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Guide to the J. Walter Thompson Company. Chicago Office. Non-Proprietary Research Reports, 1980-1999

Collection Overview

Collection created by the JWT Chicago Office Information Center as a reference and research tool for business use. The term “non-proprietary” is JWT's term for research prepared or collected by the company but not on behalf of specific clients. The collection includes market and consumer research reports arranged alphabetically by subject. A small number of items represent JWT research done, but most were created by market research firms (e.g., Yankelovich, Elmo Roper and Associates), cable TV stations (e.g., MTV Networks), or magazines (e.g., Seventeen, Good Housekeeping), and others. Topics include consumer demographic analyses for the United States, especially of food and beverage products and restaurant services. Marketing to women is a major subject; there is also information on marketing to men, baby boomers, teens, and children. Acquired as part of the John W. Hartman Center for Sales, Advertising and Marketing History. (02-256)

Descriptive Summary

Collection Number
RL.00674
Title
J. Walter Thompson Company. Chicago Office. Non-Proprietary Research Reports
Date
1980-1999
Creator
J. Walter Thompson Company. Chicago Office
Extent
6.8 Linear Feet, 250 Items
Repository
David M. Rubenstein Rare Book & Manuscript Library
Language
English.

Restrictions on Access & Use

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.

All or portions of this collection may be housed off-site in Duke University's Library Service Center. There may be a 48-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.

