Variety (May 1946)

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GODFREY'S GOT EVERYTHING Any one of the four things Arthur Godfrey offers a national sponsor makes him a good network bet. With all four wrapped up in one personality—he's the biggest buy in daytime radio. Now Godfrey has taken over the largest half hour in morning radio, at 11 o'clock on CBS, with a studio audience for the first time. He has polished and perfected this network show with a full year's shake- down run. And he brings to it the same salesmanship that made results-history on his local shows on WABC and WTOP. Here's the kind of buy you get once in a lifetime.. .by grabbing first network spon- sorship of a born showman as he goes big time. I. HE HAS THE PRESS WITH HIM No matter what kind of people publications speak for, they love Godfrey. For instance NEW YORK TIMES: "He's the living contradiction of radio's success formula for product salesmanship." NEWSWEEK: "Godfrey's rambling technique has paid off In more than eighty-five sponsors and a solid foothold In the $2,000-a-week income bracket." SALES MANAGEMENT: "Before you can shake off his hypnosis, you may be lulled into buying a package of head- ache powders, a mink coat, or, possibly, a can of floor wax." REDBOOK: " 'It ain't what he says but how he says it.' God- frey can take...copywriter's prose, and just by his inflection and comments, turn it into something which will stop you."