Nine Prizes

The business of publishing periodicals newspapers and magazines has become almost indissociable from the business of publishing advertisements. Regardless of all other questions the publication of advertising matter is of importance to the magazine-reading public; for, by that means, periodical reading matter is obtained in some cases be low cost of production and in nearly all cases at a great reduction of price to the reader.

When, last year, Edward W. Bok offered ten prizes to stimulate good advertising he was doing a definite service to the newspaper and magazine-reading public. He gave the administration of his awards into the hands of the Harvard School of Business Ad ministration. Last week, the first year's prizes were awarded at a dinner in the Boston Harvard Club. Dean Wallace B. Donham of the Business School made the awards. Some 5,000 advertisements had been submitted by 175 agencies and advertisers, from which the winners were chosen.

The Prize Winners:

1) To the individual or organization contributing the most distinguished contemporary services to advertising, a gold medal-- awarded to the National Vigilance Committee of the Associated Advertising Clubs of the World for its campaign on behalf of "truth in advertising."

2) For the national advertising cam- paign of a specific product, most conspicuous for excellence of planning and execution, $1,500--awarded to J. Walter Thompson Co., for the campaign in behalf of "Lux."

3) For the national campaign of an institutional type most conspicuous for excellence of planning and execution, $1,500-- awarded to Barton, Durstine and Osborn, Inc., for its campaign for the General Motors Co.

4) For the local campaign most conspicuous for excellence of planning and execution, $1,500--awarded to Barton, Durstine and Osborn, Inc., for a series of small "editorial" advertisements for R.H. Macy Co. (Manhattan department store).

5) For the single advertisement most effective in the use of English, $1,000-- awarded to the Metropolitan Life Insurance Co., with special recognition of Robert Lynn Cox and the Hawley Advertising Co. for the advertisement, "100 Years to a Day."

6) For the single advertisement most effectively accomplishing its purpose in a few words (with or without illustration), $1,000 awarded to L. Hayward Bartlett of the Eastman Kodak Co. for the advertisement, Keep a Kodak Story of the Children.

7) For the single advertisement most effective in the use of pictorial illustration, $1,000, awarded to Erma Perham Proetz, of the Gardner Advertising Co., for an advertisement of "Pet Milk," Take Baby and Go.

8) For the most conspicuous research in producing information of general value in the knowledge and science of advertising, $1,500--awarded to J. Walter Thompson Co. for an investigation into the subscription circulation of 44 general magazines in Cincinnati.

9). For the most conspicuous research tending to reduce unwise and wasteful expenditure in a specific advertising program, $1,500--awarded to Barton, Durstine and Osborn, Inc., for a field survey made for the American Radiator Co. into the best selling points for heating plants.

10) For the advertisement showing the greatest typographical excellence--no award for 1924.

Bruce Barton (of Barton, Durstine and Osborn) and Stanley Resor (President of J. Walter Thompson Co.) were on hand in person to carry off the prizes--$7,500 of the total $10,500--won by their respective organizations, doubtless with kindly thoughts of the farsightedness of Edward W. Bok.