15 Minutes with Bing Crosby for radio as for recording, he's a cinch for ether popularity." The nationwide shows continued daily (except Sundays) on a sustaining basis until October 31, 1931 from station WABC in New York. Harry Von Zell was the announcer. Freddie Rich led the orchestra after the first week. Russ Columbo was broadcasting for NBC at 11:30 p.m. each night as competition for Bing with "Variety" noting "Scrap between NBC & CBS over Russ Columbo and Bing Crosby is getting warm." Crosby's popularity soon attracted a sponsor - the American Tobacco Company - and rather than Lucky Strike cigarettes, the company's president,
Bing Crosby of a free land. Crosby, however, seldom bothers to contemplate his future. For one thing, he enjoys hearing himself sing, and if ever a day should dawn when the public wearies of him, he will complacently go right on singing—to himself." The biggest hit song of Crosby's career was his recording of Irving Berlin's "White Christmas", which he introduced on a Christmas Day radio broadcast in 1941. (A copy of the recording from the radio program is owned by the estate of Bing Crosby and was loaned to "CBS Sunday Morning" for their December 25, 2011, program.) The song then