'Once upon a time I was riding on the top of a First Avenue bus, when I heard a mythical housewife say to another, 'Molly, my dear, I would have bought that new brand of toilet soap if only they hadn't set the body copy in ten point Garamond.' Don't you believe it. What really decides consumers to buy or not to buy is the content of your advertising, not its form.'

'Our business is infested with idiots who try to impress by using pretentious jargon. '

'H. L. Mencken once said that nobody ever went broke underestimating the taste of the American public. That is not true. I have come to believe that it pays to…

'The pursuit of excellence is less profitable than the pursuit of bigness, but it can be more satisfying.'

If the automobile had followed the same development cycle as the computer, a Rolls-Royce would today cost $100, get a million miles per gallon, and explode onc…

'H. L. Mencken once said that nobody ever went broke underestimating the taste of the American public. That is not true. I have come to believe that it pays to…

'It has been found that the less an advertisement looks like an advertisement, and the more it looks like an editorial, the more readers stop, look and read. T…