DACS

jwtkaatzronaldb Inventory of the J. Walter Thompson Company. Ronald B. Kaatz Papers, 1915-1996 and undated Processed by: Jessica Wood; machine-readable finding aid created by: Jessica Wood The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke University Durham, N.C., USA

Aleph Number: 002527920

Machine-readable finding aid derived from XML authoring program. Date of source: April 2009Processed by Jessica Wood, April 2009; finding aid encoded by Jessica Wood, David M. Rubenstein Rare Book & Manuscript Library, Duke University, April 2009 Description is in English Finding aid was prepared using DACS and our local Style Guide Inventory of the J. Walter Thompson Company. Ronald B. Kaatz Papers, 1915-1996 and undated The John W. Hartman Center for Sales, Advertising & Marketing HistoryDavid M. Rubenstein Rare Book & Manuscript Library Duke University Durham, North Carolina 27708-0185 USA

Descriptive Summary David M. Rubenstein Rare Book & Manuscript Library, Duke University J. Walter Thompson Company. J. Walter Thompson Company. Ronald B. Kaatz Papers, 1915-1996 and undated Material in English 3.35 Linear Feet 2500 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. Ronald B. Kaatz was a network broadcast supervisor, Media Director and Senior Vice President at JWT's Chicago office, where he specialized in cable television advertising. The Ronald B. Kaatz Papers cover the years 1915-1996, with the bulk of materials dating from the 1970s to the 1990s, roughly the period during which Kaatz worked in the media department at the J. Walter Thompson (JWT) Chicago office. The collection consists of research materials, clippings, presentations and slides related to media research and planning, television viewers and advertising. The collection also includes some memoranda and correspondence from other JWT employees; materials from Kaatz's teaching at Northwestern University; and programs from various meetings of television and advertising professionals. Topics addressed include various advertising media--out-of-home (outdoor), Business-to-business (industrial), radio, direct mail, print, and television (broadcast and cable)--as well as marketing to youth, ethnic, and gay consumers. Companies represented in the collection include S.C. Johnson (Johnson Wax), Kraft, Sears, the Partnership for a Drug-Free America, and the 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.

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. Ronald B. Kaatz Papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Provenance

The Ronald B. Kaatz Papers were received by the David M. Rubenstein Rare Book & Manuscript Library as a gift in 1996.

Processing Information

Processed by Jessica Wood, April 2009

Encoded by Jessica Wood, April 2009

Accession 96-049 is 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.

Biographical Note Chronology List 1934 Apr. 27 Born, Kansas City, Mo. 1956 B.S., Northwestern University 1957 M.S., Advertising, Medill School of Journalism, Northwestern University 1957-1958 Military service, U.S. Army 1958-1964 Media Research Director, Leo Burnett Company, Chicago 1964-1967 Director of Sales Administration, CBS Chicago office 1967-1980 Vice President, Network Broadcast Supervisor, JWT Chicago 1980 Senior Vice President, Director of Media Resources and Research, JWT Chicago 1982 Publication of book, Cable: An Advertiser's Guide to the New Electronic Media 1984 Director of Media Concepts, JWT 1985 Publication of book, Cable Advertiser's Handbook 1986-1996 Faculty, Integrated Marketing Communications program, Medill School of Journalism, Northwestern University 1989 Publication of book, Advertising & Marketing Checklists; 2nd edition 1995 1991 Publication of book, Media and Space II (Sweden) 1997 Feb. Died

Kaatz was considered an expert in cable television advertising and contributed to multiproduct television specials for Kraft, Inc. He was also founding director of Museum of Broadcast Communications in Chicago.

