Authorized Map of the Second Byrd Expedition.
Byrd, Richard Evelyn
Date of Creation:
“Past polar expeditions have been swallowed up by a silence which was never broken until they returned - if they did return. But on the Byrd Expedition there is being attempted the most notable feat in radio history - a two-way broadcast from and to the Expedition. These broadcasts bring the drama of the Expedition as it is being lived - from the very lips of the men themselves. Hailed by leading authorities as an important contribution to radio science, this series is made possible by General Foods, makers of Grape-Nuts”.
The first of the broadcasts promised by the legend in this map were transmitted from Little America on February 1, 1934 and later a weekly broadcast was carried over the Columbia Broadcasting System in the United States, paid for by advertising like that provided here by General Foods Corp.
Although Byrd did not reach the South Pole on this expedition, it was considered a resounding scientific success, and President Franklin D. Roosevelt himself met Byrd's ship on its return in May 1935.
The General Foods Corporation had its foundation in C.W. Post’s Postum Cereal Company, which he incorporated in 1896. In 1929, the name changed to General Foods Corporation the company adopted a corporate strategy of broadening its product line by aggressively acquiring additional businesses throughout the 1930s. Their Grape-Nuts brand of cereal was lightweight, compact, nutritional and dry, making it a popular food for exploration and expedition groups in the 1920s and 1930s.