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THIS MONTH:
CHARLES S. BEARDSLEY
Chairman of the Beard, Miles Laboratories
A Pioneer Advertiser
Awarded "Silver Mike"
u. s. RADIO presents its second "Silver Mike" award to Charles S. Beardsley, board chairman of Miles Laboratories, a business "built on radio broadcasting." Mr. Beardsley has been hailed many times for his good work in support of education, the war effort, his community of Elkhart, Ind., and as the elder statesman of the drug industry.
The list of ^IiIes programs is a long and nostalgic one. It started in 1929, three years after Mr. Beardsley joined the firm, with the "Almanac of the Air" over WSBT, South Bend, for Nervine.
In February, 1933, with Alka-Seltzer about to fizzle out. Miles purchased a segment of the WLS, Chicago, "National Barn Dance," an association that helped put over the alkalizer and which lasted until Sej)tember 29, 1945. Talent from the "Barn Dance" formed the nucleus for several other Miles shows, including Uncle Ezra and the Hoosier Hot-shots, Henry Burr, the \'ass family, Curt Massey and Martha Tilton, Alec Templeton, and Brown and -Lavelle's "Comedy Stars of Hollywood" (Bob Burns, Zazu Pitts, Vera Vague, Don Wilson, George Burns and Gracie Allen) .
The "Quiz Kids" first went on the air in the sununer of 1940. Joe Kelly,
the quizmaster, was another graduate of the "Barn Dance." Miles and the "Quiz Kids" stayed together on radio for eleven years. And who can forget "Lum and Abner?"
Other Miles programs were all outstanding in their fields: "One Man's Family," "Hilltop House," "Queen for a Day," Rov Rogers, Herb Shriner, and "Fibber McGee and Molly." Miles news commentators have been John W. Vandercook, Edwin C. Hill and Morgan Beatty, among others.
The list of entertainers developed on Miles shows is much too long for this space, and it is impossible to know all the pleasure they brought. They performed for Nervine, AlkaSeltzer and Tabcin on all of the networks and throuohout the nation. .\nd behind them and Miles was Charles S. Beardsley.
In 1931, when Miles was plunging into radio, he became vice-president in charge of advertisinsr and He was named president in and chairman of the board in
sales. 1942 1947 been
Throughoiu his career he has
a leader in industry research, product development, promotions, sales and advertising.
If Miles was "built on radio broadcasting," so radio in many ways w'as built on Miles sponsorship. • • •
RANKS
11th
IN THE NATION
in per family income ($7,339.00)
Source: 1957 Survey o* Buying Power
COLUMBUS
GEORGIA
3 county metropolitan area
USES THE LOCAL & NATIONAL FAVORITE
WRBL
TELEVISION:
COMPLETE DOMINANCE • MORNING • AFTERNOON • NIGHT
FIRST IN
RADIO:
97.3%
Area Pulse — May, 1957
LEADS IN HOMES
DELIVERED BY
OF ALL
QUARTER
HOURS
55%
Day or night monthly. Best buy day or night, weekly or daily, is WRBL— NCS No. 2.
WRBL
AM — FM — TV COLUMBUS, GEORGIA
CALL HOLLINGBERY CO.
U.S. R.iDlO
November 1957
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