The records of the American Federation of Arts (AFA) provide researchers with a complete set of documentation focusing on the founding and history of the organization from its inception through the 1960s. The collection measures 79.8 linear feet, and dates from 1895 through 1993, although the bulk of the material falls between 1909 and 1969. Valuable for its coverage of twentieth-century American art history, the collection also provides researchers with fairly comprehensive documentation of the many exhibitions and programs supported and implemented by the AFA to promote and study contemporary American art, both nationally and abroad.
Scope and Content Note:
The records of the American Federation of Arts (AFA) provide researchers with a complete set of documentation focusing on the founding and history of the organization from its inception through the 1960s. The collection measures 79.8 linear feet, and dates from 1895 through 1993, although the bulk of the material falls between 1909 and 1969. Valuable for its coverage of twentieth-century American art history, the collection also provides researchers with fairly comprehensive documentation of the many exhibitions and programs supported and implemented by the AFA to promote and study contemporary American art, both nationally and abroad.
The earliest documentation from 1895 to 1909 concerns the organization's history and founding and is located in Series 1: Board of Trustees. Also found in this series are meeting minutes, 1909-1963 and 1968. Interfiled with the board meeting minutes are minutes of the executive committee and other special and ad hoc committees, reports to the board, financial statements and reports, and lists of committee appointments and board membership. This series also contains the scattered correspondence and subject files of various officers. Although not a complete set of officers' files, Presidents' Frederick Allen. Whiting (1931-1936), Lawrence M.C. Smith (1948-1952), Thomas Brown Rudd (1952-1954), Daniel Longwell (1954-1956), James S. Schramm (1956-1958), and Roy R. Neuberger (1958-1961) are represented. Leila Mechlin served on AFA's board as secretary from its founding to 1929, and her files are a particularly rich resource for AFA's activities during its early years. Lawrence M.C. Smith's files documenting his years as board treasurer are also arranged in this series. Additional officers' correspondence is interspersed throughout the Alphabetical Files and other series.
General information about the scope of AFA's programs, affiliations, founding, functions, and proceedings are arranged in Series 2: Administrative Records. The first subseries, Alphabetical Files, houses a wide variety of subject files that contain memoranda, correspondence, printed materials, lists, reports, and other papers. These files document the AFA's general history and founding, organizational affiliations, buildings and moves, grants, federal and state government art programs, auctions and other fund-raising efforts, publicity and public relations, publications, and fiftieth anniversary celebration. The subject headings by which these files are arranged are, for the most part, the ones designated by the AFA. The second subseries, Staff Records, houses the scattered files of AFA's director, assistant director, registrar, and special state representative, Robert Luck.
During its most active period, the AFA sponsored or participated in several special programs and Series 3: Special Programs houses the files that document many of them. The first subseries consists of the files for the Artists in Residence program that was funded by the Ford Foundation. Awarded in 1963, the grant sponsored short-term teaching residencies for artists in museums throughout the United States. The host museums were encouraged to hold exhibitions of the artists' works. This subseries contains both the general files of the program, as well as individual files on the participating artists. During the late 1950s and early 1960s, the AFA and the Ford Foundation also sponsored additional programs for artists, including Grants in Aid, Purchase Awards, and the Retrospective Exhibitions Program. The files documenting these three programs are also arranged in Series 3, under the subseries Ford Foundation Program for Visual Artists. In the late 1950s, the AFA implemented the Museum Donor Program with benefactors and philanthropists Audrey Bruce Currier and Stephen Richard Currier. Through the administration of the AFA, the Curriers donated funds to selected institutions specifically for the purchase of contemporary American art. The Curriers preferred to remain anonymous throughout the program. Files documenting this program include correspondence, applications from the accepted institutions, rejections, a summary report, and clippings about the untimely deaths of Mr. and Mrs. Currier in 1967.
Also found in Series 3 are the files documenting AFAs working relationship with the first state arts council, the New York State Council on the Arts (NYSCA). In 1961, AFA and NYSCA implemented a traveling exhibition program in New York State. Found here are files for possible itineraries, proposals, publicity, loans, budgets, and the actual exhibition files. Additional AFA special programs documented in Series 3 include the Picture of the Month program of the mid-1950s and the Jean Tennyson Foundation Color Slide Lecture Program.
AFA Annual Convention files constitute Series 4. Beginning with the Third Annual Convention in 1912 and continuing through the 1963 Annual Convention, the files contain official proceedings, speeches, programs, clippings, correspondence, and press releases. Files are missing for 1913, 1915, 1918, 1922, 1923, 1925, 1926, 1931, 1936-1949, 1952, 1956, 1958, 1960, and 1962. There are also audio recordings in the form of reel-to-reel tapes for the 1951 Annual Convention.
Series 5: Exhibition Files forms the bulk of the collection at circa 62 linear feet and is arranged into twenty subseries. The first subseries, Exhibitions, General, houses primarily the records of the Board of Trustees Exhibition Committee and documents the AFA's earliest involvement with traveling exhibitions. These files contain reports, budgets, correspondence, memoranda, scattered exhibition catalogs, and photographs. They are primarily the files of the chair of the Exhibition Committee and include the files of Juliana R. Force, Eloise Spaeth, and Mrs. John Pope. Also found in this series is a subseries of Mrs. John Pope's records documenting circulating exhibitions from 1934 to 1955, arranged by state.
The remaining nineteen subseries of the Exhibition Files reflect either specific exhibition programs, many of which have unique numbers assigned by AFA to individual exhibitions, or other exhibition-related files, such rejected, canceled, and suggested exhibitions and miscellaneous installation photographs. The Annual Exhibitions files constitute the largest of the subseries and are numbered according to the system assigned by AFA, following a typical chronological order. Although the documentation for each exhibition varies widely by both type and amount, most of the files contain contracts and legal agreements, correspondence, memoranda, itinerary information, condition reports, publicity materials, catalogs, announcements, price lists, and other such information arranged into one or more files. The files were labeled "documentation files," "dispersal files," "report form files," "loan agreement files," and "publicity files" according to the filing system devised by AFA. Many of the files also house a significant amount of correspondence with museum officials, lenders, and artists.
Additional subseries document AFA's exhibition venues and partnerships with the Metropolitan Museum of Art, the Virginia Museum of Fine Arts, the New York State Council on the [UNK] Life magazine, and Addison Gallery. A complete list of all of the subseries, including specific exhibition programs, follows in the Series Outline.
The final three series of the collection are small: Printed Material, Miscellaneous Files, and Oversized Material. The printed material was donated much later to the Archives and dates from 1990 to 1993. Found here are scattered press releases, annual reports, and an exhibition program. Miscellaneous Files contain scattered records, 1926-1962, of the Architectural League of New York relating to national award programs. It is not clear why this small group of Architectural League records was found mixed with the AFA records but perhaps the collaboration between the two organizations on several special projects provides an explanation. Also found in Miscellaneous Files is a group of black and white lantern slides from a lecture series, "New Horizons in America." Oversized Material includes a portfolio, a work of art, and posters.
See Appendix for a list of artists exhibiting with the American Federation of Arts
The collection is arranged into eight primary series based primarily on administrative units or program areas. Several of the series are further subdivided into subseries. While processing, it became clear that the two filing systems were redundant and overlapped in both subject area and type of material. Most of these files were subsequently merged into the now broader Alphabetical Files or into separate series. Oversized material may be found at the end of the collection arranged in a separate series.
In most cases, files related to one another by subseries or subject areas (in the case of the Alphabetical Files) or by individual name (in the case of officers and staff files) are arranged in chronological order. The entire subseries of Alphabetical Files in Series 2 is arranged by subject heading, as assigned by the AFA, or individual name. The Alphabetical Files originally formed two broad filing systems as established by the AFA: one for general correspondence arranged by subject; and one for director's and other staff correspondence, also arranged by subject.
