J. WVLTER THOMPSON COMPANY

NEWS VOLUME NO. X IX , NO. 39 FOR STAFF MEMBERS ONLY OCTOBER 30, 1964

Chicago Names Management Group CHICAGO—The concept of a "perpetual management t ransi­

t ion" has found its expression here in the naming of a five-man management committee which will have full authori ty to determine and execute operating policies and procedures in all areas of the JWT Chicago office.

Management Transition . . . a JWT Philosophy In an off-the-record report to the annual meeting of the American Assn. of

Advert ising Agencies in April, on "Agency Management Succession," Norman H. Strouse outlined the basic Thompson philosophy of "perpetual management t ransi t ion" which is exemplified by recent organizational moves in New York and London, and now in Chicago. Key excerpts from that address follow:

One might ask . . . " W h a t is management?" The simple answer might be that everyone who has supervision over someone else, and is responsible for the implementat ion of company policy, is part of the management structure. Each such person must inevi tably have his successor, if he has the potent ia l to keep moving toward the top . Even if we confine our considerations to the small g roup who give ult imate leadership to the agency, the individuals a l l down the line who form the chain of command are the ones f rom whom the senior g roup must emerge.

* * * As in a l l management considerations, it matters

more to know where you' re go ing than to know where you stand.

sir * *

Whether the agency be large or small, there should be at a l l times a careful evaluat ion of the

assets of the agency in terms of manpower. This should concern itself not a lone with existing capa­bilities of personnel in relat ion to current needs, but also with their g rowth potent ia l .

. . . the most impor tant fact in our concept of management transit ion is that we recognize no f ina l step. Our philosophy is that of perpetual manage­ment t ransi t ion, with acceptance of the fact that the most imaginat ive responsibil i ty involves the preparat ion for succession ind iv idual ly and collec­t ively, a l l down the l ine, and the implementat ion of a succession program on a continuing basis.

George C. Reeves, manager, in announcing the formation of the new group, explained tha t the objective of this step is to give younger men an opportunity for experience in management while the senior men are still active. The aver­age age of the members of the new unit is 43. The new man­

agement committee will succeed the pres­ent operations committee.

Members of the new management com­mittee are Paul Lehner, chairman; William C. Taylor, vice chairman; Donald H. Rice, Theodore E. Schulte and C. Malcolm Sul­livan. David T. Hood, personnel manager, will serve as secretary and participate in carrying out the responsibilities of the group.

Thompson's Chicago office, with a per­sonnel complement of some 500 people, is the second oldest office in the Company, behind New York, and, in its own right, one of the three largest agencies in the Chicago area.

The step, in line with recent similar de­velopments in both the London and New York offices (JWT NEWS, Sept. 25, Oct. 16),

(Continued on page 7)

To accomplish this, we wi l l use various devices for posit ioning our most qua l i f ied executives that they may part ic ipate in management and ga in the experience essential to the shouldering of major responsibil it ies.

THOMPSON BRIDGE

Research Guides 'Digest' Newsstand Sales Copy NEW YORK—For the past five years, news­

paper readers in 257 key U.S. market areas have been reading — and acting upon — a series of all-type, small-space advertise­ments appearing during the last week of each calendar month.

The ads, geared to the sole objective of achieving newsstand sales of the Reader's Digest, represent an outstanding example of the role of thorough and continuing re­search in determining what consumers will respond to.

Even the size of the advertisements (50 lines on one column is the norm) has been established through research which has re­vealed that such a space unit continually brings about the highest ratio of newsstand copies sold per advertising dollar invested.

How do these advertisements come about? . . . who determines—and on what criteria— which of RD's 30 or more articles in each issue will be promoted? . . . how does the content of the advertising operate to pro­vide Reader's Digest circulation executives with an accurate forecast of how many

copies of each issue will be sold through newsstands throughout the country?

The answers to these and related ques­tions are provided by tracing the monthly procedure that goes into the making of these ads:

About seven or eight weeks prior to the appearance of each RD issue, management supervisor Wally Elton's account team re­ceives from the Digest's editors the full text of each article scheduled for that issue. With account representative Ed Keough, three writers (group head Gelston Hardy, Jack Bierhorst, Nancy Mullen) go over the pieces and prepare a one-paragraph, eight-line synopsis (called a compact) of each article. Then a meeting is held with client personnel, and 12 of the articles are select­ed, based on editorial and advertising ex­perience and judgment as to which will hold the greatest amount of popular appeal.

Management supervisor Elton and ac­count supervisor Carl Rhodes join the other JWT personnel at this meeting, at which

(Continued on page 3)

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SITE—This is the Wr ig ley Bui ld ing in Chicago, whe re the da rkened areas in the photo show floors occu­p ied by JWT of f ices.

John Florida

Argentina Gains Cage Star; John Florida Transferred

NEW YORK—The New York office lost its star basketball player this week when John Florida left for his new assignment with JWT-Buenos Aires, where he will have ac­count responsibilities.

John, who averaged better than 20 points a game during the basketball season, had been a representative here on Chase & San­born regular coffee. With the Company for nearly three years, he is a graduate of Stanford University and the American In­stitute of Foreign Trade..

Speaks the language

John expects to have no language diffi­culties in BA. His mother was Spanish and he learned the language while growing up in the Philippines, where he was born. John didn't get out of the Philippines until after World War II.

The entire Florida family went on the Pan Am flight with John. This includes his wife and three children aged five down to 10 months.

Edwards, JWT-London, Heads British Direct Mail Group

LONDON — Freddie Edwards, head of JWT's direct mail operations here since 1961, has been elected chairman of the Brit­ish Direct Mail Advertising Assn.

Involved in direct mail activities for the past four years, Freddie transferred to the parent JWT-London office in 1956 from British Market Research Bureau. He came to BMRB in 1947, and served as its general manager from 1949 through 1956.

Freddie Edwards

NOW we have lowest winter Jet Excursion Fares

to the U.S.A. in history!

