America Speaks 
(WKY) 

Af ter B reakfast Club 
(WTMV) 

Af ter D inner Revue 
(WEED* 



After Dinner Varieties 

(WDBJ) 
After School Swing Session 

(WBNX) 
After Twilight (CJCA) 
Afterglow (WTAM) 
Afternoon Concert (KGO- 
KPO) 
Afternoon Edition (KSTP, 

WLW) 
Afternoon Floor Show 

(KNEL) 
Afternoon Interlude 

(WTAG) 
Afternoon Melodies 

(KVOO, KWJB, WLAC) 
Afternoon Mixup (WBLK) 
Afternoon Musicale (KGO, 

WBZ-A, WJAY, WOR) 
Afternoon News (WJAG) 
Afternoon News, Jack In- 

gersoll (WINS) 
Afternoon News Review, 

Harris Brown's (WTJS) 
Afternoon Off (KSTP) 
Afternoon Party (CBS) 
Afternoon Recess (WMT) 
Afternoon Recital (WCKY) 
Afternoon Review (WSAU) 
Afternoon Roundup 

(WMSD) 
Afternoon Serenade 

(WDWS, WRVA) 
Afternoon Shopper 

(WCAM) 
Afternoon Show, The 

(WBAL, WTCN) 
Afternoon Siesta (WTMV) 
Afternoon Special, Pat's 

(WLS) 
Afternoon Swing Party 

(KFXR) 
Afternoon Tea (KMPC) 
Afternoon Tea, Pond's 

(NBC) 
Afternoon Tea Dance 

(KHUB) 
Afternoon Topics (KWYO) 
Afternoon Varieties 

(KPDN, WIL, WGAR, 

WTMV, WOAI, WDRC) 
Afternoon Vignettes (WJR) 
Afternoon Visitor (WMBD) 
Afternoon's Biggest News 

Story (KICA) 
Age of Progress, The 

(KONO) 
Agony Column of the Air 

(WFIL) 
Agricultural Briefs 

(WCAM) 
Agricultural Bulletin 

(KGO-KPO) 
Agricultural Daily (KQW) 
Agricultural Extension Ser- 
vice (WOI) 
Agriculture in the News 

(KFYR, WDAY, WLW) 
Agriculture in Utah (KLO) 
Agriculture — Then and Now 

(WHA) 
Agriculture Today 

(KGO-KPO) 
Agua Caliente Troubadours 

(KGFJ) 

275 



Ah Ha Club (WOAI) 
Ahead of the News 

(WMAQ) 
Ahoo & Wahoo, the Medi- 
cine Men (WALA) 
Air Adventures of Jimmy 

Allen (KGO-KPO, WBS) 
Air Breaks (WKBW) 
Air Burlesque (KXBY) 
Air Cadets, The (WDAE) 
Air Castle Melodies 

(WWVA) 
Air Castles (WFTC) 
Air Circus, The (KGVO) 
Air College (WNYO* 
Air Exchange (WOMT) 
Air Fare (WPTF) 
Air Finds (WHN) 
Air Forum (WFLA) 
Air Gliders (KMOX) 
Air Hostess (KMPC) 
Air Is Yours, The (WHO) 
Air Juniors (WENR)* 
Air Lane Reveries (KABC) 
Air Lanes to Home Making 

(WHA) 
Air News (KMTR) 
Air-O-ModelClub (WWSW) 
Air Parade, The (WABI, 

WIBU) 
Air Raiders (KMPC) 
Air-Scoops with Elinor 

Smith (NBC) 
Air Shopping (KOIN) 
Air Show Time (KONO) 
Air Theatre, The WFAS 

(WFAS) 
Air Traveler Airs His 

Views (WLAC) 
Air Wave Theatre (KDKA) 
Air Your Peeve (WW J) 
Airbreaks (CFRN) 
Aircyclopedia (NBC) 
Airfinds (WHN) 
Airflow Harmonies 

(WBBM) 
Airialto (KABR) 
Airlanes (WCAU)* 
Airline News (WTAD) 
Airliners, The (WCAE, 

WEED) 
Airmasters, The (WCFL) 
Airwave Airplanes 

(WTMV) 
Air-Wave Want Ads 

(WHLS) 
Airway News (WKZO) 
Airways (WCOP) 
Airy Fairy Singer, The 

(CBS) 
Aisle Seat, An (WIRE) 
Al and Agnes (KTUL) 
Al and Dutch (WKY) 
Al and Johnnie (WHEB) 
Al and Molly (KFOX) 
Al and Pete (NBC) 
Al Crocker and Eddy Shar- 

ratt (WDAF) 
Al Davis' Hawaiians 

(WLNH) 
Al Dutton & Piano Capers 

(KGCU) 
Al Eldridge (CRS) 
Al Jolson (NBC) 



PROGRAM TITLES— Continued 



Al Pearce and His Gang 

(KGO-KPO) 
Al Roth and His Orchestra 

(NBC) 
Al Sur Del Rio Grande 

(CBS) 
Al White Presents (WDRC) 
Alabama Boys, The (KGFF, 

KGNC) 
Alabama College Hour 

(WAPI) 
Alabama Farm and Family 

Bureau (WAPI) 
Alabama in the News 

(WAPI) 
Alabama Radio Minstrels 

(WGY) 
Alabama Tea Party 

(WAPI) 
Alabama Trio (WMCA) 
Aladdin and His Lamp 

(WHO) 
Aladdin Family (KMBC) 
Alamo, The (NBC) 
Alamo Bank Quartet 

(WOAI) 
Alan Werner (WLW) 
Alarm Clock (KWTN, 

CJOC, KRMD, WRJN, 

WWSW) 
Alarm Clock, The Hyde 

Park (KWOS) 
Alarm Clock Club (CKCK) 
Alarm Clock Frolic (WPTF) 
Alarm Clock Hour 

(CFCT) 
Alarm Clock Program 

(KFJB) 
Alarm Clock Revue 

(WBRC) 
Alarm Clock Salute 

(WNAC) 
Alarmclock Serenade 

(WICC) 
Alarm Klock Klub (KIEV, 

KJBS) 
Albany at the World 

(WOKO) 
Albany on Parade (WGY) 
Alberta Cowgirls, Fred 

Hadaller's (CJRC) 
Album Leaves Quartet 

(WKBZ) 
Album of Dreams (CJOC) 
Album of Familiar Classics 

(WAIR) 
Album of Familiar Jewish 

Music (WBBC) 
Album of Familiar Music 

(KBIX) 
Album of Life (RRI, WIND) 
Album of Love (WOV) 
Album of Melody, The 

(WRJN) 
Album of Musical 

Memories (KFH) 
Album of Old Family Music 

(NBC) 
Album of Song (WSAU) 
Album of Songs (WHN, 

WRUF) 
Albuquerque High School 

Hour (KOB) 
Alexander Views the News 

(WMC) 



Alexander's Vagabonds 

(WOKO)* 
Alfred Gus Karger (WLW) 
Alfred Wallenstein's Sinfo- 

nietta (WOR) 
Algonquin Luncheons 

(WOR)* 
Ali Baba's Knights (WHBQ) 
Alias Edward Tailor (NBC) 
Alias Jimmy Valentine 

(WBS) 
Alibi Airings (KDAL) 
Alice in Orchestralia (NBC) 
Alice in Wonderland 

(CBM, NBC) 
Alice Marie Meyn, 

Songstress (WREN) 
Alice Remsen (NBC) 
Alistair Cooke (NBC) 
All Aboard (KNX, WHN) 
All Aboard for Shoppers 

Special (KFVS) 
All Aboard on Track 9 

(CKCL) 
All About You (CBS) 
All American Football Show 

(CBS) 
All American Hawaiians 

(WKY) 
All American Melodies 

(KANS) 
All American Sports Re- 
view (WCLO) 
All Around the Town 

(WIBC) 
All Ashore (WHN) 
All Church Hour (KGNC, 

KSAL) 
AH Concordia Hour 

(KFUO) 
All-Electric Kitchen 

(KTUL) 
All for the Ladies (WTAD) 
All for You (KWOS) 
All-Girl Minstrels, Bob 

Kent's (KFH) 
All Girl Orchestra, Frank 

Grasso's (WFLA) 
All Hands on Deck (KMOX) 
All in a Day's Work 

(KFOR) 
All Nations' Review 

(KDON) 
All Nighter, The (KRE) 
All Request (WGRC) 
All Request-All Swing 

(WVFW) 
All Request Club (WFAS) 
All Request Feature 

(WOPI) 
All Request Hour (KVOL, 

KGDE) 
All Sports Forum (WGAR) 
All-Sports Review (WCKY) 
All Sports' Review, The 

WBNY (WBNY) 
All-Star Dance Revue 

(KELD) 
All Star Hillbillies 

(WROL) 
All Star Mixup (KONO) 
All Star Revue (KELO) 
All Star Roundup (WBS) 
All Stringers, The (WSBT- 

WFAM) 

276 



All the Best (KMTR) 
All-Weather Club of the 

Air, The Goodyear 

(KOCA) 
All Westchester Interscho- 

lastic Football Round-up 

(WFAS) 
All's Well (CJCA) 
Allan Clark and His Or- 
chestra (WKY) 
Allen Family, The 

(WQDM, WSYB) 
Allen Franklin (WLW) 
Allen Trio (NBC) 
Alligator Academy 

(WSAI) 
Alligator Musicale (KYW)* 
Alma Hispana (KDB) 
Alma Kitchell's Brief Case 

(NBC) 
Almanac, The Boston 

(WORD 
Almanac, The Grapico 

(WBRC) 
Almanac, Phil Cook's 

(WABO* 
Almanac of the Air (CHSJ, 

CFRB, MWR) 
Almond Club, The (KOY) 
A-Loaf Bakers Present Judy 

and Frank (KOB) 
Aloha, California (KEHE) 
Aloha Land (KIUP) 
Aloha Serenaders (KRKD> 
Aloha Sunset Land (CKCD) 
Along Dance Avenue 

(WCOP, WAGM, WELD 
Along Fifth Avenue (WJZ) 
Along Gypsy Trails (CBL, 

CBY) 
Along King's Highway 

(KOA) 
Along Melody Boulevard 

(KGMB) 
Along Melody Lane 

(KTAT) 
Along Radio Row (KEHE, 

WIP) 
Along Rialto Row (CBS) 
Along Sweet Music Avenue 

(KANS) 
Along the Airways (WHP) 
Along the Avenue (KLZ) 
Along the Banks of the 

Volga (CFRN) 
Along the C. & E. I. Trail 

(WBBM)* 
Along the Danube (CBM) 
Along the Sidelines 

(WRUF) 
Along the Volga (CHAB) 
Alphabetical Antics 

(CJOC) 
Alpine Apartments 

(WOKO) 
Alpine Inn, The (KSO)* 
Alpine Varieties (KMOX) 
Alt Wien (WOR) 
Altar Bound (WGAR) 
Amanda's Party (NBC) 
Amanda Snow (NBC) 
Amateur Announcers 

(WABI) 
Amateur Announcers' Con- 
test (KANS) 



PROGRAM TITLES— Continued 



Amateur Announcer's Hour, 

The WLVA (WLVA) 
Amateur Authors (KFWB) 
Amateur Cameraddicts 

(KDYL) 
Amateur Chef, The 

(WFLA) 
Amateur Cooking School of 

the Air (NBC) 
Amateur Dramatic Hour 

(WNEW) 
Amateur Gardener, The 

(KLZ, KMTR) 
Amateur Hour (KVRS, 

WCAO, WSAI) 
Amateur Hour. The 

Austin (WSGN) 
Amateur Hour, The WFLA 

(WFLA) 
Amateur Hour from Fox 

Brooklyn Theatre 
' (WMCA) 
Amateur Night, The KDLR 

(KDLR) 
Amateur Night in Harlem 

(WMCA) 
Amateur Night on Beale 

Street (WNBR) 
Amateur Review (WCPO) 
Amateur Script Writers 

Hour (WBNX) 
Amateur Show of the Air, 

Johnnie Marvin's (WKY) 
Amateur Song Writers 

(WOR)* 
Amateur Song Writers' 

Hour (WBNX) 
Amateur Songwriters' Op- 
portunity Contest 

(WMCA) 
Amateur Variety Hour 

(CKCH) 
Amateurs on Parade 

(CHWK) 
Amati Concert Trio 

(WBTM) 
Ambassador Coconut Grove 

(KFI) 
Ambassador of Knowledge, 

The (WCPO) 
Ambassador of Song 

(KFVS) 
Ambassador of the Air 

(KMPC) 
Ambassadors (WHAS) 
Ambassadors of Good Will, 

The (CHAB) 
Ambassadors of Song 

(CJOC) 
Ambassadors of Style 

(CJRC) 
Ambitious Amateurs 

(CFAC) 
Ame Canadienne, Le 

(CJBR) 
America Abroad (NBC) 
America Answers (WHN) 
America At Work (NBC) 
America Calling (NBC) 
America Dances (CBS) 
America Dances Tonight 

(KONO) 
America Goes Bowling 

(NBC) 



America in Action (KFRU, 

WTJS) 
America in Music (NBC) 
America in Peace (WFAM) 
America in Review (NBC) 
America Keeps Faith 

(WHAM)* 
America Marches On 

(KFWB, WMCA) 
America on Wheels (NBC) 
America Presents — Musical 

Seesaw (NBC) 
America Speaks (WW J) 
America Through the 

Years (KOIN) 
America Travels (NBC) 
America's Debutante Star 

(WBBM)* 
America's Flag Abroad 

(WSM) 
America's Future Stars 

(KANS) 
America's Grub Street 

Speaks (CBS) 
America's Hour (CBS) 
America's Little House 

(CBS) 
America's March on Crime 

(NBC) 
America's Melody (WRUF) 
America's Miracle Man 

(KGB) 
America's Music (WHK) 
America's Oldest Radio 

Singer (WENR) 
America's Sweetheart 

(NBC) 
America's Town Meeting of 

the Air (NBC) 
America's Yesterdays 

(WNYC) 
American Abroad (KMTR) 
American Adventure 

(WWSW) 
American Album of Famil- 
iar Music (NBC) 
American Arbitration 

Society (NBC) 
American Attitude, The 

(KHQ) 
American Authors (WHA) 
American Beauty Album 

(KIDW) 
American Caravan 

(KFWB) 
American Cities on the 

March (WGES) 
American Citizenship Series 

(NBC) 
American Composers 

(KHJ) 
American Education Forum 

(NBC) 
American Families, Inc. 

(WHO) 
American Family 

(KFWB)* 
American Family Forum, 

The (NBC) 
American Family Robinson, 

The (WCBD, WBS, KFIZ) 
American Fellowship Pro- 
gram (KGO-KPO) 
American Fireside, An 

(NBC) 

277 



American Forum (WMCA) 
American Forum of the 

Air (WOL) 
American Golfer (NBC) 
American Heroes in Art 

(WCAP) 
American Holiday 

(WEVD)* 
American Home (KYA) 
American Institutions 

(WBAA) 
American League for 

Peace and Democracy 

(NBC) 
American Legion Auxiliary 

(KGDM) 
American Legion Hour 

(WGRC) 
American Legion Parade 

(KFH) 
American Legion Program 

(KRKD) 
American Life and Books 

(WHA) 
American Literature 

(CBS) 
American Melody (WRUF) 
American Music Festival 

(WJZ)* 
American O'pry House 

(WMCA) 
American Pageant of Youth, 

The (NBC) 
American Parade (KMPC ) 
American Pianists' Series 

(WQXR) 
American Poetry Theatre 

(WBNX) 
American Portraits (NBC) 
American Progressive 

(KFVD) 
American Radio Relay 

League (NBC) 
American Radio Warblers 

(WTCN)* 
American Revue (WXYZ) 
American Rhythm Masters 

(NBC) 
American Salutes (WMCA) 
American-Scandinavian 

"Hour (WIBAJ) 
American Scene (WORD 
American School of the Air 

(CBS) 
American Singers, The 

(CBS) 
American Symphonettes 

(KSRO) 
American Trapshooters' 

Meet (WHIO) 
American Trio (WGY) 
American Viewpoints 

(CBS) 
Americana (WBS, WRUF) 
Americana Quiz (WMCA) 
Americans, Inc. (KWJJ) 
Americans Abroad (KMTR ) 
Americans All — Immigrants 

All (CBS) 
Americans At Work (CBS) 
Among My Souvenirs 

(CKAC, KLO, WBIL, 

WGN) 



PROGRAM TITLES— Continued 



Among Neighbors (KABR) 
Among Our Souvenirs 
(KDYL) 

Among the Classics 

(CFLC) 
Among the Heather 

(CFAC) 
Among the Music Masters 

(WHBF) 
Among Us Girls (WLLH) 
Amos 'n' Andy (NBC) 
Amours de Ti-Jos, Les 

(CKAC) 
Amusement Bulletin 

(KCRJ) 
Amusement Guide 

(KOOS, WXYZ) 
Amusement Hour, Your 

(WLAC) 
Anaesthetic & Cerebellum 

(KGU)* 
Analects of Confucius 

(CJCA) 
Ananias Club (KRLD) 
Ancient Dance (CBS) 
Ancient World Thru 

Modern Eyes, The (WHA) 
And It Came to Pass 

(CBM) 
And Music Came (WLW) 
And Others (KOY) 
And So It Happened 

(WLW) 
And So the World Goes On 

(CFCF) 
And So to Bed (KXBY) 
And So to Sleep (KASA) 
And Sudden Death (KHJ)* 
Anderson First (WAIM) 
Anderson Gospel Taber- 
nacle (WHBU) 
Anderson Sisters, The 

(WTJS) 
Andre Monici and Orches- 
tra (NBC) 
Andy & Virginia Mansfield 

(KHJ) 
Andy Gump Family 

(WGN)* 
Angel Face (WWL) 
Angela in the Cathedral 

(WAPI) 
Angelo, the Wandering 

Street Singer (WCSC) 
Angelo Ferdinado & Or- 
chestra (NBC) 
Angelus, The (WMBD) 
Angelus Hour, The (KHSL) 
Angelus Singers (CJIC) 
Angelus Trio (WFAA) 
Angler and Hunter (NBC) 
Angler of the Air (WNEW) 
Animal Kingdom, The 

(WBBC) 
Animal News Club (NBC) 
Animals in the News 

(WBZ)* 
Ann Campbell Poetry 

(WXYZ) 
Ann Leslie Scrapbook 

(WISN) 
Ann Livingston (WSAZ) 
Ann Livingston — Fashions 

(WSAZ) 



Ann Milton (KMBC) 
Ann Rohling Speaks 

(WINS) 
Ann Russell, Home Econo- 
mist (KVOR) 
Ann Warner's Chats 

(KGO-KPO) 
Ann Worth — Housewife 

(WXYZ) 
Anne Anderson's Home- 
making Hints (WTJS) 
Anne Campbell (WWJ) 
Anne Wyman and Her 

Home Decoration 

(WCAZ) 
Annette (CKTB) 
Anniversary Book, The 

(CKWX) 
Anniversary Varieties 

(CJCA) 
An Nounce Er' Fun 

(WEED 
Announcer's Audition 

(KFAM) 
Announcer's Choice 

(KPDN, KLPM) 
Announcer's Day Off 

(KMTR) 
Announcer's Doghouse 

(KFOR)* 
Announcer's Life Is Not a 

Happy One (CBS) 
Announcer's Revel 

(WQAM) 
Announcers and Oratorical 

Contest (WLAW) 
Announcers' Auditions 

(CKPR) 
Announcers' Confessions 

(NBC) 
Announcers' Contest, The 

(CKCW) 
Announcers' Court (KYDL, 

WOL) 
Announcers' Forum 

(KARK) 
Announcers' Holiday 

(WCHV, WRGA) 
Announcers in Ambush 

(KDYL) 
Announcers on a Rampage 

(WKOK) 
Announcers' Opportunity 

Contest (KUJ) 
Announcers' School 

(WJAG) 
Annual Christmas Party, 

The KGNF (KGNF) 
Annual Spelling Contest, 

The KGNF (KGNF) 
Annual Spring Dandelion 

Party, The KGNF 

(KGNF) 
Anonymous Chef, The 

(WHDL) 
Another Generation Speaks 

(KWSC) 
Another Racket (WOR) 
Answer (WBAL, CKLW) 
Answer Game, Wieland's 

(KFRO* 
Answer Machine (KMPC) 
Answer Man (KGO-KPO, 

KFXM, KDYL, KLZ, 

WOR, WDAY, WAAF) 

278 



Answer Me This (WIP, 

KOBH, KVWC, WSYR, 

WSBT) 
Answer Please (KOCA) 
Answers Game (WSMB) 
Anthology for Radio 

(KYA) 
Anthony Frome, the Poet 

Prince (NBC) 
Antidote for Jazz (CKAC) 
Antique Shop, The 

(WSAI) 
Antiques in Rhythm 

(KFAM) 
Anti-Sleep Society (KGO- 
KPO) 
Antobal's Cubans (WEAF)* 
Any Woman's Day (WHB) 
Anybody's Corner (CJCA) 
Anyone Family, The 

(KMOX) 
Anything Can Happen 

(CFRN, KFBK, KOCA, 

TPC) 
Anything Goes (CFCJ, 

KABR, KOVC, WCLO, 

KANS) 
Aoelian Pastels (CRS) 
Aeolian Singers (WBTM) 
Aeolian Trio, The (WBBM) 
Apartment Hunter, The 

(WTMV) 
Aperitif (WIP)* 
Apothecary, The (WBAA) 
Appeal Time (KPQ) 
Appearances Count 

(WNAC) 
Apple Center Gossip 

(WWSW) 
Apple Creek News, The 

(WJSV) 
Apple Crick (KFEQ) 
Apples with Salt (WCKY) 
Applesauce Revue 

(WAAW) 
Applied Psychology (WHA) 
Appraisal of America, An 

(NBC) 
Appraising Foreign Affairs 

(WQXR) 
Apres Midi, La (CBS) 
April, May & June 

(WCFL) 
Apron String Boys (KLZ) 
Apron Strings (WFBM) 
Arabesque (CBS) 
Arabian Nights (WBBC, 

KGW-KEX) 
A-rafting on the Mississippi 

(WHBF) 
Arbitration, A. L. Alex- 
ander's (WHN)* 
Arcadia String Ensemble 

(WIP)* 
Arch Air Troubadours, The 

(WBZ-A) 
Arch Oboler's Plays (NBC) 
Archie's Morning Melodies 

(CKCL) 
Arcolian. TheArco (WEBC) 
Arctic Expedition, The 

MacGregor (NBC) 
Arctic Kings (CJRM) 
Are You Fit to be a Parent 

(CJCA) 



PROGRAM TITLES— Continued 



Are You Listening (KOTN, 

WSB) 
Are You Positive? (KYOS) 
Argentine Tea Party 

(WD AS) 
Argentine Trio (KGO- 

KPO) 
Argus (WGR) 
Arion Trio (KGO-KPO) 
Ariosa Vocal Trio (KYA) 
Aristocrats (MacG, WTMJ, 

KFH) 
Aiizona Dude Ranch 

(KOY) 
Arizona Gloom Chasers 

(KOY) 
Arizona News Dramas 

(KOY) 
Arizona Ranch Riders 

(WLW) 
Arizona Red (WNEW)* 
Arizona Sunrise Hour 

(KOY) 
Arizona Sunshine Hour 

(KOY) 
Arizona Trail Riders, The 

(WJTS) 
Ark Valley Boys (KFH) 
Arkansas Razorbacks 

(WKZO) 
Arkansas Travelers 

(KMMJ, KTHS) 
Arkansawyers, The (WKY) 
Arlene Jackson & Green 

Bros. (NBC) 
Armchair Adventures 

(KNX) 
Armchair Chat (WISN) 
Armchair Chats (WGY) 
Armchair Club, The 

(CFRB) 
Armchair Cruise Along 

the Waterfront (KOL) 
Arm Chair Driver (KDKA) 
Armchair Fancies (KFPY) 
Armchair Melodies (KANS, 

WGN, WWSW) 
Armchair Playhouse 

(KFWB) 
Armchair Quartet (NBC) 
Arm Chair Traveler (WBS) 
Arnold Grimm's Daughter 

(WGN)* 
Arnold's Dinner Club 

(WMCA) 
Around a Gypsy Campfire 

(WHN) 
Around a Theatre (CJRC) 
Around Omaha (KOIL) 
Around the Bandstands 

(CKTB) 
Around the Base Lines 

(CFCF) 
Around the Breakfast 

Table (WBAL, WDBO, 

WTAD) 
Around the Breakfast Table 

with Henry Carey 

(KGNO) 
Around the Christmas Tree 

(WEBC) 
Around the Clock (WCHV, 

WPTF, WVFW) 
Around the Clock with Kay 

(WEBC) 



Around the Clock with the 

Good Morning Man 

(WATL) 
Around the Console 

(WSJS) 
Around the Cracker Barrel 

(KPDN, WHP, WOWO, 

WGL, WCAE, WHP) 
Around the Dial (WJR) 
Around the Dinner Table 

(WBAL, WTMJ) 
Around the Fair (WMAQ)* 
Around the Family Bible 

(WNOX) 
Around the Festive Board 

(CBS) 
Around the Fireside 

(KGVO) 
Around the Globe (KFIO) 
Around the Globe with 

Tunes and News (KGNO) 
Around the Mikes (WHBB) 
Around the Musical World 

(WBBC) 
Around the Network (KGO- 
KPO) 
Around the Ranch House 

(WSGN) 
Around the Samovar (CBS) 
Around the Shops with 

Mike Rafone (WSPA) 
Around the Sports Dial 

(KTOK) 
Around the Theatre 

(WCAU)* 
Around the Town (KGMB, 

KELO, KRMC, WDNC, 

WJNO, WFMD, WMEX, 

WPEN, WRAK, WTMJ, 

KMPC, WKY, WDAF, 

KMOX, CFCF) 
Around the Town with Ann 

Ginn (WTCN) 
Around the Town with 

Camille Brown (WSFA) 
Around the Town with 

Tom and Helen (KFVS) 
Around the Town with 

Virginia Rounds (WEED 
Around the Town with 

W7XAC (KFPY) 
Around the Towner 

(WSAI) 
Around the Used Car Lots 

(KTSA) 
Around the World 

(WCAU)* 
Around the World Cooking 

School (CBS) 
Around the World in a 

Dither (NBC) 
Around the World in a 

Giant Amphibian 

(KGY)* 
Around the World in Fifteen 

Minutes (WOV) 
Around the World in New 

York (WMCA) 
Around the World in Song 

(WHN) 
Around the World with 

Betty Ross (NBC) 
Around the World with 

Boake Carter (WBS) 

279 



Around the World with Dr. 

Mecklenberg (WTCN) 
Around the World with 

Libby (NBC) 
Around the World with 

Music (WLW) 
Around the World with 

Numbers (CKWX) 
Around the World with 

Santa Claus (WEED* 
Around the World with 

Transradio Press (CFCY) 
Around Town (WQXR) 
Around Town with Martha 

(KNOW) 
Arrow Head Review 

(WFDF) 
Art and Music (KGO-KPO) 
Art Appreciation (NBC) 
Art Club of the Air, The 

(WWSW) 
Art for the People 

(WGES) 
Art Haines and His Rag- 
time Rascals (KGFF) 
Art of Conversation (KNX) 
Art of Living (WJJD) 
Art of Musical Russia 

(NBC) 
Art of Song, The (WOR) 
Art on View (WQXR) 
Art Review (KGO-KPO) 
Art Vocal, Le (CJBR) 
Artistry of Homemaking 

(WTIC) 
Artists and Models 

(WCOP) 
Artists' Bureau Presents, 

The KONO (KONO) 
Artists in Exile (WEVD) 
Artists in Music (WNBZ)- 
Artists Life (WKRC) 
Artists on Parade (WSGN) 
Artists' Recital (CBO, 

WQXR) 
Artists' Recital. The WHEC 

(WHEC) 
Artists' Review, The KONO 

(KONO) 
Artist's Review, The 

San Antonio (KONO) 
Artz Trio (WO AD 
Arzen Melody Time (KGO- 
KPO) 
As Friend to Friend 

(WBT) 
As I See It (KLPM, WBLK) 
As Kansas City Dines 

(KMBC) " 
As One Man Sees It 

(WMBH) 
As Others See You (WESG, 

KTUL) 
As the Globe Turns 

(KWSC) 
As the Moments Fly (CFRC) 
As the Nuts Have It 

(KGVO) 
As the Psychologist Sees 

You (WNYC) 
As Thousands Cheer (CBS) 
As Time Goes By (KFWB) 
As We Grow (WMC) 
As We Journey Through 

Life (KDAL) 



PROGRAM TITLES— Continued 



As We Live (WWSW) 
As Woman to Woman 

(KGO-KPO) 
As You Like It (KLO, 

WCMI, WRGA, WMSD, 

WSAU, WQDM, WSAI, 

WJBK) 
Ashcroft Journal (CFCJ) 
Asher and Little Jimmy 

(WHAS)* 
Asher Sizemore and Little 

Jimmy (WCKY) 
Ask and Answer (WLVA) 
Ask-It-Basket (CBS) 
Ask Me Another (WMBD, 

KFUO, WHO, KDYL, 

WTMV) 
Ask Mr. Jones (KYA) 
Ask the Ladies (KOIL) 
Ask the Mrs. (WAAB) 
Ask the Scientist (WSYR) 
Assembly Programs 

(WTNJ) 
Assembly Sideshow 

(WRVA) 
Assistant Housewife, The 

(WWL) 
Associated Spotlight Revue 

(KGO-KPO) 
Astronomer, The (KMPC) 
At Close of Day (WGN) 
At Eight Thirty (WCAE) 
At End o' Day (WHBQ) 
At Home (KLO) 
At Home Abroad (WESG) 
At Home and Abroad 

(WBZ-A) 
At Home with Aunt Jane 

(NYBS) 
At Home with Carolina 

Rawls (KARK) 
At Home with Janet Wilson 

(WMCA) 
At Home with Miss Van 

(WCBS) 
At Home with Mrs. Chap- 
man (KSL) 
At Home with the Grants 

(WSAR) 
At Home with the Ladies 

(WROK) 
At Home with the Masters 

(CBS) 
At Home with the Mortons 

(WBNS) 
At Home with the Stars 

(KMPC) 
At Our Home (WJW) 
At Our House (WSAY) 
At the Baldwin (NBC) 
At the Captain's Table 

(NBC) 
At the Console (WBAL, 

WBTM) 
At the Console — Bob van 

Camp (WSJS) 
At the Crossroads (WSYR) 
At the End of the Day 

(KMBC) 
At the Fair Grounds 

(WFLA) 
At the Feet of the Master 

(KFUO) 
At the Grands (CJRC) 



At the Legislative Keyhole 

(KHJ) 
At the Music Counter 

(CJRC) 
At the Novachord (WCOU) 
At the Opera (KGO-KPO) 
At the Opr'y House (WOR) 
At the Organ Console 

(WRR) 
At the Park (WDZ) 
At the Piano (KGO-KPO) 
At the Post (KEHE) 
At the Rostrum (WDWS) 
At the Theatre (WMSD) 
At the Theatres (WSGN) 
At the Twilight Hour 

(WSPA) 
At Thirty (WAAT) 
At 1210 Kilocycles (KVOS) 
At Your Command (KIDO. 

KORE) 
At Your Leisure (KMOX) 
At Your Request (WHLB, 

WTJS) 
At Your Service (WDAY, 

WDZ, WMIN, WMMN) 
Athletic League (WBAL) 
Atlanta Forum of the Air 

(WSB) 
Atlantic City Entertains 

(WPG) 
Attention, Men (KRGV) 
Attic Treasures (WMBD) 
Attorney-at-Law (WLS)* 
Au Bal Musette (CHRC) 
Au Jour Le Jour (CBM) 
Au Rythme de la Rhumba 

(CJBR) 

Au Rythme du Tango 

(CJBR) 
Au Village de Par Chez- 
Nous (CKAC) 
Aubade Ensemble (WAAT) 
Aubade for Strings (CBS) 
Auction Action (KROC) 
Auction Block, The KGHI 

(KGHI) 
Auction Bridge Game 

(NBC) 
Auction Sale of the Air 

(WAPI) 
Auctionair (WBAL) 
Audience Decides, The 

(MacG) 
Audience Speaks, The 

(KMPC, WHK) 
Audiografs (WWSW) 
Audition (KDYL, KNX) 
Audition Hour, The 

(WDRC) 
Audition Hour, The WLBZ 

(WLBZ) 
Audition Time (KELA, 

WELI, WQAM) 
Auditions, The KUOA 

(KUOA) 
Auditions, The State Opti- 
cians' (WORC) 
Auditions on the Air 

(WCOA, WFIL, WLAW, 

WTMV) 
Auditor Sings, An (WTMV) 
Audrey Ann Dancing Class 

(WHJB) 

280 



Auld Lang Syne (WCLE) 
Aunt Abbie Steps Out 

(NBC) 
Aunt Addie and Bert 

(KGFJ) 
Aunt Claire (CHRC) 
Aunt Dinah's Kitchen 

(WSAI) 
Aunt Elizabeth, the Story 

Lady (KWKH) 
Aunt Harriet's Children's 

Hour (WEED 
Aunt Harriet's Family 

(WHBQ) 
Aunt Jemima on the Air 

(WMAQ)* 
Aunt Jemima Songs (CBS) 
Aunt Jemima's Cabin at the 

Crossroads (NBC) 
Aunt Jenny's Real Life 

Stories (CBS) 
Aunt Jerusha (WTHT) 
Aunt Jimmie and Her Totty- 

ville Tots (CBS) 
Aunt Kit's Children's 

Party (WGAD* 
Aunt Kitty Corner Club 

(CFCO) 
Aunt Lulu's Adventures 

(NBC) 
Aunt Martha and Mary 

(WELL) 
Aunt Martha's Kiddies 

(WWRL) 
Aunt Mary (WGR, WLW) 
Aunt Min (WAPO) 
Aunt Peggy (KGAR) 
Aunt Sally (WOW) 
Aunt Sally and Betty 

(WLS)* 
Aunt Sammy (KDFN) 
Aunt Sammy and Her Scrap 

Book (KOY) 
Aunt Susan (WKY) 
Aunt Susan Cooking School 

of the Air (WKY) 
Aunt Zelena (CBS) 
Auntie Bliss Entertains 

(KCKN) 
Aurora Answers (WMRO) 
Aussa the Arab (NBC) 
Author, Author! (WOR)* 
Author Chooses a Library, 

The (NBC) 
Author Reviews His Book 

(WEVD) 
Authorities Answer 

(WWSW) 
Authors' Round Table 

(KDB) 
Auto Auction (KMTR) 
Auto Column of the Air 

(WWRL) 
Auto Previews on the Air 

(WCKY) 
Auto Racing News 

(WINS) 
Auto Show Gossip 

(WBBM) 
Automobile Auction 

(WEAN) 
Automobile Question Box 

(KRE) 



PROGRAM TITLES— Continued 



Autumn Serenade (WAVE) 
Autumn Song (KDYL) 
Autumn Time Concert 

(NBC) 
Autumntime Concerts 

(WLW) 
Aux Feux de la Rampe 

(CRCK) 
Avalon Boys (KGO-KPO) 
Avalon Time (NBC)* 



Ave Maria Hour (WMCA) 
Ave Maria Novena Services 

(WMCA) 
Aventures d'Ursine, Les 

(CBF) 
Avenue Chosen Singers 

(KWKH) 
Average Family (KMTR)* 

(WMCA) 



Aviation Activities — Heroes 

of Aviation (CBS) 
Aviation News, The West- 
chester (WFAS) 
Avionettes (WGAD* 
Avondale Mills Bands on 

Review (WAPI) 
Awakening, The (WEVD) 
Away Down South in Old 
Virginia (WRVA) 



B 



BBC Varieties (WKBW) 

BKTA (Be Kind to Ani- 
mals) Club (KFOX) 

Babe Ruth's Boys Club 
(NBC) 

Babes in Hollywood (NBC) 

Babies' Club of Mt. Sinai 
Hospital (WDAS) 

Babies, Just Babies 
(WACO) 

Babs and Betty (KFAB) 

Baby Broadway (WMBD) 

Baby Clinic of the Air 
(KFSO, KMPC) 

Baby Grand Opera (WSM) 

Baby Jane in Fairyland 
(WSVA) 

Baby Rose Marie (NBC) 

Baby time (WINS) 

Bachelor Poet — Norman 
Pearce (WMAQ) 

Bachelor's Children (WGN) 

Bachelors Preferred 
(WINS) 

Back Fence (CBS) 

Back Home (NBC) 

Back Home Devotional 
Hour (WDBJ) 

Back Home Hour (WRR, 
WELL, WOPI, KROC, 
KRE) 

Back Home Hour From 
Buffalo (CBS) 

Back Home in Indiana 
(WIBC) 

Back in the Book Corner 
(KDB) 

Back of the News in Wash- 
ington (NBC) 

Back of the News of the 
World (NBC) 

Back Seat Driver (KGO- 
KPO, WMBD) 

Back Stage (KYW) 

Back Stage at a Radio Sta- 
tion (WMCA) 

Back Stage at Casa Manana 
(KTAT) 



Back Stage Chatter (KGO- 
KPO) 
Back Stage in Radio (CBS) 
Back Stage in Welfare 

(WMCA) 
Back Stage Interviews 

(WDOD, FTRD) 
Back Stage Scrapbook 

(KSRO) 
Back Stage Wife (NBC) 
Back Stage with Dorothy 

Knapp (NBC) 
Back Stage with John Pick- 

ard (KGO-KPO) 
Back to Bible (KFUO) 
Back to Business (WNEW, 

FTRD) 
Back to Calvary (CFCJ) 
Back to Good Times TKGO- 

KPO) 
Back to Life (KWSC) 
Back to School (KLO) 
Back to Those Happy Days 

(CJOC) 
Back Yard Astronomer 

(CRS) 
Back Yard Gossip (KSAC) 
Back Yard Sports (KAND) 
Backbone of the Nation 

(WBS) 
Backfence Bureau 

(WWSW) 
Backgammon & Camelot 

(NBC) 
Backward Bee (KIDW) 
Backwoods Breakdown 

(CHSJ) 
Backyard Adventures 

(WLW) 
Badger Radio Safety Club 

(WHA) 
Baffle Battle (WHB) 
Bag and Baggage (WHY) 
Bagdad Nights (CKCK) 
Baker-Boys, The (KHQ) 
Baker Boys, Freihofer's 

(WGY) 
Bakers Broadcast (NBC) 

281 



Bakers Dozen, The (CFCY, 

WRVA) 
Balboa Hilarities (KFWB)* 
Baldwin at the Steinway 

(KFBB) 
Baldwin Book of Musical 

Notes (KDFN^ 
Balkan Mountain Men 

(NBC) 
Ballad Hour (CBS) 
Ballad Time (KLPM, 
Balladeers, The (WBNS, 

WHB) 
Ballades and Romance 

(CHRC) 
Balladettes (KGO-KPO) 
Balladiers (KFXJ, 

KMPC, KORE) 
Ballads by Binder (WKRC) 
Ballads by Bradley (KLZ) 
Ballads of the Breakfast 

Table (WCFL) 
Ballads of the Plains 

(KWBG) 
Ballet Airs (WQXR) 
Ballet Music (KGO-KPO) 
Ballroom, Don Kerr's 

(WMCA) 
Ballroom Make Believe 

(KGVO) 
Ballroom of Romance 

(WMC, WMSD) 
Ballyhoo Hour (KMTR)* 
Baltimore in Review 

(WFBR) 
Baltimore Memories 

(WBAD* 
Banco-Opera (WCCO) 
Band Box, The (CJGX, 

KDYL, WIND) 
Band Concert (KGDM) 
Band Concert of the Air, 

The (CJLS) 
Band Goes to Town (NBC) 
Band of the Day (WHIO) 
Band Parade (CJCS, CJRC, 

CKMO) 
Band Plays On (WOR)* 



PROGRAM TITLES— Continued 



Band Revue (WRGA, 

WRUF) 
Band Shell, The (WRUF) 
Band Wagon (KGAR, WIP) 
Band Wagon, The Edge- 
worth (WRVA, WCMI) 
Bandmaster, The (CFRN, 

WPTF) 
Bandmaster, The G. E. 

(KOMA, WBS) 
Bands Across the Sea 

(WHB, CBL, CBY) 
Bands on Parade (KCRC ) 
Bands That Matter (CFRN) 
Bandstand, The (KGB, 

KITE, WQXR) 
Bandwagon (CFCY, WHA, 

WBBC, WCAU, WWSW) 
Bandwagon, The Philly 

(WCAU) 
Bandwagon, The WBBM 

(WBBM) 
Bandwagon Bargains 

(WDZ) 
Banjo Chix (WCCO) 
Banjo Jubileers, The 

(WSPR) 
Banjokers (WESG) 
Banjoleers (WGY) 
Banjolity (CJRM) 
Bank of a Thousand Melo- 
dies (NBC) 
Bank with the Clock 

(WDEV) 
Banner of Adventure 

(KPDN) 
Banter Between Busses 

(KOME) 
Baptist Hour, The 

(WEBQ) 
Baptist Steeple Chimes 

(WQAM) 
Baptist Temple Services 

(NYBS) 
Bar B Q Ranch (WSIX) 
Bar-N Frolic (WLS) 
Bar None Ranch (WQDM) 
Bar O Ranch (WMCA) 
Bar 20 Riders (WWSW) 
Bar V Bev (WMCA) 
Bar X Cowboys (KTRH, 

WROL) 
Bar X Days and Nights 

(JVG) 
Bar-X Ranch (NBC) 
Barbara Brent (WFAA) 
Barbara Dale Charm Mati- 
nee (KGO-KPO) 
Barbara Gould (NBC) 
Barbara King's Kitchen 

(WREN) 
Barbara Maro (KFD* 
Barbara Maurel — with New 

World Symphony (CBS) 
Barbara Wayne (WIBO)* 
Barbara Wells Program, 

The (CHAB) 
Barbary Coast Nights 

(KGO-KPO) 
Barber's Interviews 

(WSAI) 
Barber's Sports Resume 

(WSAI) 



Barbers, The Barbasol 

(WABO* 
Barbershop Harmony 

(KGCX) 
Bard of Erin (CBS) 
Bard of Paradise Valley, 

The (KGER) 
Bard of the Byways (KGO- 
KPO) 
Bards of Baltimore 

(WBAL) 
Barefoot Trail (WOR)* 
Bargain-a-Minute WTMJ) 
Bargain Barrage (WEBC) 
Bargain Bells (WEBC) 
Bargain Bob (WXYZ)* 
Bargain Counter (WMBD) 
Bargain Counter of the Air 

(WCLS) 
Bargain Express, The 

(WHBF) 
Bargain Hunter, The 

(KDYL) 
Bargain Parade! (KTSA) 
Bargain Prices (WBBM) 
Bargain Spot of the Air 

(WGPC) 
Bargain Theatre of the Air 

(KABC) 
Bargains for You (WAPI) 
Bargains of the Day 

(KFRO) 
Bargains Parade (WMBS) 
Baritone Balladier (KGW- 

KEX) 
Baritone Bowen's Ballads 

(CKSO) 
Barn Dance (NBC) 
Barn Dance, The Alka- 

Seltzer (NBC) 
Barn Dance, The Buckin- 

ham (CKNX) 
Barn Dance, The Hudson 

Valley (WFAS) 
Barn Dance, The Renfro 

Valley (WLW)* 
Barn Dance, The Saturday 

Night (WHAI) 
Barn Dance, The Skelly 

(KWYO) 
Barn Dance, The WBZ 

(WBZ-A) 
Barn Dance, The WDRC 

(WDRC) 
Barn Dance, The WHDL 

(WHDL) 
Barn Dance and Variety 

Show, The KTHS 

(KTHS) 
Barn Dance Frolic, The 

KFH (KFH) 
Barn Dance Frolic, The 

KSAL (KSAL) 
Barn Dance Jamboree 

(KMOX, KWTN) 
Barn Dance Melodies 

(WGPC) 
Barnacle Bill (WMCA) 
Barnstormers, The (KMPC, 

WOR) 
Barnstormers, The WSPR 

(WSPR) 
Barnum Was Right (KGO- 
KPO) 

282 



Barnyard Boys, The 

(KTOK) 
Barnyard Follies (KMOX, 

WCCO) 
Barnyard Frolics (WTMJ, 

KMOX) 
Barnyard Jamboree (WLS ) 
Barnyard Serenade 

(KDAL, WWVA) 
Barnyard Symphony 

(WCCO) 
Baron of the Ivories 

(WDBO) 
Baron's Studio Party 

(WAAT) 
Barrelhouse Boys (WMC) 
Barrett Outfit, The (KOA) 
Bar-rump (KOL) 
Barter Block, The (CFCO) 
Barter Mart, The (WSNJ) 
Barton Rees Pogue's 

Scrapbook (WLW) 
Baseball Chatter (WTCN) 
Baseball Extra (WFDF, 

WXYZ) 
Baseball Final (WCLE) 
Baseball Game Descrip- 
tions (WINS) 
Baseball Hi-Lites (WO AD 
Baseball Hot Shots (KRE) 
Baseball Recreation 

(KEX)* . 
Baseball Resumes (NBC) 
Baseball Roundup (KFRU) 
Baseball Roundup of 1939 

(NBC) 
Baseball School for Women 

(WSYR) 
Baseball School of the Air 

(KIRO) 
Baseball Smoker (WHK) 
Baseball Talks and Pre- 
dictions by Babe Ruth 

(CBS) 
BasebaU Thrillers (KIRO) 
Baseball Warmup (KCRC) 
Bases of Piano Literature 

(CBS) 
Basin Street Band, The 

(WWSW) 
Basketball Highlights 

(WCBS) 
Bass Notes (WESG) 
Bassonology (WIRE) 
Batchelors, The (WHB) 
Bateeste Heemself 

(WBZ-A) 
Bath Club, The (CBS) 
Bathmat Revue (KGB) 
Bathtub Revue (WBBM)* 
Batons on Parade (KWLK) 
Bats in the Belfry (KFSO) 
Battalion Is Formed, The 

(KOH) 
Battalion Memories 

(CJRM) 
Battalion of Prayer 

(WBBC) 
Batter-Up (WXYZ, WHAS, 

WSAY, KMO) 
Batters Up! Sports With 

Charles Batters (WBRY) 
Battle of Headlines (KFBK) 



PROGRAM TITLES— Continued 



Battle of Hillbillies, The 

(WRDW) 
Battle of Melody, The 

(CKSO) 
Battle of the Bands (WDZ) 
Battle of the Orchestras 

(WGAU) 
Battle of the Pianos 

(WSYR) 
Battle of the Sexes (NBC) 
Battle of Tunes (WSAI) 
Battle of Wits (WRJN) 
Battle of Words, The 

(KWKH) 
Battling with Bill (WMT) 
Bavarian Ensemble 

(WMAQ)* 
Baxter and Son (WTIC) 
Bay City Melodies (KVI) 
Bazaar of the Air (KFH) 
Be a Better Buyer (WCAE) 
Be Beautiful (WDGY) 
Be Beautiful at Breakfast 

(NBC) 
Be Emily Posted (NBC) 
Be Happy, Go Lucky 

(WHBQ) 
Be Kind to Animals 

(WSPR) 
Be of Good Cheer (KFUO) 
Be Sensible (NBC) 
Be Yourself (KFPY) 
Beach Club (WLBZ) 
Beachcomber, The (WJR, 

KGFJ) 
Beachside Afternoon 

(WTMV) 
Beale Jamboree (WNBR) 
Beale Street Boys (CBS) 
Beale Street Nights (NBC) 
Beals at the Baldwin 

(KVGB) 
Bean Ball (KSO) 
Beating It Out (KSFO) 
Beatrice Mabie (NBC) 
Beau Bachelor (CBS) 
Beau Brummel and the 

Coquettes (WCCO) 
Beau Brummel of the Air 

(CBS) 
Beau Brummel Recalls 

(CJCA) 
Beau Brummels (WAAT) 
Beau Night (WNEW)* 
Beauteous Ballads (NBC) 
Beautiful Lady (WLAC) 
Beautiful Thoughts 

(KVGB) 
Beautiful Thoughts in 

Words and Sweet Music 

(WWL) 
Beautiful Women of the 

Ages (KSL) 
Beauty and Charm (KEHE) 
Beauty and Health 

(WBZ-A) 
Beauty and You (WDGY) 
Beauty as a Profession 

(WDSW) 
Beauty Box (KEHE) 
Beauty Box Theatre, The 

Palmolive (CBS) 
Beauty Builders (CBS) 



Beauty for Sale (WMCA) 
Beauty Forum (WMCA)* 
Beauty Hints from Holly- 
wood Stars (KPO) 
Beauty in Words and Music 

(WJSV) 
Beauty News and Hints 

(WTIC) 
Beauty Parades, The Out- 
door Girl (WABO* 
Beauty Question Box 

(KLZ) 
Beauty Rules the Airwaves 

(KXBY) 
Beauty Speaks (KTAR) 
Beauty That Endures 

(WO AD 
Beauty Theatre of the Air, 

The Palmolive (NBC) 
Beauty's Court (WHN) 
Beauvais Orchestra (CFLC) 
Beaux Art Trio (KGO- 

KPO) 
Bedside Talks (WDZ) 
Bedtime Stories (KFUO) 
Bedtime Stories for the 

Smaller Children (KHSL) 
Bee, The (WHBF) 
Bee Master, The (CKTB) 
Beech Street Bluebird 

(KIDW) 
Beef Hour, The (KGVO) 
Before Midnight (KGVO) 
Before the Game (WHBQ) 
Before the Kickoff (KFAB, 

WTCN) 
Beegar's Bowl (WOR)* 
Behind Nebraska Head- 
lines (KFAB) 
Behind Page One (WELD 
Behind Prison Bars (NBC) 
Behind the Cartoons 

(WINS)* 
Behind the Curtain 

(KFWB) 
Behind the Dial (KWLK, 

WNEW) 
Behind the "Eight-Ball" 

(KABR, KVOR, WBT, 

WDRC) 
Behind the Footlights 

(KGO-KPO, WDNC) 
Behind the Headlines 

(KCKN. WKY) 
Behind the Kitchen Door 

(WHEC) 
Behind the Law (KDKA) 
Behind the Lens (WHN) 
Behind the Looking Glass 

(KFSO) 
Behind the Microphone 

(WBS, WRUF, WDNC, 

CFCY) 
Behind the Microphone with 

the Copywriter (KBIX) 
Behind the Mike (CKWX, 

WCAZ, WTMJ) 
Behind the Mikes (WMC) 
Behind the News (CKTB, 

KMTR) 
Behind the Nursing Pro- 
fession (WIP) 
Behind the Scenes (KMTR, 
KORE, WADC, WTIC) 

283 



Behind the Scenes in Europe 

(KWSC) 
Behind the Scenes in Hol- 
lywood (WTNJ) 
Behind the Scenes in Radio 

(KWKH) 
Behind the Scenes in 

Sports (WJZ) 
Behind the Scenes of 

Radio (WHP) 
Behind the Silver Screen 

(WBIG) 
Behind the Title Page 

(WMBO) 
Believe It or Not (NBC) 
Believe You Me (CBS) 
Bell Boys, The (KTUL, 

WKY) 
Bell Ringers Club (KROY) 
Bell Train (KDLR) 
Belle and Martha (RRI) 
Belle Geste de Musique 

(WTAM) 
Belles of the 'Nineties 

(NBC) 
Belles Histoires des Pays 

d'en Haut, Les (CBF) 
Bellmen Choir (WICC) 
Bells of Harmony (KHQ) 
Bellon Ballads (KIDO) 
Beloved Friend Program 

(WQXR) 
Below Freezing Program, 

The (KGIR) 
Below the Rio Grande 

(KMOX) 
Below-Zero Club (WSYR) 
Bern's Little Symphony 

(CRS) 
Ben and Helen (CBS) 
Ben Bernie and All the 

Lads (NBC) 
Ben Bolt and His Nuts 

(WLTH) 
Ben Franklin Says (WAVE) 
Benay Venuta's Program 

(WOR) 
Beneath the Surface (NBC) 
Benediction (WGAR) 
Benedicts, The (WAAF)* 
Bensonairs, the (WBIG) 
Bensons, The (CKCL) 
Bermuda Sketches 

(WABO* 
Bertie Sees the World 

(NBC) 
Beside the Bookcase 

(KYOS) 
Beside the Shalimar 

(KGW-KEX) 
Best Bets (KDYL) 
Best Sellers (NBC) 
Best Things in Life Are 

Free (KLZ) 
Best Wishes (KFAM, 

WSAU) 
Bethany Girls (WDRC) 
Bethel Tabernacle Church 

(KHSL) 
Betrie & Betty (WJZ)* 
Betsy Ross Speaks (WADC) 
Betsy's Chatter (KRQA) 
Better Americanism 
(WIP) 



PROGRAM TITLES— Continued 



Better Americans (WGES) 
Better Basket (KFNF) 
Better Breakfast Bureau 

(KMO) 
Better English (WEED 
Better Homes (KFVS) 
Better Homes Program 

(WMCA) 
Better Music Hour 

(KMPC) 
Better Speech (WHA) 
Better Speech Program, 

The YMCA (WDNC) 
Better Vision (WLAC) 
Betty and Ben (WDNC) 
Betty and Bob (CBS) 
Betty and Frank (CJRC, 

CKY) 
Betty and Her Boy Friends 

(KWK) 
Betty & Her Neighbor 

Boys (WBBM)* 
Betty and Jerry (CJRC) 
Betty Ann Quarter Hour 

(KMMJ) 
Betty Baker (KOOS) 
Betty Boop (NBC) 
Betty Buyer (WCBS) 
Betty Crocker (WDAF) 
Betty Gay (KMBC) 
Betty Gay's Dancing Parties 

(WHB) 
Betty Hartley, Your Stylist 

(WBNS) 
Betty Jane and Martha 

(CHNC) 
Betty Lane & Her South- 
erners (WNAX) 
Betty Lee (WO AD 
Betty Lee's Boy Friend 

(WOAD 
Betty Lennox (WGY) 
Betty Lou Quizzer, The 

(WBIG) 
Betty Mario w and Her Or- 
chestra (NBC) 
Betty Moore (NBC) 
Bettv's Bargain Bureau 

(KPDN) 
Between Beats (-KHUB) 
Between Editions (WAVE) 
Between Ourselves (CKY) 
Between the Bookends 

(KMBC, WGAR) 
Between the Deadlines 

(KMO) 
Between the Halves 

(KFAB) 
Between the Lines 

(KNOW) 
Between the Rows (KMA) 
Between War and Peace 

(WMCA) 
Between You and Me 

(WFAS, KGFF) 
Beverly Hill Billies 

(KMPC) 
Beyond the Traffic Lights 

(KIRO) 
Beyond the Veil (KWLK) 
Bible Brevities (WDBO) 
Bible Broadcast, The 

(WEBQ) 
Bible Broadcaster (WTMV) 



Bible Class (KFUO) 
Bible Class, The Morgan 

(WNOX) 
Bible Drama (KGO-KPO, 

KFUO) 
Bible Expositor and Bible 

Student, The (KFUO) 
Bible House Presents 

(WQXR) 
Bible in Song and Story, 

The (WNEW) 
Bible Lesson (WDAF) 
Bible Lovers Revival 

(KLRA) 
Bible Lyceum (WSGN) 
Bible Mysteries (WRJN) 
Bible Pictures (WMCA) 
Bible Portraits (KFRC) 
Bible Reading (KFUO) 
Bible Stories (KHSL, 

KFUO) 
Bible Stories for Children 

(WAAF) 
Bible Stories Retold 

(WSPA) 
Bible Story Narrator 

(KHSL) 
Bible Time (WICA) 
Biblical Dramas (WGY) 
Bicycle Party (NBC) 
Bicycle School (WSAI) 
Bicvcle Traffic Court 

(WRJN) 
Bidin' My Time (WHAM) 
Big Apple-Sauce, The 

(WHBQ) 
Big Apple Swing Club 

(WKBO) 
Big Broadcast (WCLO) 
Big Broadcast of 1936 

(WPHR) 
Bis Brother Club (KGGM, 

KMBC) 
Big Brother Jim (KOY) 
Big Brothers Bible Class 

(WSFA) 
Big Brother's Children Hour 

(KTRH) 
Big City Broadcast 

(WOW)* 
Big Corral (WISN) 
Big Eight. Baird's (KIDO) 
Big Five, The (WDNC) 
Big Four. The (KDYL) 
Big Freddy Miller (WXYZ) 
Big Game Hunt (NBC)* 
Big Game in North America 

