It was sponsored by Quaker Oats, the Ford Dealers of America, Horlick's Malted Milk, Postum, Alka-Seltzer, and Frigidaire.

In addition to starring as storekeeper Lum (full name Columbus Edwards, with surname usually pronounced "Eddards"), Lauck also played several other recurring characters, including Cedric Weehunt, Grandpappy Spears, and Snake Hogan.

Lauck adopted grey hair and a moustache on-camera, to better match the picture most audiences would have of his radio character.

In 1956, Lauck began working as an executive with Continental Oil in Houston, Texas, specializing in public relations and advertising.

He appeared as himself as well as Lum in a series of television commercials for Conoco on the programs Whirlybirds (1957–60) and The Blue Angels (1960–61).