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Among the network heads, President Lohr is the newcomer who came in at the top. He got the job in 1936 and it was his first in radio. A onetime military engineer, he was general manager of Chicago's Century of Progress Exposition. At NBC where all words are measured, he speaks as though using a micrometer on his.
CBS. The Columbia Broadcasting System was founded on the idea that there is money to be made out of network broadcasting. While it has grown from 16 stations in 1927 to 1938's 114, it has multiplied its gross earnings even more spectacularly. From 1928's $1,447,308 it jumped 230.7% to 1929's $4,785,981, has climbed steadily except for its 20.1% setback in 1933 to the 1937 high of $28,722,118. But this year, after a booming first quarter, CBS earnings began dropping below their parallel months in 1937. August business, though better than July's, dipped just far enough to make the gross sales for the first eight months ($18,373,777) 2% under last year's ($18,746,957). However, business already under contract for the last four months came last week to some $8,978,000 and CBS sold $8,690,000 in new Iast-quarter-and-1939-business in three weeks of August. It cannot fall far below its 1937 high, may still better it. But if it does stand still while its competitors rise to new peaks, the blame falls on CBS permitting many sponsors to leave the air in the spring, return to reserved time in the fall. Many a big CBS show vacationed this year, scuttled the company's July and August earnings. This month they began flocking back.
The Lux Radio Theater has already opened its new season. At week's end the Ford Sunday Evening Hour returned to the air. Other returning sponsors on the September and October opening lists include Chesterfields with a new Burns and Allen show, Palmolive Shave Cream with Gang Busters, General Foods and Lum and Abner and Kate Smith, Campbell Soup with Hollywood Hotel, Lifebuoy with Al Jolson, Camels with Eddie Cantor. Chrysler, having taken no holiday, recently renewed its contract for the Major Bowes Thursday evening amateur hours.
CBS new business includes radio's two big new shows. Texaco has bought time beginning October 5 for a plush-lined variety series. Its permanent cast costs some $18,000 a week, includes Cinemactors Adolphe Menjou, Una Merkel, Charlie Ruggles, Soprano Jane Froman, Tenor Kenny Baker, Impresario Max Reinhardt, Announcer Jimmy Wallington. Director Reinhardt is to preside over a dramatic workshop which is one item of the show, will not direct the program as a whole. Another variety show is now being whipped up for Old Gold. To start November 20, it will be permanently enlivened by Funnyman Robert Benchley, who will be making his first venture out of the radio guest star ranks.