| Birth Name: | Sidney Ralph Bernstein |
| Birth Date: | 1907 |
| Death Date: | 1993 |
Sidney Ralph Bernstein (1907–1993)[1] was chairman of the executive committee of Crain Communications Inc. and had previously served as founding editor and publisher of Advertising Age.
Then-23 year old[2] Sid Bernstein[3] was the first editor of Ad Age, and his "Con-SID-erations" column appeared until his death.[4]
Bernstein was inducted into the American Advertising Federation's Advertising Hall of Fame in 1989.[3] [1]
The late Crain senior editor Fred Danzig[5] [6] had described the late chairman of the executive committee as "the conscience of the business in many ways,"[4] a statement seconded by Rance Crain, "son of the founder and now president of the corporation."[1]
He authored This Makes Sense to Me: An Opinionated Editor Speaks Out.[3] [7]
A Chicago native, Bernstein began his career as a teen-age "office boy"[4] and messenger[1] at the company that became Crain (founded in 1916).[1] [8]
He used his Con-SID-erations column to make challenges in what The Times called "outspoken and sometimes outraged tones." When he thought that shipping and handling charges are at times unreasonably high, he formed a group of college students who, as a summer project, went with him to factories and attempted to purchase items at list price. He was even challenged and was asked for an S/H fee.[9]
His undergraduate education was at University of Illinois, and his MBA is from University of Chicago.[1]
He died Saturday, May 29, 1993.[10] "Mr. Bernstein is survived by his wife, Adele, and a son, Henry."[1] [11] [12]