Steel; graphite jet vanes, some wooden construction elements in fuselage; aluminum tanks not present.
Dimensions:
Overall: 11 ft. 8 3/8 in. wide x 46 ft. 1 3/16 in. deep x 5 ft. 5 in. diameter x 44 ft. 5 3/16 in. long, 8427.9 lb. (356.6 x 1405.1 x 165.1 x 1354.3cm, 3822.9kg)
The Beatrice Medicine papers, 1913-2003 (bulk 1945-2003), document the professional life of Dr. Beatrice "Bea" Medicine (1923-2005), a member of the Standing Rock Sioux tribe, anthropologist, scholar, educator, and Native rights activist. The collection also contains material collected by or given to Medicine to further her research and activism interests. Medicine, whose Lakota name was Hinsha Waste Agli Win, or "Returns Victorious with a Red Horse Woman," focused her research on a variety of topics affecting the Native American community: 1) mental health, 2) women's issues, 3) bilingual education, 4) alcohol and drug use, 5) ethno-methodologies and research needs of Native Americans, and 6) Children and identity issues. The collection represents Medicine's work as an educator for universities and colleges in the United States and in Canada, for which she taught Native American Studies courses. Additionally, because of the large amount of research material and Medicine's correspondence with elected U.S. officials and Native American leaders, and records from Medicine's involvement in Native American organizations, the collection serves to represent issues affecting Native Americans during the second half of the 20th century, and reflects what Native American leaders and organizations did to navigate and mitigate those issues. Collection materials include correspondence; committee, conference, and teaching material; ephemera; manuscripts and poetry; maps; notes; periodicals; photographs; training material; and transcripts.
Scope and Contents:
The papers of Beatrice Medicine reflect Medicine's interests as an academic and an activist, and contain correspondence, committee, conference, and teaching material, ephemera, manuscripts and poetry, maps, notes, periodicals, photographs, and training material (see series scope notes for further details on contents). The majority of the material is printed matter that Medicine collected, with less of her own work included. Taken together, the collection reflects issues affecting Native Americans during the second half of the 20th century, as well as the network of Native American leaders and organizations that navigated these issues. Student papers, letters of recommendation, evaluations, and documents containing personally identifiable information are restricted.
Arrangement:
The collection is divided into 24 series:
Series 1: Native American Culture and History, 1954-1962, 1967-1975, 1978-1989, 1991-1997, 1999-2002
Series 2: Appropriations, Economics, and Labor, 1955, circa 1970-1980, 1988, 1993, circa 1995-2000
Series 3: Archaeology, 1935-1950, 1952-1973, 1987-1995
Series 4: Native American Artists, Authors, Crafts, Film, and Poets, 1951-1969, 1972-2002
Series 5: Census, Demographic, and Poll Data, 1974, 1984-1986
Series 6: Civil Rights, 1972, 1980, 1983-1997
Series 7: Committee Material: Correspondence, Meeting Minutes, and Memos, 1985-1995
Series 8: Conference Material, 1955-1962, 1965, 1968-1974, 1976-2002
Series 9: Correspondence, 1952, 1959, 1962, 1966-2000
Series 10: Education: Native American Institutions and Teaching Material, 1948-2002
Series 11: Ephemera: Campaign, Pow-Wow, and Other Event Buttons, and Calendars, 1973, 1976, circa 1980-2000
Series 12: Health: Alcohol and Drug Addiction and Recovery, Disabilities, Healthcare, Mental Health, Nutrition, and Wellness, 1955, 1965, 1969-1999, 2004
Series 13: Historic Preservation, 1942, 1956, 1960-1969, 1979, circa 1985-1998
Series 14: Invitations, 1966-1979, 1982, 1991-2002
Series 15: Linguistics: Native American Languages, 1961, 1963, 1975, 1978-1981, 1987-1995
Series 16: Manuscripts, 1964-2003
Series 17: Maps, 1982-1991
Series 18: Museum Material: Native American Museums, Exhibit Preparation, and the National Museum of the American Indian, 1949, 1962, circa 1976-1998
Series 19: Oversized Material, 1962, circa 1965-1996, 1999
Series 20: Published material: Journals, Magazines, Monographs, and Newsletters, 1914, 1932, 1944, 1946-1947, 1952-2003
Series 21: Reports, 1947-1949, 1956-1998
Series 22: Training Material, 1968, 1988-2000
Series 23: Women and Gender, 1962, 1965, circa 1970-1997
Series 24: Restricted Material, 1972, 1978, 1987-1999
Biographical / Historical:
A member of the Standing Rock Sioux tribe, Beatrice "Bea" Medicine—also known by her Lakota name Hinsha Waste Agli Win, or "Returns Victorious with a Red Horse Woman"—was born on the Standing Rock Indian Reservation in Wakpala, South Dakota on August 1, 1923.
