We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
campaign which logically tied into any mystery show and especially a crime
thrilller. The second tie-in between program and commercial appeal, in printed media as well as on the air, was
the "know the coal you buy" slogan. That was a natural tie-in with "The Shadow knows
Concurrently with Blue Coal's sponsorship of The Shadow, D. L. & W. developed another fictional character who also has become very real on the air and in print. John Barclay, home heating authority, delivered his first closing commercial in 1935 and has been handling the closing commercial all through these 1 1 years. He established a new tradition in the coal business, a tradition of service. He told listeners, for example, how to get more heat per ton of coal out of their furnaces. When a Blue Coal dealer sends a heating authority into the home to check equipment, he's a "John Barclay-trained heating expert."
Barclay also has grown with the program. He was pictured in early advertising as a tired-looking "expert." This year he has had a glamorizing — he's a smart-looking, hard-hitting modern engineer and his voice has been given the same going-over that his pictures have.
While the John Barclay" service type" of advertising is the regular closing commercial on The Shadow, opening sells the idea of trade-marked coal and the middle commercial is devoted to product sales. During the war the middle commercial sold conservation and at times made deep bows to the men who mine the coal. Especially was this true when the hard coal miners stayed on the job while the soft coal men walked.
During the years that D. L. & W. have sponsored The Shadow, he has dropped his cloak of invisibility and Superman abilities. He has also ceased to be the supercrook and is now, at least impliedly. a strong arm on the side of the law.
"Crime doesn't pay" and an entourage of assistants plus the girl friend, Margot, have been added to the story line. The character who climbed walls and ate bullets as he fought both criminals and the law has been replaced with sort of a mass-appeal Thin Man.
Down through the years as long as Mutual programs have been rated, the cloaked crook turned crime fighter has gathered ratings that would make many
T\\eJ>ee& I
D. L. & W. tried tear-jerker, "Peggy's Doctor,
a nighttime-show sponsor purr. From 1Q40 on the Hoopers run like this:
Year
Months
Ratint
1940
January -February
11.2
1941
January -February
14.7
1942
January -February
14.1
194.?
JanuaryFebruary
16. S
1944
January -February
13.1
1945
January -February
1 < 1
In 1Q45 other sponsors, eyeing the job The Shadow was doing for Blue Coal,
Plenty of "Shadow" promotion is used every year. There's window poster (top left), the advertisements in "Shadow Comics" (second from top), a new Shadow-Blue Coal blotter (third down). D. L. & W. has even patented a pencil and memo pad giveaway (bottom)
SPONSOR