Business & Finance: Death of an Agent

Brisk and businesslike was the name on his card: “J. Walter Thompson.” Brisk and businesslike was the young advertising agent who followed it, some 55 years ago, into the sanctum of Harper’s Monthly. Aghast and horrified were the editors who heard his proposal. Flank their belles lettres with a tradesperson’s solicitation? As well charge Helmsman Ulysses S. Grant with bottomry. The public would recoil in equal alarm. Young Thompson insisted that back-page advertisements were dignified, profitable. He prevailed.

Forthwith, from many a cover, svelte females simpered; deep-browed males smirked. All were ruminant. Their cud, readers learned, was PRIMLEY’S PEPSIN GUM. And Pioneer Thompson’s illustrations dared even more. They caused apple-cheeked lasses to pedal CRESCENT, RAMBLER bicycles. Other lasses donned DR. WARNER’S CORALIE CORSETS, “Fitted to Living Models.” Subscribers responded; magazines prospered.

In 1916, Pioneer Thompson sold his interest in the J. Walter Thompson Co.; retired. Last week Pioneer Thompson died. Today the advertising company he fostered is one of America’s three biggest.* Its president is Stanley Resor. Its vice president is John Broadus Watson, author of “Homing and Related Activities of Birds.” who applies to advertising his profound knowledge of behaviorism, plots shrewd campaigns for Fleischmann’s Yeast, Pennsylvania R. R., Lux, Maxwell House Coffee.

* Other two: N. W. Ayer & Son (Philadelphia); Batten, Barton, Durstine & Osborn (Manhattan).