 Raoul invested $700,000 before the magazine became profitable, and he was the magazine's publisher until his death in 1969.In 1929, the company was merged into Standard Brands by J.P. Morgan, and that same year the company began the sponsorship of the musical variety radio program, "The Fleischmann's Yeast Hour" starring Rudy Vallée.Standard Brands merged with Nabisco Brands, Inc. in 1981.