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%* Thirteen weeks ago, The Big Show, radio’s greatest all star variety program,"with Tallulah Bankhead as • MC,. premiered on NBC Sunday 6-7:30 PM. Three weeks later, a letter addressed simply to Tallulah Bankhead, America, was mailed in Cumberland, Md, It • was delivered to her at NBC in two days . Proof of the tremendous appeal of this unpre- dictable lady and of the immediate, nation-wide impact of The Big Show. Since then NBC has received thousands of letters — a great many of them from TV areas—all raves for darling Tallulah and her great new show. Some samples: Pear Tallulah; X ... Your show is the finest entertainment on the air today < .. Never in my whole life have I enjoyed any radio or television shoiv nearly as much. ... It is a wonderful thing — talent. To come into thou- sands of homes , as yo a do, bringing th e warm, human thoughts and emotions ... bringing laughter .. . dispel- ling loneliness, N ... We refer to your radio prog ram as the BIGGEST SHOW not simply THE big show. .. . One of the rare bits of adult entertainment on the air waves today. IT'S A CRYING SHAME that a show with such an enthusiastic response isn’t sold out. But here it is 13 weeks old and the first half hour—Sunday 6-6:30 PM—is still available for sale. Week after week The Big Show presents a roster of star names bigger than any in radio or television, such as Jimmy Dur ante, Eddie Cantor, Ed Wynn, Bob Hope Groucho Marx, Marti n & Lewis, Frankie Laine, Ezio Pinza, Judy Holliday, Fanny Brice, Judy Garland. The unbelievably low cost for this matchless talent; $8,820 gross per week for. one half hour. It’s had smash reviews, like the one in The Billboard which called it “the biggest radio series by all odds this year, and likely of all time.” Even our competitors, the magazines, have praised it. Collier's wrote an “unabashed plug’' for The Big Show * '■ on its editorial page and called the selection of Tallulah Bankhead for MC “the most progressive step that radio has, taken since the loudrspeaker replaced headphones.” Look said “The Big Show has knocked the country for a loop. So has Tallulah,” Its audience is just about the fastest growing in all radio—up 81% in six weeks according to Nielsen. The time period, Sunday 6-6:30 PM, gets an*adver- tiser on the air before the heavy competition starts. Best of all, most of it is figured at daytime rates, $10,692.20 net per week for a f ull NBC network. The total cost for 80-minutes of showbusiness at its best is $10,512.20 per week. Where else in all advertising can you, find abargain like that ? Frankly we're embarrased. To relieve our embarrassment, and to give your 1951 advertising a solid start, let us tell you about the best buy in town—The Big Show, Sunday 6-6:30 PM on NBC.