Collection Overview

The Ronald B. Kaatz Papers cover the years 1915-1996, with the bulk of materials dating from the 1970s to the 1990s, roughly the period during which Kaatz worked in the media department at the J. Walter Thompson (JWT) Chicago office. The collection consists of research materials, clippings, presentations and slides related to media research and planning, television viewers and advertising. The collection also includes some memoranda and correspondence from other JWT employees; materials from Kaatz's teaching at Northwestern University; and programs from various meetings of television and advertising professionals. Topics addressed include various advertising media--out-of-home (outdoor), Business-to-business (industrial), radio, direct mail, print, and television (broadcast and cable)--as well as marketing to youth, ethnic, and gay consumers. Companies represented in the collection include S.C. Johnson (Johnson Wax), Kraft, Sears, the Partnership for a Drug-Free America, and the Magazine Publishers Association.

Collection Arrangement

The collection is arranged into seven series: Factbooks, Meetings, Printed Materials, Slides, Subject Files, Writings and Speeches and Oversize Materials. The Factbooks Series includes the contents of binders of assorted correspondence and information on media research collected by Kaatz. The Meetings Series includes program booklets, presentation notes and news clippings related to meetings and conferences of advertising and television professionals. The Printed Materials Series includes pamphlets and brochures relating to advertising research and information on various media formats. The Subject Files Series includes slides that accompanied presentations on television and advertising research, as well as slides of print and billboard advertisements. The Writings and Speeches Series includes scripts of presentations and speeches, primarily given by Ronald Kaatz for JWT meetings, meetings of advertising and television professionals, and for other special events. The Oversize Materials Series includes large format items separated from previous series.

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. Kaatz, Ronald B. Northwestern University (Evanston, Ill.)--Faculty. Johnson Wax. Kraft Foods Company. Magazine Publishers Association. Partnership for a Drug-Free America. Sears, Roebuck and Company. Advertising, Direct-mail--United States. Advertising, Industrial. Advertising, Outdoor--United States. Advertising executives--United States. Advertising media planning. Cable television advertising--United States. Gay consumers--United States. Radio advertising--United States. Television advertising--Awards. Television advertising--United States. Young consumers--United States. Clippings. Slides. John W. Hartman Center for Sales, Advertising & Marketing History. Related Material

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

Chicago Office. Non-Proprietary Research Reports

Eleanor Newman Papers

Additional related material may be located in

Kensinger Jones Papers

Sheldon B. Sosna Papers

John Benjamin Harris Papers

Contents of Collection Factbooks, 1962-1986 3 boxes

Contains booklets of press releases, distribution lists, clippings, brochures, market research reports, media reports, JWT employee memoranda and correspondence primarily related to related to media cost increases, effectiveness of various media formats, and audience research. Items arrived in numbered binders. Original order was maintained.

1I-III, 1962-1986(9 folders) 2IV-VI, 1963-1981(8 folders) 3VII-IX, 1969-1986(8 folders) Meetings, 1965-1995 5 boxes

Includes program booklets, presentation notes and news clippings related to meetings and conferences of advertising and television professionals. Original folder titles were maintained and items arranged alphabetically by event title.

