Lord Haw-Haw of Hamburg: His British Audience

Abstract

T HE WAR on the radio started in earnest soon after the invasion of Poland. The name of Lord Haw-Haw began be mentioned in bars, at dinner-tables, on the stage and in newspaper columns. It was the London sensational press which really made himwhich gave him his name and discovered him for the public. He was prominently featured as absurd, screamingly funny, hilarious entertainment. Evidentlv the purpose of this publicity was discredit the German broadcasts from the start. But, on the contrary, its immediate impact was gain for them a growing audience. People tuned in to have a good laugh, but then, having acquired the habit, some began think may be something in what he says. The use of exaggeration and of humour get the message across is an old advertising device. It did not fail in this instance. Indeed, circumstances tended be most favourable the Radio War Lord. To the British people the war was still remote, and, hence, there was little bitterness against the Nazi regime. A very hard winter, with the bleakness and the boredom of long dark evenings, had descended upon them. The blackout had tied them more closely than ever their homes. The majority were poorer than before and so they were open any relaxation within easy reach. Thus the people were ready listen the radio at night, one indication being that as compared with prewar days the peak radio audience shifted from 6 p.m. 9 p.m. Moreover, the broadcasters from Hamburg, Bremen and station DJA did not have compete with English news commentators. The British radio does not possess any Gram Swings or Kaltenborns. A comparable programme, given by Onlooker, was on the air for some weeks, but