On February 18, 1922, B.J. Palmer took to the airwaves of radio station WOC:

“WOC is coming to you from the Up-E-Nuf tower atop the Palmer School of Chiropractic, the Chiropractic Fountain Head, in Davenport, Iowa, where the west begins and in the state where the tall corn grows!  Broadcasting by authority of the Federal Radio Commission…”

Palmer at the WHO mic

Palmer was the son of chiropractic’s founder, D.D. Palmer. A lover of technology and a savvy businessman, Palmer quickly saw the potential of this new technology to communicate messages to a large audience. He hoped that by spreading the message of chiropractic that he could “broaden listener’s intellectual power” and ultimately, “uplift the American standard of intelligence.” Although the station call letters were arbitrarily assigned, Palmer seized on a marketing opportunity when he saw one and proclaimed that WOC stood for “Wonders of Chiropractic.” It became the nation’s first commercial radio station west of the Mississippi.

Broadcasting from the Palmer School of Chiropractic, the Wonders of Chiropractic” drew nearly one million listeners daily. Programming extended beyond spines and adjustments to include sports, news, farm reports, stock updates, music, and church services. In fact, one of its early sportscasters was a young Ronald Reagan who recreated sports events for fans in the Quad Cities. Games weren’t called live as they are today. Instead, sportscasters would dramatize the game based on information picked up from the tele-type. So the job required an interest in sports as well as decent storytelling skills.

But chiropractic education remained a big part of the schedule and Palmer would take to the airwaves each evening to explain the benefits of chiropractic care. “The Mission of WOC is to establish Good Will for Chiropractic,” Palmer explained. “WOC is educating millions to a favorable mental receptivity to Chiropractic.” He proudly proclaimed that the name chiropractic was said on air an average of 28 times daily.

Thousands of people came to visit the WOC studios, anxious to see radio in action. Visitors saw the recording studios but also the music room where the Palmer School of Chiropractic Orchestra performed.

Palmer later went on to purchase another station in Des Moines. Its call letters were WHO, or “With Hands Only,” the standard method of chiropractic adjustment.  Palmer also wrote a book for radio broadcasters called Radio Salesmenship in 1942 that became a standard in broadcasting schools. He later added television stations to his broadcasting venture, truly embracing all avenues to spread the gospel of chiropractic.

Both stations are still around today, though chiropractic education has slipped from the schedule. Palmer’s story is a fascinating piece of early radio history.

In the 19th century, Pink Pills for Pale People offered hope. And if that didn’t work, there was always Dr. Wilson’s Blue Pills for Blue People. Or Red Pills for Pale and Weak Women.

Directions for use of the Pink Pills for Pale People

At a time when little about the human body or medicine was understood, millions of people sent away for patent medicines. These remedies were sold on street corners and in theaters, and in the pages of newspapers and periodicals. Despite the name, few were actually patented. To do so would have meant revealing the secret ingredients that made these pills, powders, and elixirs so appealing. Instead, the names were trademarked and the ingredients proprietary.

These patent medicines are what most people think of when they hear the word “quack.” Bottles filled with dangerous mixes of alcohol or opium, aromatics, and coloring, sold by charlatans masquerading as doctors or scientists preying on the innocent and uninformed. But the actual story is a bit more fuzzy.

Sure, some people out to make a quick buck sold potentially lethal remedies. But many were sold by people who truly believed in the remedies they sold. Lydia Pinkham, for instance, sold a vegetable compound for female complaints based on a remedy she had used for years that riffed on several recipes found in John King’s American Dispensatory, a popular botanical handbook. Pinkham’s remedy contained a lot of alcohol – 18% – a not uncommon phenomenon among these remedies, but it’s harder to say if she was a true charlatan. As medical historian Roy Porter has written, “The historian cannot peer into the souls of ‘quacks’ and find foolproof evidence of fraud.”

Many other proprietary remedies were sold by actual doctors. Doctoring didn’t quite pay in the 19th century what it does today (in fact, as unbelievable as it sounds today, many doctors had two jobs to get by) so some doctors came up with their own remedies to sell and support their families. Others believed they had found a truly miraculous remedy that they wanted to offer to the public. Still other doctors prescribed patent remedies to patients.

All of this is to say that patent medicines, the realm of the quack in the popular imagination, are far more complicated than they at first appear.  Right or wrong, patent remedies promised affordable relief to many people who could not afford or did not have access to medical care.

I have a bit of a “thing” for beauty queens. Not Ms. America or Ms. Universe. But agricultural queens like Alice in Dairyland and the Wisconsin cranberry queen, food product queens like the Swiss Miss (an actual “Miss” at one point), and my newest discovery, the World Posture Queen.

The World Posture Queen was the queen of chiropractic, a way to publicize the fledgling healing system. The contest began in Michigan in 1955 as a way to bring attention to the annual meeting of the Michigan Academy of Chiropractic. The young woman with the straightest spine and the most perfect poise and personality would win. Contestants were given X-rays to determine whose spine was the straightest. Crooked spines were grounds for elimination. While strictly a local event the first year, the World Posture Pageant went national in year two, and international by year three.

Posture queens appeared on TV, including “What’s My Line” and “The Tonight Show.” In 1967,  World Posture Queen Ruth McCarter visited the White House and got a personal tour of the Rose Garden by President Johnson.

For fifteen years, World Posture Queens brought attention to chiropractic, prompting the 1958 issue of Chiropractic Economics to announce that “Posture Contests are BIG Business.” Despite its apparent success, the contest for perfect posture was discontinued in 1969. The demands of the contest were simply too much for its organizers.