The Washington times., 1919-04-05
ADVERTISING FIRM
HALF-CENTURY Old

E14LAfADELHF1 MA April O.-NedTly
900 leading advertisers and adver-
tising experts from all parts of the
country last night celebrated by a
banquet at the BeIlevue-Stratford
Hotel. the fftieth anniversary OF the
founding of n. w. Aver & Son, the
| oldest and largest advertising agency
in the country.
The event was notable. not only
because Of the eminence of the guests
present, but because il marked a
milestone i'm the progress of one of the
most respected and powerful OF con-
structive forces in American business.
1t brings to the minds Of those who
have been associated with the adver~
tising business since its early begin
ming the part played by y. w. Aver
& Son in building il up.
The speakers at the banquet were
eX-President William Howard Taft;
Victor Lawson, publisher of the Chi
cago Daily News; Earl D. Babst,
president of the American Sugar Re-
fining Company; n. c. Kingsbury,
vice president of the American Tele-
phone and Telegraph Company; Ed
ward w. Box, editor OF the Ladies'
Home Journal: Edward s. Jordan,
president of the Jordan Motor Car
Company, and members of the firm,
Wfifred W. Fry and William NJ.
Armistead. F. Wayland Aver, who,
with his father. Nathaniel w. Aver,
was the original founder Of the firm
of y. w. Aver & Son, and Is now the
active head Of the business, presided
as toastmaster.
Present Portrait to Firm
One of the features Of the jubilee
was the presentation Of a portrait
painting OF F. WayIand Aver to the
organization. The presentation was
made by Albert G. Bradford, a mem
Der of the firm. Mr.. Aver was then
presented with a testimonial of appre-
citation signed by all the guests pres
ent and employees of the firm. The
testimonial. in the form of an elsb-
orately bound and illustrated auto
graph book bore the inscription:
ITO F. Wayland Aver, who made a
motto and has lived il, who evolved |
a principle and has practiced il, who !
set an idesi and has attained it"
Tribute was paid TO the memory OF |
Henry n. Mckinney, a member Of the |
firm who died April is, 1913. Mr |
Kinney was associated with the firm |
for forty-two years and was recog- |
nized by advertisers and publishers |
seller Of advertising in the country. |
Perhaps the best known Of his adver-
tising creations is Uneeda biscuit, but /
that is only one example Of his genius |
which was applied to scores of articles i
and service in many lines TO which
had never been applied.
A bronze tablet on which was in
scFibed His constructive genius and
tireless energy made inestimable con-
to adequate recognition OF
the power Of advertising" was pre-
sented to the organization in memory
Of Mr.. Mckinney.
Unique @PIaee Cards.
Numbered among the guests al the
banquet were representatives OF each
Of the clients Of n. W. Aver &
Son. and the four hundred employees
If the firm. Page boys and page !
girls were ranged behind the chairs
II the speakers as living place
ards" Ensconced behind the chair
Il Mr.. Taft was a living picture Of
T. o. +.
Behind Mr Box. OF the Ladies
Home JOnurnaI, was Color Page" In
olack-face makeup. Paging MIR. Jor
Ian, Of the Jordan Motor Car Com
Dany, was Miss Play Boy" in charac-
eristiC Jordan Arrow" costume
Behind Mr.. Kingsbury, Of the Ameri-
an Telephone and Telegraph Com
Iany, stood a "lineman." Mr. Babst,
'f American Sugar fame, was an
lOunced Dy a package Of Domino
sugar"
The history Of n. W. Aver & Son.
Is told by Mr.. Aver. recalled to pub
ishers and advertisers present, many
# whom had been in the business for
,ver nifty years. the early struggles
4 advertising for a respected place in
business. At the time the agency was
oUnded, in 1869, advertising was con
med to a very few lines. such a.
.atent medicines. tobaccos. seeds. a.S
implements. There were
My A very few great daily news
apers, and the monthly magazines /
yere unknown.
y. ". Aver & Son started without
mpIoycs. In seven years there were
wenty. in 1903 they numbered 200. :
nd today they number nearly 400.
InauEurated Open Contract. =
The firm early adopted the motto. q
Keeping Everlastingly at il Brings q
uccess." and with a beginning II
Is 900 the first year, today II points (
} an annual business Of many mil {
ons Within ten years il had taken
he lead among advertising agencies
nd in the amount Of business placed,
nd has kept IL ever since. Since its G.
,unding the agency has paid to pub n
shers more than SlOO.OOO,OOO. c.
The agency was the tirst TO adopt Il