1932 Radio

Some years have passed since printed advertising started to make handmaiden of the visual arts, since an attractive young saleswoman persuaded Arthur Rackhan to let his gnomes and gnarled trees be used to advertise Colgate's soap. Maxfield Parrish early turned his lush blues and sunlit yellows to frankly commercial account Recently American Car & Foundry used a series of Rockwell Kent's best drawings.

Radio advertising is a step or two be hind printed advertising in the way it em ploys good music. It has progressed to thi extent of presenting many famed individuals. (Notable this season is the General Electric Concert series given Sunday afternoons with different artists--last weel Soprano Lily Pons.) But Radio advertisers still stop short of chamber music--music in its purest form. The radio series of chamber musicales which started last week required the philanthropy of Mrs Elizabeth Sprague Coolidge, the endowment she gave in 1925 to the Music Divi sion of the Library of Congress. The Rotl String Quartet from Budapest played the first program. Scheduled for the ten following Monday afternoons: The Barren Ensemble of Wind Instruments, the Salzedo Harp Ensemble, the Gordon String Quartet, the Compinsky Trio, the Musica Art String Quartet, the Elshuco Trio, the Kroll String Quartet, the London String Quartet, Soprano Nina Koshetz and String Quartet, Violinist Jacques Gordon anc Pianist Lee Pattison.

Other musical series for early 1932 over Columbia Broadcasting system (Eastern Standard Time):

Nathaniel Shilkret's Orchestra and Baritone Alexander Gray, sponsored by Chesterfield Cigarets. Every weekday night at 10:30.

"The Bath Club" with Contralto Barbara Maurel, Frank Ventrees' Orchestra and Society Reporter Margaret Santry sponsored by Corn Products Refining Co. (Linit). Every night except Saturday and Sunday at 8.

"Broadcast Rehearsal" with Contraltc Mildred Hunt, Harry Salter's Orchestra. Comedians Ted Bergman and Herb Polesie, sponsored by Frostilla (hand lotion). Mondays at 9:15 p. m.

Fisk University Singers (sustaining program). Sundays at 8:15 p. m.

Over National Broadcasting Co.'s network comes:*

Baritone Lawrence Tibbett, sponsored by Firestone Tire & Rubber Co. Mondays at 8:30 p. m.

Rochester Civic Orchestra (sustaining program). Friday afternoons at 3:30.

Pianists Bertha Levitzki and Alberto Sciaretti (sustaining program). Sundays at 7:15 p. m.

* From news headlines casual readers might have thought last week that Soprano Maria Jeritza, Violinist Fritz Kreisler and Pianist Sergei Rachmaninoff had contracted for a radio series with National Broadcasting Co. But these artists have only become affiliated with N. B. C.'s Artists Service, an agency like any other which books flesh & blood concerts. Kreisler and Rachmaninoff are two of the three great artists who have steadfastly refused to broadcast. The third: Pianist Ignace Jan Paderewski.

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