J. WVLTER THOMPSON COMPANY NEWS

VOLUME XVIX, NP. 14 FOR STAFF MEMBERS ONLY April 10, 1964

4 Ad Council Projects Petroleum Group Widens Campaign Enlist Staff Support API Local Tour Promotion NEW YORK — There are four accounts handled here by JWT on which the com­ READING To Repeat Successful Format pany receives no commissions, fees or any other income. NEW YORK-During 1963, there was an indicated 15.5% increase in a special kind Despite this absence of income, these ac­ IS THE of local automobile trip promoted by the counts involve a considerable amount of American Petroleum Institute. man-hours by representatives, writers and The significance of this figure lies in the artists—and they result in a considerable KEY fact that the increase occurred only in those amount of advertising space and time in TO UNDERSTANDING markets in which the API campaign ran. media. In other closely surveyed control areas, These accounts are: where no such advertising appeared, there • American Red Cross was a decrease of 9.3% in such local travel. * Religion in American Life • U.S. Savings Bonds Tours Increased 27% * Operation Goodwill Mexico Thus, on a relative basis, the organi­ These are, of course, all projects of the zation's "See America Best by Car" cam­ Advertising Council, a non-profit public ~>NM. LIBRARY WEEK .APRIL 12 paign can be credited with a 27% increase service arm of American business. The na­ in this type of trip. As a result, beginning ture of its public service is to sell ideas. POSTER — With its golden key, white and blue let­ tering and solid black background, this is the offi­ April 19, another such campaign will be Set up in 1942 as the War Advertising cial display piece of National Library Week for launched, but on a greatly expanded basis. Council, this organization is responsible for 1964. By the time the last advertisement in this ^i estimated $225 million of advertising year's series runs on Oct. 25, there will ^Acair. It carefully selects 15 major cam- Annual Event Calls Attention have been a total of 1,309 insertions in 148 ^Bigns to conduct each year. To receive newspapers from coast to coast, having an Council backing, a project must meet these To Thompson Library Facilities aggregate circulation of 17,750,000. This criteria: Have national importance and be NEW YORK - National Library Week compares with 1963's totals of 956 inser­ non-political, non-sectarian and non-com­ starts Sunday, April 12 and will continue tions in 84 papers, with an over-all circu­ mercial. through April 18. lation of about 13 million. Over $1.25 mil­ Business executives serve as account co- This seventh annual event will be ob- lion will be invested in the new program. (Continued on page 7) (Continued on page 2) Campaigns Virtually Identical In all essential aspects, the 1964 cam­ Kraft Commercial Yields Over 45,000 Requests paign will embody the features that marked CmcAGO-Perry Como's Kraft Music Hall ment was used for the special originating last year's successful effort. Prepared by on March 5 broke all records for recipe from New Orleans. So far, more than 45,000 JWT-NY for the American Petroleum In­ requests when a unique commercial treat- requests have been received . . . and they stitute, the basic newspaper campaign con­ continue to pour in. sists of a series of detailed guides to local Instead of the usual six-commercial for­ tours of historic and scenic interest. Each TONIGHT! COMO SPECIAL I mat, three commercials featuring one cen­ advertisement has been written by a local Live! From Municipal Auditorium, New OrL tral theme told in three episodes were pre­ authority — newspaper travel editor, re­ sented. gional historian, local free-lance writer, Called "Tray-Gay," the commercials were etc. — to provide a close-to-home trip of built around the theme: "It's the Tray-Gay 150-200 miles. Tours are edited by JWT Way." They showed gay and modern ways and checked with state travel agencies, lo­ to simplify three familiar eating situa­ cal Chambers of Commerce, American tions—a family supper, a committee lunch Automobile Assn. executives and others. for the ladies and a teen-age gathering. Each ad, too, includes a detailed map of the suggested trip. To tie the commercials together, each carried the musical jingle: This year, in addition to the expanded If you wanta serve them the gay way, newspaper schedule, the API tour cam­ The Kraft Way's the easy and today way! paign will be tested on television in three Tray-Gay! communities. Live commercials will in each In addition, they signed off with the Tray- case promote four tours out of the selected Perry Como's Kraft Music Hall. Perry's guests are Gay theme: cities, featuring historic and scenic points Mickey Rooney • Martha Raye • Al Hirt • Jacques dAmboise It's easy to be Tray-Gay when you shop of interest within a normal week-end of o PM • Channel 00 and cook with Kraft! travel. IENCE-BUILDER — This Kraft advertisement, in Each commercial opened with one of the Careful research studies will compare tspapers March 5, called attention to special eating situations and then plunged into the tourism activity in these three cities with New Orleans Perry Como program. (Continued on page U) (Continued on page 6) Annual Event Calls Attention Do You Have The Library Habit? To Library Facilities (Continued) Questions like those which follow are constantly being asked of JWT librar­ served in all 50 states and Puerto Rico. ians . . . and answered by them. Learn to use your office's library facilities This year's theme, as seen in the event's when you need information. official poster, is "Reading Is the Key to Understanding." How does one address a former governor? Do you have any background on Mr. X of XYZ Co.? This continuing campaign, sponsored by What percentage of the U. S. population is employed part time? the National Book Committee in coopera­ tion with the American Library Assn., en­ Where can I find information on the number of people who traveled to lists the support of some 60 national serv­ Latin America last year? ices, educational, professional and religious Who said that he climbed a mountain "because it was there"? organizations, and stimulates widespread What is the market for sneakers in the U. S.? activities and projects created by local Would you get me some pictures of famous lighthouses? libraries and research centers. May I see some recent competitive toilet soap ads? Do you have a basic book on television commercial production? "Libraries sustain and enhance our na­ How long have we had the Chesebrough-Pond's account? tional life," said President Lyndon B. Johnson, in a statement issued in connec­ tion with National Library Week. "They tained by JWT in its offices around the the more reason to have the library habit. are a fundamental and vibrant resource world have a special interest in this an­ We have the material to 'do' with . . . over for human intellectual and cultural devel­ nual event, since its goal is to encourage 3,000 books, 200 consumer and trade peri­ opment. people to make increased use of such facil­ odicals, 185 vertical file drawers full of "Libraries reveal great heritages of the ities. Thompson library facilities are set information on advertising, marketing, in­ past and provide doorways to individual up so as to aid creative and research per­ dustries, JWT, travel, domestic and for­ attainments that can become great legacies sonnel find the answers to questions of all eign affairs and hundreds of other subjects. for generations of the future. They are a kinds. Here, for example, the JWT-NY in­ Competitive advertisements, clipped from fortress against intolerance and ignorance formation center cooperates with the Spe­ consumer magazines and newspapers, are and an instrument by which the unfortu­ cial Libraries Assn., and thus has contact, another valuable addition to our resources. nate poor may be helped to break their for exchange purposes, with more than We have a highly trained staff, dedicated bonds of physical and spiritual poverty. 1,000 special libraries in the New York to finding, organizing and making availa­ area alone. ble masses of information for your use. "I am proud of our American libraries and happy that there are more and more of Commenting on how JWT libraries every­ "Take advantage of our service. Come them. where can serve Thompson personnel, and browse. Get to know what is available "I ask that National Library Week be­ Terry Munger, head of the JWT-NY In­ in your field. We are always open. Prac­ come a rallying point for cooperative year- formation Center, has this to say: tically everything we have is borrowable, around efforts to provide the library serv­ "Why waste valuable time searching for from two hours to two weeks. ices necessary to meet the diverse and information that we might have at our "Get in the habit of calling on your lib­ changing needs of all the American people." fingertips? We may be small physically, rary or Information Center for anything, Libraries and information centers main- compared to a public library, but, through from verifying the spelling of a word to our excellent collection and our outside initiating a major project. Visit . . . wix|^ contacts, our range is tremendous. We are . . . phone. Your questions help too. ^V Library Week Supplement organized to give answers as well as mate­ knowing what is needed and used, your own In connection with National Library rial . . . and quickly. JWT librarian can constantly build and Week, a Special Supplement with this "Maybe you are a do-it-yourselfer. All improve his collection, to serve you better." issue of JWT NEWS reprints the text of an address, "The Power of Books," delivered at Syracuse University, April 17, 1958, by Robert B. Downs, director of the library and library school and a professor of library science at the Uni­ versity of Illinois. Out of the Past

