l I HI _ WW I I — __'.__ — — ———‘— — — — — — — \ « N N 01 .4 I (D SPECEALIZED LIBRARSES FOR ABVERfiSiNG ORGANIZATEONS Thesis fer the Degree 0f M. A. MICHieAN STATE UNWERSITY PHIUP J. SMfi'H 1968 a In? U'_.".t\~_“r‘¢ ' .‘ f 3 > * " “W - -: 3: . .;' 5 ‘ ' .. as..." u. v. ; ; N‘.’ ‘- -2‘ (V! 1‘ .5." . g_‘ ,,,....\,..-.: .-«~' -Jl. ' a 'l ’ 1'. t“ ,'".!?L" 1% ‘=~.. -..:~ .' .~: 2»: ». .' .2.- *L‘J~ v.5 4v w.-u‘~.’ .9 0‘". ' ‘ 1 ., . .‘ ‘:,'7?£n‘gfi — )3, Ladh'a V t; u ' Blel N6 BY HoAs & SflNS' mm man me. many means may )V1ESI_J RETURNING MATERIALS: P1ace in book drop to LIBRARIES remove this checkout from .—:—. your record. FINES win be charged if book is returned after the date stamped below. ABSTRACT SPECIALIZED LIBRARIES FOR ADVERTISING ORGANIZATIONS by Philip J. Smith This study intends to offer tentative solutions to two questions relative to the utilization of Specialized library facilities by advertising organizations. First, do advertising organizations have a need for internal library resources? Second, how should libraries adapt to meet the needs of a wide variety of advertising organizations? Advertising agencies and advertising departments were investigated to determine how they recognized, evaluated, and satisfied their infor- mation needs. The cases indicate these sources. Few advertising organizations maintain effective library systems. The majority retain inadequate library facilities and all of these organizations can help alleviate this problem. Utilization of modern electronic equipment exemplifies one method of c0ping with inadequate library facilities. Resorting to such equipment, however, depends upon the needs and resources of the individual organization. This thesis suggests that development of a Special library for adver- tising organizations aids in satisfying information requirements. A special library reduces time and space presently devoted to storage and facilitates retrieval of the information. But, more important, a Special library assists in making wise decisions. Further, certain information require- 1 ments embrace all advertising organizations. Two indexing systems are also Philip J. Smith preposed. One method adapts the Dewey Decimal System and the other resembles a subject classification scheme with numbers. The need for information will be more acute. Establishing efficient specialized libraries will become increasingly vital to cope with fast expanding and complex data resources necessary to undertake the advertising function. Accepted by the faculty of the Department of Advertising, College of Communication Arts, Michigan State University, in partial fulfillment of the requirements for the Master of Arts degree. ,. 4 j: /[ -M" 1W CNK L - '\_ ,L' Viktu "\ fiirgctor of Thesis ,....(;2 SPECIALIZED LIBRARIES FOR ADVERTISING ORGANIZATIONS By Philip J. Smith A THESIS Submitted to Michigan State University in partial fulfillment of the requirements fer the degree of MASTER OF ARTS Department of Advertising 1968 ACKNOWLEDGMENTS I would like to extend my appreciation to all those who helped make this thesis possible, especially to the advertising librarians whom I visited. A personal note of thanks is due to Roger B. Merrill of the Dow Chemical Company and to Dr. Kenward L. Atkin of the Department of Advertising, Michigan State University, for their assistance, guidance, and encouragement. ii ACKNOWLEDGEMENTS . INTRODUCTION CHAPTER I II Owens - Illinois Summary III Summary IV V Future BIBLIOGRAPHY . . TABLE OF CONTENTS THE SPECIALIZED LIBRARY Initiating a Special Library Basic Materials For All Special Libraries Indexing or Classifying Schemes for Special Libraries Mechanical Card Systems Some Re3ponsibilities for Special Libraries SPECIALIZED LIBRARIES FOR ADVERTISING ORGANIZATIONS - COMPANIES The Dow Chemical Company Eastman Kodak Company SPECIALIZED LIBRARIES FOR ADVERTISING ORGANIZATIONS - AGENCIES J. Walter Thompson - (Chicago) Needham, Harper 8 Steers - (Chicago) Campbell-Ewald - (Detroit) McManus, John 8 Adams - (Bloomfield Hills, Michigan) INFORMATION NEEDED BY ADVERTISING ORGANIZATIONS AND HOW IT COULD BE INDEXED The General Information Requirements of Advertising Organizations How This Infbrmation Could Be Indexed SUMMARY AND CONCLUSION . iii 0 ll 21 3O 35 41 APPENDIX I APPENDIX II APPENDIX III APPENDIX IV LIST OF APPENDICES GENERAL ADVERTISING SOURCES . THE Dow CHEMICAL COMPANY QUESTIONNAIRE DETAILED STATEMENT ON STORAGE AND RETRIEVAL OP INFORMATION AT THE J. WALTER THOMPSON COMPANY - (CHICAGO) SUBJECT HEADING LIST - THE J. WALTER THOMPSON COMPANY - (CHICAGO) iv 51 5Q 57 60 INTRODUCTION Man attempts to remember and later correlate observations so that he can cope with present and future problems. In the early ages the facts, events, and ideas were recorded mentally. Later written symbols were used because material was forgotten. Today elaborate systems for storing vast quantities of information exist. The utilization of libraries ("a collection of manuscrip‘ts,publi- cations, and other materials, for example, films, tapes, pictures and Speeches, for reading, study, or reference.")1 are a recent development in storing and using information. As a result of this development the library assumes a significant role in the overall information flow. The l ibrary of the future may well become the focal point for serving in- formation needs. This thesis concerns the utilization of Specialized information centers or libraries by advertising agencies and advertising departments of companies. Since a presumed carryover exists between all advertising organizations, advertising media were not separately investigated. 1The Random House Dictionary of The EnLlish Language: The Unabridged Edition (New York: Random House, 1966). p. 826. l CHAPTER I THE SPECIALIZED LIBRARY A Special library directs information to the particular require- ments of each organization. A general library contains many Special libraries, but usually comprises less depth than one independent special library. Three characteristics distinguish the Special from the general library. These are: l) The special library exists as a service unit within an organization having non-library functions. 2) The special library collects material and develops information services with the needs of a Specific organization in mind. 3) The Special library contains less physical requirements, both in amount of mater al held and in the number of staff members employed. The Special library facilitates the activities of the organization by providing "a particularized information service which correlates, interprets and utilizes the material at hand fer the constant use and benefits of the organization it serves."3 2K. L. Kinder, What's Special About Special Librarianship?, Reprinted from Librarngournal (November 1, 1962). P. l. 3L. Lefebvre, THE SPECIAL LIBRARY: WHAT IT IS AND WHAT IT CAN DO FOR BUSINESS AND I—NDUSTRY, Reprinted Tron Special Libraries, (February, 1958), p. l. These characteristics carry weight for advertising organizations. However, while the special library needs of the advertising organization may vary in terms of Specific kind of information maintained, certain elements and processes embrace any Special library operation. This chapter dis- cusses such elements and processes. Initiating a‘Special Library An organization may be aware of the libraries' usefulness and yet be unaware of the difficulty involved in establishing one. Awareness of the libraries' usefulness depends upon whether or not the organization recognizes the advantages. These are: (1) reduced duplication, (2) centralized purchases, (3) availability of information when needed.” Management should recognize these advantages because a small collection of material usually exists in a more or less organized state somewhere in every organization. Sometimes management attempts initiation of a library by assigning an individual to centralize the accumulated material. However, the development of an efficient Special library requires that certain preliminary steps occur: 1) An analysis made of the particular needs in the organization it will serve. 2) A consultation conducted with outsiders who have professional library experience, such as The Special Libraries Association. ”R. Nielander, Dollars and Sense of a Company Library. Distributed by the Special Libraries AssociatIOn, New York. 3) A visit made to libraries already functioning in similar organizations. Basic Materials For All Special Libraries Basic information requirements often consist of the following: 1) 2) 3) 4) s) 5) 7) An unabridged general dictionary. Technical dictionaries related to the organizations Sphere of interest. A compendium of trade facts and figures and yearbooks. Basic textbooks in fields pertaining to the organizations operations. General reference books. Technical journals. Product information which varies for each organization.6 Appendix I contains a list of general reference works compiled from collections in four New York advertising agencies. Because many libraries have neither the space nor the budget to include all of them, only the more frequently cited by the agencies are listed. 5 L. Lefebvre, THE SPECIAL LIBRARY:...., p. l. 6 Settin Upizour Companyfs Technical Information Service, (Organization for Economic Cooperation and Development, 1962), p. 36. Indexinggor Classifying Schemes For IT Special Libraries The library card-file system for the various material represents the key to efficient utilization of any Special library. Arrangement of the reference cards proceed two ways: (1) alphabetical listing of the 'subjects, (2) subject classification. The following example illustrates the difference : Consider a subject such as 'Gasoline Bngines'. In the subject classification system sub-parts of this subject such as 'Carburetors', 'Ignition', etc., will be found filed as subheadings under this major subject heading. The advantage of the classification system is that not only are subheadings kept under the major headings, but related subjects are kept closely together. Thus, the subject heading 'Diesel Engines' will be very near the subject heading 'Gasoline Engines'. In the alphabetical indexing method, under the alphabetically- filed heading 'Gasoline Engines' there will be reference cards pertaining to this subject and there will be alphabetically listed both the heading 'Carburetors' with reference cards pertaining to that subject, and the heading 'Ignition Systems' with reference cards pertaining to that subject. The alphabetical indexing system is closely related to the index at the back of a book and has the same value for finding information easily on a particular subject. The disadvantage of the alphabetical indexing system is that there can be confusion about subject headings, which must be carefully chosen. Used on a small scale, however, and with synonyms reduced to a minimum, the alphabetical indexing system is unlikely to present many difficulties, or be unwieldy. William Stoddard, Business Librarian at Michigan State University, stated that either method will suffice as long as the librarian incorporates 8 adequate cross references. 