The

Port olio Winter 2000 Rockwell We Tru t

Linda Szekely, Curator of Norman Rockwell Collections Place a celebrity in your ad and your product will sell, has long been the dictum of advertising agencies.

Michael Jordan gobbles down Ball public persona, which evolved as a by­ Park franks, Paul Hogan drives his product of his celebrity as an illustra­ Subaru Outback over rough terrain, tor. Rockwell's career came toward the Jerry Seinfeld charges with American end of the Golden Age of Illustration, Express and country singer Alan roughly a forty-year period between Jackson sings the ballad of the Ford 1880 and 1920. The incredible profu­ truck. Movie and television actors, sion of magazines at the turn-of-the­ sports heroes and popular singers, all century supported the work of numer­ sell us the products that comprise the ous talented illustrators during a time American Dream. Voice-overs for tel­ when the profession of illustration was evision and radio commercials revered and sought after by the artis­ employ the familiar tones of James tically talented. Illustrators were pur­ Earl Jones, Linda Hunt, Barry White veyors of imagination and fantasy and, and Lauren Bacall. paired with the literary establishment, were a major source of entertainment. Announcers inform us not only of Tiger Woods' prize money but of the I'll Take Wine, Norman Rockwell In Rockwell We Trust explores the role endorses wine Jar the Wine Growers oj income he may well expect from that Rockwell played as a spokesper­ Ca liJornia, circa 1940. endorsements. The message is clear­ son for American businesses when he success and an impeccable image sell. is subliminally linked with our trust in endorsed thei.r products in commer­ A barrage of media reporting occurs God, a message that is printed on our cial advertising. Visitors will see origi­ when a celebrity's image is tarnished coins and bills, so is our need to nal advertisements published in maga­ by human failure. The public is believe that the person who is selling zines in which Norman Rockwell is informed when a well-known person us our products is honest and worthy. depicted as part of the promotion of a is arrested for reckless driving; a It is easy to see how Norman Rockwell product. The products he promoted domestic dispute becomes front page became a spokesperson for many range from artists' supplies to auto­ news. Any hero attached to a scandal American products over his six-decade mobiles. is deemed unfit to project the ideals career. He is among a handful of of America's youth and such a tar­ famous people whose names have The earliest advertisement, in 1919 for become adjectives and "Rockwellian" nished image will no longer secure LiJe magazine, shows Rockwell among the trust of the American consumer. has come to stand for goodness, hon­ the magazine'S weekly contributors of Just as our faith in American currency esty, and homespun ideals. illustrators and writers, with the cap- Norman Rockwell enjoyed a high-profile 2 golden days, Venice Also, he endorsed and illustrated adver­ inspired men who tisements for Parker pens, Corn Flakes caught the rainbow on cereal, Yuban coffee and Hallmark their brushes, and laid cards. it on canvases that seem to glow with The apogee of Rockwell's tangential an internal light. " career as spokesperson was the ad Rockwell had arrived, campaign for Famous Artists Schools. firmly, as a spokesper­ Best known by its ubiquitous "Learn to son for his fellow Draw" matchbook covers, this mail­ artists and i.llustrators. order art course was founded in the late 1940s by Al Dome and a group of As Rockwell's career eleven other "famous artists" including V enice-Mother of Color gained momentum, so Rockwell. The artists each contributed N her golden days, Venice lIlSplred men who too did his prominence to the lessons based on their own I caught thcrainbow on thelf brushes, and I.-ud It on canv35e3 that seemed to glow with an mtcmal light. Those Venetian p..llnters. by t he very fervor of their as a celebrity spokes­ method of painting. Rockwell's course m~plration. wen:: Impelled to a. tlreles!; quest for pIgments which would most truly match U1Clf person. Copy in a was geared for advanced students and ccmceptlOns. Too.,)', artists who .select thelf materials with the 1927 ad for Wallace later published in a separate volume same meuculous carc, place th,;:ir confidence 10 the tI'aLhtioos of Devoe----an t11Stltut1011 whIch for geo eratJons has tr~ured and gua,rdeu the purity of Silver Plate read, titled How I Make A Picture. These ads its products. "'Ghosts of craftsmen appeared throughout the 1950s and DEVOE long since buried in 1960s and kept Rockwell's name and cArtists' 3vlaterials the churchyard must likeness in America's collective con­ whisper in their ears scious. A reincarnation of his celebrity and guide their fingers took place several years ago when as they work,' said Rockwell's granddaughter, Abigail Venice-Mother of Color, Norman Rockwell is pictured Norman Rockwell, Rockwell, was featured in a magazine in his New Rochelle studio Jar Devoe Artists' Materials. when first shown the ad for Coach leather products and a International Studio, September 1923. * Nancy Deane tea­ television commercial for Oldsmobile. tion "Norman Rockwell, whose Life spoon." And in 1929, Anaconda colored covers are known all over the Copper and Brass pictured Rockwell Visitors to In Rockwell We Trust will world." By age 25, Rockwell had and his New Rochelle home in a cau­ see original tear sheets of Rockwell's already contributed 3 years of Saturday tionary tale concerning problems with advertiSing artwork in addition to his Evening Post covers. rust. Rockwell shares his testimonial, product endorsements. "From now on nothing but absolutely His prestige as a Life cover artist would non-rustable metals for my house!" Rockwell's career in American advertis­ soon be surpassed by the tremendous ing both as illustrator and trusted publicity his Post covers would bring In later years, Rockwell would continue spokesman for a variety of products him. In 1923, Rockwell was pictured in to endorse artists' materials; personal was a phenomenal success story and the magazine International Studio in a care products such as Mennen shave helped to make him the American icon full-page ad for Devoe artists' materials. cream and Aqua Velva after-shave; that he is today. He is seen sitting in his New Rochelle Edgeworth's "Executive Mix" pipe studio, across from a large reproduc­ tobacco (his favorite tobacco) ; * The painting on Rockwell's easel in the Devoe advertisement, The tion of Rembrandt's Syndics oj the Dictaphone machines (he recorded his Runaway, is currently exhibited in the autobiography with one), and magazine Drapers' Guild. The copy reads "In her museum. subscriptions for the Post and Look.

