An article in a recent number of
a popular radio magazine carried the
pertinent query, "Wonder what so
and so and so and so (two well known
comic announcers) are going to do,
now that the new style of dignified,
short announcement is coming into
its own?”
Surely there is no one who has ever
listened to radio for any length of
time who has not become "fed up,”
as the saying is, with the announcer
who insists on talking all the time,
and trying to be "cute."
It is significant of the new day in
radio broadcasting that more and
more the stations are turning away
from the would-be-funny-man an
nouncer to the dignified fellow who
simply announces the name of the
selection, the composer and the name
of the station, and lets it go at that.
Broadcasting was an evolution. It
had to feel its way as it went along.
The bright and cheery announcer
made quite a "hit” in his day, but
his day is over. Today he bores even
the morons.
In other words, the announcer is
beginning to take his true place in
the program. Os course, there will al
ways he some who genuinely like the
Roxie-like type of happy chatter, be
fore and after each number.
The vast majority of listeners, how
ever, probably prefer their evening's
music straight, without being served
up in sandwich form —4 minutes of
music, smothered before and after in
patter.
** * *
The writer of this column, who has
long held out for the very type of
announcing which is now coming to
the fore, is naturally happy to con
gratulate the stations upon seeing the
light in this matter.
