The Voice of Firestone: A Romance Between Rubber and Advertising
"As each week brings you a new Firestone program, we hope your enjoyment may bring us all even closer together and that The 'Voice of Firestone' may always have a friendly echo in your memory."
Those words were spoken by Harvey S. Firestone when the first radio broadcast of the "Voice of Firestone" debuted in 1928. The half-hour musical series, created by Firestone, appealed to family audiences because of its wholesome programming. The show would also serve as a promotional vehicle for the company and its products.
"Today it's not at all unusual for a corporation to sponsor a broadcast or program series, but in 1928, it was innovative," says Christine Karbowiak, vice president of public affairs, Bridgestone/Firestone, Inc. "Not only was it a big promotional advancement, but some of the recorded programs also have preserved once-in-a-lifetime performances by noted artists."
Audiences of that period may have wondered what Firestone and classical music could have in common. But for Firestone, sponsoring the show meant supporting excellence and linking its products to the highest quality of musical programming.
The "Voice of Firestone," which ran from 1928 to 1963, was very successful and helped showcase the careers of some of the most talented performers of that time, including world famous soprano Rise Stevens, Richard Rogers of Rogers and Hammerstein and singer-actor Nelson Eddy.
The success of the program had as much to do with the feeling of warmth and intimacy created by Firestone's "short talks" as it did with promoting a product. Each week Harvey Firestone would talk to the listeners about topics that were of concern to him, including politics, the need for better roads and other issues. An announcer would then promote the safety and caliber of Firestone tires, making a connection with the listeners that Firestone was a high-quality company with high-quality products. The program was so popular, that in 1949 it was simulcast on television, something that was unheard of at that time.
Many members of the Firestone family contributed to the program throughout the years. Harvey's wife, Idabelle Smith composed the opening and closing songs for the show. "In My Garden" and "If I Could Tell You" are still well-known and requested throughout the nation. Harvey Firestone Jr. also hosted the show for over 20 years after his father's death.
The "Voice of Firestone," with its 35-year run, holds the distinction of being the most successful broadcast program of its time. Many have tried, but few have succeeded in creating the type of warm relationship that Firestone first developed with the American public.
Bridgestone/Firestone, Inc. is celebrating 100 years of innovation that began in 1900 through a company founded by Harvey S. Firestone. Throughout the year 2000, "Firestone: A Legend. A Century. A Celebration." recognizes the entrepreneurial spirit that built a brand admired worldwide.
Nashville-based Bridgestone/Firestone, Inc. is the largest subsidiary of Bridgestone Corporation of Japan, the world's largest manufacturer of tires and other rubber products. Bridgestone/Firestone develops, manufactures and markets Bridgestone, Firestone, Dayton and associate and private brand tires. The company also produces Firestone air springs, roofing materials, synthetic rubber and industrial fibers and textiles.
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| "Voice of Firestone" radio broadcast from NBC studios in late 1920's. Shown here are, left to right, Announcer Hugh James, Harvey Firestone Jr. and his father, Harvey S. Firestone. (Bridgestone/Firestone Collection) |