The collection documents the Fuller Brush Company founded by Alfred C. Fuller in 1906.
Content Description:
The collection documents the Fuller Brush Company from the early years of its existence. The contents include photographs; ledgers; correspondence; internal reports; manufacturing facility studies; quality control reports; financial statements; sales data; company newsletters, some loose and some in bound form; other internal publications; advertising; trade literature; product manuals; catalogs; training manuals and employee handbooks; company annual reports; convention programs and materials; films; materials relating to employee incentives; vinyl records of radio broadcasts; scripts, pressbooks, and other promotional material for motion pictures; informational audio-cassete tapes; contracts, trial testimonies, and other legal papers; industry surveys and marketing campaign proposals; and clippings and printed materials.
Arrangement:
Collection is arranged into thirteen series. Unless otherwise noted, material is arranged chronologically.
Series 1: Historical background, 1916-2001
Series 2: Corporate records, 1917-2010 (bulk 1973-1976)
Series 3: Marketing, 1941-2013
Series 4: Operational records, 1913-1976 (bulk 1969-1976)
Series 5: Financial materials, 1919-1996
Series 6: Personnel, 1922-1984
Series 7: Sales managers, 1922-1990
Series 8: Distributors, 1921-2006
Series 9: Publications, 1920-1999
Series 10: Product materials, 1912-2017
Series 11: Photographs, circa 1890-2000
Series 12: Press Clippings and Publicity, 1921-2010
Series 13: The Fuller Brush Man and The Fuller Brush Girl, 1947-1953, 2004 (bulk 1947-1952).
Historical:
Founded in 1906 by Alfred C. Fuller in Hartford, Connecticut, the Fuller Brush Company predominately sold a wide range of cleaning products, marketed for personal care, housekeeping, and commercial users. Mostly a direct-selling company, it is perhaps best known for its independent, door-to-door salesmen, a figure referred to in popular culture as "the Fuller Brush Man." Calling on the housewives of America, the Fuller Brush Man would visit households with a gift, flyers, and a case full of samples, with which he would demonstrate the use of cleaning implements of various shapes and sizes. Through techniques such as developing new products based on customer feedback, and providing a satisfaction guarantee by allowing for product returns during the Fuller Brush Man's next visit, the Fuller Brush Company inspired new levels of trust and credibility in direct selling. In return, the company reaped massive profits. During the peak of the company's popularity, in around the 1950s, the Fuller Brush Man was a ubiquitous part of the American landscape, alluded to in comic strips, radio programs, and popular films, such as the 1948 Red Skelton comedy The Fuller Brush Man and the 1950 comedy The Fuller Brush Girl, starring Lucille Ball.
The Fuller Brush Company continually used its resources to promote and establish the identity of the Fuller Brush Man, to its own salespeople as well as the public. Traditional print advertisements were supplemented with extensive publicity coverage, carefully crafted by the Fuller Brush Company's advertising and public relations team. The company fostered a culture of achievable aspiration among new recruits, through in-house publications, which celebrated the accomplishments of fellow dealers, incentive programs, and a career ladder pipeline, which allowed high achieving salesmen to advance from independent dealers to regional sales managers--who were considered formal employees of the Fuller Brush Company. Some sales managers became local celebrities in their districts, adding their own charisma to the development of the Fuller Brush Man--such as New York District's Al Teetsel--whose "Fine and Dandy" personal motto established a cult following. Other Fuller Brush Company salesmen used the Fuller Brush Man's distinctive optimism, pluck, and perseverance to later become celebrities in their own right, such as evangelist Billy Graham, who attributed his high school days as a successful Fuller Brush Man to his future success.
While the Fuller Brush Company is best known for its door-to-door network of Fuller Brush Men, and its household products division, the company experimented with various channels of distribution and other specialized products during its over 100-year history. The Fuller Brush Company produced implements to clean guns during World War II, and in 1945 was honored with the E Award for its war effort contributions. In the 1940s, the Fuller Brush Company introduced female salespeople, or "Fullerettes" to their door-to-door ranks (mostly to promote their Debutante Cosmetics line, released by Daggett & Ramsdell, Inc. in 1948). The company returned to actively recruiting Fullerettes in 1966, and thereafter welcomed distributors of either sex. The company's Machine Division produced the mast for the sailboat "Columbia" in 1958, and in the 1960s, its Marine Division produced items for the maintenance of nautical equipment. Around the 1960s, its Household Division incorporated new items such as vitamins and hormone treatments into its personal care product line. The company experimented with retail brick-and-mortar locations, and, in 1974, instigated a telemarketing program. After 1985, the Fuller Brush Company began to move away from door-to-door sales techniques, redeveloping its sale channel distribution system to include mail order catalogs, a secure sales website for distributors, network-marketing techniques, and a reinterpretation of sales territories for distributors where district territories began to blur in favor of nationwide sales opportunities.
Founded in Hartford, Connecticut, the company remained in the region through the 1960s, though the company shifted locations to larger offices and manufacturing facilities as it grew. In 1960, operational facilities and headquarters moved to a large, custom-built campus in East Hartford, Connecticut. However, in 1968, the company was acquired by the Kitchens of Sara Lee, Inc. (then a part of the Consolidated Foods Corporation). During the 1970s the Fuller Brush Company experienced rapid changes in administration and organization. Under President Nat Zivin, headquarters relocated to Niles, Illinois in 1973. Later the same year, headquarters and operations moved to a large manufacturing facility in Great Bend, Kansas. The company remained a division of Sara Lee until 1989.
The Fuller Brush Company grew to involve multiple subsidiaries, including many that were international. The Fuller Brush Company established a wholly-owned Canadian subsidiary in 1921, called the Fuller Brush Company, Limited. In 1942, the Fuller Brush Company bought out a competitor, the Albany, New York-based Mohawk Brush Company. The "bristlecomb" hairbrush, introduced by the Mohawk Brush Company in 1928, remained one of the Fuller Brush Company's signature products. In 1961, the Fuller Brush Company founded and incorporated Charter Supply Corporation as a wholly-owned Mohawk subsidiary. Charter Products operated as a "private label" division, to rebrand duplicate products. The Fuller Brush Company also owned subsidiaries in Mexico; in 1968, the Fuller Brush Company held 100% interest in House of Fuller, S.A. and Charter de Mexico, S.A., both established in Mexico. Also in 1968, the Fuller Brush Company was a partial owner of House of Fuller (Jamaica), Ltd. The Fuller Brush Company conducted business around the world, including dealings in England, France, Jamaica, Trinidad, Puerto Rico, Spain, and Venezuela.
With growth came legal challenges. The Green River Ordinance, established in 1931, placed limits on door-to-door sales. The Fuller Brush Company challenged the ordinance, when it went to the Supreme Court in 1937. Over the course of its history, the Fuller Brush Company weathered lawsuits ranging from trademark disputes to labor treatment complaints from area managers in Puerto Rico.
After the sale by Sara Lee in 1989, the Fuller Brush Company was held by a series of private owners, including Lee Turner and Stuart A. Ochiltree. In June 1994, CPAC, Inc. purchased the company. In 1995, CPAC, Inc. also bought a longtime competitor of the Fuller Brush Company, Stanley Home Products, a company founded in 1929 by Stanley Beverage, a former sales vice president for the Fuller Brush Company. The two companies became siblings under the same parent organization; items from the Stanley Home Products line were sold by Fuller Brush Company distributors, and manufactured at the Fuller Brush Company plant in Great Bend. In 2012, both the Fuller Brush Company and Stanley Home Products filed for Chapter 11 bankruptcy. The companies merged their product lines and catalogs, eliminating equivalent products, to cut costs and streamline operations.
In December 2012, David Sabin and Chicago-based private equity firm Victory Park Capital purchased the Fuller Brush Company. The company headquarters moved to Napa Valley, California. Facing increased financial difficulties, in 2016 the company began to phase out its independent distributor system and domestic manufacturing operations. Around January 2018, the company was sold to Galaxy Brush LLC of Lakewood, New Jersey.
Biographical:
Alfred C. Fuller (January 13, 1885 - December 4, 1973), was founder and first president of the Fuller Brush Company, as well as the "original Fuller Brush Man." He was born in rural Nova Scotia, to parents Leander Joseph Fuller and Phebe Jane Collins. The eleventh of twelve children, Fuller took pride in the resilient and self-sufficient spirit he developed growing up on a Nova Scotian farm, and valued such qualities throughout his life over formal education. Long after his success, he promoted himself as an average man among average men.
In 1903, at age eighteen, Alfred Fuller left his family home in Nova Scotia, and followed siblings who settled in the United States. He moved in with his sister Annie and her husband, Frank Adler, in Somerville, Massachusetts. After a series of odd jobs, Fuller considered trying his hand at selling brushes (he was inspired by a brother, Dwight, who made and sold brushes before his death by tuberculosis in 1901). Alfred discovered a knack for trade; unlike many other direct salesmen at the time, his sales technique emphasized product demonstrations. Eventually, Fuller decided to make his own brushes. He set up a workbench in his sister's basement in January 1906. Four months later, he moved to Hartford, Connecticut where he founded the Fuller Brush Company.
The rapid success of the company, improved Alfred C. Fuller's romantic prospects. With the enthusiastic support of his sister, Annie, Alfred initiated a courtship with a Nova Scotian woman who had formerly caught his eye, Evelyn Ellis. They were married on April 10, 1908. However, the marriage was strained, and they divorced in 1930. In 1932, Alfred Fuller remarried. His second wife, Mary Primrose Pelton, was also Nova Scotian, the daughter of a judge from Yarmouth. They remained together for the rest of his life.
Alfred C. Fuller and his first wife Evelyn had two sons. Alfred Howard was born in 1913 and Avard in 1916. Both would later rise to prominence within the Fuller Brush Company, serving as its second and third presidents. The elder son, Howard, was Fuller Brush Company President from 1943 until 1959. From an early age, Howard challenged his father regarding the direction of the company. With his bold and aggressive personality, Howard was able to institute changes to the company that resulted in higher profits, such as distributing catalogs before the salesman's visit, shortening product demonstrations, prioritizing many small sales over few large sales, and developing other techniques that emphasized speed and efficiency. However, his temperament also contributed to Howard and his wife Dora's untimely deaths. Howard, always interested in thrilling, high-risk pursuits (such as driving sports cars, piloting airplanes, and racing speedboats and sailboats) was cruising through Nevada at 120-miles per hour for a business trip, uncharacteristically accompanied by his wife, when his Mercedes-Benz 300 SL blew a tire. Both Fullers died in the accident.
Following the tragic accident, Avard assumed leadership of the Fuller Brush Company. Avard's more conservative nature ushered in an era of leadership where his father, Alfred C. Fuller, rose in honor and influence with the company. However, Avard relied on traditional sales strategies (such as promoting a culture around the Fuller Brush Man, rather than take a more active strategy toward integrating female distributors) which placed the Fuller Brush Company at a disadvantage with competitors such as Avon Cosmetics. Avard served as President of the Fuller Brush Company until 1969.
Although Alfred C. Fuller never reclaimed presidency of the Fuller Brush Company, he remained chairman emeritus for the duration of his life. A treasured company figurehead, celebrations were held in his honor long after his retirement. In 1956, a testimonial dinner was held where a portrait of Fuller was unveiled in honor of the 50-year anniversary of the Fuller Brush Company. In 1965, Alfred C. Fuller was further honored, when his birthplace was dedicated as a historic landmark. Alfred C. Fuller was known as "Dad" Fuller to the thousands of Fuller Brush Men and Fullerettes who represented the company door-to-door throughout the country, and made frequent appearances in in-house publications and external publicity. Working with Hartzell Spence, Alfred C. Fuller wrote an autobiography, titled A Foot in the Door, published by the McGraw-Hill Book Company, Inc. in 1960. A practicing Christian Scientist with a devout Methodist mother, Fuller frequently alludes to the influence of his faith in his autobiography. Alfred C. Fuller passed away on December 4, 1973.
Related Materials:
Materials in the Archives Center
Stanley Home Products Collection (AC0788)
Earl S. Tupper Papers (AC0470)
Brownie Wise Papers (AC0509)
Ann and Thomas Damigella Collections (AC0583)
Industry on Parade Film Collection, episodes 66, 217 (AC0507)
Materials at the Smithsonian Institution
Smithsonian Libraries Trade Literature Collection, includes some Fuller Brush Company catalogs;
The Work and Industry Division, National Museum of American History holds artifacts from the Fuller Brush Company from previous accessions, such as hairbrushes for women and men (including bristlecomb hairbrushes); shower brushes; toothbrushes; combs; a military brush; brush holders; and similar materials. (AG.A.6645-AG.A.6653; AG.A.6656-AG.A.6666; AG.77-FT-15.0523; ZZ.RSN833134).
The Medicine and Science Division, National Museum of American History holds a general purpose cleaning brush, and a bathroom fixtures cleaning brush from a previous accesssion (2006.0098).
National Portrait Gallery holds a portrait of Alfred Fuller.
Materials at Other Organizations
Hagley Museum and Library, Manuscripts and Archives Department
Avon Products Inc., Records, 1880-2012
University of Wyoming, American Heritage Center, Archives
Columbia Pictures Records, 1934-1974 (collection #93555)
Includes materials related to the Fuller Brush man and Fuller Brush Girl, 1950.
Separated Materials:
Artifacts collected along with the acquisition of archival material are held by the Divisions of Work and Industry, and Medicine and Science.
Separated materials assigned to the Division of Work and Industry include a men's tie; buttons; ashtray; charm; and tape measure. See accession 2018.0089.
Separated materials assigned to Division of Medicine and Science include a bathing brush, a dental plate brush, a women's hair brush, a comb cleaner, and toothbrushes. Some items are maintained in original packaging, or are kept with original paper inserts. See accession 2018.0090.
Provenance:
Collection donated by the Fuller Brush Company through David Sabin, 2018.
Restrictions:
Collection is open for research. Reference copies for audio and moving images materials do not exist. Use of these materials requires special arrangement. Gloves must be worn when handling unprotected photographs and negatives.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
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.
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 19.10, General Materials, 1940; 1970, includes agency directory entry including a list of the employees, 1970s, annual banquet program for the Curfew Club May 22, 1940 a group formed by the Philadelphia employee in 1938. It sponsored numerous sports, social and educational activities. Groups were formed in public speaking, music appreciation and a series of talks on Monday evenings title the modern woman. The front page was a series of talks for general interest. A list of officers, 1991, Twenty five year club membership, 1973 December 1, List of NW Ayer graduates, 1970, List of Officers, 1991 May 31, Obituary for Leo Lionni, 1999 October 17, List of photographers of advertisements, 2001
Series 20, Background and History Information, 1817-1999, undated includes a chronology, 1817-1990, quick reference timeline, 1848-1923, loose pages from a scrapbook containing examples of correspondence, envelopes, advertisements dating from 1875-1878; slogans coined by NW Ayer & Sons, Incorporated, 1899-1990, history of management, 1909-1923, articles and photographs about the building and art galleries, 1926-1976, publications about the Philadelphia building, 1929, pamphlet relating to memories of NW Ayer & Sons, Incorporated, 1930s-1950s, television history, 1940-1948, Article about the history of the company, 1950 January, pocket guide, 1982, AdWeek reports about standings for advertising agencies, information relating to Human Contact which is NW Ayer's Information relating to Human Contact, undated which is their philosophy on advertising.
Series 21, Materials Created by other Advertising Agencies, 1945-1978, undated, consists of print advertisements collected by Ayer from other major advertising companies. The companies include Doyle Dane Bernback, Incorporated, Leo Burnett Company, Grey Advertising Agency, D'Arcy Ad Agency, Scali, McCabe, Sloves, Incorporated and Erwin Wasey Company. The materials are arranged in alphabetical order by client and include products from Ralston Purina and Van Camp (Chicken of the Sea), Kellogg, American Export Lines and No Nonsense Fashions.
Series 22, 2010 Addendum of Print Advertisements, circa 1879s-1999, undated, includes material given to the Archives Center in 2010. It is organized into seventy one oversized boxes and contains proofsheets of print advertisements for select Ayer clients. These are arranged alphabetically by client name and include substantial quantities of materials from American Telephone &Telegraph (1945-1996), Bahamas Ministry of Tourism (1967-1987), Carrier (1971-1981), Citibank (1973-1991), DeBeers (1940s-1960s and1990s), Electric Companies Advertising Program [ECAP] (1942-1970s), General Motors (1989-1998), J.C. Penney (1983-1986), Newsweek (1966-1975), and Proctor and Gamble (1980s-1890s). There are also numerous other clients represented by smaller quantities of materials.
Subseries 22.2, Print Advertisements on Glass Plate Negatives, 1879-1881, undated, include Cannon towels, Cheny Brothers silks, Cornish & Company organs and pianos, Enterprise Manufacturing Company, 1879 sad iron, an ad from Harper's Weekly 1881 for ladies clothing, Ostermoor & Company mattresses, Pear's soap, Porter's cough balsam, Steinway pianos.
Series 23, Microfilm of Print Advertisements, circa 1908-1985, consists of three boxes of printed advertisements for the American Telephone and Telegraph Company. Some of the same advertisements might also be found in series two, three and four.
Arrangement:
The collection is arranged into twenty-three series.
Series 1: Scrapbooks of Client Print Advertisements, circa 1870-1920
Series 2: Proofsheets, circa 1870-1930
Series 3: Proofsheets, circa 1920-1975
Series 4: 2001 Addendum, circa 1976-2001
Series 5: Billboards, circa 1952-1956
Series 6: Audiovisual Materials
Series 7: Radio and Television Materials, 1933-1993, undated
Series 8: Chicago Office Print Advertisements, 1954-1989
Series 9: Los Angeles Office Materials, 1950s-1987
Subseries 9.1: Printed Advertisements, 1977-1987
Subseries 9.2: Personnel Files, 1950s-1970s
Series 10: Foreign Print Advertisements, 1977-1991, undated
Series 11: Cunningham & Walsh Incorporated Materials, 1915-1987, undated
Subseries 11.1: Printed Advertisements, 1915-1987
Subseries 11.2: Radio and Television Advertisements, 1963-1967
Subseries 11.3: Company Related Materials, 1962-1986, undated
Series 12: Hixson & Jorgensen Materials, 1953-1971, undated
Series 13: Newell-Emmet, 1942-1957
Series 14: House Print Advertisements, 1870-1991
Series 15: Scrapbooks, 1872-1959
Series 16: Publications, 1849-2006
Subseries 16.1: House Publications, 1876-1994
Subseries 16.2: Publications about NW Ayer, 1949-1995
Subseries 16.3: General Publications about Advertising, 1922-2006
Subseries 16.4: Publications about other Subjects, 1948-1964
Series 17, Business Records, circa 1885-1990s
Subseries 17.1: Contracts, 1885-1908, undated
Subseries 17.2: General Client Information, 1911-1999, undated
Subseries 22.2: Print Advertisements on Glass Plate Negatives, 1879-1881, undated
Series 23: Microfilm of Print Advertisements, circa 1908-1985
Biographical / Historical:
Founded in Philadelphia in 1869, NW Ayer & Son is one of the oldest and largest advertising agencies in America. For most of its history, it was the undisputed leader and innovator in the field of advertising. In 1876, NW Ayer & Son pioneered the "open contract", a revolutionary change in the method of billing for advertising which became the industry standard for the next hundred years. NW Ayer pioneered the use of fine art in advertising and established the industry's first art department. It was the first agency to use a full-time copywriter and the first to institute a copy department. The agency relocated to New York City in 1974. During its long history, the agency's clients included many "blue-chip" clients, including American Telephone & Telegraph, DeBeers Consolidated Diamond Mines, Ford Motor Company, Nabisco, R. J. Reynolds and United Airlines. However, in later years, the Ayer's inherent conservatism left the agency vulnerable to the creative revolution of the 1960s and 1970s, the advertising industry restructuring of the 1980s and the economic recession of the early 1990s. The agency was bought out by a Korean investor in 1993. In 1996, NW Ayer merged with another struggling top twenty United States advertising agency, Darcy, Masius, Benton & Bowles, under the umbrella of the McManus Group. Ayer continues to operate as a separate, full-service agency.
Through a series of buyouts and mergers, Ayer traces its lineage to the first advertising agency founded in the United States, a Philadelphia agency begun by Volney Palmer in 1841. Palmer began his career in advertising as a newspaper agent, acting as middleman between newspaper publishers and advertisers across the country. By 1849, Palmer had founded his own newspaper, V. B. Palmer's Register and Spirit of the Press, and had developed a complete system of advertising which included securing advertising space and placing ads in scores of commercial, political, religious, scientific and agricultural journals across the country. Palmer went one step further than the "space jobbers" of the day when he began offering "advertisements carefully drawn for those who have not the time to prepare an original copy." Always an enthusiastic promoter of advertising as an incentive to trade and American economic growth, Palmer promised advertisers that "every dollar paid for advertising in country newspapers will pay back twenty-fold" and encouraged skeptical consumers that "he who wishes to buy cheap should buy of those who advertise." When Palmer died in 1863, the agency was bought by his bookkeeper, John Joy, who joined with another Philadelphia advertising agency to form Joy, Coe & Sharpe. That agency was bought out again in 1868 and renamed Coe, Wetherill & Company. In 1877, Coe, Wetherill and Company was bought out by the newly formed NW Ayer & Son.
Francis Wayland Ayer was an ambitious young schoolteacher with an entrepreneurial streak. Having worked for a year soliciting advertisements on a commission basis for the publisher of the National Baptist weekly, Francis Ayer saw the potential to turn a profit as an advertising agent. In 1869, Ayer persuaded his father, Nathan Wheeler Ayer, to join him in business, and with an initial investment of only $250.00, NW Ayer & Son was born. Notwithstanding a smallpox epidemic in Philadelphia in 1871 and the general economic depression of the early 1870s, the agency flourished. The senior Ayer died in 1873, leaving his interest in the agency to his wife, but Francis W. Ayer bought her out, consolidating his interest in the company's management. In 1877, with Coe, Wetherill & Company (the successor to Palmer's 1841 agency) on the verge of bankruptcy and heavily indebted to Ayer for advertising it had placed in Ayer publications, Ayer assumed ownership of that agency. Thus did NW Ayer lay claim to being the oldest advertising agency in the country.
Both Nathan Wheeler and Francis Wayland Ayer began their careers as schoolteachers, and one of their legacies was a commitment to the cause of education: correspondence schools and institutions of higher learning were historically well-represented among Ayer clients. Just after World War I, the agency was heralded as "co-founder of more schools than any citizen of this country" for its conspicuous efforts to advertise private schools. Well into the 1960s, an "Education Department" at Ayer prepared advertisements for over three hundred private schools, camps and colleges, representing almost half the regional and national advertising done for such institutions. In fact, to its clients Ayer presented advertising itself as being akin to a system of education. In 1886, Ayer began promoting the virtues of the Ayer way advertising with the slogan, "Keeping Everlastingly at It Brings Success."
The agency's goals were simple: "to make advertising pay the advertiser, to spend the advertiser's money as though it were our own, to develop, magnify and dignify advertising as a business." Initially, Ayer's fortunes were tied to newspapers, and the agency began to make a name for itself as compiler and publisher of a widely used American Newspaper Annual. During the first years, Ayer's singular goal was "to get business, place it [in newspapers] and get money for it"; after several years as an independent space broker, however, Francis Ayer resolved "not to be an order taker any longer." This decision led NW Ayer and Son to a change in its mode of conducting business which would revolutionize the advertising industry: in 1876, Ayer pioneered the "open contract" with Diggee & Conard, Philadelphia raised growers and agricultural suppliers. Prior to the open contract, NW Ayer & Sons and most agencies operated as "space-jobbers," independent wholesalers of advertising space, in which the opportunities for graft and corrupt practices were virtually unlimited. In contrast, the open contract, wherein the advertiser paid a fixed commission based on the volume of advertising placed, aligned the advertising agent firmly on the side of the advertiser and gave advertisers access to the actual rates charged by newspapers and religious journals. The open contract with a fixed commission has been hailed by advertising pioneer Albert Lasker as one of the "three great landmarks in advertising history." (The other two were Lasker's own development of "reason-why" advertising copy and J. Walter Thompson's pioneering of sex appeal in an advertisement for Woodbury's soap.) Although the transition to the open contract did not happen overnight, by 1884, nearly three-quarters of Ayer's advertising billings were on an open contract basis. Since Ayer was, by the 1890s, the largest agency in America, the switch to direct payment by advertisers had a significant impact on the advertising industry, as other agencies were forced to respond to Ayer's higher standard. Just as important, the open contract helped to establish N W Ayer's long-standing reputation for "clean ethics and fair dealing" -- a reputation the agency has guarded jealously for over a century.
The open contract also helped to establish Ayer as a full service advertising agency and to regularize the production of advertising in-house. From that point forward, Ayer routinely offered advice and service beyond the mere placement of advertisements. Ayer set another milestone for the industry in 1888, when Jarvis Wood was hired as the industry's first full-time copywriter. Wood was joined by a second full time copywriter four years later, and the Copy Department was formally established in 1900. The industry's first Art Department grew out of the Copy Department when Ayer hired its first commercial artist to assist with copy preparation in 1898; twelve years later Ayer became the first agency to offer the services of a full time art director, whose sole responsibility was the design and illustration of ads.
Ayer's leadership in the use of fine art in advertising has roots in this period, but achieved its highest expression under the guidance of legendary art director Charles Coiner. Coiner joined Ayer in 1924, after graduating from the Chicago Academy of Fine Arts. Despite early resistance from some clients, Coiner was adamant that "the use of outstanding palette and original art forms bring a greater return in readership, in impact and prestige for the advertiser." To this end, Coiner marshaled the talents of notable painters, illustrators and photographers, including N.C. Wyeth and Rockwell Kent (Steinway), Georgia O'Keefe (Dole), Leo Lionni (DuPont), Edward Steichen (Steinway, Cannon Mills), Charles Sheeler (Ford), and Irving Penn (DeBeers). Coiner believed that there was a practical side to the use of fine art in advertising, and his success (and Ayer's) lay in the marriage of research and copywriting with fine art, an arrangement Coiner termed "art for business sake." Coiner's efforts won both awards and attention for a series completed in the 1950s for the Container Corporation of America. Titled "Great Ideas of Western Man" the campaign featured abstract and modern paintings and sculpture by leading U.S. and foreign artists, linked with Western philosophical writings in an early example of advertising designed primarily to bolster corporate image. In 1994, Charles Coiner was posthumously named to the American Advertising Federation's Hall of Fame, the first full time art director ever chosen for that honor.
Coiner and fellow art director Paul Darrow also created legendary advertising with the "A Diamond Is Forever" campaign for DeBeers; ads featured the work of Pablo Picasso, Salvador Dali and other modernist painters. The "A Diamond is Forever" tagline was written in 1949 by Frances Gerety, a woman copywriter at Ayer from 1943 to 1970. In 1999, Ad Age magazine cited "A Diamond is Forever" as the most memorable advertising slogan of the twentieth century.
Coiner also earned respect for his volunteer government service during World War II; he designed the armbands for civil defense volunteers and logos for the National Recovery Administration and Community Chest. As a founding member of the Advertising Council in 1945, Ayer has had a long-standing commitment to public service advertising. In the mid-1980s, Ayer became a leading force in the Reagan-era "War on Drugs". Lou Hagopian, Ayer's sixth CEO, brokered the establishment of the Partnership for a Drug-Free America, a media coalition which generated as much as a million dollars a day in donated advertising space and time to prevent the use and abuse of illegal drugs. Famous names appear among NW Ayer's clientele from the very earliest days of the agency. Retailer John Wanamaker, Jay Cooke and Company, and Montgomery Ward's mail-order business were among the first Ayer clients. The agency has represented at least twenty automobile manufacturers, including Cadillac, Chrysler, Ford, General Motors, Plymouth, and Rolls-Royce. Other major, long-term clients through the years have included American Telephone & Telegraph, Canada Dry, Cannon Mills, Hills Bros. Coffee Company, Kellogg's, R. J. Reynolds, Steinway and Sons, United Airlines, and the United States Army. By the time of Ayer's hundredth anniversary in 1969, some of these companies had been Ayer clients for decades if not generations, and the longevity of those relationships was for many years a source of Ayer's strength.
But the advertising industry began to change in the late 1960s and 1970s, due in part to a "creative revolution." Small advertising agencies won attention with provocative copywriting and art direction that more closely resembled art than advertising. Advances in market research allowed clients to more narrowly tailor their advertising messages to distinct groups of consumers, and this led to a rise in targeted marketing which could more readily be doled out to specialized small agencies than to larger, established firms like NW Ayer & Son. The civil rights and anti-war movements also contributed to increasing public skepticism with the values of corporate America, and by extension, with some national advertising campaigns. Older, more conservative firms like Ayer were hard pressed to meet these new challenges.
About 1970, in an effort to meet these challenges and to establish a foothold on the West Coast, Ayer bought out two smaller agencies--Hixson & Jorgenson (Los Angeles) and Frederick E. Baker (Seattle). The agency relocated from Philadelphia to New York City in 1974 in an attempt both to consolidate operations (Ayer had operated a New York office since the 1920s) and to be closer to the historic center of the advertising industry. Riding the wave of mergers that characterized the advertising industry in the late 1980s and 1990s, Ayer continued to grow through the acquisition of Cunningham & Walsh in 1986 and Rink Wells in 19xx.
During this transitional period, Ayer received widespread acclaim for its work for the United States Army, which included the widely recognized slogan "Be All You Can Be". Ayer first acquired the Army recruitment account in 1967 and with help from its direct marketing arm, the agency was widely credited with helping the Army reach its recruitment goals despite an unpopular war and plummeting enlistments after the elimination of the draft in 1973. Ayer held the account for two decades, from the Vietnam War through the Cold War, but lost the account in 1986 amid government charges that an Ayer employee assigned to the account accepted kickbacks from a New York film production house. Despite Ayer's position as the country's 18th largest agency (with billings of $880 million in 1985), the loss of the agency's second largest account hit hard.
NW Ayer made up for the loss of the $100 million dollar a year Army account and made headlines for being on the winning end of the largest account switch in advertising history to date, when fast food giant Burger King moved its $200 million dollar advertising account from arch-rival J. Walter Thompson in 1987. Burger King must have had drive-thru service in mind, however, and Ayer made headlines again when it lost the account just eighteen months later in another record-breaking account switch. Another devastating blow to the agency was the loss of its lead position on the American Telegraph and Telephone account. Ayer pioneered telecommunications advertising in 1908, when the agency was selected to craft advertising for the Bell System's universal telephone service. Despite valiant efforts to keep an account the agency had held for most of the twentieth century, and for which they had written such memorable corporate slogans as American Telephone &Telegraph "The Voice with a Smile" and "Reach Out and Touch Someone", the agency lost the account in 1996.
After a wave of mergers and acquisitions in the late 1980s, the economic recession of the early 1990s hit Madison Avenue hard, and Ayer was particularly vulnerable. Despite the agency's long history and roster of "blue-chip" clients, Ayer was not known for cutting-edge creative work. Moreover, though the agency had offices overseas, Ayer had never built a strong multinational presence, and many of the smaller international offices were sold during the financial turmoil of the 1980s. This left a real void in the new climate of global marketplace consolidation. By about 1990, earnings were declining (although Ayer was still among the top twenty United States agencies in billings), and the agency was suffering from client defections, high management turnover, expensive real estate commitments and deferred executive compensation deals, all fallout of the high-flying 1980s. This was the atmosphere in 1993, when W.Y. Choi, a Korean investor who had already assembled a media and marketing empire in his homeland, began looking for an American partner to form an international advertising network. Jerry Siano, the former creative director who had recently been named Ayer's seventh CEO, was in no position to refuse Choi's offer of $35 million to buy the now floundering agency. The infusion of cash was no magic bullet, however. Choi took a wait-and-see approach, allowing his partner Richard Humphreys to make key decisions about Ayer's future, including the purging of senior executives and the installation of two new CEOs in as many years.
