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for profitable selling
INVESTIGATE
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WILMINGTON
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LANCASTER
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HARRISBURG
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WORK
YORK
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READING
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WEST
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Represented by
£,*"Z«£ ROBERT
MEEKER
ASSOCIATES
New York • Chicago
San Francisco • Los Angeles
Clair R. McCollough Managing Director
STEINMAN STATIONS
Mr. Sponsor
Dr. Uvoryv A. ituntintj
Chairman of the Board Noxzema Chemical Co., Baltimore, Md.
Searching, knowing, doing — that sums up in a nutshell the mental attitude of a man who abandoned two careers to found a new business at an age when most men are thinking ahead to retirement. Dr. George A. Bunting was nearlj 50 when he incorporated the Noxzema Chemical Co. in Maryland in 1917 and opened a small plant in Baltimore. He experimented with selective radio in the earl) thirties and was among the first advertisers to recognize the pulling power of quiz programs I he sponsored Professor Quiz in L938). Sales increased steadily over the years, reaching an all-time peak last year of over .$4,000,000. with a net profit of $463,491.
Learning what he could about people's needs, then doing something about it was. and is. as natural as breathing to George Bunting. This very quality, however, once nearly put Noxzema out of business. Noxzema's formula had been born in the back-room laboratory of young Dr. Bunting's Baltimore drugstore in 1914. He got the inspiration to add a medication to vanishing cream, which was just coining onto the market. This gave him a greaseless, snowwhite sunburn lotion that quickly began to outstrip its "messy" competitors. But there was a definite ceiling to the product's sales as a sunburn lotion, as well as a remed) for various skin irritations (the lotion gol ils name from a customer: "it knocked mj eczema").
Women customers reported Noxzema wonderful for chapped hands, for complexions, etc.; men extolled ii as a shaving cream. Dr. Bunting decided to advertise Noxzema for these beaut) uses. Sales shot up. At ihis point the government stepped in and claimed back cosmetic excise taxes on Noxzema. Noxzema as merelj a remed) for skin irritations had not been subjeel to the excise tax. Vdvertising was cut until \oxzcma paid a S12.(MMI.(KI(I impost.
Dr. Bunting works closel) with his advertising counsel, Raymond
I'. Sullivan (Sullivan. StaulTer. Colwell Si Bavlcsi. They joined forces in L923, ami Sullivan later became a director of the company. Willi sales and distribution justifying network radio coverage hv l')ll. Dr. Bunting turned over the main selling job to Lionel
Barrymore in Mayor oj iIk' Town. Sales skyrocketed. Last year, with Gabriel Heattei as an added starter, radio gol ncarlv SoOO.OOO of a $1,250,000 advertising budget.
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