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Sid Bernstein Oral History Collection

Creator:
Flaherty, Stacy A.  Search this
Crain Communications.  Search this
Bernstein, Sid  Search this
Names:
Advertising Age (magazine)  Search this
Crain, Gertrude  Search this
Crain, Rance  Search this
Extent:
3 Cubic feet (7 boxes )
Type:
Archival materials
Collection descriptions
Audiotapes
Audio cassettes
Oral history
Interviews
Date:
1989-1991.
Scope and Contents note:
Audiotapes, Series 1: Interviews with Bernstein and others, conducted by Stacy A. Flaherty, coodinator and historian of the Center for Advertising History (an Archives Center program). Subseries 1.1 Audiocassette masters; Subseries 1.2: Reel-to-reel masters; Subseries 1.3: Audiocassettes for researcher use (2 copies).
Arrangement:
Collection is arranged into five series

Series 1: Oral history interviews (audiotapes)

Series 2: Interviewee files

Series 3: Bernstein article

Series 4: Bernstein on advertising

Series 5: Adminstrative
Biographical/Historical note:
Sid Bernstein was a noted advertising critic and columnist for Ad Age Magazine, a prominent trade publication for the advertising industry. This oral history project was supported by a grant from Crain Communications, Inc., New York.
Provenance:
Collection donated by Sid Bernstein of Crain Communications.
Restrictions:
Collection is open for research. Only Subseries 1.3 (audiotapes) may be used by researchers.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
advertising  Search this
Genre/Form:
Audiotapes -- 1980-1990
Audio cassettes -- 1980-1990
Audiotapes -- Open reel
Oral history -- 1980-1990
Interviews -- 1980-1990
Citation:
Sid Bernstein Oral History Collection, 1989-1991, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.0434
See more items in:
Sid Bernstein Oral History Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-0434

Annual International Conference of the Duke Ellington Study Group

Creator:
Hodora, Morris  Search this
Duke Ellington Society  Search this
TDES, Inc.  Search this
Names:
Ellington, Duke, 1899-1974  Search this
Extent:
2 Cubic feet (7 boxes)
Type:
Archival materials
Collection descriptions
Audiotapes
Videotapes
Programs
Date:
1981-1993
Scope and Contents:
Eight conference programs, seventeen videotapes, and eighty-six cassette audio tapes documenting the proceedings of the International Conference of the Duke Ellington Study Group.
Arrangement:
Collection is unarranged.
Biographical / Historical:
Collector, president and board member of the New York chapter of the Duke Ellington Society (TDES).
Provenance:
Collection donated by Morris Hodora, July 16, 1990.
Restrictions:
Collection is open for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Musicians -- United States  Search this
Music -- 20th century  Search this
Jazz -- 20th century -- United States  Search this
Genre/Form:
Audiotapes -- 1980-1990
Audiotapes -- 1990-2000
Videotapes
Programs -- 1980-2000
Citation:
Annual International Conference of the Duke Ellington Study Group Proceedings, 1981-1993, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.0385
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-0385

Ed Dodd (Mark Trail) Collection

Creator:
Community Life, Div. of, NMAH, SI  Search this
Century Recording Studios.  Search this
Dodd, Ed, (1902-1986?) (cartoonist)  Search this
Dodd, Rosemary Wood  Search this
Elliott, Tom  Search this
Names:
Roberts, Peter.  Search this
Trail, Mark (fictional character)  Search this
Extent:
0.3 Cubic feet (10 items)
Television program:,Videotape cassette.
Master copies :,Vinyl sound discs,,10" diam.,,33-1/3 r.p.m.
User copies:,Audiotapes, open-reel,,7",,7-1/2 ips.
Type:
Archival materials
Collection descriptions
Videotapes
Audiotapes
Phonograph records
Date:
before 1985.
Scope and Contents note:
Videotapes:,Interview with Dodd, 31:58 running time; and copy of television program, "The Well-Traveled Trail."
6 phonograph recordings, with 4 open-reel audiotape copies made from the discs, plus abstracts of eleven "Outdoors with Ed Dodd" 15-minute radio programs, which aired weekly. They focus on conservation and human interaction with the natural world, and include camping tips. The tone of the program is informal, usually consisting of a brief conversation between the show's host, Peter Roberts, and Ed Dodd, creator of the "Mark Trail" comic strip. Occasionally there are identified guests.
General Note:
Records have label from Century Recording Studios.
Provenance:
Collection donated by Tom Elliott, date unknown, Ed Dodd, 1985, July 17, and Rosemary Wood Dodd, 1985.
Restrictions:
Unrestricted research access to abstracts and audiotapes, on site by appointment. Original phonograph records not available for reference use.
Rights:
Mark Trail copyright held by North American Syndicate.
Topic:
Radio programs  Search this
Wildlife conservation  Search this
Camping -- 20th century  Search this
Comic strips -- 1940-1990  Search this
"Outdoors with Ed Dodd" (radio program)  Search this
Genre/Form:
Videotapes -- 1980-1990
Audiotapes
Phonograph records
Citation:
Ed Dodd (Mark Trail) Collection, Archives Center, National Museum of American History, Washington, DC.
Identifier:
NMAH.AC.0165
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-0165

Oral history interviews with I. Michael Heyman

Creator::
Heyman, Ira Michael, 1930-2011 interviewee  Search this
Extent:
4 audiotapes (reference copies).
Type:
Archival materials
Collection descriptions
Interviews
Audiotapes
Oral history
Transcripts
Date:
1999, 2001, 2004
Introduction:
The Oral History Program is part of the Smithsonian Institution Archives. The purpose of the program is to conduct interviews with current and retired members of the Smithsonian staff who have made significant contributions, administrative and scholarly, to the Institution. The project's goal is to supplement the published record and manuscript collections in the Archives, focusing on the history of the Institution and contributions to the increase and diffusion of knowledge made by its scholars.

The I. Michael Heyman interviews were conducted as part of the Smithsonian Institution Archives Oral History Program because of his role as a member of the Smithsonian Board of Regents and then as Secretary of the Smithsonian from 1994 to 1999.
Descriptive Entry:
The I. Michael Heyman Interviews were conducted in 1999, 2001, 2004 and 2007 by Smithsonian Archives Historian Pamela M. Henson. The first interview in 1999 was conducted by historian Marc Pachter. This collection consists of six interview sessions, totaling approximately 10 hours of recordings, 331 pages of transcript, and occupies 0.5 cubic feet of shelf space. There are three generations of recordings for the first three sessions: original audiotapes, preservation digital .wav files and reference audiocassette tapes and .mp3 audio files. Sessions 4 to 6 were recorded in digital audio, with original digital .wav files, preservation digital .wav files, and reference .mp3 audio files. In total, this collection is comprised of 1 original audio cassette, 6 original 7" reel-to-reel audiotapes, 4 reference copy audio cassette tapes, 13 digital .wav files, and 13 digital .mp3 files. The original audiotapes and .wav files are reserved in preservation storage. Box 1 contains transcripts of the interviews and cassette and digital copies of the original recordings.

Additional documentation pertaining to Heyman can be found in the Records of the Office of the Secretary.
Historical Note:
I. Michael Heyman (1930-2011), law professor and tenth Secretary of the Smithsonian Institution, received his A.B. in government from Dartmouth College in 1951, and his J.D. from Yale Law School in 1956. Heyman was a professor of Law at the University of California at Berkeley from 1959 to 1990 and also served as Vice Chancellor (1974-1980) and Chancellor (1980-1990). He served on the Smithsonian Institution Board of Regents from 1990 to 1994 and as the tenth Secretary of the Smithsonian Institution from 1994 to 1999. These interviews of Heyman complement a set of interviews at the Regional Oral History Office, University of California at Berkeley, which document his youth, education, and career at the University of California. Conducted by Smithsonian historian Pamela M. Henson, the Smithsonian interviews cover his role as a member of the Smithsonian Board of Regents, 1990-1994, especially his work on the Commission on the Future of the Smithsonian, and his tenure as Secretary from 1994 to 1999, especially the Enola Gay controversy. It also includes an interview of Heyman by Marc Pachter in 1999.
Restrictions:
The transcripts are available for research use, but the recordings of the interviews of I. Michael Heyman do not have prefaces. Researchers may submit a written request to interviewee's heirs or assigns for written permission to use the recordings.
Topic:
Museum exhibits  Search this
Genre/Form:
Interviews
Audiotapes
Oral history
Transcripts
Citation:
Smithsonian Institution Archives, Record Unit 9607, Oral history interviews with I. Michael Heyman
Identifier:
Record Unit 9607
See more items in:
Oral history interviews with I. Michael Heyman
Archival Repository:
Smithsonian Institution Archives
EDAN-URL:
ead_collection:sova-sia-faru9607

International Battle of the Bands Records

Creator:
Free, Jerry D.  Search this
International Battle of the Bands, Inc.  Search this
Extent:
32 Cubic feet (88 boxes)
Type:
Archival materials
Collection descriptions
Audiotapes
Audiovisual materials
Scrapbooks
Photographs
Videotapes
Certificates
Business records
Music videos
Place:
Nashville (Tenn.) -- Music -- 20th century
Date:
1981-1998.
Scope and Contents note:
Business records, scrapbooks, audio disks, videotape, audio tape, and photographs documenting the business and entertainment activities at the International Battle of the Bands.
Arrangement:
7 series : (1) International Battle of the Bands, 1981-1998; (2) IBB Publishing, 1981-1985; (3) IBB Recording, 1981-1986; (4) Photographs and Negatives, 1981-1986; (5) Videos, 1981-1993; (6) Card Files, 1981-1987; (7) Awards and Certificates, 1982-1990. Arranged alphabetically.
Biographical/Historical note:
Long-running promotion television series and contest owned and run by Jerry Free out of the Nashville, Tennessee area.
Provenance:
Collection donated by Jerry D. Free, 1998/12/16.
Restrictions:
Collection is open for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Music -- 20th century -- United States  Search this
Music -- Publishing  Search this
Music -- Performance  Search this
Music-halls -- 1980-2000  Search this
Genre/Form:
Audiotapes -- 1980-1990
Audiovisual materials
Scrapbooks -- 20th century
Photographs -- Black-and-white photoprints -- Silver gelatin -- 1950-2000
Videotapes
Certificates
Business records -- 1950-2000
Music videos
Citation:
International Battle of the Bands Records, 1981-1998, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.0677
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-0677

Growing Up With Rockets Collection

Creator:
Vanguard Productions  Search this
Yasecko, Nancy  Search this
Names:
John F. Kennedy Space Center  Search this
Extent:
13 Cubic Feet (6 boxes)
86 sound tape reels (5" Open Reels)
2 videodiscs (dvd) (Total runtime of 1:13:21)
43 video recordings (Total runtime of 33:14:55)
1 electronic discs (cd)
25 sound cassettes
145 film reels (143 16mm film reels - runtime of 40:24:65 2 35mm film reels - runtime of 58:23)
Type:
Archival materials
Collection descriptions
Sound tape reels
Videodiscs (dvd)
Video recordings
Electronic discs (cd)
Sound cassettes
Film reels
Motion pictures (visual works)
Movie scripts
Transcripts
Audiotapes
Videotapes
Clippings
Scripts (documents)
Date:
1957-2011
bulk 1980-1990
Summary:
The documentary film Growing Up With Rockets, produced by Vanguard Productions and Nancy Yasecko and released in 1984, is the story and personal reminiscences of the children, now grown, of those who worked at Cape Canaveral. The film discusses the Bumper Project (using captured V-2 missiles after World War II); Sputnik; the Cuban Missile Crisis; the Mercury, Gemini, and Apollo programs; and ends with the first flight of Space Shuttle Columbia (OV-102) in 1981. Nancy Yasecko offers first person commentary with rare archival film, newsreels, excerpts from NASA promotional films, home movies and contemporary footage.

