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Guide to the J. Walter Thompson Company. Norman H. Strouse Papers, 1852-1990 and undated

Abstract

The J. Walter Thompson Company (JWT), founded in 1864, is one of the oldest and largest enduring advertising agencies in the United States. Norman Hulbert Strouse served as Chairman and Chief Executive Officer of JWT during the 1960s. He was also a noted bibliophile and private publisher.

The papers of Norman H. Strouse span the years 1852 to 1990, with the bulk of material dating from the 1950s to the 1960s. Records consist of correspondence, office files and memoranda, reports, writings and speeches, charts, client presentations, notes and notebooks, publications, clippings, photographs, and scrapbooks. The collection primarily documents Strouse's work in the JWT Detroit Office; other files touch on corporate administration for the entire company; company history; and public relations. Major clients include Ford, Kraft foods, and Scott paper products. The collection also partially documents Strouse's interests as a bibliophile: book collecting; the works of Robert Louis Stevenson; and his involvement with Silverado Press.

Descriptive Summary

Title
J. Walter Thompson Company. Norman H. Strouse papers 1852-1990 and undated
Creator
J. Walter Thompson Company.
Extent
17.3 Linear Feet, 13000 Items
Repository
Duke University. David M. Rubenstein Rare Book & Manuscript Library
Location
For current information on the location of these materials, please consult the Library's online catalog.
Language
English.

Collection Overview

The papers of Norman H. Strouse span the years 1852 to 1990, with the bulk of material dating from the 1950s to the 1960s. Records consist of correspondence, office files and memoranda, reports, writings and speeches, charts, client presentations, notes and notebooks, publications, clippings, photographs, and scrapbooks. The collection primarily documents Strouse's work in the JWT Detroit Office; other files touch on corporate administration for the entire company; company history; and public relations. Major clients include Ford, Kraft foods, and Scott paper products. The collection also partially documents Strouse's interests as a bibliophile: book collecting; the works of Robert Louis Stevenson; and his involvement with Silverado Press.

Collection is arranged into six series: General JWT Office Files; Professional Associations; Business Writings and Speeches; Book Collecting, Library and Printing Interests; Personal Materials; and Oversize Materials.

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 Rare Book, Manuscript, and Special Collections Library to use this collection.

warning Use Restrictions

The copyright interests in the J. Walter Thompson Company Archives have not been transferred to Duke University. For further information, see the section on copyright in the Regulations and Procedures of the David M. Rubenstein Rare Book & Manuscript Library.

Contents of the Collection

Includes materials relating to general corporate administration, management, and corporate history. Arranged into four subseries: Clippings and Photographs; Company History; Corporate Administration; and Correspondence.

Clippings and Photographs consist of newspaper and magazine articles from both domestic and foreign newspapers and magazines as well as photographs, correspondence, newsletters, and telegrams that pertain to the articles, including from Strouse's period at the Detroit Office. Includes materials on outdoor advertising campaigns. Arranged chronologically. Additional items in oversize boxes.

Company History contains correspondence, memoranda, transcripts, writings and a report, related to the history of JWT. Colin Dawkins, a writer for the J. Walter Thompson Company, collected information for a history of the company. This subseries contains the correspondence between Dawkins and Strouse in regard to Dawkins's research. The correspondence includes general information about JWT, especially management, as well as information specifically about Strouse's experiences in the company. The subseries includes copies of some early company correspondence, including: J. Walter Thompson's resignation; letters from Stanley Resor to JWT employees Rae H. Smith and Loyd R. Coleman; and to E.J. Copeland of Nash Motors regarding Kelvinator. There is a commentary by Lewis Mumford concerning the company library for employees, begun by Helen Lansdowne Resor. Some correspondence refers to materials in the Detroit Series, Ford Motor Company Subseries; and the Corporate Administration Series. "Basic Roots of the J. Walter Thompson Company" is an historical overview of the company compiled by Vice President Howard Henderson. It describes JWT's driving principles and policies and compares it with other agencies, including their standings in worldwide competition. "Basic Roots" also includes case histories of some company clients and their products for the period from about 1904 to the 1920s. Items are arranged by type of material, then chronologically. The transcripts are restricted until written permission from the interviewee's heirs is obtained. See also in the JWT Archives: Colin Dawkins Papers, Howard Henderson Papers, and Charles Raymond's memoir in the Company History and Reminiscences Collection.

Corporate Administration consists of correspondence, memoranda, reports, billing and organizational charts, notebooks, clippings, and scrapbooks, and includes information on general management concerns and decisions regarding staff, including assignments and compensation; operating expenses; and the succession of top management positions in the 1950s. The subseries documents Mr. Strouse's transition to the presidency and the management reorganization of the New York office, including the establishment of the Executive Team, the Administrative Committee, the Operations Committee, and the Review Boards. Documentation of personnel policy issues is scattered throughout the subseries, especially in regard to upper levels of management. There are also descriptions of the responsibilities of various positions and the professional relationships between various JWT staff members. Strouse wrote numerous memoranda evaluating the course of management policies and changes as well as future prospects for change, including those that would occur as a result of retirements. Memoranda on various aspects of forward planning are scattered throughout the series. Also includes information on the acquisition of new clients and the satisfaction of current clients, trends in advertising, billings, profits, and stock holdings. Contains information about other advertising companies, including comparisons of total billings, market distributions, and evaluation of staff who were under consideration for recruitment to JWT. The Company Image folder includes information on the architectural and interior design of the New York offices as well as discussions of the impressions of the company held by other companies and the public. Materials on public relations document responses to two articles by Arno H. Johnson of the JWT Research Department and a third article, "The Best Advertisements from Reader's Digest, 1955-1961," which Strouse had mailed to members of Congress and other federal government officials and some corporate leaders. Arranged with correspondence and memoranda at the beginning, followed by topical files in alphabetical order, and then further divided into Writings and Speeches and Clippings. All folders are arranged chronologically therein. See also Oversize Materials.

