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154 The Seven Lost Secrets of Success

The Big Sell: Attitude of Advertising Writers about Their
Craft in the 1920s and 1930s, by S. R. Shapiro. PhD
dissertation, University of Wisconsin, 1969. (Includes
a section on Barton.)

BOB BLY

Write for a complete catalog of books, special reports,
and tapes by this prolific advertising genius: Bob Bly,
174 Holland, New Milford, NJ 07646.

JOHN CAPLES

This legendary copywriter left some priceless books.
His most recent may be the best: How to Make Your
Advertising Make Money (Prentice-Hall, 1983). One of his
earlier books, Making Ads Pay (Dover, 1957), contains a
couple of charming stories about Bruce Barton’s ads.

DOTTIE WALTERS

To get a copy of Dottie’s excellent book, Speak and Grow
Rich, write: Walters Speakers Services, P.O. Box 398,
Glendora, CA 91740.