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"P.B." to conduct such events in all parts of the country.
All of which had its genesis one morning in 1926 when P. B. Juster woke up with an idea. And radio was a part of that idea.
In terms of years on the air, "P.B." is one of the Twin Cities' oldest commentators. His first timid feeler into the ether almost conciuTed with the birth of the Style Clinic, in 1926.
Since that date, he has been on the air consistently, in all seasons, bringing his listeners his suave and friendly discussions of his love of correct clothing for the male of the species.
For many years, he trudged to the station studios to have his radio visits with men of the northwest. AVhen the drain of time became excessive, "P.B." arranged to ha\ e a mike placed in his own home. And it is from there, in his o^vn library, that P. B. Juster now delivers his talks on style over \VTCN.
Presently, his program titled Front Page of the Air is aired at 9:30 P.M.. six nights weekly. Format of the ^VTCN show is simple and direct. His news commentator opens with straight news stories to a logical break; then, with some pertinent conunent, switches the microphone to P. B. Juster's home. And from there, his listeners hear a potpourri of discourse, all revolving about how style can help the man.
It is not unusual for this man of fashion consciousness to have a guest appear on his program. Guests may be visiting
• Clothes make the man and radio has been instrumental in making JUSTER BROS, a men's style center for the Northwest. Friendly personality behind the mike is P. B. Juster himself.
celebrities, many of whom make "P.B.'s" home their headquarters when in Minneapolis. More often, though, his radio visitors are service-man guests at the Juster home, for since Pearl Harbor, "P.B." has established a custom of entertaining the men of the armed forces in his own home.
Never unctions nor over-solicitous, "P.B." talks about his favorite topic in a straight-from-the-shoulder, man-to-man way. Proof that his forthright approach to a hitherto dormant subject is paving dividends is the day by day results of the Juster legend of style concern.
News of the world and news from the men's wear world is the combination that has established Juster's for its style leadership. AVith the mediinn of the human \oice, Juster's built confidence, told a story and left an impression not of price biu of style and aiuhority.
Not in a day, nor in a month, but over the years, that is the job that radio has done for Juster Brothers. It has helped sales, made customers and lasting friends. To Juster Brothers, radio is all-important!
SEPTEMBER, 1943
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