Sponsor (Nov 1946-Oct 1947)

Record Details:

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Remember the story about . . . MISS MUFFET THE SPIDER? The spider scared Miss Muffet right off her tuffet! Such a little spider too. But it happens all the time. Size isn't always the payoff in anything . . . specially in radio. WWDC in Washington has been proving it right along. The big boys were all settled down to a feast of commercials. Then along came WWDC with its hard-working sales-producing programming. The boys may not be scared off their tuffets . . . but you can be sure that WWDC is on smart radio lists these days. Keep your eye on WWDC IN WASHINGTON, D. C. Coming Soon — WWDC-FM Rcprctenled Nationally by FORJOE & COMPANY ^ffS*' Vincent Itiggio President, America Tobacco Co. His job as head of the country's biggest cigarette and tobacco empire, and bankroller of The Big Story, Your Hit Parade, and Jack Benny (all on NBC now) is even tougher than might be expected. That's because Riggio stepped last September into the shoes of the late George Washington Hill, advertising Superman. Riggio is publicity-shy, and unobtrusive by comparison with Hill, but he becomes enthusiastic when talking about his products. Airwise, there's been no slack-up in the Lucky irritant commercials as predicted by some after Hill's death. Rather, an increase, with American now spending more than $2,800,000 (14 per cent of its yearly ad budget) to plug the same pounding, redundant, yammering ad-copy that made the public wince ... and then buy 119,000,000,000 Lucky Strike and Pall Mall cigarettes, with annual sales in excess of $500,000,000. Now in his mid-sixties, Riggio can look back on a career that's pure Horatio Alger. Born on New York's lowei East Side, he left school at fourteen, got a job making pants, later worked in his brother's barber shop. George Washington Hill, so the story goes, walked in one day for a shave-and-a-haircut, and walked out with Riggio in his employ as a salesman. That was back in the early 20's. Since then, Riggio's rise has been steady through the ranks to the presidency. Lucky Strike, is currently cashing in on the heavilypublicized Jack Benny quartet with a six-week, milliondollar chain break campaign on 900 stations, the widest use of spot broadcasting by any radio advertiser. SPONSOR