Milton H. Biow
Born
Milton Harry Biow

(1892-07-24)July 24, 1892
New York City, U.S
DiedFebruary 1, 1976(1976-02-01) (aged 83)
New York City, U.S.
OccupationAdvertising executive
SpouseSophie Taub
Children2, including Patricia Biow Broderick
Parents
  • Harry Louis Biow
  • Lena Deckinger
Family

Milton Harry Biow (July 24, 1892 – February 1, 1976)[1] was an American advertising executive who founded the Biow Company.[2] Biow is recognized as one of the pioneers of the modern school of advertising.[2]

Biography

In 1917, Biow started a one-man advertising office in New York City.[2] It quickly grew to become one of the largest advertising agencies in the United States topping $50 million in revenues at its highest winning major accounts such as Anacin, Pepsi‐Cola, Eversharp, Ruppert beer, Schenley whisky and Lady Esther cosmetics.[2] Biow's agency was credited as the first to develop a national advertising campaign that used short and catchy advertising slogans on radio and television (such as "Bulova Watch Time" and Johnny's "Call for Philip Morris").[2][3] He was also responsible for bringing The Lucy–Desi Comedy Hour to television and the Take It or Leave It to the radio (which later became the $64,000 Question).[2] In 1934, he purchased WBBR with Arde Bulova and changed the call letters to WNEW, for "the NEWest thing in radio".[4]: 2  In 1956, he disbanded his agency after the loss of several major accounts.[2] His firm was the starting point for advertising executive Norman B. Norman.[5]

In 1964, Biow wrote Butting In: An Adman Speaks Out which told the story of his time in advertising.[2]

Personal life

Biow was a founder of the National Conference of Christians and Jews and was active with the United Jewish Appeal, the United Hospital Fund and the Muscular Dystrophy Association.[2] He was married to Sophie (née Taub) Biow (1895-1943); they had two children, Richard Biow (married to Chinese translator and writer Adet Lin, daughter of Lin Yutang)[6][7] and Patricia Biow Broderick (married to actor James Broderick).[2][8] Through Patricia, he is the grandfather of actor Matthew Broderick. He was a member of the Reform synagogue Temple Emanu-El in Manhattan.[9]

References

  1. ↑ Marcus, Jacob Rader; Daniels, Judith M. (1993). The Concise Dictionary of American Jewish Biography (PDF). Hebrew Union College. p. 56.
  2. 1 2 3 4 5 6 7 8 9 10 Burton Lindheim, Burton (February 3, 1976). "Milton Biow Dies". The New York Times.
  3. ↑ "Modern Jewish History: Advertising". Jewish Virtual Library. Retrieved May 4, 2017. Biow's agency was credited with being the first to use radio and television "spots" for short advertisements
  4. ↑ Where the Melody Lingers On: WNEW (1934-1984). New York: Nightingale Gordon. 1984. ASIN B000KYMBDA.
  5. ↑ Saxon, Wolfgang (November 28, 1991). "Norman B. Norman, 77, Is Dead; Former Ad and Marketing Adviser". The New York Times.
  6. ↑ Qian, Suoqiao (October 20, 2017). Lin Yutang and China's Search for Modern Rebirth. Palgrave Macmillan. p. 396. ISBN 978-9811046568.
  7. ↑ "Adet Lin, 23, daughter of Chinese author Lin Yutang, and her husband, Richard M. Biow, 26, are shown in their apartment in Charlestown, Mass., after their marriage was revealed by the brides father who announced they had eloped". Mount Carmel Item. May 6, 1946.
  8. ↑ "Patricia Broderick, 78, artist, writer, mother of actor Matthew Broderick". Thevillager.com. 2003-12-02. Archived from the original on 2016-03-04. Retrieved 2013-06-23.
  9. ↑ Jewish Post (Indianapolis) 13 April 1956 | Milton H. Blow, who is almost a legend in the advertising field, is disbanding the company under his own name, after a fabulous career which saw his firm rise to the top in a highly competitive business. He is credited with having developed Little Johnny and his “Call for Philip Morris,” and the “$64 Question.” Biow is a member of Temple Emanu-El in New York
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