In 1990, under the auspices of Citizen Exchange Council (CEC), a NY-based Soviet-American exchange organization, Growing Up With Rockets was included in the American Documentary Showcase. The Showcase was the first uncensored collection of American documentary films ever to reach general audiences across the USSR.
Scope and Contents:
This collection consists of approximately thirteen cubic feet of material related to the production and marketing of the documentary film Growing Up With Rockets including audio tapes; motion picture film and video recordings, scripts, post-production notes, reference material, correspondence, financial information, interview transcripts, news clippings, information regarding distribution contracts, event programs, photographs, and project descriptions and flowcharts.

The researcher should note that the collection also contains 16mm film and rollettes, U-Matic cassettes, VHS tapes, 1 inch videotape, 3/4 inch videotape, and DVD. There are 191 motion picture items totaling 75:51:35. Audio tape formats include compact disc; 1/4 inch reel to reel; audio cassettes; and records in various sizes. There are 128 audio items in total. These items are not included in the container list but a NASM Archives staff person can assist you regarding access.
Arrangement:
Organized into 6 series:

Series 1: Production

Series 2: Events

Series 3: Publicity

Series 4: Reference

Series 5: Other

Series 6: Oversize

This collection was arranged at the time of processing to better reflect its main areas of subject matter. Within series, file units were placed in chronological order with undated material placed at the end of the series. Original folder titles were kept. Archivist's description appears below folder titles.
Biographical / Historical:
Nancy Yasecko is a media artist and educator who grew up and is still living on the Space Coast of Florida. She graduated from Cocoa Beach High School in 1972,and received her B.A. from the University of South Florida in 1975, and her M.A. in Instructional Technology from the University of Central Florida 1997.

Nancy Yasecko is also the proprietor of Vanguard Productions, located on Merritt Island, FL, a producer of film and video for PBS broadcast and non-profit and governmental organizations.

Her film Growing Up with Rockets was included with the first group of US documentaries to be screened in the former Soviet Union in the American Documentary Showcase, Glastnost Tour 1990.
Provenance:
Nancy Yasecko, Vanguard Productions, gift, 2012
Restrictions:
No restrictions on access.
Rights:
Material is subject to Smithsonian Terms of Use. Should you wish to use NASM material in any medium, please submit an Application for Permission to Reproduce NASM Material, available at Permissions Requests.
Topic:
Photographs  Search this
Astronautics  Search this
Rocketry  Search this
Documentary films  Search this
Space vehicles  Search this
Manned space flight  Search this
Genre/Form:
Motion pictures (visual works)
Movie scripts
Transcripts
Audiotapes
Videotapes
Clippings
Scripts (documents)
Citation:
Growing Up With Rockets Collection, Acc. 2012-0024, National Air and Space Museum, Smithsonian Institution.
Identifier:
NASM.2012.0024
See more items in:
Growing Up With Rockets Collection
Archival Repository:
National Air and Space Museum Archives
EDAN-URL:
ead_collection:sova-nasm-2012-0024
Additional Online Media:

Marlboro Oral History and Documentation Project

Topic:
Marlboro (cigarette brand)
Creator:
Ellsworth, Scott, Dr.  Search this
Zinn, Manfredo  Search this
Marx, Dick  Search this
Nunez, Raul  Search this
Winfield, Darrel  Search this
Kwan, William  Search this
Kwong, Goddard  Search this
Adams, Hall  Search this
Landry, Jack  Search this
Arguelles, Rafael  Search this
Fockler, Knut  Search this
Philip Morris, Inc.  Search this
Gil, Felipe  Search this
Jarrard, Tom  Search this
Names:
Leo Burnett, Inc.  Search this
Extent:
17.4 Cubic feet (86 boxes)
Type:
Archival materials
Collection descriptions
Color slides
Commercials
Audiotapes
Videotapes
Posters
Proofs (printed matter)
Newsletters
Articles
Slides (photographs)
Place:
Brazil -- Advertising
Argentina -- Advertising
China -- Advertising
Hong Kong -- Advertising
Switzerland -- Advertising
West Germany -- Advertising
Dominican Republic -- Advertising
Date:
1926-1988
Scope and Contents:
The Marlboro Oral History and Documentation Project is the result of a two-year effort supported in part by a gift from Philip Morris, Inc. Sixty oral history interviews and a variety of television commercials, print advertising, promotional materials, packaging, and industry publications were gathered to document Marlboro cigarette advertising. The bulk of the collection focuses on the period between 1954 and 1986, and examines the "Marlboro man", "Settle Back" and "Marlboro Country" campaigns. The collection is a rich source of information for researchers interested in advertising and marketing history, issues of smoking and health, and the export of both tobacco and American cultural symbols abroad. The core of the collection is a series of interviews conducted during 1985-1987 by Dr. Scott Ellsworth, an independent scholar and oral historian. The broad range of interviewees included executives of Philip Morris, advertising agency personnel from Leo Burnett, photographers, production staff, sales and marketing personnel, and Marlboro cowboys. Twenty-seven interviews were conducted overseas, in Argentina, Brazil, the Dominican Republic, Hong Kong, Switzerland, and West Germany. Conducted primarily with Marlboro licensee and affiliate staff, the interviews focus on the marketing and advertising history of Marlboro in the six nations. These interviews and others conducted with executives of Philip Morris International in New York City also address the history of Marlboro advertising in Africa, the Middle East, China, Eastern Europe and elsewhere in Europe and Latin America. The interviews cover events from the 1930s through the 1980s. They focus on the theory and development of Marlboro advertising, its content and creation, and its modifications over the years. The foreign interviews also discuss the structure of the local cigarette marketplace, marketing and advertising techniques, and the use and modification of Marlboro advertising for different cultures. Finding aids to the oral histories include abstracts of each interview indicating the major topic discussed, a cumulative index to personal names and topics in the interviews, and brief biographical and scope notes.
Arrangement:
Dthe collection is divided into seven series.

Series 1: Research Files, 1943-1987

Series 2, Interviewee Files, 1986

Series 3; Oral History Interviews, 1986

Series 4: Advertising Materials, 1926-1986

Series 5: Promotional items and packaging, 1926-1986

Series 6: Publications and Research Material, 1960-1988

Series 7: Travel Slides Generated by Project Team, 1926-1986
Biographical / Historical:
The history of Marlboro cigarettes offers insight into one of the great advertising and marketing success stories of the 20th century. Marlboro cigarettes were marketed from the Victorian era through the first half of this century as a women's cigarette, with tag-lines that aimed to appeal to female smokers, such as "Marlboro - Mild As May." In 1955, two transformations occurred which would affect both profitability and brand recognition: the addition of an integrated filter and the re-invention of the market through the debut of the "Marlboro Man" advertising campaign. The original Marlboro Man campaign featured close-up images of all kinds of men using the product -- the cowboy was one, along with lifeguards, sailors, drill sergeants, construction workers, gamblers and other types suggestive of a masculine spirit and rugged independence. By 1963, the "Marlboro Country" campaign began. This campaign focused on the cowboy and his symbolic canon: boots, hats, horses, and western landscapes. By the mid-1980s, Marlboro was the best-selling brand in the United States and the world, and the Marlboro cowboy was among the most widely recognized of American cultural symbols. Sold in over 180 nations, both the cigarettes and the ad campaign had become a global phenomena.
Provenance:
The collection was donated to the Archives Center by Philip Morris, Inc. in 1986.
Restrictions:
The materials in the Marlboro Collection are made available for research according to the established practices and principles of the Archives Center and the National Museum of American History.
Rights:
In making these materials available for research, the Smithsonian Institution makes no claims of ownership of the copyrights or related rights. All responsibility for infringement of legal authorship rights and or copyright is assumed by the user of the materials. In addition, the user indemnifies and holds harmless the Smithsonian Institution for all claims, actions, damages, judgments and expenses that may result from use of these materials. In addition, the donor has imposed restrictions on reproduction or broadcast of collection materials by third parties. The reproduction or broadcast of print ads and television commercials in the collection is subject to prior written consent from: Nancy Lund, Vice President, Marketing,Philip Morris International, 120 Park Avenue, New York, NY 10017;(917) 663-5000
Topic:
T.V. commercial producers  Search this
Photographers  Search this
Cinematographers  Search this
Accountants  Search this
advertising -- Cigarettes -- 20th century  Search this
Cowboys -- 20th century  Search this
Advertising, Newspaper -- 20th century  Search this
Smoking -- 1940-1990  Search this
Travel photography -- 1940-1990  Search this
Photography, Advertising -- 20th century  Search this
Advertising photography  Search this
Advertising campaigns -- 20th century  Search this
Cigarette industry -- 20th century  Search this
Cigarettes -- advertising -- 20th century  Search this
Advertising agencies -- 20th century  Search this
Television advertising -- Cigarettes -- 1940-1990  Search this
Advertising, magazine -- 20th century  Search this
Art directors  Search this
Copy writers  Search this
Genre/Form:
Color slides -- 1960-1990
Commercials
Audiotapes -- 1980-1990
Videotapes
Posters
Proofs (printed matter)
Newsletters
Articles
Slides (photographs) -- 1950-2000
Citation:
Marlboro Oral History and Documentation Project, Archives Center, National Museum of American History
Identifier:
NMAH.AC.0198
See more items in:
Marlboro Oral History and Documentation Project
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-0198
Additional Online Media:

The Campbell Soup Advertising Collection

Interviewee:
Murphy, W.B.  Search this
Norris, Alice  Search this
Norris, E. E.  Search this
Prior, Joseph  Search this
Meehan, Vincenta  Search this
Mercer, Richard  Search this
Meyers, Peter H.  Search this
Mulcahy, Paul  Search this
Welsh, Dick  Search this
White, Richard  Search this
Rindlaub, Jean  Search this
Rombach, Scott  Search this
Shaub, Harold  Search this
Weir, Chris  Search this
Coulson, Zoe  Search this
Gearon, Dan  Search this
Cronin, Betty  Search this
Conill, Alicia  Search this
Conlon, Robert  Search this
Conill, Rafael  Search this
Jordan, James  Search this
McNutt, James  Search this
McGovern, R. Gordon  Search this
Goerke, Donald E.  Search this
Holmes, Martha  Search this
Haber, Bernie  Search this
Jones, Caroline Robinson, 1942-2001 (advertising executive)  Search this
Adams, Anthony  Search this
Baum, Herbert M.  Search this
Bergin, John F.  Search this
Bair, Dean  Search this
Interviewer:
Griffith, Barbara S., Dr.  Search this
Creator:
Archives Center, NMAH, SI.  Search this
Campbell Soup Company  Search this
Names:
Batten, Barton, Durstine, and Osborn  Search this
Connill Advertising  Search this
Extent:
12 Cubic feet (25 boxes)
Type:
Archival materials
Collection descriptions
Clippings
Audiotapes
Interviews
Commercials
Ephemera
Videotapes
Oral history
Tear sheets
Date:
1904-2015
bulk 1904-1989
Summary:
This collection is the result of a year-long study of Campbell's "Red and White" Soups advertising and marketing, supported in part by a grant from the Campbell Soup Company. Thirty-one oral history interviews were conducted by Dr. Barbara Griffith for the project, and a variety of related materials were gathered by the Center for Advertising History staff. The objective of the project was to create a collection that provides documentation, in print and media, of the history and development of advertising for Campbell's Red and White Soups in the decades following World War II.
Scope and Contents:
This collection is the result of a year-long study of Campbell's "Red and White" Soups advertising and marketing campaigns. Oral histories conducted by Smithsonian Institution staff with individuals involved with the Campbell's Soup Corporation and its advertising campaigns form the core of the collection. Also included are clippings and background research files, abstracts of the oral history interviews, television and radio commercials, company publications, and promotional items and packaging.

