Bruce Barton's advertising career started quite accidentally. One of Collier's clients, the Harvard Classics "Dr. Elliot's Five-Foot Shelf of Books," had traditionally been sold on double page spreads. At the last minute, the pressroom man told Barton that he had an extra quarter page left to fill. Barton tore a page out of one of the classics, and asked his readers, "This is Marie Antoinette riding to her death. Have you ever read her tragic story?" Barton had created a unique benefit for his readers — cultural enrichment in less than fifteen minutes a day — and this simple idea sold over 400,000 sets of the classics.
Bruce Fairchild Barton
