20 yieoM

of C/M

Don McMls

uiviftS

Don McNeill

and the Breakfast Club
celebrate

DON McNEILL

The Family Mail

First Public Appearance .... Master
McNeill is seated on his mother's lap next
to an aunt, while Grandfather McNeill
holds a cousin in a 1910 Sheboygan parade.

/ t

Breakfast Club listeners for 20 years have accepted Don McNeill
as one of the family, because he is a family man.

His devotion to his wife Kay, their three boys, and his parents
and sister Agnes is well-known.

When Don was born in Galena, Ill., December 23, 1907, his
father, Harry McNeill, was a mining engineer. Two years later the
family moved to Sheboygan, Wis., where Don’s father joined his
father — Thomas McNeill — in the furniture manufacturing business.

Don grew through grade school and high school in Sheboygan,
winning the nickname, "Daddy Long Legs.” He learned to hunt
and fish with his father and grandfather; acquired the knack for
writing, cartooning and story-telling.

A childhood illness, the result of growing too fast, taught him
the value of patience, understanding and moderation. These lessons,
together with his naturalness, friendliness and shyness, have raised
him above the category of a paid entertainer. He actually is the
family man next door who comes to breakfast.

Mr. and Mrs. Harry McNeill and Agnes now live in Evanston, III.

A Sheboygan Sheik ....

Sideburns, bell-bottom
trousers and Stanley Steam¬
ers were the rage when Don
graduated from Central
High in 1925.

Ready for School .... Husky
Donald McNeill at the age of five.

APPLICATION PHOTO ... Don McNeill was 25 when he
auditioned for The Breakfast Club. He had been in radio for
five years — the only career he has ever followed.

SID STROTZ was alone in recommending
McNeill for the job, but his hunch made
Breakfast Club a valuable network property.

COLLEGE GRADUATE .... While attending Marquette's College
of Journalism (he hoped to be an editorial cartoonist), Don was
editor of the 1928 Junior yearbook. The same year he went to work
for a Milwaukee radio station at $15 a week. He was valedictorian
of the class of 1929.

4

Don McNeill sent a photograph and the following letter to NBC in June, 1933.

"My start in radio came in 1928 — one year before I was graduated from
Marquette University in Milwaukee. I was engaged at WISN as an announcer
and radio editor. After a year I joined WTMJ, the Milwaukee Journal station,
in the same capacity. In 1930 I transferred to WHAS, the Courier- Journal
station in Louisville. Here I teamed with Van Fleming in a comedy act.

"For two years we wrote and presented a daily west coast network program,
'The Two Professors’, from San Francisco. Earlier this year we split up the
team and I returned to Milwaukee and WTMJ. Sample scripts of 'The Journal
Jamboree’, which played to capacity theater audiences, 'The Rise Of A Rookie’
and other features are enclosed.”

As a result of this letter, Don was asked to audition with two others for
the m.c. role on an early morning show called "The Pepper Pot.” Sid Strotz,
then program director of the central division, told Don later that everyone on
the program board, except him, thought McNeill was the worst of the three.
Since Sid was the boss, Don got the job.

MILWAUKEE, 1933 . .

. . Don portrayed the
character of Homer
Benchbottom in the
daily pre-baseball
game feature he wrote
for WTMJ. Left to
right, Coach Christen¬
sen of the Milwaukee
Brewers, Bob De Haven
and Don McNeill.

*-

LOUISVILLE, 1930 .... Between
announcing, writing and illustrating a
radio column, Don found time to de¬
velop a comedy act with Van Fleming.
He also became engaged to Katherine
Mary Bennett, his college sweetheart
from Milwaukee.

SAN FRANCISCO, 1937-32 .... Don and Van with Joe E.
Brown, a guest of "The Two Professors." Don and Kay were
married in San Francisco, Sept. 12, 1931.

‘Bncalfet Club Mmi

Helpings of Corn, Music, Sentiment . . .

Prayer

"The general idea behind Breakfast Club when I took over on June
23, 1933,” recalls Don, "was to try to do something to change the
old American custom of not smiling before breakfast.

"This was a real challenge for me ... a breakfast grouch. Those
first few mornings on Breakfast Club were a nightmare. Several
times I was ready to give up the job. Then things began to happen.

"I must have sounded cheerful, even though I felt miserable,
because letters began to come in from people saying they enjoyed
smiling with me at breakfast. The letters made me feel better. I
began to enjoy myself and, in doing so, I encouraged more people
to join me around the breakfast table.”

Breakfast Club continues to follow the policy of being cheer¬
fully corny and helpful with complete disregard for routine broad¬
casting practices. The result has been a completely informal, relaxed
program sprinkled with McNeill’s personality.

The breakfast menu has changed little in 20 years. To the four
musical calls, songs, chatter, March Time and Memory Time which
McNeill introduced on the first show, he has added comedy and
singing acts, studio interviews, his famous Prayer Time and the
Sunshine Shower. Now it takes 47 persons to get the show on the
air, compared to 17 in 1933. But it still is, as Don originally
announced . . .

"The Breakfast Club of the Air — a get together time for all of
us who smile before breakfast and then can’t break the habit all day
long — the place to come when a feller needs a friend.”

Don McNeill and Dick Teela, the first Breakfast
Club singer, as a candid cameraman caught them
during an actual broadcast in 1933. The only
other persons in the studio during these early
broadcasts were Walter Blaufuss and his 12-piece
orchestra, an announcer and an engineer.

Seasoned with Family Fun and

BREAKFAST CLUB MAESTROS

Good music is a Breakfast Club tradition. The musical founda¬
tion built by Walter Blaufuss and his orchestra from 1933 to
1942 has been maintained and expanded by four other maestros.
Eddie Ballantine, the present conductor, was a trumpet player in
the original Breakfast Club group 20 years ago.

Blaufuss’ contributions to the breakfast menu ranged from
original hit tunes, like "Your Eyes Have Told Me So” and "My
Isle of Golden Dreams”, to hymns and classical arrangements.

