Business: Free Show

(See front cover)

For meteorological and commercial reasons, when summer ends, the radio season begins. Some broadcast sponsors think programs may be spoiled by summer static; others believe listeners are cool when the weather is warm. By last week, however, practically every solvent producer of consumer goods in the U. S., cheered by signs of recovery (see col. i), had laid his plans to tap the national pocketbook by tickling the national ear with the mightiest and most expensive free show since radio began.

This year advertisers will pay nearly $100,000,000 to the eight...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!