Tools of the Trade: Part 1

The Steps to Successful Publicity
It all started here with the trustworthy Royal Standard Typewriter whose keys typed thousands, if not millions of words during its lifetime. No computers or electric typewriters for Sam Bushman. His press releases were legendary. He was from the old school of Proofreader's Marks.

Could the modern day publicist, newspaper columnist or editor read these proof marks? As modern technology advanced and more people switched to new devices, Sam continued to get as much press for his clients without the aid of all these electronic wonders. It all went with his practical style and beliefs, but he did not like change, a fact only known by few, but rarely missed a deadline or failed to get his clients mentioned in the columns.

Look familiar?
Many people were witness to the familiar style of a Sam Bushman Press Release. Note the Proofreader's Marks throughout the document. If you need a reference, follow the link above to see these marks and what they indicate and if you cannot figure what in the world to do with this Release, you have an assignment. You might be sorry when the day arrives and a similar document passes your work station with an imposing, impending deadline.

Sam did relent to having his press releases typed on a computer after his wife Brenda insisted he could not be sending the "Sam Bushman Release" as more people were switching to computers and word processing. Word processing to Sam was ingesting a thought later turned into words on his most valuable possession and top notch office companion, "The Royal".

Some things never changed about Sam's Tools of the trade which became his trademark. He was known for carrying his office everywhere which consisted of press releases, a few newspapers, file folders and his "little black book".


Office on the Go
Pictured left are canvas bags from his collection. He used each one until they were frayed, worn, dirty and would not part with any bag until it could no longer hold contents or be carried. You would often see Sam carrying a few bags; one for his office and the other for his newspapers. There were his daily newspapers, papers for his clients, magazines and usually a book he was currently reading.

Sam, an avid reader, absorbed everything he read and stored it in his photographic memory. Sam Bushman was synonymous with total recall and not the infamous Governor of California's version of Total Recall.

The Little Black Book
Sam's little black book was the envy of everyone who knew him. Immediately what might come to mind people not knowing this dapper, sophisticated gentleman, and one of Philadelphia's most eligible bachelors for decades, would be its contents of intriguing female companions. However, this envy was misplaced because it contained the phone numbers of all his clients, columnists past and present, unlisted numbers and just about anyone you might want to find in Philadelphia. His book was sacred, however, and numbers were not given out oh a whim or to anyone who wanted information. Sam Bushman had principles and as everything else, it was all about information and his network of calling who for what to tell them who was where with who or what celebrity was in one of his client's establishments. Oh did I mention, there were quite a number of celebrities listed as well, and was of no consequence when a celebrity heard Sam Bushman's voice on the other end of the line. It was always a welcome call and in typical fashion related stories long forgotten. How many of you remember getting a call from Sam asking if he left his phone book and could be any place from the newspapers to a client. There was never a time he could not locate or remember where he misplaced this valuable tool of his trade.


Speaking of celebrities and not well known today, is Sam handled Janis Joplin when she played Philadelphia in the late 1960's. Sam almost never used the words "I did publicity for", but would say "I handled so and so with his usual, casual manner as if handling just about every celebrity to come through Philadelphia was just part of his job and nothing more than a day's work.