When it comes to providing information to the public or introducing a brand, a radio interview is one of the best mediums to use. That is why Citi of Books Publishing cooperated with People of Distinction CBS Radio’s host, Benji Cole, for the inspiring and amazing stories behind every author’s work to be heard.
People of Distinction is a platform for professional and even enthusiast authors to engage in a genuine discussion and learn on inspirations, themes, and narratives from blossoming authors.
This program is hosted by Benji Cole, son of Al Cole, and is the ideal platform for authors who want to widen their readership. Benji Cole is an awesome Los Angeles actor and filmmaker who conducts interviews with guest authors. Take part in the CBS Radio Interview and become a notable guest on one of the most renowned radio shows in the country.
The author of the book “The Pictorial History of New Haven Missouri Advertising,” Randy Schwentker, was interviewed by Benji Cole of CBS Radio. They talked about the in-depth nature of the book’s theme and inspiration during the interview. This work is not intended as a price guide or a comprehensive list of every advertisement ever made. Instead, it stands as a living directory — an evolving archive of surviving items that paint a vivid picture of New Haven’s commercial and cultural journey. As Schwentker notes, some pieces may even originate from nearby towns, yet their influence on New Haven’s growth warrants inclusion.
When we think of history, we often picture grand events, famous landmarks, or key political moments. But for Randy Schwentker, the real heartbeat of a community lies in the everyday stories — the small businesses, the handwritten signs, the shopfronts, and the tokens of gratitude once exchanged between neighbors.
“The Pictorial History of New Haven Missouri Advertising” by Randy Schwentker offers readers a fresh and deeply personal perspective on the town of New Haven, shining a light on its rich advertising heritage and the local entrepreneurs who helped shape its identity.
Randy Schwentker grew up in the small town of New Haven Missouri. New Haven is a community steeped in its rich German heritage that is nestled in Missouri’s wine country and located along the Missouri River about 60 miles west of St. Louis. When he was young, his parents had a tavern/restaurant just east of town. He was exposed at an early age to people that he was able to grow up with and learn from over the years. They moved into town in 1960 when his father took a job with the Pepsi Cola Bottling Plant and his mother took a job with Kellwood, a manufacturer of tents and outdoor recreational equipment. He grew up with his brother in one of the older neighborhoods in this small town that had some history about it.
A number of early business owners also lived in that part of town. Over the years he gleaned information from them that would eventually become the premise of this book. His next-door neighbor, who incidentally was the town historian, and a schoolteacher didn’t realize she was prepping him for this love of local history. He is a member of the New Haven Preservation Society and is interested in the history of the surrounding area and towns. In his spare time, he is also an avid collector of
rocks, old advertising, old bottles, native American artifacts and fossils. He also likes to paint and create sculptures with petrified wood.
In the words of Randy Schwentker, this book “represents a different aspect of the history of a small town compared to most other history books.” His inspiration stems from years of collecting and preserving fragments of New Haven’s past — local ads, promotional keepsakes, and business memorabilia. What began as a personal hobby grew into a heartfelt mission: to document and protect the visual history of a community before time erases its traces.
Unlike traditional history books that chronicle wars, dates, and demographics, Schwentker’s project focuses on something far more intimate: the advertising materials that captured the life and culture of New Haven. From posters and pamphlets to vintage signs and tokens, every artifact tells a story — not only of a business but of a community growing together through trust, commerce, and shared values.
Randy Schwentker’s “The Pictorial History of New Haven Missouri Advertising” is more than a historical record — it’s an invitation to look closer at the places we call home and the people who built them, one sign, one store, and one story at a time.
If you love local history, nostalgic Americana, or simply discovering how a community’s identity takes shape through its businesses, this book is a treasure. It’s a visual time capsule, a celebration of craftsmanship, and a testament to the quiet power of memory.
Visit Randy’s website at https://authorrandyschwentker.com/ to learn more about him and his book.
Watch the full interview below:
1 Comment
This interview is a great glimpse into how advertising has shaped small towns like New Haven. Randy Schwentker’s book must offer such an interesting perspective on how local businesses used advertising to connect with the community. It’s always fascinating to explore how the past still influences modern marketing strategies.