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 Entertains cigars.” The Woodbury program is significant for it gave Crosby some dialogue for the first time, his personality emerging in light banter with Niles and introductions to his songs. It also began the system of cross-promoting his own work as he featured songs and guest stars from his own films and sang songs he had recorded. "Billboard" liked the opening show saying, "inter alia": “Selling a product to the women must of necessity use a program of definite appeal to them and in Crosby, Woodbury Soap has chosen wisely. For Bing is in the middle of a brilliant career and