Inventory of the J. Walter Thompson Company. Ronald B. Kaatz Papers, 1915-1996 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. 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.

Descriptive Summary

Repository: David M. Rubenstein Rare Book & Manuscript Library, Duke University
Creator: J. Walter Thompson Company.
Title: J. Walter Thompson Company. Ronald B. Kaatz Papers, 1915-1996 and undated
Language of Material: English
Extent: 3.35 Linear Feet, 2500 Items
Location: For current information on the location of these materials, please consult the Library's online catalog.

Series Quick Links

Factbooks, 1962-1986
Meetings, 1965-1995
Printed Material 1962-1989 and undated
Slides, 1977-1989 and undated
Subject Files, 1915-1996 and undated
Writings and Speeches 1964-1986 and undated
Oversize Materials, 1915-1991

Collection Overview

Administrative Information

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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.

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

Browse List of Series

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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.

I-III, 1962-1986

(9 folders)

Box 1

IV-VI, 1963-1981

(8 folders)

Box 2

VII-IX, 1969-1986

(8 folders)

Box 3

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.

Ad Age

Brand Building Conference, 1994 Oct. 6

Box 4

Creative Workshop on Infomercials, 1982 Aug. 25

Box 4

Workshop, 1974 Dec.

Box 4

Workshop, 1975 Dec. 4

Box 4

Workshop on Television Research, 1977 Aug.

Box 4

Advertising Principles, session II, 1988

Box 4

Advertising Research Foundation

Annual conference, 1981 Feb.

Box 4

Annual mid-year conference, 1980 June

Box 4

Effective Frequency Day, 1994 Nov. 2

Box 4

Electronic Media Research Techniques, 1985 Dec. 12

Box 4

Electronic Media Workshop, 1988 Dec. 6

Box 4

Fall conference, 1986 Nov. 3-4

Box 4

Mid-year conference, 1982 Sept. 16

Box 4

VCR meeting, 1988 June 16-17

Box 4

Agate Club of Chicago, 1981 Oct.

Box 4

American Academy of Advertising

1975 Apr.

Box 4

1994 Apr. 8-11

Box 4

American Association of Advertising Agencies Media Seminar, 1976 Feb.

Box 5

American Association of Newspaper Representatives, 1970 Mar. 10

Box 5

American Marketing Association

Media Research Panel, 1965 Jan.

Box 5

Seminar, 1995 June 1

Box 5

Association of Canadian Advertisers, Inc., Communicating Creatively Seminar, 1987 Apr.

Box 5

Association of National Advertisers

Television Forum, 1992 Feb. 11-12

Box 5

Television Workshop

Feeling at Home with Video, 1987 Feb. 24

Box 5

Zapping the Hundredth Monkey, 1986 Feb. 25

Box 5

Workshop, I's Have It, 1978 Apr.

Box 5

Audiovisual Conference, 1983 July 12

Box 5

B.P.A. Conference

1988 May 25

Box 5

1993 May 12

Box 5

Beatrice Advertising Seminar, 1984 Nov.

Box 5

Broadcast Advertising Club Seminar, 1983 May 5

Box 5

Brown Bag JWT meeting, 1970 Oct.

Box 5

Business Week Seminar, 1995 June 20

Box 5

C.A.B. seminars, 27 Cable Cases in 22 Minutes, 1982 Sept. 29

Box 6

C.W.O. & O. seminar, 1975 Oct.

Box 6

Cable Television Advertising Bureau, 1982 Feb. 8-9

Box 6

Canadian Media Director's Council annual seminar, 1973 May

Box 6

Chi Ad Club media seminar, 1989 Mar. 8

Box 6

Chicago Federated Advertising Club Advertising Workshop, Research Tools of Media Planning, 1964 Oct.

Box 6

Chicago Sun-Times/Daily News Seminar, 1973 Sept.

