(2 of 2)
Appealing Name. The name was suggested by a salesman, who said: "Tony means classy, high-class, top-rate." Harris liked it, changed it to Toni "because I thought it more appealing." As he splurged on advertising, his company grew from a small office with three stenographers, 30 employees in the plant and four salesmen, to its present 80,000 sq. ft. St. Paul office and plant space with 860 employees. Wishbone's older brother Irving (Yale Phi Beta Kappa '31), also came in as vice president, statistician and efficiency expert. Wishbone took on three radio shows (CBS's Give and Take and Meet the Missus, ABC's Ladies Be Seated), splashed Toni in full-page magazine ads. Last week, in ads for his radio spot on NBC, Wishbone billed Crooner Mel Tormé's voice as "The Velvet Fog." Wishbone's success is partly due to a lesson he learned several years ago. He had experimented with a 25¢ cold-wave set. It was a stupendous flop. Says Wishbone: "I found out then that people just won't pay twobits for something they have been paying $10 and $15 for. If it's that cheap, it's no good, in their minds."