Word: uihleins
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Testimonial for Blatz. Credit for polo's rising popularity in the city of suds belongs largely to a brawny, 6-ft. 4-in., 225-lb. millionaire named Robert A. Uihlein (rhymes with beeline) Jr. A onetime Harvard football tackle, he is now playing captain of the Milwaukee team and owner of the suburban farm land that was converted into a standard, 300-by 160-yd. polo field. Uihlein also happens to be president of the Jos. Schlitz Brewing Co., but he is better known for his polo playing than for his efforts in behalf of the beer that made...
...When Uihlein began trying to lure the general public in 1952, he soon found that games were drawing fewer than 1,000 spectators. "What polo needs," said one member of the club, "is to get off the society pages and onto the sports page." To put it there, Uihlein and his associates began a campaign to educate the public in the fundamentals of the fast-paced sport. Before long, Milwaukeeans were talking knowingly of attack formations and of the grueling, two-year training period required to produce a sure-footed polo pony...
...know whether they should shout, or just clap politely, or boo or what. Now they know." They have yet to toss beer bottles (Schlitz is sold during games), but as the home team was getting trimmed (12-6) by the Boca Raton (Fla.) Royal Palms, when Captain Uihlein overrode the ball, one grandstand customer bellowed: "You bum! I don't care if this is your backyard! Why don't you take your bats and balls and go home...
...short life, the monthly had burned up $800,000 invested by Backers Harold Talbott, Jack Chrysler, Angier Biddle Duke, Joe Uihlein Jr. (Schlitzbeer) and others. To keep going, Kaleidoscope needed another $1,400,000, and nobody wanted to risk that much. Explained Publisher William Husted: "There's a falling market in the fashion industry right now ... and we just didn't get enough advertising." (From 172 pages of ads in October, sales had dropped to 56 in November, only 22½ in December...
Manhattan Adman Arthur W. Collins, 45, who thought up Kaleidoscope, left the New York Sun two years ago to turn his idea into a magazine. From such backers as Motor Heir Jack F. Chrysler, Tobacco Heir Angier Biddle Duke and Milwaukeean Joseph E. Uihlein Jr. (Schlitz beer), he got more than $500,000. But until he lured buxom Martha Stout away from the editorship of Hearst's Junior Bazaar, Collins had no magazine...