As a young adult, she studied at the South Dakota State University on the Laverne Noyes Scholarship, where she attained her B.A. in Anthropology in 1945. Between 1945 and 1951, Medicine worked a variety of teaching positions, including for three American Indian institutions (see Chronology for Medicine's complete work history). In 1951, Medicine went back to school and worked as a research assistant until she earned her master's degree in Sociology and Anthropology from Michigan State University in 1954. For the remainder of her life, Medicine served as faculty, visiting professor, and scholar-in-residence at thirty-one universities and colleges in the United States and Canada, teaching cultural and educational anthropology courses, as well as Native American Studies. As an educator, Medicine carried out her research on a variety of issues affecting Native American and First Nation communities, including: 1) mental health issues, 2) women's issues—professionalization, sterilization, socialization, and aging, 3) bilingual education, 4) alcohol and drug use and abuse, 5) ethno-methodologies and research needs, and 6) socialization of children and identity needs. Medicine's research in American Indian women's and children's issues, as well as her research in gender identity among the LGBT community was among the first to document the narratives of the members of these groups.
In 1974, Medicine testified alongside her cousin, Vine Deloria, Jr., as an expert witness in the Wounded Knee trial (United States v. Banks and Means). Following this, Medicine returned to school to pursue her Ph.D. in Cultural Anthropology, which she completed in 1983 at the University of Wisconsin. With her experience as a researcher, educator, activist, and Lakota woman, medicine sought to create more opportunities for multicultural and bilingual education for minority students, especially those of Native American descent. Such education, she believed, provided students a means to preserve and legitimize their own cultural identity, debase negative stereotyes, and be recognized as individuals who are capable of academic and economic achievement.
Medicine was an active member of the American Anthropological Association (AAA) and pursued her educational agenda further through the establishment of the Committee of Anthropologists in Primarily Minority Institutions (CAPMI) (1987-1995), which brought anthropologists out of retirement to teach at minority institutions. (See Chronology for a complete list of organizations and committees in which Medicine was involved.) The program was short-lived but provided a space for minority students to confront a field that historically misrepresented them, reclaim their narratives and languages, and instigate positive change as potential future anthropologists.
Medicine officially retired on August 1, 1989, but continued to be active in AAA and was honored many times for her contributions to the field of anthropology. Some of her recognitions include the Distinguished Service Award from AAA (1991) and the Bronislaw Malinowski Award from the Society for Applied Anthropology (1996). One of Medicine's highest honors, however, was serving as the Sacred Pipe Woman at the 1977 Sun Dance. Medicine continued her research into retirement, and went on to publish her first book in 2001, Learning to Be an Anthropologist and Remaining "Native": Selected Writings. Medicine died in Bismarck, North Dakota on December 19, 2005. Medicine's final work, Drinking and Sobriety Among the Lakota Sioux was published posthumously in 2006. In honor of her life's work and dedication to education, the Society for Applied Anthropology (SfAA) created the Bea Medicine Award, a scholarship travel grant for students to attend the Annual Meeting of the SfAA.
