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[[preprinted]] AFA THE AMERICAN FEDERATION OF ARTS NATIONAL HEADQUARTERS: 1262 NEW HAMPSHIRE AVENUE, N. W., WASHINGTON 6, D. C. NAtional 8178 [[left margin]] FOUNDED 1909 INCORPORATED 1916 OFFICERS Robert Woods Bliss HONORARY PRESIDENT Lawrence M. C. Smith PRESIDENT Richard F. Bach FIRST VICE-PRESIDENT Grace L. McCann Morley SECOND VICE-PRESIDENT Eloise Spaeth THIRD VICE-PRESIDENT Roy R. Neuberger TREASURER Thomas C. Parker DIRECTOR AND SECRETARY TRUSTEES Philip R. Adams Lee A. Ault Richard F. Bach Alfred H. Barr, Jr. Sidney Berkowitz Robert Woods Bliss Leslie Cheek, Jr. Sumner McK. Crosby Daniel S. Defenbacher Lloyd Goodrich Rene d'Harnoncourt Barlett H. Hayes, Jr. Henry R. Hope R. Sturgis Ingersoll Horace H. F. Jayne Earle Ludgin H. Stanley Marcus William M. Milliken Grace L. McCann Morley Elizabeth S. Navas Roy R. Neuberger Vincent Price Thomas Brown Rudd Charles H. Sawyer L. M. C. Smith James Thrall Soby Eloise Spaeth Emily Hall Tremaine Hudson D. Walker [[/left margin]] [[/preprinted]] January 26, 1950 Mr. Germain Seligman Jacques Seligman Gallery 5 East 57th Street New York, New York Dear Mr. Seligman: It has recently been called to my attention by Mr. Sidney Berkowitz, who is Chairman of the Advertising and Promotion Committee of the American Federation of Arts, that we are not securing gallery advertising in the MAGAZINE of ART from many of the art dealers for two reasons: (1) The dealers and agencies feel that the lack of editorial coverage at exhibitions detracts from the MAGAZINE of ART as an advertising medium. (2) Their agencies are disposed to use space in art news magazines with larger circulations. It is my belief that the MAGAZINE of ART has a readership with greater purchasing potential value and with more influence than the average art magazine. This one fact alone; that the magazine goes to the full membership of the Federation, as well as the full membership of the Cincinnati Art Museum, the Walker Art Center and the San Francisco Museum, in addition to regular subscribers, which includes virtually every museum director in America, offers many advantages in reaching a wealthy and influential readership, who appreciate the high standards of editorial content offered in the MAGAZINE of ART. Many dealers are sympathetic with our effort to maintain the highest editorial standard and wish to assist. However, they are dependent upon the advice and collaboration of their advertising agencies for carrying forward a successful advertising program and it has been difficult for the advertising [[preprinted]] 40 Years of Active Service to Art in America [[/preprinted]]