In 1935, Peale started a radio program, "The Art of Living", which lasted for 54 years. Under sponsorship of the National Council of Churches he moved into television when the new medium arrived. In the meantime he had begun to edit the magazine "Guideposts" and to write books. His sermons were mailed monthly. During the Great Depression, Peale teamed with James Cash Penney, founder of J.C. Penney & Co.; Arthur Godfrey, the radio and TV personality; and Thomas J. Watson, President and Founder of IBM, to form the first board of 40Plus, an organization that helps unemployed managers and executives.