David M. Rubenstein Rare Book & Manuscript Library

association’s inaugural meeting in 1926. Additionally, 2011 marks the 15th anniversary of the OAAA Archives at the Hartman Center. The original collec- tion comprised over 250 linear feet (200,000 items) and included information on the history of the Winter 2011 industry; poster creation and maintenance technology; Vol. 17 No. 2 trade organizations; photographs; and materials OAAA Turns 120 relating to the cultural and regulatory environment. This important archives was processed with a grant IN THIS ISSUE: The Hartman Center joins with the Outdoor from the National Endowment for the Humanities. Advertising Association of America to celebrate its Over 30,000 images from the OAAA Archives, News & Notes 2 120 years of service as the out-of-home advertising another from the OAAA Slide Library and from two industry’s largest professional organization. other collections are available in the ROAD (Resource New Acquisitions In 1891, a group of outdoor advertising companies for Outdoor Advertising Description) 2.0 database, and Guides 2 banded together to form the Associated Bill Posters’ funded by a grant from the National Historical Association (ABPA), an organization whose primary Publications and Records Commission (NHPRC). JWT in aims were to promote the industry and to establish To learn more visit: http://library.duke.edu/ Switzerland 3 standards of professional practice. One of its first digitalcollections/outdoor_advertising/. acts was to collectively refuse to post materials To celebrate these mile- Looking Back: deemed offensive in the public eye—items such as stones in the history of outdoor Pan Am 3 lurid theater and movie posters and ads for burlesque advertising, the Hartman revues. This action marked the beginning of the Center seeks funding to create industry’s practice of self-regulation. Over time, a research fellowship program Gift Names ABPA changed its name to the Poster Advertising for visiting scholars. This Library 4 Association (PAA), as the term “billposting” seemed fellowship will support research antiquated. In 1925 PAA merged with the Painted using the OAAA Archives and Outdoor Advertising Association to form the the other outdoor advertising presently named Outdoor Advertising Association collections and will enable more of America (OAAA). researchers to use these 2011 marks a number of outdoor advertising resources. If you or your anniversaries. It is the centennial of the “truth in company is interested in this advertising” movement, begun in Boston in 1911 by naming opportunity, please the Advertising Federation of America. April’s OAAA 1891 ABPA logo contact Center Director convention also marked the 85th anniversary of the Jacqueline Wachholz.

acting manager of the store, she wrote of the “delight of finding myself able to create copy hastily.” She also Diary of an Ad Woman noted salary negotiations. Sims declined a competitor’s offer of $50 a week because of the employee discount Among the Center’s recent acquisitions is the and prestige of working at Marshall Field’s: “I told By preserving 1916-1917 diary of Irene Sickel Sims, who worked for him I’d leave for $75 but, for the money, it seems historical records and Marshall Field’s department store in Chicago as hardly worthwhile.” Later, Sims successfully archives and sponsoring assistant advertising manager and chief of copy. The negotiated a new contract at Marshall Field’s for $50 a related programs, the diary records Ms. Sims’s meetings with other week and favorably compared her salary to that of a John W. Hartman Center advertisers, her work at Marshall Field’s, and her stenographer. The diary details her social life, travels, personal life. An encounter with department store stimulates interest in friendships, and occasional feelings of loneliness. pioneer John Wanamaker at a Philadelphia meeting Sims also authored an essay entitled “Advertising as a and study of the roles of of the Associated Advertising Clubs of the World Field for Women” and served as President of the sales, advertising and inspired her to start the journal. Sims wrote down Women’s Advertising Club of Chicago. A loose marketing in society. what they discussed, including the reasons he started printed page of poems about women advertisers writing advertising copy and her own suggestions found in the diary humorously describes Sims as about store signage. Ms. Sims regularly worked