Alan Sidnam, Ad Executive And Venture Capitalist, Dead at 92

Alan Northcote Sidnam, a venture capitalist and former advertising executive who played a role in National Demographics & Lifestyle Selector, died on Aug. 26, according to a death notice in The New York Times. He was 92.

After moving to New York City in 1938 Sidnam joined agency Benton & Bowles, according to the Times notice. During his time there, his main client was Proctor & Gamble. It was in this role that he walked a line between the whims of his client, whose media plan involved sponsorship of The Loretta Young Show, and that program’s star hostess.

A line he suggested for Proctor & Gamble’s detergent Tide, “When Tide comes in, dirt goes out,” was adopted as “Tide’s in, dirt’s out,” and was used by the brand for many years, according to the notice.

In 1962, David Ogilvy asked Sidnam to join Ogilvy & Mather as vice chairman, according to his obituary. Sidnam agreed, and took over the General Foods account, as well as served as management supervisor for the Mercedes Benz account. After five years in this position, he became a part-time consultant and turned his hand to being a venture capitalist.

In this role, Sidnam provided both startup and mezzanine capital for a variety of companies, including National Demographics and Lifestyles, which developed a detailed database of buyers based on known buying habits for use by direct marketing companies.

He was also involved with Evelyn Wood Reading Dynamics, the world famous speed-reading program which saw a jump in popularity when then-president Carter gave the courses in the White House.

He was involved with. Then-President Jimmy Carter's decision to give Evelyn Wood courses in the White House helped to give a quick lift to this business. According to the Times, Sidnam also assisted with Norman Cousins' purchase of the Saturday Review, saving it from bankruptcy and restoring Cousins to editor in chief.

Sidnam grew up in Kalamazoo, MI and graduated from Kalamazoo College in 1937. During World War II, he was stationed at Biak in the South Pacific where he flew P-38s with the 475th Fighter Group. During his time in the military, he once flew as Charles Lindberg’s wingman, according to his Times obituary.

He is survived by his wife of 35 years, Gloria Wells Sidnam of NYC and Bedford NY, a daughter, Caroline (Coty) Northcote Sidnam, two grandchildren, Emma Pucci of Boulder, CO and Samuel Pucci of NYC, and three stepchildren, Pamela Thye of Greenwich, CT, Robert Meeker of Tar Heel, NC and Greg Ercolano of Pasadena, CA. His sister Jane Heath is presently living in a nursing home in Kalamazoo, MI.

A memorial will be held at the University Club, 1 West 54th Street, on Friday, Oct. 10, 2008 from 2-5pm.