Made to Break by Giles Slade

Author:Giles Slade
Language: eng
Format: epub
Publisher: Harvard University Press

Response to the book from the business community was immediate and hostile—a fact that delighted both Packard and his publisher. Because a short period of seventeen months separated the release of The Status Seekers and The Waste Makers, Packard had worried that both he and the book might suffer from overexposure.27 But in 1960 and 1961 Justus George Frederick’s old trade journal, Printers’ Ink, targeted The Waste Makers—and Packard personally—in three separate issues, including a special edition whose enticing cover copy read “Is ‘The Waste Makers’ a hoax? Why did Vance Packard write it? Why did David McKay Co. publish it? Printers’ Ink and seven outstanding ad men—Cummings, Frost, Zern, Kerr, Weir, Mithun and Cox—explore these questions to try to fin reasons for such a deliberate attack on advertising and marketing. The special report begins on page 20.”28

Although the book was number one on the New York Times bestseller list for only six weeks,the business community’s hysterical criticisms of The Waste Makers attracted enough attention to hold a spot on the list for six months. In October, Printers’ Ink ran a second feature entitled “Packard Hoodwinks Most Reviewers.”29 Their most vicious attack, however, came six months after the book’s release. The article “Has Packard Flipped?” confi med The Waste Makers importance as an effective if mostly solitary attack on America’s growing “throwaway culture.”30 Because of the attention the book excited within America’s business community, foreign demand for The Waste Makers grew until it was eventually translated into more than a dozen languages. But, as Daniel Horowitz notes in Vance Packard and American Social Criticism, “no newspaper reviewers seconded the diatribes from the business community.”31

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