Cadillac Desert: The American West and Its Disappearing Water

by Marc Reisner

“Jerry Mander and Howard Gossage were both geniuses,” Brower would later reminisce. “We did a split run of one ad. I wrote one, which went, ‘Who Can Save Grand Canyon—An Open Letter to Stewart Udall.’ Jerry Mander’s said, ‘Now Only You Can Save Grand Canyon from Being Flooded for Profit.’ We arranged to have a split run because I thought my ad was saying the right things and he thought his ad was. The upshot of it all was that Jerry Mander’s ad outpulled mine two to one. The Sistine Chapel line was suggested by a Sierra Club member from Princeton. I wasn’t sure about it. Jerry Mander jumped at it. He was right. That ad was dynamite. It was the ad the Internal Revenue Service cited when they revoked our tax-deductible status.”