W. Lee O'Daniel

Decades: 2000s


11 March 1890, Malta, Morgan County, Ohio, USA, d. 11 May 1969, Dallas, Texas, USA. The O’Daniel family relocated to Kansas, where Wilbert grew up and worked for several milling companies. In 1925, he moved to Fort Worth, Texas, to become the sales manager of the Burrus Mill And Elevator Company. A very competent salesman, he soon made the sales of the company’s Light Crust Flour increase enormously, an achievement that saw him promoted to general manager of Burrus Mill. In 1930, he believed he could boost sales further by means of a radio programme, although he initially professed that he did not like hillbilly music. Early in 1931, the Light Crust Doughboys, which included both Milton Brown and Bob Wills, began broadcasting, first on KFJZ before moving to the more powerful WBAP. O’Daniel, determined to make the advertising exactly as he wanted it, began to carry out all the announcing duties himself. He wrote promotional ditties and songs, arranged...

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