Summary Information
E.P.H. James Papers
1922-1976
- James, E.P.H. (Edgar Percy Horace), 1904-
U.S. Mss 164AF; Audio 531A; MCHC73-129; MCHC80-091; PH 4725
10.0 c.f. (25 archives boxes) and 1 tape recording; plus additions of 0.4 c.f. and 61 photographs
Wisconsin Historical Society (Map)
Papers, 1922-1976, of E.P.H. James, an advertising and public relations executive instrumental in the establishment of advertising policy for radio and television. The collection includes correspondence, speeches and writings, and a variety of advertising material, the bulk of which relates to James' employment by the National Broadcasting Company (1927-1941) as sales and promotion manager; the Mutual Broadcasting System (1946-1949) as vice-president in charge of advertising, promotion, and research; and the A.C. Nielsen Company as vice-president in charge of new services (1954-1971). Very little documentation relates to his work for the Corning Glass Works, the Grand Central Aircraft Company, or KVOA-TV, Tucson, Arizona.
English
http://digital.library.wisc.edu/1711.dl/wiarchives.uw-whs-us0164af ↑ Bookmark this ↑
Biography/History
Advertising and public relations executive E.P.H. James was born in London on June 23, 1904, the son of P.F. James, a well-known cartoonist and advertising executive. After business studies at West Ham College and London University, he worked for an accounting firm for several years. In 1924 he entered the advertising profession as a junior account executive for Nash and Alexander, Ltd. Two years later he immigrated to the United States where his experience expanded to include sales (Dartnell Corporation, 1926-1927) and copy writing and advertising analysis (Lambert and Feasley, Inc., 1927).
In October 1927, the National Broadcasting Company hired James as sales promotion manager, where he was primarily concerned with the advertising and development of the communications industry. Widely recognized as one of the pioneers in broadcast merchandising, James handled all advertising for both the Red and Blue Networks for fourteen years, and he was instrumental in the establishment of commercial policy and the development of radio advertising principles and techniques. Interests related to his promotional responsibilities led him to participation in some of the early audience and coverage research studies. As early as 1934 James became interested in the commercial possibilities of television, and in 1935 he launched a special research team to introduce the potential of television to advertisers, explore appropriate techniques, and develop commercial policy. In 1937 he produced the first motion picture title piece for television. The following year he planned and hosted a televised automobile show still regarded as a hallmark in the development of the medium. In 1939 NBC appointed him co-ordinator of television sales development.
Shortly thereafter, NBC began efforts to separate its two networks, and in 1941 James became director of publicity, promotion, and research for the Blue Network. The following year, however, he left NBC to enlist in the Army Air Force as a combat intelligence officer.
After his release from the service in 1945, James joined Edgar Kobak and other former NBC colleagues in the Mutual Broadcasting System. Although his title with MBS was manager of sales operations, he also played an active part in planning the network's entry into the television field. These responsibilities continued after his 1947 promotion to vice-president in charge of advertising, sales promotion, and research.
When the FCC “freeze” precluded further television network development, James resigned in 1949 to join the Corning Glass company as director of promotion for its Steuben Glass division. The following year he was appointed director of public relations and promotion for Corning's centennial celebration, the Corning Conference, and the opening of the glass center.
In 1951 the ill health of James' children forced him to move his family to Arizona. Settling in Tucson, he was employed by the Grand Central Aircraft Company as training supervisor. As such he organized and managed an electronics school to train mechanics for the installation of radar-controlled armaments in Air Force bombers. In 1953 he returned to the communications industry to assist in the establishment of KOVA-TV in Tucson. In this capacity, his activities included network negotiations, local time sales, advertising and promotion, daily appearance on the air, and many speeches to local organizations. He was also moderator of the weekly Tucson Press Club discussion program and interviewer of visiting celebrities, including Eleanor Roosevelt and Richard Nixon.