Correspondence includes general correspondence files relating to both Norman Strouse's business and private dealings, and documents general management issues; responses to promotions and retirements; and Strouse's visits to international offices. Primarily consists of Strouse's reading files of letters and memoranda written to executives of various JWT offices, business colleagues, friends, and other associates. Some files, though containing mostly correspondence, also contain clippings, brochures and other materials concerned with the issues discussed in the correspondence. Strouse's personal letters in this series detail his serious interest in books, book collecting and printing. All of the correspondence dating after Strouse's retirement in 1968 is personal. Arranged chronologically. See also Oversize Materials.

Some items have a reference to a numbered letter (e.g., letter #9); these numbers refer to letters in the J. Walter Thompson Company History subseries. Arranged by type of material, then subject. See also Oversize Materials.

Adman with a Difference, Business Week, 1966
Box 1
Advertising: The Visible Persuaders, Time, 1962
Box 1
Association of Newspaper Classified Advertising Managers' Prominent Citizen Award, 1967
Box 1
Broadcast: color television, 1957
Box 1
Broadcast: Kraft's international commercial telecast, 1965
Box 1
JWT Centennial, 1964
Box 1
1948-1951 and undated
Box 1
1930-1979 and undated
Box 1
(Includes photographs of Baby Talk billboard campaign.)
Box 1
Miscellaneous, 1955-1984 and undated
(2 folders)
Box 1
Press, 1936-1968
Box 1
Background information, 1931-1964
Box 1
Bookmark to promote JWT, ca. 1886
Box 1
Copy of original certificate of incorporation of JWT, 1896
Box 1
(Includes 1916 letter from J. Walter Thompson to Board of Directors.)
Box 1
Getting on in Advertising, by Charles Raymond, ca. 1930s
Box 1
Norman Strouse interview by Sidney Bernstein, 1963
Box 2
Norman Strouse telephone interview, 1979
Box 2
San Francisco, JWT representative information for Newspaper Publishers Committee, 1940
Box 2
(Clients: Krohn, Fechheimer and Company/Red Cross Shoes, Breneman/Brenlin Window Shades, Andrew Jergens Company/Woodbury's Fine Facial Soap, Arbuckle Brothers Company/Yuban Coffee, Pond's Extract Company/Pond's Creams, and Lever Brothers/Lux)
Box 2
Company image, 1946-1969, undated

[Includes information on the architectural and interior design of the New York Offices as well as discussions of the impressions of the company held by other companeis and the public.]

Box 2
Contents of an album to commemorate Norman Strouse's becoming president of JWT, 1955
Box 2
Contents of an album to commemorate the election of Dan Seymour as president and Norman Strouse as CEO and chairman of the board, 1964

[Oversize items in Box OV1.]

Box 2
European trip, Kraft, 1963
(2 folders)
Box 2
Finance, 1945-1965, undated

[Oversize items in Box OV1.]

Box 2
Forward planning, 1962-1967

[Clients: P. Ballentine and Sons/"Mitch Miller Show," Nestle's Milk Products/Nescafe, and Seven-Up]

Box 3
Management planning (notebook), 1960-1967
Box 3
Management transition, 1959-1979, undated
Box 3
Organization, 1955-1964 and undated
Box 3
Personnel file, 1954-1968, undated
Box 3
Planning for the Presidency, 1955

[Clients: E.F. Hutton and Co. and Scott Paper Co./ "Father Knows Best" ]

Box 3
Puerto Rico trip, 1963

[Items removed to Box OV1.]

Box 3
Reference notebook: personal, 1955-1966
Box 3
Resolutions by the Board of Directors concerning Peggy King and Samuel Meek, 1964
Box 3
Shareholder file, 1962-1969
Box 3
Speech by Dan Seymour for Norman Strouse's birthday, 1964
Box 3
1936-1964
Box 3
1955-1967

[Oversized materials removed to Box OV1.]

Box 3
1964 Jan.-Dec.
(6 folders)
Box 4
1965 Jan.-Dec.
Box 4
1965 Jan.-Dec.
(4 folders)
Box 5
1966 Jan.-Dec.
(3 folders)
Box 5
1966 Jan.-Dec.
(3 folders)
Box 6
1967 Jan.-Sept.
(4 folders)
Box 6
1968-1969
Box 7
1970-1989 and undated
Box 7
Business Week cover story, 1960
Box 7
Client file, 1955-1960s, undated

[Clients: Eastman-Kodak, Ford Motor Co., Kraft, Lever Brothers, Pan American, Standard Brands, Scott Paper Co., Seven-Up, and Quaker Oats]

Box 7
Colin Dawkins, 1916-1981, undated

[Client: Nash Motors/Kelvinator]

Box 7
Colin Dawkins, Resor Library, 1928 and 1979
Box 7

Includes correspondence, memoranda, notes, reports, client presentations and speeches, clippings, photographs, and scrapbooks. These materials primarily document various aspects of the Ford Motor Company account with the JWT and, to a lesser extent, Strouse's personal relationships with members of Ford management. The client presentations, including some to Henry Ford II, include analyses of expenditures and annual budgets, sales and marketing figures, and the results of a study authorized by the Ford Motor Company. Outdoor billboard advertising was an important component of the Ford account, and Norman Strouse was an innovator in this type of advertising. The "Baby Talk" billboard developed for the Ford Motor Company Campaign of 1947 is well documented in the subseries. There are comments from Ford dealers and district managers, outdoor advertising companies, and other J. Walter Thompson Company offices about the campaign. These groups also submitted, to the J. Walter Thompson Company Detroit office, additional solicited and unsolicited comments which they had received from the public or found in newspapers. The "Baby Talk" Billboard Scrapbook, a portfolio presentation album assembled by General Outdoor Advertising for Norman Strouse, also documents the campaign, including the public's response.

