THE PRESIDENCY: First Lady's Week

(2 of 2)

Since Eleanor Roosevelt began radiorating for pay in 1932 (after her husband was elected President), she has worked for Simmons ("Beautyrest") mattresses, Johns-Manville building materials, typewriters (for a group of manufacturers), Selby shoes, Pond's cold cream. Total proceeds: about $150,000. Until she learned better, she gave all of it to charity, paid the taxes on it herself. Now she deducts income taxes first, hands out the rest. Her favorite outlet is the American Friends (Quaker) Service Committee, which will receive her net proceeds from Sweetheart Soap.

An indignant citizen once figured that Mrs. Roosevelt got $3,000 for six minutes on the air, said nobody could be worth $500 a minute. Eleanor Roosevelt agreed, added that she got it only because she was the President's wife. Partly because she is the President's wife, partly because she is in her own right a first-rate radio attraction, Movie & Radio Guide last week graded her for voice quality (good); delivery (excellent); mannerisms (very good); poise (good); logic (good). Total score: 93, placing her No. 2 in Movie & Radio "Guide's ratings" of radiorators. No. 1: Franklin Roosevelt (97%).