Radio: The Inescapable Goldbergs

This week Mrs. Gertrude Berg, authoress and leading lady of The Goldbergs ("Rags to Riches" with a Yiddish accent), becomes practically inescapable. Her program, which originated in 1929, is already being heard over 23 CBS stations and MBS's WOR. The foam of her soapy masterwork for Procter & Gamble will henceforth also pour from 30 stations of NBC's Red Network. The Goldbergs will be on the air morning, noon and night: first with NBC at 11:30 a.m. E.D.S.T., then with CBS at 5:15, and finally via transcription with WOR next dawning. No other radio show ever had such a thorough airing.


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