Batten, Barton, Durstine & Osborn, Inc Search this
Extent:
24 Cubic feet (64 boxes
)
Type:
Collection descriptions
Archival materials
Business letters
Awards
Essays
Diaries
Tear sheets
Typescripts
Place:
New York (N.Y.)
Date:
circa 1900-1987
Scope and Contents:
Series Three, Speeches and Lectures, contains Caples' speeches to advertising industry associations and other business organizations, as well as a series of lectures prepared for a college course on advertising techniques that Caples taught at Columbia University Graduate School of Business during the 1953-54 academic year..
Series Four, Client Files, contains correspondence, advertising copy, press clippings, memos, tearsheets, and other business records for scores of clients for whom Caples did work; Readers Digest and the Wall Street Journal are especially well represented. Files are arranged alphabetically by client name.
Subseries A contains client files from Caples' years at Ruthrauff & Ryan (1925-1927).
Subseries B contains client files from Caples' years at BBDO (circa 1946-1972).
Subseries C contains files documenting copy testing and direct mail methods and results. Some of the copy-testing materials are in poster-sized format presumably designed for presentation. Several sets of lantern slides illustrating copy-testing results are also included.
Series 5, Business Files, includes BBDO files and correspondence from the 1930s through the 1980s. This series includes many of BBDO's internal manuals and instructions on copy-testing and direct mail, many authored by Caples. This series also contains notes, clipping files, and "tickler" or idea files, mostly from the period of Caple's retirement. Also found here are Caples' many awards and honors from advertising and direct marketing organizations.
Series 1: Personal Papers, is divided into three subseries.
Subseries 1.1 contains Caples' diaries in original, unedited manuscript form. The diaries are arranged chronologically. They constitute a notable resource for the study of the advertising industry from an insider's perspective during a period of tremendous expansion of advertising as a force in American business and culture. They document Caple's participation in and reflections on the business of advertising, and detail his acquaintance with noted business and advertising professionals. The diaries record his responses to the major events of his lifetime, such as presidential elections, the stock market crash of 1929, American entry into World War II, the Kennedy assassinations, and the moon landing. Caples recorded conversations and contacts with some of the key advertising and communications people of his time, including Rosser Reeves, David Ogilvy, George Gallup and Harry Reasoner. Also found in the diaries are reflections of a more mundane or personal nature: weather conditions, the best restaurants, whether to quit drinking or go on a diet, and Caples= ambivalence about retiring from BBDO. Caples wrote precisely one page each day from 1928 through 1981. Missing from the series are the years 1935-1940, 1946-1950; 1952-1955; 1957-1962.
Subseries 1.2 contains edited, rewritten portions of the diaries, presumably intended for publication as short-stories or reminiscences. Of particular interest are humorous short stories relating to Caples' years at the Naval Academy in Annapolis, MD during the early 1920s.
Subseries 1.3 contains photographs of Caples and his family, ca. 1900-1960.
Subseries 1.4 contains personal and family papers, including material documenting Caple's service as a recruitment and enlistment officer for the U.S. Navy during World War II, and a copy of a dissertation about Caples by Gordon White, entitled John Caples, Adman.
Series 2: Publications, contains Caple's published and unpublished manuscripts about advertising techniques, direct marketing, and the advertising industry. Arrangement is according to publication and thereunder by date of publication. This series is arranged into two subseries.
Subseries 2.1 contains articles published in advertising industry publications such as Advertising Agency, Advertising and Selling, Direct Marketing, and Printer's Ink, and for business publications like Saturday Review. The articles typically are of a how-to nature, but also include Caples observations about the business of advertising, including a series for Advertising Agency in the 1950s, titled "Diary of an Ad Man," which drew heavily from his diaries.
Subseries 2.2 contains book manuscripts. Caples was a prolific and respected author in his field, publishing four widely acclaimed books on advertising and direct marketing techniques. Material in this series includes rough and final drafts, illustrative material, and correspondence with editors and publishers. There are also letters of congratulation from friends and letters of praise from readers.
