Word: luckmans
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Dates: during 1940-1949
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Lasker and Luckman. For 25 years, the mastermind of this profitable anonymity has been Chicago's famed advertising millionaire, Albert Lasker, the man who retired the industry's haughtiest name, Lord & Thomas, when he himself retired from the advertising business last year (TIME, Jan. 4, 1943). In 1919 Pepsodent was a peewee four-year-old formula (gross sales: around $2,000 a week), manufactured by a Scottish Chicagoan, the late Douglas Smith. Lasker agreed to risk $300,000 to advertise the new product, asked only a minority interest in the company in return. Before long, thanks to Lord...
...past nine years the man who has really made Pepsodent click as a company has been a young character right out of Horatio Alger: a small, blond, Leslie-Howardish man named Charles Luckman. "Chuck" Luckman, now 34, began working as a Kansas City newsboy when he was nine, worked his way through high school and the University of Illinois toward his boyhood dream of becoming an architect. When he graduated in 1931, he had not only an architect's license but also a marriage license. To pay for the consequences of the latter, he took a draftsman...
...Footballing" and Fair Trade. When Chuck Luckman went to Pepsodent, it was suffering from too much sales appeal: large merchants were "footballing" it, i.e., selling it below cost as a "loss leader," while independent druggists, the backbone of the business, fumed. Brooklyn drug stores strung up banners screaming "We do not carry Pepsodent products"; in California there was a statewide boycott. But at that time any company attempting to set price minimums was in danger of violating the Sherman...
...Chuck Luckman attacked the problem at the source. He donated $25,000 to the National Association of Retail Druggists to help start the ball rolling on legislation to allow minimum-price-fixing by manufacturers. Result: the Miller-Tydings Fair Trade Act of 1937. He also spent 51 of his first 52 weeks with Pepsodent in traveling around the field persuading jobbers and retailers that Pepsodent really meant its promise of better, safer profit margins. In his first years with the company, gross profit before taxes slumped to $600,000. Last year...
Behind magnificent line play, Luckman threw five touchdown passes. Fourteen times his soft spirals connected, for 276 yards. But while most of this was going on, Baugh was off the field. Early in the game, an accidental but vicious crack on the head (while tackling Luckman) sent Sammy to the dressing room. He came back for about 10 minutes of the second half, barely time enough to toss two touchdown passes himself...