HOT NEWS-This Pan Am advert isement, running in the Rome Daily American Oct. 16, brought readers first news of new low transocenanic flight rates.

From ROME

S579.70 511.10 473 40 555.40 646.80 527.80 947.40 662.70 768.50 626 50 627.50 480,40 500.60 705.80 561.50 768.50 681.40 513.20

U.S.A.

DESTINATIONS

ATLANTA BALTIMORE

BOSTON CHICACO DALLAS DETROIT

HONOLULU HOUSTON

LOS ANGELES MIAMI

NEW ORLEANS NEW YORK

PHILADELPHIA PORTLAND SAN JUAN

S FRANCISCO SEATTLE

WASHINGTON

From MILAN

S538.80 470 20 432 50 514.50 605.90 486.90 906.50 621.70 727 60 585.60 586.60 439 50 459.70 664.90 585.60 727.60 640.50 472 30

[Now w f are going lo have 11/21 din ,|e-t Eronoim Rainbow Parrs t<> I he I .S.A. right llirougli the winter.

Ever? ont- of l l i r l aw* listi-il i l ium- i- Kiihnlantiallt Im* than regular J i l Economj

Karen, ami vou Hil l enjoy .ill I In- comfort* our Raitihow fl ight* can give you Including

cubine liy Maxim'* of Pari*.

Plan to I I ) lo tlie U.S.A. ami hark with us an} Morula) through Thursday between

November 6th ami Fein-nary 14th.

It's as easy us thai to f ly to ihe U.S.A. ai hurgahi fan-, with ihe very best there is:

ihi- world's mosi experienced a i r l ine

Por information anil

Rome * 174.8-il

ins sec your Pan Am Travel Agent or Pan Am

Ian a .,71.;tl Naples * 323.061 Florrnrr « 282.116 Genoa at 687.5.11

World's most experienced airline !

Punto Esclamativoi Pan Am Gets the Jump When new, lower prices are announced

for transoceanic flights, they apply equally to all airlines. The competitive edge in such a situation often lies with the carrier that gets its story into print first.

On Thursday, Oct. 15, Pan American of­fices around the world heard from head­quarters that new low jet excursion fares were going into effect on Nov. 6. What hap­pened within the next few hours at J W T -Milan serves to demonstrate the kind of activity that enabled the Thompson client to get the message to the public in record time in countries all through Europe.

The Pressure Is On

As soon as word was received, a deter­mination was reached to get advertisements into Italy's major dailies the very next day. That morning, copy was written, the layout made, and the papers regularly on the Pan Am schedule were contacted by telephone for space reservations.

There was no time to take the layout to the client for approval, so it was described, discussed and approved on the telephone.

At lunch time that same day—still Thurs­day, O'ct. 15—various members of the JWT staff fanned out all over Italy to take copy, layout and insertion orders to newspapers

in person: • Personnel regularly on the scene loc­

ally took care of visits to Milan and Rome dailies;

• The Pan Am representative drove to Naples;

• The traffic man drove to Genoa; • One secretary took a bus to Turin; • Another secretary took a train to

Bologna and Florence. Personal Contact Helps

In each case, not only was the medium contacted in time to insure Friday inser­tion, but the appearance of an individual from JWT helped obtain the best possible position.

Pan Am got what is described as "a hot competitive advantage" over other airlines, an achievement that resulted in receipt of this wire at JWT-Milan Friday morning, signed by the client's sales manager for the area:

THREE CHEERS FOR FABULOUS EFFORT TO­DAYS SPLASH PUNTO ESCLAMATIVO OUR THANKS TO ALL CONCERNED Similar demonstrations of JWT activity

took place in many Euopean countries, pro­viding the kind of client service that kept Pan Am well ahead of its competition.

Careful Research Guides Content of 'Digest' Newsstand Promotion (Continued)

A quick way to make NEW FRIENDS

"The world is full of people waiting to be spoken to," says a woman author who used to be shy.

In August Reader's Digest she tells how to approach someone you don't know. . . and two tips for sizing up his (or her) interests before­hand.

Read Enjoy Adventures in Friendliness in August Reader's Digest now on sale.

People have faith in -

There are no short cuts to a

successful marriage

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RELAX— I and get fit!

Sweden's Gosta Olander has revolutionized the entire concept of body condition­ing. Olympic athletes flock to him—and so do business­men and housewives.

An article in Reader's Digest tells how easy and natural his method is . . . how it can help you reduce tensions, fatigue, and even bulges! Get the August Reader's Digest now on sale.

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People have faith in Reader's Digest

the compacts are discussed, revised and ap­proved. Copies of the final list are distrib­uted to RD offices around the world.

In addition, 12 more articles are selected from past issues; these are "control" ar­ticles which are chosen because they are typical of the general editorial content of an "average" issue of Reader's Digest.

Three-for-One Offer Together, the 24 articles thus selected,

together with their one-paragraph descrip­tions, are then made up into a 4 col. by 200-line advertisement. Accompanied by a cou­pon offering a free copy of any three articles checked by the consumer, this spe­cial pre-publication advertisement appears in the newspapers of only about a half-dozen cities each month, on a revolving basis.

The purpose of this advance ad is two­fold:

1. Readers' preferences among current articles give JWT an indication of which articles in the upcoming issue are most at­tractive, and therefore should be adver­tised ;

2. The ratio of current articles requested, to old articles requested, gives an indication of the over-all strength of the upcoming issue—known as the Issue Promotability Score. (This IPS enables Digest circulation people to make a prediction of sales that may be expected.)

Consumers Set the Pace

Working under research supervisor Phil Thompson and account manager Harry Scott, a team of analysts surveys the re­turns; the articles most frequently chosen are then used in the small-space advertis­ing series to promote newsstand sales of the issue in which they appear.

(A recent advertisement in this con­tinuing research series, which ran Sept. 26, appears on pages U & 5 of this issue.)