After his children's recovery in 1954, James was appointed by the A.C. Nielsen Company as vice president and special assistant to the president for the development of new services. As such he helped to launch Nielsen's Station Index, the Coverage Service, and the Coupon Clearinghouse. He also served as special consultant on sales promotion and research to the independent British Television contractor, Granada TV. Operating from London for several years, he was liaison for Nielsen's expansion into British, Irish, and German television audience measurement until his retirement in 1971.
A prolific writer and public speaker on topics related to broadcasting and advertising, James authored The Technique of Market Research (1936). He was also prominently involved with a host of professional associations. He was a founder of the American Marketing Society; a member of the National Association of Broadcasters' Research Committee, the Advertising Clubs of New York and Chicago, and the Television Broadcasters Association; and a director of the Broadcast Measurement Bureau, the American Television Society, United Broadcast Audience Measurement, Ltd., and Television Audience Measurement, Ltd.
Arrangement of the Materials
This collection was received in multiple parts from the donor(s) and is organized into 4 major parts. These materials have not been physically interfiled and researchers might need to consult more than one part to locate similar materials.
Administrative/Restriction Information
Original Collection presented by E.P.H. James, London, England, 1963, 1972-1975, 1977. Accession Number: MCHC63-040, MCHC72-141, MCHC73-045, MCHC73-072, MCHC73-129, MCHC74-026, MCHC74-027, MCHC74-041, MCHC74-069, MCHC74-096, MCHC74-129, MCHC75-142, MCHC75-166, MCHC77-042, MCHC80-091, MCHC81-026
Original Collection processed by Carolyn J. Mattern, July 1978.
Contents List
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U.S. Mss 164AF
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Part 1 (U.S. Mss 164AF, Audio 531A): Original Collection, 1922-197610.0 c.f. (25 archives boxes) and 1 tape recording Although not a particularly large collection, the E.P.H. James Papers are an important source for the study of the commercial development of radio and television. Given preliminary arrangement by James prior to donation, the collection includes a wide variety of promotional materials, correspondence, reports, and related secondary material. The papers are divided chronologically according to the various periods of his career: National Broadcasting Company (1927- 1941); Mutual Broadcasting System (1946-1949); Corning Glass Works (1949-1951); Grand Central Aircraft Company (1952); KVOA-TV (1953- 1954); and A.C. Nielsen Company (1954-1971). Material relating to James' outside interests is filed according to the appropriate time period. The most important documentation in the collection dates from his employment by NBC and MBS. The material relating to the A.C. Nielsen Company is of lesser substance.
The collection is preceded by a small BIOGRAPHICAL file, 1942-1966, which includes a number of resumés James prepared at various stages in his career. In addition, there is a reminiscence concerning his employment with NBC and a typescript of a taped interview with James conducted in 1963. Because of some factual errors, this material should be used advisedly until it has been reviewed by the donor. The NATIONAL BROADCASTING COMPANY file, 1927-1945, is especially valuable as a source for studying the inception of commercial radio and television broadcasting. Although the papers offer little in the way of substantive correspondence or memoranda to tie James to the many important NBC policy decisions to which he was party, the files are a remarkably complete record of the various types of promotional material produced at NBC between 1927 and 1941. The researcher should also consult the extensive notes on the material which are included in James' correspondence with the Society's Field Services Division. This material is included in the case files in the Archives Processing Room. Similarly helpful information may also be found in this file for the other periods of his career. The NBC material divides into five categories: background material, reports, advertising promotion, research, and miscellany. The background file, 1922-1929, contains documentation inherited by James when he took charge of NBC's sales promotion department in 1927. Included are several speeches by AT&T officials dealing with the inception of commercial broadcasting; a plan for a wire network system; two versions of “Radio Broadcasting as a Publicity Medium,” a report compiled by Daniel Tuthill in 1926; and Broadcast Advertising, a booklet. Although an expanded, hardcover version appeared after James joined NBC, this and a draft version of the book are filed here because of the lineal descent from the Tuthill report. The reports, 1928-1945, include published corporate reports, two presentation books prepared by James for NBC executives in 1928 and 1929, and a 1930 report on the British Broadcasting Corporation written by James. Prior to donation of his papers, James removed some of the sample items from the presentation books to file them with the appropriate promotional material; these included several “case histories” and four Little Books on Broadcasting. The advertising promotion, 1927-1945, is divided into three categories: Red Network, Blue Network, and NBC-General. For each division, the material is first divided into general promotion, which is arranged chronologically. More specific types of promotional material arranged alphabetically by category then follow. The same types of material may be found in all three categories, although those which do not specifically relate to either the Red or Blue Networks predominate. The papers include such promotional items as