Archives Center, National Museum of American History
John Caples Papers
Caples, John, 1900-1990 (advertising executive)
Caples, Dorothy
NMAH.AC.0393
Archival Resource Key
24 Cubic feet
64 boxes
circa 1900-1987
English
.
Conditions Governing Access
Collection is open for research but is stored off-site and special arrangements must be made to work with it. Series 1: Personal Papers, boxes 1-11, box 13, box 15 and box 17 are restricted. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Immediate Source of Acquisition
The collection was donated in December 1990 by Caples' widow, Mrs. Dorothy Dickes Caples, of New York City.
Arrangement
The collection is arranged into five series.
Series 1: Personal Papers, 1900-1980s
Series 2: Publications, 1931-1980s
Series 3: Speeches and Lectures, 1930-1978
Series 4: Client Files, 1925-1970
Series 5: Business Files, 1946-1982
Biographical / Historical
John Caples (1900-1990) was one of advertising's most influential copywriters. He grew up in New York City, the eldest of two sons of Byron Caples, a doctor, and Edith Richards Caples, a grandniece of W.W. Cole, P.T. Barnum's partner.
After graduation from the Naval Academy at Annapolis, Caples began his advertising career at Ruthrauff & Ryan in 1925, during the decade in which advertising began to assume its modern form, both in style and organizational structure. His first year there, he wrote a legendary mail-order advertisement for the U.S. School of Music. This advertisement, more than a thousand words long, embodied many of the techniques which Caples was later to develop, and is still regarded within the industry as one of the most effective pieces of advertising copy ever written. It began with the straightforward but emotionally insightful headline: "They laughed when I sat down at the piano." The headline became a part of American popular culture, appearing in ads, comics, cartoons, and greeting cards into the 1990s.
In 1927, Caples moved to Batten, Barton, Durstine & Osborne (BBDO), where he had the opportunity to work alongside Bruce Barton, an advertising legend and pioneer of direct mail. Caples remained at BBDO for 55 years, during which time he reshaped the field of direct response advertising. At BBDO he supervised direct response advertising for DuPont, U..S. Steel, General Electric, United Fruit, Hormel, the Wall Street Journal, Reader's Digest, Phoenix Mutual, Liberty Mutual, Western Airlines, U.S. Navy Recruiting, and many other clients. In his honor, the Direct Marketing Creative Guild established the John Caples Award to recognize creative excellence in direct marketing.
Caples was also respected for the development of innovative copy-testing techniques. He was the author of countless articles and several well-respected books, including Tested Advertising Methods (1932), Advertising for Immediate Sales (1936), Making Ads Pay (1957) and How To Make Your Advertising Make Money (1983). He also served as a recruitment and enlistment officer in the U.S. Navy during World War II. John Caples retired from BBDO in 1981. He died after a long convalescence in 1990.
Preferred Citation
John Caples Papers, 1900-1987, Archives Center, National Museum of American History.
Processing Information
Processed by Mimi Minnick, archivist, undated.
Related Materials
As part of the collection, the Archives Center accepted 22 books on advertising, including copies of Caples' books, some in foreign languages. These books are housed in the Archives Center.
Scope and Contents
Series Three, Speeches and Lectures, contains Caples' speeches to advertising industry associations and other business organizations, as well as a series of lectures prepared for a college course on advertising techniques that Caples taught at Columbia University Graduate School of Business during the 1953-54 academic year..
Series Four, Client Files, contains correspondence, advertising copy, press clippings, memos, tearsheets, and other business records for scores of clients for whom Caples did work; Readers Digest and the Wall Street Journal are especially well represented. Files are arranged alphabetically by client name.
Subseries A contains client files from Caples' years at Ruthrauff & Ryan (1925-1927).
Subseries B contains client files from Caples' years at BBDO (circa 1946-1972).
Subseries C contains files documenting copy testing and direct mail methods and results. Some of the copy-testing materials are in poster-sized format presumably designed for presentation. Several sets of lantern slides illustrating copy-testing results are also included.
Series 5, Business Files, includes BBDO files and correspondence from the 1930s through the 1980s. This series includes many of BBDO's internal manuals and instructions on copy-testing and direct mail, many authored by Caples. This series also contains notes, clipping files, and "tickler" or idea files, mostly from the period of Caple's retirement. Also found here are Caples' many awards and honors from advertising and direct marketing organizations.
Scope and Contents
Series 1: Personal Papers, is divided into three subseries.
Subseries 1.1 contains Caples' diaries in original, unedited manuscript form. The diaries are arranged chronologically. They constitute a notable resource for the study of the advertising industry from an insider's perspective during a period of tremendous expansion of advertising as a force in American business and culture. They document Caple's participation in and reflections on the business of advertising, and detail his acquaintance with noted business and advertising professionals. The diaries record his responses to the major events of his lifetime, such as presidential elections, the stock market crash of 1929, American entry into World War II, the Kennedy assassinations, and the moon landing. Caples recorded conversations and contacts with some of the key advertising and communications people of his time, including Rosser Reeves, David Ogilvy, George Gallup and Harry Reasoner. Also found in the diaries are reflections of a more mundane or personal nature: weather conditions, the best restaurants, whether to quit drinking or go on a diet, and Caples= ambivalence about retiring from BBDO. Caples wrote precisely one page each day from 1928 through 1981. Missing from the series are the years 1935-1940, 1946-1950; 1952-1955; 1957-1962.