When Blaufuss took ill in 1942, Harry Kogen, Joe Gallicchio
and Rex Maupin shared the baton. Walter died in 1945. Since
then Ballantine has directed the orchestra. The only other 20
year veteran is big Bill Krenz, rag-time pianist extraordinary.

One week’s musical book for Breakfast Club involves 50 or
60 orchestrations and more than 80 musical gimmicks — much
of it written by versatile members of the orchestra.

Rex Maupin, 1942-1945

7

Johnny Desmond, since 1949

STARS

For 20 years Breakfast Club has been blessed with vocalists who carry smiles in their
hearts as well as in their voices. Dick Teela, a native tenor of Wausau, Wis., was the
first to sing for his breakfast. He left for New York in 1934.

Jack Owens was heard regularly for the next two years. The Tulsa, Okla. bari¬
tone left the show in 1936 for Hollywood and a song-writing career. He returned
again in 1944 to rule as Breakfast Club’s "cruising crooner” until 1949. Since then
Owens has lived in California where he has his own radio and television shows.

Clark Dennis, the Flint, Mich, tenor, replaced Jack in 1936. He, too, was at¬
tracted to Hollywood after a year. Now he is in New York. Johnny Johnston and
Jack Baker shared the vocal honors in 1937. Johnny departed for New York, leaving
Baker to carry on until Jack Owens returned in 1944. Johnny Thompson took over
while Owens was ill in 1945. Johnny Desmond of Detroit and GI fame became the
seventh and current male vocalist on July 25, 1949. He has added new laurels during
the last four years in radio, television, theater appearances and across music counters.

Clark Dennis, 1936-1937

Jack Owens, 1934-1936

Johnny Thompson, 1945

Johnny Johnston, 1937

Jack Owens, 1944-1949

Peggy Taylor, since 1952

SWEETHEARTS

Don McNeill could be accused of running a matrimonial bureau for his Breakfast
Club girl vocalists. However, they all came to the show unmarried . . . and just na¬
turally became homemakers. Edna O’Dell of Marion, Ind., was the first regular song¬
stress, appearing in 1935. Today, Edna and her husband operate a summer resort.

Helen Jane Behlke shared the feminine vocal honors with Annette King in 1936
and 1937. A native of Bemidji, Minn., Helen now lives in California. Annette never
left Aurora, Ill., to sing on the show, commuting 80 miles daily, from 1936 through
1939- She and her husband still live in Aurora with their four children.

Evelyn Lynne of Dallas and Nancy Martin of Wheeling, W. Va. became regulars
in 1939- When Evelyn left in 1941 Nancy alternated with Marion Mann of Colum¬
bus until 1946. Both Evelyn and Nancy live in California, while Marion is still in
Columbus. After frequent guest appearances in 1946, 18-year old Patsy Lee took her
place around the breakfast table. She returned to Oakland, Calif., with a Navy
husband in 1952. The newest singing sweetheart is another Californian, Peggy
Taylor of Alhambra. She joined the show on July 28, 1952, and already has won the
hearts of Breakfast Clubbers.

Nancy Martin, 1939-1946

Patsy Lee, 1946-1952

Edna O'Dell, 1935

Annette King, 1936-1939

Bill Thompson as he appeared in 1934, getting
his start in Chicago and the Breakfast Club.

"Doctor" Russell Pratt, 1935

ACTS..

The first year on Breakfast Club Don McNeill combined his own
wit with that of the orchestra for comedy touches. Thus, he often
referred to the show as "a program of half music and half wit.”

Then the network discovered that Breakfast Club was the perfect
place to "show-case” its talent. In 1934 Marian and Jim Jordan
tried out a "Chickie and Toots” routine. You know them now as
Fibber McGee and Molly. Bill Thompson (Mr. Wimple) and Fields
and Hall were introduced to network audiences the same year.
Russell Pratt, one of the Three Doctors, appeared in 1935.

Aunt Fanny (Fran Allison) and Sam Cowling of The Three
Romeos, made their debut in 1937. They still entertain Breakfast
Clubbers.

The Merry Macs, 1934 — left
to right, The McMiehael bro¬
thers, Joe, Judd and Ted, and
Mary Lou Cook (center).

The Escorts and Betty, 1 939-
1944 — left to right, Floyd
Holm, Cliff Petersen, Ted
Claire, Betty Olson (seated

Homer and Jethro, since 1952

Through the years most of radio’s famous singing
groups appeared on the Breakfast Club. Starting in 1934,
The Merry Macs, Morin Sisters and The Ranch Boys
were regular visitors. The Three Romeos, featuring Sam
Cowling, held the spotlight from 1937 through 1944.
Three other groups beloved by Breakfast Clubbers were :
The Four Vagabonds, led by the late Ray "Pappy”
Grant; The Cadets; and The Escorts and Betty, with
Cliff Petersen. In recent years group songs have been
presented by regular cast members. The one exception
is Homer and Jethro, long time favorites of the WLS
Barn Dance, who have been making weekly appearances
since 1952.

The Cadets, 1939-1944 — left
to right, Sam Thompson, Cal
Scheibe, Arnold Isolany, Al
Stracke, Reo Fletcher (seated).

The Morin Sisters and The Ranch Boys,
1934-1936 — I. to r. Marge, Jack Ross,
Shorty Carson, Curly Bradley, Pauline and
Evelyn Morin.

The Three Romeos, 1937-1944 —
I. to r. Lou Perkins, Sam Cowling,
Gil Jones.

The Vagabonds, 1939-1944 — I. to r.
Robert O'Neal, Norval Taborn,
Ray (Pappy) Grant, John Jordan.

Amiwm?.

SPONSORS . .

Franklyn Ferguson, 1948-1951

Durward Kirby, 1941-42

Bob Murphy, since 1946

Ken Nordine, 1947-1948

Charles Irving, 1943-1944

Fred Kasper, 1946-1947

§>

Bill Kephart, 1933-1936

Nearly 6,000 broadcasts ago, announcing the Breakfast Club was a one-man job, held
down by Bill Kephart. Today, there is an announcer for each of Breakfast Club’s
four sponsors. Don Dowd is heard for Swift & Co., (sponsors since 1941), Bob
Murphy for The Philco Corporation, (since 1945), Jay Arlan for the O-Cedar Cor¬
poration and Jack Callaghan for Bobbi-White Rain, (both of whom joined the
sponsor family in 1952).