books, brochures, and broadsides which were mailed to advertisers; station improvements; rate cards; correspondence; and trade publication advertising. The NBC-General file also includes policy statements, press releases, broadcast merchandising material, program and talent promotion, and samples of various advertising devices. A careful creator of records, James placed himself on the NBC mailing list so that many promotional items appear as “packages” along with their letters of transmittal. Some items do not have cover letters, and consequently their promotional function appears unclear. These items have been filed with the miscellaneous advertising devices. Cover letters which could not be related to their respective promotions comprise the correspondence files. The advertising promotion also includes a file of speeches and articles, 1933-1941, made by James. Although not all of the speeches may have been intended to promote NBC, they have been filed together for the sake of simplicity. The James papers also include a considerable amount of research on audience coverage and measurement because that function originally existed as part of the sales promotion department. This section contains published statistical reports, several popularized versions of the same data used for promotional purposes, and several reports prepared for NBC by outside agencies. Of special interest is Daniel Starch's 1928 report, “A Study of Radio Broadcasting,” which was the first radio audience survey, and “NBC Network Aireas” (1953), the company's first “scientific” coverage study. Work on commercial television originated as a research function; consequently this is also filed here. Of particular interest is an early color registration chart and a subject file on the televised automobile show which James produced. The miscellaneous material includes reprints of speeches by various NBC officials other than James, published policy statements issued by the network; historical items relating to NBC and Radio City, a few documents which concern early programming, and some material prepared by the sales promotion department for NBC employees. While the NBC files contain little in the way of substantive correspondence, this type of documentation predominates in the MUTUAL BROADCASTING SYSTEM file, 1946-1949. Categories within the MBS file are (in addition to the correspondence) speeches and writings and subject files relating to the company's board of directors, its network relations, and television. There is also a substantial amount of documentation relating to James' media and advertising interests outside MBS. In addition to letters, the correspondence file includes a large number of inter-office memoranda and attachments of various kinds such as reports and manuscript drafts of speeches and reports. The majority of the memoranda concerns sales promotion and television and was circulated between James and Edgar Kobak, president of MBS. The researcher will also find drafts of articles and reports which James wrote or revised for Kobak in this section. The board of directors file consists of data on television compiled by James for presentation to the board. Material on the network's abortive entry into television may also be found in the Broadcast Measurement file and in a television subject file, though the latter is primarily comprised of reference material. There is also a file of speech notes and several manuscripts by James which he presented under his own name. James' interest in the development of television extended beyond his association with MBS to include a host of professional organizations; information on these is filed under related interests. The small CORNING GLASS WORKS file, 1949-1952, includes reports of James' promotional activities written both for Corning and for its subsidiary Steuben Glass and books, pamphlets and advertisements which were the product of his efforts. There is also a file of James' speeches, one of Corning attendance figures, and one related to the American Television Society. Material dating from his employment with GRAND CENTRAL AIRCRAFT, 1952, is even more sparse and includes two training manuals prepared by James and several speeches. The advertising material James prepared for KVOA-TV, 1953-1954, is of somewhat greater bulk, and it includes news releases, station and program promotion, and advertising scripts. Also to be found here are scripts from the program Press Conference which James moderated, correspondence with Martin Codel and KVOA personnel, and notes for three speeches. The A.C. NIELSEN COMPANY file, 1955-1969, contains speeches and articles; correspondence; reports; A.C. Nielsen, Ltd., material; and a media measurement subject file. The bulk of the material in this section relates to commercial television broadcasting and measurement in Great Britain rather than in the United States, and most of the documentation afforded by this portion of the collection is secondary in nature. Of special interest within the material on British broadcasting are James' detailed reports of monthly activity while serving as special consultant in Great Britain and his report on Granada TV filed with the British Television subject files. Of the material relating to U.S. broadcasting, the researcher will find the reports of monthly activities drafted between 1961 and 1965, a report on broadcast audience research written in 1964, and a 1955 report on the co-ordination of Nielsen's public relations, advertising, and sales promotion to be of greatest interest. The correspondence which does not separate Nielsen activities in the United States from those abroad, offers only fragmentary documentation of the totality of James' interests. One will find, however, some correspondence with Martin Codel, and some correspondence dealing with the early history of NBC, motivational research at Nielsen, and the Broadcast Rating Council.
