Word: wnew
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With full-page ads in the press, Manhattan's WNEW last week came out with a line of balm for the nerves...
Announced WNEW: "It is the duty of your newspaper to give you the news . . . all the news...
...duty of your radio station-as we of WNEW see it-is different. That duty is to provide escape...
Nobody had any copyright on the idea, and Martin Block went to Manhattan's WNEW with it, at $20 a week. Along came the Hauptmann trial, and Block's big chance. His assignment was to fill in between bulletins from the courtroom. He bought a couple of records, treated himself (for $10) to a tryout sponsor, an unheralded reducing pill at $1 a box. "Now I'm not saying that your husband doesn't love you," he soft-soaped, "but when you look into the mirror, are you being fair to him?" Next morning...
...Milkman's Matinee was four years old and far & away the most successful of U. S. late-trick radio programs. Since most radio men believe that the hours after 11 p. m. are poor sales time, few U. S. stations run a 24-hour schedule. Of these few, WNEW, with its very good friend, the Milkman, has conclusively proved that the after-midnight audience are spenders. Last year 40,000 of them telegraphed requests, at a minimum of 20? a wire...