L’Aurore

"This time Bibendum intrigues. The newspaper L’Aurore announces that the “factories in Clermont-Ferrand have developed an exceptional tire whose texture, through an armed casing, includes metallic elements.” The article specifies that it “would be capable of running sixty thousand to seventy thousand kilometers, double the normal distance. Considering that the French market is too limited, the Michelin management would intend this tire for export. They are even thinking of directly competing with American production across the Atlantic or participating in a powerful international trust.”"

"Let us quote from L’Aurore: “By instituting this trial, our great national rubber manufacturer strikes us as a cold humorist-joker. This first demonstration of his humor should unanimously earn him the honorary presidency of the deadpan club whose creation we recently announced.”"

"The success is staggering. He acquires two daily newspapers: L’Aurore and Paris-Turf."

"⁠Here now stands the international — and in many respects anachronistic — stature of the man who henceforth agrees to expose his image to the public! Miracle of Dior!… But should we emphasize how much the “jewel” of Avenue Montaigne is an exception in the “Boussac system”? It is surely because Dior succeeded that the absolute monarch opened a few windows on his palaces and opened himself up to the outside world. Even the secret of his participation in the ownership of L’Aurore has been revealed!⁠"

"But in 1960, he lost the benefit of the military deferment he had obtained some time before Dior’s death. Reason: the need for men in Algeria. Messmer granted him, to allow him to ensure the July 1960 collection, a final incorporation deadline that the political context did not allow to extend beyond September e: General de Gaulle had thundered in the Council of Ministers against the “draft dodgers” and Marcel Boussac found himself in an embarrassing situation because L’Aurore, very “French Algeria”, had launched a campaign against Jacques Charrier, Brigitte Bardot’s ex-husband, who was also trying to escape conscription. Unpleasant tangle!"