General, 1948-1979
Box 7
General, 1949-1979
Box 7
Direct mail advertising, 1953
Box 7
Outdoor, Baby Talk billboard, 1947
(3 folders)
Box 7
Personal, congratulatory letters, 1955
Box 7
Financial, 1960-1964
Box 8
JWT, 1978-1988
(2 folders)
Box 8
JWT archives, 1979-1987
Box 8
See Personal Series Business Talks v. 2 for speech
Box 8
Memoranda, 1949-1968, undated
(3 folders)
Box 8
Public relations, A-Z, 1962-1963
Box 9

Contains correspondence, photographs, brochures and publications pertaining to Strouse's involvement in organizations including the AAAA, panels on which he served, award ceremonies and honorary dinners he attended. See also Oversize Materials. Arranged alphabetically.

Advertising Club of New York, 1958
Box 9
General, 1962
Box 9
Annual meeting, 1963
Box 9
New headquarters dedication, 1963
(2 folders)
Box 9
B'nai B'rith dinner for Arjay Miller, 1968 June
Box 9
Election of Strouse as president, 1966
Box 9
1966 November meeting
Box 9
1967 Jan.-Apr.
(3 folders)
Box 9
Honorary Doctor of Laws, Colgate University, 1958
Box 10
Dinner, 1957
Box 10
Awards, 1958
Box 10
National Outdoor Advertising Bureau, 1958
Box 10
Nikita Krushchev's visit, 1959
Box 10
Printer's Ink Awards jury, 1958
Box 10
Honorary Chairman, 1978
Box 10
No News Is Bad News, 1969
Box 10
Time's 40th anniversary dinner, 1963 May
Box 10

Includes the writings and speeches given by Norman Strouse during his time at the JWT San Francisco, New York and Detroit offices. Also included are correspondence, photographs, press releases, programs, articles, clippings, drafts, JWT newsletters, brochures, pamphlets and invitations associated with various speeches or writings. The speeches concern advertising, current affairs and management. The December 1961 "Common Market" speech contains extensive background research materials on the European community. Strouse expressed his views on women in the workplace in a speech to the Women's Ad Club of New York in 1959, mentioning his own career beginnings as a secretary. The Advertising Gold Medal Award file contians a letter from Lyndon B. Johnson to Strouse congratulating him on winning the 1965 award.

Organized into five categories: American Asscociation of Advertising Agencies; Bound volumes; General business talks; Detroit Office; and San Francisco Office. Arranged chronologically. See also Personal Series.

