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WRUERs with an eye to the dollar sign long ago discovered that mystery and detective thrillers were one sure way of keeping the wolf from the door. When radio took to spine-chillers, devotees went over en masse to listen to the blood curdlers. One such series is The Shadow.
One of the few programs which is presented over the networks, and available at the same time to local sponsors for either cutting in on the live show or for use via transcriptions, The Shadow may be a phantom crusader to his criminal foes, but to enterprising businessmen, he is a very visible gold brick. On the Mutual network, the series is now in its eleventh successive ether year. Surveys show it to be the fifteenth most popular half-hour show.
Comparatively a mild year in history was 1930, but the year had one distinction. It was the year that The Shadow started as a onehour program in conjunction with Street & Smith's Detectixje Story Magazine. At first. The Shadow was just a sound effect on a crime program, but his blood-curdling laugh and snarl, "The Shadow Knoxvs," soon made him a celebrity.
Street & Smith started a magazine named after him, the first magazine to start as a radio-born inspiration. In 1933, when Orson Welles gave The Shadow its first full-length characterization, both were launched as national institutions. Feted from coast to coast by Time, P.M., The Sunday Times, and many other sources was The Shadow on its tenth anniversary. Today, the program is heard over 154 stations, with sponsors ranging from a carriage comj)any in Hawaii, and a cleaner in Youngstown, O., to the New Zealand government to promote sale of War Bonds. As for The Shadow's Crossley, last year it was 19.6, one of the most popular daytime air shows!
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