Suspense TV - Autolite Company Sponsorship & Commercials

Autolite sponsored the radio show Suspense from 1948 to 1954, and the television show Suspense throughout its run from 1949 to 1954. Their sponsorship left a legacy of exceptional programming that is still enjoyed.

Unlike Suspense's other longtime radio sponsor, Roma Wines, the Autolite company is still going strong. Founded in 1911 as a producer of buggy lamps, the company became a successful automotive parts manufacturer in the 1930's.

The Autolite website has an interactive timeline that can tell you more about their company and its history. (Click on the year 1948 to see the first Autolite resister spark plug.) Modern Autolite products can be found under the Media section. Visit Autolite's website at www.autolite.com.

The Auto-Lite television ads featuring Rex Marshall that ran on Suspense were considered "classics in the business" according to an article by James J. Nagle that ran in the New York Times.* The commercials were the creation of Thomas J. Maloney, the executive vice-president of the advertising firm Cecil & Presbrey, Inc. of New York. Later he became president of the firm, but he was also a photographer, children's book author, writer, publisher, foreign correspondent, and entrepreneur.

Thomas J. Maloney was also responsible for using Autolite's ad time on Suspense in 1952 to preview new cars from eleven manufacturers. (All of the manufacturers were also Auto-Lite customers.) From January to April, different auto companies would appear on the show to introduce their new vehicles to the public. This campaign culminated in April when all of the cars were then put on display at an auto show in the Grand Ballroom of the Waldorf Astoria Hotel called, "The Parade of Stars Auto-Show." In 1953 and 1954, the title was changed to "The Easter Parade of Stars Auto-Show." Examples of the advertising for these events can be seen in the Suspense episodes, ""Vacancy for Death" and "The Kiss-Off."

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*Nagle, James J. "News of the Advertising and Marketing Fields" New York Times, 27 Dec 1953 pg. F10