Evening Star Newspaper, July 12, 1931, Page 47

! PART INBROADGAST Special Program Will Mark Dedication of New Trans- mitter of KFI. A special program to mark the dedi- eation of the new transmitter of Station KFI in Los Angeles will be broadcast tonight by WRC and a network of other National Broadcasting Co. stations. “Amos 'n' Andy,” Paul Whiteman and Me orchestra, Erno Rapee and his orchestra, James Melton. tenor; Gladys Rice, soprano, and Billie Jones and Ernie Hare will take part. In addition there will be an address by M. H. Ayles- worth, president of the National Broad- easting Co. Ruth Etting, the syncopating song- stress, will be the guest artist with the Choral Orchestra in its weekly broad- cast at 7 o'clock. She will contribute four solos, assisted by the orchestra. Ruinoff, as violinist, will be heard in his own composition, A A concert by Edwin Franko Gold- man's Band, a concert by the Cathedral Choir, and another episode in the dramatic serial, “Moonshine and Honey- ckle,” are among WRC's other fea- nres. New Attractions Listed. ‘With several new attractions WMAL will go on the air nearly three hours earlier than usual this morning. The added features include a children's pro- gram, duets by Julia Mahoney, and & esentation by Edna Thomas, “The dy From Louisiana.” Col. Ralph Isham, big game hunter and bodbk collector, will be the speaker in the international program from Yondon. He will discuss “The Romance of the Boswell Papers.” Col. Isham purchased this collection in 1927. ‘The best known and most popular of all Strauss symphonic poems, “Till Eulenspiegel's Merry Pranks,” will be broadcast from the Lewisohn Stadium concert. Willem van Hoogstraten will conduct the orchestra. ‘Tony Parent! and his saxophone quartet will introduce a new feature at 7:30 o'clock. The quartet will play Mozart's “Marriage de Figaro” as its specialty. Bagranoff Will Sing. ‘Wilbert Bagranoff, tenor, will present the Washington Musical Art Gallery rogram. His accompanist will be Adolf ‘orovsky. ‘WOL will broadcast this afternoon a special program by the Greek branch of the Interriational Bible Students’ Association in addition to its regular attractions. The church service will be broadcast from the First Congregational Church. ‘The broadcast of the services of the Gospel Spreading Association is one of the outstanding religious features on the program of WJSV. This station also will broadcast the morning service of the Fourth Presbyterian Church and the evening service of the First Church! of Christ, Scientist. INTERNATIONAL RADIO SERIES TO BE SECOND Columbia System Announces Sched- ule for Fall, With Diplomat Probable Speaker. ‘The Columba Broadcasting System announced y:sterday that a second con- clave of nations series of international broadcasts will be inaugurated next Fall. ‘The Mexican Ambassador to the United States, Senor Don Manuel C. Tell®z, dean of the diplomatic corps, is expected to deliver the opening address. ‘The rec:ption accorded Columbia’s first series, which included addresses by every Ambassador and Minister accred- ited to the United States in wezkly good will broadcasts; the numerous changes in the diplomatic personnel, together with the rapidity with which interna- tional questions hav> been brought home to the people of the world, brought about the decision to attempt the new series. Virtually every member of the diplo- matic corps, including the new arrivals from Spain, Canada, Great Britain and other countries, has accepted Colum- bia’s invitation to address the world in the serfes. The system’s Nation-wide network, and its short-wave transmitter used for international broadcasting, will carry the programs. The short-wave station is W2XE, at New York City. Chanticleer Broadeasts. Here's one from the Dutch East In- dies: Holland's short-wave relay sta- tion, Kootwijk, mintains regular com- munications with that Dutch colony, often transmitting radio programs for rebroadcasting out there. During one early morning broadcast a nearby chan- ticleer began to “proclaim the morn.” It was picked up by the microphone, transmitted to the Far East, and within a few minutes all the roosters within hearing of