From the JWT NEWS, April 16, 1917: In order to gain some practical sales ex­ perience, a member of the JWT-Chicago staff spent some time behind the household SURPRISED! - That's what goods counter at a department store. Said Peggy Anderson, with JWT- Chicago for 12 years, expe­ she, in part, "What impressed me most in rienced when she arrived for my week's experience was that all women, work on her last day to find rich and poor, are fundamentally the same. a 24-sheet Oscar Mayer They are, on the whole, easily influenced. I poster — for which she had believe that a woman seldom comes into a posed — hung on a bulletin store determined to buy a certain brand of board near her desk. article and, not finding it, goes out without buying anything." From the issue of April 10, 1924: A con­ test held by the Fleischmann Co. brought in "about 10,000 letters on the experience of users of yeast". . . . The Chicago office moved to its new offices in the Wrigley Building, completing the operation in 13 hours, despite a blizzard. Advertising for Kodak Instamatic Stresses Ease of Operation ROCHESTER, N. Y. — A little more than a year after its introduction to the public, the Kodak Instamatic camera has been Kodak Instamatic Cameras load instantly, automatically purchased by 2.5 million Americans. 'This Aa total far greater than the client's OPEN s^Bginal expectations. DROP IN ^^Even a larger number would have been sold, but at one point during the year pro­ duction had to be cut back because of a shortage of film. JWT advertising for the new product stresses the ease and simplicity with which it is loaded and operated. During its 70 and more years, Kodak has consistently built labor-saving devices into its products, and has always used the angle of simplicity of operation as its primary advertising appeal. SIMPLICITY - Sched­ The Instamatic — a name selected by uled for June issues Kodak with the help of JWT's Sid Olson, of Life, Ladies' Home after an examination and analysis of hun­ Journal, McCall's and dreds of names — was introduced simul­ Good Housekeeping, SHOOT .and take sharp, clear pictures time after time' taneously on virtually a worldwide basis this Kodak Instama­ tic ad stresses ease last year. Behind this operation was a KODAK INSIAMATIC Cameras take color stktea, of operation. color -i.nps. and blackand white v..-.; astonishing ease. No 11.reading No (umhling. No sound reason: if the new Instamatic was rewinding. Many models—most have :•• to appeal to American tourists, film car­ fla.-.h i.'ikliirs, some havu automatic eiectnc five and automatic film advance. Complete KODAK tridges for it would have to be available at INSTAMATIC 100 Outfit less than SIS. See your retail wherever they travelled. Koa.k dealer for other mode's a" • . On Feb. 28 last year, JWT public rela­ EASTMAN KODAK COMPANY, Rochester, N.Y. tions personnel cooperated with Kodak pr people to stage special press parties in such widespread localities as Amsterdam, Bei­ FEATURED AT THE KODAK PAVILION-NEW YORK WORLD'S FAIR rut, Brussels, Cape Town, Caracas, Copen­ -ANO AT YOUR KODAK DEALER'S hagen, Durban, Goteborg, Johannesburg, Kuala Lumpur, La Paz, Lausanne, Lima, Lisbon, London, Malmo, Milan, New York, Oslo, Panama City, Paris, Rome, Salisbury, Juan, Singapore, Stockholm, Stuttgart # Vienna. Playing Card Sales Aided by Initial Newspaper Advertising Campaign NEW YORK-When Allison F. Stanley, enthusiasm thus generated, the dailies co­ president of the U.S. Playing Card Co., operated to the extent of sending out giant told the Wall Street Journal last week that postcards and other such promotional ma­ first quarter sales and earnings for 1964 terial to jobbers and retailers in their re­ will be "better" than a year ago, he added spective marketing areas. that an advertising campaign in some 50 Sports page position was secured, with­ newspapers in major markets last fall had out premium rates, by granting each news­ proved "very successful." paper a Monday-through-Friday schedul­ The campaign he referred to marked the ing leeway each week. first time in its 30-year relationship with The success of the program has encour­ JWT that the client had used daily news­ aged the company's officials to approve a papers—traditionally it has been a maga­ repeat of the newspaper advertising project zine advertiser. this Fall, with the addition of seven or Four different brands of U.S. Playing eight new markets and a schedule in Grit, Card products were advertised in the top weekly circulating largely in towns of 45 card-buying markets, beginning in mid- less than 2,500 population. September and continuing for 12 consecu­ The Congress brand, primarily pur­ tive weeks. The brands promoted, each in chased by woman, was supported in 1963 the markets where it enjoys the highest de­ by four-color advertisements in Ladies' mand, were Bicycle, Tally-Ho, Blue Ribbon Home Journal, McCall's and the New and Bee. Yorker. Plans for 1964 for Congress are Backed by enthusiastic promotional ac­ now being finalized. tivity on the part of the client's sales staff, The account team includes O'Neill Ryan, the 200-line advertisements appeared solely management supervisor; Gurden Mooser, on the sports pages of the newspapers in­ account supervisor; Marjorie Lewin, me­ cluded in the schedule, since men are the dia buyer; Hugh Parker, copy group head; primary customers for each of these four Alan Webb, writer and Bernie Owett, art brands. director. Merchandising cooperation from the pap- ^4 was obtained, despite the relatively SPORTS PAGE ROYALTY — Newspaper ads for four FOR A GOOD DEAL... (^B^l advertising budget, through personal brands of cards distributed by U. S. Playing Card ^sits by U.S. Playing Card executives to Co. followed this format in 200-line sports page every paper on the list. As a result of the schedules. DEAL WITH BICYCLE A PRODUCT OF THE UNITED STATES PLAYING CARD C0MPANV Kraft Commercials Stress Service to Housewife Selected Frames, F CHICAGO—Through the years Kraft com­ mat. However, traditionally, JWT commer­ mercials have been distinguished by their cials feature a close-up of the famous simple, straightforward approach with em­ "Kraft hands" demonstrating Kraft's good phasis on service to the homemaker. food and good food ideas through how-to- It all started back in 1933 when the coun­ do-it menus and product sell. try was in the grip of the Great Depres­ With few exceptions, commercials are sion. Radio had become technically ad­ live, eliminating unnecessary repetition vanced enough and popular enough to be and providing great flexibility. Between , considered as a possible potent medium for New York production, Chicago writers, and mass sales. The question in the minds of the Kraft Kitchens which originate the Kraft and JWT people was: can we make cooking ideas, there is such close and long people hungry for our cheese and salad association that live commercials have products with only words and sounds . . . been completely changed from one product no pictures? to another and telecast live in a matter of Kraft and JWT decided to give it a try, hours. and Kraft's electronic commercial format was born on a two-hour show starring Paul Whiteman. The experiment was a great Production Techniques A4afee Commercial 1 success from the outset. For example, eight TV Stars of Kraft Products "For the family gathering—America's most weeks after Miracle Whip Salad Dressing frequent form of entertaining—" was launched, it was in national distribu­ NEW YORK — Production personnel at tion. Radio was credited, in large part, to JWT-NY work closely with Chicago's writ­ the success of the new product. ers and Kraft's kitchen experts to realize So successful was the format that it two basic objectives for the client's TV became the basis of all radio advertising commercials: for many years. Through the years the 1. To persuade the housewife in Amer­ format increased sales of any given prod­ ica's 51,300,000 television homes that Kraft uct from 30% to 60% in any six-week products are the greatest bargain in qual­ period. And, of course, it was the founda­ ity, taste, convenience and nutrition her tion on which Kraft TV commercials were food budget can buy; later built. 2. To continue to build the Kraft name Sincere Presentations as a national brand, and to project con­ Another mark of Kraft's electronic ad­ tinually the image that generates consumer vertising is its friendly, sincere, un- confidence and establishes familiarity with gimicked presentation which sounds like the identifying umbrella that covers the soft sell, but is really very hard sell. Ken vast array of company products. Carpenter of radio days helped establish Every Kraft TV commercial is designed this friendly atmosphere — now a highly to achieve — and is scrutinized carefully to Commercial 2 successful "trademark" of Kraft salesman­ make sure that it does achieve — clarity "For the committee lunch, a Tray^-Gay ship before the microphone. and simplicity. Easily understood graphics menu that requires very little last-minute attention..." Along came television. And Kraft and are employed to make sure there is never JWT people again were anxious to experi­ any confusion about what is said about a ment. product; its description, use and qualities The first live Kraft Television Theater are always presented in easily understood was presented in 1947. At that time only detail. a few thousand sets were around the New It is generally acknowledged in the trade York area and time costs were about $100 that, over the years, no series of commer­ weekly. cials has given the consumer nearly as Because of the small audience. Kraft much helpful, useful information on food and JWT decided to advetise a low-vol­ selection and food preparation as have the ume, high-priced cheese specialty, Mac- Kraft messages. Laren's Imperial Club Cheddar. Within a The product itself is always the star of few weeks every retailer in the entire New the commercial. The use of the famous York area was cleaned out of this product. "Kraft hands," working in close-up, fur­ nishes the viewer with a feeling of identity. TV's Influence Shown The housewife herself can easily imagine Here was positive proof of television's that all the action is taking place in the great sales power for this type of food familiar surroundings of her own kitchen. presentation. Kraft has been the ground-breaker for ". . . this is where the franks get their Another milestone came in 1955. Kraft every electronic improvement from the really fancy flavor ..." was the first to colorcast food commercials. original single fixed lens iconoscope to the At first only a few were scheduled experi­ latest complex color cameras now in op­ mentally a year. By mid-1956 Kraft began eration. colorcasting weekly. Flexibility of production operations make How successful this venture was is evi­ it possible for Kraft to be seasonal, offer­ Kraft Commercial (Cont.) denced by this fact: if you buy a new color ing on the air those products best suited TV set today, your dealer will probably tell for Christmas selling, for Halloween, for menu story. Product sell and how-to-do-it you to tune your color every week by the the famous Fall Cheese Festival. Contests were handled in the usual Kraft manner. Kraft commercials . . . the most faithful can be initiated and sustained on either a The day following the show Kraft's color being televised today because it is national or a regional basis. TV advertis­ switchboard lit up like a Christmas tree. usually sent live . . . and by some of the ing can be scheduled and produced to People called from all over the count, most experienced engineers and producers match changing print campaigns. In-store, asking for the recipes. So great was in the business. point of purchase promotion can be, and is, enthusiasm that many requests went sonrnl? ^ Over the years improvements and refine­ regularly introduced and maintained for thing like this: "We can't wait to get the ments have been made in the original for­ the duration of a TV promotion. recipes! We know we're supposed to send rom Kinescopes, Tell Kraft's "Tray-Gay' Story

