Sunday, April 26, 2009
In 1963, Shreve's combined experience in vaudeville, comic improvisation, and salesmanship crystallized when he became one of the pioneers of all-night broadcasting. It was then that Shreve made his first appearance as the bartender host of WCPO's The Schoenling All Night Theater, which ran from 1:30 am to 6:00 am on Saturday nights/Sunday mornings. Taking a page from Jackie Gleason's popular skits with Frank Fontaine on The Jackie Gleason Show, Shreve would greet the viewer as a visitor to his bar, and prepare to pour the first of the evening's mugs of Schoenling beer by singing the show's theme song, set to the tune of "Sailing, Sailing":
"Schoenling, Schoenling / That is the beer for me / It has the taste of malt and hops / Of finest quality / Schoenling, Schoenling / My choice for purity / I've tried the rest, Schoenling's best / It's Schoenling beer for me!"