In August 1956 WOR was not going to renew Shep's contract since they felt he did not have enough draw for sponsers. After protests by his fans, his stay was extended until WOR could figure a better time slot. Then on August 17th Shep went on the air and after a listener told him that he had read that "Shepherd couldn't sell soap" he decided to prove he could. He told his listeners to go to their drug stores, buy a cake of "Sweetheart Soap" and tell them Jean Shepherd sent you. Also be sure to say "Excelsior."