•r,2« "For your salad ... a special dressing ... "Your grocer has all the good Kraft foods "... a delicious menu and our Tray-Gay equal amounts of Miracle French Dressing you need to duplicate tonight's Tray-Gay way of serving it." and Miracle Whip. Add Velveeta cubes ..." supper..."

Comrr.i^Bil 3 "It's a homemade Hootenanny for the teen- "... a Tray-Gay Hootenanny spread they "Slice some of that good Cracker Barrel agers at your house ..." can whip up themselves." Brand natural Sharp Cheddar..."

"If you would like the recipes for tonight's Tray-Gay menus, send to . .."

in our name and address. But, can't we give it to you over the phone?" Others SUPPORT-Magazines asked to be given the recipes over the phone. also carried Tray-Gay Magazines also carried the Tray-Gay promotion. This ad­ promotion. Advertisements ran in Family vertisement ran in Circle, Good Housekeeping, Ladies' Home Family Circle, Good Journal and Woman's Day. Housekeeping, Ladies' Home Journal and ^^A future note: special commercials fea- Pvty lunch Tray-Cenlei attraction.. Tuna Terrific with Woman's Day. the matchless flavor ol Miracle Whip. Combine IK c. <7-ot s^B lit'; summertime picnic ideas and carry- can) drained. Naked tuna. V, c. sliced celery. '•/, a, chopped green pepper, 1 tbsp. chopped anion, and enough lustrous, ^^ the theme, "Eat-Outable Salads," will creamy Miracle Whip Salad Dressing to moisten Soften newsy, tempting 2 art, unflivored gelatin in Vi c. tomato juice, dissolve be presented on the Como show May 21 from over hot water. Ud 3*4 t. tomato juice and 2 tsp. piled "tote your own tray" onion. Chill in 4 individual ring molds till firm. Unmold on .^uce.fill centers with tuna salad. Serve with pea soup. Chicago. meals-bright with strawberries and pineapple for dessert. Teen Treat Tray—featuring a delicious new sandwich idea, the special spicing Burger Puffs. Beat 2 egg whites tilt still; told in W c. of flavory Miracle Whip, It's Miracle Whip that gives these sandwiches their lift and adds the teasing taste. That famous flavor Miracle Whip comes fiom gently blended spices For each burger, spread a slice ol toast with Miracle Whip. Cover with hot broiled beet patty, onion slice, tomato sliceTop with Miracle Whip mniture • bake it 400° unfit lirhllv browned Makes 6 und. Petroleum Group Adds TO Schedule (Continued) that in three matched communities where only the newspaper advertising will appear. A special 210-line regional series will be added to this year's promotion to call con­ sumer attention to six Heritage Trail tours of longer duration. These include New England, Lincoln (Tenn., Ky. and Ind.), Dixieland, Old West, Ozark and Wiawatha ^& (S.D., Minn., Wis., 111., Iowa). Picnic, hike, and take picturu on ihr a«v to tn Indian rtirnnliort. The nature of the API campaign is such that it has attracted widespread editorial support and advertising tie-in activity. Newspapers throughout the country de­ Through Indian and Stage Coach Country voted much editorial space last year — through editorial page notice, special travel pages or sections and columnists' comment to a 4 story Prehistoric Apartment House" —to what many of them characterized as "a valuable public service." The advertis­ This easy-to-drivc 247-mile circle tour from Phoenix ing copy just barely mentions the client, will give you and your family a picture of how the west was'won. Phoenix and it is this unusual approach that has (CLIP AND SAVE THIS TOV>) MERE, amid some of southern Ari- evoked the support of many newspaper zona't most eye-popping desert- mountain scenery the Old West rubs t center. At FLOR­ studded hills brings you to the com­ editors. elbows with the New. Old srage- ENCE JUNCTION, keep left on U.S. munity of .San Manuel, built just 10 coich stations and Apeche haunts lie 60-70. And proceed to,.. yean ago to recover one of Amer­ but i step away from some of the 61m. BOYCE THOMPSON ica's biggest deposit) of low-grade Local Business Involved nation's largest copper-pit mines and SOUTHWESTERN ARBORETUM. copper. It's an amazing portrait of Arizona's thriving new industrial You'll find this on your right et the how a complete roun can mushroom A further factor in enlisting newspaper communities. A prehistoric apart­ foot of jutting PICKET POST MOUN­ nut of the desert. Returning to Route ment-house warchtower looks out TAIN which wis used as a heliograph 77, at ORACLE, a thrilling back road on thriving fields of cotton. You may station during Apache warfare days. (left) winds to the crest of the Santa visit old adobe homes and sleek re­ cooperation has been the meetings New The Arboretum coven some 1,100 Catalina Mountains :o join the Mt. sorts and tour some of the world's 1-emmon road to Tucson. finest natural desert gardens. acres, put of which can be explored York JWT personnel have held—and have un easy-to-follow, self-guiding na­ 143m. ORACLE JUNCTION.Thn So peck a picnic lunch, pile the ture trails. Nearby areas arc good for repeated and extended in connection with whole family in the car and head for i> a gas and rest stop. Turn right on hunting interesting ttonei such •• U.S. 80-89. the Pioneer Parkway, to a real day's vacation. Carry your the translucent Apache tears. this year's broadened schedule—with news­ camera with lots of color film. Thai 64m. SUPERIOR. This spot, at the (rip is north remembering. mouth of deeply etched QUEEN paper editors and special feature writers 0. MILES. Start it Central Avenue CREEK CANYON, began life as a bus­ and Van Burcn Street and drive east tling silver camp. Now it boasts one on Van Buren (U.S. 60-70). You'll of.America's richest and deepest in each market. Local oil industry execu­ go along famoui motel row, past bygone Hohnkam civilization over private art collection and spacious copper mines. Behind town rise* red- Papago Park, with the new munici­ 600 yean old. drive a short distance grounds that include an 18-holegolf streaked Apache Leap. In the 1B70'I tives, tire and battery distributors, travel pal golf course, Maytag Zoo and south on Route 87 to the CASA course. Route 87 continues north Desert Botanical Garden (which Apache warriors plunged over the (1RANDE NATIONAL MONUMENT through rich agricultural land to promotion men, retailers and others are could be profitably visited before cliff rather than surrender to U.S. turn-off Round trip from the junc­ MESA where U.S. 60-70 brings you this crip). In TEMPE, you'll pan the cavalry. Make sure your gasoline tion is about two miles. Protected back to... invited to these sessions and shown how an Arizona State University campus on tank is full, then at die junction with by a huge steel •'umbrella," the your left. In MESA the exquisitely Route 177, rum right, over rhe Pinil "grew house" of Casa Grande rises 347m. PHOENIX. As you reach FLORENCE. Here, on both aides of home again-impressed by the gran­ landscaped, imposing Mormon Tem­ .Mountains where every rum brings t the del increase in local tourism—spurred by the the highway and along tantalizing deur of Arizona's natural and man- ple will be on your right. Free guided forth dramatic visits that will delight "twenty-five cents a person will take byways, lie some of the South west's made wonders—the pleasures of the tours of the grounds an available. amateur geologists. you through thit ancient watch- API ads—will benefit their own business most outstanding natural desert gar­ trip artel be just beginning, Eor in dens. Almost every kind of desert tower-apartment house where old operations. 33m. APACHE JUNCTION. This Mm. IAY COPPER PIT. Operated flora found in Arizona grows here: inscriptions present puzzles, door­ is the fast-growing desert commu­ by the Kennecort Copper Company, giant seguaro, fuzzy cholla, hedge­ ways are want-high, unique calen­ nity where the Houston Coin train this is one of the country's biggest hog, pin cushion and prickly pear dar holes tell seasonal time and che As a result, local newspapers have been each spring. In the background st*nd open pit mines. You can watch op­ cacti, yucca, mesquite.irnnwood and builders' handprints (hardly larger bold and broken SUPERSTITION erations from overlooks on the edge dozens of other plants,allattractively than ynur children's) remain patted on the adobe wills. A small museum .MOUNTAINS, said to be the locale of of the highway. About a mile down placed by nature and all supporting able to sell pages and, in some cases, en­ tells more about this early civiliza­ the Lost Dutchman Gold Mine. the road lies Kelvin, site of the old many forms of animal and bird life tion. From the National Monument, Continue southeast on U.S. 60-70 Riverside stage station between easily visible to those who linger, tire sections, built around the API tour the route runi northwestward where, about nine miles along, a spur Globe and Florence. look and listen. 99m.WINKELMAN has gone across the GILA RIVER RESERVA­ TION (Pima Indians) with its scat­ advertisements. through several name changes since 1»3m. FLORENCE. Here you have tered, baked-mud homes, tiny farms its founding some 8J years ago, shift­ one of the oldest wfiite settlements and wandering horses. Stores at the weeks to come, each member of ing from the Wells Fargo express era in the state. You can still find a few Oil Companies Support Campaign SACATON, off the highway, some- the family will relive the rewarding ro become a bustling trade center for historic adobe buildings along the times have bargains in the famous experience of meeting the desert at the surrounding mines and stock luck streets of this seat of Pinal Pima basketry. The entire campaign is financed through ranches. From here.