Box 6

Common Sense and Creativity Media Symposium, 1986 Aug. 7

Box 6

Communicating Creatively, generic, 1987 Apr.

Box 6

Creactivity, Regional Conference on Creative Communications, 1980 Nov. 21-22

Box 6

Dart-Kraft Meeting

Impact of Change in a Changing Media Environment, 1984 Aug.

Box 6

New Electronic Media, 1981 Oct. 29

Box 6

First International Media Forum, 1987 Sept. 22-23

Box 6

Footwear Industries of America, 1988 Apr. 24

Box 6

Gerber Executive Committee meeting, 1983 Jan. 17

Box 6

Hill & Knowlton Presents Cutting Through the Clutter, 1986 Apr. 30

Box 6

International Newspaper Promotion Managers Association, Central Regional Conference, 1973 Oct.

Box 6

JWT Asia-Pacific Media Forum, 1985 June

Box 6

JWT Cable News Seminar, 1973 Apr.

Box 6

JWT Training-Ideas Meeting, 1992 Nov. 20

Box 7

Kellogg European Management Meeting, 1986 Sept. 10

Box 7

Marketing & Media Week, 1985 Aug. 13-15

Box 7

Media Options, 1994-1995

Box 7

Media Research Directors Association, 1988 Apr. 20

Box 7

National Media Congress, 1989 Jan. 23

Box 7

People Approach to Media Planning, 1985 Oct.

Box 7

Promotion Marketing Association Panel, 1992 Mar. 3-4

Box 7

Publicity Club of Chicago, 1993 Nov. 16

Box 7

Retail Aid Conference Luncheon, Effective Media Strategy, 1987 Oct.

Box 7

Seminar for Southland, 1987 Dec. 7-9

Box 7

Traffic Audit Bureau, 1988 Mar. 19-24

Box 7

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

Box 8

Magazine research, 1967-1982

Box 8

Miscellaneous subjects, 1970-1989

Box 8

Prime Time Television Communication, 1973

Box 8

Radio, 1966 and undated

Box 8

Television, 1971-1985

(2 folders)

Box 8

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.

Cable Advertising Directory, 1977, 1981 and undated

(2 folders)

Box 9

Cable Encyclopedia, 1981-1989 and undated

(2 folders)

Box 9

Miscellaneous outdoor advertisements, 1986-1988 and undated

Box 9

Miscellaneous presentations, 1986-1989 and undated

Box 9

Miscellaneous proofs, 1988-1989 and undated

Box 9

Subject Files, 1915-1996 and undated

10 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.

Airport channel research, 1994

Box 10

Bates Superstation study, 1981-1982

Box 10

Broadcast Audience Measurement Services, 1992-1995

(2 folders)

Box 10

Business to Business, 1990-1993

Box 10

Cable, 1987-1988

Box 10

Cinema, 1992-1993

Box 10

College and youth, 1991-1994

(2 folders)

Box 10

Commercial zapping, avoidance, clutter, 1984-1994

Box 10

Commercial zapping, avoidance, clutter, 1984-1994

(2 folders)

Box 11

Corporate advertising, 1988-1990

Box 11

Course materials, 1966-1967

Box 11

Creative media ideas, placements, etc., 1985-1993

Box 11

Demographics, psychographics, 1991-1993 and undated

Box 11

Direct marketing media, 1990-1995 and undated

Box 11

Effie Awards, 1992-1994 and undated

Box 11

Ethnic, 1992-1995

(2 folders)

Box 11

Frequency, effective exposure, wearout, 1978-1992

Box 11

Futures, Delphi, 1993-1994

Box 11

Gay and lesbian, 1991-1994

Box 11

Generation X, 1993-1995

Box 12

Geodemographics, 1982-1991

Box 12

Guide to 18 Key Media Terms, 1991

Box 12

Great Historical Advertising Information, 1915-1974

(3 folders; some items removed to Oversize Materials)

