Radio: Elmer

Last week, over Manhattan's WABC, the Grace Line turned radio sponsor to launch an installment plan—a twelve-day, $250 Caribbean cruise, including hotels & motor trips ashore, was offered for $25 down (before sailing time), the rest in ten monthly payments. Sailing: every Friday. Object: to entice the war-marooned U. S. cruise trade off the beach.

In more piping times, Grace Line might have chosen for its radio debut travel-folder travelogues and bump Carib rhythms. But for 1940 audiences, it picked CBS News Analyst Elmer Davis for three 15-minute chats each week on the news of the day. Grace Line did not ask...

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!