Rogers began a weekly column, titled "Slipping the Lariat Over," at the end of 1922. He had already published a book of wisecracks and had begun a steady stream of humor books. Through the continuing series of columns between 1922 and 1935, as well as in his personal appearances and radio broadcasts, he won the loving admiration of the American people, poking jibes in witty ways at the issues of the day and prominent people—often politicians. He wrote from a non-partisan point of view and became a friend of
presidents and a confidant of the great. Loved for his cool mind and warm heart, he was often considered the successor to such greats as
Artemus Ward and
Mark Twain.
From 1925 to 1928, Rogers traveled the length and breadth of the United States in a "lecture tour". (He began his lectures by pointing out that "A humorist entertains, and a lecturer annoys!") During this time he became the first civilian to fly from coast to coast with pilots flying the mail in
early air mail flights. The
National Press Club dubbed him "Ambassador at Large of the United States." He visited
Mexico City with
Charles Lindbergh as a guest of U.S. Ambassador
Dwight Morrow, whose daughter
Anne later married Lindbergh. In subsequent years, Rogers gave numerous after-dinner speeches, became a popular convention speaker, and gave dozens of benefits for victims of floods, droughts, or earthquakes. In
1928 he ran for
President of the United States. After the
Great Depression hit the United States, Rogers gave radio talks on unemployment with former President
Calvin Coolidge, President
Herbert Hoover, and former presidential candidate
Al Smith.
From 1930 to 1935, he made radio broadcasts for the
Gulf Oil Company. Since he easily rambled from one subject to another, reacting to his studio audience, he often lost track of the half-hour time limit in his earliest broadcasts, and was cut off in mid-sentence. To correct this, he brought in a wind-up
alarm clock, and its on-air buzzing alerted him to begin wrapping up his comments. By 1935, his show was being announced as "Will Rogers and his famous Alarm Clock."
He made a trip to
the Orient in 1931 and to
Central and
South America the following year. In 1934, he made a globe-girdling tour and returned to play the lead in
Eugene O'Neill's stage play
Ah, Wilderness! He had tentatively agreed to go on loan from Fox to
MGM to star in the 1935 movie version of the play; however, his concern over a fan's reaction to the 'facts-of-life' talk between his character and its son caused him to decline the role—and that freed his schedule to allow him to fly with
Wiley Post that summer. He often touted the advantages of flying.
In 1934, Rogers hosted the
6th Annual Academy Awards Ceremony, held at the Fiesta Room of the
Ambassador Hotel in
Los Angeles. At the same time, he also began writing a popular syndicated short item called "Will Rogers Says". Literally a
telegram which he composed daily to address each day's news, it often appeared on the front pages of its subscribing papers. In it, he expressed his disappointment with
big government and the effect it had on the nation, particularly during the
Depression era. His wit was often caustic: as he explained, "There's no trick to being a humorist when you have the whole government working for you." Nevertheless, he identified with the
Democratic Party, saying "I don't belong to any organized party. I'm a Democrat," and was a vocal supporter of
Franklin D. Roosevelt. At one point, he was even asked to run for governor of Oklahoma, the party hoping to benefit from his immense popularity.