Radio: Vall

Ever since Oct. 24, 1929, crinkle-headed, crinkle-mouthed Crooner Rudy Vallée has spread his oleaginous voice on the air waves for Standard Brands Inc. (Fleischmann’s Yeast, Royal Gelatin). Their partnership is radio’s longest. Radio’s first big variety show made Yale-bred Rudy Vallée (real name: Hubert Pryor Vallée) radio’s first big-money performer, began radio’s first national song craze (I’m Just a Vagabond Lover), first exploited the radio talents of Edgar Bergen & Charlie McCarthy, Alice Faye, Joe Penner, Frances Langford. Its popularity is still impressive, but not so impressive as that of later rival food merchandisers like Jack Benny (JellO) or Bing Crosby (Kraft Music Hall). Last week Standard Brands and Vallée announced an amicable parting of the ways next September 28, within crooning distance of their tenth anniversary. Of his plans, Rudy Vallée characteristically observed: ” ‘My Time Has Been Your Time’ for ten solid years, and it will be yours again after ‘My Time Has Been My Time’ for a little while.”