Series 1: Board of Trustees, circa 1895-1968 (Boxes 1-3)
Series 2: Administrative Records, 1910-1966 (Boxes 4-8)
Series 3: Special Programs, 1950-1967 (Boxes 9-13)
Series 4: Annual Conventions, 1912-1963 (Boxes 14-16)
Series 5: Exhibition Files, 1934-1969 (Boxes 17-78)
Series 6: Printed Material, 1990-1993 (Box 78)
Series 7: Miscellaneous Files, 1926-1962, undated (Box 79)
Series 8: Oversized Materials, 1890, undated (Boxes 80-85)
Founded in 1909 by Elihu Root, the American Federation of Arts (AFA) exists today as a national nonprofit museum service organization striving to unite American art institutions, collectors, artists, and museums. Elihu Root, then secretary of state in the administration of Theodore Roosevelt, spoke of his idea at the first meeting of the AFA held in New York at the National Academy of Arts. He envisioned an organization that would promote American art most often seen only by the elite in the major cities of the East and upper Midwest by sending "exhibitions of original works of art on tour through the hinterlands across the United States."
The American Academy in Rome, Corcoran Gallery of Art, Art Institute of Chicago, and Metropolitan Museum of Art were influential organizing member institutions. Individual members included such notables as William Merritt Chase, Charles L. Freer, Daniel C. French, Charles L. Hutchinson, Henry Cabot Lodge, J.P. Morgan, and Henry Walters. The founding of the AFA provided the American art world with a forum for communication and participation among artists, cultural institutions, patrons of the arts, and the public.
To accomplish its mission, the AFA established volunteer committees for membership, exhibitions, and publications. During its first year, the AFA began publishing Art and Progress (later changed to Magazine of Art) and the American Art Annual (now the American Art Directory). In 1909, the AFA also organized its first traveling exhibition, Paintings by Prominent American Artists, which was shown at museums in Fort Worth, New Orleans, Minneapolis, and New Ulm, Minnesota.
By the end of the first year, the headquarters of the organization moved to Washington, D.C., to facilitate lobbying the federal government for favorable art legislation. In 1913, the AFA lobbied successfully for the removal of the tariff on foreign art entering the United States. In 1916, the Federation met with the Interstate Commerce Commission to protest prohibitively high interstate taxes on traveling art exhibitions.
Throughout the next fifteen years, the AFA continued to grow in membership and influence. By 1919, membership included 438 institutions and 2,900 individuals. The AFA's annual conventions were held in major national art centers and were attended by members, chapter delegates, and the public. At the conventions, scholars, patrons, and curators lectured on and discussed subjects of national interest, thereby fostering an exchange of ideas. The AFA also sponsored periodic regional conferences to promote institutional cooperation and to discuss mutual problems and needs. To facilitate exhibition venues west of the Mississippi River, in 1921 the AFA opened regional offices at the University of Nebraska and at Stanford University. The AFA produced and circulated slide programs and lecture series to museums and educational institutions that fostered art education. By 1929, the Federation had developed forty-six slide-lecture programs that covered American mural painting, European and American contemporary art, and textiles.
During the 1930s, the Federation expanded its services by providing schools with teaching guides, student workbooks, slides, and films about art. In 1935, the AFA began publishing Who's Who in American Art, later publishing The Official Directory of Illustrators and Advertising Artists and Films on Art reference guides. To reach an even larger audience, the AFA began collaborating with the Metropolitan Museum of Art in New York to organize national circulating exhibitions to "bring the museum to the people."
One of AFA's priorities was to make American art more visible abroad. The Federation focused on encouraging the representation of American artists in foreign exhibitions, and in 1924 it lobbied successfully for additional American participation in the Venice Biennale. The AFA's focus on exhibiting American art abroad continued to expand, particularly following World War II. In 1950, recognizing that the AFA could assist in promoting American culture, the State Department awarded the AFA a grant for a German "re-orientation program" consisting of educational exhibitions shown in German museums. Additional government funding further enabled the AFA to organize American participation in exhibitions in India, Japan, Paris, Switzerland, and Rotterdam between 1950 and 1970. Later, the AFA collaborated with the United States Information Agency (USIA) to create the Overseas Museum Donor Program which permitted donations of American art to foreign institutions on a restriction-free, tax-deductible basis. During the 1950s, the AFA was a very active member of the Committee on Government and Art, a national committee with members from across the art and museum world concerned with government sponsorship of and legislation affecting art sales, commissions, and trade.
In 1952, the headquarters of the AFA returned to New York, sparking a period of innovation and expanded of programs. Throughout the 1950s, the AFA distributed films about art and co-sponsored the Films on Art Festival in Woodstock, New York. The AFA also introduced its Picture of the Month Program in 1954, renting original works of art to small American art and educational institutions. In 1956, the AFA organized the Art Collectors Club of America to provide fellowship for art collectors through meetings and activities. The club disbanded in the 1970s.
The Federation's exhibition programs continued to flourish during the 1950s and 1960s. Private and public financial support allowed the AFA to achieve many of its goals. In 1958, the Ford Foundation awarded an important grant to organize a series of traveling one-person shows and a series of monographs devoted to contemporary American artists. Milton Avery, Andrew Dasburg, José DeCreeft, Lee Gatch, Walter Quirt, Abraham Rattner, and others were among the artists who participated. Private foundation support for the AFA's Museum Donor Program provided an annual allowance that was distributed to regional museums for the pourchase of contemporary American art. Cooperative programs and joint venues also became popular during this period. For example, public support from the New York State Council on the Arts allowed the AFA to circulate exhibitions to small New York State communities, and the Virginia Museum of Fine Arts provided the AFA with five exhibitions for national tours.
Throughout its history, the American Federation of Arts has concentrated on its founding principle of broadening the audience for contemporary American art. Through its numerous exhibition and film programs, the AFA has succeeded in "breaking down barriers of distance and language to broaden the knowledge and appreciation of art." Annual exhibitions such as New Talent in the USA and Art Schools USA, organized by the AFA, brought before the public the most contemporary American artists and craftspeople, genres, and artistic forms of experimentation, exposing viewers to new ways of thinking and expression. In 1965, AFA produced The Curriculum in Visual Education, a series of films created to heighten the aesthetic awareness of children.
A vital part of American art history, the AFA was one of the first organizations to develop successfully the concept of traveling art exhibitions on a national and international level. The AFA was instrumental in assisting museums with circulating important juried exhibitions of contemporary art, such as the Whitney Annual and Corcoran Biennial. The AFA also recognized the importance of the exchange of cultural ideas, and it brought exhibitions of the European masters to the American public as well as exhibitions focusing on foreign contempoorary art, photography, and architecture. Many organizations and museums have followed the AFA's precedent, and traveling national and international venues are now commonplace.
Since 1909, women have served as officers and members of the Board of Trustees. Leila Mechlin was a founding participant and served as secretary from 1909 to 1933. Juliana R. Force and Eloise Spaeth both chaired the Exhibition Committee in the late 1940s. Women and artists of diverse backgrounds and nationalities were widely represented in the AFA's exhibition programs, most notably during the 1960s. In 1960, the AFA organized, with financial support from the Ford Foundation, a major Jacob Lawrence retrospective. Additional culturally diverse exhibitions included Contemporary Jewish Ceremonial Art (1961), The Heart of India (1962), 1,000 Years of American Indian Art (1963), and Ten Negro Artists from the United States (1966).
The AFA also had an impact on patronage in the arts. AFA exhibitions of contemporary art provided collectors with knowledge of new artists and avant-garde art forms, creating a broader demand and market for this type of work. Museums and collectors began purchasing work by new or obscure American artists whom they learned about through AFA exhibitions and programs.
The historical records of the American Federation of Arts offer the researcher a unique opportunity to study the development of American art and artists in the twentieth century as well as providing insight into trends in American culture.
1909 -- Founded in New York City. Began publishing Art and Progress (later retitled Magazine of Art) and the American Art Annual.
1910 -- Moved headquarters to Washington, D.C.
1913 -- Lobbied successfully for the removal of the tariff on art entering the United States.
1915-1916 -- Lobbied successfully against the Cummins Amendment and the Interstate Commerce Commission's prohibitively high interstate tax on traveling art.
1920 -- Organized a lobbying campaign for the development of a national gallery of art at its national convention.
1921 -- Opened two new offices at the University of Nebraska and at Stanford University.
1924 -- Arranged American participation in the Venice Biennale exhibition.
1927 -- Closed office at Stanford University.
1929 -- Organized American participation in exhibitions in France and Germany.
1933 -- Closed office at the University of Nebraska.
1935 -- Began publishing Who's Who in American Art.
