Series 248: Advertising Manager's correspondence, 1965-1971

MLMSS 9894/Box 310

series

1965-1971

9593731

0.01 metres of textual material (2 folders)

Classified advertising was an integral part of the Sydney Herald from its inception. It is unknown when the function of advertising formed into an identifiable business unit but it is known that John Joseph Goldsbrough 'took up Herald Advertising.' in 1895, and that he was appointed Manager of the Advertising Department on 7 August 1911. Goldsbrough replaced a Mr Davis in this role. It is unknown when Davis came to this position (1)
By 1931 up to 7000 classified advertisements could be inserted into a single issue of the SMH in addition to larger display advertising. The processes of checking authenticity and scrutinising that the advertisements submitted for publication were not misleading was a major task. A large portion of the Departmental of staff took copy for advertisements over the telephone and via mail, and classified advertisements could also be deposited through newsagencies. By 1934 the business and procedures of taking classified advertisements was well established.
In 1949 the transfer of some of the Clerical work to the Powers Department enabled the Department to increase the number of outdoor representatives from two to eight. These representatives visited clients and potential clients for the purpose of selling advertising space, creating and maintaining good relationships and dealing with complaints. (2)
Mr J.A. Gilder was appointed Chief Advertising Manager in 1972 (3) By the mid 1970s the structure of the Department was that it was led by the Chief Advertising Manager to whom an Administrative Advertising Manager reported. There were separate managers for SMH classified and display advertising and advertising managers for each of the other mastheads - Sun, Sun-Herald, AFR and National Times. There was also a Project Advertising Manager and an Advertising Manager (Finance & Commerce) . The Marketing Development Unit and the Market Research Manager also reported to the Chief Advertising Manager. (4) In 1979 the promotions department that had existed since 1970 became a subordinate department to the Marketing Department (5)

Mr Malcolm Stening was appointed Chief Advertising Sales Manager from 24/11/1980, with responsibility for sales operations of SMH, Sun, S-H AFR and NT. Ron Stewart was appointed Advertising Sales Administration Manager from 10 November 1980. He was responsible for advertising operations at Broadway. ?? (6) The new position of Business advertising was created on 1 June 1981 (7 ) At the same time separate advertising managers were appointed for The AFR and the NT and a Deputy Advertising Sales manager of the Sun (8) In 1980 there was a new position ‘ Herald Classified Adverting Projects Manager’ that included improvements to the presentation of classified advertising (9)


End notes
(1) Series 327/ John Joseph Goldsbrough
(2) Advertising annual report 1949 Fairfax Archives Old System 200.12/13
(3) Newsletter No. 72 13/04/1972 (Series 174)
(4) Fairfax Archives Series 313 p. 6
(5) Newsletter No. 232 07/12/1979 (Series 174)
(6) Newsletter No. 246 03/11/1980 (Series 174)
(7) Newsletter No. 253 07/05/1981 (Series 174)
(8) Newsletter No. 253 07/05/1980 (Series 174)
(9) Newsletter No. 254 01/06/1980 (Series 174)


Reference:
A century of Journalism The Sydney Morning Herald and its record of Australian Life 1831-1931. Sydney John Fairfax & Sons Limited 1931

The series consists of correspondence between the advertising manager and several senior executives including the General Manager, Secretary, Editorial Manager, Treasurer, News Editor, Composing Room Manager.
Subjects include special issues or supplements; authenticity of advertisements, costs; advertising statistics; suitability of advertisements; regular reports on the volume of and the income derived from advertising; placement of advertisements; use of ROP (Run of Press) Colour advertisements; comparisons between SMH and other newspaper advertising; insert advertising.
The series consists of correspondence for the calendar year 1971 in addition to a memorandum concerning investment advertisements (29 January 1970) and a report of W.E. Reed on the Photographic Section comparing display advertisements with the Sydney Morning Herald and the Sun-Herald with the Daily and Sunday Telegraph. (14 January 1965)

Copyright status:: In copyright
Research & study copies allowed: .
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Please acknowledge:: Mitchell Library, State Library of New South Wales and Courtesy Fairfax Media Ltd.

Original Fairfax Series Number 335