Word: soaps
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Dates: during 1940-1949
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...Soap operas, the soft underbelly of daytime radio, are easy targets for criticism. They are constantly being labeled "time wasting" or "mentally insulting." But radio, like Hollywood, knows what people want, determinedly goes on dishing...
...what Butch forgot was that most big packers do not make profits from meat sales alone, but from the sale of byproducts (fertilizers, soap, glue), which the Mayor was unable to include. Small packers, who must depend mainly on meat sales, applauded Butch to the echo...
...comparison with the expert underplaying of Actor March. The girl Tina (Gene Tierney), whose role is no clearer nor any more necessary in the picture than it is in the play, is a remarkably clean-looking girl who has apparently cornered all of war-ravaged Italy's remaining soap, and who tries to give an illusion of foreignness by talking very slowly...
...knew-or soon learned-what women who twist the dials like to listen to. His initial reasoning about radio selling was cautious, but sound: if cooking talks could sell Crisco, maybe washing talks could sell soap. They did. Before long he had supplemented Ruth Turner's Washing Talks with the more varied salesmanship of Sisters of the Skillet, Stoopnagle & Budd, and the B. A. Rolfe orchestra. In 1932 (although he disclaims the honor and dislikes the baby's nickname) he officiated at the birth of P & G's outstanding contribution to radio: the soap opera...
Surefire though the soap opera has proved, P & G has continued to experiment. Its current line-up of 19 network shows has only ten daytime operas. After being an early pioneer in audience participation programs (1939) with Professor Quiz, P & G now urges listeners to play Truth or Consequences and to Breakfast in Hollywood, caters to evening dial-twisters with the Rudy Vallee Drene Show and Beatrice Kay's Teel Variety Hall...