4Ad Age Brand Building Conference, 1994 Oct. 6 Creative Workshop on Infomercials, 1982 Aug. 25 Workshop, 1974 Dec. Workshop, 1975 Dec. 4 Workshop on Television Research, 1977 Aug. Advertising Principles, session II, 1988 Advertising Research Foundation Annual conference, 1981 Feb. Annual mid-year conference, 1980 June Effective Frequency Day, 1994 Nov. 2 Electronic Media Research Techniques, 1985 Dec. 12 Electronic Media Workshop, 1988 Dec. 6 Fall conference, 1986 Nov. 3-4 Mid-year conference, 1982 Sept. 16 VCR meeting, 1988 June 16-17 Agate Club of Chicago, 1981 Oct. American Academy of Advertising 1975 Apr. 1994 Apr. 8-11 5American Association of Advertising Agencies Media Seminar, 1976 Feb. American Association of Newspaper Representatives, 1970 Mar. 10 American Marketing Association Media Research Panel, 1965 Jan. Seminar, 1995 June 1 Association of Canadian Advertisers, Inc., Communicating Creatively Seminar, 1987 Apr. Association of National Advertisers Television Forum, 1992 Feb. 11-12 Television Workshop Feeling at Home with Video, 1987 Feb. 24 Zapping the Hundredth Monkey, 1986 Feb. 25 Workshop, I's Have It, 1978 Apr. Audiovisual Conference, 1983 July 12 B.P.A. Conference 1988 May 25 1993 May 12 Beatrice Advertising Seminar, 1984 Nov. Broadcast Advertising Club Seminar, 1983 May 5 Brown Bag JWT meeting, 1970 Oct. Business Week Seminar, 1995 June 20 6C.A.B. seminars, 27 Cable Cases in 22 Minutes, 1982 Sept. 29 C.W.O. & O. seminar, 1975 Oct. Cable Television Advertising Bureau, 1982 Feb. 8-9 Canadian Media Director's Council annual seminar, 1973 May Chi Ad Club media seminar, 1989 Mar. 8 Chicago Federated Advertising Club Advertising Workshop, Research Tools of Media Planning, 1964 Oct. Chicago Sun-Times/Daily News Seminar, 1973 Sept. Common Sense and Creativity Media Symposium, 1986 Aug. 7 Communicating Creatively, generic, 1987 Apr. Creactivity, Regional Conference on Creative Communications, 1980 Nov. 21-22 Dart-Kraft Meeting Impact of Change in a Changing Media Environment, 1984 Aug. New Electronic Media, 1981 Oct. 29 First International Media Forum, 1987 Sept. 22-23 Footwear Industries of America, 1988 Apr. 24 Gerber Executive Committee meeting, 1983 Jan. 17 Hill & Knowlton Presents Cutting Through the Clutter, 1986 Apr. 30 International Newspaper Promotion Managers Association, Central Regional Conference, 1973 Oct. JWT Asia-Pacific Media Forum, 1985 June JWT Cable News Seminar, 1973 Apr. 7JWT Training-Ideas Meeting, 1992 Nov. 20 Kellogg European Management Meeting, 1986 Sept. 10 Marketing & Media Week, 1985 Aug. 13-15 Media Options, 1994-1995 Media Research Directors Association, 1988 Apr. 20 National Media Congress, 1989 Jan. 23 People Approach to Media Planning, 1985 Oct. Promotion Marketing Association Panel, 1992 Mar. 3-4 Publicity Club of Chicago, 1993 Nov. 16 Retail Aid Conference Luncheon, Effective Media Strategy, 1987 Oct. Seminar for Southland, 1987 Dec. 7-9 Traffic Audit Bureau, 1988 Mar. 19-24 Printed Material 1962-1989 and undated 2 boxes

Contains pamphlets and brochures relating to advertising research and information on various media formats. Includes Nielson Reports of television viewing. Items arrived unfoldered and were grouped by subject and arranged alphabetically.

Broadcast Ratings, 1978-1987 Channel switching, 1983 Dictionary of Media Terminology, 1962 8Dictionary of Media Terminology, 1962 Magazine research, 1967-1982 Miscellaneous subjects, 1970-1989 Prime Time Television Communication, 1973 Radio, 1966 and undated Television, 1971-1985(2 folders) Slides, 1977-1989 and undated 1 box

Contains slides that accompanied presentations on television and advertising research, as well as slides of print and billboard advertisements. Clients represented include Benetton, Campbell's, Club Med, Coke, Combat, Dewar's, Evian, Fancy Feast, Kentucky Fried Chicken, King Cobra, Kodak, Jiffy Lube, McDonald's, Pizza Hut, San Diego Zoo, Taco Bell, Wendy's and United Airlines. Original folder titles were maintained where available. Items arriving in unlabeled folders were grouped into presentations and advertising slides and arranged alphabetically by title.

9Cable Advertising Directory, 1977, 1981 and undated(2 folders) Cable Encyclopedia, 1981-1989 and undated (2 folders) Miscellaneous outdoor advertisements, 1986-1988 and undated Miscellaneous presentations, 1986-1989 and undated Miscellaneous proofs, 1988-1989 and undated Subject Files, 1915-1996 and undated10 boxes

Contains research materials, clippings, research notes and correspondence related to various topics related to Kaatz's teaching and advertising work, with the bulk of materials dating from the mid-1990s. Includes materials related to demographics of television viewers. Original folder titles were maintained and items were arranged alphabetically by title.

