Throughout the 1930s and early 1940s Blackett-Sample-Hummert were responsible for a succession of radio drama series, mostly produced by Hummert and his assistant Anne Ashenhurst, whom Hummert later married, including Little Orphan Annie, Just Plain Bill and Ma Perkins.
In the M*A*S*H episode "Major Fred C. Dobbs", Hawkeye tape-records an encounter between Frank Burns and Hot Lips in the latter's tent, then plays it back for Frank in the guise of "my favorite armed forces soap opera, Just Plain MacArthur".
Hawkeye makes a reference to his favorite soap opera, "Just Plain McArthur," a reference to a real radio soap from the Golden Age called Just Plain Bill.
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The cultural references are to, respectively, American Old West figures Buffalo Bill and Wild Bill Hickock, and Just Plain Bill, the title of a long-running radio program of the era.