The Happy Millionaire; Malcolm Forbes; Portrait in Flamboyance The Washington Post | February 26, 1990| | . This material is published under license from the Washington Post.  All inquiries regarding rights should be directed to the Washington Post. (Hide copyright information) Copyright

Malcolm S. Forbes Sr. spent a lifetime building a small media empire by inventing and exploiting his most valuable asset: his personality. Much of the Croesian rewards that came his way sprang from his skill at marketing a persona, that of a "happy millionaire" footloose in the fertile fields of capitalism.

At his death Saturday of a heart attack, Forbes, like William Randolph Hearst at his death in 1951, left a legacy that transcended his enormous wealth. With the help of a pliant media, he made himself into a symbol of his era. He embodied the high-living 1980s through his own exuberant, ...

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