Evening star., 1936-12-13


Paying an average Of about $40
the American public will have pur-.
chased more than 7,000, 900 radio sets
by December 81, according to Bond
Geddes, executive vice president of
the Radio Manufacturers Association.
This eclipses all previous records,
though the peak prosperity year of
1929 still remains the biggest so far
as dollar volume Is concerned.
CEDDES estimates that $31S 300, 900
will have been spent for Ameri-
can-made radio sets this year. Anoth-
er 70,000 900 will have been spent for
$500 900 radio tubes And $45 ,0O0,-
900 more will have been spent for
radio parts and accessories of all sorts.
This total of $430,800,000 compares
with $332. 2.300.0 900 last year, and with
$842,548,000 in 1929.
OF the 100000 radio sets sold,
which far surpasses the previous rec
ord of 100000 achieved in 1885,
Geddes estimates that 400 900 went
INTO homes that never before had ra-
dios and that l 100000 went into au-
tomobiles. Thus the number of homes
In the United States now equipped
with one or more radios is estimated
n the trade at about 24,265 900, and
i is believed they represent no less
than 30,000,000 radios of all kinds.
The boost in the sale of auto radios
brings the total number of automobiles
equipped with radio to about 1000 900,
this branch of the business having
received great stimulus this year
because of the installation of radios
N many cars as standard equipment.
WHILE the dollar volume remains
below that of 1929, this is ex-
claimed by the fact that units cost
less. The average of $40 per set this
year compares with more than twice
shat amount seven years ago.
Altogether, since 1920, when Ameri-
san broadcasting began, it is calculated
that the American public has spent
between three and four billion dollars
on radio sets and associated equip
ment-thus placing the radio manu-
featuring business definitely in the
class of big industrials in this coun-
try. Early expenditures on broad
casting cannot be estimated, but the
100000. 900 of this year compares with
about $87 10000 during 1885.
THE domestic radio picture is bright
ened further by the growing ex-
M trol 80
ports Of American radios and other
equipment will bring in $4,000 900
or more this year This includes the
purchase of about $4,000 receiving
sets.
That Uncle Sam also benefits by this
trade is indicated by excise estimates.
Paying per cent of the manufac-
turers' cost to the Government. it is
estimated that the radio industry
will have paid into the United States
Treasury something like $4,000 900
when the books are closed for this
year. This compares with $4,436,000
In 1895.
livery little gesture or tilt of the
49, eyebrow has a meaning all its.
own in movies and the legitimate
drama, but in the radio drama. where
dexterity of motion fails to register,
the swaying Of audiences must be at
tanned by pure power of plot and
genius of voice.
1t is here that the radio produc-
6on man must display his ingenuity,
and broadcasting has developed skilled
specialists in the art of staging shows
that are heard but not seen. The
dead reckoning method, or lack of
method, that marked the early ether
drama has been supplanted by sys-
tematic procedure based on the les
sons that experience alone can teach.
Radio producers have taken ad-
vantage of the opportunity to shift
scenes and action with lightning ra-
pidity, a procedure that is denied the
stage drama but Is exemplified in
high degree on the motion picture
screen The masters of the micro
phone now leap from drawing room
to alley. from f1ashback to forays into
the future, abetted by ingenious sound
effects, with an ease that Is far cry
from the hop, skip and jump tactics
Of decade ago.
THE perfection attained in the mod
ern radio show, strangely enough,
ls achieved by methods totally at va
rance with one another. Where one
producer picks set of voices and
casts show around them another ac-
eomplishes equally good results by
selecting the characters and then en-
barking on a talent hunt to find ap-
propriate voices.
Many outstanding radio successes
have been built by the last-named
plan. The original idea, for example,
may call for a hero with a consum-
ing desire to obtain square deal for
the poor and oppressed. and the ad-
ditios1 of comedy element based on
. lwell-meaning but awkward person
rho always says and does the wrong
thing. Since radio has at its finger
tips q reservoir of versatile actors
who can play all sorts of roles. the
casting problem may not be the source
OF many gray hairs.
Yet another producer in the same
town who starts with some suitable
voices and builds plot and character
development around them may be
just as successful. In any case, the
loud speaker followers will soon decide
whether the drama is to enjoy q run
OF months or years, or whether 1t Is
to limp along for a while and then
topple into the crowded limbo that
radio has accumulated.
But whether he follows the voice
method or the plot method, or in
many cases little of each, the radio
producer has discovered-and many
times to his sorrow-that names may
make news but they seldom make q
good broadcast drama. OF course, a
Barrymore may do a yuletide Scrooge
ar a Helen HaveS NAV carry the Lis.