Ralston, the long-time sponsor of the "Tom Mix" radio show, kept the Tom Mix name and franchise alive until mid-1950, ten years after the star's death. After the show finally went off the air after 17 seasons the number of licensed Mix items dwindled to nothing, even though Ralston still ran some promotions using the late star's name. Interestingly enough, after the end of Mix's radio show Ralston placed the full strength of their promotional arm behind the new kids' TV show from California, "Space Patrol", turning that newest venture into the ultimate TV and radio premium mill.
Ken Maynard's name still had enough clout in 1951 to launch a radio show that was done in 15-minute segments. It was called "Tales from the Diamond K", and it is estimated to have had as many as a thousand episodes (although less than 40 transcriptions are known to still exist). Radio kept Maynard's name alive until the mid-1950's, as did early TV airings of his old movies. We forget how powerful the medium of radio was in its day, even during its declining years when Maynard's show was airing.
