Radio: COMPLIMENTS OF WHEATIES ET AL.

The U. S. major-league baseball parks seat altogether about 700,000 fans. For millions of other followers of baseball, next best thing to a seat in the bleachers is to hear a game over the radio. This week the radio starts its biggest baseball season in history.

For the first time every major-league team will have at least one sponsor. Procter & Gamble Co., for example, will broadcast some of the New York Yankees, Giants and Brooklyn Dodgers games to boost Ivory Soap. Atlantic Refining Co.—sponsoring a share of the games of the...

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!