The Mutual Museum


Here's a collection of items either used by or given out by Mutual. They're divided into four sections:

AFFILIATE: Items used by either the network or its affiliates
PROMOTIONAL: Items given either as gifts or for promotional purposes.
TICKETS: Tickets for attendance at Mutual programs, mostly from the 1940s and '50s.
BOOKS: Celebrations of Mutual anniversaries in print.

Sorry, but no, these items are NOT for sale!!


AFFILIATE ITEMS
These are items used by either Mutual or its affiliates, on or off air.

A network rate card from November, 1937.

It details which stations are available, and prices for each affiliate on the network.

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

A Mutual microphone flag, used between 1973 and 1986.

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

Here's a decal, probably from 1972. (Courtesy Jim Guthrie)

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

And another decal, this one from 1973 or later.

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

Above are ID cards used by network reporters to gain access to events. I imagine they could also be used by affiliates.

The back was the same for both news and sports ID cards. Note the use of "MBS" - the acronym was almost never used after 1967.

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

Here are flyers sent to stations to promote the 1973 and 1974 Progressive/Comprehensive news formats. Click on the covers to see the schedule.
(Courtesy Jim Guthrie)

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

Here's an album from 1978 containing the new imaging music. You can hear a few cuts in the "Audition Booth."
There are a total of 50 cuts, with the second side containing cuts customizable to fit each affiliate.

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

A reel with a demo for Mutual's "Mini Features." Circa 1978.

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

A reel with the "Jamboree USA" show featuring Ronnie Milsap. From December 1980. (Courtesy Jim Guthrie)

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

A set of discs for a 1980 week of "Mutual Radio Theater."

Each set contained a format sheet and commercial schedule, as well as a rundown of that week's shows.

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

A set of discs for a 1982 "National Symphony Orchestra" broadcast, along with the format sheets and affiliate response card.

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

A 1982 set of discs, format sheet and other information for "The Dick Clark National Music Survey."

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

A set of discs for a 1985 "National Music Survey."

Format sheets for a 1985 "National Music Survey."

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

Here's a rare document: a 1950 program schedule from WMAK, Mutual's Nashville affiliate from 1948 to 1955.
It gives a good example of the leeway affiliates had in clearing network programs. Also, it aired MBS' baseball "Game of the Day."
(Note: Nashville is in the Central Time Zone.)
Cover Sheet Sunday Monday Tuesday Wednesday Thursday Friday Saturday

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

Click on the logo, and you'll see a Mutual program schedule from July 1964. It was part of a "Program Folio" sent to affiliates every three months.
(Courtesy Jim Guthrie)

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

A click on this logo opens a network schedule from May 1, 1972; the new Spanish and Black networks are listed. (Opens as a PDF file)
(Courtesy Jim Guthrie)

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

A click on this logo opens a schedule effective October 30, 1972. Neither the Spanish or Black networks are mentioned. (Opens as a PDF file)
(Courtesy Jim Guthrie)

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

A click on this logo opens a schedule from 1973. The Spanish Network is gone; the Black Network is not included. (Opens as a PDF file)
(Courtesy Jim Guthrie)

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

Below are links to the Mutual schedule effective May 20, 1974. Note the "Zero Hour" morning feed, for daytime affiliates who signed off at sunset.
(Courtesy Jim Guthrie)
Monday-Friday Saturday Sunday Notes (Opens as PDF files)

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

Here's a nine-page program guide from late 1989, which shows the wide range of programs available, mostly by satellite.
Cover Page 1 Page 2 Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 9


PROMOTIONAL ITEMS
Here are items given by Mutual, either for gifts or for promotional purposes.

Here's a nightlight cover from the late '60s.(Courtesy Jim Guthrie)

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

And a Zippo lighter from the same era.

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

Here's a sponge. Yes, a SPONGE. From the early to mid-'70s.
(Courtesy Jim Guthrie)

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

A matchbook cover from the '70s.

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

Here's a pin from around 1977 or '78.

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

A well-used Zippo pocket knife that dates to the early 1980s.

As you can see, it includes a file. On the other side, there's a pocket clip.

