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 In 1938, Penny Singleton and Arthur Lake were cast in the Columbia Pictures film Blondie. The film was a box office success and a long-running film series went into production, lasting until 1950 and featuring twenty-eight feature films. As part of the promotion for the first film, Singleton and Lake appeared as Blondie and Dagwood on the December 20, 1938 episode of The Pepsodent Show radio program, which starred Bob Hope.The appearance with Hope led to their own show, beginning July 3, 1939, on CBS as a summer replacement for The Eddie Cantor Show.

However, Cantor did not return in the fall, so the sponsor, R.J. Reynolds' Camel cigarettes chose to keep Blondie on the air Mondays at 7:30 p.m. Camel remained the sponsor until June 26, 1944.Super Suds WWII advertisementIn 1944, Blondie was on the NBC Blue Network, sponsored by Colgate-Palmolive's Super Suds, airing Fridays at 7 p.m. from July 21 to September 1. The final three weeks of that run overlapped with Blondie's return to CBS on Sundays at 8pm from August 13, 1944, to September 26, 1948, still sponsored by Super Suds. Beginning in mid-1945, the 30-minute program was heard Mondays at 7:30 p.m.

Super Suds continued as the sponsor when the show moved to NBC on Wednesdays at 8 p.m. from October 6, 1948, to June 29, 1949.Early in 1949, Colgate executive Bob Healy notified Singleton that the company desired "a different interpretation of the character", and an agency began auditioning actresses to be the new Blondie. Ann Rutherford replaced her as the voice of Blondie. In October 1949, Patricia Lake, the real life wife of Arthur Lake took the role. Alice White was also heard as radio's Blondie.
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