DACS

jwtchicagomediaresources Inventory of the J. Walter Thompson Company. Chicago Office. Media Resources and Research Department Records, 1959-2000 and undated Processed by: Richard Collier; machine-readable finding aid created by: Richard Collier The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke University Durham, N.C., USA

Aleph Number: 003067423

Machine-readable finding aid derived from XML authoring program. Date of source: October 2009Processed by Richard Collier, October 2009; finding aid encoded by Richard Collier, David M. Rubenstein Rare Book & Manuscript Library, Duke University, October 2009 Description is in English Finding aid was prepared using DACS and local Style Guide Inventory of the J. Walter Thompson Company. Chicago Office. Media Resources and Research Department Records, 1959-2000 and undated The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript LibraryDuke University Durham, North Carolina 27708-0185 USA

Descriptive Summary David M. Rubenstein Rare Book & Manuscript Library, Duke University J. Walter Thompson Company. Chicago Office. J. Walter Thompson Company. Chicago Office. Media Resources and Research Department Records, 1959-2000 and undated Material in English 8 Linear Feet 6000 Items For current information on the location of these materials, please consult the Library's online catalog. Founded in 1864, the J. Walter Thompson Company (JWT) is one of the oldest and largest enduring advertising agencies in the United States. The Media Resources and Research Department was responsible for media research and media planning support activities within JWT's Chicago Office. The JWT Media Resources and Research Department Records spans the years 1959-2000 and primarily includes proprietary research reports on a wide variety of topics relevant to media planning, usage and evaluation. In addition, the collection includes clippings, departmental administrative files, a U-matic videocassette; and writings and speeches of key departmental executives. Topics include general media planning and effectiveness research; studies on newspapers, magazines and other print media; broadcast and cable television viewing and television commercials; outdoor advertising research; radio advertising; video and VCR usage research; demographic research, especially on media usage among women, young people, and African Americans; and international media studies. Client-specific research includes case studies of Kodak; Kraft; The U.S. Marine Corps; and Warner-Lambert. There is also a small reference library of materials published by other research firms including A.C. Nielsen; Audit Bureau of Circulations; Daniel Starch; and Magazine Publishers Association. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History. Administrative Information Access Restrictions

Collection is open for research.

However, collection may contain materials to which the Acknowledgment of Legal Responsibilities and Privacy Rights form applies. Patrons must sign this form before using this collection.

In addition, original audiovisual materials are closed to patron use. Technical Services staff need to produce use copies before contents can be accessed.

Also, all or portions of this collection may be housed off-site in Duke University's Library Service Center. Consequently, there may be a 24-hour delay in obtaining these materials.

Please contact Research Services staff before visiting the David M. Rubenstein Rare Book & Manuscript Library to use this collection.

The copyright interests in this collection have not been transferred to Duke University. For more information, consult the copyright section of the Regulations and Procedures of the David M. Rubenstein Rare Book & Manuscript Library.

Preferred Citation

[Identification of item], J. Walter Thompson Company. Chicago Office. Media Resources and Research Department Records, David M. Rubenstein Rare Book & Manuscript Library, Duke University

Provenance

The J. Walter Thompson Company. Chicago Office. Media Resources and Research Department Records were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 1993-2001.

Processing Information

Processed by Richard Collier, October 2009

Encoded by Richard Collier, October 2009

Accessions 93-037, 93-042, 93-089, 95-126, 95-128, 97-013, and 2001-177 were merged into one collection, described in this finding aid.

Descriptive sources and standards used to create this inventory: DACS, EAD, NCEAD guidelines, and local Style Guide.

This finding aid is NCEAD compliant.

Historical Note

Founded in 1864, the J. Walter Thompson Company (JWT) is one of the oldest and largest enduring advertising agencies in the United States. The Media Resources and Research Department was responsible for media research and media planning support activities within JWT's Chicago Office.

