Frances Williams on the Rudy Vallée Hour - Radioland, November 1933

''The Fleischmann's Yeast Hour'' (also known as ''The Rudy Vallée Show'', ''The Fleischmann Yeast Hour'', and ''The Fleischmann Hour'') was a pioneering musical variety radio program broadcast on

NBC The National Broadcasting Company (NBC) is an American English-language commercial broadcast television and radio network. The flagship property of the NBC Entertainment division of NBCUniversal, a division of Comcast, its headquarters are l ...

from 1929 to 1936, when it became ''The Royal Gelatin Hour'', continuing until 1939. This program was sponsored by Fleischmann’s Yeast, a popular brand of yeast. The person responsible for this major step ahead in broadcasting was NBC executive

Bertha Brainard Bertha Brainard (June 16, 1890 – June 11, 1946), known to her friends as Betty, was a pioneering NBC executive responsible for setting trends in network broadcasting. Life and career She was born and raised in South Orange, New Jersey, the daugh ...

, who became head of programming for NBC in 1928. She began pushing for singer-bandleader

Rudy Vallée Hubert Prior Vallée (July 28, 1901 – July 3, 1986), known professionally as Rudy Vallée, was an American singer, musician, actor, and radio host. He was one of the first modern pop stars of the teen idol type. Early life Hubert Prior Vall ...

to host a variety series by explaining that only a woman could understand the appeal of Vallée's voice.

Regulars

Olsen and Johnson Rudy Vallee Fleischmann Yeast Hour 1932

First airing on October 29, 1929, See FN 30 the show quickly became a top-rated program, being one of the five most popular shows for every year between the 1929–30 and 1934–35 seasons (it was second only to ''

Amos 'n' Andy ''Amos 'n' Andy'' is an American radio sitcom about black characters, initially set in Chicago and later in the Harlem section of New York City. While the show had a brief life on 1950s television with black actors, the 1928 to 1960 radio sho ...

'' during the 1930–31 season). Host Vallée appeared along with regulars Ole Olsen and

Chic Johnson Harold Ogden "Chic" Johnson (March 15, 1891 – February 28, 1962) was the barrel-chested half of the American comedy team of Olsen and Johnson, known for his strangely infectious, high-pitched "Woo-Woo" laugh. Background Johnson was born of ...

(1932), followed by Tom Howard and George Shelton (1935). Actor Will Aubrey (1892–1958) appeared as the Bard of the Byways, and another regular was character actor Henry Armetta (1888–1945).

Guests

Rudy Valee Alice Faye Fleischmanns Yeast Hour 1933

On this program, the American listening audience heard many future stars for the first time, as it introduced such talents as

Milton Berle Milton Berle (born Mendel Berlinger; ; July 12, 1908 – March 27, 2002) was an American actor and comedian. His career as an entertainer spanned over 80 years, first in silent films and on stage as a child actor, then in radio, movies and tel ...

Burns and Allen Burns and Allen was an American comedy duo consisting of George Burns and his wife, Gracie Allen. They worked together as a successful comedy team that entertained vaudeville, film, radio, and television audiences for over forty years. The duo ...

Alice Faye Alice Faye (born Alice Jeanne Leppert; May 5, 1915 – May 9, 1998) was an American actress and singer. A musical star of 20th Century-Fox in the 1930s and 1940s, Faye starred in such films as ''On the Avenue'' (1937) and ''Alexander's Ragtime B ...

, the Mills Brothers,

Joe Penner Joe Penner (born József Pintér; November 11, 1904 – January 10, 1941) was an American vaudeville, radio, and film comedian. Early life Penner was an ethnic Hungarian born József Pintér in Nagybecskerek, Austria-Hungary, (present-day Zre ...

Kate Smith Kathryn Elizabeth Smith (May 1, 1907 – June 17, 1986) was an American contralto. Referred to as The First Lady of Radio, Smith is well known for her renditions of Irving Berlin's "God Bless America" & "When The Moon Comes Over The Mountain". ...

and

Red Skelton Richard Red Skelton (July 18, 1913September 17, 1997) was an American entertainer best known for his national radio and television shows between 1937 and 1971, especially as host of the television program ''The Red Skelton Show''. He has stars ...