loud speakers there awakened @ joyous chorus. Major Radio Features SPORTS. Base ball scores, WRC, 6:00 SPEECHES. “The World's Busines: Klein, WMAL, 6:00; and Doctors,” by Dr. Howard W. Haggard, WMAL, 7:00: “Our Gov-| e!rnrnem," by David Lawrence, WRC, | :00. by Dr. Julius “Devils, Drugs | CLASSICAL. Gilbert and Sullivan gems, WRC, 4:00; Lewisohn Stadium Concert, WMAL, 8:30; Russian Cathedral Choir, WRC, 10:30. VARIETY. Jack Ralston's Orchestra, WOL, 1:00; Choral Orchestra, WRC, 7:00: Tony Parenti and his singing saxophones, WMAL, 7:30; South Sea Isianders, ‘WRC, 11:00. DRAMA. Moonshine and Honeysuckle, WRC, 2:00; Daddy and Rollo, 3 6:30; Big Brother Club, WRC, 8:45. HIGH LIGHTS ELSEWHERE. $:00—The Fur Trappers; musical pro- gram—WABC, WNAC, WCAU and WHK. $:30—The Dandies; Betty Smart, con- tralto; Ben Alley, tenor, and Freddie Rich's Orchestra — WABC, WFBL, WEAN, WNAC and WCAU. 6:30—Theatrical Scrapbook, ‘“Fanny Kamble Storms New York"— WJZ, KDKA, WGN, WRVA and WSR. 9:00—Melodies; Betsy Ayres, Mary Hopple and Wilworth's Ensem- ble—WJZ, WBZ, WBZA, WHAM, WJR, KDKA and KYW. ¥:15—Sea Chanties; male octet and accordion _soloist—WJZ, WBZ, ‘WHAM, KDKA, WJR and WMC. 8:15—The Stag Party; E. R. Hewitt, author, and Nat Brusilofi’s Or- chestra—WBAL, WJZ, WBZ, ‘WBZA, WHAM, KDKA, WJR, and WLW. 9:15—"World Adventures” by Floyd Gibbons—WJzZ, KDKA, WBAL, KWK and WBZ. 9:30—Slumber Music; Ludwig Lau- rler's String Ensemble—WJZ, WBZ, WBZA, WHAM, KDKA, ‘WJR and WLW. 10:00—Clyde Doerr’s Saxophone Octet v—vwi'? ‘WBAL, WHAM and 'G! 11:00—Henry Theis and his orchestra— WJZ, WBZ, WJR, KDKA, WBAL sad WREN, J lor two before the war, has been any- THE SUNDAY STAR, WASHINGTON, D., - RADIO STARS TAKE Popular Network Broadecasting Artists CONTRIBUTE TO OUTSTANDING SUMMER RADIO PROGRAMS. Samovar” programs over WMAL HE Stebbins Boys on the left, whose “Down East” sketches are a feature of the WRC programs, by Arthur Allen, Capt. Bill by Phillips Lord and John by Parker Fennelly. tinova, former prima donna of the Petrograd Opera Co., who is now appearing as soloist in the “Around the and other Columbia stations. Esley s played On the right is Mme. Valla Valen- SUMMER PROGRAMS | REST IN DOLDRUMS Many Popular Attractions Sign Off Air for Sweltering July and August. ' | 7:00a—Melody hour. Summer doldrums have enshrouded broadcasting, with many of the most popular programs off the air during the | sweltering days of July and August. A tabulation made yesterday shows that about & dozen and & half spon- | sored programs of the two major net- works are withdrawing, probably to return to the microphone with the ar- rival of the Fall. Somewhat offsetting the loss of these programs, however, is the introduction of several new fea- | tures, with the remainder of the time filled in by sustaining features. Pruning Seems Greater. | ‘While it is not unusual for programs to be curtailed during the Summer, this year it appears that the pruning has been greater than for any pre- ceding year. This has occurred despite the claim of the networks that the Summer radio audience is just as large and as responsive to advertising appeal as_that of other seasons. On the other hand, the commercial program sponsors evidently cling to the view that in Summer the average citizens flock to the resorts and don't‘ sit huddled about their receiving sets. | Moreover, it is a generally recognized engineering fact that Summer reception conditions. are inferior to those prevail- ing in cooler weather, while static bom- bardments are at_their worst. | In its effort to block any appreciable curtailment of Summer programs, Co- lumbia Broadcasting Co. has made a special study of radio as a medium for | Summer advertising, in which it tn-! deavors to show that the reduction in | audience during July and August is negligible. | | Denies Audience Lost. ‘This study, it claims, shows that the | July-August 'home audience is 91 per | cent as large as the March-April au-| dience, 90.3 per cent as large as that | for May-June and 92.6 per cent as/ large as that for September-October. Many individuals who go away for periods of any great length either take their radios with them or else have radios