Collection Overview

The JWT Media Resources and Research Department Records spans the years 1959-2000 and primarily includes proprietary research reports on a wide variety of topics relevant to media planning, usage and evaluation. In addition, the collection includes clippings, departmental administrative files, a U-matic videocassette; and writings and speeches of key departmental executives. Topics include general media planning and effectiveness research; studies on newspapers, magazines and other print media; broadcast and cable television viewing and television commercials; outdoor advertising research; radio advertising; video and VCR usage research; demographic research, especially on media usage among women, young people, and African Americans; and international media studies. Client-specific research includes case studies of Kodak; Kraft; The U.S. Marine Corps; and Warner-Lambert. There is also a small reference library of materials published by other research firms including A.C. Nielsen; Audit Bureau of Circulations; Daniel Starch; and Magazine Publishers Association.

Collection Arrangement

The Collection is arranged into five Series: Administrative Files; Media; Research Reports; Audiovisual Materials; and Reference Library. Administrative Files includes clippings; policy statements; press releases; departmental overviews and mission; and writings and speeches by key departmental executives. Media includes writings and reports on media, organized by medium; Research Reports includes research on media usage and effectiveness; client-specific media case studies; demographic studies and international media research. Audiovisual Materials contains non-print-format media. The Reference Library contains research reports produced by entities other than JWT.

Subject Headings

These are searchable subject entries for this collection. Performing a search on these subjects in the Duke University Libraries online catalog will bring up other related research materials.

J. Walter Thompson Company. J. Walter Thompson Company. Chicago Office. A.C. Nielsen Company. A.C. Nielsen Company. Media Research Group. Audit Bureau of Circulations. Daniel Starch and Staff. Eastman Kodak Company. Kraft Foods Company. Magazine Publishers Association. United States. Marine Corps. Warner-Lambert Company. Advertising, Magazine. Advertising, Magazine--United States. Advertising, Newspaper. Advertising, Newspaper--United States. Advertising, Outdoor. Advertising, Outdoor--United States. Advertising media planning. Advertising media planning--United States. African American consumers. African American consumers--United States. Cable television advertising. Cable television advertising--United States. Demographic surveys. Demographic surveys--United States. Mass media. Mass media--United States. Media and African Americans. Radio advertising. Radio advertising--United States. Radio audiences. Radio audiences--United States. Television advertising. Television advertising--United States. Television viewers. Television viewers--United States. Videocassette recorders. Women consumers. Women consumers--United States. Young consumers. Young consumers--United States. Clippings. Videocassettes. John W. Hartman Center for Sales, Advertising & Marketing History. Related Material

Related materials may be found in the following collections of the J. Walter Thompson Company Archives:

Ronald B. Kaatz Papers

Frankfurt Office. Paul-G. Siebel Papers

Information Center Records

Publications Collection

Staff Meeting Minutes

Related materials may also be found in other collections within the Hartman Center:

