Three-Way Hearst

In Hearstpapers throughout the land last fortnight, readers beheld a new column of news notes headed "The Globe Trotter." Radiowners were told they might tune in and hear "The Globe Trotter" relate his stories in more detail. At newsreel theatres were showing shots of the events thus Globe-Trotted. This ingenious coordination of press, radio and screen was the latest development of Hearst Metrotone News. The reels, distributed twice weekly by Metro-Goldwyn-Mayer, are prepared in Manhattan but can be modified to include events of local interest where they are displayed. The name of the "sponsoring" newspaper is worked into the radio broadcast and into the title of the film, e. g.: "Hearst Metrotone News . . . The New York American . . . WOR . . . The Globe Trotter." In cities where there are no Hearstpapers, other dailies may engage in the three-way plan.

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