3 -THE SRTU/{D.IlY

The Post boy with a can­ EVENING P OST The initial problem was

vas bag slung over his Founded A by Beni. Franklin poor circulation. Accord­ shoulder was a deter­ ing to the December min­ mined lad on his way to utes of the Curtis earn pocket money for a Company board meeting, bike, or perhaps to save the Post had received 67 his earnings for his educa­ subscriptions, 30 com­ tion. In many ways, this plaints, and 22 samples nostalgic image is sub­ had been sen t ou t. This stantiated by fact as tens was at the end of 1897, of thousands of American and things were very bad. boys, and girls as well, More significantly, in collected their copies of terms of profits, a low the Saturday Evening Post circulation meant equally every Wednesday for dis­ meager advertising rev­ tribution the next day in enue. In October of 1899, cities and towns all over 179,000 copies of the four America. There is another weekly issues had been side to this Post boy pic­ shipped to news dealers, ture, and if this side is a who were the principal

little less sentimental, it is A VISIT WITH NORM AN ROCK.W ELL avenue for bringing a Alexander Rotts Ali MacGraw Pete Martin Ted Key Paul Gallico Ellery Queen Burt Bacharach every bit as American. magazine to the attention of the public. Of this num­ The cover oj this 1971 edition oj the Saturday Evening Post Jeatured From the beginning, the Norman Rockwell posing with a young Post salesman. ber, 57,473, nearly one- concept of the Post boys third, had been returned. was rooted in business, specifically in the dire business straits The Curtis board decided to attack the circulation prob- that the Saturday Evening Post found itself from 1897, when lem with an end-run around the news dealers. Cyrus Curtis purchased the magazine, into the new century In its first three years, the new Post lost $900,000, the equiva- The new form of distribution that the company devised was lent of about $20,000,000 in today's money a network of boys who would distribute the magazine. The idea was simple: the company would sell the five-cent mag­ Curtis had succeeded splendidly with his earlier venture, azine to boys for three and a half cents. This financial the Ladies' Home Joumal, and with high hopes for the Post, arrangement would allow every boy a penny and a half on he invested the Journal's profits in his new magazine. each copy sold. To encourage this new, young work force, Journal editor, Edward Bok, Curtis's son-in-law, fought Curtis sent the first week's supply of ten copies free. After hard to curtail these expenditures, but Curtis supported that, all orders had to be prepaid. To prevent the flood of his Post editor George Horace Lorimer by heavily advertising returns that had been pouring in from the news dealers, a the new magazine. ceiling of 15 percent :vas set on returns. The idea was simple,

4 although Curtis did not expect to for his exclusive agency. As Jay put it, later, many exclusive agents found boost circulation with an army of "I want to be the only toad in this themselves with hundreds of unsold fresh-faced boys, each selling ten puddle." copies, inadequate funds for prepay­ copies a week. The company's scheme ment and a formal notification from the was much more complex, much more Having fueled the ambition of every company that they were "in arrears." entrepreneurial and much more closely potential Jay Johns in America, the modeled on monopolistic business company increased the pressure. In Most Post boys, however, were not practices common at the turn of the 1904, prizes originally awarded for the exclusive agents; most simply sold last century. greatest total sales became prizes their handful of magazines each week, given for the greatest increase in sales. and there were thousands of these The Curtis Company was, in fact, The race was on, and the Curtis board boys. As for the Curtis Company, they looking for especially ambitious boys, sent hundreds of letters monthly to were delighted. Not only did circula­ boys who were willing to take signifi­ leading competitors informing them tion rise, but the Post could congratu­ cant risks in return for significant about how other boys were doing. late itself that its organization of boy rewards. When they found such a lad, salesmen inculcated sound business the company made him a different A remarkable archive at the University methods. The young salesmen learned deal, a deal they called an "Exclusive of Oregon preserves some four hun­ to sell a product on its merits, to be Agency. " As an exclusive agent, a boy dred pieces of correspondence accurate in accounting, to be honest, could buy the Post for three cents a between Post boy Victor H. Pelz, of energetic and thrifty. This was the copy and resell it at three and a half Seattle, Washington and the Curtis American way to conduct business! cents to boys he had recruited to work Company. Many of the pieces are for him. Even ten recruits with ten copies of materials sent copies each brought this entrepre­ to all Post boys, but neurial exclusive agent three dollars most are personal let­ r How JAY JOHNS "Cornered" toward the next week's order and a ters addressed to Mr. ( THE SATUR()AY EVEl'lNO POST profit of fifty cents a week. However, Pelz, with the saluta- even this pyramid scheme was not the tion, "Dear Sir. " At the route to significant rewards. The real start of this correspon­ rewards lay in prizes of monthly cash dence in 1902, Mr. Pelz benefits that the company offered to was eight-years old! the boys who sold the greatest num­ ber of copies. All sub-agents' sales Success, however, was were credited to the exclusive agent. not guaranteed. Boys ambitious for prizes not The Curtis Company packaged the only had to prepay in Post boy as something of a fusion advance for a full ten between the sweet little kid in knick­ weeks, they also had to ers and cap and the new heroes of increase those orders, AN .." BOY Willmg to ,i(ov ,I rC'w, I t work 1 dav.ow SM;lurt!JWI rlln > Mit mOIl-:Y ,hroul:h , ill' .....,tII,,' .. ,' t •. """ " " t pi n monopoly capitalism. Full-page ads in often investing an More t h .. n hoI)I) ftn' d01n~ ao rlll.h Wet k Wl' Will 'IIrm 11 Ih til III ~t f'k'. 1'll'ply..,I to'" I opjl s, wllb.c'ltt charJ;l. I Itn}' y wh'J wtll t ry II You om then k nd \IS 011 w h(.1l- Ie J1flU' lIn 5 I1lllny H'I. \ 'U the Post encouraged boys to sell the amount well in excess Iwd you lAn It'll till t'~J:t Wed , magazine, and these ads typically fea­ of their earned profits. $300.00 in Cash Prizes tured a fine-looking young boy, stal­ Increased orders also t41 Uo ~ ~ w hu dn ( j(" ,J " 'orh ...... (" \l 'lO ('II J( VOl! will tryt Itnd "hoc And th\.' tiffl y,.~k I !iupph' wart and intent. One such ad was threatened unsold and tuU m.lnacti6aa _11 Ix' It'M headlined, "How Jay Johns 'cornered' copies, but Curtis the Saturday Evening Post. " The remained adamant The Curtis ruhlh;hin~ Cmltpal!} PIHI ".r-I I'III\ ".\ accompanying text tells a hero's story. about accepting no Jay Johns outlasted other boy com­ more than fifteen per­ This is one oj the many ads that appeared in the Saturday petitors, finally hiring them to work cent returns. Sooner or Evening Post enticing young lads to become Post boys.

5 National Tour Exhibition - Norman Rockwell: Directors' Acknowledgments Ned Rifkin, Nancy and Holcombe T. Green, Jr. Director of the High Museum of Art, Atlanta Laurie Norton MoHatt, Director of the Norman Rockwell Museum at Stockbridge

The exhibition Nonnall Rockwell: Pictures for the American People is the culmination of a dream that began many years ago at the Norman Rockwell Museum and was brought to fruition through an extraordinary partnership with the High Museum of Art in Atlanta. The exhibition and its accompanying catalogue are the result of the special collaboration between these two institutions, which have shared responsibility [or all aspects of the project. In addition the generosity and dedication o[ a number of individuals, both within our institutions and outside, have made it possible [or the dream-to bring Norman Rockwell's art across the country to the American people-to be realized.

We are indebted to the Rockwell families Management Research Company; Anne­ for their support and encouragement Marie Souliere, director of the Fidelity over many years and particularly for Foundation; Maria Capone Goodwin, their interest and involvement in this Vice President, Corporate Sponsorship exhibition. Norman Rockwell's sons­ and SpeCial Events, Fidelity Inves­ Jarvis, Tom and Peter-and their families tments, and Margaret Morton, Vice have generously donated their time, President, Program, Fidelity Foundation expertise and reproductions rights, as 1 for their leadership and support. well as financial support. We also wish ~ to acknowledge the Trustees of the We are pleased and honored to have Norman Rockwell Art Collection Trust received an important grant from the -Jarvis Rockwell, Tom Rockwell and Henry Luce Foundation in support of Arthur Abelman-for their trust and the exhibition and catalogue. In particu­ support. lar, we would like to thank Henry Luce Ill, Chairman and CEO; John Cook, :; This exhibition and its tour to seven @ President, and Ellen Holtzman, Program American museums would not be pos- t Director for the Arts, for their support sible without the very generous support <3 and guidance. of the Ford Motor Company and William Clay Ford,Jr., Chairman, who Joan SerVaas Durham and the SerVaas have taken a leadership role as national family of the Curtis Publishing exhibition sponsor, as well as support­ Rosie the Riveter, oil on canvas, Saturday Company have been most gracious in ing local costs at each of the venues. Evening Post, May 29, 1943, cover. providing in-kind assistance for the We are especially grateful to Mabel H. Private Co ll ection. reproduction rights of works Originally Cabot, former Director of Corporate and materials that accompany Pictures presented in the Saturday Evening Post. Programming at Ford, for her visionary for the American People across the With their support, we have been able involvement in the exhibition. country, including the exhibition web­ to share images from the exhibition site, www.rockwelltour.org. Our heart­ more broadly through educational Fidelity Investments, through the felt thanks go to Fidelity chairman, materials, a website and other promo­ Fidelity Foundation, has underwritten Edward C. Johnson, 3rd; Abigail tional efforts. the extensive educational programs Johnson, Senior Vice President, Fidelity

