Word: soaping
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Dates: during 1940-1949
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...item in his stock. Broker Eggleston gets his wares at a heavy discount from churches, orphanages, political clubs, usually peddles them retail from 1? to 7?. Included in his bales at the moment are wrappers from Bit-O-Honey and Mars Milky Way candy, Camay, Oxydol and Ivory Soap, box tops from Wheaties and Kellogg's Corn Flakes...
Five days a week, from dawn to dusk, U. S. radio networks carry some 60 serials. Designed to provide U. S. housewives with aural escapism, they account for about half of all radio time sales. They are especially important to the makers and advertisers of soap, who have used them so extensively during the past ten years that they have come to be known as "soap operas." Leading soap-opera impresario is Procter & Gamble, whose 15 serials keep millions of women bathed in Ivory and suspense. Responsible for four of P. & G.'s sudsy dramas is Irna Phillips...
...scripts, Irna carefully abides by the cardinal plot rule of soap opera: Get your females behind the eight ball and keep them there. Irna is assisted in her work by two secretaries and a pair of literary Girl Fridays. She dictates all her material, frequently has an impassioned male remark to his sweetheart that he is happy "to have contacted her." To make sure she is right on legal and medical matters, Irna retains a lawyer and a pair of doctors. She has plunked most of her cash into annuities...
Irna describes herself as "part mechanic, part psychologist, part dialogist." She regards her fellow-workers in soap-opera vineyard in the same light. Outstanding among them are Mrs. Gertrude Berg (The Goldbergs), who makes $5,000 a week, but has to pay all expenses for her show, acts the leading role too, which drops her below Irna; Elaine Sterne Carrington (Pepper Young's Family), who collects an estimated $2,500 a week; Jane Cruisinberry (The Story of Mary Marling and Jane West (The O'Neills), who pull up fourth with about $1,250 a week each. Although...
Wiley began his homey radio career on Los Angeles' station KNX by forming the Housewives' Protective League. Starting with a 30-minute, salaryless spot, he chatted away for six months, was just about ready to turn his time over to soap operas when Golden State Creamery signed up for two weeks, ended by staying 20 months. He now has a second program, Sunrise Salute, 24 accounts each paying $275 a week for one plug daily...