Jerry Lee, a prominent Philadelphia radio station owner who was familiar with Elliott's success in creating ads made a casual comment to him. He said, "How would you sell radio?" Elliott thought the answer would be to come up with a book that visually explains what radio is about; not with the number of people who listen and how often, but with a visual way of explaining why radio advertising works. The book is illustrated with pure Americana photographs by Eric Mencher. They're photographs Eric took when he documented the entire length of the Lincoln Highway — from its start in Times Square to its finish in Lincoln Park, San Francisco. The book is designed to be read in 60 seconds. The length of a radio commercial.

Elliott Curson is an adman with a reputation for doing creative work in the consumer and political areas.
Eric Mencher was a photojournalist at The Philadelphia Inquirer where he covered assignments around the world. He covered the post-apartheid era in South Africa, the aftermath of genocide in Rwanda, life under Fidel Castro in Cuba, and the civil war in Chechnya. He also photographed numerous stories in the arts, including the 100th anniversary of James Joyce's Ulysses, Cézanne in Provence, and a series illustrating Cervantes' masterpiece, Don Quixote. Closer to home, Eric photographed food, fashion, sports, and the many events that define our daily lives. Reality note: When Eric returned to The Inquirer after photographing the aftermath of the war in Rwanda his first assignment was to photograph cannolis.