Radio: Big As All Outdoors

(See Cover)

A recurring nightmare haunts TV men. The nightmare scene, set in any American living room, begins and ends quickly when Mom or Pop or Junior or Sis snaps off the TV set with the dreaded verdict: "There's nothing on tonight."

The industry this year passionately hopes to make such a verdict impossible. Millions of dollars—and thousands of individual careers—are at stake as the net works, film makers, admen and sponsors gamble seven nights a week to keep Americans glued to their 32 million TV sets. Like circus barkers pulling in a crowd,...