Exam # 1.

Magazines

1. Mass magazines, 1880s-

2. Postal Act of 1879

3. Vehicle for advertising

4. Middle class

5. Leisure time

More time to read

6. Differ from nsprs.

More depth,

less time bound

7. General interest

McClure’s

Short stories

Serialized stories

Famous authors

"Human" documents

Exploration, adventure, travel

poetry

Romance

Reform

Ida Tarbell on Standard Oil

History of Standard Oil

Lincoln Steffens: corrupt city politics

Shame of the Cities

8. Collier’s

Goal: build circ, advg.

Target women,

general readers

Fiction (2/3 content)

Famous writers, artists

Reform issues

Patent medicine frauds

Impure food, drugs

9. Ladies’ Home Journal

10. 1920s: condensing

Readers’ Digest

No advertising

Reprinting stories

General interest, inspiration

Human kindness

Humor

Biographies

Hope

Time

New style of newspaper for urban America

1. Small size (Ideal for commuters)

2. Audience (Middle, lower classes)

3. News: Marketable commodity

Pictures/Composographs, Writing Style (Simple, personalized)

4. Competition intense (street sales)

5. Media events/personalities

Edward (Daddy) Browning

Frances (Peaches) Heenan

Rudolph Valentino

6. Creating News

Halls-Mills Murder case

Frances Hall, Pig Woman Gibson

7. Crime

Ruth Snyder case

Radio

1921: 1 station licensed.

1923: 56

1929: 606

1922: 60,000

1926: 4.5m

1929: 10.3 m

1935: 21.5 m

NBC, CBS

Sales of radio sets

Programming minimal

WEAF, NYC, 1922

demonstrates potential of ads

A&P Gypsies

Browning King Orchestra

Ipana Troubadours

Kodak Chorus

Restrained style of ads

No assigned frequencies

Small stations; no clear channel stations

Attempts at monopoly fail-- 1924

Licenses: 3 years

Assigned frequencies

Clear Channel stations

Baby Ruth: Curtis Candy Hour

Bromo Seltzer: Emerson Drug Co Hour

Listerine: Listerine Hour

Lorillard: Old Gold/Paul Whiteman Hour

Shirts. Van Heusen Hour

Camay Soap/P&G: Radio Beauty School

Vick’s Vapo Rub: Vick’s Health Talk

Wahl pens: Wahl Eversharp Penman

Spearmint Gum: The Wrigley Program

"The Sales Voice of America"

Radio ads: heard, animate voice

Intimate, sensitive, personality

Emotional link

Quick, broad distribution

Type of Shows

Production of Shows

through advertising agencies

DuPont Cavalcade of America

Ratings: influence on content, format style

Blurring of ads, shows

Kellogg’s Singing Lady

Tom Mix: Ralston Straight Shooters

Shredded Ralston for your breakfast

start your day off shining bright.

Gives you lots of cowboy energy

with a flavor that’s just right.

It’s delicious and nutritious,

bite sized and ready to eat.

So take a tip from Tom,

go and tell your Mom,

Shredded Ralston can’t be beat.

Thursday, May 6.

Excerpt: Burns and Allen; Ammident.

1. Federal Regulation of Broadcasting

First Amendment issues

Is broadcasting different from print?

Scarcity

Public interest, convenience and necessity

What does public interest, convenience and necessity mean?

John Romulus Brinkley

Rev. Robert Schuler ("Battlin’ Bob")

2. Entertainment Programming

The Power of imagination

Detective Shows

Law Enforcement, Police Shows

Gang Busters

The Shadow

The Lone Ranger

Amateur Hours

Soap Operas

Programs for kids

Jack Armstrong,All-American Boy-- Wheaties

Buck Rogers -- Cocomalt

Little Orphan Annie -- Ovaltine

Lone Ranger -- Silvercup Bread

War of the Worlds

October 30, 1938

Background: Czech crisis

News programs

Mercury Theater of the Air

Orson Welles

CBS Radio

Sustaining Show

Competition: Chase and Sanborn Hour on NBC

October 30, 1938: War of the Worlds

Simulated newscast

Sense of realism

The Broadcast itself:

• Variety show, music, weather
• Interviews -- Prof. Pearson at Princeton/Carl Philips
• Explosions on Mars
• Grovers Mill, NJ: 8:12 p.m. -- many join show.
• Cylinder/heat ray/death ray.
• Martial law declared
• Army, air force wiped out
• Cylinders all over world
• Panic!