Box 12

History of Media, 1990 and undated

Box 12

Home shopping, 1989-1994

Box 12

In-store media and promotion, 1991

Box 12

Industry profiles, 1993-1994

Box 13

Infomercials and advertorials, 1983-1994

Box 13

Innovative media research, 1979-1986

(4 folders)

Box 13

Interactive media, 1993

(4 folders)

Box 13

Interactive media, 1993

(4 folders)

Box 14

Magazines, 1985-1996

(3 folders)

Box 14

Magazine Publishers of America, 1990-1991

(3 folders)

Box 14

Mature market, 1988-1994

(2 folders)

Box 15

Media information hotline, 1983-1984

Box 15

Media overviews, cost trends, futures, 1983-1995

Box 15

Media research, research quality, etc., 1989

Box 15

Media research basics, 1975-1987

Box 15

Media research services and sources, 1990-1995

Box 15

Myers reports, 1990-1994

Box 15

Network television association, 1991-1993

Box 15

New media creative ideas, 1981-1988

Box 15

New media statistics, 1984-1985

Box 15

New retail media focus, [1990s]

Box 15

Newspapers, 1983-1994

Box 15

Number Sense, 1989 and undated

Box 15

Original research worldwide, 1984

Box 16

Out-of-home

General, 1979 and undated

Box 16

Out-of-home, supplementary media catalog, 1991

Box 16

Partnership for a Drug Free America, 1992 and undated

Box 16

Place-based media, 1991-1996

Box 16

Print audience measurement services, 1983-1995

Box 16

Product placement, 1994

Box 16

Public broadcasting, 1987

Box 16

Public relations, 1991

Box 16

Radio, 1989-1993

(2 folders)

Box 16

Recessions and advertising, value of brands, 1990-1993

Box 17

Research company information, 1985-1993

Box 17

Research tables, 1979-1982

Box 17

Return on investment, 1994

Box 17

Sales promotion, 1991-1994

Box 17

Small business advertising, undated

Box 17

Specialty advertising, 1991-1993 and undated

Box 17

Sports, 1989-1995

(2 folders)

Box 17

Spot television and syndication, negotiating, 1978-1994

Box 17

Stop accidents campaign radio kit, 1965

Box 17

Subliminal advertising, 1989-1991 and undated (Some items removed to Oversize Materials.)

Box 17

T-shirt advertising, 1994-1995

Box 17

Television

Historical television data, 1954-1978

(5 folders)

Box 18

Television commercial lengths, 1986-1990

Box 18

Television controversy, boycotts, etc., 1989-1994

Box 18

Television effectiveness, 1981-1995

Box 18

Television specials

General, 1986-1994

Box 19

How to Create Superior Value for Sears Advertising, 1986

Box 19

Kraft television specials, 1981-1986

Box 19

Test markets and testing, undated

(2 folders)

Box 19

Tobacco advertising, 1990

Box 19

V.C.R., 1985-1990

Box 19

Working women, 1985-1993

Box 19

Yellow pages, 1992

Box 19

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.

Agency Perspective at 32,000 Feet, Electronic Media Rating Council, 1984 Jan. 23-25

Box 20

Broadcast Research, Radio-TV Sales Management Seminar, 1971

Box 20

Cable: Its Role in Advertising, 20th Century Fox presentation, 1984 June

Box 20

Cable's Creative Communications, 1983 May 3

Box 20

Changing Communications Opportunities,

Marketing Environment,Northern Trust Meeting, 1983 June 29

Box 20

Consumer Environment Life Insurance Advanced Seminar, 1983 Sept. 21

Box 20

Insurance Industry Consumer Affairs Exchange Conference, 1983 Sept. 22

Box 20

Newhouse School of Public Communications, 1983 Nov. 18

Box 20

Christmas Comes Early in a Little Black Box, 1967 Dec.

