Big Business

Not so long ago, people used to be reticent about mentioning the dread word cancer. But last week a citizen had only to twist a dial to hear it discussed at the top of radio's voice. Between plugs for coffee and candy bars, radio stations were ballyhooing, with every attention-getter in the book, the American Cancer Society's April drive for $16,000,000.

"In 25 Words or Less . . ." Typical "cancer month" commercial, on Manhattan's WQXR: "Would you like to win a $9,300 house ... a $2,000 Alaska seal fur coat, a ... piano, an ... automobile? . . . Listen to the details of the New York City Cancer Committee's amazing radio jackpot contest! All you have to do is to complete in 25 words or less the statement 'I give to conquer cancer because . . .' and send it in with a contribution of at least 25-c-." Chief designer of the new technique in cancer fund-raising is Campaign Chairman Elmer H. Bobst, a suavely youthful 63, who is also vice chairman of the American Cancer Society's board of directors. This is the 35th year of the A.C.S. fight against an ancient disease.

Three years ago, when he moved into A.C.S. , the society was run, says Bobst, "by fine people who weren't particularly qualified to carry on a business of that character." Bobst is qualified. He has been the $300,000-a-year president of Hoff-mann-LaRoche, pharmaceutical manufacturers, and is now president of the William R. Warner Co., Inc. and its cosmetic subsidiary, Richard Hudnut, Inc. He brought in new men, tightened up the organization, reduced costs from 4.7% of the amount collected in 1946 to 3.4% last year.

"No One Can Predict . . ." In 1945, little A.C.S. money was allocated to research ; this year's research allotment to 100-odd institutions is $4,000,000, as much as A.C.S. raised for all purposes in 1945. A good share of the A.C.S. research money will go to the new Sloan-Kettering Institute for Cancer Research (TIME, Nov. 3). Its new, 14-story, $4,000,000 building, on Manhattan's East Side, financed by General Motors' Alfred P. Sloan Jr. and Charles F. ("Boss") Kettering, was formally opened by the donors one day last week.

Men who will work at the Institute, in the world's biggest institution for cancer research, showed visiting cancer specialists through the well-equipped laboratories. Said one biologist, who spotted a coffeepot heating over a Bunsen burner: "That's one piece of apparatus we're sure will work." But Dr. Cornelius P. ("Dusty") Rhoads, head of the Institute and of the affiliated Memorial Hospital, was more hopeful. Said he: "No one can predict from what source a major discovery will come. One can predict, however, with absolute certainty, that sound, careful, faithful investigation will justify itself in terms of progress."

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