late “Irene Sims of Marshall Field / Easily her pen does and took immense pride in her work. While serving as wield / On those ads which millions yield.” NEWS & NOTES NEW ACQUISITIONS production and transmission of electricity. Also VISITORS included are images of shop windows full of home electrical appliances of the day, such as washing • Melissa Lentz, machines and vacuum cleaners, tempting consumers Mr. Youth to increase their use of electrical power. The CLASSES portfolio is organized into eight sections: New Collections Expand Development of Electric Light & Power; Analysis • Advertising in Society Center’s Horizon and Forecasting; Efficiency of Organization; (Elon University) Improvements in Construction Practice; Efficiency Dan Haygood New collections and printed materials have been of Generation and Distribution; Extension of Service • Writing 20: Social coming in at a rapid clip and are keeping our staff and New Customers; Customer Ownership; Movements in an Age of busy! Globalization Introducing Domestic Appliances. In July former Ogilvy & Mather CEO Ken Roman Mara Kaufmann Jerome B. Gray was a self-taught advertising donated his papers to the Center. Roman recently • History: US Family executive who rose to prominence in Philadelphia as published a well-received biography of David Ogilvy and Society the owner of his own advertising agency and was Orion Teal entitled The King of Madison Avenue. Roman’s named one of the top 10 best advertising copywriters • Writing 20: Embodying papers included the tapes and transcripts of all the in America by Printer’s Ink and Sales Management. Social Meaning interviews he conducted with people who knew The bulk of his papers document the initial years of Marcia Rego Ogilvy during his research for the book. These his career, 1922 to 1927. Gray began by writing • Writing 20: Writing in interviews provide unique and fascinating insight advertising copy for the grocery company, American an Advertised Age into the life of a legend in advertising. Interviewees Stores, Inc. In 1923 he went to work for the Barta Susanne Hall include everyone from friends and colleagues to Press in Cambridge, Massachusetts and began a Ogilvy’s barber. correspondence course in advertising. In 1927 he INTERN Pat Finelli’s photo- returned to Philadelphia and founded his own The Hartman Center graphs were donated by agency, Jerome B. Gray Company. In 1931, he welcomes Liz Shesko as his daughter, Susan became a partner with Edmund H. Rogers to form the 2011-12 Advertising Raynor. Finelli was an the advertising agency, Gray & Rogers. History Intern. Liz is a advertising photographer, Numerous rare cookbooks will be added to the graduate student in the active in the 1960s and Nicole DiBona Peterson Advertising Cookbook History department, and 1970s, who did work for collection through donations from Professor Joe is writing her dissertation agencies such as J. Walter DiBona, Amy Federman, Miki Goral, and on "Conscript Nation: Thompson and Erwin Reverend Albert A. Nelius. We thank them for Authority and Belonging Wasey Ruthrauf & Ryan. helping grow this collection. in the Bolivian Barracks, Campaigns highlighted The Hartman Center also thanks the following 1900-1958." include BMW, Ford, donors for their financial support: AWARD Lederle, and Procter John & Kelly Hartman Foundation & Gamble. BMW ad featuring a JWT The Center’s printed Finelli photograph. Dorrie Everett Pelzer OAAA catalog for the exhibit donated the papers of her Wunderman The Power of Refined father Wright H. “Bill” Everett (1925-2010). The Kip & Janet Pope Beauty: Photographing collection documents Everett's career selling Kensinger & Alice Jones Society Women for advertising space in national magazines as well as his Pond’s, 1920s-1950s own businesses, Flix and the W.H. Everett Company, won a 2011 Leab Award which specialized in selling a variety of print (Division Three). The materials combining humorous captions with still award is granted by the images from silent movies. Rare Book and Newly Available Manuscript Section A 1923 Ohio Public Service Company portfolio (RBMS) of the Association of photographs and printed items documents the use Collection Guides of College and Research of electricity for signage, nighttime display and home Libraries (ACRL). appliances. Many of the photographs depict the The following Hartman Center collections turbines, towers, and transformers employed in the now have searchable guides available at http://library.duke.edu/digitalcollections/ rbmscl/inv/: • Pat Finelli Photographs, 1962-1970 • T. S. Ferree, Jr. Papers, 1940-1989 • Wilkins Media Company Records, 1967-1998 A Ohio Public Service • Wright H. Everett Papers, 1853-1998 Company store window • Wunderman Archives, 1958-2010 displaying electrical appliances. 