6 Pictures for the American People

The High Museum of Art is especially Collaborations are always the result of grateful to Mr. and Mrs. William Parker many individual contributions. The co­ and family for their early interest in the curators of the exhibition, Maureen Hart exhibition and their critical financial Hennessey, Chief Curator of the Norman support. Our five venue partners are to Rockwell Museum; Anne Knutson, be acknowledged for recognizing the Guest Curator for the High Museum of importance of this exhibition. The goal Art and Judy L Larson, Executive of national outreach has been achieved Director of the Art Museum of Western with the exhibition's tour (see venue Virginia (formerly of the High Museum) list). The venue leaders Douglas are highly commended for bringing two Greenberg in Chicago, David C. Levy at very different institutions together in the the Corcoran, Steven L Brezzo in San development of this project. SpeCial Diego, James K. Ballinger of Phoenix, acknowledgment and gratitude go to the Thomas Krens at the Guggenheim and creative and supportive help from the their staffs have been most supportive curatorial, education, exhibitions, devel­ partners as this project has taken shape. opment, finance, marketing, earned rev­ enue, membership, public relations and We owe a speCial debt of gratitude to publications departments from both the individuals and institutions that lent institutions for their critical role in plan­ their original artwork, particularly for a ning and implementing a national cam­ tour of this length. We are grateful to paign of this magnitude. Phillip Grace; T. Marshall Hahn, Jr.; Kelly Collection of American Our greatest indebtedness and thanks go Illustration; Illustration House, New to the people who have long embraced York; Baxter Jones; the Don McNeill Norman Rockwells compelling and gen­ family; The Red Lion Inn; Sun-Maid erous vision of America. It is our extreme Growers of California, Inc.; Emmet, Toni pleasure to present this exhibition to and Tessa Stephenson; the family of Ken the nation. and Katherine Stuart; as well as those private collectors who wish to remain anonymous. The public institutions that have generously agreed to participate include: the Berkshire Museum; the Brooklyn Museum of Art; the Burlington Public School District; the Farnsworth Art Museum; Los Angeles County Museum of Art; the National Air and Space Museum; the National Baseball Hall of Fame and Museum, Inc.; National Museum of American Illustration; the U.S. Army Center of Military History and the Wadsworth Athenaeum. Without the cooperation of lenders such as these, the exhibition Cobbler Studying Doll's Shoe, oil on canvas, would not have the richness and depth Literary Digest, April 30, 1921, COVel: that it does. Co llection oj the Red Lion Inn 7 NEW BENEFITS FOR MEMBERS

We are pleased to inform our members that we have Norman Rockwell: Pictures for the American People reciprocal membership agreements with several of the will be in Atlanta at the High Museum of Art institutions to which the Norman Rockwell: Pictures for through January 30, 2000. the American People exhibition is traveling. This means Member admission to the permanent collection is free that, while the exhibition is in each of these venues, you and includes the audio tour. Member admission to the will receive their member ticket prices and discounts at exhibition is $8. Please take advantage of this wonderful these sites. To date, the High Museum of Art in Atlanta, arrangement if you are one of our members residing in the Chicago Historical Society, the Corcoran Gallery of or traveling to Atlanta. Art in Washington, DC, the San Diego Museum of Art and the Phoenix Art Museum have agreed to reciprocal We'll keep our members updated on the specifics of the member arrangements. Members of the above institu­ other venues as the exhibition continues. Next stop is tions will receive Norman Rockwell Museum member Chicago, February 26 - May 21 , 2000! benefits when the exhibition is in Stockbridge. To purchase the exhibition catalogue call: 1-800-742-9450 at the Norman Rockwell Museum. THE BAG OF THE CENTURY

Jo Ann Losinger, Director of Earned Revenue

The "Extra! Extra!" bag is here. It is a replica of the Turn your Post Saturday Evening Post bag carried by thousands of boys Bag into a book and girls who sold the magazine on street corners and bag! SPECIAL door-to-door. This canvas shoulder bag bearing the OFFER TO NRM Saturday Evening Post logo is available exclusively through MEMBERS: Buy the Norman Rockwell Museum. the National Show catalogue This bit of advertising copy sets the tone for the Post and the bag for boy enterprise: "Post boys wore their bags slung over $44.95 - a the shoulder as a badge of pride and moxie which came $10.00 savings. to stand for energy, Offer valid through courage, with just a slight April 15th. dash of boyish impudence thrown in there to clinch the sale just when all seemed lost." You may order these items by: We cannot guarantee you Phone: 1-800-742-9450 more energy and courage with your purchase of a Fax: 413-298-4144 Post bag, but you will be Post: P.O. Box 308, Stockbridge, MA 01262 THE proud to carry this splen­ E-Mail: [email protected] .$/J17I1{D/lY did 20th century replica £VENING that retails for $19.95. Or visit us at the museum store: POST Museum members enjoy 10am-4pm, Monday-Friday and their I 0% discount price of 10am-5pm Saturday and Sunday. $17.96.

