Word: programming
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Dates: during 1930-1939
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Bankers. Like Ford and General Motors, whose Sunday evening concerts also will continue, a group of bankers last week spotted symphonic music as a suitably expensive and respectable vehicle for institutional advertising. Heartened by a Columbia survey in which 23% of one program's listeners said they detested "ultramoder. -" music, and 19% cried out against jazz, the bankers' group hired the Philadelphia Symphony Orchestra, on a.three-year contract. Starting in November, the orchestra will serenade the U. S. public in a weekly concert under sponsorship of Manhattan's Chase National Bank, Chicago's First National. With...
...outstanding audience-catcher was the Bowes amateur hour, acquired by Manhattan's J. Walter Thompson Advertising Agency from a relatively small station to follow in the footsteps of Comedian Eddie Cantor as nation-wide salesman for Chase & Sanborn's coffee. This season's most unusual big program may be Chase & Sanborn's "Good Will Court" in which downhearted folk step up to a microphone, tell their personal difficulties to municipal judges who pass out good advice. Appeal of this program, which shrewd J. Walter Thompson begins for its coffee client next fortnight, is that everyone likes...
...Most ambitious dramatic broadcasting by cinemactors is done in the "Lux Radio Theatre," which started modestly two years ago as a program emanating on Sunday afternoons from Manhattan's Radio City. Policy of the program was to pick up cinemactors who had gone East for some fun. Top for an actor's appearance on the Lux program is now $5,000. Last June the Lux program moved to Hollywood. In its Manhattan run, the "Lux Theatre" had supposedly been administered by one "Douglas Garrick," fictitious character created for advertising purposes. In Hollywood, the "Lux Theatre" also...
...female box-office counterpart, little Shirley Temple, off the air, 13-year-old Jackie Cooper (Skippy) last week landed a $10,000 contract, had to have it approved by a court. For Delaware, Lackawanna & Western Coal Co. young Actor Cooper will next month make a series of recorded programs with such of his older Hollywood colleagues as Fred & Paula Stone, Polly Moran, Patsy Kelly, Dolores Costello Barrymore, Hoot Gibson, Jack Holt, Elissa Landi. For working in Jackie's program, Cinemactress Anne Shirley has already been promised...
Gossip. Even a Hollywood Gossip, Hearst's Louella 0. Parsons, landed herself in the big radio money two years ago as guiding spirit of Campbell Soup's "Hol-lywood Hotel." Beside this weekly program, the soup-makers present an annual Yuletide broadcast in which Actor Lionel Barrymore (fora reputed $1,250) wheezes, growls, grunts and snuffles his way through the part of Scrooge in a dramatization of Dickens' Christmas Carol. Last week's "Hollywood Hotel" offered an adaption of Dadsworth with Walter Huston and Ruth Chatterton. Next week: Norma Shearer as Juliet, to a radio Romeo...