Radio: Amber Light

This week found radio wrestling rather self-consciously with its soul. The tempter was that familiar old devil, John Barleycorn, represented by Schenley Industries, Inc. Schenley had quietly asked if the networks would now be willing to sell time on the air for whisky advertisements.

Because of radio's slump in billings, and the punishing cost of keeping television rolling, Schenley had picked a good moment to pop the question. As Variety noted last week, radio's scramble for new income had begun with giveaway shows, progressed through "deodorants, medical books, mail-order selling and questionable products" until...

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