By calculating just what percentage of the 12 specially chosen articles is re­quested against the calls for the "control" articles (the two types of articles are alternated as they appear in the research ad listings), the over-all appeal of the issue as a whole can be judged and total antici­pated sales projected. In a total monthly newsstand sale that runs between 1.6 and 2.2 million copies per issue, the IPS projec­tion based on these data is sometimes less than 25,000 copies away from actual sales results.

Who's On First?

Continuing media tests also mark the RD newsstand sales effort. In selected com­munities, checks are made to determine the relative efficacy of newspaper advertising alone vs. television advertising alone vs. a combination of the two media. Endorsement advertising, comic strip presentation and other forms of promotion are also continu­ally and widely tested. In the New York area, subway car cards and suburban train and station posters are used regularly.

The creative personnel on this account are also kept busy preparing special ad­vertisements for newsstand sales where articles of local or regional interest might

(Continued on page 6)

DECISION FOR DISASTER - A t last the truth about

the Bay of Pigs The secret name for the in­vasion by Free Cubans was "Operation Pluto." Its first act was to be the quick destruction of Castro's air force.

Who said the plan was "immoral"? Who convinced the President he should weaken the air strikes? Who said: "Dammit, Mr. Presi­dent, we can't let those boys be slaughtered there!"—and was overruled?

Reader's Digest presents an inside report which raises serious doubts about the StateT * " ^ s t a n d -

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i' A new way out of debt

Bill and Marilyn were $2261 in debt. Creditors would not wait. Bill's job—even their marriage—was threatened.

Then they discovered the Family Debt Counselors— a unique non-profit plan that has rescued hundreds of families. Read how to start one like it in your town— in August Reader's Digest now on sale.

People have faith in Reader's Digest

FREE. . .Specia l copies of Reader's Digest articles!

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HERE'S HOW TO GET THEM T o ac­quaint you with the interesting arti­cles in T h e Reader ' s Digest, we make this special offer.

F rom the descriptions below of some articles from The Reader 's Digest, pick the three articles you would most like to read. Circle with

pencil the numbers of these three articles on the coupon below. Then mail coupon to us with your name and address. We'll send youfree copies of the three articles you choose— without any obligation whatever.

This offer is good for only seven days, so send us the coupon TODAY.

| ICU—Newest Thing in Nursing. Criti­cally ill patients wired to a central desk . . . heartbeats monitored by machine? Sounds like science fiction—yet nurses say it's "the nearest thing to old-fashioned nursing." Read how Inten­sive Care Units give nurses the precious extra seconds that can save lives.

2 The Big Cook-Out. The Boy Scouts were going to encamp at Valley Forge for a week—fifty thousand of them! That meant 9,700 carloads of food . . . 45,000 lbs. of hamburger a day . . . 100,000 Cokes. How do you feed 'em? Here's the story of how easily (and neatly) it comes off—if they are Scouts.

3 News for Winter Drivers: Tires with Built-in Chains. Their diamond-hard tungsten-carbide spikes grip ice and hard-packed snow like claws . . . cut braking distance by 60% . . . increase traction up to 500 %! A Reader's Digest Report to Consumers presents the facts —and test results —on what is called "one of the most effective automobile safety developments in years."

A The Countess and the Impossible. "Young man," she asked, "what on earth made you do such a crazy, won­derful thing?". . . The true story of a 13-year-old boy, a wise woman, and the great discovery that often the only possible way lies right through the middle of the impossible!

K The One Sure Way to Happiness. Many young Americans, frantically running in pursuit of happiness, are never going to capture it. "Nothing makes it more unapproachable," says this author, "than trying to find it!" .. . But there is a five-step way that has worked, and this thoughtful arti­cle tells you what it is!

(, Are Juries Giving Away Too Much Money? How much is an injured eye worth? This article reveals the fantas­tic awards juries now give to personal injury cases; the city called America's "claim heaven"; and how this free­handed attitude by juries has affected the insurance rates we may pay.

•j Cholesterol: Guilty or Not Guilty? Heart disease now kills more Americans than all other sicknesses combined. But is cholesterol really the villain? Are polyunsaturated fats better for you? Read what a Harvard-Dublin study of 178 pairs of widely separated brothers showed about the effects of fat consumption on 356 Irishmen!

g HELP WANTED: Skilled Blue-Collar Workers. Even in today's "recession" thousands of jobs are open . . . because there's a shortage of technicians, me­chanics, draftsmen and similar blue-collar employees. Read why the future's bright for young people who learn to work with both brains and hands.

O Special 24-Page Book Feature: The Country That Saved Itself. Just how close Brazil came to going down Cas­tro's bloody road last May has not been realized. But now a Senior Editor of Reader's Digest brings you the dra­matic proof of captured ammunition, lists of anti-communists to be "shot," etc. . . . And, above all, the inspiring story of a home-grown counter revolu­tion in which the women of Brazil played a major part!

"I Q Why I Believe in Immortality. Seven who believe tell you why they believe —but no two of them for the same reason. Helen Keller, Arthur Godfrey and others whom you know explain why death "is only an episode in the far vaster adventure of spirit."

| | Our Greatest Source of Strength. Former Congressman Walter Judd tells why the U.S., with 6% of the world's population, has 50% of the world's wealth. Read why our strength lies in the power of each individual.. . and how this strength is being sapped by recent trends in Washington.

1 2 Zoning Comes to Town. With city dwellers flocking to the suburbs, com­munities have found that growth must be guided to keep commerce and indus­try within bounds, preserve residential values. A zoning board member tells how his village is solving the problem by democratic means.

1 3 When Is A Young Man Ready For Mar­riage? Is a girl making a mistake when she marries a "man" of 19? Is he still half a child as far as character develop­ment goes? What does he know about money —about himself? Here 's a searching, but not unsympathetic, letter written by a thoughtful god­father to his 19-year-old godson.

| 4 How Law-Abiding Are We —Really? We pride ourselves on our respect for "the rule of law," but the facts indi­cate, says William Hard, that ' 'we have achieved a split personality." More of us go to church; and more of us steal! Have we complacently overlooked some harsh facts about ourselves?