(NBC) 
Big Guns (NBC) 
Big House Reviews, The 

(WCLS) 
Big League Special 

(WFDF) 
Big Leaguers & Bushers 

(WGN)* 
Big Little Things of Life 

(KFIO) 
Bier Man From the South, 

The (CFLC) 
Big Name Bands (WCFL) 
Big Sandy Folks (WCMD 
Big Sandy Music Hall 

(WHBQ) 
Big Show, The (KFWB)* 

284 



Big Sister (WRJN) 
Big Six of the Air, The 

Chevrolet (NBC) 
Big Smith Barn Dance 

(WFAA) 
Big Store News (WBNS) 
Big Swing, The (WCAE) 
Big Ten, The (KGO-KPO) 
Big Ten Hits (NCBS) 
Big Ten Review (WTCN) 
Big Ten Sports Huddle 

(WBBM) 
Big Time (NBC) 
Bit Top, The (KOA) 
Big Top Revue with Dippy 

Dramas (CFRN) 
Big Town (CBS) 
Big Yank (WCAO)* 
Big Yank Mavericks 

(KGO-KPO) 
Biggest Little Band in 

Town (WKOK) 
Biggest Little Program on 

the Air (WEAU) 
Bijou Theatre (CFRB) 
Bill & Eileen (WJZ)* 
Bill & Ginger (WABO* 
Bill and Helen (KGNF) 
Bill and Henry (NBC) 
Bill and Mary (KFEQ) 
Bill and Phil (WHB) 
Bill and Ralph (WAPI) 
Bill Boyd and His Cowboy 

Ramblers (WRR) 
Bill Brown, the Movie Man 

(WMT) 
Bill, Mac & Jimmy 

(KNX)* 
Bill Meredith, Detective 

(KRKD) 
Bill Perrin (KGFF) 
Bill Pitts Passes By 

(WBEN) 
Bill Stern's Sport Scraps 

(NBC) 
Bill the Barber (WMAQ)* 
Bill the Fisherman 

(WAAT)* 
Bill, the Timekeeper 

(WIOD) 
Billboard of the Air 

(WOWO-WGL) 
Billy and Betty (NBC) 
Billy Brown's Brevities 

(CKWX) 
Billy Glason's Fun Fest 

(WMCA) 
Billy Hill's Hillbillies 

(WKY) 
Billy Isaac's Commanders 

(WCAO) 
Billy Mills and Company 

(WBBM) 
Bins Crosby Jam Session 

(NBC) 
Bing Crosby Time (KIEV) 
Bing Sings (CJLS. CKCL) 
Bing Time (WDNC) 
Biographer of the Air 

(WBBC) 
Biographies (KFUO) 
Bird and Vash (CBS) 
Bird of Paradise (WEAF)* 
Bird Songs at Eventide 

(KFPY, WHB) 



PROGRAM TITLES— Continued 



Birds of a Feather (RRI) 
Birmingham Day-by-Day 

(WSGN) 
Birth of the News (CFRN, 

WLNH) 
Birthday Bells (KDLR, 

KWOS, WDAF, WIL) 
Birthday Bill (KECA) 
Birthday Book (CKMO) 
Birthday Club (WROK, 

KPDN, WJNO) 
Birthday Club, The Banner 

(KRBC) 
Birthday Club, The KFOR 

(KFOR) 
Birthday Club of the Air 

(KGFW) 
Birthday Club with Old 

Pappy, The KPLT 

(KPLT) 
Birthday Greeters, The 

(WEST) 
Birthday Greeters, Gene 

and Bud (WEST) 
Birthday Man (WHEB) 
Birthday Parade, The 

(WNBR) 
Birthday Parties, The 

Baker University 

(WDAF) 
Birthday Party (WFBM, 

WDEV, WDZ, KGAR, 

KMAC, WPG) 
Birthday Party, The Arco 

(NBC) 
Birthday Party, The WLNH 

(WLNH) 
Birthday Salute (WHN) 
Bishop & the Gargoyle, 

The (NBC) 
Bit o' Cheer and Sunshine 

(KFBI) 
Bit o' Livin,' A (WRR) 
Bit o' Philosophy (WRGA) 
Bit o' Swing (WFTC) 
Bit of Blighty, A (CJOC) 
Bit of This and That, A 

(WABI) 
Bits from Hits (CKCL) 
Bits of Hits (WAAW, 

WTMV) 
Bits of Life (RRI) 
Bits of Melody (KGO-KPO) 
Bits of Rhythm (WAVE, 

WMSD) 
Bits of the Theatre (NBC) 
Bits of This and That 

(WADC) 
Bits of Wit (KABC) 
Bittersweet Melodies 

(WBBM, WCFL) 
Black Ace, The (WWJ) 
Black & Blue, Detekatifs 

(KHJ) 
Black and Gold Ensemble 

(WTMJ) 
Black and Tan Review 

(CJRC) 
Black and White (WTOL) 
Black and White Keyboard 

Boys (WBRE) 
Black & White Rhapsody 

(WBOW) 



Black and White Varieties 

(CBL) 
Black Cat Mvsteries 

(WMBC) 
Black Chamber, The (NBC) 
Black Chapel (KNX) 
Black Diamonds (KGO- 
KPO) 
Black Feather, The 

(WDRC) 
Black Ghost (KGO-KPO, 

MacG) 
Black Hills Romance 

(KSOO) 
Black Horse Tavern 

(CKOC) 
Black Keys and White 

(CHAB, WSAU) 
Black Magic (MacG) 
Black Mask Players 

(KGNC) 
Black Moon Mystery 

(WFBR)* 
Black Night (WBAP) 
Black Night Series 

(WBAP)* 
Black on White (WCLE) 
Black Rhapsody (KHJ)* 
Blackbirds (KONO) 
Blackfriar Radio Players 

(WJRD) 
Blackstone Plantation 

(NBC). 
Blair Cut Ups (WBZ-A) 
Blaisdell Woodwind 

Ensemble (NBC) 
Blarney (KIDW) 
Bleecker Street Jamboree 

(WIBX) 
Blended Harmony (WHDL ) 
Blessed Eventer, The 

(WWSW) 
Blighty Program, The 

(CKCK) 
Blind Ambassador to the 

Court of Good Cheer, 

The (WGBI) 
Blind Artists Bureau 

(WMCA) 
Blind Dates (WNEW) 
Blind Quintette (WCHV) 
Blind Tenor, Edmund 

Denny, The (WIBW) 
Blizzard of 1938, The 

(NBC) 
Blood and Thunder 

(WMCA) 
Blooming Bill (WADC) 
Blow Out the Match 

(WAIM) 
Blue and Gold Hour 

(WBZ-A) 
Blue Belles and Their 

Beaux (WKY) 
Blue Bird Melodies (KGO- 
KPO) 
Blue Blazers (WAAT) 
Blue Bonnet Time (KRLD) 
Blue Book, The (WFBR) 
Blue Book of the Air 

(WMFJ) 
Blue Fantasie (WRUF) 
Blue Flames (CBS) 
Blue Four, The (WNAX) 
Blue Grass Brevities (CBS) 

285 



Blue Hangover (WDNC) 
Blue Hawaii (KOB, 

WBBM) 
Blue Heaven (KTUL, 

WMBO) 
Blue Horizons (KFVD) 
Blue Hours (KRLD) 
Blue Jam (WEST) 
Blue Jays (KGO-KPO) 
Blue Madonna (KFWB) 
Blue Monday (KLO, WBZ- 

A) 
Blue Monday Club 

(WDBO) 
Blue Monday Express 

(WREN) 
Blue Monday Gloom Chas- 
ers (CBS) 
Blue Monday Jamboree 

(KHJ, WFRC, KRMC, 

KTUL) 
Blue Monday Melodies 

(KONO) 
Blue Moon Kuku's (NBC) 
Blue Moonlight (KGO- 
KPO) 
Blue Mountain Mill 

(CFRB) 
Blue Plate Special (KHJ) 
Blue Prelude (WHB, KGO- 
KPO) 
Blue Rhythm Serenade 

(WBBM) 
Blue Rhythm Swingtette 

(KFNF) 
Blue Rhythms (KMBC) 
Blue Ribbon Melodies 

(WFBM) 
Blue Ridge Mountain Boys 

(KYA) 
Blue Ridge Mountaineers 

KIUN) 
Blue Room, The (KGLO) 
Blue Room Echoes (WTIC) 
Blue Shadows (WPAY, 

KFPY, KYOS) 
Blue Skies (WINS, WKRC) 
Blue Star Revue (KOIN) 
Blue Streaks (WBST- 

WFAM) 
Blue Strings (WMAL) 
Blue Triangle Hour 

(KSAC) 
Blue Valley Homestead 

(NBC) 
Blue Velvet Orchestra 

(CBS) 
Blue Water Variety 

Jamboree (WHLS) 
Bluebelles and Their Beaux 

(WKY) 
Bluebird Jamboree 

(KVEC) 
Bluebirds (CBS) 
Bluebonnet Girls, The 

(WFAA) 
Bluegrass Brevities 

(WHAS)* 
Blues (CBS) 
Blues Chasers, The 

(WMSD, KONO. WJBY, 

WWVA, CJRC, WBRC, 

WHMA) 
Blues Chasers and Sleepy, 

The (KOOS) 



PROGRAM TITLES— Continued 



Bluettes (KGO-KPO) 
Blu-Noters, The (WCMI) 
Bo Jazz (KTUL) 
Board of Arbitration 

(WHN) 
Board of the Aldermen 

Talk (WINS) 
Boardin' House (WPAY) 
Boarding House, The 

(WMMN, WKBN) 
Boardwalk Interviews 

(WCAP) 
Boat of Romance, The 

(CHRC) 
Boatmen's Program 

(WGCM) 
Bob Albright, the Okla- 
homa Cowboy (WXYZ) 
Bob and Betty (KGVO) 
Bob Becker (NBC) 
Bob Becker's Fireside Chats 

about Dogs (NBC) 
Bob Berger Presents 

George Mackinnon 

(WHAS) 
Bob Bingham's Sports Re- 
view (WWNC) 
Bob Buck (WBS) 
Bob Crosby and His Or- 
chestra (NBC) 
Bob Darling (KFOR)* 
Bob Grooters (KOA) 
Bob Hecker's Outdoor Tales 

(CBS) 
Bob Jerry and Company 

(KMBC) 
Bob Jones College Prayer 

Hour (WSFA) 
Bob Lithchfield at the Organ 

(WPHR) 
Bob Neighbor (KIRO) 
Bob Newhall, Sports 

(WLW) 
Bob Nolan San Felicians 

(NBC) 
Bob-O-Link Sideshow 

(WMAQ)* 
Bob Pierce and Company 

(WHAM) 
Bob White (WTMV) 
Bobby and Betty (KFOX) 
Bobby and Betty and Their 

Magic Boots (KFOX) 
Bobbv Benson & Polly 

(WABC)* 
Bobby the Bachelor 

(KCMO) 
Bobette and Her Curlyques 

(KTUL) 
Bob's Tagger Rag Hour 

(WCAZ) 
Boheme, Le (NBC) 
Bohemian Brevities 

(KTEM) 
Bohemian Hour, The 

(WPHR) 
Bohemian Night Club 

(KHQ) 
Bohemian Program 

(WJAG) 
Bohemian Varieties 

(WJAY) 
Bohemians (KGO-KPO, 

WBAP, WFBM) 



Bolek Musicale (WCAO) 
Bon Bons (CBS) 
Bon Voyage (KGHL, KYA) 
Bonaventure News-Reel 

(WHDL) 
Boners' Court (KLZ, 

WCBS) 
Bon jour, Madame (CKAC) 
Bonjour Paris, Bonsoir! 

(CBM, CBF) 
Bonnie Airs (WCOL) 
Bono & Co. (WKBW) 
Booby Hatch, The (KGVO) 
Book and the Reader, The 

(WHBQ) 
Book Bag, The (WFBR) 
Book Brochures (KLZ) 
Book Caravans (WHK) 
Book Chat (WAAF, KFIZ) 
Book Club Chatter (WBT) 
Book Club of the Air 

(WGY) 
Book Looks (WKRC) 
Book Lore (WMCA) 
Book News (WSAY) 
Book of Fantastic Facts 

(WBTM) 
Book of Life (KHQ, KOIN) 
Book of Melodies (WMCA) 
Book of Memories (KHQ) 
Book of People (WLW) 
Book of the People 

(WMCA) 
Book Parade (KGO-KPO) 
Book Report, The (NBC) 
Book Review (KGNC, 

KIEM, KMTR, KSAL, 

WJAG, WRUF) 
Book Review — Peter 

Quince (WRVA) 
Book Review, William 

Winter's (WBT) 
Book Revue, The WPHR 

(WPHR) 
Book Shelf, The (KHSL) 
Book Shop, The (WLS)* 
Book Sketches (CKX) 
Book Theatre, The (WCOP) 
Book Theatre of the Air 

(WCOP) 
Bookcase, Grant Merrill's 

(KOL) 
Bookman, The (KHSL, 

WDEV. WSBT-WFAM) 
Bookman's Notebook, A 

(NBC) 
Books and Authors (WICA) 
Books & Booklore (CFRN) 
Books and Music (WBRY) 
Books and Their Authors 

(KFUO) 
Books, Authors and People 

(WJBK) 
Books for Children (KGO- 
KPO) 
Books in the Limelight 

(NBC) 
Books in the News 

(WQXR) 
Books in Review (KGEZ) 
Books People Like (WABI) 
Books, The Best of the 

Month (NBC) 
Books, Today, Yesterday 

and Tomorrow (WXYZ) 

286 



Bookshelf (WCLE, WHN, 

KFUO, WCHS) 
Bookshelf, My (CKY) 
Bookshelf, The Northwest- 
ern University (WBBM) 
Bookworm, The (WJR, 

WTHT, KWJB) 
Boos and Bouquets 

(KGVO) 
Boos and Hisses (WESG) 
Boost the Blues (KXBY) 
Booster Club (WTMV) 
Boosters Club (WEED 
Boots and Bachelors 

(WKBW) 
Boots and Her Buddies 

(CHNC) 
Boots and His Buddies 

(KONO) 
Border Buckaroos (KNEL) 
Border Varieties (CKLW)* 
Bordertown Barbecue 

(WBS) 
Boredom by Budd (WJZ)* 
Boston Almanac, The 

(WORD 
Boston Entertains (CBS) 
Boston Fur Club (WEED 
Boston Hour (WEED 
Boston Petite Symphonies 

(CBS) 
Boston Variety Hour (CBS) 
Bottle Boys (WEAF)* 
Boultbee Safety Specialties 

(CKWX) 
Bound to Read (KFAM) 
Bouquet for Today, The 

(KPDN, WEBC) 
Bouquet for Today, Bur- 

dine's (WQAM) 
Bouquet of Melodies (KGB, 

KGO-KPO, WDGY, 

WATR) 
Bouquet of Melodies, Your 

(KVOR) 
Bouquets of Ballads (CFAC, 

KOIN) 
Bourdon, Conducting 

(WFBC) 
Bow Ballads (WIBX) 
Bower of Roses (KMPC) 
Bowery Mission (WHN)* 
Bowl of Rice (WEED 
Bowler's News (WHBF) 
Bowling Bletherings 

(KMO) 
Bowling Briefs (WFBR) 
Bowling Bystanders 

(KDYL) 
Bowling Congress (WINS) 
Bowling Spotlight, The 

(WGH) 
Bowling Time (WCPO) 
Bowmasters, The (KTUL) 
Bows and Strings (WLW) 
Box Social, The (WNAX) 
Box Store Extra (NBC) 
Bov and a Girl, A 

(KALE)* 
Boy and Dog Club, The 

(CJRM) 
Boy and Girl Next Door 

(CBS) 
Boy Chorister — Leigh Gut- 

teridge (WORD 



PROGRAM TITLES— Continued 



Boy Detectiye (KFOX) 
Boy from Alabama (WWL) 
Boy from Songland (WHK) 
Boy Meets Girl (WHK) 
Boy Next Door (CBS) 
Boy of Yesterday, The 

(WNEW) 
Boy Reporter — Jerry 

Nelson (KFOX) 
Boy Scout Dramas (WSOC) 
Boy Scout Meeting of the 

Air (CHNC) 
Boy Scout Parade (WSYB) 
Boy Scout Pow-Wow 

(WBRB) 
Boy Scout Round Table 

(WCAP) 
Boy Scout Troop of the 

Air, The WBBM (WBBM) 
Boy Scouts (CRS) 
Boys and Girls Club of the 

Air (WHAM)* 
Boys and Girls Safety Club 

(WDBJ) 
Boys Club (WOR) 
Boys Club of the Air 

(WIP)* 
Boys in Blue (WJR) 
Bovs in the Western Valley, 

The (KMA) 
Boys of the Golden West 

(KIUL) 
Boys of the World (NBC) 
Bradley Kincaid's House 

Party (WGY) 
Bradley's of Prairie Farm 

(WLS) 
Bradshaw Safety Club of 

the Air (WJTN) 
Brain Battle (KFRC) 
Brain Teasers (KMJ, 

WMBD, WMBR, KBND) 
Brain Trust, The (KTKC) 
Brain Trust, Doc Rock- 
well's (NBC)* 
Brain Twisters (WSBT- 

WFAM, WHEC) 
Brainball (KROW) 
Brains and Bright Hope 

(KVOO) 
Brains in the Barnyard 

(NBC) 
Brainstormers (WHB) 
Brass Button Review 

»(NBC) 
Brass in the Air (KELO) 
Brave New World (CBS) 
Bravest of the Brave 

(NBC) 
Brazilian Nightingale 

(NBC) 
Bread and Jelly Time 

(WFDF) 
Bread and Milk Club of 

the Air (KIUL) 
Bread of Life (CJRM) 
Bread Time Tunes by the 

Little Loafer (WHLS) 
Bread Winners (KFYR) 
Breadtwisters, The 

(WSAU) 
Breadwinner (WHN) 
Break O'Day (KMPC) 
Breakfast Ballads (WSAZ) 



Breakfast Bell (KRQA, 

WMIN) 
Breakfast Brevities 

(KFYO, WHP, WOAI, 

CJCA) 
Breakfast Briefies (WHP) 
Breakfast Brigade 

(KMOX) 
Breakfast Business (WHAS) 
Breakfast Cabaret (KLUF, 

KWKH) 
Breakfast Club (CJOC, 

KFNF, KVGB, WISN, 

KLO, WJAY, KFBB, 

WIL, KELA, KFRC, 

WMBD) 
Breakfast Club, The 

L.A.A.C. (KRKD) 
Breakfast Club, The West- 
chester (WFAS) 
Breakfast Club, The WOPI 

(WOPI) 
Breakfast Club Express 

(WIL) 
Breakfast Club Roundup 

(KFNF) 
Breakfast Club with the 

Musical Chefs (WHIS) 
Breakfast Concert (KPDN) 
Breakfast Dance (WAIM) 
Breakfast Express (WAAF, 

WAAW, WDAS, WJBK) 
Breakfast Four (WBZ-A) 
Breakfast Gossip and Music 

(WELD 
Breakfast Guest (KLZ) 
Breakfast in Dixie 

(WDOD) 
Breakfast Klub (KHUB) 
Breakfast Melodies (KRE, 

WMBD) 
Breakfast News Edition 

(WIBA) 
Breakfast News of the 

World (KOMA) 
Breakfast Party (KGO- 

KPO, KVOO, WCAX) 
Breakfast Reporter 

(WAAT) 
Breakfast Serenade 

(WRUF, WDBO) 
Breakfast Special (WCLO, 

KFOR) 
Breakfast Symphony 

(WQXR) 
Breakfast Table (WJAG) 
Breakfast Time around the 

Turn Tables (KGHI) 
Breakfast Time at Bar-X 

(KFPY) 
Breakfast Time Briefs 

(KGNO) 
Breakfast Time Table 

(KLZ) 
Breakfast Time Tunes 

(WAAT) 
Breakfast Time with Plain 

Jane and Jim (CKWX) 
Breakfast Varieties (KSO ) 
Breakfast with Folger 

(KGO-KPO) 
Breath of South Africa, 

The (CFCF) 
Breath of the Avenue 

(KSL) 

287 



Breck's Garden Talk 

(WEED 
Breen & de Rose (NBC) 
Breeze, The (KTUL) 
Breezin' Along (CJOC) 
Breezy Brevities (KXBY) 
Brent House (NBC) 
Breviated Oddities 

(KGDE) 
Brevities, The WJAR 

(WJAR)* 
Breyer-Leaf Boys (NBC) 
Briarcliff Reveries (WSB) 
Briarhopper Boys — Ham 

and Sam (WBT) 
Brickbats & Bouquets 

(KGA) 
Brickstones, The (WEBC) 
Bride and Groom Serenade 

(WDAE) 
Bride's House, The (WMCA$ 
Bridge Briefs (WBRB) 
Bridge Builders (KFWB) 
Bridge Club, The KFI 

(KFD 
Bridge Deck (WINS) 
Bridge Forum (WDAE) 
Bridge Quiz (WMCA) 
Bridge Table, The (WSYR) 
Bridge to Dreamland 

(KGO-KPO) 
Bridget and Pat (CKY) 
Brief Drama (WMBH) 
Bright Horizons (KMOX) 
Bright Lights Revue (CBS) 
Bright Side of the News, 

The (KANS) 
Bright Spot. The (WLAW, 

WSIX, WIBX) 
Bright Spot, The Bab-O 

(WBBM)' 
Bright Spots (KTHS) 
Brighter Side of the News 

(WGAR) 
Brighter Smile Program 

(KMAC) 
Brilliantly Beautiful Melo- 
dies (KSD) 
Bring 'Em Back Alive with 

Lifeguards (KGHL) 
Bring 'em in Alive (WEBC) 
Bringing Up John and Mary 

(KGVO) 
British and Foreign Bible 

Society (CJRC) 
British Empire News 

(CFRN) 
British Empire Program 

(CKMO) 
British Israel Period 

(CJRC) 
British Israel World Fed- 
eration (CJRC) 
Broadcast Bulletin (CKY) 
Broadcast Choir Festival 

(WRNL) 
Broadcast Rhymsters 

(WBBM) 
Broadcasting and the 

American Public (CBS) 
Broadcasting Broadway 

(NBC) 
Broadway and Park Ave. 

(WMCA) 



PROGRAM TITLES— Continued 



Broadway Bandwagon 

(KDYL, WHN) 
Broadway Bill (KGB) 
Broadway Billboard (WBZ- 

A) 
Broadway Bill's Race Re- 
views (WMCA) 
Broadway Cinderella 

(WGN)* 
Broadway Echoes (WRUF) 
Broadway Lights (WOR) 
Broadway Matinee 

(KWJJ) 
Broadway Melodies 

(WMCA, KLO, WIND) 
Broadway Melody Hour 

(WHN) 
Broadway Memories (KFI) 
Broadway Merry Go 

Round (NBC) 
Broadway Newsreel 

(WMCA) 
Broadway Nights (KOIN) 
Broadway Opportunity 

Hour (WNEW) 
Broadway Parade (KFSO) 
Broadway Portraits (WHN) 
Broadway Review (WSGN) 
Broadway Showcases 

(WEVD) 
Broadway Talks (KMO) 
Broadway to Hollywood 

(WIP) 
Broadway Varieties (CBS) 
Broad way ites (WAAT) 
Broadway's Greatest Thrills 

(CBS) 
Broer Family at Home 

(KSLM) 
Broken Circle X Ranch, 

The (KFVS) 
Broken Record, The 

(KFYO, WLNH) 
Broncho Busters, The 

(WMFF WSOC) 
Broncho Busters Barn 

Dance (CHAB) 
Bronx Harmonizers 

(WHN)* 
Bronx Marriage Bureau 

(WOR)* 
Brooklyn Foreign Affairs 

Forum (WLTH) 
Brooklyn Woman's Court 

Alliance (WMCA) 
Brother Ben (WTMV) 
Brother Bill (WIP)* 
Brother, Can You Spare a 

Job? (KARK) 
Brother Dave and His Kid- 
die Club (WTJS) 
Brothers of the Broom 

(WMBH) 
Brown County Revelers 

(WLW, WSAI) 
Brown Derby Quiz 

(WGAD* 
Brown Dynamite of the 

Ivories (WSPA) 
Brown-Eyed Blues Girl and 

Her Blue-Eyed Boy 

Friends (KGBX) 
Brown Family (MacG, 

KFUO, WDRC) 



Brown Sisters, The (KHJ) 
Brownies, The (KDLR) 
Brownies Request (KDLR) 
Brownsviller Zeide 

(WLTH) 
Browsing (WRNL) 
Browsing Among Books 

(CBS) 
Bruin Broadcast (KFVD) 
Bruno's Accordion 

(WMBC) 
Brush Creek Folks (WSPD) 
Brush Creek Follies 

(KMBC) 
Bryn Mortenson (WDGY) 
Bubble Up Brevities 

(KCMO) 
Bubbles (CBS) 
Buccaneers (CBS) 
Buccaneers Quartet, The 

(WTAG) 
Buck .and Jerry (WSOC, 

WSPA) 
Buck and Shot (WRJN) 
Buck Boys (WBAP) 
Buck Brand Program 

(WBAP) 
Buck Riddle & His Buck 

Riddles (WTEL) 
Buck Rogers (CHRC) 
Buck Rogers in the 20th 

Century (CBS) 
Buckaroos (KGO-KPO, 

KGKO) 
Bucket Syrup Programs 

(MWR) 
Buckeye Barnstorming 

(WOWO-WGL) 
Buckeye Buckaroos 

(WAAW) 
Buckle Busters (WAAW) 
Bucklebusters, The (WBT) 
Bud and Spud (KMBC) 
Bud and the Musical 

Blossoms (WWVA) 
Bud Percy (KFIZ) 
Bud Shaver Sports Talks 

(WXYZ) 
Budd Hyde and His Popu- 
lar Request Program 

(KVOD) 
Budd Show, The (NBC) 
Buddies (RRI) 
Budding Talent (NBC) 
Buddy and Bunky (WINS) 
Bud dy a nd Ginger 

(MWR) 
Budget Honeymoon 

(WOR)* 
Budget Stretcher, The 

(WCFL) 
Bughouse Rhythm (KGO- 
KPO) 
Bugle Call, The (WCMI) 
Bugle Call Revue (WCAU) 
Build a Home (KOL) 
Builder of Dreams (KFAC) 
Builder-Upper, The 

(KXBY) 
Builders, The (WGBI, 

WROK) 
Builders of America 

(KVOR, WIND) 
Builders of Clovis (KICA) 

288 



Builders of El Dorado 
(KELD) 

Builders of El Paso 
(KTSM) 

Builders of Happiness 
(WBBM) 

Builders of the 20th Cen- 
tury (WEAN) 

Building a Home (WAVE) 

Building Better Citizens 
(WLS) 

Building Industry Forum 
(NBC) 

Building Southern Cali- 
fornia (KHJ)* 

Bulletin Board, The 

(KTUL, WSAU, WDBJ, 
WCAO, KTAT, WFBC, 
WFBR) 

Bulletin Board, The Black 
Hills (KOBH) 

Bulletin Board, The Lake 
County (WICA) 

Bulletin Board, The Pats 
Bamby (WCLO) 

Bulletin Board of the Air 
(WCOA) 

Bulletin Board of the Air, 
The Chamber of Com- 
merce (WQAM) 

Bulletin of the Air (KGB) 

Bumble Bees, The (WFAA) 

Bunch of Loons, A (CHRC) 

Bungalow Ballroom 
(KEX)* 

Bunk House Boys (WNOX) 

Bunk House Nights (WHO) 

Bunkhouse Buddies 
(KYOS, KGFJ) 

Burbig's Syncopated His- 
tory (CBS) 

Bureau of Beauty, The 
CKBI (CKBI) 

Bureau of Missing Persons 
(WWJ) 

Buried Gold (NBC) 

Burn Balladier (CFRN) 

Burning Questions 
(KFOX) 

Burns & Allen (NBC) 

Burton and Dutton, Studio 
Goldfish (KYW) 

Bus Broadcaster (WCBS) 

Bus Smith & His Silver 
String Band (WCHV) 

Bus Terminal Interviews 
(KGKB) 

Bush Brevities (CFRN) 

Bushey & Haley (KDKA)* 

Bushwhackers, The 
(KPDN) 

Business and Pleasure 
(KHQ) 

Business Barometer 
(KTHS) 

Business Biographies 
(KGA) 

Business Builders, The 
(WRR) 

Business Careers for Can- 
adians (CJRC) 

Business Counsellor, The 
(WHAM) 

Business Forum (WGRC) 



PROGRAM TITLES— Continued 



Business Men's Bible Class 

(WRVA) 
Business Parade, The 

(WHBH) 
Business Review (KGO- 

KPO) 
Bust o' Dawn (WDOD) 
Bust o' Dawn Society 

(KVOL) 
Busta Dawn (WRDW) 
Buster Brown (WWL) 
Busy Fingers (CBS) 
But Women Have Brains 

(NBC) 
Butane Cowboys, The 

(KGKL) 



Butternut Twins (KDFN) 
Button Family, The (KGB) 
Buy American (WINS) 
Buy in Selma (WHBB) 
Buy Locally (KFVS) 
Buy Now Broadcast, The 

Lyons (WMBO) 
Buy Now Broadcast, The 

Newark (WMBO) 
Buy Olyphant Revue 

(WGBI) 
Buyers' Bus (WTMV) 
Buyers' Guide (KFVS) 
Buyer's Guide Club 

(WCBS) 
Buyers' Parade (KALE) 



Buzz Davis Sports 
(WD AS) 

By Candlelight (KEHE, 
KYW) 

By Popular Demand (Mod- 
ern Age Books) (CBS) 

By Popular Request (KRE) 

By Request (KVSO) 

By the Blue Danube 
(CJRM) 

By the Fireside (CKCL, 
CKCH, KWSC, WHN, 
CFRN, WHK, WXYZ) 

By the Right, Quick 
March! (CKCL) 

Byrd High on the Air 
(KRMD) 



C 



CCC Choristers, The 

(WTJS) 
CCC Review (WFMD) 
CCCs in the News (WHDL) 
CJRC Welcomes Tourists 

(CJRC) 
CabaUeros, The (WCAU) 
Cabaret Matinee (CJOC) 
Cabbages and Kings 

(WMBC, WHN, KORE) 
Cabin at the Crossroads 

(WLS)* 
Cabin in the Cotton (NBC) 
Cabin in the Hollow 

(WJW) 
Cabinet of Melody (CHNS) 
Cackle Club, The (KFEQ) 
Cactus Blossoms (KPDN) 
Cactus Charlie (WBZ-A) 
Cactus Concerts (KITE) 
Cactus Kate (WGN)* 
Cadence and Romance 

(CKCV) 
Cadets, The (CBS) 
Cadets, The Pepper 

<WFAA) 
Cafe Budapest (CBS) 
Cafe Collette (CFAC) 
Cafe Concert (CJBR) 
Cafe Continental (KMTR, 

WHBQ) 
Cafe Franz Josef (CFAC, 

CKCK) 
Cafe Imagination (KITE) 
Cafe Noir (WRUF, WTBO) 
Cafe of the Red Dagger 

(WOR)* 
Cahil-Logues (NBC) 
Cakes and Coffee (WKY) 
Calendar for Men, Hibbs' 

(KSL) 



Calendar Man (WCHV, 

WEW) 
Calendar of Events 

(KIDO, WGH) 
Calendar of Events for the 

Day (KABR) 
Calendar of Memories 

(WKY) 
Calendar of the Week 

(KSUB) 
California Concert (KGO- 

KPO) 
California Dons (KGO- 

KPO) 
California Melodies (KHJ) 
California Tea Time 

(KSFO) 
California Trio (KGO- 

KPO) 
Californians on Parade 

(KGO-KPO) 
California's Hour (KGO- 
KPO, KHJ) 
Caliwaiians' Music 

(KRKD) 
Call Boy, The (KTUL, 

CFRN) 
Call of the North (WCCO) 
Call of the South (KRKD) 
Call to Church (WCOP) 
Call to Worship (WAPI, 

WSB, WOAI) 
Call to Youth, The (NBC) 
Calle de Olvera (KFAC) 
Callin' on the Neighbors 

(WCAE) 
Calling All Cars (CJCA, 

KHJ) 
Calling All Citizens to 

Safety (WBBC) 

289 



Calling All Drivers 

(WGRC) 
Calling All Men (WJNO) 
Calling All Parties (WHN) 
Calling All Sportsmen 

(WKY) 
Calling All Stamp Collec- 
tors (NBC) 
Calling AU Stars (WBAL, 

KTSA) 
Calling All Sweethearts 

(NBC) 
Calling All Tourist Cars 

(KVOO) 
Calling All Tourists 

(KPAB) 
Calling All Travellers 

(CFGP) 
Calling Alla'gators 

(WWSW) 
Calling Hollywood (WORD 
Calling on the Neighbors 

(WCAE) 
Calling Santa (WLAC) 
Calling Warren (WJTN) 
Callippe & Miss Kath'rine 

(NBC) 
Calvert Milchcopalers 

(KVSO) 
Cambridge Is Calling 

(WALR) 
Cameo Coal Cwiz (WKOK) 
Cameo of Modern Song, 

The (KSD) 
Cameo Quiz (WRAK) 
Cameo Theatre, Hart's 

(KFH) 
Cameos (KPG, WBBM) 
Camera Catches Rockford 

High (WROK) 



PROGRAM TITLES— Continued 



Camera dicker Club of the 

Air (KFBB) 
Camera Clicks (WCPO) 
Camera Club (WBAL, 

WDEV, WHP) 

Camera Club of the Air 

(KFSO, WHAM, CFCF, 

CJCA, WMIN, WSGN) 

Camera Forum (WHK) 

Camera Hour, T. E. Litt's 

(KVOA) 
Camera Man, The (KRSC, 

KFRC, KSO) 
Camera, Please (WBAL)* 
Camera Reflections 

(WBRY) 
Camera Shots (WGAR) 
Camp Comments (WGAR) 
Camp Meetin' (KGO-KPO) 
Camp Meeting of the Air 

(WBIG) 
Camp Talks (NBC) 
Campbelleers, The (WHB) 
Campfire (KHSL) 
Campfire Boys, The 

(WBZ-A) 
Camp Fire Girls' Pow- 

Wow (KIEM) 
Campfire Melodies (KHSL) 
Campus, The (NBC) 
Campus Capers (KYW. 
KANS, WEW, WRUF, 
WAIM) 
Campus Carnival (KTUL) 
Campus Chatter (WSAI, 

KQW, WBZ-WBZA) 
Campus Clambake (WRUF) 
Campus Coeds (WD AY) 
Campus Comedians (KGO- 
KPO) 
Campus Comment (NBC) 
Campus Congress (KGVO) 
Campus Echoes (WAAW, 

WTMV) 
Campus Highlights 

(WMMN) 
Campus Hour, The Illinois 

(WILL) 
Campus News and Inter- 
views (WFBL) 
Campus Reporter (KGVO) 
Campus Reporter, The 

Junior College (KFBK) 
Campus Reverie (WWVA) 
Campus Review, The (KLZ) 
Campus Scenes (WIRE) 
Campus Theatre of the Air 

(WSM) 
Campus Trails (KLZ) 
Campus Varieties (WMEX) 
Camrose Mailman (CFRN) 
Can It Be Done? (WQXR) 
Can They Return? (KTBS, 

KOIL) 
Can You Answer? (CHWK) 
Can You Imagine (WTEL) 
Can You Name It (KLO) 
Can You Pronounce It? 

(WBAA) 
Can You Solve It? (WO AD 
Can You Spare a Job? 

(KYOS, WSPA) 
Can You Stump Susie? 
(WTMV) 



Can You Take It? (KGFW) 
Can You Tie That (KHQ) 
Can You Write a Song? 

(KFWB)* 
Canada, 1937 (CFCF) 
Canada, 1938 (CBM, 

CFCF) 
Canada_ Calling (CJRC- 

CJRO-CJRX) 
Canadian Capers (WQDM) 
Canadian Club Reporter 

(CKLW) 
Canadian Institute of Inter- 
national Affairs (CJRC) 
Canadian Mosaic (CBL) 
Canadian Railway Problem 

(CJRC) 
Canadian Sunday School 

Mission (CJRC) 
Canal Days (WSAI) 
Canary Amateur Hour 

(WMCA) 
Canary Concert (WGES) 
Cancer Relief (CJRC) 
Candid Camera, Radio's 

(WGN) 
Candid Camera Chats 

(WDNC) 
Candid Camera of Radio 

(KWK) 
Candid Microphone, The 

(WIOD) 
Candid Mike. The (KYOS) 
Candid Radio Camera 

(WOL) 
Candidlv Speaking 

(WBNX) 
Candlelight Singers (CBS) 
Canine Comments (KOY) 
Canned Heat (KORE) 
Cannibal King of the Key- 
board (KYOS) 
Cannin' Time (KGO-KPO) 
Canning Family, The 

(KGB) 
Canning School of the Air 

(KTUL) 
Canny Cook (NBC) 
Cantata Group, The 

(WPHR) 
Can't We Talk It Over 

(WNEW) 
Canzonetta (KGO-KPO) 
Can Marble and His BKTA 

Program (KGO-KPO ^ 
Cape Diamond Light (NBC) 
Caners at the Console 

(KFBI) 
Capital City Capers 

(WBNS) 
Capitol Comment (WGN, 

WKY) 
Capitol Hill (WTHT) 
Capitol Opinions (CBS) 
Capitol Parade (KFBK) 
Capitol Speaks, The 

(KSTP) 
Caps & Small Caps 

(CKAC) 
Capt. Ace Branigan 

(WWJ)* 
Captain and the Organ, The 
(KFVS) 

290 



Captain Argus (KYA) 
Captain Bill and Lieutenant 

Hal (KYA) 
Captain Bill and Little 

Gertie (WJAY) 
Capt. Bill's Rod and Gun 

Club (WINS)* 
Capt. Boyle and Sam 

(WAAT) 
Capt. Bud's Hobby Club 

(KCMO) 
Captain Diamond's Adven- 
tures (WJZ)* 
Captain Dobbs (KGO-KPO) 
Captain Dobbs, Retired 

(KGO-KPO) 
Captain Dobbsie's Ship of 

Joy (NBC) 
Capt. Don & Radio Scouts 

(WIBO)* 
Captain Duval (CFRN) 
Cap'n Hawkins and His 

Jolly Crew (KMBC) 
Captain Jack (CBS) 
Capt. Jack, the Tune Pirate 

(WHBQ) 
Capt. Jimmy's Show Boat 

(CFLC) 
Captain Jolly and His 

Crew (WFAA) 
Captain Midnight (WGN)* 
Captain of the Keyboard 

(WWVA, KTHS) 
Captain Ozie and the Colo- 
rado Rangers (KLZ) 
Captain Salt and Jim 

(WHA) 
Captain Tim's Stamp Club 

(WJZ) 
Captains of Industry (RRI) 
Captains of Peril (KSD)* 
Captivators (CBS) 
Car Card Carnival 

(WENR) 
Car Gazing (KFOX) 
Cara Lynn (KFJZ) 
Caravan (WWL) 
Caravan, The Boone 

County (WI*W) 
Caravan, The Dromedary 

(NBC) 
Caravan from the Canon 

(KVOR) 
Caravan of Dreams (WHIS, 

KOMA) 
Caravan of Melody 

(WKBO) 
Caravan of Song (WTHT) 
Caravan of the Night 

(KFNF) 
Caravan of Truth, The 

(NBC) 
Caravan of Values (KOCA) 
Cardinal Highlights 

(KMOX) 
Care and Feeding of Hobby 

Horses (CBS) 
Care and Feeding of Hus- 
bands (CBS) 
Career Girl (WHN)* 
Career Women (KMBC) 
Carefree Capers (WOR, 

WRUF) 



PROGRAM TITLES— Continued 



Carefree Carnival (KGO- 
KPO) 

Carefree Cruisers (NBC) 
Careless Loves (NBC) 
Caribbeans, The (CBS) 
Cariboo Cowboys (CJOR) 
Cariboo Trails (CKMO) 
Caricatures in Rhythm 

(NBC) 
Carioca Rhythm (WHAS) 
Carl Fenton's Orchestra 

(WMCA) 
Carl Freed & Harmonica 

Lads (WSAI) 
Carl Freed's Harmonica 

Lads (WLW) 
Carmel Presents to Amuse 

You, Andre (CJRC) 
Carnival (KMBC) 
Carnival, Cain's Coffee 

(WKY) 
Carnival, The Carbondale 

(WGBI) 
Carnival, The Cleo Cola 

(KCMO) 
Carnival Hour (KOL) 
Carnival of Champions 

(WJZ)* 
Carnival of Corn (KTHS) 
Carnival of Fun, The 

(WFBR) 
Carnival* of Music (WMCA) 
Carnival of Nations (NBC) 
Caro-Ginians, The (WRVA) 
Carol Kennedy's Romance 

(WABO* 
Carol Ross Varieties 

(WPHR) 
Carol Weyman (WENR) 
Carolina Boys (WBT) 
Carolina Chats (WPTF) 
Carolina Hillbillies (WBIG) 
Carolina Jamboree (WBIG) 
Carolina Plantation (WIS) 
Carolina Question Man 

(WAIM) 
Carolina Ramblers 

(WRDW) 
Carolina Ramblers, Paul 

Black's (WEED) 
Carolina Reporter, Lina C. 

Harrill (WBT) 
Carolina Scrapbook, The 

(WEED) 
Carolina Serenaders 

(WMFD) 
Caroline's Golden Store 

(KMBC) 
Carolyn Gay (WIS) 
Carolyn Kern (KERN) 
Carolyn's Chorus (WHBQ) 
Carpenter String Ensemble 

(KFIZ) 
Carpet Magician, The 

(WGCP) 
Carrie and the Boys 

(WBIG) 
Carrie Lillie's Goody Goody 

Club (WMCA) 
Carrie Lillie's Kiddie Club 

(WMCA) 
Carrier Party, The (WSGN) 
Carrousel de la Gaiete, L"e 
(CKAC) 



Car's the Thing, The 

(WELL) 
Carson Cocktail (KGO- 

KPO) 
Carson Robison's Bucka- 

roos (WGY)* 
Carsten's Corners 

(KOMO)* 
Carters of Elm Street, The 

(WMAQ) 
Carter's Twilight Memories 

(KOCA) 
Carthage Air Theatre 

(WMBH) 
Cartoon Class (KGB) 
Cartoon Club of the Air 

(WNEW) 
Cartoonist & Columnists 

(NBC) 
Cartwright Family (WTMJ) 
Casa Manana Quiz 

(WMEX) 
Cascade Hillbillies (KRKO) 
Casey at the Mike (KOA) 
Casey Jones Engineers 

(KIUN) 
Casino, The Coolerator 

(KLUP) 
Casino de Paris (CRS, 

KYA) 
Casino of the Stars (WJR) 
Casino on the Thames 

(WNLC) 
Casino Parisienne (WMAQ) 
Cass County Kids (WFAA) 
Cassandra (KHJ) 
Cassidy Singers (WCLE) 
Cast Off Moorings (WKY) 
Castanets and Shawls 

(KLZ) 
Castilian Cadence (WTMV) 
Castilian Gardens (KOIN) 
Castillians (WFAA, KOIN, 

WHBB) 
Casting Office (WMBD) 
Castle Club Orchestra 

(WKY) 
Castles in the Air (WBBC) 
Castles in Music (WOR) 
Castles in Spain (WOR) 
Castles of Romance (NBC) 
Castles of the Wind 

(WOKO) 
Castles-on-the-Air (WAAT) 
Casual Observer, The 

(WCBM)* 
Cat and the Fiddle, The 

(WATL) 
Cat Club, The (WIS) 
Catalina Paradise (KERN) 
Catch- As-Catch-Can 

(KFRU) 
Catch Questions (KFUO) 
Catch the Announcer 

(KDAL, KOVC) 
Catechism Plays (KFUO> 
Cateroillar Boys, The 

(CFAC, WJCA) 
Cateroillar Crew, The 

(WDAF) 
Cathedral Chimes (KROY, 

WSPA) 
Cathedral Echoes (WHA, 

WGY, WSPR) 
Cathedral Hour (KSAL) 

291 



Cathedral Melodies 
(WBZ-A) 

Cathedral Novena (KSO) 
Cathedral of the Air 

LAW) 
Cathedral of the Ozarks 

(KUOA) 
Cathedral of the Under- 
world (WMCA) 
Cathedral Singers (KVGB) 
Cathedral Vespers, The 

(WCBM) 
Catherine the Great (CBS) 
Catholic Forum, The 

(KVOA) 
Catholic Hour (NBC) 
Catholic News & Informa- 
tion Hour (WDEV) 
Cats and the Fiddle, The 

(WHKCX 
Cat's Claw, The (KMPC) 
Causerie (CKY) 
Causes of Crime (WWJ) 
Cavalcade (KGMB, CFGP) 
Cavalcade, The Calavo 

(KGB) 
Cavalcade, The Colorado 

(KLZ) 
Cavalcade, The Connecticut 

(WBRY) 
Cavalcade, The Electrolux 

(KGLU) 
Cavalcade of America 

(CBS) 
Cavalcade of Baseball, The 

(NBC) 
Cavalcade of Builders, 

Arizona's (KTAR) 
Cavalcade of Covered 

Wagon Days (KSL) 
Cavalcade of Dreams 

(WKY) 
Cavalcade of Football 

(KABC) 
Cavalcade of Furs (WAVE) 
Cavalcade of Hits (CFRN, 

CKWX) 
Cavalcade of Kings (CKBI) 
Cavalcade of Melody 

(KDB, KDYL) 
Cavalcade of Music (KLZ) 
Cavalcade of News (WBIG) 
Cavalcade of Shreveport 

(KTBS) 
Cavalcade of Virginia 

(WRNL) 
Cavalier Cavalcade 

(WBNS) 
Cavaliers (CFCF, KGO- 

KPO, WPHR) 
Cavaliers de la Salle, Les 

(CBM) 
Cecelians (KGO-KPO) 
Cecil and Sally (MacG, 

KGO-KPO) 
Cedar Valley Hillbillies 

(IBS) 
Celebrities Visit (WCKY) 
Celebrity Club (WFAS) 
Celebrity Night (KMOX) 
Celebrity Night, Dr. West's 

(NBC) 
Celebrity Parade (WNEW) 
Celebrity Time, The Hol- 

sum (KSL) 



PROGRAM TITLES— Continued 



Celestial Singers (KABR) 
Celia Gamba, Violin Stylist 

(NBC) 
Cellar Knights (CBS) 
Cello Quartette (CFCF) 
Celluloid Astrology 

(WSVA) 
Celluloid Rhythm (CJIC) 
Centennial Hour (KFBK) 
Centennial Scenes (KROY) 
Central City (NBC) 
Central Singers (WTAG) 
Century Blue Jackets 

(WBBM)* 
Century of Commerce 

(KGO-KPO) 
Century of Progress in 

Science (NBC) 
Cesare Sodero Directs 

(WOR) 
C'est Paris (CBF, CBM) 
Ceux qu'on Aime (CKAC) 
Chain of Gems (KHQ) 
Chained Before Marriage 

(NBC) 
Chaland qui Passe, Le 

(CKCV) 
Challenge of Education 

(NBC) 
Challenge of the Yukon 

(WXYZ) 
Challenging the Experts 

(WJJD) 
Chamber Music (CBM) 
Chamber Music Concerts 

(NBC) 
Chamber of Commerce's 

Salutes (WOAI) 
Chamber Vibrations 

(WATR) 
Champion, The Studebaker 

(WMAQ) 
Champions of the Keyboard 

(NBC) 
Champs Corner, The 

(WBZ-A) 
Chancellor of the Air 

(WSYR) 
Chandler Chats (WLW) 
Chandler Goldthwaite 

Ensemble (NBC) 
Chandu the Magician 

(WBS) 
Changes in Rhythm 

(KFOR) 
Chanson Express, La 

(CKAC) 
Chansonette (CFCF, CBL, 

CBY, WOR) 
Chansonettes (KGO-KPO) 
Chansons (WKBN) 
Chansons de Paulette 

Mauve, Les (CKAC) 
Chanticler Club (WBOW) 
Chantons en Choeur 

(CKAC ) 
Chaparral Club (KECA) 
Chapel Chanson (CJCA) 
Chanel Chimes (CKOC, 

CFAC, KHQ, KORE, 

KIDO) 
Chapel Echoes (KPDN, 

WICC) 
Chapel Hour, The (KMTR, 

KPMC, KWTN) 



Chapel of Cheer (KFXM) 
Chapel of the Air (WHDL, 

KFXJ, WSPR) 
Chapel Serenade (WALR) 
Chapel Singer, The 

(WSOC) 
Chapel Singers (CKY, 

KMBC) 
Chapel Window (KFUO, 

WBNX) 
Chapters from History of 

Music (WCBM) 
Character Building, Forum 

on (NBC) 
Character Education (CBS) 
Character Sketches 

(KFUO) 
Characters in the News 

(CFCF) 
Charioteers (WBS) 
Charis Players with Dor- 
othy Chase (NBC) 
Charles Mitchell and His 

Magic Melodies (KWKH) 
Charley and Marge 

(KROC) 
Charley Hamp (CRS) 
Charlie and Jane Entertain 

(WSAI) 
Charlie Craft's Discoveries 

(KMTR) 
Charlie Hector's Music 

(WEED 
Charlie Kent and His Ad- 

lerikans (MWR) 
Charlie on the Spot 

(WMAQ) 
Chariot S'Promene 

(CKCV) 
Charm Chats (KGB, 

WCLO) 
Charm Chatter (KFAM) 
Charm Class (WBOW) 
Charm Clinic, The (WKRC) 
Charm for You (WHEC) 
Charm Hour, The (WJAY) 
Charm House (WIBC) 
Charm in Women (WMCA) 
Charm School (KROY, 

KSL, WESG) 
Charm School, Dr. West's 

(KCMO) 
Charm vs. Romance 

(KWLK) 
Chase Minstrels (WDAF) 
Chasin' the Blues (KGMB) 
Chasing Rackets (WKBW)* 
Chasing Shadows (KDKA) 
Chasing the Cat (CJRC) 
Chasins Music Series 

(WMAQ) 
Chat Awhile with Betty 

(KVOE) 
Chateau Bell Club, Le 

(WD AY) 
Chats, The Philco (KVI) 
Chats Between the Acts 

(NBC) 
Chats with Labor (WGRC) 
Chats with Peggy Winthrop 

(NBC) 
Chats with Your University 

Faculty (WJBO) 

292 



Chatter Box (KDFN, 

WTCN) 
Chatter School — Jack 

Hamilton (WIBX) 
Chatter Time (KASA) 
Chatterbox Hour, The 

(WRAK) 
Chattering with Ida Bailey 

Allen (CBS) 
Chatting with Phyllis Fos- 
ter (WDAS) 
Check and Double Check 

(WPHR) 
Checkerboard Program 

(WEED 
Checkerboard Time 

(WGY)* 
Cheek to Cheek (WHDL, 

WOR) 
Cheer Club (KHJ)* 
Cheer-Em-Up Program 

(WJMS) 
Cheer Program, The 

(WGBD 
Cheer Up (WNOX) 
Cheer-Up Club, The (KOB) 
Cheer-up-o-dist — Christo- 
pher Layman (WBRY) 
Cheer Up Program (WIND) 
Cheerful Charlie (WKOK) 
Cheerful Chatter (WBRY) 
Cheerful Chore Club 

(WSBT-WFAM) 
Cheerful Confessions 

(KFUO) 
Cheerful Givers, The 

WRDW (WRDW) 
Cheerful Home Chats 

(WMBH) 
Cheerie Melodies (WJAS) 
Cheerio (NBC) 
Cheerio Club (KHSL) 
Cheerio Crew (KOL) 
Cheerio Musical Mosaics 

(NBC) 
Cheerio Time (CFAR) 
Cheerleaders (KGO-KPO) 
Cheerology (WIOD) 
Cheery Berry's Almanac 

(WGH) 
Cheery Chatter (KQV) 
Chef, The (KWKH) 
Chef Circle (WGAR) 
Chemistry of Today 

(WAAB) 
Chester and Millicent 

(MWR) 
Chestnut Time (KRE) 
Chestnuts of Melody 

(KGVO) 
Chet & Sleepy (KOOS) 
Chevroliers (WFAA) 
Chez Paree (WENR) 
Chez Paree Follies (KSOO) 
Chic Hood & His Melodiers 

(KYA) 
Chicago Hour, The 

(WBBM) 
Chicago Knights (WBBM) 
Chicago Parade (CBS) 
Chicago Serenade (NBC) 
Chicago Varieties (WBBM) 
Chicagoans, The (WBBM) 



PROGRAM TITLES— Continued 



Chicago's Guild Dramatists 

(WEDC) 
Chick and His Happy Ram- 
blers (WCAX) 
Chick Chats (KGNF, WMT) 
Chick Chick Fun (CBS) 
Chick Webb Orchestra 

(WENR) 
Chickasaw Debating Coun- 
cil (WMC) 
Chicken Bill (KFBI) 
Chicken Chat (KMA) 
Chicken Chatter (KUOA) 
Chickie (WBBM)* 
Chick's Chatter (CJCS) 
Chico and His Guitar 

(WAAT) 
Chief Gumbo (WLS) 
Chief Topics (WEAN) 
Chiffon Interludes (KFYR) 
Chiffon Jazz (KGO-KPO) 
Chik-Chatter (KFAM) 
Child Clinic (WLW) 
Child Grows Up, The 

(NBC) 
Child Guidance Clinic 

(WLTH) 
Child Heroes (WCAU) 
Child Study (NBC) 
Child Study Club (WOI) 
Childhood in the Making 

(NBC) 
Children of Bethlehem 

(NBC) 
Children of Divorce (NBC) 
Children on Parade 

(WDBJ) 
Children's Amateurs 

(WHEC} 
Children's Birthday Hour 

(KFQD) 
Children's Birthday Party 

(WPTF, WDBO) 
Children's Caravan 

(WLNH) 
Children's Circle (KFUO) 
Children's Clinic of the Air 

(KFSO) 
Children's Community Sing 

(WLBZ) 
Children's Concerts 

(WQXR) 
Children's Corner (KGO- 
KPO) 
Children's Corner of the 

Air (WEAU) 
Children's Hit Parade 

(KMTR) 
Children's Hour, The 
(KLZ, WBAL, KGO- 
KPO, WFBM, WPHR, 
WABI, WCAU, KABC, 
WSYB, CHNC, WOR) 
Children's Hour, The Elks 

(WKOK) 
Children's Musicomedv 

(WHEC) 
Children's Opportunity 

Program (WMC A) 
Children's Parade, The 

(CKMO) 
Children's Party (KDYL, 
KMPC) 



Children's Playhouse 

(WW J) 
Children's Program, The 

WJAR (WJAR) 
Children's Programs 

(WTNJ) 
Children's Question Box 

(KFUO) 
Children's Recess (WHEC) 
Children's Songfest 

(WHEC, WMBC) 
Children's Story Hour 

(KABR) 
Children's Story Party 

(KGVO) 
Children's Talent Hunt 

(WCNW) 
Children's Theatre, The 

WFBL (WFBL) 
Children's Theatre of the 

Air (KFVD, WGY, 

WXYZ, WLTH, KSFO) 
Children's Time (KGNC) 
Children's Variety Hour 

(KFUO) 
Child's Melody Meal 

(WOR)* 
Childway's Counselor 

(KOIN) 
Chili Beaners (WCCO) 
Chimes of Sunset (WHK) 
Chimney Corner, The 

(WFBR) 
Chimney House (NBC) 
China Maids (KWJJ) 
Chinatown Mission 

(WMCA) 
Chinatown Squad (KGO- 
KPO) 
Chloe — Ragdoll of the 

Organ (WAPI) 
Choice of the People, The 

(KSL) 
Choir and Strings (WRUF) 
Choir Boy, The (WHBL) 
Choir Invisible (WTAM, 

WOR) 
Choir Loft (WINS) 
Choir Loft, The (WAAB) 
Choir Loft, John Metcalf's 

(WCAZ) 
Choix du Connaisseur, Le 

(CKCV) 
Choose Your Announcer 

(KFVS) 
Choosing a Vacation 

(KRMD) 
Choosing Your Life Work 

(CJRC) 
Choral Cameos (KTAT) 
Choral Contrasts (FTRD) 
Choral Echoes (WHK, 

WLW) 
Choral Gems (WCPO) 
Choral Orchestra, The 

Chase & Sanborn (NBC) 
Choral Program, The Swe- 
dish American (WTAG) 
Choral Reveries (CBS) 
Chore Time (WDZ) 
Chorestra. The KFI-KECA 

(KFI-KECA) 
Choristers (KIRO) 
Chorus and Choir (NYBS) 

293 



Chorus Quest (CBS) 
Christian Business Men's 

Committee (KIRO) 
Christian Doctrine (KFUO) 
Christian Fellowship Hour 

(KROY) 
Christian Science Program 

(WCAO, KRMD) 
Christian Science Pro- 
gramme (WORD 
Christianity in Action 

(WCBD) 
Christmas Bell-Ringer, 

Belk's (WIS) 
Christmas Choral Singers 

(WTAG) 
Christmas Choristers 

(CJRC) 
Christmas Club Contest— 

Melba Ryder Lindgren 

(WORD 
Christmas in Pine Glen 

(CKLW) 
Christmas Lady (KVOR) 
Christmas Party (WHAS)* 
Christmas Shopper, The 

(WPHR, WSAY, KTUC) 
Christmas Shoppers' Guide 

(WKBO) 
Christmas Street Scene 

(WFBR) 
Christmas Tree Club 

(KFVS) 
Christmas Tree Grove 

(WTAG) 
Christmas Tree in the Win- 
dow (WMCA) 
Christmas Tree Lady 

(KFVS) 
Chromos (KGO-KPO) 
Chronicle Comics (KGO- 
KPO) 
Chronicle News Highlites 

(KTRH) 
Chronicle of Events 

(KFYO) 
Chronicles of Memphis 

(WMC) 
Chronicles of the Presidents 

(WMC) 
Chronique Bibligraphique, 

La (CRCK) 
Chuck and Mary (KWTO) 
Chuck Wagon, The (WGST, 

WFBM) 
Chuck Wagon Boys 

(WFBC) 
Chuck Wagon Cowboys, 

Tonto Bill's (KOY) 
Chuck Wagon Gang . 