1948 -- Published The Official Directory of Illustrators and Advertising Artists.
1949 -- Collaborated with the Metropolitan Museum of Art to circulate exhibitions from its collections.
1950 -- Participated in the U.S. government's German re-orientation program.
1951 -- Joined forces with the United States Information Agency (USIA) to create the Overseas Museum Donor Program. Published the reference guide Films on Art. Co-sponsored the Films on Art Festival in Woodstock, New York, through 1957.
1952 -- Moved headquarters to New York City.
1953 -- Magazine of Art liquidated.
1954 -- Introduced the Picture of the Month Program.
1956 -- Founded the Art Collectors Club of America.
1958 -- Received a Ford Foundation grant to finance a series of one-person shows of contemporary American artists.
1960 -- Created the Museum Donor Program.
1961 -- Received a grant from the New York State Council on the Arts to circulate exhibitions to small New York state communities.
1963 -- Received a grant from the Ford Foundation for the Artists in Residence program.
1964 -- Introduced the List Art Poster Program.
1965 -- Produced The Curriculum in Visual Education, a series of films that attempted to heighten the aesthetic awareness of children.
Appendix: List of Artists Exhibiting with American Federation of Arts:
The following is an alphabetical list of artists who exhibited with the American Federation of Arts; many are obscure. The alpha-numeric codes and numbers appearing with the artist's name represent specific AFA exhibition programs and, most often, AFA's exhibition numbering system. In cases where the AFA did not assign an exhibition number, Archives' staff have done so.
The primary reference source for the names and name variants is the American Federation of Arts Records. The names are documented in handwritten notes and lists, typed lists, and exhibition catalogs and announcements. The Archives of American Art name authority file was also consulted in questionable cases. The majority of names, however, were not found in either the AAA name authority file or standard bibliographic resources, and only in the AFA records.
55-1: AFA annual exhibitions program
AD-1: Addison Gallery exhibitions
L-1: Life Magazine Exhibitions
ME-1: Misceallaneous exhibitions (numbers assigned by AAA staff)
NMA-1: Metropolitan Museum of Art exhibitions
NE-96: Contemporary Color Lithography
NY-1: New York State Council on the Arts exhibitions
VA-1: Virginia Museum of Fine Arts exhibitions
A. Quincy Jones, Frederick E. Emmons & Assoc: 62-34
The records of the American Federation of Arts (AFA) were donated to the Archives of American Art (AAA) over a thirteen-year period, with the bulk of the material arriving between 1964 and 1966. In 1979, Preston Bolton donated his letters and those from John de Menil, Ann Drevet, Lee Malone, and others regarding planning for the 1957 AFA annual convention held in Houston, Texas; convention committee minutes from 1956; and AFA newsletters. This material, as well as a 1979 gift from Louise Ferrari of transcripts from a panel discussion from the 1957 AFA convention in Houston, was microfilmed on AAA Reel 1780. All material previously microfilmed on Reel 1780 has been fully integrated into the collection and arranged within proper series and subseries. The provenance of the 1990-1993 printed material is unknown.
Use requires an appointment.
The American Federation of Arts records are owned by the Archives of American Art, Smithsonian Institution. Literary rights as possessed by the donor have been dedicated to public use for research, study, and scholarship. The collection is subject to all copyright laws.
Via, Ida Virginia Woods, 1914-2010 -- 20th century Search this
22.1 Cubic feet (67 boxes, 3 map-size folders)
Motion pictures (visual works)
Maryland -- Family farms
Prince George's County (Md.)
Arizona -- motion pictures
Charles County (Md.) -- Family farms
Calvert County (Md.) -- Family farms
California -- motion pictures
Bahamas -- motion pictures
Yosemite National Park (Calif.)
Puerto Rico -- motion pictures
Washington -- motion pictures
Oregon -- motion pictures
St. Thomas, V.I. -- motion pictures
Florida -- motion pictures
Papers documenting the farming and family life of the Robinson family of Prince George's County and after 1975, Charles County, Maryland. Papers documenting the farming and family of the Via family of Greene County, Virginia, Washington, D.C., Prince George's and Calvert Counties, Maryland, by 1949.
Scope and Contents:
An extensive and comprehensive collection of papers relating to family, farming, and the Southern Maryland tobacco culture, the Robinson and Via Family Papers cover many aspects of family and farm life. The papers are particularly important in regard to the tobacco culture that defined Southern Maryland for generations. The papers concern two distinct family groups, the Robinson and Via families who are connected through the marriage of Franklin A. Robinson and Adina Mae Via. The papers consist of material generated by the Robinson and Via families in their personal and working lives and as farm owners and operators.
The papers are especially strong in 20th century material. They consist of various types of farm records: account books, bills, receipts, tenant farming agreements, ephemera, land rental and purchase agreements, insurance policies, photographs and 8mm and 16mm films of farming practices and procedures, equipment and landscapes, related to the farming of tobacco, small grains, and livestock. The personal records include diaries, letters both personal and business, greeting cards, newspaper clippings, scrapbooks, high school yearbooks, baby books, house plans, recipe books, photographs and 8mm films of birthdays, holidays, weddings, baptisms, family occasions, and family travel, oral histories, and funeral ephemera including photographs, and transcription discs. Of particular interest are the "Serenity Farm Tobacco Production Photographs" documenting the crop year 1999-2000 and the films detailing agricultural practices. There is a memorandum book for Black Walnut Thicket, 1885-1901, the Baden farm in Baden, Prince George's County.
This collection includes a comprehensive range of 8mm and 16mm films and photographs documenting farming practices and landscapes as well as family gatherings, birthdays, holidays, and vacations. The researcher is alerted to the fact that in some cases with the memorandum and account books, books printed for a given year were often saved and used for subsequent years, some were dated, some were not.
The collection is divided into seven series arranged by subject and most often chronologically at folder level within each series.
The collection is divided into seven series:
Series 1: Ferndale Farm (Potomac Landing), Prince George's County, Maryland, 1861-1973, undated
Subseries 1.1: Farm papers, bill, and receipts, and publications, 1861-1973, undated
Subseries 1.2: Farm papers, bill, and receipts, 1945-1960, undated
Subseries 1.3: Farm papers, bills, and receipts, 1960-1965, undated
Series 2: Robinson Family, 1845-2017, undated
Subseries 2.1: Family Papers and Publications, 1845-1993, undated
The Robinson family is thought to be of Scottish origin and appear in the records of Prince George's County, Maryland by the early 18th century. The line has been definitively traced to James Robinson (?-1849). James' father was probably Benjamin Robinson (?-1810), of Prince George's County, Maryland. (Will Book TT1, pg. 15, Records of Prince George's County, Maryland, Maryland State Archives (MSA))
James Robinson and Sarah Wynn were issued a marriage license on February 28, 1802 in Prince George's County, Maryland. (Marriage Records of Prince George's County, Maryland) Eleven children lived to maturity (not listed in birth order); Thomas Wells (1803-1869), Ann, Priscilla, James Monroe, Benjamin (1813-1882), John C. (1819-1895), Mary Sophia, Thomas Stanley (1800-1874), Alfred, Sarah Ann, Matilda, and Rebecca Maria.
James worked as overseer for Benjamin Oden on Oden's estate Bellefields near Upper Marlborough, Prince George's County. (Oden Papers, Maryland Historical Society) The Robinsons and their children, moved to Wood County, Virginia (now West Virginia) on April 18, 1818 where James acted as Oden's land agent (Deed Book 6, pg. 123, Land Records of Wood County, West Virginia). They brought with them three slaves described in the above reference as, "Kate a woman 45 years of age very black; Colonel a boy aged 8 years yellow complexion: and George a boy aged six years of a dark brown complexion." They settled on part of what was known as the "Burnt Mill" tract in the general area where the Hughes River meets the Little Kanawha River. (Deed Book 9, pg. 110 and Deed Book 14, pg. 40, Land Records of Wood County)
Thomas Wells Robinson may not have accompanied his family to Virginia as he has a presence in Prince George's County prior to 1822 and was employed as overseer for Benjamin Oden at least until 1832. He married Elizabeth I. Richards on December 15, 1829 (Robinson Family Bible). They had nine children; Richard Thomas (1831 1906), Rebecca Maria (1832-1895), Mary Wynn (1834-1916), James George (1835-1883), Virlinda Victoria (1837-1838), Elizabeth Ann (1839-1916), Sarah Ann Sophia (1840-1874), Franklin Alexander (1841-1905) and John Alfred (1843); seven lived to maturity. (Robinson Family Bible) Elizabeth died on August 17, 1843 from complications in childbirth. She was buried in the churchyard of Page's Chapel (later known as St. Thomas Episcopal Church), Croom, Prince George's County.
