Document JrvL6RB3qZBXv5JrXqaXx1jkZ

MINUTES OF ADVERTISING EXECUTIVE CCIEIITTEE MEETING r Date: Time: Plaoo: Prosent: September 29# 1936 2:00 P.M# Conference Room - Downtown Office Mri Adrian D# Joyoe Mr# R* II# Ilorsburgh Mr* R# T/ Levenhagen Ur# Dwight P. Joyce Hr# YT. Ji O'Brien Hr* ?* L# Lots Mr. Andrew B# Meldrum Mr* Ji Fewamith Mr# Ci A, Kroening Mr# E# T/# Clark The purpose of this meeting was to discuss the National and Trade Papor Advertising Program for 1937* Six suggested layouts of ads to ho used in a continuation of the present institutional advertising program were shown# One of the six ads vrith the heading "In Commodore Perry's Strange Cargo" was approved for use in December# It was docidod that this first ad in tho new 1937 series will be run in four colors in TIME, FORTUNE* and NATION'S BUSINESS. The finished art work and copy aro to be presented for final approval at a later date# Several schedules for institutional advertising woro diecussod and it v/as tontativoly docidod that in 1937 thoro will be a sorios of nine ads run in four colors in FORTUNE* TIKE# and NATION'S BUSINESS# A dofinito' decision on this cuid tho balance of tho ads will bo .made at a lator mooting# A presentation vms also mado of suggested Gliddon product ads to be run during 1937* l*1 this proposod sorios of ads tho now idea of TinoTostod produots vms introduced* Tho sorios as procontcd oallod for ono J-pago ad sololy on tho Tiiuc-Tostod idea* ono -J-pago ad combining tho Gliddon story and tho Timo-Testod story, and four *pago produot ads in which tho Timc-Tostod story was also oarriod* A schodulo of tho product ads vms prosonfcod v/hich callod for tho sorios of six ads mentioned abovo to bo run in SATURDAY EVENING POST* COLLIER'S* GOOD HOUSEKEEPING, BETTER HOMES AND GARDENS,' SUCCESSFUL FARMING, end HOLLAND'S--'tho samo publications as used in 1936# Aftor looking ovor tho sorios of ado* it v/as dooided that tho product ads woro satisfactory, but that not enough advertising had boon providod for putting over tho Timo-Tostcd story# GLD00732 0 -2- Afl a rosult# Ho Id run & Fowsmith woro instructed to work up throo additional fr*pago ads on Timo-Tostod in addition to tho ono prosontod for submission at a lator mooting* Held rum & Fowsmith woro also instructed to lay out tho srvno four ads in full pagp sizo# so that thoy chould bo given oonsidoration. llcw cchoduloo .on this incrcasod quantity of ads wero to be worked up for later presentation* It was also suggested that somo consideration be given to tho addition of other publications to tho list of tho six mentioned above. It was folt that tho Timo-Toatod idea waa worthy of somo strong promotion--particularly in view of tho fact that for tho first timo# Affiliated Companies could feature the fact that thoy wore advertising their products in national publications. Proofs of tho Tir.o-Tostod ads could bo oarriod by oaeh Affillatod Company salosman ao well as by tho Gliddon salosmon* Suggostod trado pc.por ads woro also shown* Ho definito decision was roached on thoso ads furthor than to agroo that ads should bo proparod immodiatoly for Hovombor publications# such as IL\?UYJAB AGE, IIMU3VJAIU3 RETAILER# otc* As soon as tho Timo-Tostod idea is announood nationally# it*is plcnnod to incorporate Timo-Tostod advertising in tho trado papor ads* An advertising budgot for 1937 was ready for presentation# but it was dooidod'to dofor it until tho lator mooting# whon tho now sohodulos arc oonsidorod* A suggestod campaign for industrial advertising was also ready for presentation# but it was dooidod to dofor this also until tho lator mooting* Tho question of tho standard signature for ttTho Gliddctn Company" nomo oamo up for consideration* Tho now color oards woro inspootod and compared to tho old cards and it was finally dooidod that tho typo of signature usod on rocont Gliddon oolor cards*should bo adoptod for rogular uso whore "Tho Gliddon Company" nrnao appears* Thoro boing no furthor business to como beforo tho mooting, same was adjourned* ******* GL0007321