(WBAP, KGKO) 
Chuck Wagon Jamboree 

(KWLK) 
Chuck Wagon Melodies 

(WDAE) 
Chuck Wagon Opera (KLZ, 

KROY) 
Chuck Wagon Oper'y 

(KANS) 
Chuck Wagon Riders, The 

(WCAX) 
Chuckle Clinic (KDKA, 

WHB) 



PROGRAM TITLES— Continued 



Chuckles and Oddities in 

the News (WO AD 
Chuckles in the News 

(WMBD) 
Chukker, The (KMTR) 
Church Dy the Sea (WPG) 
Church by the Side of the 

Road (WLW, CKCA) 
Church Calendar, The 

(WCOP, WHBQ, KTFI) 
Church Chimes (WOPI, 

WSAY, KRBC) 
Church Directory (KFUO) 
Church Editor of the Air 

(WSAY) 
Church Forum (WSAI, 

WLW) 
Church in the Dale 

(WREN, WPIC) 
Church in the Redwoods 

(KSRO) 
Church in the World To- 
day, The (NBC) 
Church Invisible (WCOP) 
Church Music Appreciation 

Hour (WTCN) 
Church News (KFUO) 
Church of All Nations, The 

Morgan Memorial 

(WORD 
Church of Christ Program, 

The (KGNO) 
Church of the Air 

(CKNX, WBRB, WCSC, 

KRMC) 
Church of the Air. Okla- 
homa Network (KCRC) 
Church of the Air: Sunrise 

Service (KSEI) 
Church of the Air: Vesper 

Service (KSEI) 
Church of the Wildwood 

(KVOE) 
Church on the Hillside 

(WJJD) 
Church Parade, Your 

(KGHI) 
Church Renorter , The 

KSEI (KSEI) 
Church Songs of Long Ago 

(WCAM) 
Church Vespers (WDAF) 
Churches, Brief History of 

(KFUO) 
Chy and His Hot Shots 

(KGCX) 
Cigarette Girl, The (CKCD) 
Cincinnati Girl (WCKY, 

WKRC) 
Cincinnati Sings (WSAI) 
Cinderella Hour, The 

(WCSC) 
Cinderella Story, The 

(KGHL) 
Cinema Chatter (WHIO) 
Cinema Comment (WQXR) 
Cinema Lady, The 

(WWSW) 
Cinema Memories (WGH) 
Cinema Sidelights 

(WQAM) 
Cinema Theatre, The NBC 

(NBC) 
Cinemania (WAAT) 



Cinemelodies (WEW) 
Circle, The (NBC) 
Circle of Romance (WJZ)* 
Circle X Cowboy's Round- 
up (WTJS) 
Circus, The Gilmore (KFI) 
Circus, The Steffen's Ice 

Cream (WKY) 
Circus Adventures of Clyde 

Beatty (KMBC) 
Circus Comes to Town. 

The (NBC) 
Circus Court (KXBY, 

KGW) 
Circus Days (NBC) 
Circus Night in Silvertown 

(NBC) 
Circus of Life (WBT)* 
Circus of the Air (KMBC) 
Circus Saints and Sinners 

(NBC) 
Circus Side Show of the 

Air (KIDO) 
Circus Tommy (KFOX) 
Citadel Sunshine Hour 

(WFDF) 
Cities of the World 

(WHJB, WRNL) 
Citizen on the Air, The 

Belmont (WCOP) 
Citizens' Forum (WMCA, 

WNEW) 
Citizens Forum — With Bax- 
ter Pickering (WNEW) 
Citizens of Tomorrow 

(KVOR) 
Citizen's Reporter, The 

(CJRC) 
Citizenship Questionnaire 

(WBNX) 
City Consumer's Guide 

(CBS) 
City Council Sessions 

(WBT)* 
City Desk (NBC) 
City Editor's Secrets 

(WFIL)* 
City Fellers (KMPC) 
City Mission (WJAY) 
City of Stories (KRLD) 
City of Tomorrow, The 

(NBC) 
City Reporter (WGL) 
City Safety Chats (WDBO) 
City Salute (KNX) 
City Slickers (WVFW) 
City Speaks, The (WFIL) 
City Voices (KGO-KPO) 
City Within Itself (KRBC) 
City Within Itself Orches- 
tra, A (KRBC) 
Civic Calendar (WFBR, 

WOW) 
Civic Center (WMBR) 
Civic Club, Belk's (WBIG) 
Civic Club, The Coca-Cola 

(WCKY- WBIG) 
Civic Club, The WBIG 

(WBIG) 
Civic Comments (KARK) 
Civic Crusader (WHEB) 
Civic Forum, The (WJSV, 

CKCD) 
Civic Hour (KUOA) 

294 



Civic Matinee (KVOO) 
Civic News (WJEJ) 
Civic Radio Forum 

(CKMO) 
Civic Roundup (WKBN) 
Civic Salute (WCBM, 

WINS, WPTF) 
Civic Service Period (WIL) 
Civic Service Period — Mr. 

Fixit (WIL) 
Civic Talks (KPMC) 
Civic Theatre of the Air 

(KGW-KEX) 
Civic Theatre Radio Plavers 

(KLZ) 
Civil War in Spain, The 

(WCAD) 
Clambake, (WAVE, 

WICA) 
Clara Dawes (KFIZ) 
Clara, Lu 'n' Em (NBC) 
Clarence Rice Comments 

(KCKN) 
Clarinet Marmalade 

(KLRA) 
Clark Home Service School 

of the Air, The (WJTN) 
Clark Household Counselor, 

The (WJTN) 
Clarkwatchers, The (KTUL) 
Class in Agriculture (WOI) 
Classic Cameos (WRUF) 
Classic Four (WBZ-A) 
Classic Hour (KMBC, 

KECA, KMTR, KTSA) 
Classic Interlude (KABC) 
Classic Matinee (KGCX) 
Classic Nocturne (KOIN) 
Classic Strings (WRUF, 

KOIN, KPDN) 
Classical Fragments 

(CFRN) 
Classical Gems (CKWX) 
Classical Hour, The Jewish 

(KFVD) 
Classical Matinee (KGVO) 
Classical Moments (WOAI) 
Classics a la Moderne 

(CHRC) 
Classics in Cameo (CTRM) 
Classics in Music (KOB) 
Classics in Swing (WOMT) 
Classics of the Keyboard 

(WOR) 
Classified Ads of the Air 

(KUJ) 
Classified Cal (WSMK) 
Classified Capers (CFRN) 
Classified Column of the 

Air (KRNR, WMBO) 
Classified Directory 

(KFXM) 
Classified Edition of the 

Air (KMED) 
Classified Page of the Air 

(WAAW. WRJN) 
Classified Section of News 

(WFIL) 
Classified Section of the Air 

(KIDO) 
Classroom Echoes (KWSC) 
Classroom of the Air 

(WMT) 
Classroom Whispers. 

(KCKN) 



PROGRAM TITLES— Continued 



Clate Hazelwood, The Gift 

Shop (WORD 
Claudine MacDonald Says 

(NBC) 
Clean-up Program (WCOL) 
Clearinghouse of the Air, 

The KCRJ (KCRJ) 
Clef Club Boys (WMEX) 
Clef Dwellers (KGO-KPO) 
Clem and Hezzy (KGNO) 
Clem Morgan and Guitar 

(KIUL) 
Clem Park and His Cow- 
punchers (WFDF) 
Cleveland Comments 

(WCLE) 
Cliff and Lolly (KGFJ) 
Clifford Herzer & Jascha 

Zayde (WQXR) 
Clinic of the Air, The 

(KMA, KOL) 
Clipping Bureau (NBC)* 
Clippings (CKNX, KRLH) 
Clo & Alberta (WAPI) 
Clock Settin' Time (KANS) 
Clock Watcher, The 

(WFDF, WJAG) 
Clock Watcher's Program 

(WCBS) 
Cloister Bells, (WMAQ, 

WENR) 
Cloister Echoes (KRE) 
Cloister, In the (CBS) 
Close Harmony (KORE) 
Close-ups (CBS) 
Close-Ups of Cinema City 

(CJRC) 
Closing Market Prices 

(CBS) 
Clothes Are Different This 

Spring (NBC) 
Clouds of Joy (KYOS) 
Clover Tossers, The 

(CJRM) 
Cloverdale Limelights 

(NBC) 
Clown Court (KSTP)* 
Clown of the Air (WBOW) 
Clowns and Frowns 

(CKLW) 
Club and Civic Period 

(WTMV) 
Club and Program News 

(CFAC) 
Club Augila (WO AD 
Club Bulletin of the Air 

(KHO. KPQ) 
Club Cabana (MacG) 
Club Calendar of the Air 

(KGVO) 
Club Car Revue (WMCA) 
Club Car Special (WOR) 
Club Carefree (WWSW) 
Club Celebrity (WWSW) 
Club Columbia (CBS) 
Club Control Room 

(WMMN) 
Club Cosmo (WGRC) 
Club de la Gaite (CKCV) 
Club de la Mascotte 

(CKCV) 
Club Diary (CFAC, CROC) 
Club Fantasy (WDWS) 
Club House News (WCNW) 



Club House Politics 

(WCNW) 
Club Kelo (KELO) 
Club Matinal (WCOU) 
Club Matinee (NBC) 
Club Mayfair Orchestra 

(NYBS) 
Club Mayfair Review 

(KGKB) 
Club of All Nations 

(WSGN) 
Club of the Air (KFRO) 
Club Oldsmobile (KQV) 
Club Program (KMBC) 
Club Radio (WBAL) 
Club Reporter, The 

(WPHR) 
Club Rhythm (KFJB) 
Club Romance (CBS) 
Club Sandwich (WLBZ) 
Club 13 (CFAC) 
Club 1370 (WD AS) 
Club Valspar (NBC) 
Clubhouse Party (WJJD) 
C'mon 'n' Dance (WIP) 
Coast to Coast (MWR) 
Coast-to-Coast on a Bus 

(WMAQ, WENR) 
Coast to Coast Review 

(WJNO) 
Coastal Hawaiians 

(WMFD) 
Cobbs Creek Cabin Boys 

(WSAL) 
Cobwebs and Cadenzas 

(WTAM) 
Cobwebs & Nuts (KEX)* 
Cocktail Calendar (WESG) 
Cocktail Capers (KGHI) 
Cocktail Hour (KGW- 

KEX, WWSW, KVOR, 

CFCF) 
Cocktail Hour Pick-Up 

(KOBH) 
Cocktail Lounge (WHN) 
Cocktail Party (KFWB) 
Cocktail Party, The Blue 

Label (WOR)* 
Cocktail Revue (WMCA) 
Cocktail Time (KMTR) 
Cocktail Varieties (WBRB) 
Cocktails for Two (WIP, 

WOR, WMFD) 
Cocktails in Rhythm 

(KVOR) 
Codolban — His Violin and 

His Music (NBC) 
Co-ed High (WBAL) 
Co-Eds, The (CBS) 
Coffee and Doughnut Party 

(WBAL) 
Coffee and Doughnuts 

(WDNC) 
Coffee Boys, The (KMMJ) 
Coffee Carnival (KTUL) 
Coffee Club CKFNF. 

KTUL, KFJZ, WWSW) 
Coffee Club, Cain's (WKY) 
Coffee Club Carnival 

(WLAW) 
Coffee Club of the Air 

(KFPW) 
Coffee Club Revue 

(WAGF) 

295 



Coffee Cup Cabaret 

(KFRO) 
Coffee Cup Capers (KDYL) 
Coffee Cup News (WIRE) 
Coffee Cup Patter (KVEC) 
Coffee Cup Review (KMO) 
Coffee for Two (WEAF)* 
Coffee Matinee (KGO- 
KPO) 
Coffee Pot, The (CJOC) 
Coffee Pot Inn (WHO) 
Coffee Pot Parade (WBTM, 

WGIL) 
Coffee Salesman, Your 

(WNOX) 
Coffee Time (KMBC) 
Coffee Time with Norman 

Ross (WMAQ) 
Cohen and Clancy 

(WBZ-A) 
Colby Avenue Parade 

(KRKO) 
College, 1938 (WJJD) 
College Circuit (WFBM) 
College Cross Sections 

(KSAC) 
College Days (KOY) 
College Daze (KGO-KPO) 
College Duo, The (WBIG) 
College in Session, A 

(WFBR) 
College Memories (NBO 
College News (KHQ, 

WCAO) 
College Nights (WFAA) 
College of Music (WSAI) 
College of Musical Knowl- 
edge, Kyser's (WGN) 
College of Patterson Pre- 
sents (WNEW) 
College of Practical 

Knowledge (WLBC) 
College of the Air (KSAC) 
College of the Air, The 

Wisconsin (WHA) 
College Prom, The Kellogg 

(NBC) 
College Rhythm (WFBM) 
College Salute (WNOX) 
College Spotlite, The 

(WHB) 
College Time (WAPI, JVG) 
College to Community 

(CJRC) 
College Views and News 

(KQV) 
Collegian Pictorial (KRE) 
Collegiana (KGU, WRUF) 
Collegians, The (KMBC, 

WMAQ, WRUF) 
Collegians, The Wilber- 

force (WHIO) 
Collegians Entertain 

(WKOK) 
Collegians Hour, The 

(KIUL) 
Collegiate Carrousel 

(WRUF) 
Collegiate Cowboy, The 

(KHJ) 
Collegiate Educational 

Series, The WBAP 

(WBAP) 



PROGRAM TITLES— Continued 



Collegiate Episodes 

(WIND) 
Collegiate Quiz (WSPR) 
Collegiate Varieties 

(WRUF, WMCA) 
Collegiettes, The (WPTF) 
Collier Brothers (WCHV) 
Colonel Aloysius KunKaatt 

(WMFG) 
Colonel Bill (WFIL, WIP) 
Colonel Bottomley (KTHS) 
Col. Brinkley's Breakfast 

Club (WHDL) 
Colonel Carlon's Carnival 

(WCPO) 
Colonel Courtesy (KTUL) 
Col. Cross' Examinations 

(WHBQ) 
Colonel Kennel (WJNO) 
Colonel Kent and Hezekiah 

Carter (KFH) 
Colonel Kent's Dog Album 

(KFH) 
Colonel Kingston Stories 

(WBRC) 
Col. Louis McHenry Howe 

(NBC) 
Colonel Merryweather's 

Minstrels (WLW) 
Colonel Tallstory (WTIC) 
Colonel Zeke from Goose 

Creek and His First 

Timers (WCSC) 
Colonial Beacon Lights 

(NBC) 
Colonial Club of the Air 

(WORD 
Colonial Days (WDAF) 
Colonial Playhouse 

(WAAD) 
Colonial Puzzle Man 

(KTUL) 
Colonial Robinhood and His 

Orchestra (WCMI) 
Colonial Trio (WTAM) 
Colonial Vocal Ensemble 

(WIP) 
Color Harmonies (KRNT) 
Color Harmony (KGMB) 
Colorado College Program 

(KVOR) 
Colorado Hillbillies 

(KCRJ) 
Colorado Pete (KMBC) 
Colorado's Hour (KOA, 

KGHF)* 
Colors in Harmony 

(CKMO) 
Colour Moods at the Key- 
board (CFAR) 
Colts of Pegasus (KTAT) 
Columbia Almanac (KNX) 
Columbia Artists Recital 

(CBS) 
Columbia Camp Concerts 

(CBS) 
Columbia County Quartet 

(KWKH) 
Columbia Dramatic Guild 

(CBS) 
Columbia Ensemble (CBS) 
Columbia Experimental La- 
boratory (CBS) 



Columbia Grenadiers Quar- 
tet (CBS) 
Columbia Guest Review 

(CBS) 
Columbia Junior Bugle 

(CBS) 
Columbia Little Symphony 

(CBS) 
Columbia Male Chorus 

(CBS) 
Columbia on Wax (KNX) 
Columbia Players (CBS) 
Columbia Public Affairs 

(CBS) 
Columbia Radio Column 

(CBS) 
Columbia Revue (CBS) 
Columbia Salon Orchestra 

(CBS) 
Columbia Santa Claus 

(NBC) 
Columbia Siboney Orches- 
tra (WFLA) 
Columbia Square Parade 

(WIBX) 
Columbia String Quartet 

(CBS) 
Columbia String Symphony 

(CBS) 
Columbia Variety Hour 

(KYA) 
Columbia Workshop 

(CBS)* 
Columbian Presents the 

Play of the Week, The 

(KGVO) 
Columbians, The (CBS) 
Columbia's Commentator — 

Dr. Charles Fleischer 

(CBS) 
Columbus, A Modern 

(NBC) 
Columbus Automotive Pro- 
gram (WCOL) 
Columbus Negro Speaks, 

The (WCOL) 
Column, Jack Densham's 

(KYA) 
Column of the Air 

(WDAS) 
Column of the Air, Hol- 

man's (KDON) 
Column of the Air, Hope 

Hudson's (WHB) 
Column of the Air, with 

Leonard Matt (WDAS) 
Colvin's Top o' the Mornin' 

(WCLO) 
Combing the Spanish Mair 

(WFLA) 
Come and Get 'Em , 

(KONO) 
Come Feather Your Nest 

(KCKN) 
Come On, Let's Sing 

(CBS) 
Come Out of the Kitchen 

(CJCA) 
Come Over to Our House 

(WCKY) 
Come to Church (WAIM) 
Come to the Fair (WCCO, 

KGB, WWVA) 
Comedian Harmonists 

(NBC) 

296 



Comedy Capers (WHB) 
Comedy Stars of Broadway 

(WBS) 
Comedy Stars of Hollywood 

(KGO-KPO) 
Comedy Writers' Forum 

(WMCA) 
Comet Philosopher, Grady 

Cole (WBT) 
Comic Caravan (WTMJ) 
Comic Club (WSGN) 
Comic Strip (CKCK, 

KTRH) 
Comic Strips (WOV) 
Comics (NYBS) 
Comics Come to Life 

(KOIL) 
Coming Events (KMOX) 
Coming Round the Moun- 
tain with Al and His 

Gang (WTAG) 
Command Appearance 

(CBS) 
Command Performance 

(FTRD, KYA) 
Command Performances 

(KMPC) 
Comment Court (WLLH) 
Commentator (KOA) 
Commentator — Marietta 

Vasconcelles (KOA) 
Commentator, The (KGVO) 
Commentator-at-Large 

(KGB) 
Comments, Bob Dunham 

(KMOX) 
Commercial Comment 

(CBS) 
Commercial Herald 

(WDAE) 
Commissioner's Daughter 

(KECA)* 
"Committee of 70" Speaks, 

The (WIP) 
Common Sense Speaks 

(WKBN) 
Commonwealth Club 

(KGO-KPO) 
Community Builders 

(KSUB, WWRL) 
Community Bulletin Board 

(KCKN) 
Community Calendar 

(WHBQ, KFBB, WOO 
Community Chest (KABR, 

KOA) 
Community Chest Chat 

(KLZ) 
Community Chest Chats 

(KABR, KOA) 
Community Chorus, The 

WPA (WDNC) 
Community Christmas Tree, 

The (WHIS) 
Community Church of the 

Air (KFRU, WMBH) 
Community Concert (KRE) 
Community Dentist (WEED 
Community Editor (KOIL) 
Community Forum (KGO- 
KPO, KSD) 
Community Hall (WMCA) 
Community Hymn Sing 

(WKBO, WIS, WMBG) 



PROGRAM TITLES— Continued 



Community Lullabye 

(WATL) 
Community News and 

Views (WFBR) 
Community of the Air 

(WGRC) 
Community Radio Bulletin 

(WEED 
Community Service, The 

WHO (WHO) 
Community Service Period 

(WQAM) 
Community Sing (CBS) 
Community Sing, Nash- 
ville's Own (WLAC) 
Community Sing, The 

KGNC (KGNC) 
Community Sing Song 

iCHNS) 
Community Singers 

(KGAR) 
Community Swing (WBIG) 
Community Theatre 

(WFAA) 
Community You Name It 

Program (KWYO) 
Commuters, The (CBS) 
Commuters' Club (WICC) 
Commuters' Express, The 

(WCBD) 
Comp's Capers (KPDN) 
Compinsky Trio (CBS) 
Complaint Department 

(KNX)* 
Complete Story Hour 

(WJJD) 
Composers Forum Labora- 
tory (WQXR) 
Composers' Hour (WQXR) 
Concert, The Caswell Coffee 

(KGO-KPO) 
Concert Airs (KOVC) 
Concert Album (KGO- 
KPO) 
Concert Association, The 

(WPHR) 
Concert at the Console 

(CJRC) 
Concert Caravan (CJCA, 

CKWX, CFGP) 
Concert Color (KYOS) 
Concert Cruise (CKBI) 
Concert Echoes (WFAM) 
Concert Ensemble, Harry 

Gilbert (NBC) 
Concert Favorites (KRE) 
Concert Gems (KGO-KPO, 

KCRJ, WCFL, WRNL) 
Concert Hall (WSAU, 

KFAC, WCLE) 
Concert Hall of the Air 

(WKZO, WKY. CHLT) 
Concert Hawaiianne (KOY) 
Concert Hour (WQXR, 

WCMB, WLW, MacG, 

KSOO. WTHT, KTAT, 

WDNC) 
Concert Hour, The David- 
son College (WBT) 
Concert Hour, The NBC 

(NBC) 
Concert Hour, The WCFL 

(WCFL) 



Concert Hour, The WGRC 

(WGRC) 
Concert in Brass (WHBQ, 

KRMC) 
Concert in Miniature 

(WJBO, KRKD, WBEN) 
Concert in Rhythm (KGO- 
KPO) 
Concert Interlude (CJOC) 
Concert Internationale 

(WCPO) 
Concert Master, The 

(KRSC) 
Concert Matinee (WCAX, 

WTOL, CKMO) 
Concert Miniature (WKY) 
Concert Miniatures (KEHE, 
KRE, KVOA, WMBO, 
KGO-KPO, WTAM, 
KLZ, WGAR, WGH, 
WPIC) 
Concert Moderne (KALE) 
Concert Musicale (WRUF) 
Concert Orchestra, The 

NBC (NBC) 
Concert Orchestra Pro- 
grams (WTNJ) 
Concert Party (CJRC) 
Concert Patterns (WRUF) 
Concert Petite (KGO-KPO) 
Concert Review, The 

(WIND) 
Concert Revue, The (WGN, 

CJRC) 
Concert Souvenirs (KGCX) 
Concert Stage (CHAB) 
Concert Strings (KGO- 
KPO) 
Concert Time (KFIO) 
Concert Tour, The Radio 

(WBRB) 
Concert Trio, The WSPR 

(WSPR) 
Concert Vignettes (CBS) 
Concertabend (KALE) 
Concertairs (WMCA) 
Concertina (KVOR) 
Concerto Hour, The (KRE) 
Concertos (CJBR) 
Concerts Champetres 

(CBF) 
Concerts of the Los Angeles 

Philharmonic (KFI) 
Concerts Symphoniques de 

Montreal, Les (CBF) 
Concho Cowgirls, The 

(KGKL) 
Concion Mexicanos (KFJZ) 
Conclave of Nations (CBS) 
Condensed News, Camp- 
bell's (WMAQ) 
Confidence Man, The (NBC) 
Confidentially (WFAS) 
Confidentially Speaking 

(WGAR) 
Confidentially Speaking 
with Helen Webster 
(KGO-KPO) 
Conflict (CBS) 
Congratulations (KFJB) 
Congratulations, Ma and Pa 

(KWOS) 
Congress in World Affairs 
(WMCA) 

297 



Congress of Rhythm 

(WWVA) 
Congress Speaks (NBC) 
Congress Today (WOL) 
Congressional Opinion 

(CBS) 
Congress lan's Office Looks 

at Washington, A 

(WTMV) 
Conjure & Caroline (NBC) 
Connie and the Girls 

(WAVE) 
Conquerors, The (WJZ)* 
Conquerors of the Sky 

(KHJ)* 
Conservation and Nature 

Study (KSAC) 
Conservatory of Music 

(WBT) 
Consider the Verdict 

(CBR)* 
Consolaire, The (WDEL) 
Consolaires (WOWO-WGL, 

KSO) 
Consolations (WNOX) 
Consolations by Milan 

Lambert (KFAB) 
Console (KGW-KEX) 
Console and Keyboard 

(CJCA, WDBO, WOR, 
CJCA) 
Console and Strings 

(WBLK) 
Console Capers (WRJN, 

WSAU, CHAB, WFIL, 

KGHI) 
Console Capers, Organ En- 
cores (WESG) 
Console Caravan (CKCK, 

CJCA) 
Console Carnival (CJCA) 
Console Contrasts (WHDL) 
Console Contrasts with 

Cliff Gard (WHIO) 
Console Creations (WRNL) 
Console Gems (WRUF) 
Console Harmonies (WAPI) 
Console Melodies (WLAC) 
Console Moods (KFYO, 

KBIX) 
Console Sketches (CKBI) 
Console Souvenirs (KFH) 
Console Speaks, The 

(WEED) 
Console to Keyboard 

(WFIL) 
Console Varieties (WDRC) 
Consolettes (KFXJ) 
Constance Carew (NBC) 
Construction Hour, The 

Coleman (WFLA) 
Constructive Review of 

Current Events (KFUO) 
Consulting the Psychologist 

(WNEW) 
Consumer Facts (WHA) 
Consumer Has a Right to 

Know (WOKO) 
Consumer News (KAST) 
Consumers Market Service 

Guide (NBC) 
Consumers Search-Light 

(WHA) 



PROGRAM TITLES— Continued 



Contemporary Chats 

(WFAS) 
Contemporary Life and 

Thought (WILL) 
Contemporary Theatre 

(FTRD) 
Contemporary World 

Affairs (WHA) 
Contented Hour, The Car- 
nation (KGO-KPO) 
Contest Hour, The 

(KFPW) 
Contests (KFUO) 
Continental Cafe (CFRN) 
Continental Caprice (KFI) 
Continental Classics 

(KFAC) 
Continental Entertainers, 

The (WHBB) 
Continental Favorites 

(WGES) 
Continental Flavor 

(WAAT) 
Continental Lady, The 

(WBNX) 
Continental Nights 

(WBIL, WOV, WRUF) 
Continental Orchestra, 

Gene Morgan's (WHAM,)* 
Continental Revue (CJCA, 

WOR, WCBD) 
Continental Revue, Olga 

Baclanova's (WOR) 
Continental Rhythms — 

Spanish Strings (WORD 
Continental Serenade 

(WOV) 
Continental String Quartet 

(CBS) 
Continental Swing 

(WBNX)* 
Continental Trio (WELD 
Continental Varieties 

(CKAC, WBIL, WRUF, 

CFRN) 
Continentale (KGB) 
Continentals (WMCA, 

WIP) 
Contract Bridge (NBC) 
Contract Bridge School of 

the Air (KTRI) 
Contract Bridge with Mrs. 

Charles Geissler (WORD 
Contrasts (KFRC, KTHS) 
Contrasts in Harmony 

(WIND) 
Contrasts in Rhythm 

(WCFL, KFPY, WHAS) 
Contrasts in Tempo 

(WCAX) 
Control of Crime (NBC) 
Control Room (WBAL) 
Conundrum Carnival 

(CJCA) 
Conventionalities (KGO- 
KPO) 
Conversation (KRNT, 

WNOX) 
Conversation for a Quarter 

(WFID 
Conversations (WHK) 
Cook Minstrel Jubilee 

(WHB) 
Cook Painter Boys (WHB, 

WDAF) 



Cookie and Kitty (WFIL) 
Cookie Box, The (KELO) 
Cookoo Club (KOIN) 
Cook's Cap, The (KGLU) 
Cook's Column of the Air 

(WCLO) 
Cook's Night Out (NBC) 
Cool Clinic (WMBH) 
Coolidge String Quartet 

Concert (WQXR) 
Co-op Capers (KFVS) 
Cooperative Birthday Party 

(KIDW) 
Cooperative Family of the 

Northwest, The (WEBC) 
Cooptimists (WOR) 
Cop on the Street (WHBF) 
Copeland Service Hour 

(NBC) 
Cops and Robbers (WBNX) 
Coquettes (KGO-KPO) 
Coral Islanders, the 

(KDYL, WRJN, WESG) 
Coral Strands (KSLM) 
Corn and Its Uses (NBC) 
Corn Belt Farm Hour 

(WHO) 
Corn Belt Gossip (WLS) 
Corn Club (WALA, WBRC) 
Corn Cob Pipe Club 

(WRVA) 
Corn Cob Pipe of Virginia 

(NBC) 
Corn County Wildcats 

(KOID 
Corn Crib Hoedown, The 

WDZ (WDZ) 
Corn Huskers, The 

(KONO, KMOX, WIP) 
Corn Huskin' Party (WLS) 
Corner Cupboard (KSTP) 
Corner Drug Store (NBC) 
Corner Kibitzer's Club 

CKDAL) 
Corner of Knowledge, The 

(KIUL) 
Cornfield Follies (KDKA) 
Cornhusker Boys, The 

(KFAB) 
Cornhusker Jamboree 

(KFAB) 
Cornhuskers, The (WFTC) 
Cornwall Twilight Hour, 

The (CFLC) 
Corny-Gate Hall (WSJS) 
Corny Rhythm (CHAB) 
Coronet on the Air (NBC) 
Correcting Fire Hazards 

(WTAG) 
Corriere D' America 

(WINS)* 
Corse Payton's Stock Co. 

(WOR)* 
Cosmopolitan (KGO-KPO) 
Cosmopolitan Club, The 

(WPHR) 
Cosmopolitan Rhythms 

(NBC) 
Cosmopolitan Stories 

(WOR)* 
Cosmopolitan Sympho- 

nettes (CRS) 
Cosmopolitans (WHO) 
Cosmopolitans, The 

(WCAU, CBL) 

298 



Cost to Your Pocketbook 

(CBS) 
Cottage Hawaiians 

(WMEX) 
Cottage in the Air (WAPI) 
Cotter's Saturday Night 

(CJCB) 
Cotton Blossom Singers 

(KVOO, WGY) 
Cotton Carnival (NBC) 
Cotton Chopper, The 

(KFYO) 
Cotton Club Pace (WATR) 
Cotton Pickers (WBT) 
Cotton Town Jamboree 

(WFBC) 
Cotton Town Jubilee 

(WFAA) 
Cotton's Local News Re- 
porter (KALB) 
Cottonwood Corners 

(KMA) 
Council of Churches 

(WTNJ) 
Councilman Lem Turner 

(WHO) 
Counsel for Youth (WEVD, 

WJJD) 
Counsellor to Youth 

(WCCO)* 
Counselor and His Treas- 
ure Chest, The (KTUD 
Count Basie (WHB) 
Count Numbers (WBAX) 
Count of Monte Cristo, 

The (CBM) 
Count the Words (WELL) 
Counter Chatter (WO WO) 
Country Church (KELA) 
Country Church of Holly- 
wood (CBS) 
Country Club (IBS) 
Country Club, The Colgate 

(KGMB) 
Country Club Boys 

(WBZ-A) 
Country Club of the Air, 

The Goetz (WBS) 
Country Doctor, The (NBC ) 
Country Edition (KFRU) 
Country Editor, The 

(WAPI, KFRC) 
Country Frolic (KRMC) 
Country Gentlemen 

(WAVE) 
Country Home (NBC) 
Country Journal, The 

(KMOX) 
Country Lawyer (KMBC, 

WINS) 
Country Maid and Her 

Songs, The (KRBC) 
Country News (CHAB) 
Country Parade (KXRO) 
Country Post Office (KTRI) 
Country School (CHRC, 

KMA, KMOX) 
Country Store (KTHS, 

KBIX, WSIX, WJEJ, 

KTAT) 
Country Store, The WHBB 

(WHBB) 



PROGRAM TITLES— Continued 



Country Sunday (WLW) 
Country Troubadours 

(KFNF) 
Country Weekly, Al Wayn- 

koop's (WIRE) 
Country Woman, The 

(WDEV) 
Countryman (WDEV) 
County Agent, Your 

(KVOR) 
County Courier (WLW) 
County Court House 

(WLW) 
County Editor (WOMI) 
County Fair (KMOX) 
County Quiz (WPIC) 
County Roundup, The 

(KXRO) 
County Seat (CBS) 
County Talent Parade 

(WCAP) 
Couple Next Door (CBS) 
Couple of Soldiers (WHB) 
Couple on the Street 

(WROK) 
Courier,. The Clay County 

(WLW) 
Course au Tresor, La 

(CKAC) 
Court Chatter (WOWO- 

WGL) 
Court Comments (KMOX) 
Court House (KMBC) 
Court House Interviews 

(WSAI) 
Court House Reporter 

(WJJD) 
Court Hussey (IBS) 
Court of Cars (KVOD) 
Court of Confessions 

(WAPI) 
Court of Current Events 

(WBT) 
Court of Good Deeds 

(WBNX) 
Court of Harmony (WHN) 
Court of Honor (NBC) 
Court of Human Inflations 

(KMBC) 
Court of Human Relations 

(WLW) 
Court of Inquiry (CKSO) 
Court of Literary Justice 

(WINS, NYBS, WOR) 
Court of Missing Heirs 

(WBBM, WBS) 
Court of Music Appeals 

(KGGM) 
Court of Musical Inquiry 

(CHAB) 
Court of Musical Relations 

(WTMV) 
Court of Public Opinion, 

The (KIRO) 
Court of the Air (WMC) 
Court of the Unknown 

(WINS)* 
Court of Value, The 

(KWLK) 
Court Reports (KWTN) 
Court Room Facts 

(WLAC) 
Courteous Colonels 
(KTUL) 



Courtesy Half Hour 

(CJIC) 
Cousin Bill's Kiddie Klub 

(KDKA) 
Cousin Charlotte and All 
Her Little Cousins 
(WEAN) 
Cousin Elmer (KTMS) 
Cousin Henri (CHNC) 
Cousin Henry, the Answer 

Man (CHNS) 
Cousin Peggy's Sunshine 

Club (WHBF) 
Cousin Sally (WORC) 
Covenant Hour (KSAL) 
Cover Pullers (WSAI) 
Covered Wagon Adventure 

Trails (WMT) 
Covered Wagon Broadcast, 

The (KGIR) 
Covered Wagon Days 

(WFAA, KGW-KEX) 
Cowbell Club (KFSO) 
Cowbells, Whistles, Tunes 

and Time (KDLR) 
Cowboy Bill and His Radio 

Rancho (NBC) 
Cowboy Caravan (WAGM, 

WMEX) 
Cowboy Carnival (WTMV) 
Cowboy Cavalcade (KQW) 
Cowboy Jack (WBRB) 
Cowboy Jamboree, The 

(KRBC) 
Cowboy Luke (KGKO) 
Cowboy Phil (WHJB) 
Cowboy Ramblers, The 

(WRR) 
Cowboy Slim (KIDO) 
Cowboy Songs (NYBS) 
Cowboy Talks, The 

(KFEQ) 
Cowboy Tom's Roundup 

(NBC) 
Cowboy Wakerupper 

(KGFW) 
Cowboys, Jewel (CBS) 
Cowboy's Sweetheart 

(KWJB) 
Cowboys, The Cheyenne 

County (KIDW) 
Cowgirls, The Alberta 

(CJGX) 
Cowhand Serenade (KGW- 
KEX) 
Cowpunchers Serenade 

(KRSC) 
Coyle CWCOL) 
Cozy Corner (KALB, IBS) 
Cozy Corner Club (CJRM) 
Crack of Dawn Patrol 

(KCKN) 
Cracker Barrel Congress 

(KTM) * 
Cracker Barrel Forum 

(KUTA) 
Cracker] acks (WOR) 
Crackerland Cavaliers 

(WSB) 
Crack-O-Dawners (WHO) 
Cradle of Freedom (NBC) 
Cradle Roll (WJAG) 
Craftsman's Guild (CBS) 
Craig Court, The (WHBB) 

299 



Crane Normal Hour of 

Music (WCAD) 
Cranium Crackers 

(WCAD) 
Crawford Caravan, The 

(NBC) 
Crazy Buckaroos (WABO* 
Crazy Court (WD AY) 
Crazy Crystal Twins 

(KMBC) 
Crazy Crystaleers (WJAX) 
Crazy House, The (WSPA) 
Crazy Opera Jamboree 

(KVRS) 
Crazy Over Music (WMCA) 
Crazy People (WOR)* 
Crazy Quilt (KFIZ, KABR, 

KVGB, WAAW, WFBC, 

WHB) 
Crazy Range Ramblers 

(WMCA)* 
Crazy Rhythms (WRUF) 
Cream of Living (CFRN) 
Creations in Ivory (WAVE) 
Creative Hour (WSAY) 
Crediteers (WAVE) 
Crescent Four Quartet 

(WHEC) 
Crescent Hour of Music 

(WHO) 
Crickets (NBC) 
Crime (NBC) 
Crime and Company 

(WMBS) 
Crime and Death Take No 

Holiday (WACO) 
Crime at 8 (CFRB) 
Crime Catchers (WCFL) 
Crime Clinic, The (WBAL) 
Crime Clinics (NBC) 
Crime Club, The (CJCA, 

WOR) 
Crime Club of the Air 
Crime Clues, The Eno 

(NBC) 
Crime Crusade Program 

(CBS) 
Crime Doesn't Pay (KFI) 
Crime in the Haunted 

House, The (CHRC) 
Crime News and Clues 

(WFBM) 
Crime Prevention Hour 

(NBC) 
Crime Prevention Program 

CWIBG) 
Crimecasts (WSBT-WFAM) 
Crimelight Playhouse, The 

(KABC) 
Criminal Court (WMCA) 
Criminals at Bay (WMCA) 
Crimson Trail, The (KGW- 
KEX) 
Crinoline Girl, The 
(WBNX, WCKY) 
Cripple Creek Wood- 
choppers (WPHR) 
Crisp Cracks and Pungent 

Paragraphs (KWTO- 

KGBX) 
Criss Cross Clues (CKCL) 
Critic and the Lady 
(KYW) * 



PROGRAM TITLES— Continued 



Critical Critic, The — Louis 

Tappe (WINS)* 
Critical Highlights of Re- 
cent Books (WIND) 
Critics & Criticism (NBC) 
Croatian Memories 

(WJAY) 
Cronies and Old Topper, 

The Crush Dry (NBC) 
Croonaders, The (WDRC) 
Crosscuts from the Log of 

the Day (KGO-KPO) 
Cross-Eyed Parrot 

(WFAA)* 
Crossroads Church 

(WFBM) 
Crossroads Counselor, The 

(KTAT) 
Crossroads Follies, The 

(WSB) 
Crossroads Hall, The 

(WRVA) 
Crossroads Jamboree, The 

(WDAY) 
Crossroads of History 

(KCKN) 
Crossroads of the Nation 

(KOIL) 
Crossroads Party (WCCO) 
Crossroads Sociable, The 

(WIBW) 
Crossroads Store (WWVA) 
Crossroads Symphony 

(WRVA) 
Crossword Melodies 

(WGN)* 
Crossword Puzzle of the 

Air (WJIM) 
Crossword Puzzles 

(WSMB) 
Crow's Nest (WMF J) 
Crown Corner Postoffice 

(WLW) 
Crown Minstrel (WJEJ) 
Crown Quarter Hour 

(WHB) 
Crowning Glory, The 

(KGNO) 
Cruise of Memories 

(WLWL) * 
Cruiser Trailer Tips 

(WFBR) 
Cruising in Traffic 

(WAVE) 
Cruising Safety Patrol 

(WRJN) 
Cruising with Michigan 

State Police (WMBC) 
Crusade Against Crime 

(WABO* 
Crutch and Crane (WMBC) 
Crystal Gazers (KMBC) 
Crystal Strings (WORD 



Cub & Scoop (NBC) 
Cub Reporters (KYA, 

KGEZ, MacG) 
Cub Reporters, Junior High 

School (KIEM) 
Cuban Interlude (WADC) 
Cuban Rhythms (KGHI) 
Cubanola (KABC) 
Cuckoo Carnival (CJOR) 
Cuckoo Clock, The 

(KPDN) 
Cuckoo Clock Club (WMT) 
Cuckoo Club, The (KVOL, 

KGFJ, WJM5) 
Cuckoo Quiz (KFYR) 
Cuddles & Monty (NBC) 
Culbertson on Contract 

(NBC) 
Cullum Sisters (WO AD 
Cultural Conversation 

(KGO-KPO) 
Cultural Garden Hour 

(WGAR) 
Cultural Institute (WGAR) 
Cumberland Gap Ramblers 

(KGFJ) 
Cup of Kindness, The 

(CFCY) 
Cupbearer, The (KGRC) 
Cupid Interviews (WJAS) 
Cupid's Court (IBS, 

WAAF) 
Cupid's Interviews (WHJB, 

WBRC) 
Curb Chatter (WATR) 
Curb Club (WNEW) 
Curb Exchange, The 

(KOH, KOIL) 
Curb Stone Chatter 

(KVGB, WAPI) 
Curbstone Cash (WSAY, 

WWSW) 
Curbstone Coaches 

(WOWO-WGL) 
Curbstone Convention 

(WJIM) 
Curbstone Conversations 

(KSOO) 
Curbstone Court (WIP)* 
Curbstone Forum (WMT) 
Curbstone Quiz (KGW- 

KEX, WHAM, WDAE, 

KRKD, WSAY) 
Curbstone Reporter 

(WEOA, WGRC) 
Curfew (KGO-KPO) 
Curioddities (CFRB) 
Curioddities in the News 

(CJKL) 
Curiosities (KDKA) 
Curiosity Corner (CKCW) 
Curiosity Court (WIP) 



Curiosity Killed the Cat 

(KGVO) 
Curiosity Shop (WJAY, 

KGEZ) 
Curious Careers (WINS) 
Curious Questions (KMOX, 

WDAF, KGFJ, KMA) 
Curliques in the News 

(KMBC) 
Curly Fox and Texas Ruby 

(WAPI) 
Current Events (NBC) 
Current Events Bee 

(WOR)* 
Current Events in Jackson- 
ville (WJAX) 
Current Events in Wash- 
ington (NBC) 
Current Events Quiz 

(WREN) 
Current History Exams 

(WEVD, WHN) 
Current News Forum 

(KUOA) 
Current Questions Before 

Congress (WJSV) 
Current Topics Club 

(WEED) 
Current Views (WHJB) 
Currently Speaking 

(WWSW) 
Curtain At 8:30 (NBC) 
Curtain Calls (KFWB, 

CFRB, WHBQ, KWBG, 

WAAB, WRUF) 
Curtain Echoes (WISN) 
Curtain, Please (WHK) 
Curtain Raiser (WHB) 
Curtain Rises, The (KDAL. 

CFRB, KDKA, WIND) 
Curtain Time (WIBW. 

KQW, WGN, WHBQ) 
Curtain Times (CKLW) 
Curtain Times with the 

WIBW Players (WIBW) 
Curtain Up (WCCO) 
Curtains Going Up 

(WBNX) 
Curtis Burnley Railing 

Song & Story (NBC) 
Cutting the Ice (KYW) 
Cy and Freckles (WTAD) 
Cy Hopkins (WGY) 
Cycle of Time and Men 

(WOV) 
Cycling the Kilocycles 

(NBC) 
Cynic, The (WJBK) 
Czech Musicale (KTAT) 
Czech Revels (KTAT) 
Czecho-Slovak Melodies 

(WJAY) 



300 



PROGRAM TITLES— Continued 



D 



D & H Miners (WKY) 
D.A.R. Forum (WCAP) 
D.O.N. Club (WCBS) 
DX Club (KMTR, KXBY) 
DX Reporter (WTAR) 
D-X Safety Club (WEBC) 
DYKTA (Do You Know the 

Answers) (WGL) 
Dad Differ (KCMO) 
Dad Hatch's Boarding 

House (KMA) 
Daffodils, The (WLBZ) 
Daffy Dills (WAAT) 
Daffy Ditties (KYOS) 
Daffydills, The (WRVA) 
Daguerreotypes (CBS) 
Daily Air-e-torial (WHBF) 
Daily Almanac (WTHT) 
Daily Bread, Your (CJRC) 
Daily Bulletin, The 

(WLAC) 
Daily Bulletin Board 

(WTMJ) 
Daily Challenge (KYA)* 
Daily Devotions (WDEL) 
Daily Digest (WGAR) 
Daily Double, The (KSD) 
Daily Express, Dow's 

(WSAI) 
Daily Hints to Motorists 

(WCOL) 
Daily Honor Roll (WOR)* 
Daily Informer, The 

(WKBZ) 
Daily Maine Farm News 

(WLBZ) 
Daih' Messenger, The 

(KSTP) 
Daily News Parade 

(WEBC) 
Daily News Revue 

(WCAX) 
Daily Newscaster, The 

(WGN) 
Daily Record (KWTO- 

KGBX) 
Daily Round-Up, Your 

(CJRC) 
Daily Sparks Reporter 

(KDDW) 
Daily Sports Review 

(WFOY) 
Daily Texan on the Air 

(KNOW) 
Daily Thoughts for Daily 

Thinkers (KFUO) 
Daily Vacation Bible 

School (KFUO) 
Daily Visitor, Your 

(WCFL) 
Dainty Miss — Doris Ord 

(CJRC) 
Dakota Days (KABR) 



Dakota Luncheon Hour 

(KGCX) 
Dale Carnegie (NBC) 
Dale Morgan with the 

News (IBS) 
Dale Wimbrow, Songs 

(NBC) 
Dalton Norman and Four 

Dons (WHO) 
Dalton Norman, the Boy 

from Georgia (KFAB) 
Dan & Scotty (WPTF) 
Dan and the Boys (WPTF) 
Dan Cupid in Person 

(WNBX) 
Dan Cupid's Interviews 

(WFBM)* 
Dan Harding's Wife (NBC) 
Dan, The Traveling Man 

(KLZ)* 
Dan Yuter and His Violin 

(WCHV) 
Dance and Be Merry 

(WCAM) 
Dance-at-Home (KLUP, 

KOCA) 
Dance at the Hacienda 

(CJRC) 
Dance Awhile (WCPO) 
Dance Band (WRUF) 
Dance Band Revue, The 

(WTHT) 
Dance Bands in Review 

(WCAX) 
Dance Before Breakfast 

(WEST) 
Dance Cavaliers (WDAF) 
Dance Fancies (KOL) 
Dance Favorites (WSUN, 

WNBZ) 
Dance from the Classics 

(CBS) 
Dance Hour (CBS) 
Dance Journal (KGO-KPO) 
Dance Kings (KTUL) 
Dance Masters (KTUL) 
Dance Matinee (WCLO, 

WHB, CHAB) 
Dance Melodies (WRUF) 
Dance Miniature (WTAM) 
Dance Mood (CBL) 
Dance Nocturne (KLPM) 
Dance of the Ice Cubes 

(WABO* 
Dance-O-Mania (WAAT) 
Dance Parade (KRLD, 

CFCY. WFAM, WAPI, 

WTHT, CHNC, WPIC) 
Dance Parade, The Capitol 

(CHNS) 
Dance Parade, The WNEW 

(WNEW) 
Dance Program, Pond's 

(NBC) 

301 



Dance Promenade (WLAC) 
Dance Rhythms (WRUF) 
Dance Scene (WOR) 
Dance School of the Air 

(WSGN) 
Dance Serenade (CBS) 
Dance Time (KFAC, 

KTOK, WEBQ, KFEQ, 

WCOU) 
Dance Time in Denver 

(KLZ)* 
Dance to This (WEBC) 
Dance Topics (KFXR) 
Dance Treats (WLBZ) 
Dance Tunes of the Day 

(CFJC) 
Dance Whirl, The (WSGN) 
Dance with America, The 

Katz (KCKN) 
Dance with Champagne 

(WCOP, WEED 
Dance with Countess 

D'Orsay (NBC) 
Dance with Gamby (NBC) 
Dance with WTJS (WTJS) 
Danceland (WELI, KFXR, 

WIBG) 
Danceland Ballroom 

(WELI) 
Danceland Villa, The 

(WGH) 
Dancepators (KMOX) 
Dancetime in Swingtime 

(WEBQ) 
Dancetime Themes (KGFF) 
Dancing About the Town 

(WMBH) 
Dancing Across the Country 

(NBC) 
Dancing Along the Santa 

Fe Trail (WMBH) 
Dancing Around the Pied- 
mont (WSPA) 
Dancing at Dusk (CJOC) 
Dancing at the Old Barn 

(WCLO) 
Dancing by Request 

(WSOC) 
Dancing by the Sea (CBS) 
Dancing Date, Your (WHB) 
Dancings Discs (WDNC, 

WINS) 
Dancing Down the Years 

(WHLB) 
Dancing Echoes (CBS) 
Dancing Feet (WJAY, 

KGO-KPO) 
Dancing Housewives 

(WGH, WRTD) 
Dancing in Lansing 

(WJIM) ■ 
Dancing Ivories (CFRB) 
Dancing Master (WAAT) 
Dancing Melodies (WBZ-A) 



PROGRAM TITLES— Continued 



Dancing Moments (WOKO, 

KPDN, WIL, WOR) 
Dancing Moods (WOR, 

KDLR, WJR) 
Dancing Party (CJOC) 
Dancing Party, The S-B 

(WDAE) 
Dancing Party, The WAPI 

(WAPI) 
Dancing Party, The WFTC 

(WFTC) 
Dancing Round the World 

(CBS) 
Dancing Shadows (WSB) 
Dancing String (CBL, 

CBY) 
Dancing Strings (CBI, 

CJCA) 
Dancing Then and Now 

(CFJC) 
Dancing Till Dawn 

(WATL) 
Dancing Time (KMOX) 
Dancing Troubadours 

(CBS) 
Dancing with the Duke 

(CKCL) 
Dancing Yesterdays (CBS) 
Dandies, The (WNAC) 
Dandies of Yesterday 

(NBC) 
Danger Fighters (NBC) 
Danger Lines of History 

(NBC) 
Dangerous Paradise (NBC) 
Daniel Lieberfeld's Orches- 
tra (WRVA) 
Danny Winn's Ridge Run- 
ners (WCAX) 
Dans les Jardins de 

Vienne (CJBR) 
Dans Ma Tasse de The 

(CBF) 
Dansant, The (KDAL, 

CFRN) 
Dansapation, (WIL) 
Dark Enchantment (WOR) 
Dark-K-Knights (WBT)* 
Dark Snots of Misfortune 

(CJIC) 
Dark Stars (KTHS) 
Dark-Town Get-Together 

(WMCA) 
Darktown Meetin' Society 

(WSAI) 
Darktown Strutters (WHN) 
Darlene (WAVE) 
Darling and Dearie 

(WOR)* 
Date Book, The (KGO- 

KPO, KMJ) 
Date Book of the Air 

(KGMB, KDON) 
Daughters of the Pioneers 

(KIUP) 
Dave Young (WMBC) 
Davey Adams (WBBM)* 
David and Goliath (NBC) 
David Harum (NBC) 
Davidson College Program 

(WBT) 
Dawn Breakers, The 

(WQAM) 



Dawn Busters (WKZO, 

WWL) 
Dawn, Dale and Diane 

(IBS) 
Dawn Dispatch (WAPI) 
Dawn Express (KDYL) 
Dawn Good Music (KYOS) 
Dawn of Tomorrow (KLO) 
Dawn Patrol (KOL, WIL, 

KMBC, WKRC, WFDF, 

CFGP, WHBF, WIP, 

WMFO, KBIX) 
Dawn Revue (CJCA) 
Dawn Salute (WBBM) 
Day at City Hall, A 

(WHEC) 
Day at the Races, A 

(WAAW) 
Day Before Yesterday 

(CBS) 
Day Breakers (KHQ) 
Day by Day (WHN) 
Day Dreamer, The (IBS) 
Day Dreamer, Your 

(WSBT-WFAM) 
Day Dreaming (KXBY) 
Day Dreaming at the Piano 

(WHB) 
Day Dreams (KLO. WRUF, 

KFRU, KRMC, WAPI, 

WESG. WORL. KPDN, 

KGO-KPO, WSAI, 

WTIC) 
Day Dreams Trio (WAAT) 
Day in Review, The 

(WIBX. WXYZ, WGAR) 
Day in Washington 

(KSAL) 
Day Is Done (WBNS) 
Day Line Movie Pilot 

(NBC) 
Daybreak Digest (KDYL) 
Daybreak Serenade (KRE) 
Daybreakers, The (KHQ) 
Daydreamer, The (WSAL) 
Daylight Creepers (KVOL) 
Day's End (KWBG, 

WMCA) 
Day's Inquiring Mike 

(WCOU) 
Days of Old Bohemia 

(WEDC) 
Day's Worst Accident, The 

(WSGN) 
Daytime Time Signals 

(NBC) 
Dayton Marches On 

(WHIO) 
Dayton Philharmonic Or- 
chestra (WHIO) 
De Molay Open House 

(WAAW) 
Deacon Sings, The (KLRA) 
Dead Panogram (WIBX) 
Dean of Swin? (WHN) 
Deans Radio Carnival 

(WIS) 
Dear Audience (CBS) 
Dear Columbia (CBS) 
Dear Diary (KWK, WBRY) 
Dear KIRO (KIRO) 
Dear KSRO (KS^O) 
Dear KTEM (KTEM) 
Dear Ladies (WJTN) 

302 



Dear Listeners (WDOD) 
Dear Suzie (WILL) 
Dear Teacher (CBS) 
Death at the Wheel! 

