What Mad Men Read

“From the Great Depression Through the Great Recession: A Brief History of Marketing

A Look at 80 Highlights From Ad Age's First 80 Years, Compiled From Our Archives, Ad Age's Encyclopedia of Advertising and Additional Research

By Bradley Johnson
Published: March 29, 2010

1930

H.K. McCann Co. (started in 1912) and Erickson Co. (opened in 1902) merged to form McCann-Erickson. Today: McCann Erickson, part of Interpublic Group of Cos., ranks as the nation's second-largest agency.

1931

Procter & Gamble executive Neil McElroy wrote a memo outlining the new position of "Brand Man," establishing the discipline of brand management. The system would define how P&G managed competing brands as it came to dominate categories from detergent to shampoo. Mr. McElroy later became P&G president and served as secretary of defense under President Eisenhower.

Neil McElroy

1932

George Gallup joined Young & Rubicam as director of research, the start of his pioneering work in advertising research. In 1939, while still working at the agency, Gallup opened Audience Research Institute, led by David Ogilvy (who went on to found Ogilvy & Mather). Gallup left Y&R in 1947 to focus on advertising research and political polling.

1933

The percentage of U.S. homes with a radio passed the halfway mark (55.2%), up from essentially zero in 1921.

1934

The Communications Act of 1934 created the Federal Communications Commission. The FCC immediately signaled to broadcasters and advertisers that it was willing to do business with commercial interests -- provided that radio networks and stations aired significant "public interest" programs.

1935

Leo Burnett left Erwin, Wasey & Co., Chicago, to open his own agency. Burnett's offices were at 360 N. Michigan Ave., home today to Ad Age's Chicago office. Publicis Groupe in 2002 bought Burnett and the shop's then-parent, Bcom3 Group.

1936

Time Inc. bought humor magazine Life and relaunched it as a picture magazine. Life went on to be the first magazine to carry $100 million annually in advertising (see 1972).

1937

American Tobacco Co. struck deals with a handful of U.S. senators to endorse Lucky Strike cigarettes. In a testimonial ad, North Dakota Sen. Gerald P. Nye praised the "comfort and safety a light smoke gives my throat." The senators each received $1,000; some gave it to charity.

1938

Refrigerators' U.S. household penetration passed 50%, up from just 1% in 1925 and 15% in 1930. Frozen food sales, promoted by General Foods' Birds Eye line, surged during the Depression.

1939

RCA demonstrated television at the New York World's Fair, broadcasting President Franklin D. Roosevelt's opening speech. "Television is Here," said the headline on Ad Age's editorial. Ad Age cautioned: "It will take time as well as huge investments in equipment and program facilities to bring television into the home on a basis at all comparable with radio broadcasts."

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