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September 9, 1946 'Heart's Desire', A giveaway contest program on the MBS

September 9, 1946: Heart's Desire, a giveaway contest program on the Mutual Broadcasting System, was hosted by Ben Alexander.

This radio quiz show program was transmitted nationwide over Mutual Broadcasting System for a half hour five days a week. Initially it was a supporting program of MBS. Later, Phillip Morris & Company Limited began to sponsor half of the show. It was on the air for approximately two years.


  1. In September 1946 My mother Janie Nash from Custer, Michigan wrote to the program and requested some gifts for us 5 kids Christmas. She sent a five dollar bill and they read it on thanksgiving day. They sent the five dollars back and sent me, the oldest an electric train set, the next three kids a large doll and the youngest a rocking horse. I still have all the letters of correspondence and also the train although it has had a lot of use through the years. I remember the show well as I was 13 yrs old,

  2. Sometime about 1945, my Mother Laura Stedman Ayers, a poet by nature, wrote a poem to "Heart's Desire" stating her need for a vacuum cleaner to clean up after 6 kids. They selected a member of the studio audience who also had a Heart's Desire and the audience voted to select a winner. She won a new Electrolux which she used the rest of her life. We all sat by the radio with our fingers crossed.


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