(b Mason City, IA, Feb 13, 1893; d Yucca Valley, CA, March 15, 1975). American book designer, writer, art collector and impresario . The son of an innovative cattle farmer, Elmer Armitage (the son’s name is an anagram of the father’s), he had a childhood fascination with locomotives and Parkard automobiles, whose sleek and smart advertising he collected. After working briefly in civil engineering and stage design, he became an impresario for world-famous opera, concert and ballet performers, including Anna Pavlova, Feodor Chaliapin, Rosa Ponselle, Amelita Galli-Curci and the Diaghilev Ballet, in New York and then Los Angeles. While living in southern California he became an influential force in the promotion of cultural opportunities as co-founder and manager of the Los Angeles Grand Opera Association, manager of the Los Angeles Philharmonic Auditorium and regional director of the Works Progress Administration. During those years ‘Armitage had more single influence on the arts in Los Angeles than anyone else’ (Dailey). Having concluded that lowbrow advertising could be used effectively to promote highbrow art events, Armitage began to design all his own advertising layouts. Always an avid art collector (his collection included works by Paul Gauguin, Paul Cézanne, Vincent van Gogh and Paul Klee), in ...