Document 6b6j26Xz9Yx0m6937RkjkNRj1

Hr* H* Horsburgfc Jl<J 1IIHUT2S or ADVERTISING EXECUTIVE caailTTEE 72EETIUO Date* Tinoi moo i Prosoiftt SoptonLor 29* 1936 2iOO P*1I. Conferonco Rocm Downtown Offioe Mr* Adrian D* Joyoe Ur. IU II* llorsburgh Ur* R* TT* Leverihagen I!r# Wight 7** <Joyos Ur* TT* Ji O'Brien Ur* P* 1 Lots Ur* Andrew B, l!eldrun Ur* <1* Pevcsdth Ur* c; a ; Kroening Ur* H, Clark The purpose of this sooting woo to dl touts tho National ud Trade Paper Advertising Progrs* for 1937# Six suggested layouts of ads to to used in & continuation of tbs present institutional advertising progran were shewn# Cb* of the six ids vith the heeding *tn Cowsodoro Perry's Strong# Cargo* vet approved for use in Deooabar* Xt was dooidod that this first ad In tlw now 1937 terlos will be tun in four oolort In TXUE* FOtffWf* and KATIOK'B BUSINESS* fl* finished art work end copy are to he protested for final approval at a lator data* Sovoral schedules for Institutional advertising wore diteustod and it vat tentatively dooidod that in 1937 there will ho a sorlct of nine ads run in four oolort in FORTUNE* TD35, and NATIONS BUSINESS* A definite dooitioa on this and tho balnnoo of tho ads will bo.nodo at a lator booting* A presentation was also made of suggested Ollddon produot ads to la run during 1937# X this proposed series of ads tho new idea of Tino- products woe introdueod* tho eorios as presented oallod for one S ad solely on tho tlao*tostod Idoa* coo pao ad oonhitvlng tho n story and tho Tino-fested story* and four >pago produet ads In which tho TiiwTcstod story was also otrrlod. A schedule of tho produot ads wot presorted which oallod for tho series of six ads bontionod above to bo nm in 8AJKSUT BVZHINO POST, COOinft'C* GOOD NOU52ICSPIUO* BETTER tdtES AND 012009*' SUCCEdlFUt PABriKO* end BOLLAJJD'S--tho seoo publior.tlons as used in 1936# After looking evor the scries of adc* It was dooidod that tho product ads tare sattcfaotojy* but that not enough advertising hr.4 boon preridod for putting over tho Tiao-Tostod story* is C>1001 Ab a result* Uoldrun & Fowsnlth wore instructed to work up throe additional j**pr.go ado on Tir.o-Toctod in addition to tho ono presonted For cubnincion at a lator meeting* Holdrun t\ Fetrenith wore also inctruotod to lay out the auno four ade In Aill page cite* bo that thoy ohould bo given consideration* Wow oehoduloa on thifl inorcascd quantity of ads wero to be worked up for Ir.tcr presentation* It was aloo suggested that soeo consideration bo given to the addition, of othor publiortiono to tho list of the six nentionod aboro* It T/r. folt that the- Ttoo-Tostod idea waa worthy of eowo Strong prorvetion--pr.rlioulr.rly in view of tho ftict that for tho XIrot tlino* Affiliated Companies could feature tho ftvot that thoy vor. advertising their products in national publications* Proofs of tho Tire-Testod mis could bo oarrlod by oaoh Affiliated Company selosmn r.o v/oll as by tho Cllddon caloonon* Suggostod trade paper ads vore also shotm* He definite dooision was roaohod on thoso ads further than to egroo that adc should bo prepared imodiotoly for Wovosbor publications* such as UATOTABB AOS* WC3X&3& HETAtm, oto. As soon as tho *io-Totd Idea Is announced nstlciially* it'ls plcnnod to iaoorporofco fino-Tosted advertising in tho trado paper ads* An advertising budgot for 1P37 was ready for presentation* but It was dooldod to dofor It until tho letor noeting* then tho new schedules aro oontidorod* A suggested cattpalpj for industrial advortislng was also roady for presentation* but it was doolded to dofor this also until tho lator sooting* Tho quostlon of tho itoadard slgaaturo for jbo Ollddcn CeBpeny" none earn up for consideration* Tho now color cards woro lnspoetod end cenparod to the old eardi and It was finally dooldod that the typo of ipwturo uood on rooont Ollddcn color cards'should bo adopted for regular uto whore "The Ollddcn Coppony* tom appoars# Thoro being no furthor business to ooao before tho nooting* soao was adjourned*