Mary Margaret McBride
Encyclopedia
Mary Margaret McBride was an American radio interview host and writer. Her popular radio shows spanned more than 40 years; she is also remembered for her few months of pioneering television, as an early sign of radio success not guaranteeing a transition to the new medium. She was sometimes known as "The First Lady of Radio."
, Missouri
, to a farm
ing family. Their frequent relocations disorganized her early schooling, but at the age of six she became a student at a preparatory school
called William Woods "College"
, and at 16 the University of Missouri
, receiving a degree in journalism
there in 1919.
She worked a year as a reporter at the Cleveland
Press
, and then until 1924 at the New York
Evening Mail
. Following this, she wrote freelance for periodicals including The Saturday Evening Post
, Cosmopolitan
, Good Housekeeping
, and starting in 1926 collaborated in writing travel-oriented books.
in New York City, starting in 1934. This daily women's-advice show, with her persona as "Martha Deane", a kind and witty grandmother figure with a Missouri-drawl, aired daily until 1940.
Concurrently with working as "Deane", in 1934 and 1935, she was the women's page editor for the Newspaper Enterprise Association
syndicate. In 1937, she launched on the CBS radio network
the first of a series of similar and successful shows, now as Mary Margaret McBride.
She interviewed figures well known in the world of arts and entertainment, and politics, with a style recognized as original to herself. She accepted advertising only for products she was prepared to endorse from her own experience, and turned down all tobacco or alcohol products.
She followed this format in regular broadcasts on
Her NBC show in the 1940s had broad range of guests, from politicians to generals to movie stars; she never announced her guests in advance, so the audience tuned in with no idea what they would get. Beginning during World War II
, she began "breaking the color line", mixing in African American
guests. McBride was a popular media figure; there is a tea rose named for her.
In September 1948, NBC brought McBride to television for a 30-minute prime time
show on Tuesdays at 9pm EST. However, NBC abandoned the show in its partial third month, with Variety
describing the attempt sarcastically, and The New York Times
calling her the first major "fatality" of this kind.
Below is a review of one of her first television performances, reviewed by The New York Times:
McBride married radio actor Bill Thompson
in the early 1950s; the marriage lasted until his death in 1971.
From 1953 to 1956 she also conducted a syndicated newspaper column for the Associated Press
.
About 20 years apart, she wrote two books for girls, each with "Elizabeth" in the title.
As time went on, she appeared in smaller radio media market
s, in upstate New York
, and toward the end of her life hosted "Your Hudson Valley Neighbor" three times a week on WGHQ Kingston, NY from the living room of her home. Her longtime companion and business partner, Stella Karn, died of cancer in 1957.
McBride died at the age of 76 on April 7, 1976 at West Shokan
, New York
. She and her husband, Bill Thompson, each have a star on the Hollywood Walk of Fame
for their work in radio, directly across the street from each other.
An account of her career, It's One O'clock and Here is Mary Margaret McBride: A Radio Biography by Susan Ware was published in early 2005. She is also discussed in depth in Radio Voices by Michele Hilmes.
The character of "Mary McGoon", featured in the comedy routines of Bob and Ray
, is a parody of Mary Margaret McBride.
Her name was spoofed on the classic CBS-TV sitcom I Love Lucy
in Episode # 79, "The Million Dollar Idea", which aired on January 11, 1954. In that installment, Lucy (Lucille Ball
) comes up with an ambitious idea to make money. She decides to appear on television selling her Aunt Martha's salad dressing. Assisting her on the program is her best friend Ethel Mertz (Vivian Vance
) as "Mary Margaret McMertz."
McBride's celebrity was hardly a secret confined to daytime radio listeners, either: her 15th anniversary celebration in 1949 was held in Yankee stadium, the only facility large enough to hold the 75,000 people who filled every seat and formed huge crowds outside. Her magazine show was on the air continuously for 25 years.
Early life
McBride was born on November 16, 1899 in ParisParis, Missouri
Paris is a city in Monroe County, Missouri, United States. The population was 1,529 at the 2000 census. It is the county seat of Monroe County.-Geography:Paris is located at...