Series 3: Speeches and Lectures, contains Caples' speeches to advertising industry associations and other business organizations, as well as a series of lectures prepared for a college course on advertising techniques that Caples taught at Columbia University Graduate School of Business during the 1953-54 academic year..Series 4: Client Files, contains correspondence, advertising copy, press clippings, memos, tearsheets, and other business records for scores of clients for whom Caples did work; Readers Digest and the Wall Street Journal are especially well represented. Files are arranged alphabetically by client name.
Subseries 4.1 contains client files from Caples' years at Ruthrauff & Ryan (1925-1927).
Subseries 4.2 contains client files from Caples' years at BBDO (ca. 1946-1972).
Subseries 4.3 contains files documenting copy testing and direct mail methods and results. Some of the copy-testing materials are in poster-sized format presumably designed for presentation. Several sets of lantern slides illustrating copy-testing results are also included.
Series 5: Business Files, includes BBDO files and correspondence from the 1930s through the 1980s. This series includes many of BBDO's internal manuals and instructions on copy-testing and direct mail, many authored by Caples. This series also contains notes, clipping files, and "tickler" or idea files, mostly from the period of Caple's retirement. Also found here are Caples' many awards and honors from advertising and direct marketing organizations.
Arrangement:
The collection is arranged into five series.
Series 1: Personal Papers, 1900-1980s
Series 2: Publications, 1931-1980s
Series 3: Speeches and Lectures, 1930-1978
Series 4: Client Files, 1925-1970
Series 5: Business Files, 1946-1982
Biographical / Historical:
John Caples (1900-1990) was one of advertising's most influential copywriters. He grew up in New York City, the eldest of two sons of Byron Caples, a doctor, and Edith Richards Caples, a grandniece of W.W. Cole, P.T. Barnum's partner.
After graduation from the Naval Academy at Annapolis, Caples began his advertising career at Ruthrauff & Ryan in 1925, during the decade in which advertising began to assume its modern form, both in style and organizational structure. His first year there, he wrote a legendary mail-order advertisement for the U.S. School of Music. This advertisement, more than a thousand words long, embodied many of the techniques which Caples was later to develop, and is still regarded within the industry as one of the most effective pieces of advertising copy ever written. It began with the straightforward but emotionally insightful headline: "They laughed when I sat down at the piano." The headline became a part of American popular culture, appearing in ads, comics, cartoons, and greeting cards into the 1990s.
In 1927, Caples moved to Batten, Barton, Durstine & Osborne (BBDO), where he had the opportunity to work alongside Bruce Barton, an advertising legend and pioneer of direct mail. Caples remained at BBDO for 55 years, during which time he reshaped the field of direct response advertising. At BBDO he supervised direct response advertising for DuPont, U..S. Steel, General Electric, United Fruit, Hormel, the Wall Street Journal, Reader's Digest, Phoenix Mutual, Liberty Mutual, Western Airlines, U.S. Navy Recruiting, and many other clients. In his honor, the Direct Marketing Creative Guild established the John Caples Award to recognize creative excellence in direct marketing.
Caples was also respected for the development of innovative copy-testing techniques. He was the author of countless articles and several well-respected books, including Tested Advertising Methods (1932), Advertising for Immediate Sales (1936), Making Ads Pay (1957) and How To Make Your Advertising Make Money (1983). He also served as a recruitment and enlistment officer in the U.S. Navy during World War II. John Caples retired from BBDO in 1981. He died after a long convalescence in 1990.
Related Materials:
As part of the collection, the Archives Center accepted 22 books on advertising, including copies of Caples' books, some in foreign languages. These books are housed in the Archives Center.
Provenance:
The collection was donated in December 1990 by Caples' widow, Mrs. Dorothy Dickes Caples, of New York City.
