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Egstad, H. M. (ed.) / The Wisconsin alumni magazine
Volume 32, Number VII (April 1931)

Badgers you should know,   pp. 290-[291]


Page 290


The Wisccnsin Alumni Magazine                                           
                      April, 1931
                                                   oS shoulld know
\WVisconsin Historians Hold Hi51                        ture; Charles L.
Hill, president of the National Dairy
                                                         Association; H.
J. Russell, dean of the college of agricul-
                 Offices In National Bodies          ture; and H. B. McCarty
of the speech department of
                                                         the University.
W   ISCONSIN historians have moved to the fore in a   The picture shows Dr.
Babcock at work in a labora-
     body during the recent months. Carl Becker, '96,  tory, where he may
be found daily despite his age. The
*has just been elected president of the American His-  others enter and remind
him of the 40th anniversary of
torical Association and Dr. Herbert Bolton, '95, pro-  his discovery.
fessor of history at the University of California, has
                          been elected vice-president
                          of the same body, ultimately
                          to become president.                    H0ses Aids
Advertisers
                            Mr. Becker has served on
                          the faculties of several of  WHILE making an extended
tour of the mid-western
                          the country's leading uni-      states where he
addressed advertising clubs in
                          ersities, and since 1917 has  many cities, Gilbert
T. Hodges, Jr., '95, President
                          been at Cornell University.  of the Advertising
Federation of America, stopped at
                          In the period 1908 to 1922  Madison just long enough
to make a memorable speech
                          he published eight books on  and to renew some
old friendships. . Mr. Hodges through
                          historical subjects.        his splendid talks
and his earnest efforts to place adver-
                            Dr. Bolton has long been  tising on a sound and
sensible basis has achieved national
                          recognized as an authority  prominence. His belief
is that advertising is entitled to
                          on the history of the south-  equal rank with other
professions and with such rank
                          west section of the United  has a strict code of
ethics which must be lived up to.
                          States and has been dec-                      
       He is really doing a splendid
       DR. BOLTON         orated by the King of Spain                   
        piece of work and his dom-
                          for his work which deals                      
       inant personality has won for
with the early Spaniard invasions in this territory.                    
       him a host of friends and
Frederick J. Turner, '84, was the only other alumnus                    
       followers wherever he has
ever to be president of this historical body.                           
       appeared.
  The annual meeting of the Minnesota Historical                        
         At present Mr. Hodges de-
Society during January was presided over by G. S.                       
       votes most of his time to The
Ford, '95, president of the society. The annual address            K    
 New York Sun, but he has
was given by Dean John D. Hicks, Ph. D., '16, of Ne-                    
       been identified with organ-
braska University, and the annual report was presented                  
       ized advertising since the
by Superintendent Solon J. Buck, '04.                                   
       very start of his career. As
         erly as 1912 he was elected
       president of the Agate Club
       of Chicago, one of the oldest
Talkins ricture IVlade of Babcock and Test                              
       advertising clubs, and for sev-
1HE dairy world may have a talking picture of Dr.                       
       eral years he was a director of
   Stephen Moulton Babcock, the Wisconsin scientist                     
       the advertising Club of Chi-
who invented the Babcock test for butter fat which for                  
       cago.
          He never slackened his
forty years has been widely used in the dairy industry.  TRUTH IN ADVERTISING
pace when he became estab-
  Officials of the United States Department of Agricul-                 
       lished in New York.     Im-
ture paid Dr. Babcock the honor of making him and his  mediately he joined
the New York Advertising Club, led
test the subject of its first talking motion picture.  the membership drive
in 1923 which enrolled 1,500 new
  In the scenario the producers sought to portray the  members and made the
present club house in Park
true story of the scientist who spurned an opportunity  Avenue possible.
In 1928 he was president of the Club.
to become a millionaire and gave to the public the in-  For two years, 1925
and 1926, he was president of the
vention which became the foundation of the dairy in-  Magazine Club of New
York.
dustry.                                                   The tremendous
success of the Berlin convention of
  The scenes were staged in Hiram Smith Hall, the  the International Advertising
Association in 1929 was
University dairy building.  Properties included the  largely due to the work
of Mir. Hodges as program chair-
original testing apparatus developed by Dr. Babcock.  man and then he was
made general manager of the 1930
  In the supporting cast were 0. E. Reed, chief of the  Washington Convention
of the Advertising Federation
bureau of dairying in the federal department of agricul-  of America which
elected him president.
Page 290


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