1956, Our Explosive Personnel Requirements During the Next Decade, 38th Annual Meeting
1960, Madison Avenue Is Many Places, Regional Council Meetings, Chicago and Coronado
1961, Western Region Convention opening statement
1962, Special Problems of Advertising Agency Management in the U.S. Today, Second International Meeting
1964 and undated, Strouse's election as chairman of AAAA at annual meeting
1964, Address to Institute of Advanced Advertising Studies
Box 11
1964, Growing Threat to Creativity, Western Regional Convention
Box 11
1964, Personnel Projections Revisited, Eastern Regional Council Annual Meeting
Box 11
1965, Right to Be Heard, Michigan Council Annual Meeting
Box 11
1965, Operating Committee meeting, Rocky Mountain Council
Box 11
1965, Annual meeting
(2 folders)
Box 11
1965, Eastern Conference luncheon
Box 11
1967, How's Your Green Thumb Today, 50th Annual Convention
Box 11
Population of the U.S., undated
Box 12
Attitude of Staff Officers, undated
Box 12
Small Town Press as a Preservative in American Life, 1950
Box 12
Necessity of Contacting Local Distributors and Dealers, 1951
Box 12
Georgia Press Association address, 1952
Box 12
National Convention of Outdoor Advertising Association address, 1953
Box 12
Annual Convention of International Electrotypers & Stereotypers Association, 1953
Box 12
Annual Convention of Allied Daily Newspapers of Washington address, 1955
Box 12
Wayne County Republican Women's Finance Committee, 1955
Box 12
Anheuser-Busch presentation notes, 1955
Box 12
FDAF committee chairmen's meeting remarks, 1955
Box 12
Testimonial luncheon talks response, Adcraft Club of Detroit, 1955
Box 12
Presentation introduction, Minnesota Mining & Manufacturing Company, 1955
Box 12
What Is Your Newspaper's Target for 1965?, Annual Convention of Newspaper Advertising Executives Association,
Box 12
Role of Advertising in our American Society, Shell Management Course Arden House,
Box 12
Our Explosive Personnel Requirements During the Next Decade, Annual Meeting of AAAA,
Box 12
Triptych for Advertising in the West, Annual Convention of Advertising Association of the West
Box 12
Advertising with a Capital "A" and an International Accent, Ford International Sales Managers
Box 12
Talk before field representatives
Box 12
Velocity Is the New Dimension, Annual Meeting of Audit Bureau of Circulations Chicago
Box 12
Velocity Is Your Challenge, Annual Convention of Outdoor Advertising Association of America
Box 12
Annual Meeting of Sales Organization, Minneapolis Star & Tribune
Box 12
Conference Introducing Our TV Workshop Color Equipment
Box 12
Annual Meeting of NOAB address
Box 12
New Emphasis on Marketing, Public Relations Counsel, American Bankers Association
Box 12
Seven Areas of Opportunity, Association of National Advertisers
Box 12
Executive Council of American Bankers Association remarks
Box 12
Magazine in Changing America, Magazine Publishers Association
Box 12
Publishers' Weekly, Publishers' Adclub Advertising Awards luncheon comments
Box 12
Look into the Future of Marketing, Harvard Business School Association
Box 12
Comments at L.P. Brown alumni rally address, Olympia High School
Box 13
Executive Committee Meeting of NOAB, comments
Box 13
Comments at 11th Annual Reunion Ford Merchandising School
Box 13
As Banking Goes to Market, Annual Convention of Financial Public Relations Association
Box 13
Advertising as a Career, Rochester Advertisers
Box 13
Comments at Reader's Digest sales meeting
Box 13
Four Dimensions of the Customer, National Wholesale Druggists Association
Box 13
Address to Utah Automobile Dealers Association
Box 13
Response at J.D.A. awards dinner
Box 13
Presentation comments, Printer's Ink Gold Medal Award for 1958
Box 13
FDAF representatives comments
Box 13
Executive committee of NOAB comments
Box 13
What's New in the 60s? Advertising and Sales Club of Toronto
Box 13
Should You Turn Your Mind Toward Advertising as a Career?, Advertising Career Conference
Box 13
Comments to representatives of outdoor industry in meeting with NOAB
Box 13
Owens-Illinois management comments
Box 13
Divisional sales meetings, Scott Paper Company, comments, 1960
Box 13
Introduction to Marketing seminars, 1960
Box 13
Annual meeting of United Foundation of Metropolitan Detroit address, 1960
Box 13
Field seminar address, 1960
Box 13
Press conference comments, JWT Supermarket, 1960
Box 13
International Congress of Outdoor Advertising address, 1960
Box 13
Madison Avenue Is Many Places, AAAA Regional Council Meeting, 1960
Box 13
Meeting of vice presidents, notes, 1960
Box 13
JWT Christmas party remarks, 1960
Box 13
World Telegram & Sun guest column, 1961
Box 13
Meeting of JWT officers, comments, 1961
Box 13
Students Enrolled in a Field Study of Food Industries, Cornell University, 1961
Box 13
Modern Advertising, American Marvel or World Force? The Economic Club of Detroit, 1961
Box 13
JWT representatives, notes, 1961
Box 13
Response for Mr. Resor, Advertising Federation of American, Award for Distinguished Service, 1961
Box 13
What Is Profit?, Special request feature in Reader's Digest, 1961
Box 13
Color Television as an Advertising Medium article, Radio-TV Daily, 1961
Box 13
Sense of Responsibility, Guest column, New York Herald Tribune, 1961
Box 13
JWT field representatives comments, 1961
Box 13
Diversification Key to Detroit's Success Says JWT's Strouse, 1961
Box 13
Panel of Presidents, AAAA Western Region Convention, 1961
Box 13
Opening session of JWT's seminars, comments, 1961
Box 13
Introduction of Congressman John V. Lindsay, JWT luncheon, 1961
Box 13
Responsibility - Keynote of the Sixties, San Francisco Ad Club, 1961
Box 13
European Economic Community: Opportunity and Challenge to American Business, Annual Meeting of the Institute of Life Insurance, 1961
Box 13
Common Market, What It Offers, 1961
Box 13
Advertising and the American Economy, article, Book of Knowledge, 1962
Box 14
Shoemaker Sans Shoes, Detroit Athletic Club Beavers, 1962
Box 14
FDA meeting comments, 1962
Box 14
Special Problems of Advertising Agency Management in the United States Today, AAAA Second International Meeting of Advertising Agency Leaders, 1962
Box 14
Growing One World of Advertising, Rochester Junion Chamber of Commerce, 1962
Box 14
Measuring the Value of Advertising in Our Society, American Marketing Association's 45th National Conference, 1962
Box 14
United Foundation of Metropolitan Detroit address, 1962
Box 14
JWT field service representatives, comments, 1963
Box 14
If You Believe in Advertising - Sell It!, Pittsburgh Advertising Club & Association of Industrial Advertisers, and Sales and Marketing Executives Club, 1963
Box 14
Officers of JWT, comments, 1963
Box 14
Talk at JWT Women's Group, 1963
Box 14
Kraft International Meeting at Burgenstock, talk, 1963
Box 14
FDAF dinner, Detroit Golf Club, 1963
Box 14
President's panel, AAAA East Central Region Convention, 1963
Box 14
Meeting of JWT representatives serving Ford dealers advertising funds, comments
Box 14
Interview with Roy A. Newquist of Rand McNally & Co., notes
Box 14
Agency Management Succession, AAAA Annual Meeting
Box 14
Advertising - American Export or World Force?, Alpha Delta Sigma Initiation Program
Box 14
Comments at meeting of JWT officers
Box 14
Address to graduating class of Institute of Advanced Advertising Studios
Box 14
Tribute to the Advertising Industry, response to the New York Advertising Agencies by the Mercantile Section, New York, Board of Trade, Inc.
Box 14
Act of Faith, Marketing Science Institute
Box 14
JWT personnel comments, Detroit Club dinner
Box 14
JWT international managers meeting, closing remarks
Box 14
Advertising and our Economy, the New School for Social Research
Box 14
Growing Threat to Creativity, AAAA Western Region Conference
Box 14
Personnel Projections Revisited, AAAA Annual Meeting Eastern Regional Convention
Box 14
Responsibility of Advertising in Today's Climate, Oscar Meyer Management Meeting
Box 14
Response to award of Franklin Medal for Distinguished Service, Printing Industries of Metropolitan New York
Box 14
Right to Be Heard, AAAA Annual meeting, Michigan Council, undated
Box 14
Rising Threshold of Consumer Inattention, AAAA Rocky Mountain Council
Box 14
Rising Threshold of Consumer Inattention, AAAA New England Region Boston Ad Club,
Box 14
As Far as I Can See, AAAA Annual Meeting
Box 14
Advertising Relationship to Profit,
Box 14
Management Conference, Kraft Foods Division at Lucerne
Box 14
Comments on retirement of O'Neill Ryan, FDAF
Box 14
Bread Upon the Waters, Annual Convention of National Association fo Life Underwriters
Box 14
Advertising article
Box 14
Panel discussion, AAAA Eastern Conference luncheon
Box 14
Hostages of Time, Annual Meeting of Association of National Advertisers
Box 14
Advertising and the Enrichment of Life, Advertising Gold Medal Award acceptance speech, 1966
Box 15
Comments to participants in the JWT profit-sharing trust, 1966
Box 15
Today's Mouse Traps Must Go to Market, American Dairy Association, 1966
Box 15
Notes at dinner for FDAF field representatives and Detroit and New York Personnel, Detroit Club, 1966
Box 15
JWT annual party, notes, 1967
Box 15
Who Needs Advertising in an Affluent Society, National Automobile Dealers Association (NADA) Annual Meeting, 1967
Box 15
Role of Business in Protecting an Affluent Society, Chamber of Commerce of Wausau, Wisconsin, 1967
Box 15
How's Your Green Thumb Today?, AAAA 50th Anniversary Convention, 1967
Box 15
Internationalization of Advertising, Newsweek Global Report, 1967
Box 15
Is JWT on an Art Kick?, JWT Women's Luncheon Group, 1967
Box 15
Notes for JWT Director's Dinner, 1967
Box 15
Advertising, Prospect and Retrospect, Advertising Club of Los Angeles, 1968
Box 15
Advertising, the Most Public Kind of Responsibility, International Marketing Congress/American Marketing Association, 1968
Box 15
Memorandum to members of JWT, JWT, final JWT board meeting, 1968
Box 15
Undated talks
Box 15
1955, Response to Testimonial, Adcraft Club of Detroit
Box 15
What Is Your Newspaper's Target?, Newspaper Advertising Executives Association
Box 15
Role of Advertising, Shell Management Course
Box 15
Triptych for Advertising in the West, Advertising Association of the West
Box 15
Velocity Is Your Challenge, Outdoor Advertising Association of America
Box 15
Interurbia, the Implication of Management, Life Insurance Institute
Box 15
Address to 27th Annual Business Conference, Harvard Business School Association
Box 15
Address to Annual Meeting, Minneapolis Star & Tribune
Box 15
Comments at Publishers Weekly, Publishers Adclub Advertising Awards luncheon
Box 15
Magazine in a Changing America, Magazine Publishers Association
Box 15
Nation on the Move
Box 15
Newsletter excerpt
Box 16
Seven Areas of Opportunity, Association of National Advertisers
Box 16
Not All Beer and Skittles
Box 16
Address to students, Colgate University Careers Conference
Box 16
Address to L.P. Brown Alumni Rally, Olympia High School
Box 16
Report of New Chairman of the Board, NOAB Executive Committee meeting
Box 16
As Banking Goes to Market, Financial Public Relations Association Convention
Box 16
Address to Rochester Advertisers
Box 16
Address to Reader's Digest Sales Meeting
Box 16
Some Publicity Results, National Wholesale Druggists Assocation (NWDA) meeting
Box 16
Address to Utah Automobile Dealers Association
Box 16
The 60s Are Less than a Year Away
Box 16
Comments at Printer's Ink Gold Medal Award for 1958 to Roy Larsen
Box 16
Comments at NOAB Executive Committee Meeting
Box 16
William D. Laurie, Profile
Box 16
What's New in the 60s?, address to Advertising Sales Club of Toronto
Box 16
Should You Turn Your Mind Toward Advertising as a Career?, Advertising Career Club
Box 16
Comments to Owens-Illinois Management
Box 16
Comments at meeting with John Burns, RCA president
Box 16
Address to Annual Meeting, United Foundation of Metropolitan Detroit
Box 16
Address at International Outdoor Conference
Box 16
Our Present Position and a Program for the Immediate Future
Box 17
Comments at the meeting of JWT officers, New York Office
Box 17
Main Issue: Sense of Responsiblity
Box 17
Modern Advertising: American Marvel or World Force?, Economic Club of Detroit
(2 folders)
Box 17
Responsibility...Keynote of the 60s, San Francisco Advertising Club
(3 folders)
Box 17
What is Profit? reprint,
Box 18
Address to Annual Meeting of the Institute of Life Insurance
Box 18
Address to Report Luncheon, United Foundation of Metropolitan Detroit
Box 18
Advertising and the American Economy, Book of Knowledge Annual
Box 18
Shoemaker Sans Shoes, Detroit Athletic Club Beavers
Box 18
Ralph Breding Retirement Luncheon
Box 18
Growing One World of Advertising, Rochester Junior Chamber of Commerce
Box 18
Measuring the Value of Advertising in Our Society, American Marketing Associaion (AMA) Cincinnati
Box 18
Text on Stanley Resor for JWT News,
Box 18
Comments on meeting of JWT field service representatives
Box 18
Talk with JWT Women's Group
(2 folders)
Box 18
If You Believe in Advertising - Sell It!, Pittsburgh Advertising Club
Box 18
Talk at Kraft International Marketing Meeting
Box 18
Talk at JWT Christmas Party
Box 18
Advertising, American Export or World Force?, Alph Delta Sigma talk
Box 18
Notes for announcement of election of Dan Seymour as President
Box 18
Act of Faith, Address to marketing Science Institute
Box 18
Comments to JWT personnel at Detroit Club dinner
Box 18
Closing remarks JWT International Managers Meeting
Box 18
Advertising and Our Economy
Box 18
JWT Christmas party talk and newsletter message
Box 18
Introduction to Dr. George H. Brown, Marketing Science Institute Meeting
Box 18
Responsibility of Advertising in Today's Climate - Political or Economic, Oscar Mayer Management Meeting
Box 18
Response in receipt of Franklin Medal for Distinguished Service
Box 19
Rising Threshold of Consumer Inattention
Box 19
Comment notes for New York office officers meeting
Box 19
Bread Upon the Water, Annual Convention of National Association of Life Underwriters
(2 folders)
Box 19
Hostages of Time, Association of National Advertisers (ANA)
Box 19
Christmas Message, in JWT News
Box 19
Advertising and the Enrichment of Life, Advertising Gold Medal Award speech
(3 folders)
Box 19
Bruno Lucchesi premiere
Box 19
Comments to Participants in the JWT Profit Sharing Trust
Box 19
Introduction of Mr. Andrew Haskell, Marketing Science Institute (MSI) Conference
Box 19
Night of the Owl, Theodore P. Jardine retirement dinner
Box 20
Notes on presentation of the Sarnoff Crystal
Box 20
Today's Mouse Traps Must Go to Market, American Dairy Association Annual Convention
Box 20
Affluence and Advertising, condensed from speech at Wausau Chamber of Commerce
Box 20
Announcing Strouse's retirement and Dan Seymour's appointment as CEO
Box 20
Christmas Message, JWT News by Norman Strouse and Dan Seymour
Box 20
Is JWT on an Art Kick?
Box 20
JWT Christmas party
Box 20
Response to Religion in American Life (RIAL) Tribute to JWT for 18 Years Service
Box 20
Who Needs Advertising in an Affluent Society?, National Automobile Dealers Association (NADA) Annual Meeting
Box 20
William D. Laurie, Jr., Ten Year Club
Box 20
1967-1968, Advertising: The Most Public Kind of Responsibility
Box 20
Advertising: Prospect and Retrospect
Box 20
Resignation speech to JWT Board of Directors
Box 20
Client presentations and speeches, 1948-1966 and undated
(2 folders)
Box 20
1948, Outdoor-Its Burden of Proof, National Outdoor Advertising Bureau (NOAB) convention
Box 21
1949, Is Outdoor the Best Medium for Automobiles
Box 21
1950, Small Town Press as a Preservative in American Life, address before National Editorial Association (NEA) Convention
Box 21
1950 Dec., Part Creative Advertising Can Play in Marketing TBA Products, talk before the Oil Industry Tires, Batteries, Accessories (TBA) group
Box 21
1951, Necessity of Contacting Local Distributors and Dealers, NOAB Annual Convention
Box 21
1951 Dec., Discussion of Direct Mail Advertising, by Strouse and G.P. Richardson to FDAF
Box 21
1952, Address to Georgia Press Association
Box 21
1953, Address before Outdoor Advertising Association, National Convention
Box 21
1953, Address for the Annual Convention of International Electrotypers and Stereographers Association
Box 21
1953 Dec. 3, Talk to FDAF Committee Chairmen
Box 21
1954 June 9-11, Meeting Talk
Box 21
1955, Address to Wayne County Republican Women's Financial Committee
Box 21
1957 Sept. 30, Comments to FDAF Group
Box 21
1958 Aug. 7, Comments at 11th Annual Reunion, Ford Mechandising School
Box 21
1958 Sept. 5, Comments to FDAF Group
Box 21
1966, Aug., Comments to FDAF meeting
Box 21
1962, Marketing strategy
Box 21
1963, Moving Minds to Ford
Box 21
1963 Aug. 19, Comments at FDAF Dinner
Box 21
1965 Aug., Comments at dinner for FDAF field members on retirement of O'Neill Ryan
Box 21
Undated, Outdoor advertising and media speeches
Box 21
1935, How to Measure Your Market
Box 21
1937, April 12, Strengthening the Newspaper Presentation
Box 21
1939, Jan 9, Institute of Life Insurance
Box 21
1940, Apr. 1, The Last Town Hall - Your Newspaper, Oakland Advertising Club
Box 21
1940 October, No News is Bad News
Box 21