Leo Bogart Papers

John Benjamin Harris Papers

McGraw-Hill Marketing Information Center Vertical File

Charles McKinney Papers

John Paver Papers

Contents of Collection Administrative Files, 1976-1994 and undated(2 boxes) 1 Clippings, 1986-1987(3 folders) Detroit Office media changes, 1984 Epcot presentation, 1984 JWT budgeting philosophy, 1991 JWT philosophy of advertising and spending, 1993 Media Directors meeting, 1988 Media Leadership workshop, 1984 Media Resources and Research Department overview, 1989 and undated Miscellaneous writings and speeches Advertising During a Recession, 1983 Advertising in the LBO Era, circa 1988 Communications in the Future, by Richard Kostyra, 1991 History of A.C. Nielsen, 1987 North American client list, 1989 Press releases, 1987(2 folders) Prodigy, 1990 Speeches by Alice Sylvester, 1986-1994 2 Speeches by Bob Warrens, 1980-1993(2 folders) Speeches by David Marans, 1990-1994 Speeches by Deborah Solomon, 1987-1993 Staff memos, 1987-1988 T-Plan, 1976 Media, 1959-1994 and undated(8 boxes) General 2 (continued)AAAA Media Day keynote address by Don Johnston, 1981 Changing Media Environment, Security Analysts meeting, 1985 Electronic Media Update (newsletter), 1982-1985 For Immediate Consideration (newsletter), 1989-1991 In Defense of Mass Media, 1989 International Media, 1991 Look at U.S. Media, presentation, 1985 Media: The New Creative Frontier, 1989 Media Cross Ownership Directory, 1991(2 folders) Media Options Forum (by Ivy Hoffman), 1994 Media panel, 1987 Media Planning and Buying Function, presentation, 1971 3 Media Planning Guide, circa 1980s(2 folders) Media reports, 1990 Media reports binder, 1973-1974(4 folders) Media Scheduling Patterns, 1977 Media study: Newspaper, Magazine, Outdoor, 1959(1-2 of 3 folders) 4 Media study: Newspaper, Magazine, Outdoor, 1959 (continued)(3 of 3 folders) Media systems catalog, 1989 Media Vehicle Checklist, 1987 Media weighting, 1984 New media opportunities, 1988 Pocket Guide to Media Terms and Media Math, 1984 Sales-Effective Media Planning, circa 1990 Trends and Projections of Media Costs, 1970-1983, 1979 Trends and Projections of Media Costs, 1970-1985, 1982 U.S. Consumer Media Reference, 1991, 1994(2 folders) U.S. Consumer Media Review, 1987-1990(3 folders) U.S. Media Resources and Research, 1985 Print--Magazines Baby magazine study, 1987 Beyond the Numbers: Factors Affecting Magazine Ad Performance (Leo Burnett Co. report), 1978 Demographic and Geographic Editions, 1989 How Magazines Are Measured, undated How To Evaluate Magazine Subscriber Studies, 1986 and undated Magazine Ad Positioning, 1983 and 1991(2 folders) Magazine Ad Size Effectiveness, 1983 Magazine Audience Adjustments, 1986 Magazine Executional Variables, 1991 Magazine Inserts, 1989 Magazine Merchandising Opportunities, 1988 Magazine Planning Models, circa 1981 Magazine Regional Advertising Opportunities, 1988 5 Multiple Ad Pages in a Magazine, 1986 One After the Other, 1986 Perspective on SMRB Syndicated Magazine Audience Research, 1985 Print for the Baby Carriage Trade, 1987 Report on Magazines, 1972 Seven Sisters Meet the 90s, 1993 Seven Sisters Revisited, circa 1986 Special Interest Magazine Guide, 1984 Unmeasured Magazines, 1989 Print--Miscellaneous Color Advertising in Newspapers, 1983 Couponing in Magazines and Newspapers, 1986 Print Capsules (newsletter), 1987-1993 Report on Newspapers, circa 1973 Simmons Business Management Readership Study, comments, 1986 Ways of Measuring Print, 1994 Radio All About Radio, 1990 Radio Format Trends for the 1980s, 1983 Report on Radio, 1972 Television--General 1989/90 New Television Season Preview, 1989 All About VPH (viewers per household), 1990 Barter Syndication Update, 1989 Captive Audience TV, 1992 Expanding Marketplace Intelligence, 1990 Flighting vs. Continuity in TV Scheduling, undated Football--What Did Happen, What Will Happen, 1993 High Definition Television: TV's Next Generation, 1988 JWT's View of Interactive Television Environment, 1993 6 Likeability study, 1985-1991 Clutter and the TV Environment, 1984 Nielsen Report on HUT/PUT Trends, 1990 Out of Home Viewing, 1989 Predicting the Useful Future, 1989 Report on Television, 1973 Reports on TV Viewing, 