Ray Szmanda — American Broadcaster and the Familiar 'Menards Guy'

Broadcasting career

Szmanda's professional life centered on announcing and hosting. He was associated with local stations and advertising campaigns that reached audiences across Wisconsin and neighboring states. His announcing style was straightforward and conversational, which fit well with retail advertising and local television events. He is often cited as an example of a regional personality who became well known without achieving national celebrity.

Notable roles and appearances

• Menards spokesman — Szmanda became widely recognized through long-running commercials and promotional appearances for the Menards home improvement chain; his on-screen persona helped shoppers identify the brand during the 1980s, 1990s and beyond.
• Film cameo — He made a screen appearance in the 1970s science-fiction film The Alpha Incident, credited in a small role as an official; this illustrates the occasional crossover between local broadcasters and low-budget feature films of the era. See related material in the science-fiction context here.
• Local programming — Szmanda also hosted the Wausau edition of the quiz show High Quiz Bowl, helping promote youth academic competition on regional television.

Style and public image

Szmanda's public persona was friendly and approachable. For retail advertising, especially for a Midwestern chain like Menards, that persona was intentionally reassuring; viewers associated his voice and manner with trustworthy sales messaging. As a local broadcaster, he exemplified the kind of community-connected media figure who was common in mid-20th-century American television and radio.

Death and legacy

Ray Szmanda died on May 6, 2018, in Antigo, Wisconsin. Reports indicate his death followed complications from pneumonia after a fall. That event was noted in regional press coverage and prompted remembrances about his lengthy broadcasting career and his status as a recognizable advertising voice. For contemporary accounts and obituary notices, see the linked references here and medical notes on the condition here.

Why he matters

Szmanda's career highlights how local media personalities could shape brand identity and community memory. While not a national celebrity, his decades of work in radio and television made him an enduring example of regional influence in American broadcasting history. His work remains a point of reference for discussions about advertising, local television programming, and the cultural role of regional spokespeople.