Radio showmanship (Sept 1940-May 1941)

peaks for The Lone Ranger, not to mention its continued spreading out into such other fields as movies, newspapers, and merchandise of countless variety. This consistent, continued growth is strong evidence in itself of the effect of continuity in radio. As advertising agent for the American Bakeries Co., leading Southeastern bakers, I speak of The Lone Ranger with personal interest and personal experience, for the masked rider has now been riding the air for Merita Bread and Cakes since September, 1938. At that time, Merita inaugurated its first major radio campaign, temporarily omitting all other media to do so. At this writing, The Lone Ranger is in its 108th consecutive week for Merita, with 323 consecutive half-hours already broadcast. The word consecutive is stressed, for it embodies the very essence of the principle of continuity in radio advertising. Also, because this campaign has marked the first time Merita continued any major advertising effort through the summer months. After the first 26 weeks, it became apparent that the cumulative effect of the program would justify the breaking of this precedent, in order to combat tendencies to summer slump and to forego the necessity for rebuilding the program audience again in the fall, if the program were to be suspended until then. The program was continued through the summer, and both sales figures and the continuous growth of audience and sales have borne out the wisdom of that decision. So much so that the continuance of the program the following summer was assumed as a matter of course. All evidence regarding audience popularity vhen the Texas Ranger again opened his eyes in the he lay wounded. Tonto. the Indian, was beside him watching with his typical patience. A small fire burned steadily and there was hot broth ready. Its Iragrant aroma filled the cave Without a word. Tonto filled a tin cup with the beverage and held it for the The Terns Ranger sipped it slowly strength coursing his veins. When he finished, he speak, but Tonto held up monishingly. "You listen." the Indian said. "Tonto talk." The Texas Ranger nodded. "Tonto go back where shooting happen." he said. Then he went on to eaI lound the saddle bags and tools of the dead men and had dug graves lor each of them. He eaplained further, that If the out hid red they would guard If, on the other hand, they thought that all seven ol the men had perished, they would feel free of any danger of reprisal So Tonto had buried the sis men. but seven mounds of earth surr6unded by crud visible in the gap "You." he told the wounded man. "free to get revenge now. No one know that you live." The white man nodded grimly. "So." he said, "the others were all killed " Tonto nodded. "While I was left alive. The only survivor, the Lone Tun Ranger, to capture those killers " "You." said Tonto. "You Li« KanThere. In the cave hall way up the Bide ol the steep slope, the Lone Ksnaval was named by the Indian who was to become his ateadlast Iriend If I -.ii a mask." he said, "and not let anyone see my lace, no one will know who I am II they look upon me as an outlaw, it wont mallei a great deal III be all the better able to find oul who ambushed our band and whv " TOM* nodded He grinned slightly ... .ame out holding a black mask Mask all ready Now you get well plenty quick. Then you and Tonto ridel" "But." replied the Lone Ranger, "my horse left me. A horse that was the finest I have ever seen. I can't understand why Silver would have run away" "Tonto know where Silver wait." the Indian replied "You get urn well. Tonto bring back Silver Horse wait in pasture not lar away " The Lone Ranger held oul his hand to grip that ol the Indian The last lime we mil.' I ■ lound Ihel cur trails weie different, but e Indian ivpeati V. ,. I . n. K...I I kit ifory. r.-u . •« oMei/i l»»m »y writlag Tk* I •»» HtMfft. c • Hunt *;»ed 130 RADIO S