71bid., p. 33.. 8Interview with W. Stoddard, Head of the Business Library, Michigan State University, East Lansing, Michigan, July 23, 1968. The subject classification system, which files related subjects together, requires some type of systematic method of Classification. Several methods exist in the form of printed tables. Special libraries generally employ either the Dewey Decimal or Universal Decimal Classi- fication Systems, or some combination thereof. Before discussing the popular Dewey Decimal System, the reader should acquaint himself with two other systems. First, the Library of Congress System best adapts only to very large collections (the majority of special libraries contain small amounts of material). Second, the Universal Decimal Classification System (UDC) resembles the Dewey System in broad outline, but the UDC, strictly a subject Classification, sub-divides in greater detail.9 Some librarians contend that, while this system appears to offer a wider scope, it should be limited to Simple relation- ships. A sub—part with several divisions could involve cumbersome and complicated symbols.10 The Dewey Decimal System divides all information into ten parts, and each part into ten sub-parts, and so on. For example: 000 General 500 Pure Science 600 Useful Arts 700 Fine Arts BefOre further division, a decimal point follows the first three figures, aS in the following example: 9SettingVUp Your Company's Technical Information Service, ... p. 36. For a more detailed discussion see J. Mills, The Universal:2ecimal Classification, (New Brunswick, New Jersey: The Rutgers University Press, 196"). 659 . 1 Advertising 659.11 Advertising, Organization of 659.13 Advertising, Organization of, Campaigns 659.1u Broadcast Advertising 11 659.1u3 Broadcast Advertising, Television Mechanical Card Systems Mechanical index card systems make the selection of information from the library collection very rapid. Also, these systems do not require index cards placed in any particular order in the library. This dis- arrangement arises because the cards dealing with the desired subject easily separate from the rest. Some examples of index card systems fellow. Many well-known types of mechanical index card systems engage edgenotched cards. These cards have a series of holes around their periphery which relate to headings fer a type of subject classification System. Each card represents a book, article, and so forth, and each card contains infermation similar to any ordinary index card. The following example illustrates this method: On each card one or more of the numerous holes at the periphery will be cut away by a punch and converted into a notch, depending upon the classification of the subject matter contained on the card. When the whole file of cards is removed from the file drawer and a needle is inserted through the holes corresponding to the particular subject classification sought, then these cards where the holes for that subject classification have been converted into notches will drop off the needle while those other cares with holes intact at that point, because they do not pertain to that particular subject, will remain suSpended on the needle. 11 Setting Up Your Company's Technical Information Service, ... p. 34. 2 1 Ibid., p. 36. "Slotted cards" work on the sample principle. The feature or "peek-a—boo" cards represent another index system. Each index card in this system corresponds to a single subject, not to a book, article, or other item indexed. The "peek-a-boo" operates best when the number of subjects does not exceed 1,000. "Uniterm" resembles the "peek-a-boo" and also adapts well to Specialized libraries. Mechanical indexing systems have limitations as well as advantages. The small library may find a mechanical indexing system unnecessary and uneconomical unless it anticipates a rapid growth and demand for library services. However, individual needs of each organization vary. Some ReSponsibilitieS For Special Libraries A list could not enumerate the Specific activities required fer all specialized libraries. However, library functions generally considered necessary for all Specialized libraries follow: 1) Keeping track of periodicals. 2) Circulating periodicals and announcing new books. 3) Abstracting. f u) Lending books and periodicals. 5) Translating. 6) Establishing contacts with outside sources of information.13 Before beginning an analysis of Specialized Libraries for Advertising Organizations, management must consider every specialized library as an 13Ibid., pp. 36-39. investment. Since the Special library must have an Operating budget, how much to Spend on a library depends on individual requirements and any generalization could mislead management. As Lefebvre notes, but what is an adequate budget for a Special Library? Some authors say that it should be two per cent of lu total sales - or average $250.00 per technical man. Management must realize that a "good" library is expensive. Helpful information, efficient facilities, and trained personnel cost money. To determine whether a library will pay for itself management must answer these questions: 1) How much of the material researched by executives duplicates other research? 2) After an assignment to market research, public relations or other projects, how much time does a man spend on preparatory research? 3) How often must junior executives and secretaries go out to 'look something up' in a local library and how long does it take them? 4) How much does it cost to distribute multiple copies of business periodicals and little used reports? 5) How much time and money do executives devote to telephoning around the country seeking information before making important decisions? Once management recognizes the need for a special library and realizes how much time, money, and effort can be saved, how should the service be 11+L. Lefebvre, The Special Library: ...., p. l. 15?. R. Weill, "Are You Ready For A Company Library?," Administrative Mappggment. (August, 1963), p. uh. 10 set-up? Can advertising departments of firms, advertising agencies, and perhaps all advertising organizations employ the suggested general in- formation requirements of this chapter and Appendix I? The following chapters explore these questions. CHAPTER II SPECIALIZED LIBRARIES FOR ADVERTISING ORGANIZATIONS-COMPANIES The previous chapter enumerated certain elements and processes embracing all Special libraries. This chapter applies that background material to the highly differentiated needs of company advertising organizations. Case examples demonstrate how one company approaChed the problem and how two other companies classified infermation after the prdblem was defined. The Dow Chemical Company In early 1966 The Dow Chemical Company endeavored to determine the need for an advertising department library. Questions arose as to the seriousness of the need and what would satisfy that need. The advertising department suffered from a known duplication of material plus inadequate procedures for obtaining secondary information. The former problem demonstrated inefficiency while the latter hindered effective decision making. The advertising department first selected a committee of three persons from both the consumer and industrial advertising sections. It then drew up a questionnaire and interviewed all advertising department personnel. (Appendix II is an example.) An analysis of the questionnaire indicated that other department members also realized that centralized information would satisfy unfulfilled needs. The committee offered 11 12 recommendations to Millard Hooker, Manager of the Dow Advertising Department. Dow investigated facilities at other companies, their own advertising agencies, advertising associations, and publishing houses. It obtained insight and advice on how other advertising organizations coped with the problem. At this point Dow completed the preliminary steps mentioned on page 3 and u. Today, Dow faces three questions: 1) What material should Dow include in their department library and what method should they use to index the information? 2) What relation should the advertising library have to the marketing research library or other department libraries? 3) To what extent can Dow rely on agency and association libraries for information? Investigation of alternative solutions to the above questions continues. ) Dow Should include the following considerations in their investigation: 1) Consultation with The Special Libraries Association who offer this service free. 2) Investigation of the McGraw-Hill Infermation System, (examined in the next case). The Dow case illustrates the preliminary steps and procedures for establishing an advertising library. The factors then that management must consider are: 1) Types of materials used in the organization? 2) Extent to which the items are put? 3) Form of library organization best serving needs and who Shall be served? 13 u) Status of the library? 5) Estimate the demand upon the library by advertising personnel? 6) Services particular to each organization? 7) Present status regarding the loCation of materials? ' 16 8) Storage and retrieval of present material? Although the Dow questionnaire touched on all of the above points Specific answers were not always obtainable. However, management should recognize the general problem. Recognizing and analyzing a need differs from specific problems of operation, such as indexing. The following cases illustrate Specific problems of operation. Owens - Illinois The description of the Special library at Owens-Illinois has two purposes. First, the description serves as a plan for an organization initiating a library. Second, it shows how Owens-Illinois approached the problem. I In order to determine the facilities and services required for a Special library, Owens-Illinois attempted to define the needs which their library would serve and then to ascertain what library personnel and facilities were necessary to serve those needs. An Action Program suggests an approach for the immediate steps. 