We use Optical Character Recognition (OCR) during our scanning and processing workflow to make the content of each page searchable. You can view the automatically generated text below as well as copy and paste individual pieces of text to quote in your own work.
Text recognition is never 100% accurate. Many parts of the scanned page may not be reflected in the OCR text output, including: images, page layout, certain fonts or handwriting.
I
FOOTBALL
7-f.
Broadcasts of all
University of Maryland games now available on
WWDC
Interest is high in the University of Maryland games in the whole Washington area. Last year this great team lost only two games and played in the 'Gator Bowl. This year's team will probably be unbeaten.
Ray Morgan, WWDC's ace sportscaster, will broadcast all of the U. of Md. games play-by-play.
National or regional advertisers can clear these games on a Baltimore station, as well as in other Maryland communities.
For rates and full details, call or wire WWDC or the Forjoe representative.
WWDC
AM FM • The DC Independent
Represenred by
FORJOE & COMPANY
Mr. Sponsor
•I u .St ill \V. Hart
President, United-Rexall Drug Company
10
He was recently the key figure in another of radio's major crises. In typical, direct Dartian style (the girls in his office call him "Superman") he turned down an offer to buy the F. W. Fitch Co.; did buy Fitch's Fa>'c-Harris show instead of renewing Rexall's Jimm\ Durante program; and caused NBC to slap a "no lend-lease" policy on network time slots. He also moved his radio billings from N. W. Ayer to BBD&O. Such abrupt upheavals are not uncommon in the ultra-modem office of 41 -year-old Justin Dart, the nation's No. 1 chain drugstore magnate. He's been turning drug merchandising on its ear ever since he was Walgreen's "boy wonder" in the post-depression years.
"This guy Dart," says Dart, "has an awful lot of fool luck." True, he married the boss's daughter of the Walgreen empire. But Dart never let his brawn) bulk (he pla\ed good football for Northwestern, made "All Big 10") rest comfortably in his chair. He could, and still does, whiz through a day's routine in four hours. Dart practically created the superdrugstore as an answer to supermarket competition, and personally invented several now-standard drugstore innovations. Sample: Running a low wall down the middle of the store with soda booths on one side, drug displays on the other. He believes, and transferred that belief to UnitedRexall when he joined them in 1941, that there's scarcely a limit to the variet)' of articles a drugstore can, or should, handle.
Dart out-talked Thomas E. Dewey (then representing some Rexall stockholders unfavorable to Dart) to get the Rexall vp spot offered him by his longtime friend, Edward J. Noble. He also turned down a Montgomery Ward offer at twice the salar\-. When Dart became president in 1943, he reorganized Rexall's conglomerate activities, moved its home office from Boston to Hollywood, featured the Rexall name on all packages, and started first national ad campaign in drug chain history.
Broadcast advertising, from the beginning, has played an important part in such plans. Dart, one of the directors of ABC, works closely with his ad manager, Tom Lane, who spends 75% of a $2,500,000 budget in national and spot radio, and in the organization of top-grade promotional follow-ups. Dart's busy time is divided between his office, piloting his plane on business trips, his charming second wife (former actress Jane Bryan) and their two boys, and his mountain-top home. He likes his job and cautions his employees: "Make money, but have fun doing it! "
SPONSOR