(KYOS) 
Death Fighters (WWJ) 
Death of a Friend 

(WABC)* 
Death Rides Again (WHO) 
Death Rides the Road 

(WHKC) 
Death Stalks the Highways 

(KGGM, KICA) 
Death Takes a Ride (KWK) 
Death Valley Days (KGO- 
KPO) 
Death Watch (KSL) 
Debates (KFUO) 
Debator's Forum (WJJD) 
Debonaires, The (WELD 
Debunking the News 

(WWAE)* 
Debut Time (KMO) 
Decibels, The (CBO) 
Dedicaces et Faire-Part 

(CJBR) 
Dedicated to the Children 

(WGPC) 
Dedicated to You (WGTM, 

WMFF, WMBS) 
Dedicatory Ditties (KYOS) 
Dedicatunes (WMBS) 
Deed-I-Do Club (WHAS) 
Deep Purple (WDNC, 

WSGN) 
Deep Purple and Silver 

(KGNO) 
Deep River (WPTF) 
Deep River Echoes (WHAS) 
Deep River Orchestra 

(CBS) 
Deep River-Willard Robi- 

son (CBS) 
Deep Sea Programs (NBC) 
Deep South (CKCL, 

WMFD, WWL) 
Deep South Dreams 

(WAPI) 
Deep Trails (KMBC) 
Deer Hunter's Yarns 

(KABC) 
Del Delbridge Dance Band 

(WXYZ) 
Del Greco Entertains 

(CBL) 
Del Lampe's Eversharp 

Orchestra (NBC) 
Delta Symphonette 

(WPHR) 
Demi Heure (WFIL) 
Demi-Heure de Paris, La 

(CBF) 
Demi Heure Musicale 

(WFIL) 
Demi-Tasse Revue (KGW- 

KEX) 
Democracy in Action (NBC) 
Demopolis Variety Show 

(WHBB) 
Dental Health, Your 

(WJJD) 
Dentist Says, The (WBAA, 

WMCA) 



PROGRAM TITLES— Continued 



Denver Post News Flashes 
(KOA) 

Depression Born (KTHS) 
Derby City Rhythm 

(WHAS) 
Derby Week at Churchill 

Downs (CBS) 
Derbytown Rhythm 

(WHAS) 
Descent Into the Sea 

(NBC) 
Desert Guns (WJZ)* 
Desert Kid (NBC) 
Design for Beauty (WJR)* 
Design for Dancing (NBC) 
Design for Day Dreams 

(KNX) 
Design for Melody (WMIN) 
Design for Music (NBC) 
Design in Music (NBC)* 
Designed for Women 

(WMBC) 
Designs for Day Dreams 

(KNX) 
Designs in Harmony 

(KNX, WGH) 
Designs in Song (KYOS) 
Dessert Club with Leona 

(WORD 
Detec-a-tives Black and 

Blue (KYW)* 
Detect- A-Phoney (KFRC) 
Detective Dalt and Zumba 

(RRI) 
Detective's Notebook 

(KFRC) 
Detroit News Radio Extra 

(WWJ) 
Deutsche Lieder (WCPO) 
Deutsche Liederstunde 

(WGES) 
Deutsche Musik Stunde 

(WHA) 
Devil Bird (WGN)* 
Devotional Hour, YMCA 

(NYBS) 
Devotional Period (KIEM) 
Devotional Period, The 

Christian Science (CJRC) 
Devotional Program 

(KFRO) 
Devotionals (KRE) 
Devotions from Dusty 

Plains (CKCK) 
Deze, Dem and Doze 

(KFYR) 
Dial a Ditty (WAIR) 
Dial-A-Smile (WOAI) 
Dial Mr lories (WCKY) 
Dial News, The (WHA) 
Dialers (WTHT) 
Dialers' Digest (KFPY) 
Dialogs (KFUO) 
Diamond-Aires (WDAY) 
Diamond City News (WBS) 
Diamond Dust (KWK, 

WEMP) 
Diamond Horseshoe (KGO- 

KPO, KDAL) 
Diamond Hour (WDAE) 
Diamond Revue (WTIC) 
Diamonds and Daisies 

(KLO) 



Diane & Her Life Savers 

(WABO* 
Diane Dictates (KFRU) 
Dianne Whitney Sings 

(WSPR) 
Diary (KFUO) 
Diary, The (WMIN) 
Diary of a Globe Trotter 

(KGO-KPO) 
Diary of a Music Lover 

(KNX) 
Diary of Dreams, Jimmy 

Decker's (WCAZ) 
Dic-A-Doo Cleansers 

(NBC) 
Dick and Dot (WGY) 
Dick, the Amateur Gardner 

(CKOC) 
Dick Darling's Adventures 

(WENR)* 
Dick Faulkner Edits the 

News (WSOC) 
Dick Hartman (WBT) 
Dick Jordan, and the Run- 
away Planet (KFOX) 
Dick Jordan, Soldier of 

Fortune (KFOX) 
Dick Leibert's Musical Re- 
vue (NBC) 
Dick Moore, the Strolling 

Troubadour (KSAL) 
Dick Steele, the Boy Re- 
porter (NBC) 
Dick Telia Serenades (IBS) 
Dick Tracy (WBS) 
Dictators (CBS) 
Dictators of the Past 

(WHN) 
Did I Say That? (CKCL) 
Did You Ever Wonder? 

(WSOC) 
Did You Know? (WFBR, 

WSAY. WNEW, WFBR, 

KSD, KFBK, KOIL, 

WEED 
Did You Know That? 

(WJW, WHBB) 
Did You Like That? (KGW- 

KEX) 
Did You See? (KGU) 
Diffenderfer Family 

(WGAD* 
Different People's Different 

Views (WTMV) 
Digest, The (WILL) 
Digest Diversions (CFRN) 
Digest of Current 

Controversies (KFH) 
Digest of News (WKRC) 
Digest of the Day's News 

(KFUO) 
Digesting the Dictionary 

(CJCA) 
Dilettante, Le (CKCV) 
Dill Pickle Club (CFLC) 
Dime Man (KLZ) 
Diminutive Song-Stylist, 

The (WSPR) 
Din at Eight (WNEW) 
Dinah and Dora (NBC) 
Dine and Dance (WSAU) 
Dingbats (KMBC) 
Dinglebenders, The 
(KPO)* 

303 



Dining with George Rector 

(CBS) 
Dinner at Nine (NBC) 
Dinner at Six (KYA) 
Dinner Bell (CJOC, 

WNBR, WROL) 
Dinner Bell Hour (WBIG) 
Dinner Bell Round Up 

(KMBC) 
Dinnerbell Time (KFRU, 

WLS, WDAY) 
Dinner Call Program 

(WHBL) 
Dinner Club (WCPO, 

WMCA) 
Dinner Concert (WCFL, 

KWBG, KGO-KPO, 

KELA) 
Dinner Concert and Farm 

News (KFNF) 
Dinner Dance (WJIM) 
Dinner Dance Divertise- 

ment (KFRO, KPAB) 
Dinner Dance Hour 

(WDRC) 
Dinner Dance Music 

(WOPI) 
Dinner Dance Time (WIL) 
Dinner Date (WCKY) 
Dinner Date with Judy 

(KPO) 
Dinner Dates (WEBC) 
Dinner Hour Concert, The 

(WTMJ) 
Dinner Hour Melodies 

(KSLM, KALE, KVOE) 
Dinner Hour Parade 

(KDLR) 
Dinner in Rhythm (CFQC) 
Dinner Music (WLAC, 

WREN) 
Dinner Musicale (KVOR) 
Dinner Party, The (WFDF, 

WMMN) 
Dinner Rhythms (WFBR) 
Dinner Serenade, The 

(WLVA) 
Dinner Symphony (CBS) 
Dinner Tales of the Air, 

The (WBRE) 
Dinner Time News (WIRE) 
Dinner Time Revue 

(WEED 
Dinner Time Varieties 

(KSAL) 
Diplomats, The (KOMA) 
Dipsy Dew Club (WOV) 
Directory of Instruction 

(WMBH) 
Discord Harmony (KRBC) 
Discoveries of 1938 

(KFWB) 
Discussion Forum (WTMV) 
Dishman's Musical Kitchen 

(WGH) 
Dishpan Parade (WO WO) 
Disques pour Tous (CJBR) 
Distinctive Voices (KFJZ) 
Diversified Hour (WFLA) 
Diversity (CKX) 
Divertissement (KOL) 
Divots (WHN) 
Dixie Band (WAPI) 



PROGRAM TITLES— Continued 



Dixie Belles, The (WBRC, 

WFLA) 
Dixie Circus (NBC) 
Dixie Colonel, The (WSPD) 
Dixie Concert Hour (WBT) 
Dixie Dandies (WFBC) 
Dixie Doin's (KMBC) 
Dixie Early Birds (WSIX) 
Dixie Echoes (CBS) 
Dixie Harmonies (WOL) 
Dixie Hillbilly Jubilee 

(WPHR) 
Dixie Hot Shots (WRDW) 
Dixie Humming Bird 

(WAPI) 
Dixie Jubilee (WRUF) 
Dixie Mamouth Minstrels 

(WBT) 
Dixie Melodears (KGHI) 
Dixie Melodians, The 

(WTJS) 
Dixie Memories (KGO- 

KPO) 
Dixie Minstrels (KTUL) 
Dixie Night Club (WBIG) 
Dixie Pioneers (WBRC) 
Dixie Plowboys, The 

(WHAM) 
Dixie Program, The 

(WFLA) 
Dixie Ramblers (WJEJ) 
Dixie Reelers (WIS) 
Dixie Serenaders (CBS) 
Dixie Spiritual Singers 

(NBC) 
Dixieland Capers (CJRC) 
Dixieland Jamboree 

(KTUL) 
Dixieland Minstrels (CBL) 
Dixieland Special (WRUF) 
Dixielanders (WFMD) 
Dixie's Lumber Jacks 

(WHB) 
Dixon McMillan Melody 

Revue (WCSC) 
Dizzy Fingers (KOVC, 

CHAB, WWVA, WDRC) 
Do Re Mi (CBS) 
Do-Re-Mi Trio, The 

(CHRC) 
Do You Believe in Ghosts? 

(KGO-KPO, MacG) 
Do You Believe in 

Miracles? (KNX) 
Do You Follow? (WATR) 
Do You Know? (KRKD, 

KFUO, WFBC, CKNX, 

WRNL) 
Do You Know It's True? 

(WHO) 
Do You Know New Mexico 

(KOB) 
Do You Know Your Radio 

(WDAY) 
Do You Remember? 

(KALE, KRBC, KXBY, 

WTAM, WAAF, WBBM, 

WAAT, KAST, WTMJ, 

CHNC) 
Do You Want a Job? 

(KTUL, WCKY, WTAR, 

WSAL, KMO) 
Do You Want Law En- 
forcement? (WHBF) 



Do You Want to Announce? 

(WAPI) 
Do You Want to Be a Radio 

Star? (KGLO) 
Do You Want to Be an 

Actor? (NBC) 
Do You Want to Be an 

Announcer? (WJNO, 

KCKN, KIDO, WMIN) 
Do You Want to Write? 

(NBC) 
Doc Bailey's Bus (KRKD) 
Doc Barclay's Daughters 

(CBS) 
Doc Hayes Swing Clinic 

(KWK) 
Doc Query (CHML) 
Doc Rockwell's Brain Trust 

(NBC) 
Doc Schneider and His 

Yodeling Cowboys (NBC) 
Doc Sunshine (CFRN, 

CFRB, CKLW) 
Doc Whipple (WMAQ) 
Doctor Dick (KGO-KPO) 
Doctor Easy (KWK) 
Doctor Fax (KPMC) 
Doctor of Family Finance 

(KDYL) 
Doctor Q (WKY) 
Doctor Satan (WWSW) 
Dr. Charles M. Courboin- 

Recital Hall (WOR) 
Dr. Christian (CBS) 
Dr. Coleman's Travelogue 

(KFVD) 
Dr. Copeland's Health Hour 

(CBS) 
Dr. Dollar (NBC) 
Dr. Doolittle (NBC) 
Dr. Facts (KPMC) 
Dr. George Cohen's Pet 

Club (NBC) 
Doctor H (WMCA) 
Dr. Humperdink's Medicine 

Show (WDWS) 
Dr. I. Q. (KTRH) 
Dr. L Q., Jr. (KTSA) 
Dr. I. Q.'s Junior Quiz 

(KRLD) 
Dr. Karl Reiland (NBC) 
Dr. Loughran (NBC) 
Dr. Luther Little (WBT) 
Dr. Noseall (WFTC) 
Dr. Pepper Energy Club 

(WLVA) 
Dr. Pratt's Breakfast Club 

(WHB) 
Dr. Query (CKY) 
Dr. Rup and Dr. Mup 

(WHBQ) 
Dr. Ruth Wadsworth — 

Health Talks (NBC) 
Dr. Shirley W. Wynne 

(NBC) 
Dr. Sunshine (WLTH, 

KDKA) 
Dr. Sunshine and His Radio 

Sunday School (WORD 
Dr. Thatcher Clark (CBS) 
Dr. Tinker, the Gadgeteer 

(KFPY) 
Dr. Tinkle (WCCO)* 

304 



Dr. Wickum's Cuckoo 

Clock (WCAZ) 
Doctors Courageous 

(KFAO* 
Doctors, Dollars and Dis- 
ease (CBS) 
Doctor's Message, Your 

(WJIM) 
Doctrinal Discussions 

(KFUO) 
Dodgers and Plymouth 

Playboys (WGBI) 
Dodo Ratchman's Old Time 

Orchestra (KFIZ) 
Dog Chats (WHBF) 
Dog Days (WCCO) 
Dog Daze (WGAR) 
Dog Heroes (NBC) 
Dog House (KGO-KPO, 

KDKA) 
Dog House Twins, The 

(WPAY) 
Dog in Your House, The 

(WLAW) 
Dog of the Week (WMBD) 
Dog Show of the Air 
Dog Tales (WBAL) 
Doggie Dan, the Red Heart 

Man (WMAQ) 
Doggin' the Piano (WCHS) 
Doggone (WINS) 
Dogholler General Store 

(WAAW) 
Doghouse Court (WTMJ, 

WKY) 
Dogs and Game (WCKY) 
Dogs in the Home (WINS) 
Dog's Tail, A (WINS, 

KGO-KPO) 
Dog's Tales (WOR) 
Doin' the Town (WAAW, 

WOMT) 
Doing a Block (WATR) 
Doings Down Town 

(WLAK) 
Doings of the Hunt Family 

(KABR) 
Doings of the Legislature 

(WPTF) 
Doings of the State Legis- 
lature (WIS) 
Dollar a Minute, A 

(KTUL) 
Dollar Daze (WJBC) 
Dollar Derby (WLTH) 
Dollar Derby Quizz, The 

(WBRC) 
Dollar Talks (WADC) 
Dollars and Sense (WBEN) 
Dollars for Answers 

(WFBC) 
Dollars in the Air (WNBF) 
Dolly Dean (WHAS) 
Domestic Tea Party 

(WHAM) 
Dominion Male Quartet 

(CBS) 
Domino Dansante (WRVA) 
Domino Orchestra (NBC) 
Domolco Orchestra 

(CHNS) 
Domville Arena, The 

(CFLC) 



PROGRAM TITLES— Continued 



Don Alvardos (WTMJ) 
Don Antonio and His Much- 

achos (KIUL) 
Don Artiste (WEED 
Don Carney Dog Chats 

(NBC) 
Don Freeland's Hillbillies 

(KFVD) 
Don Isham Presents (KOL) 
Don Juan of Song (CKAC) 
Don Quixote (WJZ)* 
Don Winslow of the Navy 

(NBC) 
Donald McGibeny 

(WMAQ) 
Donna and Rita (KFH) 
Donnez-moi une chance 

(CKAC) 
Donnie and His Uke 

(KVGB) 
Don't Apologize (KWLK) 
Don't Be Swindled 

(KMOX) 
Don't Cheat Uncle Sam 

(KTBS) 
Don't Forget (NBC) 
Don't Have An Accident 

(WRGA) 
Don't Let Your Accident 

Happen (WIBX) 
Don't Look Now (WCLE) 
Don't Miss It (KVI, WBRC) 
Don't You Believe It 

(KFRC) 
Doodlebug, The (KXRO) 
Doodle-Bugs, The (CHAB) 
Doodlers, The (CKMO) 
Door to the Moon (KOIN) 
Door with 88 Keys, The 

(WGBI) 
Doorways to Yesterday 

(KGO-KPO) 
Dootlesockers, The (WJZ)* 
Dope from the Dugout 

(KMOX, WSAI) 
Doric Quartette (KGO- 
KPO) 
Doring Sisters (WENR) 
Doris Hare, The Piccadilly 

Hill Billy (NBC) 
Dorothy and Don (KTSA)* 
Dorothy Dix Dramas 

(WHAT)* 
Dorothy Godwin Reviews 

Books (KMOX) 
Dorothy Gordon Presents 

(NBC) 
Dorothy Melton (WJEJ) 
Dorothy Melvine's Charm 

Mirror (WAAB) 
Dorothy Tells All (WMBR) 
Dot and Dan (KDFN) 
Dot and Dash Club 

(KXBY) 
Dot and Four Dashes 

(KOIN) 
Dot and Her Boy Friends 

(KLRA) 
Dot & Jerry (WCAE)* 
Dot and Pat (KDKA) 
Dot & Will (NBC) 
Dot Hedge's Talks on 

Beauty (WPHR) 
Dot Leach at the Orgatron 

(WFLA) 



Dot's Dashes (KRKD) 
Dot's Musical Dashes 

(WOPI) 
Dottie and Bill, the Married 

Melodists (WGY) 
Doty Didoes (WMIN) 
Double-Barrelled Dinner 

Dance (WIBU) 
Double Everything (CBS) 
Double in Stars (WCFL) 
Double 13 Night Club 

(WBNS) 
Double Trouble (KROY, 

WSBT-WFAM/ 
Doubling in Ivory (KOY) 
Doubt If You Must (CKBI) 
Doughboys (WBAP) 
Doughnut Danny (WSBT- 
WFAM) 
Douglass Players, The 

(WLTH) 
Dougout Dope (WBBM) 
Down a Country Road 

(WTMJ) 
Down a Long, Long Trail 

(WSTP) 
Down at Grandpa's (WLS) 
Down at Otto's (WCLO) 
Down at Pappy's (KFPY) 
Down at the Ritz (KSFO) 
Down-Beat (KCKN) 
Down by Emil's (WDWS) 
Down by Herman's (WISN) 
Down Cahokia Trail 

(WTMV) 
Down Happiness Lane 

(KDYL) 
Down Home Melodies 

(WDZ) 
Down Homers (WHB) 
Down in Cherry Valle 

(WICA) 
Down in Front (WFBM) 
Down in Possum Hollow 

(KGNO) 
Down Melody Lane 

(KWOS, WSUN, WHAM, 

WGY, WAAW, WSPR) 
Down Memory Lane 

(WEED, WHJB, WBS, 

WBZ-A, CJRC) 
Down Old Melody Lane 

(WWL) 
Down on the Farm 

(WCCO, WFAA, WSAZ, 

WBZ-A) 
Down Radio Lane (WCOP) 
Down Sisters, The (CFCY) 
Down South (WRUF) 
Down Story-Book Lane 

(WJJD) 
Down the Air Lanes 

(WHBF) 
Down the Bay (WNEW) 
Down the Fair-way 

(WOW) 
Down the Field (WOWO, 

WGL) 
Down the Gypsy Trail 

(WGY) 
Down the Midway (WSB) 
Down the Mississippi 

(KLZ) 
Down the Trail to Albu- 
querque (KOB) 

305 



Down the Years (WICC) 
Down Through the Ages 

(KXD* 
Down Tune Avenue 

(WHBQ) 
Down Yonder (WBT) 
Downtown Cowboys 

(WHEC) 
Downtown Quarterback 

(KTUL) 
Doyle Newspaper of the 

Air (WHAM) 
Doyle Police Stories 

(WHAM) 
Drama Behind the Head- 
lines (KRKD) 
Drama Group, The South- 
western (KNOW) 
Drama Guild, The KDFN 

(KDFN) 
Drama Hour (KGO-KPO) 
Drama in Rhythm (KFBS) 
Drama in the News 

(WTMJ, WJJD) 
Drama of Electricity 

(WSAY) 
Drama of Life, The 

(WTOC) 
Drama of the Highways 

(WAZD* 
Drama of the Skies (CBS) 
Drama Thru the Ages — 

WPA Radio Theatre 

(WQXR) 
Dramalogue, The Charis 

(NBC) 
Dramas (WEBR) 
Dramas in Ink (WAAT) 
Dramas of Destiny 

(WOKO) 
Dramas of Life (KGEZ, 

MacG) 
Dramas of Science 

(WCAU) 
Dramatic Club, The WSVA 

(WSVA) 
Dramatic Episodes 

(WRUF) 
Dramatic Fantasies (WHK) 
Dramatic Guild (WKY) 
Dramatic Guild, The Public 

School (WMEX) 
Dramatic Guild, The 

WDBJ (WDBJ) 
Dramatic Guild, The 

WGRC (WGRC) 
Dramatic Guild, The WOPI 

(WOPI) 
Dramatic Interlude (KWK) 
Dramatic League of Radio, 

The (WBRC) 
Dramatic Medley (CKWX) 
Dramatic Moments 

(WOKO, WWJ, WNYC) 
Dramatic Moments in 

History (WHA) 
Dramatic Secrets (KSO) 
Dramatic Snapshots 

(WHN) 
Dramatization of the States 

(WGN)* 
Dramatized Court Cases 

(WDAS) 
Dramelodies (KFRC) 



PROGRAM TITLES— Continued 



Dream Avenue (KMOX) 
Dream Awhile (WTJS) 
Dream Awhile with 

Dorothy and Glenn 

(KGNF) 
Dream Ballroom (KELA) 
Dream Boat (CKCK, 

WHBB, KMBC) 
Dream Caravan, The 

(KTFI) 
Dream Come True, A 

(WSAR) 
Dream Doctor, The (WINS) 
Dream Dramas, The Big 

Ben (NBC) 
Dream Fantasies (KOL) 
Dream Fantasy (WSPD) 
Dream Girl, The (KOY, 

KRMC) 
Dream House (KOY, 

WAPI, CKCD) 
Dream House, The Hayes- 
Lucas (KROC) 
Dream Idylls (WCOL) 
Dream Island (CJRC) 
Dream Journeys (KVOR) 
Dream Melodies (CHRC, 

KELA) 
Dream of Love (WSGN) 
Dream Peddler (WBRB) 
Dream Pictures (NBC) 
Dream River (WCLO, 

CKCW, KELO) 
Dream Road, The (KFYR) 
Dream Serenade, The 

(WHAS, WOMT) 
Dream Shadows (WSM) 
Dream Ship (KDKA, WGN, 

KSTP, KSLM) 
Dream Singer of the Air 

(WSAL) 
Dream Singer with Al and 

Lee Reiser, The (NBC) 
Dream Songs (WMBH, 

WMT, CHAB) 
Dream Time (KEHE. 

KGLO, WTJS, WBIG) 
Dream Train (KFWB) 
Dream Vendor (KMO, 

WNLC, WAPO) 
Dream Weaver, The (KLZ, 

KMPC, KWTO) 
Dream Weaver and His 

Romantic Violin, The 

(WBTM) 



Dreamer, The (CKWX, 

WCPO, WMCA, KMPC, 

WMSD) 
Dreamer of the Keys 

(WCOP) 
Dreamer's Haven (WGBI) 
Dreamers of Dreams 

(WWSW) 
Dreamers' Rendezvous 

(WBTM) 
Dreamer's Serenade 

(WTJS) 
Dreamin' Time (WGY) 
Dreaming and Wishing 

(KPDN) 
Dreamland (CJAT) 
Dreamland Adventures 

(WDBO) 
Dreammaker's Studio 

(CBS) 
Dreams (WCOA, WKY) 
Dreams Come True (NBC) 
Dreams for Sale (WWVA, 

KABC) 
Dreams in the Desert 

(KOY) 
Dreams of Hawaii (WEST) 
Dreams of Long Ago (NBC) 
Dreamship, The (WGN) 
Dreamy Melodies (WWL) 
Dress Circle (KGO-KPO) 
Dress Parade, The (CKPR) 
Dress Rehearsal (WJZ)* 
Dressing Up the News 

(WMBD) 
Drew Time (WHN) 
Drifters. The (KBST, 

WNEW) 
Drifting and Dreaming 

(WVFW) 
Drifting Pioneers (WLW) 
Driver Training (WCLE) 
Drivers' School of the Air 

(WJBK) 
Drugstore Cowboys 

(WBZ-A) 
Drum Major, The (KIDO) 
Drum Major Parade 

(CJRM) 
Drum Major Presents, The 

(CKBI) 
Drums (MWR, KHJ) 
Drums of Africa (KNX)* 
Drums on the Congo 

(KXBY) 



Duane and Sally (KOIL) 
Duane Osborn at the Piano 

(KVOR) 
Ducks Unlimited (CJRC) 
Dude Ranch (KGVO, KNX 

WSAI, KTSA, KFPY, 

WDZ) 
Dude Ranch Jamboree 

(KQV) 
Dude Ranch Nights 

(WHLB) 
Dude Rancher (KFBI) 
Dude Ranchers, Hank's 

(KFRU) 
Dudes of the West (KORE) 
Dudley Radio Carollers 
(WAAB) 

Dugan and Daley (KFWB) 
Dugout Doings (WISN) 
Dugout Dope (KROY, 

WBBM, WDSU) 
Dugout Dope, Walt Loch- 
man's (KMBC) 
Dugout Interviews (WTCN, 

WAPO, WCLE) 
Dugout of the Air 

(WQAM) 
Duguette's Orchestra 

(CFLC) 
Dukes of the Yukes 

(WINS) 
Dunkers' Association 

(KTSA) 
Dunkers' Club, The 

(WHIO, WJIM, WRDW, 

WJR, WMBR, WMMN) 
Dunker's Delight (WPAY) 
Dunking* Debate (NBC) 
Dunstedter's Swing Session 

(KMOX) 
Durnil's Lady in Blue 

(KBIX) 
Dusk in Dixie (WBZ-A) 
Dustin' the Fiddle (KMA) 
Dusty Pages (CBS) 
Dutch Masters (WDAF) 
Dutch Treat, A (WD30)* 
Dwarfies Jamboree 

(KMBC) 
Dwellers in the Desert 

(KTSM) 
Dynamic Detroit (WJR) 
Dynamic Twins (WKY) 



306 



PROGRAM TITLES— Continued 



E 



Ear by Ear (WDZ) 
Ear Tests (MWR) 
Earaches of 1937 (CBS) 
Earaches of 1939 (KGER) 
Earbenders (NBC) 
Earful of Music (KSOO) 
Earl and Ray (KVGB) 
Earl Kahn's Syncopators 

(WCAO) 
Earle Lawrence Serenade 

(NYBS) 
Early Bird (KFXD. WHN, 

CKCL, KORE, WBNY, 

WELL, WHN) 
Early Bird Club (KFXM) 
Early Bird Get-Together 

(WAVE) 
Early Bird Melodies (KOL, 

WAAT) 
Early Bird Musical Clock 

(WGY) 
Early Bird Program 

(WCOL, KFXD) 
Early Birds (WPAY, 

KSLM, WFAA, KIDW, 

WFLA. WSGN. KGQ, 

KUJ. KONO, KWK, 

WOAI. KGB, CFCY. 

KHQ, KFAB, WCKY) 
Early Birds, The KAST 

(KAST) 
Early Birds of 1938, The 

(KFXM) 
Early Bookworm (CBS) 
Early Christmas Mailing 

(WTAG) 
Early Christmas Program 

(KFUO) 
Early Edition (KLZ, 

KMOX, WTHT) 
Early Express (WSAI) 
Early Morning Auctioneer, 

The (WEBQ) 
Early Morning Dancing 

Party (WELD 
Earlv Morning Frolic 

(CKLW) 
Early Morning Jamboree 

(WHAS) 
Early Morning News (CBS) 
Early Morning Time Clock 

fKDLR) 
Early Morning Varieties 

(KIDO) 
Early Rise, The (WRAK) 
Early Riser (KRKD, 

WPTF) 
Earlv Risers (WTNJ, 

WJAX. WJAS, WISN, 

WVFW) 
Early Riser's Breakfast 

Club (KMA) 



Early Risers Club (WKY, 

KFEQ, KLZ, WSBT, 

WFAM, WEBC, WMCA, 

WEED, WGTM, WSOC, 

KLZ) 
Early Risers' Club — Jim 

Grouch (WNEW) 
Early Riser's Program 

(WOPI) 
Early Risers' Roundup 

(WHAS) 
Earlybird Varieties 

(KONO) 
Earnest Hauser and His 

Orchestra (WOAI) 
Earth Incorporated (NBC) 
East of Cairo (NBC) 
East Side Entertains 

(WLTH) 
East Texas Sun Dial 

(KFRO) 
Easter Basket (WMBD) 
Easter Parade (WMCA. 

WRDW, WEAN, CKCD) 
Easter Sunrise (KFUO) 
Easter Varieties (KAST) 
Easy Aces (KMBC) 
Easy Chair Boys (WESG) 
Easy Chair Melodies 

(KBTM, WSPR) 
Easy Chair Review (WHB) 
Easy Home Decoration 

(KHJ) 
Easv Hour (WALA, 

WBRC. WGPC) 
Easy Melody (KGO-KPO, 

KDYL) 
Easy Money (WPG) 
Easy on the Ears (WHBQ) 
Easy Problem Made Hard 

(WAAW) 
Easy Rhythm (KWLK) 
Easy Songfest (WDAF) 
Easv to Remember (KFYR, 

WDNC, KABR1 
Eat Out Month (KMAC) 
Eb and Zeb (MacG) 
Ebeneezer Whippletree 

(CJRC) 
Ebony and Ivory (WHIO) 
Ebonv and Ivory Studies 

(KSD) 
Ebony and White (CKX) 
Ebony Elephant (WMCA) 
Ebony Review (KGVO) 
Ebony Twins (CBS) 
Echo Quiz, Bruckner's 

(KARM) 
Echoes (KTAR) 
Echoes and Recollections 

(WFAA) 
Echoes at Eventide (WOAI) 

307 



Echoes from Erin (KGVO) 
Echoes from Foreign Lands 

(WKOK) 
Echoes from Havana 

(WCEL) 
Echoes from Hawaii 

(WCHV) 
Echoes from History 

(CFRB) 
Echoes from Overseas 

(CFRN) 
Echoes from Paris (CHRC) 
Echoes from Sweden 

(CJOR) 
Echoes from the Bandstand 

(WGH) 
Echoes from the Lorelei 

(WEBR) 
Echoes from the Music 

Room (WBZ-A, CJRC) 
Echoes from the Opera 

(WBIL) 
Echoes from the Orchestra 

Pit (KGO-KPO) 
Echoes from the Pacific 

(WPHR) 
Echoes from the South 

(WKBN) 
Echoes from the Stage 

(CJGX) 
Echoes from the Theatre 

(WBZ-A) 
Echoes of Broadway 

(WJIM) 
Echoes of Erin (WJAY) 
Echoes of Harlem (WBNX) 
Echoes of Hawaii (WRUF) 
Echoes of Italy (WJAS) 
Echoes of Light Opera 

(KWBG) 
Echoes of New York Town 

(NBC) 
Echoes of Poland (WAAT) 
Echoes of Portugal 

(WORD 
Echoes of the Argentine 

(WBZ-A) 
Echoes of the British Em- 
pire (CKWX) 
Echoes of the Classics 

(WIND) 
Echoes of the Evening 

(KSD) 
Echoes of the Gav Nineties 

(WGH) 
Echoes of the Islands 

(KFXJ, WFAM) 
Echoes of the Masters 

(CBL) 
Echoes of the Opera (NBC) 
Echoes of the Organ (KRE) 
Echoes of the Orient (NBC) 



PROGRAM TITLES— Continued 



Echoes of the Palisades 
(NBC) 

Echoes of the Past (KVEC, 

WCSC, WPG) 
Echoes of the Screen 

(KFRO) 
Echoes of the Stage (KOL, 

WSB) 
Echoes of the Twenties 

(WIP) 
Echoes of the Valley 

(KTKC) 
Echoes of the West (KANS) 
Echoes on the Trail 

(WNBF) 
Echos Viennois (CJBR) 
Eclectic Half Hour 

(WNEW, KORE) 
Eco de Mexico, El (KFVD) 
Economic History of the 

U. S. (WILL) 
Economy Headlines 

(WBRC) 
Economy Kitchen (WKRC) 
Economy Notes (WWVA) 
Ecstasy (WOR)* 
Ed Mason's Office (KFRU) 
Eddie and Fannie's Grab 

Bag (WBBM)* 
Eddie Dooley's Last Minute 

Football News (NBC) 
Eddie McKee at the Keys 

(KTOK) 
Eddie Younger and His 

Mountaineers (NBC) 
Edgar Guest (NBC) 
Edison Friendly Kitchen 

(WEED 
Edison Pioneers (NBC) 
Edited for Women 

(WNEW) 
Edith Cooke's Women's 

Exchange (WMCA) 
Edith Littlejohn and Her 

Taps (WSOC) 
Edition of the News, The 

KLO (KLO) 
Editor of the Air (KFVD, 

KMTR) 
Editor Says. The (WHP) 
Editor Speaks. The fWSPD 

WMCA, WHP, WPAY) 
Editorial Comment on 

News of the Week 

(KORE) 
Editorial Comment on the 

News (WTMV) 
Editorial Hour (WSB) 
Editorial Readings (KFUO) 
Editorially Sneaking 

(WBIL, WOV) 
Editorials from Illinois 

Newspapers (WILL) 
Editorials of the Air 

(MWR) 
Editorials of the Week 

(KELA) 
Editor's Daughter 

(WBBM)* 
Editor's Spotlight fWTCN) 
Edmonton on Its Way 

(CFRN) 
Edna Hollers Stopper 

(WHBQ) 



Edna Wallace Hopper 

(NBC) 
Edna's Pin Money Club 

(KGGC) 
Education at the Crossroads 

(KGO-KPO) 
Education in the News 

(WFAS) 
Education of the Adult 

(WFAA) 
Education Today (KGO- 
KPO) 
Educational Forum (WOI) 
Educational Keynotes 

(WCAP) 
Educational Objectives and 

Aims (WRVA) 
Educators' Discussion 

(KGA) 
Edward Ramblers, The 

(NBC) 
Edward Werner's Variety 

Parade (WXYZ) 
Edward's Juvenile Hour 

(WSYR) 
Edwin C. Hill as the Spec- 
tator, Realsilk Program 

with (NBC) 
Eefie McDuff and His 

Mountain Boys (WJIM) 
Eight Bells and All's Well 

(WIP) 
Eight Men, The (WFAA) 
Eight o'Clock Revue 

(WJZ)* 
Eight Sons of Eli (CBS) 
Eight Thirty Revue 

(WTMV) 
Eighteenth Street (WAPI) 
88 Notes in Rhythm (KYW) 
800 (WAIM) 
880 Alarm (WGBI) 
880 Varieties (WGBI) 
Eileen & Bill (NBC) 
Eileen Bird and Her Wood- 
chucks (WWL) 
El Pasco Presents, The 

(KDB) 
El Toro Week-End Review 

(NBC) 
Elaine Tavlor's Organ Mel- 
odies (KGVO) 
Elder Henry and His Con- 
gregation (WCHV) 
Elder Michaux and His 

Church of God (WJSV) 
Electric Hour, The 

(KGMB) 
Electric Kitchen of the Air 

(WOW) 
Electric Music (KTAT) 
Electric Organ Moods 

(KFRO) 
Electric Organ Specialties 

(KFRO) 
Electric Show of the Air 

(WPHR) 
Electric Swing fKABO 
Electricity Speaks (WEBC) 
Elementarv School of the 

Air (WBNX) 
Elevated Rhythm (CJIC) 
Eleven Club (KIDW) 
Eleven O'Clock Players 

(KMPC) 

308 



Eleven Sixty Club 

(WWVA) 
Eleven Years of Progress 

(WBRC) 
Eleventh Hour, The 

(WCSH) 
Elinor Harbrik (KFIZ) 
Elizabeth Carrington 

(WCAO) 
Elizabethan Drama (FTRD) 
Elk Stocking Fillers (KVI) 
Ella Plays Your Favorites 

(WORD 
Ellinwood Enterprises 

(KVGB) 
Elliott Sisters (NYBS) 
Elmer Goes Hollywood 

(KNX)* 
Elmira Coal Program 

(MWR) 
Elois and Swing Four 

(KVOO) 
Em and Clem (KGER) 
Embarrassing Moments 

(WNEW) 
Embassy Club (WHB) 
Embassy Five Orchestra 

(WSUN) 
Embers (WJR) 
Embers of Friendship 

(WDAF) 
Emerald Rhythm Revue 

(KORE) 
Emilie Goes to Market 

(KRE) 
Emmaline and Easy 

(WGY)* 
Emmy and Ezra (WGAD* 
Emory and Hiram (WAPI) 
Emory Men Who Made 

History (WSB) 
Empire Builders (WGAR) 
Empire Ensemble (WABY) 
Empire Varieties (CJRC) 
Empires of the Moon 

(WENR) 
Employees Show of 1939 

(NBC) 
Employment Forum of the 

Air, The (KRE) 
Empty Success (KGNO) 
En Dinant (CJNR) 
En El Bello Rio Grande 

(KPAB) 
En Roulano Ma Boule 

(CBF, CBM) 
Enchanted Cottage 

(WBNX) 
Enchanted Hour (KCKN, 

CHLT) 
Enchanted Isle (KONO, 

WEMP) 
Enchanted Organ, The 

(CHRC, CHNC) 
Enchanted Strings (CKCL) 
Enchanting Hour, The 

(WORC) 
Enchantment (WTAG) 
Encore of Yesterday 

(WCAU) 
Encores (WTIC) 
Encores and Epitaphs 

(WNEW) 
Encores in Poetry (WAAT) 



PROGRAM TITLES— Continued 



Encores of the Week 

(WNEW) 
Encores of Yesterday 

(CBS) 
Endires Hawaiian Music 

(KFIZ) 
Engagement Book, The 

(WELL) 
Engagement Book, Your 

(WSBT-WFAM) 
Engineer, The (WCFL) 
Engineering Milestones 

(WFAA) 
English As She Is Spoke 

(KGO-KPO) 
English Coronets (KFWB) 
English Music Hall Revue 

(CHAB) 
English Themes (WOI) 
Englishman Tours America, 

An (NBC) 
Enid to the Front (KCRC) 
Enigmas Policieres (CHCV) 
Enjoying Your Leisure 

(WHA) 
Ensemble, The (CFCF) 
Ensemble Moods (WESG) 
Ensemble Symphonique 

(NBC) 
Entertainers (KGO-KPO) 
Entertainers, The R & R 

(NBC) 
Entertainment Guide 

(CFCO) 
Entertainment Time 

(WWSW) 
Entre Nous (CBS) 
Envoys of Melody (WJR) 
Epic of America, The 

(WOR) 
Epicureans (WAAT) 
Epilogue, The (WBAX) 
Erev Shabboth (KYA) 
Erlu Neese, Songs (WBIG) 
Ernest Kehr (WINS) 
Ernie Anderson and His 

Orchestra (KIUP) 
Ernie Smith's Sportlite 

(KYA) 
Escorts and Betty, The 

(NBC)* 
Eskimo Club (WCAD) 
Eskimos, The Clicquot Club 

(NBC) 
Esmeralda's Home Frolic 

(WMC) 
Esmereldy's Party (WMC) 
Espanol (KYA) 
Esperanto School (WHK) 
Essays from Real Life 

(WHEB) 
Essays in Music (CBS) 
. . . et Son Orchestra 

(CJBR) 
Eta Alpha Programma 

(WDRC) 
Etchings (WFAA) 
Etchings in Black and 

White (WJJD) 
Etchings in Ivory (WMT) 
Eternal Question, The 

(NBC) 
Ethel and Ben (WGAR) 
Etiquints (KGO-KPO) 
Etude in Swing (KEHE) 



Eugene O'Neill Play Cycle 

(NBC) 
Europe Is a Powder Keg 

(WNEW) 
Europe Since 1871 (WILL) 
Evangel in Song (WHJB) 
Evangelist Quartet 

(WFAA) 
Evelyn and Her Noveleers 

(WFAA) 
Evelyn, Jack and Ivan 

(WFAA) 
Even as You & I (WISN) 
Evenglow (WJIM) 
Evening (WFAA) 
Evening Altar (KDKA) 
Evening at Home (WXYZ, 

WLW) 
Evening at the Neighbors, 

An (KCKN) . 
Evening Bells (WGES) 
Evening Breeze (KMBC) 
Evening Concert (KGO- 
KPO, KANS) 
Evening Echoes (KMA, 

WLVA, KFAM,WHP) 
Evening Fantasy (WHBB, 

WSM) 
Evening Harmonies 

(WBIG) 
Evening Hour, The 

(WPTF, WHN) 
Evening Hymns (WSOC) 
Evening Idyl (WEW) 
Evening in Naples (WAAT) 
Evening in Old Virginia 

(WRVA) 
Evening Interlude (WHP) 
Evening Meditations 

(WTJS) 
Evening Melodies (KWBG, 

WHB, WHBC) 
Evening Melodists (KTUL) 
Evening Memories (KLO) 
Evening Moods (WCCO) 
Evenin', Neighbor 

(WMAQ)* 
Evening News Roundup 

(KGLO) 
Evening Prayer (CHAB) 
Evening Prelude (KGO- 
KPO, WTAM) 
Evening Reverie (WRUF) 
Evening Reveries (KSUB, 

KFH, WGPC) 
Evening Revue (WTAG) 
Evening Salon (KGO-KPO) 
Evening Scrapbook 

(KMPC) 
Evening Serenade (KFH, 

WBOW, WCFL, WSPA, 

KMOX, KSFO, WHLB, 

WRUF, WPHR, IBS, 

KMBC, WREN, WFIL. 

KVOO, KDKA, WCKY, 

WDBJ, WJBK, WPIC) 
Evening Serenaders 

(WCOL) 
Evening Sports Review 

(WDEV) 
Evening Star (WDBO, 

CJCA) 
Evening Stars (CJOC, 

WDNC) 

309 



Evening Swing Time Sere- 
nade (WGTM) 
Evening Tatler (WEED* 
Evening Time Signals 

(NBC) 
Evening under the Stars, 

An (WBRY) 
Evening Varieties (WMFF)' 
Evenings with Papa Haydn 

(CBS) 
Evensong (WHAM, CFRN, 

WDBO, CRS, KTHS, 

WCLO, WMC, CKCD) 
Eventide (KABR, KGGF) 
Eventide Echoes (CJRC) 
Eventide Reflections 

(KWTO-KGBX) 
Eventide Serenaders 

(WWL) 
Events and Circumstances 

(NBC) 
Ever as You and I (WISN) 
Evergreen and Tinsel 

(KDKA) 
Evergreen Empire on Pa- 
rade (KOD* 
Evergreen Program (NBC) 
Every Day Devotions 

(KWK) 
Every Man a King (KJR)* 
Every Man's Boy (KVOO) 
Every Man's Palace (KGO- 
KPO) 
Every Night at Eight 

(KONO) 
Every Nite at Seven 

(CHSJ) 
Every Sunday 3-4 p.m. 

(KGCU) 
Every Woman (WBBM, 

WCPO, KGO) 
Every Woman's Hour 

(KGNC) 
Everybody Dance (WHN, 

CHAB) 
Everybody Likes Credit 

(KLZ) 
Everybody Sing (WHBQ, 

WAIM, KGO-KPO, 

KDYL, KGW-KEX) 
Everybody Wins (KOIN) 
Everybody's Birthday 

Party (KFBI) 
Everybody's Business 

(WTOC) 
Everybody's Farm (WLW) 
Everybody's Favorites 

(CJRC) 
Everybody's Hour (KLPM, 

WLS, WRAK, CBM) 
Everybody's Hymn Sing 

(WSIX) 
Everybody's Invited 

(WFBC) 
Everybody's Mother 

(KSAN) 
Everybody's Music (WCPO) 
Everybody's Opinion 

(KFPY) 
Everybody's Program 

(CBO) 
Everyday Beauty (NBC) 



PROGRAM TITLES— Continued 



Everyday Happenings 

(WMBH) 
Everyday Heroes (WCAE, 

WSB) 
Everyday House (KRNT) 
Everyday Religion (KFJB) 
Everyday Words — Helen 

Hardin (WGN)* 
Everyman's Palace (KPO) 
Everything Stops for Tea 

(KOVC) 
Everything's O.K. (CFCY) 
Evolution of Economic 

Thinking (WNYC) 
Excerpts from the Opera 

(CJCA) 
Exchange Bank Presents 

(WFOY) 
Exchange Club (KMOX) 
Exciting Moments in the 

History of Old New Or- 
leans (WWL) 
Exclusive (KLO) 
Exclusively for You 

(WWSW) 
Exercise and Applesauce 

(KGO-KPO) 
Exercise and Live 

(KDYL) 
Exeter Bell Hops, The 

(KOL) 
Exits and Entrances (CBS) 
Ex-Libris (WDNC) 
Experience of a Million 

Men (KFWB)* 



Experimental Drama 
(CBS) 

Experimental Workshop 

(WNYC)* 
Experiments in Symphonic 

Drama (FTRD) 
Expert's Table (WNBZ) 
Explorers Club (WQXR) 
Exploring America with 

Carveth Wells (JVG) 
Exploring in Music 

(KSTP) 
Exploring Music (CBS) 
Exploring Our Needs 

(WHA) 
Exploring the Arts and 

Sciences (WQXR, FTRD) 
Exploring the Magazines 

(WPEN) 
Exploring the Seven Arts 

(FTRD) 
Exposing the Rackets 

(WFBR) 
Exposition Previews 

(KFRC) 
Exposition Reporter 

(KSFO) 
Exposition Stroller (KGO) 
Express Isle Royale Broad- 
cast (WEBC) 
Ex-Rays of Trenton 

(WTNJ) 
Exterior Decorator, Your 

(WHIO) 



Extra Pair, The (KVI) 

Eye-Closer (WSJS) 

Eye Opener, The (WBBC, 

WHBH, WESG, KGNC 

WHN, WSJS, WMBD, 

WWVA, KRSC, KTAT, 

WCFL, WCLE) 
Eye-Opener, Tony's 

(WJMS) 
Eye Opener Program 

(WBBC) 
Eye Openers (WEAU, 

KRGV, KTSA) 
Eye Openers Club (CBS) 
Eye Witness of the News 

(WFBR) 
Eyelights in Music (KELA) 
Eyes Front (WGAR) 
Eyes Have It, The 

(WHEC) 
Eyes in the Dark (WMBD* 
Eyes of the Community 

(WCOP) 
Eyes of the Eagle (WHN) 
Eyes of the World (KOIN, 

WIRE) 
Eyes on Sports (KRBC) 
Eyesight Dramas (WRR) 
Ezra and the Bar Nothin' 

Ranch Boys (WIBW) 
Ezra Hawkins and Aunt 

Faye (WIBW) 
Ezra Martin and the Folks 

from Pleasant Valley 

(WBNS) 



F 



F.H.S. Forum (WFAS) 
F.O.B. Detroit (WJR) 
Fables in Music (WTAM) 
Fables in Verse (NBC) 
Fabon Street Follies 

(KTAT) 
Face the Music (KOL) 
Faces on the Front Page 

(WEVD)* 
Fact and Fancies (WTAM) 
Fact and Melody (WTIC) 
Fact Finder, The (WXYZ, 

KVI, WDRC> 
Facts about Fraud 

(WWSW) 
Facts and Errors (WMC) 
Facts and Fancies (KDKA, 

WTAM, WJIM, WCOP, 

CKCW, WWVA) 
Facts and Fashions 

(WADC, WCLS) 
Facts and Fiction 

(KFAM) 



Facts, Foods and Fancies 

(WGPC) 
Facts, Foods and Fashions 

(WTAD) 
Facts for Feminine Ears 

(KVOO) 
Facts for Inquiring Minds 

(KFXD) 
Facts for Madame 

(KWLK) 
Facts, Not Fables (CHAB) 
Facts of Life, The (WJEJ, 

KFH) 
Facts Worth Knowing 

(KFUO) 
Facts You Ought to Know 

(CFRN) 
Facultv Club (WCFL) 
Faculty Forum (WACO) 
Fads and Fancies (WSAY) 
Fads, Facts and Fancies 

(KCKN) 
Failures and Adjustments 

in Marriage (WBBC) 

310 



Fair Freight Rate Forum 

(WAPI) 
Fair Store (WMAQ) 
Fair Variety Dance Party 

(WATL) 
Fair Warning (KFRC) 
Fair Weather Ahead 

(WESG) 
Fairway Facts (KGB) 
Fairy Lady, The (KSLM) 
Fairy Princess (KGNC, 

WMBO) 
Fairy Tales (NBC) 
Fairyland Express (WHN) 
Faith (WAPI) 
Faith Tabernacle (WCAO) 
Faith Temple (WMBR) 
Falconer's Noon Hour Clock 

(KCKN) 
Familiar Favorites 

(WDAE) 
Familiar Melodies (CJCA) 
Familiar Melodies Presenta- 
tion (KFH) 



PROGRAM TITLES— Continued 



Familiar Songs (KGO- 
KPO) 

Family Advisor (CFCO) 
Family Album (KGO-KPO, 

WFBR, WWVA, WSAY) 
Family Album of Music 

(WHN) 
Family Album of Song 

(KMBC) 
Family Album of Songs 

(WHN) 
Family Almanac (WMBD) 
Family Altar (WHJB, 

WDGY, IBS, WMFD, 

KDLR, CFJC, KGFJ, 

KRKO, WMMN) 
Family Altar of the Air 

(WDBO) 
Family Circle (KFWB, 

WBZ-A) 
Family Circle Hour 

(KGER) 
Family Club, The Tydol 

(WGY) 
Family Cook Book (KGO- 
KPO) 
Family Counsellor, The 

(WMIN) 
Family Counselor (WOR)* 
Family Doctor, The (KIRO, 

KOL, CFRB) 
Family Fireside (WATL) 
Family Friend, The (WBIL. 
Family Frolic, The (WAPI, 

WFBR) 
Family Fun (CBS) 
Family Gathering (KFVS, 

WNBR, CHRC) 
Family Goes Abroad (NBC) 
Family Guide Post 

(WAVE) 
Family Man, The (WTMV) 
Family Night with Horace 

Heidt (NBC) 
Family Nurse, The (CBS) 
Family of the Nations 

(CBS) 
Family Parlor, The 

(KUOA) 
Family Party (WHJB, 

KDKA, WMC) 
Family Party. The General 

Motors (NBC^ 
Familv Party, The WOW 

(WOW) 
Familv Pocketbook, The 

(WGN) 
Familv Prayer Time 

(KOY) 
Family Robinson (KGO)* 
Family Theatre, The 

(CFCF) 
Famous Actors Guild 

(NBC) 
Famous Acts of the Ameri- 
can Theatre (NBC) 
Famous American Women 

of Yesteryear (WFIL) 
Famous and Favorite 

(WORC) 
Famous Artists at King 
Cole's Court (CHNS) 
Famous Artists on the Air 
(WDRC) 



Famous Babies (CBS) 
Famous Ballads (WHO) 
Famous Cases of the FBI 

(WAPO) 
Famous Composers 

(WBZ-A) 
Famous Composers Series 

(WHN) 
Famous Concertos 

(WTAM) 
Famous Dance Bands 

(WIND) 
Famous English Composers 

(CBL) 
Famous Fallacies of Busi- 
ness (NBC) 
Famous Farmers (WLW) 
Famous Fires of History 

(KVOD) 
Famous First Facts (WOR) 
Famous Folk (CBS) 
Famous Foods Parade 

(KGO-KPO) 
Famous Homes of Famous 

Americans (WQXR) 
Famous Jury Trials 

(WLW) 
Famous Light Operas 

(CBS) 
Famous Loves (NBC) 
Famous Men in History 

(WTCN) 
Famous Mistakes in History 

(KGFJ) 
Famous Music (KFXD) 
Famous Music by Famous 

Bands (KFOR) 
Famous Musical Evenings 

(CBS) 
Famous Names (KRSC) 
Famous Pennsylvania 

Women of Yesteryears 

(WFIL) 
Famous Philadelphia 

Woman of the Week 

(WIP) 
Famous Romances (RRI) 
Famous Romances of His- 
tory (KFAO* 
Famous Sce nes from Litera- 
ture (WRUF) 
Famous Scenes from Opera 

(WRUF) 
Famous Short Stories 

(FTRD) 
Famous Songs and Singers 

(CKBI) 
Famous Songs and Their 

Stories (WMF J) 
Famous Stories (KMPC) 
Famous Violins (NBC) 
Famous Vocalists (CFAC) 
Famous Voices (CJOR) 
Famous Women (KFUO) 
Famous Women Pianists 

(WOR) 
Famous Works of Religious 

Literature (WDAF) 
^an Club, The (CHAB) 
Fan on the Street (WXYZ) 
Fancv Fiddlin' (CJRC) 
Fancy's Fabric (KOL) 
Fanfare (WLS, CHS J) 
Fans and Pans (KXBY) 

311 



Fans in the Stands (WSAI) 
Fans in the Street (WSAI) 
Fantasy (KGO-KPO) 
Fantasy in Black and White 

(KTUL) 
Far Horizons (WFDF) 
Farewell Blues (WINS) 
Farm and Family Forum, 

The Auburn (WAPI) 
Farm & Home Almanac 

(CJCS) 
Farm and Home Builders 

(WGRC) 
Farm and Home Forum 

(KRBC, CFRN) 
Farm and Home Hour 

(KABR, WPHR, WMAQ 

WTIC) 
Farm and Home Hour, The 

Canadian (CKNX) 
Farm and Home Hour, The 

KFAB (KFAB) 
Farm and Home Hour, The 

Mid-South (WMC) 
Farm & Home Hour, The 

WHBB (WHBB) 
Farm and Home Hour, The 

Western Ontario (CFCO) 
Farm and Home Program 

(WHBB) 
Farm and House Hour 

(WSPA) 
Farm Bulletin Program 

(WBTM) 
Farm Bureau Briefs (WDZ) 
Farm Bureau Forum and 

News (KRNR) 
Farm Business Half Hour 

(KSAC) 
Farm Community Program 

(CBS) 
Farm Council (KPDN) 
Farm Dinner Concert 

(WAAW) 
Farm Facts and Music 

(KVOO) 
Farm Features, The WBT 

(WBT) 
Farm Flashes (KGB, 

WBNX, WSBT, WFAM, 

KABR, KWTN, KSOO, 

WGAR, KMOX) 
Farm Folks, The Fels 

(WBOW) ' 
Farm Folks Frolic (CHML) 
Farm Forum, The (WGY, 

MWR, KFAM, WXYZ) 
Farm Friends (WFMD) 
Farm Frolic, The (KFVS) 
Farm Front (WQDM) 
Farm Front News (WOW) 
Farm Hints (WBAL) 
Farm Hints from Farmer 

to Farmer (WBT) 
Farm Hour (KSAC, 

KWJJ) 
Farm Hour, Illinois (WILL) 
Farm Hour, Northwest's 

Greatest (WDGY) 
Farm Hour, The Dane 

County (WIBA) 
Farm Hour, The Saskatche- 
wan (CJRM) 



PROGRAM TITLES— Continued 



Farm Institute Programs 

(NBC) 
Farm Journal (WBBM) 
Farm Journal of the Air 

(KOTN) 
Farm Life (WCHS) 
Farm Men Only (KIDO) 
Farm News (KMOX) 
Farm News, The WHO 

(WHO) 
Farm News and Views, 

The Miami Vallev 

(WHIO) 
Farm News on the Nose 

(WKY) 
Farm Paper of the Air, 

The WGY (WGY) 
Farm Question Box (KOA, 

KFDY) 
Farm Radio News, 

Goodyear (NBC) 
Farm Reporter (KSFO, 

WKST) 
Farm Revue (KFIZ) 
Farm Rhymes (KFDY) 
Farm Sales (KFNF) 
Farm Service (KLRA) 
Farm Service, The 

Goodyear (NBC)* 
Farm Service Department, 

The (WIBU) 
Farm Service Program 

(KLZ) 
Farm Talent Program 

(CJRC) 
Farm Weekly (WCAU) 
Farm Woman (WJAG) 
Farm Women's Council 

(WAIM) 
Farmbelt Parade (KMA) 
Farmer (CJCA) 
Farmer Bill (KGLO) 
Farmer Fiddlers (CKCD) 
Farmer in the Dell (WPG) 
Farmer in the News, The 

(WHBF) 
Farmer on His Farm, The 

(WDZ) 
Farmer Takes the Mike 

(CBS) 
Farmer's Digest (KSLM, 

WOR) 
Farmers' Exchange 

(WSAU) 
Farmers' Favorites (CFRN) 
Farmer's Forum (WSAY, 

CJGX, WLS) 
Farmer's Friend (KONO) 
Farmer's Guide, The 

(WSPD) 
Farmers Home Frolic 

(KVOR) 
Farmer's Hour (KFBB, 

WHB, CJCO, KBND, 

WSVA) 
Farmers Hour, The West- 
ern Ontario (CFCO) 
Farmer's Information Hour 

(KDFN) 
Farmers' Saturday Night 

Frolic (KMA) 
Farmers' Service Series 

(WHP) 



Farmers Sing Song 

(CHNS) 
Farmers' Trading Post 

(WMBD) 
Farmer's Viewpoint 

(WRJN) 
Farmhands, The WRJN 

(WRJN) 
Farming in Dixie (WSB) 
Farmyard Frolics (WTMJ) 
Fascinating Facts (CBS) 
Fascinating Melodies 

(KMOX) 
Fascinating Rhythm 

(WRUF) 
Fashion Chatter (UP) 
Fashion Congress (WMEX) 
Fashion Corner (WHEC) 
Fashion Events with Helen 

Worden (NBC) 
Fashion Facts of 1931 

(CBS) 
Fashion Fancies (WEAU) 
Fashion Flashes (KGO- 

KPO, KWK, KGNC) 
Fashion Forecasts (NBC) 
Fashion Guild (WAPI) 
Fashion Parade (KHQ, 

KFJZ, WTAD, WDRC, 

KDYL, WMCA, WSPR) 
Fashion Parade, The Holly- 
wood (WSBT) 
Fashion Pointers (WSBT- 

WFAM) 
Fashion Previews, Vanette 

(NBC) 
Fashion Quest (WHK) 
Fashion Quiz (WTCN) 
Fashion Revue (KSO) 
Fashion Revue by Caroline 

Cabot, Chandler's (WEED 
Fashion Revue of the Air 

(WEED 
Fashionaires, The (CBL) 
Fashionette (WIND) 
Fashions about Town 

(WHBC) 
Fashions and Fancies 

(KORE) 
Fashions and Figures (NBC) 
Fashions and Thrift 

(WGH) 
Fashions for Men (WNBZ) 
Fashions for Your Home 

(WHBQ) 
Fashions in Fabric (WDAF) 
Fashions in Furs (KANS) 
Fashions in Loveliness 

(WTCN) 
Fashions in Melody (KFVS, 

KGB, KSL, WIBU, 

WLBC) 
Fashions in Melody, Gate- 

ly's (WJBL) 
Fashions in Melody Styled 

by Annette (WGY) 
Fashions in Music (WHKC, 

WMIN) 
Fashions in Rhythm 

(WAAB) 
Fashions in Swing 

(WMCA) 
Fashions in Swingtime 

(WMIN) 

312 



Fast Stepping (WOR)* 
Fate of the Clara Mae 

(KPDN) 
Father and Son (KSD) 
Father Goose Comes to 

Town (KIRO) 
Father Knickerbocker 

(WOKO) 
Father Reads the News 

(WHN) 
Fathers of the Funnies 

(WINS) 
Fats Waller and His 

Rhythm (NBC) 
Fatty Lewis (WDAF) 
Favorite Dance Bands 

(WACO) 
Favorite Favorites (WBIG, 

WOMI) 
Favorite Hawaiian Melodies 

(KANS) 
Favorite Hymn, Your 

(WHAS)* 
Favorite Hymns (WTOL) 
Favorite Melodies (WHO, 

WBZ-A, WJR, KMOX) 
Favorite Refrains (WQXR) 
Favorite Songs, Old and 

New (WDBJ) 
Favorite Stories from the 

Old Testament (KFUO) 
Favorites of the Air 

(WLAC) 
Favorites of the Console 

(KELO) 
Favorites Yours and Mine 

(WCBS) 
Fay Entertains (WGRC) 
Fay Frasers Studio Party 

(KGO-KPO) 
Fay Templeton (NBC) 
Faye and Cleo (KGKO) 
Feather for Luck (NBC) 
Feather Your Nest, 

Schewel's (WBTM) 
Feather Your Nest Hour 

(WLVA) 
Feathered Friends (WEMP) 
Feature Foods (WLS) 
Feature Half Hour (WRUF) 
Feature Page, The KXBY 

(KXBY) 
Feature Page of the Air 

(KROC) 
Feature Parade (KWK) 
Feature Time (CBS) 
Featuring Tomorrow's 

Features (WKY) 
Federal Bureau of Investi- 
gation (KLZ) 
Federal Housing Adminis- 
tration (CBS) 
Federal Radio Drama 

(KRKD) 
Federal Show Window 

(WOL) 
Federal Theatre of the Air 

(KRKD) 
Federal Theatre Players 

(KYA) 
Feed Facts (KPDN) 
Feed Store, Hiram Horn's 
(KFEQ) 



PROGRAM TITLES— Continued 



Feeding a City (NBC) 
Feeding Forum, Fred 

Farnum's (KOBH) 
Feeling the Public Pulse 

(CBS) 
Fehr Sisters, The (KRMC) 
Fehr's Players (WOAI) 
Feld Sets the Stage 

(KCKN) 
Fellowship Club (KGDE) 
Fellowship Forum, The 

(WICA) 
Fellowship Haven (KWJJ) 
Fellowship Hour (WHDL, 

KFBI, WINS, WNEW) 
Fellowshio Program 

(CJRM) 
Femina (CBF) 
Feminine Angle, The 

(KFJZ) 
Feminine Domain (KSLM) 
Feminine Fancies (KHJ, 
Feminine Forum (KIRO) 

CHAB, KFRC, WGBI, 

KCKN) 
Feminine Hour Glass 

(WTOC) 
Feminine Newsflashes 

(WCCO) 
Feminine Profile (WEBC) 
Feminine Side, The 

(KIRO) 
Feminine Viewpoints 

(WJAS) 
Feminine World (CKAC) 
Femme a la Page, La 

(CKAC) 
Fender Benders (WCCC»* 
Ferdinand Forum (WDWS) 
Ferris Wheel The 

(WTCN) 
Festival of Lights (KGO- 

KPO) 
Festival of Music (KDKA) 
Festive Board, Around the 

(CBS) 
Feter Scholom's Kinder- 

vinkle (WLTH) 
Fiat Funsters (KGU) 
Fibber McGee & Co. 

