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.
^Imfi^'i, 04§Lf OHm . .
DOWNSTATE ILLINOIS
^ht/iA'4, onltf
OHM^ 4MUCe . .
WMIX
(Utd
WMIX
"Southtrn Illinois' Most Powtrful R«dio Voice"
that covers and sells that entire rich market for you with both AM and FM at one sinsle low rate.
No. 2 Radio Center, Mt. Vernon, III.
940 kc
94.1 mc
National Representative John E. Pearson Company
Mr. SpoHsor
n illinm A. Il.irt
Director of Advertising
E. I. dj Pont dc Nemojrs & Company, Inc.
Taking the "munitions trust" taste out of peoples' mouths and substituting du Font's theme of "better things for better living through chemistry" has been the job, for nearly a quarter century, of tall, husky, exacting Bill Hart.
A good deal of du Font's institutional burden is carried b) one of Hart's pet projects, du Font's Cavalcade of America. Under his watchful eye, it airs a literate blend of American history, drama, and institutional advertising.
He fits well into the famed institutional aura surrounding du Font's advertising activities. Even though his headquarters, like the firm's, are in Wilmington, Cavalcade is not supervised b> long distance phone. Hart often fX)ps in on New York rehearsals to sound off on production and scripting flaws. He is said once even to have criticized the necktie worn by a member of the show. Despite such occasional flamboyancies, the man>' members of his large department respect his quick and definitive pronunciamentos, and his shrewd evaluation of what works and what doesn't in advertising.
Hart's job is not an easy one. From its small beginnings as a powdermaking plant on the banks of the Brandywine, du Font has grown to a world-spanning industrio-chemical empire with 1947 net sales iplus other revenue) of $795,535,075. It has 85 plants in 25 states, plus many foreign branches. It has successfully weathered an anti-trust suit (191 1), a congressional munitions investigation (1934), and a cellophane monopoly suit ( 1947), among others. Du Font is quite patriotic with regard to its position as emergenc> armorer to the U. S.: rather touch\ about it during peacetime. Today, some 58^7 of du Font's products are those developed during the past 20 years, and only a small fraction is war goods. A major part of Bill Hart's job is to tell the story of continuous du Pont research to the public. Here, radio plays an important role. Over W '( ($1,250,000) of a $3,500,000 ad budget goes to broadcast advertising, the rest to magazines, newspapers, and farm papers.
Attendance by du Font advertising executives at Cavalcade airings is a matter of strict protocol. If Hart isn't there. Assistant Advertising Director Applcgate shows up. If Applegate isn't there. Advertising Manager Dewey sits in the client's booth, and so on.
10
SPONSOR