in their cottages, Columbia claims. The midget set is so compact | that it can be transported as easily | as a suitcase and so low in price that | many families now enjoy two sets. | Group listening at Summer resorts, roadside stands and tea rooms, dance pavilions and other vacation places, it was said, tends further to counteract | the loss in size of the audience as may | take place for other reasons. Folks Behind The Microphone BY THE RADIO EDITOR. OHN MAYO became a Columbia radio anncuncer because he hap. pened to be a radio fan. That doesn't follow the pattern, but then Mayo's career, since a year thing but conventional. Born in Providence, R. I, in 1899, Mayo went to a military school and to Brown University. He played base ball, foot ball and basket ball, competed in track events and learned trick horse- manship. In 1916 the United States sent an ex- pedition to Mexico to capture Villa. Mayo, as a member of the National Guard, was part of it. When the coun- try entered the World War, Mayo, trained and fit, enlisted as a private. He was sent overseas, made an arma- ment officer attached to aircraft and spent 14 months flyi ve the West- ern front. He came with a first lieutenancy. But, like thousands of other young men, when the war ended Mayo found himself at a loose end. He got a job with an oil company as a chemist. But the craving for excitement ‘engendered by the war drove him into a continual search for amusement. He chucked the job, headed for the Southwestern ofl fields and started work as a day labcrer. That lasted for a year. He was forced to give it up when a 16-inch casing weighing more than a ton fell on his foot, crushing it. Kansas City was the next stop. There he started in business for himself, man- ufacturing cosmetics and other chemical roducts. Here his interest in radio an. Several .months later he moved to New York. After successive interviews with Frank Knight and Ted Husing, Mayo was finally given an audition by Jack Ricker, then production manager at Columbia. The hear ‘was staged at 2 of an afternoon and at 3 Mayo, having been pronounced a success, Was given an actual program and put on the air. In the year that has followed he has covered more than 3,500 pro- grams from Columbia. / | 5:00—Gospel twilight hour . | Today on (All programs s uled for WRC 3156 Meters. 950 Kilocycles. 8:00a—Children’s hour. 9:00a—Josepe Woodwind Ensemble. 30a—Lew White, organist. 1 a—Neapolitan_Days. 10:30a—Jewels of Destiny. 11:00a—Rochester Concert Orchestra. 11:30a—Biblical drama. 12:00m—"Pop” Concert. 1:00—"Debunking Big Game Hunt- ing,” by Carveth Wells. 1:15—The Caribbeans. 1:30—Artists’ Service program. 2:00—Mconshine and Honeysuckle. 2:30—Balkan Mountain Men. 3:00—National Sunday Forum. 4:00—Gilbert and Sullivan Gems. 7:00—Choral Orchestra. 8:00—"Our Government,” by David 8:45—Big Brothers’ Club. 9: Goldman Band. —Sunday at Seth Parker's. :15—Correct time. 10:16—Phantom Caravan. 10:30—Russian Cathedral Choir. 11:00—Weather forecast. 11:01—South Sea Islanders. | 11:30 to 12:00—Dedication of Station KFI's new transmitter. Early Program Tomorrew. 6:30a—Tower health exercises. 7:00a—Gene and Glenn. 7:15a—Morning devotions. | 7:30a—Cheerio. 8:00a—Parnassus Trio. 8:15a—Teddy Black's 8:45a—Food program. 9:00a—Mrs. Blake’s Radio Column. 9:15a—Hits and Bits. 9:30a—"Please Tell Carroll. 9:45a—Hits and Bits. 0:00a—The Blue Streaks. 0:30a—Singing Strings. “Orchestra. Me,” by Jean | 1 1 1 1 1 —"“Moods and Memories,” by Capt. R. Henderson Bland. 11:30a—On Wings of Song. | 12:00m—Palais d’Or Orchestra. 12:30—National farm and home hour. | 1:30—Classic gems. | 2:00—Women’s Radio Review. | 3:00—Garden melodies. 205.4 Meters. WJSV 1.460 Kilocycles. 11:00 to 12:15—Services of the Fourth Presbyterian Church. 2:00—Church of the Air. 3:00—Organ melodies. 00—Gospel Spreading Association. | 00—Twilight hour. 7:30—Roland Wheeler, tenor. | 7:55—Service at FPirst Church of | Christ Scientist. 9:05—Studio feature. 9:20—Song Story. 9:30—Program from Temple Baptist Church. 10:00—Station flashes. 10:15—Evangelical Church of the Air. 11:00—Good-night. Early Program Tomerrow. 9:00a—Down South in Dixie. —Weather report and Grand- father's Clock. 