Sponsor (Nov 1946-Oct 1947)

.im it was opened t«n sale on Mutual stations, and the hist to sponsoi The Shadow live on the network outside ol the East was ivt Milk on KIIJ (Don Lee in Los tageles (Then some sponsors bought tlu show regionally. There was a cand) companj that had it foi a while in the Northwest; Perm Furniture bought it in Altoona, Johnstown, and Lewiston, parts ol Pennsylvania that were soft coal-minded and therefore were not part ol Blue Coal's market. Grove Laboratories bought The Shadow in eight markets for its Cold Tablets in 1939 and this convinced it that it should buy all it could ol the program. Grove did its best regional job with The Shadow in 1945-46 but had to drop the program due to problems within the Grove organization. When the problems had cleared, The Shadow had a new regional sponsor and Grove turned to other fields (mostly spot broadcasting). Before Grove Laboratories bought The Shadow Acme White Lead and Color Works bought a 50-station section of the Mutual network to reintroduce its Linex, a combination varnish-polish product which hadn't been ready when it was originally marketed and had flopped on its first presentation. Linex was nationally distributed and although The Shadow did a good job for Acme it wasn't avail able on a national basis. So Acme shitted to Nick ( 'arta another Street and Smithinspired program i which didn't do as well for it. Nick Carter is sponsored by ( )ld Dut( h Cleanser now. When Anne bowed out, Carey Salt bowed in. In the meantime Balm Barr had taken the Grove Laboratories stations; and the fall l'Mo line-up is Blue Coal, Balm Ban , and Carey Salt Carey, the midwest subsidiary of International Salt Company, has been worried ever) so often about the "blood and thunder'' of The Shadow, the executives being religious folk as are most of the residents of Hutchinson, Kansas. Three letters came in recently just three lamenting the effect of the program on the younger generation but before the Carey brass had many seconds in which to worry, Street and Smith promoted a letter from New York Police Commissioner Wallender for the program commending its "crime doesn't pay" aspect and everyone breathed more easily in Hutchinson, Kansas. The Carey Salt commercial recently reminded all and sundry in the Middle West not to forget their financial pledges to the "Church Canvass." That too made Kansas happy. Despite any distaste for the crime element in The Shadow, Carey Salt doesn't hesitate to merchandise the program to the hilt. They've just completed a "best letter'' contest which awarded a $100 men's and women's wrist watch weekly and have started a "Farm book" offer. Each of the 75 Carey salesmen tarries a merchandising portfolio, patterned after the Blue Coal merchandising screen-like presentation. This folder is "sold" to every jobber salesman in the 22 states reached by The Shadow for Carey i map below). The "Shadow'' ring, the G-Man fingerprint set, and the spatula-paring knife, which have been part of Carey-5/wdou' merchandising plans, are shelved for the time being. Material shortages and the heavily oversold condition of Carey's Hutchinson and Winnfield salt refineries are the dual reason for this. Carey business has increased fourfold in the last few years. The Shadow does the job for them because it reaches the entire family. That includes the farmer and Carey Salt is sold for farm uses practically as much as it's sold for table use in the Middle West. It includes ma and that's good for table salt business. Of course junior and sister are bonus (Please turn to page 50) The Carey Salt-Shadow network covers midwest and southern agricultural markets where Carey sells table salt and others used on the farm