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"You'll be sorry" seldom applies to a G. I. on the Phil Baker airer As do most stars, Sinatra picked a gag category when he guested
in turn, had been the number one money pen the previous year. The relative 1943 standing was:
Sheaffer $17,090,635
Parker $16,049,24.?
Eversharp
$8,947,056
It was now necessary to add a program to give Take It Or Leave It a lift. Not that it wasn't doing a top job, but it's one thing to do a job for an organization with net sales of S8.947.056 and still another to carry singlehanded the advertising load for a $20,860,838 operation.
So Maisie with Ann Sothern began to sell Eversharp. It didn't start off with a bang. A couple of authors filed suit on the title and the idea and it took a little time to clear that up, but the program successfully carries its share of the load.
Every organization makes a few mistakes. Eversharp an
nounced its ball point pen (it calls it a CA, capillary action, pen) a number of months before it was anywhere near ready to deliver, and Reynolds Pen, a small Chicago outfit, rushed its product onto the market and sold hundreds of thousands at $12.50 before the Eversharp CA was ready. That put a special burden on Eversharp airshows to sell when it was ready) the Eversharp CA set, pen and pencil, at $21.50 a set. The program did just that. They also sold the $25 all-goldfilled retractable CA pen and the S100 all-gold retractable CA Eversharp was in. The business for 1945 put it first in dollar volume among pen firms. It hired Carl Byoir as public relations counsel. Byoir had handled the Reynolds pen press relations so knew the underwater pen promotion theme. To Loewy as designer the organization added H. Hugh Willis, former
Larry Robbins, sales vp, pays off with greenbacks at a sales promotion meeting
Designer Loewy gave Eversharp its modern look
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