Business: Front Man

One of the most graceful aspects of 20th-century industrialism is the practice of a trade group hiring an impeccable individual to sponsor it at the court of public opinion. Like baseball after the "Black Sox" scandal and the cinema following the Arbuckle case, last week the U. S. liquor business, acutely aware that it exists by sufferance, acquired a highly respectable front man. For a reputed $50,000 a year, William Forbes Morgan became a part of the Distilled Spirits Institute's "program for the enlargement of the scope of ... activities . . ....

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