by Morton Lehrer

(Excerpt from 'Joe'): In 1940, the Great Depression was still on. Jobs were very scarce and unemployed people fought one another whenever an opportunity arose. When I placed an ad in the Times seeking a messenger and asking for a written reply including education, experience, and salary desired, over a hundred people responded. From among the twenty, I selected for a personal interview was one Brooklyn College student who offered to work without a salary. He was hoping to learn a new trade, something other than his mother's candy store. His offer was too good to refuse and after a short interview, he was hired and was thrilled with a generous package of six dollars per week. At that time a subway ride was a nickel. A modest but ample lunch was only a quarter. At any rate, Joe Goldbaum became our first employee and stayed for over twenty-five years. Joe was not only a good employee who helped the company to grow and prosper, Joe became my own, my very own, personal genie.