Some people go to the beach with metal detectors looking for hidden treasure. I look for it in used bookstores. Being a bit of a Luddite, I still enjoy using a tape cassette recorder, and recently stumbled upon, “60 Greatest Old-Time Radio Shows (1944-1955). Most of these shows transitioned to the “Golden Age of Television” (1950s and 1960’s) and featured shows included, Jack Benny (1950), Abbott and Costello (1947) and Milton Berle (1948).

With a joyful reliving of my youth, I once again listened to, “With a speed of light, a cloud of dust and a hearty ‘Hi, Ho Silver,”’ as the Lone Ranger told his faithful companion,Tonto, “ I will change into my mask and riding clothes.”

The thrilling days of yesteryear gave lots of work to organ players and other musicians who filled pauses, and added to the excitement of shows. The most famous music was,“The William Tell Overture” by Rossini, which was played before, “Adios,” and the presentation of the Lone Ranger’s silver bullet to some unsuspecting schmo in the crowd, who’d say something like, “He isn’t what he seems to be. It’s what he does that lets you know who he is.”

Then there was the meek Clark Kent who transitioned (out of a phone booth—What’s that?) into guy who was “more powerful than a locomotive and able to leap buildings in a single bound.” It was before cell-phones so people could look up—-“It’s a bird. It’s a plane. It’s Superman.”

The humor in many of the sitcoms still holds up today. Those of you who remember the famous, “Who’s on First” baseball routine by Abbot and Costello, may not know, that they did other comedy routines on their radio show confusing the English language. One involved a play on words  about renting a car “Driving with Hertz”, and then buying a car “Putting up a down payment.” I could go on and on about funny lines in various shows such as “He fell into a vat of syrup and sweetened himself to death” (Allen’s Alley) or the announcer announcing the show, “Lassie Captures The One-Eyed Cat.” Yes, I listened to it. Radio was the “Theatre of Imagination,” including thrilling Westerns such as “Gun Smoke,” and shows that could raise the hairs on the back of your neck such as “Suspense.”

However, as much as I enjoyed the shows, what I found most interesting were the commercials. Between laughs from Jack Benny was the sponsor of Lucky Strike cigarettes. “Let your taste and throat be the judge. There’s never a rough puff. Smoke a Lucky Strike.” The the famous singers, The Inkspots” sang “If I didn’t care” and promoted Lucky smokes. The announcer touted, “The largest, most complete cigarette research lab that judges sample leaves sent for scientific analysis to judge which tobacco is really fine.”  And, “There is an unconditional guarantee on every pack, ‘So round, So firm, So fully packed. So free and easy on the draw. So smoke a Lucky.”’

Camel Cigarettes sponsored Abbott and Costello, “What cigarettes do you smoke? In a National survey, more doctors smoke Camels than any other cigarette. Satisfy your  ’T’ zone (throat and taste) pull up a chair and enjoy a Camel.”’ And the announcer bragged, “During the War, 153 million free Camels were giving to our military troops.”

But, cigarettes weren’t the only products touted on the radio. While listening to Gun Smoke,
and U.S. Marshall, Matt Dillon fight the “violence that followed people going to the West,” I heard, ‘Take it easy Mom, boys and girls like Sugar Crinkles—the first spoonful of cereal that’s just the right sweet and makes breakfast more fun than a circus.

While holding my breath waiting for the the dramatic conclusion on “Suspense” I was treated to, “From bumper to taillight, you’re always right with Auto Light.” I think this jingle preceded rap poetry. Then there was Maxwell House Coffee, “Good to the last drop,” and Lux Soap, “Hollywood’s luxury soap.”  One of my favorites was for Fitch Shampoo.  You can get rid of
embarrassing dandruff with explicit instructions how to apply, rub it in and rinse for only 59 cents a bottle. Fitch sponsored, “Have Gun Will Travel” (1957) with “Paladin the gentleman gunfighter” (whose name came from a knight warrior from Charlemagne’s Court.)

Of course, listeners could always “Keep on your toes with No Doz, the little pill that gives the lift of a coffee break.” Before you think it strange that I listened to commercials, remember that in 2018 you can watch the best commercials from the Super Bowl. How weird is that?

When I was 12-years-old, my parents took me to NYC and treated me to a ticket to to view the actors presenting my favorite radio show, “Jack Armstrong, The All American Boy.” That  experience was an ugly jolt from my imagination to reality. My hero Jack was in reality, the voice of a chubby, little old lady wearing a dress and hat with a feather, and when the breathless lady (Jack ) jumped on a horse to catch a robber, the horse went clump, clump with the sound effects of coconuts being banged on a table. Never listened to the show again.

Sometimes, “The Theatre of the Mind” really is  the best show in town.

Esther Blumenfeld