Looking for America: Paul Simon's Quiet Masterpiece of Longing

Inside the World Trade Center

Last week I listened to Paul Simon's "America" for the first time in a while. How interesting to hear it in conjunction with our nation's 250th anniversary. The song's deceptively simple narrative unfolds into profound reflection on the human condition.

In the 1960s Simon & Garfunkel recorded numerous songs that captured the angst of "my generation." Haunting songs like "Sounds of Silence" and "The Only Living Boy in New York" connected with young people living through that period of disruptions that included assassinations, race riots, burning cities, the Cold War and Vietnam. 

The song is essentially a short story. It begins with the playful, "Let us be lovers, we'll marry our fortunes together / I've got some real estate here in my bag." The "real estate" is nothing more than what's in his suitcase or sleeping bag. They're young, broke, and full of possibility. After purchasing a pack of smokes and Mrs. Wagner pies they simply "walk off to look for America." Optimistic Sixties youth. 

In the second stanza we learn that the narrator's girl friend is Kathy as they board a Greyhound in Pittsburgh, something I myself have done twice in my life, both being personal turning points. Perhaps that's one reason this song has stayed with me. Certain songs attach themselves to the intersections of our lives and are never heard the same way again.

"Kathy", I said as we boarded a Greyhound in Pittsburgh

"Michigan seems like a dream to me now"

It took me four days to hitchhike from Saginaw

I've gone to look for America

Their banter on the bus is lighthearted. Who hasn't had these moments with someone you enjoyed being with, playing games with the faces.

She said the man in the gabardine suit was a spy

I said "Be careful, his bowtie is really a camera"

Like children cloud-gazing, they entertain themselves by transforming ordinary life into adventure. After a while, though, the mood begins to change. I can imagine it as a movie soundtrack in which the first notes of a gloomier tune can be heard. 

"Toss me a cigarette, I think there's one in my raincoat"

"We smoked the last one an hour ago"

So I looked at the scenery, she read her magazine

And the moon rose over an open field

 

I've been in all these scenes before, night settling in, moving through time looking at scenery and retreating into the thoughts in my head, and she retreating into her magazine. This line says so much with such brevity: "So I looked at the scenery, she read her magazine..." No external drama here as the song shifts to a darker place.  

"Kathy, I'm lost", I said, though I knew she was sleeping

I'm empty and aching and I don't know why

Counting the cars on the New Jersey Turnpike

They've all come to look for America

It's a heartbreaking confession. "Kathy, I'm lost. I'm empty and aching and I don't know why."

And perhaps the saddest part is how this kind of awareness, when it goes unshared, isolates us. We can sit beside someone we love, traveling the same road, and still find ourselves alone inside our own thoughts.

Simon avoids giving an answer as to why the narrator feels this way. Beneath the surface, he feels something he doesn't fully understand, an angst that is existential, not circumstantial. And the kicker, which is repeated at the end, is that this is something pervasive. While counting the cars on the New Jersey Turnpike he imagines that they are all in the same soup, lost but looking, yearning for something.

Thus, America is not a geographical destination but something much larger, an idea—a symbol of fulfillment, belonging, identity, perhaps even purpose itself. We're all searchers, seekers of a place where we belong, people striving to understand why we are here and what it means to be human.

Here we are, nearly sixty years later, with more technology, more entertainment, and more information than Simon's two travelers could have imagined. Yet the longing he captured has not disappeared.

Perhaps that's why America has endured. It's not really a song about highways or Greyhound buses or even the United States. It's about that quiet ache almost everyone experiences sooner or later—the feeling that there must be something more. Simon never tells us whether Kathy and her companion found what they were looking for. He simply reminds us that we are all fellow travelers, counting the cars on our own New Jersey Turnpikes, looking for a place to call home.

A 30-Year-Old Ad Copy Checklist That Still Works

While doing a little spring cleaning I came across a folder with a sheet of paper in it titled “Tips for Writing Ad Copy.” It was a checklist that I created 30 years or so ago to orient my thinking when writing ad copy. For many of you (in advertising) these things may be obvious, but as Vince Lombardi famously said on the first day of training, “This is a football.” In other words, it never hurts to be reminded of the basics.

Here are some tips from that sheet, followed by a handful of tips from great ad men of the past. 

 

1. The Headline Does the Heavy Lifting

David Ogilvy observed that five times as many people read the headline as read the body copy. The headline determines whether anyone keeps reading.

 

In 1988 when Donn Larson of Westmoreland, Larson and Webster shared with me his three-page list of ad copywriting rules, the first rule was that the headline should make a promise. 

 

There’s a maxim about writing that I think fits here: “Well begun is half done.” Getting your headline right is worth the effort.