8 The friends and staff of the Norman Rockwell Museum were greatly saddened by the death on August 4th at the age of 90, of Margaret L. Batty, retired assistant director of the Norman Rockwell Museum from 1972-1989.

Margaret

Sun~riPened tomatoes eaten like an apple; Clothes of lavender and periwinkle blue; Great bunches of wild flowers gathered by the roadside - profusions of flowers at the Old Comer House from spring till fall; Platinum hair swept up in an elegant French twist; Sporting ski pole and jaunty beret crossing snowy Main Street on her way to work; Colorful magenta and turquoise wool ruana from South America; Bold native jewelry from her far~flung travels; These are but a few of the vignettes that make up the color and texture of my memories of Margaret.

- Laurie Norton Moffatt Margaret Batty, 1909- 1999, wiLh Laurie NorLon MoJJaLt and her daughLer Leigh aL Kimba ll Farms, 1996.

The Norman Rockwell Museum is profoundly moved and very grateful to the following friends of Margaret Batty who contributed generously in her memory to the museum's educational programs:

Mr. & Mrs . Roger W Batty Ms. Louise W. Griffin & Ms. Elizabeth D. Robinton Lila & Peter Berle Ms . Elizabeth J. Griffin Same/'s Deli & Catering, Tnc. Mr. & Mrs. JohnJ. Betchkal Mr. & Mrs . Harry H . Heist Mr. & Mrs. Charles E. Serveiss Ms. Wauneta Booth Rev. & Mrs. Elmer Henry Hoefer Mr. Laughran Vaber Mr. & Mrs . David E. Braman Mrs . Leland W. I-Tovey , Jr . Mr. & Mrs . Edward W. Wilhelms Mr. & Mrs . Bruce A. Bunch Mr. & Mrs . Larry Huber Mr. & Mrs. Richard Williams Mr. & Mrs. Clayton E. Burke Mr. & Mrs. JosephJ . Kmetz Mr. & Mrs. Robert Williams Mr. & Mrs . Donald V. Buttenheim Ms . Phyllis R. McGrath Mr. & Mrs. Thomas Williams Mrs . Ruth S. Coombs Ms . Naomi W Moeller Ms. Phebe A. Wing Mrs. Francelia D . Corbe tt Mr. & Mrs . Charles R. Moffatt Ms. Bessie Zarvis & Ms. Anastasia Zarvis Mr. & Mrs . Robert L. D'Ambrosio Craig and Laurie Norton Moffatt Dr. Richard M. Ziter Mr. & Mrs . John H. Fitzpatrick Ms . Ruth M. O'Leary

9 Four New Members Elected to the Board of Trustees

Kimberly Rawson, Director of Communications

At the Norman Rockwell Museum's annual Board of Trustees meeting, September 24, 1999, four new members were elected to the board. They are Catharine B. Deely, director of external affairs, PUENTE Learning Center, Los Angeles; Luisa Kreisberg, president of the Kreisberg Group, New York; Barbara Nessim, illustrator, New York, and Richard B. Wilcox, Chief of Police in Stockbridge.

Retiring Members Officers economic development marketing Retiring members of the board are Officers for the coming year are: program for the city of Los Angeles. Neil M. Golub, Jane N. Golub and Bobbie Crosby, preSident; Perri She was also the vice preSident of Thomas Patti. Neil Golub is presi­ Petricca, president of Unistress and corporate affairs and chief of staff to dent and CEO of Price Chopper Petricca Industries, first vice-president; the vice chairman and to the senior Supermarkets. A gallery in the Lee Williams, executive vice-presi­ corporate officer of the corporation museum is dedicated in the honor dent of Country Curtains, Inc., second at Citicorp/Citibank. Ms. Deely of his parents, William and Estelle vice-president; Steven Spielberg, film serves on Assemblyman Robert Golub. Jane Golub is manager of director, third vice-president; James W. Hertzberg'S Women and Family Super Samples, an in-house demon­ Ireland, preSident, NBC TV Studios, Commission, the Music Center of stration service for Price Chopper treasurer and Roselle Kline Los Angeles County Education Supermarkets. Thomas Patti, a local Chartock, professor of education, Council and is public relations Imar­ artist, is one of the most highly Massachusetts College of Liberal keting chair for the First Annual regarded glass sculptors in the Arts, clerk. Family Festival of the Arts Event to world. be held in May 2000. New Trustees