A 2015 addition to the collection was born digital and consists of materials from the groundbreaking "Real Life Campaign" which featured inter-racial couples as well as a gay couple. These materials include storyboards, scripts, consumer feedback both postive and negative, focus group material, labels, commercials, supporting documentation on the development and implementation of the campaign. These materials are available in the Smithsonian Institution DIgital Asset Management System (DAMS).
Arrangement:
Collection is organized into nine series.

Series 1, Research Files, 1939-1989

Series 2, Interviewee Files, 1989-1990

Series 3, Oral Histories, 1989-1990

Series 4, Television Commercials, 1957-1990

Series 5, Radio Commercials, 1966-1975

Series 6, Print Advertisements, 1905-1989

Series 7, Promotional Items and Packaging, 1968-1991

Series 8, Company Publications, 1983-1988

Series 9, Real Life Campaign, 2015
Biographical / Historical:
The Campbell Soup Company's "Red and White" advertising campaigns are remarkable not only for their longevity, but for the consistency of the advertising message. Since 1898, when the red and white label was incorporated, the packaging and the message have changed only marginally. When Andy Warhol painted his pop art Campbell Soup cans in the early 1960s, he presented an immediately recognizable image with which all of America could identify.

Campbell's condensed soups, first marketed in 1897, have become a staple of the 20th century American household. The Joseph Campbell Preserve Company, a canning concern which grew out of an 1869 business partnership between a fruit merchant and an ice box manufacturer, was well established by the time Arthur Dorrance succeeded Joseph Campbell as president. When Dorrance's nephew, John T. Dorrance, a chemical engineer and organic chemist trained at MIT, developed a process for making condensed soup, the company was faced with the task of successfully marketing the revolutionary new convenience food. The soup won a gold medallion for excellence at the 1900 Paris Exposition, and the company incorporated the image on its labels and in its advertising.

In the developing consumer culture which began to grow during and after the industrial revolution, women were identified as the primary consumers of household goods and services. Homemakers have been the target of Campbell' s Red & White advertising since its inception, and this focus is reflected both in the content and the placement of the advertising. The identification of a predominately female consumer market was also influential in the creation of a widely recognized and long-lived symbol, the Campbell Kids, created in 1904 by Grace Gebbie Drayton. The Kids were meant to convey a sense of wholesomeness and physical well-being associated with eating Campbell Soups.

The advertising of the early teens and twenties most often consisted of black and white or two-color depictions of the can and the product, often accompanied by images of the rosy-cheeked Kids. A large portion of the ad was devoted to narrative description of the soups' healthful properties, suggesting that"Campbell Soups Give Vigor and Strength", "I Couldn't Keep House Without Campbell's Tomato Soup", and "If Every Woman Realized How Much Her Husband Likes Soup - She Would Serve It Everyday".

The advertising of the 1930s tended towards idealized illustrations of women and children; the Kids were less visible during the 1930s and 1940s, deemed too "chucklesome" for the Depression years, and too old-fashioned during World War II. Ad copy continued its appeal to women's sense of responsibility for the well-being of husbands and children, with slogans suggesting "It Takes a Bright and Sparkling Flavor to Attract Children", "When a Man Says It's Good, It's Good", and "Wouldn 't I Be Silly to make It Myself?"

Campbell broadened the scope of its advertising by sponsoring radio programming, beginning in 1931 with the "Hollywood Hotel" program on CBS. Later radio sponsorships included the George Burns and Gracie Allen show, "Campbell Playhouse", "Amos and Andy", the "Jack Carson Show", "Hildegarde", and "Edward R. Murrow with the News", among others . The jingle "M'm M'm Good" was first aired during the radio broadcasts of this period, and was reinforced in the print advertising. Beginning in 1950, Campbell began to sponsor television shows, continuing its focus on women and children as primary purchasers and consumers of suop. Most notable among these sponsorships were "The Donna Reed Show" and "Lassie" . Print ads of the 1950s featuring Johnny Carson, Donna Reed, and the cast of the Lassie Show helped to reinforce the Company's sponsorship of these popular shows.

In 1954, Campbell moved its $10 million dollar condensed soup account from Ward Wheelock Company, the Philadelphia firm which had handled the account since 1910, to Batten, Barton, Durstine & Osborn (BBDO) of New York. By 1966, BBDO account executives urged "selective but not major" use of the Kids and the slogan "M'm M'm Good", choosing instead to employ advertising that stressed health claims and fitness issues rather than the wholesome, comforting associations of hot soup. The Kids became more athletic and less rotund.

Reflecting changes in American social and family structures Campbell' s advertising, began to depict the working wife and the busy schedules of a family "on the go". A 1960 ad declares "Good Things Begin to Happen When Working Girls Have Soup and Crackers" or "Somethings Happened to Supper". In light of the women 's movement, which was gaining momentum during this period, Campbell advertising remained decidedly traditional. In the 1970s, "Give Me the Campbell Life" recognized women 's expanded roles as working mothers, but "They Always Eat Better When You Remember the Soup" and "Get Your Campbells Worth" reveal a more conservative pitch to homemakers responsibilities. Other societal changes are suggested in the advertising, for instance, the "Soup is Good Food" and "Health Insurance" campaigns of the 1980s reflected a new emphasis on health and fitness.

In 1981 the company transferred the soup account to another New York firm, Backer Spielvogel and Bates . The 1980s saw a renewed emphasis on network primetime, strategic radio advertising (where ads for hot soup are tagged to reports of rain or snow, or are aired just before the noon lunch hour), and regional marketing of specialized products or packaging designed to appeal to local tastes and changing nutritional standards. These new products have engendered some changes in Campbell' s time-honored red and white label to emphasize the "new and improved" characteristics of the products

In 2015, Campbells developed the "Real Life" campaign. This campaign was groundbreaking in many ways. The commercials portrayed not only inter-racial couples but also a gay couple, two fathers and their son. This campaign had a product tie in with the 2015 release of the new installment in the motion picture franchise, Star Wars. The campaign received commentary from the public both pro and con. Campbells continued the campaign without revising or pulling any of its commercials. While running in selected markets, the campaign made nationwide headlines and pointed up the continuing change in the make-up of the American family.
Provenance:
Paul N. Mulcahy, V.P. Marketing Services, Campbell Soup Company,1990. Made for the National Museum of American History, Smithsonian Institution by the Center for Advertising History, 1989-1990.
Restrictions:
Collection is open for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Broadcast advertising  Search this
advertising -- Food  Search this
Soups -- advertising  Search this
Advertising agencies  Search this
Advertising departments  Search this
Advertising campaigns  Search this
Sex role in advertising  Search this
Radio advertising  Search this
Women in advertising  Search this
Television advertising  Search this
Art directors  Search this
Advertising executives  Search this
Genre/Form:
Clippings
Audiotapes -- 1980-1990
Interviews -- 1980-1990
Commercials
Ephemera -- 20th century
Videotapes
Oral history
Tear sheets
Citation:
Campbell Soup Advertising Oral History and Documentation Project, Archives Center, National Museum of American History, Smithsonian Institution.
Identifier:
NMAH.AC.0367
See more items in:
The Campbell Soup Advertising Collection
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-0367
Additional Online Media:

W. Royal Stokes Collection of Music Photoprints and Interviews

Interviewee:
Sun Ra  Search this
Gaskin, Leonard, 1920-  Search this
Taylor, Billy  Search this
Sullivan, Maxine, 1911-1987  Search this
Wells, Ronnie  Search this
Whiting, Margaret  Search this
Towers, Jack  Search this
Venuti, Joe, 1903-1978  Search this
Pullen, Don, 1941-  Search this
Roney, Wallace  Search this
Pizzarelli, Bucky, 1926-  Search this
Pizzarelli, John, 1960-  Search this
Shaw, Artie, 1910-2004  Search this
Shepp, Archie, 1937-  Search this
Sanders, Pharaoh  Search this
Grant, Felix, 1918-1993  Search this
Scott, Jimmy  Search this
McPhail, Jimmy  Search this
McPartland, Marian  Search this
McFerrin, Bobby  Search this
Krall, Diana  Search this
O'Connell, Helen  Search this
Mulligan, Gerry  Search this
Metheny, Pat  Search this
McShann, Jay  Search this
Horn, Shirley, 1934-  Search this
Hinton, Milt, 1910-  Search this
Hill, Andrew, 1937-  Search this
Hendricks, Jon, 1921-  Search this
Keane, Helen  Search this
Kaminsky, Max, 1908-  Search this
Jordan, Sheila, 1928-  Search this
Humes, Helen, 1913-1981  Search this
Hampton, Lionel  Search this
Harris, Eddie, 1934-  Search this
Heath, Jimmy, 1926-  Search this
Frishberg, Dave  Search this
Ennis, Ethel  Search this
Farmer, Art, 1928-  Search this
Flanagan, Tommy, 1930-  Search this
Hampton, Slide  Search this
D'Rivera, Paquito, 1948-  Search this
Daniels, Billy  Search this
Davison, Bill  Search this
Donegan, Dorothy, 1922-  Search this
Crouch, Stanley, 1945-  Search this
Conyers, John, 1929-  Search this
Cruz, Celia, 1920-  Search this
Byard, Jaki  Search this
Brown, Ruth  Search this
Carter, Betty, 1930-  Search this
Byron, Don  Search this
Betts, Keter, 1928-  Search this
Bellson, Louis  Search this
Bowie, Lester, 1941-  Search this
Blakey, Art, 1919-1990  Search this
Allen, Steve, 1921-2000  Search this
Adderly, Nat, 1931-  Search this
Bailey, Benny, 1925-  Search this
Collector:
Stokes, W. Royal, Dr., 1930-  Search this
Names:
Armstrong, Louis, 1900-1971  Search this
Davis, Miles  Search this
Ellington, Duke, 1899-1974  Search this
Gillespie, Dizzy, 1917-  Search this
Extent:
9.65 Cubic feet (12 boxes)
Type:
Archival materials
Collection descriptions
Audiotapes
Photographs
Publicity photographs
Date:
ca. 1970-2000.
Summary:
Publicity photographs of musicians and entertainers, mostly jazz musicians, such as Duke Ellington, Louis Armstrong, Miles Davis, and Dizzy Gillespie, but including many rock and even a few classical performers. The collection also contains tape recorded radio interviews conducted between 1970 and 2003. In addition there are posters relating to musical performances.
Scope and Contents:
This collection was formed by W. Royal Stokes in the course of his professional work as a music and arts critic. It is composed primarily of publicity portraits of musical performers, both single acts and groups. The emphasis is on jazz musicians and singers, although many rock stars and groups, and other popular musical performers are included. Even a few classical musicians are represented. The pictures are primarily mass-produced black and white publicity photographs distributed to newspapers, writers, etc., by agents for entertainment personalities. Some prints were made from the original negatives, while others clearly were made from copy negatives after typography was stripped together with a print and re-photographed. However, there are some rarer original photographs included in the collection, such as personal color snapshots, higher quality prints by art photographers, etc. Nearly all the prints are unmounted, and are 8 x 10 inches or smaller in size. The bulk of the photographs date from circa 1970 to 2000, however, a number of the earlier photographs are included as well as slightly later examples.
Arrangement:
The collection is divided into nine series.