« here the mute County and trade center for the sur­ south becomes Route 77, you paral­ rounding cotton country. At the lel the San Pedro River to MAMMOTH support of the oil companies that are mem­ junction with Route 287. turn wen 234m. CHANDLER. Here, on the Tha scries of whose ruined adobe structures indi­ left aide of the plaza, stands the old­ lished on behalf of your local service bers of API, and is a project of the or­ cate the busted boom of a lusty IBBO'i est resort in the Valley of the Sun. station d«ler by the American Petro­ mining camp. [t'l the SAN MARCOS HOTEL, noted leum Institute—to remind you that you ganization's Travel Development Commit­ for its tasty cuisine, elegant service. see America beat by car. tee, assisted by its Advertising Subcom­ mittee. See America Best.. .By Car For JWT, the campaign is a demonstra­ tion of successful cooperation among many departments and a manifestation of the REPRESENTATIVE—This advertisement, which ran in the Phoenix (Ariz.) Republic Gazette combined application of separate skills. in 1963, is typical in the American Petroleum Institute's "See America Best By Car" Those who have been involved in formu­ campaign, to be renewed and expanded this year. lating, executing and developing the cam­ paign include Tom O'Grady, management Prank Stephenson, art supervisor; Charles that would otherwise be required to depict supervisor; Chet Hopkins, account super­ Ziegler, art director; Gerry Lesser, market­ local scenes. visor; Walter Prior, representative; Hugh ing/merchandising representative; Anne Parker, copy group head; Carroll Carroll, Wright and Frank Sweeney and Carlo Walt Cooper and Frank Decker, copy; Zezza, media selection; Walter Glaeser and John Shimell, research; and Dan Scar- pone, Arnold Somers and John Martin, API Campaign Honored traffic. The original campaign, last year, was VALLEY FORGE, Pa. — The George conceived and conducted under the copy di­ Washington Honor Medal Award for rection of Carroll Carroll and Ian Rose. Advertising this year went to API for As was the case last year, the new cam­ its "See America Best By Car" cam­ paign uses standardized art work, depicting paign. a typical family of four engaged in various The award is made annually by the activities normally associated with tour­ Freedoms Foundation for "an outstand­ ing, thus avoiding expensive art changes ing accomplishment in helping to achieve a better understanding of the American Way of Life." DISTRIBUTION — Deborah Adams offers reprint! of API local tour advertisement over WFIL on behalf of the Philadelphia Inquirer. Professional Efforts of JWT Personnel Aid Advertising Council Projects(Cont.) ordinators on the projects, advertising the Council to Thompson in 1957. A new ing American interest in Mexico. Print, TV, agencies create the campaigns without campaign is prepared for each spring to and car cards all try to replace the patron­ charge and media donate the space and coincide with the beginning of the Red ising "sombrero" image with a knowledge time. Cross drive in communities where a sepa­ of the varied and advanced culture of mod­ fcWT's association with the Council rate fund drive is held. (Alternate word­ ern Mexico. ; back to its start. Present at the found­ ings "Give to . . ." and "Support the Red The campaign centers around Mexican ing was James Webb Young, who presented Cross" are used in different areas). The achievements in four areas: education, in­ the ease for such a body. During World core of the current campaign is the design dustry, medicine and the arts. War II, JWT created the campaign for of the poster and basic magazine ad — a An ad run in Reader's Digest and Sunset U.S. Savings Bonds, making it the oldest of sketch of a family with the Red Cross sym­ was headlined "The most modern univer­ the Council accounts serviced here. JWT's bol and the slogan "Always there, with sity in North America is 85 years older Henry Schachte recently rejoined the your help." than Harvard," with illustrations empha­ Board of Directors of the Council. More specific ads also publicize particu­ sizing the blending of old and new at the The U. S. Savings Bonds account is di­ lar Red Cross activities such as swimming University of Mexico. The Spanish lan­ vided into numerous sections handled in all classes, first aid instruction and aid to guage edition of Reader's Digest for Mex­ by seven different agencies. Thompson now refugees. A newspaper ad features a pic­ ico mentioned the ad appearing in the creates the ads for farm magazines and ture of President Johnson and a message American edition, and Consejo Nacional radio. The basic from him urging Americans to support the bought 3,000 copies of the English edition theme line of the Red Cross. The current television commer­ for distribution in Mexico. More than current campaign cial utilizes movie footage — shot by the 5,000 people have taken the trouble to is "Keep freedom Red Cross — of its various relief activities, write for a free color booklet, "Know Mex­ in your future the first time this particular source has ico," offered in transportation car cards with U. S. Sav­ Find the strength been used. and newspaper ads in metropolitan centers ings Bonds" with for your life.. Joe Urey is account supervisor; Charles across the country. (JWT personnel may secondary empha­ Lumb, account representative; Kent Han­ obtain a copy of this booklet through JWT sis on an older sen, art director; Don Brown, television NEWS.) line, "America de­ producer. Copy for the current campaign Designed to counteract cliche-ridden pends on Ameri­ was produced by a group headed by images of Mexico, the campaign has pro­ cans — like you." Granger Tripp with Nancy ^Mullin and duced an important feedback in Mexico it­ Ads show farm­ John Carter as writers. A new copy group self. Many Mexican newspapers, some of ers in work situ­ under Dave Boffey is now working ahead them traditionally hostile to the U.S., have ations, explaining on next year's campaign. commented favorably on the campaign. in down-to-earth Operation Goodwill Mexico, assigned to Peter Dunham is account supervisor; language their Thompson in 1962, marks something of a Hugh Parker, creative group head; Alan practical and pa­ departure for the Advertising Council. Webb, Peter Gridley, writers; Frank triotic reasons for Done in close cooperation with the Con- Decker, TV writer; Don Brown, TV pro­ buying Bonds. sejo Nacional de la Publicidad (the Coun­ ducer; Tom Naegele, TV art director; ^Bn Nason is cil's Mexican equivalent), the campaign is Frank Sebastiano, print art director. Wally ^PJjp head and emphatically not a travel program but an Raheb, although no longer associated with representa­ attempt to improve mutual understanding the group, worked on print art in the plan­ tive; Charles Lind assists on copy; Ted between the two countries by demonstrat- ning stages of the campaign. Biza is art director. Stanley Resor was instrumental in the Council's decision to undertake advertising for Religion in American Life, and the ac­ count was assigned to Thompson in 1949. NAME A Religion in American Life, Inc. is a non­ profit, non-denominational association. A ONE-STORY, MILE-HIGH "Where do you get your rebozos?' copy committee composed of representatives HEART CLINIC "The same place I get my cement I" of different churches acts as a policy­ making group and approves the campaign Dr. Ignacio Chaves is recognized by the medical which begins each November. The general world as a leader in cardiology. His pioneering work aim has been to encourage people to attend in heart surgery has saved countless lives around the world. Many years ago, rebozos (colorful hand-woven shawls) their church or synagogue without getting were a major export of Mexico. Today, Mexican ex­ into the denominational differences of what Dr. Chaves and his fellow physicians worked in a porters are more apt to be offering cement. they may find there. low, modern building, the National Institute of Car­ Like other nations, Mexico became industrialized and diology in Mexico City—making the Mile-High City more technically accomplished. Now, Mexico exports Each campaign is built around "theme one of tlie important medical centers of the twen­ more than 1000 manufactured articles ranging from art," generally a stylized design, which is tieth century. ball bearings to electric totisters. used for posters and car cards and as a Now, as President of the Autonomous National Uni­ Half of the imports of our number one Latin American logo in print and TV. The current cam­ versity of Mexico, he helps guarantee the continued customer are machinery, equipment and supplies to keep production booming. paign features photography by Howard progress of the medical arts. The tradition of quality synonymous with rebozos is Mexico is not a country of riddles to people who Halma and the copy is centered on the place kept alive in today's products. You can still get rebozos of religion in family life. The television know it well —the facts speak for themselves. —the same place you get your cement. commercial, shot in color for the first time, Knowledge of our modern neighbor is important. Knowledge of our modern neighbor is important to­ is a video adaptation of the print ad "Love, Send for the free 16-page booklet, "Know Mexico," day. Send for the free 16-page booklet, "Know Mex­ Honor, Cherish." Box 1900, New York 19. ico," Box 1900, New York 19. Wyatte Hicks is account supervisor; Presented in the interest of international goodwill Presented in the interest of international goodwill Gordon Conley, account representative; through the cooperation of The Advertising Council, the through the cooperation of The Advertising Council, the _ Conseio Nacional de la Publicidad, and the Newspaper _ Consejo Nacional de la Publicidad, and the Newspaper Hugh Parker, copy group head; Alan Gil­ n^s. Advertising Executives Association. •JS' Advertising Executives Association. lies and Alan Webb, writers; Else Larsen, art director. Frank Sebastiano designed heme art. And considerable volunteer THE NEW MEXICO—Boxed newspaper advertisements, leading off with teaser headlines, is done by people not included on the have been created by JWT to carry out the "Operation Goodwill" project. Copy succinctly til account team. states the thesis: "Mexico is not a cour.try of riddles to people who know it well—the facts The Red Cross account was assigned by speak for themselves." Teponaxtlis... Mexico honors an ancient tradition in choosing outstanding advertisements Halfway between the towns of Tenan- ing produced in Mexico. Every year, ^A cingo and Chalma, in the State of Mexico, Mexican Institute of Advertising StudWF lies the picturesque village of Malinalco. chooses the advertisements it deems best, It was founded by Malinalxol, sister of the awarding silver plaques for first prize, and god Huitzilopoxtli. identical designs, in bronze, for second It was here that the aborigines made prizes in each of several categories. their primitive percussion instruments — Shown on this page, in addition to one Teponaxtlis — out of hollowed trunks of of the six silver Teponaxtlis awarded trees, beautifully polished and carved. Walter Thompson de Mexico this year, are Today the Teponaxtlis of Malinalco two of the advertisements prepared by serve as the symbol of the best advertis­ WTM which were cited for first prize.