Subseries 1.2 contains edited, rewritten portions of the diaries, presumably intended for publication as short-stories or reminiscences. Of particular interest are humorous short stories relating to Caples' years at the Naval Academy in Annapolis, MD during the early 1920s.
Subseries 1.3 contains photographs of Caples and his family, ca. 1900-1960.
Subseries 1.4 contains personal and family papers, including material documenting Caple's service as a recruitment and enlistment officer for the U.S. Navy during World War II, and a copy of a dissertation about Caples by Gordon White, entitled John Caples, Adman.
Series 2: Publications, contains Caple's published and unpublished manuscripts about advertising techniques, direct marketing, and the advertising industry. Arrangement is according to publication and thereunder by date of publication. This series is arranged into two subseries.
Subseries 2.1 contains articles published in advertising industry publications such as Advertising Agency, Advertising and Selling, Direct Marketing, and Printer's Ink, and for business publications like Saturday Review. The articles typically are of a how-to nature, but also include Caples observations about the business of advertising, including a series for Advertising Agency in the 1950s, titled "Diary of an Ad Man," which drew heavily from his diaries.
Subseries 2.2 contains book manuscripts. Caples was a prolific and respected author in his field, publishing four widely acclaimed books on advertising and direct marketing techniques. Material in this series includes rough and final drafts, illustrative material, and correspondence with editors and publishers. There are also letters of congratulation from friends and letters of praise from readers.
Series 3: Speeches and Lectures, contains Caples' speeches to advertising industry associations and other business organizations, as well as a series of lectures prepared for a college course on advertising techniques that Caples taught at Columbia University Graduate School of Business during the 1953-54 academic year..Series 4: Client Files, contains correspondence, advertising copy, press clippings, memos, tearsheets, and other business records for scores of clients for whom Caples did work; Readers Digest and the Wall Street Journal are especially well represented. Files are arranged alphabetically by client name.
Subseries 4.1 contains client files from Caples' years at Ruthrauff & Ryan (1925-1927).
Subseries 4.2 contains client files from Caples' years at BBDO (ca. 1946-1972).
Subseries 4.3 contains files documenting copy testing and direct mail methods and results. Some of the copy-testing materials are in poster-sized format presumably designed for presentation. Several sets of lantern slides illustrating copy-testing results are also included.
Series 5: Business Files, includes BBDO files and correspondence from the 1930s through the 1980s. This series includes many of BBDO's internal manuals and instructions on copy-testing and direct mail, many authored by Caples. This series also contains notes, clipping files, and "tickler" or idea files, mostly from the period of Caple's retirement. Also found here are Caples' many awards and honors from advertising and direct marketing organizations.
Conditions Governing Use
Reproduction fees for commercial use. Copyright restrictions. Contact staff for information.
Advertising copy
advertising
Business letters
Awards
Advertising, Direct-mail
Advertising executives
Copy writers
Direct marketing
Essays
Diaries -- 20th century
New York (N.Y.)
Tear sheets
Typescripts
Batten, Barton, Durstine & Osborn, Inc
Personal Papers
Series 1
Archival Resource Key
1900-1980s
Scope and Contents
This series is divided into four subseries.
Subseries 1.1 contains Caples' diaries in original, unedited manuscript form. The diaries are arranged chronologically. They constitute a notable resource for the study of the advertising industry from an insider's perspective during a period of tremendous expansion of advertising as a force in American business and culture. They document Caple's participation in and reflections on the business of advertising, and detail his acquaintance with noted business and advertising professionals. The diaries record his responses to the major events of his lifetime, such as presidential elections, the stock market crash of 1929, and American entry into World War II, the Kennedy assassinations, and the moon landing. Caples recorded conversations and contacts with some of the key advertising and communications people of his time, including Rosser Reeves, David Ogilvy, George Gallup and Harry Reasoner. Also found in the diaries are reflections of a more mundane or personal nature: weather conditions, the best restaurants, whether to quit drinking or go on a diet, and Caples ambivalence about retiring from BBDO. Caples wrote precisely one page each day from 1928 through 1981. Missing from the series are the years 1935-1940, 1946-1950; 1952-1955; 1957-1962.
Subseries 1.2 contains edited, rewritten portions of the diaries, presumably intended for publication as short-stories or reminiscences. Of particular interest are humorous short stories relating to Caples'years at the Naval Academy in Annapolis, MD during the early 1920s.
Subseries 1.3 contains photographs of Caples and his family, circa 1900-1960.
Subseries 1.4 contains personal and family papers, including material documenting Caple's service as a recruitment and enlistment officer for the U.S. Navy during World War II, and a copy of a dissertation about Caples by Gordon White, entitled John Caples, Adman.
Conditions Governing Access
Series 1: Personal Papers, boxes 1-11, box 13, box 15 and box 17 are restricted. Contact the Archives Center for information at archivescenter@si.edu or 202-633-3270.