Series 1, Photographs of Musicians and Ensembles, circa 1970-2000; undated

Subseries 1.1, Musicians and Ensembles

Subseries 1.2, Recording Company Photographs

Subseries 1.3, Unidentified Musicians

Series 2, Photographs of Performances, 1987-2002; undated

Subseries 2.1, Music Festivals, 1987-2002; undated

Subseries 2.2, Concerts, Music Clubs and Other Venues, 1920s-1940s and circa 1980s-1990s; undated

Series 3, Formal and Informal Groups, circa 1980s-2000; undated

Series 4, Photographs of Musicians in Films, Radio, Television and Theater, 1940s-2000; undated Series 5, Photographs of Subjects and Products related to Musicians and Music, 1970-2000; undated

Series 6, Photographs of Non-Musicians, circa 1980s-2000; undated

Series 7, Interviews with Musicians, 1970-2003

Series 8, Audiovisual Materials, 1970-2003

Subseries 8.1, Audio Recordings - Audiocassettes

Subseries 8.2, Audio Recordings-Audiotapes

Series 9, Posters, 1976-1990; undated
Biographical / Historical:
Born in Washington, D.C., W. Royal Stokes served in the Army and then embarked on an academic career, teaching at the University of Pittsburgh, Tufts University, Brock University and the University of Colorado. He left the academic profession in 1969 and become a writer, broadcaster and lecturer, journalist, and critic and authority on jazz music. A follower of jazz since his teens in the 1940s, Stokes has written about music for such publications as Down Beat, Jazz Times, and the Washington Post, and hosted the public radio shows "I Thought I Heard Buddy Bolden Say . . ." and "Since Minton's". Today he is the editor of the quarterly Jazz Notes, and is the author of The Jazz Scene: An Informal History From New Orleans to 1990 and Swing Era New York: The Jazz Photographs of Charles Peterson.. He is also the author of Living the Jazz Life: Conversations with Forty Musicians about Their Careers in Jazz (Oxford; New York: Oxford University Press, 2000). Dr. Stokes lives in Silver Spring, Maryland.
Materials in the Archives Center, National Museum of Ameican History:
Duke Ellington Collection, 1928-1988 (AC0301)

Herman Leonard Photoprints, 1948-1993

Frank Driggs Collection of Duke Ellington Photographic Reference Prints [copyprints], 1923-1972

Jazz Oral History Collection, 1988-1990

Ernie Smith Jazz Film Collection, 1910s-1970s (mostly 1930s-1960s)

Jeffrey Kliman Photographs

Stephanie Myers Jazz Photographs, 1984-1987, 2005

Chico O'Farrill Papers

Paquito D'Rivera Papers, 1989-2000.

Louis Armstrong Music Manuscripts, undated

Tito Puente Papers, 1962-1965.

Audrey Wells "Women in Jazz Radio Series, 1981-1982

Mongo Santamaria Papers, 1965-2001

Ramsey Lewis Collection, 1950-2007

Earl Newman Collection of Monterey Jazz Festival Posters, 1963-2009

James Arkatov Collection of Jazz Photographs, 1995-2003

Francis Wolff Jazz Photoprints, 1953-1966

Floyd Levin Jazz Reference Collection, circa 1920s-2006

Jazz Oral History Program Collection, 1992-2009

Leslie Schinella Collection of Gene Krupa Materials
Provenance:
Donated by W. Royal Stokes to the Archives Center in 2001.
Restrictions:
Collection is open for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Jazz musicians -- 1950-2000 -- United States  Search this
Musicians  Search this
Publicity  Search this
Portraits -- Musicians  Search this
Popular music -- 20th century -- United States  Search this
Entertainers  Search this
Rock music  Search this
Genre/Form:
Audiotapes
Photographs -- Black-and-white photoprints -- Silver gelatin -- 1950-2000
Publicity photographs
Citation:
W. Royal Stokes Collection of Jazz Musicians' Photographs, ca. 1970-2000, Archives Center, National Museum of American History.
Identifier:
NMAH.AC.0766
See more items in:
W. Royal Stokes Collection of Music Photoprints and Interviews
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-0766
Additional Online Media:

Alexander Alland, Sr., Photoprints

Creator:
Ostroff, Eugene, d. 1999 (NMAH Curator)  Search this
Salo, Matt, Dr.  Search this
Haberstich, David E., 1941-  Search this
Ahlborn, Richard E.  Search this
Alland, Alexander, Sr. (Alexander Landschaft), 1902-1989  Search this
Names:
China Daily News -- 1930-1940 -- New York N.Y.  Search this
China Daily News -- Photographs  Search this
United States. Works Progress Administration  Search this
Davis, Earl  Search this
Kaslov, Steve, ca. 1888-1949 (King of the Red Bandanna Romany Gypsies )  Search this
Extent:
0.25 Cubic feet (4 boxes)
Type:
Archival materials
Collection descriptions
Photographs
Oral history
Interviews
Audio cassettes
Place:
Virgin Islands -- 1930-1940
New York (N.Y.) -- 1930-1940
Bowery (New York, N.Y.) -- 1930-1940
Chinatown (New York, N.Y.) -- 1930-1940
St. Thomas (Virgin Islands) -- 1930-1940
Date:
1985 - 1986
1930 - 1943
Scope and Contents:
This collection contains 273 silver gelatin photoprints (Series 1), most of which apparently were made during the 1930s and early 1940s, contemporaneously with the original negatives. All are 8" x 10" or slightly smaller, unmounted except for flush mounted linen on the backs of some prints. The photographs were made primarily in two locations, New York City and the Virgin Islands. The Virgin Islands pictures were made as part of a special documentary project in 1939, as described above, whereas the New York photographs stem from Mr. Alland's largely self assigned documentation of various ethnic and religious groups in New York from approximately 1932 to 1943. The projects include photographs of the "Red Bandanna" Romany Gypsy group in the Bowery, a black Jewish congregation, Mohawk Indians in Brooklyn, and other groups, which required extensive exploration, research, and photographing over periods of many days or weeks. A variety of miscellaneous ethnic and religious groups are covered in the general "Other Religions" and "Nationalities" folders. The contents of the "Judaism" folder include primarily New York sites and people, but there are also additional views of a synagogue from the Virgin Islands project.

Series 2 of the collection contains four cassette tape recordings of two interviews with Mr. Alland, three made by Richard Ahlborn (with Eugene Ostroff and Matt Salo) in 1985, and one by David Haberstich and Richard Ahlborn, June 2-3, 1986 (at which time the photographs were donated). The tapes include readings from his autobiography, personal reminiscences on his experiences as an immigrant and a photographer, and commentary on the photographs.
Arrangement:
The collection is arranged into two series.

Series 1: Photoprints, 1930-1943

Series 2: Audiotape Cassettes, 1985-1986

The photographs are arranged topically and by nationality.
Biographical / Historical:
Alexander Alland, Sr., was born in Sevastopol, Crimea (formerly in the Soviet Union) on 6 August 1902. His last name originally was Landschaft, but he legally changed it to Alland following the birth of his son. Alland's interest in photography began at the age of twelve, when he helped a local photographer with darkroom work. He constructed his own camera from cardboard with a simple meniscus lens and exposed glass plate negatives with the device.

Toward the end of the Civil War in Russia in 1920, Alland relocated in Constantinople, Turkey, where he was hired as an apprentice by a graduate of the Vienna Academy of Photography. When the Union Nationale des Combatants Francais went on a pilgrimage to Gallipoli, a former battle zone on the Dardanelles, he was asked to accompany them in order to document events. After having his request for a pay increase refused, he left his employer two years later and opened his own portrait studio, "Photo d'Art Russe." When civil unrest threatened Constantinople in 1923, he decided to emigrate to the United States.

During his first years in the United States he worked in photo finishing businesses while engaged in home portraiture independently. He married in 1929 and a son, Alexander, Jr., was born. In the 1930s he became one of the best known photographers portraying the life of immigrants and various ethnic groups in New York. (1) In 1936 he was appointed supervisor of the Photo Mural section of the W.P.A. Federal Art Project, and worked as a free lance photographer for magazines and periodicals featuring the activities of various ethnic groups living in New York City. He specialized in making photomurals with montage techniques. (2)

In 1937 Alland became photography instructor at the American Artists' School and joined the American Artists Congress. In 1939, his first book, Portrait of New York, was published and he became president of the "Exploration Photo Syndicate" and went to the U.S. Virgin Islands as part of a project to produce a pictorial record of the West Indian Islands. His photographs appeared in publications and were exhibited at the New School for Social Research and at the Schomberg Collection. In 1942 he joined the staff of Common Ground magazine as photography editor and was appointed by the National Youth Administration to supervise their photography workshop. His book American Counterpoint appeared in 1943 and was selected as "One of the Fifty Best Books of the Year." The original prints from that book were exhibited at the Museum of the City of New York, which also exhibited a portfolio of his work on American Gypsies. In 1944 he became director of an agency, "Pictures for Democracy," and in 1945 his book The Springfield Plan was proclaimed another "One of the Fifty Best Books of the Year."

During World War II Alland did technical photography for the War Department, receiving a commendation for this work. After another book My Dog Rinty was published, he left New York City to establish a school of photography, combined with a school of dance directed by his wife, Alexandra, a professional dancer and choreographer. (3) He then began to exhibit his own photographs and to collect glass plate negatives and vintage prints by significant photographers. He is perhaps best known for locating a collection of Jacob Riis negatives and making them available. In 1974 Aperture published his biography, Jacob A. Riis: Photographer and Citizen4. Because of his efforts in providing the Riis negatives to the Museum of the City of New York, that institution awarded a special commemorative medal to him in 1973. The Riis book was followed by two more studies of photographers, Jessie Tarbox Beals, First Woman News Photographer (5) and Heinrich Tonnies, Cartes de Visite Photographer Extraordinaire. (6)

Retrospective exhibitions of Alland's work were held in two major Danish museums in summer 1979 and he was honored for contributions to the cultural history of Denmark. In 1991 studies for his photomural work were included in an historical survey exhibition of American photomontage at the University of Maryland at College Park. (7).

Sources

1. My text is based upon the biographical information recorded on my taped interviews with Mr. Alland in this collection, but see also Bonnie Yochelson, The Committed Eye: Alexander Alland's Photography. New York: The Museum of the City of New York, Inc., 1991.

2. Merry A. Foresta, "Art and Document: Photography of the Works Progress Administration's Federal Art Project," in Official Images: New Deal Photography (essays by Foresta, Pete Daniel, Maren Stange, and Sally Stein), Washington: Smithsonian Institution Press, 1987, p. 153, based on an interview with Alland, January 1987.

3. Photographic historian Anne Peterson, contractor for three Archives Center photographic collection projects between 1986 and 1982, reports that she studied ballet as a child with Mrs. Alland.