Other commercial announcers have been Bob Brown and Bob McKee for Swift;
Louis Roen for Acme Paint Co. (1941); Durward Kirby for Cream of Wheat (1941-
1943); Charles Irving for The Kellog Co. (1943-1944); Fred Kasper for Lustre
Creme (1946-1947); Ken Nordine for Toni (1947-1948); Franklyn Ferguson for
General Mills (1948-1951) and Jack Callaghan for Jell-O (1951-1952).

■

1

Jack Callaghan, since 1951

ENGINEERS

The "forgotten men” of radio are the engineers and producers — the men respon¬
sible for getting the show on and off the air. Confined to a sound-proof control
room, even the studio audience is unaware of their activities.

Cliff Petersen, producer of the Breakfast Club since 1945, is one exception. He
works on stage with the cast and contributes his rich tenor voice and Swedish accent
to the goings-on. From 1936 to 1944 Cliff was the tenor lead of The Escorts and
Betty.

Because of his extra activities, Cliff has an associate producer in the control room.
Maury Murray is the present associate. Louie Perkins, formerly with The Three
Romeos, held the post from 1948 to 1951. Charley Butler was the first Breakfast
Club engineer. There are two on duty today — Jimmy Daugherty and Harry Schu¬
macher. Others have been Bill Cummings, Kermit Slobb, Jimmy Lato, George Smith
and Harry Eckland.

Charley Butler, 1933-1936

i

AUDIENCE...

Breakfast Club is now heard on 352 stations in the U.S., Canada,
Alaska and Hawaii, compared to 56 stations in 1933. A recent sur¬
vey of Breakfast Club listeners shows 65% are women, 20% are
children and 15% are men. .Twenty-seven per cent live in rural
areas.

The daily listening audience is estimated at two million families.
More than 150,000 persons attend broadcasts each year in Chicago
and on tour. Since 1950 Breakfast Club has been traveling four
weeks out of the year, making it possible to originate broadcasts in
the east, the south, California, Texas and the Pacific Northwest.

Don McNeill has worked for three different networks in his
Breakfast Club career. He was hired by NBC in 1933. He and the
show became the property of the Blue Network in 1942; made the
change to ABC in 1944. His present bosses are pictured below.

14

John H. Norton, Jr.,

Vice President, Central Division

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BREAKFAST CLUB
FAMILY ALBUM

Breakfast Club Bond b reak-
fasts and tours during
World War II sold more
than $35 million in treasury
bonds.

Over a million listeners applied for char¬
ter membership cards in a two-week
period of 1944.

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IMPACT

In its 20 year history Don McNeill’s Breakfast Club has
piled up one record after another. More than 750,000 fans
have purchased eight different editions of Memory Time
poem books and Breakfast Club yearbooks. For many
years Breakfast Club has been voted radio’s "favorite
audience participation show.”

Two events in 1952 illustrate Breakfast Club’s greatest
asset — its ability to sell. Fifteen hundred communities
staged "Don McNeill Week” events for Swift & Co., and
in four weeks last year, more than 30,000 fans voted for
Salesman Don or Sam by buying Philco products.

Other highlights of Breakfast Club’s impact are pic¬
tured on these pages.

2'/2 million "Sunshine Shower" cards or
letters have been sent to hospital pa¬
tients since 1946.

$15,000 in gifts were
brought to Don for distri¬
bution to the needy at two
studio "Giveaway - in - re¬
verse" shows in 1947 and
1949.

17,000 fans jammed Madison Square Garden at 8
a.m. in 1946 for a Breakfast Club-Circus broadcast.

Don's plea for Breakfast Clubbers to
share a meal with less fortunate neigh¬
bors overseas in 1946 produced 40 tons
of food.

JkOo'iy hatuu ef

DON

{jtneckfoitQU

Unsolicited fan mail totals 1 00,-
000 letters a year. Ticket requests
and yearbook orders account for
another 250,000 letters.

17

Don McNeill as he appear¬
ed before the microphone
in 1933.

Walter Blaufuss, com¬
poser of popular
songs and a boy
prodigy of Milwau¬
kee, conducted the
orchestra until 1942.

Chicago’s Century of Progress was news when Don
McNeill took over an ugly-duckling early morning
radio show on June 23. He introduced a new for¬
mat, four calls to breakfast, March Time and Mem¬
ory Time, sprinkled it with corn and his personality, and called it
Breakfast Club.

Starting with a few pages of notes which he laughingly called a
script, Don handled the show "purely catch as catch can with 16
messers of ceremonies.” These included: singer Dick Teela, Walter
Blaufuss, 12 musicians and announcer Bill Kephart.

In the absence of an audience, Don invented characters like
"Homer”, the hero of his one-man, one-act plays, and "Juliet”, the
dumb dame. Listeners were also introduced to Bill Krenz, the tallest
piano player in captivity, and "Elmer” (Bill Short), the man of many
romances.

Big Bill Kreni still capti¬
vates audiences with his
original piano composi¬
tions. Eddie Ballantine,
present conductor, is the
only other 20 year vet¬
eran of Breakfast Club
music.

Dick Teela and The Originalities, a group of B.C. mu¬
sicians, presented this picture in 1933. Left to right,
Jean Cafarelli, Bill Giese, Dick Teela, Bill Short and
Jack Rose.

18

OF CORN

The Breakfast Club family really started to grow
in 1934. Comedy and singing acts were added and,
within the same week in October, both Don McNeill
and Jack Owens became the proud fathers of
Tommy McNeill and Mary Anne Owens.

Jack had replaced Dick Teela as vocalist in April. The Merry
Macs, Songfellows, Three C’s, Morin Sisters and Ranch Boys were the
featured singing acts. Breakfast Clubbers will also recall the fine ap¬
pearances of Marian and Jim Jordan (now Fibber McGee and Molly),
Bill (Mr. Wimple) Thompson, and Fields and Hall.