The agency's downward trend continued with the loss of another longtime client, the DeBeers diamond cartel in 1995. Adweek reported that Ayer's billings fell from $892 million in 1990 to less than $850 million in 1995. Several top executives defected abruptly, and the agency failed to attract major new accounts. Ayer was facing the loss not merely of revenue and personnel, but the loss of much of the respect it once commanded. Ayer remained among the twenty largest U.S. agencies, but an aura of uncertainty hung over the agency like a cloud. A new CEO was appointed, and Mary Lou Quinlan became the agency's first woman CEO in 1995. A year later, Ayer and another struggling top twenty agency, D'arcy, Masius, Benton & Bowles, combined as part of the McManus Group of companies. In 1998, the McManus Group had worldwide billings of more than $6.5 billion.
Under the McManus Group, Ayer was able to expand its international operations and begin to rebuild a stronger global presence. Several important new clients were won in 1997 and 1998, including Avon, General Motors, Kitchenaid, several Procter & Gamble brands and, most notably, Continental Airlines worldwide accounts. Born in the nineteenth century, Ayer may be one of a very few advertising agencies to successfully weather the economic and cultural transitions of both the twentieth and twentieth first centuries. Ayer was eventually acquired by the Publicis Groupe based in Paris, France which closed down the N.W. Ayer offices in 2002.
Related Materials:
Materials in the Archives Center
Warshaw Collection of Business Americana (AC0060)
Hills Bros. Coffee Incorporated Records (AC0395)
Provenance:
The collection was donated by N W Ayer ABH International, April 15, 1975 and by Ayer & Partners, October 30, 1996.
Restrictions:
The collection is open for research use.
Physical Access: Researchers must use microfilm copy. Researchers must handle unprotected photographs with gloves. Researchers must use reference copies of audiovisual materials. When no reference copy exists, the Archives Center staff will produce reference copies on an "as needed" basis, as resources allow.
Technical Access: Viewing the film portion of the collection without reference copies requires special appointment, please inquire; listening to audio discs requires special arrangement. Do not use original materials when available on reference video or audio tapes.
Rights:
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.
Proceedings of the American Ceramic Society Conference on Energy Management : a collection of papers presented at the American Ceramic Society Conference on Energy Management / sponsored jointly by the Government Liaison Committee and the Glass [and others] Divisions, the American Ceramic Society, April 28-30, 1980, Conrad Hilton Hotel, Chicago, Illinois ; J. Richard Schorr, conference director
Author:
American Ceramic Society Conference on Energy Management (1980 : Chicago, Ill.) Search this
United States of America -- Illinois -- Cook County -- Barrington
Olsen's Woods Walk (Barrington Hills, Illinois)
Scope and Contents:
1 folder and 22 digital images.
General:
The red brick Georgian style house was built in 1922 as a country place, gifted along with 60 acres of farmland; in 1991 the house had been restored but the 15-acre property was overgrown with buckthorn and invasive vines. While clearing the land the owners discovered the remains of a 1930's formal garden next to the house and a one-acre spring-fed pond at the perimeter. The first garden they designed and planted, Woods Walk, has meandering paths under a towering canopy of red, bur and white oak, quantities of spring bulbs, part shade flowering shrubs and perennials, fountains, garden art, hidden seating and a tool shed. Long rows of arborvitae and boxwood hedges were planted to create a formal structure for garden rooms that would surround and spread out from the house on ten acres, eventually fenced to keep out deer. There are nine main garden rooms with formal patio gardens outside the house, expansive lawns punctuated with trees, and more casual plantings leading to the woods and the pond. Two massive lion planters anchor the Leo Lion garden that has a flagstone walkway, dwarf evergreens, two weeping birch positioned to form a natural arch, perennials, grasses and ferns. The English Pool garden has a 14-column classical Greek pergola supporting a climbing hydrangea and perennials and annuals chosen for their colorful blossoms. A formal parterre garden terraced beneath one of the patios has red and white roses under a weeping cherry. The garden rooms are entered under arches covered with clematis and other climbing vines; the Gala Garden designed and planted for a hospice benefit is bordered by blue tuteurs with climbing roses and clematis. Other garden structures include an eight-sided gazebo and an ironwork folly with climbing vines.
A Mirror Walk garden is shaded by mature oak with three beds of deciduous azaleas and color coordinated tulips on one side facing beds of shade perennials that include bleeding heart, lobelia, and petasites with banks of hosta around each bed. The Wedding Walk garden has four arches bordered by more casual flower beds chosen to attract butterflies and transition to the natural pond with cattails, Adirondack chairs and a fire pit. A vegetable garden and orchard are located outside the gate cottage or coach house as they were under the original owners. Many of the garden rooms and patio gardens feature planted urns and other containers; even tall columns are topped with flower-filled pots. The voluminous plantings were aided in part by Ball Horticultural Company: from 2004 to 2011 Olsen's Woods Walk was a test garden for as many as 500 flats of perennials and annuals each year that would be evaluated and photographed, with some images appearing in Ball catalogs and other advertisements. Also, the owners hosted many charitable benefits and open days for the Garden Conservancy and other organizations.
Persons associated with the garden include: Evan A. and Pauline Hart Evans (former owners, circa 1922-1950); Bruce Alexander and Joan Ferris Pope (former owners, circa 1959-1971); Guy H. and Bette A. Seno (former owners, circa 1971-1976); G. Willard and Bonita Theissen (former owners, circa 1976-1991); Eric E. and Margaret G. Olsen (former owners, 1991-2018); Robert G. Work (1874-1960) (architect for house and coach house, 1922); Charlie Keppel (tree maintenance, 1991-2018); Eric Bode (arborist, 2007-2018); Liz Olsen and Andrew Wolfgram (garden design and maintenance, 2007-2018).
Collection Restrictions:
Access to original images by appointment only. Researcher must submit request for appointment in writing. Certain items may be restricted and not available to researchers. Please direct reference inquiries to the Archives of American Gardens: aag@si.edu.
Collection Rights:
Archives of American Gardens encourages the use of its archival materials for non-commercial, educational and personal use under the fair use provision of U.S. copyright law. Use or copyright restrictions may exist. It is incumbent upon the researcher to ascertain copyright status and assume responsibility for usage. All requests for duplication and use must be submitted in writing and approved by Archives of American Gardens.
Topic:
Gardens -- Illinois -- Barrington Hills Search this
Collection Citation:
Smithsonian Institution, Archives of American Gardens, The Garden Club of America collection.
United States of America -- Illinois -- Cook County -- Kenilworth
Scope and Contents:
The folder includes worksheets, site plans, historical information about the house and garden, photocopies of articles about the property and garden, reference images, and other information.
General:
A private residence on one acre has a 1929 house of asymmetrical design, with a rectangular sunken lawn behind the house surrounded by low retaining walls that are symmetrically punctuated by four stone stairways. The walls serve as raised beds for perennials and shrubs. Two concrete jardinières at each stairway are planted in topiary boxwood. A large patio behind the house is paved in bluestone set in a random pattern. Beyond the patio a stairway leads to the lower elevation lawn. The garden was designed for entertaining, with seating on the patio and under a pergola.
The house has Art Deco ironwork at the front and back doors, which is complemented by an ironwork scrim that supports the pergola. An antique fountain surrounded by boxwood at one end of the lawn balances the pergola at the other end. A shaded woodland garden features an antique limestone bench. The walkway along one side of the house is bordered by perennial flower beds, ground cover beds, and a rose garden.
The Coolidge Garden has been documented by the Garden Conservancy.
