Word: chesterfields
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Dates: during 1950-1959
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...First four: Camel, Lucky Strike, Chesterfield, Philip Morris...
...deep national need. Last week his CBS programs-Arthur Godfrey Time (weekdays, 10:15 a.m., E.S.T., radio), Arthur Godfrey's Talent Scouts (Mon. 8:30 p.m., radio & TV) and Arthur Godfrey & His Friends (Wed. 8 p.m., TV)-all had Hooperatings within the magic first five. Last month, Chesterfield spread-eagled the CBS network for Godfrey by adding still another evening show, Arthur Godfrey Digest (Sat. 9:30 p.m., radio). Made up of recorded high spots from his morning routine, the Digest promptly scored a highly satisfactory 10.4 Hoop-erating...
Back to the Sunsets. The flop was loud and emphatic. When the show he called the "Manhattan Pee-rade" decided to continue without him, Arthur says his final chance on a Chesterfield show "laid a terrible...
Fired by both Chesterfield and CBS, Godfrey headed back to Washington. Even there, it seemed his magic had gone. "I had gotten to thinking like a smart-aleck Broadway showman, and people don't want Broadway every day. But little by little, I regained the humility I had lost. I got back to sunsets, fishing, horses. My interest in people returned. The show improved, clients were pleased, and fans began to increase...
...nearly two years listeners and advertisers stayed away in droves. Then, almost overnight, the flood ran the other way. Chesterfield sponsored his daytime show and it began to sprout additional sponsored quarter-hours. Thomas J. Lipton Inc., searching for a new nighttime program, decided to take a chance on Talent Scouts. Godfrey...