In 1843, Thomas purchased the plantation of Dr. Benjamin B. Hodges for $10,000 or approximately $15 an acre. Hodges was a brother-in-law of Benjamin Oden. The deed dated September 7, 1843 describes the parcel as containing, "Six hundred and twenty nine acres of land more or less and constitute that plantation or Estate of the said Benjamin Oden heretofore commonly called "Brown's Quarter Place" being the Land tracts and parcels of land sold by the said Benjamin Oden to the said Benjamin B. Hodges and by deed bearing date the tenth day of December eighteen hundred and thirty five and recorded in Liber AB no. 10 folio 162 also one of the land Records of the County aforesaid". (JBB no. 3 pgs. 312 314, Land Records of Prince George's County) The land was level to rolling bordered on the north by a tributary of Piscataway Creek and generally termed "white oak land". Underlying the whole property was a large strata of gravel and sand. The entire parcel went by the name, Potomac Landing.
Thomas supplemented his land holdings with later purchases. With the exception of twenty acres purchased from Sarah Talbert in 1844, (JBB no. 3 pg. 475, Land Records of Prince George's County) and the purchase of lot #3 consisting of 195 acres, part of the estate of John Townshend in 1856, these purchases were not contiguous to Potomac Landing. By the time of his death in 1869 these non-contiguous parcels had been sold. Thomas sold eighty-six acres of Potomac Landing and Jeffries to Edward Eversfield in October of 1843. (JBB no. 3, pg. 198, Land Records of Prince George's County) On January 13, 1846 Thomas married the widow Martha Ann Walls, daughter of George and Martha Naylor Walls. They had two sons; Benjamin Wells (1848-1849) and Robert Henry (1851-1937).
In addition to his sons, Thomas owned slaves. The number varied from six in 1849 (JBB 6, folio 186, Land Records of Prince Georges' County) to eleven as noted in the census for 1850, and finally six as noted in the census of 1860. The 1867 Maryland Slave Statistics noted that, "at the time of the adoption of the Constitution of Maryland, in the year 1864, . . ." Thomas owned six slaves, their names and ages being; Isaac Franklin age 31, Alfred West age 19, Susan West age 17, Margaret Franklin age 14, Fannie Franklin age 12, and Peter Franklin age 9. All were noted as being in good physical condition. (Prince Georges' County Slave Statistics 1867 1869, C 1307 1, MdHR:6198, page 185, MSA)
In April 11, 1855 Thomas excuted a deed of trust to J.W. & E. Reynolds of Baltimore for securing a loan. At that time the farm was described as, "about five hundred and seventy acres . . . also the following personal property to wit Eight head of horses, nine cows, two mules, twelve work oxen, twenty Eight Sheep, one bull, two colts and all other stock of every description now on the aforesaid land, also the farming utensils and the following named Slaves, Stephen aged Sixty three years, Isaac aged twenty six years, Elvia aged twenty Eight years Alfred aged twelve years, Hanson aged ten years, Henrietta aged twelve years Susanna aged eight years, and Margaret aged three years. Together with the crop of Tobacco now in the house and the crop of wheat now growing." (EWB 1 pages 155 156, Land Records of Prince Georges' County)
Thomas's financial problems began in the mid-1800s when Deeds of Trust appear in the county records securing outstanding loans. In 1856 and 1857 Thomas joined with others as bondsman for his son, Richard who was serving as "Collector of the State and County Taxes" for the 4th collection district, making he and the other signatories liable for any uncollected taxes. This, coupled with poor investments, led to his almost being "sold out" in 1859-1860 by J.W. & E. Reynolds of Baltimore to pay his debts. He executed three drafts on Penn & Mitchell, also of Baltimore, to pay off J.W. & E. Reynolds. (Equity Case #597, Prince Georges' County) Thomas was in poor health and his son James managed the plantation in 1857 and 1858, and again from 1861 to October of 1862 (Equity Case #873, Prince Georges' County)
In October of 1862 Thomas' two sons, James and Franklin, traveled to Richmond to join the Confederate States Army. James enrolled in the 5th Battalion, Local Defense Arsenal and Franklin enrolled in the 5th Virginia Infantry, the Stonewall Brigade. (CSA Military Records, National Archives) James visited home frequently but was captured by the Union Army in St. Mary's County, Maryland on May 15, 1864 and spent the remainder of the war in Point Lookout Prison Camp. He was released on May 14, 1865. Franklin was not able to visit home at all during the war but survived to return home in 1865.
In 1865, Thomas surveyed a parcel of 172 acres for his daughter Rebecca Maria. Rebecca had married her second cousin, William B. Robertson, on November 18, 1855. He made a gift of fifty acres, and Rebecca agreed to purchase the remainder. The Robertsons named this parcel Holly Grove. In Equity Case #849 (1872) filed after Thomas' death, his widow Martha and Samuel H. Berry, as executrix and executor, sought to recover payment for this land. At that time, William B. Robertson described this 172 acres of Potomac Landing: "There was no fences on the line which separated this land from the old gentleman's land, but he was to put a fence on it which he agreed to do before we agreed to come there. The land was thin, unimproved, with gullies and scrubby pine. If witness had been a judge of land he would not have given five dollars for it. All the improvements were one comfortable quarter the other indifferent with a poor oak shingle roof, worn out which made it not tenantable." Further along in his testimony, William gave an account of a conversation, "In a few days my father in law Thos. W. Robinson came to Washington and told me there his children had returned from the South, his two sons, that his debts were small and he was a happy man." Rebecca and William built a house on the property, a side-hall, double parlor plan that most likely her brother James was builder. They also built accompanying farm structures. (Records of Prince George's County, Maryland, Equity Case #849, MSA)
Thomas' son, Franklin, managed the farm after the War. In December 1868 Thomas entered into a sharecropping agreement with Edward Hanson, an African-American. After about a year-long illness, on May 16, 1869, Thomas died, deeply in debt. He was buried beside Elizabeth in the graveyard at St. Thomas' Church. He named as executrix his wife, Martha, and his friend and lawyer, Samuel H. Berry, as executor. His will divided the farm into thirds, one third going to his wife and their son Robert Henry, one third to his son James, and one third to his son Franklin. The land was surveyed according to the will. His personal property was sold but not enough profit was realized to pay off his creditors. The Commissioners of Prince George's County sued the estate on behalf of Thomas' creditors. The outcome was that in 1876 the property was sold at public auction. The Notice of Sale dated September 1, 1876 in the local county newspaper, The Prince Georgian, describes the farm as, "containing 514 2/3 acres More or less. The Improvements consist of a SMALL DWELLING, Three Barns, Stabling, and other necessary outbuildings. It is well wooded and watered, and the soil of fair quality. It has recently been divided into three lots and will be offered in lots, a description of which will be given at the time of sale." The sale was held on September 27, 1876, Lot No. 1 was purchased by Robert for $6.00 an acre, Lot #2 was purchased by Franklin for $5.00 an acre and Lot #3 was purchased by James for $4.00 per acre. Robert and Franklin eventually paid off their mortgage, but James defaulted on his purchase and later moved to St. Mary's County, Maryland. His portion later came to be owned by the Hawkins family, some members who had worked on the Robinson farm. (Equity Case #873, Prince Georges' County, MSA)
Lot #1, purchased by Robert from his fathers' estate, consisted of 177-1/3 acres, including the dwelling and farm buildings. On July 24, 1872, he married Amanda Malvina Baden (1849-1940), daughter of Robert W. G. and Margaret Caroline Early Baden. The Baden and Early families were both prominent south county families. Robert and Amanda had eight children; Caroline Early (1873 1967), Lucy Tennent (1875 1958), Albert Henry (1878 1914), Martha Perry (1880 1961), Robert Gover (1882 1882), Frank Alexander (1883 1970), Margaret Baden (1886 1956) and Grace Malvina (1889 1965).
