Created by Jerry Siegel and Joe Shuster, the Man of Steel first appeared in "Action Comics" #1 in 1938. The following year, the newspaper comic strip began and four audition radio programs were prepared to sell "Superman" as a radio series. When Superman was first heard on radio less than two years after the comic book appearance, the character took on an added dimension with Bud Collyer in the title role. During World War II and the post-war years, the juvenile adventure radio serial, sponsored by Kellogg's Pep, was a huge success, with many listeners following the quest for "truth and justice" in the daily radio broadcasts, the comic book stories and the newspaper comic strip. Airing in the late afternoon (variously at 5:15pm, 5:30pm and 5:45pm), the radio serial engaged its young after-school audience with its exciting and distinctive opening, which changed slightly as the series progressed. Most familiar today is the television opening, which copied the radio opening from 1945 onward (save for "and the American Way" line, which was an even later addition), but the most often heard radio opening through the mid-1940s was: