Crosley: Two Brothers and a Business Empire That Transformed the Nation

by Rusty McClure, David Stern, Michael A. Banks

Set in the vibrant Industrial Age and filigreed with family drama and epic ambition, Crosley chronicles one of the great untold tales of the twentieth century. Born in the late 1800s into a humble world of dirt roads and telegraphs, Powel and Lewis Crosley were opposites in many ways but shared drive, talent, and an unerring knack for knowing what Americans wanted. Their pioneering inventions — from the first mass-produced economy car to the push-button radio — and breakthroughs in broadcasting and advertising made them both wealthy and famous, as did their ownership of the Cincinnati Reds. But as their fortunes grew, so did Powel’s massive ego, which demanded he own eight mansions and seven yachts at the height of the Great Depression. Rich with detailed reminiscences from surviving family members, Crosley is both a powerful saga of a heady time in American history and an intimate tale of two brilliant brothers navigating triumph and tragedy.

Genres: Biography, History, American History, Nonfiction

320 pages, Hardcover

First published November 9, 2006

About the author

Rusty McClure, is the New York Times bestselling author of Crosley, Cincinnatus, Coral Castle, and Codename: Blackjack.

He has a Master of Divinity degree from Emory university and a Harvard MBA.

An advisor and investor in numerous entrepreneurial projects, Rusty teaches the entrepreneurial course at his undergraduate alma mater, Ohio Wesleyan university.

He is the son of Ellen Crosley McClure, who is the daughter of Lewis Crosley and direct descendant of the Crosley brothers.

Rusty resides with his wife and daughters in Dublin, Ohio.

Rusty has served as a PGA scoring observer for twenty years.

Reviews

[Jill · Rating 2 out of 5]

The history was interesting, but the writing and editing problems were too distracting.

[Brooks · Rating 3 out of 5]

Crosley is a name linked with Cincinnati. Powel and Lewis Crosley were industrialist and peers with the robber barons of the early 20th century. Powel was the entrepreneur who loved boats, cars, and radios. Lewis was the engineer and WWI veteran who managed the factories, radio stations, and finances. Powel failed three times trying to develop a car company. He had ready access to capital from his father, a successful attorney in College Hill. Lewis worked in the Army Corps of Engineers on lock and dams on the Ohio. Powel had a moderately successful car accessories company when he went to buy his son a kit radio and realized he could build them much cheaper. He then expanded into radios at the perfect time. This grew to refrigerators, other home appliances, and a radio station, WLW. Powel pulled in his brother into the business. Powel was well connected and received the only experimental license to broadcast at 500,000 watts. Based on that equipment, his station was used for the Voice of America broadcasts starting in WWII to counter German propaganda being sent to Latin America. After WWII, Powel re-started his dream of producing a light weight, fuel efficient, low cost automobile. Unfortunately, his timing was off. American's were looking for large vehicles and did not come around to the VW Beetle until a few years after he had to sell his company.

[Mark Jr. · Rating 3 out of 5]

The story is enjoyable and instructive, inspiring.

The writing is bad.

Very bad.

The short, one-sentence paragraphs.

Almost.

Made my.

Head ex.

Plod.

E.

But the book was well researched and worth reading.

The most serious lesson I drew is this: you can be a major cultural force one minute and completely forgotten the next. I thought I knew 20th century U.S. history fairly well. I had literally never heard of the “Crosley” brand, however, even though they made huge numbers of radios, refrigerators, and other inventive stuff. Even cars.

The second most serious lesson I learned, the major theme of the book, is that visionary leadership’s yin needs the practical manager’s yang. The Crosley brothers were a powerful pair because of that precise combination. Those character traits—and the loving trust they had for one another; that was a significant theme in the book, too—made them a legendary team (forget for a second that the legend is now largely forgotten).

[Paul Szydlowski · Rating 4 out of 5]

Holy moly, what the Crosley brothers could have accomplished if only Powell had not been so determined to build a car. A classic entrepreneurial story - Powell the idea man, his brother Lewis, the implementer. Powell built his first radio when he went to buy one for his son and thought the price outrageous. He then started a radio station to push those radios. The station became WLW. During WWII, he was commissioned to build a radio relay station north of Cincinnati. That station became The Voice of America. He was convinced to buy his boyhood team, the Cincinnati Reds. A gentleman came to him with an idea the guy's wife had to increase space in a refrigerator - so Powell patented shelves on the inside of the door (he offered a royalty on each unit sold over the life of the patent, but the man wanted $25,000 cash. Powell tried to talk the guy out of it without success. The man made a big mistake). Still, Powell wanted to build a car, which he eventually did. It was not his best decision.

