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The
biographical sketches to follow are written in appreciation
for depth of heritage and leadership directed toward an
ever-improving service to mankind.
William Dempster
Hoard
1836 - 1918
 Born
in Stockbridge, New York, October 10, 1836, W. D. Hoard
migrated to Wisconsin in 1857. An admirer of Lincoln, he
traveled far to hear him debate and was among the first
in his community to respond to Lincoln's call for troops
in 1861. After joining the 4th Wisconsin Infantry (later
cavalry), he was stricken with break-bone fever in 1862
and was forced to leave the service, but re-enlisted in
1864 and served through to the end of the Civil War.
After several minor business ventures, he
launched a weekly newspaper, the Jefferson County Union,
at Lake Mills, in 1870. Three years later he moved to Fort
Atkinson where the newspaper has since been published.
In 1885, his crusading for a prosperous,
soil-building agriculture prompted the founding of Hoard's
Dairyman, the national dairy farm magazine. His qualities
of leadership were quickly recognized by his state and the
nation.
Upon being elected Governor of Wisconsin
in 1888, he pioneered in the fight against food adulteration
which was commonplace throughout the nation. The nation's
first Dairy and Food Commission, which he created, became
a defender in the public interest against the rapidly spreading
malignancy of misbranding and adulteration of human food.
In a state populated by immigrants of Nordic
origin, he defied racial and religious prejudice to secure
passage of the Bennett Law requiring teaching of English
in all private and public schools, a decision which was
to cut short his political career.
His return to private life brought the achievements
chronicled earlier. In recognition of his service to agriculture,
his portrait hung in the famed Saddle and Sirloin Club in
1914. The following year, he was named by his adopted state
as "Wisconsin's most distinguished citizen" at
the San Francisco World's Fair.
Following his death in 1918, friends and school children, through popular subscription, erected a marble and bronze statue of him on the University of Wisconsin mall, recognizing his great contribution to general education and, specifically, the university, of which he was a leader as president of the Board of Regents.
Frank Ward Hoard
1866 - 1939
 Born
July 26, 1866, Frank Ward Hoard was, early in life, to
witness the rewards and penalties of leadership. While
still in law school, he became secretary to his illustrious
father, who had been elected Governor of Wisconsin. After
two years of successful struggle to improve education
and guarantee a safe, healthful food supply for the people
of Wisconsin, father and son returned to private life.
Their new publishing venture had suffered
severely during their absence and needed a strong hand
at the helm. Frank was made business manager in 1890 and
it was his firm business leadership which was to rebuild
the sagging fortunes of the firm which published the Jefferson
County Union and Hoard's Dairyman.
While his father heeded the manifold calls
for dairy and public leadership, Frank Hoard dedicated
his life to service through the business management of
the magazine. With the assistance of his brothers, Halbert
and Arthur, and but 4,000 subscribers, he began the long,
hard task of building the fledgling magazine into a national
power.
While his father made history as the "father
of American dairying," Frank Hoard was "the
builder." Without his devotion, Hoard's Dairyman,
the lengthened shadow of his noted father, would not have
been the success it proved to be. By the time of his father's
death in 1918, circulation had increased to 67,000 and
revenues were such as to support editorial, advertising
and circulation staffs which he had long wanted but could
little afford.
As he became president and general manager
of the company, he put together the first real team of
men who were to carry on what hitherto had been largely
family effort. By the time of his passing in 1939, circulation
had increased to 208,000 and the magazine had weathered
World War I, the Great Depression and was still growing.
Though Frank Hoard was active throughout
his life in community service, he never sought public
acclaim. He refused to run for Governor, though widespread
support was generated for his candidacy. Instead, he gave
his entire life to building a sound institution of integrity
and service.
William D. Hoard,
Jr.
1897-1972
 Born
June 8, 1897, William D. Hoard, Jr., was to become the
third generation in the Hoard family to take over the
leadership of the institution founded by the "father
of American dairying." Longtime employees saw in
him a combination of the talents of his father and grandfather.
The vigor, color and humor of the founder
were evident in the grandson. As active manager of the
Hoard's Dairyman Farm since the death of his grandfather,
he was the one member of the family since the Governor
to show a close lifetime interest in practical problems
of dairy farming.
But his father's penchant for avoiding
public recognition prevailed in the grandson. He had long
been interested and active in public affairs, but declined
all overtures to run for Governor or the United States
Senate.
After becoming president and general manager
of the company in 1939, circulation of Hoard's Dairyman
climbed to a high of over 330,000 subscribers in every
state and in every country in the world where English
is spoken.
Following World War II, the advanced age
and retirement of the original Hoard's Dairyman team put
together by Frank necessitated a complete rebuilding of
the organization. That task was completed, with a vigorous
group producing new highs in circulation and advertising
lineage.
Because estate and inheritance taxes are
almost confiscatory, few magazines have survived following
the passing of the founder, let alone three generations
of the founding family. Most have had to be sold to raise
funds to pay taxes. For the last four years of his life,
Mr. Hoard worked intensively to assure that ". .
. the company can be preserved as a leading institution
in the dairy industry and in the city of Fort Atkinson
and the state of Wisconsin, enjoying and fulfilling the
same position and responsibilities that it now enjoys
and fulfills." He died unexpectedly of an occluded
ulcer on August 14, 1972. Just five weeks earlier, he
had completed an estate plan which was to save the company.
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