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Series 3. Works and Publications, 1950-2004 (continued)
Writings, 1953-2004, undated (continued)
BOX-FOLDER 161/6 Book draft and research, 1977-05-23-1980-02-20
Correspondence and notes on the book draft and research materials. Includes copies of Media Industry Newsletter (MIN) column articles.
See also Media Industry Newsletter.
BOX-FOLDER 161/7 The Second God: Media in the Post-Literate Society, undated
A draft of the book with one page of notes to accompany the tabs marked throughout the draft.
BOX-FOLDER 161/8 "The Microphone as a Lens," undated
Article from the magazine Popular Photography.
BOX-FOLDER 161/9 Letter regarding The Naked Computer, 1983-01-05
Letter regarding an article Schwartz was writing for the book.
BOX-FOLDER 161/10 "Narrowcasting: Tune In Your Listeners with Radio," 1980-02-09
Letter of agreement.
BOX-FOLDER 161/11 "New Voices" column, 1969-01-1969-11
Educational Television magazines and correspondence.
BOX-FOLDER 161/12 "Nynex Impact" biography draft and article, undated
Draft of a biography and article on the impact of the telephone in Schwartz's life.
BOX-FOLDER 161/13 On Political Advertising brochure, undated
American Advertising Museum brochure.
BOX-FOLDER 161/14 "Perception or Dropouts?" 1968-04
Music Notes magazine.
BOX-FOLDER 161/15 Popular Photography correspondence and articles, 1962-12-17-1965-05
BOX-FOLDER 161/16 "Puncturing Advertising Myths," 1977-06-30
Article from Boardroom Reports.
See also Boardroom Reports in commercial client files .
BOX-FOLDER 162/1 Correspondence concerning "Radio: The Forgotten Medium," 1979-11-28-1979-12-17
Correspondence for the magazine Campaigns and Elections.
BOX-FOLDER 162/2 "Radio: Two Creative Methods," 1978-05-29
Advertising Age article.
BOX-FOLDER 162/3 "The RCA Tape Cartridge," 1959-04
Modern Hi-Fi article, number 2.
The Responsive Chord, 1960s-1992
BOX-FOLDER 162/4 Chapter drafts, 1960s-1973
Drafts of The Responsive Chord book chapters: "Introduction," "Sound in the Environment," "Education in the Global Village," "Political Communication, or, How to Package Voters," "Women's Discussion," and La Monte Young page "Dream Music."
BOX-FOLDER 162/5 Book draft, 1973
Final print draft.
BOX-FOLDER 162/6 Correspondence, 1977-08-16-1992-02-11
Reprint requests, Doubleday correspondence.
BOX-FOLDER 162/7 Master book draft, circa 1973
Master print draft with corrections.
BOX-FOLDER 162/8 Publicity, circa 1973-circa 1975
BOX-FOLDER 162/9 Fan letters and other materials, 1973-11-08-1975-01-14
Correspondence, reviews, PR drafts, radio publicity spot sales reports.
BOX-FOLDER 162/10 Publicity materials, 1957, circa 1971-circa 1980s, 2001
Book cover designs, correspondence, reviews, publicity, radio spot invoices. Included are five photographs of Anton Schwartz for the book.
BOX-FOLDER 162/11 First edition office copy, 1973
Personal office copy of the book with handwritten notes and tabs. The date “1978-09-24” is written on the dust jacket.
BOX-FOLDER 163/1 Paperback copy, 1974
BOX-FOLDER 163/2 "Hard Sell, Soft Sell, Deep Sell" and other materials, 1992
Section of the book used in a communications reader for Simon Fraser University. Also contains a section of Marshal McLuhan's Understanding Media: The Extensions of Man and "Ads: Keeping Upset with the Joneses."
See also the McLuhan correspondence file , McLuhan symposium content , and the extensive McLuhan subject files .
BOX-FOLDER 163/3 "Schwartz on Media," 1972-07
Politea article, volume 1, number 4.
BOX-FOLDER 163/4 "60 Minutes" op-ed drafts, 1968-undated
"Sound Directions," 1960s
Art Direction magazine.
BOX-FOLDER 163/5-7 Column, circa 1960s
See also "Guide for Tape Recording."
BOX-FOLDER 163/8 Correspondence relating to "Speed Hearing: Variable Velocity Comprehension," 1971-04-20-1971-05-15
Letters in response to article in BM/E magazine.
BOX-FOLDER 163/9 "Stimuli and Responses" handout, undated
A handout made by Schwartz referencing Erich Fromm's The Anatomy of Human Destructiveness.
BOX-FOLDER 163/10 "The Swinging Door to the Mind," undated
A column from an unknown publication. The column mentions Schwartz's theory on “earlids.”
BOX-FOLDER 163/11 "The Tape Around Us," 1974-08
High Fidelity article by Tony Schwartz and John Carey.
BOX-FOLDER 163/12 "Task Oriented Paid Media to Affect Public Behavior" drafts, undated
BOX-FOLDER 163/13 "The Terminology of Tony Schwartz," undated
Quick reference.
