A Worthwhile Market — NYO staff members purchased

more than $3000 worth of Pr ince Matchabel l i products

for Chr is tmas. Dor is Konovi tch ( lef t ) and Carolyn

Storter are shown above preparing to d is t r ibute the

fragrant merchandise. The ent i re Pr ince Matchabel l i

l ine was ava i lab le in an accommodation sale for JWT

Chr istmas shoppers - over 200 of whom were smart

enough to get their orders in ear ly .

Wishart Philips Elected A.A.P.A. President

Wishart Phil ips, Manager of JWT Johannesburg, was elected president of South Africa's Association of Ac­credited Practit ioners in Ad­vertising at the organization's annual general meeting late las t year in Johannesburg. The A.A.P.A. corresponds to the 4As in the United States.

Mr. Phi l ips arrived in South Africa from JWT London in 1946. He was elected to the Board of Di­rectors of J. Walter Thompson Co. S.A. (Pty.) Ltd. in 1951. In 1947 he helped form the Advertising Agents ' Association of South Africa, which is now known as the A.A.P.A.

JWT's Lippold Sculpture

Pictured in EJ®[X Magazine

The NYO's Lippold Sculpture, Homage to Our Age, which adorns the 11th floor reception area, is included in a Look magazine feature titled "How Science and Art are Changing Our View of Real i ty ." Part of the special January issue, "Where We Stand," the art feature said in part:

"Art i s t s , purposefully sensit ized to the world around them, react even more forcefully than the rest of us to our changed environment....To Richard Lip­pold, energy takes the radiant shape of expanding emanation of quivering meta l . "

Look photo and caption

Homage to Our Age, by Richard L i p p o l d , a construct ion

in aluminum, bronze, go ld , and s ta in less s tee l , is de­

signed to present a mul t ip le image of the new rea l i t i es ,

along w i th the symbols of the three v i s i b le forms of the

fami l iar wor ld . "S ince E ins te in ' s formula regarding matter

and energy has made us reconsider the nature of nature,"

says L i ppo ld , " t h i s sculpture seeks to descr ibe the forms

of ear th, water, and air by means of various theor ies of

matter and s p a c e . "

The sculpture was completed in the spring of 1961 as reported in the March 1, 1961, issue of the JWT News.

They Gave Away Their Christmas Party

The 54 members of JWT San Francisco enjoyed an unusual kind of Christmas party for 1962. Instead of the traditional office get-together, they used the money and time to decorate and deliver six Christmas trees and 200 presents to the Laguna Honda Home for the Aged.

To stimulate some competitive creativity, a Christ­mas Project Committee, chaired by Dotty Buhr, di­vided the staff into six teams. Each received a small tree, equal amounts of money, and contest rules stating gift requirements and limits on time and ex­penditures.

Tree and packages were judged as a unit before delivery to Laguna Honda. Judges were selected from outside firms, and the winning team (see photo) won a free meal at any restaurant of their choice.

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C R E A T I V E SANTAS - The designers of JWT San F ranc i sco ' s most beaut i fu l Chr is tmas tree and packages pose w i t h contest judges. Le f t to r igh t : Preston Ph i lhower , Ruth P i ck , judge D ick Mercer, Houston Leve rs , Honor Thompson (hold ing the award), judge Joseph Cleary , Raymond Moreno, Mi ldred D i xon , Ted Lyon , judge Lou is Shawl , and Gary Penaska, Barbara Fo ley , not shown, was a lso a member of the w inn ing team. The i r w inn ing t ree, shown behind the group, was tr immed en­t i re l y w i t h colored candy ornaments and peppermint s t i ck can­d l e s . The i r presents for the Laguna Honda Home for the Aged were wrapped in gold and red comb ina t ions .

NYO Writer Collaborates on New Cook Book

Gourmet Cooking by the Clock is a New American Library pocket-book written by William and Ches-brough Rayner in collaboration with Peggy Groome of the NYO. In it you'll find over 70 complete meals with step by step, minute by minute, simple instruc­tions on how to prepare them. Gourmet Cooking by the Clock is " a book for people who love food but hate fuss.

