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Still doing things in his own way forthright James Rand Jr. concluded that two short minutes of dignified publicity in the half-hour "March of TIME" program would do more to sell his products than many minutes of high-pressure "blurbing" in a program less straightforward, businesslike and serviceable. He was content to pay for the full half-hour and let TIME'S editors carry on free-handed as of old. The program will come every Friday night at 8:30 p. m. (Eastern Standard Time), the same half-hour and the same Columbia coast-to-coast network over which TIME has marched since March 1931. Direction will be as hereto fore, under Arthur Pryor Jr.. son of the bandmaster, program conductor for Bat ten, Barton, Durstine & Osborn. With it will come music by the same band, under able young Howard Barlow.
Foremost among the TIME actors are William Adams who speaks as two Presidents. Roosevelt and von Hindenburg, Jack Smart who speaks as Huey Long; Ted de Corsia who does Mussolini and Herbert Hoover. Alfred Shirley is three British subjects, Ramsay MacDonald, the Prince of Wales and Mahatma Gandhi. Marian Hopkinson is Mrs. F. D. Roosevelt; Westbrook Van Voorhis, Hitler; Porter Hall, Stalin. Barbara Bruce is Frances Perkins and Mrs. James Roosevelt (the President's mother). Remains to be seen whether Pedro de Cordoba (ex-King Alfonso of Spain), John Battle (Vice President Garner) and Charles Slattery (Al Smith) will have much to say in 1933-34. Some strong-voiced actor, yet unchosen, will get the big role of General Hugh S. Johnson, sulphuric chief of NRA.