John D Rockefeller Sr - Standard Oil

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Language: en

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the 16 year old John Dee moved to
00:00:02.149 00:00:02.159 Cleveland and becoming a major railroad
00:00:04.249 00:00:04.259 and commercial hub it was a Zanna
00:00:07.190 00:00:07.200 company that he began his professional
00:00:08.600 00:00:08.610 life when he went to Cleveland as a
00:00:12.740 00:00:12.750 young man his father told him that it
00:00:15.110 00:00:15.120 really wasn't important for him to go to
00:00:17.269 00:00:17.279 college he wanted to go to college and
00:00:19.160 00:00:19.170 his father said no do much better if he
00:00:21.410 00:00:21.420 went to a trade school because then he'd
00:00:23.630 00:00:23.640 learned something useful that where he
00:00:25.849 00:00:25.859 could earn a living and so in fact he
00:00:28.160 00:00:28.170 learned to become an accountant he
00:00:31.339 00:00:31.349 joined the firm of Hewitt and Tuttle but
00:00:33.560 00:00:33.570 when he was refused to raise he started
00:00:35.780 00:00:35.790 his own company selling produce trade
00:00:38.479 00:00:38.489 generated by the Civil War and the
00:00:40.549 00:00:40.559 opening of the West made a success of
00:00:42.650 00:00:42.660 this first venture Rockefellers business
00:00:44.930 00:00:44.940 personality was now set his friends
00:00:48.619 00:00:48.629 called him the deacon he was a kind of
00:00:51.080 00:00:51.090 pious and also very serious and Stern
00:00:53.959 00:00:53.969 sober figure people would ask him you
00:00:56.869 00:00:56.879 know what are you gonna be when you grow
00:00:57.920 00:00:57.930 up he always answered never with a
00:00:59.720 00:00:59.730 profession he say I'm gonna make
00:01:01.340 00:01:01.350 $100,000
00:01:04.810 00:01:04.820 as I'll boomed Rockefeller realized that
00:01:07.910 00:01:07.920 this was the field for him in 1865 he
00:01:10.820 00:01:10.830 went into a partnership with an
00:01:12.380 00:01:12.390 experienced oil refiner the Englishman
00:01:14.359 00:01:14.369 Samuel Andrews refining oil made more
00:01:16.789 00:01:16.799 sense to Rockefeller than drilling for
00:01:18.649 00:01:18.659 it
00:01:18.889 00:01:18.899 wells dried up but every driller needed
00:01:21.410 00:01:21.420 a refinery the amount of capital needed
00:01:23.960 00:01:23.970 to go into the refining business in say
00:01:26.260 00:01:26.270 1862 was very small I mean you
00:01:28.520 00:01:28.530 essentially set up a small still in your
00:01:31.039 00:01:31.049 backyard and you were in the refining
00:01:32.330 00:01:32.340 business john d rockefeller nevertheless
00:01:34.219 00:01:34.229 believed that it's important to be big
00:01:38.350 00:01:38.360 and the company got very big Rockefeller
00:01:41.630 00:01:41.640 understood that the bigger the company
00:01:43.309 00:01:43.319 the cheaper its costs the greater its
00:01:45.139 00:01:45.149 profits and he grew big through
00:01:47.359 00:01:47.369 attention to detail for example to save
00:01:49.880 00:01:49.890 money the company began to make its own
00:01:51.529 00:01:51.539 oil barrels and then Rockefeller
00:01:53.449 00:01:53.459 discovered a way to save even more you
00:01:57.109 00:01:57.119 can imagine the kind of efficiency that
00:01:59.080 00:01:59.090 somebody who had done something with his
00:02:01.580 00:02:01.590 life like Leger a would bring to an
00:02:03.740 00:02:03.750 enterprise one of the things he did he
00:02:05.660 00:02:05.670 go around and see the people soldering
00:02:08.630 00:02:08.640 the oil barrels and he found that they
00:02:11.569 00:02:11.579 were putting 40 drops of solder in and
00:02:13.610 00:02:13.620 he said to one guy said we please try 38