Gloria Swanson Gloria May Josephine Swanson (March 27, 1899April 4, 1983) was an American actress and producer. She first achieved fame acting in dozens of silent films in the 1920s and was nominated three times for the Academy Award for Best Actress, most f ...

and

Vincent Price Vincent Leonard Price Jr. (May 27, 1911 – October 25, 1993) was an American actor, art historian, art collector and gourmet cook. He appeared on stage, television, and radio, and in more than 100 films. Price has two stars on the Hollywood Wal ...

made their radio debuts on the show. Other guests included

Ray Bolger Raymond Wallace Bolger (January 10, 1904 – January 15, 1987) was an American actor, dancer, singer, vaudevillian and stage performer (particularly musical theatre) who started in the silent-film era. Bolger was a major Broadway performer in ...

James Cagney James Francis Cagney Jr. (; July 17, 1899March 30, 1986) was an American actor, dancer and film director. On stage and in film, Cagney was known for his consistently energetic performances, distinctive vocal style, and deadpan comic timing. He ...

Fanny Brice Fania Borach (October 29, 1891 – May 29, 1951), known professionally as Fanny Brice or Fannie Brice, was an American comedienne, illustrated song model, singer, and theater and film actress who made many stage, radio, and film appearances. ...

Ilka Chase Ilka Chase (April 8, 1905 – February 15, 1978) was an American actress, radio host, and novelist. Biography Born in New York City and educated at convent and boarding schools in the United States, England, and France, Chase was the only child ...

Helen Hayes Helen Hayes MacArthur ( Brown; October 10, 1900 – March 17, 1993) was an American actress whose career spanned 80 years. She eventually received the nickname "First Lady of American Theatre" and was the second person and first woman to have w ...

Leslie Howard Leslie Howard Steiner (3 April 18931 June 1943) was an English actor, director and producer.Obituary ''Variety'', 9 June 1943. He wrote many stories and articles for ''The New York Times'', ''The New Yorker'', and ''Vanity Fair'' and was one o ...

Bert Lahr Irving Lahrheim (August 13, 1895 – December 4, 1967), known professionally as Bert Lahr, was an American actor. He was best known for his role as the Cowardly Lion, as well as his counterpart Kansas farmworker "Zeke", in the MGM adaptation of ...

Ethel Merman Ethel Merman (born Ethel Agnes Zimmermann, January 16, 1908 – February 15, 1984) was an American actress and singer, known for her distinctive, powerful voice, and for leading roles in musical theatre.Obituary '' Variety'', February 22, 1984. ...

Margaret Sullavan Margaret Brooke Sullavan (May 16, 1909 – January 1, 1960) was an American stage and film actress. Sullavan began her career onstage in 1929 with the University Players. In 1933, she caught the attention of film director John M. Stahl and had ...

Fay Wray Vina Fay Wray (September 15, 1907 – August 8, 2004) was a Canadian/American actress best known for starring as Ann Darrow in the 1933 film ''King Kong''. Through an acting career that spanned nearly six decades, Wray attained international r ...

and

A. A. Milne Alan Alexander Milne (; 18 January 1882 – 31 January 1956) was an English writer best known for his books about the teddy bear Winnie-the-Pooh, as well as for children's poetry. Milne was primarily a playwright before the huge success of Winni ...

Edgar Bergen Edgar John Bergen (born Edgar John Berggren; February 16, 1903 – September 30, 1978) was an American ventriloquist, actor, comedian, vaudevillian and radio performer, best known for his proficiency in ventriloquism and his characters ...

became the first

ventriloquist Ventriloquism, or ventriloquy, is a performance act of stagecraft in which a person (a ventriloquist) creates the illusion that their voice is coming from elsewhere, usually a puppeteered prop known as a "dummy". The act of ventriloquism is ve ...

to successfully perform on national radio when he and

Charlie McCarthy Charlie McCarthy is Edgar Bergen's famed ventriloquist dummy partner. Charlie was part of Bergen's act as early as high school, and by 1930, was attired in his famous top hat, tuxedo, and monocle. The character was so well-known that his popularit ...

initially appeared on Rudy's show on December 17, 1936. Subsequent appearances led to their inclusion on ''

The Chase and Sanborn Hour ''The Chase and Sanborn Hour'' is the umbrella title for a series of American comedy and variety radio shows sponsored by Standard Brands' Chase and Sanborn Coffee, usually airing Sundays on NBC from 8 p.m. to 9 p.m. during the years 1929 to ...

