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sentatives handle the compain s business in foreign countries, so iar-flung that Quaker is able to show a picture of Zulu safari in the wild jungles of Natal. South Africa, merchandising the modern white man's burden — cases of Quaker Oats.
Business has never been so good for this sprawling empire. To be sure, its net sales dipped from $207,000,000 in 1949 to $193,998,000 in 1950. But. as board chairman John Stuart explains, "Our dollar sales were down . . . chiefly because of lower selling prices."
The real story lies in the fact thai Quaker decreased its cost of goods sold by some $18,000,000. The result is that its income skyrocketed from $13.700,000 in 1949 to $16,000,000 in 1950; as did its dividends from $4.900.000 in 1949 to $5,100,000 in 1950.
Quaker's broadcast advertising story is as colorful, and almost as long, as its company's physical growth. Generally, its strategy has always conformed to its present policy. Says public relations director Charles E. White: "We try to select our programs, and use commercials, which fit the product advertised. In other words, we try to tailor them to the audience the product will appeal to." Consequently, during its 21 years on the air. Quaker has used seme 30 programs, ranging from soap operas to kiddie shows, to familv variety shows.
It all began on 2 January 1929. when as a one-time shot, Quaker experimented with the half-hour Aunt Jemimas Musical Program of Plantation Songs on the old Blue Network, with Phil Cook as m.c. The sponsor was so pleased with radio's pull that on the 17th of that month, it started bankrolling Aunt Jemima and Uncle Ned on Colonel Higbee's Plantation on CBS.
After that. Quaker took to its bosom a legion of shows which read like a history of radio. Through the years on NBC. for example, it sponsored Start of the Day (September. 1930 to March, 1931), featuring Hugh Barrett Dobbs as the "1-2-3-hup" early morning calisthenics man; Gene & Glenn (December. 1030 to December. 19321. the Quaker cereal song-and-chatter pioneers; Van & Don, The Two Professors (March, 1931 to October. 19321. featuring Van Fleming and Don Ma<Neill. the latter now a morning breakfast man, the delight of the nation's housewifery : Dick Daring, the Roy of
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