(NBC)* 
Fibber McGee and Molly 

(NBC) 
Fic titiou s Football 

(WWSW) 
Fiddiliana (CJRC) 
Fiddle Talks (KGO-KPO) 
Fiddlers Fancy (CBS) 
Fiddlers Three, The 

(KFYR, WISN, CBM) 
Fiddlin' Around (KYA) 
Fiddlin' Joe (WTMV) 
Fidelity Family (KCKN) 
Fields and Hall (NBC) 
Fiesta (WRUF, KOB) 
Fiesta at Rancho Pancho 

(KNX) 
Fiesta Doings (KONO) 
Fiesta Time (KFRC) 
15 Good-Will Minutes 

(WVFW) 
1500 Kilocycle Dance 

Parade (KDB) 



15-Minute Mysteries 

(WOR)* 
Fifteen Melodies in Fifteen 

Minutes (WLAW) 
Fifteen Minutes Between 

Two Good Programs 

(KASA) 
Fifteen Minutes in the 

Nation's Capitol (NBC) 
Fifteen Minutes of Fun 

(NBC) 
Fifteen Minutes of Melody 

(KWYO) 
Fifteen Minutes with Maga- 
zine Readers (KRE) 
Fifth Avenue Fashions 

(NBC) 
Fifth Avenue Gossip 

(KRMC) 
Fifth Ave. Knights (NBC) 
Fifth Estate (WESG) 
Fifty-Fifty (KSRO) 
Fifty Flying Fingers 

(KFOR) 
50 Yard Line Review 

(WJR) 
Fifty Years a Chambermaid 

(NBC) 
Fight for a Continent 

(WABI) 
Fighting Crime (CBS) 
Fights and Fighters of 

Yesteryear (WMCA)* 
Figure Facts (WMBC) 
Figures in Brass (WCAE) 
Fiji Hour (KVOR) 
Files of Melody, The (KSD) 
Film Facts (WXYZ) 
Film Favorites (WHB) 
Film Melody Mysteries 

(WELD* 
Filmarte Fantasies (KGFJ) 
Final Edition (IBS, KGIW, 

WPIC) 
Final Edition with Tex De 

Weese, The (KPDN) 
Final Market Review 

(KFRU) 
Final News Edition 

(WIBA) 
Financial Helps (WMCA) 
Financial Service (KGO- 
KPO) 
Find the Woman (KSRO) 
Fine and Dandy (KDYL) 
Fine Art Series (WAAB) 
Finger Fantasies (CKBI) 
Fingers and Keys (WSAZ) 
Fingertip Fantasies 

(KDKA) 
Finicky Program (KGDE) 
Finn and Hattie (CKLW)* 
Finnish-American Hour 

(WICA) 
Finnish Lutheran Hour 

(WICA) 
Finnish News (WEBC) 
Finwald (WMBC) 
Fire fWBZ-A) 
Fire Chief's Uncle 

(WEAF)* 
Firelight Fantasy (KGCX) 
Fireman Club, The 

(WKRC) 

313 



Fireside and Home (KGHI) 
Fireside Bible Study 

(KORE) 
Fireside Chats (KFXD) 
Fireside Circle (WLLH) 
Fireside Concert, The 

(KGEZ) 
Fireside Dramas (KRE) 
Fireside Fairytales 

(KFWB) 
Fireside Fancies (WBAX) 
Fireside Fantasies (KABR, 

WMT, WOR) 
Fireside Fantasy (KGO- 
KPO) 
Fireside Forum (WQDM) 
Fireside Frolic (WIBU) 
Fireside Group, The 

(WELL) 
Fireside Hour (KGW- 

KEX, WBOW, KABC, 

KMA) 
Fireside Hour, Huntley's 

(WBIG) 
Fireside Informalities 

(KELO) 
Fireside Interviews 

(WADC) 
Fireside Legends (NBC) 
Fireside Melodies (KSL, 

WOMT, WTIC) 
Fireside Memory Hour 

(WWSW) 
Fireside Party (WLS) 
Fireside Philosopher 

(WHIO, WJAX) 
Fireside Program (CKAC) 
Fireside Quartette, The 

(WTMJ) 
Fireside Recitals (NBC) 
Fireside Reflections 

(WPAY) 
Fireside Reveries (WGH) 
Fireside Salon Orchestra 

(KFBB) 
Fireside Singers (NBC) 
Fireside Trio (KOVC) 
Fireside Varieties (KOVC, 

KVOR) 
Fireside Verse (CHNC) 
Firms You Should Know 

(WGRC) 
First Call for Breakfast 

(WQAM) _ x 

First Frontiers (FTRD) 
First Impressions and 

Second Thoughts 

(WHAM) 
First in Atlanta with the 

News (WATL) 
First Lady of Swing (KWK) 
First Nighter, The (NBC) 
First Ni?hts in Review 

(WCFL) 
First Noel, The (WLAC) 
First Offender, The 

(WELI, WICC) 
First on Your Dial 

(WQAM) 
First Person Singular 

(CBS) 
First Prize Jamboree 

(WOR)* 



PROGRAM TITLES— Continued 



First Prize Kitchen Studio, 

The (WGY) 
First Prize Time (WJZ) 
First Prize Time Keeper 

(WGY) 
First Radio Parish Church 

of America (WCOP) 
First Radio Parish Church 
of America Hour of 
Worship (WCSH) 
First Radio Parish of 
Aroostook (WAGM) 
1st Section Shoppers' Spe- 
cial (KCRC) 
First Timers (WWVA, 

KMBC) 
First Timers Broadcast 

(WCSC) 
Fish and Game (WMCA) 
Fish Facts and Fancies 

(WJAX) 
Fish Jugglers (WALA) 
Fish Pond (CBS) 
Fish Tales (WBBM)* 
Fisherman's Friend 

(WQAM) 
Fisherman's Guide 

(WMFO) 
Fishing Angles (WOR) 
Fishing Fair (WFBR) 
Fishing Fantasies (WISN) 
Fishing Flashes (WOR) 
Fishing Fool (KFSO) 
Fishing in the Blue 

(WJNO) 
Fishing News, Thurnionds' 

(KRMD) 
Fishing Pals (KMTR) 
Fishing Reporter, The 

(CFCF) 
Fishing Time (WORD 
Fishing Time with the 
Metropolitan Angler 
(WORD 
Five Aces. The (KWKH) 
5-Alarm Fun (KELO) 
Five Ambassadors (KWTO) 
Five Arts (CBS) 
Five Cards (KGO-KPO) 
5 Chefs. The (KMPC) 
Five Fifty-Five Special 

(KOIN) 
Five Hours Back (NBC) 
560 Club (WIS) 
Five Jokers of Jazz (WKY) 
Five Men and a Miss 

(KLPM) 
Five-Minute Bible Test 

(KFUO) 
Five Minute Mysteries 

(TH) 
Five Minutes (KTSM, 

WEAU) 
Five Minutes in Hollywood 

(WQDM) 
Five Minutes of Fact 

(WHB) 
Five Minutes with Radio 

Stars (WDRC) 
Five O'Clock Fables 

(KTHS) 
Five O'Clock Flash 

(KOIN) 
Five O'Clock Fun (KXBY) 



Five O'Clock Revue 

(WMBC) 
Five O'Clock Rhythm 

(WTHT) 
Five O'Clock Rhythms 

(WTHT) 
Five O'Clock Sweethearts 

(CBS) 
Five Soul Stirrers (KRKD) 
Five Spirits of Rhythm 

(CBS) 
Five Star Final (KMOX, 

WMCA, WRJN, WSAU) 
Five Star Final Sports 

Parade (WMC) 
Five Star Jones (NBC) 
Five Star Revue (KMOX, 

WTAR) 
Five Star Theatre (NBC) 
Five Strings, The (WBIG) 
Five Texans (CKCR) 
5:30 Club (WAAT) 
Five-Thirty Request Club 

(WAAT) 
Flagship, the Justrite 

(WLVA) 
Flame Fighters (WHN) 
Flanagrams (WBBM) 
Flapperettes (WHB) 
Flash Delivery (WLAC) 
Flash Gordon (WBS) 
Flash News from Yester- 
day's Press (KGU) 
Flashbacks of History 

(WOWO-WGD 
Flashes of Fashion (WAPI) 
Flashes of Life (WMIN) 
Flashes of Truth (WMEX) 
Flat Foot Floogie Club, 

The (WSGN) 
Flax Schutchers (WHJB) 
Flicker Flashes (KMOX, 

WMC) 
Flight in Swing (WDNC) 
Flint Today (WFDF) 
Flirtations (KGO-KPO) 
Floor Show (KYA, CRS) 
Floral Patterns (WAPI) 
Florally Speaking (KGW- 

KEX) 
Florence George (WENR) 
Florence Rangers (WBZ-A) 
Florence Trio (WAAT) 
Florida Cowboys (WDBO) 
Florida Cowboys, Norman 

Beasley's (WDBO) 
Florida Facts (WRUF) 
Florida Farm Hour 

(WRUF) 
Florida Fishing (WIOD, 

WJAX) 
Florida Fruits and Flowers 

(WFLA) 
Florida Home Neighbor 

(WRUF) 
Florida, The Garden Beau- 
tiful (WRUF) 
Florida's Original Cowgirl 

(WJNO) 
Flower & Garden Man 

(WHB) 
Flower Club of the Air 

(KFXR) 
Flower Girl, The (WATD 

314 



Flower Lady (KFNF) 
Flowers for Madame 

(WMBH) 
Flowers for the Living 

(WMBH) 
Flowers You May Grow 

(KTAR) 
Floyd Gibbons (NBC) 
Fluff erettes (WNAC) 
Fly Dope (KANS) 
Fly Swatters, The (KMMJ) 
Flychasers, The Flyosan 

(NBC) 
Flyin' High (KGHF) 
Flying Americans (KTAT) 
Flying Arrow Ranch Bunk- 
house Jamboree (WD AY) 
Flying Club, The Newhio 

(WHIO) 
Flying Dutchmen (WLW) 
Flying Family, The (NBC) 
Flying Feather Ranch 

(KTSA) 
Flying Fingers (WTAM, 

KGO-KPO, WKRC) 
Flying Fingers— Louis Bray 

(WORD 
Flying Goose, The (KIDO) 
Flying Priest, The— Rev. 
Paul Shulte (WHAZ)* 
Flying Red Horse Review 

(WGY)* 
Flying Reporters, The 

(WMBC, KPPC) • 
Flying School of the Air 

(WORD 
Flying Time (WENR) 
Fo'cstl Melodies (KHJ) 
Foley Family, The (WBRY) 
Folgeria (KHJ) 
Folio of Facts (KFVS) 
Folk Festival Dance Party 

(WLTH) 
Folk Music of the South 

(NBC) 
Folk Song Lady (WIP) 
Folk Tales of the Western 

World (CBS) 
Folklore (NBC) 
Folks from Dixie (NBC) 
Folks from Neighborville 

(KFAB) 
Folks Worth Knowing 

(WKY) 
Folksongs of the World 

(WRUF) 
Follies, The Crosley 

(WLW) 
Follies, The Fairmont 

(WMMN) 
Follies, The Philmore 

(KTUD 
Follies of the Air (CBS) 
Follow the Cardinals 

(KGHI) 
Follow the Leader 

(WHBQ) 
Follow the Moon (NBC) 
Following Congress (WHA) 
Following Huskers with 

Link Lyman (KFOR) 
Following the Eagle 

(WBRC) 






PROGRAM TITLES— Continued 



Following the Flickers 

(CHML) 
Following the News 

(WQXR) 
Following the Reds 

(WSAI) 
Fond Recollections (NBC) 
Food Expert, The (KVOA) 
Food Facts (WMBC) 
Food for Thought (KAST, 
KFUO, KPDN, WPAY, 
KFRC) 
Food Forum, The (CJRC) 
Food Forum, Mrs. Chap- 
man's (KSL) 
Food Fundamentals (CBS) 
Food Magician (KGO-KPO, 

WAAB, WEED 
Food Parade (KGNC) 
Food Scout, The (WMBH) 
Food Scout, The Pickwick 

(KMBC) 
Foods, Facts and Fashions 

(KFVS) 
Foolish Fables (WFAA) 
Foolish Questions (WAAF) 
Foot Health Clinic, The 

Swan (WDAY) 
Foot Parade (WRDW) 
Foot Specialist (CJRC) 
Football Dope (WBBM) 
Football Flashes (WOAI, 

KWKH) 
Football Forecasts (CBS) 
Football Hi-Lites (WOAI) 
Football in Rhyme (WATL) 
Football Jamboree (CBS) 
Football News (WDRC) 
Football Parade (CBS) 
Football Poll, The Pure Oil 

(WDNC) 
Football Previewer, The 

WHO (WHO) 
Football Prophet (WAAW) 
Football Rallies (WBAL) 
Football Rally (KGO-KPO) 
Football Reporter, The 

(CBS) 
Football Reporter, The 

Atlantic (WATL) 
Football Results and Pre- 
dictions (CBS) 
Football Review (KGO- 
KPO) 
Football Round-Up, The 
(WAAW. WBNS. WCKY, 
WHBQ. WJIM, KWKH) 
Football School (KGVO) 
Football Scoreboard (KGO, 

WTHT) 
Football Scoreboard of the 

Air (WHO) 
Football Souvenir Program 

(CBS) 
Football Special (KGO- 
KPO. KALE) 
Football Sweepstakes 

(KGB) 
Foothills Frolic (CFAC) 
Footlight Echoes (WOR^ 
Footlight Excerpts (WHN) 
Footlight Fancies (WBZ-A) 
Footlight Fantasies (KGO- 
KPO) 



Footlight Fantasy (KOIN) 
Footlight Favorites 

(WEMP) 
Footlight Flashes (WBZ-A) 
Footlight Follies (KYOS, 

CKCW) 
Footlight Footnotes (WHP) 
Footlight Melodies 

(WDAE) 
Footlight Miniatures 

(WMCA) 
Footlights & Fashions 

(WIBC) 
Footlights and Stardust 

(WWSW) 
Footlights on Parade 

(WNBF) 
Footlites, The Brownbilt 

(NBC) 
Footnotes (WESG, WDAF, 

WEBC) 
Footnotes on Famous Feet 

(KDKA) 
Footnotes on Headlines 

(NBC) 
Footnotes on the Headlines 

(WBAA) 
For Alle Skandanavia 

(CFRN) 
For Better Hearing 

(WHDL) 
For Better or for Worse 

(KWK) 
For Boys and Girls Only 

(KSFO) 
For Children Only (WJAG) 
For Dancers Only (WHJB) 
For Dancing Only 

(WAAW) 
For Distinguished Service 

(KFAM) 
For Farm Folk (CFPL) 
For Farmers Only (WHIO) 
For Friends of Music 

(CBL) 
For Gentlemen Only 

(WOAI) 
For Girls and Boys Only 

(KGO-KPO) 
For Ladies Onlv (WNBX. 

WGTM, WCOP. WHBF, 

WSPA. WSGN. WMFD, 

KGB, KTSA. WRDW) 
For Madame (WSJS) 
For Men (WNBX) 
For Men Onlv (W.IAY. 

WHN. WOW, KFWB, 

WLW) 
For Mother and Dad 

(KGHI. KFWB. WHJB) 
For Music Lovers Only 

(KTJOA) 
For Novelties' Sake 

(KWTO) 
For People Only (WLS) 
For Short Wave Listeners 

Onlv (CJRC-CJRO- 

CJRC) 
For Sportsmen (WSAL) 
For the Farming Man 

(CJRC) 
For the Home Folks 

(CKCA) 

315 



For the Ladies (KCMO, 

KDON, WABI, WTCN, 

WTJS) 
For the Ladies — By the 

Ladies (CKSO) 
For the Lazybones (WSPA) 
For the Mr. & Mrs. at 

Home (KGO-KPO) 
For the Moment (WDAE) 
For the Piano (WCPO) 
For the Shut-Ins (KGB) 
For Us the Living (WRJN) 
For Women Only (KTUL, 

WCKY, WFBM, WFLA, 

WNEW, KLPM, WCBS, 

WCFL, WMBR, WMMN, 

WSUN, WTOL) 
For Women Only, Maxine's 

(WFLA) 
For Women Only — with 

Miss Sally (KGDE) 
For Worriers Only 

(WMCA) 
For You (KTUL, WCLE, 

WCBS, WHBC, WGRC, 

WPAY) 
For You Alone (KWSC) 
For You and Me (WATR) 
For You, Madame (CJRC) 
For You Today (WQAM) 
For Your Amusement 

(WQDM) 
For Your Criticism (CFRB) 
For Your Entertainment 

(WDAY) 
For Your Health's Sake 

(WDBJ, WMBR) 
For Your Information 

(WDNC, WJAS, WHBF) 
For Your Listening 

Pleasure (KABC) 
Ford Perry Presents 

(KLPM) 
Forecast School of Cookery 

(NBC) 
Forecasting 1937 (CBS) 
Foreign Affairs Forum 

(WMCA) 
Foreign Language Courses 

(KFI) 
Foreign Language Half 

Hour (KFUO) 
Foreign News of the Week 

(WGAR) 
Foreign Series (WMFG) 
Foremost Favorites 

(KGHF) 
Foremost Safety Club 

(WMBR) 
Forenoon Frolic (KLPM) 
Foresome, The Fels Naphtha 

(WCCO) 
Forever Young (NBC) 
Forget-Me-Nots, The 

(KFBI, KGO-KPO) 
Forging Ahead with Old 

Dorge (WGBI) 
Forgotten Canadians 

(CKY) 
Forgotten Favorites 

(CJOC) 
Forgotten Headlines 

(WDAY) 
Fort San Program (CHAB) 
Fortune Calls (WISN) 



PROGRAM TITLES— Continued 



Fortune Stories (NBC) 
Fortune's Wheel (KDYL) 
Fortunes Washed Away 

(WLW) 
Forty-Five Minutes from 

Broadway (KGO-KPO) 
Forty Flying Fingers 

(WLOK) 
Forty-Niners, The (WEBC) 
Forty Winks Club (WEAF) 
Forum, The Holy Cross 

College (WORC) 
Forum, The New York 

Herald Tribune (NBC) 
Forum, The Utah (KDYL) 
Forum, The WCNW 

(WCNW) 
Forum, The WOR (WOR) 
Forum Hour (WOR) 
Forum 'n' Again' 'Em 

(KGW-KEX) 
Forum of Liberty 

(WABO* 
Forum of Public Opinion. 

The (WKBO) 
Forum of the Air, The 

WHN (WHN)* 
Forum of the South 

(WAPI) 
Forum on Character Build- 
ing (NBC) 
Forum String Quartette 

(WQDM) 
Forward America (WINS) 
Forward Aurora (WMRO) 
Forward Florida (WFLA) 
Forward Hour, The 

(WEVD) 
Forward March (KABC, 

KSAL) 
Forward Peoria (WMBD) 
Forward with Indianapolis 

(WIRE) 
Forward with Lake Charles 

(KPLC) 
Foundations of Democracy 

(CBS) 
Founding a Nation (NBC) 
Fountain of Song (NBC) 
Fountain of Youth (WBNX) 
Fountain Room (KRMD) 
Four Aces, The (KMBC, 

KVOL, WELL) 
Four Arts Forum (FTRD) 
Four Barbers (CBS) 
Four Blackbirds, The 

(WORD 
Four Buddies (WKST) 
Four Children (KGNO) 
Four Clubmen (CBS) 
Four Cocoanuts (KRKD) 
Four Cords, The (WBIG) 
Four Corners Theatre 

(CBS) 
Four Deuces, The (WRVA) 
Four Dodgers. The (CJCA) 
Four Dots (WMAL) 
Four Eleven Alarm 

(WSBT-WFAM) 
Four Esquires, The (KVT) 
Four Eye Club, The (WSB) 
Four Firemen (WKY) 
Vour Flats (KMPC) 
Four-H Club News (WBT) 
4 H Program (KSAC) 



Four Hand Piano Recitals 

(WCAD) 
Four Hits and a Miss 

(KDB) 
Four Horsemen (WCCO, 

CFCY) 
Four Houses of Harmony 

(WHB) 
Four in One (WHN) 
Four Ink Spots (NBC) 
Four Jolly Bakers (KFVS) 
Four Men of Rhythm 

(KWTO) 
Four Midshipmen, The 

(WCMI) 
Four Minors, The (WHBF) 
Four Modernaires (WLW) 
419 Lilac Lane (KRKD) 
Four Notes (CKCA) 
Four O'Clock Story Lady 

(WEST) 
Four of Us, The 

(WBZ-WBZA) 
Four Pals (KOA) 
Four-Part Harmony 

(WRUF) 
Four Provinces Irish Pro- 
gram (WDAS) 
Four Queens, The (WEBR) 
Four Southern Knights 

(WDRC) 
Four Spades, The (WBRC) 
Four Star Frolic (CKLW) 
Four Star Hits (WTIC) 
Four Star Melodies (KDB) 
Four Star Revue, The 

(KMOX) 
Four Strings to Four 

(WNYC) 
Four Studio Jamboree 

(WDZ) 
Four Thousand Leagues 

under the Sea (MWR) 
Four White Mules (WO AD 
4 X Presentation, The 

(CKCD) 
Foursome, The (WDBJ) 
1420 Alarmer (WEED) 
Fourth Clue, The (KSFO) 
Fox Fancies (KFVD) 
Foxes of Flatbush (NBC) 
Foxv Grandpa Club 

(KFVS) 
Fragments d'Operas 

(CJBR) 
Fragments d'Operettes 

(CJBR) 
Frame of Hits < WHBF) 
Francaise (NYBS) 
Fran Frey's Frolic (WOR)* 
Francaise (WINS) 
Frances Alda & Frank Le 

Forge — Boscul Program 

(NBC) 
Frances Lee Barton (NBC) 
Frances Warren (KGKO) 
Franciscan Missions (KYA) 
Frank and Ernest (KWK) 
Frank and Flo (WICO* 
Frank and Gene (WGY) 
Frank Buck Program 

(NBC) 
Frank Crumit and the New 

Englanders (NBC) 

316 



Frank Fay Calling (NBC) 
Frank Grasso Presents 

(WFLA) 
Frank, The Wrangler 

(KVGB) 
Frank Watanabe (WMAQ) 
Frankie and Johnnie 

(WPHR) 
Franklin Dessert Time 

(WDAF) 
Frankly Speaking (WFBR, 

WTOC) 
Fraternity Frolic (WIP) 
Fraternity House (KFAC) 
Fraternity Preview (KOIN) 
Fraternity Row (WHN, 

WOR) 
Fred and Max, Harmoneers 

(WFAS) 
Fred Astaire (NBC) 
Fred Farnum (KOBH) 
Fred Kent and His Gang 

(WBIG) 
Fred Kirby (WBT) 
Fred Lang Views the News 

(WNAC) 
Fred Morell's Ramblers 

(CFLC) 
Fred Parker, Organist 

(WIS) 
Fred Waring and HisPenn- 

sylvanians (NBC) 
Freddie and Freda (KVOD) 
Free Chatter (WFAB) 
Free for All (NBC) 
Free Lance Spy (WWNC) 
Free Speech Forum 

(WEVD) 
Freedom, The Living Tra- 
dition (NBC) 
French Lessons (WMBC) 
French Trio (CBS) 
Fresh Foursome, The 

(CJCA) 
Fretwell's Frolic (WAIM) 
Friday Evening Concerts 

(NBC) 
Friday Frolic (WDOD, 

WJIM) 
Friday Frolic, Borden's 

(KFRC) 
Friday Frolics (WOR)* 
Friday Fun Fiesta (CFQC) 
Friday Melody Revue 

(WBBM) 
Friday Morning Musicale 

(WFLA) 
Friday Night Club of the 

Air (CKTB) 
Friday Night Follies 

(WAVE) 
Friday Night Quarterback 

(WTHT) 
Friday Night Show, The 

(WHAS) 
Friday Night Talent Revue 

(KBIX) 
Friday Smoker, The 

(WMT) 
Friday the Thirteenth Party 

(NBC) 
Friend in Need (WPAY) 
Friend of Friends (WPAY) 
Friend of the Family 

(CBS) 



PROGRAM TITLES— Continued 



Friend of Youth (WCAU) 
Friendly Adviser (KFUO) 
Friendly Builders (WOAD* 
Friendly Circle (KSAL, 

KFXR. KSLM) 
Friendly Circle Hour 

(KFXR) 
Friendly Circle Program 

(KFXR) - 
Friendly Club, The (WRJN, 

WCAM) 
Friendly Counselor, The 

(WDAF, WBNS, KOL) 
Friendly Cowboy, The 

(CJRM) 
Friendly Debates (KFUO) 
Friendly Driver, The 

(WGY)* 
Friendly Enemies 

(WMCA)* 
Friendly Family Fellowship 

(KGDE) 
Friendly Five Footnotes 

(NBC) 
Friendly Folks (WICC) 
Friendly Forum (WFIL, 

WMBD, KTAR) 
Friendly Freemans, The 

(WRTD) 
Friendly Frolic, Famo's 

(WJIM) 
Friendly Gardner, The 

(WW J) 
Friendly Health Advisor 

(WCOP) 
Friendly Homemaker, The 

(KSFO) 
Friendly Hour, The 

(KONO, KVI, WDOD, 

VFKY, KTKC) 
Friendly Hour with O. 

Henry, The (KSEI) 
Friendly Kitchen, The 

Edison (WEED 
Friendly Motorist, The 

(KGNC) 
Friendly Mountaineer 

(WDRC) 
Friendly Muse (KMBC) 
Friendly Music (CBL) 
Friendly Musical Neigh- 
bors (WWVA) 
Friendly Nabor (KTSA) 
Friendly Neighbor, The 

(KXBY) 
Friendly Neighbor, Your 

(WHAI) 
Friendly Neighbors 

(WTRC, WTCN) 
Friendly Neighbors, KMA's 

(KMA) 
Friendly Observer, The 

(WNBC) 
Friendly Philosopher, The 

(KSL, WBBM, KCMO, 

WOW) 
Friendly Poet (KIUN) 
Friendly Quarter Hour, 

The (KWG) 
Friendly Shopping Hour 

(WWVA) 
Friendly Sing, Dr. Ross 

Stover's (WD AS) 



Friendly Singer, The 

(WMEX) 
Friendly Store, The 

(KFOX) 
Friendly Thoughts and 

Songs (WDRC) 
Friendly Time (WAVE) 
Friendly Tips (KWJJ) 
Friendly Troubador, The 

(KFAB, WSB) 
Friendly Visitors (WBAL) 
Friendly Voice, The 

(KAND, WVFW, WMBR, 

WSOC. WHAM, KMPC) 
Friendly Voice of the Mari- 

times, The (CFCY) 
Friends and Neighbors 

(WSAY, WSM) 
Friend's Exchange with 

Cort Treat (WORD 
Friends o' Mine (KDYL) 
Friends of Libraries (KOB) 
Friends of Yours (WHB) 
Friend's Student Radio Club 

(WAAB) 
Friendship Circle, The 

(WBTM, WPTF, WTMJ) 
Friendship Circle Hour 

(KMED) 
Friendship Corners 

(WFAA) 
Friendship Hour (WWVA) 
Friendship Time (WFTC) 
Friendship Town (WJZ)* 
Friendship Village (NBC) 
Frigidairions (KWTN) 
Frim Sisters (WLW) 
Fritz & His Band (KONO) 
Fritz & the Cap'n (WBT) 
Fritz and the Major 

(WAVE)* 
Fritz und His German 

Band (KONO) 
Frivolities (KYA, KCKN) 
Frohne Sisters, The 

(WXYZ) 
Frolic, The Florsheim 

(NBC) 
Frolic Makers, The 

(WCOP) 
Frolic Time (KMOX) 
Fralicmakers Club 

(WCOP) 
Frolics, Charlie Brock's 

(WBNX) 
Frolics, The Frigidaire 

(KFVS) 
Frolics, Th-' Fro- Joy 

(WGY)* 
From a Book of Poems 

(WHBC) 
From a Window on Beacon 

Street (WEED 
From Berlin to Brahms 

(WGAR) 
From Cotton Fields to 

Harlem (WHK) 
From Darkened Stages 

(WDBO) 
From 52nd Street (WATR) 
From Headquarters (WSAD 
From Him to You 

(KMTR)* 

317 



From Hollywood to You 

(CKCL) 
From Many Lands (WRUF) 
From Me to You (CKBI) 
From Old Vienna (CBS) 
From Organ House (WABI) 
From Studio "A" (KSOO) 
From Symphony to Swing 

— From Beethoven to 

Bing (KGU) 
From Tee to Green 

(WCOP) 
From the Album of Melody 

(WJR) 
From the Bishop's Study 

(WRVA) 
From the Bookcase to You 

(KYOS) 
From the Bookshelf 

(KUOA, WABI, WAIM, 

CKY) 
From the Center Aisle 

(KLO) 
From the Checkerboard 

Bag (KMBC) 
From the Earth to the 

Moon (WHN)* 
From the Ends of the 

Earth (WGN)* 
From the Gridiron Today 

(KEX) 
From the Heart of the 

Empire (CBM) 
From the Holyoke City 

Hall (WSPR) 
From the Horizon (CJRM) 
From the Judge's Point of 

View (WHB) 
From the Mayor's Office 

(WAAB, WEAN, 

WMAS) 
From the Music Box 

(WRUF) 
From the Music Room 

(WFAA) 
From the Organ Loft 

(CBS) 
From the Outside Looking 

In (WIRE) 
From the Pastor's Study 

(WWSW) 
From the Patio (WOAD 
From the Picture of the 

Same Name (WNLC) 
From the Radio Press-Box 

(WTIC) 
From the Ringside (WLAC ) 
From the Rose Room 

(KFEQ) 
From the St. Lawrence 

Hilltop (WCAD) 
From the Top of the Town 

{WHB) 
From— to— (WNBH) 
From Treasured Volumes 

(WHA) 
From Two to Three 

(CJOR) 
From Yesterday (KFXR) 
Front Page (WAGA, WTIC, 

WHBQ, KGIW) 
Front Page, The WMBH 

(WMBH) 



PROGRAM TITLES— Continued 



Front Page Drama (WINS, 

WBBC) 
Front Page Headlines 

(WAGA) 
Front Page Heroes 

(WICO* 
Front Page News (WKRC) 
Front Page of the Air 

(WJN'O, WLAC) 
Front Page Parade 

(KGLO, WLW) 
Front Page Patrol (KMOX) 
Front-Page People (KQV) 
Front Page Personalities 

(CBS) 
Front Page Varieties 

(WNBC) 
Front Row, Center (WRC) 
Frontier Days (NBC) 
Frontier Fun Club (KTSA) 
Frontier Game, The 

(WEBR) 
Frontier Reporter, The 

(WGR) 
Frontier Riders (KRKD) 
Frontiers of Democracy 

(CBS) 
Frosty Tunes (WHB) 
Frothy Frolics (WHN)* 
Frozen Flame (WHB) 
Fruit Express (KGKO) 
Fu Manchu Mystery (CBS) 
Fugitive from Justice 

(WMC) 
Fugitive Melodies (CBL, 

WSM) 



Fulco's Tangos (WWL) 
Full Gospel Hour (WTMV) 
Full Gospel Singers 

(KNOW) 
Full Speed Ahead (CBS) 
Fuller Man (NBC) 
Fun and Foolishment 

(WFBC) 
Fun and Foolishness 

(WAAW) 
Fun and Philosophy 

(WBT)* 
Fun Bug, The (KTUL)* 
Fun Club (WMAS, WMBO) 
Fun Factory, The KFI 

(KFD* 
Fun Farm (WDZ) 
Fun Fest (KROY, CKMO) 
Fun Festers (WuGY)* 
Fun for the Family (NBC) 
Fun Forum (KMO) 
Fun in Music (NBC) 
Fun in Studio "A" (KRGV) 
Fun on Skates (.WBLK) 
Fun Quiz, Bob Hawk's 

(WMAQ) 
Fun Shop (NYBS) 
Fun Shoppe (WMC A) 
Fun with Music (WTHT, 

WBBM) 
Fun with the Funnies 

(KFAM) 
Fun with Words (WCLE) 
Funfest (WHB, WAVE) 
Funnies on Parade 

(WORC) 



Funny Bone Follies (WGN) 
Funny Boners (WGY)* 
Funny Paper Club (WTJS) 
Funny Paper Man (KMBC, 

WAAW, KTSM) 
Funny Things (CBS) 
Funnybone Follies (WGN) 
Funnyboners (CBS) 
Funster's Club (WAYX) 
Fur and Feathers (KFRC) 
Fur Trappers, the Fox 

(NBC) 
Fureurs d'un Puriste, Les 

(CBM, CBF) 
Furniture Auction (WEAN) 
Furniture Facts (KFVS, 

KFVD) 
Furtown Follies (WJAS) 
Futura (KXBY) 
Future All-American Club 

(WCAE) 
Future All-Americans 

(WCAE) 
Future Citizen, The 

(WJJD) 
Future Farmers and Their 

Friends (WSFA) 
Future Farmers of Amer- 
ica, Nash County (WEED) 
Future Favorites (WKRC) 
Future Men, Tulsa's 

(KTUL) 
Future Stars (WCPO) 
Futuristic Rhythm (KGO- 

KPO) 
Fuzzy and Ralph (KGNF) 



G 



G-G Men's Club (CJOR) 
G-Men (WEAF)* 
Gabby Corners (KTHS) 
Gabby Dames (WDAF) 
Gadabout, The (KVOR) 
Gadabout and Her Boy 

Friend (WKY) 
Gadabout and Her Gang 

(WHB) 
Gadabouts (WHIO) 
Gadgets and Doodads Shop 

(WGH) 
Gael Howard and Her 

Secretary (KWBG) 
Gaelic Half Hour (CJRC) 
Gaiete Parisienne. La 

(CHRC) 
Gaieties, The (CFRB) 
Gaieties of 1933 (KFD* 
Gaiety and Romance 

(CBL) 
Gail Northe (WFAA) 
Gaites du Regiments, Les 

(CKCV) 



Gal About Town (WPEN) 
Gal on the Avenue 

(KROY) 
Gala Hour, The (WOV) 
Gala Humoristique et Mu- 
sical (CKAC) 
Galaxy and Verse (WLTH) 
Galaxy of Stars (NBC) 
Gallery of Favorites . 

(KHJ)* 
Galloping Gallions (KPO) 
Galloping Housewives 

(WHB) 
Gamboleers (MWR) 
Gamecock Review (WIS) 
Games of Aircyclopedia, 

The (NBC) 
Gandy and Borodkin 

(CJRC) 
Gang Busters (CBS) 
Gang from Gorman's 

(WHB) 
Gang Plank, The WMCA 

(WMCA) 

318 



Gangplank Gossip (WBBM) 
Gang's All Here, The 

(WKRC) 
Gangs & Gangsters (NBC) 
Garden and Home Program 

(WLAC) 
Garden Club, The (KFEQ, 

WPHR, WLS) 
Garden Club of the Air, 

The Westchester (WFAS) 
Garden Forum (WKST) 
Garden Gang, The (KFAB) 
Garden Gossip (WBZ-A) 
Garden Guide (KGO-KPO) 
Garden Melodies (KAWN, 

KFAB) 
Garden of Melody (WFLA, 

KGEZ, MacG, CFRB, 

KGLU) 
Garden of Melody Party 

(NBC) 
Garden of Memories 

(WCAP, KLO) 
Garden of Memory (WOW) 



PROGRAM TITLES— Continued 



Garden of Old Time Melo- 
dies (WLAW, WMEX) 
Garden of Song (WFAS, 

WSAU) 
Garden of Thoughts (WHN) 
Garden of Tomorrow 

(CKCD) 
Garden of Tomorrow, The 

Loma (WGY)* 
Garden Party, The 

(KWOS) 
Garden Part3\ The Inter- 
state (KFEQ) 
Garden Party, The Swift 

(NBC) 
Garden Program, The Swift 

(NBC) 
Garden Roundup (KFEQ) 
Garden School of the Air 

(KGER) 
Garden Snapshots (WFBR) 
Gardens (NBC) 
Gardens, The Orange 

County (KVOE) 
Gardens of the Nations, 

The (NBC) 
Garland of Memories 

(CFRN) 
Garland of Old Fashioned 

Roses (WMBD) 
Gary News Review 

(WIND) 
Gary Police Blotter 

(WIND) 
Gas Hospitality House 

(KLZ) 
Gaslight Harmonies (WBS) 
Gaslight Theatre (WMCA, 

WIBW) 
Gaspe Hour, The (CHRC) 
Gates Ajar (KTHS) 
Gateway to Hall of Fame 

(KRKD) 
Gateway to Hollywood 

(CBS~) 
Gateway to Loveliness 

(WNBC) 
Gateway to Opera (WQXR) 
Gateway to Professional 

Hall of Fame (KRKD) 
Gateway to the World 

(WBNX) 
Gator Night Club (WRUF) 
Gauchos, The (CBS) 
Gay and Marie (WSAU) 
Gav Caballeros, The 

(KOY) 
Gav Classics, The (CJOC) 
Gay Fashionette (WAVE) 
Gay Nineties (WTAM, 

WHK)" 
Gay Nineties, The (WDAF) 
Gay 90's Amateur Hour 

(WSAI) 
Gay 90's Review (KGGC) 
Gay Time Melodies 

(WBBM) 
Gay Vienna (NBC) 
Ge-Dunkers Club (KGFJ) 
Gem City Entertains, The 

(WHIO) 
Gem City Radio School 

(WHIO) 
Gems from Broadway 

(WHB) 



Gems from Grand Opera 

(WTAG) 
Gems from Literature 

(WRUF) 
Gems from the Music Shop 

(CBO) 
Gems from the Musical 

Comedies (WRUF) 
Gems from the Opera 

(WQXR) 
Gems from the Poet's 

Corner (WMBD) 
Gems in Meter (WCBA- 

WSAN) 
Gems of Color (NBC) 
Gems of Gloaming (KORE) 
Gems of Health (WMBR) 
Gems of Life (WMBH) 
Gems of Light Opera 

(NBC) 
Gems of Literature 

(WROL. WHA) 
Gems of Melody (WBS, 

WBZ-A, KHQ, KHSL. 

WHDF, WOAI, KTRI) 
Gems of Rhythm (KSO) 
Gems of Romance (CKAC, 

KLZ. WMF J) 
Gems of Song (KRE, 

KTFI) 
Gems of the Lyric Stage, 

The (CBM) 
Gems of the Orchestra 

(WHDL) 
Gems of Time (WMC) 
Gems of Truth (KRE) 
Gemutlikheit Hour, The 

(WIBU) 
Gene and Glenn (WHO, 

MWR) 
Geneology and Heraldry 

(WTAR) 
General Delivery (CJCA) 
General Gershelman 

(WLTH) 
General Hugh Johnson 

(NBC) 
General Motors Concerts 

(NBC) 
General Store (RRI, 

WHBB) 
Generals on Parade 

(WDNC) 
Genial Host (KFOX) 
Gentle Reader, The 

(WDAF) 
Gentleman from the South 

(KWK) 
Gentleman Jim (CKY) 
Gentleman on the Sidewalk 

(KOVC) 
Gentlemen Be Seated 

(WFBC) 
Gentlemen of the Press 

(WBZ-A) 
Gentlemen on the Boule- 
vard (WALR) 
Gentlemen Preferred 

(KFRU, WWSW) 
Gentlemen's Matinee 

(KONO) 
Geographical Travelogue 

(KGW-KEX) 
George & Dixie (WAAB) 

319 



George and Elmer (KGNF) 
George and Jennie (WOAI) 
George Chappell and His 

Merry Islanders (CFCY) 
George Chappel and His 

Oldtime Merrymakers 

(CFCY) 
George Roger's Band 

(KBIX) 
George Shackley at the Or- 
gan (WQXR) 
George Walsh Looks 'Em 

Over (WHAS) 
George Watkins (KGFF) 
Georgia Crackers, The 

(WHKC) 
Georgia Garden Pilgrimage 

(WSB) 
Georgia Jamboree (WSB) 
Georgia Minstrel Boys 

(WGY) 
Georgia Progress Program 

(WSB) 
Georgia Wildcats (WRVA) 
German-American Band 

(KYA) 
German-American Hour 

(KRMC) 
German Band (WSAU) 
German Band, The WOC 

(WOO 
German Hour, The (WTMJ) 
German Hours (WISN) 
German Lieder (CBS) 
German Program (WJAG) 
German Radio Clubs 

(WBNX) 
German Radio Revue 

(WWRL) 
Gerry and Gus (CKCD) 
Gertie and Elmer (WGRC) 
Gertrude Lewis and Her 

Musical Newsettes 

(WDGY) 
Get Acquainted Audition 

(KFEQ) 
Get Acquainted Hour 

(WGAU) 
Get Going! (WCAU, 

KMPC) 
Get Going Hour (KFRO) 
Get Happy Time (KRSC) 
Get Ready for Tomorrow 

(NBC) 
Get Thin to Music (WGN) 
Get Together, The Gunther 

(WJSV) 
Get-Together, Uncle Ben's 

(WPIC) 
Getter-Upper, The 

(WNOX) 
Getting Along in Life 

(CKCO) 
Getting Ready for Tomor- 
row (NBC)* 
Getting Some Fun out of 

Life (WJEJ) 
Getting the Most out of 

Life (WNAC) 
Gettum Up Squad (KFAM) 
Ghost Club, The (KDYL) 
Ghost Corps, The (RRI) 
Ghost in the Garret, The 

(KWTO) 



PROGRAM TITLES— Continued 



Ghost of Benjamin Sweet 

(CBS) 
Ghost Piano Player, The 

(KOY) 
Ghost Stories (CBS) 
Ghost Town (KGO-KPO) 
Ghost Walks, The (WCHV) 
Ghosts (KVOX, KXBY) 
Ghosts of the Past (WCAX) 
Ghosts Walk (CBS) 
Giant Radio Party, Loft's 

(WFAS) 
Gibson Family (NBC) 
Gift Choosing Made Easy 

(WDAF) 
Gift of Gab (WMCA) 
Gift Shopper, The (CJRC) 
Gilbert & Sullivan Gems 

(NBC) 
Gilbert & Sullivan Hour 

(WQXR) 
Gilbert and Sullivan Music 

(NBC) 
Gilbert Seldes (NBC) 
Gilberts, The (NBC) 
Gilo (WCOA) 
Ginger and His Buffalo 

Boys (WSOC) 
Gineham Girl, The 

(WNAX) 
Gioia Radio Musicale 

(WHAM) 
Girl about Town (KTSA) 
Girl Alone (NBC) 
Girl at the Music Counter, 

The (KFEQ) 
Girl behind the Counter, 

The (WHN) 
Girl Friend (WDEV) 
Girl Friends (KGO-KPO, 

WBZ-A, WXYZ) 
Girl from Aguila, The 

(WPHR) 
Girl from Gimbel's, The 

(WTMJ) 
Girl from Indiana (WGRC) 
Girl in the Moon (WGR) 
Girl in the Music Counter 

(KFWB) 
Girl in Violet, The (WTAG) 
Girl Meets Boy (WCLE) 
Girl Next Door, The 

(KIUL) 
Girl of My Dreams (KMA) 
Girl of the Golden West 

(NBC) 
Girl on the Corner, The 

(WPHR) 
Girl Reporter (WEOA, 

WOAI) 
Girl Scout News (WOR) 
Girl Scouts on the Air 

(KVOE) 
Girl Who Lives Next Door 

(NBC) 
Girl with the Flaxen Hair, 

The (WBEN) 
Girls from the Golden West 

(NBC) 
Girls of the Kitchen 

(WGBI) 
Git (WGRC) 
Gittem Up Gang (KFYO) 



Giuseppe Verdi Forty Nov- 
elty Strings (WOV) 
Give It Back to Indians 

Club (KOIL) 
Give Me a Job (WMAQ) 
Give Me a Sentence 

(WHN)* 
Give Us the Funnies (NBC) 
Glad Tidings (CFQC) 
Glad Tidings Hour 

(CKNX) 
Gladys Swarthout (NBC) 
Glamo Rhythms (CBS) 
Glance at the Stars, A 

(WTAR) 
Glee Club, L'Orpheon 

Franchere (WTAG) 
Gleeful Notes (WPHR) 
Glengarians, The (CKCD) 
Gliding Swing with Bob 

Howard (WEAF) 
Glimpses of Grand Opera 

(WTMV) 
Glimpses of History 

(WSPA) 
Globe Al Headlines (KHJ) 
Globe News from Round 

the Globe (KGNO) 
Globe Reporter, The 

(KGBI) 
Globe Swingers, The 

(WBRC) 
Globe Trotter (KGO-KPO, 

WENR, NYBS) 
Globe Trotters, The 

(WMIN) 
Globe Trotting Troubadour 

(WMCA) 
Globetrotter, J. Knox 

Gibble (WINS) 
Gloom Busters (WESG, 

CJCA) 
Gloom Chasers (WWSW, 

WOV, CBL, CBY) 
Gloom Chasers, The 

(KWKH) 
Gloom Chasers Frolic 

(KGFJ) 
Gloom Dodgers (WBBM)* 
Gloom Swatters, The 

(KMBC) 
Gloomy Gus (WKY) 
Gloomy Gus and Sunny 

Jim (KANS) 
Gloria Dale (MWR) 
Gloria Gay's Affairs (NBC) 
Glorious Figures of Cana- 
dian History (CHRC) 
Glory Bound Train, The 

(KFXM) 
Glory Road, The (WKY) 
Glovne Reviews the News 

(KFOR) 
Go-Far Gazette Program 

(WD AY) 
Go to Church (WAIM, 

WSYR, CKCL, KFWB) 
Go to Church Sunday 

(CKCL) 
Goal Line Prospects 

(WAVE) 
Gobbelgators (WGAR) 
God Behind the Headlines 
' (WNEW, WVFW) 

320 



Godfrey's Gazette (WJSV) 
God's Half Hour (KFOX, 

KUOA) 
God's Quarter Hour 

(WOL) 
Goebel Quartette (MWR) 
Goin' Down to Rio (KLO) 
Goin' Home (WTCN) 
Goin' Places (KGW-KEX) 
Goin' to Town (WCMI) 
Going Forward with 

Shreveport (KWKH) 
Going Gypsy (WAPI) 
Going Hollywood (WOL) 
Going Home for Christmas 

(KGO-KPO) 
Going out on the Limb 

(WGY)* 
Going Places (KCKN, 

WOR) 
Going Through Life with 

Betty and Bob (CBS) 
Going to Press (CBS) 
Going to Town (WCMI, 

WTHT, WOMT) 
Gold Buckle Buccaneers 

(CKBI) 
Gold Coast Express 

(WEAU, KTSM) 
Gold Coast Parade (WJNO) 
Gold Jubilee Hour (KRSC) 
Gold Medal Express (NBC) 
Gold Rush (WJZ)* 
Gold Star Final (WOWO- 

WGL) 
Goldbergs, The (NBC) 
Golden Age of Opera, The 

(WBTM) 
Golden Age of Song 

(WBNX) 
Golden Arrow Ensemble 

(WAAT) 
Golden Bell Boys (WEED) 
Golden Blossoms (NBC) 
Golden Chalice (KBIX) 
Golden Dawn Melodies 

(WBAL) 
Golden Days (KRE) 
Golden Dreams (WSPA) 
Golden Empire Trio 

(KHSL) 
Golden Era of Boxing 

(KTBS) 
Golden Gate Jubilee Quar- 
tette (WIS) 
Golden Gems (NBC) 
Golden Half Hour (WJW) 
Golden Hour, The (KDYL, 

KSTP. WTHT. KOIL, 
* WKBZ. WWSW) 
Golden Hour of Music 

(WBOW, WGTM) 
Golden Journeys (CBL) 
Golden Keys (WSAZ) 
Golden Keys to Your Heart 

(WBRC) 
Golden Legends (KGO- 
KPO) 
Golden Lute (WMCA) 
Golden Melodies (KGO- 
KPO, KOA, CFCO, WIP) 
Golden Memories (KPDN) 
Golden Moments (CFRB, 

WJBK, WJRC, WOPI) 



PROGRAM TITLES— Continued 



Golden Music (WCAU) 
Golden Nugget (NBC) 
Golden Quarter Hour, The 

(WBIG, WSJS) 
Golden Rule, The (WGIL) 
Golden Rule Service 

(KFNF) 
Golden Rule Sunday Pro- 
gram (NBC) 
Golden State Family Robin- 
son (KGO-KPO) 
Golden State Menu 

Flashes (KGO-KPO) 
Golden Store, Caroline's 

(WHO) 
Golden Strings (WTAM) 
Golden Thoughts (WSUN, 

WMBC) 
Golden Thoughts — Ben and 

Bob (KFUO) 
Golden Treasures (KJBS) 
Golden Treasury, The 

(WCBA-WSAN) 
Golden Tunes (CHAB) 
Golden Voices of Broadway 

(KWJJ) 
Golden West Cowbelles 

(KMTR) 
Goldman Band Concerts 

(NBC) 
Golf Airway (KMO) 
Golf Clinic, The NBC 

(WENR) 
Golf Nuts, The (WBZ-A) 
Golf Tips (KGNC) 
Gondoliers, The (WXYZ, 

WHP) 
Gondoliers, The Conti 

(NBC) 
Good Afternoon. Neighbor 

(WCAO, KDYL) 
Good American Broadcast 

Council (WGES) 
Good Cheer Club (WCLO) 
Good Cheer Guy, The 

(WSNJ) 
Gond Cheer Service 

(WORD 
Good Coffee Boys (WDOD) 
Good Deed Club, The 

(CKOC) 
Good Evening, Neighbor! 

(KALE) 
Good Evening Orchestra 

(WKZO.) 
Good Evening Time 

(WHO) 
Good Fellowship Club 

(WCFL) 
Good Gulf Gang (KIUN) 
Good Health, Your (WSGN) 
Good Listening (CFQC) 
Good Mornin' (KTUC) 
Good Mornin' (WSAU) 
Good Morning (KGO-KPO, 

WDEV, KVOR. CJCA, 

WSAU, WLAC) 
Good Morning Club 

(WJAG) 
Good Morning Family. 