Diaries (original manuscripts)
1.1
Archival Resource Key
1928 - 1981
1928-1930
Archival Resource Key
1
1-3
1931-1934
Archival Resource Key
2
1-4
1941-1943
Archival Resource Key
3
1-3
1944-1945; 1951; 1955
Archival Resource Key
4
1-4
1956; 196 -1964
Archival Resource Key
5
1-3
1965-1967
Archival Resource Key
6
1-3
1968-1970
Archival Resource Key
7
1-3
1971-1973
Archival Resource Key
8
1-3
1974-1976
Archival Resource Key
9
1-3
1977-1979
Archival Resource Key
10
1-3
1980-1981
Archival Resource Key
11
1-3
Rewritten/edited diaries, memoirs and short stories
Archival Resource Key
circa 1920-1963
Memoirs, undated
Archival Resource Key
13
1-7
Short stories, 1920 - 1925
Archival Resource Key
13
8-10
Rewritten/edited diary entries,1942-1945
Archival Resource Key
14
1
Rewritten/edited diary entries, 1943
Archival Resource Key
14
2
Rewritten/edited diary entries, 1943-1944
Archival Resource Key
14
3-5
January - August 1944
Archival Resource Key
15
1-2
January - July 1963
Archival Resource Key
15
3-4
Unpublished memoir: My Life on Madison Avenue, circa 1960s
Archival Resource Key
15
6-8
Photographs
1.3
Archival Resource Key
1900-1960s
Photographs: boyhood, youth and family, circa 1900-1920
Archival Resource Key
16
1-3
Photographs: boyhood, youth and family, circa 1900-1920
Travel/vacation, undated
Archival Resource Key
16
4
Naval academy, circa 1920-1922; U.S. Navy, circa 1942-1944
Archival Resource Key
16
5
Business, 1940s-1960s
Archival Resource Key
16
6-8
Photonegatives, undated
Archival Resource Key
16
9
Personal, family and financial papers
1.4
Archival Resource Key
1918-1980s
Birth/marriage certificates
Archival Resource Key
17
1
News clippings re family (lawsuits, obituaries, etc.), circa 1929-1981
Archival Resource Key
17
2
Caple's family history, circa 1980s
Archival Resource Key
17
3
Robert Caples' grade school applications, schoolwork, artwork, etc., circa 1920-24
Archival Resource Key
17
4
Robert Caples' grade school applications, schoolwork, artwork, etc., circa 1920-24
College diary, circa 1918-1919 (fragmentary)
Archival Resource Key
17
5
Navy Cruise diary, circa 1920
Archival Resource Key
17
6
Diary entry, September 10, 1928
Archival Resource Key
17
7
Diary entry, 1940s
Archival Resource Key
17
8
Personal correspondence, 1920s
Archival Resource Key
17
9
Personal correspondence
Archival Resource Key
1930s
17
10
Personal Correspondence
Archival Resource Key
1940s-1950s
17
11
Income tax return, 1930
Archival Resource Key
17
12
News clippings re real estate, 1940-1952
Archival Resource Key
17
13
Where to Dine, 1949, 1955
Archival Resource Key
17
14
Financial documents: purchase of stocks, 1972-1974
Archival Resource Key
17
15
Financial documents, map: purchase of New York property, 1954
Archival Resource Key
17
16
Financial documents: purchase of Park Avenue co-op, 1968-69
Archival Resource Key
17
17
Financial papers: Famous Authors School, 1971-1975
Archival Resource Key
17
18
News clippings re social security, retirement, 1970s-1980s
Archival Resource Key
17
19
Naval Service: All Hands Survey and Report, November 28 - December 13, 1944
Archival Resource Key
18
1-2
Tested Methods for Getting Ahead, 1945
Archival Resource Key
18
3
Naval Service: correspondence and publicity, 1942-1945
Archival Resource Key
18
4
Naval Service: enlistment/recruitment office, 1942
Archival Resource Key
18
5-6
Naval Service: personnel documents, 1942-1945
Archival Resource Key
18
7-8
Naval Service: discharge papers, 1945
Archival Resource Key
18
9
Cruise of the Class 1924, 1933, 1939 editions
Archival Resource Key
18
9
Gordon White dissertation, John Caples, Adman 1977-1978
Archival Resource Key
19
1-6
Gordon White correspondence, 1971
Archival Resource Key
19
7
Publications
Series 2
Archival Resource Key
1931-1980s
Scope and Contents
Series 2: Publications, contains Caple's published and unpublished manuscripts about advertising techniques, direct marketing, and the advertising industry. Arrangement is according to publication and thereunder by date of publication. This series is arranged into two subseries.
Subseries 2.1 contains articles published in advertising industry publications such as Advertising Agency, Advertising and Selling, Direct Marketing, and Printer's Ink, and for business publications like Saturday Review. The articles typically are of a how-to nature, but also include Caples observations about the business of advertising, including a series for Advertising Agency in the 1950s, titled "Diary of an Ad Man," which drew heavily from his diaries.
Subseries 2.2 contains book manuscripts. Caples was a prolific and respected author in his field, publishing four widely acclaimed books on advertising and direct marketing techniques. Material in this series includes rough and final drafts, illustrative material, and correspondence with editors and publishers. There are also letters of congratulation from friends and letters of praise from readers.