2 ing in the 1950s and 1960s, especially the influence of NEWS & NOTES Establishing a JWT JWT as one of the oldest and most successful agencies worldwide. I knew of a few Swiss food producers, Office in Switzerland TRAVELING Nestle and Maggi, that worked with JWT and I EXHIBITION wanted to learn about their marketing campaigns. Eva Maria von Wyl is Unfortunately, there are hardly any records document- The Center’s exhibition a PhD candidate at the ing the creative work of the Zurich office. Yet, what I Not Just Mad Men: Real Research Center for Social did find was even more exciting. While going through Advertising Careers of the and Economic History of the correspondence about opening a Swiss office and 1960s is currently on dis- the University of Zurich, the marketing research reports I saw the problems, play at the Chatham-Kent Switzerland, where she goals and many successes that occurred during the Museum in Chatham-Kent, works on the American early years of the Zurich office. I learned about the Ontario, Canada. The influence on Swiss food huge influence of U.S. marketing firms in Switzerland exhibition will be up habits in the postwar through March 21, 2012. and how difficult it was to establish an office in a small period. She was a country with only six million people but four official 2010 JWT Research languages. I also learned that breaking into the Swiss Fellowship recipient. market meant blending two advertising cultures to When the J. Walter Thompson Company first be successful. came to Switzerland in 1962 it was mainly to serve I thank the Hartman Center for the travel grant that one very important client: the Ford Motor Company. made this research possible and will benefit my To do so, JWT sent George Black, Creative Director dissertation greatly. -Eva von Wyl of JWT Frankfurt, to work with the Swiss Alfred Steinmann Advertising Agency in Zurich. In the letter agreement of December 6, 1962 it says at the NEW DONATION very beginning: “We [JWT] represent Ford Motor Call for 2012 Travel WEBSITE Company as advertising agency in many markets of the Grant Applications World. We have worked with you [Alfred Steinmann] The Hartman Center now Travel grants up to $750 are available for has a secure website that in relation to numerous other clients served by us and research using the Hartman Center’s desire to have Ford Motor Company (Switzerland) can receive financial collections. Up to three J. Walter Thompson donations. Linked from S.A. appoint you as advertising agent with respect to Research Fellowships are also awarded. the Hartman Center advertising in Switzerland […].” Fellows receive $1,000 stipends for a minimum homepage, the address This quote points out how important Ford was of two weeks research at the Hartman Center is: https://www. as a client to the agency. Ford’s influence on focusing on the JWT Archives. gifts.duke.edu/library_ business strategies is even clearer when JWT finally Applications are due January 31, 2012. Awards hartmancenter. opened their own agency in Switzerland in 1966 will be announced around March 15, 2012. For Please consider a because Ford Switzerland was not fully satisfied more information contact Lynn Eaton financial gift to support with the service the Thompson-Steinmann ([email protected]) or visit the website: the Hartman Center, its cooperation provided. http://library.duke.edu/rubenstein/hartman/ activities and collection. travel-grants/. The Hartman Center de- I came to the Hartman Center to do research on the pends on support from American influence on Swiss advertising and market- donors like you. Thank you. LOOKING BACK prominently featuring particular destinations in SAVE THE DATE Pan Am Flies Again! addition to the iconic stewardesses and pilots profiled in the television series. In reponse to strict regulation Mark your calendars! (on TV) of international fares of the time, the campaign Join us on March 20, focused on the Pam Am experience, calling it “The 2012 in Perkins Library The television drama Pan Am was a new arrival on World’s Most Experienced Airline.” for an evening talk