Eleanor Roosevelt

Eleanor Roosevelt WWII South Pacific Tour 9/13-18, 1943

Eleanor Roosevelt South Pacific Tour — OUR CAPTAIN and Crew One conducted part of Mrs. Roosevelt’s now famous South Pacific tour of inspection. She was quite thrilled at sitting in the Co-pilot’s seat for a landing. Between the Captain and Lieutenant (jg) Shea, from left to right, are Vice-Admiral Fitch, Mrs. Roosevelt, Major General Thatch, and Miss Mary Ryan of the Red Cross.

Excerpt copied without permission from the excellent VB-104 book by VAdm Sears, p.116:
[For the flight from Espiritu Santo to Guadalcanal, Admiral Halsey] thought of his heavily-gunned Navy Liberators (PB4Y-1s) and Sears, CO of VB-104 and the Navy Search Group operating out of Carney Field.

Sears had flown the Admiral several times in Car Div Two and at Anacostia, so Halsey’s next choice was simple. Send Sears and his crew to Espiritu Santo and fly the ladies to Guadalcanal. Make it at night to arrive just before dawn. This was the safest procedure; however, Henderson airfield was severely bombed the next day!

On 13 September, Sears flew down to Espiritu in routine fashion, having negotiated the 625 nautical miles several times before. He was flying John Alley’s plane, 32075, because Searls had earlier crashed the skipper’s own plane into spare parts. Lymenstull recalls that the skipper selected 32075 because it had a Jap flag painted on it for a Mavis shot down and three bombs painted on it for three high altitude bombing raids.

We prepared the plane as best we could to accommodate our distinguished guests. The painting of the beautiful lady on the nose of 32075 was left for all to see, but the plane’s name was judged indelicate and was painted over.

For comfort during flight, a plywood cargo liner was installed in the bomb-bay upon which two passenger type seats were securely fastened. Flight jackets and several thick Navy blankets completed the accoutrements.

On 16 September, Sears flew 32075 on two check flights. Nothing must go wrong when Mrs. Roosevelt was aboard. On the morning of 17 September, Mrs. Roosevelt and her companion, Miss Ryan, boarded Sears’ plane and made the flight from Espiritu to Henderson Field, Guadalcanal in 3.9 uneventful hours. Our crews usually dozed on our flight between Espiritu and Guadalcanal but on this special flight Sears’ gunners were alert and he even had a fighter escort.

Mrs. Roosevelt’s stay on Guadalcanal was short. On 18 September, one day after her arrival, Mrs. Roosevelt boarded Sears’ plane and flew to Espiritu. Sears’ flight log has the remark, “Mrs. R. co-pilot for 2 hrs and on landing!” That shows how important we co-pilots were—even the President’s wife could do our job!

Whit Wright, his crew, and his plane, 32081 “Whit’s Shits,” played a minor and little known role in the “Mrs. Roosevelt” caper but close enough to Mr. Roosevelt that “Whit’s Shits” was temporarily covered by some washable brown paint. Whit flew to Espiritu when Sears did on the 13th. PATSU crews gave his plane the necessary service and Whit then provided his CENSORED “Whit’s Shits” as standby plane for Sears on the day he flew Mrs. Roosevelt to Guadalcanal. On the morning of the 18th, Whit shuttled his plane to Henderson Field, so it could again serve as the standby plane, this time for the Sears/Roosevelt flight from Henderson back to Espiritu.


More Info & Links:

The Eleanor Roosevelt Papers Project
“When FDR suggested in 1943 that ER go on a goodwill tour of Australia and New Zealand she readily agreed. Ever since her return from Great Britain in 1942, ER had wanted to go to the South Pacific both to see US servicemen there and to observe the homefront in Australia and New Zealand. She particularly wanted to visit Guadalcanal… The night before Mrs. Roosevelt arrived on Guadalcanal the Japanese bombed the island, and there was an air raid warning while she was there. They bombed it again the night after she left… Her trip to Guadalcanal was rough, flying lights out at night to prevent detection by the Japanese in an unheated military transport. She had been traveling non-stop for a month. She was exhausted and had lost thirty pounds.”