4. Ibid.

5. Ibid.

6. Ibid

7. See catalog by Cynthia Wayne, Dreams, Lies, and Exaggeration: Photomontage in America. The Art Gallery, University of Maryland at College Park, 1991 (exhibition at the gallery Oct. 21 Dec. 20, 1991).
Related Materials:
Materials in the Archives Center

Carlos de Wendler Funaro Gypsy Research Collection (AC0161)

Contains additional Alland photographs. De Wendler Funaro also photographed Steve Kaslov, his family, and his Bowery coppersmith workshop.
Provenance:
Collection donated by Alexander Alland, June 3, 1986.
Restrictions:
Collection is open for research.
Rights:
Copyrighted material: photographs may not be reproduced without written permission from the Estate of Alexander Alland, Sr.
Topic:
Synagogues -- Photographs -- 1930-1940 -- New York, N.Y.  Search this
Newspapers -- Photographs -- 1930-1940 -- New York N.Y.  Search this
Muslims -- Photographs -- 1930-1940 -- New York N.Y.  Search this
Minorities -- Housing -- 1930-1940 -- New York (State) -- New York  Search this
Minorities -- Housing -- 1930-1940 -- Virgin Islands  Search this
Judaism -- Customs and practices  Search this
Housing -- Photographs -- 1930-1940 -- New York N.Y.  Search this
Immigrants -- 1930-1940 -- New York (State) -- New York  Search this
Housing -- 1930-1940 -- Virgin Islands  Search this
Buddhism -- Photographs -- 1930-1940 -- New York N.Y.  Search this
Catholic Church -- Liturgy  Search this
Chinese drama -- New York (State) -- New York  Search this
Churches -- Photographs -- 1930-1940 -- New York N.Y.  Search this
Clergy -- 1930-1940 -- United States  Search this
Coppersmiths -- 1930-1950  Search this
Ethnic costume  Search this
Ethnic groups -- Photographs -- 1930-1940 -- New York N.Y.  Search this
Falashas -- 1930-1940 -- New York (State) -- New York  Search this
Fortune-tellers -- Gypsies -- 1930-1940 -- United States  Search this
Pluralism  Search this
Poverty -- Photographs -- 1930-1940 -- Virgin Islands  Search this
Printing -- Photographs -- 1930-1940 -- New York N.Y.  Search this
Protestant churches -- Photographs -- 1930-1940 -- New York N.Y.  Search this
Religious and ecclesiastical institutions -- Photographs -- 1930-1940 -- New York N.Y.  Search this
Singers -- 1930-1950  Search this
Synagogues -- 1930-1940 -- Virgin Islands  Search this
Genre/Form:
Photographs -- 1900-1950
Oral history -- 1980-1990
Interviews -- 1980-2000
Audio cassettes -- 1980-1990
Citation:
Alexander Alland, Sr., Photoprints, 1932-1943, Archives Center, National Museum of American History. Gift of the artist.
Identifier:
NMAH.AC.0204
See more items in:
Alexander Alland, Sr., Photoprints
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-0204
Additional Online Media:

N W Ayer Advertising Agency Records

Creator:
Ayer (N W) Incorporated.  Search this
Names:
American Telephone and Telegraph Company -- Advertisements  Search this
Cunningham & Walsh.  Search this
Hixson & Jorgenson  Search this
United Air Lines, Inc. -- Advertisements  Search this
Ayer, Francis Wayland  Search this
De Kooning, Willem, 1904-  Search this
O'Keeffe, Georgia, 1887-1986  Search this
Extent:
270 Cubic feet (1169 boxes )
7 Film reels
Type:
Archival materials
Collection descriptions
Film reels
Business records
Interviews
Oral history
Print advertising
Proof sheets
Proofs (printed matter)
Scrapbooks
Trade literature
Tear sheets
Advertisements
Date:
1817-1851
1869-2006
Summary:
Collection consists of records documenting one of the oldest advertising agencies created in Philadelphia. The company then moves to New York and expanses to international markets. During its history NW Ayer & Sons acquires a number of other advertising agencies and is eventually purchased. The largest portion of the collection is print advertisements but also includes radio and television. NW Ayer is known for some of the slogans created for major American companies.
Scope and Contents:
The collection consists primarily of proof sheets of advertisements created by NW Ayer & Son, Incorporated for their clients. These materials are in series one through thirteen and consist primarily of print advertisements. There are also billboards, radio and television commercials. The advertisements range from consumer to corporate and industrial products. The majority of the advertisements were created for Ayer's New York, Chicago, Los Angeles and international offices. Printed advertisements created by Cunningham & Walsh, Hixson & Jorgensen and Newell-Emmett are also included among these materials. Researchers who are interested in records created by Ayer in the course of operating an advertising agency will find these materials in Series fourteen-nineteen.

Series fourteen consists of advertisements created by NW Ayer & Son to promote their services to potential clients.

Series fifteen are scrapbooks of some of the earliest advertisements created by the company. Series sixteen are publications. Some of the publications were created by Ayer while others were about Ayer or the advertising industry in general. Provides good background materials and puts the company in perspective. Series eighteen are the legal records. Materials relating to employees including photographs, oral histories etc. are found in series nineteen.

Series twenty is one of the smallest amounts of materials and includes information relating to the history of NW Ayer & Son.

The container lists for series one-thirteen are part of a database and are searchable. The list has been printed for the convenience of the researcher and is included in this finding aid. Series fourteen-twenty container lists are also a part of the finding aid but are not in a searchable format.

Series 1, Scrapbooks of Client Advertisements, circa 1870-1920, is arranged into three boxes by chronological date. There are two bound scrapbooks and one box of folders containing loose scrapbook pages. NW Ayer & Son compiled an assortment of their earliest ads and placed them into scrapbooks. Besides the earliest advertisements, the scrapbooks contain requests to run advertisements, reading notices and listings of papers Ayer advertised in. The early advertisements themselves range from medical remedies to jewelry to machines to clothing to education and more. Most of the advertisements in the bound scrapbooks are dated.

Series 2, Proofsheets, circa 1870-1930, NW Ayer was fond of creating scrapbooks containing proofsheets. The series contains proofsheets created between 1892 and 1930, organized into 526 boxes. For convenience of storage, access and arrangement, the scrapbooks were disassembled and the pages placed in original order in flat archival storage boxes. The proofsheets are arranged by book number rather than client name. Usually the boxes contain a listing of the clients and sometimes the dates of the advertisements to be found within the box.

Series 3, Proofsheets, circa 1920-1975, is organized into 532 oversize boxes, and contain proofsheets and tearsheets created between 1920 and 1972. Within this series, materials are arranged alphabetically by company name (occasionally subdivided by brand or product), and thereunder chronologically by date of production. Many major, national advertisers are represented, including American Telephone & Telegraph, Armour Company, Canada Dry, Cannon Mills, Carrier Corporation, Domino Sugar, Caterpillar tractor company, Ford Motor Company, General Electric, Goodyear, Hills Bros. Coffee, Ladies Home Journal, National Dairy, Plymouth (Chrysler Corporation), Steinway, TV Guide, United Airlines and the United States Army. Also contained in this series are three scrapbooks of client advertisements including Canada Dry, Ford Motor, and Victor Talking Machine.

Series 4, 2001 Addendum, circa 1976-2001, is organized into ninety three oversized boxes,one folder and contains proofsheets for select Ayer clients, created between 1975 and 2001. Within this series, materials are arranged alphabetically by client name and there under chronologically by date of production. Major national advertisers represented include American Telephone & Telegraph, Avon, the United States Army, DeBeers Consolidated Diamond Mines, Dupont, TV Guide, Sealtest, Kraft Foods, Gillette, General Motors, Cannon Mills.

Series 5, Billboards, circa 1952-1956, consists of mounted and un-mounted original art/mock-ups. Twenty-two pieces of original art created as mock-ups for Texaco billboards.

Series 6, Film and Video Commercials, 1967-1970,

Series 7, Radio and Television Materials, 1933-1993, undated, is arranged into eight boxes and includes radio scripts, television scripts, and story boards for commercials.

Subseries 7.1, Scripts and storyboards for Radio and Television Commercials, dates Scripts for radio and television commercials includes title, date, length of commercial, advertising agency, client information

NW Ayer's radio and television materials mainly focus on the American Telegraph and Telephone account. Some of Ayer's materials relate to Bell Telephone Hours.

Storyboards are used in television and film to assist the director in working with crew to tell the story. To show the viewer through the use of figures, visual effects and camera angles. When directors first start thinking about their storyboard they create a story in their mind. They think of all the camera angles, visual effects and how the figures will interact in their mind. They try to create an extraordinary story in their head to attract the viewer (YOU) In order for the storyboard to be entirely effective it can't be a passive document. When done properly, a storyboard serves as a central design, meeting the needs of many team members including graphics artists, video personnel and programmers.

Another function of a storyboard is to help the team communicate during the training development process. This communication is very important in working with a large team as in the movie King, produced in 1996. Figures help the director explain to the crew how they are going to record the film and how to present it to the audience. Sometimes the director wants special effects to be added to the film, but his budget might not be that big so the director will have to change the story to fit their budget.

The Visual Effects are an important part in the storyboards it adds a special touch of creativity to your film. Camera angles are an important expects in your film because the camera angles determine where the viewing audience will look. If you want your audience to look at a certain object you must turn their attention to it by focusing on that object and maybe you might try blocking something out. Then you will have your audience's attention and you may do whatever else you have to, it could be scaring them are just surprising them or whatever you do.

Also included is talent information and log sheets relating to the storage of the commercials.

Bell Telephone Hour Program, 1942-[19??], The Bell Telephone Hour, also known as The Telephone Hour, was a five minute musical program which began April 29, 1940 on National Broadcasting Company Radio and was heard on NBC until June 30, 1958. Sponsored by Bell Telephone showcased the best in classical and Broadway music, reaching eight to nine million listeners each week. It continued on television from 1959 to 1968.

Earlier shows featured James Melton and Francia White as soloists. Producer Wallace Magill restructured the format on April 27, 1942 into the "Great Artists Series" of concert and opera performers, beginning with Jascha Heifetz. Records indicate that the list of talents on the program included Marian Anderson, Helen Traubel, Oscar Levant, Lily Pons, Nelson Eddy, Bing Crosby, Margaret Daum, Benny Goodman, José Iturbi, Gladys Swarthout and .The series returned to radio in 1968-1969 as Bell Telephone Hour Encores, also known as Encores from the Bell Telephone Hour, featuring highlights and interviews from the original series.

National Broadcasting television specials sponsored by the Bell System, 1957-1987includes information relating to Science series, Bell system Theshold Series, Bell telephone hour and commercial and public sponsored programs

Series 8, Chicago Office Print Advertisements, 1954-1989, is arranged alphabetically by the name of the client in ninety boxes and six oversize folders. Clients include Illinois Bell Telephone (1955-1989), Microswitch (1969-1989), Teletype (1975-1984), John Deere (1974-1989) and Caterpillar (1966-1972) are particularly well represented. Other clients of interest include Dr. Scholl's shoes (circa 1968-1972), the Girl Scouts (1976-1980), Sunbeam Personal Products Company (1973-1981), Bell and Howell (1974-1983) and Alberto Culver shampoos (1967-1971), Honeywell, Incorporated, Blue Cross and Blue Shield Associations, Kraft, Incorporated, Sears, Roebuck and Company, and YMCA.

Series 9, Los Angeles Office Materials, 1950s-1987, include printed advertisements created by this office and information relating to the employees.

Subseries 9.1, Print Advertisements, 1977-1987, printed advertisements arranged in one box alphabetically by client. There is a sparse sampling of clients from this particular Ayer branch office. The majority of the advertisements contained within this series are from Pizza Hut (1986-1987). Also included are Computer Automation (1977-1978), State of the Art, Incorporated (1982) and Toshiba (1986).

Subseries 9.2, Personnel Files, 1950s-1970s, includes cards of employees who worked in the Los Angeles office. Information on the cards includes name, address, telephone number, birthday, date hired, departure date and why (retired, terminated, resigned, etc) and position. Not all cards have all information. There is also a photograph of the employees on the cards.

Series 10, Foreign Print Advertisements, 1977-1991, undated, NW Ayer maintained partnerships with international companies such as Sloanas Ayer in Argentina, Connaghan & May Paton Ayer in Australia, Moussault Ayer in Belgium, NW Ayer, LTD. in Canada, GMC Ayer in France, Co-Partner Ayer in Germany, Wong Lam Wang in Hong Kong, MacHarman Ayer in New Zealand, Grupo de Diseno Ayer in Spain, Nedeby Ayer in Sweden, and Ayer Barker in United Kingdom. This group of material is a small sampling of advertisements created from these International offices. It is arranged alphabetically by client. There are quite a few automobile advertisements (i.e. Audi, Fiat, General Motors, Mercedes-Benz, and Volkswagen). In addition there are numerous advertisements for various personal items from MacLean's toothpaste to Quick athletic shoes to Labello lip balm, etc. Most of the advertisements have the creator's name printed on the advertisements.

