U.S. Shoe

The United States Shoe Corporation has for years been the largest advertiser of a single brand of women's shoes.

The principals of Stockton-West-Burkhart were an integral part of the development of this business from a production of 700 pairs per day, to over 13,000 per day.

Readership studies show that Gold (Red) Cross Shoe advertising has constantly ranked higher in "observed" and "read" per advertising dollar than any other women's shoe advertising. Frequently the index cost per reader has been less than half that of advertisements of any other leading shoe manufacturer.

Women used to think that Red Cross Shoes were essentially "comfort" or "old women's" shoes. Advertising had to change their minds. It did.