Richard Jurek

Gerald D. Griffin

The Remarkable Life of NASA's Visionary Leader George M. Low

Ultimate Engineer

From the late 1950s to 1976 the U.S. manned spaceflight program advanced as it did largely due to the extraordinary efforts of Austrian immigrant George M. Low. Described as the "ultimate engineer" during his career at NASA, Low was a visionary architect and leader from the agency's inception in 1958 to his retirement in 1976. As chief of manned spaceflight at NASA, Low was instrumental in the Mercury, Gemini, and Apollo programs. Low's pioneering work paved the way for President Kennedy's decision to make a lunar landing NASA's primary goal in the 1960s. After the tragic 1967 Apollo 1 fire that took the lives of three astronauts and almost crippled the program, Low took charge of the redesign of the Apollo spacecraft, and he helped lead the program from disaster and toward the moon. In 1968 Low made the bold decision to go for lunar orbit on Apollo 8 before the lunar module was ready for flight and after only one Earth orbit test flight of the command and service modules. Under Low there were five manned missions, including Apollo 11, the first manned lunar landing. Low's clandestine negotiations with the Soviet Union resulted in a historic joint mission in 1975 that was the precursor to the Shuttle-Mir and International Space Station programs. At the end of his NASA career, Low was one of the leading figures in the development of the space shuttle in the early 1970s, and he was instrumental in NASA's transition into a post-Apollo world. Afterward, he embarked on a distinguished career in higher education as a transformational president of Rensselaer Polytechnic Institute, his alma mater. Chronicling Low's escape from Nazi-occupied Austria to his helping land a man on the moon, The Ultimate Engineer sheds new light on one of the most fascinating and complex personalities of the golden age of U.S. manned space travel.

The Ultimate Engineer

NASA pioneer George M. Low’s remarkable life, accomplishments, and legacy as a key visionary and leader.

David Meerman Scott

One of the most successful public relations campaigns in history, featuring heroic astronauts, press-savvy rocket scientists, enthusiastic reporters, deep-pocketed defense contractors, and Tang. In July 1969, ninety-four percent of American televisions were tuned to coverage of Apollo 11's mission to the moon. How did space exploration, once the purview of rocket scientists, reach a larger audience than My Three Sons? Why did a government program whose standard operating procedure had been secrecy turn its greatest achievement into a communal experience? In Marketing the Moon, David Meerman Scott and Richard Jurek tell the story of one of the most successful marketing and public relations campaigns in history: the selling of the Apollo program. Primed by science fiction, magazine articles, and appearances by Wernher von Braun on the “Tomorrowland” segments of the Disneyland prime time television show, Americans were a receptive audience for NASA's pioneering “brand journalism.” Scott and Jurek describe sophisticated efforts by NASA and its many contractors to market the facts about space travel—through press releases, bylined articles, lavishly detailed background materials, and fully produced radio and television features—rather than push an agenda. American astronauts, who signed exclusive agreements with Life magazine, became the heroic and patriotic faces of the program. And there was some judicious product placement: Hasselblad was the “first camera on the moon”; Sony cassette recorders and supplies of Tang were on board the capsule; and astronauts were equipped with the Exer-Genie personal exerciser. Everyone wanted a place on the bandwagon. Generously illustrated with vintage photographs, artwork, and advertisements, many never published before, Marketing the Moon shows that when Neil Armstrong took that giant leap for mankind, it was a triumph not just for American engineering and rocketry but for American marketing and public relations.

Richard Jurek

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