Let's hear it for the Lord's Prayer."" Now who else but that professional amateur, Ed-entrepreneur-Sullivan could make that statement. This is a biography of the Sunday night czar written by an associate of nine years who manages to make this one huge incidental anecdote. .. and since this is being published in conjunction with a twenty-year anniversary of the show, it's also one long talent roster. In nice consistency with his TV appearances, Ed offstage is pretty dull. He and wife Sylvia live a ""surprisingly quiet life."" Except when Ed is involved in an annual feud: fencing with the Sinatra, Jack Paar, Arthur Godfrey, Walter Winchell, and recently Jackie Mason among others. Ed came from a wholesome Irish family and worked his way from shoeshine boy to high school athletic hero to sports reporter and was put on the Broadway beat when Louis Sobol exited the old New York Graphic. He became The Toast of the Town quite by accident in 1948 and was eaten for breakfast by every critic in town. . . a practice that has hardly subsided. But Smiley knows his audience and his something-for-the-whole-family approach has rated him an awesome longevity. The folks out there will love the inside stuff even if there's never a racy moment. And you can believe this will get a spot. .. somewhere between the Bolshoi and the chimpanzees on Sunday.