A caution to U. S. parents, but a joy to radio merchandising, is the dread truth that little pitchers have big ears. Daily into these ears the radio pours its ride-'em-cowboy adventure and hearty-uncle promise of dandy premiums in return for mailed-in cereal box tops, bread labels, candy wrappers. Hapless parents, besides footing the bills, have a job on their hands in getting their supercharged, excited youngsters to bed. Result is that children's programs come in for persistent beefing, not only by U. S. parents but by the more-feared Federal Communications Commission.
Last week NBC circulated a production guide designed to take...
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