Tuesday November 30, 2004 – Remembering Things Past
Tuesday November 30, 2004 – Remembering Things Past
It’s my birthday today and I ran early this morning with a renewed resolve. I’m convinced that the secret to a long life is to believe you are capable of it and to live as if you are the young self you keep seeing when you look into the mirror. I’m constantly amazed at how old I appear in photographs and how young I am when I see my reflection in the mirror. I attribute the photograph’s misrepresentation of me to the camera’s natural tendency to exaggerate weight and age. It has something to do with the lens’ inability to capture accurately its subject.
I was born in the fall and this time of year has always been good to me. We moved to California in the fall. I landed my first job as an editor in the fall and the following fall I landed a job at Regis McKenna Advertising and Public Relations. It would last just over a year before I would resume my career in publishing. The agency took up all the office space in a complex at the southwest corner of Lytton Avenue and Waverly Street. Across Lytton was a bar that served incredible hamburgers. We had a lot ordered in for lunch.
That year was the most exciting of my life. I was the public relations account executive for Intel and a little-known start-up back then called Apple Computer. In the late 1970s, Apple consisted largely of Mike Markkula, the man who invested his own money in the company and the two founders, Jobs and Wozniak. They had begun to hire by the time the agency took them on as a client. Mike Scott was president of the company. Scott was from National Semiconductor as was his sales VP, Gene Carter. There was also another National guy, Phil Roybal (spelling may not be completely right) who was my marketing contact at the company.
That first year was one of incredible change. The PC, then called a “home computer” to distinguish it from the hobby kits that had been selling up until then, consisted of three major players: Commodore with its all-in-one PET, and Radio Shack with the TRS-80. The Apple and PET were both based on the 6502 processor, which was developed by Chuck Peddle—I think while he was with MOS Technology (my facts may not be completely straight on this). The “trash 80,” which the Radio Shack machine was affectionately called, ran the 8080 processor.
Right after we got the Apple business, Regis got another account, a company building a PC called “VideoBrain.” It was backed by Hong Kong investors and was being positioned as a computer that anyone could use, not just the hobbyist nerds using the PET, Apple II, and Trash 80. VideoBrain had the idea of selling their machine in department stores and Macy’s that year took the brand on. But the VideoBrain was not very smart and it failed right out of the blocks.
The year the VideoBrain came out was the first year of Comdex in Las Vegas. Apple was there as was VideoBrain. Regis came along to ensure that his two clients were getting properly served. Steve Jobs did well at the gambling table as I recall, up over $1000 at one point. He was certainly a lucky fellow. There is a picture of most of the Apple execs I mentioned earlier having dinner at a restaurant in the MGM Grand Hotel. Mike Markkula’s wife and two other agency people and I were the hangers-on. It was a great meal as I remember. I can’t remember whose idea the photo was, but I ended up with one of the prints.
Regis was well connected in New York and Ben Rosen, then an investment banker at Morgan Stanley was a regular visitor to California. He published the Rosen Newsletter, which was based on interviews with the movers and shakers of Silicon Valley. Apple had a gift program going back then where they would “loan” an Apple II to an editor to evaluate. Rosen got one of the first in the program.
The agency had some great characters back then: Jack Ramsey and Bill Delaney were two of the ad account execs. Rene White, Nariman Karanjia and I were the PR account execs. Chip Shafer—the art director—and a great group on the art department, Zenna, Rob, and a couple of others I’m forgetting. Roberta was Regis’s assistant until she transferred into PR and Gail took her job. Gloria was the office mistress. Rhoda London kept us organized.
Rhoda had some contacts with Magnum or Black Star, one of the photo services, that had been contacted by the French magazine Paris Match, to shoots some pictures of the Apple II computer being used in the home. Rhoda arranged for my two daughters to pose playing games in her living room in Palo Alto. There were other shots of Rhoda in the kitchen organizing her recipes or some such. When the story finally appeared, the magazine had used all the poses except for the one of Rhoda in the kitchen. They had used the picture but had somehow placed another woman’s head on Rhoda’s body. Apparently, the magazine wanted a blonde instead of a brunette. Rhoda was not amused.
There was a real concern around the agency about “who was buying these machines?” No one had a clue beyond the obvious—the hobbyist who had been buying machines all along. They were simply people who wanted to work with computers and somehow find a way to make a living doing it.
After my year doing PR, I was growing weary of the job and I wanted back in publishing. Now, these many years later, I like to look back on where I’ve been and remember some of the folks that were part of my life then. It’s something that seems to go naturally with a birthday.

