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A spokeswoman for 'Silver'

carole lombard 1940 cbs largest

By 1940, Carole Lombard had become extremely comfortable in radio, regularly appearing on network programs to augment her considerable movie income. And that spring, Carole -- twice a bride -- became associated with a company whose items had become a popular wedding gift...1847 Rogers Bros., which billed itself as "America's Foremost Silverplate."

carole lombard 1847 rogers bros. ad 02a

That ad ran in Life magazine in May 1940, part of a campaign by the firm to promote its new summer radio program, a successor to "Silver Theater," which Lombard had appeared on several times (including the season's final two episodes, as this log notes):

carole lombard silver theater log 1940

The company made Carole its centerpiece for this campaign, including a stunning image of her on the brochure's cover:

carole lombard silver theater promotion 00a

Inside, it promoted Lombard and other star spokespersons for 1847 Rogers Bros. (including Ginger Rogers, who probably wasn't related to any of the brothers):

carole lombard silver theater promotion 04a

And look at the way it describes her -- "clever as well as lovely":

carole lombard silver theater promotion 06

The company suggested marketing ideas for merchants...

carole lombard silver theater promotion 01a
carole lombard silver theater promotion 03a

...and noted it would air on many high-powered CBS stations, including the likes of WJR in Detroit, KMOX in St. Louis and WHAS in Louisville:

carole lombard silver theater promotion 07

(Note that only stations in the Eastern and Central time zones were listed. Was the program carried in the Rockies and on the West Coast?)

This Lombard rarity is both beautiful and big (13" x 18"); the seller says it's in very good condition aside from a horizontal crease (it had been mailed to a store in East Liverpool, Ohio). The opening bid is $12, and the auction is set to end at 1:09 p.m. (Eastern) Friday. Interested in making it yours? Then go to http://cgi.ebay.com/ws/eBayISAPI.dll?ViewItem&item=321389028949&ssPageName=ADME:X:RTQ:US:1123 to find out more.

Our latest Lombard LiveJournal header is Paramount p1202-401, a classy, demure portrait from Otto Dyar.
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