00:02:16.699 00:02:16.709 the guy tried it didn't work but 39 did
00:02:20.060 00:02:20.070 39 was perfect later on in his life he
00:02:23.150 00:02:23.160 would recall this john d rockefeller
00:02:24.650 00:02:24.660 he'd say a fortune we saved a fortune
00:02:26.960 00:02:26.970 what he was concerned with it was not
00:02:28.759 00:02:28.769 the fortune he made but the fortune he
00:02:30.710 00:02:30.720 saved the company grew by buying up
00:02:35.090 00:02:35.100 refineries and the bottom line grew
00:02:38.300 00:02:38.310 further through a range of oil
00:02:39.710 00:02:39.720 byproducts
00:02:41.420 00:02:41.430 Rockefeller would see nothing of the
00:02:43.589 00:02:43.599 refining process wasted john d
00:02:48.869 00:02:48.879 rockefeller formed Standard Oil in 1870
00:02:51.420 00:02:51.430 and from delivery to storage wherever
00:02:53.490 00:02:53.500 middleman had operated before standards
00:02:56.280 00:02:56.290 stepped in of course as he put it
00:02:58.619 00:02:58.629 we made a fine crop of enemies by a to
00:03:00.960 00:03:00.970 but we made oil far lower in price than
00:03:04.170 00:03:04.180 it had ever been before by the late
00:03:06.509 00:03:06.519 1870s john d rockefeller was a
00:03:08.789 00:03:08.799 millionaire many times over
00:03:12.199 00:03:12.209 Rockefellers most important deals were
00:03:14.399 00:03:14.409 with the railroads that took his oil to
00:03:16.140 00:03:16.150 market he represented such a large
00:03:18.240 00:03:18.250 volume of business that he was able to
00:03:20.399 00:03:20.409 force them to pay rebates from the
00:03:24.539 00:03:24.549 beginning john d rockefeller saw that he
00:03:26.339 00:03:26.349 had a kind of common partner in the
00:03:28.259 00:03:28.269 railroads the railroads had an interest
00:03:30.479 00:03:30.489 in this oil running smoothly being
00:03:32.460 00:03:32.470 produced and refined smoothly so that it
00:03:34.770 00:03:34.780 didn't come in dribs and drabs and
00:03:36.240 00:03:36.250 unpredictably and so he made an
00:03:38.490 00:03:38.500 arrangement is that would profit him and
00:03:40.949 00:03:40.959 really help destroy the competition and
00:03:42.750 00:03:42.760 one of the things he got for himself
00:03:44.220 00:03:44.230 were rebates that is for every barrel of
00:03:47.099 00:03:47.109 oil shipped he got a certain number of
00:03:49.860 00:03:49.870 dollars back off the shipping fee
00:03:51.750 00:03:51.760 because of the volume that he was
00:03:54.030 00:03:54.040 shipping and his competitors these small
00:03:56.250 00:03:56.260 competitors didn't get that and then he
00:03:58.439 00:03:58.449 made a further step in economics of
00:04:00.930 00:04:00.940 strangulation and coming up with the
00:04:03.089 00:04:03.099 railroads with this concept of the
00:04:04.409 00:04:04.419 drawback the drawback system was a kind
00:04:07.289 00:04:07.299 of extortion the railroads had to pay
00:04:09.509 00:04:09.519 Rockefeller a percentage of the shipping
00:04:11.369 00:04:11.379 fees his competitors were paying them it
00:04:13.979 00:04:13.989 was illegal of course but no railroad
00:04:16.560 00:04:16.570 dared object and what this obviously did
00:04:19.529 00:04:19.539 is it made it more difficult for
00:04:21.899 00:04:21.909 competitors to use the same railroad
00:04:23.850 00:04:23.860 it's a way not just of getting the best
00:04:25.740 00:04:25.750 price yourself but uh frustrating the
00:04:29.640 00:04:29.650 competition by the early 1880s Standard
00:04:33.540 00:04:33.550 Oil controlled 95% of the refining
00:04:35.939 00:04:35.949 business Rockefellers reputation for
00:04:38.790 00:04:38.800 being ruthless
00:04:39.480 00:04:39.490 now spread as wide as his corporation
