Book Excerpt
A slow day in baseball makes for an ideal time to catch up on some current Yankee literature. So, for your reading pleasure, please enjoy the following cherce selection from Stephen Borelli’s biography of legendary Yankee broadcaster Mel Allen, “How About That! The Life of Mel Allen.” It’s a blast, with or without the Ballantine.
Chapter 9: Yankee Doodle Dandy
When Horace Stoneham needed a new lead Giants broadcaster for the 1949 baseball season, he asked Mel for recommendations. “Russ Hodges,” Mel said. Mel didn’t want to lose his faithful partner, but he thought Hodges deserved a shot at a No. 1 job. Stoneham and Liggett & Myers tobacco scooped up Hodges, who, along with Mel and Barber, serenaded the city of New York with a trio of Southern baseball voices.
The Yankees conducted a national search for Hodges’s replacement, sending out 300 letters to potential candidates. One of them reached Curt Gowdy, a kid announcer for station KOMA in Oklahoma City. Mel listened to a record of Gowdy’s voice, which rolled over the airwaves steadily and harmonically, much like the wind whipped through Gowdy’s home state of Wyoming. Allen and Gowdy met in person at the Yankees’ Fifth Avenue offices in December 1948. “Curt,” Mel said over lunch at Al Schacht’s, “I’d like to have you with me and I’m pretty sure it will work out that way.”
Later that day, general manager George Weiss offered Gowdy the job of assisting Mel with Yankees baseball and All-America Conference football. About as quickly as he accepted the position, Gowdy realized how far he was from Oklahoma. As KOMA’s top announcer for University of Oklahoma football and Texas League baseball, he had broadcast alone. He wasn’t used to bantering back and forth on the air, something Mel liked to do with Hodges. When Gowdy first started working games with Mel, he uncomfortably shook and nodded his head in response to his partner’s questions. “Nobody can see you,” Mel said.
When Gowdy read commercials for Ballantine beer and White Owl cigars, the Yankees’ joint principal sponsors from 1947 through 1955, he sounded stiff and awkward. Meanwhile, Mel was as crisp as that first sip of Ballantine after hard day at the office: “Well, while the fans are out here takin’ that stretch, it’s a mighty good time for you to take a quick trip to the refrigerator for a bottle of Ballantine beer. If you’re listening at your favorite tavern, don’t just say, ‘One up,’ but be sure to ask the man for Ballantine. Enjoy the two B’s, baseball and Ballantine. As you linger over that sparkling glass of Ballantine beer, as you feel it trickling down your throat, you’ll say, ‘Ah, man, this is the life.’ Baseball and Ballantine beer. And while we’re on this pleasant subject, folks, I’d like to remind you that it’s a smart idea to keep plenty of Ballantine on ice at home at all times, to serve at mealtimes, to enjoy during leisure hours, so at your dealer’s be sure to look for the three rings. Ask him for Ballantine beer.”
Mel described a Yankees home run as a “Ballantine blast” or a “White Owl wallop.” He could even work both sponsors into one call: “Folks, that ball was foul by no more than a bottle of Bal-…No, that ball was foul by the ash on a White Owl cigar!”
Between innings, Mel moved swiftly from game to commercial without changing his tone of voice: “Boy, that sure was closea tough decision for the umpire. But you don’t have a tough decision when it comes to White Owl cigars.”
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