Robert E. Sholty, 80, a World War II veteran and an advertising executive for Fortune and Life magazines, died Sunday, June 4, in Naples, Fla. of cancer. Mr. Sholty was born and raised in the Rogers Park neighborhood. He attended St. John’s Military Academy in Delafield, Wis., and after graduation spent two years as an apprentice-director with Wilding Picture Productions in Culver City, Calif. He studied at Northwestern University’s School of Speech until entering the Army Air Forces in 1943. During World War II, he served as a lieutenant and bomber pilot in Italy. In 1945, he married Joan Schutter, whom he met at Northwestern. In 1954, after several years of training and working with Maxon Inc., a national advertising agency, Mr. Sholty joined the then-weekly Life magazine. One of his marketing innovations was selling multiple-page advertising sections, the first of which appeared for the American Trucking Association in 1955. Mr. Sholty joined Fortune magazine in 1966, serving as its Detroit advertising manager. He returned to Chicago in 1973, continuing his work with Fortune. After 26 years with the two magazines, Mr. Sholty retired early and pursued interests ranging from acting in television commercials and business training films to consulting with start-up publications. He also did some modeling for Land’s End and the American Dental Association. Mr. Sholty served in various charitable and civic organizations in Detroit, Chicago and Naples, Fla., and was on the board of directors of St. John’s Military Academy. “He was known for building relationships with people,” said Elisabeth Sholty, his daughter. Other survivors include his wife; four sons, Robert Jr., Stephen, Paul and David; and four grandchildren. Visitation will begin at 10 a.m. Friday in Sts. Faith, Hope and Charity Catholic Church, 191 Linden St., Winnetka. Mass will follow at 11 a.m.
