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Paramount
24
For Sing Crosby's program, starting December 5, sponsored by Kraft Phenix Cheese, see page 54 — JO o'clock column. Paul Whiteman will switch to the Woodbury spot eorfy in January.
LISTEN, Bing! This is straight from the shoulder. It wouldn't be much of an open letter if it weren't. When I heard that you were starting on a new radio show early in December I couldn't keep quiet any longer. You'll be reading this just before you begin broadcasting again, and that's swell, because maybe it will make a difference.
I almost wrote you last spring, but you went off the air for the summer and I let it go. It's still the same subject, though, and what has happened this fall makes the facts more pertinent.
I'm going to level some friendly criticism at you — some advice and suggestions. Perhaps I can point out some mistakes you don't know you've made.
Bing, your programs last spring weren't all they should have been. Not that your voice wasn't as good as ever. It was better, if anything. But still those shows were lacking in polish, unity, and continuous entertainment. The whole tone was too easy going. Even the manner in which you sang your songs was lackadaisical.
Remember those Cremo Cigar programs? You were still learning then and you were trying. We who listened knew it and we went for you all the way. It's only recently that we've begun to wonder. Were you trying last spring, Bing? I doubt it.
On your final broadcast (it was in May, wasn't it?) I'd have sworn you were singing from the studio in your Toluca Lake home and that Georgie Stoll's orchestra was in the regular studio downtown. And Bing, when an amateur in music like myself can detect such a fault, it's a cinch thousands of other listeners caught the same defect.
I'd have waited and told you some time in person only I believe that your fans are feeling the same way and I'd like to hope that I'm speaking for them as well as myself. We're all rooting for you, every last one of us, and you and your sponsor know it, or you wouldn't have been signed on this new contract.
But Bing, do you know this? You're on the spot. I'll tell you why .December 5th, you take the place of the man who really gave you your start. You're going to work for the makers of the cheese that Paul Whiteman has glorified for so long so successfully. And that's why you're on the spot.
You're taking over, and everyone, especially your sponsors past and present, will be watching to see if your show can rise to the high-water mark of popularity left by Paul's