Articles
2.1
Archival Resource Key
1931-1984
Advertising and Selling, 1932
Archival Resource Key
20
1
Advertising and Selling, 1946-1947
Archival Resource Key
20
2
New York World Telegram and Sun, 1952
Archival Resource Key
20
3
Printers Ink, 1931-32
Archival Resource Key
20
4
Printer's Ink, 1951, 1959
Archival Resource Key
20
5
Ad Agency: "Agency Man's Story", 1951-1957
Archival Resource Key
20
6-8
Articles, undated
Archival Resource Key
20
9
BBDO correspondence, re Ad Agency series, 1952-1957
Archival Resource Key
21
1
Correspondence re Ad Agency series, 1953, 1957
Archival Resource Key
21
2
"How a Classified Ad Got Me Into Advertising", December 1951
Archival Resource Key
21
5
"Which Is Better -- Ad Writing or Newspaper Writing?", January 1952
Archival Resource Key
21
6
"How I Applied For My First Ad Job", February, 1952
Archival Resource Key
21
7
"My Own Personal Comedy of Errors", March 1952
Archival Resource Key
21
8
"You Can't Fire Me, I Quit!" April 1952
Archival Resource Key
21
9
"Adventures in Hunting for An Agency Job", May 1952
Archival Resource Key
21
10
Bill Orchard's Ad Writing Class at Columbia", June 1952
Archival Resource Key
21
11
"Two Ads That Started Side by Side", July 1952
Archival Resource Key
21
12
"How I Got My First Job as A Copywriter", August 1952
Archival Resource Key
21
13
"Give Me Five Days and I'll Give You a Magnetic Personality", Sept. 1952
Archival Resource Key
21
14
"Adventures in Writing Mail Order Copy", October 1952
Archival Resource Key
21
16
"How a Faux Pas Made Me Popular", November 1952
Archival Resource Key
21
17
"A Happy time In the Life of a Copywriter", December 1952
Archival Resource Key
21
18
"Twenty-five Years Ago", January 7, 1953
Archival Resource Key
21
19
"Adventures of An Amateur Public Speaker", January 1953
Archival Resource Key
21
20
"Imagine Me Teaching at Columbia!", February 1953
Archival Resource Key
21
21
"Experiences Teaching a Class in Ad Writing", March 1953
Archival Resource Key
21
22
"Philosophy of an Ad Man", April 1953
Archival Resource Key
21
23
"Diary of a Young Ad Agency Man", May 1953 - April 1955
Archival Resource Key
21
24
"A Copywriter Writes About Copywriting", September 1953
Archival Resource Key
21
25
"How to Work Wonders With Your Subconscious", December 1953
Archival Resource Key
21
26
"Agency Man's Diary", June - August 1955
Archival Resource Key
21
27
"Advertising for Immediate Sales", September 16, 1955
Archival Resource Key
21
28
"How To Attract Prospects", October 14, 1955
Archival Resource Key
21
29
"How to Make Your Clients Famous", November 11, 1955
Archival Resource Key
21
30
"Seven Ways to Start an Ad", December 9, 1955
Archival Resource Key
21
31
"Humor in Copy", March 21, 1956
Archival Resource Key
21
32
"Emotion in Copy", March 30, 1956
Archival Resource Key
21
33
"How to Find Ideas for Ads", April 27, 1956
Archival Resource Key
21
34
"Poetic Copy", May 25, 1956
Archival Resource Key
21
35
"Agency Man's Remarks to Controllers", June 22, 1956
Archival Resource Key
21
36
"Three Ways to Make Ads Believable", August 17, 1956
Archival Resource Key
21
37
"How to Get More Creative Advertising", August 17, 1956
Archival Resource Key
21
38
"Three Inexpensive Copy Tests", July 19, 1957
Archival Resource Key
21
39
"Testing Ads With Coupons", August 16, 1957
Archival Resource Key
21
40
"Six Ways to make People Act Now", undated
Archival Resource Key
21
41
"Testing Ad Appeals by Mail", undated
Archival Resource Key
21
42
"Telling the History of the Product", undated
Archival Resource Key
21
43
"How to Write Rapid Fire Copy", undated
Archival Resource Key
21
44
"Five Ways to Make Ads Sell", undated
Archival Resource Key
21
45
"How to Test Your Copy with a Hidden Offer", undated
Archival Resource Key
21
46
"How to Get More Replies From Hidden Offers", undated
Archival Resource Key
21
47
"How to Prove Your Product is a Bargain", undated
Archival Resource Key
21
48
"Four Ways to make Ads Timely", undated
Archival Resource Key
21
49
"Testing Ads by Telephone Response", undated
Archival Resource Key
21
50
"Nine Ways to Make It Easier to Act", undated
Archival Resource Key
21
51
"Twenty-Five Ways to Increase Ad Inquiries", undated
Archival Resource Key
21
52
"Twenty-Five Formulas for Writing Headlines", undated
Archival Resource Key
21
53
"Applying Mail Order Principles to Media Buying", undated
Archival Resource Key
21
54
"Direct Response Advertising", undated
Archival Resource Key
21
55
"Increasing Effectiveness of Stock Exchange Ads", undated
Archival Resource Key
21
56
"Use Split Run for Accurate Copy Test", undated
Archival Resource Key
21
57
Saturday Review, "Madison Avenue," 1969
Archival Resource Key
22
1-9
Direct Marketing
Archival Resource Key
1972-1984
23
Direct Marketing
Archival Resource Key
1972-1984
24
Direct Marketing
Archival Resource Key
1972-1984
25
Books
Archival Resource Key
1931-1980s
Tested Advertising Methods, 1931
Archival Resource Key
26
1-10
How to Make Your Advertising Make Money, 1983
Archival Resource Key
27
1-6
Introduction
Archival Resource Key
28
1
Illustrations
Archival Resource Key
28
2
Stats/negatives
Archival Resource Key
28
3
Correspondence
Archival Resource Key
28
4
"How to Write Advertising That Makes Money"
Archival Resource Key
28
5
Small Ads, illustrations, circa 1966-1968
Archival Resource Key
29
1-6
Correspondence, Harper & Row, 1936-1972
Archival Resource Key
30
1
Harper & Brothers, 1936-1961
Archival Resource Key
30
2
McGraw-Hill, 1937
Archival Resource Key
30
3
Prentice Hall, 1970-1978
Archival Resource Key
30
4
Royalty statements, Prentice Hall, 1983-1984
Archival Resource Key
30
5
Illustrations, various books
Archival Resource Key
30
6-10
List of books sent to colleagues, undated
Archival Resource Key
30
11
Other correspondence about books, 1980s
Archival Resource Key
30
12
Speeches and Lectures
Series 3
Archival Resource Key
1930-1978
Scope and Contents
This series contains Caples' speeches to advertising industry associations and other business organizations, as well as a series of lectures prepared for a college course on advertising techniques that Caples taught at Columbia University Graduate School of Business during the 1953-54 academic year.
