Friday, March 7, 2003

Edward Dinerman, 94, longtime advertising exec

By Karen Andrew
The Cincinnati Enquirer


Advertising executive Edward V. "Dinny" Dinerman died Feb. 28 at Hospice of Cincinnati in Blue Ash. The Mount Lookout resident was 94.

Born in 1908 in Brooklyn, he studied premed at the University of Wisconsin. But, when the family business closed, he dropped out of college.

On his way home, he stopped in Cincinnati, liked what he saw and stayed.

His first job was ushering at the RKO Lyric Theater downtown in 1932 for $3 a week. After learning of an advertising position at RKO, he had an artist friend sketch some of his ideas for theater ads. He got the job and began his career in movie promotion.

In 1933, he was promoted to advertising director of RKO's Midwest operations.

In 1944 he went to work for the Stokes and Palmer advertising agency and in 1945 formed his own agency, Dinerman and Co. Over the years, his clients included JTS Brown, Shillito's, Steinberg's, Mike Albert Leasing, the Sibcy group and the Maisonette Group.

He counted a number of Hollywood stars among his friends, including Michael Todd, who asked Mr. Dinerman to move to New York to head his promotion and advertising.

However, his daughter, Mardee Wachs of Mount Lookout, said her father refused to go because he thought Cincinnati was a good place to raise a family.

"He was totally devoted to all of his family. He always wrote letters of encouragement to his daughters and grandchildren," said Mrs. Wachs. "He was a master of the English language and a natural teacher."

He never retired. At age 89, he was still doing Alamo TV commercials.

At 90, he began representing Peter A. Wimberg Co.'s landscaping account. At 92, he was still operating his computer and using a treadmill.

His hobbies included woodworking, and after buying one of the first TVs in Cincinnati, he designed and built a dresser in his bedroom to house it. He built it so that the TV would emerge from the dresser.

He was preceded in death by his wife of 56 years, Margaret Works Dinerman.

In addition to his daughter, survivors include a brother, Larry of Cincinnati; another daughter, Janice Feldkamp of Anderson Township; six grandchildren; and nine great grandchildren.

Visitation will be 11 a.m. todayat the Spring Grove Cemetery Memorial Mausoleum Chapel, followed by the funeral service at 11:30 a.m.

Memorials: Hearing, Speech and Deaf Center of Cincinnati, 2825 Burnett Avenue, Cincinnati, OH 45219.


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