Founder & Former Chairman, Benton & Bowles Advertising Agency

Atherton Hobler will be remembered as a man of many facets, a patriot, a groundbreaking practitioner of advertising and in broadcasting and a Samaritan. He invented marketing concepts that revolutionized the industry and held customer service to be the highest aim.

One of Hobler’s first opportunities to display his extraordinary advertising and entrepreneurial skills was as founder and chairman of the Benton & Bowles Advertising Agency. Here, he fostered the concept of the "Triangle of Marketing Success," which detailed three attributes necessary to the consumer acceptance. First, a product had to make a contribution to consumers. Second, it had to be a good value. Lastly, the promotion of the item had to be truthful, informative and rewarding for consumers to give it their attention.

He became known as a true pioneer of broadcasting when in 1933 he helped to create and produce the first national radio show such as "Maxwell House Show Boat" and Fred Allen’s "Town Hall Tonight" and later, a number of day and evening television series.

Hobler was chairman of the American Association of Advertising Agencies before WWII, and it was his conviction and leadership that helped make the participation of advertising in the U.S. war effort so effective.