16E. L. Fisher, A Checklist for the Orggpization, Operation, and Evaluation of a Company Library (2nd Edition; New York: Special Libraries Association, 1966), p. l. 1'4 Isa-1e As used here, needs relate primarily to that which advertising personnel have for secondary data required for planning, execution, and evaluation. The secondary refers to data gathered by someone else and available in published form. Primary data develops through original research, such as field surveys. TherefOre, an advertising library does not perform original research but does store primary materials. SecOndary information and data required often include the following: 1) Customer needs. (Who has the needs, what are their Characteristics, magnitude of needs, and product and service requirements?) 2) Present and future methods of serving these needs. (The products, services, and associated industrial processes.) 3) Companies who supply the afOrementioned products and services. u) Economic, social, and political data related to the above needs. Primary data may include the following: 1) Evaluation of marketing, planning, and results of each division. 2) Marketing planning fer the company as a whole. 3) Marketing planning fer particular opportunities that do not fall within the scope of existing divisions. n) Infermation about competition and other information necessary to all divisions but used infrequently. The categories may contain both primary and/or secondary material. For example, national magazines often contain infermation about a competitor's marketing planning. 15 Both primary and secondary infOrmation pertaining to needs comprise the following general sources: 1) Government (Federal, State, and Local; U.N. and other countries). 2) Trade associations. 3) Studies made by individual companies. u) Independent marketing research organizations. 5) Universities and foundations. 6) Selected company operating data and analyses. ServingThose Needs After identification of the needs the organization must determine how to serve those needs. Physical Requirements Library facilities must include adequate filing and shelf space for clippings, pamphlets, periodicals and books, as well as provide space for ’ library users to do reference work when the material cannot be conveniently moved to other offices. Management should hire a research librarian who has Skills in indexing and filing advertising, marketing, and other materials. This librarian should also have a working knowledge of advertising functions and responsibilities. Further, an adequate budget must provide fer: (l) subscriptions and purchases of secondary information and data, (2) telephone and travel requirements, (3) equipment and supplies, (u) salaries. Action Program This Action Program intends to effect certain changes and improve— ments in the organization and operation of the advertising library. Once l6 accomplished, the library Should render the required services. 1) Assume full responsibility for information and data from all government and non-government sources. 2) Classify all advertising research studies and other pertinent Special analysis done by or for all divisions of the company. To the extent possible, capies should be filed in the library. 3) Develop and institute an adequate system for indexing and filing all library materials. u) Obtain adequate filing and Shelf space for all present library materials and those expected to be acquired during the next year. As space and funds become available, facilities should provide for reference and research work. Indexing Efficient and rapid retrieval of the information necessitates a satisfactory index and cross reference system. The Owens-Illinois advertising library uses a numerical classification system as described below. This method resembles the subject classification system mentioned in the previous chapter. Each main topic, identified by capital letters in the Subject Headings, is assigned a number in ascentions of five. Numerical subdivisions are created by inserting a colon after the main topic number and assigning additional numbers in sequence. Detailed breakdowns are identified by inserting hyphens after the number preceded by the colon, and following them by more numbers in sequence. Extremely detailed breakdowns are further identified by inserting a decimal point after the number preceded by the hyphen and following it in turn with sequential numbers. This system permits the groupings of like topics, relating them through common numbers. 17 As the Subject Headings in each of the major areas are numbered in the same manner, it is necessary to separate the major area in a quickly identifiable way. This is accomplished by preceding each Subject Heading number with an abbreviation, ADM, ADV, BE, IOP, MKT, or SAL, which stand for Administration, Advertising, Business and Economics, International Operations, Marketing and Sales. For example: ADV 0 Advertising's Role, Functions and Influence 0:1 Economic Influence 0:2 Elements of Advertising ADV 5 Advertising Agencies 5:1 Agency/Client Relationships 5:2 Agency/Media Relationships ADV 10 Advertising Appropriations 10:1 Determining the Advertising Budget 10:2 Advertising Budget Analysis, Post and Future Predictions (1929 to Present) ADV 35 Media 35:1 Business Papers 35:1-1 Role, Functions and Influences 35:1—2 Business Papers viS-a-vis Other Media 35:2 Catalogs 35:2-1 Place in Industrial Marketing 35:2-2 Advertising These Subject Headings cover approximately 600 advertising and marketing foreser~vv .....w» W Ammw. ”W “#AMWW 4m - topics. The flexible format permits the inclusion of new topics without altering the structure. However, this system may suffer the same limitation 17For a more detailed eXplanation see R. Norman, Subject Heading§_ fer the A. I. A. Marketin Techniques Library, (New York. McGraw-Hill Publications, 1965), p. e. The indexing system incorporated at Owens-Illinois was developed by R. Norman of the McGraw-Hill Information Department. 18 as the Universal Decimal Classification, a system of sub-parts, with several divisions often involving cumbersome and complicated symbols. Eastman Kodak Company This case proposes another method to index and suggests the types of material deemed necessary. (Appendix IV contains an agency listing of necessary material.) The number 3,000 designates advertising and marketing. New subject headings occur at every tenth interval. This major subject heading breaks- down further and separation of sub-categories takes place by using a period. For example: BOMO AdvertisingResearch 30ul Copy Research 30u1.1 Readership Studies and Surveys 30u1.2 Inquiries 30u2 Library Research 3050 Marketingand Market Data 3051 Consumer Market Data 3051.1 Buying Habits 3051.11 Impulse Buying 3051.2 Leisure Time Activities Although not the ideal, this system does represent an effert to store and retrieve advertising and marketing material systematically. But, rigidity in not allowing the creation of major and sub-categories disqualifies this method. Summary The need for an internal library resource as well as existing facilities were investigated within the advertising organizations of three companies. 19 The purpose was to explore whether advertising organizations within companies have a need for internal library resources and how a library can adapt to this need. A. The Dow case exemplifies recognizing a need, determining its Size, and serving the need. In more general terms, however, a need for an effective internal library resource exists when any one of the following is not done : l) Communicating information rapidly, accurately, and economically. 2) Supplementing printed resources on hand by using the aid of a librarian. 3) Gathering facts for an organization's many publics, primarily the customer and management. 4) Reducing needless duplication by centralizing information. 5) Increasing profits by contributing “ififul ideas to the daily operation of the organization. Although the ab0ve list applies to other types of advertising organizations, many companies do not employ the latest library techniques because they rely on an advertising agency. Yet, many advertising agencies are also remiss. Realizing the need fer internal library resources, management must next consider.adapting the library to their organization, such as physical requirements and indexing. Discussion of the physical requirements for all Special libraries occurred in the previous chapter. Specific requirements depend upon individual investigation of the particular business of the company. 18 I. M. Strieby, "Looking Around: The Company Library," Harvard Business Review, XXXVII (May-June, 1959), p. 36. 2O Organizational needs and circumstances may also determine the indexing method. However, the McGraw-Hill System adapts well to the internal library need of advertising organizations within companies. Both Owens-Illinois and the A. I. A. Library of Industrial Advertising attest to its success. Advertising libraries cannot be completely self-sufficient because advertising and marketing literature constantly grow. Only materials which meet the test of productivity Should be included in the library. Therefore, a crucial need exists to exchange information between advertising organi- zations. A common method of indexing would facilitiate the flow and transference of information. Lack of self-sufficiency applies to all internal libraries of advertising organizations; however, it is believed that most transference occurs between departmental libraries of companies rather than between different agencies. CHAPTER III SPECIALIZED LIBRARIES FOR ADVERTISING ORGANIZATIONS - AGENCIES A survey conducted by the Special Libraries Association (SLA) in February, 1963, of their Advertising Division members and advertising agencies revealed that only a few were equipped with libraries conforming to the highest professional standards.19 The rest either maintained no library at all or were considered to have facilities which were deficient in some respect. This survey also revealed that more than a third of the agencies reporting libraries were "not equipped with the complete professionally administered infOrmation service . . . and that 28 agencies billing over $10 million reported no library at all."20 Lack of a professional library has serious implications because advertising personnel comprise the most important resource of an advertising organization. Advertising personnel must have a complete internal library service in order to effectively con- tribute towards management's goals and objectives.21 Before evaluating agency libraries, management Should note certain guidelines listed by the SLA: 9 . . . . 1 P. Lybeck, "Guidelines and Standards fer AdvertISIng Agency Libraries," Libraries and Librarianship in Advertising, Marketing, and Communications Media, Reprinted from Special Libraries, (May - June, 196u), p. 277. 2°Ibid. 21 Ibid. 21 22 1) Suggested minimum staff requirements. Agency size in billings Staff Size $ 5 - $ 10 million 2 $ 10 - $ 25 million A $ 25 - s 50 million 5 ‘5100 million 6 $100 - $200 million . 