The Twenty-Five Cent Gamble

By June Duran Stock

This story is a true, revealing, and sometimes shocking insight into the little known world of educational test publishing and the gamble that led the flamboyant Ethel Clark to become one of the industrys major players. How she grew the business (once known as California Test Bureau, now CTB/McGraw-Hill) and dealt with the IRS, the unions, the U.S. Army, and her scholarly husband, Willis, was far from traditional, and her personal life was often scandalous.

Ethels drive to be somebody, her disregard for conventional behavior, and her foresight in adopting leading-edge technology contrasted sharply with the persona of her husband Willis Clark, Ed.D. Willis was a pioneer in educational testing, who dedicated his life to the development of many nationally used educational tests and always emphasized the importance of designing tests with results to help the teacher help the child. Ethel and Willis greatly influenced the growth and prominence of one of Americas significant but controversial industries.

An Appendix highlights test development from conception to the application of test results.

• Language: English
• Publisher: AuthorHouse
• Release date: Nov 20, 2012
• ISBN: 9781477287569

June Duran Stock

The author, June Duran Stock, is the Clark’s daughter. Her entire career has been associated with the testing industry from test development to legislative and legal matters. An Assistant Vice President of CTB/McGraw-Hill she also served for five years as chair of the Test Committee of the Association of American Publishers. June is on the board of the Willis W. and Ethel M. Clark Foundation and is listed in Who’s Who in America. She lives in Pebble Beach, California.

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© 2013 by June Duran Stock. All rights reserved.

No part of this book may be reproduced, stored in a retrieval system, or transmitted by any means without the written permission of the author.

Published by AuthorHouse 01/02/2013

ISBN: 978-1-4772-8758-3 (sc)

ISBN: 978-1-4772-8757-6 (hc)

ISBN: 978-1-4772-8756-9 (e)

Library of Congress Control Number: 2012920836

Because of the dynamic nature of the Internet, any web addresses or links contained in this book may have changed since publication and may no longer be valid. The views expressed in this work are solely those of the author and do not necessarily reflect the views of the publisher, and the publisher hereby disclaims any responsibility for them.

Contents

ACKNOWLEDGEMENTS

PREFACE

CHAPTER 1 AN UNEQUAL PARTNERSHIP

CHAPTER 2 THE BIG PICTURE

CHAPTER 3 BEING SOMEBODY

CHAPTER 4 HELP THE TEACHER HELP THE CHILD

CHAPTER 5 A BORED CALIFORNIA HOUSEWIFE

CHAPTER 6 EXPANSION

CHAPTER 7 O’BRIEN FROM ALASKA

CHAPTER 8 SURGE

CHAPTER 9 DEVOTED INTERLOPER

CHAPTER 10 PLAYING WITH THE BIG BOYS

CHAPTER 11 IN THE MIDST OF CHAOS

CHAPTER 12 FRANK

CHAPTER 13 "JUST CONSIDER THE SOURCE’’

CHAPTER 14 SHANNER

CHAPTER 15 THE CONSULTANTS

CHAPTER 16 CALL ME MADAM

CHAPTER 17 THE IBM 1401

CHAPTER 18 NORTH!

CHAPTER 19 MONTEREY

CHAPTER 20 THE BLUEBIRD OF HAPPINESS

CHAPTER 21 THE UNRAVELING

CHAPTER 22 EBB TIDE

CHAPTER 23 EL CARMELO

EPILOGUE

APPENDIX

For Ethel and Willis, Tim and Pat, and CTB

A percentage of the proceeds from the sale of this book will be donated to the

Willis W. and Ethel M. Clark Foundation. For information about the Foundation

see: www.theclarkfoundation.org

ACKNOWLEDGEMENTS

This book would not have been possible without the help and encouragement of so many:

Ellen Haley, whose interest in CTB’s history kept me in focus; Laura and Brian Dadiw, whose unfailing guidance and assistance has been so important; George Gracey, New Cumberland (Pennsylvania) branch manager, who’s been through it all; John Stewart, one of the original band of CTB consultants, who helped reminisce about the old days; Paul Lee, for his friendship and guidance during the sale and transfer of CTB to McGraw-Hill in 1965; Doug Hartman and Larry Acquistapace, for so much help locating and sharing CTB archives; Bob Stock, for his exceptional photographic and deciphering capabilities; Harvey Sullivan along with Tonni Larsen, Roger Creamer, Bill Satchell, and Joanne Millard for their important input on data processing and reporting; Ron Weitzman, whose strong background in educational statistics greatly influenced the inclusion of the Appendix; David Taggart and Meredith Mullins, who helped me see the value of writing the book; Adele Brandstrom, for her exceptional help editing the manuscript; Kit Artig, for her creative talent; and my husband, Morgan Stock, for his patient endurance.

I’m sure I’ve omitted the names of many others who contributed, some just by a chance remark, a memory, or the work they shared with me. To all those: my deep gratitude and appreciation along with my apologies.

June Duran Stock

2012

PREFACE

It was my mother who took the gamble.

It was a gamble that paid off quite handsomely from her investment of a grand total of twenty-five cents. Women were not active in business in 1926. They did not start their own companies, and they certainly did not make a foray into the business world without telling their husbands what they were doing.

However, that is exactly what my mother, Ethel M. Clark, did. Perhaps keeping her venture from her husband, Willis W. Clark, was the foreshadowing of what developed into a world of guile and sometimes sleight of hand to maneuver her little kitchen company into a leading publisher of educational tests for students ranging from kindergarten to high school.

When she made her investment of twenty-five penny postcards, she had no business experience, no business plan, no strategy, no long-term goals, and no idea of market penetration. Her venture did not even have a name or an address except for a private residential address. All she had was the determined hope that the investment would help her be somebody.

This, then, is the true story of two remarkable people who—through luck, conflict, determination, and perseverance—saw the growth of an idea that was spawned from my mother’s imagination to provide positive value to the country’s educational system. The struggles, precarious relationships, financial difficulties, and incredible foresight were the basis of many formidable scenes. Yet there were moments of understanding and compassion, which are treasures among all my memories of my parents. Maybe, at times, the story will appear judgmental, but it was set down with great love and sincere admiration.

Ethel, with her compelling, dynamic, and, at times, outrageous personality, and Willis, with his mild, studious, and philosophical demeanor, made a most unlikely team. They are, without any doubt, the stars of the story. There is also a supporting cast, including Warren, Frank, and me—and that insidious scar, which played such a diabolical role in our relationships. The results are irrefutable, and so here it is laid out for you: The Twenty-Five Cent Gamble.

CHAPTER 1

AN UNEQUAL PARTNERSHIP

My name is June. I am Willis and Ethel Clark’s only child. I am the sole survivor of those turbulent years, so, by default, I become the narrator of the memories and stories of how my mother’s gamble paid off—how she mastered the illusory nature of life and business and molded those illusions to suit her needs, achieve her goals, and create a world that shaped her life and the lives of everyone around her. I am also the cause of the scar. My mother was a beautiful woman, the type of woman who knew everything about her body—every mole, blemish, vein, and wrinkle. The scar was something visible, tangible, touchable; corporeal evidence she could always hold up to me as an excuse for her lifelong attempt to keep me at a distance and to remind both of us of what, in her mind, was the beauty that was so violently ripped from her.

It would be easier to tell two stories, one about my mother and the other about the company, but the two are so inexorably intertwined that they cannot be separated. She would have been an interesting character without starting an important business. It was her nature to star in her own life regardless of its circumstances. She would never let anyone else define her or categorize her. Her relationship with my father was very strange by other families’ standards, but the two of them developed an unspoken allegiance.

I decided to share their unique story and the growth and development of their company. Yes, their company, for despite Ethel’s colorful and outspoken demeanor, it was Willis’s work that in the long run became the heart of CTB, the California Test Bureau.

But first, I needed to refresh my memory, so in 2008 I decided to visit what is now CTB/McGraw-Hill.