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

Baby Market
Baby Products Tracking Study - Baby Food - 1984
Box 1
Baby Products Tracking Study - Baby Food - 1988
Box 1
Baby Products Tracking Study - Nursing Accessories and Breastfeeding trends- 1988
Box 1
Baby Products Tracking Study - Skin Care - 1984
Box 1
Baby Products Tracking Study - Furniture and Nursery Accessories - 1988
Box 1
Baby Products Tracking Study - Children's Clothing- 1988
Box 1
Baby Boomers
The Boomer Generation as Consumers ( 1986)
Box 1
Baby Boomers in Mid-Passage
Box 1
The Experts Guide to the Baby Boomers ( 1985)
Box 1
Children
Communicating with Children ( 1981)
Box 1
Nickelodeon...Youth Monitor ( 1990)
Box 1
The American Chicle Youth Poll ( 1987)
Box 1
Chasing After the Kids ( 1994)
Box 1
How to make successful advertising to Children (London - 1993)
Box 1
Articles on Kids, Misc.
Box 1
Kids Magnet (on children's magazine readership ca. 1994)
Box 1
College Students
MTV College Scan - They Don't Just Watch It, They Live It. 1989
Box 1
Today's College Students - misc. articles, reports
Box 1
Consumers
Family Circle Consumer Panel, Winter 1994
Box 1
Wall Street Journal Series - American Way of Buying 1989 +
Box 2
Misc. Reports (nuclear family, influential people, trends...)
Box 2
The Changing American Family, 1983-1984
Box 2
Male Food Shopper
The Male Food Shopper (Campbell Soup and People Magazine - 1985
Box 2
Men
American Male Opinion Index - GQ ( 1990s)
Box 2
Middle Aged Markets
Exploding the Myth of the Middle-Aged Market (CBS) 1993
Box 2
Money
Various reports and articles ( 1990s)
Box 2
Seniors + (Mature, 49 +)
Midlife and Beyond
Box 3A
The Mature Americans
Box 3A
Misc. (OSRIP Note - 8/1995 and A Portrait of Older Minorities ca. 1980)
Box 3A
Insights into the Over 50 Market
Box 3A
The Shifting American Marketplace (Boomers and Aging) - CBS/Time 1989
Box 3A
Teens
Misc. ( 1990s)
Box 3A
Seventeen - My Generation ( 1986)
Box 3A
Teens (Food, Nutrition, Etc. - 1980s - 1990s)
Box 3B
America's Youth - 1977 - 1988
Box 3B
TRU - 1985 - Research from Seventeen ( 1985-1991)
Box 3A
TRU Study - No. 6 - The Teenage Market - 1985
Box 3B
Seventeen Research - 1995, 1996
Box 4
Women
Today's Mom - Role of Motherhood Study - 1998
Box 4
Misc. Reports, early 1990s
Box 4
Marketing to Women
Box 4
Working Women - A Social Value Perspective - 1985
Box 4
Today's American Woman - How the public sees her- 1980
Box 4
Women - Mademoiselle Magazine Studies
Misc. Reports - 1990s
Box 4
Women - Self Magazine
The New Diversity: A Landmark Study of American Women Vol. 1-5
Box 4
Women - Cosmopolitan Studies
Cosmopolitan - Report on the Changing Life Course of American Women - Summary of reports, and Vol. 1 - 3 - 1986
Box 5
Women - Exercise
The Health and Fitness Survey, 1993
Box 5
Women and Food - Condé Nast
Women and Food II: A Study for Food Marketers in the Nineties ( ca. 1988)
Box 5
Automotive Industry
Aftermarket Fact Books - 1990s
Box 5
1996 Dohring National Automotive Consumer Study
Box 5
How Men Buy their Cars and Trucks - 1995
Box 5
The Market for New Cars IV ( 1990)
Box 5
ADA (American Dietetic Association)
Surveys - 1991, 1993, 1994
Box 6
Beverages
Alcohol - Use and Abuse - 1985
Box 6
Beverage Preferences - NRA - 1989
Box 6
Coffee Drinking Study - late 1980s
Box 6
Annual Statistical Review of Distilled Spirits Industry 1983/1984
Box 6
Better Homes and Gardens
Consumer Food Panel
Box 6
Housecleaning
Box 6
Physical Fitness
Box 6
Confectionery
Confectionery Industry Consumer Attitude Survey, 1991
Box 6
Diet, Nutrition and Cancer
Box 6
Diet, Nutrition and Cancer: A Critique 1982
Box 6
Dinner
Dinnertime USA (Better Homes and Gardens Report, 1989)
Box 6
Ethnic
Blackbook - International Reference Guide - 1985
Box 6
Spanish USA, 1981
Box 6
Family Circle - Nutrition and The Family ( c. 1993)
Box 6
Food Marketing Institute (FMI)/Better Homes and Gardens Studies
A Study of Food Patterns and Meal Consumption - 1988
Box 6
FMI Trends Studies 1985-1997
Box 6
FMI Trends Studies 1985-1997 (cont.)
Box 7
FMI - Misc. Studies - 1990s
Box 7
Gallup Report on Eating Out ( 1986, 1987)
Box 7
Good Housekeeping Food Studies ( 1987 - 1990)
Box 7
Good Housekeeping Food Studies ( 1987 - 1990) (cont.)
Box 8
Good Housekeeping (GH) - Home Care Studies 1987 - 1990
Box 8
Good Housekeeping - Kitchen 1989-1992
Box 8
Good Housekeeping - Consumer Studies 1992, 1993
Box 8
Good Housekeeping - Women/Environment 1990
Box 8
Good Housekeeping - Changing Mood of America - Quarterly Newsletters 1991
Box 8
Good Housekeeping - Beyond Demographics 1994
Box 8
Conference Board and US Census Bureau - How We Live - Then and Now 1986
Box 8
McCall's Study - 1994
Box 8
Wisconsin
Dairy Facts - 1984-1986
Box 8
Agricultural Stats - 1994
Box 8
NPD Reports
Eating Trend Report - 1986
Box 8
Eating Trend Report - 1987, 1990, 1993
Box 9
Meat Outlook
The Meat Outlook - 1990
Box 9
Parents Magazine
Food Survey - 1992-1993
Box 9
Parade Magazine
Food Studies c. 1987 - 1995
Box 9
Pillsbury and Ameripoll
What's Cooking c. 1986
Box 9
Grocery Store Habits - 1989
Box 9
Prevention
1985-1993 Index of Health Issues Surveys
Box 9
Nutrition as a Lifestyle (American Women) - c. 1987
Box 9
Prevention Update: Fiber, Cholesterol, Omega-3, Calcium, Diet Nutrition, Cancer - 1987
Box 9
Various Reports, late 1980s - early 1990s.
Box 9
Ragu
Food Trends in America, 1990
Box 10
Research Alert
Report, December 1989
Box 10
Restaurants
Investment Analysis Reports - 1990s
Box 10
Shopping À La Cart (FMI)
The Changing Environment of the Take-Out Food Market - 1987
Box 10
Home Delivery/Take-Out
Report: Home Delivery and Take-Out Foodservice Systems, c. 1990.
Box 10
Dinner Decision Making
National Restaurant Association Report - 1995
Box 10
The New Food Market
Rolling Stone Report, 1988
Box 10
Food - Eating Habits of Mature
The Eating Habits of Mature Americans, Roper Report, 1990
Box 10
Self - Nutrition
Trends in Nutrition IV - 1986
Box 10
Sunset
Western Market Almanac, 1989-1990
Box 10
What the Customer Wants
What the Customer Wants in the 1990s (Wall Street Journal/Roper) - 1990
Box 10
Food Shopping, Misc.
Food Shopping in One-Person Households (N.A.B.) - 1983
Box 10
Supermarket Shoppers in a period of Economic Uncertainty, 1982
Box 10
Better Homes and Garden - Vacation Travel
1995 Survey
Box 10
Cruises
1989, 1990 Reports
Box 10
Marketing Science Institute (MSI)
Reports on Marketing Topics, 1997-1999 - scattered.
Box 11
Reports on Marketing Topics, 1997-1999 - scattered. (cont.)
Box 12

Historical Note

The J. Walter Thompson Company (JWT) was founded in New York, N.Y., in 1864, and is one of the world's largest advertising agencies.

Subject Headings

Preferred Citation

[Identification of item], J. Walter Thompson Company. Chicago Office. Non-Proprietary Research Reports, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Provenance

The J. Walter Thompson Company. Chicago Office. Non-Proprietary Research Reports were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 1999.

Processing Information

Processed by Lynn E. Eaton

Completed October 17, 2002

Encoded by Lynn E. Eaton; Joshua A. Kaiser

Materials may not have been ordered and described beyond their original condition.

This collection is unprocessed: materials may not have been ordered and described beyond their original condition.