581 FORD 200 ES EL LIDER DE LOS COMPACTOS

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The Power of Books by ROBERT B. DOWNS

There is a popular misconception which profound as those defined in the social sci­ lease the book for publication, though it holds that books are futile objects, with ences proper. Three of the scientific books did not come off the press until a few hours very limited power and influence. The idea belong to the physical sciences and three before his death. prevails widely that books are harmless, to the biological sciences. Each group can Later astronomers added to and cor­ innocent, and ineffective, full of theory, be most logically treated in chronological rected Copernicus' theory: Kepler showed and of little significance for the practical order, with every one building upon what that the planets moved not in circles, as man of affairs. According to this attitude, has gone before, a characteristic of modern stated by Copernicus, but ellipses; Newton books have a place in the schools; they are science. formulated the laws under which the plan­ appropriate for children, invalids, and ets moved; Galileo made important con­ clubwomen; and perhaps they may have tributions; and some of the remaining ^me value for recreational purposes. Other- riddles were solved by Einstein. Perhaps (^•se, they are of slight consequence. more than any of these, however, Coper­ The savage in the jungle is given a more nicus' book revolutionized man's outlook Nicolaus Copernicus upon the universe, and shook the founda­ realistic understanding than this, as he Concerning the Revolutions of the Celestial Spheres bows down before the printed page, with tions of philosophy and religion. its strange power for carrying messages. Following this order, the first name to Throughout history, the evidence is piled appear is that of Nicolaus Copernicus, with high that books frequently are not inani­ his book Concerning the Revolutions of the mate, peaceful articles, belonging to the Celestial Spheres, 1543. "The father of cloistered shades and academic quiet of modern astronomy," as he is called, was Sir Isaac Newton monasteries, universities, and other re­ born in Poland in 1473, and died 415 years Philosophiae Naturalis Principia Mathematica treats from an evil, materialistic world. ago. The next great figure is Sir Isaac New­ On the contrary, books may be dynamic For more than fourteen centuries, a sys­ ton, whose Philosophiae Naturalis Princi­ and vital, capable of changing the whole tem devised by Claudius Ptolemy, an Egyp­ pia Mathematica came out in 1687. One direction of events, sometimes for good, tian astronomer, had been accepted as the authority has commented that Newton's sometimes for evil. Whenever dictators and true conception of the universe. Ptolemy "laws of physics are employed in the de­ other tyrants have wanted to suppress op­ held that the world was a fixed and im­ sign of every motor car, every airplane, position and to kill ideas, their first thought, movable body, situated at the center of the every Diesel locomotive, every safe railway almost invariably, has been to destroy the universe, about which all heavenly bodies, bridge." books, and oftentimes their authors. They including the sun and the fixed stars, re­ Newton conceived his two greatest con­ were shrewd enough to realize the explosive volved. forces pent up in books. tributions to physics and mathematics in Doubtful of this theory, Copernicus the 1660's, as a young man in his mid-twen­ In order to demonstrate the enormous started testing a new system which he ties. These were the principles of gravita­ power wielded by books, I have selected conceived. This was a century before the tion and the differential calculus. It was sixteen titles, which, in my opinion, have invention of the telescope, and his instru­ not until about 20 years later that his great exerted the greatest influence on the his­ ments were primitive. His conclusions, de­ treatise on physical science was permitted tory, economics, culture, civilization, and scribed in his celebrated book, were cata­ by the reluctant author to be given to the science of our time. My principal criterion clysmic. The sun was the center of the world. is that each book selected must have had universe, the Earth only a planet, like Mars, Within two years after graduation from a profound effect on human thought and and it and all the planets revolved about Cambridge University, Newton made three action, not in one nation alone, but for a the sun. Upon the Copernican system, mod­ great scientific discoveries, each of which large segment of the world. ern astronomy was built. The book was would have entitled him to a distinguished ^•Pf the sixteen selected titles, six classify completed in 1530, and dedicated to Pope place in the history of science. First was ^^science, published from 1543 to 1915; Paul III, a strategical consideration, but the mathematical method known today as and ten as social science, printed from not published for thirteen years. Coper­ the differential calculus, which forms the 1523 to 1927. Such a classification has no nicus did not care to state his views too basis of modern mathematics, and is the particular significance, however, for the bluntly for fear of the Inquisition and chief instrument by which problems in social influence of the several scientific heresy trials. Finally, when Copernicus theoretical physical science are now solved. works that are included has been fully as was 70 years old, he was persuaded to re­ The second was the law of composition of light, which led Newton on to the study of the heart, and then through the body to sentative, because it contains nearly all the nature of color, the character of white the veins. Others of the time taught that of his fundamental observations and ideas. light, and an explanation of the rainbow. the arteries carried a subtle kind of air or Freud's influence is difficult to weigh, The third, and most famous discovery was spirit. Galen in the second century, A.D. but it may not be too much to say that he the law of universal gravitation, which is discovered that the arteries carried blood, changed our whole outlook on civilization. said to have stirred the imagination of not air, but for centuries after him physi­ The prejudices which he had to surmouj^^ scientists more than any theoretical dis­ cians believed that a spirit of some sort in order to spread his gospel were evl^H covery of modern times, with the possible had a part in the blood system, perhaps more intense than those with which Co­ exception of the Copernican system. animating the heart. pernicus and Darwin had to contend. Never­ The three volumes of the Principia were After graduating from Cambridge, Har­ theless, psychoanalytic principles are now produced in a period of about 17 months, vey took a medical degree in Italy, and widely accepted in medicine, psychiatry, an incredible achievement, during which it returned to England to become personal and psychology, as well as by millions of lay public, including Hollywood, the novel­ is reported that Newton was so engrossed physician to James I, and later Charles I. ists, and the playwrights. he often went without food and took very By nature, he was more of an experimenter little time to sleep. The work was finally than a practitioner of medicine. He dis­ issued in a small edition in 1687, bearing sected and watched for evidence of circula­ the imprimatur of Samuel Pepys as Pres­ tion in dogs, pigs, serpents, frogs, fishes, Niccolo Machiavelli ident of the Royal Society, although it is oysters, lobsters, shrimps, and even insects. to be doubted whether the learned diarist By the time he published his theory, it was The Prince could have understood a sentence in it. well known to his contemporaries through Proceeding now to social science books his lectures, and already widely accepted, whose impact has been similar in force to though it naturally met with conservative those named for the sciences, a chrono­ opposition at first. logical approach again is perhaps as log­ ical as any. Albert Einstein The first title then, chronologically, On the Electrodynamics of Moving Bodies would be Niccolo Machiavelli's The Prince, printed in 1523, certainly one of the great Jumping now in this progression from Charles Darwin books of all time. As one commentator sug­ the seventeenth to the 20th century brings The Origin of Species gested, "So much observation on the facts us to Albert Einstein, who has been called of political life has never been compressed "the godfather of the atomic age." Skipping a little over two centuries, we come to another great biologist, Charles in so small a package by anyone else." The In 1905, while serving as an obscure offi­ Prince has been the treasured handbook of cial in the Swiss patent office, Einstein pub­ Darwin, and another book that shook the world, The Origin of Species. He com­ those who have aspired to tyrannical rule. lished a paper entitled, On the Electrody­ Machiavelli was a minor official in Ren­ namics of Moving Bodies, in which he set menced his first notebook on evolution, which was the beginning of The Origin of aissance Florence, who learned politics by forth the special theory of relativity. This firsthand observation as a secretary and theory challenged man's existing concepts Species. He read enormously, going over whole series of periodicals, books of travel, ambassador. He was sent as envoy to of time and space, of matter and energy, Cesare Borgia. Machiavelli was charmed and has since profoundly affected science sport, general natural history, horticulture, and the breeding of animals. He prepared by Cesare's combination of political auda^^ and philosophy. In a second article pub­ ity, prudence, cruelty, fraud, firmneS lished the same year on relativity, Einstein skeletons of many kinds of domesticated birds, comparing the age and weight of and flexibility. In The Prince, Machiavelli developed a new equation for the conversion idealized Cesare's political character, see­ of mass into energy. The equation reads: their bones with those of the wild species. He kept tame pigeons and made laborious ing in him the strong man who someday Multiply a mass by the speed of light and might unite Italy. again by the speed of light, and you have crossing experiments. Extensive corres­ pondence was carried on with other sci­ The Prince was written after Machiavelli its enormous potential field of energy. As lost his government job, and records what one physicist commented, "Without that entists on the transport of seed, geological questions, geographical distribution, and he had learned about realistic politics. He equation experimenters might still have analyzed how power is won, lost, retained, stumbled upon the fission of uranium, but many other points. Finally, the book came out in 1859 in an edition of 1,250 copies, consolidated, transformed, and what it is it is doubtful if they would have realized that moves men to obey, fight, betray, and its significance in terms of energy, or of all 6f which were sold on the day of pub­ lication. revolt. Taking the Medici in Florence, the bombs. . . . Influence is a weak word for Borgias in Rome, and the King of France the work of Albert Einstein The theories Darwin's thesis had an explosive effect as examples, he was the first to understand he advanced were revolutionary In them on scientists, clergy, and laymen the world that the main purpose of politics is success. was born the atomic age" over. It has had a penetrating influence on Machiavelli assumed that man is a political our whole contemporary world, not only in animal and will behave like an animal. the biological sciences, but in nearly every Necessity overrules ethics. Machiavelli was other discipline, particularly psychology, almost inhumanly detached and unemo­ religion, sociology, political science, and tional. He believed that fair dealing may William Harvey education, and to a considerable degree the be too costly a luxury for a ruler. Over and Essay on the Motion of the Heart and Blood physical sciences. over again he had seen chicanery beat clumsy honesty, and the experience im­ Turning from the physical to the bio­ pressed him. Nevertheless, Machiavelli did logical, or "life" sciences, the first name not assert that the state ought to be im­ chronologically is William Harvey, author moral. What he taught was that the state of Essay on the Motion of the Heart and Sigmund Freud had nothing to do with morality. He wished Blood, 1628, a 72-page book published in Interpretation of Dreams to separate politics from ethics. He believed Latin, in Frankfurt. In this treatise was The third and last of the great biologists in a strong state, a well-trained governing described for the first time the discovery is Sigmund Freud, founder of psycho­ elite, and stressed war and militarism. All of the circulation of the blood. Harvey's analysis. Freud, a Viennese, set out to be­ these things entitle Machiavelli to be called influence upon modern medicine was per­ come a medical doctor, and was engaged not only the father of power politics, but haps greater than any other individual, be­ at first in the practice of neurology and also the father of the martial spirit, of J^^ cause of his use of experimental methods. pediatrics. He became interested in clinical propaganda technique, and of the totl,,^^ For more than 1,000 years before Har­ psychology, especially in hypnosis as a tarian state. His writings are generally ac­ vey, no substantial contribution to man's means of treating hysteria and reviving cepted today as the greatest expositions of knowledge of blood circulation had been hidden memories. Of his prolific writings, the realistic tradition of political theory. That is why The Prince has been a best made. Aristotle had taught that blood I have selected Freud's Interpretation of seller for over 400 years. originated in the liver, went from there to Dreams, 1900, his own favorite, as repre­

