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0-19 (Rev. 6-1-6 1) ndorsements .. - ‘Tie ‘MAIL brings all sorts . fof things, including a very ‘well printed brochure about © “endorsements. The brochure i¢itis, a great gues whole: in’ my ;sum of knowl- Eedge. I have of- Feen wondered § vhow..a soap, § fa:.face pow-. { der, “a eiga- “rette and even ‘g@-beer man- * ages ‘to get it: . “:gelf .endorsed by.all ‘sorts of 7 “great men and women. For. “ fmstance, sometimes I see a _man endorsing cigarettes. " Sokolsky . 1. ‘shall see’an endorsement of “a soap-by. a Beatnik! - — ” So. it seems that this Is an . Jorganized business like every- - thing else in these -parts. On “Mfadisori ‘ave. is an agency ‘ which finds endorsers. They list all sorts of people as .endorsers—the Duchess of ‘Windsor. ° Eddie Rickenback-. er, Bettsy Palmer, Sherman. Billingsley, ‘Gen. - Douglas acArthur. - The “agency —oasts that it has found 10, +000 fafmous persons ‘to en EO Nothing js: said in the ra endorser’ is pald.. One may t e that some distin- € ed persons. endorse a jApoduct, tree of charge, but p that’ lesser ‘persons are” less . 4 ott : . modest and demand a goodly fee. The brochure says: - - ©] yepresented -. . . Com- _pany that gave a $1000 watch ° Am each year to the erican who distinguished himself most in service to this coun- try. When MacArthur re- turned from Japan I phoned him, had to hold the tele-. phone for 46 minutes, and finally an aide agreed to give me five minutes. . General MacArthur agreed to accept . it. This was the first .and only time that this great. American general ever let his ‘name be used in an ad.” : Naturally, General .Mac-. Arthur never did it again, for. he is not likely to support shen I know that. he only any more lost causes. . jaokes cigars. “One day, ; “ON ONE PAGE it is said. that “celebrities fear the col-: ‘Jector of endorsers more than ‘gossip’ columnists. Is that ‘good or bad? Gossip column- ists are. only to be feared by the guilty and by restaurant- ‘owners who lose. customers. who prefer to eat their food in peace without a rubber. netk coming up to the table, _to make a fifth wheel. Most of" their: material, however, comes. from those who wish to be better known, for good or evil, than they should be. -- But why should one fear a collector of endorsefs? Of his work, he says: =: at - “He has teams of capable "and smart young interviewers - who contact celebrities to. "find out” what 80 ’ paste, automobiles, hair tonic, ve eR 66 JUL 101961 Sokols ApS, tooth: : adhe eadiintens avis ate meeumtt they actually use; their fa- vorite smokes and drinks.” , LT FOUND this brochure én endorsements particularly in-. teresting ‘because it gave the , show away. 1 often wondered, as many must do, -how these - arrangements were’ mad e,"| bringing together the maker of a soap and a good-looking girl whose beauty isa gift from heaven. The politician ‘cannot endorse soap, but he can endorse a cigar or a baby carriage: The latter would be particularly popular for poli- ticlans if they were also made ' in America. -- «=. - The mail brings its quota each day of the serious things” in life—how men and women earn their. livelihoods, how they think up gimmjcks and devices and how they arrange to take in those who are un- wary or ate gentle and be- Heve everything that comes their way. The mail brings circulars from hormone sell- ers and: from members of Congress. who ‘have discov- ered how. to save. the world; the mail brings fat. volumes to. which learned men have devoted many years and it If it makes them happy, let’ will all come to nothing. But aa ; them have their day in \- pbrochure as to how much ap dis ave thelr Cay “Pare. £ rarely does the mail bring anything quite, as humorous as this advertisement on how, endorsers are recruited. proves that private ente ; is for the ingenious who pri duce a scheme a day. . | | Copyright. 1961, King Features: io ent, 1 pa Gonyad Malone ——— Rosen Sullivan Tavel Trotter ‘_— Tele Room — \A Ingram ——— Gandy ——— The Washington Post anc Times Herald The Washington Daily N: The Evening Star . New York Herald Tribun New York Journal-Amer! New York Mirror New York Daily News — New York Post The New York Times — The Worker The New Leader The Wail Street Journa) Date TS rE