Without Conrad as the lead in Gunsmoke, it’s doubtful if the “adult radio” program would have flourished during its nine-year run on radio. Not only did Conrad bring a sense of doleful gravitas to the role of Marshall Matt Dillon; but he helped Macdonnell and Meston flesh out the supporting characters of Chester Proudfoot, Miss Kitty, and Doc Adams. Still, in order for Gunsmoke to successfully work as radio’s first truly “adult” Western, it needed far more than just a talented cast, great writers, and a terrific sound crew. It needed CBS’s willingness to forego sponsorship until the program either flourished or floundered. And with CBS Chairman George Paley riding shotgun, Gunsmoke was given the time it needed to thrive. CBS Radio knew it had a winner with the Gunsmoke radio show, but, because network radio entertainment was in slow a decline, the CBS Radio sales department was unable to secure a sponsor for it. On July 5, 1954, Liggett and Myers, manufacturers of L & M Cigarettes, came on board. Prior to this time, CBS was sustaining the program at its own expense. With the addition of a sponsor, Gunsmoke had a much needed financial shot in the arm. Listen to the Sparkling Audio Quality in Radio Archives restoration of Gunsmoke, Volume 7.