and ABC’c fall line-up. Set in 1963, the series depicts the book signing with Ken lives of pilots and stewardesses working for the Roman, former CEO of airline that dominated the international market Ogilvy & Mather and author of the recent bio- during a decade that saw air traffic volume graphy of David Ogilvy, quadruple. The pilot episode chronicles the first flight The King of Madison of a new airplane, dubbed the “Clipper Majestic,” Avenue. It will be part of from New York to London. Referencing the This 1959 advertise- the 2012 lecture series fast-sailing ships of the nineteenth century, Pan Am ment highlights the celebrating the Hartman used the name ‘clipper’ for all of its aircraft after 1931. luxury of traveling on Center's 20th anniversary. Interestingly, the term faded from prominence in the a Pan Am flight (com- Watch our website for plete with cocktails, more details. actual Pan Am advertisements of the 1960s in favor of attractive stewardesses, the more modern “jet.” In its campaign from the era, and experienced pilots) J. Walter Thompson, which represented Pan Am as portrayed in the starting in 1942, marketed the allure of travel by ABC series. 3 John W. Hartman Center for Sales, Advertising & Marketing History David M. Rubenstein Rare Book & Manuscript Library Box 90185 Duke University Durham, NC 27708 Contact Information: Jacqueline Reid Wachholz, Director 919.660.5836 [email protected] Lynn Eaton, Reference Archivist 919.660.5827 [email protected] Send all other email to: [email protected] or fax: 919.660.5934 We’re on the web at: http://library.duke.edu/rubenstein/hartman/

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affairs. The library’s collections, which range from Gift Names Rare Book ancient papyri to the records of modern advertising & Manuscript Library agencies, number more than 350,000 printed volumes and more than 20 million items in manuscript and Duke University trustee David M. Rubenstein has archival collections. given $13.6 million in support of the Rare Book, “Libraries are at the heart of any great educational Manuscript, and Special Collections Library institution,” said Rubenstein. “This renovation and (RBMSCL). The Hartman Center for Sales, modernization program will help ensure that the Rare Advertising & Marketing History has been a part of Book and Manuscript library’s priceless collection is this library since the Center’s establishment in 1992. preserved and accessible to scholars and the public The donation is the largest ever to the libraries and for decades to come.” is also the largest commitment Rubenstein has made The Rubenstein Library is set to be renovated in the to Duke. In recognition of this gift, RBMSCL has final phase of a renovation project that began a decade been renamed the David M. Rubenstein Rare Book ago. The renovation will transform one of the oldest & Manuscript Library. “A great library is central to buildings on West Campus into a state-of-the-art the university's transmission of knowledge,” said research facility. It will increase the research, instruc- Duke President Richard Brodhead. “Nationally, tion, storage and exhibition capabilities of the special David Rubenstein has been a strong supporter of collections library. Construction work is expected to libraries and archives, and of the way the preserved start early in 2013. Plans are developing to relocate past can increase present understanding. We at library services and staff during the renovations. Duke are grateful for this magnificent gift, which will Rubenstein is co-founder and managing director of ensure access to documents that are part of our The Carlyle Group, a global alternative asset Architect's rendition of shared intellectual and cultural heritage.” manager. He graduated magna cum laude from Duke the entrance plaza to “David Rubenstein's generosity enables us to in 1970 and serves as vice chair of the university's the renovated library. create the kind of home for special collections that Board of Trustees. In 2007, Rubenstein purchased the Duke deserves, designed with the students and last privately owned copy of the Magna Carta at scholars of today in mind. Researchers well beyond Sotheby's auction house in New York and, since our campus will also benefit from this gift” said then, has loaned it to the National Archives in Deborah Jakubs, the Rita DiGiallonardo Holloway Washington, D.C. University Librarian and vice provost for library