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]
Milton H. Biow | |
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| Born | Milton Harry Biow July 24, 1892 New York City, U.S |
| Died | February 1, 1976 (aged 83) New York City, U.S. |
| Occupation | Advertising executive |
| Spouse | Sophie Taub |
| Children | 2, including Patricia Biow Broderick |
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| Family |
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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]
