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THE READERS WRITE
ANY CHALLENGERS? Dear Sir:
"W^c Icel honored to find the Crescent Macaroni & Cracker Co. among the elite on your Advertisers' Roll ot Honor. Crescent radio programs began in 1925, and ha\e been varied to keep pace with changing times and conditions.
"W^e are wondering if any other pioneer radio advertisers have remained on the air as consistently? Almost since the first cat's whisker scratched a crystal, Crescent has never been off the air! Not a blank week in all the years since our first broadcast."
Ben Mulhauser
Crescent Macaroni & Cracker Co.
Davenport, Iowa
PLEASE CHECK A POINT Madam:
"For several \ears we ha\e been shouting about Crescent Macaroni R: Cracker Co. being the oldest consistent radio ad\ertiser in the world.
"In yoiu' Adxertisers' Roll of Honor you list the Fisher Baking Co. as having started radio advertising in 1923 over KDYL, Salt Lake City. Would you mind checking one point? Has the Fisher Baking Co. used KDYL each and every week since its first program in 1923?
"Since, according to the best informarion available, WOC was the first station west of the Mississippi River to broadcast regularly scheduled programs, we are in dined to qtiestion the record of the Fisher Baking Co. on the basis of consistent weekly use of radio time since 1923."
L. O. FiTZGIBBONS
WOC Radio Station
Davenport, Iowa
TO THE DEFENSE
lo the Kdilor:
"If it will ease an\ adn'ng luaris in Da\enp()it, I might poiiu out that Fisher Bakin(; C^o. did miss one of its weekly broadcasts on a Sunday night about a year ago. Fhat was upon the occasion when broadcasting stations suspended their conmicrcial schedides due to the death of President Roosevel .
"Our accounting record finlher show that the company's billi gs were light late in 1938, indicating ».iat there was a slight interruption in the schedule.
"There is another technicality. Fisher Baking Co. was know i originally as the American Lady Baking Co., changing its name with a change in ownership in 1932.
"I am certainly in no position to (juestion the claim that WOC was the first station west of the Mississippi to broadcast regularly scheduled prc:)giams. Yet I can assure you that radios, bathtubs, electric lights and short skirts aren't exactly a novelty here in the West.
"We heard about this thing called wireless out here cjuite a while ago, and KDYL went on the air May 8, 1922, as a prodigy of the Salt Lake Telegram.
"I am in no position to advise the exact date in 1923 when the American Lady Baking Co. placed its first annotmcement. The station changed hands twice in the early days, and the records are a bit vague.
"Since this is all in fun anyway, I suggest that W^OC and the Crescent Macaroni & Cracker Co. keep right on plugging. There's a good chance that the Fisher Baking Co. will suspend its radio advertising dining a rebuilding program at the plant. In that case, the Davenport firm will be luidisputed champion insofar as the Salt Lake firm is concerned." Frank K. Baker KDYL Radio Station Salt Lake City, Utah
(To both advertisers, and to all other pioneer boosters of the broadcast medium, the radio industry owes a debt of i^ratitude, a vote of thanks.)
J J L Y , 19 4 6
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