* * *

The Monterey Peninsula is the crown jewel in the necklace of cliffs and coves that line the entire length of the California coast, from its northern boundary with Oregon down to the Mexican border. The breathtaking view of the city of Monterey with its spectacular harbor lay before me as I approached the CTB/McGraw-Hill building. The serenity of the coastline was in direct contrast to the apprehension that overtook me when I reached that gargantuan fortress of a building. Immediately questions and doubts flooded my mind as to whether or not I would be able to tell the story of all that had happened. I wondered why I was doing this, and whether this trip was only a fantasy.

I didn’t know what I would learn about my parents when I walked through that door at CTB/McGraw-Hill. So many memories flooded my mind. Some were memories that a child should not have about her mother—memories that any child would be hesitant to include in a story about her parents—because they are so different than memories most children have…

Imagine it being Christmastime and being no more than four years old. A terrible argument is raging in the house. It awakens you and, as you slip the misty bond of sleep, you realize the shouting is coming from the voices of your mother and father. You get out of bed. Your feet reluctantly lead you to the shouting voices. Slowly you walk into the little den where the noise is coming from. With wide-eyed disbelief you see your mother pointing a gun at your father. Your father is trying to calm her down. You are a child, but you know what a gun can do. They suddenly see you. It is a surreal moment, almost inexplicable. Seconds go by, but it seems like hours, as your parents look to one another, then at you. You can see panic in your father’s blue-grey eyes. Ethel is calm as she casually puts the gun down. And that is the end of it. You have no idea what transpired to cause such a situation. You are not even sure you remember it correctly. It was all so long ago. But you do remember getting up on Christmas morning to find a little dog named Homer tied to the Christmas tree in the den—the same den where the gun was.

. . . The memory slowly faded away. Even though I reined in my emotions, my own resolve almost melted. I started to turn around to go home when a friendly voice called out, Hello June, and there was no going back. I was guided to the reception desk to sign in and receive the badge that would transport me through my journey back to the past. I took a moment to revisit Willis Clark’s memorial oak cabinet, now a permanent fixture at CTB. My father’s most treasured text references and a copy of his first major test, the Progressive Achievement Test, were visible through the glass panels. It was a bittersweet moment as I saw the pictures of both my parents, Ethel and Willis Clark, on top of the cabinet. My mother was the founder, and Willis, her partner, developed the tests for CTB. At least outwardly they were partners, but I came to realize, as I became more mature and discerning, the partnership was not an equal one.

CHAPTER 2

THE BIG PICTURE

There are times, even from my point of view as their only child, when it seems so incomprehensible two diverse personalities such as Ethel and Willis could ever get together. Willis was a serious, studious, quietly ambitious young man focused on new educational theories and their positive impact on the futures of individual students. Ethel was a beautiful, dynamic, aspiring young woman with a strong personality and a resemblance to Joan Crawford—one of the most recognizable movie stars of the day. That is not to say Ethel would have thought of herself as Joan Crawford. If anything, she would have felt comfortable with others comparing Crawford to her. Besides, Crawford was definable by the roles she played on the screen. Ethel was her own woman and would remain so all of her life. Perhaps what defined Joan Crawford were the roles she played as the prototypical indomitable woman succeeding in a man’s world—in that respect the screen persona of Crawford and the real persona of Ethel Clark were comparable. There is no doubt in my mind, as Ethel’s child, that going head-to-head with Ethel, Crawford would be relegated to the back lot.

My mother always saw the big picture. My father was more involved in the minutiae of the nuts and bolts part of the business, which was a very important aspect of what they did, but Ethel could always see what was coming around the bend. Her big-picture outlook served the family well when my parents moved the company to Monterey on the Central California Coast. Ethel said there was only so much land in the world that sat on an ocean’s shore, and she wanted some of it. When she saw the lot in Pebble Beach, she envisioned the views she would see from her windows. She had the foresight to purchase five lots rather than only one for the homestead.

Ethel painted in broad strokes while my father focused on and filled in the details with a fine brush. I think her ability to have such a panoramic view of the business they were creating was most responsible for her not having doubts or misgivings about whatever project she undertook. So many of her decisions were made correctly and were made without the benefit of consultation—or, for that matter, without the benefit of research—that it was almost as if she had prescient knowledge of how things would turn out.