8 $200 million plus 10 (D 01 O I plus 2) Compensation 3) Place in agency.22 The requirements for billings of less than $5 million are uncertain. However, this entire standard may vary according to the level of performance and number and kind of service required by the agency. For example, "agency libraries outside of New York City, which command fewer outside media re- sources, must generally have larger staffs to acquire and organize the amount of material they need to house within the agency."23 The subject of compensation does not lend itself well to discussion; but with regard to point three, librarians unanimously Speak out. Librarians feel that, since the agency library serves all departments, the librarian should report to the president or an administrative vice- president. Such a relationship will keep the librarian in tune with tap management objectives and thinking plus insure the support and attention necessary for administering a program of infermation services for the entire agency.2u 22Ibid., p. 278. 23Ibid. 2“Ibid., p. 279. 23 Finally, management should note that this staff requirement scale could also apply to advertising organizations within a company. Insertion of the companies' advertising budget into the corresponding billing figure would give a staff Size requirement. J. Walter Thompson Company-(Chicago) The J. Walter Thompson library has a staff of five and serves approximately MOO people. Division of the material produces unique categories because indixing, filing, and retrieval methods differ. The categories comprising the basic structure of the library are reports, periodicals, general file, books, research information, and an art file. (Appendix III disucsses each one individually.) A Subject Heading List indexes most of the material. For example, the subject of "advertisements" subdivides into: Advertisements Advertisements - Aesthetic ASpects Advertisements - Bleed Advertisements - Layout Advertisements - Pictorial Advertisements - Position Advertisements - Readership Advertisements - Repetition Advertisements - Size Advertisements - Small Space (Appendix IV contains the complete list.) 2H At first glance the Subject Heading List appears adequate. However,' it includes some overly general headings, for example World Facts and Figures. On that heading alone, the McGraw-Hill Information Department has over 10 drawers of material with many sub-headings. Furthermore, this list lacks a table of contents as well as any explanations. It also tends to combine markets with marketing, for example advertising media and theater screens . 25 Needham, Harper 8 Steers - (Chicagpl The Needham, Harper 5 Steers library occupies an area apart from the agency work area. Approximately 800 books are maintained in the library. About half are for reference consisting of biographies and census volumes and the remainder are books on advertising and marketing. Information or data files consist of approximately 1,000 subject headings. This material comprises clippings, reports, surveys, maps, and brochures. Another file of 100 periodicals is kept active for a period of two to five years. When library information proves inadequate the Needham, Harper 8 Steers library staff resorts to outside sources, such as The Special Libraries Association and inter-library loans. Campbell - Ewald - (Detroit) The Campbell - Ewald Company has one of the oldest and largest libraries in the advertising industry. Established in 1925 it has had only two librarians in its 43 year history. 25E. Christianson, librarian at The J. Walter Thompson Company, suggested and arranged the interview with Betty Dumbauld, librarian. 25 Physical characteristics differ for each advertising library. The Campbell - Ewald library staff includes thirteen permanent employees and one part—time employee. Seven do reference work and six handle the business and clerical responsibilities. The library houses 5,03u books and magazines with the majority pertaining to creativity, advertising and marketing, and automobiles. The periodical collection contains 3,117 titles which includes programs, catalogues, directories, college publications, and so on. Art manuals and newspapers from the major cities remain for one year. The central print media file contains u,775 folders each having data for a given magazine or newspaper, for example circulation, readership, editorial content, and audience reached. The advertising personnel also have available the market material developed by media. Media files are kept current and diSposed of after one year. The general subject file, arranged alphabetically by subject matter, contains studies, pamphlets, and clippings from 200 selected magazines. Creative art occupies a separate area. This section contains art bodks and 1,005 picture folders. Each year the library circulates about u3,l78 magazines, 11,000 books, and answers u,500 reference assignments. If the physical requirements prove inadequate the Campbell - Ewald library undertakes any activity necessary to supply infermation to the organization. MacManus, John 5 Adams - (Bloomfield Hills, Michigan) The MacManus, John 8 Adams library wasfbunded in 1957. It began with a magazine file and a staff of one full-time and one part—time employee. Today the library contains 12 separate and distinct collections of material operated by a staff of five. 26 The facilities and services (or physical requirements) comprising this library vary. The book collection concentrates on advertising, marketing, and communications media. Worthwhile books are added only on a limited scale because books of both a general or Specific nature only a year or two years old are already outdated. The library staff emphasizes the acquisition of materials with "more lasting value," for example reference books and encyclOpedias. When existing information proves inadequate the MacManus, John 5 Adams library staff resorts to neighboring library facilities. In addition to the book requirements other activities occupy an integral part of the MacManus, John 8 Adams library. Approximately 3,000 periodicals are filed for varying lengths of time, but Advertising Age and 50 otherlperiodicals remain permanently. Routing and loaning of periodicals occur upon request. The library also subscribes to The Detroit Free Press, The Detroit News, the New York Times, and The Wall Street Journal (Midwest and Eastern editions). The out-of-town newspapers remain for 18 months, but local newspapers only a few months. Frequent use of the general information file follows a pattern seen in the advertising agency libraries investigated. High frequency of use may occur because it serves a variety of personnel, such as market research specialists, copywriters, media buyers, account executives, management, and ultimately clients. This file consists of nearly 100 consumer, trade, business magazines, and newspaper articles. The several hundred articles chosen per week are then clipped and indexed by appropriate heading: finance, appliances, Sports, automobiles, travel, drugs, and new products. The remaining categories are: 27 Indexes, company"financial reports, consumer analyses, government publications, competitive advertisement file (only automobile ads), noncompetitive advertisement file, picture file, central marketing-media-research-document file, and central broadcast materials file. Over a period of years the MacManus, John 8 Adams library has ascertained that the following personnel use the above facilities and services: 15% from management. 55% from marketing, media, and research. 30% from other departments. These findings correspond to a survey conducted in 1965 by Leo Burnett in Chicago. The Burnett survey showed that media personnel used the library the most. From a sample of #00, the following personnel requested in- formation: 30% from 25% from 13% from 11% from 8% from media. c0py. client service. art. research. All other departments accounted for 5% or less.26 26 Little Journeys Around Burnett Land, Reproduced from Hello! (Chicago: The Leo Burnett Company, February-March, 1966), p. 15. 28 Summary There seems little doubt that most advertising agencies need an efficient and effective internal information service. The suggested criteria contain valuable guidelines for an organization initiating such an information service. However, the confidential nature of the in- formation decreased their usefulness fer this study. The following synthesis of similarities and differences results from investigating the four agency libraries: Similarities l) 2) 3) H) The libraries used the Dewey Decimal System to index books. Categories or files grouped the remainder of the material. A Similar need for general information existed for each agency. Most of the libraries perfOrmed some type of scanning and routing service. 5) Three agencies resorted to outside sources when necessary. Differences 1) Specific information contained in the library depends upon the type of clients and markets served or planned to be served. 2) The J. Walter Thompson Company places less emphasis on the general file but used the most automated mechanical index system. This evidence suggests that most advertising agencies require Similar types of general materials and perform approximate functions. Three pertinent observations deserve further emphasis: l) The Staff Size Requirement Scale applies to both company and agency advertising organizations. 29 2) Advertising organizations should develop a common indexing method because 3) Both company and agency advertising organizations have similar general information requirements. If little doubt exists as to the need for an internal library source, disagreement may arise on how and to what extent the organization Should satisfy this need. However, disagreement does not indicate problems becauSe the Special library must satisfy infermation needs first. Giving infermation to peOple making decisions testifies to the overriding goal of a Special library and not on how well it meets certain standards. It seems, though, that satisfying infermation needs and meeting standards Should correlate. CHAPTER IV INFORMATION NEEDED BY ADVERTISING ORGANIZATIONS AND HOW IT COULD BE INDEXED This chapter enumerates the general information requirements needed by advertising organizations and suggests two methods of indexing which would retrieve this information. The General Information Requirements of Advertisipg Organizations The previous chapter concluded that company and agency advertising organizations require the same general information. The nature of the business determines where to place the emphasis. The following list details the type of general information required: General book collection. Reference Works (encyclopedias, dictionaries, directories, indexing services, census volumes, handbooks, guides, and texts). Books and reference works added annually. Periodical titles received currently (retained an average of 1-5 years while some Should be kept permanently). Newspapers retained up to 1 year. Pamphlets, government documents, annual reports, reprints, and so forth. Clippings. 