These are systematic observations of advertising and life by an ex-Madison Avenue artisan who retired to his home garage to operate an advertising company at a more leisurely and rewarding pace. Lyon criticizes the industry of advertising in a fashion, it seems, that no worker in that field can go without studying and this book will provide them with a little homework. It is, too, a message and a warning to enterprising small business about their needs. For the general reader the information Lyon gives about the advertising man, his life, risks and victories--and the evidence herein for forming his own relationship with advertising--makes for a generally diverting book. It lacks the charisma of the David Ogilvy and hasn't quite the substance or dynamism of Martin Mayer's MADISON AVENUE, U.S.A. (1958).