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Biography of an Idea: The Founding Principles of Public Relations by Edward L. Bernays

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chapter 7

METROPOLITAN MUSICAL BUREAU

My career in the business of music started one autumn day in 1915 while I was still a free-lance Broadway press agent. As I was leaving the old Knabe Building on Fifth Avenue and 39th Street, I bumped into Maximilian Elser, whom I had known slightly at Cornell and later when he was a reporter on the New York Sun. He told me he was booking and publicity man for the great dancer Pavlova and for the Mordkin Ballets, both brought to America by Max Rabinoff, the Sol Hurok of that day.

“Ed,” he said, “I’m with a new business, the Booking and Promoting Corporation. John Brown, comptroller of the Metropolitan Opera Company, and Henry Russell, the impresario, started the company. Brown gets us Metropolitan Opera stars ...

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