"A recent New Yorker magazine article chronicled the competition between Kellogg's and Post cereal companies. The companies dominated the market for packaged cereal in the late 1920's, but then the Depression hit. Post did the predictable thing, curtailing expenses by cutting back on advertising. But Kellogg's doubled its ad budget, moving aggressively into radio and print advertising, and heavily promoting its new cereal, Rice Krispies. By 1933, even as the economy cratered, Kellogg's profits had risen almost 30% and it had become what it remains today: the industry's dominant player."