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Series: Biographical File, 1942-1966
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Box
1
Folder
1
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Resumés and Interviews, 1942-1966
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531A/1
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Oral Interview, 1963
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U.S. Mss 164AF
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Series: National Broadcasting Company, 1922-1942
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Box
1
Folder
2-10
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Background File, 1922-1929
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Reports
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Box
20
Folder
1-2
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1928-1929
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Box
1
Folder
11
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1929
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Box
1
Folder
12
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1934
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Box
1
Folder
13
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Report on British Broadcasting Company, 1930
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Advertising Promotion
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Red Network
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Box
1
Folder
14
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1927-1940
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Box
20
Folder
3
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1940-1941
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“Case Histories”
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Box
1
Folder
15
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1936-1938
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Box
20
Folder
4
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1936
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Box
2
Folder
1
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Rate Cards, 1937-1941
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Box
2
Folder
2
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Station Improvements, 1934-1940
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Blue Network
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Box
2
Folder
3-4
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1933-1943
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Box
2
Folder
5
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Correspondence, 1936-1941
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Box
2
Folder
6
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Rate Cards, 1937-1942
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Box
2
Folder
7
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Station Improvements, 1931-1941
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NBC-General
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Box
2
Folder
8-9
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1931-1938
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Box
21
Folder
1
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1931-1938
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Box
3
Folder
1-2
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1938-1940
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Broadcast Merchandising
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Box
3
Folder
3-4
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1928-1938
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Box
21
Folder
2
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1937
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Box
3
Folder
5
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Broadcast Merchandising, 1933- 1939
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“Case Histories”
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Box
3
Folder
6
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1928-1938
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Box
21
Folder
3
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1936
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Box
3
Folder
7
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Correspondence, 1931-1945
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Box
4
Folder
1
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“Earlybird” Promotion, 1935-1937
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Box
4
Folder
2-4
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Miscellaneous Advertising Devices, 1930-1937
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Box
4
Folder
5
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Press Releases, 1928, 1933
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Box
4
Folder
6
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Program/Advertiser Index, 1934-1939
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Program Promotion
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Box
4
Folder
7-8
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1931-1940
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Box
21
Folder
4
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1935-1940
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Box
5
Folder
1-3
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Rate Cards, 1929-1939
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Box
5
Folder
4
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Sales Manual, 1929
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Speeches
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Box
5
Folder
5
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Directory, 1932-1941
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Box
5
Folder
6
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1932-1934
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Box
6
Folder
1-8
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1935-1939
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Box
7
Folder
1-6
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1939-1941
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Box
8
Folder
1
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Station Improvements, 1931-1937
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Box
8
Folder
2
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Talent Promotion (Artists Service), 1935-1937
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Box
8
Folder
3
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Trade Paper Advertisements, 1934
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Research
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Box
8
Folder
4-5
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1928-1935
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Box
8
Folder
6
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1936
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Box
8A
Folder
1-2
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1937-1941
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Facts and Figures
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Box
8A
Folder
3
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1927-1930
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Box
21
Folder
6
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circa 1932
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Television Research
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Correspondence
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Box
8A
Folder
4
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1936-1939
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Box
9
Folder
1
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1940-1941
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Box
9
Folder
2
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Automobile Show, 1933; 1938-1939
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Box
9
Folder
3
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Promotional Material, 1936-1940
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Box
9
Folder
4
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Registration Chart, 1937
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Box
9
Folder
5
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Reference File, 1937
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Miscellany
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Box
9
Folder
6-7
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Historical Material, 1927-1941
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Box
9
Folder
8
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Speech Reprints, 1928-1937
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Box
9
Folder
9
