EDD APPLEGATE is Associate Professor of Advertising in the Department of Journalism, College of Mass Communication, Middle Tennessee State University. He has published five books on advertising, including Advertising: Concepts, Strategies, and Issues, and has contributed chapters to The Media in America, Corporate Magazines of the United States, and the Dictionary of Literary Biography.

• Acknowledgments Introduction Francis Wayland Ayer by John Vivian Bruce Fairchild Barton by Donald L. Thompson Charles Austin Bates by Ted Curtis Smythe Theodore Lewis Bates by Richard W. Easley, Marjorie J. Cooper, and Charles S. Madden George Batten by Sammy R. Danna Don Belding by Billy I. Ross William Burnett Benton by E.R. Worthington William Bernbach by Sammy R. Danna Chester Bliss Bowles by E.R. Worthington Charles Hendrickson Brower by Edd Applegate Leo Noble Burnett by Deborah K. Morrison Thomas Jason Burrell by Sharon S. Brock Earnest Elmo Calkins by Arthur J. Kaul John Caples by Marjorie J. Cooper, Richard W. Easley, and Leslie Cole Barron G. Collier by Sammy R. Danna Draper (Dan) Daniels by Thomas A. Bowers Jerry Della Femina by Tommy V. Smith Roy Sarles Durstine by Robert McGaughey III and William Ray Mofield Bernice Fitz-Gibbon by Kay M. Nagel Paul Foley by Edd Applegate Emerson Foote by Billy I. Ross Jo Foxworth by Elsie S. Hebert J. Stirling Getchell by Arthur J. Kaul Howard Luck Gossage by Kim B. Rotzoll Paula Green by J. Nicholas De Bonis George Homer Gribbon by Charles S. Madden, Marjorie J. Cooper, and Leslie Cole Marion Harper, Jr. by Carolyn Stringer Margaret Hockaday by Roxanne E. Neuberger-Lucchesi Claude C. Hopkins by Tommy V. Smith John E. Kennedy by Tommy V. Smith Albert D. Lasker by Edd Applegate Mary Georgene Berg Wells Lawrence by Deborah K. Morrison Theodore F. MacManus by Tommy V. Smith Harrison K. McCann by Leslie Cole, Charles S. Madden, and Richard W. Easley David Ogilvy by Danal Terry Alex Osborn by Donald Parente and John R. Osborn Volney B. Palmer by Bonnie Vannatta John E. Powers by Ted Curtis Smythe Rosser Reeves by Tommy V. Smith Helen Lansdowne Resor by Ann Maxwell Keding Phyllis K. Robinson by Roxanne E. Neuberger-Lucchesi George Presbury Rowell by Ted Curtis Smythe Raymond Rubicam by Elsie S. Hebert Maxwell Sackheim by Leonard J. Hooper Victor O. Schwab by Wayne W. Melanson Walter Dill Scott by Donald L. Thompson Daniel Starch by Donald L. Thompson J(ames) Walter Thompson by Donald L. Thompson Jane Trahey by Ann Maxwell Keding William D. Tyler by Edd Applegate Charles LeRoy Whittier by Edd Applegate Helen Rosen Woodward by Sharon S. Brock James Webb Young by Elsie S. Herbert John Orr Young by Carolyn Tripp Bibliography Index