Word: benton
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Bowles's great delight in government may be a bad thing for the postwar U.S., as the National Association of Manufacturers has been charging (in advertisements prepared by Benton & Bowles, the firm which Bowles helped found). It may be a good thing, as a vast majority of the nation's plain people believe. At all events, it must be reckoned with...
...failed to find one that suited him. Disappointed, he served a brief stint on the family newspaper, then went to Manhattan to try his hand at advertising. Another youngster named William Benton, a year older but four years richer in experience, hired him to write trade-paper ads for the old Batten agency at $25 a week...
...first Benton despaired of ever teaching his protégé anything about copy writing. But four years later they had enough skill, money ($16,000) and mutual confidence to start their own firm of Benton & Bowles...
...rest is advertising history. Benton, a whiz-bang salesman, snagged accounts from General Foods and Procter & Gamble. Bowles concentrated on market research, thought up radio ideas like the old Maxwell House Showboat (first big-time program with continuity of characters and scene), helped a despairing comic named Fred Allen dull his satire so that radio audiences could understand...
Salesman at Work. By 1936, Bill Benton had enough money to pull out, become vice president of Chicago University, finally Assistant Secretary of State. Bowles retired five years later, rich enough to go sailing for the rest of his life...