"The muse um ~ strong foundati ons were CATHARINE B. DEELY, a resident LUISA KREISBERG is founder and greatly strengthened by Tom Patti and of Los Angeles, and Stockbridge, preSident of the Kreisberg Group, is the director of external relations Ltd., an international marketing and Ne il and Jane Golub. We are grateful f or at PUENTE Learning Center in public relations firm representing th eir contributions that have added Los Angeles. She is the daughter of cultural clients. Ms. Kreisberg, who immeasurably to our success. Th ey will be the late Patricia J. Deely, one of the lives in New York City, has formu­ truly missed," said museum director museum's founders, and serves on lated the strategy and conducted the Laurie Norton Moffatt. the museum's National Exhibition public relations campaigns for more Committee. Previously, Ms. Deely than 45 museums in the United was the director of marketing for States and abroad, including the Mayor Richard J . Riordan's strategic Getty Center in Los Angeles and Ellis

10 Island's Museum of Immigration. She Wilcox served on the museum's Massachusetts Emergency Manage­ has been of counsel for large-scale board of trustees from 1984 to 1997. ment Association (MEMA). civic projects, for cultural and philan­ He is affiliated with numerous pro­ Mr. Wilcox and his wife, Dr. Joyce thropic institutions, and for interna­ fessional and civil organizations, E. Butler, live in Great Barrington, tional programs. Previously, Ms. including the Stockbridge Fire Massachusetts. Kreisberg served for six years as Department, International Chiefs director of public information for the of Police Association, Massachusetts "These are exciting times at the Museum of Modem Art in New York. Chiefs of Police Association and the Norman Rockwell Museum," said She is author of the book Local Western Massachusetts Chiefs of board preSident Bobbie Crosby. "The Government and the Arts, and is a Police Association. In 1991, Mr. launching oj the two-year traveling trustee of the New York Foundation Wilcox was named to Who:S Who in exhibition, Norman Rockwell: for the Arts, Independent Curators, American Law Enforcement. He trains Pictures for the American People is Inc. and the Council on Economic and lectures on disaster planning for liJting the proJile oj the museum to a Priorities. cultural institutions and multi-haz­ national level. We are thrilled to wel­ ard programs for schools for the come our new board members and we BARBARA NESSIM is an interna­ Federal Emergency Management look forward to working together." tionally known artist, award-winning Association (FEMA) and the illustrator and educator whose paint­ ings and drawings have appeared in numerous galleries and museum exhibitions as well as many publica­ tions, including the covers of Time and Rolling Stone. Ms. Nessim has been creating computer-generated art since 1980 and is considered one of the pioneers in the field of graphic technology. A resident of New York City, Ms. Nessim has been the chair­ person of the illustration department at Parson's School of Design since 1992. Her work is held in public and private collections and was featured in Visual Solutions: Seven Illustrators and the Creative Process , an exhibi­ tion presented at the Norman Rockwell Museum this year.

Deborah Solomon, art critic for the New York Times, presented a talk on RICHARD B. WILCOX, a native of Norman Rockwell to the museum board on September 24. The attentive Berkshire County, is chief of police listeners are seen here in the museum's Four Freedoms Gallery. for the Town of Stockbridge, a posi­ tion he has held since 1985. Mr.

11 MUSEUM SUMMER INTERNS

Cris Raymond, Portfolio Editor Each year, the Norman Rockwell Museum has the opportunity to train interns. These talented, enterprising young people have come from as far away as Paris, France, and as close as Great Barrington, Massachusetts. This past season, Crosby Brooke and Danielle Gulick, both of Great Barrington, joined the museum for summer internships.

Crosby Brooke, a senior at This exhibition was a presentation Danielle Gulick, a junior at Boston University, is an art of 89 works by 24 artists. It was Williams College, is a pre-med history major. Two years ago, she Crosby'S job to order and summa­ student with a concentration visited the Norman Rockwell rize the newspaper and magazine in art history. One of the many Museum and immediately became articles that had been published on interesting things about Danielle is interested in an internship because each image in the exhibition. that she doesn't see any disparity of its intimate setting. At the end of Crosby's summaries were a great between these two widely diverse her sophomore year, she asked a help to Stephanie when writing the fields. Danielle comes from a family family friend, museum guide identification labels for the exhibi­ of veterinarians, and medical school Marjorie Blair, to introduce her to tion. Crosby admits that she knew is probably the next step in her edu­ Stephanie Plunkett, curator of illus­ very little about illustration before cation. tration art. Crosby's prior internship coming to the museum. "I did not had been in a gallery of modern art even think of illustration as being Her interest in art began when, as a in Paris. She sent her resume to art," she said. Although she recalls small child, her grandmother intro­ Stephanie and came in for an inter­ that while in boarding school, the duced her to the major museums in view. It was Crosby'S desire to work walls of her room were covered New York City, Boston and across with a curator, and she said, "I with magazine illustrations from the United States. Viewing and found exactly what I wanted here at Rolling Stone, Spin and other maga­ appreciating great art has become the Rockwell." She worked closely zines, she wasn't aware that this Danielle's way of relaxing from the with Stephanie on the preparations was illustration art. pressures of her academic courses. for the exhibition, Eye on America: Editorial Illustration in the 19905. Crosby said that she would look During the winter of 1998, Danielle back upon her time at the museum spoke with a Williams career coun­ as a great learning experience. selor who sent her resume to the Eventually Crosby would like to be museum. Danielle met with Linda a curator. She admits that her focus Szekely, curator of Norman in art is a changing one, and right Rockwell Collections, and Melinda now her major interest is in Georgeson, curator of education, Byzantine art. Her wish is to study because her internship was going to illuminated manuscripts and per­ be divided between the education haps work in England for a year. and curatorial departments. With her determination and intellec­ tual curiosity, she will undoubtedly In the curatorial area, Danielle succeed in her chosen profession. entered information into the museum Crosby Brooke

