The San Francisco call. [volume] (San Francisco [Calif.]) 1895-1913, 1909-05-20
FORT|ETHBRTHDAY
OF BIG INSTITUTION
Firm of n. w. Aver & Son CeIe-
brates Founding With Ban
quet in Philadelphia
Employees of Great Advertising
Agency Present Loving
Cup to Head of Company

The fortieth anniversary of the
founding OF the house of \. ". Aver
& Son. the leading advertising agency
Of the country, as well as the successor
Of the Pioneer advertising agency, was
celebrated on the evening of April "a at
the Bellevue tratford hotel, Philadel-
phia. by a banquet given by the firm TO
Upward Of soc guests. comprising their
go odd employees and the most promi-
neut men Of the country in advertis-
ing circles. Journalism and immense
enterprises and industries in CONNER
cial lines.
The immense second floor ballroom
Of the Bellevue Stratford, beautifully
decorated with a profusion OF flowers,
was taxed TO its capacity 10 accommo-
date the large assembly. Perhaps
never has there been gathering so
representative of the three forces
which make advertising-th adver-
tiser. the agent and the press. With
the latter can be classed the expo
nents Of that branch OF advertising
known as outdoor billboard and
the streetcar.
IL would be impossible TO conceive
Of g more fitting illustration OF the
growth OF the advertising idea as
business-its Importance as factor
in modern commerce.
HISTORY OF THE BIG FIRM
The history Of the firm thus eele-
bratlng its fortieth birthday is in it
self a classic recording advertising
progress in America From its be-
ginning the firm OF y. ". Aver & Son
Il. liza. 4 -
proved methods and established the
principles which have won for ii
prestige and which, as a composite,
have created the principles upon which
the best in the entire advertising bust
ness is today conducted.
The guests at this notable banquet
were seated abOut nine great tables
one table running the entire length
OF the ballroom. and, projecting there
from, eight prongs. each one over 90
feet long and accommodating over so
guests. At the head table were the
four members of. the frm-F. Wayland
Aver Henry y. Mckinney. Albert G.
Bradford and Jarvis A. WOOd-together
with the guests of honor
Following the invocation. the good
things provided were heartily dis
cussed During the progress Of the
banquet speech and pleasantly were
INDUCED. entirely in an impromptu
manner. rendering the occasion still
more social and familiar in its aspect
There was no formal program Of speech
making.
ELABORATE DECORATIONS
The tables were decorated with
smilax and trailing arbutus. The head
liable bore six enormous baskets of
flowers. many Of them being orchids.
and other rare blossoms. Each of the
eight shorter tables bore three enor-
nous baskets of flowers similar in ma
ture. but all varied and variegated as
10 color At each plate was placed q
boutonniere, and every gentleman
found when he sat down that a little
bunch Of the very best possible cigars
was waiting for his use. tied with rib
bons Of the civic colors of Philadelphia.
The balconies were draped in the
national. state and local colors. The
stage bore in its center floral re-
production Of the firms SEAL circle
il feet in diameter, with a wreath Of
real oak leaves. in the center of which
the firms famous motto, Keeping
INCREASINGLY at It Brings Success
was picked out OF a bed of green moss
in ruby electric lamps, which were kept
burning throughout the progress Of
the banquet. This piece was Ostensibly
suspended from the proscenium arch
by several wide cardinal ribbons tied
in an immense bow. In the hear Of
this piece was a great bank of palms.
screening an orchestra which rem
dered popular and semiclassic num-
bers throughout the banquet. Each
side Of the proscenium was banked
with palms and flowers. and at the
opening Of the banquet a male quartet
with somewhat remarkably disap-
pearing and reappearing shirt bosoms
bearing letters which spelled words
Of interest to those present-rendered
a topical song dealing directly with
the firm and with many of its clients.
Succeeding this, the quartet sang old
time melodies at frequent intervals
during the evening
The occasion would be borne in MEM
DRY by all present without anything
further than the mere fact of their
having been present. y. w. Aver &
Son. however. furnished their guests
with bronze and silver medals proper
ly inscribed.
PRESENTATION TO AVER
At a given signal James A. Buchan-
an. the dean Of the business getting
stan. rose in his place. and. catching
Ayers attention. in very apt speech
presented him with a massive sterling
silver loving cup. Aver, although
taken by surprise, accepted the gift
in a most feIicitous way. even though
he found il difficult to,express himself
under the circumstances. This event
was characterized by enthusiasm on
the part Of all present. The cup was
tribute which any man might be
proud to receive from his friends bust
ness associates and employees. Upon
one side was inscribed the following
Presented TO F. Wayland Aver by the
employees Of N w. Aver & Son, at a
banquet concentrating the fortieth
anniversary of the founding Of the
firm" Upon another side appeared
these words: MISUNDERSTANDING, Phila-
delphia, April p. 1903"
Upon the third side. There is no
better motto than Keeping everlast-
ingly at it brings success. and no
better example Of it than +. w. A.
The letters IF W. A. We're in Aver s
characteristic style of signature affixed
to the mass of documents which have
passed through his hands in the last
20 years. At the close of the banquet
which occurred promptly at II mid
night. all present rose 10 their feet
and joined the quartet in singing God
Be With Us Till We Meet Again"
We give the following succinct his
tory of the firm OF n. W. Aver & Son.
which VIII prove most interesting to