Tony Schwartz Media: The Second God

ISBN 13: 9780394502472

Media: The Second God

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9780394502472: Media: The Second God

Tony Schwartz, the man Marshall McLuhan called "the guru of the electronic age" tells how the media have shaped our world--and how we can shape the media. Illustrated by Nurit Karlin.

"Who else could write more brilliantly about media as a second god than one of the few humans who has leanrned how to use and control it... Tony Schwartz. This is a superb book." -- Senator Daniel Patrick Moynihan

"Media: The Second God takes up where The Responsive Chord left off, and is indispensable reading for anyone who works with media. Tony Schwartz shatters some myths and establishes some new standards by which all media will be judged." -- Joseph Napolitan, International Political Consultant

"Students and scholars of communication should be grateful that Tony Schwartz has written another original, compelling book about how media work. Tony Schwartz is a creative genius and a masterful teacher." -- Professor Kathleen Jamison, Director of Graduate Studies, University of Maryland

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About the Author:

Tony Schwartz, the acknowledged master of electronic media, has created more than 20,000 radio and television spots for products, political candidates and non-profit public interest groups. Featured on programs by Bill Moyers, Phil Donahue and Sixty Minutes, among others, Schwartz has been described as a "media guru", a "media genius" and a "media muscleman". The tobacco industry even VOLUNTARILY stopped their advertising on radio and television after Schwartz's produced the first anti-smoking ad to ever appear (children dressing in their parents' clothing, in front of a mirror). The American Cancer Society credits this ad, and others that followed, with the tobacco industry's decision to go off the air, rather than compete with Schwartz's ad campaign.

When Marshall McLuhan met Tony Schwartz, he said he met "a disciple with twenty years prior experience!" Later, McLuhan and Schwartz shared the Schweitzer Chair at Fordham University.

Credited with the single most effective and talked about ad ever produced, Tony Schwartz created the "daisy ad", as it has become known, to highlight the dangers of nuclear arms. It was used by the Johnson campaign in 1964 to clearly illustrate his position on the use of nuclear weapons. Considering the extensive discussion that the ad has sparked, it is remarkable that the ad ran only once.

Schwartz has created the media campaigns of over 200 candidates, including the winning 1976 presidential campaign of Jimmy Carter, the 1964 Johnson presidential election, the campaigns of Abe Ribicoff (Connecticut) and Daniel Moynihan (New York), and selected campaigns of Tom Foley (Washington state), Mike Gravel (Alaska), Bob Hattfield (West Virginia), Edward Kennedy (Massachusetts) Tom Lantos (California), Warren Rudman (New Hampshire) and Andrew Young (Georgia), to name but a few.

For thirty one years (1945-1976) Schwartz created and produced a weekly radio program of people and sounds of New York on WNYC (AM & FM). For over 15 years he wrote a weekly column for Media Industry Newsletter (MIN). For many years he has been a Visiting Electronic professor at Harvard University's School of Public Health, teaching physicians how to use media to deal with public health problems. He is also teaching at New York University and Columbia and Emerson colleges. Because Schwartz is unable to travel distances, he delivers all out of town talks by 2-way telephone. Schwartz is a frequent lecturer at universities and conferences, and has given presentations on six of the seven continents (not Antarctica). He holds honorary doctorates from John Jay, Emerson and Stonehill Colleges.

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Tony Schwartz
Published by Random House, Inc. (1981)
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