Evening star. [volume] (Washington, D.C.) 1854-1972, 1931-07-12
ADIO'S tremendous advance
y as a means of acquainting
Y the Nation with current,

ACKNOWLEDGEMENTS prop
lens was shown yesterday in q
report issued by the Washington
Office of the Columbia Broadcast
ing System on the speakers heard
over the network during the first
six months of 1881. The report
stated that radio, as an educa-
tional medium, is used far more
today than the average concept
! of it's function in that field"
-Four points stand out in the
Columbia Broadcasting System
Washington Office activities during
the PERIOD" the report said. 1.-THE
numerous presidential addresses
the cabinet series, arranged for
the National Radio Forum by 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 parties
have had easy access to the air
have been particularly praise
worthy.
president Hoover, between jan
uary l and June 80, 1881, spoke
IA 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 radios audi
enceS. Each speaker in the Ma
tional Radio Forum has discussed
current problem on which he
was particularly we'll 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 %, 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 "a Democrats in
the past six months. Republican
Gnrc r hnny1 in fhn a
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
partisan series. Through the
Forum, The 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
vocational as we'll as controversial
nature have appeared during this
period. Several instances have
verged on the historical. The
speakers studio of the SYSTEM
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 Sen
ate 1t is fast obtaining 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
rooms loud speaker, her fingers
touching it. Gen. John ]. PerShing
asked the Nation to support the
Red Cross drought relief drive
from that room. Other instances,
too numerous to mention, have
lent the studios brief existence a
color which will ripen with age"
* Xxx
WHO is going to foot the bill
for television programs?
AS in audible radio: it will be
the advertiser, says Orrin E. Dun
lap, jr.. radio editor of the New
York Times, in his new book,
Radio in Advertising" Inquir-
les 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-
dunn.
Radio in Advertising" is de-
voted to a comprehensive discus
sion of the present status and
possibilities of advertising by radio
as observed by a thoroughly eX-
perienced, but impartial observer.
1t 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
and environs," Mr.. Dunlap informs
us. Once they are cleared of
freckles and blotches caused by
static and other COMPARTMENTS
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