THE LITTLE MAN - A GIANT IN THE BUSINESS WORLD
The South African Jewish Community has over the years produced many individuals who have transformed the country. One of the most flamboyant was Isidore William (IW) Schlesinger.
Born in New York on 15 September 1871, IW died in Johannesburg on 11 March 1949. He was a commercial and industrial magnate. Known as the ‘The Little Man’ (a mere 158 cm tall) he was a giant in the business world of South Africa.
In 1894, against the wishes of his relatives, the young Schlesinger immigrated to South Africa. He began his career in Johannesburg as a commercial traveller and agent for American goods, but found it more remunerative to sell insurance policies, a field in which he excelled.
He travelled throughout South Africa becoming thoroughly acquainted with the land and its people. He even sold policies to tribal chiefs in Swaziland.
His first venture was the African Life Assurance Society (1904), which set up a world record for policies sold by a new society during its first year of existence. With his African
Realty Trust he established the first township in South Africa where plots could be bought on instalment plan.
During the years that followed he pressed on with his financial enterprises, establishing the Colonial Banking and Trust Company and the African Guarantee and Indemnity Corporation.
In 1913 he established first African Theatres Trust, then African Film Productions, the first permanent undertaking to produce South African films. Its newsreel, African Mirror lasted until the advent of TV in the 70s.
He erected modern theatres in the cities, and his chain of cinemas extended from the Cape to the Zambesi. In addition he entered the hotel and catering trade, and farmed on an extensive scale. In 1917 he introduced the pineapple industry in the Eastern Cape, which led to the establishment of his African Canning and Packing Corporation.
One of the greatest achievements was the establishment, at Zebedelia in the Potgietersrus district, of the largest citrus orchard in the world, with 650 000 trees in bearing.
At one time the Schlesinger interests also owned 80 000 Merino sheep at Kendrew Estates near Graaff-reinett. He also entered the newspaper industry through the Sunday Express in Johannesburg and his news service, Africopa.
In 1925 Schlesinger took over the declining South African Broadcasting Service, which had barely 20 000 licence-holders, and reorganised it to such effect that in 1936 he was in a position to transfer his concession to the newly established South African Broadcasting Corporation with 125 000 licensees.
At the height of his powers, Schlesinger controlled almost 100 companies. He was also the builder of the beautiful “Summer Place” residence at Zoo Lake in Johannesburg. His schedule called for rising at 5 am and being at his office by 6 am. He is buried on a hill at Zebedelia, the place he loved best.