12 museum's public programs for adults Danielle's great interest is in working and children, maintaining the muse­ with children, and pediatric research um creativity center (the area of is a career path that she may follow. hands-on activity), creating and "There is a lot of imagination that is maintaining bulletin board displays needed in medical research. We can't of the work of visiting children and continue thinking along the same families and writing extended pro­ lines. It needs innovation, creative grams labels. thinking-just like in art." This comment from Danielle made it Before she came here, Danielle was quite clear that science and art are aware of the difference between fine not as far apart as one might think­ Danielle Gulick with Curator Linda art and illustration. "It is so much eas­ that is if one is as creative and inno­ Szekely. ier to enjoy illustration, and it takes vative a thinker as Danielle is. database from Norman Rockwell: less time," she commented. She partic­ A Definitive Catalogue, as well as ularly liked the fact that so many chil­ The museum internship program background information on dren come to the Norman Rockwell is an enriching experience for all Rockwell's models, helped organize Museum. "This museum teaches kids involved. For more information all of Rockwell's approximately to enjoy the concept of art," was her about an internship at the Norman 5,000 travel slides and handled observation. However, one aspect she Rockwell Museum, please contact many other tasks. When working for was not aware of was the amount of Melinda Georgeson, curator of edu­ the education department, Danielle's behind- the-scenes organization cation, at 413-298-4100, ext. 260. duties included assisting with the reqUired to run a museum! Two NEW STAFF MEMBERS ARE WELCOMED The Norman Rockwell Museum has background in journalism and Holly Ruel has been in the person­ announced the appointments of movie production will add a special nel department at Hillcrest Hospital Kimberly Rawson as Director of flair to the museum's public out­ since 1982. Before joining Hillcrest, Communications and Holly Ruel as reach. Holly has sixteen years of she was employed at AAA of Director of Human Resources. experience in the human resources Berkshire County, Inc. for eight Kimberly will be responsible for management field." years. Holly currently serves on the marketing, website development, board of directors of AAA, the per­ media relations and publications. Kimberly, who lives in Pittsfield, was sonnel committee of Berkshire Holly will oversee the administra­ in charge of special projects for The Retirement Home and is a member tion and planning of all aspects of Woman~ Times and has been a free­ of the Berkshire County Personnel the museum's human resources. lance editor and writer for the past Group. A student at Berkshire year. Previously, she was director of Community College, she is in the "We are so pleased to welcome marketing and public relations for Selected Studies program. Holly Kimberly and Holly to the Norman Mass. Illusions, a visual effects stu­ resides in Dalton with her daughter. Rockwell Museum staff," says direc­ dio; a producer and director of film tor Laurie Norton Moffatt. "Each development for Ridefilm Corp. and brings unique talents and expertise public relations director of The that will enhance and broaden the Trumbull Co., Inc. museum's capacities. Kimberly's

13 Almost every week there is something for Norman Rockwell Museum members, guests and staff to celebrate. Below are photographs of the annual golf tournament, a .special Massachusetts Mutual off-site exhibition, fall foliage weekend and two important exhibi­ tion openings - BEFORE TV in Stockbridge and, at the High Museum of Art in Atlanta, Georgia, NORMAN ROCKWELL: PICTURES FOR THE AMERICAN PEOPLE.

The fall season in the Berhshircs brings in thousands of vis­ itors. In addition to admiring lhe foliage, vi sitors also want to see the colors in an original Norman Rockwell painting. Over the Columbus Day wee kend, over 8,000 guests came to the museum, including some from as far away as Russi.a.

More than 50 residents and staff attended the opening of the off­ siLe exhibition of Nonnan RochwellS 78 Massachusetts Mutual Life Insurance Company vintage prints of family life, held at Kimba ll Farms, a retirement community in Lenox, MA. In honor of the 10th anniversary of Kimball Farms, the Norman Rockwell Museum presented the residents with a commemorative plaque and a framed print of Rockwem painting Spring Flowers.

