Records, 1904-1990s, and n.d.

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Records, 1904-1990s, and n.d.

http://www.worldcat.org/oclc/78516884

Chiefly photographic prints and negatives of the company's billboards and other advertisements set primarily in New Jersey, with some in Philadelphia, Pa. and other localities (74,250 items, dated 1904-1990s and n.d.). Photos show outdoor advertising in its rural or urban settings, complete with people, cars, shops, theaters, and boardwalks, thus providing vignettes of early 20th century American culture. Business records include articles of incorporation and various account information. Also included are sample mechanicals of the billboard art in process. The additions (01-176, 01-238, 02-129) (699 items, 3.10 linear feet; dated 1914-ca. 1950s and n.d.) contain photograph albums, scrapbooks, correspondence, photographs, reports, memoranda, telegrams, advertising layouts and slogans, speeches, and printed material documenting Robert Chester Maxwell's role as chief of the US Food Administration's Outdoor Advertising Section of the Public Information Division during WWI. The correspondence focuses on the division's demobilization after the war, the U.S. Fuel administration's Lightless Nights edict, the Victory Liberty Loan campaign, and advertising in railroad cars. Four photograph albums containing 328 black-and-white prints illustrate the USFA's poster/billboard campaign "Food Will Win the War" (1917-1918) in numerous U.S. cities. Many are identified by location. The additions also contain scrapbooks of publicity materials created by or about the company (1914-1929), and ad proofs (1945-1948). There are 37 black-and-white photographs of competitors' [billboard] structures, ca. 1950s; correspondence and printed material, especially regarding the Trenton-Made Exposition in Atlantic City, NJ, 1924-1925; 50 black-and-white negatives of [Maxwell family] trips to Florida, 1951-1952; and a copy of the ADVERTISING AGE newspaper, 1936. Correspondents include Herbert C. Hoover, Coca-Cola executive S. C. Dobbs, and J. Walter Thompson employee Charles E. Raymond.

74,949 items.

Duke University Libraries, Duke University Library; Perkins Library

Information

SNAC Resource ID: 8216108

Duke University Libraries, Duke University Library; Perkins Library

Related Entities

There are 5 Entities related to this resource.

R.C. Maxwell Co.

http://n2t.net/ark:/99166/w6dr84ps (corporateBody)

R.C. Maxwell Company of Trenton, N.J., was one of the earliest outdoor advertising companies, founded in 1894 by Robert Chester Maxwell (1873-1955) and continued to operate primarily in the New Jersey, New York and Pennsylvania area until the company was sold in 2000. From the description of R.C. Maxwell Company Records, 1891-2001 and undated. (Duke University Library). WorldCat record id: 37954563 Advertising company founded in 1894 by Robert Chester Maxwell. Fr...

Hoover, Herbert, 1874-1964

http://n2t.net/ark:/99166/w6n40kzp (person)

Herbert Clark Hoover (b. August 10, 1874, Iowa-d. October 20, 1964), thirty-first president of the United States, was born in Iowa, and was orphaned as a child. A Quaker known from his childhood as "Bert" to his friends, he began a career as a mining engineer soon after graduating from Stanford University in 1895. Within twenty years he had used his engineering knowledge and business acumen to make a fortune as an independent mining consultant. In 1914 Hoover administered the American Relief Com...

United States Food Administration

http://n2t.net/ark:/99166/w6pc6sw8 (corporateBody)

American food regulatory agency. From the description of Food Administration records, 1917-1919. (Unknown). WorldCat record id: 754866949 Organized in 1917; managed civilian food production, distribution, conservation and pricing during World War I; using both volunteers and a paid staff, accomplished its work in New Jersey through an enforcement division, through committees representing different food trades, through county-level food administrators and through publicity ef...

Maxwell, Richard C. (Richard Cowdy)

http://n2t.net/ark:/99166/w68k9f0z (person)

John W. Hartman Center for Sales, Advertising & Marketing History

http://n2t.net/ark:/99166/w68d3m75 (corporateBody)