[Matt · Rating 3 out of 5]

I love the subject. As a native of Southwest Ohio I thought I knew the Crosleys. I didn’t know nearly as much as I thought. I appreciate the in depth research and the insights.

However, the writing is bad, bordering on amateurish. Too many times the authors try to tease and entice the reader with foreshadowing. It was clunky. Even the jacket description of the book eludes to the brothers having a falling out, they never did. Stick with the facts please! And there were a few issues with accuracy, nothing major but annoying nonetheless.

Despite the poor writing I’m glad I read it. My heart used to ache whenever I caught sight of the old Crosley building looming up over Arlington Street, easily identifiable from I-75 and I-74. It’s a grand building and it would be awesome to see a building with its legacy put to use again, but now I know. Crosley didn’t fail he quit while he was still ahead. It makes that hulk of a building a little less sad, for me at least.

[E B · Rating 4 out of 5]

Being a Car nut, I knew nothing about the Crosley bothers other than their failed attempt at an automobile. Many know them for their Radios and Refrigerators which were substantially more successful businesses. What I didn't know was all the different ideas and inventions that came up with that were lesser known today. Two brilliant men who created a lot and went through some of the most interesting times in American history.

Their story isn't all great, dealing with early deaths in the family along with numerous other family issues, which makes this story both spell-bounding by all these two did, but also all that happened to them in their lives in non-business manners. They certainly found wealth, but I could never tell if they ever found happiness.

Overall an excellent book, which is extremely well written.

[John Coelho · Rating 3 out of 5]

Both brothers had some extraordinary abilities, but this is a story that might be better told by a non-relative. I think the book is a little too uncritical and a little too long. It's heavy on houses, trips, and relatives and I would have liked a little more historical context and more detail on the various businesses. More space devoted to the Crosley car would have been welcomed but that's probably more related to my personal interests.

There was some repetition, and the book would benefit from better editing. And it needs a list of characters for reference.

To be fair though, I learned a lot about the Crosleys and their story is fascinating and sometimes inspiring. I'm happy I read it.

[Lynzee · Rating 3 out of 5]

Straight forward writing provides details of little discussed history of the major role of the Crosley brothers had in innovation and manufacturing in Cincinnati, OH and beyond. They were directly involved in the formation of the Reds baseball team. They played major rolls in the development of radio in the world. Surprising is the amount of Crosley innovation and manufacturing they accomplished during the mid century foundation of Cincinnati, OH and beyond. New to Cincinnati I learned much to better understand the city. Anyone would benefit from an understanding of how the common use of radio developed. Not an exciting story but one worth the time to read.

[Alison · Rating 3 out of 5]

I found this book fascinating. I became aware of it when I visited the Powell Crossley mansion and Sarasota. Another Thomas Edison type of guy from the early 20th century. The dynamic between the two brothers, and how they fit in to the history of our country as well as the region of Ohio is probably an every man’s story to some degree. Their influence over telecommunications and how radio grew was also very interesting.

The quality of the writing and editing was mediocre, but totally worth it

[Susan · Rating 3 out of 5]

Cincinnati folks and lovers of radio history will enjoy this story of entrepreneurial brothers. Could have used some editing. I say that, but am guilty of googling all the street addresses given to see if the houses were still there (mostly yes and looking good). Also, there are some "scary to a parent of young people" videos on youtube of people exploring the now derelict Crosley building in Camp Washington. Hope someone takes this gem of a building and finds a reuse.

[Sy DeMaya · Rating 5 out of 5]

Reading about people who didn’t make the historical “A” list can be every bit as illuminating as most higher-test biographies. This book will go straight to my grandson and I predict he will also find it instructive.

[Joshua Reitano · Rating 4 out of 5]

Well written biography of the brothers who loomed large in the history of Cincinnati at the beginning of the 20th century. A book all Cincinnatians should read.

[Suzi · Rating 3 out of 5]

Actually I only read part of this because I was interested in the Crosley home in Sarasota and in the seaplane. Not an easy book to read and the index is confusing.

[Damon Glassmoyer · Rating 3 out of 5]

The story is 20th century Americana at heart, but the book itself was poorly edited. I stayed with it because I was fascinated with the history involved.

[Jeff Lanter · Rating 4 out of 5]

This book was a pleasant surprise in a variety of ways. The first was that my Grandma not only won this book and gave it to me, but also had it signed by the author too. That is an incredibly generous thing all the way around. The other nice surprise was that the book was actually very interesting and a totally worthwhile read. The Crosley's were definitely two of the most important people to live in Cincinnati and reading this book is without a doubt the best way to gain an appreciate for all that they did. Powel Crosley helped get radios into the average person's household and invented several other handy devices. I think this book is really best for people who know Cincinnati, because many of the locations and details will otherwise be lost. With that said, I think more people should read this book and if they have the time, check out the old Crosley residence. It's still there in an older and somewhat forgotten part of town. I guess in a way, that's an appropriate location since that is where the Crosley's seem to register in most Cincinnatian's collective conscious.

