THE list of famous advertisements selected for this book is not entirely my own. When the work began, I wrote to perhaps fifty leading advertising men explaining my belief in the need and usefulness of a volume like this and asked them to name some of the advertisements which, over the years, had made a profound impression upon them. "The Penalty o f Leadership" appeared on every list!Much has been written about this perhaps greatest of all advertisements, the conditions which prompted it, etc., but the significant fact to me is this: the advertisement, contrary to popular belief, appeared but once: January 2, 1915 in The Saturday Evening Post, yet after more than thirty years, hardly a week goes by that either Cadillac or its agency, MacManus, John & Adams, Detroit, do not get requests for one or more copies. Millions have been distributed.
"That which deserves to live - lives." Its author: Theodore F. MacManus.