Restrictions:
Collection is open for research but is stored off-site and special arrangements must be made to work with it. Series 1: Personal Papers, boxes 1-11, box 13, box 15 and box 17 are restricted. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Rights:
Reproduction fees for commercial use. Copyright restrictions. Contact staff for information.
A New York bookseller, Warshaw assembled this collection over nearly fifty years. The Warshaw Collection of Business Americana: Engines forms part of the Warshaw Collection of Business Americana, Subseries 1.1: Subject Categories. The Subject Categories subseries is divided into 470 subject categories based on those created by Mr. Warshaw. These subject categories include topical subjects, types or forms of material, people, organizations, historical events, and other categories. An overview to the entire Warshaw collection is available here: Warshaw Collection of Business Americana
Scope and Contents:
Covers all manner of engines including: boilers, gasoline, steam, water motors, automatic shut off, self-oiling, portable, vertical, mining, marine, diesel, crude oil, stationary, generators, compound, pumping, silent, alcohol, turbine, kerosene, hydrolic, caloric pumping, sectional, gasolene, iron man, single cylinder, slide valve, apparatus, cut-off, wind, horse, air cooled, valueless, two cycle, and the Corliss engine. Some of the following include engines used in portable sawing outfits, powered mills for grinding grain, feed cookers, boilers, injectors, and generators.
Materials represent a sampling of catalogues, correspondence, invoices, receipts, advertising and marketing material, bulletins, advertising cards, caricatures, seals, product specifications, booklets, price lists, company histories, order forms, prospectus, a few photographs, contracts, a legal opinion on a patent dispute (Novelty Iron Works, 1856), an operations guide 80-foot Elco Submarine Chacer Instructions, Care and Operations of Machinery Plant (Standard Motor Construction Company, 1917), patents and patent circulars, and a promotional diary. Many items are illustrated with print drawings and schematics of engines and associated equipment, plus some images of manufacturing facilities. No extensive runs or complete records exist for any single company or brand, and no particular depth is present for any singular subtopic, although some publications may provide general and historical overviews of a person, company, or a facet of industry.
Arrangement:
Engines is arranged in three subseries.
Business Records and Marketing Material
Genre
Subject
Forms Part Of:
Forms part of the Warshaw Collection of Business Americana.
Missing Title
Series 1: Business Ephemera
Series 2: Other Collection Divisions
Series 3: Isadore Warshaw Personal Papers
Series 4: Photographic Reference Material
Provenance:
Engines is a portion of the Business Ephemera Series of the Warshaw Collection of Business Americana, Accession AC0060 purchased from Isadore Warshaw in 1967. Warshaw continued to accumulate similar material until his death, which was donated in 1971 by his widow, Augusta. For a period after acquisition, related materials from other sources (of mixed provenance) were added to the collection so there may be content produced or published after Warshaw's death in 1969. This practice has since ceased.
Restrictions:
Collection is open for research. Some items may be restricted due to fragile condition.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
Warshaw Collection of Business Americana Subject Categories: Engines, Archives Center, National Museum of American History, Smithsonian Institution
Sponsor:
Funding for partial processing of the collection was supported by a grant from the Smithsonian Institution's Collections Care and Preservation Fund (CCPF).
Printed advertisements, scrapbooks, correspondence, marketing research, radio commercial scripts, photographs, proof sheets, reports, newspaper clippings, magazine articles, television commercial storyboards, blueprints, legal documents, and audiovisual materials primarily documenting the history, business practices, and advertising campaigns of the Hills Bros. Coffee Company, Incorporated. Collection also documents the professional and private lives of the Hills family; insight into the cultivation, production, and selling of coffee; and construction of the San Francisco-Oakland Bay Bridge.
