Television: Host with the Most

Ever since NBC made Nat "King" Cole the first Negro to host his own network show (TIME, July 15), potential sponsors have kept a sharp eye trained on both the show and its popularity polls. But even top nationwide ratings and a glittering line-up of guest stars (Harry Belafonte, Ella Fitzgerald, and in a rare upcoming live appearance, Bing Crosby) have failed to get him a national-sponsor nibble. Last week the makers of Rheingold Beer persuaded NBC to let them sponsor Cole in the East only—where Rheingold is marketed. "The fact that Cole is a Negro is of no importance to...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!