Detroit evening times., 1945-07-17
WESTBROOk
PECLER
Fair
Enough

Enough
IN AUGUST, 194l. I received 7.
L from national women s
magazine which employs Mrs.
Eleanore Roosevelt as a column
ist, an advance copy of a writ
ing from the lady's pen. sched-
uled for the September issue.
in which Mrs. Roosevelt said:
81, personally, do not think
that earning small or large
amount Of money il commercial
iZing the White House"
That was the year when Mrs.
Roosevelt, herself, was engaged
by the Pan-American Coffee
Bureau. an organization sup
ported by the public funds OF
nine Latin-American nations, 10
promote the sale of coffee in
the United States, by a Seties
of weekly broadcasts.
l have been told that her fee
was 81 900 a week and that A
Mrs. Betty Lindley of Washing
ton, Mrs. Roosevelt'S agent.
called on the National Coffee
Association. an American group,
composed of importers, roasters,
jobbers and wholesalers, TO
learn its objections TO this
project.
IN a formal letter 10 the mem
L bers of the association, dated
July %, 1871, about the time
that Mrs. Roosevelt was COM
posing her defense OF her COM
mercial' activities for sale 10 the
magazine. George G. Thierbach.
its president announced the
termination Of the cooperative
agreement
Prior TO this time the adver-
tiSlng account Of the coffee
campaign had been handled by
the Arthur kudncr agency, a
reputable New York firm.
Arbitrarily the account was
taken away from the Kudner
agency and handed TO the Bu,N
Chanan agency.
There were two interesting
characters in the Buchanan
agency. David Hopkins. the son
Of Harry Hopkins of the White
House. and John Hertz Jr,
whose father is the movie mag
nate, race-track promoter and
operator Of one ef the biggest
racing stables and partner in
the EettffHn brothers bank, in
New York.
Hertz. senior dominates
Paramount pictures and the
Buchanan agency boasted that
II "Serviced the Paramount
advertising
IN GOING after the coffee ac-
L count, amounting 10 about
$4,000 a year. Of which the
agency normally receives Is per
| cent or, IN this case. $50 900.
| for It's services. the Buchanan
firm prepared 4 booklet called
"A plan 10 increase the sale of
coffee IN the United States
urging the employment Of a
commanding American person
allty on the air
The following are excerpts
( from the booklet
I'VE recommend 20 YOU ~
that radio personality n woman
who stands fortnight In her
own life ~ the best example ~
the modern woman who gets
more out Of life by giving more
to life; woman beloved and
respected because. in these most
troubled times In the history of
our hemisphere, she IL the first
lady of the United states. Mrs.
/ Franklin ID. Roosevelt.
we have made the proper
contacts. We have discovered
+ that Mrs. Roosevelt il desirous
of going on the air. We have
aScertained that she will give
first consideration 10 Buchanr (
4 Co, a. the authorized repr. y
sentative of the Pan American
Bureau. The matter has been
carried even further. We have
obtained preliminary carte
blanche from the state depart
ment for Mrs. Roose 10
7 broadcast for the Pan-Americsn
/ Coffee Bureau"
The accuracy of this claim
may be doubted. a man entirely
familiar with the affairs Of the
dissenting 4 m erIcan coffee
group insists that Sumher
WelleS Of the state department
and even Leon Henderson. then
influential IN the New Deal. OPP
posed the engagement Of Mrs.
/ Roosevelt
But Harry Hopkins told
them 10 Law off," he said and
the contract went 10 the COM
pany which employed his son.
with Mrs. Roosevelt as the lure.
! WHEN | describe Mrs. RooSe-
w Welt As the lure | rely on
the wording OF the Buchanan
prospectus which says further:
Your message becomes con-
nected in the minds Of millions
Of listeners with their persobal
and respectful admiration for
Mrs. Roosevelt.
Through the fact that Mrs.
Roosevelt is on the air for the
Pan-American Coffee Bureau
and the equally important act
that the bureau Il the most out