"During the election campaign Stanley Baldwin went to the microphone and very simply gave a “fireside talk”. He was the political leader to understand the subtle use of the microphone. A week before his broadcast he took the trouble to go to Savoy Hill to obtain advice how to put it over.
Ramsay MacDonald insisted on broadcasting his speech direct from a public meeting at Glasgow, despite a warning from Reith that the two techniques were utterly different. By comparison with Stan’s pipe-sucking chat Ramsay MacDonald sounded like a street-corner ranter. Baldwin’s quietly spoken plea for a ‘sane, common sense Government, not carried away by revolutionary theories or hare-brained schemes’, went straight to the heart and home."
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