Chronology: Beatrice Medicine
1923 August 1 -- Beatrice Medicine (also known by her Lakota name, Hinsha Waste Agli Win, or "Returns Victorious with a Red Horse Woman") is born on the Standing Rock Indian Reservation in Wakpala, South Dakota.
1941-1945 -- Receives scholarship: Laverne Noyes Scholarship, South Dakota State University
1945 -- Receives Bachelor of Arts, Anthropology, South Dakota State University.
1945-1946 -- Teacher, Home Economics, Haskell Indian Institute (B.I.A.)
1947-1948 -- Health Education Lecturer, Michigan Tuberculosis Association
1948-1949 -- Teacher, Santo Domingo Pueblo, United Pueblos Agency, Albuquerque, New Mexico
1949-1950 -- Teacher, Navajo Adult Beginner's Program, Albuquerque Indian School
1950-1951 -- Teacher, Home Economics, Flandreau Indian School
1950-1954 -- Fellowship: Illinois Federation of Women's Clubs Fellowships
1951-1954 -- Research Assistant, Sociology and Anthropology, Michigan State University
1953-1954 -- Fellowship: John Hay Whitney Foundation Fellowship
1954 -- Receives Master of Arts, Sociology and Anthropology, Michigan State University. Fellowship: American Council of Learned Societies Fellowship
1954- -- Charter Member, American Indian Women's Service League
1955-1958 -- Teaching and Research Assistant, University of Washington
1956 -- Honor: Outstanding Alumna, South Dakota State University
1960 -- Mentioned as "Who's Who Among American Indians"
circa 1960 -- Alpha Kappa Delta, Sociology Hononary Phi Upsilon Omicron, Home Economic Honorary
1960-1963 -- Lecturer, Anthropology, University of British Columbia
1960-1964 -- Board of Directors, Native Urban Indian Centers in Vancouver, British Columbia and Calgary, Alberta
1963-1964 -- Lecturer/Sociology and Teacher/Counselor, Mount Royal College, Indian Affairs Branch Receives grant: American Council of Learned Societies Research Grant
1965 -- Lecturer, Social Science, Michigan State University
1966 -- Psychiatric Social Worker, Provincial Guidance Centre, Calgary, Alberta, Canada
1966-1967 -- Receives grant: Career Development Grant, National Institute of Mental Health
1966- -- Member, National Congress of American Indians (Education Issues)
1967 -- Receives grant: Ethnological Research Grant, National Museum of Canada
1967-1968 -- Lecturer, Sociology and Anthropology, University of Montana
1968 -- Teacher, "Cultural Enrichment Program," Standing Rock Indian Reservation, South Dakota Cited in "The Role of Racial Minorities in the United States," Seattle, Washington
1968 March -- Speaker: "The Pow-Wow as a Social Factor in the Northern Plains Ceremonialism," Montana Academy of Sciences
1968 May -- Speaker: "Patterns and Periphery of Plains Indian Pow-Wows," Central States Anthropological Society
1968 June -- Speaker: "Magic Among the Stoney Indians," Canadian Sociology and Anthropological Association, Calgary, Alberta
1968 August -- Speaker: "Magic Among the Stoney Indians," International Congress of Americanists, Stuttgart, German Speaker: "The Dynamics of a Dakota Indian Giveaway," International Congress of Americanists, Stuttgart, German
1968-1969 -- Director, American Indian Research, Oral History Project and Assistant Professor of Anthropology, University of South Dakota
1968-1970 -- Consultant, Text Book Evaluation Committee, American Indians United
1969 -- Assistant Professor, Teacher Corps, University of Nebraska
1969 September -- Speaker: "The Red Man Yesterday," Governor's Interstate Indian Council, Wichita, Kansas
1969 December -- Speaker: "The Native American in Modern Society," Northwestern State College
1969-1970 -- Assistant Professor, San Francisco State University Speaker: "The Indian in Institutions of Higher Learning," Annual Conference, National Indian Education Association
