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Creator:

Caples, John, 1900-1990 (advertising executive)  Search this

Caples, Dorothy  Search this

Names:

Batten, Barton, Durstine & Osborn, Inc  Search this

Extent:

24 Cubic feet (64 boxes )

Type:

Collection descriptions

Archival materials

Business letters

Awards

Essays

Diaries

Tear sheets

Typescripts

Place:

New York (N.Y.)

Date:

circa 1900-1987

Scope and Contents:

Series Three, Speeches and Lectures, contains Caples' speeches to advertising industry associations and other business organizations, as well as a series of lectures prepared for a college course on advertising techniques that Caples taught at Columbia University Graduate School of Business during the 1953-54 academic year..

Series Four, Client Files, contains correspondence, advertising copy, press clippings, memos, tearsheets, and other business records for scores of clients for whom Caples did work; Readers Digest and the Wall Street Journal are especially well represented. Files are arranged alphabetically by client name.

Subseries A contains client files from Caples' years at Ruthrauff & Ryan (1925-1927).

Subseries B contains client files from Caples' years at BBDO (circa 1946-1972).

Subseries C contains files documenting copy testing and direct mail methods and results. Some of the copy-testing materials are in poster-sized format presumably designed for presentation. Several sets of lantern slides illustrating copy-testing results are also included. Series 5, Business Files, includes BBDO files and correspondence from the 1930s through the 1980s. This series includes many of BBDO's internal manuals and instructions on copy-testing and direct mail, many authored by Caples. This series also contains notes, clipping files, and "tickler" or idea files, mostly from the period of Caple's retirement. Also found here are Caples' many awards and honors from advertising and direct marketing organizations.

Series 1: Personal Papers, is divided into three subseries.

Subseries 1.1 contains Caples' diaries in original, unedited manuscript form. The diaries are arranged chronologically. They constitute a notable resource for the study of the advertising industry from an insider's perspective during a period of tremendous expansion of advertising as a force in American business and culture. They document Caple's participation in and reflections on the business of advertising, and detail his acquaintance with noted business and advertising professionals. The diaries record his responses to the major events of his lifetime, such as presidential elections, the stock market crash of 1929, American entry into World War II, the Kennedy assassinations, and the moon landing. Caples recorded conversations and contacts with some of the key advertising and communications people of his time, including Rosser Reeves, David Ogilvy, George Gallup and Harry Reasoner. Also found in the diaries are reflections of a more mundane or personal nature: weather conditions, the best restaurants, whether to quit drinking or go on a diet, and Caples= ambivalence about retiring from BBDO. Caples wrote precisely one page each day from 1928 through 1981. Missing from the series are the years 1935-1940, 1946-1950; 1952-1955; 1957-1962.

Subseries 1.2 contains edited, rewritten portions of the diaries, presumably intended for publication as short-stories or reminiscences. Of particular interest are humorous short stories relating to Caples' years at the Naval Academy in Annapolis, MD during the early 1920s.

Subseries 1.3 contains photographs of Caples and his family, ca. 1900-1960.

Subseries 1.4 contains personal and family papers, including material documenting Caple's service as a recruitment and enlistment officer for the U.S. Navy during World War II, and a copy of a dissertation about Caples by Gordon White, entitled John Caples, Adman.

Series 2: Publications, contains Caple's published and unpublished manuscripts about advertising techniques, direct marketing, and the advertising industry. Arrangement is according to publication and thereunder by date of publication. This series is arranged into two subseries.

Subseries 2.1 contains articles published in advertising industry publications such as Advertising Agency, Advertising and Selling, Direct Marketing, and Printer's Ink, and for business publications like Saturday Review. The articles typically are of a how-to nature, but also include Caples observations about the business of advertising, including a series for Advertising Agency in the 1950s, titled "Diary of an Ad Man," which drew heavily from his diaries.

Subseries 2.2 contains book manuscripts. Caples was a prolific and respected author in his field, publishing four widely acclaimed books on advertising and direct marketing techniques. Material in this series includes rough and final drafts, illustrative material, and correspondence with editors and publishers. There are also letters of congratulation from friends and letters of praise from readers.

Series 3: Speeches and Lectures, contains Caples' speeches to advertising industry associations and other business organizations, as well as a series of lectures prepared for a college course on advertising techniques that Caples taught at Columbia University Graduate School of Business during the 1953-54 academic year..Series 4: Client Files, contains correspondence, advertising copy, press clippings, memos, tearsheets, and other business records for scores of clients for whom Caples did work; Readers Digest and the Wall Street Journal are especially well represented. Files are arranged alphabetically by client name.

