Suspense debuted in the summer of 1942 as a replacement program and also as a sustaining one. This meant, simply, that the series did not have a sponsor. Although it was not a priority for Suspense to be sponsored when it started, that changed as William Spier turned what could have been a pedantic anthology program into a favorite with radio listeners and an opportunity for top notch actors from film and stage to try their hand at radio. By providing a radio show where, as Cary Grant put it, an actor ‘could act’, Spier forced CBS to seek out a sponsor in order to afford the higher costs popularity and big names bring. Just under a year and half after its debut, Suspense acquired that missing piece.

 

Based in Fresno, California, Roma Wines is a name familiar to not only Suspense fans, but also as the sponsor of other radio shows. Touting itself as ‘America’s largest selling wine’, Roma provided the much needed income Suspense needed, allowing Spier to up the ante in production of each episode and especially to attract larger names such as Cary Grant, Agnes Morehead, and Lucille Ball.

 

The connection between Lucille Ball, Suspense, and the show’s sponsor even goes beyond her appearance in a well-known episode of the program. Not only did she play the lead in ‘Dime a Dance’, but she also starred in color magazine ads, two page spreads with her saying ‘It’s never too hot to be cool with Roma Wine Coolers’.

 

While most fans remember the Suspense-Roma Wines connection, the company ended its association with the program in November 1947. By this time, however, Spier had built the anthology program into such a powerhouse and fan favorite that CBS took a chance and sustained the program until another sponsor came along, which it did.

 

Enjoy twelve stellar shows of mystery, thrills, chills, action, and adventure in Suspense, Volume 24, restored to Sparkling audio quality by Radio Archives.