The audience was growing, too. Fan mail produced enough ma¬
terial this year so that Don could dispense with a script. The saga of
Jimmy Darou, a Canadian jockey hurt in a three-horse spill, and the
fables and foibles of other listeners have been the standard Breakfast
Club diet ever since.

Jimmy Darou, one of Breakfast Club's earliest fans, sent
Don this photograph. "I've never missed a program since
1933, when I was hurt. I really don't know how I would have
had the courage to get along without you and Memory Time."

Marian and Jim Jordan before they won
fame as "Fibber McGee and Molly."

Jack Owens listens attentively as Don
and Walter discuss a program in 1934.

20

"Take a 2-minute stretch" is Walter Blaufuss' order to the 1935 Breakfast Club orchestra.

Edna O'Dell, green-eyed beau¬
ty from Marion, Ind., was the
first regular Breakfast Club
songstress.

Gale Page and "Doctor" Rus¬
sell Pratt were frequent Break¬
fast Club visitors in 1935.
Here, they and Don McNeill
are about to enjoy some pink
cotton candy.

1935

While America was asking "what is swing
music?”, the Breakfast Club and Don McNeill
were featuring world cruises in fantasy. The "rug
dance” (when Don asked housewives to pick up
a throw rug and dance to Walter Blaufuss’ music) reached new
heights of popularity.

These were the musicians of 1935: George Kayser, Carl Fass-
hauer, A1 Spiegel and Bill Short, strings; Bill Krenz, piano; Harold
Kooden, Bob Strong and Ted Wheeler, reeds; Eddie Ballantine,
Ernesto Arrigoini and Carol Martin, brass; Jack Rose, guitar and
Sam Baum, drums.

Other familiar names were Gale Page, "Doctor” Pratt, The
King’s Jesters, Elollywood Hi-Hatters, Rangers, Mary Steele, Three
Flats, Sylvia Clark and the Doring Sisters. Edna O’Dell became the
first regular girl vocalist.

In December, Tommy McNeill made his radio debut at the age
of 14 months.

Practicing what they preach, this 1936 group of breakfasteers
"start the day with a smile, music and an extra cup of caw-
fee." Left to right, Carl Fasshauer, Bill Short, Earl Roberts,
Walter Blaufuss, Helen Jane Belke, Don, Frank Papile, Clark
Dennis, Bill Krenz and Eddie Ballantine.

"A believe-it-or-not organization, composed of
miracle men and miracle women,” read the in¬
scription on a radio medal of merit. It was
Breakfast Club’s first national recognition, but
believe-it-or-not, it didn’t produce a sponsor.

Don McNeill celebrated his 1000th Breakfast Club broadcast in
September with two new singers. Clark Dennis of Flint, Mich, and
Helen Jane Behlke of Bemidji, Minn, had replaced Jack Owens and
Edna O’Dell.

Walter Blaufuss and Don composed the hymn "My Cathedral”
and it was performed for the first time the morning King George
of England was buried. This was also the year Don brought Minnie,
the singing mouse of Woodstock, Ill., to the microphone.

Annette King joined the
show in November.

21

When a fan sent them gift pajamas, Bill
Kreni, Don McNeill, Walter Blaufuss
and Johnny Johnston promptly dressed
for this picture.

Samuel Taggart Cowling II comes nat¬
urally by his curly toes as this 1915 pic¬
ture shows.

"Hold your noses for the Romeos" was
this trio's own introduction. Left to
right, Gil Jones, Louie Perkins and Sam
Cowling, Jeffersonville, Ind. classmates.

Aunt Fanny (Fran Allison) left a teaching career in Iowa to join Don McNeill's Breakfast Club.

The year ’’The Big Apple” took the younger genera¬
tion by storm, Breakfast Club listeners met Fran
Allison and Sam Cowling for the first time.

Both started as singers. Fran gave up vocalizing
to become Aunt Fanny, the lovable chatterbox, while Sam developed
into McNeill’s heckler.

In August, a hopelessly ill Marine wrote Don that seeing a Break¬
fast Club broadcast was "the thing he wanted to do before dying.”
He became the first invited studio visitor.

Clark Dennis left to join Fibber McGee’s show and Helen Jane
Behlke also departed. Jack Baker, Johnny Johnston and Annette King
carried on. Don introduced Inspiration Time, and Breakfast Club was
ranked sixth in the musical division of network shows by a national
radio poll.

I

"B A "Corn and country ham continues to draw more

I "m people than caviar,” reported a radio writer. "That’s

-®- why Breakfast Club, a show by ordinary people

like us, is so successful.”

Reading remarks like this, fans couldn’t understand why the show
wasn’t sponsored. One Breakfast Clubber from Wyoming went so far
as to apply for the job. He wrote Don, "I have never done any spon¬
soring, but let me know about the duties and the pay!”

Don fulfilled a five-year-old dream when he conducted the show,
pajama-clad from his own bed at home. The cast and the orchestra
carried on from the studio.

The Ranch Boys left to travel 4,000 miles across country on horse¬
back and Annette King became Mrs. Frank Reid, Jr. Breakfast Club’s
first publication, a book of poems called Memory Time made its
appearance.

Highlight of 1938 was the "Break¬
fast In Bed" broadcast. Two year
old Donnie participated with Don
and Kay, but brother Tom was ill.

Ranch Boys head for the wide
open spaces. Left to right, Jack
Ross, Hubert (Shorty) Carson and
Joe (Curley) Bradley.

The Vagabonds appeared on the
Breakfast Club when Annette
King, Walter Blaufuss and Don
posed for this picture.

23

Evelyn Lynne joined the show in
time for Breakfast Club's 2000th
broadcast.

”■ Don started the year by dedicating a broadcast

I B/B -C B^B to a seaman on duty in mid- Atlantic. "I have
A heard you from almost every port in the world,”

the seaman wrote McNeill. "I will be listening
again in January when my ship is at sea.”

A host of other fans voted Breakfast Club and Don McNeill
their "favorite program and favorite master of ceremonies.” Annette
King left the show to await the arrival of her first-born, a baby
girl, in May. Evelyn Lynne of Dallas, who was to make her "Dear
Diary” entries famous, and Nancy Martin of Wheeling, W. Va.,
became regular girl vocalists.

