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Frustrated by the pristine routine by which her sponsor, Sam Ipswich of Ippsie Wippsie Wash Clothes, forces her to live, radio celebrity Glory Eden, the "Purity Girl," refuses to sign her new contract until she is allowed "to sin and suffer." Desperate to placate the Midwestern orphan, Sam gives in to the suggestion of Speed Dennis, his press agent, to bring one of Glory's male fans to New York as her "professional sweetheart." From a pile of fan letters, Glory picks Kentuckian Jim Davey, a "brand new virgin" of the "purest Anglo-Saxon stock." As part of his publicity scheme, Speed convinces the hillbilly Jim to come to New York, then introduces him to the radio gossip columnists as Glory's new love. Eventually Speed talks the naïve Jim into proposing to Glory, who happily accepts, and a new round of publicity ensues. Just before the wedding, Jim is approached by O'Connor, the press agent for Kelsey's Dish Rag Company, to convince Glory to leave Sam and perform briefly for Kelsey. Because Glory has confessed to Jim that she is miserable playing the Purity Girl, Jim agrees to prevent her from signing Sam's new contract. However, when Jim discovers that O'Connor wants Glory to sign a long-term contract with Kelsey, he refuses to cooperate, causing O'Connor to reveal the truth behind Speed's publicity gags. A disillusioned, angry Jim then whisks Glory to Kentucky after their "on the air" marriage, leaving both Sam and Kelsey without a singer. Although at first furious about her "kidnapping," Glory is "tamed" by Jim and soon learns to love country life. Still determined to win Glory back, Speed drives to Kentucky and begs her to listen to the Ippsie Wippsie Hour one last time that night. He then hires Vera, Glory's black maid, to sing in Glory's place, sure that Glory will be envious of Vera's success. As predicted, Glory's ambitions are rekindled by the sound of Vera's sultry voice, but because his contract has no "morality clauses," Glory signs with Kelsey. As a counter move, Speed signs the poetry-reading Jim to a contract. When Jim refuses to perform without Glory, however, Sam and Kelsey agree to merge into the Ippsie-Kelsey Clothiers, and the show finally goes on.