Series 11, Cunningham & Walsh, Incorporated Materials, 1915-1987, undated contains 98 boxes 11 folders materials from the New York advertising agency acquired by NW Ayer in the 1960s. The company began with Newel-Emmett, an agency of nine men which broke up in 1949. Two of the men Fred Walsh and Jack Cunningham formed this agency in bearing their names in 1950. The agency created "let your fingers for the walking campaign for American Telephone & Telegraph, Mother Nature for Chiffon, and Mrs. Olson for Folgers's coffee and let the good times roll for Kawasaki motorcycle. In 1986, NW Ayer Incorporated purchased Cunningham & Walsh Incorporated.

Subseries 11.1, Print Advertisements, 1915-1987, are contained in ninety eight boxes of primarily print advertisements arranged alphabetically by client name. Clients that are particularly well represented are Graybar (electrical implements, circa1926-1937), Johns-Manulle (circa1915-1971), Smith and Corono typewriters (circa 1934-1960), Sunshine Biscuit Company (circa 1925-1961), Texaco Company (circa 1936-1961), Western Electric (circa 1920- 1971) and Yellow Pages (circa 1936-1971). Cunningham and Walsh also represented several travel and tourism industry clients, including Cook Travel Services (circa 1951-1962), Italian Line (circa 1953-1961), Narragansett and Croft (circa 1956-1960) and Northwest Airlines (circa 1946-1955). There are photographs of Texaco advertisements dating from 1913-1962. There is also a scrapbook of advertisements from the Western Electric Company dating from 1920-1922.

Subseries 11.2, Radio and Television Advertisements, 1963-1967, consist of materials created for Western Electric. Materials are arranged in chronological order.

Subseries 11.3, Company Related Materials, 1962-1986, undated include client lists, information relating to NW Ayer purchase and annual report 1962.

Series 12, Hixson & Jorgensen Materials, 1953-1971, a Los Angeles advertising company, merged with Ayer in 1969. This series is housed in one box. Within the box are four scrapbooks and folders with a hodgepodge of materials relating to advertising. Of most interest are the scrapbooks. Two scrapbooks deal with Hixson and Jorgensen's self promotion ad campaign "the right appeal gets action" (1953-1957). The other two scrapbooks contain news clippings about the company and its activities (1959-1971).

Series 13, Newell-Emmet, 1942-1957, founded in 1919 and governed in the 1940s by a partnership of nine men. The partnership broke up in 1949 when the men went their separate ways. The materials consist of print advertisements for one of client, Permutit Company, a water conditioning company. The materials are arranged in one box in chronological order.

Series 14, House Print Advertisements, 1870-1991, 16 boxes consists of advertisements or self-promotion advertisements to campaign for new clients. The series is arranged chronologically by date into fifteen boxes. Within the series are two scrapbooks containing self promotion ads from 1888-1919 and 1892-1895. Numerous house ads relate to Ayer's "Human Contact" campaign. In addition to the self promotion ads, Ayer ran advertisements expounding about particular concepts or themes for example, one month the concept would "understand" while another month would be "teamwork" and yet another would be on "imagination". Some of the self promotion ads target specific groups like Philadelphia businessmen. Other advertisements incorporate the fine arts.

Series 15, Scrapbooks, 1872-1959, relates to company events, records and news clippings about Ayer's history. The six boxes are arranged by chronological date. Two of the boxes focus solely on the death of founder F.W. Ayer (1923). Another box houses a scrapbook that showcases Ayer's annual Typography Exhibition (1931-1959). One box contains a scrapbook that specifically deals with correspondences relating to Ayer's advertising. Yet another box's contents are folders of loose pages from scrapbooks that have newspaper clippings, order forms, correspondences and other company records. In one box, a bound scrapbook houses a variety of materials relating to Ayer and advertising (i.e. newspaper clippings, competitor's advertisements, NW Ayer's advertisements, correspondences for advertisements, clippings regarding the "theory of advertising."

Series 16, Publications, 1849-2006, are housed in thirty four boxes and are arranged into three main categories.

Subseries 16.1, House Publications, 1876-1994, covers diverse topics; some proscriptive works about the Ayer method in advertising, some commemorating people, anniversaries or events in the life of the agency. Materials consist of scattered issues of the employee newsletter The Next Step 1920-1921. The materials are arranged in chronological order by date of publication. Ayer in the News, The Show Windows of an Advertising Agency, 1915, book form of advertisements published on the cover of Printer's Ink, highlighting Ayer's relations with advertisers. The Story of the States, 1916, Reprint in book form of a series of articles published in Printer's Ink for the purpose of adding some pertinent fact, progressive thought and prophetic vision to the Nationalism of Advertising highlights major businesses, manufacturer, natural resources and other qualities or attractions of each state. The Book of the Golden Celebration, 1919, includes welcome address and closing remarks by founder F. Wayland Ayer, The Next Step, 1920 employee newsletter with photographs, employee profiles, in-house jokes, etc., Advertising Advertising: A Series of Fifty-two Advertisements scheduled one time a week. Twenty-seven, thirty and forty inches, a day of the week optional with publisher, 1924

Subseries 16.2, Publications about NW Ayer, 1949-2006, includes a book first published in 1939. Includes articles, documenting events and is arranged chronologically by date of publication.

Subseries 16.3, General Publications about Advertising, 1922-1974, are arranged chronologically by date of publication and relate primarily to the history of advertising.

Subseries 16.4, Publications about Other Subjects, 1948-1964, include four books about the tobacco industry primarily the history of the American Tobacco Company and Lorillard Company from the Cunningham and Walsh library.

Series 17, Business Records, circa 1885-1990s

Subseries 17.1, Contracts, 1885-1908, undated, are arranged alphabetically and span from 1885-1908. The majority of the contracts are with newspaper and magazine publishers from around the country.

Subseries 17.2, General client information, 1911-1999, undated, including active and cancelled lists with dates, client gains, historical client list, (should move this to series 20) Ayer Plan User Guide Strategic Planning for Human Contact, undated

Subseries 17.3, Individual Client Account Information, 1950s-1990s, undated, contain information used by Ayer to create advertisements for some of its clients. American Telephone &Telegraph Corporate Case History, American Telephone &Telegraph Corporate advertisement memo, commissioned artists for DeBeers advertisements, DeBeers information relating to the creative process and photography credits, a case history for DeBeers Consolidated Mines, Ltd., The Diamond Engagement Ring, Managing Communication at all levels, DuPont publications, JC Penny Marketing Communication Plan Recommendation, Leaf, Incorporated, Saturn presentation, and USAREC oral presentation.

Subseries 17.4, Potential Clients, 1993, includes grouping has a questionnaire sent to Ayer by a potential client. Questionnaire response for Prudential Securities, 1993 Prudential Securities advertising account review, 1993.

Subseries 17.5, Financial Records, 1929-1938, includes balance sheet, 1929 May 1 Balance sheet and adjustments Consolidated statement of assets and liabilities, Expenses 191936-37 Business review and expenses, 1937 and 1938 Business review and expenses comparative statement, 1937 and 1938.

Series 18, Legal Records, circa 1911-1982, Ayer's legal records are arranged by twelve subject groupings within four boxes. The twelve groupings are advertising service agreements (circa 1918-1982), bylaws, copyright claims, correspondences, international correspondences, dissolution of trusts, stock information, agreements between partners, incorporation materials, reduction of capital, property information and miscellaneous materials. The bulk of the materials are the advertising service agreements. These agreements are between Ayer and their clients and state the services Ayer will offer and at what cost. The bylaws are Ayer's company bylaws from 1969 and 1972. The copyright claims are certificates stating Ayer's ownership over certain published materials (i.e. "Policy", Media Equalizer Model, and Don Newman's Washington Square Experiment). The correspondences relate to either the voting trust and receipts for agreement or the New York Corporation. The international correspondences are from either Ayer's Canadian office or London office. The dissolutions of trusts contains materials about the dividend trust of Wilfred F. Fry, the investment trust of Winfred W. Fry, the voting trust, and the New York corporation. The stock information has stock certificates and capital stock information. The agreements between partners (1911-1916) specify the terms between F.W. Ayer and his partners. The incorporation materials (circa 1929-1977) deal with Ayer advertising agency becoming incorporated in the state of Delaware. The reduction of capital grouping is a notification that shares of stock have been retired. The property information grouping contains property deeds and insurance policy (circa 1921-1939), a property appraisal (1934), and a bill of sale (1948). The miscellaneous grouping contains a house memo regarding a set of board meeting minutes and a registry of foreign companies in Commonwealth of Pennsylvania (1929-1954).

Subseries 18.1, Advertising Service Agreements, 1918-1982

Subseries 18.2, Bylaw Materials, 1969-1972

Subseries 18.3, Copyright Claims, 1962-1969

Subseries 18.4, Correspondence, 1928-1933

Subseries 18.5, International Office Correspondence, 1947-1948

Subseries 18.6, Dissolution of Trusts, 1934-1937

Subseries 18.7, Stock Information, 1934-1974

Subseries 18.8, Agreements between Partners, 1911-1916

Subseries 18.9, Incorporation Materials, 1929-1977

Subseries 18.10, Certificates of Reduction of Capital, 1937; 1975

Subseries 18.11, Property Information, 1921-1948

Subseries 18.12, Miscellaneous Materials, 1929-1977

Series 19, Personnel Records, circa 1889-2001, are arranged into eight groupings within eight boxes. The groupings are employee card files, photographs, Ayer alumni, biographies, speeches, recollections, oral histories, and miscellaneous. Typed manuscript of book A Copy Writer Speaks by George Cecil, NW Ayer, Incorporated copy head 1920s-1950s

Subseries 19.1, Employee card files, circa 1892-1915; 1929-1963, consists of index cards with the name, age, job title, date and wage increases, date of hire/fire, as well as remarks about the employee's service and/or reasons for seeking or leaving the job. Materials are arranged alphabetically by the last name of the employee within three boxes.

Subseries 19.2, Photographs, circa 1924-1984, undated, are housed in two boxes. The photographs grouped together by subjects i.e. personnel, company events, Ayer buildings, and miscellaneous. This grouping primarily consists of personnel photographs. Includes a glass plate negative dated 1924 of NW Ayer.

Subseries 19.3, Ayer Alumni, circa 1989-98, include employees who have left Ayer. There is a listing of Ayer "graduates" and their current job. Emeritus, Ayer's alumni newsletter 1989-1996, makes up the majority of materials in this grouping. The newsletter keeps the alumni up to date with the happenings of Ayer and what has become of former Ayer employees. Emeritus is a quarterly newsletter devoted to the activities, thoughts and feelings of Ayer alumni a body of people who consists of retirees and former employees.

Subseries 19.4, Biographical Information, circa 1889-1994, undated, prominent members of Ayer's operations had biographical sketches completed of them. This was true for the bio sketches of Robert Ervin, Louis T. Hagopian, and George A. Rink. There is a substantial file on Dorothy Dignam ("Mis Dig"), a leading woman in the advertising world from the 1930s to the 1950s. Also of interest is a video ("The Siano Man") compiled by Ayer employees to commemorate Jerry Siano's retirement from Ayer in 1994. The series is arranged alphabetically by last name.

Subseries 19.5, Speeches, circa 1919-1931; 1975, contains speeches made by Wilfred W. Fry and Neal W. O'Connor. Wilfred W. Fry had various speaking engagements connected with Ayer. Contained in this group is a sampling of his speeches from 1919 to 1931. Neal O'Connor's speech "Advertising: Who Says It's a Young People's Business" was given at the Central Region Convention for the American Association of Advertising Agencies in Chicago on November 6, 1975. The speeches are arranged alphabetically by the speaker's last name.

Subseries 19.6, Recollections, 1954-1984, undated, are arranged alphabetically by last name. These are recollections from Ayer employees about the company and its advertisements. Some recollections are specifically about certain types of advertisements, like farm equipment while others reflect on F. W. Ayer and the company.

