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Handbill: Cocomalt sponsorship of "Buck Rogers in the 25th Century" radio program, R.B. Davis, Hoboken, n.d., ca. 1933 or 1934.

Archive
"Voted the Most Popular Radio Program by thousands of school pupils." Handbill issued for "Buck Rogers in the 25th Century" radio program sponsored by Cocomalt, made by R.B. Davis Co., Hoboken, N.J., no date, circa 1933 or 1934. Printed paper, 5" wide x 5-3/4" high, printed in blue ink two sides. Front has a cartoon scene with Buck Rogers and Wilma Deering in the twenty-fifth century. The back has text regarding the radio serial and that it "will be broadcast beginning the first week of October over the stations listed..." A one pound can of Cocomalt is seen and the R.B. Davis Co. name and Hoboken are stated. See notes for text found on the back. Cocomalt was the sponsor for this show which aired four episodes a week for three years, 1933-1936 (Premiered Nov. 7, 1932 with Kellogg's Rice Crispies as the first year sponsor.) Cocomalt would make a huge promotional campaign with offerings related to the program such as a map, books, space helmet, toy figures and ray guns.

2010.007.0148

2010.007

Lukacs, Claire

Gift

Museum Collections. Gift of a friend of the Museum.

1933 - 1934

Date(s) Created: 1933 Date(s): 1933-1934

Good

Notes: LISTEN IN TO "BUCK ROGERS IN THE 25TH CENTURY" NO WONDER thousands upon thousands of boys and girls voted for "Buck Rogers in the 25 th Century" as their favorite radio program. When it comes to thrills, suspense and adventures - Buck Rogers is in a class by himself. As thousands of boys and girls already know, Buck Rogers was trapped in a mine in 1919 when a cave-in shut off the shaft in which he was working. For 500 years he was kept a prisoner-held in a state of Suspended animation by a strange gas that filled the cave. Then, five centuries later, in the year 2419, the ground shifted . . . fresh air entered Buck's underground prison ... and he staggered forth into the utterly different world of the 25th Century. The thrilling story of his adventures will be broadcast beginning the first week of October over the stations listed in the panel on this page. Read the schedule and don't miss one fascinating chapter in this great program - aprogram which last year was voted the most popular one on the air by thousands of boys and girls. Drink Cocomalt Regularly Tastes good - and is GOOD for you The Buck Rogers program is brought to you by R. B. Davis Company, makers of Cocomalt, the delicious chocolate flavor food-drink that helps to build strong bones, sound teeth, sturdy Bodies. Cocomalt is sold at all good grocery, drug -and- department stpxes. High in food value -- low in cost. For trial can, send name and address, with 10 cents to cover cost of packing and mailing, to R. B. Davis Co., Dept. 23-K Hoboken, N.J. Cocomalt is accepted by the Committee on Foods of the American Medical Association. Prepared by an exclusive process under scientific control, Cocomalt is composed of sucrose, skim milk, selected cocoa, barley malt extract, flavoring and added Sunshine Vitamin D. Cocomalt Prepared as directed, adds 70% more food-energy to milk [text in center panel] On These Stations Monday, Tuesday, Wednesday, Thursday (See local paper for time) WAAB Boston WKBW Buffalo WABC New York WCAU Philadelphia WJAS Pittsburgh WOKO Albany WCAO Baltimore WKRC Cincinnati WHK Cleveland CKLW Detroit WFBL Syracuse WJSV Washington WBTLCharlotte WBNS Columbus WMBG Richmond WHEC Rochester WBBM Chicago WFBM Indianapolis KMBC Kansas City WHAS Louisville KMOX St. Louis WCCO Minneapolis WDSU New Orleans KTSA San Antonio WGST Atlanta KRLD Dallas Status: OK Status By: dw Status Date: 2010-08-31

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