, Missouri
Missouri
Missouri is a US state located in the Midwestern United States, bordered by Iowa, Illinois, Kentucky, Tennessee, Arkansas, Oklahoma, Kansas and Nebraska. With a 2010 population of 5,988,927, Missouri is the 18th most populous state in the nation and the fifth most populous in the Midwest. It...
, to a farm
Farm
A farm is an area of land, or, for aquaculture, lake, river or sea, including various structures, devoted primarily to the practice of producing and managing food , fibres and, increasingly, fuel. It is the basic production facility in food production. Farms may be owned and operated by a single...
ing family. Their frequent relocations disorganized her early schooling, but at the age of six she became a student at a preparatory school
University-preparatory school
A university-preparatory school or college-preparatory school is a secondary school, usually private, designed to prepare students for a college or university education...
called William Woods "College"
William Woods University
William Woods University is a coeducational, independent, private university of 3,800 students, representing most states and approximately 20 foreign countries. The university offers undergraduate and graduate degrees in a variety of disciplines in both campus and outreach settings. WWU is situated...
, and at 16 the University of Missouri
University of Missouri
The University of Missouri System is a state university system providing centralized administration for four universities, a health care system, an extension program, five research and technology parks, and a publishing press. More than 64,000 students are currently enrolled at its four campuses...
, receiving a degree in journalism
Journalism
Journalism is the practice of investigation and reporting of events, issues and trends to a broad audience in a timely fashion. Though there are many variations of journalism, the ideal is to inform the intended audience. Along with covering organizations and institutions such as government and...
there in 1919.
She worked a year as a reporter at the Cleveland
Cleveland, Ohio
Cleveland is a city in the U.S. state of Ohio and is the county seat of Cuyahoga County, the most populous county in the state. The city is located in northeastern Ohio on the southern shore of Lake Erie, approximately west of the Pennsylvania border...
Press
Cleveland Press
The Cleveland Press was a daily American newspaper published in Cleveland, Ohio from November 2, 1878, through June 17, 1982. From 1928 to 1966, the paper's editor was Louis Seltzer....
, and then until 1924 at the New York
New York City
New York is the most populous city in the United States and the center of the New York Metropolitan Area, one of the most populous metropolitan areas in the world. New York exerts a significant impact upon global commerce, finance, media, art, fashion, research, technology, education, and...
Evening Mail
New York Evening Mail
The New York Evening Mail was an American daily newspaper published in New York City.The paper was made up of the New York Evening Express, which dated from 1836, and the Daily Advertiser. It was eventually merged with the Evening Telegram, which became the New York World-Telegram in 1927.From New...
. Following this, she wrote freelance for periodicals including The Saturday Evening Post
The Saturday Evening Post
The Saturday Evening Post is a bimonthly American magazine. It was published weekly under this title from 1897 until 1969, and quarterly and then bimonthly from 1971.-History:...
, Cosmopolitan
Cosmopolitan (magazine)
Cosmopolitan is an international magazine for women. It was first published in 1886 in the United States as a family magazine, was later transformed into a literary magazine and eventually became a women's magazine in the late 1960s...
, Good Housekeeping
Good Housekeeping
Good Housekeeping is a women's magazine owned by the Hearst Corporation, featuring articles about women's interests, product testing by The Good Housekeeping Institute, recipes, diet, health as well as literary articles. It is well known for the "Good Housekeeping Seal," popularly known as the...
, and starting in 1926 collaborated in writing travel-oriented books.
Radio and sidelines
McBride first worked steadily in radio for WORWOR (AM)
WOR is a class A , AM radio station located in New York, New York, U.S., operating on 710 kHz. The station has a talk format and has been owned by Buckley Broadcasting since 1987, after the station was sold by RKO. The station has conservative, or right-of-center hosts.Its call letters have no...
in New York City, starting in 1934. This daily women's-advice show, with her persona as "Martha Deane", a kind and witty grandmother figure with a Missouri-drawl, aired daily until 1940.
