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Why We Stole This Title
As a matter of fact we didn’t steal it. We adapted it from Israel Zangwill’s notable play of the same name. When you advertising men go to Boston you will be shown the grave of a New England essayist named Emerson, who said that a brave man quotes bravely and will not trouble himself to originate a phrase when past authors give him one ready to hand that serves as well.
Besides, of those who glibly chatter of originality, not one is original unless he has actually coined a word. They merely use the words and phrases that have been used and used by countless thousands before them.
So we have taken the apt title of Mr. Zangwill and used it for our own. The analogy between the play and this publication is so exact that any christening of ours would be less than just to the gifted writer of the Ghetto.
“The Melting Pot” sought to secure the amalgamation of two alien races. This publication seeks to amalgamate all kinds of advertising into a coherent system. We aim to melt down the crude advertising thought of the world, in the pot of efficient agency service and “pour” ingots of gold.
We wish to place advertising on the high place of professionalism now deservedly occupied by law, medicine and ministry. We would remove it far from the realm of chance, and make of advertising so exact a science that its returns can be told as exactly as the result of a mathematical process or a chemical formula.
The Melting Pot will be published regularly. Its mission will be to dispel heresy and preach the pure gospel of advertising. It will be small in size because we eliminate the “small talk” leaving you the pure gold of advanced advertising thought.
Author: Paul Lessing
Lessing Advertising Agency
Des Moines, Iowa
July, 1911
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{ 3 comments… read them below or add one }
Paul would be very proud.
Love it! Everyone should seek to place their own profession on "the high place of professionalism…"
Thanks Claire and Ben! My favorite line is "Its mission will be to dispel heresy and preach the pure gospel of advertising." – Preach on Paul, preach on!