BBDO convention, 1930
Archival Resource Key
31
1
Eastern Industrial Advertisers Association, November 7, 1946
Archival Resource Key
31
2
Ad Club of DC, May 13, 1947
Archival Resource Key
31
3
American National Retail Jewelers Association, August 12, 1947
Archival Resource Key
31
4
Industrial Advertisers Association of New York, January 12, 1948
Archival Resource Key
31
5
Life Insurance Advertisers Annual meeting, October 30, 1948
Archival Resource Key
31
6-7
Retail Jewelers Association, June 8, 1949
Archival Resource Key
31
8
Association of Canadian Advertisers, October 21, 1949
Archival Resource Key
31
9
4A's Eastern Annual Meeting, October 31, 1950
Archival Resource Key
31
10
Atlanta Ad Club, April 29, 1950
Archival Resource Key
31
11
Roanoke Advertising Club, January 29, 1952
Archival Resource Key
31
12
National Association of Travel Organizations, November 11, 1954
Archival Resource Key
31
13
New York Financial Advertisers Lawyers Club, May 26, 1954
Archival Resource Key
31
14
Financial Public Relations Association, September 28, 1954
Archival Resource Key
31
15
National Circulation Roundtable, April 27, 1955
Archival Resource Key
31
16
Association of Business Publishers, April 27, 1955
Archival Resource Key
31
17
Hundred Million Club, April 7, 1955
Archival Resource Key
31
18
American Savings and Loan Institute, March 21, 1955
Archival Resource Key
31
19
American Marketing Association, April 2, 1959
Archival Resource Key
31
20
Advertising Club of D.C., June 16, 1959
Archival Resource Key
31
21
NY Art Directors Club, March 22, 1961
Archival Resource Key
31
22
Ad Club of NY, October 3, 1972
Archival Resource Key
31
23
Advertising Hall of Fame, April 5, 1978
Archival Resource Key
31
24
Life Insurance Advertisers Association, September 19, 1978
Archival Resource Key
31
25
Association of National Advertisers Convention, undated
Archival Resource Key
31
26
No title, undated
Archival Resource Key
31
27
Columbia University Graduate School of Business, 1953-54, Teaching materials, "A Course in Advertising Writing," lessons 1-19
Archival Resource Key
32
1-4
Columbia University Graduate School of Business, course bulletin
Archival Resource Key
32
5
Columbia University Graduate School of Business, employment documents and correspondence
Archival Resource Key
32
6
Client Files
Series 4
Archival Resource Key
1925-1970
Scope and Contents
This series contains correspondence, advertising copy, press clippings, memos, tearsheets, and other business records for scores of clients for whom Caples did work; Readers Digest and the Wall Street Journal are especially well represented. Files are arranged alphabetically by client name.
Subseries 4.1 contains client files from Caples' years at Ruthrauff & Ryan (1925-1927).
Subseries 4.2 contains client files from Caples' years at BBDO (circa 1946-1972).
Subseries 4.3 contains files documenting copy testing and direct mail methods and results. Some of the copy-testing materials are in poster-sized format presumably designed for presentation. Several sets of lantern slides illustrating copy-testing results are also included.