By 1880 Robert had paid off his debt on the property and was fully engaged in farming. Unlike his father, or perhaps because of his father, Robert did not add to his land holdings, choosing to remain relatively debt free for his lifetime. The only land transactions he participated in were the sales of 79-3/4 acres in 1921 of Amanda's inheritance from her father and her interest in two smaller parcels of her father's land sold in 1894 and 1928 respectively. In 1928 he transferred 3.09 acres to his son Frank.
As late as the Federal census of 1880, Franklin was living with Robert and his household, both men engaged in farming. Sometime after 1880, Franklin took up residence on his part of Potomac Landing. His brother James most likely built the side-hall double parlor house that copied the main house at Potomac Landing. On February 18, 1897, Martha Robinson, died at the age of ninety. She was buried in the graveyyard of St. Paul's Episcopal Church, Baden, Prince George's County.
Robert continued cultivation of tobacco and small grains as his father before him. The first reference to the farm being named Ferndale is found in the "Communion Record" of Robert's daughter, Martha Perry "Pattie", dated 1896. (Robinson and Via Family Papers) The exact origin or reason for this new name is lost but perhaps the name Potomac Landing held such bitter memories of debt and hardship that, as a symbolic break with the past, a new name was found. It also may have simply been a way to distinguish this portion of Potomac Landing from the others. The farm continued to be listed on tax bills as Potomac Landing well into the 20th century, but was known to the general public and businesses as the Ferndale Farm. (Robinson and Via Family Papers)
Robert served as deputy inspector at the State Tobacco Warehouse in Baltimore for eight years under W.B. Bowie. He also served on the Board of Directors of the Bank of Brandywine. In July of 1905, Franklin died, a bachelor farmer. He was buried facing south in the graveyard of the Church of the Atonement, Cheltenham, (a chapel in St. Thomas' Episcopal Parish) where he had served as vestryman, treasurer, and cemetery custodian. Franklin died intestate and a lengthy process of dividing his estate began. This resulted in the sale of his part of Potomac Landing (Lot #2) in July 1908 to William E. Boswell. The court declared Robert ineligible for any inheritance due to his being " . . . a brother of the half blood." The Boswell family later sold the property to the Billingsley family of St. Mary's County. (Equity Case 3209, Prince George's County)
In 1910, after living in the farm's original home for approximately sixty seven years, the Robinson family built a new home. It was described in a 1956 insurance policy as, "2 story, frame, metal roof, 16x43, wing 14x28, 9 rooms." (Robinson and Via Family Papers) The house design was a simple Victorian with plastered walls, and lit by carbide gas. Electrical lighting was installed in 1951. The house was built with monies from Robert and Amanda, and their son Frank, who served as builder and contractor.
On Tuesday March 9, 1937, "During a celebration in honor of his wifes birthday anniversary, Mr. Robinson collapsed at the table and died immediately without a word or a sigh." (Robinson and Via Family Papers) Robert was buried beside his mother in the cemetery at St. Paul's Episcopal Church, Baden.
At Robert's death, Ferndale Farm was valued at $30.00 an acre, the total acreage, 174 acres, being valued in the whole at $5,220.00. Robert died intestate, again the fate of the land was in question. He left eight heirs, his widow, Amanda, six of his children and his son Albert Henry's only surviving child, R. Henry Robinson. Rather than have the farm sold and his mother's life disrupted, Frank purchased the estate and personal property from the heirs. Before this could take place, a deed had to be granted the heirs for the property since one had never been recorded after the 1876 sale. Equity case 873 was reopened sixty-two years after its supposed resolution. Frank testified, "over a period of about thirty years I would on a number of occasions, talk about the fact that he had purchased and paid for this property and that a deed had never been executed to him and [he] kept saying he was going to have someone straighten this matter out for him." It was discovered that Robert had fully paid for his part of Potomac Landing. On February 14, 1938 the farm was deeded from Amanda along with Robert''s heirs to Frank. (Book 499, page 334, Land Records of Prince George's County) According to the deed and a 1937 fire insurance policy the farm consisted of 177 1/3 acres, "1 two story dwelling, one tenant house, 1 barrack, 1 tobacco barn, 1 corn house & cow stable, 1 Stable, and 1 Granary & Stable." (Robinson and Via Family Papers)
Frank A. Robinson, now the sole owner of Ferndale Farm, was born August 17, 1883. He learned farming and in addition took up the trade of builder and contractor. As a young man, he worked in the general store of his uncle Robert Baden. He was the contractor for the first Bank of Brandywine and many homes in and around the town of Brandywine, including the home of his cousin Robert E. Baden, DDS. He was secretary of the Building Committee for construction of the Chapel of the Incarnation in Brandywine, a mission chapel for St. Thomas' Episcopal Parish. His success in the building trade gave him disposable income that he invested in land. His first purchase was in August, 1915 of a 2-9/100 acre of land in Brandywine that was being sold by the Board of County School Commissioners; the purchase price was $300. In March 1916 he purchased 38.09 acres of his Uncle Franklin's farm. This property adjoined Ferndale Farm.
Over the next fifty-four years of his life, Frank bought and sold many pieces of real estate. Perhaps his most significant purchases were: 18-1/3 acres purchased from The German American Colonization Land Company of Maryland in October 1915 (Book 115, pg. 140, Land Records of Prince George's County); 147.99 acres purchased from August and Wilhelmina Noltensmeir in December 1917 (Book 129, pg. 263, Land Records of Prince George's County) and 320 acres called the Vineyard purchased from William M. Wilson in March 1928. Frank used these three parcels as collateral for other purchases. Never once did he mortgage Ferndale Farm, insuring that no matter what financial stormy seas might blow, his home was secure. Over the course of his life, especially in the case of the Noltensmeir farm, when cash was needed a parcel of land would be surveyed off and sold. He inherited his grandfather Thomas' love of land but had fortunately developed a shrewd business sense to go along with it.
On November 20, 1929, he married Elizabeth Freeland Bourne, daughter of Joseph Blake and Maria Gantt Bourne of Calvert County, Maryland. They had three children: Mary Elizabeth (1930-2009), Franklin Alexander (1932), and Robert Lee (1935-1997). In addition to his construction business he continued farming, raising tobacco, hay, and small grains. He engaged in sharecropping with tenants on his various properties. He was active in community affairs serving on the Board of The Maryland Tobacco Growers Association (MTGA), the Vestry of St. Thomas Parish, and as sheriff of Brandywine. On January 9, 1940 Amanda Baden Robinson died. She was buried next to her husband at St. Paul's Episcopal Church, Baden. In February 1958, Frank and Elizabeth conveyed 1.57 acres of Ferndale Farm to son Franklin where he and his fiancée, Adina M. Via, were building their new home prior to their marriage in July of that same year.
The booming economy and suburbanization of the Washington metropolitan area in the early 1960's led to the high quality gravel lying beneath Ferndale into becoming a valuable commodity. In October 1962, Franklin and his parents granted a three-year lease to William C. Nolte for mining sand and gravel on the Ferndale Farm at .174 per yard. (Book 2747, pg. 11, Land Records of Prince George's County) From now until 1975 when the property was sold, gravel would be mined from under the farm by various companies. In November 1962, Elizabeth and Frank transferred to Franklin the 38.09 acres Frank had purchased from Fitzhugh Billingsley in 1916. (Book 2754, pg. 99, Land Records of Prince George's County) That same year they transferred 6.754 acres, part of the Vineyard, to son Robert and his wife Lois, (Book 2765, pg. 201, Land Records of Prince George's County)
On December 28, 1965, Frank and Elizabeth participated in a land exchange/purchase of the farm of Ralph W. and Cordelia H. Brown located along the Patuxent River in Benedict, Charles County, Maryland. Franklin had rented this farm the year before and was impressed enough by its location and arability to work out a purchase. Frank and Elizabeth traded 65.9920 acres that would eventually become Franklin's under Frank's will. On February 21, 1966 they deeded the Charles County farm to Franklin and Adina. Adina named this property Serenity Farm. The property consisted of 480.66 acres. (Liber 179, page 708 etc., Land Records of Charles County)
On February 5, 1970, after a short illness, Frank died at Cafritz Memorial Hospital. He was buried at St. Paul's Episcopal Church near his parents. In his will, probated March 4, 1970 he left thirty acres of the property purchased from the German American Land Company and A. Noltensmeir to Elizabeth. He willed forty acres of the same parcel to daughter Mary Robinson Conner. The remainder of Ferndale Farm was willed to Franklin and the remaining acreage of the Vineyard was left to Robert Lee.
