Farewell, Ford

After the biggest year in radio history ($180,000,000 in net time sales, 13,800,000 sets sold, new record billings by CBS, NBC and Mutual), the exodus of war-hit industries from the air began in force last week. Chrysler Corp. cut down Major Bowes to a half-hour (CBS, Thurs. 9 p.m. E.S.T.); Lipton's Tea canceled Helen Hayes after Feb. 1 (CBS, Sunday 8 p.m. E.S.T.); then the Ford Motor Co. canceled the Ford Sunday Evening Hour (CBS, 9 p.m. E.S.T.), effective March 1. This was a grievous blow, and radiomen looked for more to follow.

Since its debut on Oct. 7, 1934, the Ford Hour has had an average seasonal run of 33 performances, an average seasonal cost of $1,400,000 in time and talent. It has presented the Detroit Symphony Orchestra under the baton of nearly every good conductor, with guest stars of all magnitudes.

Unusual among sponsored programs in eschewing mid-program commercials, the Hour regularly closed with a hymn, regularly paused for a seven-minute homily by roly-poly, white-haired W. J. Cameron, spokesman for the philosophic views of the Founder. Thousands of listeners regarded Mr. Cameron as an oracle; others made a household game of seeing who could be first to dial him down.

Downcast last week was Mr. Cameron; downcast was the Detroit Symphony, 76 of whose 81 members will no longer make a minimum of $26 extra per week; down cast was McCann-Erickson, Ford's advertising agency, over the loss of a big slice of Ford business. But no more morose than usual was Radio Comic Fred Allen, who will move in to CBS's coveted Sunday evening spot on March 8.

First variety show reported to be menaced by priorities was Duffy's Tavern, sponsored by Schick Injector Razor (CBS, Thurs. 8:30 p.m. E.S.T.). Others could be better spared. Since it started last March, Duffy's Tavern has made a name for itself as one of the best-balanced, most original screwball shows on the air. Archie, the head barkeep at Duffy's, has been so eloquently played by Astoria-born Ed Gardner that many a male listener has caught himself with imaginary elbows on the bar.

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