Cheers

Welcomed back to the ether with loud huzzas last week was General Motors, largest of automakers, and a pioneer radio sponsor in the carefree days of the '20s when broadcasters had practically nothing to worry about but signing them on the dotted line. General Motors had played hookey from the air for four years. The harassed networks hopefully interpreted the return of the prodigal as a further swing by industry to institutional radio advertising, to keep names and brands in the public ear. Present examples: Bell Telephone, Du Pont, Wheeling Steel, General Electric.

General Motors' new program idea is a sort of composite "letter home," to be written in cooperation with the United Service Organizations and the War Department, and to be known as Cheers from the Camps. GM hopes to present an hour of Cheers every Tuesday over CBS starting early in June. Expert writer and producer crews will spend a week at each camp to be spotlighted, but the boys in the camps will be the actual actors, composers, singers, comedians.

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