The Time Walter Cronkite Angered R.J. Reynolds

LUKE FRAZZA/AFP/Getty Images
LUKE FRAZZA/AFP/Getty Images

If you’re a stickler for the correct usage of “who” versus “whom,” or if you find yourself seething over the “10 Items or Less” sign at the grocery store, you have something in common with Walter Cronkite.

As a respected journalist and news anchor, Cronkite was very careful about his words, from his enunciation of them to the tone in which he said them—so you can imagine his indignation at being asked to deliver a line with purposely incorrect grammar.

In 1954, shortly after being named the host of a morning show on CBS, Cronkite was tasked with a live-read of a Winston cigarette ad. Though it’s hard to imagine Anderson Cooper or Lester Holt concluding a segment with an earnest plug for Budweiser or McDonald’s, anchor-read endorsements were commonplace in the 1950s. Cronkite had a problem with the commercial, but it wasn’t the product he took umbrage with—it was the tagline: “Winston tastes good like a cigarette should.”

Though it may sound fine to most ears, the word “like” is actually used inappropriately. Traditionally, “like” is used as a preposition and “as” is used as a conjunction, but the Winston ad treats “like” as a conjunction, or a connecting word.

Here’s the line in action. Just a warning: If you’re a grammar purist, the phrase “tastes real good” is also sure to raise your hackles.

Cronkite refused to say the line as it was written. Instead, he delivered it the correct way: “Winston tastes good as a cigarette should.” His former English teachers may have been beaming at their television sets, but the execs at R.J. Reynolds, Winston’s parent company, weren’t so happy, and neither was their ad agency. The agency pounced on Cronkite’s correction, but he remained unapologetic. “I can’t do an ungrammatical thing like that,” he told them.

Wording wasn’t the only problem—his smoking, or lack thereof, was also an issue. Cronkite wasn’t a cigarette smoker, but after delivering the offending line to the cameras, he was supposed to take a puff from a Winston. Though he obliged, he didn’t inhale. The agency reprimanded Cronkite for that as well, feeling that a spokesperson who clearly didn’t use the product couldn't convince viewers to pick up a pack. They asked Cronkite to inhale on camera—and that’s where he drew the line. “Let’s just call this thing off,” he says he told them. “CBS was up in the rafters, of course, about it at the time.” It was Cronkite's first and only commercial.

Here’s the story straight from the anchor himself:

For the record, Cronkite wasn’t the only high-profile person who had a problem with the Winston wording. “Like goes Madison Avenue, like so goes the nation,” Ogden Nash wrote in The New Yorker.

Years later, Winston tried to capitalize on the controversy with a commercial that depicted a professor lecturing his students about the sloppily worded slogan. The students doth protest, jumping up in unison and saying, “What do you want, good grammar or good taste?”

Unimpressed, The Wall Street Journal responded to the question in a 1970 op-ed: “It doesn’t matter which you want. In a Winston ad, you don’t get either.”

Remains of World War II Soldier From Texas Finally Identified Nearly 75 Years After His Death

Lexey Swall/Getty Images
Lexey Swall/Getty Images

More than 400,000 American service members died in World War II, and decades after the war's end in 1945, more than 72,000 of them remain unaccounted for. As the Associated Press reports, the remains of one World War II soldier who died in battle 74 years ago were recently identified in a Belgian American cemetery.

Private first class army member John W. Hayes, originally from Estelline, Texas, was fighting for the Allied Powers in Belgium in early 1945. According to witnesses, he was killed by an 88mm gun on a German tank on January 4. The military recorded no evidence of his remains being recovered.

The Defense POW/MIA Accounting Agency, a government organization responsible for recovering missing soldiers, suspected that an unidentified body found near the site of Hayes's death and buried in 1948 might be Hayes. In 2018, the agency exhumed the body from a Belgian American military cemetery and analyzed the DNA. Tests confirmed that the grave had indeed been that of John W. Hayes. Now that Hayes has been identified, his body will be transported to Memphis, Texas, and reinterred there on June 19.

Thanks to advances in genetic technology, the government has successfully identified the dozens of World War II military members decades after their deaths. Recently, the Defense POW/MIA Accounting Agency used DNA analysis to identify 186 of the sailors and marines who perished at Pearl Harbor.

