Nabisco National Biscuit’s


FORTUNE Magazine, June 1948

Nabisco, The Dough is Rising

Link to Full Article

Link to Full Article


WHAT SHOULD FORTUNE PHOTOGRAPHS DO? 

Commentary by Walker Evans:

“The picture is quiet and true. Since I am writing about photography let me point out that this picture is a better part of the story at hand than either a drawing or a painting would be. There is a profitable and well-run cracker firm in a sweaty part of the town, there is a knot of men talking on the pavement about anything but crackers, amidst the irrelevant trucks. This is where Mal-o-Mars are cooked and this is where last week’s newspaper meets the gutter too. And the Strand Hotel becomes famous for flavour. My point is Fortune photographs should take a long look at a subject, get into it, and without shouting, tell a lot about it.” to R.D. Paine, 23.7.48 (Walker Evans at Work).

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