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How did we find the advertisers?

How did you find them?

Well, you looked to see whether they were advertising in magazines or newspapers. There were records on that. So if you said, “What's Colgate doing?” I could show the Sales Department they were spending so much money in national magazines, so much money in national newspapers. Moreover, I could show them what magazines they were buying, when they were buying, what month of the year. We could give the Sales Department a lot of backup information. Now the advertiser generally wanted to buy its advertising through the advertising agency. And the advertising agency damn well wanted the advertiser to buy it through the agency for a variety of reasons, many of them sound. Primary, I guess, among the reasons was the fact that the agency didn't want the client dealing directly with the national medium because it was the agency's job to keep track of everything the advertiser was doing. But because radio was new and many agencies weren't equipped to really service it with their clients, we would run around and go directly to the advertiser. That was relatively infrequent shortly after we got recognized as an advertising medium. Nevertheless, there were companies who didn't use national advertising to whom we turned and got them to do institutional advertising. And so we would prepare a presentation showing what we could do, what programs were available. How much it would cost for a thousand people to reach them and so forth. We generally did that in tandem with the advertising agency. And of course the agency loved it because if the advertiser bought the