(KWBG) 
Good Morning Farm Hints 

fCFCO) 



Good Morning Farm Hour 
(CFCO) 

Good Morning Farmer 

(CFCO) 
Good Morning Finnish 

Hour, The (WEBC) 
Good Morning from Cleve- 
land (WCLE) 
Good Morning from WOAI 

(WOAI) 
Good Morning Hoosiers 

(WIBC) _ 

Good Morning Hour, The 

(KSTP) 
Good Morning Jamboree 

(WHB) 
Good Morning, Judge 

(WMBR, KSL) 
Good Morning Ladies 

(KWJB) 
Good Morning Madam 

(WBT) 
Good Morning Man 
(WCOA, WJNO) 
Good Morning March 

(KOBH) 
Good Morning Melodies 

(WTAD) 
Good Morning Melodies, 

Kay's (KLZ) 
Good Morning. Mrs. Home- 
maker (WHBB) 
Good Morning Neighbor 
(KUMA, WCMI, WIBU, 
KPMC, WBRC, WROL) 
Good Morning Neighbors 

(KFPY, KGNC) 
Good Morning News 

(WMFF) 
Good Morning Review 

(WOV) 
Good Morning Rhythms 

(WDAE) 
Good Morning Sunshine 

(WBBC) 
Good Morning Time 

(WHO) 
Good Morning to You 

(KFAB, KFXR) 
Good Morning Tonight 

(KGO-KPO) 
Good Neighbor. The 

(WHP, WMBD) 
Good Neighbor Club. Dar- 

rell Martin's (WJAS) 
Good Neighbor League 

(CBS) 
Good Neighbor Parade 

(WWSW) 
Good Neighbor Program, 

Lordsburg (KGLU) 
Good Neighbor Programs 

(WHIO) 
Good Neighbors (CKLW, 

WNOX) 
Good Neighbors of Holly- 
wood (KMTR) 
Good News (KLPM, KGB) 
Good News! (WJW) 
Good News Bible Class Or- 
chestra (KRMD) 
Good News Half-Hour 
(WCLO) 

321 



Good News in Song 

(WMIN) 
Good News Magazine 

(KDKA) 
Good News of 1938 (WHN) 
Good News Program 

(KLPM) 
Good News Tunes (WIND) 
Good Old Days, The (KQW) 
Good Old Timers (WFAA, 

KABC) 
Good-Rees'ens (WHBF) 
Good Samaritan, The 

(WSB) 
Good Samaritan Club, The 

(KFEQ) 
Good Scouts of the Air 

(CJRC) 
Good Ship Prosperity 

(KGFJ) 
Good Ship Treasure Chest 

(WIS) 
Good Time Grab Bag 

(WTMV) 
Good Time Society 

(WENR) 
Good Will Ambassador 

(WHB, WJR) 
Good Will Ambassadors 

(WMBR) 
Good Will Band (KROC) 
Good Will Club (KOME) 
Goodwill Corner (KYA) 
Good Will Court (WMCA) 
Good Will Day Programs 

(NBC) 
Good Will Family (KWTO) 
Good Will Forum, The 

(WSPR) 
Good Will Half Hour 

(KFOR) 
Good Will Hour (WMCA) 
Good Will Industries 

(KOA) 
Good Will Mission of the 

Air (NBC) 
Good Will Program 

(WAVE) 
Good Will Union Programs 

(WINS) 
Goodwill Entertains 

(WGRC) 
Goodwill Hour, The Adams 

(WADC) 
Goodwill Tenor (WGRC) 
Goofies, The (CKCL) 
Goofs (WEED 
Goofus Club (KONO, 

WLVA [Property of Ger- 
ald Morgan]) 
Goofus Gang, The (WRVA) 
Goofv Club (WALA, 

WCOA) 
Goofv Tone Follies 

(KXBY) 
Goopy Geer (KMBC) 
Goose Creek Parson (CBS) 
Gopher Bulletin (WTCN) 
Goshen Hour (WTRC) 
Gospel Call, The (WEED) 
Gospel Duo (KGNF) 
Gosnel Fireside Hour 

(CJRC) 
GosoelHour (KVOA, 
KFUO, KHSL, WDEV) 



PROGRAM TITLES— Continued 



Gospel Hour, The Farmer- 
Stockman (WKY) 
Gospel Hymns (WOR) 
Gospel in Song (KFUO) 
Gospel Joy Bringers 

(CKCR) 
Gospel Jubilee Quartette 

(KRKD) 
Gospel Meditation (WHJB) 
Gospel Meditations 

(KROY) 
Gospel Melodies (WHBB, 

CKCR) 
Gospel Melody Hour, 

Byron's (WHEB) 
Gospel Mint (WEXL) 
Gospel Pianist (WMBR) 
Gospel Pianist, Your 

(WHIO) 
Gospel Rhythm Makers 

(WSPA) 
Gospel Singer, The 

(WBZ-A, WKY) 
Gospel Singer, The Holsum 

(KFPW) 
Gospel Singer, Pennsyl- 
vania's (WRAK) 
Gospel Singers (KFUO, 

WJAG, WCAP, WSAU, 

KGKL) 
Gospel Singers of Meade 

(Kans.), The (KGNO) 
Gospel Sunshine Hour 

(WTRC) 
Gospel Thought Hour 

(KGCX) 
Gospel Train, The (KRE) 
Gospel Trio, The (KVOD) 
Gospel Workers of Mary- 

ville (WROL) 
Gospelaire, The (WDEL) 
Gospelaires, The (WFTC) 
Gossip Behind the Micro- 
phone (CBS) 
Gossip from the Women's 

Corner (WSOC) 
GossiD of the Stars 

(WWJ)* 
Gossipers, The KMOX 

(KMOX) 
Gotham Gazette (CBS) 
Gotham Nights (WHN) 
Gotham String Quartet, 

The (WOR) 
Gotham Town (NBC) 
Gothamaires, The (CBS) 
Gothic Echoes (NBC) 
Government and Home 

(CBS) 
Government Club (NBC) 
Governor's Time, The 

(KIDO) 
Grab Bag (KDKA, KGNC, 

WTNJ, KFNF, KGO-KPO, 

KONO, CHWK, WRDW) 
Grab -Bag — Hugh Conover 

(WJSV) 
Grab Bag Program (KFNF) 
Grace and Eddie Albert 

(NBC) 
Grace Fresh (WCAO) 
Grace Notes (CBS) 
Grady Cole (WBT) 



Grady Cole's Alarm Clock 

(WBT) 
Grainbelters, Del Genthon's 

(CJRC) 
Gramophone Echoes 

(WSBT-WFAM) 
Grand Canyon Program 

(NBC) 
Grand Central Station 

(NBC) 
Grand Hotel (NBC) 
Grand Junction (WAPI) 
Grand Moments from Great 

Music (WOMT) 
Grand Ol' Opry (WSM) 
Grand Old Singin' Conven- 
tion, The (WBRC) 
Grand Ole "Finalie," The 

(WHBB) 
Grand Opera, American 

Radiator (NBC) 
Grand Opera Concert 

(CBS) 
Grand Opera Miniatures 

(CBS) 
Grand Piano Boys (CBS) 
Grand Piano Tunes 

(WMMN) 
Grand Prize Eurekas, The 

(NBC) 
Grand Prize Jubilee 

(KRLD) 
Grand Rapids Matinee 

(WEBC) 
Grand Slam Revue (KDKA) 
Grand Stand and Band 

Stand (WMCA) 
Grand Stand Manager 

(KMOX) 
Grande Soeur (CKAC) 
Grandfather's Clock 

(WWSW) 
Grandma and Betsv (WGL) 
Grandma Dances (CKCL) 
Grandma Goes Modern 

(WCAU) 
Grandma's Grammer 

(WHBQ) 
Grandma's Night Out 

(WMCA) 
Grandma's Night to Howl 

(WEST) 
Grandmother's Trunk 

(NBC) 
Grandpa and Snuggins 

(WCAU) 
Grandpa Burton (NBC) 
Grandoa Higgin's Githering 

(WJDX) 
Grandoa Reads the Funnies 

(KOIL) 
Grandpap and His Barn 

Dance (WSVA) 
Grandoa's Gramaphone 

(KONO) 
Grandstand, The (WKY) 
Grandstand Gossip 

(KXBY. WRDW) 
Granev's Sport Review 

(WJAY) 
Grange Hour. The (KFIO) 
Granges on Parade (KFIO) 
Grangeville Folks (WD AS) 
Granny Stubbins (CHAB) 

322 



Granny's Stories (CHRC) 
Grant Park Concerts 

(NBC) 
Grant Snooper, The 

(KBIX) 
Grasso Choral Group, The 

(WFLA) 
Great American Tourist 

(CBS) 
Great Americans (WBIL, 

WKRC) 
Great Artists (WCLE) 
Great Birthdays of History 

(WDRC) 
Great Cathedral Choir 

(KFAB)* 
Great Guns (KFD* 
Great Inventions (CKY) 
Great Lakes Revue (CBS) 
Great Lakes Spelling Bee 

(WJAY) 
Great Masters Come to 

Life, The (WSPD) 
Great Men and Great Mo- 
ments (WOKO) 
Great Men in Great Crises 

(KFUO) 
Great Moments in History 

(KGW-KEX) 
Great Moments in Science 

(NBC) 
Great Moments of History 

(NBC) 
Great Names in Washington 

History (WOL) 
Great Old Songs (KONO) 
Great Personalities (NBC) 
Great Plays (NBC) 
Great Scenes from the 

Opera (WQXR) 
Great Singers' Series 

(WQXR) 
Great Waltz (NBC) 
Great Western Chefs 

(WDAF) 
Great Works of Man 

(KWK) 
Greater Boston Higji School 

Radio News Service 

(WCOP) 
Greater Louisville En- 
semble (WAVE) 
Greater Louisville Hour 

(WHAS) 
Greater Manitoba (CJRC) 
Greater Vox Pop (KTRH)* 
Greatest Hymns in the 

Light of the Greatest 

Book (KFUO) 
Greatest Show on Earth, 

The (WLW) 
Greatest Story Ever Told 

(CBS) 
Greek Athenian (WMBC) 
Green Bag Revue (WLVA) 
Green Bottle Tavern 

(WSAI) 
Green Hornet, The 

(WXYZ) 
Green Joker, The (RRI) 
Green Lights to Health 

(WAAB) 
Green Mansions (KSFO) 
Green Mountain Boys 

(NBC) 



PROGRAM TITLES— Continued 



Green Mountain Time 

(WEBQ) 
Green Oil Revue (KPMC) 
Green Room (WBRB, 

CJRC) 
Green Room Echoes 

(WORD 
Green Valley Ranch Boys 

(CKMO) 
Greenfield Village Chapel 

(CBS) 
Greenfrog Rambles 

(KRMD) 
Greetings! And Good Read- 
ing! (WSPR) 
Greetings & Uncle Ezra 

(WLBZ) 
Greetings from Old Ken- 
tucky (WHAS) 
Greetings with Uncle Josh 

(WAGM) 
Grenadiers, The Grant 

(KDYL) 
Grey Velvet Moods 

(KMBC) 
Greyhound Gus (WDBO) 
Grid Gags (KTAT) 
Gridiron Echoes (WQAM) 
Gridiron Four (WCCO) 
Gridiron Glimpses 

(WHAS) 
Gridiron Guesses (KGB) 
Gridiron Matinee (WHAS) 
Gridiron Review (KGMB, 

WTMJ) 
Gridiron Smoker (WHN) 
Gridiron Special (WFAA) 
Grimshaw Concert Party, 

The (CFLC) 
Gringola (WIND) 
Grits and Gravy (KWKH) 
Grocery Clerks, The 

(KTAT) 
Grocery Puzzles (KGNC) 
Grouch Club (KFVD) 
Grouch Club Convention 

(KFWB) 
Grover Family (WCFL) 
Growin' Up (KFWB)* 
Grummits, The (NBC) 
Guard of Honor Amateur 

Hour (CJRC) 



Guard Your Health 

(WDWS) 
Guardians of the Highway 

(WHO) 
Guardsman's Chorus 

(WCCO) 
Guardsmen (KGO-KPO) 
Guess Again (CKBI, 

WHBF) 
Guess Artist (WCBS) 
Guess Contest (KWYO) 
Guess It (WTAD) 
Guess 'n Giggle (WCPO) 
Guess Night (WGES) 
Guess the Orchestra 

(WAAW, WCBS) 
Guess Time (KLS, WFBC, 

WBT) 
Guess What? (KLPM) 
Guess What Program 

(KGCX) 
Guess Where? (Mutual)* 
Guess Who? (CJCA, WKY, 

WTMJ, WWSW, KGNO, 

WDRC. WJBC) 
Guess Who'll Win (KORE) 
Guessing Games (KABR) 
Guest Artists, WTJS 

(WTJS) 
Guest Hour (WCFL) 
Guest Night (CFRN) 
Guest of the Evening 

(KGW-KEX) 
Guest Program (WQDM) 
Guest Stars (CJRC) 
Guide, Richmans' (KMTR) 
Guide to Happiness 

(WGAR) 
Guide to Health (WAPI) 
Guideposts to Living 

(WLW) 
Guiding Light, The (NBC) 
Guitars Strumming 

(CHRC) 
Gulf Coast Harmony 

Moments (WGCM) 
Gulf Stream Fishermen, 

The (WBRC) 
Gumdroo and Goober 

(KGBX) 
Gumps, The (CBS) 



Gun Smoke Law (NBC) 
Gunn's Sport Shots 

(WCSC) 
Gunsmoke Trail (KIRO) 
Gus Clark Review (WXYZ) 
Gus Edwards* School Days 

of the Air (KFWB) 
Gus Haenschen's Parade of 

Melody (NBC) 
Gus Van— the Keds Man 

(NBC) 
Guy Hedlund and His 

Playhouse (WTIC) 
Guy in the Gutter, The 

(KXBY) 
Guy Windrom Edits the 

News (WTJS) 
Gwen McCleary (IBS) 
Gwendolyn Farrell 

(WBIG) 
Gypsiana (KGO, KPO, 

WFBL) 
Gypsies, The (CHRC) 
Gypsies, The A & P (NBC) 
Gypsies of Hungary 

(WJAY) 
Gypsy Airs (WFIL) 
Gypsy Camp (CBS) 
Gypsy Caravan (CKCD) 
Gypsy Ensemble (WDRC) 
Gypsy Fiddles (KGO- 
KPO) 
Gypsy Jack and Tina 

(WOW) 
Gypsy Minstrels (CBS) 
Gypsy Moods (WHK, 

WRUF) 
Gypsy Music Makers 

(CBS) 
Gypsy Programs (NBC) 
Gypsy Revels (KYW) 
Gypsy Rhapsody (WAIR, 

WIND) 
Gypsy Serenade (CKAC, 

KGVO) 
Gypsy Serenaders 

(WHIO) 
Gypsy Stardust (KXBY) 
Gypsy Strings (KFPY) 
Gypsy Trail (WKOK) 
Gvosy Trails (KMTR, 

WHN) 



H 



Hacienda Fiesta, El 

(KYOS) 
Hacienda Melodies (NBC) 
Hadassah Programs (NBC) 
Hagan Family (WPHR) 
Hail Jacists (CHRC) 
Hail West Virginia 

(WMMN) 



Hair Stylist, The (KGKO) 
Hal Nichols and His Bad 

Pennies (KFOX) . 
Hal Nichols' School Kids 

(KFOX) 
Hal Thurston's Orchestra 

"(WEED) 
Hal Totten on Sports 

(NBC) 

323 



Hal Wants to Know 

(WIBU) 
Hal Warner, The Talent 

Scout (WDAS) 
Half and Half (CJRC) 
Half Century Club, The 

(WCMI) 
Half-Forgotten Americans 

(KHJ)* 



PROGRAM TITLES— Continued 



Half Hour Abroad, A 

(CJRM) 
Half Hour Fine Music, 

Jackson's (KLS) 
Half Hour for Men (NBC) 
Half Hour in Good Taste 

(KOAO* 
Half Hour in the Nation's 

Capitol (NBC) 
Half Hour in % Time 

(WOR)* 
Half Hour Organ Recitals 

(KFUO) 
Half Hour with My Bible 

(KMMJ) 
Half Hour with the Poets 

(WBZ-A) 
Half Past Eleven (WGY) 
Half Remembered Rhymes 

(WHAM) 
Half Ton of Rhythm 

(WPAY) 
Half -Way Today (KRSC) 
Half-Wit Hotel (WMBH) 
Hall of Fame (WTIC) 
Hall of Fame, The Con- 
necticut (WBRY) 
Hall of Fun, The (NBC) 
Hallelujah Hour (KHJ) 
Haller Harmonie Honeys 

(WJAS) 
Halligan Demitasse, The 

(WMT) 
Hall's Whos'it Hour (KFH) 
Ham 'n' Eggers (KROY) 
Ham 'n' Jam Session 

(WEMP) 
Hamilton Brown Sketch 

Book (NBC) 
Hamilton Harmony Chorus 

(WAPO) 
Hamilton Hour (WCPO) 
Hammerstein Music Hall 

(CBS) 
Hammond Harmonies 

(CKBI, WCBS) 
Hammond Shopper 

(WIND) 
Hammond Tunes in Black 

and White (KFBI) 
Hamond Hi Lites (KSOO) 
Hanakoa Hawaiians 

(CKTB) 
Hancock Ensemble (KHJ) 
Hand of Friendship 

(KMPC) 
Handball Hand-Book, 

The (WHBQ) 
Handicap Hour (WJW) 
Hands Across the Table 

(CFAR) 
Hands Up (WMBC) 
Handwriting Sherlock 

(KLZ) 
Handy Ads (KSUB, 

WMBH) 
Handy Man (KTSA, WEED 
Hangar Chats (KMPC) 
Hank and Herb (WHAM) 
Hank and His Guitar 

(KVGB) 
Hank & Homer (WBT) 
Hank & Martha (WDGY). 
Hank and Slim (WBT)* 



Hank Keene's Connecticut 

Hillbillies (WTIC) 
Hank Simmons Show Boat 

(CBS) 
Hank. The Hired Hand 

(WCOA) 
Hank, the Yodeling Ranger 

(CHNS) 
Hank's Hay Barn (KFEQ) 
Hans and Syd (WOV) 
mp & Sap, the Goofy Pair 

(WBT) 
Hap Tulliver (NBC) 
Happenings on Capitol Hill 

(WM1N) 
Happier Lives (WBZ-A) 
Happily Ever After 

(WFBR) 
Happiness Ahead (KMBC, 

KVOS) 
Happiness Boys (NBC) 
Happiness Circle (WMCA) 
Happiness Express 

(WTMV) 
Happiness Harbor 

(CKCW) 
Happiness 1 Herald (WTMV) 
Happiness Hour (WEBQ, 

WATR, WTMV) 
Happiness House (KABC, 

WXYZ, KXBY, WSGN) 
Happiness in Hobbies 

(WICA) 
Happiness Program 

(KASA) 
Happiness Review (WIND) 
Happiness Village (WBRB) 
Happy and His Accordion 

(KTUL) 
Happy Bachelors (CKWX) 
Happy Birthday to You 

(CKBI, WEED, KPAB) 
Happy Chappies (KMPC, 

IBS, KGFJ) 
Happy Days (WNBH) 
Happy Days in Dixie 

(WCKY) 
Happy Feet (WSUN) 
Happy Footmen, The 

(WSBT-WFAM) 
Happy Four, The (KVOL, 
Happy Gang, The (CRCY, 

WGBI) 
Happy-Go-Lucky Hour 

(KFRC, KHJ) 
Happy-Go-Lucky Time 

(WJJD) 
Happy Hal's Barn Dance 

(WMCA) 
Happy Half Hour (WDEV) 
Happy Hank (WGY, KTMS, 

WHO) 
Happy Harmonies (KMTR, 

WIND, WJJD, WJBO) 
Happy Harmonizers 

(KFXR) 
Happy Harmony Four 

(CFLC) 
Happy Hayseeds (KGDM) 
Happy Headaches (NBC) 
Happy Herb (KMOX) 
Happy Hitters, The 

(WBRC) 
Happy Hollow (KMBC) 

324 



Happy Hollow Barn Dance 

Varieties (KMBC) 
Happy Hollow Gang 

(WDGY) 
Happy Home Reporter 

(WBBM)* 
Happy Home Revue 

(WPHR) 
Happy Homemakers 

(KFVS) 
Happy Homemaking 

(WTIC) 
Happy Homes (KHJ) 
Happy Hopkins Family 

(KOA) 
Happy Hour, The (WBRC) 
Happy Hour, Whalen's 

(WVFW) 
Happy Hour Club (WMBC) 
Happy Hunters (KMOX) 
Happy Irving Kaufman 

(WHN) 
Happy Jack (WENR) 
Happy Jack and Sourpuss 

(WIBX) 
Happy Jack Kay 

(WMBC) 
Happy Jack Smith (WORD 
Happy Joe's Quiz (CKLW) 
Happy Johnny and His 

Radio Gang (WBAL) 
Happy Kitchen (KMBC) 
Happy Landing (CJCA) 
Happ^ Larry (WHKC) 
Happy Laundryman, The 

(WKY) 
Happy Mammy Jinny 

(KGER) 
Happy Miles (KFH) 
Happy Minstrel (CKTB) 
Happy Moments (WCBS) 
Har>pv Ranger, The 

(NYBS) 
Happy Rangers, The 

(WINS) 
Happy Repairmen (KYA) 
Happy Rhythm (WXYZ) 
Happy Sally (KGDE) 
Happy Scandinavians 

(WLTH) 
Happy Tho Married 

(WLTH) 
Happy Time, The Del 
Monte (KGO-KPO) 
Happy-Timers (KFRC) 
Happy Times (WLW) 
Happy Train (WMBD) 
Happy Tunes (KGO-KPO) 
Happy Vacation (WBBM) 
Happy Valley ( WC AU ) 
Happy Wonder Bakers 

(NBC) 
Happyland (KHSL) 
Happytime Hoedown 

(KYOS) 
Harbor Lights (CHNS, 

KGO-KPO) 
Harbor of Harmony 

(KGCX, KUOA) 
Harbor of Hope (KMPC) 
Harbor of Memories 

(KMPC) 
Harbor Nights (WOR) 
Harbour Lights (CHNS) 
Hardware Hints (KPDN) 



PROGRAM TITLES— Continued 



Hardwick Court (WLVA) 
Haring Sisters (KFIZ) 
Harlem and Heather 

(CHAB) 
Harlem Barn Dance 

(KWJJ) 
Harlem Family (WMCA, 

KRMD) 
Harlem Frolics (NBC) 
Harlem Harmonies 

(WRUF, KFPY) 
Harlem Prayer Meeting 

(WBNX) 
Harlem Review (KFVD) 
Harlem Revue (NBC) 
Harlem Rhythm (WIL) 
Harlem Serenade (CBS) 
Harlem Specialties (KFJZ) 
Harlem Swingsters 

(WAAW) 
Harlem Uproar House 

Orchestra (NYBS) 
Harlem Varieties (WMCA, 

WMBS) 
Harlemania (KWTO) 
Harmaniacs (WESG) 
Harmon E. Keyes (CFRN) 
Harmonaires (WKOK) 

>Harmoneers (WFAM, 
WBZ-A) 
Harmonettes (WDEV, 
WAAT) 
Harmonic Beats (KELO) 
Harmonica Rogues (KFIZ) 
Harmonies (WTJS) 
Harmonies and Contracts 
(CBS) 
Harmonies et Poemes 
(CJBR) 
Harmonium Harmonies 

(KYOS) 
Harmony and Discord 
(KGVO) 

r Harmony Boys (WDRC, 
WMBC) 
Harmony Coeds (KLPM) 
Harmony Cottage (WAAT) 
Harmony Court (KSL) 
Harmony Four (WRGA) 
Harmony Girls (WDRC) 
Harmony Hall (CJRC) 

(Harmony Halos (WWVA) 
Harmony Handicap 
(KGLO) 
Harmony Harbor (KGU) 
Harmonv Hawaiians 

(KGFJ) 
Harmony Highway 

(CJRC, KIRO) 
Harmony Highways 

(WKRC) 
Harmony Hi-Spots 

(WCFL) 
Harmony Hits (WNBF) 
Harmony Hodge Podge 

(KGVO) 
Harmony Hotel (WHB) 
Harmony House (KNX, 

WBZ-A) 
Harmonv in Homespun 

(KOVC) 
Harmony Isle (WEMP, 

KLS) 
Harmony Lane (KGO- 
KPO) 



Harmony Program 

(WHDF) 
Harmony Road (WBNX, 

WDNC) 
Harmony Sisters (WAGM) 
Harmony Trails (WFIL) 
Harmony Twins (KIUL, 

WGY) 
Harold Dana in Your Songs 

and His (KGO-KPO) 
Harp Old Timers (KGFF) 
Harpstrings (WTAM) 
Harriet Hans (KCKN) 
Harriette Holmes (WLVA) 
Harriman Says (WNBH) 
Harrison Jubilee Choir 

(WMCA) 
Harry T. Burleigh Singers 

(WPHR) 
Harry Cool and the Har- 
monettes (KMOX) 
Harry Horlick and His A & 

P Gypsies (NBC) 
Harry Kogen Orchestra 

(WENR) 
Hartford Entertains 

(WTHT) 
Hartford on the Air 

(WTIC) 
Hartford Public Schools 

Program (WDRC) 
Hartford School of the Air 

(WDRC) 
Hartford Speaks (WTHT) 
Hartt School of Music 

Program (WDRC) 
Harv and Esther (WABO* 
Harvest Harmonies 

(KYSM) 
Harvester Harmony 

(KGVO) 
Harvesters, The (WMBC, 

WKY) 
Harvey Hays (WMAQ) 
Haskin Questions (KFIZ) 
Hat Box (WCHS) 
Hatchery Boys (WAAW) 
Hats Off (WHBF) 
Haunted House (CBS) 
Haunting Harmonies 

(WLAW) 
Havana Bound (WLAC) 
Havana Nights (WHN) 
Have Women Made Good 

in Government (NBC) 
Have You a Job? (WATR) 
Have You Had Your Swing 

Today? (WSUN) 
Have You Heard? (KSL, 

WTAG, KVI, KOL, 

WGAV, WLAC) 
Have You Met—? 

(WSOC) 
Have You Read — ? 

(KVOE) 
Haven McQuarrie Pre- 
sents (NBC) 
Haven of Rest (KECA) 
Haverty's Swingtime 

(WCSC) 
Hawaii Bound (KHUB) 
Hawaii Calk (KGMB, 

.WIND) 
Hawaii Serenades (KGMB) 

325 



Hawaii — the Land of Make 

Believe (WDOD) 
Hawaiian Airs (WGH) 
Hawaiian Echoes (WRUF, 

WRGA, KRKO, WHIO, 

WJJD, KEPY, WAYX) 
Hawaiian Enchantment 

(CFJC) 
Hawaiian Harmonies 

(KABC, KFJZ, WLS) 
Hawaiian Holiday (CJCA) 
Hawaiian Hospitality 

(CJOR) 
Hawaiian Magic (WHBB) 
Hawaiian Melodies (KHSL) 
Hawaiian Memories 

(KLO) 
Hawaiian Moods (KLO) 
Hawaiian Moon (KNX)* 
Hawaiian Moon Casino 

(CBS) 
Hawaiian Paradise 

(KFRO) 
Hawaiian Revelers 

(WMCA) 
Hawaiian Reveries 

(KVOA) 
Hawaiian Serenade 

(WIND, KHQ) 
Hawaiian Serenade, The 

Heinz (KGMB) 
Hawaiian Serenaders 

(WRDW, WDBO) 
Hawaiian Shadows (CBS) 
Hawaiian Strings (WHEB) 
Hawaiian Sunsets (WSPA) 
Hawaiian Troubadors, The 

(WRR) 
Hawaiianeers (WROL) 
Hawaiians, The Hopele 

(CJRC) 
Hawaiians, The Kelvinator 

(WGY) 
Hawk, The (KGEZ, MacG) 
Hawthorne House (KGO- 
KPO) 
Hawtrey of the Mounted 

(WGY) 
Hay Balers (CKCR) 
Hay Ride, The (WBRC, 

WCPO) 
Hayden Planetarium Talk 

(WINS) 
Hayden's Noon-day Va- 
rieties (WOW) 
Hayloft, The (WFAS, 

WDNC) 
Hayloft Hi- Jinks (WEBQ) 
Hayloft Hoosiers (KTUL) 
Hayloft Jamboree (WAPI, 

WCAX, WSBT-WFAM) 
Haymans, The (WRVA) 
Hayride, The (WJRD) 
Hayriders (KFVS) 
Hazel and The Rhythm 

Rogues, with Guest 

(WSUN) 
Hazel Johnson's Memory 

Program (KFYR) 
He Owns One (WEBC) 
He. She and They (CBS) 
Headin' South (NBC) 
Headline Analyzer — 

William Winter (WBT) 



PROGRAM TITLES— Continued 



Headline Flashes (WTCN) 
Headline Heroes (WLW) 
Headline Highlights 

(KMOX, WGY) 
Headline Music (WIND) 
Headline News (KRSC, 

WGAR, WIRE, WJR) 
Headline of the Day, The 

(WTOC) 
Headline Parade (CHML) 
Headline Personalities 

(KERN, WSPR) 
Headline Quiz (WDNC) 
Headliner, The (WBBM) 
Headliners— 1937 (KOL) 
Headlines (KFNF, WGR) 
Headlines, The Hormel 

(MWR) 
Headlines, The KERN 

(KERN) 
Headlines, The KFNF 

(KFNF) 
Headlines, The KFRU 

(KFRU) 
Headlines, The Orange 

County (KVOE) 
Headlines, The WINS 

(WINS)* 
Headlines and Bylines 

(CBS) 
Headlines and Harmony 

(WIND) 
Headlines for the House- 
wives (WIP) 
Headlines for Tomorrow 

(WBNS) 
Headlines from Home 

(KFI, KECA) 
Headlines from the Past 

(WKY) 
Headlines in the Making 

(WBT) 
Headlines in the News 

(WHO, WPTF, WWVA) 
Headlines of Other Days 

(WGN, WTCN) 
Headlines of the Air (WIL) 
Headlines of the Hour 

(KEHE) 
Headlines of the Past 

(KFRC) 
Headlines of the Week 

(KMOX, WDAF, CJRC) 
Headlines of Yesterday 

(WBNS, KFOR, KOY, 

WICA) 
Headlines of Yesteryear 
. (WCKY) 
Headlines on Parade 

(WKBW, WEBR) 
Headlines on Review 

(WWL) 
Headlines on the March 

(WGH) 
Headlines Tonight 

(WSJS) 
^eads Up (KVOO) 
Healani of the South Seas 

(NBC) 
Health and Beauty (KTUL) 
Health and Happiness 

(WFLA, WARD) 
Health Club of the Air 

(WAVE) 



Health Express (KGA) 
Health Hunters (WGY) 
Health Parade, The 
(KGNC) 

Health Players, The Balti- 
more (WFBR) 
Health Reporters (CJRC) 
Health Review (CKY) 
Health Spot (WROL) 
Health Tales — Madeline 

Meredith (WSAZ) 
Health Talk (WFIZ) 
Health Talks (WSBT, 

CHRC) 
Health Talks by the Matron 

(CFCF) 
Health Winners (WHA) 
Healthcaster (WMCA) 
Hear, Hear! (WATR) 
Hear, Oh Israel (WSPR) 
Hearing America (WOR)* 
Hearing the Symphonies 

(CJIC) 
Heart and Hearth (KFUO) 
Heart and Home (KGO) 
Heart and Home Har- 
monies (CJRC) 
Heart Beats of Atlanta 

(WSB) 
Heart of Illinois News 

(WMBD) 
Heart of the News 

(WBBM)* 
Heart Song (WMBC) 
Heart Songs (CHNS, RRI, 

WAPI) 
Heart Strings Vibrant 

(KGNC) 
Heart Throb Behind the 

•Job, The (KIT) 
Heart Throbs (KFUO) 
Heart to Heart (KGB) 
Heart to Heart Club 

(WGN)* 
Heart to Heart Talk 

(KGCX) 
Heart to Heart with You 

(KFUO) 
Heartache Harbor (WKBW) 
Hearth and Home (KFUO, 

WMIN) 
Hearth and Home Hour 

(KBTM) 
Hearth Harmonies (KYOS) 
Hearts Adrift— The Friend- 
ship Mart (WCOP) 
Hearts in the Hills 

(WTMV) 
Hearts Up (WAGF) 
Heartstring Tugs (WSAI) 
Heat Wave (WISN) 
Heat Waves (WSAI) 
Heaven and Home Hour 

(WCBD) 
Heck's Bike Shop (KFOX) 
Hecklers Paradise (WHBQ) 
Hector Sage, State Cross- 
roads News Correspon- 
dent (WHDL) 
Heel Hugger Harmonies 

(NBC) 
Hegedus Directs (KFEQ) 
Heidelberg Grenadiers 
(KMAC) 

326 



Heidelberg Students 

(KTSA) 
Heinie and Carl (WOW) 
Heinie and His Grenadiers 

(WTMJ) 
Hektor — the Scotch Heat- 
ing Engineer (WADC) 
Held for Ransom (WOR)* 
Helen Hamilton (WDAF) 
Helen Hayes (NBC) 
Helen Jane Behike 

(WMAQ) 
Helen Nugent (WLW) 
Helen's Home (WBAP) 
Hellenic Catholic Hour, 

The New England 

(WORD 
Hellenic Dawn (WORD 
Hello Again (KOIN) 
Hello, America (KTHS) 
Hello from Hollywood 

(KRGV) 
Hello— From Yolo (KFBK) 
Hello Gang (WGRC) 
Hello, Hello, Sportsmen! 

(CKAC) 
Hello Hollywood (KFAO* 
Hello, Housewife (WFBR) 
Hello, Ladies! (KDYL) 
Hello Marie (WCFD* 
Hello, Michiana (WSBT- 

WFAM) 
Hello, Neighbor (WCAE, 

KABC, KFH) 
Hello, Ohio (WBNS) 
Hello, Peggy (WBS) 
Hello Sponsor (KABC) 
Hello, The North (CJCA) 
Hello, There (WCLE) 
Hello, World (KLZ) 
Hell's Kitchen (WMCA) 
Help the Needy (WMBR) 
Help Thy Neighbor (KHJ, 

WCHS) 
Help Your Neighbor 

(WSYR) 
Helpful Harry (CHRC) 
Helpful Harry's Household 

Hints (WBS, KGO-KPO) 
Helpful Hints (KGO-KPO) 
Helpful Hints Exchange 

(WTAG) 
Helping Hand, The 

(WMCA) 
Helpless Hal. the String 

Saver (WNBC) 
Hemenway's Headlines 

(KALB) 
Hemingways, The 

(WNAO* 
Hemlock Tree, The 

(KGW-KEX) 
Hemp ill Sisters (KRMD) 
Hencacklers (WPAY) 
Henning Sisters (KGFW) 
Henri and the Kids 

(WCSC) 
Henry and Jerome (WHB) 
Henry Burbig in Musical 

Varieties (NBC) 
Henry Busse and Orches- 
tra (NBC) 
Henry Ebner (KIDO) 
Henry Morgan's House 

Party (WNAC) 



PROGRAM TITLES— Continued 



Henry M. Neely — Garden 

Talk (NBC) 
Henry's Exchange (WLS) 
Her Honor, Nancy James 

(CBS) 
Her Majesty, the Musical 

Comedy (WSYR) 
Herald Headlines (WGCM) 
Herb Cook and Three 

Little Words (WHB) 
Herb Dana on Football 

(KGO-KPO) 
Herbert Claytor and Com- 
pany (WPHR) 
Here and There (KFUO, 

WHAM) 
Here and There Happen- 
ings (WVFW) 
Here and There in Music 

(KGVO) 
Here and There in Radio 

(KARK) 
Here and There in the 

Headlines (WOAI) 
Here and There in the 

News in North Iowa 

(KGLO) 
Here and There with Art 

and Glad (KXRO) 
Here Come the British 

(KONO) 
Here Comes the Band 

(WAVE, WCAX, WMIN) 
Here Comes the Bride 

(WFBM) 
Here Comes the Bunny 

(WQAM) 
Here, There, and Every- 
where (KTUL) 
Here's an Idea (WICA, 

WLNH) 
Here's Health (KFOR) 
Here's Luck (KTAT) 
Here's to Dancing (WHLB. 
Here's to You (KYOS) 
Here's to You — News 

(WBRC) 
Here's Your Party 

(WXYZ) 
Here's Your Weatherman 

(KXL) 
Herman and Banta (NBO 
Herman and Peggy KFVS) 
Hermit's Cave (WJR)* 
Hermosa Harmony (KIUP) 
Heroes and Patriots (NBC) 
Heroes Meet When (CBS) 
Heroes of Health (NBC) 
Heroes of History (WHA) 
Heroes of the Church 

(CBS) 
Heroes of Today (WJR) 
Heroes on Parade (WSPD) 
Herr Fritz (KFVS) 
Hershfleld's Laugh Parade 

(WMCA) 
Hessenbergers (NBC) 
Heure Exquise, La (CHRC) 
Heure Mauve, La (CBM) 
Heure Pilote (CHGB) 
Heure Populaire, La (CBF) 
Heure Provinciale (CKAC) 
Heward's Orchestra 
(CFLC) 



Hey, Mr. Motorist 

(WOWO, WGL) 
Hi-Boys (WGY) 
Hi-Grade Melodies 

(KMBC) 
Hi-Hatters (CBS) 
Hi-Hilarities (MacG) 
Hi-Jinks, The Franco 

(KFWB)* 
Hi Jinks in Strings 

(WWSW) 
Hi-Lights, The High 

School (KELA) 
Hi-Lites in the News 

(WEBQ) 
Hi, Neighbor (WJR, 

WSPA, WAIM, KLO, 

KTBS) 
Hi-Noon Varieties 

(KFAM) 
Hi Notes (KXL) 
Hi Perkins Barn Dance 

(WDAY) 
Hi-Plane Pilots, The 
(WRVA) 

Hi, Professor (WAVE) 
Hi-School Hi-Lights 

(WAVE) 
Hi-School Hour, The 

Albuquerque (KOB) 
Hi Sucker (KTSA) 
Hi There, Audience (WOR) 
Hi-Toots (KGHL, WTNJ) 
Hi «Y' All (WHBQ) 
Hick Ree Nuts (WGAR) 
Hickey and His Hickory 

Nuts (WWL) 
Hicks from the Sticks 

(KMO) 
Hickville Nuts (WSBT- 

WFAM) 
Hidden Taxes (KOIL) 
Hidden Treasures (KFUO) 
High and Low (IBS) 
High-Fidelity Concert 

(WQXR) 
High-Flyers, The (KFIZ, 

WTMJ) 
High Gear (CBS) 
High Jinx (KGA) 
High Lights of the Week's 

News in Review, The 

(WGTM) 
High Noon Heat Wave 

(WIND) 
High Noon Hi Jinks 

(WBAL) 
High Priests of Harmony 

(WGY) 
High Rock Jamboree 

(WFMD) 
High School Amateur Hour 

(WMCA) 
High Sch ool Amateur Pro- 
gram (WTAR) 
High School Days (WKY) 
High School Drama, The 

WTAG (WTAG) 
High School Football 

Forum (WNEW) 
High School Forum 

(WBRB, KSLM) 
High School High Lights 

(WAVE) 

327 



High School Honor Gradu- 
ates (WAVE) 
High School Hour (KGO- 
KPO, WFBM) 
High School News Re- 
porter (KVI) 
Highschool of the Air 

(WFIL) 
High School Opportunity 

Club (WMCA) 
High School Reporter 

(KVGB, WMCA, WIP) 
High School Reporter, Your 

(WCNW) 
High School Reporters 

(WGBI) 
High School Students 

Fountain Hour (WSAI) 
High School Students Solo 

Singing Contest (NBC) 
High School Varieties 

(WCAP) 
High Spots of the Week's 

News (WTAR) 
Higher Octanes (WBAP) 
Highland Park (KFVD) 
Highlander Hillbillies 

(KGVO) 
Highlight Program, The 

(WIBW) 
Highlighting Your Radio 

Day (WMBH) 
Highlights (CJRC, KIDW, 

CFRB) 
Highlights, The Hammond 

(KELO) 
Highlights and Harmonies 

(NBC) 
Highlights and Headlines 

(WRC) 
Highlights and Oddities in 

the News (WDRC) 
Highlights from Latin 

America (NBC) 
Highlights from the World 

of Sport (CJRM) 
Highlights in Civic Pride 

(WPHR) 
Highlights in Connecticut 

Sports (WDRC) 
Highlights in Headlines 

(CJCA) 
Highlights in Music (WRR) 
Highlights in the Headlines 

(WGRC) 
Highlights in the State 

Legislature (WMCA) 
Highlights in the World of 

Sport (WTOL) 
Highlights of Fashion 

(WCOP) 
Highlights of Sport 

(KMBC, WPHR, CJRC, 

NYBS, WIND) 
Highlights of Sport, Dave 

Pickards' (CHS J) 
Highlights of the Day's 

News (KFVS) 
Highlights of the Head- 
lines (WACO) 
Highlights of the News 

(WCHV) 
Highlights of the Week 

(KDYL) 



PROGRAM TITLES— Continued 



Highlites, The Fisk 

(WDNC) 
Highlites in the Spotlite 

(KFPY) 
Highlites of the School 

System (KIUL) 
Highroad of Adventure 

(NBC) 
Highway Birthdays (NBC) 
Highway of Melody 

(CKWX, CKCW) 
Highway Parade (WSAU) 
Highway Patrol, The 

(KLO) 
Highway Safety (WDRC) 
Highway Safety Clinic 

(WAAB)* 
Highways Above (WTOC) 
Highways and Speedways 

(WMCA) 
Highways of Rhythm 

(WISN) 
Highways to Happiness 

(KMPC) 
Highways to Health (CBS) 
Hiking Thru the British 

Isles (CFRN) 
Hilda King (WCAO) 
Hi-lighting the Headlines 

(WJIM) 
Hill & Dale (KOL) 
Hill Billie Flappers 

(KTUL) 
Hillbillies (KGO-KPO) 
Hill Billy Amateur Contest, 

The (WLVA) 
Hillbilly Band (WSPA) 
Hillbilly Boys (WBAP, 

WOAI) 
Hill Billy Follies of 1940 

(WCOA) 
Hill Billy Harmonies 

(WTJS) 
Hill Billy Harmony 

(KGVO) 
Hill Billy Heart Throbs 

(NBC) 
Hillbilly Highlights 

(WROL) 
Hill Billy Hi-Jinks 

(KFPY) 
Hillbilly Hilda (WICC) 
Hillbilly Hulabaloo 

(WCPO) 
Hillbilly Jamboree 

(KFRO, WLNH, WSGN) 
Hill Billy Plumber 

(WTMV) 
Hill Billy Ramblers 

(WDNC) 
Hill Billy Rell (KFBI) 
Hillbilly Roundup (KFRO) 
Hill-Billy Round-Up, The 

WCAX (WCAX) 
Hill Billy Swing Session, 

The (KTOK) 
Hill Billy Trail (WMFD) 
Hill Billy Tryouts (WLW) 
Hill Billy Twins (WMFD) 
Hillbilly Valley (CHWK, 

KRSC) 
Hill Country Harmonies 

(WELD 
Hills and Plains (WOAI) 



HiUs of Home (WRUF) 
Hilltop House (CBS) 
Hilltop Players (KOIL) 
Hill-Top Rambler (WDEL) 
Hilton Hints (KFVD) 
Hinky Dinks Program, The 

(WLVA) 
Hints for Ailing Houses 

(CBS) 
Hints for Travel & Pleasure 

(KFPW) 
Hints to Housewives 

(KGW, KEX) 
Hints to the Homemaker 

(KONO) 
Hiram Higsby and His 

Western Gang (KMBC) 
Hiram Higsby in Fun and 

Foolishness (KMBC) 
Hiram Horn's Store in 

Splintersville (KFEQ) 
Hiram, Zeke and Everlina 

(WSTP) 
Hired After Forty (NBC) 
Hired Hands, The (WCFL, 

KFAB, KYSM) 
Hired Hands, Webb's 

(KMMJ) 
Hired Help Skylark (WSB) 
His Father's Brother 

(WAIM) 
His Father's House (WLW) 
His Majesty, the Baby 

(KGNC, WDAY, WMBD, 

WBT, WHBF, WISN) 
Historic Headlines (WGN)* 
Historic Voices (WNYC) 
Historical Highlights 

(WTAG) 
Historical Sketches (KGO- 
KPO) 
Historical Survey of Eng- 
lish (WLAK) 
History Behind the Head- 
lines (CBS) 
History Book, The (WKBN) 
History Comes to Life 

(CKNX) 
History in Action (WHN, 

FTRD) 
History in the Headlines 

(WTIC) 
History in the Making 

(WBBM, KLZ) 
History in the News (WBT) 
History Is Made (WFBC) 
History Made Where You 

Live (WGY)* 
History of Art (CJRM) 
History of Medicine (NBC) 
History of the Near East 

(WILL) 
History Period (KFUO) 
History Repeating Itself 

(WHN) 
History Repeats Itself 

(CKCW) 
History Was Made Where 

You Live (WGY) 
Hit and Miss Revue 

(KRSC) 
Hit of the Day, The 

(CKSO, WHAM, WKZO, 

CKWX, WIP) 

328 



Hit Parade (WCBS) 

Hit Parade. The Amesbury 

(WLAW) 
Hit Parade, The Haverhill 

(WLAW) 
Hit Parade, The Newbury- 

port (WLAW) 
Hit Parade, The WLNH 

(WLNH) 
Hit Review, Burns' 

(WROL) 
Hit Revue (KFVS, KMTR, 

WSPD, KFEQ, KPLT, 

WIND) 
Hit-Tune-Parade, The 

ClinenVick (WEBQ) 
Hit Tune Parade, The 

Variety (WEBQ) 
Hit Tunes of the Week 

(WWVA) 
Hit Tunes on Parade 

(WAVE) 
Hit Wits (KEX) 
Hitch Hikers (NBC) 
Hitching Your Hobby 

(WMCA) 
Hits and Bits (KSOO, 

WATR, WMBD) 
Hits and Encores (CJRC, 

CKCL, WFBC, KXBY, 

WBS, CHS J) 
Hits and Headlines 

(WAAT, WJIM, CKTB) 
Hits by the Tea-Timers 

(WCHV) 
Hits for You (WSAU) 
Hits from Broadway 

(WGY) 
Hits from Hollywood 

(WHB, WAAW) 
Hits from Shows (WGY) 
Hits from the Operettas 

(WCAE) 
Hits from the Show 

(WBZ-A) 
Hits from the Shows 

(WGY) 
Hits from Today's Movies 

(WCAZ) 
Hits in Review (KTUL, 

MacG) 
Hits, Misses, and Hisses 

(KIRO) 
Hits of Phonograph Days 

(WCLO) 
Hits of the Day (KFXR, 

WDAS) 
Hits of the Gramaphone 

Days (WCLO) 
Hits of the Week 

(WBZ-A, WSAI, CKNX) 
Hits of the Weeks (CKNX) 
Hits of Today and Tomor- 
row (KTKC) 
Hits on Parade (KTUL) 
Hits — Runs — Errors 

(KCKN) 
Hits You're Humming 

(KROC, KFAM) 
Hitwits, The (KGW-KEX) 
Ho Hum (KFI) 
Ho Hum Club (WMBG) 
Hobbies (KDON) 



PROGRAM TITLES— Continued 



Hobbies, Everybody's 

(WNYC) 
Hobbies for the Larger 

Leisure (NBC) 
Hobbv Club (CHNS, 

WRUF) 
Hobby Club, Captain 

Budds' (KCMO) 
Hobby Club, The KLS 

(KLS) 
Hobby Club of the Air 
Hobby Corner (WDNC) 
Hobby Horses (CBL. CBY) 
Hobby House (WTIC, 

WHAM, KQW) 
Hobby Hunter (WPAY) 
Hobby Hunting (WBT) 
Hobby Lobby (KOBH, 

WOR) 
Hobby Man (WGY, KYA) 
Hobby Rider (WGY) 
Hobby Riders (WKBN) 
Hobnobbers, The (WHKC) 
Hobos of Harmony (KYOS) 
Hockey. Imperial Tobacco 

(CHNS) 
Hockey School of the Air, 

The (CBM) 
Hocum County Headlight, 

The (KVOD) 
Hodge Podge (WEXL, 

WTHT) 
Hodge Podge Lodge (KHJ, 

KFRC) 
Hodge Podge Serenade 

(KONO) 
Hodges Harmony Hawaii- 

ans (WCHV) 
Hoisington Revue (KVGB) 
Hold the Thone (WHBF) 
Hold the Press (WHN) 
Holiday Guide (CJRC) 
Holiday Hodge Podge 

(WOAI) 
Holiday Special, The 

(WPTF) 
Hollisters, The (WOR)* 
Hollyhock Lane (WOWO. 

WGL) 
Hollywood Adventures 

(WTMJ) 
Hollywood Answer Man 

(KPMC) 
Hollywood Barn Dance 

(KNX) 
Hollywood Boarding House 

(KFVD) 
Hollywood Bowl Concerts 

(KFI) 
Hollvwood Brevities 

(WJAS. CJRC) 
Hollywood Casting Hour 

Bureau (KMPC) 
Hollywood Charm Counsel- 
lor (KHJ) 
Hollywood Chatter Box 

(WTP, KANS) 
Hollywood Chatterbox, The 

(KFXR, KMTR) 
Hollywood CloseuDS 

(KFRU. WMBH) 
Hollywood Commentator — 

Radie Harris (WOR) 
Hollywood Extra on the 

Air (KFI) 



Hollywood Extras on the 

Air (KECA) 
Hollvwood Fanfares 

(KWSC) 
Hollywood Fashions 

(KSAL) 
Hollvwood Folio (WPG) 
Hollywood Girl (KXBY) 
Hollywood Gossip (KMTR, 

WMBC) 
Hollywood Gossip Club, 

Jimmie Hall's (WKY) 
Hollywood Guild (CBS) 
Hollywood Hams (KNX)* 
Hollywood Headlights on 

the Air (WSMK) 
Hollvwood Headlines 

(CKCW) 
Hollvwood High Hatters 

(WMAQ, WENR) 
Hollywood Highlights 

(WFBM. WNBH, WCHS. 

WHN, WXYZ) 
Hollvwood Highlites 

(KFOR) 
Hollvwood Highspots 

(WTMV) 
Hollywood Hilites (WFMD) 
Hollvwood Hillybilly 

(WFTC) 
Hollywood Hits (WRGA) 
Hollywood Hotel (CBS) 
Hollvwood Impressions 

(KTUL, WEBR, WBEN, 

MacG) 
Hollvwood in Person 

(KFI)* 
Hollvwood Lowdown 

(WDRC. WFBM) 
Hollvwood Mardi Gras 

(NBC) 
Hollvwood Matinee 

(KFWB. WISN) 
Hollvwood Melody Shop 

(KNX) 
Hollvwood Milkman 

(KTS A ) 
Hollvwood News (KHSL) 
Hollywoo d Ne ws and Pre- 
views (WFBC) 
Hollvwood News Flashes 

(KGW-KEX) 
Hollywood Newsboy (CBS) 
Hollvwood News Girl. Your 

(Mutual)* 
Hollvwood Newsletter 

(KGLO) 
Hollvwood Newsreel 

(CRS) 
Hollvwood Nights (NBC) 
Hollvwood on Parade 

(KFOR. WBS) 
Hollvwood on the Air 

rKOBH. WFBC) 
Hollywood Parade (WISX. 

WMBS. WTOC) 
Hollvwood Playhouse 

(NBC) 
Hollvwood Premieres 

(NBC) 
Hollvwood Question Box 

fKEHE) 
Hollvwood Reoorter 

(WSAI. WTL. KGO- 

KPO. KTUL. KSFO) 

329 



Hollvwood Reporter, Your 

(WWVA) 
Hollywood Review, Carol 

Carson's (KVOR) 
Hollywood Revue (WJAY) 
Hollywood Room Recipes 

(WOR)* 
Hollywood Roundup 

(KFIZ) 
Hollvwood Scrap Book 

(KEHE) 
Hollywood Screenscoops 

(CBS) 
Hollywood Serenade 

(KHJ) 
Hollywood Showcase 

(KNX) 
Hollywood Show Shopper, 

The (WWSW) 
H ollyw ood Speaks «,KECA, 

WWSW) 
Hollywood Sports Camera 

(KFWB) 
Hollywood Stand-in (KNX) 
Hollywood Star Dust 

(WCOP)* 
Hollywood Talent Parade 

(KFI)* 
Hollywood Taxi (KNX) 
Hollywood Varieties 

(KGO-KPO. WMCA) 
Hollywood Whispers 

(KHJ) 
Holy Mountains (KFUO) 
Home and Style Forum 

(KYA) 
Home Beautifier (WQAM) 
Home Beautiful (WJEJ, 

WMCA, WSAR. KLO. 

CKLW. WLNH, CFRB, 

WWSW) 
Home Beautiful Hour, The 

(KTAR) 
Home Builders. The (KSL) 
Home Builders Clinic 

(KMPC) 
Home Builders Hour 

(WCOA) 
Home Bureau Monday 

Morning Program 

(WSPR) 
Home Coming Hour, The 

(KALE) 
Home Counsellor (WISN) 
Home Decorating (CBS) 
Home Decoration (WFAS) 
Home Decorator, The 

(WEBQ) 
Home Demonstrator, The 

(KGEZ) 
Home Economics Talk 

(NBC) 
Home Economies (WJR) 
Home Economist — Ann 

Russell (KVOR) 
Home Economist and 

Stylist — Mary Lang 

(KGGM) 
Home Efficiency (CBS) 
Home Folks (MacG. 