The Dinning Sisters, Vass Family, Vagabonds, Cadets, Romeos
and The Escorts and Betty were featured singing acts of the year.
In November, Breakfast Club celebrated its 2,000th broadcast.

Local sponsorship of the Breakfast Club on in¬
dividual stations finally broke the long sponsor-
drought. Don and the gang were successful in
selling dozens of products, ranging from laundry
service to headache remedies.

These success stories atttacted 120 radio station representatives
and advertising agency men to a gala Breakfast Club broadcast as
the network prepared to sell the show nationally.

Don built his first house, a log cabin, on a lake near Chicago.
Fans contributed many knick-knacks for the house and again picked
Breakfast Club as their favorite program and Don as favorite m.c.
The singers also rated tops.

Pappy s crazy recipes and the Vagabond's instrumental imitations,
spirituals and jive were Breakfast Club favorites. Left to right,
Robert O'Neal, Norval Taborn, Ray (Pappy) Grant and John Jordan.

Professionally a legitimate quartet, The Cadets couldn't resist heckling
McNeill & Co. at breakfast. Left to right, Homer Snodgrass, Ken Mor¬
row, Cal Schiebe, Al Stracke, and Reo Fletcher (seated).

Don adds a trophy to
the mantel of his new
home. He called it
"Lumbago Manor" be¬
cause it had "a creek
in the back."

25

Dress parade after a 1941 broadcast shows The Escorfs and Betty, Joe Gallicchio and the orchestra with Don and Nancy.

"Praise the sponsors and pass the
products!”

Swift & Co. became Breakfast Club’s
first network sponsor on February 8,
buying fifteen minutes three times a week on 75 stations.
This was the largest daytime commercial hook-up at the
time.

Nine days later Acme Paint Co. bought a segment of
the show and on November 14, Cream of Wheat joined
the sponsor family. Breakfast Club had finally arrived
commercially.

Visitors from 25 states and Canada were counted in the
studio audience one June morning. Capacity crowds were
attending each broadcast.

Evelyn Lynne left to marry Eddie Coontz of Tulsa and
Marion Mann was brought in from Columbus to share
vocal honors with Nancy.

1941

The Swedehearts of St. Paul
were born in the voices of
these Escorts: Floyd Holm,
Ted Clare and Cliff Petersen.

£ .x

Son Number Three . . . Robert Patrick
made his appearance in the McNeill
household on St. Patrick's day, 1941.

26

"Star of Stars" and
"Best Variety Show and
Girl Singer" awards are
admired by Don, Nancy
and representatives of
Swift & Co.

Marion Mann and Nan¬
cy Martin became fa¬
vorite pin-up girls of the
boys in service.

Harry Kogen, Di

rd Kirby and Marion Mann join Sam Cowling and Don around the breakfast table

H M At the beginning of the war, Don re-

I B/B /■ J stated Breakfast Club’s original objec-
■ tive. "As an American Institution,” he

said, "it is our function to keep ’em
smiling, to work and to sacrifice.”

In cooperation with the U. S. Treasury, Breakfast Club
appeared at bond rallies, service camps and institutions.
More than $25 million in bonds were sold at one Chicago
bond breakfast.

When Walter Blaufuss retired because of ill health,
Harry Kogen, Joe Gallicchio and Rex Maupin shared the
baton. Don was awarded an honorary Doctor of Letters
degree at St. Bonaventure College and radio listeners
named him "Star of Stars.” Breakfast Club and Nancy
Martin also won awards.

Fan mail was getting bigger all the time. An Ohio
listener topped the contributions this year with a letter
measuring 7 by 5 feet.

28

When Nancy Martin became Mrs. Sam McEldowney, the
wedding party included Lt. and Mrs. Archie Levington
(Fran Allison).

The three McNeill boys appeared together for the first
time on a Christmas week broadcast. Left to right:
Don Jr., Don, Tom, Nancy Martin, Kay and Bobbie.

“■ A With 15 orchestra and staff members in the

I /l "C armed forces, Breakfast Club’s 3000th broadcast

■ ^ W found family cast members working overtime.

The National Paper Salvage drive for children
was inaugurated on one broadcast. Special appearances were also
made at Great Lakes Naval Training Station, Fort Benjamin Harri¬
son, and the President’s Birthday Ball.

Don aired a plea for women to sign up for emergency nursing
service while he was hospitalized with a "strep” throat. The late
sister Kenny and a polio patient she helped were honored guests on
another broadcast. In a lighter vein, Breakfast Club staged a one-
man band contest. With Paul Whiteman supplying the program
notes, studio janitor Archie Sweet wrested the "world’s worst” title
from Panhandle Pete of Grand Island, Neb. The Kellogg Company
joined the sponsor family and Breakfast Club was voted "favorite
morning program” for second consecutive year.

"Fiction and Fact from Sam's
A I m a n a r. "

The first full scale promotion to enroll new
listeners resulted in over one million Breakfast
Clubbers applying for charter membership cards.

The offer had to be withdrawn after the first
week. With the world still engulfed in war, Don introduced
Prayer Time as a "silent prayer for a world united in peace.”
Kay McNeill’s first book, "Don’s Other Life”, and Don’s "No
Cigarettes” were best sellers.

Two old friends — Aunt Fanny (Fran Allison) and Jack Owens
— returned to the breakfast table. The "cruising crooner” was born
when Jack Owens sang a love song to his wife, Helen, as she sat in
the audience one morning.

By broadcasting direct from his home in Winnetka, surrounded
by the cast and their children, Don succeeded in spending his first
Christmas morning in 12 years with Kay and the boys.

"Yes, we have 'No Cigarettes' ", was McNeill's solution
for the cigarette shortage.

Listeners accepted Don's Moment of Silent Prayer as
reverently as did his studio audience.

A song was in order when Fran Allison and Jack Owens
rejoined the cast in 1944.

