program was broadcast. That same article noted, "Broadcasting Second Husband is almost like putting on a regular stage play, with the curtain rising at the beginning of the show and falling at its end, and all the actors taking curtain calls in response to applause." Cross-marketing with magazine Cross-marketing, in which each of two entities promotes the other's product or service, was used to the mutual benefit of radio programs and magazines in the era of old-time radio. Radio historian Elena Razlogova wrote: "The networks and magazines perfected the cross-marketing common among department stores, newspapers, movies, pulps, slicks and comic strips in this period [the 1930s]. Editors and program producers synchronized print and on-air tie-ins. Second Husband and Radio and Television Mirror magazine exemplified such cross-marketing. The magazine's January 1940 issue carried the first installment of a serial titled "Second Husband." A headline deck on the story's opening spread introduced the serial as follows: "Beginning in intimate diary form, the vivid story of a young mother who thought it was no crime to love and marry again – based on the popular radio serial of the same name." People at the magazine and the program coordinated promotion of efforts related to the tie-ins. Razlogova cited one example, when the magazine printed a full-page portrait of Brenda Cummings that was promoted on the radio show, "giving the listener no opportunity to miss either event." She added, "Thanks to such precisely orchestrated campaigns, radio shows boosted their ratings while fan magazines jacked up their circulation." Broadcast schedule Sterling's products advertised on Second Husband were primarily Bayer Aspirin, Dr. Lyons Tooth Powder and Phillips' Milk of Magnesia. Cast Cast members were as follows: Others in the cast were Lois Hall, James Meighan, Colleen Ward, Virginia Dwyer, Nancy Bashein, John Thomas, Skippy Homeier, Peter Donald and Stefan Schnabel. The orchestra leader was Vic Arden. References External links "Second Husband" story (based on the radio program) in the January 1940 issue of Radio and Television Mirror magazine 1930s American radio programs 1940s American radio programs American radio soap operas NBC radio programs NBC Blue Network radio programs CBS Radio programs