Evening star., 1925-08-09
HOLDS ADVERTISER
PAYS RADIO COST
Writer Gets Program of 27
Features by Firms of
All Kinds.
BY CARL III. BUTMAN.

Seated one day at my organ-no, 1
mean receiver was weary and Ill at
ease, and my fingers wandered idly
over the noisy keyS-I mean dials.
do not know what I was getting, or
what I was dreaming then; but l
finally brought in a static which l
never could get again. Apologies to
Adelaide Anne Proctor.
This unique reception Is recorded
by the writer in the belief that it
may throw some new light on the
broadcasting situation. Strangely
enough, l never got the name or call
letters of the mysterious station,
although 1 logged the program for the
benefit of the listeners and readers
who may be able 10 identify 1t.
1t was between 6 and y pm. when
this station came on wit. an overture
by the Goodrich SiIvertown Cord Or
chestra. The music was good and the
announcements were rich. The first
act was staged by the Peerless Laun-
dry Chorus, rendering Hanging Out
the Clothes" most effectively. This
was followed by the Gem Safety
Razor Quartet, which has probably
the edge on any other aerial enter
tainers we have heard. Next the
a. & P. Gypsies dished up a round
of tea, while the Astor troop held a
"Kaffee klatsch.' Carnation Milk
was served. A novel feature, entitled
aerial sweets" was then put on by
the Happiness Boys, the Candy Kids
of the ether. The manager Of the
Spencer Corsetiere next spoke on
ladies' furnishings, and the Royal
Typewriter Trio closed the first part
of the program.
Announcer Terrible.
:During the internofssion the an
nouncer said he believed he was put
ting over an exceptional program,
but he didn't say on whom. His
pronunciation was awful, but I think
the letters "ADS" were part of the
stations call. The Formica 1nsula-
tion Co. acted as a non-conductor
between the programs.
Drs. Tom, Dick and Harry spoke
on, care of teeth, skin and children
in the opening of the second half, and
were followed by a concert by the
Ipana Tooth Paste Troop. 1t was
a good clean act. The Atwater Kent
Orchestra and the Eagle Neutrodyne
Trio Wed with each other for few
minutes, but there was considerable
heterodyning. Cooks Tours took the
audience on a round-the-world cruise.
following which a novel race was
staged between the Packard Eight
and the Cleveland Six.
The Everready Entertainers brought
their batteries TO bear successfully.
Baking Biscuits" was the subject of
a short talk by the Calumet Baking
Powder Co. Then came the Piggly
Wiggly Girls in a sister act. Sears,
Roebuck & Co. explained that If fans
wrote them they would mail the
goods. The General Cord Orchestra
staged a short concert and "Goldy
and Dusty" the famous Gold Dust
Twins, cleaned up the program for
the evening.
Some fans may doubt the reception
of this unusual galaxy of talent IN
a single evening and question the
authors veracity, believing that, like
the organist in the above abused
poem, he slept at the keys, or dials.
But such is not the case; this pro-
gram isn't a dream; 1t is an actual
composite program of acts and fea-
lures from 81 important stations in
different parts of the country. 1t is
a -cross-section Of the type Of enter
tatnment furnished by some 40 ma
tional advertisers to the fans gratis.
Most of these acts are good and
many Of them have stood the test
OF time.
The Advertisers Pay.
The composite program practically
answers for all time one of our out
standing radio quiries-'Who is to
pay for broadcasting?" The answer in
the mind of the writer is these
national advertisers. Be they butch
ers. bakers or candlestick makers,
so long as they own stations or
rent space on the air there will prob
ably be plenty of good radio enter
tafnment. II the big advertisers
stick to indirect radio advertising and
special entertaining features, which,
although carrying publicity through
q name or a slogan, are of general in
terest, they will probably hold their
audiences and incidentally increase
their sales and popularity. Let them
inject too much publicity or any sales
talks and the fans will detune their
sets in disgust and the Great Amen"
of the poem will be sounded both for
the advertisers and the stations. The
audience as well as the chord will be
lost.
Stations on the West coast as well
rs on the Eastern half the country
are now selling space on the air. One