Ruthrauff & Ryan
4.1
Archival Resource Key
1925 - 1927
Business correspondence, 1926-27
Archival Resource Key
49
1
Arthur Murray School of Dance, 1923-1925
Archival Resource Key
49
2
Astor Cigarettes, 1925
Archival Resource Key
49
3
Richard Blackstone, "New Nerves for Old", 1926
Archival Resource Key
49
4
Blondex, 1925
Archival Resource Key
49
5
David V. Bush, "Character Analysis", 1926
Archival Resource Key
49
6
Hugo French Language School, 1927
Archival Resource Key
49
7
Elbert Hubbard Scrapbook, 1926
Archival Resource Key
49
8
Lifebuoy, 1926
Archival Resource Key
49
9
G.E. Marchand, "The Secret of High Salaries", 1928
Archival Resource Key
49
10
Personal Magnetism, 1925-1927
Archival Resource Key
49
11
Science of Culture, 1926
Archival Resource Key
49
12
U.S. School of Music, 1925
Archival Resource Key
49
13
Weil Bilt, 1925
Archival Resource Key
49
14
Proofs, various clients, 1926
Archival Resource Key
49
15
BBDO
4.2
Archival Resource Key
circa 1940-1970
Accent, 1950-1955
Archival Resource Key
33
Air France, 1960
Archival Resource Key
33
Air-O-Med, 1964
Archival Resource Key
33
Aeroflex Laboratories, 1948
Archival Resource Key
33
Alexander Hamilton Institute, 1969
Archival Resource Key
33
American Arbitration Association, 1955
Archival Resource Key
33
American Home, 1954
Archival Resource Key
33
American Optical Company, 1956
Archival Resource Key
33
American Safety Razor, 1951
Archival Resource Key
33
American Standard, 1959
Archival Resource Key
33
American Tobacco, 1958
Archival Resource Key
33
American Tobacco Company Lucky Strike, 1960
Archival Resource Key
33
Anahist, 1951
Archival Resource Key
33
Andersen Corporation (Minnesota), 1963
Archival Resource Key
33
Armstrong Corporation, 1954
Archival Resource Key
33
Audivox, 1957
Archival Resource Key
33
Baptiste School of Dancing, 1946
Archival Resource Key
33
Bank of America, 1957
Archival Resource Key
33
Bank of Virginia, 1946
Archival Resource Key
33
Barca Lounger, 1959
Archival Resource Key
33
Bausch & Lomb Optical Company, 1956
Archival Resource Key
33
Bon Ami, 1950
Archival Resource Key
33
Boston Five Cents Savings Bank, 1959
Archival Resource Key
33
Brest-O-Chicken, 1951
Archival Resource Key
33
Bristol-Meyrs, 1961
Archival Resource Key
33
Business International, 1958
Archival Resource Key
33
Campbell Soup, 1957
Archival Resource Key
34
1
Carlton Cigarettes, 1972
Archival Resource Key
34
2
William Carter Company, 1960
Archival Resource Key
34
3
Chicago Daily News, 1959
Archival Resource Key
34
4
Chun King Associated Enterprises, Inc., 1959
Archival Resource Key
34
5
Conn Organ Corporation, 1958
Archival Resource Key
34
6
Consolidated Edison, 1962
Archival Resource Key
34
7
Corning Glass - Pyrex, 1957
Archival Resource Key
34
8
Corn Products, 1960-1964
Archival Resource Key
34
9
The Cream of Wheat Corporation, 1954
Archival Resource Key
34
10
Cyclone, 1951
Archival Resource Key
34
11
Curtis Publishing Company, 1949-1955
Archival Resource Key
34
12
Dennison, 1948
Archival Resource Key
34
13
De Sota, 1959
Archival Resource Key
34
14
Detroit-Michigan Stoves, 1953
Archival Resource Key
34
15
Dodge, 1965
Archival Resource Key
34
16
Doughboy, 1953
Archival Resource Key
34
17
Dubonnet, 1946
Archival Resource Key
34
18
Du Pont de Nemours, 1946-1965
Archival Resource Key
34
19
Eagle Pencil Company, 1956
Archival Resource Key
34
20
Easy Washing Machine, 1954
Archival Resource Key
34
21
Electrolux, 1952-1954
Archival Resource Key
34
22
Elliot Bowles, 1955
Archival Resource Key
34
23
Ethyl Cleaner, 1946
Archival Resource Key
34
24
Famous Photographers School
Archival Resource Key
1963-1964
35
1
Famous Writers School
Archival Resource Key
1962-1964
35
2
Fedders-Quigan
Archival Resource Key
1951-1957
35
3
First National Bank - Boston
Archival Resource Key
1958
35
4
Floral Enterprises Inc.
Archival Resource Key
1957-1958
35
5
Foley Manufacturing Co.