00:04:41.760 00:04:41.770 his business practices we're legal like
00:04:44.490 00:04:44.500 swallowing up competitor
00:04:46.240 00:04:46.250 questionable like spying on them and
00:04:48.370 00:04:48.380 illegal like the drawbacks and anyone
00:04:50.950 00:04:50.960 with the guts to compete could count on
00:04:52.840 00:04:52.850 a visit from standard to discuss a
00:04:54.520 00:04:54.530 buyout he would have his people evaluate
00:04:58.000 00:04:58.010 the worth of their properties issue
00:04:59.170 00:04:59.180 stock that matched his evaluation of
00:05:01.900 00:05:01.910 what their properties worth and they
00:05:03.040 00:05:03.050 could take it or leave it
00:05:04.450 00:05:04.460 so he would print a piece of paper that
00:05:06.040 00:05:06.050 said here's a hundred shares of standard
00:05:08.080 00:05:08.090 oil you are now a junior partner and a
00:05:10.270 00:05:10.280 company of which I am a senior partner I
00:05:11.950 00:05:11.960 may never declare a dividend and you
00:05:13.690 00:05:13.700 can't sell us anybody he did buy out and
00:05:17.080 00:05:17.090 in some cases force out of business
00:05:19.690 00:05:19.700 other people but when he did that he
00:05:23.320 00:05:23.330 would offer them either cash or a
00:05:26.290 00:05:26.300 standard oil stock did he give him any
00:05:28.600 00:05:28.610 choice sure you didn't have to take his
00:05:31.540 00:05:31.550 stock but if you didn't take his stock
00:05:33.340 00:05:33.350 your oil he could show you was going to
00:05:36.310 00:05:36.320 cost more refined than his because his
00:05:37.870 00:05:37.880 was the biggest refinery in town he said
00:05:40.930 00:05:40.940 I always offered them stock in standard
00:05:43.780 00:05:43.790 oil and if they turn that down that was
00:05:47.530 00:05:47.540 their mistake and of course technically
00:05:49.750 00:05:49.760 he was correct because then it all went
00:05:51.670 00:05:51.680 on to be this you know huge thing and
00:05:53.560 00:05:53.570 they would have all been millionaires he
00:05:54.640 00:05:54.650 created endless numbers of millionaires
00:05:56.200 00:05:56.210 but he didn't go to the other side of it
00:05:59.410 00:05:59.420 as that is that they didn't accept the
00:06:01.420 00:06:01.430 stock then he put him out of business he
00:06:03.940 00:06:03.950 just bought him out in his private life
00:06:07.030 00:06:07.040 meanwhile he had married the
00:06:08.410 00:06:08.420 strong-willed Laura Spellman in 1864 and
00:06:11.380 00:06:11.390 they'd had three daughters in quick
00:06:12.970 00:06:12.980 succession but it was their fourth child
00:06:15.310 00:06:15.320 John D jr. born in 1874 who rockefeller
00:06:19.120 00:06:19.130 hoped would one day take over the firm
00:06:22.370 00:06:22.380 despite his Puritanism rockefeller
00:06:24.900 00:06:24.910 bought a large home on Cleveland's
00:06:26.880 00:06:26.890 fashionable Euclid Avenue and he built a
00:06:31.530 00:06:31.540 700-acre country estate Forest Hill
00:06:34.140 00:06:34.150 which he characteristically hoped would
00:06:36.030 00:06:36.040 someday turn a profit as a hotel he even
00:06:38.850 00:06:38.860 surprised at least one business
00:06:40.380 00:06:40.390 associate with a bill after a visit but
00:06:43.170 00:06:43.180 eventually accepted the notion of the
00:06:45.360 00:06:45.370 non profit home but he never lost his
00:06:49.110 00:06:49.120 deep commitment to religion he had been
00:06:50.880 00:06:50.890 a trustee of the Euclid Avenue Baptist
00:06:52.650 00:06:52.660 Church since the age of 18
00:06:54.750 00:06:54.760 nor did Rockefeller ever see a conflict
00:06:57.150 00:06:57.160 between his faith and God and his faith