Eleanor Roosevelt: American Ambassador to the S. Pacific
“The night before her trip to Guadalcanal, the First Lady had but two hours of sleep as she had to catch a plane at 1:39 am to make a cold night flight to the island, which was still being bombed by the enemy. On Guadalcanal the men were not told of her coming, but the night before her arrival they were told that they were not to walk around without wearing pants and shirts, as they often did. The men on Guadalcanal were completely surprised to see the First Lady. One astonished Marine exclaimed, “Gosh, there’s Eleanor!” Her escorting general was disturbed by the familiarity, but Eleanor was amused. She made the rounds of hospitals, kitchens, a cemetery, workstations, and tent dwellings of the men. Her driver on Guadalcanal was Air Corps Sergeant Joe Lash whom she had known before the war and had requested to see while she was on the island.”

Eleanor Roosevelt’s South Pacific travel diary.
“One of the things which I shall never forget on Guadalcanal is my visit to the cemetery. The little church there was built by the natives and given to the sliders; they even made an altar and the altar vessels, carving them beautifully and decorating the church with symbols which have special meanings for them—fishes of various kind which mean long life, eternity, etc. it was very moving to walk among the graves and realize how united these boys had been in spite of differences in religion and background.”

American Realities
“The First Lady arrived in the early morning and breakfasted with General Nathan Twining. Eleanor told the general that she wanted to see a Sergeant Lash, and soon the soldier and the First Lady met, upsetting military protocol with a warm embrace. Joseph Lash accompanied Eleanor as her driver during much of her island tour… The chapel had been built of wood by the natives and given to the Americans. Its steep, thatch roof sloped almost to the ground. A thatch-covered cupola rose above and was topped by a cross… Admiral Nimitz’s flag officers came in from their various posts “singing her praises and reporting on the beneficial effect she had had on the morale of the men.” In the South Pacific she acquired almost legendary status.”

Mrs. Roosevelt’s Tour (FDR Library)
(silent film – Guadalcanal segment apparently at 17:50)

FDR Library – Eleanor’s Uniform
Eleanor's Uniform

Tour 1 Decorations

List of Decorations Awarded
(source: Sears’ Buccaneers 1997 book)

The personal decorations bestowed on squadron
personnel to date are as follows:

NAVY CROSS
Lieutenant Commander Whitney Wright, USN.

DISTINGUISHED FLYING CROSS
Commander Harry E. Sears, USN (with Gold Star in lieu of a second D.F.C.).
Lieutenant Bronislaw P. Antonik, USN.
Lieutenant (jg) Anton E. Anderson, USNR.

AIR MEDAL
Lieutenants Smith, Feind, Donald, Humphrey;
Lieutenants (ig) Anderson, Dempster, Neidlinger, Shea.
Cole, ACMM; Weston, G. N., ACOM; Stainbach, ARM1c;
Colclasure, AMM2c; Yuzapavich, ARM2c;_ Little, AOMIc; Kelly, AMM1c; Pedigo, AMM2c; Skeem,CAP;
Conti, ACMM; Carley, ARM1c; Crozier, AMM2c;
Sottolano, ARM2c; Coverdell, AMM2c; Robertson, AMM3c; Griffiths, AOM1c; Hurlburt, AMM2c.

PURPLE HEART
Lieutenants (jg) Dempster, Joslyn, Neidlinger.
Griffiths, AOMI1c; Hunt, AMM3c; Laming, ARM2c;
Lofton, AOM2c; Owens, AMM2c; Sams, ARMIc; Flanick, Ritiic.

PRESIDENTIAL UNIT CITATION RIBBON
All hands.

COMMENDATION RIBBON
Lieutenants Murray, Sims, Ming.
Luedeka, ACMM.

NOTE: As this edition goes to press, a large number of award recommendations are still outstanding, due to recent re-submission.

