OPA Must be Lovable

Tanned, jut-jawed deputy OPAdministrator Chester Bowles strode bravely into Washington. Four hours later, he called in the press. Reporters took a long, sympathetic look at an able new man in a jinxed job. After two years of rationing, OPA was still unworkable, still unlovable. Two former OPA business managers (ex-Administrator Leon Henderson, ex-Deputy Lou Maxon) had charged bravely in, flounced out later, muttering and muttered at.

Newcomer Bowles took a confident grip on his job. He had no illusions: "No sensible person would seek a job of this kind." He was modest: "Expect no miracles." He was reasonable: "There is no sense in rationing for rationing's sake." He sounded tough enough: "OPA will be no walking door mat."

Wealthy Yaleman Bowles, 42, started writing advertising copy 16 years ago, resigned last year as chairman of the board of Manhattan's potent advertising firm, Benton & Bowles.* He has spent the last 1 8 months as a successful OPAdministrator for Connecticut. His program to make OPA more attractive:

> OPA will explain the whys & wherefores of rationing in simple language.

> The "snooping, Gestapo approach" to enforcement must go.

> Black markets will get a crackdown.

> OPA will fight off special pleaders and pressures.

> Government professors are not as bad as they have been painted ("Every big business has its economists").

> OPA cannot be run entirely from Washington ('I want to be reminded of this once a week").

Predicted energetic Chester Bowles: "We should make real progress in the next six weeks."

Sighed a reporter: "All right, give him six weeks."

* Benton & Bowles might more accurately be called Goshorn & Hobler. William B. Benton retired in 1936, became vice president of the University of Chicago, board chairman of the Encyclopaedia Britannica. The advertising firm's new chairman of the board is Atherton W. Hobler; president Clarence B. Goshorn.

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