10Airport channel research, 1994 Bates Superstation study, 1981-1982 Broadcast Audience Measurement Services, 1992-1995(2 folders) Business to Business, 1990-1993 Cable, 1987-1988 Cinema, 1992-1993 College and youth, 1991-1994(2 folders) Commercial zapping, avoidance, clutter, 1984-1994 11Commercial zapping, avoidance, clutter, 1984-1994(2 folders) Corporate advertising, 1988-1990 Course materials, 1966-1967 Creative media ideas, placements, etc., 1985-1993 Demographics, psychographics, 1991-1993 and undated Direct marketing media, 1990-1995 and undated Effie Awards, 1992-1994 and undated Ethnic, 1992-1995(2 folders) Frequency, effective exposure, wearout, 1978-1992 Futures, Delphi, 1993-1994 Gay and lesbian, 1991-1994 12Generation X, 1993-1995(2 folders) Geodemographics, 1982-1991 Guide to 18 Key Media Terms, 1991 Great Historical Advertising Information, 1915-1974(3 folders; some items removed to Oversize Materials) History of Media, 1990 and undated Home shopping, 1989-1994 In-store media and promotion, 1991 13Industry profiles, 1993-1994 Infomercials and advertorials, 1983-1994 Innovative media research, 1979-1986(4 folders) Interactive media, 1993(4 folders) 14Interactive media, 1993(4 folders) Magazines, 1985-1996(3 folders) Magazine Publishers of America, 1990-1991(3 folders) 15Mature market, 1988-1994(2 folders) Media information hotline, 1983-1984 Media overviews, cost trends, futures, 1983-1995 Media research, research quality, etc., 1989 Media research basics, 1975-1987 Media research services and sources, 1990-1995 Myers reports, 1990-1994 Network television association, 1991-1993 New media creative ideas, 1981-1988 New media statistics, 1984-1985 New retail media focus, [1990s] Newspapers, 1983-1994 Number Sense, 1989 and undated 16Original research worldwide, 1984 Out-of-home General, 1979 and undated Out-of-home, supplementary media catalog, 1991 Partnership for a Drug Free America, 1992 and undated Place-based media, 1991-1996 Print audience measurement services, 1983-1995 Product placement, 1994 Public broadcasting, 1987 Public relations, 1991 Radio, 1989-1993(2 folders) 17Recessions and advertising, value of brands, 1990-1993 Research company information, 1985-1993 Research tables, 1979-1982 Return on investment, 1994 Sales promotion, 1991-1994 Small business advertising, undated Specialty advertising, 1991-1993 and undated Sports, 1989-1995(2 folders) Spot television and syndication, negotiating, 1978-1994 Stop accidents campaign radio kit, 1965 Subliminal advertising, 1989-1991 and undated (Some items removed to Oversize Materials.) T-shirt advertising, 1994-1995 18Television Historical television data, 1954-1978(5 folders) Television commercial lengths, 1986-1990 Television controversy, boycotts, etc., 1989-1994 Television effectiveness, 1981-1995 19Television specials General, 1986-1994 How to Create Superior Value for Sears Advertising, 1986 Kraft television specials, 1981-1986 Test markets and testing, undated (2 folders) Tobacco advertising, 1990 V.C.R., 1985-1990 Working women, 1985-1993 Yellow pages, 1992 Writings and Speeches 1964-1986 and undated 2 boxes

Contains scripts of presentations and speeches, primarily given by Ronald Kaatz for JWT meetings, meetings of advertising and television professionals, and for other special events. Includes some speeches given by other JWT executives. Items were arranged alphabetically by folder title. Where several versions of the same speech appeared, items were arranged by date of presentation. Where speech titles were not available, the title of the event was used as the folder title.

