Word: crossley
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...that still possesses few big names of its own, Jack Benny is a valuable prestige property. With a superb timing, and a disarming shuffling diffidence as his stock in trade, he has led the radio field for eight of his nine broadcasting years. But few days after his superfete, Crossley (Cooperative Analysis of Broadcasting) released its latest ratings. First on the list, instead of Benny, were the everlasting corn-belt comedy favorites, Fibber McGee & Molly. Benny stood second highest...
Kidding himself, breakfast foods, Mother, and "Orson," he sashayed through a primer that contained a lot of deft, well-timed writing. He produced some more than casually turned lyrics, and a good deal of information about what goes on in a radio studio.¶stood for Crossley ratings. M was for Mother ("All mothers are wise, and most of them speak with a sectional accent"). O was for Orson, celebrated in a lyric commencing "Who is Orson? What is he, that all the critics hail him?" and ending "All is well that ends with Welles." At Q, quizzes came...
With two months to go before their first year on the air is completed, NBC's Quiz Kids this week were hard on the heels of NBC's Information Please. The juniors' Crossley rating was 11.6 against 11.9 for the senior masterminds. Last week the Quiz Kids did their stuff for the largest audience in radio when they appeared as guests on Jack Benny's Jell-O show. And Jack Benny once again proved himself the most astute gentleman in radio by tying up with the infant marvels for four combined broadcasts...
...radio's big ten were the deftly written serial The Aldrich Family (sixth), the schmalz of Band Leader Kay Kyser (ninth), the soap-opera One Man's Family (tenth). Beating the graven image Charlie McCarthy by a whisker, Jack Benny led the pack for 1940. Others in Crossley's peerage: Fibber McGee & Molly, the Lux Radio Theatre, Bob Hope, Kate Smith, Major Bowes...
Biggest rise, according to the Crossley findings, was that of The Aldrich Family, which was in 40th place a year ago. Biggest fall was that of Pot o' Gold, which plummeted from 10th to 57th place. Gratifying to radio's peers and commoners alike were Crossley's observations that programming had improved, that radio had more people by the ear than ever...