 

2. Stop Talking About Yourself

One of the biggest mistakes advertisers make is believing customers are fascinated by their business. They're not. People are interested in solving their own problems. That’s why “YOU” is one of the five most important words in advertising. (If you keep reading, you’ll find the other four.)

 

Every business owner wants to say, "We've been serving the community for 42 years with experienced professionals dedicated to quality service." The customer is thinking, "Can you fix my problem? How much will it cost? Can I trust you?"

 

3. The Writing Itself

Write as though you're writing a letter to a friend over coffee instead of making an announcement to a stadium full of strangers. I forget where I first heard this tip, but whenever I’ve been stuck regarding how to organize my thoughts and get started, I think of my brother. “Dear Ron, …” 

 

Conversation beats proclamation every time.

 

4. Sell Benefits, Not Features

This is just a reminder of a tip we’ve all heard before and is worth repeating. Features describe what something is. Benefits explain why it matters.

 

A vacuum cleaner may have a 1,200-watt motor, but nobody lies awake at night wishing for more watts. They want a cleaner house in half the time. A bank doesn't simply offer online banking. It offers convenience. A contractor doesn't sell windows. He sells lower heating bills, quieter rooms and greater comfort.

 

Customers buy outcomes, not specifications.

 

5. Pictures Still Matter

There's an old saying that a picture is worth a thousand words. In advertising, that may be an understatement. People process images instantly. A great photograph can create engagement before the first sentence is read. 

 

Choose images that reinforce your message instead of merely filling space. And don’t forget your logo. Your logo embodies your identity and reputation. I love the Apple logo not because I like apples, but because of what it represents.

 

6. Always Tell People What to Do Next

I've seen beautifully designed ads that forgot the most important step. They never asked for the sale. Advertising should always include a clear Call to Action. 

Visit our showroom or website.

Call today for a free consultation.  (Don’t forget the number.)

Schedule your appointment.

Download the guide. 

 

The simpler and more specific the request, the better the response.

*

Going back to those five most important words, they are: You, New, Free, Save and Now. I don't know if they're magical, but they all have one thing in common. They focus on the customer's interests rather than the advertiser's ego.

 

 

Here are tips from five ad men whose work has stood the test of time.

David Ogilvy

Quote: "The consumer isn't a moron; she is your wife."

Lesson: Respect your audience. Never talk down to people. Treat customers as intelligent individuals who simply want honest information to help them make a good decision.

 

Claude Hopkins

Quote: "Advertising is salesmanship in print."

Lesson: Every ad should do the work of a good salesperson. It should answer questions, overcome objections, and give the reader a reason to act.

 

Leo Burnett

Quote: "Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read."

Lesson: Clarity beats cleverness. If readers have to work to understand your message, you've probably lost them.

 

Bill Bernbach

Quote: "The most powerful element in advertising is the truth."

Lesson: Great advertising doesn't invent reasons to buy. It discovers the genuine strengths of a product or service and communicates them with honesty.

 

John Caples

Quote: "The most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments that they forget to tell us why we should buy."

Lesson: Keep the spotlight on the customer, not yourself. Your reader is asking one question: "What's in it for me?"

 

 

Advertising has changed dramatically over the past century. Newspapers have been joined by websites, social media, podcasts, streaming services and AI-generated content. But human nature hasn't changed. People still respond to honesty, clarity, relevance and a compelling reason to act. Master those fundamentals and your advertising will always have an audience.

 

The tools of advertising will continue to evolve, but the fundamentals remain unchanged. Understand people. Tell the truth. Make a promise worth believing. Then invite your reader to take the next step.

 

This article originally appeared in the July issue of Business North

Related Links

Advertising Lessons from One of the Great Ones: David Ogilvy

https://pioneerproductions.blogspot.com/2013/09/advertising-lessons-from-one-of-great.html

A David Ogilvy Anecdote on Hiring

https://pioneerproductions.blogspot.com/2020/09/a-david-ogilvy-anecdote-on-hiring.html

An Anecdote about Claude Hopkins from Tim Wu's The Attention Merchants

https://pioneerproductions.blogspot.com/2020/10/an-anecdote-about-claude-hopkins-from.html

Silver Bay Is Making Some Groovy Economic Moves

See foto details at end of page below.

When I first moved to Duluth in 1986 I remember seeing a classified ad for a house in Siver Bay in the Duluth News Tribune (when it used to be a serious newspaper). It was a four-bedroom house with a full basement and garage for $14,000.  We'd just inherited a house, but it sounded like a steal.

Over the course of many years our family travelled up the North Shore, picking up groceries in Two Harbors and doing the the cabin thing just beyond Gooseberry Falls. Silver Bay was an occasional stop, but there wasn't much there. Nestled just above Highway 61 it served as a mining town whose aims were modest. 

Over the years, as new blood staked claims here, there came an awakening interest in being something more than what it had been. Through visionary leadership, some very interesting things have been happening here. 

For the July issue of Business North I contributed a feature story about some of these new developments, using their "Music In The Park" series as a springboard into their broader efforts toward revitalization. The article begins:

Economic development is not just about factories, roads or tax incentives. It is about creating places where people want to gather, linger, invest and ultimately live.

Now entering its sixth summer, Silver Bay’s free concert series “Music in the Park” has quietly transformed Friday nights into a community gathering place, drawing nearly 17,000 attendees over its first five seasons while supporting local eateries, lodging and businesses. What began in 2015 as neighbors hosting house concerts has evolved into an economic development strategy rooted in a simple idea: people are attracted to places where life happens.

Silver Bay is intentionally reinventing itself from a company town into a destination community. Music is one manifestation of that larger transformation. The newly opened Trailhead Center, Black Beach, housing initiatives, Boathouse Bay and community volunteerism are all pieces of the same puzzle. The energy being displayed isn’t about a government program. It’s a story about people deciding that their community’s future can be different from its past.

Read the full article here: The upbeat sound of economic development

Related Link
2026 SILVER BAY MUSIC IN THE PARK CONCERT SERIES

PHOTO CAPTION: Scarlet Rivera and Fredy Argir receive Rocky Taconite bobblehead during their performance in Silver Bay. William Kelley High School Auditorium Stage, 2021 Silver Bay Music in the Park Concert Series, October 1, 2021. 

Photo for Rocky Wall Entertainment by Michael Anderson.

DNA: The Discovery Darwin Never Saw Coming

What keeps me reading extensively, and listening to lectures and audiobooks, is the world’s incredible ability to surprise us at every turn. There is still so much to discover. These insights about the origins of life are but one example. And the implications are truly mind-blowing 

For much of the twentieth century, many people assumed that new discoveries in biology would steadily reinforce Darwin's explanation for the origin of species. Instead, one of the greatest scientific discoveries of the modern era raised an entirely different question. That discovery was DNA.

Stephen Meyer recently summarized this story in a lecture at Cambridge University. His point wasn't merely that Watson and Crick discovered the double-helix structure of DNA in 1953. The larger discovery came a few years later when Francis Crick realized that DNA functions much like a digital code. 

DNA isn't simply a remarkable chemical. It contains instructions and stores information. Bill Gates once compared DNA to a computer program, only far more sophisticated than anything humans have ever written. That's an analogy, of course, but it captures something vital: living cells don't merely contain chemistry; they contain coded information that directs the construction of proteins, the molecular machinery that makes life possible.

This is where Meyer believes the discussion changes. Chemistry can explain many things. It can explain how molecules interact. But where does meaningful information come from? In our everyday experience, codes, software, languages, and written messages always originate with minds. They don't arise simply because chemicals happen to bump into one another.

Meyer argues that this presents a significant challenge for theories that attempt to explain life's origin solely through undirected material processes. Rather than asking only, "How did the chemicals get here?" he asks another question: "Where did the information come from?" 

Darwin & his ilk believe everything is possible with enough time and chance. It takes a lot of faith to believe 10,000 monkeys with 10,000 typewriters could ever produce Shakespeare's Romeo and Juliet, or Cervantes' Don Quixote. This itself would be easier than creating life out of goo, or a universe out of nothing (though the latter is a different discussion.)

Science has always advanced by following the evidence wherever it leads. Ironically, Watson and Crick themselves were not looking for evidence of intelligent design. They were searching for the material basis of life. Yet what they uncovered was something that looked remarkably like a language—an information system residing within every living cell. To me, that's one of the fascinating twists in the history of science.

Darwin gave us a powerful theory that appeared to explain many aspects of biological change. Molecular biology in the twentieth century, however, revealed levels of complexity he could never have imagined. Instead of making the question of life's origin simpler, DNA has made it deeper.

Where there is information, we naturally ask about its source. Where there is a message, we ask about the messenger. DNA may not settle the debate for everyone, but it certainly reminds us that life is far more astonishing than anyone imagined a century ago. 

The most amazing (and convincing) feature of DNA to me (according to Meyer in another talk) is that for a species to be design the code must precede it. This contradicts the "survival of the fittest" notions that chameleons changed the colors to blend in to an environment as a matter of survival. Other examples get cited in biology textbooks, but how did the code get altered after the fact when it must precede the species' designs beforehand. It doesn't make sense. 

Bottom Line:
The molecular revolution of the twentieth century introduced questions about the origin of biological information that Darwin himself never addressed and that remain the subject of ongoing debate. The appeal of thinkers like Stephen Meyer and David Berlinski is that contemporary scientists would remain committed to honest inquiry, not dogmatism, cherry-picking or confirmation bias. 

