Patent and trademark documents, advertisements, sales and marketing material, market research, photographs, packaging, company newsletters and magazines, and business records documenting the history of the Maidenform Company from 1922 to1997.
Arrangement:
Collection organized into eleven series.
Series 1, Company History, 1922-1990
Series 2, News Articles, 1941-1997
Series 3, Patents, Trademarks, and Registrations, 1871-1979
Series 4, Publications, 1931-1997
Series 5, Sales and Marketing Materials, 1929-1997
Series 6, Advertising, 1929-1997
Series 7, Photographs, 1927-1993
Series 8, Patterns, circa 1950s
Series 9, World War II Activities, 1941-1946
Series 10, Labor Relations, 1937-1990
Series 11, Miscellaneous Unprocessed Materials
Biographical / Historical:
The history of Maidenform, Incorporated began at Enid Frocks, a small dress shop in New York City owned and operated by Enid Bissett. Ida Rosenthal was a Russian Jewish immigrant and seamstress at Enid's shop. In 1922, Ida and Enid decided that the fit and appearance of their custom-made dresses would be enhanced if improvements were made to the bandeaux style bras then in vogue. They gathered the bandeaux in the middle in a design modification that provided more support in a manner they believed enhanced, rather than downplayed, a woman's natural figure. Ida's husband, William, added straps and further refined the style. The called their bras "Maidenform", in counterpoint to the "Boyish Form" brand then in vogue. Initially, the bras were given away with each dress they sold. As the bras gained popularity they began selling them, and eventually the bras became so popular they stopped making dresses altogether and shifted to full-scale brassiere manufacturing. The first Maidenform plant opened in Bayonne, N.J. in 1925. After World War II, the company began marketing heavily in Europe and Latin America. Eventually, Maidenform operated plants in West Virginia, Florida, Puerto Rico and the Dominican Republic.
Documentation for the development and manufacture of a "pigeon vest" is also included in the collection. The pigeon vest allowed troopers to carry homing pigeons with them as they parachuted behind enemy lines. During World War II, Maidenform manufactured these pigeon vests and silk parachutes for the war effort.
Maidenform advertising campaigns were enormously successful, and generated controversy as well as praise. The now famous "I Dreamed" campaign was launched in 1949; this campaign ran for 20 years, making it one of the longest running campaigns in the history of advertising. The advertisements featured models in everyday or fantastic situations, elaborately costumed but wearing only a Maidenform bra above the waist. This campaign was followed by the "Maidenform Woman" campaign which was credited with boosting sales by 200 percent in some stores. The "Dares to Dream" campaign played off the "I Dreamed" tagline in 1984, and in 1987, the "Celebrity" campaign began. The "Celebrity" ads were notable for the absence of women in lingerie; instead, well-known male actors discussed their feelings about women and lingerie in print and commercial advertisements. The tone of the advertising shifted in 1992 with a series of ads called "The Women's Advocacy" campaign.
Maidenform was family owned and operated until 1997. After the death of William Rosenthal in 1958, his wife, Ida, became the president of their company. In 1963, she suffered an incapacitating stroke. At this time, son-in-law Dr. Joseph Coleman became head of the company. Upon his death in 1968, his wife (the only surviving child of Ida and William) Beatrice Rosenthal Coleman, gained complete control over the business until her death in 1990.
The Ida and William Rosenthal Foundation, a philanthropic and charitable institution founded in 1953, is run by granddaughter Catherine Brawer.
Related Materials:
Materials at the National Museum of American History
The Division of Home and Community Life (now Division of Cultural and Community Life) holds Maidenform artifacts including brassieres, girdles, and "long-lines," and two of the costumes used in the "I Dreamed" campaign.
Other Resources
Undergarment ads in the United States, 1947-1970
Provenance:
The collection was donated by Maidenform, Incorporated in May 1997.
Restrictions:
The collection is open for research use. Only reference copies of audiovisual materials may be used for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning intellectual property rights. Archives Center cost-recovery and use fees may apply when requesting reproductions.
The donor has imposed restrictions on reproduction, broadcast or use of the collection for commercial purposes of any kind by third parties. Reproduction, broadcast or other use of the collection for commercial purposes of any kind by third parties is subject to prior written consent. These permissions will be required until July 2047. Please see the repository for further details.
Series 1, consists almost entirely of design sketches John Burbidge made for wedding gowns manufactured by Priscilla of Boston between the years 1968 and 1985. The sketches are in pencil or color pencil, and occasionally, ink. Following the sketches, there are packets of photographs of dolls in historic costume which Burbidge designed and created.
Also included are tapes and a transcript of a 1998 oral history interview of the Burbidges conducted by Claudia Kidwell, Priscilla Wood and Catherine Keen.
The design sketches have been arranged, as much as possible; in chronological order, but for several reasons this was difficult or impossible to do with certainty. John Burbidge did not date his designs, though most have design numbers on the sketches. Some sketches have two numbers on them, and to add further complication, many design numbers were re-used in later years. Further complicating the organization, the company did not consistently use certain numbered "series" for the same design lines.
For example, during one year the 1500 series would be used for gowns in the Priscilla Boutique line, another year series 1600 might be used. Dating was done by comparison with advertising tear sheets and publicity photographs found in the Priscilla of Boston Collection, (ACNMAH #557) and with the illustrated seasonal style books which also are found in the Priscilla of Boston Collection. After lengthy research, only a portion of the designs were dated. These are indicated in this finding aid by italics and/or bold lettering for design numbers. Numbers which are italicized indicate designs which were dated by comparison with tear sheets or publicity photographs in the Priscilla of Boston Collection. Numbers which are in bold lettering indicate designs which were dated by comparison with illustrations in the style books located in the Priscilla of Boston Collection.
Those which are italicized and in bold lettering indicate designs which were dated by comparison with design descriptions in the style books located in the Priscilla of Boston Collection. Those which appear in neither bold lettering nor italics, but which were put into folders with specific dates were put there because they had been clipped or stapled together by Burbidge and were assumed to be from the same time period as those they were attached to. Design lines are specified, when possible, after 1976, when the style books first appear in the Priscilla of Boston Collection. Order that is not numerical was used in cases in which Burbidge had some sketches stapled together. As much as possible, sketches were kept in his order.
Collection Restrictions:
The collection is open for research.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Collection Citation:
John and Cile Bellefleur-Burbidge Wedding Design Collection, Archives Center, National Museum of American History
This collection documents the multilingual advertising campaigns created by the Advertising Council to promote the 1990 Census.
Scope and Contents:
This collection consists of advertising materials produced to promote the 1990 census. It contains proof sheets, correspondence, three quarter inch videotapes, and storyboards.
Arrangement:
Materials in this collection have been arranged alphabetically by the title of the advertising campaign.
Biographical/Historical note:
Since 1790, the Department of Commerce has conducted a decennial Census to document the demographic characteristics of the American population, and to establish the proportional distribution of political representation . For the 1990 Census, advertising agencies under the aegis of the Advertising Council volunteered their creative efforts to promote the United States Census through public service announcemnts in newspapers, magazines, and the business press, and on radio and television.
The full campaign was designed to run from February 1 through April 7, 1990. The "blitz run" period ran from March 4 through April 7, 1990. The collection consists of proof sheets, storyboards, video tapes, audio reels and an introductory letter from Secretary of Commerce Robert Mosbacher. The volunteer agencies were The Mingo Group, Castor GS & B, Muse Cordero Chin, and Ogilvy & Mather. Slogans for the campaign included "Answer the Census. It Counts for More Than You Think", "Stand Right Up. Answer the Census", "Any Way We Add It - It Makes Good Sense to Answer the Census", and "Esta Es La Nuestra! Participe En El Censo". To reach the broadest audience possible, ads were created in English, Spanish (including dislects in Puerto Rican, Mexican, Cuban and Nortera), Cambodian, Chinese, Japanese, Korean, Laotian and Vietnamese.
Related Materials:
National Museum of American History
Division of Political and Military History (now Division of Political and Military History)
The Division of Political and Military History holds posters, pins, and three-dimensional objects promoting the 1990 Census.
Provenance:
Collection donated by Census Promotion Office, Bureau of the Census, 1990.
Restrictions:
Collection is open for research.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
The collection includes Arthur d'Arazien's professional work in industrial photography from the late 1940's through about 1981; personal creative photography and other types of professional work were retained by Mr. d'Arazien or placed elsewhere. Thus this collection is a very cohesive, unified body of work, which documents primarily American (and some Canadian) business and industry during a period of expansion a golden age of American industry. Although it represents the photographer's creative and artistic style and skill, the subject matter is appropriate to the National Museum of American History from several viewpoints the visual documentation of industry and technology, as well as advertising, public relations, and business history.
The photographs include black and white negatives and prints from the negatives, as well as color negative and transparency materials, up to 8" x 10" in size. Probably the majority of the transparencies were made in the large size. The black and white materials include pictures of d'Arazien at work some made by famous Life magazine photographer Alfred Eisenstaedt, a colleague at the Famous Photographers School. A number of Dye Transfer prints mounted on illustration board were made by master color printer Don Browning.
In addition to frequently extensive caption information on all of d'Araziens original envelopes and enclosures, many enclosures for color negatives and transparencies bear d'Arazien labels with technical information or instructions for color printing, such as filter pack designations and local printing controls. These enclosures therefore have been retained in the collection, although usually they are not of archival quality.
Of secondary significance are 62 large color prints, mostly Type C, with a few Cibachromes, which were made from the original transparencies for exhibition purposes. Most were made either by K & L laboratories, New York City (stickers on back) or Eastman Kodak professional laboratories, Rochester, N.Y., and have been wet mounted to non archival Masonite. At the time of acquisition, several had faded and/or changed color. These are available for research and exhibition purposes, but are not expected to survive as long as the original transparencies.
The collection contains Mr. d'Arazien's files of printed materials. These include reproductions which indicate how his photographs were used by clients. Included are annual reports, promotional pieces, magazine tearsheets from advertising and editorial uses, and other biographical items.
Series 1: Professional industrial photographs.
Photographs document primarily American business and industry (including some taken in Canada). Black-and-white negatives with prints from these negatives, also color negative and transparency materials. Most transparencies are 8" x 10". The photographs demonstrate the photographer's reputation as a master of dramatic lighting and the coordination of large-scale, complex industrial setups in factories, steel mills, and even outdoor settings. Also 65 color prints, mostly Type C with a few Cibachromes, made from the original transparencies for exhibition purposes, mostly wet-mounted to Masonite. Black-and-white photographs include pictures of d'Arazien at work--some by Life magazine photographer Alfred Eisenstaedt.
Series 2: D'Arazien's files of printed materials, some of which include photomechanical reproductions of his work, indicating how the photographs were used by clients; also annual reports, magazine tearsheets from advertising and editorial uses, and other promotional items, in addition to biographical materials.
2007 addendum: Transparencies, slides, prints and negatives of additional photographs by Arthur d'Arazien, including industrial subjects as well as travel, architectural, agricultural, portrait, art, still life and personal photographs. Also included are miscellaneous papers, mostly relating to d'Arazien's photographic work.
Arrangement:
The collection is divided into three series.
Series 1: Paper Documents
Subseries 1.1: Publications and Reproductions.
Subseries 1.2: Photographer's Labels, Envelopes, Etc.
Series 2: Photographs
Subseries 2.1: Color Phototransparencies
Subseries 2.2: Color Photonegatives and Color Photoprints
Subseries 2.3: Black and White Photonegatives and Photoprints
Subseries 2.4: Color Photoprints: Enlargements Mounted on Masonite
Material is arranged in each sub-series primarily by client names, in alphabetical order.
Series 3: Oversize prints
Biographical / Historical:
Arthur d'Arazien began his photographic career as an assistant to a famous theatrical photographer, documenting Broadway shows. A distinctive emphasis on dramatic lighting in his later work suggests the heavy influence of the theater. He did fashion and commercial photography, as well as photographing the 1939 World's Fair, for Underwood & Underwood Illustration Studios, East 44th St., New York City, in 1938 1939. He was described in a U.S. Camera Annual article as Aan architect whose interest in photography has caused him to make a profession of it.
D'Arazien taught aerial photography for the U.S. Air Corps Technical Training Command at Lowry Field, Denver, during World War II. He began his career in industrial photography with the De Laval Separator Company, New York City. His energy and creativity led to assignments which often were judged too difficult for lesser photographers. His growing reputation as an industrial photographer kept pace with the dynamic growth of the industrial and technological activities he was photographing during the 1950s through the 1980s.
Robert Vogel, former Curator of Mechanical and Civil Engineering for the National Museum of American History, wrote that d'Arazien:
...became internationally known for his dramatic color views of the American industrial scene at a time when our industry can be said to have been at the height of its powers....He was commissioned by the giants of steel, paper, chemicals, machinery, transportation, automobiles, mining, metal refining, textiles, and the other heavy (and medium) industries. ...He developed a number of special techniques for obtaining the grand, sweeping views that became his trademark, including multiple exposures to achieve dramatic lighting effects, elaborate lighting setups involving multiple flashes from several vantages employing a number of assistants intercommunicating by radio, complex arrangements with transportation lines and the various departments of the subject organization to produce the desired juxtaposition of elements in the photograph, and the like. His MO was anything but that of simply walking onto the scene and snapping the shutter; for many of his breathtaking views he appears to have been more producer and impresario than photographer.
Arthur d'Arazien describes the growth of his spectacular style as an eager response to new subjects, challenges, and photographic materials:
...knowing that color was the coming thing in corporate advertising, I pursued that line. I did lots of experimenting; every assignment gave me an opportunity to try something new, such as combination day and night exposures on a single sheet of film, multiple flash bulbs to light large interiors, multiple exposures on the same film, such as...moving objects ...automobiles, trains...to build up excitement in a picture. Colored gels to change colors. I even used old fashioned flash powder to light ...steel mills, because there were no flashbulbs powerful enough to light these dark, cavernous interiors: this idea was borrowed from the Air Corps night time aerial photography with magnesium flash powder.
A skilled painter and metal sculptor as well as photographer, d'Arazien came from a family of artists. His photographs were made primarily on assignment from industrial corporations for advertising, editorial, and public relations purposes, but have been exhibited and collected as works of art in the Smithsonian Institution (Division of Photographic History), the Metropolitan Museum of Art, and the Cleveland Museum. His work was included in the Photography in the Fine Arts exhibitions organized by Ivan Dimitri, and he was a founding faculty member of the Famous Photographers School, Westport, Connecticut, in the early 1960's.
D'Arazien married Margaret Scott and has two sons. He had a studio in Waterside Plaza, New York, and made his home in New Canaan, Connecticut, until moving to Naples, Florida, upon his retirement in 1988. The collection was brought to the Smithsonian's attention by his son Steven, and was donated to the Archives Center before this move. In anticipation of this gift, Mr. d'Arazien spent several months inspecting his collection, eliminating duplicate and technically unsuccessful images, and captioning photographs.
Sources
American Aces, U.S. Camera Annual 1939. Clipping in scrapbook no. 1, box 24, first page.
Robert M. Vogel, memorandum, undated, but written after a December 1987 visit to d'[Arazien's home.
In Archives Center collection control file.
Letter to the author, 26 February 1992, in collection control file.
Provenance:
Collection donated by Arthur d'Arazien, December 24, 1988.
Restrictions:
Collection is open for research but the majority of the collection is stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Topic:
Industry -- Photographs -- 1940-1980 -- Canada Search this
Industry -- Photographs -- 1940-1980 -- United States Search this
Hilda Pertha's journals in Series 3 are access restricted; written permission is required. Contact Reference Services for more information.
This collection is open for research. Access to original papers requires an appointment and is limited to the Archives' Washington, D.C. Research Center. Researchers interested in accessing born-digital records or audiovisual recordings in this collection must use access copies. Contact References Services for more information.
Collection Rights:
The Archives of American Art makes its archival collections available for non-commercial, educational and personal use unless restricted by copyright and/or donor restrictions, including but not limited to access and publication restrictions. AAA makes no representations concerning such rights and restrictions and it is the user's responsibility to determine whether rights or restrictions exist and to obtain any necessary permission to access, use, reproduce and publish the collections. Please refer to the Smithsonian's Terms of Use for additional information.
The donor has retained all intellectual property rights, including copyright, that they may own.
Collection Citation:
Hilda Pertha papers, 1938-2018. Archives of American Art, Smithsonian Institution.
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:
Publication and production quality duplication is restricted due to complex copyright, publicity rights, and right to privacy issues. Potential users must receive written permission from appropriate rights holders prior to obtaining high quality copies. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Unrestricted research use on site by appointment. Reproduction restrictions due to copyright.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Collection consists of print and television advertisements and promotional materials created by Revlon, Incorporated, 1936-1986.
Scope and Contents:
Collection consists of print and television advertisements and promotional materials created by Revlon, Incorporated for its products dating from 1936 to 1986. Revlon experienced substantial growth using these materials and semi-annual promotions to become one of the leading brands of the cosmetics industry. The materials provide insight into the depiction and importance of beauty throughout the decades. Additionally, the names of models and photographers are identified on the materials. The collection is arranged in two series: Series 1, Revlon Advertisements, 1936-1986; and Series 2, Other Revlon Incorporated Brand Advertisements, 1965-1986.
Arrangement:
The collection is arranged in two series.
Series 1, Revlon Advertisements, 1936-1986
Series 2, Other Revlon Incorporated Brand Advertisements, 1965-1986
Historical:
Revlon began as a single product company in New York in 1932. The founders of the company American businessmen Charles Haskell Revson (October 11, 1906- August 24, 1975), Joseph Haskell Revson (October 11, 1906-August 24, 1975), and chemist Charles Lachman started the business with a desire to create a mainstream market for nail enamel. With an innovative manufacturing process and the introduction of new colors every year the company was able to build a successful brand and dedicated market. Revlon introduced lipstick in 1940 and continued to expand its product line to include skincare, cosmetics, hair color, fragrances, and beauty tools.
Source: New York Times obituary for Charles Revson, August 25, 1975.
Related Materials:
Materials in the Archives Center
Warshaw Collection of Business Americana (NMAH.AC.0060)
Albert W. Hampson Commercial Artwork (NMAH.AC.0561)
Cover Girl Advertising Oral History and Documentation Project (NMAH.AC.0374)
NW Ayer Advertising Agency Records (NMAH.AC.0059)
Provenance:
The collection was donated by Martin Stevens in 2007.
Restrictions:
Collection is open for research but is stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
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.
Most, but not all, artists included here were affiliated with Midtown Galleries. Files include printed matter comprising mainly clippings, but also tear sheets, exhibition notices, and catalogs from galleries other than Midtown. Files are arranged A-Z with each file in rough chronological order.
Collection Restrictions:
The collection is open for research. Patrons must use microfilm copy.
Collection Rights:
The Archives of American Art makes its archival collections available for non-commercial, educational and personal use unless restricted by copyright and/or donor restrictions, including but not limited to access and publication restrictions. AAA makes no representations concerning such rights and restrictions and it is the user's responsibility to determine whether rights or restrictions exist and to obtain any necessary permission to access, use, reproduce and publish the collections. Please refer to the Smithsonian's Terms of Use for additional information.
Collection Citation:
Midtown Galleries records, 1904-1997. Archives of American Art, Smithsonian Institution
An extensive collection of magazine advertisements featuring celebrities from entertainment, sports, royalty, and the arts.
Scope and Contents:
A wide-ranging collection of over 1,000 celebrity advertising endorsements, ca. 1897-1979. The endorsements were culled by a collector/hobbyist from high-end magazines publications such as Fortune, McCalls, Playbill and Vogue. They feature a wide range of celebrities from the fields of performing arts, sports, business, politics and "society." The products endorsed vary greatly with heavy concentrations of cigarettes, beauty products and electronic equipment predominating. The bulk of the collection covers the 1920s-1970s with an especially high concentration of material from the 1930s-1940s. The majority are in color.
Advertisements are filed according to the profession or background of the endorser Thereunder, ads are arranged alphabetically by the last name of the endorser. Where more than one endorser is featured, the advertisement is filed under the last name of the endorser most prominently featured in the advertisement. If they are all of equal status within the advertisement, the advertisement is filed under the last name appearing earliest in the alphabet.
Arrangement:
The collection is arranged into five series.
Series 1: Performing Arts
Series 2: Business/Politics
Series 3: Sports
Series 4: Society, fashio, Royalty
Series 5: Writers, Musicians, Artists, Singers
Biographical / Historical:
The use of celebrities for promoting a product is an advertising device that has been used with increasing frequency since the latter part of the 19th century. Personalities from all walks of life, society, sports, and entertainment have regularly lent their image for product endorsement. These products have ranged from alcohol to moth crystals to cigarettes and a variety of other products. The trend continues to grow and refine itself expanding from the realm of print media into television, radio, motion pictures, and the internet.
Provenance:
The collection was donated to the Archives Center of the National Museum of American History by Gary and Sandra Baden, of Chevy Chase, D.C., in 1997.
Restrictions:
Collection is open for research but is stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
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.
Caption: "Tell Us, Pretty Maidens / How you keep your skin so smooth and soft..." 3 actresses, Patricia Morison, Marcy Wescott, and Gabrielle Brune, endorse Lux soap.
Local Numbers:
Ivorydata4 1137
03061105 (Scan No.)
Restrictions:
Unrestricted research use on site by appointment. Reproduction restrictions due to copyright.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
The records of the Richard York Gallery, a New York gallery specializing in American art from early 1800s to 1950, measure 87.5 linear feet and date from circa 1865-2005, with the bulk of the material dating from 1981 to 2004. The collection contains artists' artwork files, documenting the sale and consignment of nearly 6,500 works of art. The gallery's activities are also recorded through correspondence, artists' files, client files, gallery invoices, inventories, business and financial records, printed materials, scrapbooks, photographic materials of artwork, and estate records for the John Marin estate and Sergio Stella estate (Joseph Stella).
Scope and Content Note:
The records of the Richard York Gallery, a New York gallery specializing in American art from early 1800s to 1950, measure 87.5 linear feet and date from circa 1865-2005, with the bulk of the material dating from 1981 to 2004. The bulk of the records are artists' artwork files, documenting the sale and consignment of nearly 6,500 works of art. The gallery's activities are also recorded through correspondence, artists' files, client files, gallery invoices, inventories, business and financial records, printed materials, scrapbooks, photographic materials of artwork, and estate records for the John Marin estate and Sergio Stella estate (Joseph Stella).
Correspondence includes both incoming and outgoing correspondence with collectors, clients, galleries and museums, primarily regarding appraisals, consignments, exhibitions, general inquiries, loans, and sales. Also found are scattered transactional records, information sheets for artwork, and photographic materials. Correspondence from the mid-late 1980s is poorly represented.
The sale and consignment of nearly 6,500 pieces of artwork at the Richard York Gallery are documented through transactional records, photographic materials, correspondence, and scattered printed materials found in the Artists' Artwork Files. Artists for which there are significant quantities of materials (over 50 folders) include Joseph Goldyne, Ellen Day Hale, John Henry Hill, John William Hill, Lester George Hornby, Louis Lozowick, Luigi Lucioni, Emma Fordyce MacRae, John Marin, Joseph Stella, William Henry Stevens, and Steve Wheeler. Also included are the files of the Richard York photography collection, which contained works by Robert Mapplethorpe.
Similar to the Artists' Artwork Files, Client Files document the sale and consignment of artwork, but are arranged by artist's and client's name. Materials found are primarily from the early 1990s and include correspondence, notes, photographic materials, photocopied client information cards, and printed materials.
The Richard York Gallery represented the John Marin estate and the Sergio Stella estate (Joseph Stella). The records of the John Marin estate are primarily artwork in-take sheets from 1998 and inventory lists from 2001. The Sergio Stella Estate records include correspondence, inventories of artwork by Joseph Stella, and some photographic materials.
Sales and inventory records contain a nearly complete set of gallery invoices from 1995-2000, and 2004. Inventories includes gallery inventory lists, and inventory cards of sold artwork from 1981-1997 (bulk 1981-1991).
The business and financial records include accounting records, bank deposit records, corporate records, index cards for contacts, invoices for gallery expenses, materials related to Richard York's involvement in the ADAA, mailing lists, records of payments to consignors, receipts, shipping records, and tax records. The gallery migrated from paper records to Artbase, an artwork management system, around 2000-2002. Included are two CDs of database data and digital images from Artbase, as well as inventories of the digital file names.
Printed materials contain advertising tear sheets from 1998-2002, exhibition catalogs, magazine and newspaper clippings of reviews and announcements, and other miscellaneous printed materials. Printed materials are also found in eight scrapbooks which document the activities of the Richard York Gallery, Richard York, and the gallery's exhibitions from 1981-2002. Materials in the scrapbooks include clippings, correspondence, photographs, exhibition catalogs, announcements, and invitations.
Photographic materials includes color photographs, transparencies, digital prints, and scattered printed materials, as well as over 600 slides of artwork, primarily works of art which were sold or consigned by the gallery. Artists for which there is significant volume of transparencies include Houghton Cranford Smith and Lockwood de Forest, Sr.
Artists' files consist mostly of photocopied newspaper and magazine clippings, writings about the artist, and exhibition catalogs. Some original copies of printed material, correspondence with collectors, curators, and gallerists, photographic materials, artwork records, and some exhibition records are also present.
Arrangement:
The collection is arranged as 10 series:
Missing Title
Series 1: Correspondence, 1975-2005 (Boxes 1-7, 81; 6.4 linear feet)
Series 2: Artists' Artwork Files, circa 1865-2004 (Boxes 7-64; 56.85 linear feet)
Series 3: Client Files, 1965, circa 1981-circa 2004 (Box 64; 0.5 linear feet)
Series 4: Estate Records, 1983-circa 2004 (Boxes 64-65; 1.0 linear feet)
Series 5: Sales and Inventory Records, 1977-2004 (Boxes 65-70; 5.0 linear feet)
Series 6: Business and Financial Records, 1974-2005 (Boxes 70-77, 81; 6.25 linear feet)
Series 7: Printed Materials, 1980-2004 (Boxes 77-78; 1.1 linear feet)
Series 8: Scrapbooks, 1981-2002 (Boxes 78, 80; 1.0 linear feet)
Series 9: Photographic Materials, 1977-2004 (Boxes 78-79; 1.2 linear feet)
Series 10: Artists' Files, 1922-2008 (Boxes 81-89; 8 linear feet)
Historical Note:
Richard T. York (circa 1950-2003) opened his eponymous gallery in the spring of 1981 on East 65th Street in New York City. Specializing in American painting and sculpture from early 1800s to 1950, the Richard York Gallery dealt in the artwork of hundreds of artists including Albert Bierstadt, Charles Demuth, Arthur Dove, Lockwood de Forest, John Graham, Georgia O'Keeffe, John Singer Sargent, Charles Sheeler, and Steve Wheeler. It also represented the estates of artists John Marin and Joseph Stella.
Richard York passed away in April 2003, and the gallery closed in May 2004.
Provenance:
The Richard York Gallery records were donated to the Archives of American Art in 2006 by Kevin Scott, the executor of Richard York's estate; and in 2015 by Lisa Bush Hankin, former gallery director.
Restrictions:
Use of original papers requires an appointment and is limited to the Archives' Washington, D.C., Research Center. Contact Reference Services for more information.
Rights:
The Archives of American Art makes its archival collections available for non-commercial, educational and personal use unless restricted by copyright and/or donor restrictions, including but not limited to access and publication restrictions. AAA makes no representations concerning such rights and restrictions and it is the user's responsibility to determine whether rights or restrictions exist and to obtain any necessary permission to access, use, reproduce and publish the collections. Please refer to the Smithsonian's Terms of Use for additional information.
Subject files include correspondence, printed material, and notes concerning topics of interest to Goldwater, and exhibitions and organizations with which he was involved.
The file titled "Dali, Salvador, and Dada" includes the catalog and announcements of Salvador Dali's 1934 exhibition at the Julien Levy Gallery, tear sheets of "Histoire de Dada" from La Nouvelle Revue Français, and a review of Julien Levy's Surrealism.
Collection Restrictions:
This material is ACCESS RESTRICTED; permission; written permission is required. Contact Reference Services for more information.
Collection Rights:
The Archives of American Art makes its archival collections available for non-commercial, educational and personal use unless restricted by copyright and/or donor restrictions, including but not limited to access and publication restrictions. AAA makes no representations concerning such rights and restrictions and it is the user's responsibility to determine whether rights or restrictions exist and to obtain any necessary permission to access, use, reproduce and publish the collections. Please refer to the Smithsonian's Terms of Use for additional information.
Collection Citation:
Robert John Goldwater papers, 1902-1974. Archives of American Art, Smithsonian Institution.
1 large scrapbook of tear sheets and reproductions of d'Arazien's work. Clipping about d'Arazien's work for Underwood and Underwood includes much info about the firm.
Collection is open for research but the majority of the collection is stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Collection Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Collection Citation:
Arthur d'Arazien Industrial Photographs, ca. 1930-2002, Archives Center, National Museum of American History.
The collection contains business records and photographic materials documenting the International Salt Company. The business records include correspondence, account and ledger books, a payroll book, patent and trademark information, print advertising and marketing materials, and a salesman salt display kit. The photographic materials include a series of photographs by William M. Rittase, a series of photographs by Harold Haliday Costain, a small photograph album, snapshots, and slides. The images cover all facets of the salt manufacturing and packaging operations, and include photographs taken in New York State, Michigan, and Louisiana.
Scope and Contents:
The collection contains business records and photographic materials documenting the International Salt Company. The business records include correspondence, account and ledger books, a payroll book, patent and trademark information, print advertising and marketing materials, and a salesman salt display kit. The photographic materials include a series of photographs by William M. Rittase, a series of photographs by Harold Haliday Costain, a small photograph album, snapshots, and slides. The images cover all facets of the salt manufacturing and packaging operations, and include photographs taken in New York State, Michigan, and Louisiana.
The scrapbooks contain advertisements for the International Salt Company's Sterling Salt label and other leading salt companies, especially Morton's. Much of the ephemera consists of labels, but there are also small pamphlet cookbooks. The cookbooks, prepared and marketed by various salt companies, tout recipes for tasty dishes using specific salts and expound upon the merits of salt in general, especially the medical benefits. Other clever salt-related advertising appears in conjunction with maps, buttons, song books, calendars, and health exercises.
Series 1, Business Records, 1894-1937, consists primarily of financial materials--ledgers, cash books, monthly statements, timekeeping and payroll information--for the Avery Rock Salt Mining Company (A.R.S.M.Co.), Detroit Rock Salt Company, Detroit Salt Company, International Salt Company, and the Restof Mining Company. Additionally, there is one annual report for the International Salt Company (1957) and the newsletter Saltmaker, 1964.
There are two A.R.S.M.Co. ledgers, 1898-1907 and 1907-1922. The first ledger, 1898-1907, predates the founding of the International Salt Company, and it is likely that A.R.S.M.Co was absorbed by International Salt during a merger. Documentation recorded including inventories, merchandise, labor, surplus, insurance, office expenses, legal expenses, taxes, bills receivable, directors' committee fees, fuel, candles, oil, waste and packing, rental, repairs and maintenance, interest, labor, feed, outside salary account, Cuban consignment account, and loan account. Specific persons, such as superintendents F. Rundio and Sidney Bradford, are mentioned and specific companies including Restof Mining, Joy Morton Company, Havana Mill, G. Lawton Childs & Company, International Salt of New York and various others (pages 193-212), are listed with expenses.
The Detroit Salt Company (general ledger), 1911-1913, consists of one bound volume documenting the company's assets, liabilities, expenses, earnings, advance accounts, and old accounts.
Detroit Rock Salt Company (cash record), 1912 October-1913 January, consists of one bound volume documenting cash received and cash disbursed.
International Salt Company, Inc., Independent Salt Company Division (monthly statements), 1933 October-1937 December, consists of one bound volume of general ledger trial balance sheets organized chronologically. Detailed documentation includes general expenses, assets, capital assets, liabilities, special reserves, net worth, profit and loss statements, warehousing costs and tonnage purchased.
Restof Mining Company (time and payroll), 1894 July 1-1895 March 31, consists of one bound volume of 400 pages, documenting the time and payroll for employees. The volume contains the name of the employee, the number of days worked, hourly wage earned per day, the amount earned, advances, board due, store (supplies due), rent, and any balances due. A portion of the volume is severely water-damaged.
Series 2, Trademarks, 1881-1935, consists of copies of issued trademark declarations from the United States Patent Office. The trademarks are for company names, logos, salt containers and packages, and various salt products. The trademarks are arranged alphabetically by the name of the trademark. For example, Amaessa, a trademark for baking powder and salt is filed with other trademarks beginning with the letter "A." Additional materials consist of one file folder of correspondence and printed materials about patents, trademarks and copyright laws. The correspondence relates specifically to the ownership of certain trademarks by International Salt Company, and there is correspondence from John L. Ryon, assistant sales manager and W.T. Chisolm, vice-president of International Salt Company. There are compiled lists of brand names, trademarks, and package designs for which International Salt registered at the United States Patent Office, 1926-1927. There are two examples of small cloth bags branded with "Ideal Salt" and some packaging, such as "White Lily High Grade Salt" and labels such as "Purex Free Running Table Salt." The Peter J.L. Searing trademark for salt (No. 52,963) and Chicago Sawed Salt-Block Company (No. 15,174) provide examples of ethnic imagery. A trademark is a brand name. A trademark or service mark includes any word, name, symbol, device, or any combination used or intended to be used to identify and distinguish the goods/services of one seller or provider from those of others, and to indicate the source of the goods/services. Although federal registration of a mark is not mandatory, it has several advantages, including notice to the public of the registrant's claim of ownership of the mark, legal presumption of ownership nationwide, and exclusive right to use the mark on or in connection with the goods/services listed in the registration.
Series 3, Photographs, 1934-1993, is divided into five subseries: Subseries 1, Harold Haliday Costain, 1934; Subseries 2, William Ritasse, circa 1934; Subseries 3, Loose Photographs, 1969-1993; Subseries 4, Slides, circa 1970s; and Subseries 5, Album (unidentified), undated.
Subseries 1, Harold Haliday Costain, circa 1934, consists of three photographs (approximately 10 1/2" x 13") black-and-white prints mounted to 16" x 20" boards. The prints are numbered #6, #42, and #44 and depict a salt mine and equipment used in salt manufacturing located in Avery Island, Louisiana.
Subseries 2, William Ritasse, circa 1934, consists of black-and-white prints (10" x 14") signed by Ritasse which are mounted on 18 1/2" x 20" boards. The photographs are arranged numerically from #350 to #480. Many of the photographs are captioned. American photographer William Rittase (1887-1968), active in the 1920s-1930s, is known for his industrial photography. Rittase's images provide insight into International Salt Company activities such as salt manufacturing, packaging operations, general factory processes, printing salt bags, can labeling, brine storage, exteriors of buildings, crushing salt, men in the salt mines, machine shop views, and equipment.
Subseries 3, Loose Photographs, 1969-1993, consists of black-and-white and color prints, as well as transparencies depicting salt mines and related activities. Some of the photographs document a visit by International Salt Company executives to the Jefferson Island, Louisiana salt plant.
Subseries 4, Slides, circa 1970s, consists of seventeen color slides documenting salt plants, equipment and salt miners.
Subseries 5, Album (damaged mine), undated, consists of twenty-two 4" x 6 1/2" black-and-white photographs documenting the damage to a salt manufacturing plant. The photographs are captioned, but there is no indication of the geographic location of the salt plant.
Series 4, Advertising and Marketing Materials, 1920-1948, consists of two scrapbooks (14" x 17" and 11" x 16") that contain primarily tear sheets, unbound periodical pages showing an advertisement as printed, or as a proof, newspaper clippings, magazine clippings, correspondence, pamphlets, price lists, recipes, labels, periodicals, and other ephemera.
