Architects of America—
Who Are They?
It is an unfortunate outgrowth of the fact that in many states anyone may call himself an Architect, but it is undeniably true that many Advertisers who are seeking the attention of the Architectural profession fail to distinguish between the Architects of America and a host of almost-but-not-quite Architects that exist on the outer borders of the profession. Some day, perhaps, there will be the sharp defining line that is so sorely needed, but until it is in sight Architects who are Architects will have a right to resent any Advertising or Selling policy that attempts to include them in a heterogeneous collection with contractors, material men and others whose professional interest in building is nil.
The Architect, who functions properly, is the jurist of the building business. He deals freely with evidence, but he resents the shadow of an attempt to introduce influence. And the Architect who functions thus is the only one entitled to the name.
But this is by no means the sole factor in the formula for identification of Architects. They neither have nor claim monopoly of integrity. It is merely one of the essentials. Beyond this, they serve competently as professional advisers—as expert counsel. In other words, they possess the extraordinary collection of attributes and abilities that enable a man to set himself up as a Master of Building. Necessarily, on such a basis, they are known chiefly by their works; seldom by the fact that they have acquired licenses or lack them.
These men are listed in the same classified directories with an army of others whose talents run in different channels, but who choose to call themselves by the name Architect for want of something more accurately descriptive. Thus the novice in Advertising to Architects is apt to be misled into the belief that there are several times as many Architects in the country as really could be found if a careful search were undertaken. And it too often happens, also, that the same novice finds himself vizualizing the wrong kind of Architect in his effort to approach the field.
It is in this respect, particularly, that the strictly professional journal of Architectural practice renders a joint service to Architects and to those who have a message for Architects. Its subscription list is a real key to the profession, as distinguished from what may be termed the “popular” side of the field. It brings to the profession many messages of the highest importance and it carries such messages directly and efficiently to the Architects of America for whom they are intended.
Talks on Advertising—IX
by
THE AMERICAN ARCHITECT
Who Are They?
It is an unfortunate outgrowth of the fact that in many states anyone may call himself an Architect, but it is undeniably true that many Advertisers who are seeking the attention of the Architectural profession fail to distinguish between the Architects of America and a host of almost-but-not-quite Architects that exist on the outer borders of the profession. Some day, perhaps, there will be the sharp defining line that is so sorely needed, but until it is in sight Architects who are Architects will have a right to resent any Advertising or Selling policy that attempts to include them in a heterogeneous collection with contractors, material men and others whose professional interest in building is nil.
The Architect, who functions properly, is the jurist of the building business. He deals freely with evidence, but he resents the shadow of an attempt to introduce influence. And the Architect who functions thus is the only one entitled to the name.
But this is by no means the sole factor in the formula for identification of Architects. They neither have nor claim monopoly of integrity. It is merely one of the essentials. Beyond this, they serve competently as professional advisers—as expert counsel. In other words, they possess the extraordinary collection of attributes and abilities that enable a man to set himself up as a Master of Building. Necessarily, on such a basis, they are known chiefly by their works; seldom by the fact that they have acquired licenses or lack them.
These men are listed in the same classified directories with an army of others whose talents run in different channels, but who choose to call themselves by the name Architect for want of something more accurately descriptive. Thus the novice in Advertising to Architects is apt to be misled into the belief that there are several times as many Architects in the country as really could be found if a careful search were undertaken. And it too often happens, also, that the same novice finds himself vizualizing the wrong kind of Architect in his effort to approach the field.
It is in this respect, particularly, that the strictly professional journal of Architectural practice renders a joint service to Architects and to those who have a message for Architects. Its subscription list is a real key to the profession, as distinguished from what may be termed the “popular” side of the field. It brings to the profession many messages of the highest importance and it carries such messages directly and efficiently to the Architects of America for whom they are intended.
Talks on Advertising—IX
by
THE AMERICAN ARCHITECT