Tour 1 Aircraft

“Sears’ Buccaneers” 1997 book, pg.266

“The fates of the fifteen original planes”

Bu.#   Original Owner Fate of Plane
32048 Sears Steers Sears, (Crew) 1 Crashed on runway by Searls, Guadalcanal
32060 Momentary Dysentery Swinton, 14 Returned to Kaneohe by Stoppy
32061 Mark’s Farts Monty, 4 Returned to Kaneohe by Monty
32069 The Schooner Stoppy, 7 Lost at sea with Anderson crew
32070 Saints & Sinners Feind, 6 Returned to Kaneohe by Feind
32071 Red’s Devils Van Ben, 11 Returned to Kaneohe by Van Ben
32073 Pistol Packin’ Mama Clagett, 9 Returned to Kaneohe by Clagett
32074 Donald’s Duck Donald, 8 Crashed landing at Russells, Hager
32075 Open Bottom Alley, 5 Returned to Kaneohe by Alley
32076 You Got It Humphrey, 12 Destroyed by Jap bombs, Guadalcanal
32077 Vulnerable Virgin Hager, 13 Lost at sea with Dvorachek crew
32079 Whata-Honey Searls, 15 Lost at sea with Searls crew
32080 Unapproachable Smith, 2 Traded to FAW 1, for 31975
32081 Whit’s Shits Wright, 3 Rtnd. to Kaneohe & San Diego by Wright
32083 Astro Arsenal Dvorachek, 10 Returned to Kaneohe by Sears

Tour 1 Roster

In the Squadron Scrapbook I found a Roster listing full names of the men in the first tour (1st tour 4/10/1943 – 4/15/1944). In order for these men to be found in internet searches, it needed to be in text format rather than an image. It also included old resident addresses, which I’ve edited out for privacy.

Since so far we have no volunteers to help with typing in lists or proof reading, with considerable effort I used several apps and “OCR” to convert the scanned list image to text. We haven’t proof-read this list but may do so eventually, so if you find an error please let us know.

I’ve preserved the two column format of the printed book, so each group of names reads alphabetically down the left column and continues down the right. We like the nicknames (e.g. “Capt. Marvel”) given for some, and wonder about the stories behind their assignment.

Tour 1  Personnel Roster

Adamson, James Joseph, AOM2c Conti, Anthony Joseph (Black-Out), ACMM
Alley, Charles John, Lt. Coverdell, Robert Eugene (Capt. Marvel), AMM2c
Anania, Allen Bernard (Al), ARM1c Crozier, Forrest Eugene, AMM2c
Anderson, Anton Elliott (Big Andy), Lt. (jg) Custer, Prentice Jackson (The Wounded AP), CAP
Anderson, Erwin James (Andy) D’Alauro, Ferdinando Fred (Weegee), ARM2c
Andrews, Marlin Olmstead, Jr., Lt. (jg) Davis, Asa Sanford, AMIc
Antonik, Bronislaw Paul (Ben), Lt. De Golia, Robert Milner (Dagwood), Lt. (ig)
Apple, William Frank (Bill), AMM3c Devine, Joseph Patrick (Sugar), AMM1c
Austin, James W. (Jeep), Lt. Didier, Gerald Louis (Jerry/Deets), Lt. (jg)
Bartell, Jack Arthur (Bart), AMM2c Dillon, Marvin John (Dill), AMM2c
Bass, Clovis Clifford (Punkie), ARM3c Dodson, Thomas L. (Tom), Lt. (jg)
Bauer, Leo Raymond, Jr. (Lee), Ens. Donald, Herbert Lee, Jr. (Don), Lt.
Beard, William Franklin, AMM3c Duranti, Albert James R. (Al), RDM2c
Beausoleil, Paul D. (Frenchie), RDM2c Dvorachek, Harold Edmund (Deevo), Lt.
Bennett, John Alfred (Benny), AOMIc Ehemann, Charles Lawrence (Sparks), ACRM
Bennett, John Calvin, ARM2c Elder, John Douglas, AMM2c
Berg, John Arthur, AMM1c Emerson, George Wallace (Gunga Din), ARM2c
Bittenbender, Earl (Bitt), Lt. (jg) Emery, Ernest Oscar (Ernie), ACMM
Bomar, Edward Sloan, ARM3c Essen, Eric William, Lt. (jg)
Boulger, James H., Jr. (Jungle Jim), Lt. (jg) Farr, William Riley, Jr. (Sand Crab), AMM2c
Browning, Frank Priest, Jr. (Ridge Runner), AMM2c Faslun, Roy Van (Lucky), AMM2c
Burton, John Howard (Big John), Lt. (jg) Feind, Frederic Louis, Jr. (The Fiend), Lt.
Butler, Henry Edwin (Buster), AMM1c Felice, Arthur Daniel (Black-Out), ARM2c
Campbell, Henry Eugene (Hank), Lt. (jg) Finady, William Henry (Bill), ARM2c
Cearley, Charlie Esper (Curly), ARM1c Finley, Robert Marion (Blub), Lt. (jg)
Clagett, Page Bowie (PB), Lt. Flack, Robert Fleming (Little Wabbit), AMM2c
Colclasure, Hubert Austin (Ridgie), AMM2c Flanagan, Jerome Francis (Irish), RDM2c
Cole, Lloyd Joseph (Soapy), ACMM Flanick, Anthony Paul (Tony), RT1c
Conover, Gerald Isaac, AMM2c Foelsch, William Francis (Private Willie), AMM2c
Conrad, Jack Jones (Twiget), ARM1c Forrester, William Ralph (Wild Bill), AOM2c