Includes speeches, articles, publications, clippings, agendas, correspondence, photographs and a transcript that predominantly relate to Strouse's book collecting, the history of printing and fine printing. Contains documents relating to aspects of Norman H. Strouse's hand press, the Silverado Press, and his bibliophilic interests, especially the work of Robert Louis Stevenson. Norman and Charlotte Strouse were instrumental in the establishment of the Silverado Museum which focuses on Robert Louis Stevenson. Some information about this museum is scattered in the correspondence files of General office and personal series. Reproductions from Norman and Charlotte Strouse's collection of manuscripts and rare books are included in the Christmas Greeting category. The transcript is of the ABC television show Scope entitled "Ad Lib" that features Norman and Charlotte Strouse. Arranged alphabetically. Divided into four subseries: Writings and addresses by Norman H. Strouse, Silverado Press, Christmas greetings and Miscellaneous. Writings and Addresses by Norman H. Strouse consist of items primarily from the years 1959-1968, arranged alphabeticaly by title. Silverado Press consists of pamphlets privately printed by Norman H. Strouse; works by or about Robert Louis Stevenson; a pamphlet on the Silverado Museum; and artwork for the press's bookplate, arranged alphabetically. Christmas Greetings include privately printed cards and pamphlets with reproductions from the collection of Norman and Charlotte Strouse, along with reprints of essays by Norman Strouse and others. Some include descriptions of the reproductions by the Strouses and others. Several may have been issued by the Silverado Museum. Arranged chronologically. Miscellaneous contains correspondence, articles, programs, photographs and clippings related to and about Strouse's interest in books and libraries. A number of the folders are concerned with National Library Week; Norman Strouse was a member of its steering committee from 1958 to 1963. Arranged alphabetically.

