In the late nineteenth century advertising became serious business.
For the fist time national magazines and journals were able to reach potential customers across the country.
A. Cressy Morrison (1864-1951) believed in modern advertising in such publications. He wrote, “I should like to see all those who are as deeply interested in advertising, and as proud of the intellectual possibilities which it presents as I am, delve more deeply into its intricacies and if possible develop from their discoveries the principles which will ultimately form the basis for a just claim that advertising is a science.”
Since Pabst enjoyed the status of America’s premier brewery at that time, it is no surprise that advertising which enabled marketing and selling its products became serious business for the brewery.
Cressy, hired in 1889, proved the man for the task.
A. Cressy Morrison, seen in this photo of 1895, was hired to promote the Pabst products, particularly the Pabst Extract or Best Tonic.