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research executive for Sperry Gyroscope, as director of research, engineering, and product development. It is his job to make sure that CA pens once sold stay sold and don't bounce back to the factory. It is also his job to produce a better razor now that Eversharp has purchased the Schick Injector razor business and is giving it the typical Strauss rush act. In March 1946 when the Strauss organization took over the Schick razor there were 800 accounts. Today there are 9,000 and by the end of 1947 it's expected that there will be 25,000 direct accounts selling Schick.
The reason why Eversharp stepped over into the razor blade business is fundamental. If Eversharp is a good name for a pencil, it's better for a razor. After Take It Or Leave It has sold listeners on pens and pencils and they've bought and used them, they're ready to be sold something else. The program hasn't been used to sell Schick razors — yet, but the consumer acceptance which it has built up for the name Eversharp makes it much easier for the programs selling Eversharp Schick razors and blades. Even though the first Schick program, Tonight on Broadway, flopped in so far as getting real listeners is concerned, it sold Schick razors. There were too many different ideas on
Financier Bard (left) backs Eversharp. (Right) researcher Willis
what this program was supposed to be, even before ii hit tinair. For the test it unit only on an Eastern CBS net rork of 60 stations, and Eversharp dropped it like a hotcake when Henry Morgan became available on ABC with what seemed to be an acceptable program idea. Turn, lit on Broadway, nevertheless, wasn't a total loss. On this program Buffi developed the Shavathon, the audience participation commercial, which is just screwy enough to "belong" on a Henry Morgan broadcast This commercial device pits three Schick razoi users, picked from the audience, against three non-Schick users, to prove that Schick is faster, better, etc. A Schick user wins practically every time. Not so long ago though a competitive razor user won, and Ted Husing, who describes the Shavathon just like any other "epoch-making" competition, announced thai he had to admit that a competitive razor had won the Shavathon. A second later he was back with a correction, saying that the competitive razor hadn't won after all but had been disqualified. Everyone listening thought it was just another commercial fake. It wasn't. The so-called winner hadn't shaved at all. He had just lathered up his face and, without bothering to insert a blade in his razor, had taken off the soap with the holder alone. Everyone working on the show wondered how the Biow producer who watches over the contest had caught the faker. Fact was that he had been suspicious of the entrant from the very start and had twisted the latter 's razor so tight it would
Marshall Field store window