Quick history quiz: Who were the first pioneers of electronic direct response marketing? If you named anyone who has ever been profiled in this magazine, you are regrettably incor-rect. Try these names: In 1921, Rev. Paul Rader began purchasing a Sunday block of airtime on radio station WBBM in Chicago. Seven years later, Rev. Donald Barnhouse bought air-time for his church nationally on the CBS Radio Network It was their no-tions that the airwaves could be used to reap financial donations exceeding the price they paid for the media. Their gambles succeeded, and thus the first broadcast "infomercial" test and national rollout were both born.
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