Clarence Hailey Long, Jr., often known as C.H. Long (1910 — 1978), was the rugged Texas

Texas

Texas is the second largest U.S. state by both area and population, and the largest state by area in the contiguous United States.The name, based on the Caddo word "Tejas" meaning "friends" or "allies", was applied by the Spanish to the Caddo themselves and to the region of their settlement in...

 cowboy

Cowboy

A cowboy is an animal herder who tends cattle on ranches in North America, traditionally on horseback, and often performs a multitude of other ranch-related tasks. The historic American cowboy of the late 19th century arose from the vaquero traditions of northern Mexico and became a figure of...

 sensationalized as the original Marlboro Man

Marlboro Man

The Marlboro Man is a figure used in tobacco advertising campaign for Marlboro cigarettes. In the United States, where the campaign originated, it was used from 1954 to 1999. The Marlboro Man was first conceived by Leo Burnett in 1954. The image involves a rugged cowboy or cowboys, in nature with...

. Long, then foreman of the JA Ranch

JA Ranch

The JA Ranch, jointly founded by John George Adair and Charles Goodnight, is the oldest privately owned cattle ranch in the Palo Duro Canyon section of the Texas Panhandle southeast of Amarillo. At its peak size in 1883, the JA, still run by descendants of the Adair family, encompassed some of...

, was catapulted to national attention in 1949, when LIFE

Life (magazine)

Life generally refers to three American magazines:*A humor and general interest magazine published from 1883 to 1936. Time founder Henry Luce bought the magazine in 1936 solely so that he could acquire the rights to its name....

magazine

Magazine

Magazines, periodicals, glossies or serials are publications, generally published on a regular schedule, containing a variety of articles. They are generally financed by advertising, by a purchase price, by pre-paid magazine subscriptions, or all three...

 published a series of Leonard McCombe photograph

Photograph

A photograph is an image created by light falling on a light-sensitive surface, usually photographic film or an electronic imager such as a CCD or a CMOS chip. Most photographs are created using a camera, which uses a lens to focus the scene's visible wavelengths of light into a reproduction of...

s on ranch

Ranch

A ranch is an area of landscape, including various structures, given primarily to the practice of ranching, the practice of raising grazing livestock such as cattle or sheep for meat or wool. The word most often applies to livestock-raising operations in the western United States and Canada, though...

ing in the American West

Western United States

.The Western United States, commonly referred to as the American West or simply "the West," traditionally refers to the region comprising the westernmost states of the United States. Because the U.S. expanded westward after its founding, the meaning of the West has evolved over time...

. Long was the basis of the popular Marlboro cigarette

Cigarette

A cigarette is a small roll of finely cut tobacco leaves wrapped in a cylinder of thin paper for smoking. The cigarette is ignited at one end and allowed to smoulder; its smoke is inhaled from the other end, which is held in or to the mouth and in some cases a cigarette holder may be used as well...

s advertising

Advertising

Advertising is a form of communication used to persuade an audience to take some action with respect to products, ideas, or services. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common...

 campaign for Philip Morris

Philip Morris International

Philip Morris International is an international tobacco company, with products sold in over 160 countries. In 2007, it held a 15.6% share of the international cigarette market outside of the USA and reported revenues net of excise taxes of $22.8 billion and operating income of $8.9 billion.Until...

, but other models

Model (art)

Art models are models who pose for photographers, painters, sculptors, and other artists as part of their work of art. Art models who pose in the nude for life drawing are usually called life models...

 followed through 1999.

Long was born in Paducah

Paducah, Texas

Paducah is a town in Cottle County, Texas, United States. The population was 1,498 at the 2000 census. It is the county seat of Cottle County...

, the seat of Cottle County in the southern Texas Panhandle

Texas Panhandle

The Texas Panhandle is a region of the U.S. state of Texas consisting of the northernmost 26 counties in the state. The panhandle is a rectangular area bordered by New Mexico to the west and Oklahoma to the north and east...

. He worked on the 320000 acres (1,295 km²) JA Ranch southeast of Amarillo

Amarillo, Texas

Amarillo is the 14th-largest city, by population, in the state of Texas, the largest in the Texas Panhandle, and the seat of Potter County. A portion of the city extends into Randall County. The population was 190,695 at the 2010 census...

 and originally established by John George Adair

John George Adair

John George Adair , sometimes known as Jack Adair, was a Scotch-Irish American businessman and landowner who provided the seed capital for the large JA Ranch in the Palo Duro Canyon of the Texas Panhandle, a region of Texas...