00:06:59.310 00:06:59.320 and monopoly capitalism the good Lord
00:07:01.770 00:07:01.780 gave me my money he would say and the
00:07:04.200 00:07:04.210 future promised ever more benevolence
00:07:06.270 00:07:06.280 from above 26 Broadway New York City
00:07:11.880 00:07:11.890 john d rockefeller moved his Standard
00:07:14.010 00:07:14.020 Oil headquarters here in 1882 to be at
00:07:16.410 00:07:16.420 the center of what was becoming a global
00:07:18.120 00:07:18.130 enterprise in time it would become the
00:07:21.000 00:07:21.010 most famous business address in the
00:07:22.650 00:07:22.660 world New York in the 1880s was a city
00:07:26.280 00:07:26.290 of old money and new wealth society was
00:07:29.190 00:07:29.200 dominated by the likes of the Astor's
00:07:31.020 00:07:31.030 and the Vanderbilts but John Dee worth
00:07:33.330 00:07:33.340 over a quarter of a billion dollars by
00:07:35.490 00:07:35.500 the middle of the decade lived as simply
00:07:37.500 00:07:37.510 here as he had in Cleveland even took
00:07:39.450 00:07:39.460 the elevated train to the office and
00:07:41.280 00:07:41.290 joined none of the business men's clubs
00:07:44.000 00:07:44.010 instead the family enjoyed a quiet and
00:07:46.500 00:07:46.510 pious home life for the modest townhouse
00:07:48.660 00:07:48.670 they built on unfashionable 54th Street
00:07:52.610 00:07:52.620 Laura Spellman and John Dee had in
00:07:55.260 00:07:55.270 common a deep commitment to righteous
00:07:57.090 00:07:57.100 behavior her family home had been a stop
00:07:59.520 00:07:59.530 on the Underground Railroad John himself
00:08:01.380 00:08:01.390 at once paid for a black woman's freedom
00:08:03.770 00:08:03.780 there was a fierce sense of right and
00:08:06.270 00:08:06.280 wrong in both my great-grandfather my
00:08:08.700 00:08:08.710 great grandmother was not so much a
00:08:10.770 00:08:10.780 matter of some kind of a public
00:08:12.090 00:08:12.100 statement of just a personal commitment
00:08:13.530 00:08:13.540 and probably not thought to be all that
00:08:16.770 00:08:16.780 heroic just something that was that you
00:08:19.590 00:08:19.600 ought to do because it was right one of
00:08:22.050 00:08:22.060 the most remarkable things that
00:08:23.960 00:08:23.970 grandfather did was to establish
00:08:27.710 00:08:27.720 Spellman college which is college for
00:08:31.770 00:08:31.780 black women in
00:08:33.610 00:08:33.620 Lanta and he did this back in the in the
00:08:36.360 00:08:36.370 1880s before people were interested
00:08:39.459 00:08:39.469 either in blacks or in women there may
00:08:43.810 00:08:43.820 have been interested in women in a
00:08:44.980 00:08:44.990 different way but not in the way the
00:08:47.650 00:08:47.660 thing they are today and now that his
00:08:51.550 00:08:51.560 wealth was growing he could express his
00:08:53.440 00:08:53.450 righteousness by giving freely and he
00:08:55.240 00:08:55.250 poured millions into the Rockefeller
00:08:56.860 00:08:56.870 Institute making it one of the world's
00:08:58.570 00:08:58.580 premier institutions of medical research
00:09:00.640 00:09:00.650 and in 1889 he donated six hundred
00:09:04.990 00:09:05.000 thousand dollars to endow the University
00:09:06.970 00:09:06.980 of Chicago over the next ten years he
00:09:09.400 00:09:09.410 would give forty-five million dollars to
00:09:11.260 00:09:11.270 the school inevitably his motives for
00:09:13.660 00:09:13.670 such huge gifts were suspect it was
00:09:16.510 00:09:16.520 important for him to be righteous and to
00:09:19.720 00:09:19.730 be seen to be righteous I think that
00:09:22.990 00:09:23.000 this was an attempt to control his fate
00:09:25.450 00:09:25.460 to make a bargain with the Lord that if