Subseries 19.7, Oral History Interview Transcripts, 1983-1985; 1989-1991, include interviews with key NW Ayer personnel, conducted by Ayer alumnae Howard Davis, Brad Lynch and Don Sholl (Vice President creative) for the Oral History Program. The materials are arranged alphabetically by the last name of the interviewee.

Subseries 19.8, Oral History Interview Audio Tapes, 1985-1990, include interviews on audiotape the materials are arranged alphabetically by the last name of the interviewee.

Subseries 19.9, Internal Communications, 1993-1999, includes information sent to employees relating to retirements, management changes, awards won by the company, promotions, potential new accounts, free items, grand opening of Ayer Café, donation events, sponsorship programs, holiday schedules, discounts for employees from clients, Ayer joins MacManus Group.

Subseries 19.10, General Materials, 1940; 1970, includes agency directory entry including a list of the employees, 1970s, annual banquet program for the Curfew Club May 22, 1940 a group formed by the Philadelphia employee in 1938. It sponsored numerous sports, social and educational activities. Groups were formed in public speaking, music appreciation and a series of talks on Monday evenings title the modern woman. The front page was a series of talks for general interest. A list of officers, 1991, Twenty five year club membership, 1973 December 1, List of NW Ayer graduates, 1970, List of Officers, 1991 May 31, Obituary for Leo Lionni, 1999 October 17, List of photographers of advertisements, 2001

Series 20, Background and History Information, 1817-1999, undated includes a chronology, 1817-1990, quick reference timeline, 1848-1923, loose pages from a scrapbook containing examples of correspondence, envelopes, advertisements dating from 1875-1878; slogans coined by NW Ayer & Sons, Incorporated, 1899-1990, history of management, 1909-1923, articles and photographs about the building and art galleries, 1926-1976, publications about the Philadelphia building, 1929, pamphlet relating to memories of NW Ayer & Sons, Incorporated, 1930s-1950s, television history, 1940-1948, Article about the history of the company, 1950 January, pocket guide, 1982, AdWeek reports about standings for advertising agencies, information relating to Human Contact which is NW Ayer's Information relating to Human Contact, undated which is their philosophy on advertising.

Series 21, Materials Created by other Advertising Agencies, 1945-1978, undated, consists of print advertisements collected by Ayer from other major advertising companies. The companies include Doyle Dane Bernback, Incorporated, Leo Burnett Company, Grey Advertising Agency, D'Arcy Ad Agency, Scali, McCabe, Sloves, Incorporated and Erwin Wasey Company. The materials are arranged in alphabetical order by client and include products from Ralston Purina and Van Camp (Chicken of the Sea), Kellogg, American Export Lines and No Nonsense Fashions.

Series 22, 2010 Addendum of Print Advertisements, circa 1879s-1999, undated, includes material given to the Archives Center in 2010. It is organized into seventy one oversized boxes and contains proofsheets of print advertisements for select Ayer clients. These are arranged alphabetically by client name and include substantial quantities of materials from American Telephone &Telegraph (1945-1996), Bahamas Ministry of Tourism (1967-1987), Carrier (1971-1981), Citibank (1973-1991), DeBeers (1940s-1960s and1990s), Electric Companies Advertising Program [ECAP] (1942-1970s), General Motors (1989-1998), J.C. Penney (1983-1986), Newsweek (1966-1975), and Proctor and Gamble (1980s-1890s). There are also numerous other clients represented by smaller quantities of materials.

Subseries 22.1, Print Advertisements, 1930-1990, undated

Subseries 22.2, Print Advertisements on Glass Plate Negatives, 1879-1881, undated, include Cannon towels, Cheny Brothers silks, Cornish & Company organs and pianos, Enterprise Manufacturing Company, 1879 sad iron, an ad from Harper's Weekly 1881 for ladies clothing, Ostermoor & Company mattresses, Pear's soap, Porter's cough balsam, Steinway pianos.

Series 23, Microfilm of Print Advertisements, circa 1908-1985, consists of three boxes of printed advertisements for the American Telephone and Telegraph Company. Some of the same advertisements might also be found in series two, three and four.
Arrangement:
The collection is arranged into twenty-three series.

Series 1: Scrapbooks of Client Print Advertisements, circa 1870-1920

Series 2: Proofsheets, circa 1870-1930

Series 3: Proofsheets, circa 1920-1975

Series 4: 2001 Addendum, circa 1976-2001

Series 5: Billboards, circa 1952-1956

Series 6: Audiovisual Materials

Series 7: Radio and Television Materials, 1933-1993, undated

Series 8: Chicago Office Print Advertisements, 1954-1989

Series 9: Los Angeles Office Materials, 1950s-1987

Subseries 9.1: Printed Advertisements, 1977-1987

Subseries 9.2: Personnel Files, 1950s-1970s

Series 10, Foreign Print Advertisements, 1977-1991, undated

Series 11, Cunningham & Walsh Incorporated Materials, 1915-1987, undated

Subseries 11.1, Printed Advertisements, 1915-1987

Subseries 11.2, Radio and Television Advertisements, 1963-1967

Subseries 11.3, Company Related Materials, 1962-1986, undated

Series 12: Hixson & Jorgensen Materials, 1953-1971, undated

Series 13: Newell-Emmet, 1942-1957

Series 14, House Print Advertisements, 1870-1991

Series 15: Scrapbooks, 1872-1959

Series 16: Publications, 1849-2006

Subseries 16.1, House Publications, 1876-1994

Subseries 16.2, Publications about NW Ayer, 1949-1995

Subseries 16.3, General Publications about Advertising, 1922-2006

Subseries 16.4, Publications about other Subjects, 1948-1964

Series 17, Business Records, circa 1885-1990s

Subseries 17.1, Contracts, 1885-1908, undated

Subseries 17.2, General Client Information, 1911-1999, undated

Subseries 17.3, Individual Client Account Information, 1950s-1990s, undated

Subseries 17.4, Potential Clients, 1993

Subseries 17.5, Financial Records, 1929-1938

Series 18: Legal Records, circa 1911-1984

Subseries 18.1, Advertising Service Agreements, 1918-1982

Subseries 18.2, Bylaw Materials, 1969-1972

Subseries 18.3, Copyright Claims, 1962-1969

Subseries18.4, Correspondence, 1928-1933

Subseries 18.5, International Office Correspondence, 1947-1948

Subseries 18.6, Dissolution of Trusts, 1934-1937

Subseries 18.7, Stock Information, 1934-1974

Subseries 18.8, Agreements between Partners, 1911-1916

Subseries 18.9, Incorporation Materials, 1929-1977

Subseries 18.10, Certificates of Reduction of Capital, 1937; 1975

Subseries 18.11, Property Information, 1921-1948

Subseries 18.12, Miscellaneous Materials, 1929-1977

Series 19, Employee Materials, circa 1889-2001

Subseries 19.1, Employee Card files, circa 1892-1915; 1929-1963

Subseries 19.2, Photographs, circa 1924-1984, undated

Subseries 19.3, Alumni Publications, circa 1989-1998

Subseries 19.4, Biographical Information, circa 1889-1994

Subseries 19.5, Speeches, circa 1919-1931; 1975

Subseries 19.6, Recollections, 1954-1984, undated

Subseries 19.7, Oral History Interview Transcripts, 1983-1985; 1989-1991

Subseries 19.8, Oral History Audiotapes, 1985-1990

Subseries 19.9, Internal Communications, 1993-1999

Subseries 19.10, General Materials, 1940-2001

Series 20, History and Background Information about the Company, 1817-1999, undated

Series 21: Materials Created by other Advertising Agencies, 1945-1978, undated

Series 22: 2010 Addendum of Print Advertisements, circa 1879s-1990s, undated

Subseries 22.1, Print Advertisements, 1930-1990, undated

Subseries 22.2, Print Advertisements on Glass Plate Negatives, 1879-1881, undated

Series 23, Microfilm of Print Advertisements, circa 1908-1985
Biographical / Historical:
Founded in Philadelphia in 1869, NW Ayer & Son is one of the oldest and largest advertising agencies in America. For most of its history, it was the undisputed leader and innovator in the field of advertising. In 1876, NW Ayer & Son pioneered the "open contract", a revolutionary change in the method of billing for advertising which became the industry standard for the next hundred years. NW Ayer pioneered the use of fine art in advertising and established the industry's first art department. It was the first agency to use a full-time copywriter and the first to institute a copy department. The agency relocated to New York City in 1974. During its long history, the agency's clients included many "blue-chip" clients, including American Telephone & Telegraph, DeBeers Consolidated Diamond Mines, Ford Motor Company, Nabisco, R. J. Reynolds and United Airlines. However, in later years, the Ayer's inherent conservatism left the agency vulnerable to the creative revolution of the 1960s and 1970s, the advertising industry restructuring of the 1980s and the economic recession of the early 1990s. The agency was bought out by a Korean investor in 1993. In 1996, NW Ayer merged with another struggling top twenty United States advertising agency, Darcy, Masius, Benton & Bowles, under the umbrella of the McManus Group. Ayer continues to operate as a separate, full-service agency.

Through a series of buyouts and mergers, Ayer traces its lineage to the first advertising agency founded in the United States, a Philadelphia agency begun by Volney Palmer in 1841. Palmer began his career in advertising as a newspaper agent, acting as middleman between newspaper publishers and advertisers across the country. By 1849, Palmer had founded his own newspaper, V. B. Palmer's Register and Spirit of the Press, and had developed a complete system of advertising which included securing advertising space and placing ads in scores of commercial, political, religious, scientific and agricultural journals across the country. Palmer went one step further than the "space jobbers" of the day when he began offering "advertisements carefully drawn for those who have not the time to prepare an original copy." Always an enthusiastic promoter of advertising as an incentive to trade and American economic growth, Palmer promised advertisers that "every dollar paid for advertising in country newspapers will pay back twenty-fold" and encouraged skeptical consumers that "he who wishes to buy cheap should buy of those who advertise." When Palmer died in 1863, the agency was bought by his bookkeeper, John Joy, who joined with another Philadelphia advertising agency to form Joy, Coe & Sharpe. That agency was bought out again in 1868 and renamed Coe, Wetherill & Company. In 1877, Coe, Wetherill and Company was bought out by the newly formed NW Ayer & Son.

Francis Wayland Ayer was an ambitious young schoolteacher with an entrepreneurial streak. Having worked for a year soliciting advertisements on a commission basis for the publisher of the National Baptist weekly, Francis Ayer saw the potential to turn a profit as an advertising agent. In 1869, Ayer persuaded his father, Nathan Wheeler Ayer, to join him in business, and with an initial investment of only $250.00, NW Ayer & Son was born. Notwithstanding a smallpox epidemic in Philadelphia in 1871 and the general economic depression of the early 1870s, the agency flourished. The senior Ayer died in 1873, leaving his interest in the agency to his wife, but Francis W. Ayer bought her out, consolidating his interest in the company's management. In 1877, with Coe, Wetherill & Company (the successor to Palmer's 1841 agency) on the verge of bankruptcy and heavily indebted to Ayer for advertising it had placed in Ayer publications, Ayer assumed ownership of that agency. Thus did NW Ayer lay claim to being the oldest advertising agency in the country.

Both Nathan Wheeler and Francis Wayland Ayer began their careers as schoolteachers, and one of their legacies was a commitment to the cause of education: correspondence schools and institutions of higher learning were historically well-represented among Ayer clients. Just after World War I, the agency was heralded as "co-founder of more schools than any citizen of this country" for its conspicuous efforts to advertise private schools. Well into the 1960s, an "Education Department" at Ayer prepared advertisements for over three hundred private schools, camps and colleges, representing almost half the regional and national advertising done for such institutions. In fact, to its clients Ayer presented advertising itself as being akin to a system of education. In 1886, Ayer began promoting the virtues of the Ayer way advertising with the slogan, "Keeping Everlastingly at It Brings Success."

