No Sale

Last week CBS gave listeners a chance to hear some of the superb talent that few advertisers dare to sponsor. From Montreal came the rich voice of Marian Anderson, from Hollywood the mean rhythms of Duke Ellington, from Manhattan one of the jaunty routines of the world's No. i tap dancer, Bill Robinson. Among others who crowded a lively hour were Trumpeter Louis Armstrong, Actor Canada Lee (see p. 76), Violinist Eddie South. Of all the performers only three had sponsored berths in radio: Eddie Anderson, the Rochester of the Jack Benny show, Band Leader John Kirby and Comedian Eddie Greene of Duffy's Tavern. Obvious is the reason so few have made the aerial grade: they are Negroes.

Purpose of this turnout of top-flight colored entertainers was to help the uplifting National Urban League in a campaign to get more jobs for Negroes. However successful the campaign may be, it probably won't help Negroes get jobs in commercial radio. They are welcome on sustaining shows and in bit parts on sponsored programs. But no advertiser will buck racial prejudice to back a colored show or let a Negro star shine too brightly. Not even Ethel Waters, who packs them in on Broadway, could uphold a sponsored spot when she tried it in 1933-34.

This file is automatically generated by a robot program, so reader's discretion is required.