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 p.m. that night, Bing completed his first solo radio show with Eddie Lang playing guitar and with an orchestra conducted by Victor Young. He sang "Just One More Chance," "I Found a Million Dollar Baby," and "I'm Through with Love." The opening theme played by the orchestra was "Too Late" and the sheet music of this song quickly stated that it was from "Fifteen Minutes of Bing Crosby". The Los Angeles Illustrated Daily News commented: "So far as Southern California goes, Amos 'n' Andy listenage has been sadly cut, what with Bing Crosby back on the old air at the