S2 Adam Smith United States today. Within a few months obedience to it. Thoreau was an individual­ The Wealth of Nations after the appearance of Common Sense, ist rather than an anarchist. His essential most of the states had instructed their dele­ thesis was: The state was made for man Next in order is Adam Smith, with his gates to vote for independence. and not man for the state. The Wealth of Nations, in 1776. In this Now we come to the next chapter in the ^bork, Smith produced one of the most story. During the period which Mahatma ^Bfrdheaded, fact-filled, and influential Gandhi spent in South Africa, 1893-1914, hooks about business ever written. It has Thomas Malthus he encountered problems of racialism, im­ made him the patron saint of free enter­ Essay on the Principle of Population perialism, and nationalism. While in South prise and a businessman's hero, considered Africa, he read Thoreau's Essay on Civil by many to be the founder of modern capi­ About 22 years after Smith's Wealth of Disobedience, and it made a profound im­ talism. Nations and Paine's Common Sense ap­ pression on him. Under its inspiration, he Smith may have begun work on his peared, there was published in London a used South Africa as a laboratory for the magnum opus as early as 1750, but it ma­ little book which, in the years since, has development of a new weapon—the weapon tured slowly, and was not published until greatly influenced the thinking of econom­ of nonviolent resistance in the struggle of 1776. A work of 380,000 words, readable ists, sociologists, political scientists, theo­ a handful of Hindese against the might of but discursive, it discussed everything logians, scientists, and indirectly many the British Empire and the government of from history to money and taxes, the state others. This was Thomas Malthus' Essay South Africa. Later, the same weapon was of education, and the agricultural practices on the Principle of Population, 1798. used by Gandhi in India, a campaign which of the Romans, plus contemporary economic The basic principle stated by Malthus ended by India and Pakistan gaining their problems. Essentially, the book was a rebel­ was that population increases much faster independence from Britain. lion against the established economic order than food. As he put it, "Population, when of Smith's day. His sympathies were with unchecked, increases, in a geometrical ra­ workers and farmers. He argued against tio. Subsistence increases only in an arith­ the mercantilist notion that a nation's metical ratio. Through the animal and wealth consists of gold and silver, and for vegetable kingdoms, nature has scattered Harriet Beecher Stowe the idea that a nation's real wealth is the the seeds of life abroad with the most Uncle Tom's Cabin consumable goods it produces. He was profuse and liberal hand. She has been against tariffs, export subsidies, and so- comparatively sparing in the room, and Gandhi was also greatly influenced by called "favorable balances of trade." In­ the nourishment necessary to rear them." Thoreau's ideas on the simple way of life stead, he favored free competition and a A logical sequence of Malthus' line of and anti-industrialism. The spinning wheel, free market, with as little governmental reasoning is that there must be constant the emblem of nonviolent resistance in interference as possible, high wages for checks upon the growth of population. The India, had both political and sentimental workers, and other ideas which we would most dramatic check of all is the scarcity significance to Gandhi. classify today as "enlightened capitalism." of food. Other checks include unwholesome Another relentless enemy of slavery The enormous, world-wide prestige of occupations, severe labor, extreme poverty, threw her bombshell about three years after The Wealth of Nations did not come for diseases, bad nursing of children, great Thoreau's, when Harriet Beecher Stowe's some years after its publication, when cities, plagues, famine, and vice, to which Uncle Tom's Cabin appeared. Harriet was ^fcitain had become industrially revolution- Malthus added "moral restraint." the daughter of Lyman Beecher, pastor of ,^Bd in the 19th century and, by following Malthus concluded that if human beings the Congregational Church, who moved to Smith's precepts, became for a time the were to enjoy the greatest possible happi­ Cincinnati to become head of the Lane world's richest nation. ness, they should not assume family obliga­ Theological Seminary. There Harriet mar­ tions unless they could afford them. Further­ ried Calvin Ellis Stowe, Professor of Bibli­ more, public policy, such as governmental cal Literature. The Seminary was a hotbed charity, public housing schemes, and high of antislavery sentiment and abolitionism, wages, should avoid encouraging the labor­ but apparently Harriet's only firsthand ing class and others to marry early and contact with slavery was on a visit she Thomas Paine paid to a Kentucky plantation, on the other Common Sense to bring into the world children whom they could not support. side of the Ohio River, where she saw the life of the slaves in their cabins. Published in the same year as Smith's The appearance of Malthus' book loosed Wealth of Nations was another title in my a storm of criticism, protest, and vitupera­ It was not until her return to New Eng­ list, but of a very different nature. This tion, chiefly from two sources: the theolog­ land in 1850, during discussions over the was Thomas Paine's Common Sense. ical conservatives and the social radicals. Fugitive Slave Law, that Mrs. Stowe's The revolutionary political pamphleteer anti-slavery feelings became intense. She and agitator, Thomas Paine, was born in began work on a book, Uncle Tom's Cabin, England, and did not come to America or Life Among the Lowly, first published until 1774, when he was 37 years of age. Henry Thoreau as a serial, 1851-1852, in the National Era, A little over a year after his arrival, on an antislavery paper of Washington, D.C. January 10, 1776, Paine published an anon­ Essay on Civil Disobedience In 1852, it was brought out in two volumes, ymous pamphlet of 47 pages, priced at two Next on our list is another American, a with a woodcut of a Negro cabin as the shillings, and entitled Common Sense. It striking contrast to the firebrand, Thomas frontispiece. About 10,000 copies were sold urged an immediate declaration of inde­ Paine, but similar in his effect. This is in less than a week, and by the end of the pendence, not merely as a striking political Henry Thoreau. During the summer of year 300,000 copies. It was pirated in Eng­ gesture that would help unite the colonies 1845, Thoreau was arrested for nonpay­ land, where sales of 1,500,000 copies were and secure French and Spanish aid, but as ment of poll tax. He was protesting against reported. It was translated immediately the fulfillment of America's moral obliga­ slavery and chose "civil disobedience" as into a score of languages. tion to the world. Paine argued that the a form of protest. He spent but one night Uncle Tom's Cabin served as a match colonies must break with Britain eventually in jail, the tax to his disgust, being paid by which lighted a fuse leading to a powder in any case, because, as he put it, "a con­ one of aunts. Thoreau told the story of his keg. The success of the book depended upon tinent could not remain tied to an island." jailing in his essay "On the Duty of Civil its timeliness. Accusations of unfairness In this little book, Paine may be said to Disobedience," published in 1849. He quoted and inaccuracy were made against Mrs. |iave discovered America's mission. Jefferson's statement, "That government is Stowe, but the violent feelings aroused s^H'he success of Common Sense was amaz- best which governs least," and carried it helped to create the atmosphere for civil ^f. In less than three months, 120,000 further by declaring, "That government is war. Uncle Tom's Cabin brought the slav­ copies were sold, and in all about half a best which governs not at all." What ery system home to people, and stirred the million, a large total in relation to the Thoreau actually meant was that the citi­ emotions of multitudes who had never read population of the colonies, equivalent to zen's duty is to resist evil in the state even a political speech or heard a serious debate something like a sale of 30,000,000 in the to the point of open and deliberate dis­ on any subject. Though exact figures are not available, it seems certain that as a great inner reaches of Eurasia —a space placed on state control