1 «J The Power Women Have Over Men. Is it simply the power to say "NO!" — as one man claims? Is giving praise the secret of women's power? . . . Or is it solely a matter of sex? Here's a sym­posium of letters from Digest readers, provoked by a previous article which considered "The Power Men Have Over Women."

| (y Mutiny of the Bountiful. Practically every disease has fund raisers ringing doorbells from coast to coast. Public irritation is mounting . . . the supply of volunteer workers falling sharply. Read why this endless parade of ap­peals should be merged into one an­nual health drive and how this would benefit us all.

| 7 From Farm to Supermarket to You. Housewives seldom give it a thought . . . but one reason America eats so well is the day-and-night efficiency of the U.S. delivery system. Read how the nation reports twice a day to Wash­ington . . . how demand and supply affect prices . . . why food in transit keeps so fresh.

1 8 How the Doctor Tests Your Heart. . Slight pounding when you climb stairs?

Skipped beats? Well, top specialists can now give more accurate diagnoses than ever before. Here is a report on recently developed techniques which provide valuable clues to the workings of the human heart.

1 9 We Gave Diane Back Her Life. 21 months old, weighing 18 pounds, she was "as blue as grape juice." Without the operation she would die—but it had never been tried on human beings. Don't miss this dramatic re-creation of the first "blue baby" operation, told by the surgeon who perform ed it!

2 0 ' s Your Home Properly Insured? Fire will strike some 300,000 homes this year. Many owners will suffer severe losses —simply because of errors made in buying insurance. Discover seven ways to keep from being "burned" financially, includingsome little-known facts that can save you lots of money.

2 1 Why Do They Rock 'N' Roll? Do teen­age riots mean this music should be outlawed? Absolutely not, says this author. "It is my contention that RnR is helpful to. the adolescent"... And he tells you why its beat-beat-beat is doubly beneficial to growing boys and girls of 13 through 15.

2 2 The Case Against Marital Infidelity. What makes one partner occasionally stray into an "affair"? Dr. Abraham Stone, a famous marriage counselor, discusses the causes and penalties of unfaithfulness —and reveals the three basic needs every marriage should satisfy.

2 3 Help Wanted. "Housewives and execu­tives struggle with chores they haven't time to do, while those who could do them better can't find jobs of any kind." "Can'twe," asks this suburban mother, "think of something better . . . ?" Here's a plea for freeing personal service from the "stigma" of class distinction.

2 4 Protect Your Teeth from PD — Keep Them! Periodontal disease (Pyorrhea) is responsible for the loss of more teeth than all other causes combined. It 's easy to ignore until too late because it attacks without pain. Read how PD can be cured, if caught soon enough— better still, prevented.

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CIRCLE NUMBERS OF 3 ARTICLES YOU WANT* Cut out coupon and mail today!

*Note only one set to a reader

I Tot Reader's Digest Assoc. Inc., c /o Tab and Business Services

136 W . 52nd St., New York, N.Y. 10019

Gentlemen: Please send me FREE the 3 articles I have circled below by number.

1 2 3 4 5

6 7 8 9 10

11 12 13 14 15

16 17 18 19 2 0

2 1 2 2 2 3 2 4

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Research Results Guide Ad Content (Com.) be expected to have increased appeal. Thus, an article about Los Angeles' smog prob­lem, a piece relating to saving a natural re­source or a story on a big city crime situa­tion might be promoted, via the small space format, to the citizens of the affected area alone.

In such a research-minded atmosphere, it is, of course, inevitable that JWT's new

Reading Glut Challenges Creative Ingenuity

Newsstand Sales Run High

With the largest total circulation of any magazine, Reader's Digest also stands high up on the list in newsstand sales of magazines, selling single copies essentially through that type of outlet. The following figures, as reported through publishers' statements filed with the Audit Bureau of Circulations, indicate only one publication exceeding it in single copy sales:

Publication

Reader's Digest TV Guide McCall's Look Life Saturday Evening

Post Ladies' Home

Journal Better Homes

& Gardens Good

Housekeeping Redbook

Magazine National

Geographic American Home Time American Legion True True Story Boys' Life Playboy

Total Paid

14,512,673 8,920,708 8,223,054 7,512,475 7,186,265

6,616,743

6,603,350

6,286,736

5,311,665

3,770,003

3,492,187 3,374,041 2,875,017 2,599,943 2,408,916 2,372,472 2,218,196 1,965,458

Sub­scription

12,563,780 3,323,296 7,083,244 6,984,616 6,630,198

News­stand

1,948,893 5,597,412 1,139,810

527,859 556,067

5,808,374 808,369

5,309,263 1,294,087

5,548,755 737,981

4,418,899 892,766

2,628,221 1,141,782

3,487,734 2,762,352 2,571,153 2,599,809 1,742,921 1,490,175 2,212,098

486,329

4,453 611,689 303,864

134 665,995 882,297

6,098 1,479,456

RCA 301 computer should play an immedi­ate and important role. Currently, some 200 articles which have been advertised by the Digest over the past three years are being placed in predetermined "subject matter" categories and programmed into the computer—which will then show the effect on sales of each kind of article.

TOKENS—Ruth Glass, JWT-Chicago Public Relations, inspects unique hat stands commissioned by Seven-Up company as gifts to food editors attending series of Thompson—arranged functions in New York.

(The great amount of reading material each of us must try to absorb every day poses two questions of importance to adver­tising personnel: (1) how can we cope with the problem as professionals eager to keep up with developments in our area of busi­ness? (2) recognizing that many consumers are faced with the same situation, how can we create the kind of effective advertising message that will get through to those we wish to reach?

(Fast moving news events of the past few weeks—from Khrushchev to Chinese atomic explosions to British elections to Yogi Berra—point up the problem.