20Agency Perspective at 32,000 Feet, Electronic Media Rating Council, 1984 Jan. 23-25 Broadcast Research, Radio-TV Sales Management Seminar, 1971 Cable: Its Role in Advertising, 20th Century Fox presentation, 1984 June Cable's Creative Communications, 1983 May 3 Changing Communications Opportunities, Marketing Environment,Northern Trust Meeting, 1983 June 29 Consumer Environment Life Insurance Advanced Seminar, 1983 Sept. 21 Insurance Industry Consumer Affairs Exchange Conference, 1983 Sept. 22 Newhouse School of Public Communications, 1983 Nov. 18 Christmas Comes Early in a Little Black Box, 1967 Dec. Commentary About Infomercials, Chicago Women in Cable, 1983 Sept. 29 Communications World of the 1980s, 1975 Dec. 5 Creativity with Cable, European Media Directors Conference, 1984 Sept. 14 Philadelphia Area Ford Dealers Media Seminar, 1983 Nov. 17 Eleven Questions, Kemper Advisory Board, 1978 From Madison Avenue to Main Street in the 1980s, Variety, 75th Wrap-Up Edition, 1980 Dec. Getting More Ad Dollars for Country, Music Industry Professional Seminar on Country Radio, 1984 Mar. 1 Impact of Change in Today's Changing Media Environment Northwestern University Media Symposium, 1985 June 27 Taft officers and management meeting, 1985 Oct. 8 Increasing Media Effectiveness, National Conference on Broadcast Ministries, 1985 Apr. 23 Innovation and Change, 1977 July 1 Magazine Audience Analysis, 1976 Media Buying and Planning from A to Z '63, Serving Advertising in the Midwest magazine, 1973 Sept. 14 Media Connections Security Analysis meeting, 1985 June 18 S.C. Johnson presentation, 1986 Jan. 17 Undated presentation Media Costs and Current State of Network Television, 1975 Apr. Medium is the Message, Chicago Home Economists in Business, 1984 Oct. 27 National Association of Advertising Publishers, Playboy Club, 1973 Sept. National Broadcasting Company, Radio Affiliates' Panel, 1979 Jan. New Communications Opportunities, Society of Consumer Affairs Professionals, 1983 Apr. 28 New Electronic Media Project, various slide presentations and scripts, undated 21New Media in the Creative Eye, International Creative Forum, 1981 Nov. New Media, Old Media, Ad Age Yearbook, 1981 Aug. New Media: Reaching the New Customer, Retail Advertising Conference, 1983 Jan. 29 New Media Responders of the 80s, 1981 May 18-21 Outdoorsman's Guide to Cable, Outdoor Advertising Association of America, 1983 Apr. 23 Radio…and Today's Listener, Seven-Up presentation, 1975 Research in the Creative Eye, Junior Women's Advertising Club, 1964 Jan. Review of Media/Marketing Measurement, 1975 Mar. Roundtable on Media Research, Media Decisions magazine, 1974 Feb. Sandoz National Ag Poll, 1993 Selling Newspapers in the 70s, Retail and General Advertising Managers Workshop Conference, Illinois Daily Newspaper Markets, 1970 Apr. 8-10 Skokie: The New Global Village, Skokie Chamber of Commerce, 1981 Oct. Solving Problems in New Ways, Canadian Advertising Research Foundation, 1985 Jan. 31 Technology and the Tribune Company, Tribune Company Advertising Telecommunication Workshop, 1986 Feb. 26 Timetable for the Electronic Revolution, Direct Mail Marketing Association, 1982 Nov. 2 Various speeches and articles, 1981-1984(4 folders) Viewpoints, TV-Radio Age article, 1975 Oct. What the Ratings Aren't Telling Us, Media Research Club of Chicago, 1984 Sept. 18 Women's Ad Club, 1970 May You Can Do It Yourself, Marketing and Media Decisions, 1982 Apr. Oversize Materials, 1915-1991 1 box

Contains large format items separated from previous series.

22Great Historical Ad Information, 1915-1974(2 folders) Subliminal advertising, 1989-1991