Posted ByDavid M. Lynch on February 15, 2004 at 00:42:29:
In Reply to: Speaking Of Sponsors..... posted byGerry O. on February 14, 2004 at 22:54:04:
: The idea of a radio program touting a SPECIFIC breakfast cereal is kind of unusual in itself...In later years, most radio and TV shows would be sponsored by the cereal COMPANY (Post, Kellogg's, General Mills, etc.), and feature different commercials for a VARIETY of the sponsor's cereals instead of just one specific cereal.
I am guessing that the practice of pushing one variety of cereal was more common in the earlier days of OTR, but, as you suggested, was phased out during the 1940s. Early 1940s episodes of "Superman" were sponsored specifically by Kellogg's Pep, "the super-delicious cereal," and late 1930s "Dick Tracy" shows were sponsored, not by all Quaker cereals, but by Quaker Puffed Wheat and Quaker Puffed Rice. Yes, I know that's two, not one, but both "Quaker Puffed" items were vastly similar (allegedly being "shot from guns"), and frankly, both varieties tasted like Styrofoam. And still do.