1990 Rites of March, 1989 SMRB and MRI Viewing Data, 1989 Sports Reach Manual, 1982 Television Audience Measurement, 1990 Television Segment Ratings, 1988(2 folders) TV Fact Book, 1988-1992 TVReach: The New TV Reach and Frequency System, manual, 1989 TVReach and Mixit manual, 1991 Viewing in the Distracted Environment, 1991 Television--Cable Cable Capsules, 1982-1988(5 folders) Cable Networks Viewership, 1989 Cable Operators Program Interests, 1982 Home Shopping, 1987 Is Advertising in Pay-TV's Future?, 1987 7 Local Market Ratings for National Cable Networks, 1991 Must-Carry Negotiations Continue, 1986 Pocket Guide to Cable Communications, 1981-1986 Review of Cable, 1987 Status Report on CATV, 1973 Ted Bates' Superstation Study, comments, 1982 Update on the Fox Network, 1989 World of Local Cable, 1989 Television--Commercials 10 Second Commercials Perspective, circa 1982 15-Second Commercials, 1981-1986(2 folders) 60 Seconds News and Reviews (newsletter), 1985-1989 1992 Television Commercial Monitoring Report, 1992 Advertorials and Infomercials, 1987 Commercial wearout, 1967-1981 and undated Commercial Zapping, 1984 Creative Uprising, circa 1987 Day After Recall, 1982 Fifteen-Second Commercials: The Simple Truth, 1984 How Much Do Remote Control Devices Increase Flipping?, 1987 Infomercials: A JWT Perspective, 1993 IRI Zapping Study, 1984 J.Walter 15s: What Now?, 1986 Look at 15-Second Commercials in 1994, 1994 Look at 15-Second Commercials in the 90s, 1990 Million Dollar Minute, 1985 On-Air Persuasiveness: Memorability of 15-Second Commercials, undated Qualitative Study of Commercial Avoidance, 1985 Quality vs. Quantity, undated Shorter Units, 1985 8 Split :30s: The Long and Short of It, 1984 Spot TV Measurement, by Jon Marks, 1992 Television Commercials: Position in a Pod, 1991 Three Sides to Shorter Units, 1985 Trends in 15-Second Commercials on Network TV, 1986-1994(3 folders) TV Commercials: In-Program vs. Between Programs, 1991 Update on 15-Second Commercials, 1993 Television--Network 1988 Summer Olympics, 1988 3 Network New Season Report, 1984 All About Network Clearances, 1988-1989(3 folders) NBC Prime Time Fall, 1984 Network Sports, 1st Edition, 1984 Network Sports Auto Racing, 1987 Network Sports Basketball, 1986 Prime Time Soap Trends, 1985 9 Primetime TV Schedule, 1985-1986(2 folders) Shogun studies, 1980(2 folders) Thoughts on Network TV Pricing, 1986 Video and VCRs Country Store Reborn, 1985 Predictions, 1991 VCR: The New Star in the Media Galaxy, 1988 VCR Measurement, 1987 VCR Status, 1982 VCRs: Then and Now, 1989 Video in the Eye of the Viewer, 1985 Research Reports, 1970-2000 and undated(5 boxes) General 9 (continued)237 Key Trends, 1989 Advertising and Sales Promotion Report, 1987 Advertising Frequency and Scheduling Strategies (Leo Burnett Co. report), 1979 Advertising's Impact on Sales, 1988 Annual Advertising Expenditures, 1991 ARF Copy Research Validity Study, 1990 Attention Levels to Advertising, 1986 Bridging the I-Way, 1994 Consumer Panel, 1987(2 folders) Couponing and Promotion Trends, 1988-1991 Examination of Order Bias (in survey questions), undated Flighting articles, 1973-1980 and undated 10 How Advertising Works, 1991 It's a Long Way Down to the Creative Department, 1986 JWT Research Conference, 1978(2 folders) Leveraging Effect Report, 1991 Magazine/Television Effectiveness, 1970 Market Modeling, 1984 Marketing Information in Transition, 1987 Media Habits of Top Level Executives, 1986 Media Mix Reach and Frequency, 1978 News and Reviews from Media Resources and Research (newsletter), 1985-1989 NPD Brand Loyalty Study, 1992 Products as Props in Movies and TV, 1989 Recent Trends in Couponing, 1986-1987(2 folders) Report on Outdoor Advertising, 1972 Ron Kaatz original research projects, 1981-1984 Searching for the Answers..., 1984 Shape of the Advertising Response Function, by Julian Simon and Johan Arndt, 1980 Single Source Data, 1987 Sliding Schedule of Advertising Weight, 1980 Study of Top Level Executives' Media Habits, 1988 11 Summary of 1976 Research and Development, 1977(3 folders) Task Force Report: Non-Print Communications, 1981 Tough Questions about Single Source Data, by Alice Sylvester, undated Volumetric Data