'Ads, Magazine Covers Icon Dies at 91

Icon Dies at 91

Lois’ son,

the photographer Luke Lois, said he died “peacefully” Friday (Nov

He was

boastful and provocative, willing and able to offend, and was a master of finding just

Lois boiled

it down to what he called the “Big Idea,” crystallizing “the unique virtues of a

” He was

inducted into numerous advertising and visual arts halls of fame, and in 2008 his Esquire work

Martin Scorsese,

Tina Brown and Graydon Carter were among his admirers

His legacy

was vast, although the actual dimensions are disputed

His claims

to developing the 1960s “I Want My Maypo” breakfast ads and to inspiring the creation

Some former

Esquire colleagues would allege that he exaggerated his role at the expense of other contributors,

But his

overpowering energy and confidence were well recorded

Lois’ idea

was to champion USA Today’s dual appeal as a newspaper and magazine, proposing the

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