Services Held For DR Veteran Shell Alpert

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Longtime copywriter Shell R. Alpert died Oct. 15 at his home in Mount Gretna, PA. He was 72.


Alpert began his career more than 40 years ago as an industrial and direct mail copywriter in Denver. He moved to New York and joined the Victor Schwab ad agency, where he worked on accounts such as Book of the Month Club, Doubleday and Reader's Digest. In the 1970s, he headed Shell Alpert Associates, and he founded Alpert O'Neil Tigre & Co. in 1986.


He is survived by his wife, Margaret O'Neil; son, Daniel; daughter, Sharron; stepchildren, Robert, William and Elizabeth; and seven grandchildren.


Services were held yesterday at Rohland Funeral Home Inc. in Lebanon, PA. Donations may be made to the Pennsylvania Chautauqua Foundation in Mount Gretna.


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