United States, Businessman January 14, 1866 – September, 22, 1932.
Claude C. Hopkins (1866–1932) was one of the great advertising pioneers. He believed advertising existed only to sell something and should be measured and justified by the results it produced.
No generality has any weight whatever. It is like saying "how do you do?" When you have no intention of inquiring about ones health. But specific claims when made in print are taken at their value.
The advertising man who spares the midnight oil will not get very far.
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