Franklin Alexander Robinson was born August 13, 1932 at the Garfield Hospital in Washington, D.C.. He received his schooling in the public school system of Prince George's County, graduating from Gwynn Park High School in June 1951. He was a charter member of Gwynn Park's chapter of The Future Farmers of America. He was extremely active in FFA, achieving the Degree of Maryland Farmer in 1950 and their highest award, the Degree of American Farmer at their convention in Kansas City, Missouri in October 1953. He obtained his private pilots license in 1954. He entered the United States Army in February 1955 and went through basic training at Camp Gordon, Augusta, Georgia. After basic training he was transferred to Camp Hanford, Washington State. There he worked part time on the farm of Dick and Theresa Laurent during his off duty hours and began a lifelong friendship with them. He returned home to farming on an agricultural discharge in October of 1956. On July 27, 1958 he married his high school sweetheart, Adina Mae Via, daughter of Robert Milton and Virginia Woods Via. They had three children: Franklin Alexander (1959), Robert David (1962), and Adina Theresa (1963).
Franklin continued expanding and improving the farming operation by modern methods and means. At times, he farmed over one thousand acres, both owned and rented. On February 21, 1966, his parents deeded their purchase of the Ralph W. and Cordelia H. Brown farm in Benedict to he and Adina, later known as Serenity Farm Franklin and Adina engaged an architect to draft house plans for an anticipated new residence. A small A frame vacation home was built on the property so the family could spend weekends there.
On December 14, 1966, after a long illness, Adina died from complications associated with Hodgkin's Disease. She was buried in Trinity Memorial Gardens, Waldorf, Charles County. Franklin married Margaret Walker Lennox (nee Tallen, known as Rita) on August 21, 1970 (Marriage Records of Prince George's County, Maryland). This marriage ended in divorce in 1977. There were no children from this marriage.
On July 14, 1975 the Robinson family, Franklin, his second wife, Margaret, her daughter Margaret W. Lennox, Franklin, Jr., R. David, A. Theresa and Elizabeth B. Robinson, moved to Serenity Farm. On July 17, 1975 Franklin and Elizabeth sold the remaining acreage of Ferndale Farm to Brandywine Sand and Gravel, thus ending 131 years of ownership by the Robinson family. Elizabeth Bourne Robinson died on July 15, 1976 and was buried beside her husband at St. Paul's Church, Baden. Franklin married Hiltrud (Ceddie) Harris (nee Sedlacek) on July 15, 1978. (Robinson Family Bible) This marriage ended in divorce in 1986. There were no children from this marriage. Franklin married Diedre Gale Merhiage on April 19, 1989; this marriage ended in divorce in 1997. There were no children from this marriage. He married Remelda Henega Buenavista on January 13, 2007.
The Robinson family continue day-to-day operations of Serenity Farm. The land is well suited to the growing of tobacco and small grains, which crops, (with the exception of tobacco) along with a flock of sheep, are cultivated there to the present time. After the crop year 2001 the Robinson family took the tobacco buyout program offered by the state of Maryland and ceased growing tobacco. Franklin is active in farming and community affairs having served on the vestry of St. Thomas Episcopal Parish, the Board of Directors of MTGA, the Board of the Production Credit Association, the Boards of three schools, Holy Trinity Day School, Queen Anne School, and Calverton School, and numerous other organizations. Currently the farm consists of approximately 275 acres. In 1981 a state agricultural land preservation district of 222.755 acres was created. This was the first such district in Charles County and one of the first in the state of Maryland.
In 1985, R. David began a greenhouse business for the sale of spring flowering bedding plants and hanging baskets but currently works in conjunction with Farming 4 Hunger to grow produce for local area foodbanks. A. Theresa is involved in the daily running of the farm along with Franklin. Franklin, Jr., obtained a BFA degree in Drama from The Catholic University of America in 1981 and an MA from The American University in Film and Video Production in 1988. He was a civilian employee of the United States Air Force (USAF) from November 1981 to January 1986. He pursued a full time career as a professional actor from 1986-2007 and is a published author and produced playwright. The three siblings have been involved in community affairs, with R. David sitting on the Charles County Agricultural Preservation Board, A. Theresa having served on the vestry of Trinity Episcopal Parish, Charles County, and Franklin, Jr. having served on the vestries of both Trinity Parish and St. Thomas Episcopal Parish, the Board of the Washington Literacy Council, a choir member of the choir at St. Thomas Church, among other church related posts and as chair of the Charles County Historic Preservation Commission.
The Via family traces its origins to the colony of Virginia, where the probable progenitor of the line, Amer Via, a French Huguenot, settled in Manakin Town, Albemarle County between 1670-1700. It is impossible to trace the Via line definitively due to the loss of Virginia county records during the Civil War.
The Via family line covered in this collection can be definitively traced to William Via of Fredericksville Parish, Louisa (later Albemarle) County, Virginia. The William Via family lived west of the present day town of Whitehall at the base of the Blue Ridge Mountains, an area commonly known as Sugar Hollow. William Via III served in the Virginia Line during the Revolutionary War. He married Mary Craig, daughter of Thomas Craig and Jane Jameson, on March 17, 1784. William died on June 27, 1836, in Albemarle County (Rev. War Pension Appl. 6363, National Archives). His son Thomas married Sally, widow Griffin, on January 1, 1811 (Albemarle County Marriage Records). Their son, Hiram Karl Via (1812-1893), married Harriet Ardenia Naylor by license dated March 7, 1836 (Albemarle County Marriage Records).
Hiram and Harriet's son, Robert St. Clair Via (1844-1925), served as a private in Company I, 7th Virginia Infantry of the Confederate States Army (CSA Military Service Records, National Archives). After the war he married his first cousin, Mary Frances Naylor, daughter of Samuel Chapman Naylor and Eliza Jane Gardner, on April 3, 1866 in Rockingham County (Rockingham County, Virginia, Marriage Records). Sometime between 1870 and 1872, they moved to Linn County, Missouri, and settled about seven miles from the town of Bucklin. Their son, Hiram Chapman Via (1872-1933), was born there. In 1893, the family returned to Virginia, and settled on a farm in Greene County near the town of Stanardsville.
Hiram Chapman Via operated a mill as well as a farm. On March 15, 1899, he married Adina Eleanor Eusebia Runkle, daughter of Milton D. L. Runkle and Roberta A. Beadles (Greene County, Virginia, Marriage Records). They had three children: Bernice Olive (1902-1999), Robert Milton (1906-1983), and Deward Daniel (1909-1977).
Robert moved to Washington, D.C.. In December 1927 he began employment with the Capitol Traction Company as a streetcar conductor (Robinson and Via Family Papers). During the early 1930s, Robert rented a townhouse at 715 A St., SE, where he lived with his sister Bernice V. McMullan and her son, William C. McMullan; his brother and sister in law, and his parents. Next door, at 717, lived the Moses Albright family, including Moses's stepdaughter Ida Virginia Woods (1914-2010), daughter of Jesse Lee Woods (1894-1918) and Donna Mae Barker (1896-1928) of Frederick County, Maryland. Robert and Virginia began a courtship and on September 3, 1932 were married in Frederick, Frederick County, Maryland (Frederick County, Maryland, Marriage Records).
After their marriage, Robert and Virginia lived in various locations in the Washington metropolitan area. Their first child, Robert Delano, was born on March 24, 1933, and their second child, Adina Mae, was born on April 12, 1937. Virginia was employed outside the home while her children were in school. Her first job before her marriage had been with Woolworth's in Martinsburg, WV working the candy counter and then before the birth of her son at The Hecht Company on F St. in Washington, D.C.. After her marriage she worked briefly for the United States Postal Service in Capitol Heights, Maryland. Beginning in the 1950s, she worked for Charles of the Ritz as a receptionist in their beauty salon located in Woodward & Lothrop's F Street store in Washington, D.C.. She also worked as salon manager at the Charles of the Ritz salons in the Woodward & Lothrop stores in Seven Corners, Virginia, and Chevy Chase, Maryland. She retired due to health reasons in 1973.