1969-1975 -- Member, Editorial Board, American Indian Historical Society
1970 -- Mentioned for second time as "Who's Who Among American Indians" Steering Committee Member, Indian Ecumenical Convocation of North America Member, Planning Committee Indian Alcoholism and Drug Use
1970 August -- Speaker: "The Role of the White Indian Expert," 2nd Annual Conference, National Indian Education Association
1970 October -- Speaker: "The Ethnographic Study of Indian Women," Annual Convention, American Ethnohistorical Soceity
1970 November -- Speaker: "The Anthropologists as the Indian's Image Maker," Annual Meeting, American Anthropological Association Speaker: "The Anthropologist and Ethnic Studies Programs," Annual Meeting, American Anthropological Association
1970-1971 -- Associate Professor, Anthropology, San Francisco State University Member, Mayor's Committee on the Status of Women, San Francisco, California
1971 -- Member, Native American Scholars Board, Steering and Selection, American Indian Historical Society
1971 May -- Speaker: "Ethnic Studies and Native Americans," National Education Association
1971-1973 -- Pre-Doctoral Lecturer, Anthropology, University of Washington Consultant, American Indian Heritage Program
1972 -- Honored in "Potlatch" ceremony by Makah Tribal people at the National Indian Education Conference for contributions to Indian education Receives grant: American Council of Learned Societies Travel Grant, Americanist Annual Meeting, Rome, Italy Curriculum Advisor, Lakota Higher Education Center, Prine Ridge, South Dakota
1972 March -- Speaker: "Warrior Women Societies," Northwest Anthropological Conference
1972 April -- Chairperson and Speaker: "Racism and Ethnic Relations," Society for Applied Anthropology
1972 June -- Chairperson, Native American Studies Symposium, International Congress of Americanists, Mexico
1972 August -- Speaker: "Warrior Women of the Plains," International Congress of Americanists, Rome, Italy
1972 November -- Speaker: "Native Americans in the Modern World," Southwest Minnesota State College
1973 -- Expert Witness, Yvonne Wanro Trial, Spokane, Washington Member, Organization of American States, First Congress of Indigenous Women, Chiapas, Mexico Speaker: "Self-Direction in Sioux Education," American Anthropological Association Speaker: "North American Native Women: The Aspirations and Their Associations," presented as a Delegate to the Inter-American Commission on Indigenous Women, Chiapas, Mexico
1973-1974 -- Visiting Professor, Anthropology, Native American Studies Program, Dartmouth College
1973-1976 -- Member, Committee on Minorities in Anthropology, American Anthropological Association
1973- -- Consultant, Human Services Department, Sinte Gleska Community College
1974 -- Expert Witness, Wounded Knee Trial, Lincoln, Nebraska Speaker: "Indian Women's Roles: Traditional and Contemporary," Annual Meeting, American Anthropological Association
1974-1975 -- Visiting Professor, Anthropology, Colorado College
1975-1976 -- Visiting Associate Professor, Anthropology, Stanford University
1975-1977 -- Member, Steering Committee, Council of Anthropology and Education, American Anthropological Association
1976 -- Visiting Professor, Educational Anthropology, University of New Brunswick Expert Witness, Topsky Eagle Feathers Trial, Pocatello, Idaho Panelist, White House Conference on Ethnic Studies, Washington, D.C.
1977 -- Expert Witness, Greybull Grandchildren Custody Case, Portland, Oregon American Indian representative to the World Conference on Indigenous People, Geneva, Switzerland Honor: Outstanding Alumna, South Dakota State University
1977 August 18 -- Medicine serves as Sacred Pipe Woman at the Sun Dance, Green Grass, South Dakota
1977-1980 -- Education Consultant, National Congress of American Indians, Washington, D.C.