of education, in best seller Uncle Tom's Cabin in a little now roughly synonymous with Soviet Rus­ order to train tools for the state. more than a century since it first made its sia—could one day rule the world. His argu­ appearance has outstripped any work of ment ended with the oft-repeated warning: American fiction, and possibly any work of "Who rules East Europe commands the As one reviews these dynamite-laden fiction in any language. Heartland; who rules the Heartland com­ books, there is always a question presen • • • mands the World Island; who rules the Did the times make the book, or vice vers; World Island commands the world." that is, was a particular book influentia Karl Marx This formula was Mackinder's way of chiefly because the period was ripe for it? Das Kapital expressing a basic geographic conception: Would the book have been equally signif­ Shortly after the end of the great Civil that is, the three continents, Europe, Asia, icant in another era, or could it even have War, which Mrs. Stowe's book helped to and Africa, constitute the great central been written at any other date? It is im­ precipitate, another world-shaking book unit of the land mass of the earth, a mam­ possible to escape the conclusion in nearly made its appearance, in Germany. In the moth island set in oceans which of them­ every instance that the time produced the year 1867 was published Karl Marx's Das selves cover some 75% of the surface of book. In some other historical epoch, if the Kapital. Marx—social philosopher, revolu­ the earth. The minor land units—the West­ work had appeared at all, it would have tionary leader, and founder of the chief ern Hemisphere, Australia, etc. — are ap­ attracted little attention. current in modern socialism — originally pendages, as it were, supplemental to this Examples are on every hand. Machia- planned an academic career, but later World Island of the Eastern Hemisphere. velli's The Prince was written for the ex­ turned to journalism. The key to the World Island, Mackinder press purpose of freeing his beloved Italy Beginning in 1844 and continuing for maintained, was the inner area which ex­ from foreign aggression. England was about 20 years, Marx engaged in writing tends roughly from the Himalayas to the ready for a vast expansion of her commer­ an enormous work intended to cover the Arctic Ocean, and from the Volga to the cial and industrial economy when Adam entire field of economics. The manuscript Yangtze, stretching 2,500 miles north and Smith was writing The Wealth of Nations. was never published in its original form, south, another 2,500 miles east and west. Thomas Paine's Common Sense triggered but a less comprehensive book, Das Kapital, Invulnerable to sea power because of its the American Revolution, already primed was issued by Marx in 1867. Das Kapital is inland position, this Heartland could, if for explosion; and Harriet Beecher Stowe's Marx's description and analysis of the properly developed and organized mili­ Uncle Tom's Cabin did likewise for the capitalist system as he found it in 19th tarily, become the seat and pivot of effec­ Civil War. Except for dreadful conditions century England. The chief arguments of­ tive world power. prevailing in European industry in the fered by the book are these: (1) Most of mid-nineteenth century, especially the Eng­ Mackinder's theories were extremely in­ lish factory system, Karl Marx would have the world's troubles have sprung from the fluential in the Germany of Hitler's day exploitation of class by class; (2) The lacked ammunition for Das Kapital. In­ and before, and in present-day Soviet Rus­ auguration of a naval race among world ascendancy of the working class would sia. abolish classes by making every man a powers after 1890 was inspired by Admiral producer; and (3) Abolition of private Mahan's Influence of Sea Power Upon His­ property in the means of production would tory, but the pressure for expansion and mean that nobody would have anything to Adolf Hitler imperialistic adventure already existed exploit anybody with. Adolf Hitler might well have remained a Mein Kampf unknown Austrian house painter except fi • • • There follows logically the final book on the chaos in Germany following Wor!• Alfred William Mahan the list: Adolf Hitler's Mein Kampf, first War I. The Influence of Sea Power upon History published in 1925-1927, which, however The most striking single impression made A little more than two decades go by, much we may dislike it, has to be acknowl­ by the six books relating to science is the until we reach another high-water mark edged as a powerfully influential work. continuity of knowledge — the connecting in the world of books, and I use the term Hitler wrote his inflammatory testament threads which tie them together. Truly, as "water mark" advisedly, for the book is from 1924 to 1926, in 781 ranting pages. It Hutchins phrased it, there is in progress Admiral Alfred William Mahan's The In­ has been called "The anatomy of megalo­ here "The Great Conversation." Copernicus fluence of Sea Power Upon History. Ad­ mania," but whether or not it made sense, received inspiration from the ancient Greek miral Mahan was called to lecture on tactics it became the philosophy of millions of peo­ philosophers. Newton, in turn, "stood on and naval history at the newly established ple. In 1939 alone, 5,000,000 copies were the shoulders of giants"—Copernicus, Gali­ War College in Newport in 1886, after 27 sold in Germany. leo, Kepler, and others. Without them, an years' experience as a United States naval The underlying idea in Mein Kampf is Einstein might never have existed. Darwin officer. In 1890 the lectures were published blood and race, that is, the racial interpreta­ freely acknowledged his debt to a host of under the title The Influence of Sea Power tion of history. His anti-Semitism and anti- preceding biologists, geographers, and geo­ Upon History, 1660-1783. Marxism grew out of his theories of racism. logists, on whose work he built in develop­ The book won immediate recognition, Doubtless the most significant contribution ing the theory of the origin of species. The though far greater in Europe than in Amer­ to political science in the book deals with experimental laboratory approach to sci­ ica. Mahan has rightly been called "the power—how to capture, extend, and con­ ence, as opposed to the strictly philosoph­ ical, may be said to have begun with first philosopher of sea power." The In­ solidate power. Hitler studied the propa­ Copernicus and to have been practiced by fluence of Sea Power and his later writ­ ganda techniques of the Marxists, the or­ ganization and methods of the Catholic all his great successors, including Harvey, ings were translated into many languages, Newton, Darwin, and Freud. and were nowhere more assiduously studied Church, British propaganda of the first than in Japan. By encouraging rapid naval World War, American advertising tech­ By way of summary, certain character­ expansion and armament races, Mahan niques, and Freudian psychology to perfect istics shared by a majority of the authors helped to promote the philosophy of big his own understanding of the propaganda stand out. Omitting the scientists in the navies, leading to World War I. art. All the principles of psychological war­ group, for whom the comments are less fare are there. • • • pertinent, the books included were written In his book, Hitler divides men into by nonconformists, radicals, fanatics, revo­ Sir Halford Mackinder leaders and the herd. According to his lutionists, and agitators. Often, they are The Geographic Pivot of History theory, "only a fraction of mankind is badly written books, lacking in literary style. The secret of their success, to repea^ An exponent of land power as opposed energetic and bold." The rest are cowards Aem to sea power is our next candidate for the and dupes. Accordingly, human material was that the times were ready for thq hall of fame: Sir Halford Mackinder, au­ must be divided into two great groups: fol­ The books carried messages, frequently thor of a little book entitled The Geogra­ lowers and members. The followers are the a highly emotional nature, appealing to phic Pivot of History, 1904. Mackinder was mass, the members are the ruthless, dis­ millions of people. Sometimes the influence a British geographer, who warned states­ ciplined group who will stop at nothing in was beneficent and sometimes evil; clearly, men that the power which controlled the the struggle for power. Great emphasis is books can be forces for both good and bad.