On September 10, 1941, Robert and Virginia purchased Lot #43 in Woodlane subdivision in Prince George's County. (Book 619, pg. 12, Land Records of Prince George's County) A house was designed for them for this lot by Clyde E. Phillips. They did not construct a home on this property due to the outbreak of World War II. Robert, due to his employment in public transportation, did not serve with the Armed Services in World War II. On October 18, 1946, they purchased approximately thirty acres bordering on Burch's Creek near the towns of Clinton, also know as Surrattsville, and T.B. in Prince George's County from Joseph H. and M. Pauline Blandford. (Book 873, pg. 483, Land Records of Prince George's County) Over the next three years, hiring private contractors, doing work themselves, and with the help of Robert's brother Deward, they built the two story house designed by Phillips in 1941. They moved to the farm from Capitol Heights in 1949. Robert raised hogs, small grains and a crop of tobacco yearly on this farm and also maintained his job with Capitol Transit (formerly Capitol Traction).
In 1954, Robert and Virginia purchased a farm of approximately 150 acres in Island Creek, Calvert County, Maryland. The intention was for Robert and his son to enter into a full time farming operation on expanded acreage. Robert D. Via, known as Delano, graduated from Gwynn Park High School in June 1951. Delano was a part-time farmer and pursued a career as a country and western singer with Bashful Bob and the Rhythm Rangers, he being Bashful Bob. He was employed in various jobs, and began a tour in the Army in 1953. By the time the Via family moved to Calvert County in 1956, he decided to pursue careers other than farming. He eventually traveled and worked in various parts of the United States. He married first Delores Cooper, second Gloria J. Irick, and finally Candice Marinelli in December 1974, they had two children, Robert Marin (1975) and Kirstin Marin (1976).
On June 1, 1956 Robert resigned from his position at Capitol Transit due to health reasons. He and his family moved to the farm in Island Creek, Calvert County where he began full time farming. He and Virginia sold the thirty-acre farm in Prince George's County on June 21, 1956 to Melvin C. and Geraldine H. Rardia. (Book 2003, pg. 564, Land Records of Prince George's County) Virginia continued her employment with Charles of the Ritz. Adina, now a graduate of Gwynn Park High School, was employed by the USAF at Andrews Air Force Base in Camp Springs, Maryland. They both commuted daily from Calvert County to their places of employment.
Robert farmed in Calvert County, raising hogs, cattle, small grains and tobacco. Over the course of the next twenty-seven years, Robert and Virginia sold smaller parcels off the farm. In 1974, Robert and Virginia built a small retirement home designed for them by Calvert Masonry Contractors. Robert died on December 22, 1983. He was buried beside his daughter Adina in Trinity Memorial Gardens. At the time of Robert's death, the farm consisted of 28.694 acres. In 1998, Virginia deeded the remainder of the farm, then less than six acres, to her grandson, Franklin A. Robinson, Jr. who sold all but a one-acre lot in April 1999.
Virginia continued to live on the farm in Calvert County, maintaining a small herd of cattle. In the fall of 1989 Franklin, Jr. went to live with her. In 1993, the onset of Alzheimer's Disease required her to move to Serenity Farm and take up residence with her granddaughter A. Theresa. Virginia participated in various studies on Alzheimer's Disease conducted by the National Institutes of Health, Bethesda, Maryland beginning in 1992. She was profiled in the September 1997 issue of Washingtonian Magazine. In October of 1998 she moved to All American Senior Care in Brandywine, Maryland and in 1999 she moved to Morningside, an elderly care facility in Waldorf, Maryland. In 2002, she moved to St. Mary's Nursing Center in Leonardtown, Maryland. The remainder of the farm was sold in 1999 and 2002. She died January 14, 2010 and was buried at Trinity Memorial Gardens in Waldorf.
Adina Mae Via was born April 12, 1937 at the Homeopathic Hospital in Washington, D.C.. Adina grew up in Washington, D.C. attending public schools. She moved with her family to the Burch's Creek farm, Prince George's County, in 1949. She enrolled in the Prince George's County school system, and graduated from Gwynn Park High School in June of 1955. After graduation, she was employed by the USAF at Andrews Air Force Base in Camp Springs.
In July of 1956, she moved with her family to the Via farm in Island Creek, Calvert County. On July 27, 1958 she married Franklin A. Robinson at the Chapel of the Incarnation. They had three children: Franklin Alexander (1959), Robert David (1962) and Adina Theresa (1963). In the fall of 1958, she and Franklin took up residence in the home they had built on Ferndale Farm. She resigned from her position with the USAF in 1959.
On December 14, 1966, at Providence Hospital in Washington, DC, Adina died from complications due to Hodgkin's Disease. She had been battling this disease for many years prior to her death. She was buried in Trinity Memorial Gardens, Charles County.
Materials at Other Organizations
The Maryland Historical Society holds items (costume, farming related implements) related to the Robinson and Via families.
Materials at the National Museum of American History
The Division of Work and Industry (Agriculture Collection) holds agricultural implements and artifacts associated with both the Robinson farms and the Via farm; the Division of Home and Community Life holds clothing, textiles (crib quilt), jewelry, cosmetics and Adina M. Robinson's sewing box and dress patterns; (Costume and Textiles Collection). See accession numbers: 1989.0688, 1990.0394, 1991.0010; 1991.0722, 1992.0184, 1992.0283, 1992.0321, 1992.0474, 1992.3106, 1994.0064, 1994.0304, 1997.0327, 1998.0038, 1998.0129, 2001.0196, 2002.0087, 2003.0015, 2005.0009.
Division of Armed Forces History (National Numismatics Collection) holds the Robert M. Via Trolley Token Collection.
The collection was donated to the National Museum of American History, Archives Center, by Franklin A. Robinson, Jr., in November 1993.
Unrestricted research use on site to portions of collection, but some papers of living persons are restricted. Access to restricted portions may be arranged by request to donor. Gloves required for unprotected photographs. Viewing film portions of the collection and listening to LP recording requires special appointment.
The Archives Center does not own exclusive rights to these materials. Copyright for all materials is retained by the donor, Franklin A. Robinson, Jr.; permission for commercial use and/or publication may be requested from the donor through the Archives Center. Military Records for Franklin A. Robinson (b. 1932) and correspondence from Richard I. Damalouji (1961-2014) are restricted; written permission is needed to research these files. Archives Center cost-recovery and use fees may apply when requesting reproductions.
The Center for the Study of Man (CSM) was a bureau level division of the Smithsonian Institution. These records were maintained by the Program Coordinator, Samuel L. Stanley, and include correspondence, scholarly papers, transcripts, administrative materials, photgraphs, and audio recordings. The materials relate to conferences and programs in which CSM took part.
Scope and Contents:
The records are mainly those of by Program Coordinator Samuel L. Stanley, the CSM administrative officer, and the Institute for Immigration and Ethnic Studies. Especially well documented are several international CSM-sponsored conferences, including a planning meeting in Cairo in 1972, several pre-session conferences (on cannabis, alcohol, population, and the transmission of culture) at the Ninth International Congress of Anthropological and Ethnological Sciences at Chicago in 1973, and a 1974 meeting at Bucharest on the cultural implications of population change. Other records relating to cross-cultural studies include those concerning an abortive attempt to issue a series of monographs and the organization of special task forces concerned with questions of human fertility and the environment. The records also include material about the action anthropology projects with Native Americans with which Stanley was directly concerned. These focused on economic development and include material relating to the coordination of studies of specific tribes carried out with funds from the Economic Development Administration and on Stanley's economic development consulting for the American Indian Policy Review Commission. In addition, there are a few files that Stanley created for general information and material relating to his earlier teaching career.
Although some materials concerning these programs are housekeeping records, many letters, notes, and statements concern policy and procedure. For some conferences, there are scholarly papers and transcripts. Many files, especially those of an informational nature, include considerable amounts of printed and processed material. The collection also contains the papers of Wesley White.
With some CSM programs, Stanley's relationship was apparently formal instead of directly active. There is, for example, little documentation among his records that relates to the CSM's film center and less about the immigration and ethnic studies among his materials. Most material pertinent to these units are among the administrative officer's records.
