Cavalcade of America is an anthology drama series that was sponsored by the DuPont Company, although it occasionally presented musicals, such as an adaptation of Show Boat, and condensed biographies of popular composers. It was initially broadcast on radio from 1935 to 1953, and on television from 1952 to 1957. Originally on CBS Radio, the series pioneered the use of anthology drama for company audio advertising. The series moved to the NBC Red Network, NBC Blue network, and NBC Radio Network.
Radio Background
DuPont's motto, "Maker of better things for better living through chemistry," was read at the beginning of each program, and the dramas emphasized humanitarian progress, particularly improvements in the lives of women, often through technological innovation.
Cavalcade of America started as part of a successful campaign to reinvigorate DuPont. In the early 1930s, the Nye Committee investigations concluded that DuPont had made a fortune profiteering in World War I. The company stood accused of encouraging an arms race between World War I enemies, after being heavily subsidized by the Allies to increase black powder production. The negative effects of the investigation left the company demoralized, directionless and with a tarnished corporate image in the middle of the Great Depression. DuPont was not the only company being investigated, those were H Hercules Powder Company, General Motors Corporation, Anaconda Copper Company, United States Steel Corporation, and Bethlehem Steel Company.
DuPont's products were primarily not for public consumption, so there was no purpose in promoting them through advertising. As a solution to DuPont's troubles, Roy S. Durstine, then creative director of Batten, Barton, Durstine & Osborn, proposed the creation of Cavalcade of America using the company motto. This was to be an important element in the successful rebranding of DuPont as an American legacy engaged in making products for the well-being of Americans and humanity in general. Durstine hired Arthur Pryor, Jr. in 1927 to head the BBDO radio department. Pryor either directed or oversaw the development of General Motors Family Party and The Parade of the States, Standard Oil of New York's Soconyland Sketches, and DuPont's Cavalcade of America. BBDO presented DuPont with two programs: a Channing Pollock monologue and Cavalcade of America. Lammot du Pont II and DuPont's executive committee inspected in detail the show until Bruce Barton got involved. Durstine and Columbia Broadcasting System came to terms with network affiliates and its willingness to broadcast a program from an advertising firm. Edgar Kobak, vice president of sales at NBC Radio Network, was not happy that NBC had lost out to CBS.
Content DuPont's image problems led the company to promote some pacifist and socialist ideals. DuPont stipulated several topics would be taboo on the show, such as gunfire of any kind, which attracted writers such as Norman Rosten and Arthur Miller, who had signed the Oxford Pledge while at University of Michigan. For scripts, the program was also able to attract such prominent writers as Maxwell Anderson, Stephen Vincent Benét, Carl Sandburg and Robert Sherwood. Although Yale University historian Frank Monaghan signed on as an advisor to ensure historically accuracy of the scripts, listeners were quick to point out anachronisms; trains did not use air brakes in 1860 instead used brakemen, and Washington's troops could not have sung O Tannenbaum while crossing the Delaware since it was written forty-eight years after that event making the program not have continuity.
Cavalcade of America offered something different than the escapist entertainment, the sensationalized cries of soap operas, or the hard-boiled dialogue of crime thrillers. It offered a look back at American History. Producers made careful decisions on scripts deliberately trying to avoid offending the affluent audience and not including people of color. The show gained a wider audience giving producers confidence to do different story material. This produced stories from Hollywood screenwriters, film adaptions, and original works. Singer Woody Guthrie performed on an episode titled Wild Bill Hickok: The Last Of Two Gun Justice in 1940. In June 1944, producers thought about changing the program to a folksy serial and sought out stars and stories for its upcoming season.
Episodes Season Start date End date Num. of ep Station Audience rating (in millions) Day Time (Eastern Time Zone) 1 51 CBS Radio 6.3 Wednesday 8:00 P.M. 2 51 5.9 3 39 7.4 4 26 6.0 Monday 5 26 6.5 Tuesday 7:30 P.M. 6 53 7.9 7 52 11.9 Monday 7:30 P.M. 8 52 13.0 8:00 P.M. 9 50 11.5 10 40 11.6 11 44 NBC Radio Network 10.4 12 43 10.7 13 48 10.4 14 44 8.1 15 48 10.2 Tuesday 16 45 6.8 17 43 8.5 18 31 4.5
The premiere episode of Cavalcade of America titled No Turning Back starred Walter Hampden as Edward Winslow in part one and a farmer, a descendent of Winslow, in South Dakota in part two on October 9, 1935.
In the summer of 1936 Cavalcade of America deviated from its normal storytelling to air music starting with The Development Of Band Music In America, Part 1: The Small Bands: Sousa, Gilmore And Pryor and ending with Music Of The Movies. The September 1, 1936, episode opened with Gypsy Love Song from Victor Herbert's The Fortune Teller and featured from the Broadway plays On Your Toes and Florodora.
The May 20, 1937, episode, the life of Thomas Edison, "Wizard of Menlo Park" aired. The Don Voorhees orchestra played.
The January 2, 1940, episode starred Burgess Meredith in the title role based on the life of Italian explorer, navigator and popular author Amerigo Vespucci with Marquis James, Carl Carmer, and Frank Monaghan. Don Voorhees directed. The February 13, episode featured Raymond Massey starring in which Robert E. Sherwood wrote an adaptation (radio transcript) of Carl Sandburg's Abraham Lincoln: The War Years, part of the six volume set of Lincoln's biography. The April 30, episode titled Thomas Paine starred Frank Readick.
