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MYNDALL CAIN
Ifs A Permanent Wave Length;
Radio Adoertising Experiment Begun in 1923 for Beauty Seruices and Cosmetics Still Ups Business for Myndall Cain, Minneapolis
WHEN the birthday candles were lighted October 1, marking the twenty-second anniversary of the founding of the Myndall Cain Beauty Salon, Minneapolis, Minn., the remarkable growth of the firm was a triumph of two things. First and foremost, it was a tribute to Myndall Cain herself. Secondly, it was a tribute to the power of radio. Myndall Cain is modest about her own part in the development of an organization that began in what was more or less an overgrown telephone booth, but she's unstinting in her praise of the miracle of radio.
And she ought to know. Back in 1923 when Dr. Young first began fiddling around with broadcast equipment, she did her first broadcast from a small set in his home, liis pioneer effort resulted in WDGY. Her pioneering sold her on the magic of radio, and the swank shop that is the Myndall Cain Beauty Salon has been built, in large measure, on the use of broadcast advertising.
lis a far cry from that original shop with its hand dryer to today's shop with its facial rooms, hair styling salon, drying rooms and plush rece[)tion lounge, bui even now (lie 9, ()()() scjuare feet doesn't give the operators the space they need to lake care of the clientele. Already additional floor space has been ar
ranged for, and its own building is a dream of the future that perhaps will come true. Other dreams have for this remarkable woman who knows how to make dreams come true.
She still has a vivid recollection of that first broadcast, but in the intervening years she has become a veteran radio personality. And with reason. Since its first broadcast, Myndall Cain herself has been the radio voice for the Myndall Cain Beauty Salon and for the Myndall Cain Cosmetic Oils, a cosmetic line of which five items have been consistently promoted via radio.
llADio was in its infancy as an advertising medimn when Myndall Cain surprised a W^CCO representative by agreeing to buy three quarter-hours a week before she even asked about the time charges. Three mornings a week she ad libbed about charm, loveliness, beauty service and her cosmetic preparations. Sometimes it was a mad dash from the shop to the studio, and on more than one occasion the announcer slowed down his pace on the introduction to give her a (hance to (atch her breath before going on the air.
But what she had to say, her audience waiUed to hear. And the more they listened, the more the Myndall Cain
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RADIO SHOWMANSHIP