30 31 Internal reports. Pictures, photographs, and tapes. Competitive advertising items. (Information requirements were also enumerated in Chapter I, and Appendices I and II.) How This Information Could Be Indexed An ideal indexing scheme does not exist. Management could adopt an existing scheme, adapt features of various schemes, or devise its own. This lack of an ideal indexing method partially explains why librarians ‘remain frustrated in their attempt to index information fer advertising. Some librarians claim that the Dewey Decimal System provides inadequate coverage of advertising material because of outdated terminology and illogical coverage of the subject area. Other librarians assert that the Library of Congress, Harvard Classification of Business Literature, and the Universal Decimal Classification do not adapt well to the purposes of advertising librarians. The wide acceptance and use of the Dewey Decimal System in many libraries serving advertising organizations made it desirable to devise a classification which could use part of the existing Dewey System, section 659.1. The following method, originally suggested by Eloise E. Grant of Meldrum and Pewsmith, Inc., in April, 1963, illustrates such an approach: 659.1 Advertising .101 Philosophy .102 Compendiums and outlines .103 Terminology .104 Essays .105 Periodicals 659.11 659.12 659.13 659.14 659.15 659.16 .106 .107 .108 .109 32 Associations Study and teaching (including vocational aSpects) Directories History and biographies Principles (including psychology) .111 Economic aspects .112 Ethics, laws, and regulations .113 Management and finance .114 Statistics Organizations .121 Advertising agencies (including functions and client relations) .122 Advertising departments Advertising types .131 .132 .133 .134 .135 h2¢nSumer 'Farm Industrial Retail (including cooperative) Export Creative techniques .141 .142 .143 .143 .143 .143 .143 .143 .143 Copy Art (including illustration and layout) Sales promotion Point of sale material Packaging and labeling Premiums Displays and exhibits Sales meetings Contests GUKQNH Advertising production (See 655.1 - 655.38 for Printing and Printing Processes) Media selection and use (including research, readership, .161 .162 .163 and rates) Magazines Newspapers Business papers 33 .164 Direct mail .165 Radio .166 Television .167 Films .168 Outdoor and transportation .169 Minor media 659.17 Publicity and public relations 659.18 Results .181 Effectiveness measurements .182 Inquiries Of the various indexing methods, this adaption of the Dewey Decimal System reportedly exceeds many other methods because most Specialized collections demand great detail.” However, management Should realize that even The Special Libraries Association utilizes different schemes for various problems, suggesting that each library will often have distinct characteristics. The indexing method devised by Ranulph Norman of the McGraw-Hill Marketing Information Department also lends itself well to advertising libraries. This indexing method currently operates at Owens - Illinois, and reports indicate success in managing information. Perhaps the fellowing reasons account for this success: 1) A marketing man developed this method. 2) The utilization of Simplified headings reduced unnecessary cross references . 3) The method concentrates on advertising and marketing, not markets (products and industries). If markets were included an index of hundreds of pages would be necessary.28 27 W. Stoddard, Michigan State University, Business Librarian. 28The McGraw-Hill operation has microfilmed thousands of relevant pieces of material for each category. This makes possible the purchase of an instant Special library. 34 Finally, any index system should be approved with the knowledge that someday the library may need to be automated. However, the library must serve infbrmation needs now. "I feel that the primary concern in choosing an indexing system," confirms W. Stoddard, Michigan State University Business Librarian, "is having one that will work today." CHAPTER V SUMMARY AND CONCLUSION This thesis had two primary Objectives: (1) to determine whether advertising organizations need some type of Specialized library facilities, (2) to determine whether a Specialized library can adapt to the varying needs of company and agency advertising organizations. Accomplishing these objectives required two approaches. First, an analysis of companies illustrated determing the need; secondly, an investigation of agencies with existing internal libraries exemplified serving the need. These major points emerged from the study: 1) 2) 3) An information need exists for all advertising and marketing personnel because of the increased effort and researCh channeled into this area. A special library, whether it consists of only one room containing basic references or a separate building complete with electronic equipment, can effectively serve the particular needs of each organization. An approach for developing an efficient special library 'requires that certain preliminary steps be taken: a. An analysis made of the particular needs in the organization it will serve. b. A consultation conducted with outsiders who have ' professional library experience, such as The Special Libraries Association. c. A visit made to libraries already functioning in Similar organizations. 35 4) 5) 36 A general infOrmation requirement list for all advertising libraries plus two methods of indexing, including an adaption of the Dewey Decimal System and the McGraw-Hill Index, were suggested. The following types of general information material form the core for all advertising Special libraries. Specific requirements depend upon the business activity of each organization. General book collection. Reference works (encyclopedias, dictionaries, directories, indexing services, census volumes, handbooks, guides, and texts). Books and reference works added annually. Periodical titles received currently (retained an average of 1-5 years while some should be kept permanently). Newspapers retained up to 1 year. Pamphlets, government documents, annual reports, reprints, and so forth. Internal reports. Pictures, photographs, and tapes. Competitive advertising items. (Appendices I and II discuss this further as well as E. Coman, Sources of Business Information (Rev. Ed.; Los Angeles: University of California Press, 1964), pp. 203-230. An advertising manager must realize that a special library costs money. Cost figures vary and obtaining reliable information presents difficulties. However, the following points merit attention: a. Guidelines, such as Staff Size Requirements, deserve investigation. b. Salaries for librarians do not seriously fluctuate throughout the industry. c. Books average $6.00 per acquisition plus $6.00 to process each one according to W. Stoddard, Michigan State University Business Librarian. 37 d. Finally, the "justification yardstick for information is that if its cost is less than its contribution to profit or reduction of other costs, the information is justified."29 6) Although no ideal method exists to store and retrieve information, the basic information requirements for all advertising organizations are the same. Since the staff of one advertising library could familiarize itself with another advertising library quickly, a common indexing method could operate. Such an arrangement exists among labor librarians. The need for information exists and the criteria and programs of The Special Libraries Association meet this demanding need. This need will intensify and the expanding information flow may require the utilization of 30 . . . data banks and/or consolidation.31 And only the PPOSPGSSIVe advertISIng organization, the one that innovates and takes advantage of this resource will effectively compete in the future. Future Perhaps, the most pervasive change effecting productivity in the advertising industry will be the development of a computerized information storage and retrieval system. A few organizations have already made small attempts in this direction; however, this progress has occurred mainly in the accounting function. 29R. E. Hirsch, "The Value of InfOrmation," The Price Waterhouse Review, XIII (Spring, 1968), p. 23. 30 , . . . E. B. Weiss, "Agencres Will Be USlng Data Banks By 1975," Advertising ége, XXXVII (September 19, 1966), pp. 103-104. 31"Managing Infermation More Efficiently Through Consolidation," Printers' Ink, CCLXL (January 22, 1965), p. 46. 38 Utilization of automated information equipment will increase. In fact, some astute advertising managers predict that by 1985 computerized systems will form the basic requirements for storage and retrieval of research, media, and standard service data. Today magnetic tape records television programs and commercials; in the future magnetic tape will record entire campaigns, retrieved by computer and viewed on a cathode-ray tube.32 The following diagram illustrates such a storage and retrieval system. 