1978 -- Cited in the Directory of Significant 20th Century American Minority Women, Gaylord Professional Publications Biographical Sketch in "Moving Forward" of the Bookmark Reading Program, Third Edition
1978 August -- Speaker: "Issues in the Professionalization of Native American Women," Annual Meeting, American Psychological Association
1978-1982 -- Advanced Opportunity Fellow, Department of Anthropology, University of Wisconsin-Madison
1979 -- Visiting Professor, Department of Education Policy Sciences, University of Wisconsin-Madison
1979 August -- Honorary Doctorate of Human Letters, Northern Michigan University Speaker: "The Dakota Indian Memorial Feast: Reservation and Urban Manifestations," International Congress of Americanists, Lima, Peru
1980 -- Member, Nominations Committee, American Anthropological Association Biographical Sketch in "Native American Indian Personalities, Historical and Contemporary," Dansville, New York: The Instructor Publications, Inc.
1981 -- Visiting Professor, Graduate School of Public Affairs, University of Washington-Seattle Speaker: "Linguistically Marginated: The Transformation of Dominated Speech Varieties," American Anthropological Association
1982 -- School of Social and Behavioral Science Academic Planning, California State University Speaker: "Policy Decisions: Federal Regulations and American Indian Identity Issues," Annual Meeting, American Anthropological Association
1982-1983 -- Anthropology Department Curriculum Committee, California State University
1982-1985 -- Associate Professor of Anthropology, Coordinator, Interdisciplinary Program in American Indian Studies, California State University Coordinator, Interdisciplinary Program in American Studies Program, California State University
1982- -- President, Assembly of California Indian Women
1983 -- Receives Ph.D., Cultural Anthropology, University of Wisconsin Expert Witness, Fortunate Eagle Trial, Reno, Nevada Award: Outstanding Woman of Color, National Institute of Women of Color, Washingtonton, D.C. (for anthropological contributions) Award: Outstanding Minority Researcher, American Educational Research Association Publishes book with Patricia Albers: The Hidden Half: Indian Women of the Northern Plains Honor: Significant Academic Book (The Hidden Half), Choice, Association of Colleges and Research Libraries, American Library Association
1983-1984 -- Student Affirmative Action Coordinating Council, California State University
1983-1986 -- Member, Executive Board, Southwest Anthropological Association Member, Governing Board, Common Cause
1984 -- Member, Advisory Board of National Research for Handicapped Native Americans, North Arizona University Scholarly Publications Award Selection Committee, California State University Award: Faculty Award for Meritorious Service, California State University Speaker: Field Work Methods: "Ties That Bond," Committee on the Status of Women in Anthropology," Annual Meeting, American Anthropological Association Speaker: "Career Patterns of American Indian Women," Council of Education and Anthropology, Annual Meeting, American Anthropological Association
1984 November -- Faculty Award for Meritorious Service, California State University
1984-1985 -- Participant, Chancellor's Office Grant to "Cross-Cultural Perspectives in the Social Sciences," California State University
1985 November -- Speaker: Conference on "The Native American: His Arts, His Culture, and His History," West Virginia State College
1985-1986 -- Board of Directors, Naechi Institute on Alcohol and Drug Education
1985-1988 -- Professor, Department of Anthropology and Director, Native Centre, University of Calgary
1985-1989 -- Member, Malinowski Awards Committee, Society for Applied Anthropology
1987 -- Honor: Outstanding Minority Professorship Martin Luther King and Rosa Parks Visiting Professor, University of Michigan
1987-1995 -- Member, Committee of Anthropologists in Primarily Minority Institutions, American Anthropological Association
1988 August 1 -- Medicine officially retires.
1989 -- Volunteer (Committee of Anthropologists in Primarily Minority Institutions, American Anthropological Association), Standing Rock College Honor (twice): Outstanding Minority Professorship Martin Luther King and Rosa Parks Visiting Professor, Wayne State University.
1990 -- Honor: "Outstanding Contributions for the promotion of sex equity in Education," Illinois State Board of Education Honor: Outstanding Lakota Woman, Standing Rock College
1991 -- Honor: Distinguished Service Award, American Anthropological Association. Medicine was the first American Indian to receive this award.
