TIME Marches Back
Sirs:
I have read with pleasure your announcement of June 7 that your radio broadcasts, "The March of Time," will be resumed in September. I was among your readers who regretted your announcement last February that you were going off the air. I of course possess no means of knowing the financial advantage to you of this form of advertising. I only know that as a radio listener I looked upon your broadcast as one of the very best and most interesting on the air, hence my joy at knowing you are to resume.
THOS. A. BUCKNER
President New York Life Insurance Co. New York City Sirs: Hooray for our side—that is to say the radio audience. I'm delighted to hear that our collective voice was strong enough to bring back "The March of Tirae" to the air. Indeed I shall have a front seat on Friday. Sept. 9, at 8.30 p. m.
VIVIAN M. BEHENNA Hyattsville, Md.
Sirs:
All praise to TIME'S publishers for bringing back "The March of Time" in November. Congratulations to CBS's President Paley for his splendid cooperation in bringing it to us in time to get the real political facts of the campaign. Two progressive and aggressive organizations, TIME and CBS. joined together to give the radio public the best of all airway features My thanks to TIME. Our family will be present at the loudspeaker on September o at 8:30 p. m. and we will be "all ears." But—why stop in March?
G. C. HALL Baltimore, Md.
Sirs:
The notice that "The March of Time" will return to the air on Sept. 9 is indeed good news.
ou are to be congratulated on your courage in going ahead with the expenditure of so much money in these days of retrenchment. CBS is to be congratulated for its contribution during September and October.
You will receive your money back many times, I am sure, and CBS will at least have the comfort of knowing that a lot of radios will once more arouse from a state of inactivity at least once a week, which may help to get them back in the habit.
CHARLES ABEL Cleveland, Ohio
Sirs:
I recall that when you discontinued your broadcast in February, you suggested that "The March of Time" should be carried on as a sustaining feature by some of the broadcasting companies, and that you did not deem further expenditure along this line justified.
Now then, while I enjoyed your broadcast, the fact is that your publication has little to offer to one who like myself has available most of your subject matter from among numerous other publications that I read. Nevertheless I purchased TIME, feeling that in that manner I was helping to pay for whatever pleasure was derived from the broadcast.
When you discontinued on the air I discontinued purchasing your periodical, and in the small suburb where I reside at least one-half dozen people whom I know intimately did the very same thing.
I would no more expect a broadcasting company to continue that feature as a sustaining program than I would a publication carrying informative advertising gratis. TIME was the beneficiary of whatever goodwill was created and the broadcasting companies have as much right to payment for their facilities as you have for space in your advertising columns.