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L
et the Stars Shine On!
Pleasure Parade Line-Up of Big Names Gives Sponsors a Chance to Promote Products Through Established Radio Personalities
Jimmy Wallington— KIBITZES
• (Above) . . . That man with the mustache (Jimmy WaHington ) kibitzes as Paula Kelly gives last minute vocal instructions to the Glen Miller Modernaires.
• (Below) . . . Kibitzer Wallington tells Irving Miller how to lead an orchestra.
W 1 inic has changed. In earlier davs it was quite something tor New York to tune-in San Francisco, but now the })id)lic demands a reason for timing in. More advertisers in more towirs not onh toughen the going tor tlie man witli a tat radio advertising l^udgel, l)ut tlie\ also cliallenge tlie smaller iellow.
Time is no longer a mere matter ot 60 minutes to tlie lioin. To keep radio listeners, sometliing worthwliile must be put into every one ot tliose 60 minutes. T tie proo^ratn is now tlte thing.
An important part ot progrannning is tlie man wlio reads the scri})t, and the gat wlio sings tlie ditties. In otlier avoids, no matter liow smootli a sliow may took on paper, its real success depends upon the talent.
Network adxertisers know ttiis, and it isn't at att uiuonnnon to ha\e entire ad
• (Right) . . . Kay Lorraine tells Irving Miller how she wants the duet arranged which she and Bob Kennedy sing. That's Bob Kennedy at the left, and notice who's at the right? That man with the mustache, Jimmy Wallington, kibitizer.
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