Magazine content is available exclusively for TIME subscribers.ADVERTISING: Exit the Old Master
In a paneled conference room one day in 1942, Advertising Man Albert Lasker and one of his biggest clients sat surrounded by their deputies and advisers. Lasker advanced an idea which nearly everyone else opposed. "Well, gentlemen." said Lasker as he began to back out of the room, "you're doubtless right, and I am wrong—so wrong that I've only made $40 million in this business."
Not only did Albert Davis Lasker make more than $40 million out of advertising, he changed its technique and virtually fathered modern advertising. In so doing he turned...
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