Newspaper journalists don't much care for advertising. They fear its challenge to editorial independence and don't like the idea of depending on it for their pay cheques.
Michael Cudlipp, the chief executive of the History of Advertising Trust, who died last week, was never like that. The one-time deputy editor of The Times made it his life's work to preserve the best of British advertising, which he believed provided a unique illustration of the country's social, economic and political evolution.
In the rush to secure its future, the industry shouldn't forget its past. Let's hope there's someone with the passion to build on Cudlipp's achievement.
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