As the radio waves ebb, and the sponsor's hour draws to a close, advertising contact with the public is terminated. Only the memories of some exceptionally fine program linger in the minds of the radio audience. On the other hand, the lowliest huckster, who a century ago commissioned some printer to execute even the simplest tradecard describing his wares, achieved the guarantee — if one may use the phrase — of a limited immortality. This naturally depended somewhat on the durability of the paper or cardboard selected, but judging from the volume of material that has accumulated and has been handed down through the decades, the paper manufacturers of the olden days deserve our gratitude for the excellence of their products.