Business: Personal File: Jun. 9, 1961

¶ Startling the rest of his industry is" a favorite pastime with John P. Cunningham, 63, president of Manhattan's Cunningham & Walsh ad agency. Last week, true to form, Cunningham enlivened his maiden speech as new chairman of the Advertising Federation of America with a proposal that the word "capitalism" be abandoned. Said he: "It would be just as unfair to call today's business operation 'capitalism' as it would be to call squirrels capitalists because they hoard nuts for the winter . . . The word describes only a part of our industrial incentive...

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