ABC Scope program, 1965
(2 folders)
Box 22
Address at the Bookseller's League of New York, 1958
Box 22
Address to University of California Santa Cruz affiliates, 1969
Box 22
Chairman's report, National Book Committee annual meeting, 1963-1964
Box 22
Cobden Sanderson: Binder, Printer, Mystic, Guild of Book Workers, 1964
Box 22
Colgate Library and National Library Week, Colgate University Library, 1959
Box 22
Comments at Denver Library reception, 1965
Box 22
Contemptible Horse, by John Ruskin, Introductory Essay by Norman H. Strouse, 1962
Box 22
How to Build a Poor Man's Morgan Library, 1959 (2 copies)
Box 22
Ladies In My Library: Books and Letters from the Collection of Norman H. Strouse, 1968 (2 copies)
Box 23
Ladies in my Library, Manuscript Society talk, 1966
Box 23
Lengthened Shadow, an Address by Norman H. Strouse at the Grolier Club,1960
Box 23
McKinley Junior High School talk, 1968
Box 23
National Library Week, speech before Magazine Promotion Group, 1962
Box 23
New Star in Temple, Charles Trumball Hayden Library dedication, 1966
Box 23
Passionate Pirate, Thomas Bird Mosher, Society of Printers, 1963
Box 23
Passionate Pirate,1964
Box 23
Pleasures of Packing a Library (reprint), 1968
Box 23
Pleasures of Paper Are Infinite, 1963
Box 23
Silverado Episode, 1966 (2 copies)
Box 23
Letter from T.J. Cobden-Sanderson "To my dear Rbt.", 20 November 1914, 1950; photograph of Emery Walker and T.J. Cobden-Sanderson, undated
Box 23
Silverado Museum, a Twenty Year Retrospective, 1989
Box 23
Silverado Press bookplate sketch, undated
Box 23
The Silverado Squatters by Robert Louis Stevenson, undated
Box 23
The Silverado Squatters: Robert Louis Stevenson by Lawrence Clark Powell (reprint), 1971
Box 23
A Spirited Enterprise, by Marshall E. Dimock, 1961 (2 copies)
Box 23
Miscellaneous, 1961-1986 and undated
Box 24
Case of the Private Press, Type Talks, 1961
Box 24
Christmas and Artistic Expression Led to Silverado Press Founding, Inland Printer, 1956
Box 24
Correspondence, 1958-1986
Box 24
Gala Book Week at the Grolier Club, visit to Strouse's library, 1964
Box 24
Home Hobbyists Delight in Toiling Over a Hot Press, New York Times, 1963
Box 24
Manuscript Society, 15th annual meeting, 1962
Box 24
1958
Box 24
1959 planning, 1958-1959
Box 24
Strouse elected chairman, 1961
Box 24
New York Public Library Fund, Strouse named chairman, 1965
Box 24
Norman H. Strouse: a Profile in Books, Christian Science Monitor, 1960
Box 24
Norman H. Strouse: Curiosity Is a Tool, Printer's Ink, ca. 1954-1955
Box 24