9:40a—Hints to Housewives. 10:00a—Elizabeth Chamblin, soprano. 10:30a—Program by Federation of Women’s Clubs. 11:00a—Sacred hour. The Dial Log. Stations Heard in Washington Regularly. Kcys. Kcys. Flashes from The Evening Star, a resume of world mews, is broad- cast duily by WMAL at 5:45 o'clock. OVERSEA PICK-UP SET N. B. C. Will Attempt to Carry RBritish Program Thursday. An attempt to pick up and rebroad- | cast three programs originating with the | British Broadcasting tion, will be made by National Broadcasting Cor- poration July 16, 17 and 21. | ‘The first of these transoceanic re- broadcasts, Thursday, will bring to the American radio audience a popular re- cital by Olive Groves, Cyril Smith and P:ggy Cochrane. The second rebroad- cast, schezuled for the following day, will offer a program by the Wireless Military Band, directed by B. Walton O'Donnell. The final rebroadcast Tues- | day, July 21, will feature the Gershom Parkington Quintet. FISHING PARTY!|| B. R. Newinr, fomons disciple Iseak Walton, tells ou otories; explod: ideas. Tonight, “BAYUK STAG PARTY”| wjz, WLW. KYW, KWK, WBAL | | WGAR, WREN, WJR, Wi | WBZ, WBZA. of fish RCA—TUBES | LOWEST PRICES Radio Television Co. 716 14th St. NW. Natl. 8139 | 11:30a—Rebroadcast the Radio Eastern Standard Time.) WMAL {538 etrs. 9:00a—"Land O' Make Believe, 9:45a—Tony's Scrap Book. 10:00a—Duets by Julia Mahoney and Charles Carlisle. 10:15a—Edna Thomas, “The Lady From Louisiana.” 10:30a—"The Voice of St. Louis."— Classical concert. from _London— “The Romance of the Boswell | Papers,” by Col. Ralph Isham. | 11:45a—Watch Tower Service. 12:00m—The Vagabonds. 12:15—Vocal Art Trio. 12:30—Columbia Little Symphony. 1:00—Ann Leaf ag the organ. 1:30—Gypsy Trail. 2:00—Symphonic Hour. 3:00—Cathedral Hour. 4:00 to 5:00—Evensong service from ‘Washington Cathedral. 6:00—"The World's Business,” by Dr. Julius H. Klein, Assistant Secretary of Commerce. 6:15—Piano Pals. 6:30—Daddy and Rollo. 6:45—Boswell Sisters. 7:00—"Devils, Drugs and Doctors,” by Dr. Howard W. Haggard. 7:15—Kate Smith, crooner. 7:30—Tony Parenti and his singing saxophones. 7:45—Gladys R. Thrift, impersonation readings. 8:00—Around the Samovar. | 8:30—Lewisohn Stadium Concert. 9:30—Fortune Builders, Douglas Gilbert. 9:45—Wilbert Bagranoff, tenor. 10:00—Continental String Quartet. 10:30—Chicago Variety program. 11:00—Hollywood Orchestra. 11:30—Ann Leaf at the organ. 12:00—Weather forecast. Early Program Tomorrow. 8:00a—The Commuters. featuring | 8:30a—Tony's Scrap Book. 5a—The Dutch Girl. 9:00a—Opening the Morning Mail. 9:30a—Mr. Fixit 9 —Melody Parade. 10:00a—"Shoot the Works," by Hey- wood Broun. 10:15a—The Looking-Glass. 10:20a—The Madison Singers. 10:30a—Children’s stories by Bruce Chapman. 10:45a—Three Modern Maids. 11:00a—Don Bigelow's Orchestra. 11:30a—Cuban Orchestra. 12:00m—Earl Carpenter’s Orchestra. 12:30—Harry Tucker's Orchestra. 0—The 'Street Singer. 1:15—Rhythm Kings. 2:00—Columbia Salon Orchestra. 2:30—The Three Doctors. 2:45—Columbia Artists’ Recital. 3:00—United States Army Band. 3:20—"Russia in the Melting Pot,” by | G. Wells, from London. 1 H. 4:00 to 4: 228.9 Meters. WOL 1,310 Kilocycles, 10:00a—Organ melodies. 10:30a—Light opera gems. 11.00a—Services of the First Congre- gational Church. 12:25—Birthdays, 12:30—In Funnyland With Uncle Jerry. 0—Ralston's_Orchestra. 2:00 to_2:30—Program by the Greek Branch of the L B. S. A. Early Program Tomorrow. 7:00a—Musical Clock. a—Birthdays. 5a—Musical Clock. 45—Dancing by the Sea. Spanish Programs Increase. Columbia’s announcers are brushing up on their Spanish due to the increase in all Spanish programs now in vogue. | A Guild to Present Play. “The First Mrs. Fair” will be the Radio Guild presentation over WRC Friday afternoon at 3:15. This play |was a Broadway favorite in 1919 and 1920. e glas e, Lawnhurst to Be Solist. Vee Lawnhurst will be the guest solo- ist with Harry Reser’s Orchestra in the Eskimo Club_broadcast over WRC Fri- day night. Raymond Knight is to be | master of ceremonies. The dining table, sideboard and cel- larette with which Nelson furnished his H. M. 8. Victory were sold at auction recently in London. SALES SERVICE ATWATER KENT RCA, VICTOR MAJESTIC PHILCO BOSCH wenient Terms s AM. Sal. 10 F.M. st. NW. 2000, 1 arrard 0. JULY 12, IRADID YOUNGSTERS SCHODLEDBYNB.. Hundreds Given Auditions Every Week at Broadcast- ing Studios. BY JOHN BARRY. NEW YORK, July 11.