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Guide to the J. Walter Thompson Company. Chicago Office. Media Resources and Research Department Records, 1959-2000 and undated

Abstract

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.

Descriptive Summary

Repository
David M. Rubenstein Rare Book & Manuscript Library, Duke University
Creator
J. Walter Thompson Company. Chicago Office.
Title
J. Walter Thompson Company. Chicago Office. Media Resources and Research Department records, 1959-2000 and undated
Language of Material
English
Extent
8 Linear Feet, 6000 Items
Location
For current information on the location of these materials, please consult the Library's online catalog.

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.

Administrative Information

A majority of collections are stored off site and must be requested at least 48 business hours in advance for retrieval. Contact Rubenstein Library staff before visiting. Read More »

warning Access Restrictions

Collection is open for research.

Researchers must register and agree to copyright and privacy laws 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.

All or portions of this collection may be housed off-site in Duke University's Library Service Center. The library may require up to 48 hours to retrieve these materials for research use.

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

warning Use Restrictions

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.

Contents of the Collection

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

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.

Subject Headings

Related Material

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

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.