Subseries 4.1 contains client files from Caples' years at Ruthrauff & Ryan (1925-1927).

Subseries 4.2 contains client files from Caples' years at BBDO (ca. 1946-1972).

Subseries 4.3 contains files documenting copy testing and direct mail methods and results. Some of the copy-testing materials are in poster-sized format presumably designed for presentation. Several sets of lantern slides illustrating copy-testing results are also included.

Series 5: Business Files, includes BBDO files and correspondence from the 1930s through the 1980s. This series includes many of BBDO's internal manuals and instructions on copy-testing and direct mail, many authored by Caples. This series also contains notes, clipping files, and "tickler" or idea files, mostly from the period of Caple's retirement. Also found here are Caples' many awards and honors from advertising and direct marketing organizations.

Arrangement:

The collection is arranged into five series.

Series 1: Personal Papers

Series 2: Publications

Series 3: Speeches and Lectures

Series 4: Client Files

Series 5: Business Files

Biographical / Historical:

John Caples (1900-1990) was one of advertising's most influential copywriters. He grew up in New York City, the eldest of two sons of Byron Caples, a doctor, and Edith Richards Caples, a grandniece of W.W. Cole, P.T. Barnum's partner.

After graduation from the Naval Academy at Annapolis, Caples began his advertising career at Ruthrauff & Ryan in 1925, during the decade in which advertising began to assume its modern form, both in style and organizational structure. His first year there, he wrote a legendary mail-order advertisement for the U.S. School of Music. This advertisement, more than a thousand words long, embodied many of the techniques which Caples was later to develop, and is still regarded within the industry as one of the most effective pieces of advertising copy ever written. It began with the straightforward but emotionally insightful headline: "They laughed when I sat down at the piano." The headline became a part of American popular culture, appearing in ads, comics, cartoons, and greeting cards into the 1990s.

In 1927, Caples moved to Batten, Barton, Durstine & Osborne (BBDO), where he had the opportunity to work alongside Bruce Barton, an advertising legend and pioneer of direct mail. Caples remained at BBDO for 55 years, during which time he reshaped the field of direct response advertising. At BBDO he supervised direct response advertising for DuPont, U..S. Steel, General Electric, United Fruit, Hormel, the Wall Street Journal, Reader's Digest, Phoenix Mutual, Liberty Mutual, Western Airlines, U.S. Navy Recruiting, and many other clients. In his honor, the Direct Marketing Creative Guild established the John Caples Award to recognize creative excellence in direct marketing.

Caples was also respected for the development of innovative copy-testing techniques. He was the author of countless articles and several well-respected books, including Tested Advertising Methods (1932), Advertising for Immediate Sales (1936), Making Ads Pay (1957) and How To Make Your Advertising Make Money (1983). He also served as a recruitment and enlistment officer in the U.S. Navy during World War II. John Caples retired from BBDO in 1981. He died after a long convalescence in 1990.

Related Materials:

As part of the collection, the Archives Center accepted 22 books on advertising, including copies of Caples' books, some in foreign languages. These books are housed in the Archives Center.

Provenance:

The collection was donated in December 1990 by Caples' widow, Mrs. Dorothy Dickes Caples, of New York City.

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:

Reproduction fees for commercial use. Copyright restrictions. Contact staff for information.

Topic:

Advertising copy  Search this

advertising  Search this

Advertising, Direct-mail  Search this

Advertising executives  Search this

Copy writers  Search this

Direct marketing  Search this

Genre/Form:

Business letters

Awards

Essays

Diaries -- 20th century

Tear sheets

Typescripts

Citation:

John Caples Papers, 1900-1987, Archives Center, National Museum of American History.

