J. Walter Thompson Company. Ronald B. Kaatz papers, 1915-1996 and undated

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Summary

Creator:
J. Walter Thompson Company and John W. Hartman Center for Sales, Advertising & Marketing History
Abstract:
Founded in 1864, the J. Walter Thompson Company (JWT) is one of the oldest and largest enduring advertising agencies in the United States. Ronald B. Kaatz was a network broadcast supervisor, Media Director and Senior Vice President at JWT's Chicago office, where he specialized in cable television advertising. The Ronald B. Kaatz Papers cover the years 1915-1996, with the bulk of materials dating from the 1970s to the 1990s, roughly the period during which Kaatz worked in the media department at the J. Walter Thompson (JWT) Chicago office. The collection consists of research materials, clippings, presentations and slides related to media research and planning, television viewers and advertising. The collection also includes some memoranda and correspondence from other JWT employees; materials from Kaatz's teaching at Northwestern University; and programs from various meetings of television and advertising professionals. Topics addressed include various advertising media--out-of-home (outdoor), Business-to-business (industrial), radio, direct mail, print, and television (broadcast and cable)--as well as marketing to youth, ethnic, and gay consumers. Companies represented in the collection include S.C. Johnson (Johnson Wax), Kraft, Sears, the Partnership for a Drug-Free America, and the Magazine Publishers Association. Acquired as part of the John W. Hartman Center for Sales, Advertising & Marketing History.
Extent:
3.35 Linear Feet
2500 Items
Language:
Material in English
Collection ID:
RL.00719

Background

Scope and content:

The Ronald B. Kaatz Papers cover the years 1915-1996, with the bulk of materials dating from the 1970s to the 1990s, roughly the period during which Kaatz worked in the media department at the J. Walter Thompson (JWT) Chicago office. The collection consists of research materials, clippings, presentations and slides related to media research and planning, television viewers and advertising. The collection also includes some memoranda and correspondence from other JWT employees; materials from Kaatz's teaching at Northwestern University; and programs from various meetings of television and advertising professionals. Topics addressed include various advertising media--out-of-home (outdoor), Business-to-business (industrial), radio, direct mail, print, and television (broadcast and cable)--as well as marketing to youth, ethnic, and gay consumers. Companies represented in the collection include S.C. Johnson (Johnson Wax), Kraft, Sears, the Partnership for a Drug-Free America, and the Magazine Publishers Association.

Biographical / historical:
Chronology List
Date Event
1934 Apr. 27
Born, Kansas City, Mo.
1956
B.S., Northwestern University
1957
M.S., Advertising, Medill School of Journalism, Northwestern University
1957-1958
Military service, U.S. Army
1958-1964
Media Research Director, Leo Burnett Company, Chicago
1964-1967
Director of Sales Administration, CBS Chicago office
1967-1980
Vice President, Network Broadcast Supervisor, JWT Chicago
1980
Senior Vice President, Director of Media Resources and Research, JWT Chicago
1982
Publication of book, Cable: An Advertiser's Guide to the New Electronic Media
1984
Director of Media Concepts, JWT
1985
Publication of book, Cable Advertiser's Handbook
1986-1996
Faculty, Integrated Marketing Communications program, Medill School of Journalism, Northwestern University
1989
Publication of book, Advertising & Marketing Checklists ; 2nd edition 1995
1991
Publication of book, Media and Space II (Sweden)
1997 Feb.
Died

Kaatz was considered an expert in cable television advertising and contributed to multiproduct television specials for Kraft, Inc. He was also founding director of Museum of Broadcast Communications in Chicago.

Acquisition information:
The Ronald B. Kaatz Papers were received by the David M. Rubenstein Rare Book Manuscript Library as a gift in 1996.
Processing information:

Processed by Jessica Wood, April 2009

Encoded by Jessica Wood, April 2009

Accession 96-049 is described in this finding aid.

Arrangement:

The collection is arranged into seven series: Factbooks , Meetings , Printed Materials , Slides , Subject Files , Writings and Speeches and Oversize Materials . The Factbooks Series includes the contents of binders of assorted correspondence and information on media research collected by Kaatz. The Meetings Series includes program booklets, presentation notes and news clippings related to meetings and conferences of advertising and television professionals. The Printed Materials Series includes pamphlets and brochures relating to advertising research and information on various media formats. The Subject Files Series includes slides that accompanied presentations on television and advertising research, as well as slides of print and billboard advertisements. The Writings and Speeches Series includes scripts of presentations and speeches, primarily given by Ronald Kaatz for JWT meetings, meetings of advertising and television professionals, and for other special events. The Oversize Materials Series includes large format items separated from previous series.

Rules or conventions:
Describing Archives: A Content Standard

Contents

Using These Materials

Using These Materials Links:

Using These Materials

Restrictions:

Collection is open for research.

Terms of access:

The copyright interests in this collection have not been transferred to Duke University. For more information, consult the copyright section of the Regulations and Procedures of the David M. Rubenstein Rare Book & Manuscript Library.

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Preferred citation:

[Identification of item], J. Walter Thompson Company. Ronald B. Kaatz Papers, David M. Rubenstein Rare Book & Manuscript Library, Duke University.

Permalink:
https://idn.duke.edu/ark:/87924/m1g345