The Norman Rockwell Museum BOARD OF TRUSTEES Tile Portfolio Bo bbie Crosby PreS ident Vo lume 16, Number 4, Winter 2000 Perri Petrieca First Vice-Pres ident Kimberly Rawso n, Project Manager Lee Williams Seco nd Vice-Pres ident Cris Raymond , Editor Steven Spielberg Th ird Vice-Pres ident Susan Cobb Merchant, DeSigner James W Ireland Treasurer Rose ll e Kline Chanock Clerll Th e Portfolio is published four limes a yea r by Ann Fitzpatrick Brown l1 arvey Chet Krentzman The No rman Rockwell Museum at Stockbridge, William M. Bulger Robert f McDermOll [nc., and is sent free to all members. Daniel M. Cain John C. (J lans) Morris Jan Cohn Barbara Nessim © 1999 by The No rman Rockwe ll Museum at James A. Cun ni ngham, Jr. Brian J. Quinn Stockbridge. All rights reserved. Catherinc B. Deely J.M . Sal vadore Michelle Gillett Mark Selkowitz Elaine S. Gunn Aso Ta vitian The No rm an Rockwe ll Muse um is fund ed in David L. Klausmeyer Richard B. Wil cox Luisa Kreisberg Jami e Williamson part by the Massachusetts Cultural Co un cil , a state agency that supports public programs in TRUSTEES EMERITI the arts, humaniues and sciences. Director Laurie Norton Moffatt and Board Li la Wilde Be rl e President Bobbie Crosby embrace the newest John M. Deel y, Jr Post boy, Senator Jack Fitzpatrick. The senator Jane P. Fitzpatrick Laurie No rton Moffall, .Norma G. Ogden Di rector donated $10,000 to th e museum f rom the Henry H. Williams, Jr. Annual Red Lion Inn/Norman Rockwell Cover: Freedom of Speech, oil 0 11 ca nvas, Saturday Eve ning Post, FebruQly 20, 194.3, stmy illustration. © 194.3 Mus eum Pro/AM Golf Tournament, and was The Curtis Publishing COlllpany. All "i ghts rese rved. This lIIajo" worll is part of th e naliollal touring exhi· bition No rm an Roc kwe ll : Pictures for the American Peo ple. It is not th efirst. Ulll e that Freedom of presented with a replica of an original Saturday Speech has toured Alll eri ca. D,aing World War 1I , th e Four Freedoms paillUngs toured th e cow,lIy and Evening Post bag. inspired Ameri cans to buy bOl «ls for the war effort. The gala opening of NORMAN ROCKWELL: PICTURES FOR THE AMERICAN PEOPLE took place on November Ist in Atlanta. Below are scenes from the week of opening events.

Bobbie Crosby, board preSident; Laurie Norton Moffatt, direc­ tor; Cinny and Peter Rockwell, NRS daugh­ ter-in -l.aw and SO il; and Maureen Hart Hennessey, chieJ cura­ tor, attended the ga la in grand style.

Ned RiJhin, direc­ Norman Rockwell Museum patrons, Edward and tor oj the High Mary Jane Arrigoni oj Greenwich, CT, chal with Museum oj Art, Peter Rockwell in Atlanta. and Laurie Norton William Selke, MoJJatt, director oj Jormer board the Norman preSident, and Rockwell Museum, his wife Martha, pose in a reenact­ traveled to the ment oj Norman opening from Rochwem Triple Stockbridge, Self Portrait at the Massachusetts. opening gala in Atlanta.

The opening of the exhibition BEFORE TV: AMERICAN CULTURE, ILLUSTRATION AND THE SATURDAY EVENING POST, attracted over 350 members and guests. From the pho­ tographs below, it's clear that everyone enjoyed the pre-TV experience.

Everyone delight­ ed in stepping bach in time and reading the dis ­ played vi ntage editions oj the Post.

After delivering the opening remarks, Jeff GreenJield, co-anchor and senio r media analyst at CNN and Time, spoke with Jan Cohn, board member and proJessor Cit Trinity Co llege, HartJord. Jan was one oj the exhibilion:S advisors.

Eugene and Augusta Leibowitz met with State Senator, Andrea Nucifaro. A Very Special Gift Idea!

Appreciation is what you are sure to receive if your Gift memberships may be purchased by: gift giving includes memberships in the Norman Phone: 1-800-742-9450 Rockwell Museum. Your gift membership will be FAX: 413-298-4144 enjoyed beyond the holidays. Post: P.O. Box 308, Stockbridge, MA 01262 E-Mail: [email protected] Or visit us at the museum store (I Oam-4pm, Family and friends will thank you for: Monday-Friday, IOam-5pm, Saturday and Sunday) • Free, year-long museum admiss ion • Invitations to exhibition openings, book signings and festive galas • The Portfolio, our qu arterly newsletter, and Programs and Events, our comprehensive calendar • Plus, our membership office is always ready to ass ist members at 413-298-4100, ext. 23 4

Members also enjoy: • Discounted and free educational workshops, art classes and special events ·10% discount on muse um, store and catalogue purchases (excluding artist's proofs and signed prints) and a number of special 20% savings days

A gift of membership in the Norman Rockwell Museum will bring twelve months of pleasure to everyone on your list. Yo u are certain to receive the sincere thanks of those you give them to and, of course, from us! Shuffleton's Barber Shop, Saturday Evening Post cover, 1950. A prinL of this illustration is this year ~ gift for our family members /rips .

NON PROFIT ORGANIZATION U.S. POSTAGE - PAID T he Permit No. 33 Norman STOCKBRIDGE MA 01262 Rockwell Museum at Stockbridge

Stockbridge, MA 01 262

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