Sidney Ralph Bernstein (1907–1993)[1] was chairman of the executive committee of Crain Communications Inc. and had previously served as founding editor and publisher of Advertising Age.
Then-23 year old[2][3] Sid Bernstein[4] was the first editor of Ad Age, and his "Con-SID-erations" column appeared until his death.
[4][7] A Chicago native, Bernstein began his career as a teen-age "office boy"[2] and messenger[1] at the company that became Crain (founded in 1916).
[1][8] He used his Con-SID-erations column to make challenges in what The Times called "outspoken and sometimes outraged tones."
When he thought that shipping and handling charges are at times unreasonably high, he formed a group of college students who, as a summer project, went with him to factories and attempted to purchase items at list price.