32 B. Lipstien, "Prospects for the Management Science in Advertising," Management Science, XIII (October, 1966). p. 5—B. 39 33 Future Storage and Retrieval System Library Research Media Simulator- Copy Accounting Advertising file file file model file file file file 0 o o . ‘0 II) Computer Other 0 Central outside universal file library files 0 0 a 0 Individual Consoles The central computer connects with a series of individual storage files, research, media, library, simulator models, copy, accounting, and other source materials. The computer also connects with central media files outside the agency as well as a central library. Some advertising managers further predict that by 1985 the computer companies will have develOped a universal language for all advertising personnel to use. The ad man of tomorrow will have available a vast amount of information 33 Ibid., p. 6-Bo v.0 retrievable through a console unit in his office. In addition, the computer storage facilities will contain an assortment of programs which will permit the user to request standard information used in his business as well as highly Specialized data. Screens may be incorporated to view illustrations plus accessories to provide copies if needed. The immediate task requires designing file systems of sufficient generality and flexibility to facilitate the storage of essential information and its efficient retrieval. Specific segments of the prdblem have already been partially solved such as document searching and the storage and re- teieval of accounting data. User requirements of the stored information must be investigated, first, then a system built to meet those needs. BIBLIOGRAPHY Information Storage and AdvertisingiOrganizations Arnovick, G. N., Liles, J. A., and Woods, J. S. "Infermation Storage and Retrieval - Analysis of the State of the Art," Proceedings - Spring Joint Computer Conference, 1964, pp. 537-561. Ashworth, W. How to Set Ungour Firm's Technical Infomation Service. Published by the EuroPean Productivity Agency of the Organization For European Economic Co-Operation, 1950. Baird, J. F. "Building a Marketing Library," Industrial Marketing) I1, No. 5 (May, 1954), pp. 77-79. Bech, T. "Fetishes and Facts about Plain and Fancy Filing Systems," The Office, (September, 1964), p. 14. Bloomfield, M. "Simulated Machine Indexing, Part 4: A Technique to Evaluate the Efficiency of Indexing," Special Libraries, LVII, No. 6 (July-August, 1966), p. 400. Berke, H. "Research in Automatic Generation of Classification Systems," Proceedings - Spring Joint Computer Conference, 1964, pp. 529-535. Bowman, C. M. "A Corporate Attack on Personal Files," Chemical Engineering_Progress, LXII, No. 5 (May, 1966), pp. 95-99. Brockman, H. 0. "Color Coding Reduces Numerical Misfiling," The Office, (July, 1959), pp. 82-95. Caleo, R. L. "Retrieving What Your Firm Files," Administrative Manegement, (August, 1963), pp. 30-39. Christianson, E. B. Automation and Libraries. Reprinted from Special Libraries, (February, 1960), pp. 101-102. .r . Subject Headings in AdvertisipggyMarketing and Communications Media. New York: Special Libraries Association, 1964. Clapp, V. W. "Closing the Circuit: Automation and Data Processing for Libraries," Library Journal, (MarCh l, 1966), pp. 1165-1171. (Presented at the First Governor's Library Conference, Albany, New York, June 24-25, 1965). 41 42 Covill, G. W. "Automation in the Library: A Review of the State of the Art," Special Libraries, (May-June, 1966), pp. 332-335. Cox, N.S.M., Dews, J. D., and Dolby, J. D. The Couputer and The Library - The Role of the Computer in Orgapization and Handling_of Information ipLibraries. London: London Press. university of Newcastle Upon Tyne Library, 1966. "Current Research and Development in Scientific Documentation - No. 12," National Science Feundation. Washington, D.C.: Office of Science Infermation Service, 1965. Cushing, R. "Improving Personal Filing Systems," Chemical Engineering, (January 7, 1963), pp. 73-78. "How to Put Key - Concept Indexing to Work," Chemical Engineering, (January 7, 1963), pp. 86-88. Farris, R. N. "Computers cut the Cost of Literature Searches," Chemical Engineering_Prpgress, LXII, No. 5 (May, 1966), pp. 89-91. Haverfield, R. W. 100 Books on Advertising. 8th ed. Columbia, Missouri: The University of Missouri Press, 1965. Heilbreder, E. "Basic Library Reference Sources for Business Use," Small Business Administration, No. 18 (January, 1963), 1 pp. 1-7. Houkes, J. M. Management Information Systems and the Information Specialist. : Lafayette, In lana: Proceedings of a Symposium Held at Purdue University, July 12-13, 1965. "Industry Must Develop Computerized 'Library,'" Lansing State Journal, (January 22, 1967), p. 21. InformaEion Retrieval in Action. School of Library Science - WeStern Reserve University, Cleveland: The Press of Western Reserve University, 1993. Jackson, E. B. "What's the Best Way to File Technical Articles and Data?," HeatipglPipipg 8 Air Conditioning, (June, 1961), pp. 95-96. Jaensch, K. H. "A Filing System for Technical Articles," Electronic Industries, (May, 1966), pp. 233-236. i . Jonker, F. Indexing Theory, IndexingMethods and Search Devicesa New York: The Scarecrow Press, Inc., 1964. 43 "JWT Library Fo1k Compile New Aid to Cataloging, Indexing," Advertising_Age, XXXV, No. 23 (June 8, 1964), p. 10. Kent, A. (ed.) Information Retrieval and Machine Translation - Advances in Documentation and Library Science. Vol. 111, Part 1. New York: Interscience Publishers, Inc., 1960. Lando, R. H. "How to Evaluate a Filing System," Supervisory Mapagepent, Leonard, R. S. Profiles of Special Libraries. New York: Special Libraries Associatibn, Spring, 1966. Libraries and Librarianship in Advertisingl_Marketingand Communication Media. New York: Prepared by the Advertising Division of the Special Libraries Association, 1964. Licklider, J. C. R. Libraries pf the Future. Cambridge: Massachusetts Institute of Technology Press, 1965. McFarland, J. How to Use the Business Library with Sources of Business Information. 2nd ed. Cincinnati: Southwestern Publishing Co., 1957. "Most Ad Libraries Bellow Top Standards, Lybeck Tells Group," Advertising age, xxxv, No. 27 (July 4, 1994), p. 54. Perry, J. W., and Kent, A.‘ Documentation and Information Retrieval - An Introduction to Basic Principles and gest Analysis. The Press of Western Reserve University and Interscience Publishers, Inc., 1957. Objectives and Standards for Special Libraries. New York: Published by Special Libraries AssoCiation, December, 1964, pp. 671-680. Salton, G., and Sussenguth, E. "Some Flexible Information Retrieval Systems using Structure Matching Procedures," Spring Joint Computer Conference, 1964, pp. 587-597. Sawyer, H. G. "A System for Organizing a Marketing Library," The Industrial Marketipngneyelppedia of Marketing. Chicago: Advertising Publishers, Inc., 1959. "Scheibner, Retired Adman, Puts Experience to Work Building an Ad Library Service," Advertising Age, XXXV, No. 32 (August 10, 1964), p. 10. Selectea Basic Reference Works For A Market Information Center. Taken from a list of sources prepared by the McGraw-Hill Market InfOrmation Retrieval Department, 1959-1960. 44 Selected Business Reference Sources. Boston: Graduate School of Business Administration - Harvard University, 1965. (Especially List No. 24.) Stevens, M. E., and Urban, G. E. "Training a Computer to Assign Descriptions to Documents - Experiments in Automatic Indexing," Spring Joint Computer Conference, 1964, pp. 563-575. Subject Headings for Establishing and Maintaininga Marketipg Library File. Prepared by Market Information Retrieval Department, McGraw-Hill Publishing, Co., 1955. Taube, M. "Advances in Information Retrieval and Data Acquisition," Advances in EDP and Information Systems, (July, 1965), pp. 51-63. Wendt, R. E. "Novel Indexing Device solves technical filing problems," Product Engineeripg, (January 16, 1961), pp. 48-49. Woods, D. H. "Improving Estimates that Involve Uncertainity," Harvard Business Review, IVL, No. 4 (July-August, 1966), pp. 91-99. 45 Scientific Ash, R. Information Theory. New York: Interscience Publishers - (A Division of John Wiley 9 Sons, Inc.), 1965. Baghdady, E. J. (ed.) Lectures on Communication System Theory. New York: McGraw-Hill Bock Co., Inc., 1961. Bello, F. "How to cape with Infermation," Fortune, LXIII, No. 3 (September, 1960), pp. 162-167. Conway, B., Gibbons, J., and Watts, D.E. Business Experience With Electronic Comppters: A Syntheses of What Has Been Learned From Electronic Data Processing Installations. New York: Price Waterhouse 6 Co., 1959. Gross, M. P. (ed.) InfOrmation ProcessingEquipment. New York: Reinhold Publishing Corp., 1955. Hattery, L. H., and McCormick, E. M. (eds.) Information Retrieval Management. Detroit: American Data Processing, Inc., 1962. Johnson, H. G. "Key Item Control," Management Services, IV, No. l (January-February, 1967), p. 21. Kent, A. Specialized Information Center. Washington, D.C.: Spartan Books, 1965. Kocher, M. Some Problems In Information Science. New York: The Scarecrow Press, Inc., 1965. McCarthy, J. "Information," Scientific American, CCXV, No. 3, (September, 1966), p. 65. McDonough, A. M. Information Economics apd Management Systems. New York: McGraw-Hill Book Co., Inc., 1963. Moore, C. N., Humble, T. N., and Chapman, H. H. Electronics In Business Manageaent.’ (Bureau of Business Research: School of Commerce and Business Administration, Printed Series No. 21.) University, Alabama: University of Alabama Press, 1956. O'Brien, R. E. A Study of the Infermation Gathering Techniques of the Small Business (Mftrs.). Jefferson City, Missouri: MiSsouri DiviSion of Commerce and Industrial Development, 1964. Sharp, H. 8. (ed.) Readings in Infermation Retrieval. New York: The Scarecrow Press, Inc., 1964. 46 The Organization of Special Libraries35 - An Annotated Bibliography - Anders, M. E. "Reference Service in Special Libraries," Library Lewis, Trends, (January, 1964), pp. 390-404. "A management unfamiliar with special libraries may not realize the vast scope of reference services that will be made available with the establishment of a Special library . . . . In partnership with the scientist and technologist, and armed with skills of modern library science, the Special librarian tackles the arduous task of making readily available to them the knowledge and experience of others. . . .He seeks to understand the habits of his readers and the processes by which they come to need and later use data...." C. M. (ed.) Special Libraries: How to Plan and Equip Them. SLA Monograph No. 2. New York: Special Libraries Association, 1963. A selective guide containing basic information on major considera- tions involved in structural and Space requirements as well as equipment for the special library. Includes a flow process chart fer Space planning, inventory checklist, a directory of manufacturers, and an annotated bibliography. This volume of 14 articles and 10 case histories would be useful to librarians, but equally helpful to management or architects who are reSponsible for providing the-best possible physical plant for their library. Organization for Economic Co-oPeration and Development. Does Your Firm Need Its Own Information Service. Paris: 1961. This report is the result of a study designed to provide management with factual information to help them reach a decision on whether or not they need their own information service. It helps analyze how much it will cost to have an organized information service, and lists cases of useful infermation services in existence. While prepared by members of ASLIB (British) it discusses a prdblem common all over the world. 35Prepared by the Consultation Service Committee, The Special Libraries Association, New York: (1965). 