Radio Broadcast - 1925, February - 113 Pages ... - VacuumTubeEra

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686 Radio Broadcast
The attitude of the directors of such stations
is, to a degree, similar to that of the merchant
who sells to all classes of people because this
is the sensible way in which to conduct business.
But the wise merchant keeps a quality
of goods that will appeal to customers of refined
taste, the while he also has a "bargain
basement." Yet the same merchant will go
to theenormous expenseof installing and maintaining
a broadcasting station to advertise
his store, and then permit the director of that
station to put on programs that appeal only
to "bargain basement" customers. Poor advertising,
this!
The owner of a broadcasting
station that
permits paid advertising has a strong argument
in his favor when he wishes to defend
himself. He can justly say that, only as long
as no one is
piid for broadcasting, every number
on every program
is in the nature of advertising.
He will tell you that the persuasion
brought to bear in order to get contributors to
programs is that their names going out over
the air to countless listeners is a rich source ,of
advertising. And so it is, provided they prove
worth the hearing.
During the last two months an increase has
LEON ROTHIER
One of the greatest operatic bassos ever heard in this country,
and who has for many years been with the New York Metropolitan
Opera Company. He is here seen broadcasting from
station CK\C, Montreal, prior to a concert given in that city
been noticed in the number of good musicians
of fairly wide reputation who have broadcast.
To be sure, their number is so small compared
with the mediocre talent presented that
they are all but lost in the mass. But they
have been heard and greatly enjoyed. Perhaps
some, or all, of them are paid. We have
a very strong suspicion, pretty well justified
in one or two cases, that certain stations are
growing tired of giving programs by "microphone
pluggers," as they are designated in the
studios, and are engaging the best talent available
in their vicinity and paying for it.
To a director who desires to put on fine
programs and cannot do so because the company
for which he works will not give him any
must be a godsend
money for this purpose, it
to find promoters of public concerts who are
willing to have their attractions broadcast.
The best stations, so far as the present writer's
knowledge goes, never miss such a chance.
This shows what sort of music they would give
the public if
they had money to engage good
artists.
Among the features of this character that:
have recently lifted radio music above its,
accustomed dullness, are the concerts of the
St. Louis Symphony Orchestra
^^m broadcast by station KSD, and commented
on in this department last)
month. Others of notable quality
are the Wednesday night pro--
grams of the New York Philharmonic
Orchestra, broadcast through
WEAF. Also, through WEAF, the^
series of New York programs being
given by George Barrere and his
Little Symphony Orchestra. Mr.
Barrere, it is scarcely necessary to
explain, has been for more than
twenty years first flutist in the New
York Symphony Orchestra, coming
to this country from Europe to join
that organization. He is not only
the most famous flutist in America
but also has no superior in Europe.
For some years he has been at the
head of the Little Symphony, which
he organized and which confines
itself mainly to playing works not
suitable for a large orchestra. The
broadcasting of his series of New
York concerts this season is doing
much to lift radio music from its
deadly monotony.
Then there are the programs of
the American Orchestral Society
heard through wjz and WJY. This