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^^ /Vo novice in the field of sales and advertising is H. C. Car den. Associated with Mutual Benefit over a period of 16 years, he has devoted most of that time to agency xvork, promotion, sales and advertising, ivith the title of Director of Agencies and Chairman of the Radio Committee.
G
ood Will Insurance
National Radio Saks Effort Merchandised Intensively by Local Managers Achieves Results for Health and Accident Association
by H. C GARDEN
RADIO took its place in our selling structure in 1944. Though we were, and still are, the largest exclusive health and accident company in the world, we believed that the time had come when the Home Office should supplement the selling efforts of our local offices with a prestige-building national background advertising program.
Our selling has always been more or less a localized effort, controlled and operated by the local manager in his particular territory. Mutual Benefit Health AND AccmENT ASSOCIATION has offices in all principal U. S. cities and is licensed to operate in all 48 states. District of Columbia, Hawaii, Alaska and Canada. Thus, we felt that our structure lent itself naturally to a national radio sales effort which could be merchandised intensively by our local managers for highly productive results.
Freedom of Opportunity was presented over the Mutual network as a public service program, dramatizing the lives of outstanding American men and women in all walks of life. Our objective quickly proved to be a successful one. We found an immediate response from all over the United States, with volumes of letters from civic leaders, cultural and educational institutions and prominent public figures everywhere. Our Freedom of Op
portunity programs fitted perfectly into the tenor of the times during the war years. By 1946, we felt that the post-war period could be best served by an expansion of the program into something more directly and personally inspirational.
While this expansion of otir program was in preparation over the summer of 1946 we sponsored Mystery is My Hobby, realizing that mystery programs were very popular and that summer listening audiences appreciate a light, entertaining type of show. Now we are ready with our new program built to meet our specific objectives and featuring Gabriel Heatter.
Mr. Heatter is a radio personality who needs no introduction, although never before has he presented a dramatic halfhour network show. Our new program, Gabriel Heatter Brings You a Brighter Tomorrow, consists of inspirational profiles and editorials by Mr. Heatter, supported by a complete dramatic cast and a full orchestra.
Here are stories of people who wouldn't give up in face of overwhelming odds. Stories of plain and humble people in all walks of life who fought for their dreams, who believed in something big and fine.
It is an inspirational program, planned to show each and every listener what great freedom of opportunity exists for Americans. It points the way to a fuller enjoyment of life, to a brighter tomorrow; a feeling of security and peace of mind which ties in with the services we sell.
JANUARY, 1947
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