Six JWT Commercials Named Outstanding

by SPONSOR Magazine

As part of Sponsor's December issue on color te le­vision, the weekly magazine of radio and tv advertisers picked 16 color commercials it considers outstand-ing.

Six of the films named were created by JWT. They are Aluminium L td . ' s "Man and Wife," Eastman Ko­dak 's "Turn Around" and " T a k e a P i c t u r e , " Fa lcon ' s " P e a n u t s " se r i e s , Kraft's " R e c i p e " se r i e s , and RCA's "Ent i re Campaign."

The commercials mentioned by Sponsor are award winners in the American TV Commercials Fes t iva l and nominees in Sponsor's survey of station managers.

Photos by Levit on Exhibit

The photography of Herschel Levit, winner of the Cresson European Fellowship, is on exhibition in the NYO until Friday, Jan. 16. His work has been rep­resented in The Metropolitan Museum, The Whitney, Museum of Modern Art, Carnegie Institute and many others.

Visitors to the NYO

Michael Clarke, JWT London, will be in New York in mid-January.

James M. Archibald, JWT London, plans to spend January 17-28 here.

Tim Russell, JWT Capetown, will visit the NYO for about three months beginning January 17.

Lee Preschel, JWT's representative in Bogota, vis­ited the NYO November 1 9 - 2 1 .

Elen de Telance, JWT Paris , was in New York from December 3 to 7.

Jose Affonso Correa Netto, JWT Sao Paulo, was here from December 14 to 20.

Stephen King, JWT London, spent December 15 through 21 in the NYO.

"OPERATION BROOMSTICK ff

88 Hours of Solid PR

To some people, the business of Public Relations seems to be a lark — especially such PR efforts as las t fall 's four-day visit to Flor ida 's Cypress Gar­dens. Take a look:

Thirteen happy, hard-working writers and editors boarded a plane in New York on Hallowe'en day (temp: 36°) and took off for Florida 's fun and sun (temp: 82°). Their 88 hours in the Sunshine State were filled with tours, water-skiing, social hours, and buffet dinners aboard the 50-foot luxury house­boat "Lazy Days . " The group were guests of honor the entire time. Looks like a real vacation, doesn't it?

First glances couldn't be more deceiving.

The outing was "Operation Broomstick" — spon­sored by Johnson Motors with cooperation from Cy­press Gardens and tie-ins for Murine .and the National Car Rental System. The group consisted of women's editors and writers who deal with water sports. The purpose: to show the effect of women on boating, to dramatize the revolution of boating and related ac­tivities as family pastimes, and to make sure that the writers would know all they need to know about their subject.

Each day was packed with lectures, demonstra­tions, and c l a s se s beginning promptly at 9:00. The writers —ten of them women —learned to water-ski, to operate an outboard motor, and to maneuver a boat trailer.

As there are people who own boats but not cars, the National Car Rental System had good reason to be on hand with a complete editorial fact file.

Another natural adjunct of summer aqua-fun is eye care. As one syndicated columnist wrote: "To soothe tired, sun-fatigued eyes after a day on the water, take along eye drops." And that means Mu­rine, another client who provided a fact file and participated in the spon­sorship of a hospitality suite for the industrious editors.

A "photography on the water" c lass was con­ducted the first morning. Cypress Gardens gave each guest a Kodak camera and plenty of Kodak film to practice with — and to record the memories of Cy­press Gardens.

Other c l a s ses included "Teaching Johnny to Swim," a women's water fashions show and boat safety demonstrations. Typewriters were always available, and some of the columnists spent the afternoons writing stories for their newspapers and magazines.

These stories were the prime goal of Operation Broomstick. Johnson Motors, as the world's number one manufacturer of outboards, is vitally concerned with nourishing the increasing interest in water ac­t ivi t ies.

The results have been outstanding. Bill Prent iss , Johnson Motors Public Relations Manager, was so

Please turn to page 4, col. 1

"OPERATION BROOMSTICK"

continued from page 3

pleased that he hopes to sche­

dule this type of program more

often. Articles have already ap­

peared in the nation's leading

syndicated columns, and two arti­

cles are scheduled to run in four

Scholastic magazines next spring.

An article inspired by the trip

will appear in a March issue of

Look.

