Word: luxe
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Dates: during 1940-1949
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Irma was on the air for 20 weeks before a sponsor finally took it over. The wait was worth it: the sponsor, Lever Bros, (soap) is one of the biggest spenders in radio, and the time assigned to Irma, between Lever Bros.' big-time Lux Radio Theater and the only slightly less popular Screen Guild Players, is the second best in radio (the best: the expensive Sunday night half-hour between Jack Benny and Charlie McCarthy on NBC, now occupied by Alice Faye and Phil Harris...
...president of Lever Bros. (Pepsodent, Lifebuoy, Rinso, Spry, Lux) had been showing some visitors through his Cambridge, Mass, plant when the call had come from Washington. He could think of many reasons why he could not serve. He had just taken on a new cosmetics business for instance. "But," he said, "it was an opportunity to pay back my country for being good to me." He consented...
...having lost many of its top programs to other networks, got a few in return (Mr. & Mrs. North from NBC, Double or Nothing from Mutual, Lum 'n' Abner from ABC). Headline repeaters: Dick Haymes, Baby Snooks, Lux Radio Theater. Edward R. Murrow returns to newscasting, with a Washington report...
...Lux Radio Theater (Mon. 9 p.m., CBS). A Stolen Life with Bette Davis and Glenn Ford...
...Without a Face. To many a U.S. citizen, Andrei Gromyko had become almost a U.S. household nuisance. He was the closest visible embodiment of Russia's apocalyptic orneriness. He took walks on Fifth Avenue. He sat in the last row of the Trans-Lux theater, on Madison and 60th, taking in a newsreel. Fred Allen cracked jokes about him. And yet he was like a man without a face...