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When Palmolive merged with Kansas City's Peet Bros. (Crystal White Laundry Soap) in 1926, old Caleb Johnson was two years in his grave. When the combine took over the 122-year-old firm of Colgate & Co. (toothpaste, talcum powder, etc.) in 1928, his familiar green Palmolive Soap became the prima donna of the No. 2 U. S. soapmakers*-Colgate-Palmolive-Peet Co. Today more people the world over wash with Palmolive (retail price: 7? a cake) than with any other toilet-soap. One reason for that is the factory Caleb Johnson built in soap-loving Australia. Chief soap...
...solace. For a universal commodity like soap has to be sold in heroic amounts to make money, and, unfortunately, there is little to choose between soaps. Hence competition is nerve-racking, with Procter & Gamble hanging on to some 40% of the U. S. business, C-P-P and Lever Bros. doing about 20% apiece - 200-odd soapmakers scrapping for the rest. Chief competitive weapon: advertising, for which the soapmakers' bill was a cool $40,000,000 last year. It cost C-P-P alone a good $8,000,000 to remind its Palmolive Soap buyers to "Keep That Schoolgirl...
...Procter & Gamble Co. (Ivory); No. 3: Lever Bros. (Lifebuoy, Rinso, Lux), U. S. subsidiary of mammoth British Lever Bros. & Unilever, Ltd., No. 1 world soapmakers...
Last month Fred Mills sped west to find out if Hollywood could, and rumor soon had it that Warner Bros. were about to contract with him to make a series of shorts for the Mills nickelodeons. Subjects: popular songs, vaudeville skits...
...Chairman Bill Douglas summoned his Columbia University schoolmate (and brother in Beta Theta Pi) Ernest J. Howe, started him on a preliminary survey of U. S. life insurance. Bald Ernest Howe had had some eight years' investment-buying experience in Wall Street (with Blyth & Co., Inc. and Lehman Bros.), knew as well as any other wide-awake economist what tremendous capital reservoirs the insurance companies have become as holders of mortgages on the U. S., its States and municipalities and on U. S. farms and business...