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Business Week 3/90 [2]
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G
19
2
7
3
BIZ WEEK MARCH 19 DEAD
LADD
Desktop
Publishing
Services
Sally K. Ladd
27-05 Southern Dr.
Fair Lawn, NJ 07410
(201) 797-5328
Writing/Editing
Design
Production
Consulting
Photocopy-Preservation
KCT
tues
B12 WEEK 9:30
SPECIAL EDITION
IS JUNE 18 S
DAVE SEES No
REASON TO REALEASE
OR PIECE UNTIL
6 WEEK PRIOR
(MAY 7)-
PAUL
WHos GOING to TELL SUE?
XX
BusinessWeek
STRATEGIC MARKETING GROUP
Joyce:
P 3980-27
As you Requested. G 16394-10
Deadline for materials: March 1
To: Director of Public Relations
Director of Public Affairs
Business Week, in its ongoing commitment to issue-oriented projects, will
publish a unique advertising-sponsored section entitled "AGENDA FOR THE
21st CENTURY: MANAGING EARTH'S RESOURCES." The section will
appear in our June 18, 1990, issue.
We invite you to contribute specific information and color photographs
(slides or prints) or reproducible artwork illustrating your company's
environmental activities and initiatives for possible inclusion in this issue.
(Requirements are specified on the attached sheet; please return a copy with
each submission.)
The report will be highly responsive to corporations that are taking
positive steps to sustain our fragile Earth, and will focus on global warming,
recycling, deforestation, and many other environmental issues. We have
enclosed a reprint of "Children of Promise," a special Business Week section
published in our October 20, 1989 issue; "Managing Earth's Resources" will be
similar in tone and appearance.
The deadline for submission of materials is March 1, 1990. You are
encouraged to plan a special photo shoot for the issue. If you need additional
time to do so, please contact us to arrange for a deadline extension.
Please send the accompanying sheet along with your materials to:
Pics should goto
Claire Stoddard
Environment Section
Business Week, 36th fl.
1221 Avenue of the Americas
New York, NY 10020
(212) 512-3011 or x6547
THE WHITE HOUSE
WASHINGTON
March 22, 1990
MEMORANDUM FOR DAVID DEMAREST
THROUGH:
CHRISS WINSTON
KRISTIN CLARK TAYLOR
Yes
FROM:
PAUL LUTHRINGER DL
SUBJECT:
BUSINESS WEEK DEADLINE FOR SPECIAL
ENVIRONMENTAL SECTION
Attached is Business Week's response to why they requested the
March 19 deadline for the President's piece.
After we agreed to honor their deadline, and now are reneging, I
feel we should at least set a new deadline we can stick to.
Please let me know when we can deliver this piece.
Thank you.
4/23/90
CC: MKG
Kristen Gear
Mar 20,90
16:40 No. 007 P.01
BusinessWeek
STRATEGIC MARKETING GROUP
March 20, 1990
Fax to: Mr. Paul Lutchringer
Asst. Director
Office of Media Relations
The White House
From: Sally Ladd, Business Week
Phone & fax: (201) 797-5328
# Pages: 1
Dear Mr. Lutchringer,
have set the deadline for President's environment piece at March 19.
Trudy Grossman from the New York office asked that I explain to you why we
staff, etc. Each of these participants relies on the person before him to
involved in producing such a section: writers, editors, designers, production
As I'm sure you can appreciate, there are many people and stages
40 As the only editor for the section, I am responsible for turning over the last of
complete his part of the job on schedule SO that work may proceed as planned.
complete his job by May 15 to meet the June 18 issue date. We have set a
or more magazine pages of material to the designer by April 30, who must
staggered schedule so that this material flows through editing and design up in
an even stream. The shorter pieces, such as the President's, were scheduled
the longer articles-which require a great deal more editing and coordination
for mid-March so that these could be approved, edited, and sent to design before
-arrive in early April.
Sincerely,
Sacly Sally K. Ladd
Production Consultant
THE WHITE HOUSE
WASHINGTON
3/27/90
MEMORANDUM FOR SALLY K.
90 MAR 27 P3: 15
FROM:
PAUL LUTHRINGER
Assistant Director Media Relations
RE:
DEADLINE FOR PRESIDENT'S ENVIRONMENT
PIECE
The President will not be able to meet your deadline.
We have been informed the piece will be written by
April 23.
We apologize for the inconvenience this may cause.
-SENT-BY:
; 2- 1-90 ; 12:55 ;
2017911456->
2024566218;# 1
do
23-51 FAIR LAWN AVE.
