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Joseph Radder, wrote many memorable ad slogans May 11, 1920 -- Feb. 12, 2009

During his more than 40 years in the local advertising business, Joseph H. Radder created numerous memorable slogans.

They included "Take it Easy, Take A Bus" and "Drink Milk, the Fresher Refresher." Mr. Radder also was part of the team that came up with the "A M and Azing" campaign for the former AM&A's department stores.

The retired advertising executive died Feb. 12 in Williamsville Suburban Nursing Home. He was 88.

Born in Buffalo, Mr. Radder was a graduate of Amherst High School and the University of Buffalo, where he studied advertising. He got his start in the advertising business in 1940 as a sign painter's apprentice at National Outdoor Advertising. A year later, he joined the Wm. Hengerer Co. as a copywriter and by 1942 he was advertising manager for Hengerer's basement store.

During World War II, Mr. Radder served four years as an operations sergeant in the 7th Armored Division, including a noncombat tour in the European Theater of operations.

After the war, Mr. Radder worked as a copywriter for the Baldwin, Bowers & Strachan agency, where he eventually became creative director for radio and television. He joined Comstock & Co. in 1962 as creative director, and then bought a share of the company in 1965 and became president of what became known as Comstock Advertising in 1974. Mr. Radder was elected chairman of the company in 1977.

In a Dec. 25, 1980, Buffalo News article announcing his retirement after Comstock was acquired by Healy-Schutte, Mr. Radder recalled as his most memorable campaign a 1971 "Niagara Vacationland" tourism marketing plan for Erie and Niagara counties.

He eventually opened his own agency, Joseph H. Radder Marketing, which he operated for seven years before retiring fully from the business.

Mr. Radder was the author of two books, "Young Jesus, the Missing Years or a Young Jew Called Jesus: A Fictional Biography of Jesus of Nazareth from Age 13 to 30," and "Remembering Old Buffalo."

Mr. Radder also wrote a series of cover stories for Living Prime Time magazine and After 50 magazine. He was a frequent contributor to the Opinion pages of The Buffalo News.

His wife, the former Marguerite Scudder, died in 1982.

He is survived by two sons, Joel and Jon.


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