First as a part owner, and later the sole owner, Julian Shakespeare Carr (1845-1924) was the advertising genius behind the success of Blackwell's Durham Tobacco Company. Best known for 'Bull Durham' Smoking Tobacco, this early North Carolina company became the largest 19th Century manufacturer of a quality light yellow granulated smoking tobacco. Carr's national advertising campaign for Genuine Durham Smoking Tobacco (Bull Durham) made the drawing of a bronze bull on a black background a famous logo recognized around the world. The Duke family's Pro Bono Publico smoking tobacco wasn't able to compete with the Blackwell firm's dominant Bull Durham. However, once formed, James Duke and The American Tobacco Company paid an awful lot of money, between 3 and 4 million dollars in 1898, to buy and add Blackwell's Durham Tobacco Company to his growing tobacco trust.