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Viewing Single Post From: The Radio Soaps (Info & Articles)
Matt
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Classic Soap Fan

from "The Billboard", issue dated April 12, 1947...

Quote:
 
P&G PREPARING 23d AIR SHOW

NEW YORK, April 5. - Procter & Gamble, leading radio sponsor with 21 shows currently airing, will add its 22d in June and still another this fall. Irna Phillips' Guiding Light will be revived by P&G in June over Columbia Broadcasting System (CBS). Compton is the agency.

Fall serial show, as yet unselected, will be used to plug a new P&G producer, Tide, a heavy duty laundry soap. Company's laboratories currently are putting the product thru final tests before placing it on the market.

Return of Guiding Light is interpreted in some quarters as a move to pacify cricism of daytime radio. Series, with a religious theme, was one of a few soap operas credited with having a social awareness.


Quote:
 
CBS TO AIR RETURN OF 'GUIDING LIGHT'

NEW YORK, April 5. - Procter & Gamble is bringing Irna Phillips' The Guiding Light back to radio. The show will start in June over Columbia Broadcasting System. Compton is the agency.

Return of Guiding Light is interpreted in some quarters as a move to pacify critics of daytime radio. The series, with a religious theme, was one of the few soap shows credited with having a social awareness.
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The Radio Soaps (Info & Articles) · Soap Opera History & Discussion