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AFA
THE AMERICAN FEDERATION OF ARTS
NATIONAL HEADQUARTERS: 1262 NEW HAMPSHIRE AVENUE, N. W., WASHINGTON 6, D. C. NAtional 8178

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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
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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

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40 Years of Active Service to Art in America
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