Strike It Rich, "A quiz show with a heart" (or heartless as many believed), was first heard on radio and later also on television.

The program premiered on radio on June 29, 1947 over the CBS net-work, and the following October came under the sponsorship of Luden's Fifth Avenue Candy Bars. The controversial "quiz" (the questions and answers were merely a formality and were essentially meaningless) was built around giving money and prizes to needy contestants; however, while a few unusual and interesting stories of hardship made it on the air, there were literally thousands of others turned away. In addition to the give-aways from the sponsor, a "heartline" heart prop on the stage elicited contributions from companies and listeners. Initially Todd Russell presided over the tear-stained format, later replaced by Warren Hull.

In 1950 Strike It Rich moved to the NBC network and expanded the weekly half hour series to a Monday through Friday exploitation of human misery. The Colgate-Palmolive-Peet Company took over as sponsor.

The organist was Henry Sylvern and the announcers were Don Baker, Joe King, and Ralph Paul.

By 1951 Strike It Rich was also seen on television, but eventually listeners and viewers had had enough. In 1958 the show became part of broadcasting's history and the crying towels were hung out to dry.