(A discussion of this plethora of reading material appeared some time ago in the New York Times. Written by Washington columnist Russell Baker, it is reprinted here by permission of that publication.)

What ever happened in Laos? Oh, the answer is here somewhere, all right, in these mounds of back newspapers and magazines, but who dares pause to look it up? The world is moving on to fresh crises in new jungles, and he who lingers over Pathet Lao today will be in the dark about Tonton Macoutes tomorrow.

Too Many Crises

The trouble, of course, is that we have worked too assiduously to avert the danger of the uninformed citizenry, about which every public philosopher since the Found­ers has warned. In the process we have cre­ated the agony of the overinformed citi­zenry, which may in the long run prove just as dangerous as the uninformed.

The Laos problem illustrates the agony. It had seemed a relatively simple crisis to follow this time. The Pathet Lao had re­sumed shooting in the Plain of Ja r s ; Amer­ican Congressmen said this proved that Russians could not be trusted to observe a test-ban treaty; President Kennedy rather testily sent Mr. Harriman to see Premier Khrushchev.

Mr. Harriman was last seen entering the White House to report to the President on his trip. At this moment, Laos was swept abruptly out of the news by the Haitian crisis. All eyes shifted en masse, like those eyes that watch tennis at Wimbledon, from Laos to Haiti.

Glum Bedside Faces

But what happened to Mr. Harriman? Had he ever left the White House? What had he told the President? Had Mr. Khrush­chev agreed to restrain the Pathet Lao and, thus, prove that Russians could be trusted to observe a test-ban treaty?

And, most mysterious of all, what had happened to the Laos crisis? Well, all these questions have doubtless been answered somewhere since the Haitian crisis came to stage center, and the answers would prob­ably be fairly easy to find if the citizenry had no other information to keep up with except the stuff from Laos and Haiti.

But this is the nub of the problem. The citizenry does have other information to worry about. Jungles on three continents are quivering with crises, latent or subsid­ing. The night air is regularly pierced by radio bulletins warning everyone to stand

by for imminent crisis in Jordan, Syria, Algeria, Cairo.

Men with bedside faces appear on the TV screen with bad news about unemploy­ment, adolescent morality and airways congestion.

Assault Before Dawn

Every newspaper brings fresh advice on new movies and drama that must be seen, new books that must be read, new paintings that must be appreciated. The assault by information goes on around the clock. At dawn the nervous sleeper—restless perhaps with guilt at rot having finished yesterday's afternoon newspapers before retiring— awakens to the thunder of the morning papers hurled against the screen door.

In most towns he must start reading early if he wants to dent them before the mail delivery brings the daily magazine consign­ment. Meanwhile, the radio feeds local news roundups, world news roundups, the local weather report, temperature readings around the world, show business gossip and baseball scores.

The really conscientious citizen can knife ahead through the papers, listen simultane­ously to the radio barrage and watch Mar­tin Agronsky on TV interview the ambas-

EN ROUTE—A plethora of reading matter starts off for someone's desk.

sador in the news about the crisis in the news—and do all this while eating an egg.

Result Most Dubious

The trips to and from New York and the evening pass in the same spirit. Everyone knows the trial of Sunday. The citizenry, half-mad with the need to sit in the sun and think, dutifully trying to catch up on in­formation missed. Then, the important men to be watched floundering in TV panels.

Printed matter piles up in the parlor. Sometimes, the only way to get rid of it is to grab staggering bundles and start turn­ing pages very rapidly, glancing only at the biggest and boldest type, realizing that anyone who pauses to read is lost. This gives the turner the sensation of being in­formed without actually informing him of anything, which is probably the logical end of the present information glut.

With all the information demanding to be absorbed every day, how can anyone get time to find out what's going on?

PAUL LEHNER Joined JWT in 1951 as an account representative on Kraft Salad products. Assigned six years later to Kraft Cheese products, today he is account supervisor for that client's Cheese and Citrus products advertising. Before coming to Thompson, Paul had been wi th Gardner Ad­vertising Co., in his native St. Louis, where his accounts included Monsanto Chemicals, Stokely's Foods, Cessna Aircraft and others. Won his commission while in service in the U.S. Army, as wel l a,s silver and bronze stars and a Purple Heart. With his w i fe , two sons and one daugh­ter, Paul lives in suburban Northbrook, I I I .

Chicago Chooses New Management Unit (cont.) follows a philosophy of agency management succession outlined by Norman Strouse in April, in a talk to the annual meeting of the American Assn. of Advertising Agen­cies. (See page 1 box.)

The appointment of a policy committee was also announced, to include in its mem­bership those who up till now have served served on the operations committee. The new management committee will report to the policy committee monthly, Mr. Reeves said, and may call on its members individ­ually or as a group at its discretion. The new policy unit consists of:

• George C. Reeves, manager of JWT-Chicago, who joined Thompson in Cincin­nati in 1929 as a copywriter. He has been a director since 1950 and was named execu­tive vice president in 1960.

• Frederick W. Boulton, director of graphic arts at JWT-Chicago, joined Thompson originally in 1923.

• Arthur C. Farlow, management super­visor for the Kraft Foods account, a JWTer since 1927, when he joined the New York office as a trainee. He has been manager of the Buenos Aires and San Francisco offices, and a director of the Company since De­cember, 1953.

• Alexander H. Gunn, management su­pervisor for Quaker Oats and the Portland. Cement Assn. accounts, with Thompson since 1931.

• Theodore P. Jardine, management su­pervisor on Seven-Up, who has spent his entire career with JWT, having joined the Company in 1917 as a 15-year-old office boy. He was elected a director in January, 1961.

