MANİSALI MORRİS ŞİNASİ
1855 Doğumlu Manisalı Morris Şinasi'yi tanıyor musunuz.?
“Philip Morris Company”
Yıl 1855, Manisa'da Safarat Yahudilerinden fakir bir ailenin bir erkek çocuğu olur. İsmini Morris koyarlar. Morris dokuz yaşında kuşpalazı hastalığına yakalanınca ölümle burun buruna gelir. Şinasi isimli bir Müslüman doktorun tedavisi neticesinde iyileşince, ailesi ona Şinasi ismini de verirler. Bu bir vefa borcudur.
Bu vefa anlayışı Morris'in ruhuna da işleyecektir.
Derken Morris on beş yaşına gelince fakir olan ailesine yardım etmek için Yahudi mezarlığında bekçi olarak işe girer. Okuma yazması olmadığından işten atılır. Sebebi ise, dışarıdan bir Yahudi ailesi gelir ve mezarlıktaki yakınlarının mezarını görmek ister. Fakat mezarın yerini bilmiyorlar. Morris ise okuma bilmediğinden mezarın yerini gösteremez. Bu aile durumu bölgenin Yahudilerine bildirerek Morris'i işten attırırlar. İş arayan Şinasi 1870 yılında henüz 15 yaşlarında yine bir Yahudi olan Garofolo isimli bir tütün tüccarının yanında işe girer. Kısa zamanda patronunun gözüne giren Morris gösterdiği başarıdan dolayı patronu tarafından Mısır'a götürülür. Orda da gösterdiği başarılardan dolayı artık patronuyla dost olmuştur.
Morris 1890 yılında Amerika'ya gitmeye karar verir.
Patronundan aldığı 25 bin dolar la yenidünyaya geçer. Orada Şikago Beynelmilel (uluslararası ) Fuarında bir sigara yapıştırma makinesi sergiler. Bu makine oldukça ilgi görür. Buradan kazandığı para ile hem Garofolo ya olan borcunu öder, hem de bir iş kurma imkânı bulur. Yıl 1903'e geldiğinde ABD devleti Akdeniz'de ticaret yapabilmek ve gemilerini geçirebilmek için sultan Abdulhamit'e başvurur. Sultan bu teklifi ABD'nin Osmanlıya HARAÇ vermesi karşılığı kabul eder. Yalnız bir şart daha koşar. Ve der ki: -bizden TÜTÜN de satın alacaksınız.
Amerika bunu da kabul eder ve tarihinde ilk ve tek olarak Osmanlıya HARAÇ verir. İşte bu tütün anlaşması Morris'in yolunu açar. Ege tütününü iyi tanır ve bağlantıları da vardır. Bu bağlantı avantajını iyi kullanır.
Kısa sürede önünde geniş ufuklar açılan Morris, erkek kardeşi Solomon'u da Manisa'dan getirterek iş alanını iyice geliştirir.
New York'ta Brodway 120, Sokakta SCHİNASİ BROTHERS COMPANY isimli bir sigara fabrikası kurar. Bu bina hala ayakta kalmayı başarmıştır. Kurduğu bu fabrikada Türkiye'den götürdüğü tütünleri kullanan Morris, kısa zamanda Türk tipi sigaralarla üne kavuşur. Türkiye'den özellikle Manisa ve Akhisar civarından aldığı tütünleri yine bu bölgeden götürdüğü usta ve kalifiye işçilerle yüksek kalite mamuller elde etmeyi başarır.
1903 yılında Selanik'te iş arkadaşı olan Jozef Ben Rubi'nin kızı Laurette ile tanışıp evlenir. Victoria, Juliette ve Altina isimli üç kızı ile Leon isimli bir erkek çocuğu olur. Artık Morris çok zengindir. Hatta yunan Yahudisi eşi için o döneme göre oldukça gösterişli bir malikane yaptırır. Malikanenin 52 odalı olduğu rivayet edilir.
Bu günlerden diğer bir rivayette şudur:
Morris Yunanistan'da bir basın toplantısı yapar.
Bir gazeteci bir kâğıda bir soru yazar ve Morris'e verir.
Morris kağıdı yanındakine verir ve "Ben okuma bilmem sen oku". der.
Ardından başka bir gazeteci:-okuma, yazma- bilmeden nasıl bu kadar zengin oldunuz, bir de tahsilli olsanız kim bilir ne olurdunuz.?
Morris şu cevabı verir:- - iyi bir mezar bekçisi olurdum.!