* * *

Willis Winfield Clark was born in Ancona, Illinois, March 26, 1895, and was raised on a farm in a small town in South Dakota. That doesn’t mean there were limitations to his formal education. The farm did present him with endless opportunities to keep his inquisitive mind active and busy. His father decided to move from the huge farmlands he owned in South Dakota to see whether he would like the city life of Los Angeles, where there were so many more opportunities, especially educational opportunities. Yet he knew that everyone would not like the move, so he gave his four children the option to either take one fourth of the farmland or get a college education in Southern California. Willis and his sister Marie opted for the college education while their two siblings chose to split the farmlands that even today remain in family hands.

My mother was born Ethel May King in 1901 in Madison, Indiana. Ed and Jen King had desperately wanted a boy, so when Ethel was born, they went as far as dressing her as a boy. She became the center of their universe, but her status in the family was quickly reduced when Richard was born. He was seven years younger and always seemed to have the upper hand with his parents’ affections. No longer was Ethel’s hair put in curls for special occasions, nor was she allowed new shoes for Easter. Richard was the one who could always wheedle a few pennies from his mother from her meager, well-hidden budget money—but there was none for Ethel. It is easy to speculate that she may have worn slacks as an adult far in advance of most women in Los Angeles because her parents insisted on trying to make her into a boy. The favoritism for Richard grew until it became a lifetime rivalry between the two siblings. Ethel paid for her own education, yet when it was time for Richard’s schooling, her parents paid for his.

When Ethel’s father was offered a job, the King family made their way from Indiana to California, settling in the Los Angeles area. Willis’s sister Marie and Ethel met when they both enrolled at Manual Arts High School. School was a wonderful escape for Ethel from her overindulged younger brother. The school was founded in 1910 at 4131 South Vermont Avenue and is the oldest high school still on its original site in the Los Angeles Unified School District. The name of the school embodied the principles of head, heart, and hand, offering a creative atmosphere for the full life. Cartoonist Gus Arriola, who lived in Carmel (south of Monterey) for much of his life, is among the famous persons who went to Manual Arts. Film director Frank Capra, actress Kathryn Grayson, actor Paul Winfield, World War II ace Jimmy Doolittle, and author Irving Stone are among the school’s other renowned graduates. Artist Jackson Pollack, who would have been in the class of 1930, left before graduation.

Ethel and Marie became good friends. Although they came from different backgrounds, they had much in common and shared many of the same dreams and goals. Marie, like Ethel, wanted to break out from the shadow of a brother and be her own person. Willis, who was that older brother, was at the University of Southern California (USC) working on his bachelor’s degree. As studious as he was, he managed to find time to be very kind and attentive to Marie and her friend Ethel. Willis may have immersed himself in his studies, but he was attracted by Ethel’s beauty. If her good looks caught his eye, her fiery determination was even more of an attraction. He may have seen his alter ego in her. She must have been quite a departure from the girls he knew in South Dakota, and the fact that she was a friend of his sister also may have been an important factor in his getting to know her. She was there. No searching was necessary. He didn’t have to take time away from his studies to seek female companionship on the crowded USC campus.

Ethel and Marie graduated from high school in June 1916, and Willis received a B.A. from USC the same year. He spent the following year at Columbia University in the New York School of Social Work. Then it was back to USC for an M.A. he received in 1918. While splitting his time between the two coasts, he never lost contact with Ethel. He kept in constant contact with her, carrying on a courtship that was far from traversing constellations across a summer sky but may have had enough of the elements of an astrophysical romance to win her over.

Willis was attracted to Ethel for many reasons. She had absolutely gorgeous, big brown eyes that highlighted her olive complexion. She had beautiful hair that she braided as a teenager and then wore in coils around her ears, in the style of the day. They both liked hiking, something they did often. It was time shared together and an activity that didn’t cost any money. Ethel joked that she was straight up and down—like a boy—when they met, but Willis described her as being lithe and athletic. She was tall at 5'6", just a couple of inches shorter than Willis.

Ethel was certainly attracted to his blue-grey eyes, a perfect complement to his fair complexion. He had a full head of sandy hair (which turned gray at an early age). He, too, was athletic. In college he participated in gymnastics and was particularly good at the pommel horse.

The two were married March 16, 1918, in a simple church wedding with the only witnesses