Archival Resource Key
1951
35
6
Ford Maverick
Archival Resource Key
1969
35
7
Foremost Evaporated Milk
Archival Resource Key
1957
35
8
Frostilla
Archival Resource Key
1951
35
9
General Baking
Archival Resource Key
1956
35
10
General Electric
Archival Resource Key
1946-1962
35
11
General Mills
Archival Resource Key
1948-1960
35
12
Gold Bond Rock Wool
Archival Resource Key
1947
35
13
B.F. Goodrich
Archival Resource Key
1948-1955
35
14
Health Insurance Plan (H.I.P.) of Greater New York
Archival Resource Key
1951
36
1
Heatilator
Archival Resource Key
1951
36
2
Holms & Narver
Archival Resource Key
1956-1957
36
3
George A. Hormel & Company
Archival Resource Key
36
4
Hunts
Archival Resource Key
1953
36
6
International Salt
Archival Resource Key
1955
36
7
Jackson Perkins
Archival Resource Key
1949
36
8
Jelke
Archival Resource Key
1950
36
9
Johnson & Johnson
Archival Resource Key
1948-1949
36
10
Kellog Brushes
Archival Resource Key
1946
36
11
Koppers
Archival Resource Key
1955
36
12
Lanolin Plus
Archival Resource Key
1953
36
13
Lay Potato Chips
Archival Resource Key
1957
36
14
Lehn & Fink
Archival Resource Key
1950
36
15
Lever Brothers Gayla Soap
Archival Resource Key
1952-1955
36
16
Lever Brothers
Archival Resource Key
1951-1962
36
17-18
Libby Mc Neill & Libby
Archival Resource Key
1951-1957
36
19
Liberty House
Archival Resource Key
1948
36
20
Liberty Mutual Insurance
Archival Resource Key
1950-1962
36
21
Los Angeles Times
Archival Resource Key
1959
36
22-23
Magic Gardens Inc. (Carl Moliter)
Archival Resource Key
1951
37
1
Maine Sardines
Archival Resource Key
1954-1955
37
2
Marine Midland
Archival Resource Key
1957
37
3
Mentholatum Company
Archival Resource Key
1948
37
4
Minneapolis-Honeywell
Archival Resource Key
1962
37
5
Minnesota Mining
Archival Resource Key
1954-1959
37
6
Minnesota Woolen
Archival Resource Key
1960
37
7
MJB Company
Archival Resource Key
1959
37
8
Monsanto Chemical
Archival Resource Key
1947
37
9
Mullins MFG. Corporation
Archival Resource Key
1949
37
10
My-T-Fine (Penick & Ford)
Archival Resource Key
1948
37
11
Murine
Archival Resource Key
1950
37
12
National Association of Investment Companies
Archival Resource Key
1957
37
13
National City Bank
Archival Resource Key
1959
37
14
National Gypsum
Archival Resource Key
1954-1957
37
15
National Schools
Archival Resource Key
1947
37
16
Navy
Archival Resource Key
1941
37
17-18
New England Mutual Life
Archival Resource Key
1962-1963
38
1
New York State
Archival Resource Key
1962-1964
38
2
New York Stock Exchange
Archival Resource Key
1951
38
3
New York Sun
Archival Resource Key
1940s
38
4
N.Y. Telephone Company
Archival Resource Key
undated
38
5
Niagra Mohawk
Archival Resource Key
38
6
Nixon Richard
Archival Resource Key
1960
38
7
North American Aviation
Archival Resource Key
1955
38
8
Northern Pacific
Archival Resource Key
1962
38
9
Northrup King Grass Seed
Archival Resource Key
1955
38
10
North Star
Archival Resource Key
1947
38
11
Northwestern Bell Telephone
Archival Resource Key
1958-1959
38
12
Ohio - 65
Archival Resource Key
1964
38
13
Old Colony Trust
Archival Resource Key
1948
38
14
Omega Watch
Archival Resource Key
1958
38
15
Oneida LTD. (Community Plate)
Archival Resource Key
1961
38
16
Pace College
Archival Resource Key
1950
38
17
Pacific Gas & Electric (PG&E)
Archival Resource Key
1957
38
18
Pan American Coffee Bureau
Archival Resource Key
1959
38
19
Penick & Ford
Archival Resource Key
1959
38
20
Pepsi Cola
Archival Resource Key
1965
38
21
Personal Products Corporation
Archival Resource Key
1947-1950
38
22
Peters Cartridges
Archival Resource Key
1946
38
23
Phoenix Manual
Archival Resource Key
1960
38
24-29
Pilco
Archival Resource Key
1960
38
30
Pittsburgh Plate Glass (PPG)
Archival Resource Key
1948
38
31
Plasti-Liner
Archival Resource Key
1949 -1963
38
32
Polaroid Camera
Archival Resource Key
1949-1950
38
33
Popular Science
Archival Resource Key
1970
38
34
Prudential Insurance Company
Archival Resource Key
1949
38
35-39
Puss N' Boots
Archival Resource Key
1949
38
40
RCA Record of the Month Club
Archival Resource Key
1958
39
1
Readers Digest
Archival Resource Key
1941-1969
39
2-5
Remington Arms
Archival Resource Key
1947
39
6
Remington (Mall) Tool
Archival Resource Key
1958
39
7
Republican National Committee
Archival Resource Key
1960-1962
39
8
Rexall
Archival Resource Key
1946-1966
40
1-4
Rybutol
Archival Resource Key
1955
40
5
S.A. Gin
Archival Resource Key
1959
40
6
Schaffer
Archival Resource Key
1955
40
7
Schenley
Archival Resource Key
1956-1958
40
8
Sea Breeze
Archival Resource Key
1947-1950
40
9
Servel
Archival Resource Key
1957-1961
40
10
Sheafer Pen Company
Archival Resource Key
1949-1951
40
11
Simple Simon
Archival Resource Key
1953
40
12
Spirella
Archival Resource Key
1949-1951
40
13
Standard Oil
Archival Resource Key
1948-1957
40
14-15
Squibb
Archival Resource Key
1947
40
16
Texas Consumer Finance
Archival Resource Key
1962-1964
41
1
Timken
Archival Resource Key
1959
41
2
Touch-O
