Media: The Second God - Hardcover

When Marshall McLuhan met Tony Schwartz, he said he met "a disciple with twenty years prior experience!" Later, McLuhan and Schwartz shared the Schweitzer Chair at Fordham University.

Credited with the single most effective and talked about ad ever produced, Tony Schwartz created the "daisy ad", as it has become known, to highlight the dangers of nuclear arms. It was used by the Johnson campaign in 1964 to clearly illustrate his position on the use of nuclear weapons. Considering the extensive discussion that the ad has sparked, it is remarkable that the ad ran only once.

Schwartz has created the media campaigns of over 200 candidates, including the winning 1976 presidential campaign of Jimmy Carter, the 1964 Johnson presidential election, the campaigns of Abe Ribicoff (Connecticut) and Daniel Moynihan (New York), and selected campaigns of Tom Foley (Washington state), Mike Gravel (Alaska), Bob Hattfield (West Virginia), Edward Kennedy (Massachusetts) Tom Lantos (California), Warren Rudman (New Hampshire) and Andrew Young (Georgia), to name but a few.

For thirty one years (1945-1976) Schwartz created and produced a weekly radio program of people and sounds of New York on WNYC (AM & FM). For over 15 years he wrote a weekly column for Media Industry Newsletter (MIN). For many years he has been a Visiting Electronic professor at Harvard University's School of Public Health, teaching physicians how to use media to deal with public health problems. He is also teaching at New York University and Columbia and Emerson colleges. Because Schwartz is unable to travel distances, he delivers all out of town talks by 2-way telephone. Schwartz is a frequent lecturer at universities and conferences, and has given presentations on six of the seven continents (not Antarctica). He holds honorary doctorates from John Jay, Emerson and Stonehill Colleges.