Children are the most critical radio listeners and the most loyal. Radio production managers strive the hardest to please them with the programs for several hours each day designed especially to interest and amuse as well as to instruct children.
The have their own favorites in their own programs as well as in those arranged for older people and, according to a recent survey, retain as much information from the things they hear as older people. Older listeners have other interests but children give their undivided attention to the things they happen to like and can quote verbatim both the features and the introductory continuities.
Educating and interesting these potential listeners and citizens of the future is one of the greatest problems and pleasures of both chain and local producers.
Dramatized comic strips are among the favorites. The survey shows. “Skippy,” the youngster beloved by all has an enormous following. His serious antics are heard every week day over KSD at 5:15 p.m. “Little Orphan Annie” with her trials and philosophies rivals other child programs for popularity each day at 5:45 p.m. over KWK.
Through “The Singing Lady” at 5:15 p.m. every day except Saturday and the Uncle Billy feature at KMOX at 5 p.m., children get a liberal education in song and have their foundations laid for music appreciation in balladry.
Romantic adventure and geographical picturization are included in the “Round the World Club” and the “Lone Wolf Club” which appear every other day at 5:30 p.m. over KMOX to transfer children to romantic lands. They are cheered and set on their way with a thought that someone is interested in the day’s work at school by a “Don’t Be Late for School” chat over WIL.
Other worlds are brought closer, music appreciation is taught, club fellowship is learned and enjoyed while children feel that they are receiving especial and personal consideration in the scheme of radio relationship.
(Originally published in Radio and Entertainment 4/17/32).