Franko, Robert (Jeep), AMM2c Hodge, Nathan (Gremlin), AMM2c
Fullmer, Robert John (Red), AOM2c Honey, Norwood Miner, Lt. (jg)
Gaynor, Thomas Hugh (Nine-Twenty), ARM2c Houck, Harold Bernard (Snookie), ARM2c
Gilliland, Robert Lewis (Bob), AMM2c Humphrey, John Francis (Hump), Lt.
Goldbaum, Edward William (Goldie), AMM2c Hunacek, Raymond Louis (Hunnie), AOM2c
Goodman, William Earl (Trapper), Lt. (jg) Hunt, Clinton Edward, AMM3c
Gordon, Frederick Leonard (Flash), AMM2c Hurlburt, Edwin Glenn (Two Gun Eddie), AMM2c
Gossage, Howard Luck (Goss/Lucky), Lt. (jg) Jeska, Henry Otto (Jess), AMM2c
Graham, John Benjamin (Johnny), AOM2c Johnson, Donald Elbert, AOM2c
Green, Lawrence Frederick, AOM3c Johnson, Leon Dibrell (Johnny), Lt. (jg)
Greenberg, Bertram (Bert), CRT Jones, Gordon Wendell, Ens.
Gress, Byron Edward (Battlin’ Lover), ACRM Jones, Harold Walter, AMM2c
Griffin, Jack Dale, AM2c Joslyn, Harper Smyth (Harp), Lt. (jg)
Griffiths, Robert, AOM1c Karls, Raymond Lewis, (AP), AP1c
Griskiewicz, Joseph Alfred, ARM2c Keiser, Norman Michael (Mike), Lt. (jg)
Gruner, George Washington (Muscles), AM2c (AB) Kelly, John Joseph (Jack), AMM2c
Gwaltney, William Estly, Jr., AMM1c Kelsey, Raymond Louis (Farmer), AOM2c
Hagen, Edward M. (Ed), Lt. (jg) Kennedy, Jessie Russell (Curly), AMM2c
Hagendoorn, William Francis, AMM2c Keogan, Bernard Harold, AOM2c
Hager, Donald Martin Lee (Don), Lt. King, William Benjamin (Boola), ARM1c
Hammond, Robert Laverne (Hambone), AOM2c Knudsen, William Frederick, Jr. (Buzzie), AMM2c
Harbidge, Walter Charles (Bud), Ens. Kreilick, Paul E. (Streaky), Lt. (jg)
Harwood, Wallace Victor, AMM3c Kvaratius, John Peter, ARM2c
Hawkins, Claude Walter (Sadie), AMM2c Laming, Jack, ARM2c
Healy, Edward Brennan (Pop), AOM3c LaRue, George Howard (Snafu), AMM2c
Heider, Walter H., Jr. (Hugh), Lt. (jg) Leishman, Robert Orson, AMM2c
Heinke, Clarence Henry (Baron), Lt. Levesque, Elden Louis (Barber), ARM2c
Helms, Forrest (Shorty), AMM2c Lipscombe, Edwin Wilfred (Lip), AMM2c
Hemphill, Jeff Douglass (Jeff), Lt. (jg) Little, Lee Daniel (Daniel Boone), AOM1c
Hiles, Frank William, Jr., AOM3c Lloyd, William Graham, Jr. (Wild Bill), ACMM

