So Borden was applauded for his book The Economic Effects of Advertising, and deserved to be applauded for those books, because it went counter to economic thinking. McNair was already—I mean, he became the Lincoln Filene Professor in the early 1950s, as I remember. Recognized for his in-depth analysis of the field, and his ability to talk to business people about it. There was another pretty prominent guy at the time, Tosdal, in the sales management area; would have equal status.