Scope and Contents:
The collection consists of printed advertisements, scrapbooks, correspondence, marketing research, radio commercial scripts, photographs, proof sheets, reports, newspaper clippings, magazine articles, television commercial storyboards, blueprints, legal documents, and audiovisual materials. These materials primarily document the history, business practices, and advertising campaigns of Hills Bros. Coffee Company, Incorporated. Correspondence, genealogies, and home movies reveal a more domestic and social Hills family while company records document business activities outside of the home. Company records also provide insight into the cultivation, production, and selling of coffee, and the company's technological responses to the changes in the coffee trade, and consumer consumption demands. Of interest is the company's participation in social and cultural events including the Panama Pacific International Exposition in 1915, and the Golden Gate International Exposition in 1939. In addition, the collection includes the company's documentation of the construction of the San Francisco-Oakland Bay Bridge in 1936. The collection is arranged into thirteen series.
Arrangement:
The collection is arranged into thirteen series.
Series 1, Hills Family Papers, 1856-1942, undated
Subseries 1.1, Austin Herbert Hills, Sr. Papers, 1856-1875, undated
Subseries 1.2, Austin Herbert Hills, Jr. Papers, 1875-1923
Subseries 1.3, Herbert Gray Hills Correspondence, 1923-1942
Series 2, Background Materials, 1896-1988, undated
Series 3, Coffee Reference Files, 1921-1980, undated
Subseries 3.1, Hills Bros. Coffee Company Literature, 1921-1976, undated
Subseries 3.2, Coffee Industry Literature, 1924-1980, undated
Series 4, Advertising Materials, circa 1890s-1987, undated
Reuben Hills, on one occasion, stated regarding his company's growth; ...success in business is fifty per cent judgment and fifty per cent propitious circumstances." The rise of Hills Bros. Coffee Incorporated from a retail dairy stall in San Francisco's old Bay City Public Market reflects the reality of Reuben's statement. Aided by brother Austin's three years of experience in the retail dairy business the early success of the brothers was in Reuben's own words both circumstance and hard work. When Reuben and Austin began to produce roasted coffee there were at least twenty-five other companies already engaged in some form of coffee production and distribution in San Francisco including, of course, the well-known Folger Company started by William Bovee (which began in San Francisco thirty years earlier). Most of these coffee businesses were started by family groups which contributed to the growth of San Francisco.
San Francisco in the nineteenth century was ripe for the importing and roasting of coffee. The foundation for commercial production of coffee dated back to the 1820s when English planters brought coffee to Costa Rica. By the early 1840s German and Belgian planters followed with coffee plantations in Guatemala and El Salvador, two of the several Central American countries where Hills Bros. would obtain its mild coffee beans. During the Gold Rush (1849) San Francisco rapidly expanded and grew. Coffee was imported and sold, after roasting, to restaurants and hotels. Yankee gold miners and others without equipment to roast and brew their own coffee, populated "coffee houses." In 1873 two brothers, Austin Herbert and Reuben Wilmarth Hills arrived in San Francisco from their home in Rockland, Maine with their father Austin who had come to California some years earlier. Five years later in 1878 A. H. and R. W. Hills established a retail stall to sell dairy products in the Bay City Market under the name of their new partnership "Hills Bros." Their small business expanded in less than four years with the acquisition of a retail coffee store titled Arabian Coffee & Spice Mills on Fourth Street in San Francisco. In two more years (1884) still larger quarters were occupied at Sacramento and Sansome Streets. Soon after this they disposed of their retail dairy business but continued as wholesale distributors of some dairy products including butter. Their coffee was labeled "Arabian Roast"' supported by the now famous trademark design of a man in turban and beard with a flowing yellow gown. This was created by a San Francisco artist named Briggs and since then (1897) has remained as the official trademark of Hills Bros. Coffee - a lasting symbol of coffee quality. Hills Bros. dairy division was eliminated in 1908 after company destruction by the San Francisco Earthquake and Fire of 1906. By 1924 all miscellaneous products including tea, had been dropped by the company which from then on referred to itself as "coffee only."
