Word: annenberg
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...general manager thus relieved is Max Annenberg, Number Three Man of the Patterson organization. Jewish-born, raised among the Irish of Chicago's First Ward, a newsboy early trained by the Chicago Tribune and for several years by Hearst papers, Max Annenberg learned all there was to know about circulation. When he returned to the Tribune in 1907 he said: "You make the newspaper. Ill sell it." His confidence in himself was shared by the newsdealers, whom he made his friends by every means at his command. Once, when they were crying for newspapers to sell during a Chicago...
After duplicating his Tribune circulation success with the Patterson-McCormick New York Daily News (largest in the U. S.), Circulator Annenberg was put in charge of circulating Liberty when it was founded in 1924. Later he was given the general managership. That meant supervising the sale of white-space as well as newsstand sales. Manager Annenberg drove into the job. Than Liberty's advertising sales-methods nothing more high-powered has ever been seen in the business. But advertising men are different from newsdealers. They must be coaxed, cannot be driven. Somehow, Liberty's advertising did not keep...
Rather than demote General Manager Annenberg, a new title of Business Manager was created for the man now called in to build up Liberty's advertising. And the man is an oldtime Liberty counsellor, the best in the business, grey-haired James O'Shaughnessy, longtime Executive Secretary of the American Association of Advertising Agencies (Four A's), famed as a goodwill-maker as well as for his knowledge of advertising, one of the most universally popular practitioners in a highly temperamental profession...