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 Not", Joan Blondell asked Crosby how he got his nickname: Crosby: "Well, I'll tell you, back in the knee-britches day, when I was a wee little tyke, a mere broth of a lad, as we say in Spokane, I used to totter around the streets, with a gun on each hip, my favorite after school pastime was a game known as "Cops and Robbers", I didn't care which side I was on, when a cop or robber came into view, I would haul out my trusty six-shooters, made of wood, and loudly exclaim "bing"! "bing"!, as my luckless victim fell