Word: admen
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...staged by Chicago's Grant Advertising, Inc., which, with 21 offices in 17 lands, bills itself as the world's biggest international ad network (56% of its accounts are foreign).* Last week, at a meeting of its 21 foreign office managers, the hucksters swapped yarns on how admen's problems and solutions vary in different lands. Samples...
Three years after TIME Inc. started Tide in 1927 as a free, adless magazine to give admen news and views about their own business and about TIME, the magazine was sold. The buyer was Young & Rubicam President Raymond Rubicam, who changed it into a trade weekly which went after paid circulation and advertising in earnest. Gradually he turned Tide over to its employees, who sold some of their shares to Manhattan's Modern Industry magazine two years ago. But the competition from robust Printers' Ink (circ. 23,793) and Advertising Age (circ. 24,201) was tough to buck...
...contest. Later he did the typography for International Correspondence Schools' books, began writing for printing-trade journals and teaching typography at New York University. In New York he also worked as a type expert for ad agencies, wrote The Typography of Advertisements That Pay (still a bible to admen), and opened his own office designing ads, catalogues, wrappers, etc. He struck pay dirt with his first big newspaper job in 1936, when he redesigned the Los Angeles Times. The next year the paper won newspaperdom's "Oscar," the annual F. W. Ayer prize for the best-dressed paper...
Nothing makes U.S. admen wince more than the huckster label which Adman-Novelist Frederic Wakeman hung on them like an albatross six years ago. Even Tide, an advertising trade paper, has often used the term. But in a recent editorial, Tide said it was doing its best to strike the offending word from its copy, sermonized that admen should help banish the term by not acting like hucksters...
Calico Touch. The successful announcer needs more than a voice and a passable appearance. He must be what the admen call "sincere." This means that his devotion to the product he is selling rivals the dedication of an old-style Japanese samurai to his Emperor. Stark is everywhere conceded to bring the "utmost in sincerity" to his commercials. Says NBC Vice President Ted Cott: "He's got the real calico touch." According to CBS's James Sirmons, when a TV director wants super-sincerity in a commercial, he tells the announcer: "Give it the Dick Stark treatment...