47 Redmond, D. A. Small Technical Libraries: A Brief Guide to Their Opganization and Operation. UNESCO BULLETIN FOR LIBRARIES 19, (MarEh-Aprii, 1964), pp. 49-79. A practicing librarian has writtenthis excellent article as a guide for the librarian who may be inexperienced in technical librarianship. It summarizes preferred methods and lists those sources of detailed information that will give the librarian every opportunity of becoming more proficient in the administration of an industrial library. Written in non-technical language and with simple subject headings, this article will be most valuable to any member of Management who is trying to find the answer to the question, "What is involved in organizing and operating a special library?" Sable, E. M. A Mana ement Concept of the Modern Special Library. Special Libraries 55, (January, 1964), pp. 23-25. Good library organization and administration requires a joint effort on the part of both the librarian and management. The relationship should be the closest kind of partnership, with each party recognizing his own clear-cut set of responsibilities and at the same time being willing to accept and reSpect the position of the other. The librarian should be encouraged to consider himself an integral part of the management team. Management, in turn, should realize that the success of the library will depend to a great extent on its attitude. An ex- cellent article for all library management personnel. Sharp, H. S. (ed.) Readings in Special Librarianship. New York: The . Scarecrow Press, 1963. An anthology of previously published articles on the establishment and organization of Special or company libraries, designed to inferm management about special libraries. An abstract precedes each article to aid the reader in quickly evaluating the usefulness of its content. Strauss, L. J., Strieby, I. M., and Brown A. L. Scientific and Technical Libraries: Their Or anization and AdminiStration. New York: Interscience PEEliSEerS, 1964. While this book is designed as a manual to guide librarians, principally in the fields of science and technology, it will be helpful to the member of management who needs to be concerned with Specific items in the budget, duties of library staff members, kind of classification schemes to be used, etc. Lists of basic reference publications and bibliographies for some Specific subject fields are appended. 48 Wasserman, P. The Special Librarian: A Man ement Resource. Library Journal 89,7November 1, 1964 , pp. 4288-4294. Here is an excellent word picture of the Special Librarian and what he can do for business and industry. The author, formerly Librarian at the Graduate School of Business and Public Administration, Cornell University, emphasizes the more important characteristics of the Special library movement -- what makes it different from other types of libraries, and why management should consider a library to be a major resource- 49 Advertising Library Literature36 Management Advertising Division issue featuring papers from the Agency Library Session of the American Association of Advertising Agencies. Special Libraries, XXXXIII, No. 1 (January, 1952), pp. 7-23. Lybeck, P. "First Inform, Then Create," Printers' Ink, CCLXXXIII, No. 11 (June 14, 1963), pp. 350-351. Neilson, D. "What Do You Do in an Advertising Library?" SLA Pittsburgh Cha apter Bulletin, XXIV, No. 5 (April, 195 7). pp. 13- 14. O'Leary, M. A. "How Can an Advertising Agency Establish a Library Of Its Own?" Printers' Ink, CCXXV, No. 11 (December 10, 1948), p. 48. Reynolds, E. M. "Should a Medium Sized Advertising Agency Have a Special Library?" Special Libraries, XXXVI, No. 7 (September, 1945), pp. 229- 233. Smith, E. "Every Agency Needs a Good One," Printers' Ink, CCLXXX, No. 7 (August 17, 1952), p. 60. History Frankenstein, K. D. "Development of the Agency Library," Special Libraries, XIIIL, No. 1 (January, 1952), p. 7. Regan, M. M. "History of the Advertising Division (of Special Libraries Association)," In Special Libraries Association - Its First FiftyyYears 1909-1959. New York: Special Libraries Association, 1959. pp. 73-74. Strable, E. G. "Origin, Development and Present Status of Advertising agency lerarles in the United States," Unp llshed MA Thesis, University of Chicago, 1954. Advertising agencies Allen, R. "The Agency Library Can Be A Creative Weapon," Printers' Ink, CCXXIV, No. 11 (September 10,1948), p. 60. 36Partially prepared by K. Costa, Librarian and Research Assistant, Hicks and Greist, Inc., New York. 50 "D'Arcy'sBulging Library Gets Lots of Use as Agency Information Center," Advertising Age, XXXIII, No. 37 (September 10, 1962), p. 104. ' Dumbauld, B. "Library at Needham, Louis 8 Brorby, Inc.," Illinois Libraries, XXXIX, No. 10 (December, 1957), p. 384. Strable, E. G. "Library of J. Walter Thompson Company, Chicago," Illinois Libraries, XXXVII, No. 10 (December, 1955), pp. 298-300. APPENDIX I GENERAL ADVERTISING SOURCES 52 General Advertising Sources Information Please Almanac The Econdmic Almanac The Old Farmer's Almanac The Statesman's Year-Book World Almanac and Book of Facts What's New (A monthly publication of the advertising division of the Special Libraries Association.) The Home Book of Verse Rand McNally Commercial Atlas and Marketing Guide Webster's Biographical Dictionary Who's Who in America The American College Dictionary Roget's International Thesaurus Webster's New International Dictionary Unabridged N. W. Ayer 8 Sons Directory of NewSpapers and Periodicals Telephone Directories Advertising Handbook Encyclopedia of Advertising Encyclopedia Americana ' Marketing Handbook Familiar Quotations The Home Book of Quotations Standard Handbook fer Secretaries Bible ~ Business Periodicals Index Reader's Guide to Periodical Literature Standard Advertising Register Statistical Abstract of U. 5. Standard Industrial Classification Guide Coman, E. T. Sources of Business Information Frank, N. D. Market Analysis: A Handbook of Current DaraySourceS. Carpenter, R. N. Guidelist For MarketingyResearch and Economic Forecasting. Britt and Shapiro. "Where to Find Marketing Facts" (in Harvard Business Review.) Vol. 40, No. 5 Sapizmber, 1962. pp. 44-46 u 0 O O O O O I. AdvertiSIng Source Course. New York: SpeCIal Libraries Assoc1atlon, 1963. 53 With these books as a nucleus an advertising librarian could augment the collection with Specific requirements. For example the following directories could serve various organizations: American Marketing Association - National Roster and General Bibliography Series American Medical Directory City Directories Classified Telephone Directory Editor 6 Publisher - Annual Directory of Syndicated Features Hayes Druggists Directory 8 Commercial Reference Book Hotel Red Book House Organ List, Printers' Ink National Associations of the U.S., The U. S. Department of Commerce The New York Red Book Sheldon's Retail Trade of the U. 8. Social Register Special Libraries Association Directory of Greater New York Standard 8 Poor's Register of Directors and Executives Thomas' Register of Manufacturers Thomas' Wholesale Grocer Register U. S. Government Manual U. 8. Government Postal Guide APPENDIX II THE DOW CHEMICAL COMPANY QUESTIONNAIRE ')> 'TIfiIE IDCDUU (SIJIEDHIKZIXL. CZCDBHIPIADIY' '.o.nom 2119 MIDLAND.MICHIGAN 49641 February 28, 1966 To: All Advertising Department Personnel DEPARTMENTAL LIBRARY Mr. Hooker has requested that we study the need for a Library to serve the Advertising Department. We have been assigned, 3 a committee of three, to develop final recommendations. Before we can do so, however, we need your help. We need to know, for instance, the areas in which a Library would help you in your work. As a start, we would appreciate your comments regarding the usefulness of the following types of information in a Library: 1. Reference Material - Appropriate specialized books,t magazines, periodicals, etc. 2. Sssocietlon Information - This could possibly in- clude information from ANA, AMA, ABF, DMAA, etc. 3. .flfidia Ingprmatioq - Standard Rate a Data Services and pertinent information provided to us by space reps and other sources. 4. Market Information to support lateral marketing activities. 5. Eroduct Informatipp - This would include up-to-date information on those product areas in which we are actively participating. ' Adv. Dept. Personnel -'- February 28, 1966 6. Qompetitive Advertisingictivities. 7. Communicati.ons chomne.t 193E for the current year and .....m .. several previous years. I 8. ‘MarketingPlans, where available. 9. Dow Literatu2e File es. ...-4 10. Sample Filef_of previous Dow advertising and promotional programs. ll. Adequate procedures for routing pertinent newspapers 3 d magazines throughout the department. 12. Other - [11 V‘ ‘3 :11 p. :3 5-; The above list is Just the beginning but hopefully, a thought- provoker. Pny ad itions, deletions, or other comments from you would be appreciated We would also be interested in your feelings regardingt he necessity of a full-time librarian if a Library were to be recommended. It would be helpful if each of you could give us your comments by March nth. Your hard working committee, Roger'Merrill, Chairman Dick Dalton, Worker Don Massnick, Worker APPENDIX III DETAILED STATEMENT ON STORAGE AND RETRIEVAL OF INFORMATION AT THE J. WALTER THOMPSON LIBRARY - (CHICAGO) 58 The system used for reports retrieves pieces of information that appear in advertising and.marketing research reports, recommendations, proposals, and so forth. Called Termatrex, this equipment consists of a perforator, random numeric cards, and a reader. The perforator drills holes through the term cards at Specific positions. The 8" x in" plastic coated cards hold 100 terms. Each card represents a subject and the cards record reports by holes drilled at the report number position. The reader machine resembles a light-box similar to that used for viewing x-rays and read-out works on the principle of optical coincidence or "peek-a-boo." To read-out report numbers, the cards attach to the reader. Where the holes coordinate light flows and the number represented by those holes appears on the grid. Input beings with indexing of the report. A Research Department member indexes the material by employing a worksheet or outline of the infbrmation desired and a thesaurus ofrthe terms describing the informa- tion. In contrast to traditional practice of using only three to four terms, the indexer at The J. Walter Thompson Library may provide as many as 50 terms or entries. This agency averages 20 terms. The report then enters a perforator which drills holes through the cards at the report nunber position. Retrieval occurs with a request for information. For example, "Do people feel frozen fbods are more eXpensive than other kinds of food?" Selection of significant terms in the question takes place by comparing it to the vocabulary terms. In this example the terms are frozen, food, price, and eXpensive. The reader machine then receives cards