Word: godfreys
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...Goldbergs (Mon. 9:30 p.m., CBS-TV). Guests: Arthur Godfrey and Arnold Stang...
...valuable is a Godfrey free plug on the air that manufacturers, on the off chance that he will mention them, deluge him with .merchandise ranging from buttermilk to uranium ore to elks. They remember that, on TV, he has often taken a pull at a Coke bottle when he might have been plugging his sponsored products. And they know that Godfrey's fooling around with a ukulele on the air pumped new life into an industry that had been dormant since the early 1930s. Said uke salesman Jack Loeb: "Sales went from nothing to higher than they had been...
Object Lesson. The listening audience can thank Godfrey for removing much of the starch and stuffiness from radio. He found the medium bustling with split-second efficiency, and slowed a portion of it to a comfortable walk. He helped clean up the high-pressure babble of machine-made commercials, and proved to a nervous, self-conscious industry that informality pays...
Last week, Godfrey was considering selling a new line. "I want to try to sell race tolerance and the beauty of doing a day's work," he said earnestly. "I've waited until now because I wasn't sure that I had enough stature. Popularity is one thing, but stature is substantial...
...firmly resolved "never to just go out there to Hollywood and cash in on my popularity and make money." The way Arthur Godfrey looks at it, at least at the moment, that would be unwholesome...