Lodato, August Menotti (Austin), Lt. (jg) Nelson, Donald Elwood (Killer), ARM2c
Lofton, Billy (Bill), AOM2c Nichols, John Marshal (Nick), AMM2c
Lose, Robert Crissman, AMM2c O’Brien, Alvin Stuart (Greasy), AMM2c
Luedeka, William Frederick (Pete), ACMM Osiecki, Chester Martin (Cuddles), AMM2c
Lunn, Grant Charles, AMM2c Ostwalt, William Marion (Ozzie), AMM1c
Lyle, William (Bill), Lt. (jg) Owens, Orvil Leroy, AMM2c
Lymenstull, Allie John (Lyme), AMM2c Page, John Emery, Jr. (Jap), AMM2c
Mahaley, Francis Spencer (Feets), ACOM Palatini, Peter Joseph (Pete), AMM2c
Martin, Gordon Donald (Gordie), AMM2c Parham, Lewis Everitt (Gismo), AMM2c
Martin, Richard Hayward, Jr. (Bombs Away), AOM1c (AB) Parker, James Curtis, Jr. (Jake), Lt. (jg)
Masters, George Warren, AMM2c Parker, John Fritz (Johnny), ARM1c
Mathews, James Elton, Jr. (Zero), AMM2c Pate, Albert Earle, CAP
Maule, Charles |. (Mule), AMM2c Pate, Don Everett (Wed Wabbit), AMM1c
Mazurek, Walter N. (Sack Time), ARM1c Pedigo, Deval Alton (Pee Wee), AMM2c
McAnnich, Ralph Orville (Mac), ARM2c Perret, Alvin Philbert (Salvo), AOM1c (AB)
McCutcheon, Leland Pelletreau (Mac), Lt. (jg) Pettes, Phillip Edward (Fearless Fosdick), Lt. (jg)
McDonald, Emmet Joseph (Mac), ARM2c Phaneuf, Clifford Arthur (Fuso), AOM1c
Mcintyre, John Ross (Mac), ACMM Pierson, Harry Waldo, AMM2c
McKenzie, Thomas Edward (Mac), AOM2c Plank, Robert Joseph, ARM1c
Mercurio, Michael, AMM2c Pruitt, Samuel Edward (Pappy No. 2), AMM1c
Merkel, Thomas Vincent (Voigil), AMM2c Ralston, James Howard (Sleepy), AOM2c
Messersmith, John Lynn, Lt. Ready, John Edward, ACMM
Miller, Thomas Laurent (Tommy), AOM2c Reichert, Leonard J. (Butch), Lt. (jg)
Ming, Raymond E., Lt. Riley, Paul Donald (Junior), Lt. (jg)
Molloy, Thomas Joseph (Biceps), CAP Riley, Walter Frank James (Rip), Mach.
Monaco, Salvatore Frank, AMM2c Roach, Charles Earl (Shrapnel), AMM2c
Montgomery, Mark V. (Monty), Lt. Roberts, Cleo Elwell (Robby), AMM2c
Montoux, Gene Francis (Buck), AMM2c Robertson, Joe Hansel (Tex), AMM3c
Murray, Rowland Hill (Bud), Lt. Cmdr. Robinson, Donald Lowe (Robby), ARM1c
Neidlinger, Ulrich Loyse, Jr. (Ace) Lt. (jg) Rolland, Aibion Eugene (Roho), ACMM