FAIR LAWN, NJ 07410
MINUTEMAN
PRESS
(201) 791-0550
CLEARFIELD. INC.
FAX: (201) 791-1456
FAX COVER SHEET
DATE: 2/1/90
TO: FAX # 207-456-6218
CITY: WASH
STATE: DC
COUNTRY: 25
ATTENTION: CHRISTINE TAYLOR
COMPANY: WHITE HOUSE
FROM:
SALLY LADD / BUSINESS WEEK
TOTAL PAGES: /
INCLUDING THIS COVER SHEET
ADDITIONAL MESSAGES:
SENT BY:
; 2- 1-90 ; 12:56 ;
2017911456->
2024566218:# 2
BusinessWeek
STRATEGIC MARKFIING GROUP
Ms. Christine Taylor
February 1, 1990
White House Press Office
Washington, D.C.
Dear Ms. Taylor,
I have been hired by Business Week in New York as a production
consultant for their special supplement, "Managing Earth's
Resources." Sue Swarzman, Marketing Manager, Strategic Programs at
Business Week, suggested I contact you to begin planning the
President's opening piece for the section.
We are interested to hear what the President might like to write
about in this piece (perhaps something along the lines of the short
article that appeared recently in Harper's Bazaar?). Also, we would
like to know what color photo possibilities-a la the environment-
there might be to accompany the piece.
We have set a deadline of March 19, 1990, for the President's
contribution, and we would like a brief synopsis of the subject matter
by Monday. Feb. 12. If these dates are a problem. please let me know
right away so that we can accommodate your schedule.
We are thrilled that President Bush will be a part of "Managing
Earth's Resources." Please conact me at your earliest convenience at
(201) 797-5328. I look forward to working with you.
pl-
Sincerely,
pls 'al hada.
Their came by
Sally K. Sadd
Sally K. Ladd
Fax today.
Pexx,
ket
THE WHITE HOUSE
WASHINGTON
2/7/90
And
to schid
TO:
Chriss Winston
ifnob
FROM: OFFICE OF MEDIA RELATIONS
Paul
already
RE: BUSINESS WEEK Piece
there
As you asked, the drop dead for the
piece is March 19, 1990.
They only need from 500 to 750 words.
Thank you.
THE WHITE HOUSE
WASHINGTON
FACSIMILE TRANSMITTAL SHEET
TWO
NUMBER OF PAGES INCLUDING COVER
MARCH 27, 1990
DATE
SALLY LADD / SUE SWARZMAN Business Week
TO
(201) 791-1456 or (201) 797-5328
FAX NUMBER
OFFICE NUMBER
COMMENTS
Please find an additional page following.
FROM
Office of Media Relations, THE WHITE HOUSE
FAX (202) 456-6218
OFFICE NUMBER
THE WHITE HOUSE
WASHINGTON
3/27/90
MEMORANDUM FOR SALLY K.
TADDAR27 PS: 15
FROM:
PAUL LUTHRINGER
Assistant Director Media Relations
RE:
DEADLINE FOR PRESIDENT'S ENVIRONMENT
PIECE
The President will not be able to meet your deadline.
We have been informed the piece will be written by
April 23.
We apologize for the inconvenience this may cause.
90 MAR 27 P3 : 50
Paul -
2/13
F. Y. I.
I sent photos
Out - 2-13-90
Joyce.
BusinessWeek
STRATEGIC MARKETING GROUP
Joyce:
P 3980-27
As you Requested. G 16 394-10
Deadline for materials: March 1
To: Director of Public Relations
Director of Public Affairs
Business Week, in its ongoing commitment to issue-oriented projects, will
publish a unique advertising-sponsored section entitled "AGENDA FOR THE
21st CENTURY: MANAGING EARTH'S RESOURCES." The section will
appear in our June 18, 1990, issue.
We invite you to contribute specific information and color photographs
(slides or prints) or reproducible artwork illustrating your company's
environmental activities and initiatives for possible inclusion in this issue.
(Requirements are specified on the attached sheet; please return a copy with
each submission.)
The report will be highly responsive to corporations that are taking
positive steps to sustain our fragile Earth, and will focus on global warming,
recycling, deforestation, and many other environmental issues. We have
enclosed a reprint of "Children of Promise," a special Business Week section
published in our October 20, 1989 issue; "Managing Earth's Resources" will be
similar in tone and appearance.
