Business: Free Show

(See front cover)

For meteorological and commercial reasons, when summer ends, the radio season begins. Some broadcast sponsors think programs may be spoiled by summer static; others believe listeners are cool when the weather is warm. By last week, however, practically every solvent producer of consumer goods in the U. S., cheered by signs of recovery (see col. i), had laid his plans to tap the national pocketbook by tickling the national ear with the mightiest and most expensive free show since radio began.

This year advertisers will pay nearly $100,000,000 to the eight...

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