Concurrently with working as "Deane", in 1934 and 1935, she was the women's page editor for the Newspaper Enterprise Association
United Media
United Media is a large editorial column and comic strip newspaper syndication service based in the United States, owned by The E.W. Scripps Company. It syndicates 150 comics and editorial columns worldwide. Its core business is the United Feature Syndicate and the Newspaper Enterprise Association...
syndicate. In 1937, she launched on the CBS radio network
CBS
CBS Broadcasting Inc. is a major US commercial broadcasting television network, which started as a radio network. The name is derived from the initials of the network's former name, Columbia Broadcasting System. The network is sometimes referred to as the "Eye Network" in reference to the shape of...
the first of a series of similar and successful shows, now as Mary Margaret McBride.
She interviewed figures well known in the world of arts and entertainment, and politics, with a style recognized as original to herself. She accepted advertising only for products she was prepared to endorse from her own experience, and turned down all tobacco or alcohol products.
She followed this format in regular broadcasts on
- CBS until 1941
- NBCNBCThe National Broadcasting Company is an American commercial broadcasting television network and former radio network headquartered in the GE Building in New York City's Rockefeller Center with additional major offices near Los Angeles and in Chicago...
(where her audience numbered in the millions) from then until 1950 - ABCAmerican Broadcasting CompanyThe American Broadcasting Company is an American commercial broadcasting television network. Created in 1943 from the former NBC Blue radio network, ABC is owned by The Walt Disney Company and is part of Disney-ABC Television Group. Its first broadcast on television was in 1948...
from then until 1954 - NBC again until 1960, and
- The New York Herald TribuneNew York Herald TribuneThe New York Herald Tribune was a daily newspaper created in 1924 when the New York Tribune acquired the New York Herald.Other predecessors, which had earlier merged into the New York Tribune, included the original The New Yorker newsweekly , and the Whig Party's Log Cabin.The paper was home to...
s radio broadcasts with a wider audience via syndication.
Her NBC show in the 1940s had broad range of guests, from politicians to generals to movie stars; she never announced her guests in advance, so the audience tuned in with no idea what they would get. Beginning during World War II
World War II
World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...
, she began "breaking the color line", mixing in African American
African American
African Americans are citizens or residents of the United States who have at least partial ancestry from any of the native populations of Sub-Saharan Africa and are the direct descendants of enslaved Africans within the boundaries of the present United States...
guests. McBride was a popular media figure; there is a tea rose named for her.
In September 1948, NBC brought McBride to television for a 30-minute prime time
Prime time
Prime time or primetime is the block of broadcast programming during the middle of the evening for television programing.The term prime time is often defined in terms of a fixed time period—for example, from 19:00 to 22:00 or 20:00 to 23:00 Prime time or primetime is the block of broadcast...
show on Tuesdays at 9pm EST. However, NBC abandoned the show in its partial third month, with Variety
Variety (magazine)
Variety is an American weekly entertainment-trade magazine founded in New York City, New York, in 1905 by Sime Silverman. With the rise of the importance of the motion-picture industry, Daily Variety, a daily edition based in Los Angeles, California, was founded by Silverman in 1933. In 1998, the...
describing the attempt sarcastically, and The New York Times
The New York Times
The New York Times is an American daily newspaper founded and continuously published in New York City since 1851. The New York Times has won 106 Pulitzer Prizes, the most of any news organization...
calling her the first major "fatality" of this kind.
Below is a review of one of her first television performances, reviewed by The New York Times:
- Perhaps the ladies in the daytime can survive Miss McBride's effusive and interminable commercials, but for the men at home in the evening they are hard to take after a day at the office. To watch Miss McBride shift-without pause or loss of breath-from a eulogy of Kemtone paint to an analysis of Russia is an ordeal not quickly forgotten. If nighttime television is to be daytime radio, away video, away!
McBride married radio actor Bill Thompson
Bill Thompson (voice actor)
Bill Thompson was an American radio actor and voice actor whose career stretched from the 1930s until his death.-Early career:...
in the early 1950s; the marriage lasted until his death in 1971.
From 1953 to 1956 she also conducted a syndicated newspaper column for the Associated Press
Associated Press
The Associated Press is an American news agency. The AP is a cooperative owned by its contributing newspapers, radio and television stations in the United States, which both contribute stories to the AP and use material written by its staff journalists...
.
About 20 years apart, she wrote two books for girls, each with "Elizabeth" in the title.