1916 yılında şirketinin tüm haklarını Amerikan Tabacco Company'e satar. Ve iş hayatından çekilir. Bu arada çocuklarını kurduğu ve Morris'in arkadaşı Philip'in de ortak olduğu (bir rivayete göre Morris bizzat kendisi kurmuştur) ve şu an dünya tütün devi olan Philip Morris Company doğmuştur. Gerisini bilirsiniz.
Morris Şinasi Çocuk Hastanesi
Peki, halen Manisa da hizmet veren Şinasi Morris Hastanesi'nin hikâyesi nedir?
Morris 1928 yılında memleketi olan ve doğup büyüdüğü yer olan Manisa'yı hiç unutmaz. O kadar ki yaptırdığı evi Türk stili yaptırır ve içini de yine Türk şark tarzı ile döşer. Çocukluğunda çektiği hastalığı ve gördüğü vefayı da unutmaz. Bu amaçla bir milyon dolarlık bir bütçe ayırır. Bunu 800 bin doları ile bir hastane yaptırır. Bu hastane çocuk hastanesidir. Bu hastanenin çok geniş arazisi vardır ve burada inek, koyun, keçi ve tavuk gibi hayvanlar beslenir ve sebze ve meyve yetiştirilir ki çocukları taze besinlerle beslesinler diye. Yine bu hastanenin faytondan Ambulansı ve başhekimin faytondan makam aracı vardır. Bütün bu ayrıntılar bizzat Morris tarafından düşünülmüştür. Geriye kalan 200 bin dolarla da devlet tahvili alarak; bu tahvillerin getirisi olan 33 bin dolar her yıl iki taksit halinde Morris Şinasi Çocuk Hastanesine gönderilir.
Morris Şinasi kurduğu bir vakıfla hastanenin geleceğini de düşünmüştür; Chemical Bank Of New York'u da mutemet tayin etmiştir. Üç yılda bir kurduğu vakfın mütevelli heyeti Türkiye'ye gelerek, Manisa'da hastaneyi ziyaret etmekte ve yapılan işleri yerinde denetlemektedirler. ..
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Lincoln, Me. (DG)
Many of you may remember CANDID CAMERA, the program that caught people in the act of being themselves. The idea for the popular TV show began on radio with CANDID MICROPHONE. Hidden microphones were hidden at unusual situations, and the main idea was to get everyday people’s reactions to those situations.
Some of the more unusual situations heard on the program consisted of a man who was locked in a refrigerated vault--- with no key to let him out. The "Candid Mike Assistant" (program creator Allen Funt in these examples) called a locksmith to open the vault. While it appeared the locksmith would save the day, Funt started to balk at paying $3.50 to the locksmith, because he wanted to pay $2. With the man locked in the vault pleading to Funt to pay the extra money, he refused. In the process, the locksmith stopped his work and waited until the 2 men came to a definite decision whether to pay the full $3.50 or to call in another locksmith.
Another situation occurred at a candy store. Funt wanted to buy a box of chocolates for a friend. He stated to the clerk at the store that his friend had a habit of squeezing the chocolates before eating, so he wanted to eliminate the trouble of squeezing. Before buying the candy, Funt asked the clerk at the candy store to squeeze every piece of candy in the box. The clerk replied it was an unusual request, but if Funt wanted the candy "squozen" (as the clerk referred to the squeezed candy), it was OK with her.
The most unusual situation was the interview with a professional wrestler. Funt wanted to set up a match between himself and the wrestler. While the game plan of the match was being set, the wrestler started to describe the tricks of the pro wrestling trade--- the tricks of the trade the people ARE NOT supposed to know about!
The idea of the program was the honest reaction of the people. It was also the main idea for the program’s middle commercial of its sponsor, Philip Morris Cigarettes. The sponsor was put to the challenge as to which brand was the mildest cigarette made. The commercial began with Funt talking with a smoker. The conversation began with an unassuming subject like asking directions for a specific street. While Funt intentionally confused the smoker with his directions, he asked the smoker to take a simple test as to which cigarette was milder, Philip Morris or the brand he/she smoked. The idea was to take a puff from Philip Morris and then let the smoke out through his/her nose. The same was done with the smoker’s brand. When the test was completed, Funt asked the smoker which cigarette was milder. To the relief of the sponsor, the smoker replied, "Philip Morris." Funt closed out the commercial when he informed the smoker he/she was on CANDID MICROPHONE. Of course, the reaction of the smoker varied from commercial to commercial.