'' in May 1937. In 1937, at Vallée's insistence,

Louis Armstrong Louis Daniel Armstrong (August 4, 1901 – July 6, 1971), nicknamed "Satchmo", "Satch", and "Pops", was an American trumpeter and Singing, vocalist. He was among the most influential figures in jazz. His career spanned five decades and se ...

hosted the show during Vallée's summer vacation. This made Armstrong the first

African American African Americans (also referred to as Black Americans and Afro-Americans) are an ethnic group consisting of Americans with partial or total ancestry from sub-Saharan Africa. The term "African American" generally denotes descendants of ens ...

to host a national network program.

Title change

In the 1936–39 run as ''The Royal Gelatin Hour'', guests included

Noël Coward Sir Noël Peirce Coward (16 December 189926 March 1973) was an English playwright, composer, director, actor, and singer, known for his wit, flamboyance, and what ''Time'' magazine called "a sense of personal style, a combination of cheek and ...

Bob Hope Leslie Townes "Bob" Hope (May 29, 1903 – July 27, 2003) was a British-American comedian, vaudevillian, actor, singer and dancer. With a career that spanned nearly 80 years, Hope appeared in more than 70 short and feature films, with ...

Willie Howard Willie L. Howard (born December 26, 1977) is a former American football defensive end in the National Football League (NFL). He was drafted by the Minnesota Vikings in the second round of the 2001 NFL Draft and played for them for two seasons be ...

Gertrude Lawrence Gertrude Lawrence (4 July 1898 – 6 September 1952) was an English actress, singer, dancer and musical comedy performer known for her stage appearances in the West End of London and on Broadway in New York. Early life Lawrence was born Gertr ...

, Pat O'Brien,

Carmen Miranda Carmen Miranda, (; born Maria do Carmo Miranda da Cunha, 9 February 1909 – 5 August 1955) was a Portuguese-born Brazilian samba singer, dancer, Broadway actress and film star who was active from the late 1920s onwards. Nicknamed "The Br ...

Tyrone Power Tyrone Edmund Power III (May 5, 1914 – November 15, 1958) was an American actor. From the 1930s to the 1950s, Power appeared in dozens of films, often in swashbuckler roles or romantic leads. His better-known films include ''Jesse James (193 ...

, Tommy Riggs and Betty Lou,

Peter Lorre Peter Lorre (; born László Löwenstein, ; June 26, 1904 – March 23, 1964) was a Hungarian and American actor, first in Europe and later in the United States. He began his stage career in Vienna, in the Austro-Hungarian Empire, before movin ...

Ed Wynn Isaiah Edwin Leopold (November 9, 1886 – June 19, 1966), better known as Ed Wynn, was an American actor and comedian. He was noted for his ''Perfect Fool'' comedy character, his pioneering radio show of the 1930s, and his later career as a d ...

and Roland Young. The yeast and gelatin products were both made by

Standard Brands Standard Brands was a packaged foods company, formed in 1929 by J. P. Morgan with the merger of: * Fleischmann Company *Royal Baking Powder Company * E. W. Gillett Company of Canada (1929) - Toronto-based baking goods company (maker of Magic Bak ...

, so the sponsorship remained the same. The program came to an end on September 28, 1939. Vallée continued on NBC with sponsors Sealtest,

Kraft Foods The second incarnation of Kraft Foods is an American food manufacturing and processing conglomerate, split from Kraft Foods Inc. in 2012 and headquartered in Chicago, Illinois. It became part of Kraft Heinz in 2015. A merger with Heinz, arran ...

Procter & Gamble The Procter & Gamble Company (P&G) is an American multinational consumer goods corporation headquartered in Cincinnati, Ohio, founded in 1837 by William Procter and James Gamble. It specializes in a wide range of personal health/consumer he ...

's Drene Shampoo and

Philip Morris Phil(l)ip or Phil Morris may refer to: Companies *Altria, a conglomerate company previously known as Philip Morris Companies Inc., named after the tobacconist **Philip Morris USA, a tobacco company wholly owned by Altria Group ** Philip Morris Inte ...

cigarettes.

References

Bibliography

* * *

Listen to

''Fleischmann's Hour'' audio clip

External links

Over 50 free broadcasts of the Fleischmann's Yeast Hour
* ttp://www.echo.ucla.edu/volume5-issue2/taylor/taylor-4.html#footnote34 ''Echo'' (Fall 2003): "Music and Advertising in Early Radio" by Timothy D. Taylorbr>Remembering Radio with Rudy Vallee and George Gershwin
{{DEFAULTSORT:Fleischmann's Yeast Hour, The 1920s American radio programs 1929 radio programme debuts 1936 radio programme endings 1930s American radio programs American variety radio programs NBC radio programs