Emphasis on the quality of the finished product has long been a major selling point in the history of Hills Bros. advertising and marketing. The company's desire to keep abreast of technological advances in coffee production is a legacy of Austin and Reuben Hills, and is reflected in the company records, in its advertising and its self-perception. It was probably 1898 when Austin Hills and Thomas Hodge, partners who managed the wholesale dairy product operations were looking for a suitable can for exporting butter that could not be manufactured in San Francisco at that time, decided to consult Norton Brothers, a progressive can manufacture company in Chicago. Whether Austin traveled to Chicago or arranged with his brother Reuben to stop off there in route to New York (where he frequently spent time at the New York Green Coffee Exchange) to present the problem to Norton Brothers, which brother made the actual contact with Norton Brothers is not important today, but the results of that visit were real. Norton Brothers had just received patents on a process for packing foods in vacuum and thought it might solve the butter problem. In short order arrangements were made for shipping cans and machinery from Chicago to San Francisco including agreement for exclusive use on the West Coast for a reasonable period. Thus, Hills Bros. butter became the first known food product to ever be packed in vacuum. Once this started Reuben Hills had the idea that what worked well with butter might also be used for coffee. Experimental vacuum-packing of coffee in butter cans supported the theory that taking the air out of coffee would keep the product fresh for indefinite periods. No time was lost in getting new cans and more machinery and in July 1900 Hills Bros. Coffee as "the original vacuum-pack" was placed on the market. With the advent of this technology Hills Bros. changed the product name from "Arabian Roast" to "Hills Bros. Highest Grade Java and Mocha Coffee" and continued with the new trademark that had been started in 1897. Vacuum-packing extended the shelf life and travel ability of the product, thus new markets, national and international, were opened.
A change in the coffee industry of America was on the way. Hills Bros. remained the pioneer of vacuum-packing for thirteen years until a similar process was adopted by M.J.B., another leading coffee company in San Francisco. Other packers on the West Coast soon followed, but it was not until after World War I that East Coast coffee producers turned to vacuum-packaging.
Production and advertising of coffee continued to change with new technology. In the late 1880s San Francisco coffee importers began to "cup test" coffee beans for quality but the majority still depended on sight and smell. Reuben Hills and a few other coffee personalities in San Francisco are credited with the cup test method of appraising coffee quality. In its new home office and plant opened in San Francisco in 1926, Hills Bros. adopted "controlled roasting" in which coffee was roasted a few pounds at a time, but continuously. Developed in 1923 under the direction of Leslie Hills and Lee Maede, company engineer, "controlled roasting" employed the use of instruments to control the temperature and speed of operations, resulting in perfect roasting control that could not be depended on from batch to batch by even the most experienced coffee roasting expert. In 1914 the partnership known as Hills Bros. was incorporated under the same name. In 1928 a sales organization was formed under the name of Hills Bros. Coffee, Incorporated, but within four to five years the parent company absorbed Hills Bros. Coffee, Incorporated and adopted its name. A second plant was built in Edgewater, New Jersey, completed in 1941 to meet the needs of the increasing growth of areas between Chicago and the East Coast.
During World War II Hills Bros. faced conservation rules restricting use of tin for coffee cans. A timely method of high-speed packing in glass jars by Owens Illinois Glass Company made it possible for Hills Bros. as well as other companies in the industry to continue vacuum-packing during this period. Price control and coffee rationing were other war time necessities to which the industry adjusted.
Hills Bros. Coffee, Incorporated passed out of family ownership in 1976 when the company was purchased by a Brazilian corporation named Copersucar. In 1983 a group of local investors in San Francisco brought ownership back to where it had started and sold the business in 1984 to Nestlé Holdings, Incorporated, (effective January 1, 1985) which handled the acquisition of several companies in the United States for Nestlé S. A. Vevey, Switzerland.
Historical note written by T., Carroll Wilson, company historian and archivist, 1993.