* * * * *

FWIW Dept.
According to the latest research, on average, a human gene contains about 10,000 to 30,000 "letters" (base pairs). Because the cellular machinery reads the code in three-letter "words" (called codons), this translates to roughly 3,330 to 10,000 amino acids per gene. Overall, the entire human genome across all 23 pairs of chromosomes contains about 3 billion base pairs of information.

Related Links

Why DNA Points to a Mind Behind the Universe
Berlinski and The Devil's Delusion

Jethro Tull and His Views on Manure

While reading the list of Top 100 Ebooks downloaded from Project Gutenberg on July 4, 2026 I noticed that number 60 was  Charles Morton Aikman's Manures and the principles of manuring. In a list that begins with Moby Dick and includes classics by Dostoevsky, Shakespeare, Jane Austen, Thomas Mann, Chesterton and Sir Walter Scott, a book about manure seemed quite surprising, especially when it has reached #60 on the chart.

Jehtro Tull in 1973, the year I saw them.

So I decided to peruse its contents. Early on I found an entry about a fellow named Jethro Tull. My only connection with this name had been through the popular British rock band that emerged in the late 60's and whom I later saw at Ohio U on their Thick as a Brick Tour. 

Did the group take its name from the character in Aikman's manure compendium? As it turns out, the answer is yes. Rock band Jethro Tull took its name from the 18th-century English agronimist Jethro Tull (1674–1741), who pioneered innovations like the seed drill that helped spark the British Agricultural Revolution.

Trivia: When Ian Anderson's band was starting out they weren't that good yet so they kept changing the name of the band in order to get re-booked at places they'd already played. Someone on the staff of their booking agent, who was a historian, suggested. the name Jethro Tull at this time because it was the name they were using when they landed a Thursday night residency at London's famous Marquee Club.

The original Jethro Tull developed a theory about the importance of tilling. The more thoroughly one tilled the soil, the more luxurient the crops would be. 

He believed plant food consisted of the particles of the soil. These particles, however, had to be rendered very tiny before they become available for the plant, which would absorb them by means of its rootlets. This pulverisation of the soil goes on in nature independently of the farmer, but only very slowly, and the farmer has therefore to hasten it on by means of tillage operations. The more efficiently these operations are carried on, the more abundant will the supply.  

According to Aikman, Tull introduced and advocated the system of horse-hoe husbandry. This theory was suggested to him by the custom, which he had noticed on the Continent, of growing vines in rows, and hoeing the intervals between these rows from time to time. The excellent results which followed this mode of cultivation induced him to adopt it in England for his farm crops. 

While Tull's theory was based on principles at heart thoroughly sound, he was carried away by his personal success into drawing unwarrantable deductions. Thus he came to the conclusion that crop rotation was unnecessary, provided that a thorough system of tillage was carried out. He was also persuaded that manures could be entirely dispensed with under his new system of cultivation, for the true function of all manures is to aid in the pulverization of the soil by fermentation. We later learned this was a mistaken notion.   

Another thing Tull did was drill holes into the soil and plant at a specific depth. This approach yielded better results than the popular method called broadcasting, that is, flinging the seeds out in all directions. How interesting that today we still use this term, but apply it to media instead of farming. Of course the word still applies to seeds of a different nature. 

It strikes me that writers and farmers have more in common than we sometimes realize. Both spend much of their lives preparing the ground. The farmer tills the soil, plants carefully, and waits. The writer cultivates minds, sows ideas, and waits. Not every seed germinates. Not every field produces an abundant harvest. But every now and then an idea takes root, grows quietly beneath the surface, and changes someone's life.

Whether we're farmers, musicians, teachers, or writers, we're all in the seed-sowing business. We don't control the weather or the harvest. We simply do our best to plant something worth growing.

Jethro Tull was wrong about manure, but he was right about one thing: the condition of the soil matters. Whether we're growing wheat or wisdom, fertile ground is still where the harvest begins.

Happy 250th USA

"We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness."

— Thomas Jefferson, Declaration of Independence (1776)

On this Independence Day, that bold promise still echoes as the beating heart of what makes America exceptional: a nation founded on timeless ideals: freedom, self-government, and the dignity of every individual. 

God bless the United States of America. 

A Note from Ayaan Hirsi Ali

"I became an American not by birth or by right, but by choice. Like many immigrants, I came to this country from a world in which I’d had no right to speak freely; no right to choose whom I would marry, or where or how I would live; no hope for the kind of life and career with which I am blessed today. I came from a culture in which my station was assigned at birth, by virtue of my sex, and could never be appealed. Looking back today, I can hardly find words to express how grateful I am, every day, to call this country my own."

Largest American flag in the world with mural of whales.

Mural and flag by Wyland, the Marine Michelangelo

All photos courtesy Gary Firstenberg, America's Photographer

Related Link

Spotlight on Wyland, the Marine Michaelangelo