Book: On the Air: The Encyclopedia of Old-Time Radio
Quotes of Book: On the Air: The Encyclopedia
Frank Hummert was a Chicago copywriter in the '20s. In 1930 he met Anne Ashenhurst, a former newspaperwoman who became his assistant and, five years later, his wife. The Hummerts had a formula that was surefire: appeal to the lowest common denominator, make it clear, grab the heartstrings, and reap the rewards. With writer Robert Hardy Andrews they created The Stolen Husband, one of radio's earliest soaps. Hummert went on to do the most notable serials of the daytime. His name was added to the agency Blackett & Sample, though he was never a partner and owned no part of it. He left Blackett-Sample-Hummert and moved to New York. His new company, Air Features, Inc., turned out {among many others} Just Plain Bill, The Romance of Helen Trent, Ma Perkins, Our Gal Sunday, Lorenzo Jones, and Stella Dallas. It was estimated that Hummert at his peak bought 12.5 percent of the entire network radio schedule, that he billed $12 million a year, that his fiction factory produced almost seven million words a season. book-quote