, a native of Ireland

Ireland

Ireland is an island to the northwest of continental Europe. It is the third-largest island in Europe and the twentieth-largest island on Earth...

, and Charles Goodnight

Charles Goodnight

Charles Goodnight, also known as Charlie Goodnight , was a cattle rancher in the American West, perhaps the best known rancher in Texas. He is sometimes known as the "father of the Texas Panhandle." Essayist and historian J...

, the best known of the Texas cattlemen

Ranch

A ranch is an area of landscape, including various structures, given primarily to the practice of ranching, the practice of raising grazing livestock such as cattle or sheep for meat or wool. The word most often applies to livestock-raising operations in the western United States and Canada, though...

. During World War II

World War II

World War II, or the Second World War , was a global conflict lasting from 1939 to 1945, involving most of the world's nations—including all of the great powers—eventually forming two opposing military alliances: the Allies and the Axis...

, Long served in the United States Navy

United States Navy

The United States Navy is the naval warfare service branch of the United States Armed Forces and one of the seven uniformed services of the United States. The U.S. Navy is the largest in the world; its battle fleet tonnage is greater than that of the next 13 largest navies combined. The U.S...

 in the South Pacific.

The then 39-year-old, 150-pound Long was described as "as silent man, unassuming and shy, to the point of bashfulness [with a] face sunburned to the color of saddle leather [with cowpuncher's] wrinkles radiating from pale blue eyes." He wore "a ten-gallon Stetson hat

Stetson

Stetsons are the brand of hat manufactured by the John B. Stetson Company of St. Joseph, Missouri.Stetson eventually became the world’s largest hat maker, producing over 3.3 million hats a year in a factory spread over . Today Stetson remains a family-owned concern...

, a bandanna

Kerchief

A kerchief is a triangular or square piece of cloth tied around the head or around the neck for protective or decorative purposes...

 around his neck, a bag of Bull Durham

W. T. Blackwell and Company Tobacco Factory

W.T. Blackwell & Co. Tobacco Factory, also known as Bull Durham Tobacco Factory is a tobacco factory in Durham, North Carolina.The W.T. Blackwell Company was started as a partnership between W.T. Blackwell and Julian S. Carr. Construction of the main factory building was completed in 1874.It was...

 tobacco

Tobacco

Tobacco is an agricultural product processed from the leaves of plants in the genus Nicotiana. It can be consumed, used as a pesticide and, in the form of nicotine tartrate, used in some medicines...

 with its yellow string dangling from his pocket, and blue denim

Denim

Denim is a rugged cotton twill textile, in which the weft passes under two or more warp threads. This produces the familiar diagonal ribbing identifiable on the reverse of the fabric, which distinguishes denim from cotton duck. Denim has been in American usage since the late 18th century...

, the fabric of the profession".

Long's Marlboro photographs led to marriage

Marriage

Marriage is a social union or legal contract between people that creates kinship. It is an institution in which interpersonal relationships, usually intimate and sexual, are acknowledged in a variety of ways, depending on the culture or subculture in which it is found...

 proposals from across the nation, all of which he rejected. In 1951, at forty, Long wed the former Ellen Theresa Rogers (March 21, 1925-July 29, 2002), a Massachusetts

Massachusetts

The Commonwealth of Massachusetts is a state in the New England region of the northeastern United States of America. It is bordered by Rhode Island and Connecticut to the south, New York to the west, and Vermont and New Hampshire to the north; at its east lies the Atlantic Ocean. As of the 2010...

-born nurse who came to the JA to care for young Cornelia Wadsworth "Ninia" Ritchie, daughter of ranch manager Montgomery Harrison Wadsworth "Montie" Ritchie. The Longs had five sons: Clarence, Roger, Walt, Grant, and John. At the time of her death, Ellen was residing in Raton

Raton, New Mexico

Raton is a city in Colfax County, New Mexico, United States. The population was 7,282 at the 2000 census. It is the county seat of Colfax County. The city is located just south of Raton Pass.-Name:...

, the seat of Colfax County

Colfax County, New Mexico

-2010:Whereas according to the 2010 U.S. Census Bureau:*83.8% White*0.5% Black*1.5% Native American*0.4% Asian*0.1% Native Hawaiian or Pacific Islander*3.6% Two or more races*10.1% Other races*47.2% Hispanic or Latino -2000:...

 in northeastern New Mexico

New Mexico

New Mexico is a state located in the southwest and western regions of the United States. New Mexico is also usually considered one of the Mountain States. With a population density of 16 per square mile, New Mexico is the sixth-most sparsely inhabited U.S...