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In-House Organ, 1930
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Box
9
Folder
10
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Miscellaneous In-House Material, 1936-1940
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Box
9
Folder
11
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Programming Material, pre-1933
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Box
9
Folder
12
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Policy Statements, 1935-1941
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Series: Mutual Broadcasting System, 1946-1949
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Correspondence
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Box
9
Folder
13
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1945-1947
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Box
10
Folder
1-2
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1948-1949
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Box
10
Folder
3-5
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Board of Directors, 1948
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Box
10
Folder
6-8
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Network Relations, 1947-1949
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Speeches and Writings
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Box
10
Folder
9
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1946-1947
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Box
10A
Folder
1-4
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1948-1949
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Television
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Box
11
Folder
1
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Legal File, 1948-1949
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Box
11
Folder
2-7
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Reference File, 1945-1949
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Box
11
Folder
8
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“TV Data Book,” 1949
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Related Interests
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Box
12
Folder
1
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American Marketing Association, 1948-1949
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Box
12
Folder
2
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American Television Society, 1947-1949
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Box
12
Folder
3
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Association of National Advertisers, 1948
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Box
12A
Folder
1-2
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Broadcast Advisory Council, 1947
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Box
12
Folder
4
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Broadcast Measurement Bureau, 1946-1948
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Box
13
Folder
1
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National Association of Broadcasters, 1948-1949
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Box
13
Folder
2-4
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New York Advertising Club, 1945-1949
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Box
13
Folder
5-11
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Television Broadcasters Association, 1947-1949
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Miscellany
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Box
14
Folder
1
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Television Training Institutes, 1947-1949
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Box
14
Folder
2
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Staff List, 1948
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Series: Corning Glass Works, 1949-1951
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Steuben Glass
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Box
14
Folder
3
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Promotion and Advertising, 1950-1951
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Box
14
Folder
4
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Reports, 1949-1950
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Corning Centennial
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Box
14
Folder
5
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Planning, 1950-1951
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Box
14
Folder
6
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Promotion, 1950-1952
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Box
14
Folder
7
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Corning Glass Works Promotion Report, 1951
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Box
14
Folder
8
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Speeches, 1950
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Box
14
Folder
9
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Miscellany, 1951
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Box
14
Folder
10
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Related Interests, American Television Society, 1950
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Series: Grand Central Aircraft Company, 1952
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Box
14
Folder
11
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Electronics Training Manual, 1953
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Box
14
Folder
12
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Management Training Program, 1953
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Box
15
Folder
1
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Speeches, 1951
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KVOA-TV, 1953-1954
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Box
15
Folder
2
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News Releases, 1952-1954
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Box
15
Folder
3
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Station Promotion, 1953-1954
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Box
15
Folder
4
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Program Promotion, 1953
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Box
15
Folder
5
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Advertising Scripts, 1953
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Box
15
Folder
6-7
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Program Scripts, 1954
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Box
15
Folder
8
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Correspondence, 1954-1956
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Box
15
Folder
9
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Speeches, 1953-1954
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Series: A.C. Nielsen Company, 1954-1971
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Box
15
Folder
10-11
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Speeches and Articles, 1955-1969
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Box
16
Folder
1-3
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Correspondence, 1954-1970; 1976
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Unpublished Reports
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Box
16
Folder
4
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E.P.H. James Activity Reports, 1956-1959; 1961- 1965
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Box
16
Folder
5
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Promotion Co-ordination Reports, 1955
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Box
16
Folder
6
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Miles Products Report, 1963
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Box
16
Folder
7
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Broadcast Audience Research, 1963
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Published Reports
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Television Audience
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Box
16
Folder
8-10
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1964-1966
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Box
17
Folder
1
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1968
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Box
17
Folder
2
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Television, 1966-1968
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Box
17
Folder
3
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Radio Ownership and Set Use (NCS), 1961
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Box
17
Folder
4
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Ownership Estimates (NSI), 1966-1968
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A.C. Nielsen, Ltd.