Roller, Robert Jean (Bob), AMM1c Thomas, Stephen (Horse), ACMM
Russey, James Douglas (Dilbert), AMM2c Thompson, Henry Joseph (Horse), Lt. (jg)
Sams, William Lewis (Rug Maker), ACRM Thompson, John B. (Jig Baker), Lt. (jg)
Schiselbauer, William John (Jack), AMM2c Thornton, Robert Marvin, Jr. (Bob), AMM1c
Schmalen, Nicholas John, Jr. (Nick), AMM2c Tillman, H. B. (Tillie), ARM1c
Schopp, Orel John, Lt. (jg) Utzinger, Robert Jean (Utz), ARM2c
Schuler, Harry Reece (Bum Dope), ACOM Van Benschoten, Robert Seymour (Van), Lt.
Searls, Waymon Dale, Lt. (jg) Verret, Lionel Joseph (Bayou), AOM2c
Sears, Harry Edward (Skipper), Cmdr. Vey, Charles Delen (Chuck), AMM1c
Sellman, John Clayton (Junior), AMM1c Wales, William Tolaud (Bill), AMM1c
Semanisin, George (Blackout), AMM2c Watt, Leslie (Les), Lt. (jg)
Shea, Joseph Daniel (Joe), Lt. (jg) Webber, Lee (Web), AMM2c
Shepherd, Lloyd George (Shep), AMIc Weinschenk, Melbert Michel (Mike), AOM1c
Sims, Robert Floyd (Bob), Lt. Weller, Nolan Woodrow (Joe)
Skeem, Rulon Jay, APIc Weston, George Nelson, ACOM
Smith, James Herbert (Smitty), Lt. Cmdr. Weston, Robert Morgan (Bob), AM2c
Smith, Paul Arvin (Smitty), ARM1c Westover, Jay Herbert (Red), AMM2c
Smith, William LeRow (Smitty), Y1c Whist, Harold (Hal), ARM1c
Snuffer, Benjamin Eenos, ARM2c White, Glen Walpoole (Ridge Runner), AMM2c
Solari, David (Salami), ARM2c White, James Edward (Junior), AMM2c
Sottolano, Nicholas Samuel (Soto), ARM2c Williams, Raymond Joseph (Willie), ARM2c
Sparenberg, Carl H. (Sparkie), Ens. Wilson, Everett Lee, AMM3c
Stainback, William Drury (Snafu), ARM1c Wood, Joseph Roderick, AMMIc
Stafford, Kenyon P. (Kay Pee), Ens. Woody, George Baker (Old Folks), CAP
Stopplemann, Renold Wesley (Stoppy), Lt. Wotherspoon, James, ARM2c
Sutherland, Woodford Wilson (Jock), Lt. (jg) Wren, Ray Arnold, Jr. (Rappie), AMM2c
Swanson, Leonard E. (Swannee), Lt. (jg) Wright, Whitney (Whit), Lt. Cmdr.
Swinton, Robert Leitch (Bob), Lt. (jg) Yoakum, Thomas Isaac (Pappy), AOM1c
Tajan, Joseph Meyer (Pops), AMM1c Yuzapavich, Xavier Francis (Little Coogie), ARM2c
Tatham, Lyle Robert (Dog Head), ACM1c

Pilot H. L. Gossage

The Remarkable Story of VPB-104 pilot Howard Luck Gossage
by Stephen Bartley

I wanted to write here about a former pilot in VPB-104, who after the war went on to become one of the most iconic (and iconoclastic) men in advertising in the 1950s and 60s.

He was relatively unknown at the time, but in recent years he has become talked about (and imitated) in advertising circles as a pioneer ahead of his time.

I initially came to this website looking for details of Lt H. Gossage, or Howard Luck Gossage to use his full name.