29

The war bonds Breakfast Club sold ($7 million), the crowds it drew
(65,000 with 200,000 turned away), and the stunts pulled on a
tw'o-week Eastern tour made radio history. In Radio City the
audiences were five times greater than any other daytime broadcast.
In Richmond a woman offered $50 for a Breakfast Club ticket, but
there were no takers.

The 12th anniversary show from Sheboygan sold $621,250 more
in 7th War Loan Bonds. Earlier, Don signed a new five-year con¬
tract. In September, Philco Corporation became sponsors of the
fourth quarter hour. Oct. 27 marked the last Saturday broadcast
as the show went on a five-day-a-week schedule. Following Walter

Blaufuss’ death, Eddie
Ballantine became
maestro and Cliff
Petersen, producer.

1945

"July Jingle Bells" ring out as Breakfast Club stages its
famous "Christmas In July" broadcast for 25 servicemen
separated from their families in 1944.

The McNeill family in the old home town of Sheboygan.
Left to right: Kay, Don Jr., Harry T., Tom, Don,
Mrs. Harry T. McNeill, and Bob.

Hildegarde helps Don launch the 7th War Loan Drive in Washington, D. C.

30

Broadway opened its sleepy eyes early one April
morning to watch 17,000 jam their way into
Madison Square Garden for a Breakfast Club
broadcast and a circus rehearsal. The first fan
arrived at 1:30 a.m. and the Garden was filled to capacity one hour
before broadcast time. The leading emcees of radio’s top daytime
programs met for the first time when Tom Breneman visited Don
McNeill’s Breakfast Club in February.

Lustre Creme bought the first quarter hour, marking the first
time the full hour was sponsored. A policy of having a guest
songstress each week was started when Nancy Martin and Marion
Mann left to become full-time homemakers. Don’s plea to share
a meal with less fortunate neighbors overseas produced 40 tons of
food for the Salvation Army to distribute.

S'SVJfT & Ptm. co PH f?SSN7

' MMCfttu-caasTiorrs sa

ADVANCE TICKET SALE
49TH AND 50TH STS

New York's Finest
were needed to keep
order when Break¬
fast Clubbers storm¬
ed Madison Square
Garden.

Ole Olson suggested the "Sunshine Shower" when he
guest-emceed for Don in February.

31

Patsy Lee, the Oakland, Calif, thrush.

I A When a studio visitor asked why Breakfast Club

I /I A didn’t give things away, Don McNeill took a

JL ® w listener’s poll. When 99 per cent replied, "don’t

spoil the show with material giveaways,” Don
designated the show of November 7 for the audience to do the
giving. Gifts valued at $10,000 were given by 600 persons from
24 states. Included were food, clothing, coal, vacuum cleaners,
a refrigerator and an electric range. All the gifts were distributed
to the needy of Chicagoland.

19-year old Patsy Lee, one of the many guest songstresses who
appeared on the show after Marion Mann and Nancy Martin left,
became a regular in October. She had been singing professionally
in the San Francisco area since she was 16.

Aunt Fanny and Don examine the "loot" Breakfast Clubbers More than 100 needy families

brought to the "giveaway-in-reverse" show received baskets of gifts similar

to the one Don carries up to a
third floor flat.

32

More than 50,000 persons sought Breakfast Club tickets
when the show originated in the New York area for
two weeks. An overflow crowd of 4,500 turned out to
see their favorites in Brooklyn. The Toni Company took
over sponsorship of the first quarter hour in September.

For Don’s 40th birthday on December 23, the cast dressed as four-
year olds. Don was outfitted in a Lord Fauntleroy suit; Sam
modeled a baby’s outfit; Jack was the barefoot boy and Patsy wore
a pinafore.

A few days earlier the McNeill family broadcast was unusually
gay because it marked 13-year old Tommy’s first public appearance
since his recovery from polio. When Don told about the crisis,
listeners showered Tommy with 15,000 cards and letters.

Sam and Bobby were
"feuding" when this
McNeill family picture
was taken in December.

This is how Jack Owens
earned "the cruising
crooner" title.

The two biggest kids
at Don's 40th birthday
broadcast.

"■ M ft This was "party year’’ on the Breakfast Club. Don

I McNeill was drafted as the laugh candidate of

u %v "The Fourth Party” and carried on a mock presi¬

dential campaign from May to August. An audi¬
ence of 3,200 and thousands of televiewers in the East saw him
"nominated” in Philadelphia. Atlanta turned out 8,000 supporters
for a personal appearance show in June. Another 8,000 fans attended
the "withdrawal” broadcast from New Philadelphia, Ohio.

Breakfast Club celebrated its 15th anniversary with a Garden Party
broadcast from the McNeill home. Annette King, Evelyn Lynne and
Nancy Martin appeared in January while Patsy Lee was ill.

Allen Prescott and Jack Paar emceed the show in February while
the McNeills "second-honeymooned” in California. General Mills
became the first quarter hour sponsor in August. Two months later
Breakfast Club moved to the new ABC Civic Studio after 4500 broad¬
casts from the Merchandise Mart.

Don and Kay In front of the church in San Francisco where
they were married in 1931.

34

Just two months before Breneman's sud¬
den death, Don made a surprise call on
Tom at "Breakfast In Hollywood."

mmm ,

Aunt Fanny and Sam wore
their Sunday best to all
parties.

Jack Owens serenades two
of Bob Murphy's daughters
the McNeill Garden
Party, while a bunch of the
boys critically watch Tom
McNeill at the keyboard.

Atlanta hails McNeill as "The South's Favorite Yankee.'

Patsy and Don aboard "the
go's Northwestern station.

presidential special" in Chica

35

“■ 4~k M 4 k On its first visit to the state, 30,000 Texans gave
I Breakfast Club a riotous welcome in Dallas, Fort

JL Worth, San Antonio and Houston. Bernie Chris¬

tianson, the 11 -year old Chicago vocalist, made the
trip after Don discovered him in the audience one morning. In Sep¬
tember, the late Frank Buck helped "bring back alive” a mouse which
had been running wild in the studio. The STPOFFTGBPTCWB held
a meeting on Breakfast Club’s 16th anniversary. It was formed by
Don, a Christmas week baby, as a "Society To Prevent One From
Forgetting To Give Birthday Presents To Christmas Week Babies.”
More than 900 persons sent or brought $5000 worth of gifts to the
studio. All were turned over to the Salvation Army. Johnny Desmond
succeeded Jack Owens on July 25.