—The National Broadcasting Co. has a school for radio youngsters—and a school teacher whose name is Madge Tucker. Hundreds of chil- dren have audi- tional ing every week. Some are accepted for radio training. They appear in the “Children’s Hour,” heard Sunday mornings, with Milton J. Cross as the announcer. Tpey are -heard daily in the after- [ noons in the pro- i gram of “The Lady Next Door.” If you have Madge Tucker. dren’s Hour” Sunday mornings you must have heard bands and young musicians from cities far distant from New York. Madge Tucker says that Pennsylvania seems to be the most musical State in her audience, and many come to New York from that State to_appear in her programs. Miss Tucker lets the children do all the entertaining. She is a veteran of radio, although only a young woman. In the early days of N. B. C., only about #ix years behind us, Madge Tucker was the ‘continuity department of the chain and there were only a handful of em- ployes in the entire system. 1,200 in System’'s Pay. Now there are more than 1,200 on the system’s pay Toll and there are more persons in the continuity department than there were in the entire company when Madge entered radio. ‘When attention first began to be paid to juvenile programs, Miss Tucker was selected to conduct them. That was about four years ago. It was announced over the air for four weeks that parents could bring children to the studio for auditions and that children with the voices and talents desired could par- ticipate in regular programs. ‘The studios were stormed by hopeful mothers and reciting children. There hasn't been a radio announcement of an audition since that time, but there are still so many appearing for audi- tions that two afternoons a week are devoted to hearing children sing their songs and speak their pieces into the microphone, Two studios are used for the audi- tions. Miss Tucker sits in the control room of cne studio while Miss Hart, her assistant, takes another studio. The microphones are turned on and the children take their turns doing their little bits. The voices are transmitted through a loud speaker in the control booth, where Miss Tucker and Miss Hart appraise the quality of the pro- grams. When voices are found with the ap- peal necessary for radio, the children are booked to appear in the Sunday Children’s Hour. and children found to be especially slert and possessed of s~ 'hil pictorial imagination are called to “The | Lady Next Door" program. Talent Ts Supplied. for the commercial programs—an many young voices are used in the dramatic sketches—it is to Madge Tuck- er's office that the directors come for the talent. Muriel Harbater, who plays “Jane” in “Jolly Bill and Jane.” is one of Miss Tucker's graduates. Only 12 years of age, she makes a salary to be envied by many older actors of the stage. May Rich, a little girl who plays the cornet in the Children's Hour, became a soloist last season with Edwin Franko Goldman's Band at Central Park. The Gold Medal Tri> on her programs is comrosed of three youngsters who some day probably will be featured musi- cians. They are the Altman children. Sylvia, who plays the piano, is prob- ably the oldest of any child on the programs. She is 16 and this year she was graduated frem New York Uni- versity. So she will be the first col- lege graduate of Madge Tucker's “fam- ily.” Julian Altman plays the violin in this trio and Urban the ’cello. Another favorite is “Sir” Walter Scott, the young boy who plays violin solos and me day hopes to be a great musician. (Copyright, 1931) KING GEORGE TO SPEAK British. Ruler to Be Heard Sw(ur-: day Over Columbia System. King George's voice will b2 heard over a Nation-wide network of the Colum- hoa Broadcasting System at 9:45 am. Saturday. The British ruler will speak at_the opening of Iiford Hospital. The program will originate with the British Broadcasting Corporation, b2 pick'd up by short-wave equipment of the Columbia