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Tribe Book of the Lone Wolf

August 20th, 2009

Note:  The attached pdf file contains racial stereotyping themes that may be offensive to some blog readers.

"Lone Wolf Tribe" was a juvenile series that ran on CBS for one or two seasons, circa 1932-33, three days a week.  The show followed the adventures of Wolf Paw and his Indian tribe.  I haven't found out much about the program, except for a page on a collectors site that talks about premiums offered in conjunction with the program.

portrait of Chief Wolf Paw

In this post, "The Tribe Book of the Lone Wolf", a pdf file of a booklet offered to listeners of the show.  It includes secret signs and picture writing you should only share with the members of your tribe, some info on Native American lore (at least the way that Madison Avenue imagined it), the Wolf Tribe credo, and, most importantly, a catalog of fine "Indian things" you can get by trading "wampum" (ie, Wrigley's Chewing Gum wrappers).

Unfortunately, there doesn't appear to be any surviving episodes of the series.  Anyone have additional info to offer about it?

The pdf file, linked on the ebook icon below the post, is about 1.8 MB and runs 28 pages.

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  • Jim B.

    Piecing this one together has been a bit of a challenge, so pardon the mish-mash of information here.

    Donald Kirkley’s 1979 book “A Descriptive Study of the Network Television Western…” calls it the first daytime children’s western. It seems to have gone off the air after April 28, 1933. WABC first ran it on Dec. 21, 1931.

    A 1951 book “Brand Book, Vol. 8″ reveals Arthur M. Dailey co-wrote the show from Oct. 1929 to May 1931. A snippet from something called “The January Tide” (1932)tells how it was under the eye of J. Walter Thompson in Chicago and it evidently was a local show, before being moved to the basic CBS network three times a week.

    With those bits of information, I checked library.com which passes on the following:

    “Mr. Dailey wrote the “Lone Wolf Tribe” radio show in 1932. A station line-up from October 1932 shows a long list of stations in the major cities in the continental United States. Both were shows for young boys and girls based on Mr. Dailey’s love and life in the West where his characters originated – such as Chief Wolf Paw … The [show] aired from the WBBM Air Theater in Chicago and [was] sponsored by William Wrigley Jr. Company … Actor and movie star Don Ameche was the narrator for the Lone Wolf Tribe. Listeners were given the opportunity to join the Tribe and receive the secret official Lone Wolf pin as well as the beautiful Lone Wolf Tribe book – once they sent in enough gum wrappers to qualify for the prizes.”

    For some reason, a snippet of a book (on Google books) on Dailey was by a book published by the Santa Fe (yes, the Atchison, Topeka one). Here’s why, thanks to the Casper Star-Tribune of March 29 this year:

    “You could say Arthur Dailey led two lives. One was as a high-powered advertising executive with the Santa Fe Railroad.”

    A book by Lisa Jacobs has a note that in 1934, Wrigley’s Lone Wolf Tribe Club boasted more than 700,000 members.


    Aug 22, 2009 at 6:24 pm
  • Tom

    I actually have my dad’s original book he got from Wrigley Gum

    May 28, 2010 at 5:20 pm
  • Chris

    I also have this book.It’s a treasure

    Feb 28, 2012 at 12:04 am