00:09:28.150 00:09:28.160 he did the right thing with his nickels
00:09:30.010 00:09:30.020 and dimes and pennies
00:09:31.000 00:09:31.010 perhaps in the grade beyond the Lord
00:09:33.760 00:09:33.770 would be good to him sometimes people
00:09:36.280 00:09:36.290 have said that that the only reason that
00:09:39.640 00:09:39.650 he gave lots of money away was was
00:09:42.610 00:09:42.620 because he he was trying to atone for
00:09:45.370 00:09:45.380 what he had done in earning a lot of
00:09:48.699 00:09:48.709 money through Standard Oil he felt a
00:09:51.310 00:09:51.320 sense of responsibility to use it
00:09:53.260 00:09:53.270 intelligently but the notion that he was
00:09:58.930 00:09:58.940 trying to atone for something that he
00:10:02.800 00:10:02.810 felt he had done that was wrong just is
00:10:05.290 00:10:05.300 not true as it happened it really didn't
00:10:09.160 00:10:09.170 matter how much money he gave away his
00:10:10.750 00:10:10.760 nearly total control of the vital oil
00:10:13.449 00:10:13.459 industry he made him the perfect
00:10:15.370 00:10:15.380 embodiment of capitalism gone mad there
00:10:18.400 00:10:18.410 was scarcely any disagreeable creature
00:10:20.320 00:10:20.330 with which rockefeller was not compared
00:10:22.360 00:10:22.370 in the political cartoons of the era
00:10:24.970 00:10:24.980 everybody thought that john d
00:10:26.590 00:10:26.600 rockefeller was impervious to this
00:10:28.030 00:10:28.040 criticism use take I mean him it was the
00:10:29.770 00:10:29.780 most hated man in America certainly
00:10:31.330 00:10:31.340 perhaps the most hated man in the world
00:10:33.070 00:10:33.080 his name was synonymous with
00:10:34.390 00:10:34.400 ruthlessness and it was assumed that he
00:10:37.690 00:10:37.700 was just a kind of this steely facade
00:10:40.150 00:10:40.160 but inside of course it was it was
00:10:42.610 00:10:42.620 taking its toll
00:10:43.830 00:10:43.840 he suffered digestive problems and in
00:10:46.630 00:10:46.640 1901 he contracted alopecia a total loss
00:10:49.750 00:10:49.760 of body hair that can be congenital or a
00:10:52.750 00:10:52.760 nervous disorder whether it was the
00:10:55.000 00:10:55.010 public outcry that took his hair his
00:10:56.950 00:10:56.960 sense of order dictated a series of wigs
00:10:58.960 00:10:58.970 of different lengths to emulate natural
00:11:01.450 00:11:01.460 hair growth if Rockefeller was already
00:11:04.810 00:11:04.820 the object of vilification Ida Tarbell
00:11:07.060 00:11:07.070 only made matters worse in articles for
00:11:10.060 00:11:10.070 McClure's magazine that began in 1902
00:11:12.490 00:11:12.500 the noted muckraker depicted his
00:11:15.010 00:11:15.020 company's tactics as cutthroat and his
00:11:17.590 00:11:17.600 character as a portrait in greed but
00:11:20.920 00:11:20.930 America needed little convincing that
00:11:22.840 00:11:22.850 the power of men like Rockefeller was
00:11:24.790 00:11:24.800 way out of hand I think the public
00:11:28.120 00:11:28.130 concern about big business and the
00:11:31.330 00:11:31.340 reaction to Standard Oil and to
00:11:33.610 00:11:33.620 rockefeller that was caused by that
00:11:36.070 00:11:36.080 concern was really due to a feeling of
00:11:41.320 00:11:41.330 loss of control when we change from a
00:11:44.230 00:11:44.240 small business and agricultural society
00:11:48.220 00:11:48.230 to a society in which many people are
00:11:51.280 00:11:51.290 employed by a big company we give up a
00:11:53.920 00:11:53.930 lot of control over our own destiny and
00:11:56.020 00:11:56.030 people felt out of control that was one
00:11:58.330 00:11:58.340 reason people feared big business so I
00:12:00.940 00:12:00.950 think that that concern is part of what
