Agents: Be Concrete To Cement Deals

In 1927, the Street Railways Advertising Company of Cincinnati, Ohio, was competing against newspapers and magazines for advertising revenue. Its national manager, Fred Barnard, was trying to convince advertisers that putting "car cards" inside trolleys was an effective way to get the attention of riders.

To tout his medium, Fred put an ad in the trade publication Printers Ink. In the ad, he boasted about how his company had used a simple picture rather than a lot words to sell Royal Baking Soda to busy housewives who rode the trolley. The picture was captioned "Make a Cake for Bobby." It showed a smiling little tyke next to a layer cake that Mom had made with Royal Baking Soda.

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