This collection is arranged in 39 series: (1) Ninth International Congress of Anthropological and Ethnological Sciences; (2) Cannabis Project, 1973; (3) Cannabis Conference; (4) International Congress on Cultural Transmission; (5) Alcohol Conference, 1973; (6) Population Project; (7) Cross Cultural Monograph Project; (8) American Indians General; (9) Cairo Conference; (10) Folklife; (11) General Correspondence; (12) American Indian Policy Review Commission; (13) Meetings; (14) Census Materials; (15) EDA Grant; (16) Panajachel Conference; (17) Wes White Papers; (18) National Study of American Indian Education; (19) CA Teaching Cooperative; (20) Washington Conference, April 10-12, 1966 (urgent anthropology); (21) Electronic Data Processing Files; (22) Indian Voices; (23) Current Anthropology; (24) General Anthropology; (25) Action Anthropology / Film Archives; (26) Foxfire; (27) Monographs; (28) Cairo Conference - Anthropology Public Policy/Indians Tourism; (29) Smithsonian Office of Anthropology; (30) Correspondence/Job Applications/Resumes; (31) Indian Draft Reports; (32) Population Conference; (33) 1970 Census 20% Sample of Indian Population by County; (34) Index Cards; (35) Sam Stanley Papers; (36) Research Institute for Immigration and Ethnic Studies; (37) Administrative Officer Records; (38) Miscellaneous Correspondence, Reports, Publications; (39) Sound Recordings
The Center for the Study of Man (CSM) was established on July 1, 1968, as a bureau-level organization of the Smithsonian Institution. Its beginning was preluded by the appointment in 1965 of the Chicago-based anthropologist Sol Tax as special advisor in anthropology to the Secretary of the Smithsonian. Tax was to assist with the reorientation of anthropology at the Smithsonian and cooperation between him and the staff of the Smithsonian Office of Anthropology (now the Department of Anthropology) created several special programs, some of which were transferred to the center upon its inception.
Tax was CSM's first director. Samuel Leonard Stanley, formerly project coordinator for the Office of Anthropology, became the program coordinator for the center and was in charge of day-to-day operations. Priscilla Reining was appointed coordinator for urgent anthropology. In addition to such staff, CSM consisted of an advisory board (sometimes referred to as "members") drawn from the international community of anthropologists.
Essentially, CSM's concern was the application of anthropological knowledge to phenomena conceived as problems that confront mankind as a whole. It aimed to promote and coordinate study of these, mainly through the organization of special programs for meetings of established anthropological groups and by bringing together into special task forces researchers interested in the problems.
CSM also included several special programs. Although each of these had considerable independence, all can be seen as subsumed under its broad and ultimate purposes. Thus, the compilation of a computer-based directory of anthropologists and the compilation of bibliographies of anthropological literature were facilitative efforts.
An Urgent Anthropology Program, originally initiated in the Office of Anthropology following an international conference in Washington, D. C., in 1966, served to gather data essential to the more practical main purposes of the program as well as to produce studies of general anthropological interest. The support given such studies was in the form of small grants to allow field work in cultures that were rapidly changing under the pressure of modernization. Similarly, data were gathered and special studies carried out by the Research Institute on Immigration and Ethnic Studies (RIIES), added to the center in 1974 under the direction of Roy S. Bryce LaPorte, and the National Anthropological Film Center (NAFC), which was opened in 1975 and was incorporated in the center in 1977. An American Indian Program consisted of two parts: first, the compilation of a new multivolume Handbook of North American Indians under the general editorship of William C. Sturtevant was taken over from the Office of Anthropology and second, action anthropology projects were undertaken with various Native American groups.
Another goal of CSM was the establishment of a Museum of Man, which would host exhibits devoted to anthropology and ecology. However, due to internal disagreements over the aims of this museum, the project was never approved and fizzled out entirely in 1980.
CSM was one of several efforts of the Smithsonian to create research units to deal with broad problems of contemporary interest. Their success depended on two contingencies: first, funding would become available once the units were launched and, second, the traditional individualistic research of the Smithsonian staff could be continued or redirected--but somehow incorporated under the broad goals of the new units. When both assumptions proved difficult to realize, the new programs were terminated or limited. Thus, beginning in 1976, the center was slowly phased out.
In that year, Stanley was transferred from the center to the staff of the director of the National Museum of Natural History. In 1978, the Handbook of North American Indians was published, and the Handbook and Urgent Anthropology Programs were transferred to the museum's Department of Anthropology. CSM thus became composed only of RIIES and NAFC. In 1981, NAFC was divided: research, designated the Third World Film Center (or Research Film Center) was placed under one director and remained within CSM, and the archives, designated the Human Studies Film Archives (HSFA), was placed under another and was transferred to the Department of Anthropology. In 1982, HSFA was incorporated as a sibling of the National Anthropological Archives. The Third World Film Center was phased out in 1983.
Link, Adrianna Halina. "Salvaging a Record for Humankind: Urgent Anthropology at the Smithsonian Institution, 1964-1984." PhD diss., Johns Hopkins University, 2016.
1965 -- Sol Tax is appointed special advisor in anthropology to the Secretary of the Smithsonian
1966 -- The Urgent Anthropology Program is initiated by the Office of Anthropology
1968 -- The Center for the Study of Man (CSM) is established on July 1 The Urgent Anthropology Program is transferred to CSM The Handbook of North American Indians project is transferred to CSM CSM begins plans to build a Museum of Man
1973 -- The Research Institute on Immigration and Ethnic Studies (RIIES) is established within CSM
1975 -- The Smithsonian Institution receives funding from the National Endowment for the Humanities (NEH) and National Institutes of Health (NIH) to create a film center for human behavior The National Anthropological Film Center (NAFC) opens on May 1 under the CSM umbrella
1976 -- The position of program coordinator of CSM is removed in January and Samuel Stanley is transferred to the National Museum of Natural History (NMNH) CSM is placed under the authority of NMNH CSM devotes the bulk of its resources to completing the Handbook of North American Indians
1977 -- NAFC is incorporated in CSM
1978 -- The Handbook of North American Indians is published and the program is transferred back to the Department of Anthropology at NMNH Urgent Anthropology Program is transferred to the Department of Anthropology at NMNH
1980 -- The final attempt to create a Museum of Man fails
1981 -- NAFC is divided into the Human Studies Film Archive (HSFA) and the Third World Film Center (or Research Film Center) on October 1 The HSFA is joined with the National Anthropological Archives (NAA) The Third World Film Center remains within CSM
1982 -- RIIES is transferred to the Department of Anthropology at NMNH
1983 -- The Third World Film Center is phased out
The Center for the Study of Man records are open for research.
Access to the Center for the Study of Man records requires an appointment.
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.
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.
Materials in the Archives Center
Warshaw Collection of Business Americana (AC0060)
Hills Bros. Coffee Incorporated Records (AC0395)
The collection was donated by N W Ayer ABH International, April 15, 1975 and by Ayer & Partners, October 30, 1996.
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.
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.
Launcher, Anti-Tank Rocket, 88 mm Raketenpanzerbuechse 54 (Panzerschreck)
Basic steel construction for launcher and detachable blast shield; rocket, steel and other metals; glass in window of blast shield; original replacement mica windows wrapped in brown paper and stored in the back of the shield.
Overall (launcher): 1 ft. 1 1/2 in. tall x 5 ft. 4 1/2 in. long x 6 in. wide x 4 in. diameter (34.29 x 163.83 x 15.24 x 10.16cm)
CRAFT-Missile & Rocket Parts
Country of Origin:
Transferred from the National Armed Forces Museum Advisory Board, (NAFMAB), Smithsonian Institution.
Overall: All-metal monocoque construction. Internal fuselage: steel covered with steel skin panels, a cowling rolled from sheet tin enclosed the engine. Tail: wooden framework covered with fabric. Wings: semi-monocoque, built entirely of aluminum. Main landing gear: steel tubes with each strut bolted directly to the wing; no shock absorbers were fitted.
Overall: 330 x 860cm, 1640kg, 860cm (10ft 9 15/16in. x 28ft 2 9/16in., 3615.5lb., 28ft 2 9/16in.)