Radio: Cheers

Welcomed back to the ether with loud huzzas last week was General Motors, largest of automakers, and a pioneer radio sponsor in the carefree days of the '20s when broadcasters had practically nothing to worry about but signing them on the dotted line. General Motors had played hookey from the air for four years. The harassed networks hopefully interpreted the return of the prodigal as a further swing by industry to institutional radio advertising, to keep names and brands in the public ear. Present examples: Bell Telephone, Du...

Want the full story?

Subscribe Now


Learn more about the benefits of being a TIME subscriber

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