Evening star. [volume] (Washington, D.C.) 1854-1972, 1930-07-20
Behind the MicrOphOne
BY THE RADIO EDITOR.

ton he makes suggestions as to
how their voices may be improved.
He also gives advice as to the
preparation of material for the
radio.
STAGING a sponsored radio pro-
gram is not always a mani
festation of mere commercialism.
Roy Durstine, the advertising
man, recountS in the book "Ra-
dio and Its Future" how broad
cast programs are sometimes Or
dered by executives of large COM
panieS simply as an exciting
plaything" for themselves or their
wives. Comes now the periodical
of the show business, Variety,
with these observations about the
foibleS of the men who pay for
radio programs:
"Paralleling the instance Of
picture producer ordering changes
in talker because of his daugh-
ter'S suggestions, it's more or less
of a standing gag that one of the
most prom inent advertising
agents in America is governed in
the commercial radio programs he
presents by the opinion of his
young daughter. If the youngSter
okeyS programs reception, that's
all this high-powered ad man
cares for.
cts quite a gag, too, among
radio commercials how a flock of
vice presidents endeavor to evil
dence their showmanship in franz
ing radio entertainments. One
head of a tobacco broadcaster is
bug for old-time tunes, and his
program includes good percent
age of them. He also stages par
ties, rolls back the carpet and
hoofs to the hour his company
sponsors.
There are instances galore of
the interference of commercial
men or their advertising agents
with the actual radio program di-
rector, not to mention the talent
and how they must yes them
more than an assistant director in
Hollywood"
A MEXICAN and Canadian radio
dealers may derive a modi-
cum of satisfaction from the
knowledge that the cycle of radio
business inevitably turns upward
during the latter half of the year.
Radio Retailing estimates, on the
basis of reports from radio deal
erS who furnished monthly sales
figures for 1929, that by far the
greatest amount of radio buying
is done from September onward.
During 1929, for example, only
38 per cent of radio retailing bust
ness was done in the first six
months. July marked the years
lowest ebb in radio sales with 1896
per cent. But after that sales in
creased progressively in the fol-
lowing percentages: August, SGT;
September, 8.94; october, 1927;
November, 1923, and December,
1880.
Thus it will be seen that ap-
proXimately SO per cent of all ra-
dio buying is done during the
months of September, October,
and December. Never
theleSs, the first quarter of 1890,
according to Department of Com
merce estimates, accounted for
total retail sales of radio equip
ment amounting to $144, 500, 900,
compared with 1892, 100000 for the
first three months of 1929.
Prospects are reported to be fair
for the radio business this year,
yet one shadow casts itself
athwart the trade. Fears are cur
rent that another season of over
production, such as led to heavy
dumping and price cutting last
Winter, is in prospect. Some
4,700, 900 radio sets were manufac-
tured in 1929, of which 100000
were sold. This year every indi-
cation in the radio field, as in
general business, points to re-
Stricted demand-a repetition,
not Of 1929, but Of 1928, when
sales were 100000.
According to reliable authori-
ties, the sale of 100000 sets is
the top that can be expected this
year. Nevertheless, some set man
ufacturers appear determined to 4
go on a 1,000,000-set program.
The danger looms of overproduc-
ton, with consequent disaster to
the radio business as a whole and
with consequent good in the long
run to no one.