Johnny Desmond brought two fine young ladies
— Diane and Patricia — to the Breakfast Club
family.

Don, Frank Buck and Sam at the climax of the
Great Mouse Hunt.

36

Amon Carter (Mr. Fort Worth) presented Don
with a ten gallon hat.

Col. Robert Hoggard of the Salvation Army
accepted the birthday gifts Don McNeill re¬
ceived from Breakfast Clubbers.

When Bernie Christianson celebrated his 12th
birthday, he was singing three times a week
on Breakfast Club.

37

His severest critics were on hand to
celebrate Don's 5000th broadcast.

Battle flags provide background for
Brooklyn broadcast from the hanger
deck of USS Enterprise.

Kay nursed Don back to health when
a slipped disc put the toastmaster
in traction.

One of the 73 Korean war wounded veterans who
was united with his family for Christmas. A Break¬
fast Club fund paid all travel expenses.

*■ JTk Don McNeill’s services for Breakfast Club were

I BB 1 1 assured until 1970 when he signed a 20-year contract
-B_ fLr Q-W V with ABC. Four other events made 1950 a year
long to be remembered. Don celebrated his 5000th
broadcast in April; the McNeill family spent six weeks in Europe;
Philco launched the Don McNeill TV Club in September; and Break¬
fast Club made it a Merry Christmas for 73 Korean veterans.

Soon after the gang celebrated the start of Swift & Co.’s 10th year
as a sponsor, Don was sidelined for ten days with a slipped disc. Bob
(Ace) Murphy carried on the duties of toastmaster in the best Break¬
fast Club style. Don Ameche took over while McNeill was in Europe.
The year was climaxed with Don making a $10,000 Breakfast Club
fund available for families of Korean war wounded veterans in 17
military hospitals to spend Christmas together.

Gloria Swanson helped Don initiate hisTV Club
for Philco in September.

Eddie Ballantine's two daughters, Cliff Petersen's
son and daughter and three Murphys join the two
Cowling boys in smothering Sam with gifts on a
Christmas TV Club show.

Jerry Lewis broke up
a Breakfast Club
broadcast when he
visited with the
gang in April.

Twenty years later, Don and Joe E. Brown point
to a picture taken in 1931. (See page 5).

A fight manager's dream! Don McNeill put
Jack Dempsey and Joe Louis in the same ring
for a TV Club show.

Breaking an 18-year tradition, breakfast was
served for the first time on Breakfast Club in
April. It was a spur-of-the-moment decision
prompted by a studio visitor’s insistence that she
be served breakfast. Don invited her to return the next day when
everyone in the audience was offered a breakfast of KIX and
Swift’s bacon and eggs, prepared on a Philco Electric Range.
Another studio guest sparked a hitch-hiking stunt. Mrs. Elmer
Feagins of Texarkana told Don that her husband would walk to
Chicago if McNeill interviewed her. Don did and Mr. Feagins
did! As a surprise the family — five children, Mrs. Feagins and a
daughter-in-law — was brought to Chicago to greet Elmer when
he completed his trek. While Don was on vacation, Joe E. Brown
and Peter Donald sat in for the toastmaster. Jell-O took over the
first quarter hour in May, and Philco renewed both the TV Club
and Breakfast Club contracts.

"Meet the new TV Club mascot," says Don and
his heckler, Sam Cowling, strikes the dog-
gonedest pose.

Six days and 820 miles later, Elmer arrived to
pay off a bet he lost to his wife.

Hollywood found out "radio was still alive” when Breakfast
Club arrived in February to originate ten broadcasts. The
demand for tickets ran as high as 10,000 a day, but only 17,000
could be accommodated. It was the show’s first California
visit.

Kay McNeill made news, too, by chasing a robbery suspect
in Hollywood. While walking with a friend, Kay saw a man
dash from a store followed by the proprietor who was yelling
he had been robbed. She ran after the two men. A passing
taxi driver joined the chase and collared the suspect. Only
then did Kay learn the man had threatened the store man
with a knife!

Edward Arnold was Don and Kay's host at
breakfast in The Brown Der by.

One of the ten capacity audiences
which attended broadcasts in Hollywood.

t A

* -'W

42

Don and Philco were hosts to these seven Korean veterans
from the Naval Hospital at Camp Pendleton, Calif.

VSo ■

i tw, ■

f-'h ^ 7^ £

Is JL -c

iXmm Nf

To accommodate the overflow crowd in St. Petersburg, Break¬
fast Club played a ball game against the Three-Quarter
Century team before 8,000 persons.

Outfitted with rebel caps, 22 Break¬
fast Clubbers toured the South in a
chartered Delta plane.

Naturally, the mayor
of Jacksonville was
the first to present
Patsy Lee — the only
Californian aboard
— with a sack of
Florida oranges.

Swcflwwt 'fiwp . .

More than 38,000 saw Breakfast Club in action on a two-week
Southern trip which included January broadcasts from St. Louis,
Louisville, Nashville, Birmingham, Atlanta, Jacksonville, St. Peters¬
burg and Miami. There were many examples of fans traveling 300
to 500 miles. A party from Memphis registered 1300 miles round-
trip. Unable to get tickets in Nashville or Birmingham, they went
on to Atlanta before seeing the show.

Biggest turnout was in St. Petersburg. When all 2700 Coliseum
tickets were grabbed up in one day, Don and the gang agreed to
make an extra appearance with the famous Kids and Kubs softball
team. The game drew the largest crowd in the history of A1 Lang
Field, but the Breakfast Club lost to the 75-year olds.

On its second trip of the year, Baltimore gave Breakfast
Club a warm welcome in more ways than one. Six hours
before air time, fire destroyed the stage curtain and all
of Breakfast Club’s broadcast equipment. Between the
hours of 3 and 8 a.m., Station WFBR and Breakfast Club did the im¬
possible — rented a new theater and found enough engineering and
stage equipment — to put on the show as scheduled. An audience of
2,000 was treated to one of Breakfast Club’s best performances. Another
12,000 saw the show in Boston, Hartford, Washington, Philadelphia
and New York.

