ADVERTISING: 1,000% Publicity

As a self-billed "Merchant of Venus," Walter Thornton ran one of the three biggest model agencies in the U.S. He claims to be the discoverer of Lauren Bacall, Susan Hayward, Dorothy McGuire, Lizabeth Scott and Arlene Dahl, and the first to use the phrase "pinup girl." He also has shown a talent for getting publicity for Walter Thornton. Of modeling, he once said: "This business gets 1,000% more publicity than it deserves."

Last week Walter Thornton got 1,000% more publicity than he wanted. Two detectives from the office of Queens County District Attorney T....

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!