As time went on, she appeared in smaller radio media market
Media market
A media market, broadcast market, media region, designated market area , Television Market Area , or simply market is a region where the population can receive the same television and radio station offerings, and may also include other types of media including newspapers and Internet content...
s, in upstate New York
Upstate New York
Upstate New York is the region of the U.S. state of New York that is located north of the core of the New York metropolitan area.-Definition:There is no clear or official boundary between Upstate New York and Downstate New York...
, and toward the end of her life hosted "Your Hudson Valley Neighbor" three times a week on WGHQ Kingston, NY from the living room of her home. Her longtime companion and business partner, Stella Karn, died of cancer in 1957.
McBride died at the age of 76 on April 7, 1976 at West Shokan
Shokan, New York
Shokan is a hamlet located in the Town of Olive in Ulster County, within the Catskill Park. The population was 1,252 at the 2000 census.-History:...
, New York
New York
New York is a state in the Northeastern region of the United States. It is the nation's third most populous state. New York is bordered by New Jersey and Pennsylvania to the south, and by Connecticut, Massachusetts and Vermont to the east...
. She and her husband, Bill Thompson, each have a star on the Hollywood Walk of Fame
Hollywood Walk of Fame
The Hollywood Walk of Fame consists of more than 2,400 five-pointed terrazzo and brass stars embedded in the sidewalks along fifteen blocks of Hollywood Boulevard and three blocks of Vine Street in Hollywood, California...
for their work in radio, directly across the street from each other.
An account of her career, It's One O'clock and Here is Mary Margaret McBride: A Radio Biography by Susan Ware was published in early 2005. She is also discussed in depth in Radio Voices by Michele Hilmes.
The character of "Mary McGoon", featured in the comedy routines of Bob and Ray
Bob and Ray
Bob Elliott and Ray Goulding were an American comedy team whose career spanned five decades. Their format was typically to satirize the medium in which they were performing, such as conducting radio or television interviews, with off-the-wall dialogue presented in a generally deadpan style as...
, is a parody of Mary Margaret McBride.
Her name was spoofed on the classic CBS-TV sitcom I Love Lucy
I Love Lucy
I Love Lucy is an American television sitcom starring Lucille Ball, Desi Arnaz, Vivian Vance, and William Frawley. The black-and-white series originally ran from October 15, 1951, to May 6, 1957, on the Columbia Broadcasting System...
in Episode # 79, "The Million Dollar Idea", which aired on January 11, 1954. In that installment, Lucy (Lucille Ball
Lucille Ball
Lucille Désirée Ball was an American comedian, film, television, stage and radio actress, model, film and television executive, and star of the sitcoms I Love Lucy, The Lucy–Desi Comedy Hour, The Lucy Show, Here's Lucy and Life With Lucy...
) comes up with an ambitious idea to make money. She decides to appear on television selling her Aunt Martha's salad dressing. Assisting her on the program is her best friend Ethel Mertz (Vivian Vance
Vivian Vance
Vivian Roberta Jones was an American television and theater actress and singer. Often referred to as “TV’s most beloved second banana,” she is best known for her role as Ethel Mertz, sidekick to Lucille Ball on the American television sitcom I Love Lucy, and as Vivian Bagley on The Lucy...
) as "Mary Margaret McMertz."
McBride's celebrity was hardly a secret confined to daytime radio listeners, either: her 15th anniversary celebration in 1949 was held in Yankee stadium, the only facility large enough to hold the 75,000 people who filled every seat and formed huge crowds outside. Her magazine show was on the air continuously for 25 years.
Martha Deane
Originally, Mary Margaret's character "Martha Deane" was to be a grandmother with six children and many grandchildren-all imaginary. They were all named and described; she was to memorize the details. Her job was to talk colloquially and dispense philosophy. She kept getting all her "grandchildren's" names mixed up and within three weeks she jettisoned the whole tribe on air. She remained Martha Deane, but was no longer a grandmother.External links
- Mary Margaret McBride interviewed by Mike WallaceMike Wallace (journalist)Myron Leon "Mike" Wallace is an American journalist, former game show host, actor and media personality. During his 60+ year career, he has interviewed a wide range of prominent newsmakers....
on The Mike Wallace Interview June 16 1957