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Originating as a radio series in 1933, the Lone Ranger is a cross-media star who has appeared in comic strips, comic books, adult and juvenile novels, feature films and serials, clothing, games, toys, home furnishings, and many other consumer products. In his prime, he rivaled Mickey Mouse as one of the most successfully licensed and merchandised children’s properties in the United States, while in more recent decades, the Lone Ranger has struggled to resonate with consumers, leading to efforts to rebrand the property. The Lone Ranger’s eighty-year history as a lifestyle brand thus offers a perfect case study of how the fields of licensing, merchandizing, and brand management have operated within shifting industrial and sociohistorical conditions that continue to redefine how the business of entertainment functions.

Deciphering how iconic characters gain and retain their status as cultural commodities, Selling the Silver Bullet focuses on the work done by peripheral consumer product and licensing divisions in selectively extending the characters’ reach and in cultivating investment in these characters among potential stakeholders. Tracing the Lone Ranger’s decades-long career as intellectual property allows Avi Santo to analyze the mechanisms that drive contemporary character licensing and entertainment brand management practices, while at the same time situating the licensing field’s development within particular sociohistorical and industrial contexts. He also offers a nuanced assessment of the ways that character licensing firms and consumer product divisions have responded to changing cultural and economic conditions over the past eighty years, which will alter perceptions about the creative and managerial authority these ancillary units wield.

In Sight Unseen radio drama, a genre traditionally dismissed as popular culture, is celebrated as high art. The radio plays discussed here range from the conventional (John Arden’s Pearl) to the docudramatic (David Rudkin’s Cries from Casement), from the curtly conversational (Harold Pinter’s A Slight Ache) to the virtually operatic (Robert Ferguson’s Transfigured Night), testifying to radio drama’s variety and literary stature. Two of the plays included in this study pose aesthetic questions—the role of art in politics (Howard Barker’s Scenes from an Execution), and the nature of artistic excellence (Tom Stoppard’s Artist Descending a Staircase).

Guralnick contends that well-crafted radio plays tend to meld to their medium so naturally that they cannot be transferred to the theater or to film without being diminished. Each play is thus shown to exploit, to special effect, one of radio’s fundamental features: its invisible stage (Barker and Stoppard), its affinity to music (Ferguson and Beckett), its ability to imitate the mind’s subjectivity (Kopit and Pinter), its association with world events through features and the news (Rudkin). As for the question of radio’s relation to the theater, the issue is engaged in the work of John Arden, who dares to portray a theatrical stage on the airwaves, while intimating that the radio offers contemporary playwrights an incomparable boon: creative conditions roughly equivalent to those enjoyed by Shakespeare.