WOAI, WFAA. WSAU, 

WHO. WTBC, CKCA) 
Home Folks Counsellor 
(WKY) 



PROGRAM TITLES— Continued 



Home Folks Farm Frolic, 

The (WPAY) 
Home Folks' Frolic, The 

(WPHR) 
Home Folks Hour (KMOX, 

WBBM, WCBS, WLVA) 
Home Folks Hymn Hour 

(KGAR, WDZ, KTUC) 
Home Folks Jamboree 

(WHAS) 
Home Folks Program 

(WSVA) 
Home Folks Rhythm Hour 

(WDZ) 
Home for You, A (WEBC) 
Home Forum, The 

(CFCY, KFJB, WHIO, 

KGNO) 
Home Forum, The KDKA 

(KDKA) 
Home Forum Cooking 

School (WBZ-A) 
Home Harmonies (NBC) 
Home Harmonizers 

(WTMJ) 
Home Helpers (CKCL) 
Home Hour (WCSH, 

WJAX, KGGF, WPG) 
Home Hour, The Alden 

(WFAS) 
Home Hour, The WBIG 

(WBIG) 
Home Hour, The WSFA 

(WSFA) 
Home Idea Shop (WSYR) 
Home Institute (KGW- 

KEX, KTUL) 
Home Lover's Chat 

(WSOC) 
Home Lovers' Corner 

(KTHS) 
Home Lovers' Program 

(CJRM) 
Home Makers' Chat 

(KGFW) 
Home Makers Program — 

Kaye Scott (WHBB) 
Home Making in the School 

and Community (KTFI) 
Home Making Neighbors 

(WHBF) 
Home Management (WGN) 
Home Missionaries, The 

(KGKB) 
Home Music Lessons 

(NBC) 
Home on the Range 

(WMFG, KGU, WPEN) 
Home Period (KFUO) 
Home Philosopher 

(WBRB) 
Home Planning Series 

(NBC) 
Home Rejuvenation Clinic 

(KTSA) 
Home Scenes (WHDF) 
Home Service (KFVS) 
Home Service Bureau 

(KHQ) 
Home Service Director 

(WSGN) 
Home Service Hour 

(KCKN) 



Home Service Program 

(KSL) 
Home Songs (WFMD) 
Home Speaks, The 

(WNEW) 
Home Spun Songs, Old and 

New (WLNH) 
Home Stylist (WCFL) 
Home, Sweet, Home 

(KFJZ, WSAU, WHJB, 

WJAX, WHB, KFVS, 

KGEZ, KOA) 
Home Symphony, The NBC 

(NBC) 
Home Time (WWVA) 
Home Time Tunes (KPMC) 
Home Town (WLS) 
Home Town Assignment 

(WHEB) 
Home Town Band, The 

(WFAA) 
Home Town Boys (WOR)* 
Home Town Boys, The 

(CJCA) 
Home Town Editor 

(WBAL, KTSA) 
Home Town Forum 

(WBRB) 
Home Town Interviews 

(WBRB) 
Home Town News (KEHE) 
Home Town Newspaper 

(WKZO) 
Home Towners, The (NBC) 
Home Treasures (KFBB) 
Home with Aunt Jane 

(WINS) 
Home with Jean Holmes 

(WINS) 
Home with the Housewife, 

At (WJIM) 
Homecraft Hour (WTHT) 
Homecraft Theatre, The 

(CJRC) 
Homehelper, The (KDYL) 
Homeland Hour (WBNX) 
Homely Philosopher 

(KFVS, KWKH) 
Homemade Rhythm (CBS) 
Homemaker (KMOX, 

KGB) 
Homemakers (WESG, 

KVRS, WCKY) 
Homemakers' Chats 

(WBZ-A) 
Homemakers' Chit-Chat 

(KHSL) 
Homemaker's Club (KOL) 
Homemaker's Club of the 

Air (WOW) 
Homemakers' Exchange 

(CBS) 
Homemakers' Forum 

(WJIM) 
Homemakers' Guild, The 

(WWRL, WCAP) 
Homemakers' Half Hour 

(WOI) 
Homemaker's Hour (KLZ, 

WLS, WOPI) 
Homemakers, Ltd. (KTAT) 
Homemaker's Notebook 

(WTCN) 

330 



Homemakers of the Air 

(WHN) 
Homemaker's Ork (WAAT) 
Homemakers' Pay Days 

(WJBC) 
Homemakers' Program 

(WCOL) 
Home-Makers' Studio 

(WTMJ) 
Homemaking (WBBC) 
Homemaking Neighbors 

(WHBF) 
Homer and Happy (WJEJ) 
Homespun (WROK, KMO) 
Homespun David and His 

Sons (KCKN) 
Homespun Harmonies 

(WRUF) 
Homespun Philosopher 

(WMBR) 
Homespun Philosophy 

(WAGM) 
Homespun Poet, The 

(WFBR) 
Homespun Religion 

(WJBC) 
Homespun Verse (WSBT- 

WFAM) 
Homespun Views on Cur- 
rent News (KFAB) 
Homestead Harmonies 

(WFMD) 
Homesteaders (KIUL) 
Hometown (NBC) 
Hometown Dramas 

(WCCO) 
Hometown Headlines 

(KMBC) 
Hometown Heroes (KTHS) 
Hometown Memories 

(WLS) 
Hometown Minstrels 

(KFH) 
Hometown News, The 

(KFAB) 
Hometown Newspaper 

(KTUL) 
Hometown Philosopher 

(WCAO, WFBR) 
Hometown Reporter 

(WDAY) 
Hometown Sidewalk 

(WPTF) 
Hometown Sketches (RRI) 
Homeways to Happiness 

(WAPI) 
Homey Philosopher 

(WQDM, KWLK) 
Homicide Squad (KGW- 

KEX) 
Honey and Bill (WEAU, 

WDAF) 
Honey Gal (WHBF) 
Honey Hollow Moun- 
taineers (WFAS) 
Honeybov and Sassafras 

(WOAI) 
Honeymead Stockmen 

(WHO) 
Honeymoon Previews 

(WMC) 
Honeymoon Travels Into 

the World of Music 

(WWL) 
Honeymooners, The (NBC) 



PROGRAM TITLES— Continued 



Honk Tonk Revue (KTAT) 
Honky-tonk Review 

(KTSA) 
Honolulu Bound (CBS) 
Honolulu Messengers 

(WELL) 
Honolulu Strollers (WBT) 
Honolulu Swing Aces 

(WBIG) 
Honolulu Troopers 

(WFTC) 
Honoluluans (CBS) 
Honor the Law (RRI) 
Hook, Line and Sinker 

(WBT) 
Hoopin' Holler Dude Ranch 

(KFPY) 
Hoosier Boy (WGRC) 
Hoosier Editor (CBS) 
Hoosier Hop (CBS) 
Hoosier Housewarming 

(WLW)* 
Hoosier News Review 

(WIRE) 
Hoosier Observer (WIND) 
Hoosier Philosopher 

(WAAF) 
Hoosier Schoolmaster, The 

(WBAA) 
Hoosier Town Hall 

(WBAA) 
Hoot Mon (KLO) 
Hoot Owl Frolic (WOAI) 
Hop, Skip and Jump 

(KFRU) 
Hope Alden's Romance 

(KBIX) 
Hora Estrellia (KONO) 
Hora Portuguesa (WORD 
Horace Heidt and His Brig- 
adiers (NBC) 
Horas Felices (WDAE) 
Horicon Handshake, The 

(WIBU) 
Horror Parade, The 

(WSYR) 
Horroscope, The (WPG) 
Horse and Buggy Days 

(NBC) 
Horse-Car Harmonies 

(WIP) 
Horse Dealer, The (WDEV) 
Horse d'Oeuvres (CKCL) 
Horse Sense Philosopher 

(CRS) 
Horse Sense Philosophy 

(WGY) 
Horse Talks (WGES) 
Horton Radio Bridge Party 

(WCSC) 
Horton Rhyme Time 

(WQAM) 
Hoskins Family, The 

(KASA) 
Hospital Broadcast, The 

Miami Valley (WHIO) 
Ho spita l Highlights 

(WTMV) 
Hospital Register (WMBH) 
Hospital Reports (WJAG) 
Hospital Roses (KOVC) 
Hospitality House (KLZ) 
Hospitality Time (WMC) 



Hostess Counsel Program 

(CBS) 
Hostess Hour (KMBC) 
Hostess Hour, The Moxie 

(NBC) 
Hostess of the Air (WBBC, 

WCAP) 
Hosts of the Air, Frazers' 

(KGNO) 
Hot Cake Headlines (KOH) 
Hot Club, The— Ted 

Locke (WORD 
Hot Dates in History 

(WBS) 
Hot Dates in Music (WJR)* 
Hot from Hollywood (CBS) 
Hot Off the Press (KONO) 
Hot Peppers (WOWO)* 
Hot Record Club of Wor- 
cester (WTAG) 
Hot Shots (KDB) 
Hot Spell (WFAM) 
Hot Spot Revue (CKCL) 
Hot Stove League (KMOX, 

CKCL, WHAM, KELD, 

KOIN. KTUL. WTAD) 
Hot Stove League of the 

Air (WIP) 
Hot Stove Musicale 

(WSAI) 
Hot Stuff Boys (WNOX) 
Hot Town (WSAZ) 
Hotcake Headlines (KOH) 
Hotel Fantasy (KYA) 
Hotel KoKo (WBRY) 
Hotel Ko-Ko Head 

(WBRY) 
Hots and Headlines 

(WGAR) 
Hotshot Varieties (KIDW) 
Hour Glass, The (WPRO, 

WEED 
Hour Glass, Hanley's 

(WEED 
Hour of Champions (WHN) 
Hour of Charm (NBC) 
Hour of Cheer (WTIC, 

WICC) 
Hour of Comfort (WSAI) 
Hour of Drama (WHA) 
Hour of Dreams, The 

(KTOK. WXYZ) 
Hour of Evensong, The 

(WGN) 
Hour of Friendship 

(WCFD 
Hour of Gold, The (CKCW) 
Hour of Good Cheer 

(CHSJ) 
Hour of Hope (WNEW) 
Hour of Living Art 

(WFAS) 
Hour of Meditation 

(KRLD) 
Hour of Memories 

(WMAQ) 
Hour of Peace (WLBC) 
Hour of Prayer (KSFO) 
Hour of Relaxation, The 

(KGKL) 
Hour of Remembrance 

(KSLM) 

331 



Hour of Repose, The 

(CHRC, WJDX) 
Hour of Romance (KSFO) 
Hour of Smiles (KFJB, 

WHO) 
Hour of the Nations 

(WINS, NYBS) 
Hour of Worship (WGAR) 
Hour of Youth (WBNX) 
Hour That Is Worth While, 

The (KFBI) 
Hour, The Ideal Fuel 

(KUOA) 
Hour, The Royal Gelatin 

(NBC) 
Hour with Shakespeare 

(NBC) 
Hour with Sigmund Rom- 
berg, An (NBC) 
Hour with the Masters 

(WRUF) 
Hours Ahead, The (KGLO) 
Hours of Great Music 

(KWSC) 
House & Home Hour 

(WWNC) 
House Beautiful (WFBM, 

WHB) 
House Beside the Road 

(WABO* 
House by the Side of the 

Road. The (WWL, 

WCBA-WSAN, WROK, 

KOMA) 
House Detective, The 

(NBC) 
House Divided (WABO* 
House-Friend, The 

(WBBC) 
House in the Stars (KGB) 
House of a Thousand Eyes 

(WBS) 
House of Dreams (WBZ-A, 

WKBN) 
House of Friendship, The 

(WSJS) 
House of Glass (WJZ)* 
House of Happiness 

(WFAA. WWVA, WMC) 
House of Harmony (KRE. 

KFBB) 
House of Knowledge, The 

(CFCY) 
House of Melody. The 

(KGO-KPO, KDYL) 
House of Music (WHBF, 

WMC A) 
House of Peter MacGregor 

(MacG. KGEZ) 
House of Reflections 

(CFCF) 
House of Song (WAVE) 
House of the Dead (KOD 
House of the Philosopher, 

The (WLAC) 
House of Treasure (KGB) 
House on the Hill (CBS) 
House Party (WW J. WGY) 
House Party, Ed East's 

(WHN)* 
House Party. The Colgate 

(NBC) 
House Party, The WHIO 

(WHIO) 



PROGRAM TITLES— Continued 



House Party, The Y.M.C.A. 

(WHIO) 
House That Jack Built 

(WNAC, KSL) 
House That Jack and Jill 

Built, The (KXRO) 
House Undivided (KHJ) 
Houseboat Hannah (WBS) 
Household Chats (WDAF, 

WGY) 
Household Club (WHB. 

KSD) 
Household Commentator 

(WAVE) 
Household Harmony 

(KROC) 
Household Helpers (WFDF) 
Household Hints (WMCA) 
Household Hour (WCKY) 
Household Magazine of the 

Air (WHEB) 
Household Music Box 

(WCAU)* 
Householders' Guide 

(WNAC) 
Housekeepers Club of the 

Air (KAWM) 
Housemakers' Program 

(WHA) 
House warming (KFRC) 
Housewife's Scrapbook 

(KFXR) 
Housewives' Chit Chat 

(KHSL) 
Housewives Friendly Serv- 
ice (WELD 
Housewives' Half Hour 

(KSAC) 
Housewives' Hour (WFAS) 
Housewives' Matinee 

(WFBR) 
Housewives Prom (WHN) 

Exchange (WJAR) 
Housewives' Radio 
Housewives' Serenade 

(WRUF, WIBU) 
How About It? (WHN, 

WOR) 
How About Music? 

(WORD 
How Are You? (CFRN) 
How Can We Stay Out of 

War? (CBS) 
How Did You Meet Your 

Husband? (WKY) 
How Do You Say It? 

(WACO) 
How He Lied to Her Hus- 
band (NBC) 
How I Met My Better Half 

(KRLD) 
How Programs Begin 

(WTJS) 
How Smart Are You? 

(WQAM) 
How Songs Were Born 

(WHN)* 
How the Other Half Lives 

(WKY) 
How to Be a Detective 

(KECA) 
How to Be Charming 
(NBC) 



How to Get a Job (KTUL, 

CJRC) 
How to Get the Most Out 

of Life (CBS) 
How to Hold a Husband 

(WMCA) 
How to Know Your Child 

(NBC) 
How to Live (WBBC) 
How to Open a Shop 

(NBC) 
How to Speak in Public 

(CJRC) 
How, When and Where to 
Go in and Around Albu- 
querque (KOB) 
How Will You Vote? 

(WHIO) 
How Would You Say It? 
How Your Federal Govern- 
ment Operates (WTIC) 
Howard Dandies (WMCA) 
Howard Ely at the Organ 

(KMBC) 
Howard Hale's Musical 

Snowflakes (WKY) 
Howard Lanin's Swing 

Kings (WFIL) 
Howdy, Judge (WSM) 
Howdy, Neighbor (KFAB, 

WCMI) 
Howdy, Neighbors 

(WMBO, KWOS, WMMN, 
WSAZ, WDZ) 
Howie Wing (CBS) 
How's Business? (.WJR) 
How's the Weather 

(KROC) 
How's Your English? 

(WOMI) 
How's Your Memory? 

(WHBQ) 
Hub City Herald (KVOD) 
Huffman Harmonies (KLZ) 
Hugh Cross and His Radio 

Pals (WLW) 
Hughesreels (KGEZ, 

MacG) 
Hula Moon (KGU) 
Hum and Strum Boys 

(WGY) 
Human Distortions 

(WLBC) 
Human Engineer, The 

(WCFL) 
Human Interest (KIDW) 
Human Nature (NBC) 
Human Relations Forum 

(CBS) 
Human Side of Art 

(KCLW) 
Human Side of Banking 

(WDNC) 
Human Side of Life, The 

(WSAI) 
Human Side of Music, The 

(WJAY, WBS) 
Human Side of Poetry 

(CKCO) 
Human Side of Science 

(KSRO) 
Human Side of the News, 
The (NBC) 

332 



Human Side of Uncle Sam, 

The (WLW) 
Human Touch, The 

(KXBY) 
Human Understanding 

(KFI) 
Human Values (WKBW) 
Humanitarian Hour 

(WBEN, WHO) 
Humber Lugs (KYOS) 
Humdingers (CBL) 
Humming Bird (WELL) 
Humor in the News 

(CKTB) 
Humorous Side of the 

News (WTCN, WJSV) 
Humorous Squibs, The 

(KMA) 
Humour & Serieux 

(CKCV) 
Humpty Dumpty Animal 

Circus (WHKC) 
Hungarian Brass Band 

Concerts (WAWZ) 
Hungarian Hour (WTMV) 
Hungarian News (WTNJ) 
Hungarian Romance 

(WGES) 
Hunting Valley Club 

(WGAR)* 
Hurdy Gurdy Man 

(WGRC) 
Hurricane Jones (WHN) 
Hurricanes and Earth- 
quakes (NBC) 
Hurry-Uppers (KOIL) 
Husbands and Wives 

(WOR) 
Huskin' Bee, The (KTUL) 
Husky Hall of Fame 

(KOL) 
Hutton Corners (WHKC) 
Hyacinths and Home-mak- 
ing (WHBF) 
Hyland Echoes (KFXD) 
Hymn Book, The (WBNX, 

WRR, WCAZ) 
Hymn Book of Melody 

(KYOS) 
Hymn Harmony (WAPI) 
Hymn of the Day (KRLD) 
Hymn Singer, The 

(WDAY) 
Hymn Singing Time 

(WDNC) 
Hymn Singin' Time 

(WPTF) 
Hymn Talks (KFUO) 
Hymn Time (KROY, 

WGRC WMBD,' WTJS, 

WAIM,' WGAU, WPIC) 
Hymn Time at Aunt Mary's 

(WMFD) 
Hymn Time with the Nelson 

Sisters (WEBC) 
Hymner, The (KHUB) 
Hymnfest (KIDW) 
Hymnology (WBNX) 
Hymns and Music (KOVC) 
Hymns and Their History 

(WHIO) 
Hymns at Twilight (CHLT) 
Hymns by Charles Lee 
(WDOD) 



PROGRAM TITLES— Continued 



Hymns of All Churches 

(NBC) 
Hymns of Cheer (WOW) 
Hymns of Memory (CKCD, 

WMBD) 



Hymns of the Churches 

(KFXD) 
Hymns of the Morning 

(WMBR) 



Hymns of "We Americans' 

(WCLE) 
Hymns You Love (WGH) 
Hysterical History (WHO, 

WKY) 



I 



I. Q. Bee (KTAT) 

I. Q. Kollege (KANS) 

I. Q. Program, The McCut- 

cheon (WSUN) 
I Am Not a Candidate 

(WCOP) 
I Bring a Love Song 

(CFCJ) 
I Bring a Song (KGFF) 
I Cover Monterey (KDON) 
I Cover the World (CKMO) 
I Hate Women (WNEW) 
I Hear America Singing 

(WQXR) 
I Knew Him When (KMO) 
I Like Music (WLW) 
I Love a Mystery (NBC) 
I Love You from Coast to 

Coast (NBC) 
I Made the Front Page 

(WINS)* 
I Need a Job (WCOL, 

WGN) 
I Never Knew (WNAX) 
I Only Heard (KAWM) 
I Pay for My Seat (KHJ) 
I Wanna Be An Announcer 

(WBRC) 
I Want a Divorce (KPO) 
I Want a Job (WMCA, 

KOB, KVWC, WBRC, 

WD AY, WGES, WW J) 
I Want a Policeman 

(KMPC) 
I Want to Get Married 

(WCFL) 
I Want Work (WISN, 

WROK) 
I Wanta Be an Announcer 

(WMBH) 
Ice Carnival (WHB) 
Ice Cream Sing (KLO) 
Ice Worms, The (KFQD) 
Icelandic Luthern Synod 

(CJRC) 
Ici l'On Chante (CRCK) 
Idea Exchange (WHN) 
Ideal Waltz Time (WOAD* 
Ideas That Came True 

(NBC) 
Idle Fingus (KFH) 
Idle Hour, The (WSBT- 

WFAM) 
Idle Jesters (WHB) 
Idle Thoughts (WOR) 
Idol of Millions (JVG) 



Idyl of the Eagle (KABC) 
Idylls of Drama (WOR)* 
Idylls of the King (KSFO) 
If I Had My Way (WMBG) 
If I Had the Chance (NBC) 
If I Were You — with Lady 

Lillian (WORD 
Igmus and Intellic 

(WBZ-A) 
Ike and George (WGY)* 
Ike and Mike, The Katz 

Boys (WDAF) 
II Tenore Del Bel Canto 

(WOV) 
I'll Ask You (WLVA) 
I'll Never Forget (WRC) 
I'll Sing You a Song (WBT) 
I'll Swap You (WICA) 
I'll Take Rhythm (WCBS) 
Illene Trio, The (WDWS) 
Illinois and Its Mineral Re- 
sources (WILL) 
Illustrations in Ivory 

(WCAM) 
Illustrious Pen Woman 

(WTAG) 
I'm Asking You! (KFSD) 
Imaginary Theatre (WLTH) 
Imagination (KOL) 
Immortal Dramas 

(WMAQ)* 
Immortal Dreams (NBC) 
Immortal Melodies (WJR, 

CJRC) 
Immortals of Italy (WOV) 
Immortals of Science 

(KMPC, KFRC) 
Imperial, The (KGEZ) 
Imperials, The (CKSO) 
Imperial Hawaiians (CBS) 
Imperial Interlude (KTUL) 
Imperial Serenaders 

(WRDW) 
Imperial Singers (KOL) 
Impersonation Contest 

(WKOK) 
Impressions (WOR, WIND) 
Impressions of the Ameri- 
can Wastelands (KGO- 

KPO) 
Impressions on Wax 

(WAAT) 
Impromptu (KFWB) 
Impromptu Interviews 

(KFYR) 

333 



Impromptu Serenade 

(WIOD) 
Improvisation (WCLE) 
Improvisations (WIBX) 
In a Beer Garden (WJZ)* 
In a Cathedral (WWSW, 

WMMN) 
In a Clock Store (WBNX) 
In a Concert Hall (WOMT) 
In a Cozy Corner (WBNX) 
In a Dancing Mood 

(WCHS, KABC) 
In a French Cafe (KGO- 

KPO) 
In a Little Spanish Town 

(WBZ-A) 
In a Mist (NBC) 
In a Rathskeller (WBBC) 
In a Rhythmood (CKCW) 
In a Romantic Mood 

(CBL) 
In a Sentimental Mood 

(CKCL) 
In a Spanish Cafe 

(WBZ-A) 
In a Spanish Village 

(WFAA) 
In a Tea Room (KDKA) 
In a Troubled World 

(WATR) 
In Between Times (KSL) 
In Concert Hall (KIUP) 
In Days of Old (WSB) 
In Deutscher Sprache 

(WHA) 
In Grandmother's Day 

(KFPY) 
In His Service (CKTB) 
In-Laws (KFAC, KHJ)* 
In Martial Mood (WSPA) 
In Melodious Mood 

(KGVO) 
In Memory's Garden 

(WHK) 
In Movieland (UP) 
In My Solitude (KRKD) 
In Old Bohemia (WGAR) 
In Old Brazil (KGO-KPO) 
In Old Heidelberg 

(WBZ-A, KHUB) 
In Old Vienna (WIP, 

CJRC, WSM) 
In Our Music Room 

(WBZ-A) 
In Palestine (KFUO) 
In Peaceful Valley (WJR) 



PROGRAM TITLES— Continued 



In Radioland with the 

Shut-ins (WSB) 
In Recital (CJCA, CKX) 
In Remembrance Program 

(KGHI) 
In Shadowland (WJR) 
In That Sentimental Mood 

(WEW) 
In the Air; On the Air 

(WSPR) 
In the Attic (WEBR) 
In the Bandstand (WBBC) 
In the Blue Room (WHN) 
In the Classroom (WFBL)* 
In the Crimelight (KGEZ, 

MacG) 
In the Day's News 

(KFDY) 
In the Field (KFUO) 
In the Future with Biff 

Baker (KOMA) 
In the Gloaming (KRE, * 

WFAM, WROK, WINS, 

KMBC, WTMJ, WSB, 

CJRS, NYBS) 
In the Good Old Summer- 
time (WGY) 
In the Groove (KEHE, 

WTJS, WCAP) 
In the Hermit's Cave 

(WJR) 
In the Jam Pantry (WSUN) 
In the Lamplight (KDYL, 

WHBQ) 
In the Lenselight (WFIL) 
In the Lobby (WTJS) 
In the Locker Room 

(WELL) 
In the Mayfair Manner 

(WRUF) 
In the Mike^Light (KFAM) 
In the Modern Manner 

(KGGM, WIND, WAIR) 
In the Music Room 

(WFBL, WMCA, WSYR) 
In the Name of Humanity 

(NBC) 
In the Old Barn Loft 

(WJSV)* 
In the Other Fellow's 

Shoes (WAAF) 
In the Popular Mode 

(WTJS) 
In the Public Interest 

(CFCY) 
In the Radio Limelight 

(WSBT-WFAM) 
In the Sport Spotlight 

(KGNF, KWK) 
In the Sportlight (CKNX) 
In the Sports Spotlight 

(KTOK) 
In the Spotlights (WINS, 

WNEW, WOR, WRNL) 
In the Still of the Night 

(WKBO, WROL) 
In the Swing (KPDN) 
In the Time of Roses 

(NBC) 
In the Valley of the Moon 

(KCMO) 
In Town Today (WBAL) 
In Town Tonight (CKSO) 
In Town Tonite (KXBY, 

WCAP) 



In Tune with the Masters 

(WBNX) 
In Tune with the Times 

(KFJB, KYOS) 
In Your Garden (WRVA) 
Ina Claire Presenting 

Plays (NBC) 
Incense and Lotus Blos- 
soms (WFAA) 
Incidentally (WNEW) 
Incidents in Montana's His- 
tory (KGVO) 
Income Tax Explanations 

(WIP) 
Incredible Truth (WOV) 
Independent Weekly 

CKGVO) 
Index, The WHJB (WHJB) 
Indian Call, The (WHAI) 
Indian Good Luck 

(KFWB)* 
Indian Legends (KIUP) 
Indian Lore (WAPI) 
Indian Love (KHSL) 
Indian Trail, The (WBZ-A) 
Indian Trails (KMTR) 
Indian Trio (KOIL) 
Indiana Indigo (WO WO) 
Indiana on Parade (WIRE) 
Indianapolis Motor Sweep- 
stakes (NBC) 
Indianapolis Speedway 

(NBC) 
Indians All (NBC) 
Industrial Development 

(WQDM) 
Industrial Leaders (NBC) 
Industry on Parade (WHB) 
Industry Speaks (WBNS, 

WHJB) 
Infallible Pair, The (KLZ, 

KOA) 
Info (WFBR) 
Informal Chats (CJGX) 
Informal Evening at Home 

(WCOA) 
Informal Moments (CBL) 
Information (WJAY, KFH) 
Information Artistique 

(CKAC) 
Information Booth (WLBZ) 
Information Box (WBBC) 
Information Bureau 

(WCKY, WIND) 
Information Desk (WAAW, 

WKST) 
Information Desk, The 

KFOR (KFOR) 
Information, Please 

(WNOX, WRNL) 
Informative Religious 

Forum (KMOX) 
Informative Religious 

Talks (KMOX) 
Inglenook Hour (KGAR) 
Ink Spots (NBC) 
Inkpot, The (CFCY) 
Ino the Cow (WMPS) 
Inquiring Baker, The 

(KVOR) 
Inquiring Historian 

(KRKD) 
Inquiring Kegler, The 

(WMBO) 

334 



Inquiring Microphone 
(WINS, NYBS) 

Inquiring Microscope 
(WINS) 

Inquiring Mike (WSGN, 
WWVA) 

Inquiring Professor, The 
(WBAA) 

Inquiring Reporter (KFVS, 
WCOL, WHDL, WIL, 
KPDN, WHN, WKY, 
KLZ, KMOX, WJRD) 

Inquiring Traffic Police- 
man (WGRC) 

Inquisitive Baker (WFMD) 

Inside Angles on Sports 
(KSL) 

Inside Football Dope 
(WSAI) 

Inside News (CBS) 

Inside of Sports (WJR) 

Inside Story, The 
(WENR) 

Inside Story of Pennsyl- 
vania Politics (WHP) 

Inside the Books (WILL) 

Inside the City Hall 
(KFOR) 

Inside the Night Clubs 
(WMCA)* 

Insomnia Club (KNX) 

Insomnia Hour (WMCA) 

Inspector Keyes (WJIM) 

Inspiration (WSPA) 

Institute of Human Re- 
lations Program (NBC) 

Institute of Understanding 
(KOBH) 

Instrument City Four 
(WSBT-WFAM) 

Instrumental Fancies 
(WOR) 

Instrumental Illusions 
(WRUF) 

Instrumental Lessons for 
Beginners (WHA) 

Instrumental Trio (CBM) 

Instrumentalists (CBS) 

Insurance Counsellor of the 
Air (WCPO) 

Insurance Forum (WBNX)* 

Insurance Problems 
(WMCA)* 

Inter-City Express 
(WMCA) 

Intercollegiate Council on 
Public Affairs (CBS) 

Intercollegiate Radio De- 
bate (WFIL) 

Intercontinental Concerts 
(NBC) 

Interesting Facts (KSLM) 

Interesting Facts and Fea- 
tures (WEBQ) 

Interesting Neighbors 
(NBC) 

Interesting People (WBRB) 

Interesting People in the 
Black Hills (KOBH) 

Interesting Questions and 
Answers (WSBT- 
WFAM) 

Interior Decorating (CBS) 

Interior Decorators, The 
Anderson (KCKN) 



PROGRAM TITLES— Continued 



Interlude (KGO-KPO, 
WLW) 

Interlude, The Kirkman 
(NBC) 

Interlude at Eleven 
(WWSW) 

Interlude in Ivory (CKX) 

Interlude in Melody 
(KFOX) 

Interlude in Music (CBS) 

Interlude of Music and 
Poetry (KOVC) 

Interludes of Music and 
Poetry (KOVC) 

Intermede (CJRR) 

Intermezzo (WTMV) 

International Air News 
(WHBF) 

International Amalgamated 
Association of Bath Tub 
Singers (WDAY) 

International Cruise 
(WGAR) 

International Dance Ex- 
change (NBC) 

International Goodwill 
Program (KONO) 

International Hour 
(WTMV) 

International House (WGR) 

International Insights 
(NBC) 

International Instru- 
mentalists (WNBF) 

International Liars Club 
(WLW) 

International Liars Frater- 
nity, The WLW (WLW) 

International Looking 
Glass (WLS) 

International Melodies 
(CJRC, WGY, WJBK) 

International Mirror, The 
(WBNX) 

International Problems and 
Their Solutions (WILL) 

International Radio Forum 
(NBC) 

International Radio News- 
reel (KMTR) 

International Review and 
Dance Parade (KFVD) 

International Salon (WOR) 

International Scene 
(WAPI, WJAG) 

International Singers 
(CBS) 

International Song Favor- 
ites (KGMB) 

International Sunday 
School Lesson (KGNC) 

International Sunday 
School Lesson Com- 
mentary (WTJS) 

International Tenor 
(WJBK) 

International Turf Re- 
view (CKCL) 

Interpreter, The (KGB) 

Interpreter's House, The 
(WIRE)* 

Interscholastic Quiz 
(WHDL) 

Interstate Reporter (KABC) 



Interview-ographies 

(WDAN) 
Interviewing Visitors 

(WCAP) 
Interviews (KFUO, 

WFLA) 
Interviews — Walter B. Pit- 
kins (NYBS) 
Interviews in the News 

(WHBQ) 
Interviews with the Immor- 
tals (WQXR) 
Interviews with the Past 

(KSL, WGY) 
Interwoven Pair (NBC) 
Intimate Glimpses (KHQ) 
Intimate Glimpses into the - 

Lives of Great Com- 
posers (WWL) 
Intimate Glimpses of 

Animals (WGN)* 
Intimate Hour of Music 

with Major White (CBS) 
Intimate Interviews with 

Olaf So ward (KCKN) 
Intimate Music (WIP) 
Intimate Review (WCLO) 
Intimate Revue (NBC) 
Into Blue Moonlight 

(KXBY) 
Into Your Home with the 

Piano Lady (WCLO) 
Introducing Albuquerque 

(KOB) 
Introducing Mrs. Jones 
. (KQV) 

Inventors Congress (WKY) 
Invested Leisure (KEMP) 
Investigate Before You 

Invest (WDAF) 
Invisible Microphone 

(WOR)* 
Invisible Trails (KGO- 
KPO) 
Invitation Interviews 

(CKCL) 
Invitation to a Dance 

(WROL) 
Invitation to a Waltz 

(KSAL) 
Invitation to Listen (WLW) 
Invitation to Romance 

(KYW) 
Invitation to the Dance 

(NBC) 
Invitation to the Waltz 

(WOR)* 
Ionian Quartet (NBC) 
Iowa Barn Dance Frolic 

(WHO) 
Iowa, Blue Ribbon State 

(WHO) 
Iowa Poets' Corner (IBS) 
Iowa Reviewing Stand 

(IBS) 
Iowa Speaks (IBS, WMT, 

WHO) 
Ireene Wicker's Musical 

Plays (NBC) 
Ireland on the Air 

(WVFW) 
Irene and Her Songs 

(CKMO) 

335 



Irene Rich, Welch Presents 

(NBC) 
Irene's Grab-Bag Program 

(WMBD) 
Iridescent Melodies 

(WWVA) 
Irish Breakfast Club 

(WLTH) 
Irish Echoes (WAAB, 

WHOM) 
Irish Guide (WINS, NYBS) 
Irish Hour, The Four 

Provinces' (WDAS) 
Irish Minstrel (KFRC) 
Irish Poetry and Song 

(NBC) 
Irish Ramblers Orchestra 

(WDAS) 
Irish Show Boat (WHN)* 
Irma Glen (WENR) 
Iron Master Program, The 

Armco (NBC) 
Ironing Board Club 

(WDZ) 
Irvin Cobb's Paducah 

Plantation (NBC) 
Is It True or False? 

(WHLB) 
Is My Face Red? (WBBC) 
Is That a Fact (CKGB) 
Is That So? (CKCK, 

WKBN) 
Is Your Tie Straight? 

(WJEJ) 
Isla Garcia (WFLA) 
Island Airs (KGU) 
Island Echoes (KDAL) 
Island Harmony (KGGM) 
Island of Paradise 

(KGW-KEX) 
Island of the Pirates (KEX) 
Island Treasure Hunt, The 

(KGU) 
Islanders, The (CBO, 

KECA, WMCA, WHJB) 
Isle of Dreams (KLO, 

KOIN, WAPO, WLAC) 
Isle of Golden Dreams 

(WMCA, KFBB) 
Isle of Romantic Paradise 

(KOMA) 
Israel Speaks (KTAT) 
It Actually Happened 

(WBBM) 
It Can Be Done (NBC) 
It Can Happen Here 

(WHEC) 
It Can't Be Done (KFWB)* 
It Can't Happen Here 

(KMOX) 
It Can't Happen Today 

(WKBW) 
It Could Be You (WLAC) 
It Could Have Been 

Avoided (WMC) 
It Goes Like This (WBNS) 
It Happened by Chance 

(WRC) 
It Happened Here (CKOC) 
It Happened in Baltimore 

(WBAL) 
It Happened in Hollywood 

(CBS) 



PROGRAM TITLES— Continued 



It Happened So Quick 

(WBAL) 
It Happened This Week 

(WAPI, WSAL) 
It Happens Every Day 

(WORD 
It Happens Here (KVOD) 
It Happens to Every Fam- 
ily (KFOX) 
It Is Strange (WSAI) 
It Might Happen to You 

(WWJ, WCBS) 
It Might Have Happened to 

You (CBS) 
It Might Have Been You 

(WIOD) 
It Pays to Learn (WGES) 
It Really Happened (WHB, 

KUJ) 
It Seems Like Only Yester- 
day (WCAE) 
It Was Yesterday (WJJD) 
Italia (NYBS) 
Italian Favorites (WIBX) 
Italian Gypsy Program 

(WCOL) 
Italian Idylls (KFWB) 
Italian Intermezzo (WGY) 
Italian Melody Album, The 

(WIBX) 
Italian Musical Gems 

(WKBN) 
Italian News (KYA) 
Italian News Parade 

(WRAX, WPEN) 
Italian Novelties (WOV) 
Italian Request Parade 

(WLTH) 
Italian Serenade (WHBC, 

WIBX) 



Italian Serenaders, The 

(WHBQ) 
Italian Street Songs 

(WJAY) 
Italian Theatre of the Air 

(KGDM) 
Italics (WOR) 
Italics Are Mine, The 

(WOR)* 
It's a Case of Books 

(KIRO) 
It's a Crime (WSM) 
It's a Date (WWVA) 
It's a Fact (WCBA-WSAN, 

KMED, KPO, WIP, 

WMC) 
It's a Great Life (KWK) 
It's a Hit (WMC) 
It's a Racket (WJR, 

KVOO, WOR, WNEW) 
It's a Risin' Time (WJJD) 
It's a Woman's World 

(WMAQ) 
It's All Yours (KXBY) 
It's Debating Time (WIP) 
It's Different (WAAT) 
It's Irish! (WIBG) 
It's Melody Time (WLAC) 
It's My Job (KWOS) 
It's New (KABR) 
It's News to Me (NBC) 
It's on the Tip of My 

Tongue (WBNX) 
It's Piano Time with Ann 

Sambuck (KHUB) 
It's Question Time (KWYO) 
It's Rhythm (CJRC) 
It's Smart to Think 

(WRBR) 
It's Swingtime (WWVA) 



It's the Berries (WAPI) 

It's the Law (WGN) 

It's the Talk of the Town 

(KTSM) 
It's the Truth (WHB) 
It's Time to Swing (KPAB) 
It's Up to the Women 

(NBC) 
It's Up to You (NBC) 
It's Variety Time (KTOK) 
It's Waikikian Time 

(KHUB) 
It's Wheeling Steel 

(WWVA) 
It's Worth Knowing (KOY) 
It's Your Own Fault 

(KTEM) 
It's Your State— Listen! 

(KARK) 
Itty Bitty Kiddie Hour 

(WHN) 
Ivan Harrington (KCRC) 
Ivanhoe Saladiers 

(WBZ-A) 
I've Always Known 

(WATR) 
I've Got an Idea (KSTP) 
I've Got the Tune (CBS)* 
Ivories and Ebonies 

(WDRC) 
Ivory and Frets (WBNX) 
Ivory, Ebony and Muted 

Strings (KONO) 
Ivory Interlude (WISN, 

WCHV) 
Ivory Melodies (KGLO) 
Ivory Rhythm (WRUF) 
Ivory Sketches (KFH) 
Ivory Tempos (KTOK) 
Ivory Tower, The (WHN, 

WOV) 



J 



J. B. and Mae (WBBM)* 
Jacinto Orosco's Hora Mexi- 

cana (KVOA) 
Jack and Adele (KFRC) 
Jack and Earl (WXYZ) 
Jack and Ethel in Roads to 

Hollywood (KGO-KPO) 
Jack and Fritz (WOR)* 
Jack and Gill (WJNO) 
Jack and His Guitar 

(KGAR) 
Jack and Jill (KGCX, 

WDAF) 
Jack and Jill Club (KIDO) 
Jack and Loretta (CBS) 
Jack Armstrong (NBC) 



Jack Arthur's Blackout 
(WOR)* 

Jack Benny, Jell-O Pro- 
gram Starring (NBC) 

Jack Benny and Lanny 
Ross, Jell-O With (NBC) 

Jack Berch (NBC) 

Jack Frost's Troubadours 
(WCAE) 

Jack Haley's Log Cabin 
(NBC) 

Jack in the Band Box 
(WHEB) 

Jack in the Box (KLZ) 

Jack Lait (NYBS) 

Jack Oakie's College (CBS) 

336 



Jack of All Trades 

(WNEW) 
Jack Onslow's Baseball 

School (WAAB) 
Jack Pearl (NBC) 
Jack Pearl as Baron 

Munchausen (NBC) 
Jack Says "Ask me An- 
other" (WTIC) 
Jack Shilkret's Orchestra 

with Captain Blackstone 

(NBC) 
Jack Starr's Sportcast 

(KMBC) 
Jack the Bellboy and His 

Wax Workshop (KFVD) 



PROGRAM TITLES— Continued 



Jack the Inquisitor (WTIC) 
Jack Wells (KFAB) 
Jackpot, The (KIDW, 

WSGN) 
Jackson Family, The 

(WROD* 
Jacksonville Community 

Sing (WMBR) 
Jacksonville Morning Or- 
chestra (WJAX) 
Jacksonville on Saturday 

Night (WJAX) 
Jacques and Jacqueline 

(CKAC) 
Jacques-Cartier Mixed 

Quartet, The (CHRC) 
Jam Band, Ted Mays' 

(KONO) 
Jam Gems (KGW-KEX) 
Jam for Breakfast (WIBC) 
Jam for Dinner (WSPD) 
Jam for Supper (WCPO, 

WHK, WMMN, WMPS) 
Jam 'n' Jig (WTMV) 
Jam Pantry, The (WBAP) 
Jam Session, The (WCFL, 

WMSD, WTMJ, WFTC, 

WMCA, WRDW) 
Jam Session, The WNBX 

(WNBX) 
Jam Session in the Old 

Hayloft, The (WCAZ) 
Jamboliers, The (WDBO) 
Jamboree (IBS, WRUF) 
Jamboree, Fred Kirby's 

(WBT) 
Jamboree, George Jessel's 

(WJZ) 
Jamboree, Jack's (WFIL) 
Jamboree, The Boone 

County (WLW) 
Jamboree, The Frizz 

(CFCH) 
Jamboree, The Jamesway 

(KGLO) 
Jamboree, The KFRO 

(KFRO) 
Jamboree, The NBC (NBC) 
Jamboree, The WDSW 

(WDSW) 
Jamboree, The WSAL 

(WSAL) 
Jamboree Prevue (WLW) 
Jameses. The (NBC) 
Jammin' and Jivin' 

(WHBQ) 
Jam-up and His Swamp 

Angels (KOY) 
Jan's Journey (KLS) 
Jane Arden (NBC) 
Jane for Supper (WCPO) 
Jane Grey (WSAI) 
Jane Joy's Funny Paper 

Show (WTCN) 
Jane Lee — Woman's Pro- 
gram (WFLA) 
Jane Lee's Fashions 

(WDWS) 
Jane Tucker (KFAB) 
Janet's Club Calendar 

(KXBY) 
Janette, Song Stylist 

(WSAI) 
Jangles, The (KFAB, 

WOW) 



Jarr Family (WOR)* 
Jasper County Medical 

Forum (WMBH) 
Jaunt Around Town 

(WGPC) 
Jaunting Through Ireland 

(WCOP) 
Java Club (WCSC) 
Java Jamboree (WFBC) 
Jay Allen's KGNO Gossip 

Club (KGNO) 
Jazz a la Harlem (CHRC) 
Jazz Hot, Le (IBS) 
Jazz Jamboree (CFAC) 
Jazz Judge (WOR) 
Jazz Nocturne (WOR) 
Jazzistory (WTMJ) 
Jean & Judy (WMBS) 
Jean Clement (CKAC) 
Jean Colbert-Beauty Talks 

(NBC) 
Jeddo Highlanders (NBC) 
Jefferson City Today and 

Tomorrow (KWOS) 
Jellied Jems of the Classics 

(KROY) 
Jennie Peabody (WBBM)* 
Jerry Cooper (NBC) 
Jerry Joy and Jubileers 

(WGY) 
Jerry Nelson, The News 

Hawk (KFOX) 
Jerry Todd and Gang 

(WHB) 
Jes-Ges-Who (KELO) 
Jes' Tho'ts (WKRC) 
Jess Stafford and His Or- 
chestra (KYA) 
Jesse James, The Bad Man 

of Melody (KNOW) 
Jesse Stafford (CRS) 
Jest Whitlin' (WDAE) 
Jesters, The (WBZ-A) 
Jesters, The Jewett (WJR) 
Jesters, The Tastyeast 

(WBZ-A) 
Jeune Poesie Canadienne, 

La (CBF, CBM) 
Jeux Radiophoniques, Les 

(CBF) 
Jewel Box, The (WIBM, 

WAVE, KHQ, WOR) 
Jewel Box, Goodman's 

(WMC) 
Jewel Box of Melody 

(WDNC, KOL) 
Jewel Case of Melody, The 

(CKCW) 
Jewels at Eventide (WRC) 
Jewels of Destiny (NBC) 
Jewels of Melody (WHBC) 
Jewels of the Air (WISN) 
Jewish Amateur Hour 

(WLTH) 
Jewish Art Program (CBS) 
Jewish Cavalcade 

(WARD)* 
Jewish Classical Hour 

(KFVD) 
Jewish Commentator, Nat - 

Youngelson (WCBM) 
Jewish Community Players 

(WOW) 

337 



Jewish Community Sing 

(WMCA) 
Jewish Court for Peace and 

Justice (WLTH) 
Jewish Court of Arbitra- 
tion (WLTH) 
Jewish Dramatic Hour 

(WGES) 
Jewish Good-Will Hour 

(WPHR) 
Jewish Half Hour (CJRC) 
Jewish Health Food Hour, 

The (WLTH) 
Jewish Hour (WMBC) 
Jewish News of the Week 

(WCSC) 
Jewish Philosopher, The 

(WBBO, WFAB) 
Jewish Prophecy Hour 

(KOB) 
Jewish Quarter Hour 

(CJRC) 
Jewish Society Reporter 

(WRAX-WPEN) 
Jewish Symphonietta 

(WMCA)* 
Jewish Theatre of the Air 

(FTRD) 
Jibe Hall (WATR) 
Jig Time (WMFD, KSO) 
Jigger Game, The (KRLD) 
Jill and Judy (NBC) 
Jim and George (WEDC) 
Jim & Joan Present 

(KRMD) 
Jim and Judy (KGW-KEX) 
Jim Jam Jitters (WSAI) 
Jimmy Kemper and 

Company (NBC) 
Jim Maverick's Talk on 

Milk (WOAI) 
Jim McWilliams' Question 

Bee (NBC) 
Jimmie Allen's Air Ad- 
' ventures (WDAF) 
Jimmie and Dave (WTJS) 
Jimmie and Dick— The 

Novelty Boys (WEED 
Jimmie and His Wife 

(WFLA) 
Jimmie and Janie's Vaga- 
bonds (WRAK) 
Jimmie Fidler and His 

Hollywood Gossip (NBC) 
Jimmie Gallagher Still 

Hanging On (WORD 
Jimmie's Jamboree 

(WAIM) 
Jimmy and Babs (WHBF) 
Jimmy and His Saddle Pals 

(KRKD) 
Jimmy James and His 

Symphony of Swing 

(WLW) 
Jimmy, June and Jack 

(NBC) 
Jimmy Legs (WTMJ) 
Jimmy Melody (WWSW) 
Jingle Time (WJNO, KQW, 

KFJX, KGKL) 
Jingleers, The (KQV) 
Jinglers, The R-C (KTAT) 
Jingletown Gazette (KGO- 

KPO) 



PROGRAM TITLES— Continued 



Jingling Sam (WCCO) 
Jitter Bug Club (KDON) 
Jitterbug Jamboree 

(KDYL, KGKB. KTBS, 

WCSC, WFIL, WMBR, 

WGAN) 
Jitter Bugs (KGAR) 
Jitterbugs, The (WDZ, 

WAIR, WO AD 
Jitterbug's Joy (CHAB) 
Jitters Jamboree (WAAT) 
Jive & Schmaltz, Inc. 

(WSJS) 
Jive-at-Five (WNEW) 
Jive Cats Jamboree 

(KLPM) 
Joan and Jimmie (KCMO) 
Joan of Arc (NBC) 
Joan Davies with the 

Ladies (WJAS) 
Joanne Taylor (KMBC) 
Job Clinic, The (WLAW, 

WSGN, WOW, WHBQ, 

KFBK, WHB) 
Job Clinic, The Florida 

(WFLA) 
Job Finder, The (KVOD, 

WFBR, WCAU, KIDO, 

KIRO, KPMC, KSEI, 

WGBI) 
Job Man (KLZ) 
Job Opportunities (WHK) 
Job Opportunity (WCLE, 

WHK) 
Job Seekers Clinic 

(KGKO) 
Job to Choose, A (KYW) 
Job Wanted (KSTP)* 
Jobs Wanted (KQV, 

WHIO) 
Joe and Al (KMOX) 
Joe and Bateese (WBZ-A) 
Joe and Cynthia (RRI) 
Joe and Eddie (WGY) 
Joe and Gracie (CHAB) 
Joe and Jenny (WAZD* 
Joe Calipari's Kings of 

Rhythm (CFLC) 
Joe La Tour and Co. 

(WGY)* 
Joe Miller's Opera House 

(KECA) 
Joe Palooka (WABC)* 
Joe Public Says (WHLB) 
John and Julius (KFUO) 
John and Molly Farmer 

(KGO-KPO) 
John and Ned (KGO-KPO) 
John Day Murder Mystery 

(KYW)* 
John Henry (CBS) 
John Holden Players 

(CKRC) 
John Martin, M.D. (KYA) 
John Sings (WIOD) 
Johnnie and Joe (WTMV) 
Johnnie & Webbie (WBT) 
Johnnie Johnston (WENR) 
Johnnie O'Brien and His 
Harmonica Hi-Hats 
(KGO) 
Johnnie Presents (CBS) 
Johnnie Pursley & the 



Three Harmonettes 
(WBTM) 
Johnny-at-the-Piano 

(WHO) 
Johnny Fielder's Orchestra 

(KONO) 
Johnny Hart in Hollywood 

(WJZ)* 
Johnny Marvin's School of 

the Air (WKY) 
Johnny on the Lot 

(WSJS) 
Johnny on the Spots 

(KCMO) 1 
Johnny Russo's Neptune 

Beach Band (KYA) 
John's Other Wife (NBC) 
Johnson Family, The 

(WOR, WLW) 
Johnsons, The ( WB AL ) * 
Join the Parade (KOBH) 
Joke Book, The (WCAU)* 
Jokesters, The (WTMV) 
Jolly Baker, The (WELL) 
Jolly Bill & Jane (NBC) 
Jolly Bill Newsreel for 

Children (NBC) 
Jolly Boys (KVOL) 
Jolly Butcherboy, The 

(WSAU) 
Jolly Jim (WXYZ)* 
Jolly Joe (WKST) 
Jolly John's Birthday Club 

(WBZ-A) 
Jollv Jonathan's Breakfast 

Club (KRKD) 
Jolly Journies (NBC) 
Jolly Jugglers (CBS) 
Jolly Junketeers, The 

(NBC) 
Jolly Man (WFIL) 
Jolly Mike (KTAR) 
Jolly Ramblers, The 

(KWLK) 
Jolly Time (WBT) 
Jolly Timekeepers (KFRU) 
Jolly Times Revue (NBC) 
Jollytimers, The (CBL) 
Jolton's Jolters (KIDW) 
Jones Boys, The (KMBC) 
Jones' Millions (WKY) 
Jones' Pup (KFWB) 
Jones' Shoppers Revue 

(WKZO) 
Joplin's Accident Score- 
board (WMBH) 
Jordons, The (KGO-KPO) 
Jose Ramirez and His 

Argentines (KGO-KPO) 
Joseph Loffredo's Sketch 

Book (WOV) 
Joseph M. Segall's Chil- 
dren's Hour (WHDL) 
Joseph Zimber's String 

Quartet (NYBS) 
Josephine (WCRW) 
Josephine and the Minute- 
men (WCFL) 
Josephine B. Gibson Food 

Talk (NBC) 
Josh Higgins (NBC) 
Josh Higgins of Finchville 
(WMAQ) 

338 



Josh Whitcomb of Four 

Corners (KROC) 
Josie & Her Jiffy Loom 

(KFBB) 
Journal Carrier Corner 

(WSB) 
Journal-Post News Flashes 

(WHB) 
Journal Presents! (WCOL) 
Journal Radio Headlines 

(WSB) 
Journal Salutes, The 

(KOB) 
Journalism Today (WBAA) 
Journeys Behind the News 

(KLZ) 
Journeys in Music Land 

(WHA) 
Journeys Thru Songland 

(WQXR) 
Joy Boy Pet Club (KMA) 
Joy Boys String Band 

(KRBC) 
Joy Club (WHJB) 
Joy Train (KSOO) 
Joyaux de la Scene Ly- 

rique, Les (CBF) 
Joyce Jordan — Girl Interne 

(NBC) 
Joymakers, The (WNEW, 

CKCD) 
Juan Hernandez Ensemble 

(KIUP) 
Jubilate Girls' Chorus 

(WAWZ) 
Jubilee (WBRE) 
Jubilee Review (KGO) 
Jubilee Singers, The Fisk 

(NBC) 
Jubilesta (KXBY) 
Judge Jive's Court (KSRt>) 
Judge Stetson's Night 

Court (KCMO) 
Judge Tells His Story, The 

(KVOD) 
Judging the Stars (WRC) 
Judy and Jane (WBS) 
Judy and the Jesters 

(KMBC) 
Judy Jene's "What's New 
in Fort Smith" (KFPW) 
Judy O'Grady and the 

Colonel's Lady (KABC) 
Jug O'Melody (KYOS) 
Jugo-Slav Troubadours 

(WELL) 
Juilliard Graduate School of 
Music Concerts (WQXR) 
Jules Verne Allen and His 

Cowhands (WO AD 
Julia Ross, Your Personal 

Advisor (WGR) 
Juliette Kay (WCAO) 
Jumbo Program, The 

(KRSC) 
Junction City (WQAM) 
June and Jerry (KMOX) 
June Baker (WGN) 
June Bride (WKZO) 
June Bride's Radio Col- 
umn (KROC) 
Jungle Explorers (WTMJ) 
Jungle Jim (KHSL, WMFJ. 
WINS, NYBS) 



PROGRAM TITLES— Continued 



Junior Academy of Science 

(WOI) 
Junior Amateur Parade 

(WNEW) 
Junior Artists Program 

(KYA) 
Junior Barn Dance Gang 

tKFIZ) 
Junior Baseball League 

News (KRE) 
Junior Birdmen of America 

Program (NBC) 
Junior Broadcasters 

(KFWB) 
Junior Brownies, The 

(KTAT) 
Junior Capers (WSJS) 
Junior Crime Prevention 

Bureau (WCAE) 
Junior Detectives (NBC) 
Jr. 'G'-Men (KOL) 
Junior G-Men's Club 

(CKWX) 
Junior Hi- Jinks (KDYL) 
Junior Inspectors' Club 

(WNYC) 
Junior League Program 

(CJRC) 
Junior Matinee (WXYZ) 
Junior Merrymakers 

(WDNC) 
Junior Misses, The 

(WBRC) 
Junior Misses Program, The 

(WBRC) 
Junior Music Hall (KGLO) 
Junior Musical Comedy 

(CBS) 
Junior Musical Half Hour 

(CJRC) 
Junior Musicomedy 

(WHEC) 
Junior News (NBC) 
Junior Newspaper of the 

Air (KDYL) 
Junior Nurse Corps (CBS) 
Junior Olympics (WTMV) 
Junior Operatives (WMBC) 
Junior Opportunity Revue 

(WBAL) 
Junior Police of America 

(WCNW) 
Junior Police Parade 

(WCNW) 
Junior Question Hall 

(WCAU) 
Junior Quiz Bee (WGAR) 
Junior Radio Club 

(WJAR)* 
Junior Radio Club, The 

WBIG (WBIG) 
Junior Radio Journal 

(NBC) 
Junior Radio Newspaper 

(WSYR) 
Junior Radio Parade 
(KMOX) 



Junior Radio Players 

(WCAP) 
Junior Radio Playhouse 

(WSAI) 
Junior Reporters Club 

(WFIL) 
Junior Revue (WPAY) 
Junior Revue, Mary Small's 

(NBC) 
Junior Round-Up, The 

(KTAT) 
Junior Safety Army, The 

(CKPR) 
Jr. Safety Club (WINS, 

NYBS) 
Junior Show Case 

(KRKD) 
Junior Spelling Bee (WIP) 
Junior Stars (WACO, 

WLS) 
Junior Stars Revue (WHO) 
Junior Symphony, The 

(KFWB) 
Junior Theatre (WMBC) 
Junior Theatre of the Ai: 

(WRAX-WPEN) 
Junior Town (WHP) 
Junior Varieties (KGO- 

KPO) 
Juniors, The (WJIM) 
Jury of Women, The 

(WPRO) 
Jus' Dreamin' (WHB) 
Jus' Tho'ts (WKRC) 
Just a Couple of Dogs 

(WINS) 
Just a Few Sonj?s (WSJS) 
Just a Little Swing 

(KARK) 
Just a Memory (WDAC, 

CHAB) 
Just a Song at Twilight 

(WHDL, WSPA) 
Just a Year Ago Tonight 

(WBT) 
Just About Dogs (WCFL) 
Just About Time (WDGY. 

