THE PUBLISHERS’ PAGE
The action taken by The American Architect in advertising the architectural profession to laymen through a widely read popular magazine, was manifestly a step in the right direction if the number of letters of commendation received from architects and others in various sections of the United States may be taken as evidence. The tone of appreciation conveyed in these letters convinces us that our efforts have not been in vain and should be productive of beneficial results to the architectural profession.
Many architects, in writing to us on this subject, mention the fact that their clients have referred to the advertisements in House and Garden. In some cases, local architectural societies have voiced their approval of this method of acquainting present and future clients with the advantages of employing architectural service for all building construction. In a number of instances, architectural clubs and societies have reprinted the advertisement for distribution at exhibitions and through the mails. A number of individual architects have requested that we supply them with copies for private distribution. An advertising man states: “The advertisement is built upon a firm foundation of logic and ‘market necessity’. ” An architect in Detroit writes: “Rapid changes are taking place in business as well as the designing side of our work, and it is my feeling that within a comparatively short time, group advertising will be an accepted fact. ” Another architect states that he thinks this to be the best idea put forth by any architectural journal. A member of the profession in Syracuse, New York, stated: “Your advertisement in House and Garden should be productive of three results — two of them affecting the architect. In the first place, it should start architectural publicity among architectural groups — a vital necessity. Second, these ‘ads’ will keep before the architect that his services carry responsibilities, and to slight any item of his service will react to his disadvantage. ”
The far-reaching effect of advertising of this nature is indicated by a letter from the vice-president and general manager of a real estate development organization in Texas. He states that owners building in this particular development are required to employ a competent architect before the plans of any building are approved. He also requested permission to reproduce, over their own signature,
the advertisement inserted by The AMERICAN ARCHITECT in the May issue of House and Garden.
We might go on indefinitely quoting from all the correspondence that has been received. The above, however, is sufficient to indicate the interest that has been aroused in the matter of placing the architectural profession on the plane in which it belongs. There is now under way a decided tendency toward the employment of architectural service, and the present would appear to be an opportune time to carry on a vigorous advertising campaign to further this tendency, especially since the public to all appearances is in a receptive frame of mind.
There is one factor that enters into this question that has so far not been stressed. As the architectural profession increases in number, new business or demands must be found to satisfy the supply. It is more or less true that the law of supply and demand is an important factor in effecting a balance. In the case of the architectural profession, however, we have a large established group being constantly added to by graduates from architectural schools throughout the country. At the same time the profession is menaced by a group who endeavor to render a service that should be given by architects. The number of buildings erected in this country without proper architectural service is sufficient to indicate that there is enough business available for all but that it must be developed and directed into the proper channels. Advertising the architectural profession is an important adjunct to the accomplishment of this result.
Please do us a favor. If your magazine does not come regularly on time, drop us a postcard or a letter. Address us — 501 Fifth Avenue, New York City.
The action taken by The American Architect in advertising the architectural profession to laymen through a widely read popular magazine, was manifestly a step in the right direction if the number of letters of commendation received from architects and others in various sections of the United States may be taken as evidence. The tone of appreciation conveyed in these letters convinces us that our efforts have not been in vain and should be productive of beneficial results to the architectural profession.
Many architects, in writing to us on this subject, mention the fact that their clients have referred to the advertisements in House and Garden. In some cases, local architectural societies have voiced their approval of this method of acquainting present and future clients with the advantages of employing architectural service for all building construction. In a number of instances, architectural clubs and societies have reprinted the advertisement for distribution at exhibitions and through the mails. A number of individual architects have requested that we supply them with copies for private distribution. An advertising man states: “The advertisement is built upon a firm foundation of logic and ‘market necessity’. ” An architect in Detroit writes: “Rapid changes are taking place in business as well as the designing side of our work, and it is my feeling that within a comparatively short time, group advertising will be an accepted fact. ” Another architect states that he thinks this to be the best idea put forth by any architectural journal. A member of the profession in Syracuse, New York, stated: “Your advertisement in House and Garden should be productive of three results — two of them affecting the architect. In the first place, it should start architectural publicity among architectural groups — a vital necessity. Second, these ‘ads’ will keep before the architect that his services carry responsibilities, and to slight any item of his service will react to his disadvantage. ”
The far-reaching effect of advertising of this nature is indicated by a letter from the vice-president and general manager of a real estate development organization in Texas. He states that owners building in this particular development are required to employ a competent architect before the plans of any building are approved. He also requested permission to reproduce, over their own signature,
the advertisement inserted by The AMERICAN ARCHITECT in the May issue of House and Garden.
We might go on indefinitely quoting from all the correspondence that has been received. The above, however, is sufficient to indicate the interest that has been aroused in the matter of placing the architectural profession on the plane in which it belongs. There is now under way a decided tendency toward the employment of architectural service, and the present would appear to be an opportune time to carry on a vigorous advertising campaign to further this tendency, especially since the public to all appearances is in a receptive frame of mind.
There is one factor that enters into this question that has so far not been stressed. As the architectural profession increases in number, new business or demands must be found to satisfy the supply. It is more or less true that the law of supply and demand is an important factor in effecting a balance. In the case of the architectural profession, however, we have a large established group being constantly added to by graduates from architectural schools throughout the country. At the same time the profession is menaced by a group who endeavor to render a service that should be given by architects. The number of buildings erected in this country without proper architectural service is sufficient to indicate that there is enough business available for all but that it must be developed and directed into the proper channels. Advertising the architectural profession is an important adjunct to the accomplishment of this result.
Please do us a favor. If your magazine does not come regularly on time, drop us a postcard or a letter. Address us — 501 Fifth Avenue, New York City.