MCBRIDE, MARY MARGARET

born Nov. 16, 1899, Paris, Mo., U.S. died April 7, 1976, West Shokan, N.Y. American journalist and broadcaster, perhaps best remembered for the warm, down-home personality she projected on her highly popular long-running radio program. McBride moved frequently from farm to farm with her family. Her schooling was similarly episodic until 1906, when she entered William Woods College (then actually a preparatory school). In 1916 she entered the University of Missouri, from which she graduated with a degree in journalism in 1919. After a year as a reporter for the Cleveland (Ohio) Press, she worked as a reporter for the New York Evening Mail until 1924. She then turned to freelance magazine writing. McBride's work appeared in the Saturday Evening Post, Cosmopolitan, Good Housekeeping, and other magazines. She also published a number of books, including Jazz (1926; with Paul Whiteman) and Charm (1927; with Alexander Williams) and several with Helen Josephy, such as Paris Is a Woman's Town (1929), London Is a Man's Town (1930), New York Is Everybody's Town (1931), and Beer and Skittlesa Friendly Modern Guide to Germany (1932). From 1934 to 1940 McBride ran a daily program of advice for women on radio station WOR in New York City. Using the name Martha Deane and exploiting her homey Missouri drawl, she projected a grandmotherly kindness and wit that proved highly popular. She also edited the woman's page of the Newspaper Enterprise Association syndicate (193435) and began a weekly radio program under her own name that was broadcast alternately on the CBS network (193741); on NBC (194150), where her weekly 45-minute program of ad-lib commentary and interviews drew an audience in the millions; on the ABC network (195054); and again on NBC (195460). From 1960 she was heard in a syndicated program of the New York Herald Tribune Radio operation. Celebrities from politics, entertainment, and the arts appeared on McBride's program, and her own brand of frank, folksy, down-to-earth comment made her a peerless saleswoman. Although advertisers clamoured for her services, she stoutly refused to push any product that she had not personally tried and liked. Mary Margaret, as she was known to her listeners, also refused to advertise tobacco or alcohol. From 1953 to 1956 McBride conducted a syndicated newspaper column for the Associated Press. Among her printed works are two books for girls, Tune in for Elizabeth (1945) and The Growing Up of Mary Elizabeth (1966), two autobiographies, and a cookbook. In her last years she conducted a thrice-weekly radio show from her own living room.