1991 -- Visiting Professor, Saskatchewan Indian Federal College Visiting Professor, Colorado College Visiting Professor, Anthropology, Humboldt State University
1992 -- Visiting Distinguished Professor, Women's Studies, University of Toronto
1993 -- Visiting Professor, Rural Sociology, South Dakota State University Award: Distinguished Native American Alumna Award, South Dakota State University
1993-1994 December -- Research Co-ordinator, Women's Perspectives, Royal Commission on Aboriginal Peoples
1994- -- Adjunct Professor, University of Alberta
1995 -- Scholar in Residence, Minnesota Historical Society, St. Paul Visiting Scholar, Museum of Anthropology, University of British Columbia Award: Ohana Award, Multi-Cultural Counseling Excellence, American Association of Counselors
1996 -- Award: Bronislaw Malinowski Award, Society for Applied Anthropology. Buckman Professor, Department of Human Ecology, University of Minnesota
circa 1997- -- Associate Professor of Anthropology Emeritus, Department of Anthropology, California State University
2001 -- Publishes book: Learning to Be an Anthropologist and Remaining "Native": Selected Writings.
2005 -- Award: George and Louise Spindler Award, Council on Anthropology and Education, American Anthropological Association.
2005 December 19 -- Medicine dies during emergency surgery in Bismarck, North Dakota.
2006 -- Book: Drinking and Sobriety Among the Lakota Sioux is published posthumously.
2008 -- The Society for Applied Anthropology creates the Bea Medicine Award.
Provenance:
The papers were donated to the National Anthropological Archives by Beatrice Medicine between 1997 and 2003, and by Ted Garner in 2006.
Restrictions:
Materials relating to student grades, letters of recommendation, and evaluations have been restricted.
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
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 22.2, 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 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.
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:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Grandpa 's First Car! Automobile museum. Thompson Products Auto Album, Cleveland, OH.
A Break for Coffee! Processing and packaging coffee; food industry. Nestle Co., Freehold, NJ.
Twentieth Century Apprenticeships! Trade school (apprenticeship) for electrical work. Washington Water and Power Co., Spokane, WA.
Wiser than the Owl! Research laboratory for animal behavior. Animal Behavior Enterprise, Hot Springs, AR.
Collection Restrictions:
Collection is open for research but the films are stored off-site. Special arrangements must be made directly with the Archives Center staff to view episodes for which no reference copy exists. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Collection 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 will be charged for reproductions.
Collection Citation:
Industry on Parade Film Collection, 1950-1959, Archives Center, National Museum of American History, Smithsonian Institution.
New York The principle of suspending glass walls; architectural design. Manufacturers Trust Co., New York, NY.
Missouri Cleaning, drying, mixing, and storing grain; agriculture. Elam Grain Elevators, St. Louis, MO.
Ohio Making year round air conditioners. C. A. Olsen Manufacturing Co., Elyria, OH.
Washington Making salmon sausage called Samolony; food industry. Williams Brothers, Bellingham, WA.
Digital reference copy in Smithsonian Institution DAMS
Collection Restrictions:
Collection is open for research but the films are stored off-site. Special arrangements must be made directly with the Archives Center staff to view episodes for which no reference copy exists. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Collection 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 will be charged for reproductions.
Collection Citation:
Industry on Parade Film Collection, 1950-1959, Archives Center, National Museum of American History, Smithsonian Institution.
Wisconsin Brewery provides yeast which produces enzymes and co-enzymes important in fighting diseases. Pabst Brewing Co., Milwaukee, WI.
Indiana Washing and cooking tomatoes. Making ketchup; food industry. Stokely-Van Camp Co., Indianapolis, IN.
Massachusetts Electronics taught through films for children. Science Electronics, Inc., Cambridge, MA.
California Art made from airplane parts. San Diego Gallery of Fine Art, San Diego, CA.
Collection Restrictions:
Collection is open for research but the films are stored off-site. Special arrangements must be made directly with the Archives Center staff to view episodes for which no reference copy exists. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Collection 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 will be charged for reproductions.
Collection Citation:
Industry on Parade Film Collection, 1950-1959, Archives Center, National Museum of American History, Smithsonian Institution.