The January 22, 1941, episode titled Life Of Emily Dickinson was broadcast on radio featuring Anne Sterrett. The March 31, episode has actor Paul Muni in the title role of the life of Edwin Booth. The April 7, episode Maxwell Anderson's Ode To A Nightingale was played. The August 4, episode that was broadcast on radio was Dr. Sara Josephine Baker. The October 13, episode titled Waters Of The Wilderness, starred Kay Francis which was based on Shirley Seifert's novel of the same name. The October 27, 1941, episode featured Claude Rains as Captain Paul from Edward Ellsberg's book Captain Paul. In November 1941, Drums Along The Mohawk was presented featuring Henry Fonda and They Died With Their Boots On featuring Errol Flynn. A week following the bombing of Pearl Harbor, The Great Man Vote featuring Orson Welles premiered. The December 22, episode was a repeat of its annual Christmas version of Marc Connelly's The Green Pastures featuring the Hall Johnson Choir and Juano Hernandez.
The February 2, 1942, episode titled Captains Of The Clouds debuted featuring James Cagney before the film was released on February 12, 1942.
The February 7, 1944, episode Prologue to Glory aired in honor of President Abraham Lincoln. Massey starred where it emanated at the Radio City Music Hall in New York City. Massey once again starred in Abraham Lincoln: The War Years and Abraham Lincoln. The March 2, episode titled The First Commando starred Alfred Drake and Everett Sloane. The March 13, episode had opera singer Patrice Munsel. The September 4, episode What Makes A Hero, was the story of corporal Jim Slaton. The November 6, episode titled Jane Adams Of Hull House was preempted for President Franklin D. Roosevelt's speech.
The February 5, 1945, episode starred Bing Crosby in a musical revue supported by the USO.
The September 29, 1947, episode Big Boy starred Brian Donlevy about Babe Ruth.
The October 4, 1948, episode Action At Santiag, starring John Dall and Robert Trout.
The February 28, 1950, episode Young Man In A Hurry told the story of Heinz Joseph Gerber's immigration to the United States, his determination to go to high school and graduate, go to college, and inventing the rubber ruler. The April 15 episode titled The Firefly Lamp starred William Holden and how Norfolk and Western Railway was built. The December 17, episode titled Spindletop with stars Robert Cummings and Teresa Wright.
Notable cast This is the cast listing according to The Concise Encyclopedia of American Radio. Actor, announcer, and Game show host Bud Collyer remembered his time on the show. Other announcers were on the show. Hans Conried was in eight radio performances.
Walter Huston
Bud Collyer Bill Hamilton Gabriel Heatter Ross Martin Ted Pearson Basil Ruysedael Frank Singiser Gayne Whitman
Walter Brennan Ray Collins Hans Conried Ted de Corsia Kenny Delmar Ross Elliott Cary Grant Gary Gray Ted Jewett Raymond Edward Johnson Bill Johnstone John McIntire Agnes Moorehead Dennis Morgan Jeanette Nolan Tyrone Power Frank Readick Ronald Reagan Stafford Repp Mickey Rooney Luis van Rooten Everett Sloane Jack Smart Paul Stewart Karl Swenson Orson Welles
Advertising DuPont, a chemical corporation that did not sell public goods, sponsored Cavalcade of America and integrated their company slogan and agenda into the inspirational and pro-American achievement themes of each episode.
A world-class PR firm helped DuPont shake the "merchant of death" label, and it remained a sponsor for a top radio program.The Cavalcade of America: Examining the Myth and Reality of Hero Worship in American Radio.
Cavalcade of America was an early exercise in corporate image-building. DuPont promoted itself as a hero for America. This type of propaganda was shrewd but effective; it put a corporate image behind the real-life heroes that lived a century before. One way DuPont was able to emphasize its own products in episodes of Cavalcade of America was by having health-related episodes that promoted the use of chemical-compound products manufactured by DuPont. This was not necessarily advertising, since individuals could not go to the store and purchase these chemical items.Cavalcade of America. Newspaper Heroes on the Air.
According to DuPont public relations executives, the goal was not to directly sell their products, but rather to explain the company's goals and foster the confidence, respect and goodwill of the public. By recreating little-known events in the lives of historically respected Americans through dramatizations, Cavalcade of America caused listeners to associate DuPont's products with patriotism and self-reliance. The series also gave history and chemistry more prestige than it would have otherwise had. By making the show thrilling, but not over-sensationalized, DuPont was able to better its own branding and get away from being perceived as a military-only company.Marchand, R. (2001). Creating the Corporate Soul: The Rise of Public Relations and Corporate Imagery in Big Business. pp. 220–223.
Nylon show At the World's Fair in New York City in 1939, DuPont introduced nylon women's hosiery. On May 15, 1940, DuPont made nylon women's hosiery available to the public and began an advertising blitz. The day was designated "N-day" by DuPont's marketers, and an entire episode of Cavalcade of America was markedly different: DuPont selected a "typical" housewife to interview G.P. Hoff, Director of Research of DuPont's Nylon Division. In the rigged interview, Hoff expounded at length on the virtues of nylon. Eager to purchase nylon hose, thousands of women waited in lines for department stores to open the following morning. 750,000 nylons had been manufactured for N-Day, but all were sold on the first day they went on sale.
Awards