--- description: Hollow-cheeked Frank Sinatra made people listen, but he just didn't move them to go out and buy vitamins. The evidence was conclusive, and Vimms canceled its year-old contract. But there was... title: Radio: Health v. Beauty image: https://static.time.com/v3/assets/bltea6093859af6183b/bltde093bcdab65f2d0/6988d9b9bc6cfc69913e2a3c/time-logo.jpg?branch=production --- * [U.S.](/section/us/) # Radio: Health v. Beauty by [TIME](/author/time/) Jan 1, 1945 4:00 AM CUT by [TIME](/author/time/) Jan 1, 1945 4:00 AM CUT Hollow-cheeked Frank Sinatra made people listen, but he just didn’t move them to go out and buy vitamins. The evidence was conclusive, and Vimms canceled its year-old contract. But there was solace for the swoonmaster: a new sponsor wanted him enough to raise the weekly ante from $12,500 to $13,500\. Beginning next week, on his old CBS spot (9-9:30 p.m. Wed.), Frankie will sing for Max Factor Cosmetics—on the not unlikely assumption that even if his voice didn’t spell vitamins, it will probably send women straight out to the drugstore to buy lipsticks and pancake powder. ```json [{"@context":"https://schema.org","@type":"NewsArticle","@id":"https://time.com/archive/6782769/radio-health-v-beauty/","mainEntityOfPage":{"@type":"WebPage","@id":"https://time.com/archive/6782769/radio-health-v-beauty/"},"headline":"Radio: Health v. Beauty","datePublished":"1945-01-01T04:00:00.000Z","dateModified":"2026-03-03T16:13:09.390Z","description":"Hollow-cheeked Frank Sinatra made people listen, but he just didn't move them to go out and buy vitamins. The evidence was conclusive, and Vimms canceled its year-old contract. But there was...","url":"https://time.com/archive/6782769/radio-health-v-beauty/","keywords":[],"thumbnailUrl":"","author":[{"@type":"Person","name":"TIME","url":"https://time.com/author/time/"}],"articleSection":"U.S.","image":[],"publisher":{"@type":"Organization","name":"Time","url":"https://time.com/","logo":{"@type":"ImageObject","url":"https://time.com/images/logo.png","width":528,"height":156},"foundingDate":"March 3, 1923","sameAs":["https://www.facebook.com/time","https://www.instagram.com/time/?hl=en","https://twitter.com/time","https://www.pinterest.com/timemagazine"]}},{"@context":"https://schema.org","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"item":{"@id":"/section/us/","name":"U.S."}},{"@type":"ListItem","position":2,"item":{"@id":"https://time.com/archive/6782769/radio-health-v-beauty/","name":"Radio: Health v. Beauty"}}]}] ```