60 Seconds

Jerry Lee, a prominent Philadelphia radio station owner who was familiar with Elliott's success in creating ads made a casual comment to him. He said, "How would you sell radio?" Elliott thought the answer would be to come up with a book that visually explains what radio is about; not with the number of people who listen and how often, but with a visual way of explaining why radio advertising works. The book is illustrated with pure Americana photographs by Eric Mencher. They're photographs Eric took when he documented the entire length of the Lincoln Highway -- from its start in Times Square to its finish in Lincoln Park, San Francisco. The book is designed to be read in 60 seconds. The length of a radio commercial.