The scrapbook, 1920-1931, consists primarily of advertisements and newspaper clippings related to advertising salt products, especially for Morton's Salt and Diamond Crystal Salt. Other companies represented include Colonial Salt Company, Carey Salt Company, Jefferson Island Salt Company, Kerr Salt Company, Mulkey Salt Company, Myles Salt Company, Ohio Salt Company, Pennsylvania Salt Manufacturing Company, Remington Salt Company, Star Salt Corporation, Union Salt Company, Worcester Salt Company, and Watkins Salt Company.
The scrapbook from 1945-1948 is devoted to advertisements for the International Salt Company and Sterling Salt, which promoted salt uses for the home (table salt, curing meats, and brines), industry (rock salt for winter weather) and agriculture (killing weeds). Many of the advertisements were part of the "Pass the Salt" campaign and were featured in publications such as Woman's Day, National Provisioner, Food Industries, Hide, Leather and Shoes, Chemical Previews, and Public Works. The scrapbook is divided into three sections: institutional, weed prevention, and Lixate, a process developed by the International Salt Research Laboratory for making brine. Many of the advertisements were prepared by J.M. Mathes Incorporated.
Also included is a traveling salt kit for Sterling Salt Company salesmen, undated, featuring small glass vials of sterling salt from mines in Detroit, Avery Island, Louisiana, and Restof, New York. Each vial notes the types of salts--purified, softener, iodized, medium flake, coarse flake, granular flour, and meat.
Series 5, Posters, circa 1920s, consists of oversize advertising posters for Worcester Salt Company. There is one set of labels from an exhibit titled "I Eat Rocks! Salt of the Earth."
Arrangement:
The collection is divided into five series.
Series 1, Business Records, 1894-1937
Series 2, Trademarks, 1881-1935
Series 3, Photographs, 1934-1993
Subseries 1, Harold Haliday Costain, circa 1934
Subseries 2, William Ritasse, circa 1934
Subseries 3, Loose Photographs, 1969-1993
Subseries 4, Slides, circa 1970s
Subseries 5, Album (damaged mine), undated
Series 4, Advertising and Marketing Materials, 1920-1948
Series 5, Posters, circa 1920s
Biographical / Historical:
The International Salt Company incorporated on August 22, 1901, and in 1902, the company purchased the stock and assets of the National Salt Company, which had failed. By 1934, International Salt was a holding company for six subsidiaries: Avery Salt Company (West Virginia), Detroit Rock Salt Company (Michigan), Eastern Salt Company (Massachusetts), Independent Salt Company (New York), International Salt Company, Inc. (New York), and Retsof Mining Company (New York). All of the subsidiaries operated rock salt mines and evaporated salt plants and distributed salt. In 1940, the International Salt Company decided to sell four of its subsidiaries--Avery Salt Company, Detroit Rock Salt Company, International Salt Company, Inc., and Retsof Mining Company.
John M. Avery discovered rock salt at Petite Anse, Louisiana in 1862. Petite Anse Island was renamed Avery Island in the late 19th century. Ownership and mining of salt at Petite Anse involved numerous parties until 1886, when New Iberia Salt Company took over operations. In 1896, the Avery family began operating the mine, and they founded the Avery Rock Salt Mining Company. In 1899, the International Salt Company leased the mine.
The Detroit Salt and Manufacturing Company was founded in 1906. The company quickly went bankrupt during construction of a shaft and was acquired in 1910 by the Watkins Salt Company, which incorporated the new organization under the name Detroit Rock Salt Company. The company experienced success and the International Salt Company purchased the mine circa 1914. In 1983, International Salt closed the mine's operations and in 1985, Crystal Mines, Inc., purchased the mine as a potential storage site.
In 1885 the Empire Salt Company of New York was renamed the Retsof Mine Company, and the Village of Retsof was founded near the mine shaft. During the next 110 years, the mine grew to become the largest salt-producing mine in the United States and the second largest in the world. Before the initial collapse in March 1994, the mine encompassed an underground area of more than 6,000 acres, and the mine footprint (outer edge of mined area) extended over an area of nearly ten square miles. At the time of the collapse, the Retsof Mine was owned by Akzo-Nobel Salt Incorporated (ANSI) and, during the winter of 1993--994 operated at full capacity to meet demands for road salt throughout the northeastern United States. The Retsof Mine ceased operations on September 2, 1995, and by December, twenty-one months after the initial collapse, the mine was completely flooded.
Related Materials:
Materials held at the Smithsonian Institution
Smithsonian Institution Libraries, National Museum of American History
Trade catalogs from International Salt Company Inc., 1900s
Materials held at Other Organizations
Harvard University Archives
Ritasse, William M., 1894-1968. Photographs of Hardvard University campus and environs taken by William M. Ritasse, circa 1930.
Library of Congress, Prints and Photographs
Avery Rock Salt Mining Company, Plan. June 16, 1924 (AKZO No. 7-77-02) - Avery Island Salt Works, Akzo Salt Incorporated, Avery Island, Iberia Parish, LA
Salt Mine Village, Salt Workers' Houses No. 6, Avery Island, Iberia Parish, LA
Avery Island Sugarhouse, Avery Island, Iberia Parish, LA
State Library of Louisiana
Historic Photograph Collection contains images of salt mining at Avery Island, Louisiana.
University of North Carolina, Southern Historical Collection at the Louis Round Wilson Library
Papers for the Avery Family of Louisiana, 1796-1951
Provenance:
Tom Maeder donated the collection on June 13, 2009.
Restrictions:
Collection is open for research but is stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
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.