tem and then sent out on its network of 86 statonms. HOOVER SPEECH ON AIR Major Chains Will Carry Address to Christian Endeavor Society. Networks of the Columbia and Na- tional broadcasting systems will carry President Hoover's greetings Thursday to the mors than 7,000 delegat-s attend- ing the fiftieth anniversary meeting, in San Prancisco, of the International So- cietv of Christian Endeavor. The address will be broadcast from th~ cabinet rqom of the White House at 2:15 pm. Broadcasts 24 Hours a Day. California’s “perpetual broadcaster"— and perhaps the country's—is KGFJ, And then, when children are wanleg‘ 1931—PART FOUR. Behind the Microphone BY THE RADIO EDITOR. the Nation with current, attention-demanding prob- lems was shown yesterday in a rfiort issued by the Washington office of the Columbia Broadcast- ing System on the speakers heard over the network during the first six months of 1931. The report stated that “radio, as an educa- tional medium, is used far more today than the average concept of its function in that field.” “Four points stand out in the| Columbia Broadcasting System’s Washington office activities during the period,” the report said. “The numerous presidential addresses, the cabinet series, arranged for the National Radio Forum hi' The Washington Star; the providing of prominent Washington officials, particularly ®members ¢of Con- gress, as speakers for the Dixie network of the system so as to bring the Capital nearer to the Old South, and the non-partisan policy adopted with respect to all networks under which prominent speakers’ of both political garnes have had easy access to the air, have been particularly praise- worthy. “President Hoover, between Jan- uary 1 and June 30, 1931, spoke 14 times over the Columbia Broad- casting System. Two of these ad- dresses were delivered the same day—April 14—when he gave a pan-American day address and later in the day spoke on the oc- casion of the fiftieth anniversary celebration of Tuskegee Institute. “Including the cabinet series, The Washington Star has pro- vided 26 speakers of national prominence for the entertainment and information of radio's audi- ences. Each speaker in the Na- tional Radio Forum has discussed a current problem on which he was particularly well informed. The Forum has become an in- stitution in Washington. “Nineteen notables, including many Senators and Representa- tives in Congress, have addressed | the South over the Dixie network, established March 23, as the larg- est regional radio chain in the world, with an inaugural address | by Senator Joseph T. Robinson of Arkansas, Democratic leader of the United States Senate. Ad- dresses over all networks of the system have been delivered by 38 Republicans and 24 Democrats in the past six months. Republican | speakers have been in the major- {ity in the past, partly because of the greater number of that po- | litical faith in Washington, but {largely because of the cabinet | series, which was basically not a Earnsan series. Through the/ orum, fhe departmental heads, as public servants, reported to the public in this series on the work and accomplishments of each de- partment. “A host of speakers delivering |non-partisan addresses of an ed- | ucational as well as controversial |nature have appeared during this period. Several instances have verged on the historical. The speakers’ studio of the system's ‘Washington office, because of the | fact that every one of importance {in ‘Washington, exclusive of Presi- | dent Hoover, has at some time or |other been in it for an address, | has been called ‘the Little Se: {ate.” It is fast obtaining a history of its own. Henry L. Stimson, ‘Secretary of State, was awarded a degree by the Pennsylvania | Military Institute as he sat in the studio, the first degree ever awarded via the radio. Helen Keller, through her sense of touch, | heard herself introduced as she| |sat in the studio beneath the| room’s loud speaker, her fingers touching it. Gen. John J. Pershing | asked the Nation to support the Red Cross drought relief drive| from that room. Other instances, | | too numerous to mo2ntion, have| lent the studio’s brief existence a color which