Writes His Own

It has long been known that Edward S. Jordan, President of Jordan Motors, writes his company's advertisements. Unlike many another captain of industry, he can scan The Saturday Evening Post and glow with a feeling of authorship. Against his occasional detractors he launches the modest battle cry: "I don't think much of Jordan advertising myself, but I love to write it. It's the only fun I have."

Sneer the intelligensia, George Jean Nathanwise: "If Mr. Jordan were a baker, would he varnish his own pretzels?" Opine rival auto advertising writers: "He deserves most of the credit for tapping a new source of auto advertising appeal--the 'red blooded youth' racket."

A specimen: "It [the Jordan 'Playboy' Roadster] is a wonderful companion for a wonderful girl and a wonderful boy. . . . It's a shame to call it a roadster. . . . This brawny thing with the vigor of boyhood and morning!"

Said modest Mr. Jordan, interviewed in this month's Printer's Ink Monthly:

"Of course the best piece of copy ever written for an automobile was written for the Cadillac and it was entitled 'The Penalty of Leadership.'

"That was the best piece that I ever saw from the standpoint of real copy. The Cadillac is good enough in quality, reputation and character to sustain it.

"Of course the most convincing advertisement of an entirely different character is the Roll Call of The White Company, published about once a year.

"If any man is thinking of buying a truck and he reads that advertisement listing the hundreds of concerns using from ten to two thousand White trucks, he certainly cannot help reaching the conviction that there must be something behind the White truck. It spells service."