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

And that wasn't all! A click on the logo shows you what was available in the "Mutual Custom Collection." (Courtesy of Jim Guthrie)

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

Here's an album from 1960, with the final two 1959 episodes of "The World Today," reviewing the 1950s.
They were awarded "Documentary of the Year" by Radio-Televison Daily.


TICKETS
Here are tickets to attend various Mutual shows from the 1940s and '50s.

 

 

 

Here's a ticket to "The Show of the Week," a Sunday evening comedy-variety program. "SotW" ran until March 30, 1941. The next Sunday, Howard Clothes began sponsoring "Bulldog Drummond" in the same time slot.

 

 

 

 

 

  Here's a ticket for a 1948 Lionel Hampton broadcast. Like many Mutual shows, Hampton was moved around the schedule quite a bit, appearing for a while on Saturdays, then moved to Wednesday, then finally to Friday in September 1948.

 

 

 

 

 

A ticket for "The George O'Hanlon Show," a 1948 situation comedy which MBS had high hopes for. You'll remember O'Hanlon better as the voice of "George Jetson" of futuristic cartoon fame. Lurene Tuttle was one of radio's old pros, often appearing in 15 different shows a week. In 1950, Willard Waterman would replace Hal Peary as "The Great Gildersleeve."

 

 

 

 

  A ticket for "Hearts Desire," a human interest giveaway show which ran on MBS from 1946 to 1948. Listeners wrote in with their fondest wishes, and audience members selected who won. It might have lasted longer, had it not been the subject of a plagiarism lawsuit brought against Mutual and producer Ray Morgan (who also produced "Queen for a Day") by one Edward Kovacs, who claimed "Heart's Desire" was his idea - and was awarded $25,000 by a jury, which was upheld on appeal.
(BTW, Ben Alexander would gain fame later as Jack Webb's partner on "Dragnet.")

 

 

 

 

 

 

 

Here's a 1955 ticket for "Queen for a Day," which also serves as an entry blank for potential "Queens."

 

 

 

 

 

 

 

  A 1956 ticket for "The Johnny Olsen Show." Yes, THAT Johnny Olsen, best known as the announcer for dozens of game shows, including "The Price is Right" and "Match Game," as well as "The Jackie Gleason Show." In the 1940s and '50s, he hosted shows on ABC, NBC and Mutual; this series ran from January 1955 to December 1956. (By the way, "Penny" was his wife. "Al" was probably Al Greiner - singer, pianist, soloist - who was the bandleader on some of Johnny O's shows.)

 

 

 


BOOKS
Print celebrations of Mutual Anniversaries.

This is a classic from 1944, Mutual's tenth anniversary.

It details news headlines, with each year summarized by a different Mutual commentator.

There is also a timeline of Mutual's progress in its first decade.

–– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• ••• –– –•• •••

This one commemorates Mutual's 50th anniversary in 1984.

It is a collection of articles from various newspapers and trade journals.

It is also interspersed with classic pictures from throughout Mutual's first 50 years.


SPECIAL: R.I.P. Muhammad Ali

Remembering "The Greatest" and his tie to Mutual - the radio broadcast of the second Ali/Clay - Liston fight.

Mutual purchased radio rights to the fight for $250,000 - and proclaimed it would be broadcast at no profit to MBS. Indeed, Mutual sold commercial time to four sponsors (including Schick Razors, Pepsi-Cola and STP motor additives) at a cost of $62,500 each. MBS President Robert F. Hurleigh said the network was broadcasting the fight as a "public service" to its listeners and stations.

The fight was scheduled for November 16, 1964 in Boston. But three days before the bout, Ali needed emergency surgery for a hernia, and the fight was postponed for six months.

Now scheduled for May 25, 1965, the fight was moved to Lewiston, Maine at the last minute over various concerns in Boston. But Mutual still broadcast the very brief fight.

Below is a March 1965 ad in Broadcasting promoting the fight, scheduled at that time for Boston. It speaks for itself.


The nightlight cover, sponge, and the network schedules are courtesy Jim Guthrie. Everything else belongs to me.
And again, NO, these items are NOT FOR SALE!!
No challenges to logo, sound or image copyrights are either inferred or implied.

Of course, I'm always looking for additions. So if you have an item, please e-mail me!

To return to the Mutual Tribute Site home page, click here.

To return to Kenneth Johannessen's home page, click here.