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Chapter Four

Salesmanship in Print

SHORTLY AFTER arriving in Chicago, Albert Lasker wrote a letter to his father. He was worried, he confessed, because he couldn’t resolve his fundamental confusion about the advertising business: “The great force of advertising has been shown to me in the short time I have been here. People are spending what to you and me are inconceivable sums. They are getting results, or they could not keep it up. Yet I haven’t been able to find the man who could tell me what advertising is.”¹

Lord & Thomas’s slogan was “Advertise ...

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