By David Dodrill
Read or Download Selling the dream: the Gulf American Corporation and the building of Cape Coral, Florida PDF
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Additional info for Selling the dream: the Gulf American Corporation and the building of Cape Coral, Florida
Example text
The Rosen brothers began to purchase cheap air-time when stations were normally off the air. As the need for more advertising air-time increased, the Rosens began to barter with local television stations, trading old movies for blocks of broadcast time. 13 This system enabled Charles Antell to acquire cheaper air-time than would have been otherwise possible. The Charles Antell television commercials were effective and demon- Page 20 strated the creativity of Leonard and Jack Rosen. Unlike most modern video advertising, these commercials lasted from five to thirty minutes.
McWilliams began buying up nearly 125,000 acres of pine land in Lee and Charlotte counties, much of it in the area that would later become Cape Coral. By 1925 McWilliams had established a sawmill and company town at Slater in the northern part of Lee County. Rail spurs were laid down throughout the western part of the county for the logging trains. In 1929 William H. 69 The company town of Slater boasted a post office and commissary for its several hundred employees. 70 By the time the mill shut down in January 1944, the land was being used primarily for agricultural purposes again.
The vast size of its land holdings (589,738 acres) and large volume of sales ($143,862,000) gave it the distinction of being the largest land sales company in the United States. Without question, the story of Gulf American was inseparably connected with the lives of Leonard and Julius J. Rosen. The brothers rose from selling household appliances on the installment plan in Baltimore to heading one of the largest corporations in Florida. The Rosens had little formal marketing training, but used their practical sales experiences to develop innovative strategies that were copied throughout the land industry.