Liberal Bill

The showbiz nickname of Leonard Rosen, the auctioneer who hosted (February-April 1953) the prime time game show WHAT’S YOUR BID?/ABC/DUM/1953. Robert Alda hosted the show from May-July 1953.


Announcers John Reed King (February-April 1953)  and Dick Shepard (May-July 1953) assisted the host with the bidding. Roslyn Woods (February-April 1953) was a model on the program who showcased various items to be sold or won.

A precursor to THE PRICE IS RIGHT, the program was an on-air auction which allowed the studio audience to bid (with their own money) on cars, mink coats and special items donated/owned by celebrities.

They even had a segment of the show where they allowed three lucky persons at home to call into the show from around the country and bid competitively for items over the telephone.


Liberal Bill sold some of the items on the show, and some things he just gave away.  All proceeds raised from the auction went to charity, like the Will Rogers Memorial Fund.

The program was sponsored by Charles Antell Inc., makers of Formula 9 and Liquid Crème shampoo. All participants received samples of the products.

See also – “What’s Your Bid?” – Game Show – Part 1 @ You Tube


Born in Philadelphia, Jerome Alphonse Holst worked 30 years as a librarian. He has since retired and lives in Greensboro, North Carolina. Mr. Holst is also the author of the children’s books “Norman the Troll,” "Norman the Troll and the Haunted House," and "Gretchen and the Gremlins." In addition, he penned the fantasy novel “The Adventures of Glinda Gale,” a retelling of “The Wizard of Oz" and the reference text “The Encyclopedia of Movie and TV Insults.” .

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Posted in Game Show, Showbiz Nicknames

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