The deadline for submission of materials is March 1, 1990. You are
encouraged to plan a special photo shoot for the issue. If you need additional
time to do so, please contact us to arrange for a deadline extension.
Please send the accompanying sheet along with your materials to:
Pics should to
Claire Stoddard
Environment Section
Business Week, 36th fl.
1221 Avenue of the Americas
New York, NY 10020
(212) 512-3011 or x6547
BusinessWeek
STRATEGIC MARKETING GROUP
Deadline for materials: March 1
To: Director of Public Relations
Director of Public Affairs
Business Week, in its ongoing commitment to issue-oriented projects, will
publish a unique advertising-sponsored section entitled "AGENDA FOR THE
21st CENTURY: MANAGING EARTH'S RESOURCES." The section will
appear in our June 18, 1990, issue.
We invite you to contribute specific information and color photographs
(slides or prints) or reproducible artwork illustrating your company's
environmental activities and initiatives for possible inclusion in this issue.
(Requirements are specified on the attached sheet; please return a copy with
each submission.)
The report will be highly responsive to corporations that are taking
positive steps to sustain our fragile Earth, and will focus on global warming,
recycling, deforestation, and many other environmental issues. We have
enclosed a reprint of "Children of Promise," a special Business Week section
published in our October 20, 1989 issue; "Managing Earth's Resources" will be
similar in tone and appearance.
The deadline for submission of materials is March 1, 1990. You are
encouraged to plan a special photo shoot for the issue. If you need additional
time to do so, please contact us to arrange for a deadline extension.
Please send the accompanying sheet along with your materials to:
Claire Stoddard
Environment Section
Business Week, 36th fl.
1221 Avenue of the Americas
New York, NY 10020
(212) 512-3011 or x6547
BUSINESS WEEK PRESENTS
AGENDA FOR THE 1990s:
MANAGING EARTH's RESOURCES
Please accept for consideration in "Managing Earth's Resources" the
enclosed materials. We have provided all information requested below and
marked our company name on all color photographs, slides, and artwork.
Name:
Date:
Company:
Phone:
(
)
Address:
1. Would you like your photos and artwork returned ?
Yes
No
2. Brief description of program or activity depicted in materials (attach separate fact sheet
containing full description and a caption for each visual)
3. Materials submitted (indicate how many of each):
Photos:
Slides
Artwork:
Other:
4. Photo/art credits (optional; if provided, please key to supplied materials):
5. Photo releases
Your signature on this sheet indicates that you have photo releases on file for all individuals in
the pictures given Business Week for possible inclusion in the special environmental section,
"Agenda for the 21st Century: Managing Earth's Resources."
Signature:
Title:
Date:
Please send a copy of this sheet with each submission to: Claire Stoddard, Environment Section,
Business Week-36th fl., 1221 Avenue of the Americas, New York, NY 10020. (212) 512-3011
PL- see p9. 2
their deadline is april
pls. call Sue on Jan. 19 or 21 al
"494"
article,
BusinessWeek
*I explained to Sue that GB will probably do
not
letter
STRATEGICMARKETINGGROUP
Ms. Kristin Taylor
Director of Media Relations
THE WHITE HOUSE
LIMPORTOUT
1600 Pennsylvania Avenue, N.W.
Washington, D.C. 20501
Request
Dear Kristin:
Thanks for returning my call relating to a special section
Business Week will be producing on the global environment. We
are entitling the document, "Agenda for the 21st Century: Manag-
ing Earth's Resources," and it will appear in one of our June
issues
Over the years Business Week has published numerous sections
for the business community, but the past two have become reference
pieces for the art, business and school communities -- namely, "The
Metropolitan Museum of Art: Trustee for Humanity," published in our
December 5, 1988 issue and "Endangered Species: Children of Promise"
which appeared in our October 20, 1989 "Corporate Elite" CEO issue.
In order for you to have a "feel" for these major pieces, I'm enclos-
ing both for your perusal.
Both the Met Museum and our American education projects were labors
of love requiring in-depth research and major cooperation from
Corporate America -- the business community making possible these
two significant productions. Incidentally, the "Children of
Promise" white paper is the largest section in magazine publishing
history. It was a thrill to have the First Lady open the section
with a delightful letter to our illustrious readers!
Although 1990 appears to be the year for writing about the environ-
ment, you may be certain that Business Week's approach will be
highly responsible and unique. We are NOT going to point any
fingers at the business community, rather point out what many
companies are doing, in a positive way, to sustain our fragile
earth. A tentative outline is also enclosed for your perusal.
