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The March of Time) CBS chief William S. Paley and Time publisher Henry R. Luce were conspicuously present. Few in the assembled party liked the show, but plans continued for its premiere, which took place on a partial CBS hookup a month later. Luce remained uneasy over the show’s bellicose nature: it sounded like a midway event, with barkers and hustlers hawking the news. It seemed to fly in the face of journalistic integrity, causing many Time editors to remain skeptical even when it quickly caught on with critics and the public. The March of Time was a success whether Luce liked it or not. It was nothing if not an attention-grabber. Its sound was like an authentic Movietone newsreel, with shouting mobs, riveting sound effects, and music that conveyed the merciless, relentless pace of time. Through this vivid audio potpourri, listeners would “see” the rise of Hitler, the trial of Bruno Richard Hauptmann, the abdication of Edward VIII, the controversy over the New Deal, the Italian conquest of Ethiopia, and the tragedy of the Spanish Civil War. Many listeners were convinced that they were hearing the voices of real newsmakers on the scene, and some wondered aloud how it was done.
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