In October, the show moved permanently to the Morrison Hotel.
After auditioning more than 200 girl vocalists, Peggy Taylor of Alham¬
bra, Calif., was selected in July to replace Patsy Lee. O-Cedar and
Bobbi-White Rain replaced Jell-O as sponsors. Don began enrolling
babies born during the Breakfast Club hour in an exclusive Baby Club.

By working all night and using
borrowed equipment, the Break¬
fast Club qang with the help of
Station WFBR were able to broad¬
cast from another theater.

•

Jimmy Darou (see page 19) and
his wife were greeted like old
friends when they flew in from
Montreal to attend a Radio City
broadcast in April.

44

Baltimore firemen, Cliff Petersen, Engineer
Jimmy Daugherty and Sam Cowling mourn¬
fully examine damage to the theater and
broadcast equipment six hours before air time.

Mr. and Mrs. Riclc Lifvendahl at
their weddinq reception, May 24,
in Berkeley, Calif.

Patsy and Rick admire an auto¬
graphed sterlinq silver service
platter, the Breakfast Club Gang's
wedding gift.

Sam raised a mustache to keep
Peter Donald company when the
famous story-teller sat in for Don
in August.

The boys welcome Peggy Taylor
as Breakfast Club's newest singing
sweetheart on July 28.

45

roups from
I Town Boys
>f Chicago
t for a row
lake under

j is administered
Cowling and Don

Ikft M Cam

Don McNeill shared his 1952 summer vacation with a hundred
boys selected by Boys Clubs of the central region. From July 4
through September 8, ten boys spent each week-end at a camp
established by the Breakfast Club toastmaster on a private lake
northwest of Chicago. The purpose of the camp was to give
city boys an all-expense paid vacation in the country.

The boys, 10 to 14 years old, lived in tents and took their
meals in a cook house. Each group was accompanied by two
adult leaders. Don provided a full program of outdoor ac¬
tivities under the direction of a supervisor. He and his sons
spent many hours fishing, swimming, boating and hiking with
the boys. All nationalities and religions were represented.
The camp will be continued in 1953.

Each group attended Breakfast Club to tell the network
audience of their experiences and to collect autographs.

ml Wmr

■

There is more to getting Breakfast Club on the air five
mornings a week than what meets the eye or ear. Planning
and programming conferences, and the handling of mail keep
the seven principal cast members and eight other persons busy
around the clock. Mary Canny, Don’s secretary, and Eddy

t McKean, special writer, usually meet with the cast Monday
afternoons to discuss ideas sent in by listeners. One of these
conferences is pictured below (right) at Don’s lake lodge.

Left to right, Eddy McKean, Cliff Petersen, Don McNeill,
Johnny Desmond, Fran Allison (Aunt Fanny), Peggy Taylor,

Mary Canny, with Eddie Ballantine and Sam Cowling in
the foreground.

BP'-'"'1

Business and promotional affairs connected with
Breakfast Club are under the supervision of Ralph
Bergsten, business manager and vice president of
Don McNeill Enterprises, and Fred Montiegel
(right), yearbook editor and promotion manager.

Material discussed at cast meet¬
ings is carefully screened by this
quartet of secretaries in Don Mc¬
Neill's office. Left to right, Peggy
Comfort, Alice Grabau, Pat Bard
and Marge Schlitt.

Looking for Don McNeill in unusual Chicago
locations was a television game during the 1952
Republican and Democratic conventions. Don had
a mobile unit assigned to his morning convention
sidelight show by Philco. It roamed the streets,
permitting him to interview city and convention
workers, candidates, delegates and visitors. In the
montage on this page, starting lower left and con¬
tinuing clock-wise, McNeill is shown delivering
visitors to convention hall by tally-ho; staging a
fashion review in front of Buckingham Fountain;
visiting Riverview Park; transporting delegates by
yacht; interviewing the donkey and elephant with
Bob Hope at Brookfield Zoo; chatting with a cat¬
tleman and his family in the Stock Yards; and
demonstrating the position most people took after
the final session.

ON STAGE, Breakfast Club presents an imposing
family picture of 47 performers, musicians, an¬
nouncers, technicians and other personnel involved
in a broadcast.

Seated, left to right: Mary Canny, Pat Bard, Marge Schlitt
and Peggy Comfort of Don McNeill'* staff; Johnny Desmond,
Peggy Taylor, Don McNeill, Aunt Fanny (Fran Allison) and
Sam Cowling, cast members; Maury Murray, Alice Grabau
and Cliff Petersen, production staff. Standing, 1st row, left
to right: Fred Montiegel, Ralph Bergsten and Eddy McKean
of Don McNeill’s staff; Hal Hiatt and Henry Coffey of ABC
music department; Don Jacoby, Russ Wilt, Oscar Chausow,
Jack Cordero, Eddie Ballantine, Charlie Tamburino, George
Oliver, Jack Shirra and Tommy Thomas, ABC musicians; Jay
Arlan, Vi Berwick, Bob Murphy and Don Dowd, announcers;
Jimmy Daugherty and Harry Schumacher, engineers. Stand¬
ing, 2nd row, left to right: Bob Eckhardt, Don Rushton and
George Thompson, ABC Guest Relations staff; George Jean,
Maurice Morovitsky, Shep Lehnhoff, Buddy Shaw, Byron
Baxter, Bill Krenz, Lee Knight, Seymour Drugan, Tom Filas
and Fritz Wolff, ABC musicians; Charles Wilson and Charles
Greenschlag, stage hands.

Litho in U.S.A., Moebius — Milwaukee

Photo Credits: Don McNeill family McCall's (page 3), Madison Square Garden Parade (pages 17 and 31) Korean Veteran and familv Officiat TJ S
N*,y (page 38), Cas. Conference CoLUEe’s (page 47). Special thanka, roo, NBC and'Lffc preas deparimema and “ all coMibu.Sg ph^raphers: