Word: fatt
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...improving along with the industry's fortunes. A new sprightliness has come to advertising, marked by an increasing number of ads that are more whimsical, low keyed, imaginative and natural-in short, more fun to read, hear or view. "Up till recently," says Arthur C. Fatt, chairman of Grey Advertising, "we were concerned with whether or not people saw our advertisements. Now we are more concerned with what impression the advertisement makes...
...personal, middle-class tragedies and individual dislocations, evokes the darkness and anger of 1935. Rosaldo, who understood the stock figures he had to work with, decided to type-cast his actors and let them exaggerate their characters. The result is some fine gusto on the stage. Bill Cloherty played Fatt, the union boss, with all the techniques of a two-bit demagogue. Ivan Light came hurtling out of the audience (Lefty is a simulated union meeting) with an inspired outburst against company spies. But of the characters who had to think, to weigh the decisions in their lives, only Gloria...
...oldest of eight children born, on May 24, 1895, to Meyer and Rose Fatt Newhouse, young Sam almost missed childhood altogether?so did most of the young Newhouses. Father Meyer, a Russian Jew who migrated to Bayonne, N.J., before completing his rabbinical training, was a man of many miseries. He never succeeded in lifting his family above wretched poverty. Frail and asthmatic, the unhappy Talmud scholar worked occasionally in a factory, making suspender ends, but everybody had to pitch in. Mother Newhouse sold drygoods door to door; Norman, one of Sam's three brothers, .was set to peddling papers...
What if Grey lost both Kolynos and Procter & Gamble accounts, asked Interviewer Howard Whitman, and picked up a new toothpaste client? Fatt admitted that he "probably" would then use the new product. Pressed Whitman: "But don't you like to use the best toothpaste?" Forwarding his best foot into his mouth, Fatt replied: "I think all toothpastes are good, and I believe it would be almost impossible to determine which is best...
That was too "sincere" for Whitehall Pharmacal Co., maker of Kolynos; it canceled its $300,000 Kolynos account with Grey. "Whitehall had been about to give us more business," Fatt explained ruefully, "and now they've taken even this away." Not every adman was convinced that a veteran of 36 years in the business could have made such a blooper without intending it. Some wondered if perhaps Fatt had already lost Kolynos before he appeared on Nightbeat and had simply used the occasion to cover his loss. But Fatt denied any such scheme. Said he sincerely...