I came about Gossage’s career for professional reasons. I’m a copywriter, from the UK, and as far as inspiration goes few are better at providing it than Gossage.

I got to know one of Gossage’s biographers a year or so ago. Steve Harrison was himself a multi-award-winning creative director and copywriter. Having spent his own career following Gossage’s example, he set about writing the story of his life.

But one part of his life that little was known about was his WW2 service.

Harrison covers it in a short extra, which is in the image below.

…he got his DFC for peeing into a tube without spilling a drop whilst under prolonged Japanese anti-aircraft fire.

He was renowned for his coolness, not least for one daredevil flight at just 25 feet above the waters of enemy occupied Hong Kong harbour.

I remember the first time I read this. My first thought was who wouldn’t want to know more about a guy like this?

My second thought was… what business did anyone have skimming the waves over Hong Kong harbour in the middle of WW2?

Maybe those are questions people here might be able to help me with!

After the war ended Gossage used the GI Bill to study in Paris, and then returned to the US to do the only thing he knew — advertising.

He started as he intended to go on: Unconventionally.

For one thing he set up shop in San Francisco, a long way from the big agencies on Madison Avenue.

He was also the first to charge clients for the creative work (not the commission system that meant big agencies were paid regardless of whether the ads were any good).

This was significant because what made Gossage ads good was their originality. One campaign for Eagle Shirts received more than 12,000 letters in reply. So many that they became a book: Dear Miss Afflerbach (A real secretary at the company who readers were invited to write to).

His campaigns were erudite, clever, funny, and above all would be read by people regardless of the product.

I don’t want to labour the point, so there are links below that will take you to examples.

But there was more to Gossage than advertising – an industry he often despised.

“I long for the day when advertising will become a business for a grown man.”

He was responsible for helping launch the career of Marshall McLuhan, making the Canadian philosopher something of a household name. HE also makes an appearance in Tom Wolfe article about McLuhan (linked to below).

He helped establish Ramparts magazine in the late sixties, all while keeping his distance from the alternative world of Haight-Ashbury and the hippies.

And while claiming to save the Grand Canyon, he helped first the Sierra Club, and then the setting up of Friends of the Earth, all from his converted San Francisco fire house.

“The Book of Gossage”, features a collection of essays and speeches made by Gossage, mainly about the blight of advertising — bad advertising — and the industry itself.

I’m afraid I can’t do him justice here, except to say that his legacy lives on to this day.

Alex Bogusky, former head of Crispin Porter and Bogusky is a disciple. He made The Book of Gossage required reading at his agency, and started creative meetings by asking his team “What would Gossage do?”

Like Gossage, he tried to have a conversation with people (rather than a one way shouting match).  Gossage wanted to get you involved, usually with a coupon. He wanted to know what you thought, and above all he wanted you to smile and have fun.

Why else would he arrange the world’s biggest paper airplane competition, with entries by everyone from school children to NASA engineers, to sell a science magazine?

Sadly, Gossage died in 1969 from leukaemia, aged just 51. It was an event he described as “fatal but not serious”. Perhaps typical of a man described by those closest to him, including his wife the actress Sally Kemp, as facing his own mortality in the same spirit that he had lived his life.

I hope you don’t mind me speaking of that life here. I don’t doubt there are other fascinating stories to tell among the lives of other air crew of VPB-104.

But I’m thankful for the opportunity, and to have found this website, which among other things has given me a little insight into why anyone would be flying 25 feet over Hong Kong harbour.

Stephen Bartley

Whitstable, UK.

You can simply type “Howard Gossage” into Google and be inundated. But I’ve listed a few useful links below to save time:

Wikipedia: https://en.wikipedia.org/wiki/Howard_Gossage

Documentary (The Socrates of San Francisco): https://ashley-pollak.squarespace.com/

Tom Wolfe story about Marshall McLuhan (featuring Gossage) from his book The Pump House Gang: http://archive.wphna.org/wp-content/uploads/2015/03/1965-NYHT-Tom-Wolfe-on-Marshall-McLuhan.pdf