[Chip Rickard · Rating 3 out of 5]

I thought this was a good story about a forgotten pioneer of the 20th century. He may not have been an actual inventor but he made things that previously were either too expensive or not practical enough for the masses.

I thought that this painted the Crosleys with too loving of a brush. Surely they did some things that weren't ethical or moral.

I thought it was sad that the Crosley auto was thought to be a failure. He lived his dream and sold his cars for about a decade. If you ask me, that's success.

I must say that the index was a mess. The Crosleys should have several columns dedicated to them but only have a few lines. Their wives aren't mentioned at all in the index. If you are going to do such a poor job on the index it would be better not to have one at all.

[Marty Greenwell · Rating 4 out of 5]

Nice to read about a business empire you knew very little about, even in my hometown. The Crosleys didn't appear to be wonderful people, but they were driven. Maybe it is different making it rich in the early 1900s vs. today but the combination of dreamer (Powel) and get-it-done brother (Lewis) sure worked for them. If the final project, and the one most important to Powel, the car, had gone over, we would know a lot more about them. Business book moreso than history. Liked trying to find the buildings they were in. The final one is ten stories tall less than two miles from where I live. It's hopefully going to be made into condominiums. Good book but business books are WORK!!

[Pat (AZ Realtor) 480-840-7166 · Rating 5 out of 5]

As a Cincinnatian, I knew the name Crosley was tied in with the Reds, WLW and Crosley Motors, but I didn't know they were from my neighborhood of College Hill. Heck, I went to Aiken which is on the site of the Ohio Military Institute and is where the Crosley boys went to school. I played baseball at Town Hall, walked down many of the same streets, but didn't know the Crosley's lived around here until I read the book. If you like early 20th century American history or you are from southern Ohio, this is an excellent book to read.

[Mike · Rating 4 out of 5]

As a Cincinnati native (my Norwood friends will burn me for saying that), I am really, really enjoying this book. It fills in history from 1910 to 1950 that are just a little before my time, but influenced everyone I know from my parents and grandparents generation. The impression is like the one that will be felt by a 50-year old reader, born today, but reading about Bill Gates and Steve Jobs. That is, reading their story in 2060. Does anyone grok that analogy except me?

[Eric Lawson · Rating 5 out of 5]

Read this book because I'm a big Reds fan and listen to WLW radio all the time. Was a fascinating read because this is the story of how Cincinnati was kind of influenced in the 1920's and 1930's. Good read. Met the author in a book-signing event here in my town of Urbana. Very humble, thoughtful guy. Enjoyed listening to him talk about his grandfather and how proud he was of his accomplishment. Good read and fun to find out interesting facts about Cincinnati.

[Suzanne · Rating 5 out of 5]

I was thoroughly fascinated by this book although it took me a while to get through all of it. I have the vaguest memory of going to Crosley Field (I had to be less than 7) and that's about all I knew of the Crosleys. Absolutely increidble history. I can't believe how much I learned and how broad the scope of the "Crosley Empire" was.

[Jim · Rating 5 out of 5]

This is more than an inspirational story about a forgotten business pioneer that transformed the nation. It is a morality play that reads like a novel set against the backdrop of American societal evolution from 1900 to 1950.

[Lizzi · Rating 5 out of 5]

My father gave me this book to read and I was skeptical, but I just could not put it down. It was especially interesting for me because I live near Cincinnati, so the places described in the book are all places I have been.

[John Paul Miller · Rating 5 out of 5]

Fascinating story about the Crosley brothers, who pioneered the Crosley Radio, WLW in Cincinnati, the Crosley cars, The Cincinnati Reds. With historical references of all events in America and Europe through the depression, both World wars.

[Dan Miller · Rating 2 out of 5]

This book was okay. The subject(s) were very interesting and I enjoyed learning more about Powel and Lewis Crosley and their history in Cincinnati.

I just felt that the book was a bit sloppy - several grammatical errors and repetition of phrases.

[Brian]

Excellent so far

[Kristan · Rating 3 out of 5]

Interesting info on the Crosley empire.

[Daniel Reed · Rating 5 out of 5]

Incredible overview of the Crosley Empire--couldn't put it down. A neat look at the beginning of radio and the consumer culture of the US.

[Opa · Rating 5 out of 5]

A wonderful capturing of regional history, business partnership, and a driving vision

[Stanley · Rating 5 out of 5]

Good read on Cincinnati history and world re-nowkin manufacturer.