representing 59 these terms. Where Optical coincidence occurs light will come through, indicating by number the reports which deal with all of the significant terms in the question. This entire process of retrieval takes only a few minutes and also eliminates reading irrelevant reports. Termatrex handles approximately 5,000 reports; contrary to the 1,000 or less maximum nentioned in Chapter I. Periodicals form an integral part of The J. Walter Thompson library. Open shelves accommodate over 500 magazines and the 75 most frequently requested are shelved in alphabetical order. The remainder are arranged by subject. Articles from magazines indexed in a reader's guide remain for several years. Storage also occurs fer relevant articles not covered by a guide. Routing of these periodicals to advertising personnel takes place upon request. The librarian also photoc0pies the index page of some magazines and sends this to individuals who then may request copies of the listed articles. Four other areas require only a brief examination. The general file resembles the report file in size. The arrangement of the information is in alphabetical order by subject matter. The book circulation totals 1,500 and is arranged according to the Dewey Decimal System. The Library of Congress sends index cards on each new book to the library. The file on research information and the art file consist of only a small segment of the library facilities. APPENDIX IV SUBJECT HEADING LIST THE J. WALTER THOMPSON LIBRARY - (CHICAGO) 61 Accidents - Statistics Acerola Advertest, Inc. Advertisements Advertisements - Aesthetic a5pects Advertisements, Bleed Advertisements - Layout see Advertising layout Advertisements, Pictorial Advertisements - Position Advertisements - Readership Advertisements - Repetition Advertisements - Size Advertisements, Small-Space Advertisers - Statistics Advertising Advertising - Aesthetic aspects Advertising agencies Advertising agencies - Account management Client relations Advertising agencies Advertising agencies Compensations Advertising agencies - Compensation - Legal aspects Advertising agencies International aspects Advertising Advertising Advertising Advertising Advertising Advertising ADvertising Advertising Advertising Advertising Advertising Advertising Advertising Advertising Advertising Advertising agencies agencies agencies agencies agencies agencies agencies agencies agencies agencies agencies allowances 62 Marketing Media relations New business Organization Personnel Public relations Public relations departments responsibilities Selection 'Services Statistics and security values appeals appropriations art Advertising as a percentage of sales see Advertising expenditures as a percentage of sales Advertising as a vocation Advertising, Association see Association advertising Advertising associations see Associations, Advertising Advertising, Attitudes toward Advertising audiences Advertising , Bait 63 Advertising, Believability Advertising budgets see Advertising expenditures - Budgets Advertising campaigns Advertising - Continuity Advertising , Cooperative Advertising copy Advertising.copy Language, style, etc. Advertising copy Legal aspects Advertising copy Testing Themes Advertis ing copy Advertising costs Advertising, Creativity in see Ideas in business Advertising departments see Corporations - Advertising departments Advertising, Direct Mail see Direct mail advertising Advertising during war ldvertising - Economic aspects Advertising, Economics of Advertising effectiveness Advertising - Eisenhower on Advertising expenditures Advertising expenditures as a percentage of sales 61+ Advertising expenditures - Bibliography Advertising expenditures - Budgets Advertising expenditures - by Industry classifications - u Major media - National advertising only - 1950 Advertising expenditures - by Industry classifications - 1951 — u Media: Magazines, NSp., Radio a TV Advertising expenditures - by Industries, 1953 - For a major media: nsp., mag., radio, and TV Advertising expenditures- By media Advertising expenditures - Food - 1955 Advertising expenditures, National 1929 - l9u3 Advertising expenditures, National 1939 - 195a Advertising expenditures, National 195a Advertising expenditures, Newspaper'expenditures Advertising expenditures - Newspaper 1952 Advertising expenditures - Newspaper 1935-1955 Advertising expenditures - 195A Advertising expenditures - Outdoor 1955 (100 largest) Advertising expenditures - Relation to profit 8 sales Advertising expenditures Tourist and vacation Advertising expenses - Tax Standpoint Advertising, false Advertising firms - Number of Advertising - History Advertising, Industrial 65 Advertising, Institutional Advertising, International Advertis ing layout Advertising - Legal aSpects Advertising, Local Advertising management see Corporations - Advertising management Advertising managers see Corporations - Advertising management Advertising managers see Corporations - Advertising personnel Advertising - Measuring Effect of Advertising media Advertising media, Broadcast Advertising media - Business films Car cards Advertising media Comic books Advertising media Advertising media - Outdoor Advertising media - Selection Advertising media - Signs Advertising media, Theatre screens Advertising media, Word of mouth Advertising , Medical Advertising, Municipal Advertising, National - Retailers' opinion of Advertising, objectionable - the AAAA drive 66 Advertising, Outdoor see Outdoor advertising Advertising outlook - 1953 Advertising personnel see Advertising agencies - personnel Corporations — Advertising personnel Advertising, Pictorial Advertising, Point-of-purchase F1 0 e I imfl Advertising, Power of . Advertising presentations 5 see Presentations :..fi' Advertising - Psychology .jg Advertising - Reference to Armed Services Advertising , Regional Advertising - Regulation Advertising research Advertising Research Foundation Advertising Research Foundation - Research appraisals Advertising results Advertising, retail Advertising, Seasonal Advertising, Share of see Share of advertising Advertising - Social influence Advertising, State Advertising - State of the industry - 1952 67 Advertising students Advertising, Subliminal Advertising success stories Advertising success stories - Bibliography Advertising tax Advertising tax, proposed Advertising - Trade Advertising, Values of Advertising Volume, Magazine - 19u8-l951 Advertising vs. Selling Advertising, War-time Advertising when supply is short Advertising's place in distribution Age groups Age - Influence on income Aging - Bibliography Agricultural production Agriculture gfiwuwe-®WWdua Agriculture, economics of Agriculture, statistics Agriculture - United States Air conditioners Air conditioning 68 Air conditioning — combination heating and cooling system Air conditioning - window type air conditioners Air passengers see also Travel Air transporation Air tranSportation - Statistics Bleach, Laundry BleaCues Bleaches, household Blue Cross Hospital Service Plans Blue Shield Medical Care Plans Boating Boats and boating Boats 8 boating - Films ‘ Boats 8 boating - Marinas Boats 8 boating - Market Boats 8 boating-- Outboard Boats 5 boating - Outboard, Market studies Boats 8 boating - Outboard, Motors Boats 8 boating - Outboard - Motors - Statistics Boats 8 boating - Statistics Boats 5 boating - Waterways Boats 8 boating - Yearbooks Boats - Design Business BusineSS' Business Business Business Business Business 69 entertaining failures firms forecasting forecasting , Wrong Industry management see also American Management Association studies Business Business Business Ownership planning publications Business, Small Butter Butter - Consumpation trends Butter - marketing Butter sales Buying committees see Grocery stores, Chain - Buying committees Buying decisions Buying decisions - Food products Corn - enrichment Corn flakes Corn meal Corn products 7O Corn starch Corned beef , canned Corned beef hash Corned beef hash, canned Corporate image Corporations - Advertising Corporations - Advertising management Corporations - Statistics Corporations - United States - Largest Corpulence Cosmetics Cosmetics for children Costs of doing business Costs of doing business - Grocery products Country business patterns Magazines - Images Magazines - Out-of—print Magazines - Statistics Magazines, Store Distributed Mail order business Mail order selling Mailing lists Malt Beverage Industry and Trade Malt Malt Malt Malt Malt Malt Malt Malt Malt Malt Malt 71 Beverage Industry and Trade - 1960 Beverage Industry and Trade - Legal ASpects Beverage Industry and Trade - Statistics Beverages Beverages - Advertising Beverages - Advertising Expenditures - 1955 Beverages - Advertising - Legal Aspects Beverages - Advertising - New York City Beverages - Advertising Expenditures Beverages - Bibliographies Beverages - Consumer Expenditures Molasses Monosodium Glutamate Monsanto Chemical Company Motels Motivation Research see Research, Motivation Motor vehicles Motor Vehicles - Statistics Motorcycles Motors , Outboard see Boats and boating - Outboard Motors Mouth Washes Mouth Washes and Gargles Moving Industry 72 Muffin Mixes Music Industry and Trade see also Organs, Organs, Electric Music - Performance Rights Music Stores - Operating Costs and Ratios Music - United States Point-of-purchase advertising see Advertising, Point-of-purchase Polishes Polishes, Furniture Polishes, Silver Popcorn Pepulation Population, Farm - 1955 Population, Foreign- United States Population Growth — 19uo - 195a Pepulation Growth - United States Population Mobility Population Mbbility - United States Pepulation, Nonwhite Population - Statistics Population - Statistics - 1900 - 1975 Population - United States Population United States - Age Groups 73 Pepulation - United States - 1950 Statistical Yearbooks Statistics Stomach Remedies see Antacids Store Locations Store Locations - Bibliography Stores - see Retail Stores Suburbia Sugar Sugar, Beet Sugar Substitutes Sun Glasses Suntan Preparations Super Markets see Grocery Stores Grocery Stores, Chain Grocery Stores - Super Markets Survey Methods ‘ see Research - Methodology Survey Research Center see Michigan University Inst. for Social Research Swanson, C. A. 8 Sons Vegetables, Fresh Vegetables, Fresh — Statistics Vegetables, Frozen vegetables - Statistics 71+ vending Vending Industry and Trade - Statistics vending Industry and Trade - Yearbooks Vending Machines venetian Blinds Vinegar Visual Communications see Communication, Visual Vitamins Voluntary Associations see Associations, veluntary Waffle Mixes Waffles Wage Earners Wage farmers - Income Wallpaper IIIIIIII STATE UNIVERSITY LIBRARIES InIIIIIIIIIIIIIIII ll IIIIIIHIIIII 175 0247