• Clarence S. Lund, management super-

WILLIAM C. TAYLOR An account supervisor, Wing is a nat ive-of New York City who has been wi th JWT since 1946. He earned a B.A. degree from Yale University, took a year of law at Harvard and then attended Columbia University's business school for two years. His experience wi th Thompson includes service on accounts such as Swift & Co., Parker Pen, Quaker Oats and the Portland Cement Assn. Currently he is supervisor of the Sortland Cement Assn. account and active on review boards. From 1941 to 1945 he served in the U.S. Navy, attaining the rank of Lieut. Commander. His hobbies are f ishing, sail ing, golf and music; he is married to the former Mary Blair Gardner, and the Taylors, who have three boys and one g i r l , make their home in suburban Lake Forest, III.

DONALD H. RICE

Youngest supervisor in the Chicago office, Don has chalked up a series of notable achievements at relatively early ages. He entered Xavier University at Cincinnati at 15, graduated and saw military service before he was 21, and at the age of 35, was made {Sept., 1962) a vice president of the company. Seven months later he assumed his present post as account supervisor on Alberto-Culver and in this capacity oversees the activity of six account men. Joining JWT in 1952, he was respons­ible for a number of years for the development of com­plete consumer advertising campaigns on two major product groups—Aunt Jemima Mixes and Ready-To-Eat Cereals—for the Quaker Oats Company. Other account responsibilities have been Coldene and Fresh Deodorants, Swift & Company, Murine and Dr. West's Toothbrushes. Don lives wi th his wi fe and seven children in the north shore suburb of Wilmette.

^S

THEODORE E. SCHULTE A native of suburban Evanston, II I . , and a graduate of Princeton University, he spent two years wi th Time, Inc., then one wi th the March of Time before coming to JWT in February, 1946. A copy group head, he has been connected wi th many accounts, among them Quaker Oats, Swift, Ford Dealers Assn., Elgin, Sterling and Schlitz Beer, Alberto-Culver, Employers Mutuals of Wau­sau, Bowman Dairy and Parker Pen Company. With his w i fe , Diane, and two daughters and one son he lives in Lake Forest, III. He is a member of the Chicago Coun­cil on Foreign Relations. As hobbies, he likes to play the guitar and to study dramatics and languages.

visor, with responsibilities for American Bakeries, Johnson Motors, Northwestern Mutual Life Insurance Co., Employers Mu­tual of Wausau and Indiana Bell Telephone Co. He came to Thompson in 1945 as an account representative.

• Kenneth J. Ward, came to JWT as a copywriter in 1931, subsequently becoming a group head. In 1952, he was named copy-director and administrative head of the copy department.

• Ward L. Weist, who also started here as an office boy, in 1924, and has worked his way up to administration through the ship-

C. MALCOLM SULLIVAN With JWT since Apr i l , 1947, he earned a B.A. degree at Wil l iam & Mary College and was wi th the Aetna Cas­ualty 8s Surety Company for six years before joining Thompson. Currently wi th the Seven-Up account, he has had experience in the past with Lowrey Organ Co., which he supervised for two years; Weco Products, and Swift and Company. The Sullivans live in suburban North-brook, I I I . , and have one son, Christopher Mark. Golf, reading and playing the organ are his hobbies.

ping room, mechanical production and traf­fic. In 1943 he became office manager in charge of traffic, and has been in adminis­tration since 1947.

• Willard J. Loarie, management super­visor for Libby, McNeill & Libby, with JWT since 1947 when he joined as an ac­count representative.

• John V. Sandberg, management super­visor for Murine, Oscar Mayer and Sterling Beer who came to Thompson as an account representative in 1951.

With the exception of the two last named, (Continued on page 8)

Management Committee

Paul Lehner

Wil l iam C. Taylor

Donald H. Rice

Theodore E. Schulte

C. Malcolm Sullivan

Policy Committee

George C. Reeves

Frederick W. Boulton

Arthur C. Farlow

Alexander H. Gunn

Theodore P. Jardine

Clarence S. Lund

Kenneth J. Ward

Ward L. Weist

Wil lard J. Loarie

John V. Sandberg

Chicago Office Appoints Committee (continued) $trouse Notes Factors

Inhibiting Creativity Los ANGELES—There is still "too little

creativity" in the advertising agency bus­iness, Norman Strouse told the Western Region Convention of the American Assn. of Advertising Agencies here earlier this week.

Noting that the "attitudes and conditions under which we carry on our business con­tinue to militate against a highly creative working atmosphere, rather than to en­hance it," JWT's board chairman singled out these three threats to creativity:

1. A tendency to limit "creativity" to the copy and art departments. "In so doing," he commented, "wc announce that all other de­partments are presumably non-creative."

2. Organizational structures which pi­geonhole people. "The master copy of an or­ganization chart should be in pencil form, with an e,raser handy so that it can be con­stantly wrapped around people. People should not be shoved into the boxes of a pre­conceived chart. Any vigorous organization should be looked upon as a growing organ­ism—to do otherwise will inevitably stifle a free-flowing spirit of creativity."

3. The "conspiracy between the account representative and the brand/or advertis­ing manager"—each is a frustrated copy­writer—to keep "creative work within the narrow limits of minimum risk." Account representatives and their client counter­parts should "fully recognize their true roles as encouraging the widest range of creative exploration, of recognizing and guiding the bold, daring idea through the obstacle course of echelon approval with least injury."

Mr. Strouse, who is currently chairman of the 4A's, suggested that the creative point of view "should be instilled into every latest recruit from our colleges or from the street the minute he goes on the payroll, whether he intends to write copy, design layouts, manage an account, keep the books, buy space or design research projects."

all were members of the now discontinued operations committee.

"Messrs. Boulton and Ward," Mr. Reeves announced, "will continue to have an over­all interest in the quality of our creative product and will cooperate with department heads and the Management Committee in working out future plans for our creative procedures."

Two other staff members were appointed to special posts at the same time:

Joseph R. Burton was named copy di­rector and administrative head of the copy department, while Frank Johnson was made executive art director and administrative head of the print art department.

According to George Reeves, this man­agement transition move will "insure con­tinuity in the growth and further develop­ment of the Chicago office as an important center of J. Walter Thompson's world-wide organization."

