The Quaker Oats Company Makers of Puffed Wheat and Puffed Rice Presenting Dick Daring

Promotional diagram to accompany a short lived radio program.

Dick Daring’s Adventures was a fifteen-minute radio program that ran on the NBC Blue station for only one season in 1933. The Quaker Oats Company was a primary sponsor and issued a number of promotional items to boost listeners and advertise its cereal products – apparently to little avail, given its short lifespan. The show, aimed at a juvenile audience, followed the action-packed escapades of the protagonist Dick Daring (played by Merrill Fugit) and Coach Greatguy (Donald Briggs).

This diagram was one such giveaway circulated by Quaker Oats during the show’s run. It shows a cutaway of a subterranean lair located incredulously over three miles beneath the adjacent tow. Radio signals and encoded lines may relate to on-air clues, while the presence of booby traps and other ‘villainous’ elements indicate it may be an enemy headquarters ready for infiltration.