will ripen with age.” ‘ i “'HO is going to foot the bill| for tel:zvision programs? | As in audible io; it will be| the zdvertiser, says Orrin E. Dun- lap, jr.. radio editor of the New York Times, in his new book, “Radio in Advertising.” Inquir- ies by Mr. Dunlap reveal that ad- vertisers and the advertising agen- cies are planning to be the show- men who will stage the Nation- wide shows that will entertain the multitudes in their homes by the visual along with the audible me- | dium. | “Radio In Advertising” is de-| voted to a comprehensive discus- sicn of the present status and possibilities of advertising by radio as cbserved by a thoroughly ex- perienced, but impartial observer. It is replete with data drawn from many authoritative sources concerning programs, continui- ties, rates, operating technique, etc. Perhaps its most significant chapter is the closing one devoted to advertising by television. “Images are already dancing through the skyscrapers and | winking at New York, Chicago | 1and environs,” Mr. Dunlsp informs |us. “Once they are cleared of freckles and blotches caused by static and other bombardments of nature, they will be dressed up in commercial regalia and direct- ed by their sponors to dash off through space to seek entrance to ADIO’S tremendous advance R as a means of acquainting Los Angeles, a little 100-watter, which has been on the air 24 hours a day without interruption since October 1, 1928, a total to date of nearly 25,000 consecutive hours. e s “Goldbergs” Return to N. B. C. The popular radio sketch, “The Rise of the Goldbergs.” returns to the air over a National Broadcasting Co. net- work tomorrow as a commercial feature. This feature will be broadcast daily, €x- cept Tuesday and Sunday. Beginning the program also will be heard / careful.” precise service and nominal charges. Phone Col. 0068 / RADIO SERVICE You will appreciate our COLONY RADIO SERVICE 4838 Georgla Ave. N.W. PHILCO DEMONSTRATOR MODELS | s A Few Sets Only Baby Grands 329.50 Complete. . . Consoles s39_5p OKAY RADIO CO. Complete. . . 417 11th St. N.W. 1760 Pa. Ave. N.W, . the homes of millions. Radio will then be a much more powerful advertising medium than it is to- day with sound. alone.” Not that Mr. Dunlap discounts radio’s present power to promote the sale of goo& through appeal to the audible senses. But he is a firm believer in print as “the backbone and bulwark of adver- tising.” The radio has its place. but Mr. Dunlap declares that the radio sponsor who forsakes and neglects ink fails to capitalize on his broadcasting. "This will be true as well of television, which will simply refine today’s audible radio—yet, even then, at best, carry only a happenstance, fleet- ing, non-permanent and non- recorded appeal. ‘The visual medium, in Mr. Dun- lap’s opinion, may furnish the answer to the severe criticism be- ing heaped upon the sponsors of resent radio programs for talk- ng too much on the air. Soon those sponsors will be able to pic- ture their goods. “The audience will not have to imagine what a product looks like or how it operates. A new model automobile revolving on a turntable in front of a televisor will enable it to be introduced to the entire Nation within a few seconds. A silver polish can then be visually demonstrated in a much more effective way than mere words can describe it. For example, hold the tarnished silver knife or kettle in front of the electric eyes. Then use the magic polish and let the housewives of the Nation see at a glance how bri¥ht and new the old piece of cutlery or utensil looks after the magic remedy has been applied. ‘“Great will be the power of tele- vision in advertising if for no| other reason than the fact that ‘one picture is worth more than 1,000 words.’” Mr. Dunlap predicts that 10 years hence “in semi-darkened | rooms America will sit at home| and watch television artists ex- actly as they go to the theaters today to see Charles Farrell, Janet Gaynor, Greta Garbo, Douglas Fairbanks or any other of the Hollywood stars. Just as radio| took over the Phonograph. so is it likely to do with the movies. * ok x RADIO is staging its own “back to the farm” movement this year, with