. "Ninia" later married future Texas State Senator

Texas Senate

The Texas Senate is the upper house of the Texas Legislature. There are 31 members of the Senate, representing 31 single-member districts across the state with populations of approximately 672,000 per constituency. There are no term limits, and each term is four years long. The Senate meets at the...

 Miles Teel Bivins

Teel Bivins

Miles Teel Bivins served as United States ambassador to Sweden between 2004 and 2006. He was confirmed by the U.S. Senate on May 21, 2004, and sworn in at Washington D.C., on May 26. He presented his credentials to King Carl XVI Gustaf in Stockholm on June 9...

 of Amarillo, whose family also owned ranching properties. Their son, Andrew Bivins, a graduate of the ranch management program at Texas Christian University

Texas Christian University

Texas Christian University is a private, coeducational university located in Fort Worth, Texas, United States and founded in 1873. TCU is affiliated with, but not governed by, the Disciples of Christ...

 in Fort Worth

Fort Worth, Texas

Fort Worth is the 16th-largest city in the United States of America and the fifth-largest city in the state of Texas. Located in North Central Texas, just southeast of the Texas Panhandle, the city is a cultural gateway into the American West and covers nearly in Tarrant, Parker, Denton, and...

, took over management of the JA in 2005.

In 1953, Long joined the First Baptist

Baptist

Baptists comprise a group of Christian denominations and churches that subscribe to a doctrine that baptism should be performed only for professing believers , and that it must be done by immersion...

 Church of Clarendon

Clarendon, Texas

Clarendon is a city in Donley County, Texas, United States. The population was 1,974 at the 2000 census. The county seat of Donley County, Clarendon is located on United States Highway 287 in the Texas Panhandle some sixty miles east of Amarillo. It was established in 1878 by Methodist clergyman L.H...

, the seat of Donley County

Donley County, Texas

Donley County is a county located in the U.S. state of Texas. In 2000, its population was 3,828. It is named for Stockton P. Donley, a frontier lawyer. Its county seat is Clarendon....

, after the death of his father, C. H. Long, Sr., the JA Ranch manager killed when thrown from a bronco

Bronco

Bronco, or bronc is a term used in the United States, northern Mexico and Canada to refer to an untrained horse or one that habitually bucks. It may refer to a feral horse that has lived in the wild its entire life, but is also used to refer to domestic horses not yet fully trained to saddle, and...

. The senior Long was in charge of the Hereford

Hereford

Hereford is a cathedral city, civil parish and county town of Herefordshire, England. It lies on the River Wye, approximately east of the border with Wales, southwest of Worcester, and northwest of Gloucester...

 herd on the JA. Thereafter, Long was offered a $20,000 annual contract to advertise beer

Beer

Beer is the world's most widely consumed andprobably oldest alcoholic beverage; it is the third most popular drink overall, after water and tea. It is produced by the brewing and fermentation of sugars, mainly derived from malted cereal grains, most commonly malted barley and malted wheat...

. His declining of the offer was highlighted in the June 25, 1955, edition of the Baptist Standard newspaper

Newspaper

A newspaper is a scheduled publication containing news of current events, informative articles, diverse features and advertising. It usually is printed on relatively inexpensive, low-grade paper such as newsprint. By 2007, there were 6580 daily newspapers in the world selling 395 million copies a...

. Long left the JA in 1956.

Long's tenure at the JA partly paralleled that of Tom Blasingame

Tom Blasingame

Thomas Everett Blasingame, known as Tom Blasingame , was a Texas cowboy for seventy-three years. At ninety-one, he was still on the job at the JA Ranch south of Amarillo. Two days after Christmas in 1989, he dismounted his horse, Ruidosa, stretched out on the grass, folded his arms across his...

, known as the oldest cowboy in the American West, having died at the age of ninety-one in 1989, after having worked in ranching for seventy-three years.

Long joked that "If it weren’t for a good horse

Horse

The horse is one of two extant subspecies of Equus ferus, or the wild horse. It is a single-hooved mammal belonging to the taxonomic family Equidae. The horse has evolved over the past 45 to 55 million years from a small multi-toed creature into the large, single-toed animal of today...

, a woman would be the sweetest thing in the world."