Programs, such as Don McNeill’s Breakfast Club, would not have lasted very long without their sponsors. breakfast time was a great format for the big name corporations to get their wares out to the listening public. Aunt Jemima slipping out of the bottle onto warm, buttered pancakes. The “snap, crackle and pop” of Rice Krispies. These were samples of the fare being offered to the morning crowd, starting their day off just right with a delicious wake-up meal. Boardrooms all over America were figuring on how to find the perfect fit for their product line to be commercialized.
One of the big leaguers in the day was Frosted Flakes. Kelloggs had its name in a few of the popular programs of the time. Many folks today that enjoy the sugar-coated corn flake owe their tastebuds to the old-time radio morning shows. Kelloggs was one of the pioneers of using the morning radio slot to figure in their cereal line. “Tony the Tiger” can still be remembered with his famous, “it’s Great” approach to gaining favor with the American radio listener.
Old time radio morning programs had the gambit of other sponsors, besides the breakfast brands. Kraft foods figured into the lineup as well as some of the non-edibles. Petroleum companies were known to have a hand in marketing certain programming. In fact, some of the varied non-morning interests loved to sponsor saturday morning shows, because that is when a large contingent of Americans would be around the home to listen in.
Sponsorship of breakfast genre shows was major free-market boon and companies did not waste their time or money by not using the focus. Time and time again, many corporations realized the cash-cow that was theirs by utilizing this wonderful portal of morning programming.
For more breakfast radio shows, see also:
- Breakfast Club (Don McNeil)
- Breakfast in Hollywood
- Breakfast with Binnie and Mike
- Breakfast with Dorothy & Dick (Dorothy Kilgallen & Dick Kollmar)
- Tex and Jinx Show
- Wake-Up Ranch (with Cliffie Stone)