Ralston-Purina obtained his permission to produce a Tom Mix radio series
on NBC called Tom Mix Ralston Straight Shooters which, but for one year
during World War II, was popular throughout most of the 1930s until June
of 1950. Mix, a western film star, never appeared on these broadcasts,
and was instead played by radio actors like Joe "Curley" Bradley (above) 
who portrayed Mix from 1944 until 1950. Others in the supporting cast 
included George Gobel, Harold Peary and Willard Waterman. 

The Ralston company,  sponsor of the show, asked
listeners to send in for a series of 12 special Ralston-
Tom Mix Comic books available only by writing the
Ralston Company by mail.

Thomas Edwin "Tom" Mix was "the King of Cowboys"
when John Wayne was a youngster.