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,
15 Minutes with Bing Crosby Rich's Orchestra. The first week the shows aired on Tuesday, Thursday, and Saturday in the 6:30–6:45 p.m. time slot before switching to a Monday, Wednesday, and Friday format. In April Crosby embarked on a tour of Paramount-Publix theatres, working across the country to Hollywood where he was to make the film The Big Broadcast. At each location, he continued to broadcast his show until he reached the West Coast. On July 12, "Variety" carried a review of Bing's radio show. "With a new corking musical background, Bing Crosby was at his best over WABC from a Hollywood pickup. . ."