Gossip columnist 1930s through the 1950s, the two best-known - and competing - Hollywood gossip columnists were Hedda Hopper and Louella Parsons. Well-timed leaks about a star's purported romantic adventures helped the studios to create and sustain the public's interest in the studios' star actors. As well, the movie studios' publicity agents acted as unnamed "well-informed inside sources" who provided misinformation and rumors to counteract whispers about celebrity secrets — such as homosexuality or an out-of-wedlock child — that could have severely damaged not only the reputation of the movie star in question, but the movie star's box office viability. Having fallen
Hedda Hopper a radio soap opera, playing Portia Brent on the Blue Network's "Brenthouse" beginning in February 1939. She debuted as host of her own radio program, "The Hedda Hopper Show", November 6, 1939. Sponsored by Sunkist, she was heard on CBS three times a week for 15 minutes until October 30, 1942. From October 2, 1944, to September 3, 1945, Armour Treet sponsored a once-a-week program. On September 10, 1945, she moved to ABC, still sponsored by Armour, for a weekly program that continued until June 3, 1946. Hopper moved back to CBS October 5, 1946, with a weekly 15-minute program,