Operation Broomstick also pre­

sold the editors on New York's

annual Boat Show, which will be

open through January 20.

As one of the NYO's public re­

lations men put it: "The results

have been excellent, but the long-

term value should prove even more

important to us and to our cl ients .

" P r e s s relations is an intangi­ble business . While the big thing is whether or not you've got a story — contacts , such as Opera­tion Broomstick's editors and writers, are indispens ib le ."

One way to measure PR effect­iveness is by printed results . For Johnson Motors — and Murine, Kodak, and National Car Rental System — teaching sports writers about the water has proved to be a good investment.

Four days in Cypress Gardens a vacation? Look again; tha t ' s vocation.

(Ed. Note: As this story went to

press, we had a call from the PR

department bringing the JWT News

up to date on Operation Broom­

stick. Sylvia Travis, sports page

picture editor for Newspaper En­

terprise Associates , discussed

the Johnson Motors promotion on

NBC's Tonight Show. She's also

planning a photo story of the trip

for NEA's 960 daily newspapers.

Life is scheduling a feature en­

titled "Gracious Living Aboard"

for a spring issue and wants as­

sis tance from the men who coor­

dinated Operation Broomstick.)

JIM YOUNG reviews

A Pre-electronic Broadcast

the best books about advertising are not about advertising."

That the arts of showmanship ap­plied to salesmanship were well de­veloped long before radio and tele­vision; and that the structuring of an effective piece of sel l ing " c o p y " was also well developed, are facts which seem to have escaped the at­tention of today's crit ics of adver­tising.

Shakespeare left us a c lass ic example in Marc Antony's oration over Caesa r ' s body, which turned the cit izens of Rome from supporters of the assass ina t ion into a mob that harried Brutus to his death.

I have recently discovered another perfect example in reading a life of Martin Luther.

One of the theses which Luther nailed to the door of his church in his attack on certain ecc les ias t i ca l practices of his day, dealt with the sale of " i n d u l g e n c e s " for the re­mission of s ins . The procedure in making these sa les and the " c o p y " is described as follows:

"The proclamation of this indulgence was entrusted to the Dominican Tetzel, an experienced vendor. As he approached a town, he was met by the dignitaries, who then entered with him in solemn pro­cession. A cross bearing the papal arms preceded him, and the pope's bull of in­dulgence was borne aloft on a gold-em­broidered velvet cushion. The cross was" solemnly planted in the market place and the sermon began:

'Listen now, God and St. Peter call you. Consider the salvation of your souls and those of your loved ones departed.

'You priest, you noble, you merchant, you virgin, you matron, you youth, you old man, enter now into your church, which is the Church of St. Peter.

'Visit the most holy cross erected be­fore you and ever imploring you. Have you considered that you are lashed in a

furious tempest amid the temptations and dangers of the world, and that you do not know whether you can reach the heaven, not of your mortal body, but of your im­mortal soul?

'Consider that all who are contrite and have confessed and made contribution will receive remission of all their sins.

'Listen to the voices of your dead rel­atives and friends, beseeching you and saying: "Pity us, pity us. We are in dire torment from which you can redeem us for a pittance."

'Do you not wish to? Open your ears. Hear the father saying to his son, the mother to her daughter, "We bore you, nourished you, brought you up, left you our fortunes, and are you so cruel and hard now that you are not willing for so little to set us free. Will you let us lie here in flames? Will you delay our prom­ised glory?"

'Remember that you are able to release them, for

As soon as the coin on the coffer rings The soul from purgatory springs.

'Will you not then for a quarter of a florin receive these letters of indulgence through which you are able to lead a di­vine and immortal soul into the father­land of paradise?' "

All this was in the early 16th cen­tury. And the "propos i t ion" pre­sented in this piece was at tacked from within the church even in that day. But study the structure of the message, the authoritative and color­ful set t ing of its delivery, and you will discern elements of technique that will forever be valid in the art of persuasion. And this is only one bit in the story of one man's search for a religion, which I have found worth reading.

Here I Stand — A Life of Martin Luther by R. H. Bainton, professor of ecclesias­tical history at Yale Divinity School. A Mentor paperback, 75(f.