BOX-FOLDER 163/14 Drafts and original concept notes relating to "This Won't Take Long, Did It? A Prologue to the Polaroid Revolution," undated
BOX-FOLDER 163/15 "Thoughts on Political Advertising," 1972-12
CLIO article, co-author Michael Rowan.
BOX-FOLDER 163/16 "Tony Schwartz On" flier, undated
A one page flier containing remarks from Tony Schwartz on various media topics: radio, television, print, videocassettes, environmental media, and multimedia.
BOX-FOLDER 163/17 "To Replay Is to Know," undated
Article from Video Review.
BOX-FOLDER 163/18 "Toward Effective Advertising" draft, 1973
BOX-FOLDER 163/19 "TV... an Auditory Medium," 1979-02-24
TV Guide article.
BOX-FOLDER 163/20 "Using Radio" drafts, undated
BOX-FOLDER 163/21 "Using Today's Media to Change Behavior" draft, undated
Co-author John Carey.
BOX-FOLDER 164/1 Materials relating to "VCRs Turn Broadcasting into Narrowcasting," 1986-03-1986-04-04
Drafts of article, correspondence with Video Magazine, and Esquire article "The ReDecade."
BOX-FOLDER 164/2 "Voice of the City," 1953-01-12-1996-09-02
90.9 WBUR, Boston University Radio, Adventures in Music.
BOX-FOLDER 164/3 "What Does One of the Most Inventive Minds in Advertising Think about Research?" 1974-06
Writer's Digest article.
BOX-FOLDER 164/4 Drafts and correspondence relating to "What Is a Negative Political Ad?" 1988-11-23
Drafts and correspondence with New York Times for op-ed piece.
BOX-FOLDER 164/5 "What Really Matters, Searching for Wisdom in America," circa 1990s
Joke advertisement for a fake book by Schwartz.
BOX-FOLDER 164/6 "What's Water" drafts and research, 1973-1975
BOX-FOLDER 164/7 "When the Unreal Becomes Real" draft and research materials, circa 1973-undated
Series 4. Subject Files, 1912-2005
15.2 linear feet
RPA 01020-01055 (boxes 165-200); RPB 00119 (oversize box 220); RPC 00086-00087 (oversize boxes 226-227); RPD 00040 (oversize box 230); RPU 00021 (box 202), RPU 00024 (box OSU 1)
Arranged in three groupings: General subject files, files on Marshall McLuhan, and files on smoking-related topics.
General subject files, 1912-2005
Consists of published material, correspondence, and other material concerning people, organizations, and topics of interest to Tony Schwartz.
Arranged alphabetically by name of individual, organization, and topic.
BOX-FOLDER 226/7 1976 U.S. senatorial campaign research, circa 1976
BOX-FOLDER 165/1 35 Plus Committee, circa 1980-1995
BOX-FOLDER 165/2 35-64 Marketing, circa 1980-1989
BOX-FOLDER 165/3 ABC coverage of 1982 New York City marathon, 1982
BOX-FOLDER 165/4 Advertising agency executives' attitudes toward radio, circa 1960-2005
BOX-FOLDER 165/5-8 Advertising and marketing, circa 1912-1990
BOX-FOLDER 226/8 Advertising and marketing photocopies, 1978-05
Oversized. Two articles: "Scoring a Perfect Pitch," by Joanne Kelleher, Ad East, May 1978, pages 22-23; and "Two Creative Methods, but Both Sell," Advertising Age, May 29, 1978, page R36.
BOX-FOLDER 165/9 African American topics, circa 1960-2005
BOX-FOLDER 165/10 Aging, circa 1990-1999
BOX-FOLDER 166/1 AIDS, circa 1980-2005
BOX-FOLDER 166/2 Roger Ailes, circa 1985-1995
BOX-FOLDER 166/3 Alcohol, circa 1960-2005
BOX-FOLDER 166/4 Alliance of the Building Community, circa 1990-2005
BOX-FOLDER 166/5 American Council on Science and Health, 1991
BOX-FOLDER 166/6 AMICUS, Inc., circa 1960-2005
BOX-FOLDER 166/7 Animal rights, circa 1960-2005
BOX-FOLDER 166/8 Anthropology, circa 1960-2005
BOX-FOLDER 166/9 Anxiety Disorder Association of America, circa 1990-1999
BOX-FOLDER 166/10 Apartheid, circa 1980-2005
BOX-FOLDER 166/11 Architecture, circa 1960-2005
BOX-FOLDER 226/9 Reprint of article on Soviet architecture, 1942-11
Reprint of "Soviet Architecture Today," by Edward Carter, from The Architectural Review, November 1942, pages 107-114.
BOX-FOLDER 166/12 Art, circa 1960-2005
BOX-FOLDER 166/13 Articles on individuals, circa 1960-2005
BOX-FOLDER 166/14 Articles that mention Tony Schwartz, circa 1950-2005
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