Copyright, 1958, Syracuse University Press. Reproduced by permission.

S4 J. WALTER THOMPSON COMPANY New York News April 10, 1964

FOR - i >.! • Ml MHI R.- i >M

Exhibit of Halsman Photos Salisbury of 'Times' To Open Political Series Opens on 10th Floor Today Harrison Salisbury, director of national The work of Philippe Halsman, who was correspondence for The New York Times, named in an international poll in 1958 as and Champ Clarke, senior editor of "The one of the world's 10 great photographers, Nation" section of Time, have been an­ goes on one-week display starting today in nounced as the two speakers in a series of the 10th floor Corridor Gallery. six talks to be given in this office on con­ In 1945, after only five years in the temporary politics. United States, Halsman was elected the Mr. Salisbury will lead off on April 21, first president of the American Society of Mr. Clarke will follow him on May 19, and Magazine Photographers. Though best their talks will alternate thereafter. The known for his portraits, he is equally at six talks will be spaced to cover the periods home in all the illustrative arts: reporting, before, between and immediately after the theatrical, industrial and advertising. two national conventions. Each will be fol­ In addition to having his photographs lowed by a question and answer period, the appear on over 95 covers for Life, Halsman entire session planned to last about an also works for Look, the Saturday Evening hour. Sessions will start at 4 p.m. Post, Time, Newsweek, and McCall's. The series has been instituted following The artist's technique is distinguished the enthusiastic response to a question­ by the razor-sharpness of his negatives, naire and tear-out coupon placed by the combined with imaginative application of Committee on Political Responsibility on lighting to control the mood of the picture. the NYO page of JWT NEWS, Feb. 21. More important to him, however, is his Nearly 100 staff members, or 6% of reader­ continued endeavor to capture moments of ship, took the trouble to fill out the coupon truth: a woman's evanescent beauty or the indicating which of several proposed pro­ Harrison Salisbury character and strength of a man. grams on election year politics would be of greatest interest to them. Talks by tation of The Times national news report Hors de Combat newsmen working in the political area were and has direct supervision over the na­ The following NYO staff members are the overwhelming favorite. tional news staff, both in New York and away from their desks due to illness: Harrison Salisbury was Moscow cor­ around the country. Lucie Ayling, 3 Midland Gardens, Bronxville. respondent for The Times from 1949, when The possibility of implementing another Mary Campanelli, 1031 Olympia Rd., No. he joined the staff, until 1954. He won the section of the proposed political education Bellmore, N.Y. Pulitzer Prize in 1955 for articles on the program — a series of meetings on the Alfred Dailey, 1825 Madison St., Brooklyn 27. Soviet Union. In 1959 and again in 1961 mechanics of politics, with emphasis on Endel Kaert, 265 E. 153 St., Bronx 51. he revisited the Soviet Union and made fuller voter participation, to be conducted Teresa Maxwell, 4325 Douglaston P'kway, extensive tours of the country. He is re­ by the League of Women Voters — is under Douglaston 63. sponsible for the development and presen- consideration. Sidney Olson, 21 Pryer Lane, Larchmont. Christine Pappas, 963 57 St., Brooklyn 19. Miriam L. Wilson, 10 Edgewater Dr., Old Jayne Shannon, Media Aide, Leaves Thompson To Study Law Greenwich. Early next month Jayne Shannon will Brands, Warner Lambert and Lever Bros. leave her position as media supervisor in To explain the thinking behind her plans, the Broadcasting Department to go back Jayne said she realized she could finish up to school. A few months work will complete her undergraduate credits in a few months Classified her undergraduate courses at Washington and preferred to do it this way rather than Square College (NYU), then she plans to drag it out any longer. The idea of law go on to law school. school has grown gradually: "It started 7 or 8 years ago as a mirage . . . now it's IDEAL FOR A BACHELOR !-2-room apartment on materialized to the extent of being a vi­ sublet. 2nd fl. at 223 E. 50 St.. just 10 min. walk from JWT. Pullman kitchen. $144 mo. X3046 or sion." PL 1-5744 after 6 p.m. More specifically, she feels that profes­ BRIGHTEN THE CORNER WHERE YOU ARE! sional status is a great asset to a woman Be the first on your estate to o^vn a verv small Jayne in a business career. Plans beyond law antique church organ by Estey—in superb walnut Shannon school are necessarily indefinite, but she case. Reasonable, of course. Great for barrelhouse, blues, ballads. After all, anyone can own a guitar * hopes to stay in the general field of com­ YUkon 9-0123 any time. munications. WASHER & DRYER-Lady Kenmore, electric, 2 matching unit in white porcelain. Purchased from Sears in 1961 for $400 plus, used for 1 year only. Unintended Slight Now in storage in New Rochelle and still in A-l condition. Both units, $200. X2722. Jayne's career started in art school — The sons of Old Nassau in the New York GUITAR—Flamenco-made in Spain. Good for folk or the Traphagen School of Design. She did office were a little miffed this week at the what have you. With hard case. X3175. some designing then took a secretarial job inadvertent omission of their school in last FASHION DEPARTMENT SALE-9 to 9:30 A.M. in the media department at Kenyon & Eck- week's JWT NEWS report on the educa­ ONLY. BIG REDUCTIONS. hardt. After little more than a year there tional backgrounds of staff members. For ROOMMATE WANTED by 2 girls. 85 St. btw. 1st & she came to Thompson as a time buyer. the record, let it be stated that the New 2nd. 3-room apartment. Foyer, living room, bed­ Through the years she has worked on most York office has 14 staffers with B.A. de­ room, kitchen and bathroom with window. Free gas. Air conditioned. $147 a month. X2744 or AG of the major accounts in the house, but grees from Princeton. This total is topped 9-0583 after 7. her current assignments include Standard only by Harvard. services holdings of all special libraries in A group of word portraits of JWT peo­ the New York area. ple you'v« MM and heard about during She is fond of sports, especially skiing New York Gallery your travels around tht Graybar Building and golf, and fills spare minutes between seasons by reading mysteries. Terry Munger, who has been director of tising where she started as a library clerk, the Information Center since the spring of became assistant and then head librarian. '61, came into library work in a roundabout In October, 1958, she left Compton to join way. After graduating from college she JWT as one of several reference librarians. taught for two years at a private girls Terry is active in the Special Libraries Terry school—"everything from phys ed to Latin, Assn., served as business manager, then Munger with psychological testing on the side." editor of "What's New in Advertising and Feeling "slightly incarcerated" she broke Marketing," a guide to sources of informa­ loose and came to New York where she tion. She is now chairman of the New York worked for a while as a junior accountant Advertising Group and is working on a in an estate management office. special project — a plan to eventually pub­ The next move was to Compton Adver­ lish a listing of all periodical and special

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