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Preface
Foreword
The Agency Business 50 Years Ago
Young Lasker Seeks to Define Advertising
Enter the Copywriter ... and Big Rewards
Lasher Meets Kennedy and a New Advertising Concept
Private Lessons from Kennedy, and a Shining Light
Kennedy Writes Copy for the 1900 Washer
L&T Moves Some Files and Hires 9 Writers
Volume Moves Up, But There's a Void to Fill
Claude C. Hopkins Goes to Work for L&T
The Prologue Ends; Lasker Takes Full Control
He Spreads Himself Thin and Has a Breakdown
Col. Theodore Roosevelt Captures an Adman
Lasker Becomes Head of the Shipping Board
Lord & Thomas Suffers from Lack of Leadership
On Owning and Advertising the Same Business
Lasker Completes His Historical Discussion
The Business Has Changed; Many Good Agencies
Lord & Thomas Restates Its Philosophy
Explains Plans to Merchandise L&T Campaign
The L&T 'Team' Is Ready for New Business
A Lesson in Advertising's Limitations
Lasker Holds Forth Against Plus Services
A 'Plusage' for Cellucotton
The News Is: 'Shot from Guns'
Agency Experience Is What Counts
Exceptions to the Merchandising Rule
Postcript
Resources
Bonus
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