Related Materials:
Archives Center, National Museum of American History
NW Ayer Advertising Agency Records, NMAH.AC0059
Warshaw Collection of Business Americana, NMAH.AC0060
Princeton University Posters Collection, NMAH.AC0433
Landor Design Collection, NMAH.AC0500
Industry on Parade Film Collection, NMAH.AC0507
Sandra and Gary Baden Collection of Celebrity Endorsements in Advertising, NMAH.AC0611
Fletcher and Horace Henderson Collection, NMAH.AC0797
Division of Cultural History Lantern Slides and Stereographs, NMAH.AC0945
Baltimore and Ohio Railroad Records, NMAH.AC1086
Alice Weber Photograph Albums, NMAH.AC1144
Henry "Buddy" Graf and George Cahill Vaudeville and Burlesque Collections, NMAH.AC1484
Division of Cultural History, National Museum of American History
Artifacts include coffee packaging, Golden Gate International Exposition sampling cups and saucers, a bowling shirt, and coffee cans.
Provenance:
These records were donated to the Archives Center, National Museum of American History by Hills Bros. Coffee Company, Incorporated.
Restrictions:
Collection is open for research but the negatives and audiovisual materials are stored off-site and special arrangements must be made to work with it. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Rights:
Collection items available for reproduction, but the Archives Center makes no guarantees concerning copyright restrictions. Other intellectual property rights may apply. Archives Center cost-recovery and use fees may apply when requesting reproductions.
War in the mails : an explanation of the most gigantic direct mail fraud in the history of advertising : [a brief outline of the investigation to uncover and expose the Nazi campaign of disruption through the United States mails / by Henry Hoke]
Material is subject to Smithsonian Terms of Use. Should you wish to use NASM material in any medium, please submit an Application for Permission to Reproduce NASM Material, available at Permissions Requests.
Collection Citation:
New York Airways Collection, Acc. NASM.1992.0052, National Air and Space Museum, Smithsonian Institution.
Collection consists of retail mail order catalogs from numerous commercial organizations, chiefly American but also includes catalogs from European companies. Catalogs cover a wide range of consumer goods, including home furnishings, books, musical instruments, toys, men's and women's apparel, jewelry, A/V materials, firearms, art , hobby crafts and gifts.
Arrangement note:
Items arranged in alphabetical order by company name.
Biographical/Historical note:
Saul E. Zalesch, an Associate Professor of Art History at Louisiana Tech University, began collecting mail-order catalogs in 1993 while an NEH fellow at the Winterthur Library.
Provenance:
Donated by collector, 2009.
Restrictions:
Non-circulating materials.
Topic:
Consumer goods -- United States -- Catalogs Search this
Unsolicited mail received by Ellen Wells during two twelve month periods, 1976-1977 and 1980-1981. Ms. Wells kept all materials received during these periods as a sample of the changing use of this mass communication medium. Ms. Wells received the first group in Ithaca, New York, and the latter in Alexandria, Virginia. This collection provides a substantial sample of materials used in direct mail advertising and solicitation. These techniques of mass communication have became increasingly sophisticated and more widely used in recent years and the products of these techniques--commonly called "junk mail"--are ubquitious in contemporary society.
Because this collection consists of materials received by only one individual, it is not a scientific sample; however, it reflects the targetting of individual consumers based on interests, tastes, and past buying patterns; and the use of direct mail by a wide range of organizations and institutions and the changing techniques employed.
Biographical/Historical note:
Donor is a Smithsonian Institution librarian.
Provenance:
Collection donated by Dibner Library, National Museum of American History, through Ellen Wells, 1984.
Deceptive mailings and sweepstakes promotions : hearings before the Permanent Subcommittee on Investigations of the Committee on Governmental Affairs, United States Senate, One Hundred Sixth Congress, first session, March 8 and 9, 1999
Author:
United States Congress Senate Committee on Governmental Affairs Permanent Subcommittee on Investigations Search this
Ways to save on: postage and printing : strategies for cutting costs from your direct mail campaigns, including list hygiene best practices and tools, and tactics for working effectively with your printer and lettershop/ from the editors of Catalog success, Target marketing
