Omaha daily bee., 1909-05-10
AN ADVERTISING ANNIVERSARY
". w. Aver & Son Celebrate Their
FOrtteth Birfhday-A Repre-
tentative Ga therInR.

The fortieth anniversary Of the found
ing OF the house of n. w. Aver & Son, the
leading advertising agency Of the country,
as we'll as the successor Of the pioneer
advertising agency. was celebrated re-
Gently at the Bellevue-Strstford by a ban
uuet rendered by the firm to upward OF
500 guest. comprising their 26O odd employees
and the most prominent men of the
country in advertising circles. journalism
and immense enterprises and industries IN
commercial lines.
The occasion would be borne in memory
by all present without anything further
than the mere fact Of their having been
present. n. W. Aver & Son, however,
furnished their guests with bronze and
silver medals properly inscribed.
Presentation TO Mr.. Aver.
At a given signal, James A. Buchanan,
the dean OF the business getting staff, rose
in his place, and, catching Mr.. Ayers
attention. in a very apt speech presented
him with a massive sterling silver loving
cup. Mr.. Aver. although taken completely
by surprise, accepted the gift in a most
felicitous way, even though he found it
difficult 10 express himself under the cir
Cumstanccs. This event was character
lied by an immense amount of enthusi-
asm on the part of all present. The cup
was indeed a tribute which any man
might be proud to receive from his friends,
business associates and employees. Upon
enc side WAS inscribed the following:
Presented to i. Wayland Aver by the en-
ployes of y. w. Aver & Son. at a banquet
commemorative the fortieth anniversary
Of the founding of the firm"
The Firms History.
The firm OF n. w. Aver & Son, Of Phil
adelphia, the largest advertising agency
in the country, celebrated yesterday by a
dinner at the Bellevue-Stratford the
fortieth anniversary Of the founding OF the
firm on April l, 1873.
In 1867, Nathan w. Aver, a native of
Connecticut and a graduate of Brown Uni
versity, removed from western New York
to Philadelphia TO continue in a private
school the work Of teaching, 10 which his
life had been devoted.
In 1868 his son, +. Wayland Aver, then
a student in the University of Rochester,
New York, followed him to Philadelphia
to seek his fortune in business. without
friends, acquaintance or business expert
ence, he did not readily find remunerative
employment, and, as a temporary expe-
dent, accepted an engagement as solicit
" VI i've "a " a lBiOu htthly
newspaper.
The first year Aver & Sons business
was $1,000, In ten years they were doing
the largest business in their line-a posi-
ton which has been maintained by them
ever since,
Their explanation Of this growth is that
they have made advertising pay the ad-
~vertiser.
They carry on their books on an aver
age 1900 open accounts with publishers.
and the amount they have paid the news
papers of this country exceeds $50, OOO,O 900.
Great as this sam IL, 1t IL small in
comparison with the other millions that
have been paid to the newspapers through
other sources for exploiting articles along
advertising trails blazed by n. w Aver d
Son.
Aver & Son have made a speciality OF
advertising staples. In the early DAYS il
was thought that advertising was appro-
pirate only for proprietors of patent medi-
clnes, or, at best, for an owner OF a
speciality. This fallacy they have effectu-
ally exploded.
Many specialties have been made by ad.
vertising. and the staples Of
have sold in this way to an extent the
fathers never dreamed Of.
As a single illustration Of this point
witness the well known soda cracker, which
when given a name suggested by Aver &
Son, advertised by plans made by them
packed in a remarkable carton and mar.
keted by a wonderful organization hai
made the advertising success of the age
Uneeda Biscuit.
Aver a. Son state that they have more
faith in advertising today than ever before
Looking backward, they see hundreds Of
business men who a few years ago said
Advertising would do me no good" but
who today are using It regularly and pro.
fitably.
Looking Onward, they see hundred
more who will either have 10 adopt thii
modern trades~building method or see Their
business go to more enterprising and pro.
gressiVe competitors.