As part of Super-Hearing, I want to trace how the Superman radio show was promoted in comic books. Less than a month and a half after it debuted, the serial got its first mention in the medium that launched the character on the popular Superman of America page in ACTION COMICS #24. The text, written as though penned by Superman himself, encourages readers to not just listen to the show, but to encourage their local stations to air the program if they aren’t already.

It also refers to a list of stations currently airing the show in various markets across the United States. This list was included in a half-page ad on following page of the comic. Similar ads were run in Superman-related comics for the next couple years, so we’ll be able to somewhat chart the growth of the show through these ads.

H-O Oats, manufactured by Hecker’s Oat Cereal, was an early sponsor for the show in many markets, particularly on the East Coast of the U.S. The ad also makes it clear the transcribed show aired on different days in different markets. Airdates used for Super-Hearing are based on those researched by Michael J. Hayde for his book, “Flights of Fantasy.”

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