Evening star., 1937-05-02

network oompanies-N. B. c. has
placed an order for an opera. No,
the chain has not taken steps to
buy the rights on q new modern
work; 1t has found a young, promis-
ing composer, said to him, Write us
an opera. but let it be an opera for
radio" promised him an impressive
premiere at Radio City as 1887 draws
to a close. The contracting party is
Gian-Carlo Menotti. Thus, to a man
Of rs, sixth Of 10 children talented :.
In music. is entrusted the chore OF
producing an operatic work suitable
in all respects for air presentation,
conceived with regard to the produc-
ton advantages and shortcomings OF
the microphone. The National Board
casting Co. will have first perform
snoe privileges and retain all radio
rights for a period Of three years
thereafter, with an option on three
more operas
Born in Milan, Italy, Menotti re-
eeived his earliest musical education
from his mother, began serious study
In his home city, wrote his first
opera at the age Of la tragedy
In which all the characters resorted
to self destruction in the last act.
Coming to Philadelphia in 1928, he
became a pupil of Rosario Scalera
1T the Curtis Institute of Music and
Amelia al Ballo," his second opera
and first to receive stage treatment
resulted, shot Menotti to the heights
-
The youthful composer has definite
ideas as to the failings of modern
opera writers. speaks his mind with
complete frankness, promises that his
work will not be guilty of the faults
which he condemns 1t will be good
radio" where other contemporary
efforts written for the stage may be
good music but not good theater,"
says Minotti. The composer will
double as librettist, believing that
nothing worthwhile can result when
published literary works are con-
verted, set to music. The full poten-
tialities Of plot and score can be real
lied only when the two constituents
are constructed together, he contends
Amelia al Ballo." presented in
English at New Yorks New Amster-
dam Theater on April. II, under the
direction Of Fritz Reiner, was received
with unqualified praise by the full
complement of music critics His
score was like tube of quicksilver, as
1t raced up and down, illuminating
every word, every thought 1t
bubbled and sparkled its way through
to the end and its spirit was continu-
ally infectuous," was the rave" of
Samuel Chotlnoff.
Riding on the crest Of the wave
which is his first triumph, Gian-Carlo
Mtnotti goes to work for N. B. c., sets
about evolving combined literary and
musical unity, with conference unaf-
fected by Its being written against a
time limit Radios first made-to-order
opera Is an interesting experiment-I
the result may do much to indicate
whether Or not broadcasting Is coming
OF age.
NO LONGER from Ann ellis alone
come informative "handouts-
concerning that boy with the grin
ming voice" Arthur Godfrey. Colum-
bias indefatigable local "tub-thumper"
has been augmented by the more ex-
tens1ve but little more efficient New
YORK press departments-Godf is
IN the big time" labeled, without
reservation, Americas highest-paid
announcer" Even If such is not the
case, and one is disposed to doubt, con-
sldering the vastly more imposing ma
tional name value" OF several of the
boys, who, like he, are bit more than
announcers, Godfrey is making a liv-
ing with the best of them, 81, $50 per |
week from the Sun Dial which boasts |
more than IS sponsors, and 81 900 for |
each Saturday Prof Quiz" stint. A
New York advertising agency reports |
the figures.
Pioneer in what has risen to desig- |
nation as a school" among air spiel |
era. the early morning salesman has |
proven that products can be sold bet |
ter with tnformality than with stiff
"upstage' attitudes. Sponsors and
agencies have awakened to the realiza-
ton that II they want an audience to |
act upon message" they must be |
made to listen and that such can never
be achieved through making 1t bla-
family evident that such is the an
nolncer's determination. Advertising
concerns that have prided themselves
on aoquaintanceship with the "pey-
chology of selling" can take few bows
Tor their activity since the inception
OF commercial broadcasting, but they
appear to be learning. Godfrey has
sold through kidding" himself and
HIS message, he has made 1t pay, now
Others are taking the cue
Incidentally the Sun Dial, a local
program, gets Nationwide audience
one day each week. With the Prof.
1u1s broadcasts demanding Godfrey's
presence in New York on SATURDAYS.
his morning effort is "piped" from the
main Columbia studios. But, to avoid
hiring special wires for the program.
IT b sent out over the complete C. B.
S. hne system, no regular network
feature conflicting. The Nationwide
audience, however. Is limited to en-
gineers at the affiliate stations, for the
Sun Dial passes the WJ6V control
room only.
r Ado has become possessed Of
another "trend'-organs. The
compact electric variety has taken
surprising strides into favor among
orchestra leaders operating in the
headquarters OF the networks, endear-
Ing itself particularly because Of .
remarkable flexibility OF tone which
does not lose effect when the notes
are directed into a microphone. Band
organists are placing their emphasis
on weird tonal combinations and imi-
tation of other inStruments-thee elec-
trio organ can produce remarkable