at last nine manufac-| turers producing new receiving sets designed for use with the re- | cently developed “breathing bat- tery,” which has a life of more than 1,000 hours. Manufacturers are making extensive plans to de- velop the market for radios among farms and resorts that are out of reach of power lines. It is esti mated that 4,000,000 of the 6,000,- 000 unwired homes of this coun- try are without radios, with pos: sibly several million more using obsolete battery sets in the cities as well as on the farm. The new sets appear and are operated exactly like AC receivers, ranging in styles from midgets to elaborate consoles. They offer the same quality of reception, economy of operation and free- dom from trouble enjoyed by any 9 COMPETITION SEEN SPURTOU.S. RADIC Paley Says Public Benefits in Race to Provide Better Programs. BY ROBERT MACK. ‘The keen competition for listeners’ | ears between broadcasting stations 1s bound to result in a higher and higher quality of radio programs, in the opin- fon of William S. Paley, president of the Columbia Broadcasting System. Both broadcasters and the advertisers sponsoring programs have come to real- ize the power of censorship exercised by the listener, said the network executive, who is still in his twenties. “Th> humbiest hand or the highest can turn the dial of the radio set with 1 ual facility, and by turning, reject | what is offered he brought out. “Knowledge of this all-powerful twist of | the listener's wrist ke<ps us continuous- 1y keen and alert and therefore obedient to the will of the peopls Accounts for Differences. ‘These facts were related by Mr. Paley to a British radio audience in a speech ~ over the British Broadcasting Corpora tion network from London, a copy of which has just been made available here. He explained the differences be- ' ’lwefn the British and Am-rican broad- | casting systems. and why both methods |ar2 successful despite their radical dif- ferences. s The success or failure of the Ameri= | can system of sporisored programs, with i advertisers footing the bill, depends upon competition betwpen the sponsors and the networks, h> said. In England. as in most all otrer nations, broadcasting is a governmental monopoly with no advertising on the air. America is traditionally hostile to monopoly and especially government monopoly, Mr. Paley declared, and as a consequence the system of private | competitive enterprise, with advertisers i “paying the freight,” has developed. Adjusted to Needs. “The question as to Which system of | control is best is still being discussed on both sides of the Atlantic,” Mr. Paley said. “For my part, I believs that each country is bound to have the broadcasting it deserves, which is an- other way of saying the broadcasting that is adapted to its needs.” Mr. Paley has bcen making an ex- tended study of radio conditions in Europe. One of his missions has been the consummation of negotiations for interchanges of programs with nations |of Europe, to be rebroadcast in this country. (Copyright,1931.) user of socket-powered sets. At the recent radio trade show in Chicago, the following manufac- turers exhibited the new battery sets: Atwater Kent, RCA-Victor, Silver-Marshall, Crosley, Bruns- wick, Colonial, Erla, General Elec- tric and General Motors. Deriving their “A” current from |a_“breathing battery” that liter- ally breathes oxygen from the air | to maintain constant voltage, the | new sets employ the latest circuits and some have dynamic speakers. Small two-volt tubes are used | with the battery and a seven-tube set can be operated well over 1,000 | hours. After that the battery must be replaced, since it cannot be recharged. THE HecHT Co. F Street at Seventh LTS 7 Victor Tone Contr: tone from deepes treble. Wide Vision Select NAtional 5100 1931 Model R-34 List Price $121 With Tubes Complete With 8 RCA Tubes, Including 4 Screen Grid Free Installation! 90-Day Service Guaranteed ol . . . supreme in t bass to highest or . . . easy tuning with a single “sweep” of the knob. Micro-Synchronous « .« . programs ine audible to ordinary sets truly reproduced in Victor. $10 Delivers It—Balance Monthly (Main Floor, Radio Store.)