Victor O. Schwab
Victor Opper Schwab was born in 1898 in New Jersey.
He began his career as a secretary for Max Sackheim at Ruthrauff & Ryan, a mail order ad agency.
Schwab's contributions to successful ad campaigns, particularly for Dale Carnegie's book, led to his promotion to copywriter.
He pioneered research techniques in advertising, using coded coupon ads to test various elements.
In 1926, Schwab and Robert Beatty bought the agency, renaming it Schwab and Beatty.
They achieved significant success with the Book-of-the-Month Club.
Schwab's innovative approaches and contributions to advertising made him a notable figure in the industry during the early to mid-20th century.