Archival Resource Key
1948
41
3
Trushay
Archival Resource Key
1956
41
4
TV Guide
Archival Resource Key
1970
41
5
US Air Force
Archival Resource Key
1962
41
6
US Steel
Archival Resource Key
1956-1965
41
7
Underwood Deviled Ham
Archival Resource Key
1953
41
8
Warner Lambert
Archival Resource Key
1960
41
9
Western Condensing
Archival Resource Key
1954
41
10
Wildroot
Archival Resource Key
1946-1958
41
11
Wall Street Journal
Archival Resource Key
1947-1964
42
Wall Street Journal
Archival Resource Key
1947-1964
43
Wall Street Journal
Archival Resource Key
1947-1964
44
Wall Street Journal
Archival Resource Key
1947-1964
45
Wall Street Journal
Archival Resource Key
1947-1964
46
Wall Street Journal
Archival Resource Key
1947-1964
47
Wall Street Journal
Archival Resource Key
1947-1964
48
Copy testing results
4.3
Archival Resource Key
1938-1970
Copy testing, General Electric, 1938
Archival Resource Key
50
1
Copy testing, Readers Digest, 1949-56
Archival Resource Key
50
2-4
Copy testing, Woman's Day, 1947
Archival Resource Key
50
5-6
Copy testing, Vitamin Corp. of America, 1954-1955
Archival Resource Key
50
7
Copy testing, various clients, 1948-1970
Archival Resource Key
50
8-10
Grolier Split Run test, 1970
Archival Resource Key
50
11
55 copy testing lantern slides
Archival Resource Key
55
Copy testing lantern slides
Archival Resource Key
56
Copy testing lantern slides
Archival Resource Key
57
Note cards for slide talks
Archival Resource Key
58
Copy testing results, various clients
Archival Resource Key
59
Copy testing results, various clients
Archival Resource Key
60
Copy testing, various clients
Archival Resource Key
61
Proof sheets, various clients
Archival Resource Key
62
Copy testing results, various clients
Archival Resource Key
63
Business Files
Series 5
Archival Resource Key
1946-1982
Scope and Contents
This series includes BBDO files and correspondence from the 1930s through the 1980s. This series includes many of BBDO's internal manuals and instructions on copy-testing and direct mail, many authored by Caples. This series also contains notes, clipping files, and "tickler" or idea files, mostly from the period of Caple's retirement. Also found here are Caples' many awards and honors from advertising and direct marketing organizations.
BBDO Copy Testing Manual", undated
Archival Resource Key
51
1-6
BBDO, Copy Testing Background", circa 1946
Archival Resource Key
51
7
BBDO, "How To Test Copy", undated
Archival Resource Key
51
8
BBDO Research Services and Facilities, 1968
Archival Resource Key
51
9
BBDO Statistical Significance Calculator, 1969
Archival Resource Key
51
10
BBDO Copy Research bulletins, 1946-1947
Archival Resource Key
51
11
BBDO, "Copy Cornucopia", 1977
Archival Resource Key
51
12
BBDO ad writing tips, circa 1944-1971
Archival Resource Key
51
13
BBDO, "Successful Mail Order Selling, 1952
Archival Resource Key
51
14
BBDO, "Plan for Testing A/V Direct Mail, 1967
Archival Resource Key
51
15
BBDO, "FOM Direct Mail Test", 1968
Archival Resource Key
51
16
BBDO, "Making Small Ads Pay", undated
Archival Resource Key
51
17
BBDO promotional publications, circa 1927-1962
Archival Resource Key
51
18
BBDO memos, circa 1930-1971
Archival Resource Key
52
1
BBDO correspondence, 1930-1932
Archival Resource Key
52
2
BBDO news clippings, 1937-1938
Archival Resource Key
52
3
BBDO newsletter, 1950s-1980s
Archival Resource Key
52
4
BBDO profit sharing plan, 1952
Archival Resource Key
52
5
BBDO stock, 1957-1972
Archival Resource Key
52
6
BBDO severance compensation plan, 1983-1984
Archival Resource Key
52
7
BBDO speeches and articles, 1960s
Archival Resource Key
52
8
BBDO annual reports, 1966, 1982
Archival Resource Key
52
9
BBDO employees list, 1982
Archival Resource Key
52
10
Direct mail file
Archival Resource Key
52
11
Direct marketing file
Archival Resource Key
52
12
Direct Marketing Creative Guild
Archival Resource Key
52
13
Association of Direct Marketing Agencies
Archival Resource Key
52
14
Awards, 1980-1984
Archival Resource Key
53
1
Publicity, circa 1937-1987
Archival Resource Key
53
2
"They Laughed When I Sat Down..." publicity, circa 1939-1983
Archival Resource Key
53
3
Advertising Research Foundation, 1952
Archival Resource Key
53
4
ARF/AAF activities, 1968-1969
Archival Resource Key
53
5
AAAA, 1968
Archival Resource Key
53
6
Annual Media Awards, 1968
Archival Resource Key
53
7
Idea file: television and radio
Archival Resource Key
53
8
Idea file: ad ideas
Archival Resource Key
53
9
Articles: legal issues in advertising
Archival Resource Key
53
10
Articles: advertising history, advertising legends
Archival Resource Key
53
11
Articles, interview: Rosser Reeves
Archival Resource Key
53
12
1977-1979 data
Archival Resource Key
54
1
1981 data
Archival Resource Key
54
2
1982 data
Archival Resource Key
54
3
Correspondence, 1981
Archival Resource Key
54
4
Awards
Archival Resource Key
64
Unidentified materials
Archival Resource Key
65
Oversize
Archival Resource Key
1