We followed his journey through town and countryside, wishing him our most heartfelt encouragements, and hoped beyond hope that our rustic hero would conquer the teeming city with the determination only love can bring. We join him now as he makes his way up Fifth Street. There is bewilderment on his face as he experiences the hustle and bustle of city life for the first time, but there is purpose as well. Will he find the happiness he seeks amongst the throngs of humanity? Today, we shall all know the answers...but first, a word from our sponsor, Austin Graham:
Radio's "Golden Age" in the 30s didn't just provide romances, suspense stories, and comedy routines for an eager American audience: it brought a revolution in advertising as well. Advertising was at the root of much entertainment and the sponsor of most broadcast concerts; it was advertising that created the immortal "Shadow" and made a national phenomenon of swing music, all the while creating national brands and far-flung recognition of products. Comedian Red Skeleton perhaps best summed up the pervasive nature of ads in radio when he informed his audiences that "the single longest word in the English language is as follows: 'And now a word from our sponsors.'"
This project is a study of the radio advertising phenomenon of the 30s, including the structure of the common ad, the psychology at broadcast advertising's roots, and the radio's effect on mass culture. Red Skeleton was right; this will be a lengthy commercial break. By understanding radio advertising more completely at the end of this study, however, the audience that prays for "Kind Patrick Walters" will better understand where he and other memorable radio characters in the "Golden Age" came from.