 Direct Mail Advertising Association scrapbooks
Collection DescriptionHistorical NoteThe Direct Mail Advertising Association, founded in 1917, was later renamed as the Direct Marketing Association. The Association regulated and worked with businesses wanting to use direct mail as a way to advertise to customers. Direct mail provides direct marketing from businesses and businessmen to citizens, encouraging them to buy certain products or trust specific lines or companies. Direct mail only truly emerged in the 20th century. It was considered a fairly unique form of advertisement for many decades. The Direct Mail Advertising Association "Best in Industry" contest occurred regularly for much of the Association's history. It invited entries from all users of Direct Mail to compete. The contest was judged by "a capable and impartial Board of Judges" who decided the winner for each business category (consumer, farm, and industry). These then were exhibited at the Association's Annual Convention. The 1953 contest was judged by: S.R. Bernstein, editor of "Advertising Age"; Henry Hoke, publisher of "Reporter of Direct Mail Advertising"; Paul Penfield, supervisor of Advertising for the Detroit Edison Company; Percce Harvey, the president of the Harvey Advertising Agency; Paul Bringe, of the Milwaukee Dustless Brush company; A.S. Gibbins, advertising manager of Canadian Industries; and Robert Walker, supervisor of Field Service for the Mutual Life Insurance Company. Scope and ContentThe collection consists of scrapbooks for the Direct Mail Advertising "Best of Industry" contest. These provide examples and explanations about a successful campaign the business put forth the previous year. They contain posters, mail advertisements, clippings, mounted samples and the like. Administrative InformationPreferred CitationDirect Mail Advertising Association scrapbooks, ms2961, Hargrett Rare Book and Manuscript Library, The University of Georgia Libraries. Related Materials and SubjectsSubject Terms | ||||||||||||||||||