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One of Trio of Pioneer Radio Sponsors, Wilkins Coffee Co. Continues With Med/uiti To Dominate Capital Market
by I ROBERT CORRV, Account Executive, Lewis Edwin Ryan, Washington, D. C
EARLY this year a radio survey was made by a national organization in the nation's Capital, its frank purpose being to establish the identity of the oldest radio sponsors in this region. The result of that survey revealed the interesting fact that of the original trio of Washington advertisers sponsoring commercial radio back in the early 20's, each had been on continuously from that early day until now.
Interestingly also, Wilkins Coffee,
long known as one of Washington's most
aggressive advertisers, was one of that
trio and from John H. Wilkins, Jr., vice
president in charge of sales
and advertising, Radio News
gleaned the following: "Wil
^^^^^ KINS, for many years was a traditional large user of newspaper space, full pages not being uncommon in its aggressive plans to capture the Washington metropolitan market which, by the way, includes a large area in nearby Maryland and Virginia including the Shenandoah Valley of Apple Blossom fame."
"Well, it's really an understatement when I say that radio advertising was indeed a speculation in those early days," commented Mr. Wilkins.
"It was so new indeed that crystal sets and ear phones were still in use. The great networks featuring Broadway and Hollywood names were at that time undreamed of, and frankly, it took lots of that elusive something which polite society calls intestinal fortitude to risk good advertising dollars on this new and unknown quantity having no past and an altogether unpredictable future."
DECEMBER, 1 946
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