00:12:03.700 00:12:03.710 made people so angry at Rockefeller
00:12:06.440 00:12:06.450 the President Teddy Roosevelt was the
00:12:08.540 00:12:08.550 point man in the effort to bring
00:12:09.800 00:12:09.810 Rockefeller down in spite of his own
00:12:12.050 00:12:12.060 privileged upbringing Roosevelt was an
00:12:14.030 00:12:14.040 enemy of the big business trusts he knew
00:12:16.970 00:12:16.980 the nation was more than ready to rein
00:12:18.710 00:12:18.720 them in and so he decided to go after
00:12:20.569 00:12:20.579 one of the biggest of them all
00:12:22.100 00:12:22.110 Standard Oil and its director john d
00:12:24.680 00:12:24.690 rockefeller we became the kind of
00:12:29.060 00:12:29.070 lightning rod for all the things that
00:12:32.090 00:12:32.100 were wrong with industrial development
00:12:35.800 00:12:35.810 1909 the Supreme Court turned to the
00:12:38.449 00:12:38.459 Sherman Antitrust Act to bring Standard
00:12:40.879 00:12:40.889 Oil down breaking up so enormous a
00:12:44.449 00:12:44.459 company so pervasive in American life
00:12:46.579 00:12:46.589 would be a monumental task I think that
00:12:49.910 00:12:49.920 at the time the Standard Oil decision
00:12:52.250 00:12:52.260 was viewed as a real blow to Standard
00:12:54.860 00:12:54.870 Oil and a victory for the public and I
00:12:57.650 00:12:57.660 think that that view was a misperception
00:13:01.000 00:13:01.010 the breakup formed a group of smaller
00:13:03.530 00:13:03.540 but still powerful companies dominant in
00:13:05.780 00:13:05.790 their regions Standard Oil of New Jersey
00:13:08.480 00:13:08.490 became Hess oh now Exxon Standard of
00:13:11.480 00:13:11.490 Ohio became so high Oh standard of
00:13:14.480 00:13:14.490 Indiana became Amoco standard of New
00:13:17.150 00:13:17.160 York became Mobil standard of California
00:13:20.030 00:13:20.040 became Chevron and Continental oil
00:13:22.370 00:13:22.380 became Conoco all in all 34 different
00:13:27.500 00:13:27.510 companies were created out of Standard
00:13:29.240 00:13:29.250 Oil and John Dee had a piece of every
00:13:32.240 00:13:32.250 one of them he didn't fight it they kind
00:13:35.509 00:13:35.519 of made a joke about it afterwards he
00:13:37.100 00:13:37.110 sent out to all his lieutenants a kind
00:13:38.900 00:13:38.910 of fake obituary saying oh that this
00:13:42.079 00:13:42.089 thing is passed on and we must mourn its
00:13:43.880 00:13:43.890 passing and that sort of thing but it
00:13:45.079 00:13:45.089 was a kind of caddy and and sarcastic
00:13:47.720 00:13:47.730 and not very serious response what
00:13:51.019 00:13:51.029 senior had to take seriously was the new
00:13:53.210 00:13:53.220 way America would light its homes all
00:13:55.759 00:13:55.769 this oil that Rockefeller was refining
00:13:57.949 00:13:57.959 he was refining basically into kerosene
00:13:59.780 00:13:59.790 and then comes thomas edison who has a
00:14:04.250 00:14:04.260 vision mean he wants to change the way
00:14:06.400 00:14:06.410 illumination takes place in homes and
00:14:08.900 00:14:08.910 businesses and factories and he succeeds
00:14:11.000 00:14:11.010 in doing this by coming up with the
00:14:12.410 00:14:12.420 electric life and really just by luck
00:14:15.410 00:14:15.420 the dominant design in Otto
00:14:17.950 00:14:17.960 at the turn of the century turns out to
00:14:20.950 00:14:20.960 beat the internal combustion engine the
00:14:22.780 00:14:22.790 internal combustion engine is fueled by
00:14:24.370 00:14:24.380 gasoline gasoline is refined from
00:14:26.410 00:14:26.420 petroleum so just as he is losing the
00:14:29.290 00:14:29.300 core market that he has another market
00:14:32.050 00:14:32.060 at least as great comes along and the