Persons associated with the garden include Douglas Hoerr of Hoerr Schaudt Landscape Architects (landscape architect, 2001 to present).
Related Materials:
Coolridge Garden related holdings consist of 1 folder (15 35 mm. slides (photographs))
Collection Restrictions:
Access to original images by appointment only. Researcher must submit request for appointment in writing. Certain items may be restricted and not available to researchers. Please direct reference inquiries to the Archives of American Gardens: aag@si.edu.
Collection Rights:
Archives of American Gardens encourages the use of its archival materials for non-commercial, educational and personal use under the fair use provision of U.S. copyright law. Use or copyright restrictions may exist. It is incumbent upon the researcher to ascertain copyright status and assume responsibility for usage. All requests for duplication and use must be submitted in writing and approved by Archives of American Gardens.
United States of America -- Illinois -- Lake -- Lake Forest
Scope and Contents:
The folder includes worksheets and an article.
General:
The garden at the House of the Four Winds was originally designed circa 1908 by architect Howard Van Doren Shaw and planted the following year by landscape architect Rose Standish Nichols. At that time the property comprised 5.29 acres and was a summer home sited to catch breezes off Lake Michigan. The hardscape designed by Shaw included two long pools or rills on different levels on the longitudinal axis from the house to the exedra and small fountains at the rear of the property. Stone benches and low walls were included in the hard scape design as well as an arched stone and wrought iron gateway. Shaw was said to be inspired by the Generalife Gardens at the Alhambra in Spain, and included water jets in the rills for spray. Rose Standish Nichols designed the formal garden borders in the upper and lower pool gardens as well as another formal side garden to the east. The property was subdivided in 1955, and House of the Four Winds currently comprises almost two acres.
The garden nearly was lost for 50 years until bits of the original hardscape were noticed, which led to the excavation of the two long pools and a complete renovation of blue stone walkways. Trees that had grown over and shaded the formal flower beds were removed. Hornbeam, yew and boxwood hedges and grass walkways outline the redesigned perennial flower beds, limited in color to purples, blues, pinks and whites at the owners' request. A tall boxwood hedge in the upper pool garden is clipped into an undulating shape, while other boxwood are clipped into conical or spherical shapes. There are planted containers at the exedra and near the house, original statues and fountains as well as original stone benches.
This garden was featured in the Garden Conservancy's Open Days directory in 2009.
Persons associated with the garden include Mr. and Mrs. Hugh Johnston McBirney (former owners, 1909-1954); Isabel M. Stimson (former owner, 1954-1955); Mr. and Mrs. Harry N. Bryant (former owners, 1955); Mr. and Mrs. Jack C. Coffey (former owners, 1955-1959); Mr. and Mrs. Charles Wolcott Henry, Jr. (former owners, 1959-1972); Nancy Cummings Henry (former owner, 1972-1974); Howard Van Doren Shaw (architect of house and garden hard scape, 1908); Rose Standish Nichols (landscape architect, 1909-1911); Craig Bergmann (garden restoration, circa 2000 - 2002)
Related Materials:
House of the Four Winds related holdings consist of 1 folder (7 digital prints, 21 digital images + 3 lantern slides)
Additional materials also located in the Lake Forest Public Library, Lake Forest, Illinois.
Collection Restrictions:
Access to original images by appointment only. Researcher must submit request for appointment in writing. Certain items may be restricted and not available to researchers. Please direct reference inquiries to the Archives of American Gardens: aag@si.edu.
Collection Rights:
Archives of American Gardens encourages the use of its archival materials for non-commercial, educational and personal use under the fair use provision of U.S. copyright law. Use or copyright restrictions may exist. It is incumbent upon the researcher to ascertain copyright status and assume responsibility for usage. All requests for duplication and use must be submitted in writing and approved by Archives of American Gardens.
United States of America -- Illinois -- Cook -- Winnetka
Scope and Contents:
The folder includes worksheets articles and lists of notable plants and shrubs.
Varying Form:
Timberleigh formerly known as.
General:
Located on 1.8 acres, this property is located on the shore of Lake Michigan in an area called Hubbard Woods. The Italian Renaissance revival style house was originally built in circa 1925-1926 by Otis and Clark for Frank Brach of the famous candy company. According to the Garden Club of America's 1933 annual meeting book, Jens Jensen designed the original plan for the grounds, Hollister and Root designed the small formal garden while the owners designed the perennial garden. At that time, the garden was designed for spring effect with a strip of woods on either side of the drive planted with clumps of daffodils and mertensia and bordered with primroses in shades of yellow and bronze. The small formal garden located directly to the south of the house was designed for a green garden in winter and beds planted entirely of pansies from April until mid-June. A tennis court and swimming pool beyond the fornal garden were approached by a grass walk bordered by an arborvitae hedge.
Between 2007 and 2008, the gardens were revamped after a complete renovation of the house. The hydrangea bed at the front of the house was enhanced and hydrangeas were added to the borders on the north and south property lines where pine trees and arborvitae were planted to provide more privacy. Existing walls were elongated, the driveway modified by curving it to make the approach more dramatic, a large parking court in the front of the house was constructed, French drains were added to improve drainage, and trees were planted to disguise the entrance to the garage. A gate was also constructed to separate the front and back gardens. A side shade garden leads to two blue stone terraces, one overlooking the pool and another lower terrace overlooking Lake Michigan.
Garden features on the lakeside garden include a classically styled wooden trellised pergola which houses one of the many garden statues.
In 2011, this garden won the President's Award for residential design from the Illinois chapter of the American Society of Landscape Architects and the Gold Award for residential design from PLANET. The garden has been featured on the Garden Conservancy's Open Days. In addition to private parties, the garden has been the host of meetings of the Garden Guild of Winnetka, Town and Country Arts club and the Woman's Board of the Chicago Botanic Garden.
Persons and groups associated with the garden include: Mr. and Mrs. Frank Brach (former owner, 1925-1931), Mr. and Mrs. Frederick H. Scott (former owners, 1933);; Mr. and Mrs. Patrick Haynes (former owners, 2005-2012); Otis and Clark (architects, circa 1925); Jens Jensen (landscape architect of grounds, 1920s or 1930s); Hollister and Root (landscape architect of formal garden, 1920s or 1930s); Mariani Landscaping (landscapers, 2007-2012); .
Related Materials:
Haynes Garden related holdings consist of 2 folders (1 lantern slide; 20 digital images)
See others in:
Garden Club of American collection, ca. 1920- [ongoing].
Collection Restrictions:
Access to original images by appointment only. Researcher must submit request for appointment in writing. Certain items may be restricted and not available to researchers. Please direct reference inquiries to the Archives of American Gardens: aag@si.edu.
Collection Rights:
Archives of American Gardens encourages the use of its archival materials for non-commercial, educational and personal use under the fair use provision of U.S. copyright law. Use or copyright restrictions may exist. It is incumbent upon the researcher to ascertain copyright status and assume responsibility for usage. All requests for duplication and use must be submitted in writing and approved by Archives of American Gardens.
United States of America -- Illinois -- Cook County -- Winnetka
Scope and Contents:
The folder includes work sheets, copies of the garden plan, a plant list, photocopies of published photographs and descriptions of the garden, and other information.
General:
Planned and constructed between 2001 and 2003, this nearly half-acre garden is set around a 1926 English Arts and Crafts style house. Outdoor "rooms" feature a variety of plant material and provide vistas from most rooms of the house. Regionally quarried stone, indigenous plant material, and textural contrasts have been used to provide privacy and create space. Four seasons of interest are provided by the plant collection. Woody plants have an underlying theme of analogous colors in shades of yellow, gold and bronze, while the perennials' predominant palette is purple chartreuse and pale yellow, with greens varying from grey to deep emerald. Garden features include a boxwood-hedged herb garden, a koi pond, a large bluestone terrace, and a rear patio with pergola, potting shed, and outdoor fireplace. The garden has won multiple awards from the Illinois Landscape Contractors Association.
Persons and firms associated with the garden include: Chris J. Heynssens (landscape architect, 2002 to date) and Heynssens & Grassman (landscape architects, 2002 to date).
