BUTTING IN: An Adman Speaks Out

More the reminiscences than the confessions of an advertising man, and with an amiable avuncularity rather than the spectacular eclat of David Ogilvy, Milton Biow reviews for the profit of the upcoming professionals the lessons of his career. Biow urges admen to butt in, to be aggressive and build; to know the ""Plus Difference"" in their products and push it. He weighs the positive use of the negative, as in Listerine, and selling to mass versus class (if you want to live high, sell low). He recalls in the main his clients: B-U-L-O-V-A Bulova Watch Time, P&G, Eversharp, (""Guaranteed not for life but forever""), Ruppert (""Knock, Knock for Knickerbocker""), Philip Morris (he found and instituted Johnny of ""Call for Philip Morris"" fame), Pepsi Cola, whose Al Steele was determined to be first, with the ""light"" drink. The emphasis is on ""the heart of the matter"" -- copy, but there is concern too, for research and sales, and the particular problem that TV, with 90% of all advertising, poses for magazines. No competitor for Ogilvy's Confessions, this is essentially an adman's casual pick-me-up, and will not command general readership.