The agency's goals were simple: "to make advertising pay the advertiser, to spend the advertiser's money as though it were our own, to develop, magnify and dignify advertising as a business." Initially, Ayer's fortunes were tied to newspapers, and the agency began to make a name for itself as compiler and publisher of a widely used American Newspaper Annual. During the first years, Ayer's singular goal was "to get business, place it [in newspapers] and get money for it"; after several years as an independent space broker, however, Francis Ayer resolved "not to be an order taker any longer." This decision led NW Ayer and Son to a change in its mode of conducting business which would revolutionize the advertising industry: in 1876, Ayer pioneered the "open contract" with Diggee & Conard, Philadelphia raised growers and agricultural suppliers. Prior to the open contract, NW Ayer & Sons and most agencies operated as "space-jobbers," independent wholesalers of advertising space, in which the opportunities for graft and corrupt practices were virtually unlimited. In contrast, the open contract, wherein the advertiser paid a fixed commission based on the volume of advertising placed, aligned the advertising agent firmly on the side of the advertiser and gave advertisers access to the actual rates charged by newspapers and religious journals. The open contract with a fixed commission has been hailed by advertising pioneer Albert Lasker as one of the "three great landmarks in advertising history." (The other two were Lasker's own development of "reason-why" advertising copy and J. Walter Thompson's pioneering of sex appeal in an advertisement for Woodbury's soap.) Although the transition to the open contract did not happen overnight, by 1884, nearly three-quarters of Ayer's advertising billings were on an open contract basis. Since Ayer was, by the 1890s, the largest agency in America, the switch to direct payment by advertisers had a significant impact on the advertising industry, as other agencies were forced to respond to Ayer's higher standard. Just as important, the open contract helped to establish N W Ayer's long-standing reputation for "clean ethics and fair dealing" -- a reputation the agency has guarded jealously for over a century. The open contract also helped to establish Ayer as a full service advertising agency and to regularize the production of advertising in-house. From that point forward, Ayer routinely offered advice and service beyond the mere placement of advertisements. Ayer set another milestone for the industry in 1888, when Jarvis Wood was hired as the industry's first full-time copywriter. Wood was joined by a second full time copywriter four years later, and the Copy Department was formally established in 1900. The industry's first Art Department grew out of the Copy Department when Ayer hired its first commercial artist to assist with copy preparation in 1898; twelve years later Ayer became the first agency to offer the services of a full time art director, whose sole responsibility was the design and illustration of ads.

Ayer's leadership in the use of fine art in advertising has roots in this period, but achieved its highest expression under the guidance of legendary art director Charles Coiner. Coiner joined Ayer in 1924, after graduating from the Chicago Academy of Fine Arts. Despite early resistance from some clients, Coiner was adamant that "the use of outstanding palette and original art forms bring a greater return in readership, in impact and prestige for the advertiser." To this end, Coiner marshaled the talents of notable painters, illustrators and photographers, including N.C. Wyeth and Rockwell Kent (Steinway), Georgia O'Keefe (Dole), Leo Lionni (DuPont), Edward Steichen (Steinway, Cannon Mills), Charles Sheeler (Ford), and Irving Penn (DeBeers). Coiner believed that there was a practical side to the use of fine art in advertising, and his success (and Ayer's) lay in the marriage of research and copywriting with fine art, an arrangement Coiner termed "art for business sake." Coiner's efforts won both awards and attention for a series completed in the 1950s for the Container Corporation of America. Titled "Great Ideas of Western Man" the campaign featured abstract and modern paintings and sculpture by leading U.S. and foreign artists, linked with Western philosophical writings in an early example of advertising designed primarily to bolster corporate image. In 1994, Charles Coiner was posthumously named to the American Advertising Federation's Hall of Fame, the first full time art director ever chosen for that honor.

Coiner and fellow art director Paul Darrow also created legendary advertising with the "A Diamond Is Forever" campaign for DeBeers; ads featured the work of Pablo Picasso, Salvador Dali and other modernist painters. The "A Diamond is Forever" tagline was written in 1949 by Frances Gerety, a woman copywriter at Ayer from 1943 to 1970. In 1999, Ad Age magazine cited "A Diamond is Forever" as the most memorable advertising slogan of the twentieth century.

Coiner also earned respect for his volunteer government service during World War II; he designed the armbands for civil defense volunteers and logos for the National Recovery Administration and Community Chest. As a founding member of the Advertising Council in 1945, Ayer has had a long-standing commitment to public service advertising. In the mid-1980s, Ayer became a leading force in the Reagan-era "War on Drugs". Lou Hagopian, Ayer's sixth CEO, brokered the establishment of the Partnership for a Drug-Free America, a media coalition which generated as much as a million dollars a day in donated advertising space and time to prevent the use and abuse of illegal drugs. Famous names appear among NW Ayer's clientele from the very earliest days of the agency. Retailer John Wanamaker, Jay Cooke and Company, and Montgomery Ward's mail-order business were among the first Ayer clients. The agency has represented at least twenty automobile manufacturers, including Cadillac, Chrysler, Ford, General Motors, Plymouth, and Rolls-Royce. Other major, long-term clients through the years have included American Telephone & Telegraph, Canada Dry, Cannon Mills, Hills Bros. Coffee Company, Kellogg's, R. J. Reynolds, Steinway and Sons, United Airlines, and the United States Army. By the time of Ayer's hundredth anniversary in 1969, some of these companies had been Ayer clients for decades if not generations, and the longevity of those relationships was for many years a source of Ayer's strength.

But the advertising industry began to change in the late 1960s and 1970s, due in part to a "creative revolution." Small advertising agencies won attention with provocative copywriting and art direction that more closely resembled art than advertising. Advances in market research allowed clients to more narrowly tailor their advertising messages to distinct groups of consumers, and this led to a rise in targeted marketing which could more readily be doled out to specialized small agencies than to larger, established firms like NW Ayer & Son. The civil rights and anti-war movements also contributed to increasing public skepticism with the values of corporate America, and by extension, with some national advertising campaigns. Older, more conservative firms like Ayer were hard pressed to meet these new challenges.

About 1970, in an effort to meet these challenges and to establish a foothold on the West Coast, Ayer bought out two smaller agencies--Hixson & Jorgenson (Los Angeles) and Frederick E. Baker (Seattle). The agency relocated from Philadelphia to New York City in 1974 in an attempt both to consolidate operations (Ayer had operated a New York office since the 1920s) and to be closer to the historic center of the advertising industry. Riding the wave of mergers that characterized the advertising industry in the late 1980s and 1990s, Ayer continued to grow through the acquisition of Cunningham & Walsh in 1986 and Rink Wells in 19xx.

During this transitional period, Ayer received widespread acclaim for its work for the United States Army, which included the widely recognized slogan "Be All You Can Be". Ayer first acquired the Army recruitment account in 1967 and with help from its direct marketing arm, the agency was widely credited with helping the Army reach its recruitment goals despite an unpopular war and plummeting enlistments after the elimination of the draft in 1973. Ayer held the account for two decades, from the Vietnam War through the Cold War, but lost the account in 1986 amid government charges that an Ayer employee assigned to the account accepted kickbacks from a New York film production house. Despite Ayer's position as the country's 18th largest agency (with billings of $880 million in 1985), the loss of the agency's second largest account hit hard.

NW Ayer made up for the loss of the $100 million dollar a year Army account and made headlines for being on the winning end of the largest account switch in advertising history to date, when fast food giant Burger King moved its $200 million dollar advertising account from arch-rival J. Walter Thompson in 1987. Burger King must have had drive-thru service in mind, however, and Ayer made headlines again when it lost the account just eighteen months later in another record-breaking account switch. Another devastating blow to the agency was the loss of its lead position on the American Telegraph and Telephone account. Ayer pioneered telecommunications advertising in 1908, when the agency was selected to craft advertising for the Bell System's universal telephone service. Despite valiant efforts to keep an account the agency had held for most of the twentieth century, and for which they had written such memorable corporate slogans as American Telephone &Telegraph "The Voice with a Smile" and "Reach Out and Touch Someone", the agency lost the account in 1996.

After a wave of mergers and acquisitions in the late 1980s, the economic recession of the early 1990s hit Madison Avenue hard, and Ayer was particularly vulnerable. Despite the agency's long history and roster of "blue-chip" clients, Ayer was not known for cutting-edge creative work. Moreover, though the agency had offices overseas, Ayer had never built a strong multinational presence, and many of the smaller international offices were sold during the financial turmoil of the 1980s. This left a real void in the new climate of global marketplace consolidation. By about 1990, earnings were declining (although Ayer was still among the top twenty United States agencies in billings), and the agency was suffering from client defections, high management turnover, expensive real estate commitments and deferred executive compensation deals, all fallout of the high-flying 1980s. This was the atmosphere in 1993, when W.Y. Choi, a Korean investor who had already assembled a media and marketing empire in his homeland, began looking for an American partner to form an international advertising network. Jerry Siano, the former creative director who had recently been named Ayer's seventh CEO, was in no position to refuse Choi's offer of $35 million to buy the now floundering agency. The infusion of cash was no magic bullet, however. Choi took a wait-and-see approach, allowing his partner Richard Humphreys to make key decisions about Ayer's future, including the purging of senior executives and the installation of two new CEOs in as many years.

The agency's downward trend continued with the loss of another longtime client, the DeBeers diamond cartel in 1995. Adweek reported that Ayer's billings fell from $892 million in 1990 to less than $850 million in 1995. Several top executives defected abruptly, and the agency failed to attract major new accounts. Ayer was facing the loss not merely of revenue and personnel, but the loss of much of the respect it once commanded. Ayer remained among the twenty largest U.S. agencies, but an aura of uncertainty hung over the agency like a cloud. A new CEO was appointed, and Mary Lou Quinlan became the agency's first woman CEO in 1995. A year later, Ayer and another struggling top twenty agency, D'arcy, Masius, Benton & Bowles, combined as part of the McManus Group of companies. In 1998, the McManus Group had worldwide billings of more than $6.5 billion.

Under the McManus Group, Ayer was able to expand its international operations and begin to rebuild a stronger global presence. Several important new clients were won in 1997 and 1998, including Avon, General Motors, Kitchenaid, several Procter & Gamble brands and, most notably, Continental Airlines worldwide accounts. Born in the nineteenth century, Ayer may be one of a very few advertising agencies to successfully weather the economic and cultural transitions of both the twentieth and twentieth first centuries. Ayer was eventually acquired by the Publicis Groupe based in Paris, France which closed down the N.W. Ayer offices in 2002.
Related Materials:
Materials in the Archives Center

Warshaw Collection of Business Americana (AC0060)

Hills Bros. Coffee Incorporated Records (AC0395)
Provenance:
The collection was donated by N W Ayer ABH International, April 15, 1975 and by Ayer & Partners, October 30, 1996.
This collection was donated by Jane Doe's widower, John Doe, 1919; additional materials donated by Jane Doe's children, 1936.
Restrictions:
The collection is open for research use.

Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.

Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Reproduction permission from Archives Center: reproduction fees may apply. Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. All duplication requests must be reviewed and approved by Archives Center staff. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies.
Topic:
Advertising agencies  Search this
advertising  Search this
Genre/Form:
Business records -- 1840-2000
Interviews -- 1980-2000
Oral history -- 1980-1990
Print advertising
Proof sheets
Proofs (printed matter)
Scrapbooks -- 1840-1990
Trade literature
Tear sheets
Advertisements
Citation:
NW Ayer & Sons, incorporated Advertising Agency Records, dates, Archives Center, National Museum of American History
Identifier:
NMAH.AC.0059
See more items in:
N W Ayer Advertising Agency Records
Archival Repository:
Archives Center, National Museum of American History
EDAN-URL:
ead_collection:sova-nmah-ac-0059
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