Books: Ad Man in China

400 MILLION CUSTOMERS—Carl Crow—Harper ($3).

To judge by the writings of travelers, philosophers, novelists and the like, most foreigners in China are on the trail of something almost as visionary as the philosopher's stone. But in fact what entices most foreigners to China is the vision of doing business with China's 400,000,000 potential customers. For the past 25 years head of a Shanghai advertising agency, Carl Crow now reveals in 400 Million Customers where he got to while following that vision. An unpretentious, anecdotal account, it is pleasant reading because it deals with...

Want the full story?

Subscribe Now


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

Learn more about the benefits of being a TIME subscriber

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