JOSEPH R. BURTON Copy director and administrative head of the copy de­partment, he joined the agency in 1944 as a member of the copy department, after 10 years wi th lo rd 8s Thomas. Burton is a graduate of Knox College, Galesburg, I I I . , with a Bachelor of Science degree. He is a director and past president of the board of trustees of Geneva Com­munity hospital, and is active in Knox College a'umni work. He is married to the former Jean Bradon and they have four children, Rodney, Roy, Harriet, and Wi l ­l iam. The Burtons live in Geneva, III.

FRANK JOHNSON Executive art director and administrative head of the print art department, Frank has been associated wi th JWT since September, 1962. Before joining Thompson, he was a vice president and senior art director wi th Needham, Louis 8, Brorby. Prior to that he had been with Foote, Cone 8. Belding and Campbell-Mithun, Inc., agen­cies. A native of Rockford II I . , he received his art educa­tion at the Mizen Academy of Art in Chicago. He served in the U.S. Army in the Pacific Theatre during World War I I .

November 3, 1964; Cast Your Ballot

In 1864, when JWT was founded, the population of the United States was

about 35 million people. Of this number, some 4 million turned out to choose

Abraham Lincoln as President over Gen. George B. McClellan.

Since that day, both the population and the percentage of eligible voters actually

casting ballots in a national election have steadily increased. By 1920, 26.7 million

voters, representing 44% of the 60 million then of voting age, selected Warren G.

Harding over James M. Cox; in 1940, out of 83.5 million who were eligible to vote,

46.9 million—59.7%—elected Franklin D. Roosevelt to his third term, this time over

Wendell Wil lkie. And by 1960, out of a total of 179 million people (of whom 107

million were of voting age), close to 69 million voted, a turnout of 63 .8%.

Still, statistics clearly demonstrate that the U.S. consistently records one of the

lowest proportions of voter turnout of any major democracy. JWT urges all Thompson

personnel in the United States to exercise their franchise next Tuesday.

J. WALTER THOMPSON COMPANY

NEWS New York News October 30, 1964

Silvermine Guild Art On Exhibition Here

The exhibit now h a n g i n g in the World 'iallery and the West Wing of the 11th floor -epresents selected works by a r t i s t mem­bers of the Silivermine Guild of Ar t i s t s .

. The 65 works, which include oil pa in t ings , •.vatercolors, sculpture and ceramics, re­flect a broad var ie ty of subject mat te r .

The Silvermine Guild, which now num­bers 300 professional a r t i s t members , was organized in 1922 by a g roup of profession­al ar t is ts living in and a round the pictur­esque Silvermine area of New Canaan . Conn. I t is one of the oldest ins t i tu t ions of its kind in the count ry and, with its total activities, a unique modern ar t center. It presents a continuous p r o g r a m of exhibi­tions, and sponsors the Annual New E n g -• ani Exhibition and b iannua l Nat ional Art Print Show. It operates a ren ta l and pur­chase gallery and it sponsors such cul tura l '•vents as the Summer Chamber Music Fes­tival and a winter p rog ram of impor tan t foreign films, gal lery tours and other spe­cial events, all open to the public.

The Silvermine Guild School of Art was established in 1950 when the demand for '"dividual and g roup instruct ion from the Guild's ar t i s t s seemed to call for a more forma] curriculum. In 1960 it became the Silvermine College of Art , a fully accredit-

• <-'->llegiate inst i tut ion confer r ing an As-^ i a t e of Fine A r t s degree and offering a "ur-year Professional Ar t i s t Course as

well as extension classes.

An exhibit a t Lever House ea r ly th is au-;umn was the Guild's first major New York •^owing, al though many of t h e . a r t i s t s ^Presented had been shown here before. - ome of the works from the Lever show *ere brought to Thompson and others were added.

The exibit will h a n g in the World Gal-^-ry until Nov. 6 and in the West Wing un-

ec. 8. All the works a re for sa le ; prices " 6 available from Dione Guffey.

Match the Consumer... Win a Prize! How good a judge are you of con­

sumer in teres ts? Pages 4 & 5 of this issue ca r ry a recent

Reader's Digc.it test adver t isement seek­ing to determine the ar t icles in which readers a re most interested.

T r y your hand at guess ing how the art icles ranked in terms of audience re­sponse. List the numbers of ju s t six of the art icles, in the order you th ink con­sumers would prefer them. Send your en t ry to J W T NEWS, 14 N E ; don't for­get your name and floor location.

J W T e r s coming closest to guess ing the actual order will receive a prize—a copy of the 232-page. I l " x l 6 " Reader's Digest Great World Atlas. Selling reg­u la r ly for $17, the handsomely bound volume contains text and maps re la t ing not only to all ear th a reas but to outer space as well. It has been called " the finest family a t las ever published."

Second and third pr ize-winners will each receive a copy of the latest volume of Reader's Digest Condensed Books.

As dictated by tradition, this contest is open to all staff members of JWT-NY, except those affiliated with the Reader's Digest account.

Other Exhibits New Arrivals

M*TAl on „ l ^ . l P T U R E - " T h e Women" by Roger Princ

•Xhibit in 11 Rw

• Corridor Gallery, 10th floor, Oct. 3-Nov. 6 - P h o t o g r a p h s from the book Five British Sculptors. The five a re B a r b a r a Hepwor th . Kenneth Armitage, Lynn Chadwick, Reg But ler and Henry Moore. The exhibition corresponds to the film of the same name which was shown in the 10th floor Confer­ence Room on Oct. 5. The producer of the film and au thor of the book, which is avail­able to J W T e r s through Dione Guffey's office a t a special discount, is W a r r e n Forma .

• First Gallery, 10th floor, Oct. 3-Nov. 6—black and white wash d rawings from an award-winning brochure done for Univer­sity Hospital by Richard Tomlinson. He was educated a t the A r t Center in Los An­geles and the American Academy of Art in Chicago.

