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The Advertising Century

Arthur Godfrey

Published on .

Arthur Godfrey
(1903-1983)
Radio and TV Personality

In his glory years, not even Oprah Winfrey and Roseanne together could add up to one Arthur Godfrey, whose relaxed chitchat, highly personal sales approach, and ingratiating smile represented "family" to 40 million CBS Radio and TV fans in the 1940s and '50s. For CBS, Godfrey meant top ratings and hundreds of millions in ad revenue. A masterful salesman for Lipton tea and soups as well as Chesterfield cigarettes, the ukelele-plunking "Ol' Redhead" was CBS' reigning daytime star when TV arrived. He adapted his casual music-and-(occasionally bawdy)-talk format and added "Talent Scouts" to TV.

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