Includes material relating to Strouse's private life. Some materials were collected for a book on Strousse's life, also included in the series, and presented to him on the occasion of his retirement from JWT. The series consists of four categories: Clippings, Correspondence, Memorabiliaand Photographs. See also Oversize Materials. Arranged alphabetically.

Clippings, 1852-1924
General, 1968-1969
Army records, 1941-1967
(3 folders)
Bob Haldeman, 1956-1978
Box 25
Helen Hickey, 1981-1990
Box 25
Friends from JWT days, 1965-1990
Box 25
Lord Thomson luncheon, 1967
Box 25
Personal acknowledgements, 1951-1968 and undated
(3 folders)
Box 25
Retirement letters, 1968
(3 folders)
Box 25
Stock issues, JWT, 1950-1973
Box 25
Strouse's retirement book background materials and correspondence, 1965-1970
Box 26
Strouse's 60th birthday, 1966
Box 26
Strouse's 70th birthday, 1976
Box 26
Chairman of the board commemorative metal box, 1964-1965
Box 26
Meeting medal, 1962
Box 26
American Federation of Advertisers, American Association of the West, Printer's Ink Network Distinguished Service Award medal with stand, 1966
Box 26
Bound certificate to accompany New York Public Library anniversary medal, 1961
Box 27
Bound citation from Board of Trustees, Temple University, 1965
Box 27
Bound citation to Norman Strouse from National Outdoor Advertising Bureau on illuminated vellum, 1961
Box 27
Cartoon of Norman Strouse as an artist, undated
Box 27
Cartoon showing people coming to see Norman Strouse, undated
Box 27
Columbia University, School of Engineering and Applied Science Centennial, 1964
Box 27
First National Bank 150th birthday medal, 1962
Box 27
Correspondence and clippings
Box 27
Keychain
Box 27
Medal
Box 27
Framed certificate from Alpha Delta Sigma National Advertising Fraternity for Men, 1964
Box 27
Framed letter from Yousuf Karsh, 1984
Box 27
Franklin Award for Distinguished Service, medal and photographs, 1965
Box 28
Jardine memorabilia, 1961-1983
Box 28
JWT 125th anniversary lapel pin and letter, 1989
Box 28
JWT centennial paperweight, 1964
Box 28
JWT centennial medal from JWT Italy, 1964
Box 28
New York Public Library medal, 1961
Box 28
Norman H. Strouse: A Collection of Rememberences on the Occasion of His Retirement from the Chairmanship of the J. Walter Thompson Company, edited by Arnold Grisman and Colin C. Dawkins, 1969
Box 28
Norm Strouse: This Is Your Life in Posters, booklet, undated
Box 28
Original small ad that started Norman Strouse in advertising business, 1925
Box 28
Pease scrapbook materials, 1934-1968

[Includes signed letter from President Dwight Eisenhower regarding accomodations during the dedication of the AMerican Red Cross Chapter Building in 1963. Also includes transcript of Strouse's 1963 "Profit" speech.]

Box 28
Poem to First Lady of JWT, Charlotte Strouse, 1955
Box 29
Salvation Army centenary paperweight, 1965
Box 29
Strouse 80th birthday resolution, JWT board of directors, 1986
Box 29
Strouse memorabilia inventory, 1964
Box 29
Luchesi Portrait, 1969

[Includes photographs, negatives and related newsletters.]

(5 folders)
Box 29
Strouse family and friends, ca. 1910-1955
(3 folders)
Box 29
Vacation in Germany,1960s
Box 29

Contains oversize materials removed from previous series.