Related Materials:
The Aalbregstse Garden related holdings consist of 1 folder (9 35 mm. slides (photographs))
Collection Restrictions:
Access to original images by appointment only. Researcher must submit request for appointment in writing. Certain items may be restricted and not available to researchers. Please direct reference inquiries to the Archives of American Gardens: aag@si.edu.
Collection Rights:
Archives of American Gardens encourages the use of its archival materials for non-commercial, educational and personal use under the fair use provision of U.S. copyright law. Use or copyright restrictions may exist. It is incumbent upon the researcher to ascertain copyright status and assume responsibility for usage. All requests for duplication and use must be submitted in writing and approved by Archives of American Gardens.
United States of America -- Illinois -- Cook County -- Winnetka
Scope and Contents:
The folder includes worksheets, photocopies of articles about the property, the area, and the architect, and other information.
General:
The Metzler Garden comprises two acres in the flood plain of the Skokie River and is prone to flooding from the nearby Skokie Lagoons during periods of heavy rainfall. The property is also vulnerable to deer living in the Lagoons. The owners added a wedge shaped lot on the north side of their original property and commissioned John Mariani, ASLA, to design a wide border of prairie plants, perennial flowers and shrubs that deer do not like to eat. Behind the perennial border a screen of pine trees was planted along the perimeter of the property to block the view of the larger houses that are replacing the smaller, original homes built in the 1930s in this planned community. A cutting garden was created nearer to the house that is protected by a picket fence but deer repellant sprays are also employed.
The plant selection in the deep border includes ligularia, bee balm, ajuga, rudbeckia, catmint, astilbe, Joe Pye weed, chelone, and shrubby barberry, chosen for their tolerance of wet conditions and deer resistance. The cottage-style fenced cutting garden is bisected by crossing slate walkways with boxwoods planted in the central corner of each garden bed. There is a children's play house and a small playground for grandchildren with shredded bark mulch ground cover to reduce muddiness. Foundation plantings at the house and play house include roses, peonies, Annabelle hydrangeas, catmint, euonymous and garden begonias.
The Skokie Lagoons were built by the Civilian Conservation Corps beginning in 1933. Previously the marsh land of the Skokie River's flood plain had been drained by farmers who grew horseradish successfully in the peaty soil. The peat fields flooded in the spring rains and would catch on fire in dry conditions. The Lagoons are made up of seven miles of interconnected waterways and kept free of wastewater due to the later installation of pipes, pumps and channels. The Lagoons also were dredged and deepened to improve the fish habitat, and are used as a recreation area for fishing, birding, and small craft boating.
Persons associated with the garden include Charles J. Kostbade, Jr. (former owner, 1929-1941); Mr. Packard (former owner, circa 1941-1948); Mr. and Mrs. Robert M. Ellis (former owners, 1953); Werth family (former owners); Mr. and Mrs. Mark Fitzpatrick (former owners); Mr. and Mrs. Richard Newman (former owners of lot added to property); Spencer Solon Beman (Architect, 1929); John Mariani ASLA, (landscape designer).
Related Materials:
The Metzler Garden related holdings consist of 1 folder (10 digital images)
Collection Restrictions:
Access to original images by appointment only. Researcher must submit request for appointment in writing. Certain items may be restricted and not available to researchers. Please direct reference inquiries to the Archives of American Gardens: aag@si.edu.
Collection Rights:
Archives of American Gardens encourages the use of its archival materials for non-commercial, educational and personal use under the fair use provision of U.S. copyright law. Use or copyright restrictions may exist. It is incumbent upon the researcher to ascertain copyright status and assume responsibility for usage. All requests for duplication and use must be submitted in writing and approved by Archives of American Gardens.
United States of America -- Illinois -- Cook -- Winnetka
Scope and Contents:
The folder includes worksheets, site plans, and additional information.
General:
The one-acre property had a traditional style house built during the Colonial Revival period in the 1930's, a swimming pool and cabana and a backyard lawn in 1999 when the owners moved in. They removed the swimming pool and built a berm to block the street planted with deciduous and evergreen trees. Those trees form the backdrop for the colorful perennial borders that have been developed over the years by the self-taught garden designer. There are five distinct garden rooms: the circular motor court with layered green hedges and ground covers; the sunken garden that features a circular fountain in a round pool behind an ornate wrought iron fence; two labyrinthine lawns; the deep perennial borders surrounding the entire property with curving edges that disguise its rectangular shape; and a small succulent garden. Stands of clipped arborvitae staggered and planted at angles add backdrop and contrast to the mounded shapes of other shrubs and perennials. Plant varieties have been chosen for contrasting colors and textures and several large planted urns add dimension.
The lawns are mowed by hand in spirals alternating bands of cut and uncut grass. The garden designer had a background in painting and visited other gardens during open days and the nearby Chicago Botanic Garden to learn how their borders were designed as well as learning about the soil conditions plants need. Early efforts with a few plants that were on sale in the fall and did not survive the winter have evolved to planned groupings of twenty or more plants of the same variety or same color and shrub textures that add winter interest. On the advice of landscape architect Ryan Kettelkamp the entire garden is ringed by a gravel path edged in brick that also cuts through the deep perennial borders. The Garden of Many Circles has been chosen to participate in the Garden Conservancy North Shore Open Days.
Persons associated with the garden include Dr. Howard Rosenblate (former owner, 1970-1999); Kim Visokey (garden designer, 1999-present); Ryan Kettelkamp (path designer, 2009); Ralph D. Huszagh (1898-1977) (architect, 1935).
Related Materials:
Garden of Many Circles related holdings consist of 1 folder (17 digital images; 4 photographic prints)
Collection Restrictions:
Access to original images by appointment only. Researcher must submit request for appointment in writing. Certain items may be restricted and not available to researchers. Please direct reference inquiries to the Archives of American Gardens: aag@si.edu.
Collection Rights:
Archives of American Gardens encourages the use of its archival materials for non-commercial, educational and personal use under the fair use provision of U.S. copyright law. Use or copyright restrictions may exist. It is incumbent upon the researcher to ascertain copyright status and assume responsibility for usage. All requests for duplication and use must be submitted in writing and approved by Archives of American Gardens.
The papers of surrealist artist Gertrude Abercrombie date from circa 1880-1986, with the bulk of the material dated 1935-1977, and measure 5.9 linear feet. Found within are biographical material; correspondence (mostly incoming letters) with friends, museums, and galleries; files for artists that interested her; writings and notes, including five journal-type notebooks; scattered personal business records; two sketchbooks by Abercrombie and additional sketches and drawings, some by others; printed material, audio recordings, one scrapbook, photographs, and estate records.
Scope and Content Note:
The papers of surrealist artist Gertrude Abercrombie date from circa 1880-1986, with the bulk of the material dated 1935-1977, and measure 5.9 linear feet. Found within the papers are biographical material; correspondence (mostly incoming letters) with friends, museums, and galleries; artists files; writings and notes, including five journal-type notebooks; scattered personal business records; two sketchbooks by Abercrombie and additional sketches and drawings, some by others; printed material, audio recordings, one scrapbook, photographs, and estate records.
Biographical material consists of biographical notes, Gertrude Abercrombie's will, address books, and a file titled "memorabilia." Personal and professional correspondence consists mainly of incoming letters and some drafts of Gertrude Abercrombie's outgoing letters. Letters from museums and galleries concern loans of paintings and exhibitions. A large amount of the personal correspondence consists of post cards including many antique ones, as well as cards containing original art work by Julio de Diego, Jerry [Jerome] Karidis, Karl Priebe.
Artist files consist of correspondence, printed material, and photographs concerning painters, writers, a jazz musician, and a photographer. The individuals represented are: Dudley Huppler, Jerome Karidis, Karl Priebe, James Purdy, Sonny Rollins, Carl Van Vechten, Wendell Wilcox, John Wilde, and Thornton Wilder.
Writings and notes include reminiscences, miscellaneous writings and notes, and a girlhood diary with brief entries. Five notebooks contain a variety of writings dating from 1953 through 1975, and undated. One volume concerns only her second husband Frank Sandiford.
