Word: vall
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...returning perennial was Rudy Vallée, who quit the air last September with the unique distinction of having been a top-ten favorite for nearly ten straight years (all for Standard Brands). Last fortnight Vallée returned for Sealtest dairy products with a completely revamped program, and a re-vitamined selling point: Vitalure, "abundant in good, fresh milk...
...down to its record low, 5⅜, last December and this week was hovering around 7. Broad explanation was that while Standard Brands net sales were holding up fairly well, the profit margin was growing narrower and narrower. In 1937, beating the bushes with such radio headliners as Rudy Vallée (for Fleischmann's Yeast and Royal Gelatin Desserts), wooden Charlie McCarthy (for Chase & Sanborn Dated Coffee), "One Man's Family" (for Tender Leaf Tea), Standard Brands ran up record net sales of $122,517,121. But even in briefly booming 1937, Standard Brands' net profit...
...great free-show firmament were in their places for the long winter evenings: Kate Smith, Bing Crosby, Fred Allen, Jack Benny, Charlie McCarthy. The Philharmonic had arranged to broadcast on tour; a hallowed hush awaited Arturo Toscanini next week in NBC's starchy Studio 8H. Rudy Vallée, Eddie Cantor and Al Jolson were major absentees. There was no newcomer with the mature charm of 1938's prize find, Information Please, but radio 1939 turned up an idea that threatens to sweep the nation like Bingo if the antigambling goblins don't get it first...
Ever since Oct. 24, 1929, crinkle-headed, crinkle-mouthed Crooner Rudy Vallée has spread his oleaginous voice on the air waves for Standard Brands Inc. (Fleischmann's Yeast, Royal Gelatin). Their partnership is radio's longest. Radio's first big variety show made Yale-bred Rudy Vallée (real name: Hubert Pryor Vallée) radio's first big-money performer, began radio's first national song craze (I'm Just a Vagabond Lover), first exploited the radio talents of Edgar Bergen & Charlie McCarthy, Alice Faye, Joe Penner, Frances Langford...
...Aunt Phoebe (Edna May Oliver). After a twirl on the ice with her pupils, Trudi consents. Although Trudi does no skating in her screen test, she makes the grade. Jimmy believes that, as the new star, she can be used to bolster the publicity value of Roger Maxwell (Rudy Vallée), a crooner on the studio pay roll whose self-esteem is more impressive than his newsworthiness. Touched by Roger's mash notes, which are really written by Jimmy, Trudi moons over him all during production of Girl of the North. Only when she learns the real author...