BW - EP142—005: William Gargan Is Barrie Craig—Launching Barrie Craig

Breaking Walls: The Podcast on the History of American Network Radio Broadcasting

When Bill Gargan was fired from Martin Kane he planned to star in a Broadway rendition of Doctor Knock. In late September of 1951, Gargan signed a one-million-dollar contract that made him the exclusive property of NBC for the next five years. The deal required him to participate in a minimum of four guest spots on radio and TV each year. At the same time, Gargan was invited by Frank Folsom of RCA to accompany him to Rome to meet the Pope. Along the way, Gargan went to Paris to appear in the October 7th, 1951 episode of The Big Show. He participated in a sketch involving a poker game with George Sanders, Fernand Gravey, and Meredith Willson. Two weeks after his Big Show appearance, William Gargan was starring in a new series for NBC. Launched as part of NBC’s year-long Silver Jubilee, Barrie Crane, Confidential Investigator, first aired over NBC from New York on Wednesday October 3rd, 1951 at 10PM eastern time. Bill Gargan debuted as the detective opposite Mr. President on ABC, Frank Edwards on Mutual, and boxing on CBS. The show was directed by the just-heard Himan Brown. By 1952 Brown had been involved in radio for decades. The Barrie was inspired by the nickname of William Gargan’s oldest son, then twenty-two. The title of the show was soon changed to Barrie Craig, Confidential Investigator. Episode three was called “The Judge and The Champ.” In conjunction with NBC’s twenty-fifth anniversary, the network launched a series of both Radio and TV offerings highlighting the growth of NBC's technology, talent, infrastructure and advertising success. Block-sharing advertising was in full-effect. The network sold commercial time spots, rather than full shows and called it “Operation Tandem.” Gargan was back on The Big Show the next March 16th, 1952 to celebrate St. Patrick’s Day with Tallulah Bankhead and good friend and fellow Catholic, Fred Allen. Now with transcription wide-spread, Barrie Craig could be heard on different days each week, based on the region. Listeners would also hear different commercials, depending on what local affiliate they were tuning into. These could also be a mix of local and national ad spots. Blocked-sharing was being used by the other networks. ABC touted theirs as 'The Pyramid Plan,' CBS as The Power Plan, and Mutual called their’s MBS Plus. In a further refinement of MBS Plus, Mutual introduced an exclusive package of MGM programming for 1952. Both The Adventures of Harry Lime, and The Black Museum aired as part of this deal. For more information, tune into Breaking Walls episode 141. Launched with their tandem plan, NBC provided a "pay as you sell" opportunity for local affiliates. Local sponsors could pick from one-hundred-nineteen one-minute spots. The goal was to accommodate sponsors without a long contract. Craig occupied an office on the third floor of the Mercantile Building on Manhattan's Madison Avenue. Barrie Craig’s writers included Frank Kane, Louis Vittes, John Roeburt, and Ernest Kinoy. William Gargan was supported by some of the finest east coast voice talents of the era. This included Santos Ortega, Elspeth Eric, Arlene Blackburn, Barbara Weeks, Joan Alexander, Parker Fennelly, Arnold Moss, Luis Van Rooten, and Herb Ellis. NBC announcers included Don Pardo and Ed King with John Daly as spokesperson for 1952 Pontiac spots and Carl Caruso for Bromo-Seltzer spots.