Scrapbook, 1956-1960
Box OV1
1955, 1962
Box OV2
1852, 1947-1967
Box OV2
(Includes contents of a scrapbook documenting Norman Strouse's election as vice president, as well as photos and sketches of wartime Manila, 1939-1946.)
Box OV2
Chicago Tribune JWT special, 1964
Box OV2
Detroit Times special, 1955
Box OV2
Times (London) supplement on JWT, 1962
Box OV2
Wall Street Journal advertisement featuring Norman Strouse, ca. 1970s
Box OV2
Adman Who Makes a Difference, Business Week, photographs and article, 1966
Box OV2
Contents of an album to commemorate Dan Seymour, undated
Box OV2
General organization, 1955
Box OV2
Scrapbook covering Strouse's election to JWT Vice-President, including photographs of wartime Manila, 1945-1947 and undated
Box OV2
In-house spoof of billboard advertisement, ca. 1950
Box OV2
Strouse-client relationships chart, 1979
Box OV2
Puerto Rico trip, 1963
Box OV2
Framed letter from Stanley Resor to Norman Strouse at the San Francisco office, 1936
Box OV2
Corporate administration, general correspondence files, 1955-1967
Box OV2
General correspondence, 1956-1964
Box OV2
Folder including background articles related to 1961 speeches, 1961
Box OV2
Ford Motor Company, Baby Talk billboard scrapbook, ca. 1947
Box OV3
Belgische Impressionen, color sketches of Belgium produced by JWT Frankfurt, 1963
Box OV4
Bound copy of Strouse's honorary doctorate diploma from the University of California, 1967
Box OV4
Cartoon to celebrate the 100th birthday of JWT featuring Strouse and George Reeves, ca. 1964
Box OV4
Cartoon featuring Norman Strouse and golf, undated
Box OV4
Certificate of achievement from London office, 1962
Box OV4
Christmas greetings, Sunset and JWT celebrate 60 years, undated
Box OV4
Citation to Norman Strouse on the occassion of his winning the Franklin Award at the Printing Week dinner, 1965
Box OV4
Matted Time cover, 1962
Box OV4
Resolution by the JWT Board and advertisement commemorating Strouse's 80th birthday, 1986
Box OV4
Portrait of Strouse in uniform, ca. 1940s
Box OV4
(Photographs include Bill Laurie, Kenn Hinks, Wally Elton, Dan Seymour, George Reeves and Ed Wilson.)
Box OV4
Portrait photograph of Ted Jardine with personal dedication to Strouse, undated
Box OV4
Photographic recording of Strouse's visit to Japan, 1964
Box OV5
Silver bowl, ca. 1959

[Presented to Strouse by Helen and Stanley Resor to commemorate Strouse's 30 years of service at JWT. Presentation also marked Resor's retirement as CEO of JWT and Strouse's appointment to that position. Bowl is an exact copy of one made by Paul Revere in 1768.]

Box OV6
Photo album documenting Luchesi sculpture (Includes captions written by Luchesi.), 1968
Box OV7
Tribute to the Advertising Industry commemorative plaque, accepted by Norman Strouse, AAAA Chairman, 1964
Box OV8
Strouse 70th birthday greetings, bound in velvet box, 1966
Box OV9
Norman H. Strouse: A Collection of Rememberences on the Occasion of His Retirement from the Chairmanship of the J. Walter Thompson Company, edited by Arnold Grisman and Colin C. Dawkins, 1969
Box OV10

Historical Note

DateEvent(s)
1906 Nov. 4Born Norman Hulbert Strouse, Olympia, Washington
1925-1928Advertising Department, Post-Intelligencer, Seattle, Washington
1929-1936Space buyer, J. Walter Thompson Company (JWT) San Francisco Office
1936-1941Account Representative, JWT San Francisco Office
1942Account Supervisor and Assistant Pacific Coast Manager, JWT San Francisco Office
1942-1945Army Air Force; Executive Officer of Information and Education, Special Staff Section in the Pacific
1946-1947Account Supervisor, Ford Motor Company account, JWT Detroit Office
1946 Aug. 2Married Charlotte A. Holt
1947Elected Vice President, JWT
1948-1955Manager, JWT Detroit Office
1952Elected Director, JWT
1955Elected President, JWT
1960-1967Elected Chief Executive Officer, JWT
1964-1968Elected Chairman of the Board, JWT
1968Retired from the J. Walter Thompson Company
1993 Jan. 19Died, St. Helena, Calif.

Norman H. Strouse was a member of the following advertising and marketing organizations: the American Association of Advertising Agencies, Chairman of the Board (1964-1965); the Marketing Science Institute, Trustee (1962-); and the National Outdoor Advertising Bureau, Director and Board Chairman (1964-1965).

Library or bibliographic-related organizations with which he was involved include: the Bibliographical Society; the Book Club of California, Board Member; the Friends of the Columbia Library, Advisory Council (1963-); the Grolier Club, Council Member (1961-); the Manuscript Society; the National Book Committee, Chairman (1962-1964); the National Library Week Steering Committee (1958-1963); and the New York Public Library, Trustee (1963-).

For further biographical information, see the Biographical Information series of the J. Walter Thompson Company Archives.

Subject Headings

Preferred Citation

[Identification of item], J. Walter Thompson Company. Norman H. Strouse Papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Provenance

The Norman H. Strouse Papers were transferred to the David M. Rubenstein Rare Book & Manuscript Library from the J. Walter Thompson Company in 1987.

Processing Information

Processed by: Donna Longo DiMichele, Jessica Wood

Completed December 2, 1992; revised November 2008

Encoded by Stephen Douglas Miller, Jessica Wood

Processing of this collection was supported in part by gifts from the J. Walter Thompson Company Fund and the John and Kelly Hartman Foundation.

Accessions 1998-0154, 2004-0078, and 2005-0039 were merged into one collection, described in this finding aid.

This finding aid is NCEAD compliant.