The Wisdom of SARNOFF and the WORLD OF RCA
Beverly Hills, CA: The Wisdom Society c1967. First Edition. 480 pages. 8vo. Publisher's white boards with gilt titles. Light overall wear. Laid in is a three page typewritten letter from the editor to Dr. Edwin H. Land on Wisdom Magazine letterhead dated August 21, 1967. Very Good. Boards. [29776]
The Wisdom Society for the Advancement of Knowledge, Learning and Research in Education from 1956 to the mid-1960s pubulished a glossy monthly magazine "for the advancement of knowledge, learning, and research in education." Each issue containing photographs by Karsh and focused on a significant eminent person. Cliff Aliperti of collectingoldmagazines did a nice article on the magazine in Aug of 2009 tracing some of the material and history, and concluded that the magazine ceased in 1964, and subsequent business by Gutterman ran into USPS trouble in 1974 after Gutterman sent some 30,000 people solicitations for $100 to receive an entry in the Wisdom Award of Honor.
Gutterman's letter to Land of "a First Edition of Volume 1 of the new Wisdom Books" is purported to be "the first of a projected 100-volume series to be devoted to the wisdom of eminent persons of intellectual accomplishments and notable achievements" The letter laid out how the book was produced, the extensive research and editorial choices made, and ends with an earnest request to Land to read it and "write me your views and opinon of this first Wisdom Book." Gutterman ends with suggesting Land check page 458 which has an alphabetical list of projected volumes including (drumroll please) "the Wisdom of Land and the Land of the Camera"
This letter (and the no doubt dozens of others sent out in such a personal manner) were no doubt attempts to find the next person willing to be part of the series. It amounts to reverse vanity marketing - help me put your name in lights! It is clear Gutterman had a long-term plan here, as the Wisdom letterhead has a long left hand column of "Eminent Recipients of the Wisdom Award of Honor" which contains many recognizable names (given away for free for credibility??). The approach reminds this writer of solicitations received after college from Who's Who of [insert this or that group here] noting how important I was, and asking me to send in my information for a free entry. Of course, after sending it in came the solicitation for purchasing the volume full of other important people (the real goal). Smart marketing playing by the numbers - after all, who didn't want a copy to show their friends?
As for the book itself, Land thought enough of it to keep it - it is filled with a great deal of photography, anecdotes and wisdoms (all presumably of or related to Sarnoff) as well as some longer pieces and from that perspective is interesting.
A brief review of OCLC/Worldcat shows (as expected) no other volumes in this anticipated series, nor anything published by the Society after this date.
PROVENANCE:
The Polaroid/Rowland technical library.in Cambridge, MA.
Price: $75.00