Oil Company Says
Good-bye To Radio
After 29 Years
“Wherever you drive, whatever
you are driving,
you’re always welcome at the
green and white Cities Service sign.”
---Todd Russell
Lincoln, Me. (DG)—
 The
1950’s was a sad decade for the loyal listeners of radio’s golden age.
During this time, there were a lot of programs, stars, and sponsors who were
leaving the airwaves. While some programs, stars, and sponsors were
moving on to television, others were leaving the air for good. To add
to the gloom of what you have read so far, this article is about a longtime
radio sponsor who was also going off the air.
On Monday, January 16, 1956, the CITIES SERVICE BAND
OF AMERICA aired its final broadcast. As the name implied, this
half hour program consisted of lively band music conducted by Paul La Valle.
When this broadcast ended, it also ended Cities Service sponsorship
of radio that almost went back to the very beginning of network radio.
Over its 29-year span on the air, the Cities Service
radio program was basically the same. It was on the air for its entire
run on NBC’s Red Network (later renamed NBC) and (for the most
part) was presented on Friday evening at 8 PM. The only differences
were the type of music played and the program’s name.
It all started on Friday, February 18, 1927 with the debut
of THE CITIES SERVICE ORCHESTRA. It was an hour-long program
of lively brass band music. With direct selling not allowed at this
time, the only advertising Cities Service could do was to add
its name to the program and the orchestra playing on it.
As with most radio programs, THE CITIES SERVICE ORCHESTRA
went through some minor changes and tweaks to better itself. The program
hit its stride in 1930 when a change in music went from a lively brass band
to concert style music with strings. To go along with the concert music,
Jessica Dragonette was the program’s featured singer. With a touch of
elegance, Ms. Dragonette, the orchestra members, conductor Rosario Bourdon;
and M.C. Ford Bond were all formally attired like they would be if they were
performing in an actual concert. Since the theme was concert music,
the final tweak was a change of the program’s name to THE CITIES SERVICE
CONCERT*.
The changes of the program had some huge dividends.
It had an impressive 23.0 C.A.B. Rating (Co-Operative Analysis of
Broadcasting) during the 1930-1931 season. That number was good
for a 10th place tie with NBC(Red’s) A&P GYPSIES
and NBC(Blue’s) ARMOUR PROGRAM (with Phil Baker) among the season’s
highest rated radio programs.** A key reason for the program’s popularity
was Ms. Dragonette, who had a singing voice the listeners couldn’t ever forget.
 According
to different books on old time radio, Ms. Dragonette was considered to be
radio’s first superstar. This small, slender woman with the angel-like
singing voice brought a certain charm to the program. Her solo performances
and duets with singer Frank Parker were memorable to the listeners who had
the good fortune to hear them.
The changes worked out well for THE CITIES SERVICE CONCERT,
but it wasn’t forever. With the program ratings declining during the
mid 1930’s, a controversial and unpopular change was made--- the departure
of Jessica Dragonette from the program. The controversy behind her leaving
made headlines. Not surprising, there were also testy listeners who
had some hostile feelings for both NBC and Cities Service---
and let them know about it with irate phone calls and unflattering letters.
Fortunately for the network and sponsor, they weathered the ugly storm.
Lucille Manners took over as the featured singer, and the program didn’t skip
a beat.
As for Ms. Dragonette, she was “on again, off again”
from the time she left the Cities Service program until
she appeared regularly on Pet Milk’s SATURDAY NIGHT SERENADE
on the Columbia Network. Why I mention this is because of the
polls Radio Guide magazine conducted each radio season.
The magazine asked its readers (who were also radio listeners I assume) to
vote for their favorite radio stars. On a consistent basis, Ms. Dragonette
was listed among the most popular--- even during those times she wasn’t on
radio on a regular basis. In her book Faith Is A Song, Ms. Dragonette mentioned
her fans’ support meant a lot to her. With what I have read in her book
and in different radio magazines, Ms. Dragonette meant a lot to the listeners
as well.
THE CITIES SERVICE CONCERT maintained mediocre,
but steady ratings after Ms. Dragonette left the program. In 1940, the
program’s length was cut back to 30 minutes instead of a full hour, and Dr.
Frank Black conducted the Cities Service Orchestra. The
program continued for another 4 years. Despite the quality music from
the orchestra and singing by Ms. Manners, it looked like the glory days of
the concert format were over and done with.
In 1944, there were some noticeable changes made. The
program’s name was changed to HIGHWAYS IN MELODY, and Paul LaValle
took over the conducting duties. The familiar concert style of music
was changed to lively marching band music that would eventually carry over
into THE CITIES SERVICE BAND OF AMERICA, which
finished out the run.
 At
this point, I have crammed 29 years of the Cities Service radio
program into a few paragraphs. Now, it’s time to talk about Cities
Service itself--- or in the case of the enclosed commercial, let Todd
Russell talk about it as he did on the final CITIES SERVICE BAND OF
AMERICA broadcast
 .
The oil company with the triangle logo had filling stations
throughout the East and Midwest. I know Cities Service Koolmotor
was a name for its gasoline at one time, but I’m not sure if it was the name
for the company’s regular or Ethyl gas. During the 1950’s and early
1960’s, Milemaster (in the white and green pump) was Cities
Service’s regular gasoline, and 5D (a.k.a. Super
5D in the white and red pump) was the name of its premium. When
super premium gasoline was popular, Cities Service also made
100 Plus (in the white and yellow pump). It goes without
saying that there were friendly people at every Cities Service
station to tend to the motorist’s needs from pumping gasoline to providing
road maps.
9 years after Cities Service said good-bye to
radio, it was saying good-bye--- period! The familiar green and
white Cities Service colors were changed to a dynamic color
scheme of maroon, red, and orange. With the color changes, the name
was also changed to Citgo.
29 years is a long time. Cities Service
sponsorship on the NBC Radio Network was one of the longest stints
of the golden age. From the grace and elegance of Jessica Dragonette
to the marching music of the Cities Service Band Of America,
Cities Service on radio meant good music for the whole family.
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