Business Week has invited World Resources Institute of Washington,
D.C. to assist us with their vast data bank of substantive informa-
tion. We are also establishing an Advisory Board comprised of five
distinguished world leaders. To date Mrs. Gro Harlem Brundtland,
former Norwegian Prime Minister and chairperson of the World
Commission on Environment and Development, Warren Lindner, Chairman
of The Center for Our Common Future (Geneva, Switzerland), and
Dr. Mustafa Tolba of Nairobi, Kenya, Chairman of the United Nations
Environment Programme, have agreed to serve on this board.
1221 Avenue of the Americas, New York, New York 10020
PL- 2) 1) no letter, sabmit but approtal 30R4 oped to
me pls. Plenvironment for my
Since we know that President Bush desires to be known as the
"Environment President, " we would like to invite the President to
open our section, similarly in the way that Barbara Bush opened
our education section -- with an appropriate letter and perhaps,
a photo showing President Bush in some kind of an environmental
setting.
Without being too commercial, Kristin, I would like to mention that
Business Week is the #1 business magazine in the world both from a
circulation and revenue point of view. Our worldwide edition
reaches 7 million readers, and we also plan to send reprints beyond
the Business Week audience to environmentalists, world leaders,
and state and city government officials.
A joint venture with National Geographic magazine as well as World
Link magazine is in the offing to be cemented in several weeks
this will provide Business Week with a wide and broad group of
leaders qualified to address environmental issues with professionalism,
intelligence, and credibility.
Should you need further information, I would be happy to answer any
and all of your questions. We are eager to have President Bush's
support for this project, though you may be certain that we are
NOT seeking his endorsement for the contents within the document
nor did we seek Mrs. Bush's endorsement for the contents of the
education section.
We await the President's response and feel certain he will wish to
"come aboard" with a "yes!" Thanks for bringing our request to the
attention of the President, and best wishes for a joyous New Year
filled with good tidings.
Gratefully,
Sue Swarzman
Project Director
SS:gg
Encls.
Business Week
McGraw-Hill Publishing Company
1221 Avenue of the Americas
New York, New York 10020
Telephone 212/512-2064
John W. Patten
Publisher
February 15,1990
President George Bush
c/o Christine Taylor
The White House
Washington, DC 20500
Dear President Bush:
Ever since Ben Franklin invented bifocals and the pot-bellied stove, Americans
have been fascinated by technology. Faith in technology and enthusiasm for new
ways of doing things have brought us a much-envied standard of living. But
lately there is a sense that technology has let us down: that we have polluted
the clean air and fresh waters that were our birthright, and degraded the
quality of the environment.
We know that technology is not the problem--it's how we manage it that counts.
The overriding concern of the 1990s is the threat to our global environment.
There is no longer any question that human activity is depleting the ozone
layer and altering the very composition of the atmosphere. The world's
population explosion is straining our resources. And if there is no change, by
the end of the century we will have destroyed an area of tropical forest one-
third the size of the U.S., and with it countless numbers of Earth's species.
We at BUSINESS WEEK feel strongly about the environment and the need for
greater corporate commitment to the stewardship of the Earth. We know that
many of you are addressing your companies' responsibilities in this area. But
we all must do more--much more. Tropical deforestation can be arrested and
disappearing species saved; poverty alleviated and human population stabilized;
soil conserved and more food provided; climate change contained; regional and
global pollution reduced.
The answers to these environmental challenges are within our grasp. But
success hinges on a concerted, urgent effort to change policies, strengthen
and replicate successful programs, and launch daring initiatives.
BUSINESS WEEK is pleased to announce a definitive advertising sponsored special
section titled "AGENDA FOR THE 21ST CENTURY: MANAGING EARTH'S RESOURCES." It
will be published in the June 18, 1990 issue and read by more than 7 million
business leaders worldwide.
The merger of environmental and economic survival is the single most important
issue facing world leaders today. We are counting on you, as stewards of the
Earth, to become special partners with BUSINESS WEEK in this merger. Together,
we will demonstrate to the world's marketplace that corporate environmentalism
is good business.
Cordially,
JackPatten
Grant/Nappo
March 12, 1990
draft one
A:business
PRESIDENTIAL ARTICLE: BUSINESS WEEK SPECIAL SECTION:
"AGENDA FOR THE 21ST CENTURY:
MANAGING EARTH'S RESOURCES"
In 1992, America will celebrate the 500th anniversary of
Christopher Columbus' discovery of the "new world." When he
arrived here, he found a lush, green land with clean air, clear-
running streams, and over a billion acres of trees.
