Raymond Rosenberg, 88, Co-Founded Advertising Firm


Raymond Rosenberg, 88, the co-founder of Yardis Advertising Company, died Dec. 17, 2010.

Rosenberg had planned on a career in journalism when he enlisted in the Air Corps in World War II. But while on leave early in January 1946, he solicited his first client — American Lumber Corporation — on a dare, while wearing his corporal's uniform.

In three consecutive years, American Lumber's advertising won national awards. Yardis went on to win further awards for creativity, and was cited by the Radio Advertising Bureau several times for outstanding use of radio advertising.

The partners — Rosenberg and his high school friend Sidney Shlak — devised their company name, YARDIS, by spelling their nicknames backward (Sid Ray). They started operations from a $5-a-month desk space at Broad and Chestnut streets. Their capital was Rosenberg's $300 discharge pay.

Rosenberg eventually bought out Shlak and went on to run the business for 60-plus years.

Yardis created advertising for clothing and furniture lines, storm windows, carpeting manufacturers, women's foundation garments, retailers and dozens of other clients.

Rosenberg also became involved in Democratic politics and was recruited to do public relations for a number of candidates.

He sold out part of the company and reduced its activity after his wife of 33 years, Shelby, was killed in a car accident on the way home from their camping vacation on Labor Day 2006.

Rosenberg is survived by a daughter, Rebecca Soffer; sons Anthony Rosenberg, Mitchel Rosenberg and Gregory Rosenberg; and a grandson. He is also survived by his companion, Myrna Gelfand.


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