WGAR) 
Just Another Amateur 

(CBS) 
Just Around the Corner 

(KGO-KPO) 
Just Around the Corner 

Club (KWK) 
Just Before Evening 

(KFPY) 
Just Between Us (WBBC) 
Just Between Us Girls 

(KOMA) 
Just Dogs (WOR) 
Just Dropping In (WTJS) 
Just Entertainment (CBS) 
Just Fifteen Minutes 

(KVOO) 
Tust Folks (KMPC. WELL, 

KWSC, WRR) 



Just for Fun (KWBG, KVI, 

WKBZ) 
Just for Information 

(KWYO) 
Just for You (WKBZ) 
Just Home Folks (WWL) 
Just Imagine (KFPY) 
Just Jammin' (WOMI) 
Just Jazz (CBS) 
Just Joan (KCMO) 
Just Kids (WBAA, KMPC) 
Just Kids Club (KLZ)* 
Just Lazin' Around (KGU) 
Just Like That (KGLO) 
Just Looking, Thanks 

(KRMD) 
Just Married (WJAY) 
Just Married — Ten Years 

(WCAU) 
Just Music (WQXR, 

CFRB) 
Just Neighbors (NBC) 
Just Ordinary Folks 

(KGNC) 
Just People (CKCL) 
Just Plain Bill (NBC) 
Just Relax (KDKA) 
Just Songs (WPHR) 
Just S'Posin (CKY) 
Just the Two of Us (WBT) 
Just Think (KSLM) 
Just Thinkin' (KVGB, 

WIS) 
Just to Remind You 

(KFJZ) 
Just We Two (KTEM) 
Just Willie (WENR)* 
Just You and I (KONO) 
Juvenile Climbers (WBRB) 
Juvenile Concert Hall 

(WHBF) 
Juvenile Counsellor 

(WNLC) 
Juvenile Hour, Bry's 

(WMC) 
Juvenile Matinee (WHBF) 
Juvenile Minstrels 

(WGAR) 
Juvenile Parade (WORD 
Juvenile Parade, The 

WLTH (WLTH) 
Juvenile Players (WHBF) 
Juvenile Radio Newspaper 

(WSYR) 
Juvenile Revue (KHJ, 

WJIM) 
Juvenile Stars (KMAC) 
Juvenile Talent Parade 

(KRBC) 
Juvenile Theatre, WHBF, 

WMBD) 
Juvenile Varieties, The 

WCHV (WCHV) 
Juveniles (WAAT) 
Juveniles on Review 
(KSTP) 



339 



PROGRAM TITLES— Continued 



K 



K-Circle-Y Radio Rodeo 

(KOY> 
KFAMily Hour, The 

(KFAM) 
KLZoo Club (KLZ) 
KSROlling Along (KSRO) 
KSTP Presents (KSTP) 
Kabible Kabaret (WINS) 
Kabible Kabaret, Harry 

Hirshfield's (NYBS) 
Kadians (KDKA) 
Kaempfer's (NBC) 
Kaffee Klatch (WMIN) 
Kalamazoo Laundrymen 

(WKZO) 
Kalamazoo Speaks 

(WKZO) 
Kaleidoscope (CKCK, 

WSAU, WKBN) 
Kail Letter Kinds (KLPM) 
Kaltenborn Edits the News 

(CBS) 
Kaltenmeyer's Kinder- 
garten (NBC) 
Kamaina Trio (KWSC) 
Kangaroo Club (KDYL) 
Kapers, The WHK (WHK) 
Kapers & Kay, The 

(WAPI) 
Kansas City Kiddies Revue 

(WHB) 
Kansas City Melody Boys 

(WHB) 
Kansas City Pioneers 

(WHB) 
Kansas Roundup (KCKN) 
Kaptin of the Keyboard 

(WJAS) 
Karrot Kids (KTAT) 
Kash Kwiz (WHK) 
Kassie Style Chat (KDFN) 
Kat Klub Klambake 

(KWLK) 
Kate Smith Hour (CBS)* 
Catherine Krug (WLS)* 
Kath'rine and Calliope 

(WMCA) 
Kattie Eller Ses (KDLR) 
Kay Dean on Market 

Square (WFLA) 
Kay Fayre Sines (WSPR) 
Kay Kyser's Orchestra 

(SR) 
Kay Troubadour 

(KGO-KPO) 
Kay Worthington Snoop 

(KGNF) 
Kay Worthington Snoop 

and the News (KGNF) 
Kazoo-Po Safety Club 

(WKZO) 
Keebord Kaners (KLRA) 
Keep Fit (CFAC) 
Keep Georgia On Your 

Mind (WSB) 



Keep It Under Your Hat 

(KGKO) 
Keep Smiling (CJRC, 

WMCA, WJNO) 
Keep Smiling Program, 

The (KVOE) 
Keep the Home Fires 

Burning (KGO-KPO) 
Keep Thinking (CJRC) 
Keep Up with the Stork 

with Dr. Pepper (KICA) 
Keeper of the Keys, The 

(KCMO) 
Keeping Company (WGH) 
Keeping Cool (WFBR) 
Keeping Fit (KMBC) 
Keeping Fit in Hollywood 

(KNX) 
Keeping House Is Fun 

(WHDL) 
Keeping House with Betty 

(WPNR) 
Keeping SteD with the 

Schools (WTAD) 
Keeping Time (KGW) 
Keeping Up with Daughter 

(NBC) 
Keeping Up with the 

Joneses (KGVO) 
Keeping Up with the Law 

(WBT) 
Keepsakes (MacG) 
Keese at the Keys (WATL) 
Ken Keese at the Keys 

(WATL) 
Kenbridge Radio Hour 

(WPHR) 
Kennel Club (WNEW) 
Kennel Klub (KLZ) 
Kennel Time (WMAQ) 
Kenner Stakes (NBC) 
Kentuckiana Salute 

(WHAS) 
Kentuckiana Sports Chat- 
ter (WGRC) 
Kentucky Clocker 

(WSAD* 
Kentucky Colonel (WSAI) 
Kentucky Colonel & Uncle 

Ned (NBC) 
Kentucky Coon Caller, The 

(WDZ) 
Kentucky Home Hour 

(WGRC) 
Kentucky Home Memory 

Melodies (WGRC) 
Kentucky News (WSAI) 
Kentucky Orchestra 

(WAWZ) 
Kentucky Play Party 

(WHAS)* 
Kenyon Kapers (KANS) 
Keokianians (CHAB) 
Kessler's Sunshine Hours 

(WATL) 

340 



Keyboard and Console 

(KFPY, WHIO) 
Keyboard and Console 

Studies (WDBJ) 
Keyboard Concerts (CBS) 
Keyboard Fantasies 

(WHIO) 
Keyboard Harmonies 

(WAIM) 
Keyboard Harmony 

(WGPC) 
Keyboard Jester (WBZ-A) 
Keyboard Kadences 

(WGY) 
Keyboard Kaperings 

(WSBT-WFAM) 
Keyboard Kapers (WDAY, 

CFAC, WHB, KGVO, 

WJJD, WJAS, WJBO, 
WHJB, WRGA) 
Keyboard Kontrast 

(WAIR) 
Keyboard Manipulations 

with Shep at the Piano 

(WOPI) 
Keyboard Melodies 

(WHLS) 
Keyboard Mystery (WSM) 
Keyboard Ramblings 

(WSJS, WALR) 
Keyboard Rhythms 

(WMBC) 
Keyboard Scrapbook 

(KFH) 
Keyboard Serenade (CBS) 
Keyboard Serenade, Ted 

Brown's (KONO) 
Keyboard Stylist (KFBI) 
Keyboard Varieties 

(WRR, KFXJ) 
Keyholing the Movies 

(WHBQ) 
Keyboard Syncopation 

(WGAN) 
Keys & Strings (WCPO) 
Keys of Melody— Ella Wil- 
son (WORD 
Keys to Cincinnati 

(WKRC) 
Keys to Happiness (NBC) 
Keys to Pianoland (WCLO) 
Keystone Country Party 

(WCCO) 
KFECuties (KFEQ) 
Kiamitchi Mountaineers 

(WKY) 
Kibitzer, The (KGW-KEX) 
Kickbush Groceries 

(WSAU) 
Kickoff, The (WCAU) 
Kid Brother (KMBC) 
Kid Mystery (KFSO) 
Kiddicycle Revue (KNOW) 
Kiddie Cabaret, The WALR 

(WALR) 



PROGRAM TITLES— Continued 



Kiddie Club Round-Up 

(KPLT) 
Kiddie Frolic (WSAL) 
Kiddie Hour (KGFF) 
Kiddie Kabaret (WQAM, 

WCSC ) 
Kiddie Kapers (WAIR) 
Kiddie Karnival (WXYZ) 
Kiddie Klub 

(WSVA, KALB, WQAM) 
Kiddie Kwiz (WAPO) 
Kiddie Matinee (KGVO) 
Kiddie Revue, Uncle Paul's 

(WNBH) 
Kiddie Show with Murray 

Allen, The Paramount 

(WORD 
Kiddie Theatre (WWVA) 
Kiddie Theatre of the Air 

(WWCA, WWVA) 
Kiddies Answer Man, The 

(CFCF) 
Kiddies Birthday Party 

(KICA) 
Kiddies Carnival (WMFJ) 
Kiddies Corner (WMBG) 
Kiddies Hour (KVGB) 
Kiddies Karnival (WXYZ) 
Kiddies' Klub, The KDKA 

(KDKA) 
Kiddies Klub, The WGRC 

(WGRC) 
Kiddies Klub, Uncle Ken's 

(WDAY) 
Kiddies Krazy Kat Klub 

(KFIO) 
Kiddies League, The WFAS 

(WFAS) 
Kiddies Matinee, The Para- 
mount (KGNC) 
Kiddies on Parade 

(WMFJ, KROC, WIBC) 
Kiddies Parade, The Park 

(WSAZ) 
Kiddies Party. The Superior 

Dairies (WFOY) 
Kiddies Request Hour 

(KRNR) 
Kiddies' Review (KUOA) 
Kiddies Revue 

(KIUL, WMBH) 
Kiddies Revue, The KLZ 

(KLZ) 
Kiddies Safety Club 

(WAYX) 
Kiddies Show, The Para- 
mount (WORD 
Kiddies Sing Song 

(CJRM) 
Kiddies Train (KGA) 
Kiddin' the Komix 

(KFAM) 
Kidding the Console 

(CJRC) 
Kiddo Klock (KIDO) 
Kiddy's Dancing Class 

(WCAO) 
Kids Court (KOID 
Kids' Karnival (WIBX) 
Kids' Kennel Club 

(KFOR) 
Kids' Kilocycle Klub 

(KFPY) 



Kid's Klub Symphony 

(WMIN) 
Kids' Kourt (KOID 
Kids' Program, The 

(NBC) 
Killed In Action 

(KGO-KPO) 
Killer Dillers (WSBT- 

WFAM) 
Kilocycle Kolumn (WSVA) 
Kilocycle Limited (WREN) 
Kilocyclers, The KDYL 

(KDYL) 
Kilocycling on 1420 

(WMA'S) 
Kilowatt Hour (WTMJ) 
Kilowatt Quarter Hour 

(WTMJ)* 
Kind Words (CJRC) 
Kindergarten of the Air 

(WOMI) 
Kindly Philosopher 

(KFOX) 
Kindly Philosopher, Your 

(KVOO) 
Kindly Thoughts (WHAM) 
King Arthur, The Swing 

King of the Organ 
King Arthur and the 

Knights of the Round 

Table (FTRD) 
King Arthur's Court 

(WNEW, KYW) 
King Coal's Court 

(WCCO) 
King Coal's Old Timers 

(CFCO) 
King Coal's Quarter Hour 

(WTMJ) 
King Cole's Melody Court 

(WHB) 
King Kole (WEVD) 
King Kong (NBC) 
King Neptune Islanders 

(WPG) 
King of Hearts (WMAQ, 

WOV) 
King of the Keys 

(WGBI, WJAY) 
King Solomon Meek 

(WBT) 
King Street Kwiz Klass 

(WCSC) 
Kings and Queens of Sport 

(WBS) 
King's Friendly Trio 

(WOAI) 
King's Men (KHSL) 
King's Men Quartette 

(SR) 
King's Messenger, The 

(CJRC) 
King's Music, The (WIL) 
Kings of Harmony (KFNF) 
Kings of Swing (RRI) 
Kings of the Keyboard 

(WSBT, WFAM) 
Kings, Queens and Pawns 

(WNYC) 
King's Swinglish, The 

(KMO) 
Kiro Louie's Time Klock 

Klub (KIRO) 
Kiss Me Again (WHK) 

341 



Kit and Kay (KMBC) 
Kit Kats, The KVOD 

(KVOD) 
Kitchen, The KIRO 

(KIRO) 
Kitchen Aristocrats 

(WDNC) 
Kitchen Barn Dance 

(WDZ) 
Kitchen Cavalcade, The 

(JVG) 
Kitchen Clinic (WSBT- 

WFAM) 
Kitchen Clock, The (KSTP) 
Kitchen Close-Ups (CKBI, 

WCCO) 
Kitchen Club, The (CHNC) 
Kitchen Cookoos (WTMV) 
Kitchen Forum, The 

(WKBN) 
Kitchen Gossipers 

(WGAD* 
Kitchen Kapers (KLZ, 

WNEW, WOW, CJCA) 
Kitchen Kinks (KFAM) 
Kitchen Klatsch (WEW) 
Kitchen Klatter (KFNF) 
Kitchen Klinic (WFBM) 
Kitchen Klub, The WGRC 

(WGRC) 
Kitchen Komments 

(WNBX) 
Kitchen Kwiz (KGVO) 
Kitchen Limited (WLTH) 
Kitchen of the Air 

(WABY)* 
Kitchen Party, The General 

Foods (WGY)* 
Kitchen Philosophy 

(KFPY) 
Kitchen Quiz (WHK) 
Kitchen Serenade (KFJB) 
Kitchen Topics (WSAU) 
Kitcheneer, The Scot Towel 

(WMC) 
Kitchenette (WIND) 
Kitchenette Revue, The 

(CKCK) 
Kitten Kapers (WROK) 
Kittie Klub Kapers 

(WCOA) 
Kitty Keene, Inc. (WBS) 
Kitty Kelley (WHB) 
Kiwanis' Club Luncheon 

(KRMD) 
Kiwanis Kapers (KDYL) 
Kla-Ha-Ya (KRKO) 
Klever Kiddies (KABR, 

KOY) 
Klock, The KOOS (KOOS) 
Knickerbocker Knights 

(CBS) 
Knickerbocker String En- 
semble (WMCA) 
Knickerbockers 

(KGO-KPO) 
Knighthood of Youth Radio 

Club (KSL) 
Knights of Gladness 

(CJCA) 
Knights of Rhythm 

(WHBF) 
Knock Knock (KPDN) 



PROGRAM TITLES— Continued 



Knot Hole Club (WSAI) 
Knot Hole Gang (WRDW) 
Know Alberta Better 

(CJCA) 
Know British Columbia 

Better (CKCD) 
Know Central Louisiana 

Better (KALB) 
Know Durham (WDNC) 
Know Florida (WFOY) 
Know Knoxville (WNOX) 
Know Our Schools 

(KWKH) 
Know Thy Neighbor 

(CJCA, WATR) 
Know Ye! (WATR) 
Know Your Artist 

(KONO) 
Know Your Authors 

(WCFL) 
Know Your Bible (KFUO, 

WIS) 
Know Your Child (WHA) 
Know Your City (KFVS, 

WMBC, WSAI, WSGN, 

CFJC) 
Know Your Clinton County 

(WMFF) 
Know Your Constitution 

(WBT) 
Know Your Dog (KFEQ) 
Know Your Government 

(WBAL, WBT, WDAF, 

WHBF, WIBX) 
Know Your High School 

(WHBF) 
Know Your History 

(WHJB) 
Know Your Job (WBBM) 



Know Your Library 

(KTUL) 
Know Your Merchants 

(WGRC) 
Know Your Michigan 

(WMBC) 
Know Your Neighbor 

(CKOC, WBOW) 
Know Your Neighbour 

(CKCK) 
Know Your News (WCBS) 
Know Your Opera 

(WBNX) 
Know Your Public Schools 

(KNOW) 
Know Your School 

(KPDN) 
Know Your Schools 

(KGNC, KLZ, KFPY, 

WLS)~ 
Know Your State (KFRC, 

WMBC) 
Know Your Texas Public 

Schools (KGNC) 
Know Your Town (WSAL) 
Know Your University 

(KSTP) 
Know Your Washington 

(WOL) 
Know Yourself (WCFL) 
Knowing West Virginia 

Better (WMMN) 
Knowledge College 

(WTAG) 
Knuckling Down (WSB) 
Knutti's Keyboard Cut- 

Ups (WMMN) 
Koffee Klotch (KTUL) 
Koil Komments (KOIL) 
Kollege Knowledge 

(KGVO) 



Komic Klub of the Air 

(WSAI) 
Komiss Kwizz Kontest 

(WCFL) 
Konsole Kapers (WCBS) 
Konsole Konsolations 

(KDKA) 
Kontest Kwiz, Koberlein's 

(KOTN) 
Korner Kwiz (WHEC) 
Kozy Korner (WBRC) 
Kracker Komedy Kids 

(WMBR) 
Krausmeyer and Cohen 

(WOWO)* 
Krazy Kapers, The KOIN 

(KOIN) 
Krazy Limericks (KGW)* 
Kreiter Brothers, The 

(KRMC) 
Kremlin Art Quartette 

(WCLO) 
Krime Klan (KOIL) 
Kringle Kurls (WTMV) 
Kriss Kross Klues (CKCL) 
KSFO Goes to a Party 

(KSFO) 
Kuluva Kut-Ups (KCKN) 
Kuluva Presents (KCKN) 
Kurbstone Kollege (WHB) 
Kurbstone Kollege, Keen- 

er's (KVWC) 
Kurt and Klare (WGRC) 
Kurtesv Kitchen, KFBB's 

(KFBB) 
Kut-up Kollege (WTMJ) 
Kuzzin Tom's Kiddie Klub 

(KWK) 
Kwestionite (WMPS) 
Kwikads (KANS) 
Kwiz Kort (CKCW) 



L 



La Marba Predicts Football 

(WWSW) 
LeBoeuf Sketch Book 

(WBZ-A) 
Le Roy Piano Lessons 

(WHB) 
Labor and the Nation 

(CBS) 
Labor Flashes (WCFL) 
Labor Hour (WEVD) 
Labor on the Air (KYA) 
Labor on the March 

(WEVD) 
Labor Parade (WOL) 
Labor Speaker (WGRC) 
Labor Speaks (WRJN) • 



Ladder of Fame, The 

(WCBD) 
Ladies' Aid (KLZ) 
Ladies' Day (WLW) 
Ladies' Digest, The 

(CHWK) 
Ladies First (WCCO) 
Ladies Health Class 

(WEW) 
Ladies in the News 

(NCBS) 
Ladies, Listen! (KONO) 
Ladies' Matinee (KFH) 
Ladies Only (KMOX) 
Ladies' Party, The (KTSA) 
Lady, The WWL (WWL) 

342 



Lady About Town (CJCA) 
Lady Be Good (WLW) 
Lady Beautiful, The (KLO) 
Lady Betty (WGY)* 
Lady Beverwyck (WGY) 
Lady Called Anne, A 

(CFPL) 
Lady Esther Serenade 

(NBC) 
Lady Fingers (WGY) 
Lady from Town Talk, The 

(WTAG) 
Lady in Blue (KMBC) 
Lady in White, The 

(WJBC) 
Lady Joy (KMPC) 



PROGRAM TITLES— Continued 



Lady, Lend an Ear (KLZ) 
Lady Lillian Presents: A 

Woman's Adaptation of 

the Man on the Street 

Interview (WEED 
Lady Lois Beauty Hour 

(WKZO) 
Lady Luck (KOL) 
Lady Next Door (KPIC, 

CHNS) 
Lady of the House (KFBI, 

KMBC) 
Lady of the Morning 

(KFXD, WTAM, KFNF) 
Lady of the Night (CRS) 
Lady of the Week (WPAY) 
Lady Paish, Dietetics 

(CKWX) 
Lady Philosopher, The 

(WCAO)* 
Lady Sings, The (KGW- 

KEX) 
Lady Who Swings the 

Band (WPHR) 
Lady with the Lute 

(WNEW) 
Lady's Baritone (KGHI) 
Lagniape (WMAL) 
Laff & Swing (NBC) 
Lake City Safety (WLNH) 
Lake Hiawatha Program 

(NBC) 
Lake Region Brotherhood 

(WLNH) 
Lakeside Melodies (CJRC) 
Lamb and Lamb (WTJS) 
Lamp Lightin' Time 

(KFJZ) 
Lamp Pjst, The (KAWN) 
Lamplight Time (CJAT) 
Lamplighter, The (KFWB, 

KGMB, WNLC, CBL, 

CBY) 
Lamplighters, The Lambert 

(CHNS) 
Lamplighter's Program, 

The (KGNC) 
Lamplighting Time (WHIS, 

WHO. WHEC) 
Lamplit Hour (KGO-KPO, 

WTMJ) 
Lamplite Time (KROC) 
Land o' Dreams (CBS) 
Land o' Memories (WLS) 
Land of Beginning Again, 

The (WTAM) 
Land of Cotton (WBZ-A) 
Land of Enchantment 

(KRKD) 
Land of Make Believe 

(CBS) 
Land of Manana, The 

(WHBB) 
Land of Our Fathers 

(WIBA) 
Land of Romance (WOAI) 
Land of Song (KIEV) 
Land of the Sky on 

Parade (WWNC) 
Land of Wonder & Fear 

(NBC) 
Land, Sea and Air 

(WBNX) 



Land We Live In, The 

(KMOX)* 
Lands We Love (KOBH) 
Landscape Gardener, The 

(KFOX) 
Landscape Gardening 

(NBC) 
Landt Trio (NBC) 
Landt Trio and White 

(NBC) 
Lane Family, The (WJNO) 
Langendorf Pictorial 

(KGO-KPO) 
Langer Sisters, The 

(WJNO) 
Language Contest, The 

Linguaphone (WQXR) 
Language of Music, The 

(WHA) 
Lanny Ross and His Log 

Cabin Orchestra (NBC) 
Lansing Speaks (WJIM) 
Lapsus Linguae ( WDWS ) 
Lamed on Parade (KVGB) 
Larry & Lila (WDEV) 
Larry and His Souvenirs 

(WOPI) 
Larry and Sue (WLW, 

WSAI) 
Larry Clinton's Orchestra 

(NBC) 
Lassen Lobby Interviews 

(KANS) 
Lasses and Honey 

(KEHE)* 
Last Call for Breakfast 

(WNAX) 
Last Call for Dinner 

(KFAB) 
Last Minstrel, The 

(WMEX) 
Last Minute News (KFH) 
Last Night in Manhattan 

(WHB) 
Last Nighter, The (SR) 
Last of the Lockwoods 

(NBC) 
Last Week's News in Re- 
view (KGNF) 
Last Word, The (WKY. 

WMBC) 
Last Word in Sports 

(WTMJ) 
Last Year's Hits (KGO- 
KPO) 
Late ComDlete Sports Re- 
view (WJNO) 
Late News Timo with Bill 

Wigsinton (WDGY) 
Late Night Round Up 

(WGR) 
Late Risers Club (WCLO, 

WOMT. WGAN) 
Late Riser's Programme. 

The (CKWX) 
Late Risers' Sunday Morn- 
ing Club (WCLO) 
Latin American Rhythms 

(WRDW. CJGX) * 
Latin American Tempos 

(CJRC) 
Latin Hour. The (KOB) 
Latin Rhythm (KGO-KPO) 
Latin Rhythms (WAAW) 

343 



Laugh a While (WRDW) 
Laugh Clinic (KMOX) 
Laugh Liner, the (WBBM) 
Laugh Lobby (WCLE) 
Laugh with Sid Pearl 

(KABC) 
Laughin' at the Funnies 

(KWK) 
Laughing at Laughs in the 

News (UP) 
Laughing at the World 

(WOKO) 
Laughs from Life (NCBS, 

KSO) 
Laughter and Music 

(WTJS) 
Laura Suarez, Brazilian 

Singer (NBC) 
Laurentian Mountaineers, 

The (CHRC) 
Laurier Rhythmakers, The 

(CKCH) 
Lavendar and Lunacy 

(WMCA) 
Lavender and Lace (CJAT) 
Lavender and Old Lace 

(CBS) 
Law Beaters, The (WOR)* 
Law Enforcement (WLAC) 
Law for the Layman 

(WCAE) 
Law Forum, The (WSET- 

WFAM) 
Law in Everyday Life 

(KECA) 
Lawn Party, The (WBRC) 
Lawrence School on the 

Air (WLAW) 
Lawrence Speaks Its Mind 

(WLAW) 
Laws that Safeguard 

Society (NBC) 
Lawyer and the Public, 

The (CBS) 
Lawyer Bill (WCHV) 
Lawyer Lincoln (WLS) 
Lawyer 'Q' (WJNO) 
Lawyers' Drama (WEBR)* 
Laymen's Hour (KFUO) 
Lazanne Trio (WQXR) 
Lazy (NBC) 
Lazy Interlude (KNX) 
Lazy Jim Day Sings the 

News (WDZ) 
Lazy Liza Lee (KGFJ) 
Lazy Rhapsodies (WORD 
Lazy Rhapsodies with Bob 

Perry (WORD 
Lazy Rhythm (CHAB) 
Lazytime Tunes (KYOS) 
Leading Lady, The 

(WTCN) 
Leadorr Man, The (WSGN) 
League of Insurance Wo- 
men Talk (WINS) 
League of Western Writers 

(KGO-KPO) 
League of Women Voters 

(WHIO) 
League of Women Voters 

Series (WAVE) 
Learn the Words (WLW) 
Learn to Dance with Char- 
lotte Kingston (WSPR) 



PROGRAM TITLES— Continued 



Learn to Live (KSFD) 
Learning to Swim and 

Keeping Fit (CBS) 
Leaves from a Doctor's 

Diary (WJJD) 
Leaves from My Scrapbook 

(WHDL) 
Leaves in the Wind (KNX) 
Lebenthal Opera Hour 

(WQXR) 
Lectures on Christian 

Doctrine (KFUO) 
Lee Erwin, Organ (WLW) 
Lee Shannon's Music Box 

(WHAM) 
Lee Way Music (KGNC) 
Lee Wiley Sings (KHJ) 
Leesburg Salute (WFMD) 
Lefty and Lucky (WOR)* 
Lefty Culpepper (WTMJ) 
Legal Clinic of the Air 

(WMAQ)* 
Legendes Du Danube, Les 

(CKCV) 
Legends of Canada (CHRC) 
Legends of Hawaii 

(KGMB) 
Legends of Palestine 

(WLTH) 
Legends of the Opera 

(WLAW) 
Legends of the Southwest 

(KVOR) 
Legion of Honor (KMBC) 
Legion of the Lost (NBC) 
Legislative Highlights 

(WMCA) 
Legislative Interviews 

(KLZ) 
Legislative Roundup 

(WDNC) 
Lei Vendors, The (CJRC) 
Leibert Ensemble (NBC) 
Leisure Gold (WINS) 
Leisure Hour, The (WIP) 
Leisure House (WDAE) 
Lem Turner and Four Dons 

(WHO) 
Lemuel Hopkins (WMFG) 
Lend a Hand (WNEW)* 
Lend an Ear (WATR) 
Lenten Choir (CBS) 
Lenten Meditations 

(WMCA) 
Lenten Program (WTAG) 
Leo Kahn's Amateur Pro- 
gram (WMC) 
Leola and Her Songs 

(KVGB) 
Leon Mojica (CRS) 
Leon Mojica's Orchestra 

(KYA) 
Les Hartman (IBS) 
Lesson in Swing, A (WPHR) 
Lessons from the News 

(CKY) 
Lessons in Living (WRVA, 

WWSW) 
Lessons in Love (KFWB) 
Lessons in Loveliness 

(CBS) 
Lessons in Swing (KTUL) 
Lest We Forget (WWSW) 
Lest You Forget (KARM) 



Lester Green's Tall Tales 

(WTIC) 
Lestonaites, The (KSD) 
Let Freedom Ring (CBS) 
Let Me Dream (CJCA) 
Let There Be Music (CBS) 
Let Yourself Go (WFBR) 
Let's Act (CJRC) 
Let's All Be Merry (CBL) 
Let's All Go to the Music 

Hall (CRCY) 
Let's Be Friends (KFOR) 
Let's Be Healthy (KGW- 

KEX) 
Let's Call It a Day 

(WKBO) 
Let's Chat Awhile (KLRA) 
Let's Communicate (KSL) 
Let's Compare Notes 

(KMOX, KWK) 
Let's Dally with Dorsey 

(CJLS) 
Let's Dance (CJCA, 
WAGM, WKBO, WNOX, 
WRDW, WSPA, WSIX, 
MacG, CFCF, WCFL, 
WBBC) 
Let's Dance and Dream 

(WGH) 
Let's Dance Awhile (WTJS) 
Let's Disagree (CFRB) 
Let's Draw (WHA) 
Let's Dream (WPAY) 
Let's Face the Music 

(WATL) 
Let's Get a Touchdown 

(WWSW) 
Let's Get Acquainted 

(KWG, WHtS, KGIR) 
Let's Get Friendly 

(WBT)* 
Let's Get Together 

(CFGP, KROC) 
Let's Get Up (KIEM) 
Let's Go (WKBW) 
Let's Go-a- Visiting (CKY) 
Let's Go Backstage (WSAI) 
Let's Go Calling (KDYL) 
Let's Go Cowboy (KABC) 
Let's Go Fishin' (WMBR) 
Let's Go Fishing (WICA) 
Let's Go Formal (CKCL) 
Let's Go Hollywood 

(KFWB, KHJ)* 
Let's Go Househunting 

(WFMD) 
Let's Go Pittsburgh 

(WWSW) 
Let's Go Places (KABC, 

WBS, WEAU) 
Let's Go Places and Do 

Things (WHB) 
Let's Go Shopping 

(WAYX) 
Let's Go Shopping with 
Dorothy Lawrence 
(KBST) 
Let's Go Shopping with 

Sue (WPHR) 
Let's Go Stepping (CJRC) 
Let's Go to College 
(KMOX) 

344 



Let's Go to Press (KRNT) 
Let's Go to School (WGBI) 
Let's Go to the Movies 

(WDAF, WRVA) 
Let's Go to Town (WTMV) 
Let's Go to Work (WTIC) 
Let's Go Visit (WKY) 
Let's Go Visiting (WHBF, 

WAVE) 
Let's Have a Party (KMPC) 
Let's Have a Word To- 
gether (WTOC) 
Let's Have Lunch (WDOD) 
Let's Hear from You 

(WHJB) 
Let's Join the Ladies 

(WHAM) 
Let's Listen (WSUN) 
Let's Listen to Harris 

(NBC) 
Let's Listen Tonight 

(KOIL) 
Let's Look at a Book 

(KOY) 
Let's Look at a Star (CBL, 

CBY) 
Let's Look at Life (KWK) 
Let's Look at the Inside 

Page (WDRC) 
Let's Look at the Paper 

(CJIC) 
Let's Pitch a Little Woo 

(KPAB) 
Let's Plan Our Garden 

(WDOD) 
Let's Play Bridge (CFRN, 

WMIN) 
Let's Play Games (WOR) 
Let's Play House (KFAM) 
Let's Pop the Question 

(WFIL) 
Let's Pretend (CBS) 
Let's Read the Funnies 

(WEBC, WKST) 
Let's Remember (KFVS, 

WFAA) 
Let's Reminisce (WSVA) 
Let's Share the Day 

(KMPC, CKLW) 
Let's Shuffle with Shaw 

(CJLS) 
Let's Sing (KFAB, WHAM) 
Let's Sing Again (KFVD, 

WWSW) 
Let's Sing Together 

(WOPI) 
Let's Sing with Wilkins 

(WJAS) 
Let's Swap (WDOD) 
Let's Swap Stories 

(WOKO)* 
Let's Swing It (CFAR, 
WCAX, KSOO KONO, 
KGO, KPO, WSVA) 
Let's Take Time Out 

(KDYL) 
Let's Talk About Books 

(WSPR) 
Let's Talk About Our 
Neighbors (CJRC) 
Let's Talk About Stars 

(WAAT) 
Let's Talk About the 
Weather (WAPI) 



PROGRAM TITLES— Continued 



Let's Talk It Over (KFJB, 

CJKL, KHQ, WBNY) 
Let's Talk Music (KELO) 
Let's Talk Politics (WHB) 
Let's Talk Sports (KFYO) 
Let's Talk Turkey! (KYOS) 
Let's Tell Stories (WIND) 
Let's Try Religion (WMCA) 
Let's Visit (KNOW, WOR) 
Let's Visit — Jerry Danzig 

and Dave Driscoll 

(WOR) 
Let's Visit the Zoo (WPEN) 
Let's Waltz (WHEB) 
Let's Waltz Again (KQW) 
Letter Basket (KFNF) 
Letter Box, The (WSPD, 

KYW) 
Letter Tower, The (WBAX) 
Letter Writer (KFUO) 
Letter Writing (KLZ) 
Letters (KFUO) 
Letters from Lydia 

(WBAL) 
Letters of the Cartwright 

Family (WTMJ) 
Letters to Santa Claus 

(KCKN, WTJS) 
Letters to the Editor 

(CKNX, WFLA) 
Letting You In (WHN)* 
Levitow Ensemble (NBC) 
Liar's Club (WDAF, 

WKZO, KYOS) 
Libby, Ruth and Marty 

(WAVE) 
Libby's Lyrics (WSGN) 
Liberal Twins (WGRC) 
Library Book Shelf 

(KANS) 
Library Hour, The (KFRU) 
Library in Miniature 

(KORE, KUJ) 
Library of Congress Cham- 
ber Music Concerts 

(NBC) 
Library of Congress 

Musicales (CBS) 
Library of the Air (WMBR) 
Library on Parade, The 

(WHEC) 
Library Period (WOI) 
Library Service (WOI) 
Library Speaks, The 

(WEAU) 
Library Story Time 

(KDON) 
Library Taler (WSOC) 
Lie Detective (WORD 
Lieder Singer, The 

(CBF, CBM) 
Life and Love of Dr. Susan 

(CBS) 
Life & Songs of Stephen 

Foster (NBC) 
Life at Darlington (WRGA) 
Life Begins at College 

(WFAS) 
Life Begins at 8:40 (WMCA) 
Life Begins at Sixteen 

(WSAR) 
Life Building (KRE) 
Life Can Be Beautiful 

(CBS, NBC) 



Life in a Circus (CJRC) 
Life Insurance Court 

(WBNX) 
Life Insurance Facts 

(KFBI) 
Life Is a Song (KMO) 
Life of a Song, The (KSD)* 
Life of Mary Sothern 

(WLW) 
Life of the Party (KNX, 

WBT) 
Life of the Reillys (KGO- 

KPO) 
Life on Red Horse Ranch 

(WGN)* 
Life or Death (WHO) 
Life Program, The (KTAT) 
Life Savers, The (WMT) 
Life Stories (WHK) 
Life Studies (KROY) 
Lifelong Learning (KMPC) 
Lifetime Revue (WMAQ)* 
Life's Question Marks 

(WOV) 
Light on Life's Way 

(KFUO) 
Light on the News (WFBR) 
Light on the West (KOA) 
Light Opera Company, The 

WBAL (WBAL) 
Light Opera Company, 

Worcester County 

(WTAG) 
Light Opera Favorites 

(WHO) 
Light Opera Gems (CBS) 
Light Opera Hour (WBZ-A) 
Lighted Window, The 

(WBNS, WEBR) 
Lighthouse of the Air 

(WQAM) 
Lighthouse Programs 

(NBC) 
Lighthouse Serenaders 

(CBS) 
Lights and Shadows 

(KASA, WROK) 
Lights On (KDKA) 
Lights Out (WMAQ) 
Lilac Time (CBS) 
Lillian Cornell (WENR) 
Limehouse Nights (KGFJ) 
Limerical Lyrics with Lora- 

lee (WBRY) 
Limey Bill (WGY) 
Limousine Lady (MacG) 
Lina Covington Harrell, 

Reporter (WSOC) 
Linda Grey (WIS) 
Linda Fairchild, Stepmoth- 
er (NBC) 
Linda's First Love (WBS) 
Lines for Living (KOME) 
Lines for Love (WICC) 
Linger Awhile (CFCF. 

WHAM, WEBR, WHK, 

WIBX) 
Linger-a- While (WSAL) 
Lingering Melodies 

(KGNO) 
Link Looks at tho News 
- (WBTM) 
Lions, Tigers &• Their 

Master's Voice (NBC) 

345 



Liquor Authority Board 

Talks (NYBS) 
Listen (KFRC, KFSD) 
Listen and Learn (KFUO; 
Listen Awhile (WCLE) 
Listen Closely (WEBR) 
Listen Detroit (WXYZ) 
Listen In (KGMB) 
Listen, Ladies (CRS, 

KGW-KEX) 
Listen, the Music! (WRNL) 
Listen to Alice (WNAC) 
Listen to Nissen (WCSH) 
Listen to the German Band 

(KFYO) 
Listen to This (WWL) 
Listen to Yourself (WIND. 

KTSM) 
Listener, The (CKCL) 
Listener-Inner (KFI) 
Listener Listens, The 

(KWKH) 
Listener Speaks, The 

(WLBZ, WOR, WWVA, 

WHIO) 
Listener's Choice, A 

(WHMA) 
Listeners Club, The KTSM 

(KTSM) 
Listener's Digest, The 

(KIDO, KFUO) 
Listener's Forecast 

(WWSW) 
Listeners' League (KUMA) 
Listeners' Letter Box 

(CJRM) 
Listeners' Nightmare, The 

(WELD 
Listener's Scrapbook 

(WNEW) 
Listener's Theatre (WICC) 
Listenin' In (WWVA) 
Listening Ear, The 

(WHAM) 
Listening Inn (WNOX) 
Literary Digest Topics in 

Brief (NBC) 
Literary Forum (WHN, 

FTRD) 
Literary Forum, The New 

York University (WHN) 
Literary Gems (WHAM) 
Literary Guild (NBC) 
Literary Masterpieces 

(WBEN) 
Literarv Quarter Hour 

(WCAL) 
Literature on Parade 

(KFOX) 
Lithuanian Balsas (WORD 
Lithuanian Hour (WMBC) 
Little Actors Club (KGW- 
KEX) 
Little Big Show, The 

(KTUD 
Little Bird Told Me, A 

(WRTD) 
Little Bits from Life 

(WMBD) 
Little Bits of Movie Lots 

(WORD 
Little Boy Blue (KGW- 
KEX) 



PROGRAM TITLES— Continued 



Little Broadcasters 

(WACO) 
Little Brown Book, The 

(WHP) 
Little Brown Church in the 

Dell, The (CKOC) 
Little Brown Church of the 

Air (WLS) 
Little Cafe Off Broadway 

(WNEW)* 
Little Chapel of Faith, The 

(KFOR) 
Little Chapel of the Air 

(CJRM) 
Little Choir (WLW) 
Little Church Around the 

Corner (WMAQ)* 
Little Church Family Hour 

(CBS) 
Little Church in the Valley 

(KFJB) 
Little Church on Sunset 

Trail (KFJZ) 
Little Close Harmony, A 

(WDAF) 
Little Colleen, The (KGO- 

KPO) 
Little Colonel, The (WCKY) 
Little Concert (KGW- 

KEX, WDBJ) 
Little Country Church in 

Town (WLVA) 
Little Dan, the Movie Man 

(WROL) 
Little Dramas of the Traf- 
fic Court (KGFJ) 
Little Dutch Band, The 

WBZ (WBZ-A) 
Little Garden Series (NBC) 
Little Gems for Little Peo- 
ple (WRAK) 
Little German Band 

(KRMC) 
Little German Band, 

WBNY's (WBNY) 
Little Grey Home (KGKO) 
Little Helps, A (WBAL) 
Little Home Theatre (KOY) 
Little Honeymooners 

(WMCA)* 
Little Italy (NBC) 
Little Jack Little (NBC) 
Little Jamboree (WSBT) 
Little Joe (WPHR) 
Little Joe, the Wrangler 

(KMBC) 
Little Johnnie Walker 

(KCKN) 
Little Journeys (WWNC) 
Little Journeys Through 

Homes of Famous People 
(WMCA) 
Little Known Facts About 

Denver (KLZ) 
Little-Rnown Facts About 

Weil -Known Industries 
(WTAR) 
Little Known Works of 

Great Composers (NBC) 
Little Lady of Song — 

Leatha Lee (KWTO) 
Little Lectures (WNBH) 
Little Lessons in Living 
(KNEL) 



Little Man (WOW) 
Little Messenger (KFUO) 
Little Miss Bab-O's Sur- 
prise Party (NBC) 
Little Miss Happiness 

(WWSW) 
Little Miss Manners 

(KFAM) 
Little Miss Melody 

(WMSD) 
Little Miss Modern 

(WGPC) 
Little Miss Nobody from 

Everywhere (KGBX) 
Little Mister Manny Roy 

(KITE) 
Little Moments with Big 

People (WINS, NYBS) 
Little Nell in Paducah 

(WMFD) 
Little Night Music (CBS) 
Little Old Church in the 

Valley (WEAU) 
Little Old Fashion Music 

Box, The (WMSD) 
Little Old Man, The (NBC) 
Little Old New York 

(WMCA)* 
Little Ole and His Squirrel 

Dodgers (KROC) 
Little Orphan Annie 

(WBS) 
Little Queen of Pep 

(WGPC) 
Little Red Chapel (KGGM) 
Little Red Riding Hood 

(WCKY) 
Little Red Schoolhouse, 

The (WIND, KMPC, 

KSD, WICC, WMBC, 

WWL) 
Little Review, The (CBM) 
Little Shaver, The (WMCA) 
Little Show (KYA, WSAI) 
Little Show, Fahey Brock- 
man's (KOIN) 
Little Show, Howard's 

(WGR) 
Little Show of the Air 

(MWR) 
Little Slam Review 

(KDKA) 
Little Soldiers of Fortune 

(KVOD) 
Little Stars (KLPM, CBW) 
Little Stone Church on the 

Corner (KRBC) 
Little Stories of Great 

Lives (WHA) 
Little Story Bag (WOW) 
Little Symphony (KYW) 
Little Symphony, WOW's 

(WOW) 
Little Symphony Orchestra 

(WOR) 
Little Tea Shop (KWLK) 
Little Theat-Air (KOIL) 
Little Theat-Aire (WRNJ) 
Little Theatre (WHBC, 

KWLK) 
Little Theatre of Life 

(WMCA) 
Little Theatre of Music 
(KLZ) 

346 



Little Theatre of the Air 

(WRJN, KNOW, WAPO) 
Little Theatre of the Air, 

The KFYO (KFYO) 
Little Theatre of the Air, 

The KROY (KROY) 
Little Theatre of the Air, 
The State College 

(KFDY) 
Little Theatre of the Air- 
ways (KABR) 
Little Theatre on the Air 

(KGLO) 
Little Things in Life 

(WNEW) 
Little Tokyo (KRKD) 
Little TOm (WHIO) 
Little Variety Show (WBZ- 

WBZA. WDAY) 
Little Visits to the Great 

Musicians (CFRB) 
Little White Church 

(WMBO, KXBY) 
Little White House, The 

(WDAF) 
Little Willie (WRR) 
Little Woman, The 

(WHKC) 
Live and Learn (KFVD, 

WBIG) 
Live and Let Live (KFRC) 
Live Wires (KIDW) 
Lives at Stake (WOKO) 
Lives Between the Lines 

(CBS) 
Lives of Famous Com- 
posers (WCBD) 
Lives of Great Americans 

(WOAI) 
Lives of Great Men (NBC) 
Lives of Stars (KFWB) 
Lives of the Great (WGBI) 
Lives of the Great Masters 

(KVOR) 
Lives of the Saints (KTFI) 
Lives of the Theatre 

(KGFJ) 
Lives Relived (KNX) 
Living American Art 

(WQXR) 
Living and Learning 

(KQW) 
Living Around the World 

(WHEB) 
Living Dramas of the Bible 

(CBS) 
Living Each Day (WTOC) 
Living Headlines (WSBT- 

WFAM) 
Living History (CBS) 
Living Messages (WHEB) 
Living Music (WRGA) 
Living Today (WAVE) 
Living with Our Children 

(WWSW) 
Lizbeth Ann (NBC) 
Lloyd and Thelma (KGFF) 
Lloyd Pantages Covers 

Hollywood (CBS) 
Lobby Interviews (WKBN) 
Lobby Loungers (KIDO, 

WCOA) 
Local Happenings (CJCA) 
Local News (KRNR) 



PROGRAM TITLES— Continued 



Local News Service, Sum- 
mers' (WAGM) 
Local Poets (KCKN) 
Local Police Reports 

(KFXD) 
Local Social Calendar, The 

KTAR (KTAR) 
Local Varieties (WIBC) 
Loew Down on Hollywood 

(KFAS) 
Log Cabin Boys (WORD 
Log Cabin Choir Practice 

(CKCA) 
Log Cabin Dude Ranch 

(NBC) 
Log Cabin Musical Gems 

(KHSL) 
Log Cabin Revue, The 

(NBC) 
Log of the Hell Ship 

(KMTR)* 
Log of Unusual Facts 

(KIUN) 
Lois and Eunice (KFUO) 
Lois and Joe, Sweetheark 

of the Air (KFBI) 
Lollipop Parade (WXYZ) 
Loma (NBC) 
London Music Hall, A 

(CJCA) 
Lone Cowboy and His Hill- 
billies (WBTM) 
Lone Ranger, The (WXYZ) 
Lone Scout Troup Meeting 

(KIEM) 
Lone Star Cowboy (WWL) 
Lone Star Cowboys, The 

(KWKH) 
Lone Star Minstrels 

(WTAR, WFAA) 
Lone Star Ranger (CFRN) 
Lone Star Rangers, Ths 

(IBS, WGRC, KGFJ) 
Lone Star Troubadour 

(KGW-KEX) 
Lone Wolf (CBS) 
Lone Wolf Tribe (CBS) 
Lonely Gondolier (KFH) 
Lonely Philosopher 

(WVFW) 
Lonely Traveler (NBC) 
Lonely Troubadour 

(KWTO-KGBX, WHP) 
Lonesome Cowboy 

(KVGB. WHBB, CHRC, 

KWJB)" 
Lonesome Cowboy, Roy 

Faulkner. The (WIBW) 
Lonesome Cowgirl (CKCR) 
Lonesome Georgia Cowboy 

(WJNO) 
Lonesome House (CBS) 
Lonesome Luke (WGRC) 
Lonesome Rambler 

(WCHV) 
Lonesome Singers of the 

Air (WPHR) 
Long Beach Municipal 

Band (KGER) 
Long du Danube, Le 

(CBM) 
Long-Haired Swing Session, 

The (KELD) 
Long Island Hour (WICO* 
Long, Long Ago (CKCD) 



Long Remember (WNOX) 
Longhorn Guess Meal 

(KNOW) 
Longhorn Luke and His 

Cowboys (WOAI) 
Looie and Lettie (WJAY) 
Look Out! It's a Racket! 

(KVOO) 
Look Who's Here' (CFRN) 
Lookin' Around (WBOW) 
Looking Ahead with Ashe- 

ville (WWNC) 
Looking at Life (CBS) 
Looking at the World 

(KGVO) 
Looking Back (WHN) 
Looking for a Bride 

(WEVD) * 
Looking for New Faces 

(WWVA) 
Looking into the Past 

(WMBH) 
Looking on the Bright Side 

(CKCK, CFAC) 
Looking Out on the World 

(WGBF) 
Looking Through the Wind- 
shield (WICO* 
Looking Thru Your Win- 
dow (KVEC) 
Looks at Books (WBTM, 

KECA) 
Loose Ends (KELD) 
Lora Lane's Club Notes 

(KOL) 
Lora Lee and The Prairie 

Pioneers (KMBC) 
Lord Baltimore Ginger 

Boys (WFBR) 
Lord Fitznoodle and Ole 

Swenson (KYA) 
Lord Stuffingwell Tours 

America (KFH) 
Lorenzo Jones (NBC) 
Los Amigos (WLW) 
Los Caballeros (WTMJ) 
Los Espanalitos (WDAE) 
Los Tocadores (WBAP) 
Lost— a Dog (KTAT) 
Lost & Found (KTSM) 
Lost and Found (WHBB) 
Lost and Found Bureau, 

The (WMCA, KIRO) 
Lost and Found Bureau of 

the Air (KPDN) 
Lost and Found Column 

(WLAC) 
Lost and Found Column of 

the Air (KLZ, KTUL. 

WGTM, KOMA, KANS, 

WFDF) 
Lost and Found of the Air 

(WDOD) 
Lost and Found Program* 

(KTSM, WALA) 
Lost and Found Want Ad 

Program (KDFN) 
Lost Legions, The (CBS) 
Lost Personalities 

(WCOP)* 
Lost Pet Column (KIEV) 
Lotos Land (WOR) 
Lotta Hotta (KGB) 
Lotus Land (CBL, WJAY) 

347 



Lou Allen Lyrics (KTUL) 
Lou and Ruth at Studio 

Organ (WHB) 
Lou and Stan — with 

Comics for the Little 

Man (WJRD) 
Louis Buch, Harpist (KFIZ) 
Louis Rich Entertains 

(WCLE) 
Louisiana Hayride 

(WWSW, KHJ) 
Louisville Loons (CBS) 
Lovable Liars, The 

(WBBM)* 
Lovable Music (WENR)* 
Love & Learn (NBC) 
Love-Bug Program, The 

(WCAZ) 
Love Cycles in Song (NBC) 
Love Letters in the Air 

(WOAI) 
Love, Live and Laugh 

(KWSC) 
Love Lyrics (CJRM, WHN) 
Love Me, Love My Dog 

(WTMV) 
Love Nest (KYW)* 
Love of Joan Christopher 

(WOR)* 
Love on a Budget (WBRC) 
Love Racketeer, The 

(WOR)* 
Love Sit-Down Strike 

(WDAF) 
Love Song Time (KBST) 
Love Songs (WOR, WGN) 
Love Songs & Waltzes 

(NBC) 
Love Songs at Twilight by 

Rosemary (WHEB) 
Love Stories of Opera 

Heroines (NBC) 
Love Thy Neighbor 

(WTMV, KGBX, KMOX, 

KWTO) 
Loveliness for You ( WCPO ) 
Lovely Ladies (WAAF, 

WCAE. WCAU. KYW) 
Lovely Ladv (WBOW, 

KDFN, WNOX) 
Lovely Lady Hour (KROY) 
Lovely Melodies (WWSW) 
Lovely to Look At (WAVE) 
Love's Old Sweet Song 

(WBTM) 
Lowell Thomas (NBC) 
Luana (NBC) 
Lucky (CHSJ) 
Lucky Break (Mutual)* 
Lucky Dollar (WTNJ) 
Lucky Doorbell (KOL) 
Lucky Family, The 

(WBBC) 
Lucky Girl (WGN)* 
Lucky Gypsie (WEAU) 
Lucky Kids Program 

(CBS) 
Lucky Melodies (KJBS) 
Lucky Name Program 

(CFRN) 
Lucky Seven (KGFJ, 

WNOX) 
Lucky Seven, Daly's 

(KIEM) 



PROGRAM TITLES— Continued 



Lucky Smith (JVG) 
Lucky Three (WHB) 
Luke and Limber (KFEQ) 
Lukins Family, The (KFH) 
Lullaby Hour (WDAF) 
Lullaby Lady (WINS)* 
Lullaby Lagoon (CBL) 
Lullaby Land (KGVO) 
Lullaby Lane (KGVO) 
Lullaby Time (WSIX, 

WSAY, WGY, WLS) 
Lullabye (KGO-KPO) 
Lullabye Lane (CJOC) 
Lulu and Leander (WXYZ) 
Lum and Abner (NBC) 
Lumberjack (WSAU) 
Lumberjack, The Wausau 

(WSAU) 
Lumberjack Boosters 

(KWLK) 
Lumber Jacks, The 

(WCAE) 
Luncheon Club (WEW, 

WWVA) 
Luncheon Club of the Air 

(KFRO, WPIC, WGAN) 
Luncheon Club Revue 

(WHB) 
Luncheon Concert (KGO- 
KPO) 
Luncheon Dance Melodies 

(WEBQ) 



Luncheon Dance Music 

(KPDN) 
Luncheon Dance Review 

(WJIM) 
Luncheon Dance Revue 

(KFRO) 
Luncheon DanSession 

(CJLS) 
Luncheon Five (NBC) 
Luncheon Hour, The 

KGEZ (KGEZ) 
Luncheon Lyrics (KMBC, 

KPDN, WKRC, KLZ, 

WGH) 
Luncheon Matinee (WAVE) 
Luncheon Melodies (KLZ, 

KABR) 
Luncheon Musicale 

(KONO, WLAC) 
Luncheon on the Terrace 

(WMIN) 
Luncheon Rhythms 

(WJJD) 
Luncheon Serenade 

(KTOK) 
Luncheon Serenaders 

(KTOK) 
Luncheon Song Review 

(WJR) 
Luncheon Swing (WGRC) 
Luncheon Threesome 

(WBZ-A) 



Luncheon Time Table 

(WNBC) 
Luncheon Tunes (WBTM) 
Luncheon Varieties (KOB) 
Luncheon Variety (WGPC) 
Luncheonette (WSM) 
Luncheonettes (WKOK) 
Lure of Desert (KIEV) 
Lure of the Topics (NBC) 
Lute 'n' Lem (WDEV) 
Lutheran Hour (KFUC) 
Lutina Quintet (WDRC) 
Lying Fishermen, Bob and 

Art (WBAP) 
Lyle and Milan (KFAB) 
Lynchburg Marbles Tour- 
nament (WLVA) 
Lynn Sheeley Hour, The 

(WOPI) 
Lyon Family. The (WLS)* 
Lyric Lady. The (WFAA) 
Lyric Moods (WSM) 
Lyric Serenade (CBS) 
Lyric Trio (CBS) 
Lyrical Adventures 

(WGAR) 
Lyrical Ladies (WSBT- 

WFAM) 
Lyrical Lassie (KWTO- 

KGBX) 
Lvrical Lymerics (KYOS) 
Lyrics (WHBF) 



M 



M-l Reporter, The 

(WORD 
M-I Safety Squad, The 

(WORD 
Ma and Pa (WEED 
Ma Brown's Patch Quilt 

(WGN)* 
Ma Frasier's Boarding 

House (WGY) 
Ma Perkins (WBS) 
Mac and His Three-Piece 

Orchestra (KOOS) 
Mac Anikal (KVOX) 
Macaroni Mac (KGBX) 
Machine Age Housekeeping 

(CBS) 
Mack at the Keyboard 

(KIUD 
Macy and Her Man (WLW) 
Mad Cargo (KGO-KPO) 
Mad Hatterfields, The 

(WLW) 
Madame Courageous (NBC) 
Madame Speak Up (CJKD- 
Madame Sylvia — Ry-Krisp 

(NBC) 
Madcap Matinee (WWSW) 
Maddox Bros. (KGDM) 



Made in America Club 

(WBAD 
Madeline Meredith 

(WSAZ) 
Madhouse Rhythms 

(KSFO) 
Madison Ensemble (CBS) 
Madison Singers (CBS) 
Madison String Ensemble 

(CBS) 
Madman's Soliloquy 

(WWD 
Madrigal Singers (FTRD) 
Maestroes of Modern 

Rhythm (CJRC) 
Maestros of Modern Music 

(CJRC) 
Maestros on Parade 

(KANS, WLNH, CHAB) 
Magasin General, Le 

(CBF) 
Magawunkapog Centre 

(WICC) 
Magazine, The Mobil 

(KHJ)* 
Magazine Briefs (CFRN) 
Magazine Digest (KRNT) 

348 



Magazine Man, The (KGB, 

KHJ) 
Magazine of the Air 

(KFUO, WWJ, WCAE, 

WRJN, WAAW, WOR) 
Magazine of the Air, The 

KMBC (KMBC) 
Magazine of the Air, The 

KOB (KOB) 
Magazine of the Air, The 

Modern Screen (KNX)* 
Magee's Sports Review 

(KFOR) 
Maggo del Aria (WHOM) 
Magic Baton (KOL) 
Magic Box at Half After 

Five, The (WBZ-A) 
Magic Carpet (KGMB, 

KGW-KEX. KSUB. 

WMC, CKCL, KGVO) 
Magic Carpet Club (WJBC) 
Magic Carpet Melodies 

(KTUD 
Magic Carpet of the Air 

(WFIL) 
Magic City Melodies 

(KTUL, WBRC) 



PROGRAM TITLES— Continued 



Magic City Revels (WBRC) 
Magic City Varieties 

(WDBJ) 
Magic Clipper Story Hour 

(KELD) 
Magic Console, The 

(WCLE, WHK) 
Magic Dial (WTMV) 
Magic Dial, The KOBH 

(KOBH) 
Magic Empire Mirror 

(KTUL) 
Magic Garden. A (CHUB) 
Magic Harmonies (WOR) 
Magic Hour (KNEL, KGO- 
KPO. KJBS) 
Magic in the Air (WTAD) 
Magic Island (WMFJ-RRI) 
Magic Ivories by Ed King 

(KGHI) 
Magic Key (NBC) 
Magic Keyboard, The 

(WCBS) 
Magic Keys (KCRJ) 
Magic Kitchen (WCOP, 

WMBH, WMT, KMOX, 

IBS, WHB) 
Magic Kitchen, Martha 

Lane's (WCAZ) 
Magic Kitchen of the Air 

(WCOP) 
Magic Melodies (WKRC) 
Magic Microphone 

(WMCA)* 
Magic Mirror (KOIN) 
Magic Moments (KGO- 

KPO) 
Magic Night Club, The 

(KTOK) 
Magic Numbers (WBBM) 
Magic of a Voice (CBS) 
Magic of Melody (KGCX) 
Magic of Music (WATR, 

WHN) 
Magic of Service, The 

(WHO) 
Magic of Speech (NBC) 
Magic Piano Twins (CBS) 
Magic Recipes (KGO-KPO) 
Magic Spotlight (WEBQ) 
Magic Stories (WRVA) 
Magic Story Lady (WRVA) 
Magic Swing, The (WAAT) 
Magic Telescope (WLTH) 
Magic Violin, The (KHQ) 
Magic Voice (NBC) 
Magic Words (KGB) 
Magic Xylophone, The 

(CHRC) 
Magical Isles (KMTR) 
Magical Journeys (KHQ) 
Magical Merry— Go-Round 

(WDSW) 
Magical Music (WAAT) 
Magician of Menlo Park 

(WLW) 
Magnavox Svmphonic Con- 
cert (WQXR) 
Magnolia and Sunflower 

(WGY) 
Magnolia Blossoms (WSM) 
Magnolia Lane (KGFJ) 
Magnolia Minstrels (KGO- 
KPO) 
Mahraj (WOR)* 



Maid and a Man, A 

(WMBR) 
Maid, Man, and Music, A 

(KOL) 
Maid of Melody