Radio mirror (Nov 1936-Apr 1937)

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HURON'STREET DEPT. 711 CHICAGO, ILLINOIS 11 x 14 inches SALARY TO START $90 to $175 MONTHLY MEN WOMEN A?e Ran?e 18+oSO ( ) Railway Mail Clerk ( )P. O. Laborer { JR.F.D. Carrier ( ) Special Agent ( ) Customs Inspector ( ) City Mail Carrier ( ) P.O. Clerk ( ) Stock Clerk ( ) Spec. Investigator ( ) Typist INSTRUCTION SERVICE, Dept.315-ft, St. Louis, Mo. Send me FREE particulars "How to Qualify for Government Positions" marked "X". Salaries locations, opportunities, etc. ALL SENT FREE. ( > POSTMASTER ( ) Elevator Conductor ( ) Auditor ( ) Stenographer I Su. S. Border Patrol ( ) Telephone Opr. ( 1 Watchman < ) Meat Inspector ( ) Secret Service Opr. ( ) File Clerk Name. . . Address. RADIO M IRROR A Sentimental Guy (Continued from page 39) "Did you really enjoy the music? Thanks. We liked playing it for you." These are some of the things I thought, and saw, and heard the day he was playing for thousands at this great East coast beach. And during the intermissions, as I sat under the band-stand and talked with Guy and the members of his band, 1 learned why Guy Lombardo is where he is today. It is just this — and it should be printed in letters six feet high for every young, ambitious band leader in the country to read — Guy Lombardo is where he is today because he is an inherent sentimentalist! He always does the sentimental thing, he takes the hard, sentimental way out — and somehow he never loses! For example, quite a few years ago, when Guy was just coming into popularity at the Fort Stanley Casino, on Lake Erie, he was asked by one of the women in his home town to play an engagement at their Mothers' Club. It meant journeying almost a hundred miles, and staying up all night. Would most orchestra leaders have accepted? Guy put it up to the band. "It will be a grind, but most of the mothers know you boys, they haven't seen you in a long time — it will sort of be something for the home town. Let's go." The orchestra played the engagement. They were thanked. That was all. Five years later, Guy Lombardo closed a run in Chicago and opened at one of New York's largest hotels. It was the break he had wanted all his life. The husband of the woman who had asked him to play at the Mothers' Club was the person who sold, signed and delivered the Lombardo contract! THE success of Guy's music has been built upon popular sentimentality. It might sound, now that everybody is listening to it, like music that would be easy to sell, music that people would take to instantly. It is not. The Lombardos, through Guy, have had a tremendous struggle to get people in the sentimental mood. Had it not been for the faith and financial gamble of one man the Lombardos might never have made the grade. When Guy came to the Granada Cafe in Chicago he was practically unknown. It was in 1928, and the country was hot jazz conscious. Anything went over if it was loud and hot. After the first rehearsal, the manager came over. "If this is the type of music you are going to play," he told Guy, "you won't last two days." "You don't like it?" Guy asked. "Yes, I do," the manager admitted. "It's sort of soft, and dreamy, but my customers come here to be pepped up." "Give me a week," Guy said, "if you like it, I believe your customers will." It took three weeks, and a good many radio broadcasts to convince the crowds. The manager never complained. He stuck by his promise. About a year and a half after Guy left the Granada, word came to him in New York that the manager of the Granada was headed for ruin. It was shortly after the depression had gotten under way, and the manager just didn't have the money to hire first class entertainment. Lombardo, now in the four-figures-aweek class, went to the heads of the hotel in which he was playing and asked for two weeks' leave. Guy then herded the band to Chicago. 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