ADVERTISING: Detroit Fireball

In 1928 a big, genial, moonfaced, pug-nosed, tireless ball-of-fire named Lou Russell Maxon, just turned 28, set up his own advertising agency (Maxon, Inc.) in Detroit. One by one, Adman Maxon bagged such big accounts as General Electric, Heinz "57 varieties," Pittsburgh Plate Glass, Gillette Safety Razor, by last year had a dozen whose total billing (about $9,000,000) was enough to rank Maxon, Inc. in the first flight of U. S. agencies.

No secret is it that Lou Maxon got most of his big accounts by first soliciting only the nickel-and-dime end of...

Want the full story?

Subscribe Now

Subscribe
Subscribe

Get TIME the way you want it

  • One Week Digital Pass — $4.99
  • Monthly Pay-As-You-Go DIGITAL ACCESS$2.99
  • One Year ALL ACCESSJust $30!   Best Deal!
    Print Magazine + Digital Edition + Subscriber-only Content on TIME.com

Learn more about the benefits of being a TIME subscriber

If you are already a subscriber sign up — registration is free!