Judge — April 1936 — page 15: what you’re looking at

Machine-transcribed from the original scan — historical spelling and the odd misread are preserved.

Judge “George, you know the song we were trying to remember—it’s Red Sails in the Sunset.” “T have no time to bandy words with you.” Mr. Wilson with simple restraint interested in’ selling empty bot- tle “My son is,” said the sceretary. “He collects all the empty bottles 1 and sell enough to go to the ry Saturday afternoon. s him how to * said the ad- teal empty botth vertising manager R. Wilson brought his gavel | down on the table. “What this company doesn't seem to un derstand is this. We're up inst 1 packaging and branding prob lem.” “You can't tie up milk in pack- Ages.” objected the vice presid “It would soak through the pay Mr. Wilson didn’t let this stop him. “As [ said. all milk looks the same. [t all looks the same and it all tastes about the same, oN excepting buttermilk which tastes the whiskey and gin people have. And how have they solved theirs? FM tell you. By bottling and) branding Once lery may put up five or six different brands. Why can’t a dairy do the same? Why should we just sell Little Sweetheart Milk?” “LT thought th. just Little Swee ts what we art) Milk. held this meeting for—to sell rgued the advertising man Wilson cleared hts throat for the third time. “Sell art: Milk—yes!" he declaimed. “But we don't have to sell it under The Litde Sweetheart: Brand nar Let's the courage and imagination of the whiskey lf we had s » whiskey maybe we would,” sugge the secretary “How alc the adverti trying to make it taste like whiske: manager, sadly asked 2 don't have to go at extreme,” said Mr. Wil We'd alienate the d But what we could do is popularize Old ind give our milk the brand name Old Hess's Best. Then doctors could prescribe m, pati it for medicinal purposes.” “L think you've got so hing, chief,” said the vice presi- dent. do I," said the advertising manager. But nobody heard him bec lent hadn't stopped talking. ase the vice pr (Page 19, please) different. It’s the same problem “Send it to the Herald Tribune and sign it Indignant Taxpayer.” 13 comicbooks.com