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Reports
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Box
17
Folder
5
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E.P.H. James Activity Reports, 1959-1961
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Box
17
Folder
6-7
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Published Reports, 1955-1964
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Television Audience Measurement, Ltd.
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Box
22
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Surveys, 1967-1968
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Box
17
Folder
8
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Miscellaneous Reports, 1963-1967
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British Television Subject file
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Box
17
Folder
9
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ABC, 1957-1958
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Box
17
Folder
10-11
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Associated Rediffusion, undated
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Box
18
Folder
1
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Associated Television, Ltd., 1957-1958
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Box
18
Folder
2
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British Broadcasting Corporation, 1963-1966
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Box
18
Folder
3
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British Bureau of Television Advertising, 1969
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Granada TV
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Box
18
Folder
4
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E.P.H. James Report, 1956-1957
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Box
18
Folder
5
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Miscellaneous Promotion, 1965
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Box
18
Folder
6
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Independent Television Authority
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Box
18
Folder
6
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Press Notices, 1967-1971
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Box
18
Folder
7
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Miscellaneous Publications, 1967-1971
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Box
18
Folder
8
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Television Society, 1952-1967
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Box
18
Folder
9
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A.C. Nielsen - Japan, 1966
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Box
19
Folder
1-4
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Media Measurement File, 1961-1966
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MCHC73-129
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Part 2 (MCHC73-129): Additions, circa 1927-1947
22 photographs
: Group portraits, portraits of Graham McNamara and Pat Barnes, and other miscellaneous photographs, circa 1927-1947.
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MCHC80-091
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Part 3 (MCHC80-091): Additions, 1923-1968
0.4 c.f. (1 archives box)
: Records, 1923-1968, of E.P.H. James, including transcripts of KVOA-TV broadcasts, 1953-1954; a broadcast audience research report by the A.C. Nielsen Company; Mutual Broadcasting System promotion and research reports; a study of the Nielsen Radio Index and Nielsen Television Index by Edgar Kobak, 1949; and speeches and correspondence. Also included are statements by AT&T and National Broadcasting Company executives on the beginnings of broadcast advertising.
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Box
1
Folder
1
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Mutual Broadcasting System Promotion and Research Reports, April-May 1947 to May 1949
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Box
1
Folder
2
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Variety Report on Mutual Broadcasting System “Upheaval,” April 1949, i.e. Departure of Kobak, Swezey and Carlin
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Box
1
Folder
3
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Broadcast Audience Research - A Review of Principles, Policies and Techniques, 1963
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Box
1
Folder
4
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Broadcast Measurement Bureau State Area Report, Study No. 2, Spring 1949
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Box
1
Folder
5
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Television Broadcasters Association Television Clinic, December 8, 1948
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Box
1
Folder
6
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Edgar Kobak Recommendations to A.C. Nielsen Company
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Box
1
Folder
7
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Broadcasts - KVOA-TV, July 1953-January 1, 1954
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Box
1
Folder
8
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Aircraft Marine Products (AMP) Tool Manual
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Box
1
Folder
9
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Speeches/Correspondence
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Box
1
Folder
10
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Statements/Speeches - Beginnings of Advertising
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PH 4725
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Part 4 (PH 4725): Additions, 1923-1948
39 photographs
: Photographs, 1923-1948, depicting people and places related to broadcasting and advertising from early in James' career, including NBC executives and studio facilities, Mutual Broadcasting System executives, Federal Communication Commission members, and images related to various products and shows. Also included are images from the 1934 Direct Mail Advertising Association.
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