Avalon Time: The Forgotten Comedy Gem of Old-Time Radio

In the golden age of American radio, the airwaves were filled with a diverse array of programming, from dramatic serials to musical variety shows. Among the standouts was Avalon Time, a comedy/variety program that captivated audiences from 1938 to 1940. Sponsored by the Avalon cigarette brand, this delightful series was named after its sponsor and quickly became a beloved fixture on the NBC Red Network.

The origins of Avalon Time can be traced back to 1932, when the tobacco company Brown & Williamson introduced their "economy" cigarette brand, Avalon. Rather than promoting it as a budget option, the company cleverly marketed Avalon as the cigarette that "cost you less" or "gave you change back." It was this unique branding strategy that would eventually lead to the creation of the Avalon Time radio program.

The 'Reds' Take the Stage

One of the most distinctive aspects of Avalon Time was the prevalence of the color "red" throughout the show. Coincidentally, all four of the program's hosts had red hair, and two of them even went by the name "Red." This "red" theme was an ongoing joke and source of humor on the series.

Red Foley: The First Host

The first host of Avalon Time was the country music star Red Foley (1910-1968), who had already made a name for himself in the industry. Foley began his broadcasting career in 1930 while still a student at Georgetown College, performing with the house band on WLS-AM's National Barn Dance. In 1937, he created the popular Renfro Valley Barn Dance radio program for WHAS in Louisville, Kentucky.

When Avalon Time premiered on October 1, 1938, Foley became the first country artist to host a network radio program. He would go on to be the longest-serving host of the show, often appearing alongside his frequent co-star, Kitty O'Neill. However, Foley's tenure came to an end in July 1939 when he was replaced by the up-and-coming comedian Red Skelton.

Red Skelton: The Breakout Star

Avalon Time is often regarded as the first big break in show business for Red Skelton (1913-1997). Skelton had already gained some attention for his "Doughnut Dunkers" routine, which led to his appearance on Rudy Vallée's The Fleischmann's Yeast Hour in 1937.

On October 1, 1938, Skelton replaced Red Foley as the host of Avalon Time. Skelton's first wife, Edna Stillwell, also joined the show's cast under her maiden name. The Skeltons worked on Avalon Time until late 1939, when Skelton went on to host his own radio show, The Raleigh Cigarette Program, in 1941.

Cliff Arquette and Dick Todd: The Final Hosts

After Skelton's departure, comedian Cliff Arquette (1905-1974) took over as the host of Avalon Time in January 1940. Arquette had made a few previous appearances on radio, including a guest spot on The Jack Benny Program in 1938. He remained the host until May 1940, when Canadian-born singer Dick Todd (1914-1973) took over.

By the time Todd became the host, the show's ratings had already begun to decline, and after only a few weeks, Avalon Time aired its final broadcast on May 1, 1940.

The Legacy of Avalon Time

Despite its relatively short run, Avalon Time left an indelible mark on the world of old-time radio. The program is often credited as the launching pad for Red Skelton's successful career, and it also featured other notable performers like Cliff Arquette, who would later become famous for his "Charley Weaver" character.

Beyond its impact on individual careers, Avalon Time also reflected the broader trends and themes of the era. The show's "red" motif, for instance, was a playful nod to the NBC Red Network that broadcast the program, as well as the prevalence of red-haired performers. Additionally, the program's sponsorship by the Avalon cigarette brand was indicative of the close relationship between radio and the tobacco industry during the 1930s and 1940s.

Conclusion

Though it may have been overshadowed by some of the more famous old-time radio programs of its time, Avalon Time remains a fascinating and important chapter in the history of American broadcasting. Its unique blend of comedy, variety, and country music, combined with the colorful personalities of its hosts, made it a beloved and memorable part of the radio landscape during the golden age. While the program may have faded from the public consciousness, its legacy continues to inspire and inform our understanding of the rich and vibrant world of old-time radio.

Avalon Time: The Rise and Fall of a Beloved Old-Time Radio Comedy