Identifier:

NMAH.AC.0393

See more items in:

John Caples Papers

Archival Repository:

Archives Center, National Museum of American History

GUID:

https://n2t.net/ark:/65665/ep8c02139ef-224e-4e01-903e-6c06b8094d14

EDAN-URL:

ead_collection:sova-nmah-ac-0393

Maker:

Keystone View Company  Search this

Measurements:

overall: 3 1/2 in x 7 in; 8.89 cm x 17.78 cm

Object Name:

stereographs

stereograph

Subject:

Stereography  Search this

Toys  Search this

Children  Search this

ID Number:

2016.0066.045

Accession number:

2016.0066

Catalog number:

2016.0066.0045

See more items in:

Work and Industry: Photographic History

Photography

Data Source:

National Museum of American History

GUID:

http://n2t.net/ark:/65665/ng49ca746ae-51f2-704b-e053-15f76fa0b4fa

EDAN-URL:

edanmdm:nmah_1806399

Maker:

Keystone View Company  Search this

Physical Description:

paper (overall material)

Measurements:

overall: 3 1/2 in x 7 in; 8.89 cm x 17.78 cm

Object Name:

stereograph

Date made:

1900

Subject:

Children  Search this

Dancing  Search this

Music  Search this

ID Number:

2016.0066.115

Accession number:

2016.0066

Catalog number:

2016.0066.0115

See more items in:

Work and Industry: Photographic History

Music & Musical Instruments

Photography

Data Source:

National Museum of American History

GUID:

http://n2t.net/ark:/65665/ng49ca746b2-ccce-704b-e053-15f76fa0b4fa

EDAN-URL:

edanmdm:nmah_1821989

Creator:

Cooper Hewitt, Smithsonian Design Museum  Search this

Type:

YouTube Videos

Uploaded:

2014-06-17T13:07:39.000Z

YouTube Category:

Education  Search this

Topic:

Design  Search this

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cooperhewitt

Data Source:

Cooper Hewitt, Smithsonian Design Museum

YouTube Channel:

cooperhewitt

EDAN-URL:

edanmdm:yt_2P1DjilPBS4

Creator:

Cooper Hewitt, Smithsonian Design Museum  Search this

Type:

YouTube Videos

Uploaded:

2014-06-17T13:07:39.000Z

YouTube Category:

Education  Search this

Topic:

Design  Search this

See more by:

cooperhewitt

Data Source:

Cooper Hewitt, Smithsonian Design Museum

YouTube Channel:

cooperhewitt

EDAN-URL:

edanmdm:yt_kBHsfNDsbCs

Creator:

Smithsonian Astrophysical Observatory  Search this

Type:

YouTube Videos

Uploaded:

2022-08-31T14:00:22.000Z

YouTube Category:

Science & Technology  Search this

Topic:

Astronomy  Search this

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cxcpub

Data Source:

Smithsonian Astrophysical Observatory

YouTube Channel:

cxcpub

EDAN-URL:

edanmdm:yt_QHP5SI_Ja_k

Creator:

National Museum of African Art  Search this

Type:

YouTube Videos

Uploaded:

2019-04-05T17:09:54.000Z

YouTube Category:

Education  Search this

Topic:

Art, African  Search this

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SmithsonianAfricanAr

Data Source:

National Museum of African Art

YouTube Channel:

SmithsonianAfricanAr

EDAN-URL:

edanmdm:yt_L2bOjKQ-lsU

Creator:

Freer Gallery of Art and Arthur M. Sackler Gallery  Search this

Type:

YouTube Videos

Uploaded:

2020-11-20T00:08:41.000Z

YouTube Category:

Education  Search this

Topic:

Art, Asian  Search this

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FreerSackler

Data Source:

Freer Gallery of Art and Arthur M. Sackler Gallery

YouTube Channel:

FreerSackler

EDAN-URL:

edanmdm:yt_S9HZtGykej4

Creator:

Freer Gallery of Art and Arthur M. Sackler Gallery  Search this

Type:

YouTube Videos

Uploaded:

2020-12-13T00:30:11.000Z

YouTube Category:

Education  Search this

Topic:

Art, Asian  Search this

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FreerSackler

Data Source:

Freer Gallery of Art and Arthur M. Sackler Gallery

YouTube Channel:

FreerSackler

EDAN-URL:

edanmdm:yt_T0kGSv6Ywh4

Creator:

Smithsonian Environmental Research Center  Search this

Type:

YouTube Videos

Uploaded:

2022-06-08T15:53:30.000Z

YouTube Category:

Science & Technology  Search this

Topic:

Animal health;Environmental Sciences;Coastal ecology  Search this

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SmithsonianSERC

Data Source:

Smithsonian Environmental Research Center

YouTube Channel:

SmithsonianSERC

EDAN-URL:

edanmdm:yt_dXk24MRLH4A

Creator:

National Air and Space Museum  Search this

Type:

YouTube Videos

Uploaded:

2017-02-09T16:41:30.000Z

YouTube Category:

Education  Search this

Topic:

Aeronautics;Flight;Space Sciences  Search this

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airandspace

Data Source:

National Air and Space Museum

YouTube Channel:

airandspace

EDAN-URL:

edanmdm:yt_FsCoLvF9z6k

Creator:

National Museum of American History  Search this

Type:

YouTube Videos

Uploaded:

2021-04-21T15:59:51.000Z

YouTube Category:

Entertainment  Search this

Topic:

American History  Search this

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SmithsonianAmHistory

Data Source:

National Museum of American History

YouTube Channel:

SmithsonianAmHistory

EDAN-URL:

edanmdm:yt_L60RHuTY--A

Creator:

Smithsonian Center for Folklife and Cultural Heritage  Search this

Type:

YouTube Videos

Uploaded:

2011-06-20T18:55:07.000Z

YouTube Category:

Education  Search this

Topic:

Cultural property  Search this

See more by:

smithsonianfolklife

Data Source:

Smithsonian Center for Folklife and Cultural Heritage

YouTube Channel:

smithsonianfolklife

EDAN-URL:

edanmdm:yt_j3cjFbN3A68

Creator:

Smithsonian Center for Folklife and Cultural Heritage  Search this

Type:

YouTube Videos

Uploaded:

2016-11-14T21:35:09.000Z

YouTube Category:

Travel & Events  Search this

Topic:

Cultural property  Search this

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smithsonianfolklife

Data Source:

Smithsonian Center for Folklife and Cultural Heritage

YouTube Channel:

smithsonianfolklife

EDAN-URL:

edanmdm:yt_jfEpUO00w0U

Creator:

Smithsonian Center for Folklife and Cultural Heritage  Search this

Type:

YouTube Videos

Uploaded:

2022-06-23T07:23:01.000Z

YouTube Category:

Entertainment  Search this

Topic:

Cultural property  Search this

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smithsonianfolklife

Data Source:

Smithsonian Center for Folklife and Cultural Heritage

YouTube Channel:

smithsonianfolklife

EDAN-URL:

edanmdm:yt_jzETSR-R4hc

Creator:

Smithsonian Center for Folklife and Cultural Heritage  Search this

Type:

YouTube Videos

Uploaded:

2011-06-20T20:00:18.000Z

YouTube Category:

Education  Search this

Topic:

Cultural property  Search this

See more by:

smithsonianfolklife

Data Source:

Smithsonian Center for Folklife and Cultural Heritage

YouTube Channel:

smithsonianfolklife

EDAN-URL:

edanmdm:yt_xcS1J6o1o4M

Creator:

Smithsonian Center for Folklife and Cultural Heritage  Search this

Type:

YouTube Videos

Uploaded:

2020-07-15T15:29:03.000Z

YouTube Category:

Music  Search this

Topic:

Cultural property  Search this

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smithsonianfolkways

Data Source:

Smithsonian Center for Folklife and Cultural Heritage

YouTube Channel:

smithsonianfolkways

EDAN-URL:

edanmdm:yt_6pzmOW1378E

Creator:

Smithsonian Center for Folklife and Cultural Heritage  Search this

Type:

YouTube Videos

Uploaded:

2009-03-09T18:17:31.000Z

YouTube Category:

Music  Search this

Topic:

Cultural property  Search this

See more by:

smithsonianfolkways

Data Source:

Smithsonian Center for Folklife and Cultural Heritage

YouTube Channel:

smithsonianfolkways

EDAN-URL:

edanmdm:yt_GGmUD53Y5kU

Creator:

Smithsonian Center for Folklife and Cultural Heritage  Search this

Type:

YouTube Videos

Uploaded:

2009-07-28T13:47:57.000Z

YouTube Category:

Music  Search this

Topic:

Cultural property  Search this

See more by:

smithsonianfolkways

Data Source:

Smithsonian Center for Folklife and Cultural Heritage

YouTube Channel:

smithsonianfolkways

EDAN-URL:

edanmdm:yt_Sr9IrXgfqVU

Creator:

Smithsonian Center for Folklife and Cultural Heritage  Search this

Type:

YouTube Videos

Uploaded:

2009-03-09T18:00:20.000Z

YouTube Category:

Music  Search this

Topic:

Cultural property  Search this

See more by:

smithsonianfolkways

Data Source:

Smithsonian Center for Folklife and Cultural Heritage

YouTube Channel:

smithsonianfolkways

EDAN-URL:

edanmdm:yt_oj22m9f-sFw