Box 20

Commentary About Infomercials, Chicago Women in Cable, 1983 Sept. 29

Box 20

Communications World of the 1980s, 1975 Dec. 5

Box 20

Creativity with Cable,

European Media Directors Conference, 1984 Sept. 14

Box 20

Philadelphia Area Ford Dealers Media Seminar, 1983 Nov. 17

Box 20

Eleven Questions, Kemper Advisory Board, 1978

Box 20

From Madison Avenue to Main Street in the 1980s, Variety, 75th Wrap-Up Edition, 1980 Dec.

Box 20

Getting More Ad Dollars for Country, Music Industry Professional Seminar on Country Radio, 1984 Mar. 1

Box 20

Impact of Change in Today's Changing Media Environment

Northwestern University Media Symposium, 1985 June 27

Box 20

Taft officers and management meeting, 1985 Oct. 8

Box 20

Increasing Media Effectiveness, National Conference on Broadcast Ministries, 1985 Apr. 23

Box 20

Innovation and Change, 1977 July 1

Box 20

Magazine Audience Analysis, 1976

Box 20

Media Buying and Planning from A to Z '63, Serving Advertising in the Midwest magazine, 1973 Sept. 14

Box 20

Media Connections

Security Analysis meeting, 1985 June 18

Box 20

S.C. Johnson presentation, 1986 Jan. 17

Box 20

Undated presentation

Box 20

Media Costs and Current State of Network Television, 1975 Apr.

Box 20

Medium is the Message, Chicago Home Economists in Business, 1984 Oct. 27

Box 20

National Association of Advertising Publishers, Playboy Club, 1973 Sept.

Box 20

National Broadcasting Company, Radio Affiliates' Panel, 1979 Jan.

Box 20

New Communications Opportunities, Society of Consumer Affairs Professionals, 1983 Apr. 28

Box 20

New Electronic Media Project, various slide presentations and scripts, undated

Box 20

New Media in the Creative Eye, International Creative Forum, 1981 Nov.

Box 21

New Media, Old Media, Ad Age Yearbook, 1981 Aug.

Box 21

New Media: Reaching the New Customer, Retail Advertising Conference, 1983 Jan. 29

Box 21

New Media Responders of the 80s, 1981 May 18-21

Box 21

Outdoorsman's Guide to Cable, Outdoor Advertising Association of America, 1983 Apr. 23

Box 21

Radio…and Today's Listener, Seven-Up presentation, 1975

Box 21

Research in the Creative Eye, Junior Women's Advertising Club, 1964 Jan.

Box 21

Review of Media/Marketing Measurement, 1975 Mar.

Box 21

Roundtable on Media Research, Media Decisions magazine, 1974 Feb.

Box 21

Sandoz National Ag Poll, 1993

Box 21

Selling Newspapers in the 70s, Retail and General Advertising Managers Workshop Conference, Illinois Daily Newspaper Markets, 1970 Apr. 8-10

Box 21

Skokie: The New Global Village, Skokie Chamber of Commerce, 1981 Oct.

Box 21

Solving Problems in New Ways, Canadian Advertising Research Foundation, 1985 Jan. 31

Box 21

Technology and the Tribune Company, Tribune Company Advertising Telecommunication Workshop, 1986 Feb. 26

Box 21

Timetable for the Electronic Revolution, Direct Mail Marketing Association, 1982 Nov. 2

Box 21

Various speeches and articles, 1981-1984

(4 folders)

Box 21

Viewpoints, TV-Radio Age article, 1975 Oct.

Box 21

What the Ratings Aren't Telling Us, Media Research Club of Chicago, 1984 Sept. 18

Box 21

Women's Ad Club, 1970 May

Box 21

You Can Do It Yourself, Marketing and Media Decisions, 1982 Apr.

Box 21

Oversize Materials, 1915-1991

1 box

Contains large format items separated from previous series.

Great Historical Ad Information, 1915-1974

(2 folders)

Box 22

Subliminal advertising, 1989-1991

Box 22

Historical Note

Chronology List

Date	Event(s)
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.