Word: osbornes
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...four: J. Walter Thompson Co.; Young & Rubicam, Inc.; Batten, Barton, Durstine & Osborn, Inc.; N. W. Ayer...
Adman Bruce Barton (Batten, Barton, Durstine & Osborn) knows just how he sells products and ideas: "Say it simply, say it over & over, say it in one-syllable words." He rates the Lord's Prayer, the 23rd Psalm and the Gettysburg Address as triumphs of simplicity and brevity: each contains fewer than 500 words, mostly of one and two syllables. Last week Adman Barton was getting ready to turn out a new weekly column of personal and social comment for Hearst's King Features. It will be written in no more than 500 words, mostly...
These conditions are not isolated; the Washington conference brought out a lot more of them. And it deserved much more than a cold shoulder from the government. The experts talked about new books like William Vogt's "Road to Survival" and Fair-field Osborn's "Our Plundered Planet," which describe the squeeze population growth is putting on our food supply. They discussed synthesizing food from chemicals, flood control, and atomic power sources, and large-scale projects such as the proposed Columbia Valley Authority. They worked on crosion. But most of all they worried about what one speaker called...
Died. Chase Salmon Osborn, 89, author, prospector, philanthropist and onetime progressive Republican Governor of Michigan (1911-12); of pneumonia; in Poulan, Ga. Osborn made a fortune from iron ore discoveries in Canada, Lapland, Africa and Latin America (he gave most of the money to charity), sponsored one of the first workmen's compensation bills in the nation, Michigan's first women's suffrage measure. Two days before his death, he married Stellanova Osborn, 55, his longtime secretary and adopted daughter (after a court dissolved the adoption...
Vannevar Bush, wartime director of the Office of Scientific Research and Development-and an optimist who tries to grow potatoes among New Hampshire's rocks-tore into Osborn's gloomy theories. His main point: population increases, all right, but the world's living standard increases first. When "a lid is removed," both science and population burst upward, "but science gets there first." This is followed by a leveling off at a higher standard. "And thus," said Bush...