Business records include a painting catalog on file cards, mailing and guest lists, and miscellaneous sales records. In addition, six notebooks record expenses, sales, inventories, mailing lists, a register of paintings, and a guest book.
There are two sketchbooks, Christmas card designs, sketches and drawings done by Gertrude Abercrombie. There are also prints, drawings, and a painting by Emil Arman, B. Evans, de Diego, and unknown artists.
Printed material consists of articles and clippings about Gertrude Abercrombie, exhibition catalogs, and reproductions. Also included are books by friends inscribed by the authors, among them: Nelson Algren, Richard Armour, Dudley Huppler, James Purdy, Ned Rorem, Paul Warren [pen name of Abercrombie's second husband, Frank Sandiford], Studs Terkel, and Thornton Wilder.
Audio recordings (33-1/3 rpm phonograph alums) are inscribed to Gertrude Abercrombie by the artists. Orlando's album cover, designed by Abercrombie, incorporates one of her paintings.
Records of the Estate of Gertrude Abercrombie and the Gertrude Abercrombie Trust, Donald Baum, Executor, consist mainly of correspondence with the institutions that were offered works of art by Gertrude Abercrombie and from her personal collection. Also included are general correspondence, financial and tax records, and legal documents.
There is one scrapbook dated 1943 containing photographs and printed material.
Photographs are of art work, people, places, and miscellaneous subjects; negatives, slides, and transparencies are included in this series, too. Photographs of art include the work of Gertrude Abercrombie, Karl Priebe, and Charles Sebree. People pictured are Gertrude Abercrombie and family, including her parents, Richard I. Livingston, Dinah Livingston, and Frank Sandiford. There are also 19th and early 20th century photographs of ancestors. Among the images of friends are: Ivan le Lorraine Albright, Arnold Blanch, Dudley Huppler, Doris Lee, Karl Priebe, and Richard Purdy. Photographs of jazz artists include: Louis Armstrong, George Davis, Erroll Garner, Dizzy Gillespie, Earl Hines, Orlando, Charlie Parker, Sonny Rollins, Sarah Vaughn, and the Modern Jazz Quartet. Of particular note the portraits of Gertrude Abercrombie and Dizzy Gillespie by Carl Van Vechten.Among the photographs of places are interior views of Gertrude Abercrombie's home and studio, unidentified landscapes, travel pictures of San Francisco and commercially produced stereopticon slides of other locations. Miscellaneous subjects are automobiles, cats, exhibition installations, and a still life setup.
Arrangement:
The collection is arranged into 11 series:
Series 1: Biographical Material, circa 1902-1976 (Box 1, OV9; 0.1 linear ft.)
Series 2: Correspondence, circa 1935-1977 (Boxes 1-2; 1.65 linear ft.)
Series 3: Artist files, circa 1935-1977 (Box 2; 0.25 linear ft.)
Series 4: Writings and Notes, circa 1919-1977 (Box 3; 0.1 linear ft.)
Series 5: Business Records, circa 1944-1977 (Box 3; 0.2 linear ft.)
Series 6: Art Work, circa 1939-1975 (Boxes 3, 7; O.2 linear ft.)
Series 7: Printed Material, circa 1906-1977 (Boxes 3-4; 1.6 linear ft.)
Series 8: Audio Recordings, circa 1970-1974 (Box 7; 0.1 linear ft.)
Series 9: Estate Records, circa 1976-1986 (Box 5; o.5 linear ft.)
Series 10: Scrapbook, circa 1943(Box 5; 1 folder)
Series 11: Photographs, circa 1880-1978(Boxes 5-7; OV8, 1.0 linear ft.)
Biographical Note:
Surrealist painter Gertrude Abercrombie (1909-1977) lived and worked in Chicago and was a prominent member of Chicago's Hyde Park arts community.
Abercrombie was known for surrealist oil paintings featuring dreamlike landscapes and fantasies. Her wide circle of friends included locally and nationally known artists, writers, and jazz musicians who made her home a popular avant-garde salon. She was the inspiration for Richie Powell's "Gertrude's Bounce" and, appeared as a fictional character in Malcolm, Eustace Chisholm, and as herself in Gertrude of Stony Island Avenue all by James Purdy.
The only child of Tom and Lula Janes [Jane] Abercrombie, Gertrude was born in Austin, Texas in 1909, while her opera singer parents were in town with a traveling company. In 1913, the family relocated to Berlin to further Jane's career, but the outbreak of World War I forced their return to the United States. They lived with Tom Abercrombie's family in Alledo, Illinois, before permanently settling in Chicago.
Gertrude Abercrombie had a facility with language and possessed musical and artistic talents. After graduation from the University of Illinois at Champaign-Urbana with a degree in romance languages in 1929, she studied figure drawing at the School of the Art Institute of Chicago for a short time. She then enrolled at the American Arcademy of Art, also in Chicago, for a year long course in commercial art. Her first job was drawing gloves for Mesirow Department Store ads, followed by a stint working as an artist for Sears.
By 1932, Gertrude Abercrombie began painting seriously. The following summer, she participated in an outdoor art fair in downtown Chicago where she made her first sale and received favorable mention in a newspaper review of the event. Abercrombie's work that featured self-portraits and recurring images of personal symbols - trees, horses, owls, keys, shells, doors, stairways, ladders - began to attract attention. Beginning in 1934, Gertrude Abercrombie was employment as a painter in the WPA Federal Art Project in 1934, enabling her to feel validated as an artist and move from the home of her conservative, Christian Scientist parents to her own apartment. The Chicago Society of Artists presented a solo exhibition of Abercrombie's work in 1934, and in 1936 she showed at the Katharine Kuh Gallery (along with Rita Stein and Nicola Ziroli). In 1936 and 1938 Gertrude Abercrombie won prizes at the Art Institute of Chicago's Annual Exhibition of Works by Artists of Chicago and Vicinity.
She left the WPA in 1940 and married lawyer Robert Livingston. Their daughter, Dinah, was born in 1942, and they soon moved to a large Victorian house on South Dorchester St. where Gertude lived for the remainder of her life. The couple divorced in 1948. That same year she married Frank Sandiford, a music critic whose pen name was Paul Warren. An accomplished improvisational pianist, Gertrude Abercrombie became friends with many prominent jazz artists whom she met through Sandiford; in fact, Dizzy Gillespie performed at their wedding. Abercrombie and Sandiford separated in 1964.
The 1940s through 1950s were Gertrude Abercrombie's most productive and prolific period. Although she no longer painted many portraits, he work remained focused on the same themes and symbols. She believed that art was about ideas rather than technique and insisted that "It is always myself that I paint." During this period, Amercrombie exhibited widely in group shows and had solo exhibitions at the Art Institute of Chicago, Associated American Artists (New York), and Leonard Linn, Inc. (Winnetka, Ill.)
By the late 1950s, Gertrude Abercrombie began a long decline. Alcoholism started to take a toll. She suffered serious financial reverses, and in 1964 separated from Frank Sandiford. Debilitating arthritis eventually landed her in a wheel chair, and she became reclusive. In 1977, very near the end of her life, Gertrude Abercrombie was honored with a well-received retrospective exhibition at the Hyde Park Art Center, Chicago. She was able to attend the reception and enjoy seeing the many old friends who were at the event.
Gertrude Abercrombie died in Chicago in 1977. Her will established The Gertrude Abercrombie Trust that cared for and distributed to various institutions her own paintings and a personal collection of works by other artists to selected institutions, mainly in the Midwest.
Related Material:
A photograph of Gertrude Abercrombie at home with her painting "Slaughter House", was donated by Donald Baum to the National Collection of Fine Arts in 1979 and transferred to the Archives of American Art that same year.
Provenance:
Donald Baum, executor of both the estate and trust of Gertrude Abercrombie, donated the papers to the Archives of American Art in 1978 and 1986.
Restrictions:
Use of original papers requires an appointment.
Rights:
The Gertrude Abercrombie papers 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.
