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Word: dahlhjelm (lookup in dictionary) (lookup stats)
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...idea for the Farmers Market came one day in 1934 to Roger Dahlhjelm (rhymes with column) a dogged, rawboned Swede who was once Stanley Steamer's best auto salesman west of New York...

Author: /time Magazine | Title: ADVERTISING: Big-Time Belittling | 8/23/1943 | See Source »

With no capital, the two promoters found 18 tenants: an avocado grower, a man who sold sherry from a barrel, a florist, a rabbit raiser, more than a dozen farmers. Beck & Dahlhjelm got lumber and awnings on credit, built their own stalls, to rent for 50? each a day. They persuaded a millionaire oil producer, Earl Gilmore, to let them use a vacant plot he owned in the Wilshire residential district. Beck wrote radio ads, got them broadcast over KNX on credit. They were directed at farmers ("don't bother to bring us anything but the best"), but shrewdly...

Author: /time Magazine | Title: ADVERTISING: Big-Time Belittling | 8/23/1943 | See Source »

...Today Dahlhjelm makes $25,000 a year as manager. The Gilmore Co. rents seven and one-half acres to the market, gets a percentage of the gross. And Fred Beck gets $10,000 a year for writing his daily ad column. The Los Angeles Times obligingly permits his column to be set in the same typographical style as Hedda Hopper and Walter Lippmann, requires no "advertisement" identification at the head...

Author: /time Magazine | Title: ADVERTISING: Big-Time Belittling | 8/23/1943 | See Source »

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