[h/t MyHighPlains.com]

5 Fast Facts about Madam C.J. Walker

 Madam C.J. Walker items at The Women's Museum in Dallas, Texas
Madam C.J. Walker items at The Women's Museum in Dallas, Texas
Wikimedia Commons // Public Domain

During a time when Jim Crow laws were actively being passed by state legislatures and segregation was total, one self-made businesswoman managed to stand out and serve as an inspiration for female entrepreneurs and people of color in America. Born Sarah Breedlove on December 23, 1867—the sixth child in her family but the first not born into slavery—the future Madam C.J. Walker developed a line of hair products and cosmetics and became likely the first female millionaire in the country. Here are a few quick facts about her historic success story.

1. Madam C.J. Walker first worked as a laundress.

In 1888, the woman who would become Madam C.J. Walker was Sarah McWilliams, a 20-year-old widow with a toddler. After her husband's death, she moved from Mississippi to St. Louis, Missouri, where her elder brothers were working as barbers. To support herself and her daughter, Lelia, she took a job as a washerwoman. She earned roughly $1.50 a day, but managed to save up in order to provide for her daughter's education.

2. Madam C.J. Walker's hair products were made especially for black women.

At the turn of the century, many African Americans suffered from issues of hair loss and dandruff, possibly due to the harsh irritants in the lye soap used by launderers and some combination of poor hygiene conditions, low-protein diets, and damaging hair treatments. Walker herself had a chronic hair-loss problem. According to the biography On Her Own Ground: The Life and Times of Madam C.J. Walker by Walker's great-great-granddaughter A'Lelia Bundles, "if Sarah used the widely distributed patent medicines that were heavily laced with alcohol and other harsh chemicals, [she would only make] the malady worse by stripping her hair of its natural oils."

In 1904, Sarah joined African-American businesswoman Annie Turbo Malone's team of agents after using Malone's "Great Wonderful Hair Grower" product to treat her own ailments. She began investing in creating her own product, and in 1906 she married her third husband, a Mr. Charles Joseph Walker. Walker launched her own "Madam Walker's Wonderful Hair Grower" line of ointments and other products and began selling them door-to-door.

3. Madam C.J. Walker created a beauty culture empire.

Once Walker's business was nation-wide and incorporated, she expanded internationally to the Caribbean and Central America in 1913. Within the next few years, she acquired over 25,000 sales agents; she had a beauty school called the Lelia College of Beauty Culture in Pittsburg that trained her "hair culturists." By the time she died on May 25, 1919 at age 51, her business profits had skyrocketed to over $500,000 in sales annually. In fact, products inspired by Walker's can still be purchased today.

4. Madam C.J. Walker's Irvington, New York mansion will soon host more female entrepreneurs.

By the end of her life, Walker had amassed sizable wealth—she's widely considered to be the first self-made female millionaire, though specific numbers are vague. (Her New York Times obituary noted that "Estimates of Mrs. Walker's fortune had run up to $1,000,000 … She spent $10,000 every year for the education of young negro men and women in Southern colleges and sent six youths to Tuskegee Institute every year.") She also had ventures in real estate, and in 1918 her 20,000-square-foot mansion, called Villa Lewaro, was completed in Irvington, New York, about 20 miles north of her famed Walker townhouse in Harlem. In 2018, the estate was purchased by the New Voices Foundation, a group that has invested $100 million into a fund focused on providing support and leadership initiatives to women of color seeking their own entrepreneurial endeavors. Even 100 years after her death, Walker's legacy remains strong.

5. Octavia Spencer is set to play Madam C.J. Walker in an upcoming TV series.

As first reported by Deadline in 2018, Netflix has ordered an eight-episode series about Walker's life and legacy. Oscar-winner Octavia Spencer is set to star in and produce the series, and LeBron James will serve as an executive producer. While there isn't a firm release date set, the series is certain to be an eye-opening one for those unfamiliar with Walker's incredible story. The show will be based on the 2001 biography by Bundles.

SECTIONS

arrow
LIVE SMARTER