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panded basis every year since, with "Meet Your Navy," the "Charlotte Greenwood Show," "Readers' Di' gest,' and "Hallmark Playhouse" — to include the "Hallmark Playhouse" heard today on CBS Radio, and after a season of Sarah Churchill interviews, the Hallmark "Hall of Fame Television Theatre" on NBC Television. Last Christmas, Hallmark pioneered once more with the premiere of "Amahl and the Night Visitors." This was a brand new venture in television and received many accolades. The New Yorker magazine called it "the best television show to date" and Life magazine featured it later in colored pictures. It was another Hallmark first for Joyce Hall. It was repeated last Easter and will be featured again this Christmas Day.
Swing points no moral— ^but Hallmark's greatest period of growth began with the continuous, consistent use of Radio advertising!
BACK to the man, Joyce Hall. He and his elder brothers, Rollie and William, grew up in David City, Nebraska (population 2,300) where they were raised by their widowed mother, Mrs. Nancy D. Hall.
Joyce learned his readin', 'ritin' and "rithmetic at the old red brick school in David City. Rollie and William had by this time embarked in business for themselves. The family moved to Norfolk, Nebraska, where William opened a stationery shop. J. C, while working in the store after school in the afternoons, nights, Saturdays and Sundays, conceived the idea of selling picture post cards. His brother, Rollie, who put money into the venture with William but sold candy on
the road as a regular occupation, also sold the post cards. Joyce, from the time he was 14, caught with the "post card fever," sold cards during summer vacations and long holiday seasons. At one time J. C. branched off on a personal venture, that of selling sawdust sweeping compound. He gave this up when he moved to Kansas City to expand his post card business.
Young Joyce decided he ought to attend business college — and debated whether to go to Omaha or Kansas City. At this point he received some fateful advice from a cigar salesman he had met — a friend who told him that Kansas City was a bustling, growing community, and that the town and the folks in it had a spirit that was not evident anywhere else. Hall's decision to attend school in Kansas City brought to this community a business that has developed from nothing into the largest greeting card company in the world.
Discovering that business college didn't keep him busy, Joyce took his courses at night and jobbed a line of postcards by day. Then he began handling engraved Christmas cards and Valentines. Soon the business was going so well that Rollie joined him, bringing to the partnership the advantages of his sales experience and wide acquaintance from traveling through Nebraska and South Dakota. Their combined capital at this time was less than $10,000.
About this time, Joyce met a shy, genteel, gracious Irish lass named Elizabeth Dilday, who lived in Kansas City. Attracted by the sparkle in her eye — her droll, dry humor and her