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Guide to 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.

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.

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.

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

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

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.

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
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
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
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
Television Forum, 1992 Feb. 11-12
Box 5
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
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
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

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
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

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

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
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
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
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

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
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
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
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
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

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

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

Subject Headings

Related Material

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

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.