Radio: Trying Tots

Several million Mutual Network listen ers have for three weeks been regaled with a freak Sunday-night program (10:45-11 E.W.T.) of what is described as “Rocking-Horse Rhythm.” Its star is a five-year-old child named Bobby Hookey from The Bronx. He is the youngest single performer ever to be heard coast to coast on his own radio show. He is sponsored on the West Coast by a medicated gum called Chooz.

Bobby’s performance has not varied since his debut. In a scratchy, off-pitch voice that occasionally ascends to a screech, he sings such songs as I Get the Neck of the Chicken, If You Knew Susy, What’s the Good Word, Mr. Bluebird? As he sings, Bobby grimaces, wriggles, stomps, and studio audiences think it is all very funny. Like other radio notables, he has a guest star on each show. Young est guest to date was one Carol (“Termite”) Daniels, four, who bleated a ditty entitled: “Tiss Me (or you dotta det out of my kiddie car).” One reason why this sort of thing is spreading is Alice Viola Clements, 41, a pretty brunette who used to dance in the Shuberts’ Passing Shows, and her husband Isaac William Clements, 47, who owns a Philadelphia advertising agency. Childless, they have supplied U.S. radio with more kiddie talent than anyone in or out of the business.

Mrs. Clements got the idea 14 years ago while listening to some tots broadcasting from a Philadelphia promoter’s free child-parking lot. She thought they were just what the Horn & Hardart (automats and bakeries) show needed. Her husband thought otherwise, and so did H. & H. President Joseph V. Horn, who protested: “We don’t want to put a lot of squeaky brats on the air!” But the brats went on for a trial and, when pie sales jumped threefold, they stayed. They are still there every Sunday morning in the Children’s Hour (WEAF, 10:30-11:30, E.W.T.)—a variety show that is a procession of lesser or greater Bobby Hookeys.

Pint-Sized Panics. Of the Clementses’ kiddies, only a few (such as Actor Ezra Stone, Singer Carol Bruce) have grown up to entertainment fame. But proud parents keep swarming to the Clementses (to date they have looked over some 100,000 children). The Clementses make their money by handling advertising accounts.

Bobby Hookey was right down the Clementses’ alley. When he was two, he came home from dancing class one day, warbling The Sidewalks of New York. His mother, wife of a mechanic, rushed him downtown to Station WHN’s Hearn’s Kiddie Hour. Inevitably, he went on the Children’s Hour. He has been on the air ever since.

The Clementses have big plans for him. They expect to put “the pint-sized panic,” as Mrs. Clements calls him, into the chil dren’s musical comedy, Automatically Yours, which they hope to open on Broad way next fall. Says Mr. Clements, who thinks Hookey is the answer to the ma turity of Shirley Temple: “We’re going to build Bobby up into the child Romeo.

He’s going to have a different girl on the program every week, and then the audience is going to vote and decide which will be his permanent girl friend.” So far, the girl friends have all been Clements products.