Show notes
At 7PM eastern time over Mutual Broadcasting’s flagship WOR, The Mysterious Traveler went on the air. Written and directed by Robert Arthur and David Kogan, The Mysterious Traveler debuted on Mutual December 5th, 1943.
Maurice Tarplin played the title role with a good-natured malevolence. The traveler mostly narrated from an omniscient perch.
He rode a phantom train by night. The opening signature was the distant wail of a locomotive whistle, fading in gradually until the rumble of the train could be heard.
David Kogan and Robert Arthur had met in Greenwich Village, New York, partnering on Mutual’s Dark Destiny.
After it was canceled, they came up with the Mysterious Traveler concept and prepared three sample scripts. Norman Livingston bought it for WOR.
As independent producers, they were paid a flat rate for the whole package. Any money they saved by using the same actor in multiple roles went into their own pockets, so they used the best character actors in New York. Kogan also directed the series. On Easter Sunday, episode 19, “Beware of Tomorrow,” aired just as a gloomy dusk descended upon New York.
Opposite The Mysterious Traveler, The Jack Benny Program signed on live, coast-to-coast at 7PM from WEAF in New York and at 4PM from KFI in Los Angeles. By April of 1944, Benny’s writing team consisted of Sam Perrin, Milt Josefsberg, John Tackaberry, and this man, George Balzer.
By the spring of 1944, General Foods had been sponsoring the program for ten years, first with Jell-O and then Grape Nuts Flakes. Benny’s ratings had quietly been slipping since 1941. At the end of this season, his contract with General Foods was up.
There was tension between the two parties because Benny had helped save Jell-O from going out of business. Benny had full control of his show. NBC also guaranteed his Sunday time slot for as long as he wanted it. This position allowed Benny to sell his program to the highest bidder.
George W. Hill, the President of American Tobacco, wanted Benny’s show. His chief account executive was thirty-six-year-old Pat Weaver, the future president of NBC. Benny’s management team quietly held a sealed auction for sponsorship on February 24th.
A surprise winner was announced: Ruthrauff & Ryan, agency for American Tobacco’s Pall Mall cigarettes, bid twenty-five thousand dollars per-week for three thirty-five week seasons. The weekly money was payable to Benny for all payroll and production costs. They also included an additional two-hundred-thousand dollars over the three years for marketing and promotion.
American Tobacco also agreed to pay for any network and carrier line charges. The advertising community was stunned.
The Easter Sunday program was Pall Mall’s audition. In the end, this would be the only Jack Benny episode to have a Pall Mall commercial.
Pat Weaver and George W. Hill knew no one would take Ruthrauff & Ryan’s bid for Pall Mall seriously. Had Foote, Cone & Belding, American Tobacco’s agency for its top cigarette, Lucky Strike, entered the fray, the attention would have driven up the price.
The last Benny show sponsored by General Foods was June 4th, 1944. Benny took out a full page ad in Variety thanking General Foods for ten years of sponsorship. In August, he left on a three-week USO tour of Australia and the South Pacific.
On August 28th, American Tobacco announced that Pall Mall’s sales didn’t justify a twenty-five thousand dollar per week expenditure. Lucky Strike would sponsor the show. The following week they announced a comprehensive, multimedia ad campaign. It was estimated to cost over a quarter million dollars. Lucky Strike would sponsor The Jack Benny Program beginning October 1st, 1944.
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