in Syndicated Research, 1985 What We Learned, What We Did Right, and What Needs Improvement on the People-Meter System, by Alice Sylvester, 1988 What's Happening in Media Research?, 1991 Year One of the People Meter, 1988 Client-Specific Chinese Food Brand, 1983 Kellogg's Nutri-Grain, 1981 Kodak media research meeting, 1983 Kraft Network TV (Nielsen Index), 1986(2 folders) Kraft Philadelphia Brand Cream Cheese, 1979-1984(1 of 2 folders) 12 Kraft Philadelphia Brand Cream Cheese, 1979-1984 (continued)(2 of 2 folders) Kraft Singles, 1989 Media and the Marine Corps, 1990 Northwest Airlines Shuttle media pitch, 1991 Personal Touch, 1985 S.C. Johnson, Glade Spinfresh, 1983-1984 Warner-Lambert communication satellite systems, 1982 Demographic Advertising and Black America, 1974 Advertising to Women, 1974 America: Outsiders Looking In (Ogilvy & Mather report), 1989 Children's Print Media Opportunities, 1989 It's Not How Old You Are, It's How You Live, 1989 Media Usage Among Black Americans, 1992 Media Usage Among Males 16-19, 1990 Persons 12-24 Media Guide, circa 1990 TV Viewing Among Non-Whites and Whites (Nielsen Index), 1991 TV Viewing in Black and All Other Households (Nielsen Index), 1991 Womenscope, 1985 International France and Italy, 1980 and undated Hong Kong Population, 1984 International Media Spreadsheet, 1992 International Media Spreadsheet--Europe, undated Media Mix--Report on International Studies, 1992 New Zealand Marketing Trends, 1984-1985 13 Puerto Rico Media Profile, 1989 Switzerland as a Market, 1985 Reference Resources Guide to Local Market Sources, 1990 Guide to Media Research Sources, 1987 JWT Catalog of Media Research Reports and Studies, undated Leo Burnett Advertising and Media Fact Book, 1994 Market Research Publications List, 1989 Media Research Tool Box, by Deborah Solomon, undated Test Marketing Guide Book, 1988(2 folders) Research Systems and Tools Cluster Plus vs. Prizm, 1984 DYG Scan: A Trend Identification Program, 2000 People Meter, 1988 Perspectives on People Meters, Commercial Modeling and Qualitative Rating Systems, 1985 RF Comp User Research Manual, 1971 Single Source/Scanner Systems, 1987-1991 So You Think You Want a Qualitative Rating Service?, by Jamie Cunning, 1992 Using Adspender, undated Audiovisual Materials, 1977(1 box) 14 The Concept of Effective Reach (JWT Learning Series). 1977. 25 minutes running time. Format: Umatic. Reference Library, 1965-1998(4 boxes) A.C. Nielsen 15 Coming Revolution in Television Measurement Research, 1987 Daytime TV '70, 1970 Holiday Viewing Report 1980-81 and 1993-94, 1995 Holiday Television Viewing, 1982 Network TV Mini-Series, 1985 Report on Television, 1989-1998 Television Audience, 1975-1984 16 Television Audience (continued), 1985-1994 Television Viewing Among Blacks, 1985-1990 Television Viewing Among Whites and Non-Whites, 1979-1984 Television Viewing at Christmas and New Years, 1977 Television Viewing in Non-White and White Households, 1973 17 Television Viewing on Memorial and Independence Day, 1977-1978 Television Viewing on Thanksgiving, 1975 Television Viewing to Network News Programming, 1984 Weekday Daytime Audience, 1965 Weekday Daytime TV, 1975, 1980, 1984 What TV Ratings Really Mean, 1987, 1995 American Market Research Bureau (AMRB) Measuring the Audience of Magazines, 1972 Arbitron Radio Today, 1991 Audit Bureau of Circulations (ABC) Integrity in a Changing World, by Charles O. Bennett, 1989 Magazine Trend Report, 1981 Audits and Surveys, Inc. Readership of Ten Major Magazines, 1975 CableTelevision Advertising Bureau (CAB) Cable Network Profiles, 1993 Cable TV Facts, 1992-1994 Daniel Starch and Staff Demographics, 1969 Donnelly Marketing Information Services ClusterPLUS Description Guide, 1992 HRP Programming 18 Network and Syndication Overview, 1993 Magazine Publishers Association (MPA) Advertising Impact of Magazines in Conjunction with Television, 1990 Magazine Almanac, 1988 Magazine Handbook, 1990-1991 Northwestern University School of Journalism Journal of Media Planning, 1986-1991 Ogilvy Center for Research and Development Attitude Change: Making It Stick, 1989 W.R. Simmons and Associates Research Inc. Selective Markets and the Media Reaching Them, 1967-1968