In this ad from the November 1946 issue of Sponsor magazine, WLS Radio in Chicago reminds its potential advertisers that it is the radio home of tomorrow’s friendly audience.

In July of that year, 2000 boys and girls from every county in Indiana were in the studio audience of the WLS Dinner Bell Time broadcast, “a program familiar in their homes from babyhood.” They were attending the annual 4-H Round-Up being held on the campus of Purdue University.

WLS presented the plaques for outstanding 4-H achievement, all broadcast live over the station’s 50,000 watt Chicago blowtorch. People in Illinois, Indiana, Michigan, and Wisconsin considered the station “one of the family,” and its complete weather, market reports, news, and down-to-earth entertainment expemplified the quiet neighborly way that WLS served both today’s and the future’s friendly audience.