Tag Archives: Mary Margaret McBride

It’s One O’Clock and Here Is Mary Margaret McBride

Having discussed my impressions of watching an interview with a heretofore unknown (to me) Mary Margaret McBride in my previous post, I felt I needed to learn more about a woman who had been so important in the daily lives of so many people at one time but who is now almost completely forgotten. I was happy to see that there is a fairly recently published biography of her called It’s One O’Clock and Here Is Mary Margaret McBride: A Radio Biography by Susan Ware. I read the book yesterday — the whole thing in one day, and I thoroughly enjoyed it.

I was fascinated by MMM when I watched her on the the Mike Wallace Interview show, and I wanted to find out more about her, so I was happy to see that there was a biography of this woman I knew nothing about — I ordered it on Monday, it arrived on Thursday, and I read it Saturday. And I’m proud to say that I now know a LOT about MMM. That she has drifted into obscurity is a crime. She was a pioneering broadcaster in the 1930s through the 1950s, and she was one of the best-known and most-loved radio personalities of her era. I have a feeling that she WOULD be remembered were it not for the fact that she was a woman whose audience was primarily women (although her show was not a “women’s show”).

I wish I had known her. I also wish I had been able to listen to her daily 45-minute interview show. I’m sure I would have a learned a lot about the world, the arts, and about MMM herself. And, like all of her listeners, I’m sure I would have felt that I was listening to a gentle and soft-spoken friend who would ask her guests all the questions I would want to ask myself. Now I know why Mike Wallace, of all people, spoke to her with such warmth and respect. Every woman now toiling in the broadcast industry owes her a great debt. If only more of them possessed her charm and genuine curiosity.

Susan Ware is interviewed about the book on NPR here.


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Elsa Maxwell vs. Mary Margaret McBride

The Mike Wallace Interview I watched a couple more programs from The Mike Wallace Interview program (several of the shows are archived online by the University of Texas here). I watched the interview with Elsa Maxwell (recorded November 1957) and the interview with Mary Margaret McBride (June 1957).

I was familiar with Maxwell, having seen any number of clips of her on the Jack Paar show and on panel shows from the ’50s. She was, basically, kind of famous for being famous. Her claim to fame was throwing parties for the sophisticated set (she also wrote a column about the sophisticated set for the sophisticated set). I always thought she was supposed to be something of a wit, but having watched the Mike Wallace interview, she strikes me as kind of an intolerant, name-dropping gasbag. I see little charm there at all. It was amusing that she had recently said that her idea of a “nightmare party” guestlist would include Elvis Presley (“an utterly unattractive man with no talent”), Jayne Mansfield, and Nikita Khrushchev. You might not be a fan of these people, Elsa, but, let’s face it, that would have been a GREAT party! She comes off as a mean-spirited snob who seems to have wafted through life from feud to feud. She insists in the interview that she is loved by well over 20 million people. I’m wondering if she was loved by TWENTY people.

Mary Margaret McBride, on the other hand, was actually loved by millions upon millions of people. Beloved, even. Basically, I’d only ever heard of MMM in off-hand references to her in a couple of episodes of I Love Lucy, and I guess I assumed that she was a sort of early TV host of a program geared to women — a Martha Stewart type. What I learned from the Mike Wallace interview (which is much, MUCH more bearable than the Elsa Maxwell interview) is that MMM was an early female radio pioneer. She was one of the most popular personalities on radio, and she had a very strong, emotional bond with her mostly-female listening audience in the ’30s and ’40s. She’s often described as being the Oprah of her day. She interviewed movers and shakers and spoke in a folksy manner that is extremely comforting. I love this woman! In fact, I just ordered a biography of her that came out in 2005.

Although both Maxwell and McBride hail from humble mid-western backgrounds (Maxwell from Iowa and McBride from Missouri), they couldn’t have turned out more differently. You get the feeling that Maxwell wouldn’t be caught DEAD back in Keokuk but that McBride would be the first to turn up with a fresh-baked apple pie for a community picnic back in Paris, Missouri.

Interestingly, the two had something else in common. At first it struck me as annoying when Wallace asked both extremely successful women if they ever regretted not marrying — he tried his best to get them both to admit to loneliness and a lack of fulfillment. (I don’t think he would have pursued this line of questioning with a man.) But, in listening to the way the women answered the “spinsterhood” question, one is able to read between the lines — they were both lesbians.* Even though she had lived with her companion for over fifty years, Maxwell is on record with her hypocritical views on homosexuality (which I saw quoted here in an interesting blog that came up on a Google search). McBride, whose companion of over twenty years had died just a couple of months before the Mike Wallace interview, seems heartbroken and lost, and I wouldn’t have been surprised to have heard her talk about their life together in a down-home way that wouldn’t have sounded all that shocking (much like her admission to Wallace that she had once considered marrying a man in Italy only to leave him as soon as she got pregnant).

One woman immersed herself in vacuousness and was hateful and boastful and wouldn’t consider inviting people to her parties who weren’t beautiful. The other was down-to-earth and curious, and she connected with her audience on a human level. Maxwell described homosexuality as a “disease” and a “perversion,” and she suggested people ostracize gay men and women and maybe they’d just go away (while she herself was spending her days and nights rubbing her own less-than-beautiful shoulders with “depraved” celebrities like Noel Coward and Cole Porter). Maxwell was all about exclusion. McBride talked to her audience and to her interviewees as if they were friends — she had a wide variety of people on her show, including black guests, which, at the time, was a very unusual occurence. McBride was all about INclusion. Guess which of the two women had a sparsely-attended funeral? Guess which one is considered one of the most effective spokespersons of the modern advertising era?

La Maxwell and Mary Margaret

Two of the most famous women of their day — and hardly anyone has heard of them today.

(Interestingly, MMM, queen of the pitchwomen, would never hawk anything she didn’t believe in — including cigarettes. Wallace’s show was sponsored by Philip Morris cigarettes, and he’s shilling for them throughout the show as if there’s no tomorrow. During the Maxwell interview he does a couple of live commercials, intoning: “It’s a man’s kind of mildness: no filter … no foolin’.” During the MMM interview — in which his tone is uncharacteristically friendly and concerned — his cigarette proselytizing is kept at a minimum. MMM probably appreciated it.)

* Edit 6/29/08: Having just read It’s One O’Clock and Here Is Mary Margaret McBride, a biography of MMM by Susan Ware (and written about it here), I’m not so sure about MMM being gay. She had an intense relationship with Stella Karn her closest friend, her business partner and her radio producer, but it’s unclear whether they had a lesbian relationship. One comes away from the book feeling that maybe MMM was asexual. MMM’s life was, in many ways, an open book that she shared freely with her listeners, but this part of her life still seems to be something of a mystery.


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