The test on CANDID MICROPHONE was honest and impartial. Philip Morris & Co., Ltd .was so convinced of their product’s mildness, the "Philip Morris Smoke Test" continued on future radio programs sponsored by Philip Morris.
Lincoln, Me. (DG)
In 1959, NBC Radio aired a special half hour program to celebrate the 25th anniversary of an advertising giant. This "giant" was all of 4' tall and was attired in a bellhop uniform complete with red coat and brass buttons. He became famous for saying only one line with a robust voice. The radio listeners knew him as "Johnny Philip Morris" (Johnny Roventini in real life).
Hosted by Ben Grauer, the program was a tribute to Johnny's achievements in radio. With Johnny on hand as the guest of honor, he and Grauer looked back over the 25 years since the first call for Philip Morris was heard over the airwaves.
That first "Call For Philip Morris " took place in 1934 on a broadcast of the FERDE GROFÉ SHOW on NBC's Red Network. To the music of On The Trail Movement from Ferde Grofé's Grand Canyon Suite, Johnny yelled out his first "Call For Philip Morris" to a nationwide audience. In a nutshell, the music and Johnny's call blended well together. It worked well on over 50 other radio programs during the remaining years of radio's golden age (in numbers, Philip Morris sponsored more old time radio programs than any other product).
Grauer asked Johnny how many times he called for Philip Morris during his 25 years in radio. Johnny replied that when the program was presented live and he was in attendance, he estimated around 500,000 times. When transcriptions of his call were used, that number elevated into the millions.
During the broadcast, Johnny talked about some unusual things that happened to him. For example, he tripped over some wires in the radio studio during a broadcast of the YOUTH OPPORTUNITY PROGRAM--- just when it was time for him to call for Philip Morris. With no time to spare, Johnny had no choice but to give the call flat on his back. Luckily, he had a powerful voice. Johnny also mentioned that he encountered some radio stars doing funny things or making funny faces in an attempt to have him break out laughing while he did his line.
Grauer brought up another incident that supposedly took place on a Philip Morris radio program. He said that a stagehand accidentally dropped a tray of glasses. With the impromptu sound effect taking place for all to hear, a radio comedian ad-lidded the line, "Folks, that was Johnny stepping out of thousands of store windows." Johnny admitted the incident took place, but it didn't happen on any radio program. He mentioned that a waiter at the Coconut Grove Hotel dropped a tray of glasses. Groucho Marx, who was making an appearance at the hotel, said the line--- and it was used as a continuing gag on the unpredictable MILTON BERLE SHOW.
Before he began calling for Philip Morris, Johnny Roventini was a real bellhop at the New Yorker Hotel. Since he was only 4' tall, Johnny was known at the hotel as the "The Smallest Bellboy In The World."
In 1933, an executive for Philip Morris & Co., Ltd. and the president of the company's advertising agency desperately needed an idea to sell Philip Morris Cigarettes, which was struggling in sales. Fortunately, they were staying at the New Yorker. Since Johnny was considered a tourist attraction at the hotel, the two executives started to come up with an idea. They asked Johnny to page a man named Philip Morris. Johnny, unaware that Philip Morris was really the name of a cigarette, went through the hotel lobby paging Philip Morris. While he was doing this, the two executives knew they found their advertising promotion. After a few minutes, Johnny returned to the two men and said there was no response to his page. Knowing there wouldn't be anyone named Philip Morris, they asked Johnny if he was interested in doing what he just did on the radio. It was here one of advertising's greatest promotions was born. Johnny, in his bellhop uniform, became the living trademark for Philip Morris Cigarettes. Since he was now selling Philip Morris, Johnny was given the new name of "Johnny Philip Morris."
While Johnny's main task was to sell Philip Morris Cigarettes, he actually became more popular than the product he was selling. Johnny had such a warm personality and beaming smile, he was not only popular with Philip Morris smokers, but also smokers of other brands, non-smokers, and especially children. When Johnny was to appear at a live event, it was guaranteed a lot of people would come to see him. They either wanted his autograph or to have their picture taken with him.
Although the 25th anniversary program was a tribute to Johnny, he graciously gave his own personal tribute to all the stars he sponsored on the radio--- and especially to all the people who enjoyed his contributions in radio advertising.
Author's note: This article is dedicated to the memory of Christine Nelson, an old time radio fan and librarian at the Lincoln Memorial Library in Lincoln, Maine.
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