Variety (May 1946)

Wednesday, May 15, 1946 49 iming...thev call it! Why the Fitzgeralds sell rings around certain other programs too numerous, etc. Or The originators of an idea always have an edge on the know-how that cues success! When you dream up a program idea and develop it and go into debt to put it across and when you scout around snagging sponsors to make it pay out .... you don't have time to analyze techniques: you're satisfied if it turns out to be BOX OFFICE. It's only after your brainchild is well-enough established to have "started a trend" that you, yourselves and the adver- tising experts from Radio Row try to figure out what makes it tick. Well, we've now got the low-down on our MR. & MRS.-at-HOME-with-a-MICROPHONE pace- setter. Showmen sum up our success in one word: Timing... they call it! Good old-fashioned show-business "-timing"...the kind you learn the hard way, by EXPERIENCE I That puts us in an enviable position because we've been having breakfast on the air since 1942. Right now on Radio Row the column and ad shown here from Friday's Herald-Tribune are remarked as evidence of the kind of timing that makes our program different... and some say BETTER I NEW YORK HEB ALP TBIBUS r-RADio IN REVIEW* \\ Ity JOHN CROSBY - . ~ t " — " _.. . , BreaUfatlWilh Fretldie <md Talluhh I AST Sunday. Fi«d Allen, ^-ho •■> lias eye's 1>« Venetian blinds has eyes »« vc, c i . and » tongue like an addn. teamed up *llh Miss T.lluUh Banklead York » scorpion In her own right.n e llfide. pal0 dy on the -husband and v. e Imti bieaklast programs « "aiscauw 1 'abblUal.' according to Variety. « 1 " has brought lo»d complaints fiom VS. the husband and wife prtformeis. TOese Programs have been paro- lenldlcd betove. but never *l I the ex- ™, Plosive violence that radio's great- i_ ri;. ; ; m iiiem. so cutlini lil she heard about Pepso-Beplo on.otir program. FRED- Only Pepso is gnaianled lo fizz twice. Once before »-ou- drink it and once alter. TALLULAH: Here's another in- ieiesting leller-Irom a klepto- maniac. She writes. . . . CHILO'S'VOICE: Good morn- ing murosv and daddy. FRED: Why. it's our little three- year-old daughter. Amber. J . - .... T . _ ■. r i. ll« theory they heard aright the 'bllgram, under couldn't, have : n . first time. .-.el To give you m specimen of- Mr. Ullen's sharp "rind and also as *> commentary on ^e breakl.st pro- giams themselves. I piwnt htow la condensed version ol the Allen- , lankhead parody, which seems kestmed to become something of a kadio classic. Tale It away.Freddie land Tallulah! iml FRED: Ahhhhl What coffee, [id What aromaile fragrance! It must be.. . . •'1 You're right tovev I Ilia NcKeesters viia-ftesh Col- lfee; The coffee wlih that locked- Iud goodness lor everybody—grind or drip.'., . • Peach fuzt. you've [spilled some on your vest. , I TOED: Goody. Now I can try home ot that tmlo Panther Spot (Remover. No rubbing. I TALLULAH: And. Imagine, a Ib'lg two-ounce bottle lor only 3J IcenU. I FRED: ©r. If you are a messy lealer. you can gat the handy, tco- Inomical forty «allon vat. . . • tYour half Is breath-taking. That Weal That brlllla.nw-1 What 'did you do to 11? .. . . _ i I'TALLULAH: 1 Just did what to <man» society woman- era doing : lhe» days I *enl to Madame 1 'Madison Avenue-ln the loll. 1. FRED: It's divine, bunny nuB. TALLULAH: Madame Yvonne usu » sensational hah'-dresslng, it contains that new mystery In- ■ iredienl^-«liick*» lal. , > FRED; I hear It's «n sale al all • the cut-vale .cigar stores, tjasba, • the canary, IwiUers.) < TALLULAH: Ah. little Jeshe. U M happy. » carefree. And *hy ' shouldn't he be happy. . , ■ FRED: Yes. he knows that the ■ «.vtJnaoer on the bottom ol his ■ l ' da™y. ^Th> .Morning' Record ; thirty-two columnlsU. •'«> ll « n , pigei it comics; and all the news no other newspaper sees fit to I "taiXUUH.: Etcise me, apple I FRED: Ha. Ha. Ha. TALLULAH: What »re you itualiing at. love duck? FRED: I usl thought how willy Oscar Levant was last night when h. poifed that botil. ol C.uup over Jim Farley's head. ; ■ TALLULAH: And wasr. t Mr. Fariey a good sport? He Just sat fhere grinning and smacking hu " FRED: You. loo, will smack'your lios If you tasl* Klotnlck's con- c. P n\raUdc.^me.nlyca^ that bears "The Hobo News seai "m&Tm more of this cheer- Ml pl ter Fred and Tallulan de- elded to put a Utile realism Into their early-morning conversation. the program sounds like this. . TALLULAH: Hey. Knucklehead. get out ol that bedl We've'got* "'FRED: Sifo'el^kln the moM- ini Who's up to llslen to us-» coup^of garbage colleclor. and M ? A LtuLAH^fyouw»ntto«o b Jk to hustling gardenias in Iront pi Chllds. go right ahead, uesna ' W fwS>: MM** told you to give mat canary some oIDr.OroobersBiidSced. «r»tt.ULAH- I did. Now Jasha Sisa^dAv 11 " .. FRED* A summons, someone dead. Where Oo* 4 ".*? 4 .', soonsors-at a pohc« ine - ,,p „ m „ amber- Oood morning, mummy ,nd d.«y« tMI"^' 1 "' ,nd Sh ^EDl'Sneaking up on your parfnts with that one tooth like Sn old elk. tittle Amberl TAtWUMTi told you « aSSi have, finished reading the book belore we named her. ir^eo.aandU^.irhl; * ninu tams In milder tones. tins headachejoMoriyyv^_^--^- '— ~ . u ... , ... New York Herald Tribune May 10,1946 i Herald Tribune Why this SOlind-off? Well, we had new pictures taken last month and it won't do any harm for the television crowd to know that there's a couple who work without scripts (including commercials), ready—willing—and available... but mostly we're buying a page in Variety because we've got a new idea for a one-night-a-week on NETWORK... an idea we're willing to develop first locally, and we'd like to talk business with a sponsor we can enjoy working for and with. None other need apply. Our phone is Lexington 2-1178...we have no agent, no representatives... just ask for Ed and/oi Pegeen Fitzgerald