Cutting costs was only a partial answer to the problem. Trendle and King knew that shrinking a business to fit financial realities is a short term necessity. They also knew that, in normal times, the longer term trend should be the other way. Suddenly though, the early 1930's were not normal. This was the start of the Great Depression. Although not a full depression first, both men could see all around them evidence of bad times to come. Hemorrhaging money at the rate they were would not have been such a serious problem had the outside world remained stable. The trouble was, the outside world was in a financial meltdown. Severe cost-cutting was the order of the day, but, even during a depression, Trendle and King were looking for light at the end of the tunnel. They needed a new idea. Something home-grown.

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