00:14:35.890 00:14:35.900 business keeps growing the wholesale
00:14:38.800 00:14:38.810 transformation of America into a nation
00:14:41.140 00:14:41.150 on wheels would make Rockefeller the
00:14:43.390 00:14:43.400 richest man in the world it is said that
00:14:47.050 00:14:47.060 he was worth between 850 and 950 million
00:14:50.020 00:14:50.030 dollars in 1911 that's the gross
00:14:52.750 00:14:52.760 national product that year was about
00:14:54.070 00:14:54.080 thirty-five billion dollars so think of
00:14:56.710 00:14:56.720 somebody being worth 135th or 140th of
00:14:59.740 00:14:59.750 the US GNP but Rockefellers reputation
00:15:03.580 00:15:03.590 among his countrymen was only declining
00:15:05.500 00:15:05.510 as his millions increased he had become
00:15:08.170 00:15:08.180 so despised that he finally decided to
00:15:10.600 00:15:10.610 do something about it and so he hired
00:15:13.420 00:15:13.430 the patrician southerner Ivy Lee to
00:15:16.000 00:15:16.010 reverse his public image an early master
00:15:19.000 00:15:19.010 of public relations Lee used the media
00:15:21.250 00:15:21.260 which the muckrakers had used to
00:15:23.080 00:15:23.090 disgrace Rockefeller to turn him into a
00:15:25.420 00:15:25.430 sympathetic figure Ivy Lee recognized
00:15:30.220 00:15:30.230 early the power of the new moving
00:15:32.290 00:15:32.300 picture and used newsreels to show a
00:15:34.510 00:15:34.520 remarkably benevolent Rockefeller I am
00:15:37.900 00:15:37.910 very grateful to you and to a host of
00:15:42.610 00:15:42.620 people who are so kind and good to me
00:15:45.370 00:15:45.380 all the time
00:15:46.330 00:15:46.340 why because you're so good to everybody
00:15:48.490 00:15:48.500 you all as Ivy Lee began to kind of
00:15:52.300 00:15:52.310 control his public image he became oddly
00:15:56.350 00:15:56.360 a kind of American character and people
00:15:59.920 00:15:59.930 kind of warmed to him in a bizarre sort
00:16:01.870 00:16:01.880 of way it was like having Frankenstein
00:16:03.250 00:16:03.260 on the loose walking around New York
00:16:04.750 00:16:04.760 City or something like that with a cane
00:16:06.910 00:16:06.920 in the long head
00:16:10.610 00:16:10.620 although this plane never takes off this
00:16:12.980 00:16:12.990 photo opportunity was presented as
00:16:14.720 00:16:14.730 seniors first flight perhaps Ivy Lee's
00:16:17.120 00:16:17.130 most brilliant public relations move was
00:16:19.340 00:16:19.350 the casting of Rockefeller as the man
00:16:21.320 00:16:21.330 who gave out dimes don't you give a dime
00:16:24.950 00:16:24.960 to Rockefeller thank you sir thank you
00:16:35.810 00:16:35.820 very much oh I can handle myself you for
00:16:37.820 00:16:37.830 the rise I consider myself more than
00:16:39.650 00:16:39.660 amply paid it is you less you can issue
00:16:44.200 00:16:44.210 unselfish devotion to the common food
00:16:46.910 00:16:46.920 and drinking good as a nation within so
00:16:54.020 00:16:54.030 literal a past so it has been noble and
00:16:59.410 00:16:59.420 recognizing with unity our mistakes of
00:17:04.360 00:17:04.370 extravagance selfishness and
00:17:08.740 00:17:08.750 indifference these are days when many
00:17:13.430 00:17:13.440 are discouraged in the 93 years of my
00:17:18.140 00:17:18.150 life depressions of calm gone prosperity
00:17:23.270 00:17:23.280 has always returned and will again let
00:17:28.040 00:17:28.050 us with faith in God in our cell and in
00:17:33.500 00:17:33.510 humanity both forward who courageously
00:17:38.140 00:17:38.150 resolved to play our part verbally in
00:17:42.920 00:17:42.930 building a better world
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