Hors de Combat The following XYO staff members are

away from their desks due to illness: Lucie D. Aylinjr, 3 Midland Gardens. Bronxville Linda Borton, 145 Palmer Ave., Larchmont. Marie Lois Caprile, 57 78 St., Brooklyn 9. Edmund W. Orookhorn, 690 3rd Ave.,

New York 17. Alice Patricia Dowd. 35 Prospect Park W.,

Brooklyn 15. Isabel F. Hewitt. 2636 212 St., Bayside, L. I. May Johnson. 1117 Bayridge P'kway, Brooklyn

28. Karen M. Mauriello, 209 Prospect St., Orange,

N. J.

Les Goldberg

has joined the Lever group here as repre­s e n t a t i v e on L u x Liquid, Handy Andy and Stripe. He comes to J W T from Benton & Bowles where he spent seven yea r s as re­presentat ive on Proc ter & Gamble, Gen­eral Foods, Ster l ing D r u g and Squibb. He studied at the Univers i ty of Vi rg in ia and H a r v a r d Business School. X3271.

Also Welcome to: Frances Hobhouse, Michael Moore (Recep­t i o n ) ; Susan Dorntin, M a r y Ann Taylor (Representa t ive) ; Ramona DeFelice (Tele­

phone) ; Virginia Kane (T ransc r ip t i on ) .

Walter Prior, Heritage Lane. Weston, Conn. Elaine L. Rizek, 1281 Alicia Ave., Teaneck, N.J . Frankie McKee Robins, 405 E. 54 St., New York

22. Karen C. Rosenberg, 636 So. Forest Drive, West

Englewood, N. J. Estelle Jordan Rowland, 45 E. 55 St., New York

22.

Editors Dig Mashed Potato, Support 2-Party System, Simplify Shrimp This month, on the women's pages of some

170 top daily newspapers, seven clients served by JWT NY's Public Relations De­partment are making news—all as a result of five different and distinct newsworthy events planned and executed by the Depart­ment during the annual Newspaper Food Editors Conference held in New York Oct. 4-7.

Clients were: Scott Paper Co., U.S. Brewers Assn., National Fisheries Inst., Shrimp Assn. of the Americas, Halibut Assn. of N.A., National Assn. of Frozen Food Packers, Standard Brands.

The Four Seasons Restaurant was the scene of a dinner sponsored by the Scott Paper Company. The "Two-Party System" theme centered on the feasibility of a host­ess having two company meals in one week with the help of Scott's Cut-Rite line of wraps and table-setting accessories.

At a meeting sponsored by the National Fisheries Institute, Halibut and Shrimp Assns., author and television personality Julia Child discussed simplified seafood cookery. Dr. George Christakis, director of New York's Anti-Coronary Club, also spoke. There was a lavish display of fishery products and seafood dishes.

How To Feed Royally

The Standard Brands' luncheon, at the Sheraton East, featured a talk by Robert Carrier, food editor of the London Sunday Times and British Vogue, on entertaining with a flair. A new 20-page booklet, "Royal Recipes with a Flair." was introduced.

A brunch buffet at the Waldorf for the National Assn. of Frozen Food Packers featured a color display. "Frozen Food for Elegant Occasions," and a selection of brunch dishes chosen to demonstrate the versatility of frozen food products.

Beer Party USA, given at Shepheard's by the U. S. Brewers Assn., presented beer and ale as the ideal beverages for discothe­que dancing and instructed editors in tho folklore of the Mashed Potato and the Watusi.

Classified PONTIAC. 1963 - GRAND PRIX. Grand prestige,

grand performance, grand power. Great price S2.495. Pr iva te -FL 9-1260. Call after 6.

APARTMENT TO SUBLEASE. Unfurnished. 2 bed­rooms, 2 baths, living room, full kitchen. 9 mos. plus 1 month free : rent S245.50 per month. Air-condi­tioned, free gas, dishwasher, new building. 24 hr. doorman, plenty of closet space. 85 St. and 1st Ave. X.3.342 or BU 8-6653.

FOR RENT—Spacious one room apartment. 32 Gra-mercy Park. Modern. Walk-in kitcben. Generous closets. $135 per month. X3406.

LIGHTNING SAILBOAT. No. 2133. Completely equipped. New Fiberglass bottom. 5650. X3252 or 516-PO 7-8X74.

1955 THUNDERBIRD (the original model). Stick shift with overdrive. 46.000 miles. S1300. X3252 or 516-PO 7-8874.

Classified ads are published without charge as a service to JWT staff mem­bers. Copy must be filed at the JWT News office, 14 NE, before 3 p.m. Mon­day for publication the next Friday. Please include name with ad copy.

HELPFUL—This colorful display offered suggestions for the use of frozen foods on "elegam , l i occasions" to food editors as they convened at the Waldorf for a candle-lit brunch buffa 1 ^ sponsored by the National Assn. of Frozen Food Packers.

Typography Course Contemplated NYOers in the art, editorial, traffic,

or any other department where knowl­edge of typography would be useful are asked to contact Frank Powers (X2236) or any other member of the type depart­ment. If enough individuals are inter­ested, a course will be arranged for Saturdays or evenings.

Weith Heads Aufo Writers' Group

Warren Weith of JWT-NY Editorial, has been elected president of the International Motor Press Assn. A writer on the Ford account, he has been with Thompson since Nov. 1961.

The association is composed of automotive writers and has over 100 members. Full membership is limited to persons actively-engaged in automotive communications.

With the 1964-65 JWT Forum series opened yesterday, plans ar»

being polished for the remainder of the series. On Thursday, November 5,

the first of three meetings on the creative process of the Thompson Company

will be started. These three meetings will cover the structure of the Editorial

Department, a basic introduction to advertising writ ing, the constructing of

the proposition and its execution in different media, covering both television

and art. Phil Mygatt will open the series at 1:00 Thursday. Details about tht

guest speakers will be distributed next week.