"Jack Benny became one of the most influential entertainers of the 20th century--by being the top radio comedian, when the comics ruled radio, and radio was the most powerful and pervasive mass medium in the US. In 23 years of weekly radio broadcasts, by aiming all the insults at himself, Benny created Jack, the self-deprecating "Fall Guy" character. He indelibly shaped American humor as a space to enjoy the equal opportunities of easy camaraderie with his cast mates, and equal ego deflation. Benny was the master of comic timing, knowing just when to use silence to create suspense or to have a character leap into the dialogue to puncture Jack's pretentions. Jack Benny was also a canny entrepreneur, becoming one of the pioneering "showrunners" combining producer, writer and performer into one job. His modern style of radio humor eschewed stale jokes in favor informal repartee with comic hecklers like his valet Rochester (played by Eddie Anderson) and Mary Livingstone his offstage wife. These quirky characters bouncing off each other in humorous situations created the situation comedy. In this career study, we learn how Jack Benny found ingenious ways to sell his sponsors' products in comic commercials beloved by listeners, and how he dealt with the challenges of race relations, rigid gender ideals and an insurgent new media industry (TV). Jack Benny created classic comedy for a rapidly changing American culture, providing laughter that buoyed radio listeners from 1932's depths of the Great Depression, through World War II to the mid-1950s"--Provided by publisher.

During the “golden age” of radio, from roughly the late 1920s until the late 1940s, advertising agencies were arguably the most important sources of radio entertainment. Most nationally broadcast programs on network radio were created, produced, written, and/or managed by advertising agencies: for example, J. Walter Thompson produced “Kraft Music Hall” for Kraft; Benton & Bowles oversaw “Show Boat” for Maxwell House Coffee; and Young & Rubicam managed “Town Hall Tonight” with comedian Fred Allen for Bristol-Myers. Yet this fact has disappeared from popular memory and receives little attention from media scholars and historians. By repositioning the advertising industry as a central agent in the development of broadcasting, author Cynthia B. Meyers challenges conventional views about the role of advertising in culture, the integration of media industries, and the role of commercialism in broadcasting history. Based largely on archival materials, A Word from Our Sponsor mines agency records from the J. Walter Thompson papers at Duke University, which include staff meeting transcriptions, memos, and account histories; agency records of BBDO, Benton & Bowles, Young & Rubicam, and N. W. Ayer; contemporaneous trade publications; and the voluminous correspondence between NBC and agency executives in the NBC Records at the Wisconsin Historical Society. Mediating between audiences’ desire for entertainment and advertisers’ desire for sales, admen combined “showmanship” with “salesmanship” to produce a uniquely American form of commercial culture. In recounting the history of this form, Meyers enriches and corrects our understanding not only of broadcasting history but also of advertising history, business history, and American cultural history from the 1920s to the 1940s.

Let's Pretend actually went under a different title and slight variations of formats before settling down to the now-familiar children's program heard today through surviving recordings. On October 27, 1928, a Saturday morning children's program offering whimsical tales of fantasy and fairy tales premiered under the title of Aunt Jymmie and Her Tots in Tottyville. Very little is known about this program except for the format. The hostess of the series (Aunt Jymmie) would introduce each week's drama to the juvenile audience, which would be enacted by a cast of young children known as "the tots." The young "tots" would then travel to Tottyville, a make-believe world of king and queens, princesses, witches and magic spells. This series lasted for eighteen broadcasts from October 27, 1928 to February 23, 1929, originating from the WABC studio in New York City, the flagship station for CBS. Aunt Jymmie was replaced by a second children's radio program known as The Children's Club Hour with Howard Merrill. Merrill functioned as both the host and the scriptwriter. Later, during the 1940s, Merrill would write scripts for The Gay Nineties Revue, Secret Missions, and detective series such as Sherlock Holmes, Leonidas Witherall and the Abbott Mysteries. Just as the title suggests, The Children's Club Hour also featured fairy tales enacted by juvenile cast members, but why the word "hour"; is in the program's title is not all too clear - the program was only on the air for a thirty-minute time slot. After seventeen broadcasts of The Children's Club Hour, the time slot was handed over to Estelle Levy and Patricia Ryan who created a third Saturday morning children's program, this one titled The Adventures of Helen and Mary. Third time was the charm. The Adventures of Helen and Mary has been documented in encyclopedias such as John Dunning's On the Air as the forerunner of Let's Pretend, and this statement is correct but it should be known that Aunt Jymmie and the Children's Club Hour programs were not previous incarnations of Let's Pretend. The producers, directors, cast and staff of those two previous were totally different programs. The only similarity was the fact that they both offered renditions of fairy tales for young radio listeners. The Children's Club Hour began on March 2, 1929. The exact date of the final broadcast of The Children's Club Hour is June 22, 1929. The first broadcast of The Adventures of Helen and Mary was June 29, 1929. The Adventures of Helen and Mary was very successful and was heard for a total of 229 broadcasts. Interesting trivia: For a very brief time during December 1930 and January 1931, the name of the program changed from The Adventures of Helen and Mary to Land O' Make Believe. There is no evidence explaining why the program changed its title for the few brief weeks and back again and it's not clear how many broadcasts went by the name Land O' Make Believe. After 229 broadcasts, Nila Mack, who by then was heavily involved with the program, took over the reins and changed the title from The Adventures of Helen and Mary to Let's Pretend. (Anyone slightly confused can recall the example of how Counterspy and David Harding, Counterspy are the same program, it's just that the title changed over the years.) "The best book about radio I've read since Mary Jane Higby's Tune in Tomorrow. You have made the whole golden age of radio come alive." - Ron Lackmann, author

A sweep of radio history from its birth as Marconi's "wireless telegraph" through its status under deregulation, this book analyzes the changing medium's social, political, and cultural impact. It casts light on many topics, including the roles of women and African Americans, programming sources outside the Hollywood-Broadway nexus, and more.

Tells how Blacks used radio

"Return with us now to those thrilling days of yesteryear..." In this unique contribution to American social history, Normal Finkelstein explores the Golden Age of radio broadcasting from the Great Depression through World War II. Radio became the common experience that unified a diverse America, providing entertainment, news and information, which unified all Americans. Quoted passages from old programs and commercials provide readers with the flavor of what radio used to be.