Today, we're fighting to restore our parks and wetlands, cut
pollution in the air, clean up our beaches, and reforest the 370
million acres of trees we've lost since Columbus' time.
This Administration is committed to protecting our
environment -- through the use of new, innovative solutions to
some of the toughest challenges facing us today.
This year's budget provides over $2 billion in new spending
to protect our environment, with over $1 billion for global
change research. And it includes a new initiative called
"America the Beautiful" to expand our national parks and wildlife
preserves and improve recreational facilities on public lands.
Our Clean Air Act proposal will cut airborne pollution --
especially in our cities -- by unleashing the power of the
marketplace in the service of the environment. For example,
we've proposed emissions trading credits to reduce the level of
air toxics and sulfur dioxide. And we're encouraging measures to
2
stop pollution at its source, without placing unreasonable
burdens on economic growth.
America's forests and trees need national attention, and in
my State of the Union message, I requested the money to plant a
billion trees a year. Part of this task will be carried out by
federal forestry programs. But most should come from citizens --
"points of light" like the Earth Corps -- acting in their own
innovative ways to reforest America.
Business has not only a role to play, but a responsibility
in keeping America beautiful for generations to come. As you
teach your children the "secrets of the trade," remember this:
not only is leadership passed down from generation to generation,
but so is stewardship. We must leave our children with both a
cleaner environment and a sense of mission to protect it.
Working together, we too can discover a "new world" -- by
building a better America.
# # #
12/89
AGENDA FOR THE 21ST CENTURY:
MANAGING EARTH'S RESOURCES
Initial
Editorial Outline
I. Introduction -- the global challenge and the business opportunity
author: WRI/ALH
II. Earth --- preserving productive capacity, managing wastes
author: to be assigned
III. Air -- protecting the atmospheric shield, managing air quality
author: to be assigned
IV. Fire & Water -- energy, global warming, and water resources
author: Arthur Fischer
LIFE
V. Living Resources -- conserving tomorrow's genetic heritage
author: Arthur Fischer
:. Essays -- Agenda for the 21st Century
authors: to be assigned
ormore
VII. Company Profiles -- how a dozen,U.S. companies are responding to the
challenge with new technology, new products, and
new approaches
VIII.Conclusion
author: WRI/ALH
The four major articles, each about 2500 words, will both frame the issues,
bringing home the global stakes, and report on what business can do about it,
emphasizing solutions, the need for sustainable technologies, and the
business opportunity that creates. They will include numerous short sidebars
and data graphics (bar charts, etc.) that highlight specific aspects.
The essays, each about 500 words, will offer the views of widely-recognized
political, business, and governmental leaders on the environmental Agenda for
the 21st Century and what business can do.
The company profiles, each about 500 words, will report on specific measures
and accomplishments already underway at a dozen U.S. companies.
II. Earth -- preserving productive capacity, managing wastes
This article will cover desertification, soil erosion, soil
damage (eg. by salinification, nutrient exhaustion, deforestation
and compaction, radioactive contamination) in a global context,
examining the extent to which we are damaging Earth's productive
capacity and possible solutions; in a U.S. context, it will also
discuss the problems of solid and toxic wastes and promising
methods for improving their elimination through changes in the
production process or improving their safe disposal.
III. Air -- protecting the atmospheric shield, managing air quality
This article will cover the global threat to the ozone layer,
the risks of increased uv radiation, the uses of the
chlorofluorocarbons that are the source of ozone destruction, the
Montreal protocols and subsequent agreements to limit CFC
production, and progress toward finding and producing substitutes
and toward recapturing and recycling existing stocks. In a (mostly)
U.S. context, the article will also cover urban air quality,
discussing sources of pollutants and approaches to reducing them,
such as cleaner fuels, improved automobile engines, and improved
industrial processes.
IV. Fire & Water -- energy, global warming, and water resources
This article will cover the greenhouse effect and the major
sources of greenhouse gases in a global context. It will discuss
the potential impacts of projected global warming in both a global
and a U.S. context, with particular attention to the likelihood of
increased drought in the central U.S., and focus on possible
solutions, including more efficient energy production and use and
promising non-fossil energy sources.
V. Living Resources -- conserving tomorrow's genetic heritage
This article will report on the threatened loss of species
posed, in particular, by tropical forest clearing and by global
warming. It will discuss the economic potential of natural products
and materials, such as pharmaceuticals, derived from them and
growing ability of biotechnology to exploit genetic resources in
new and useful ways. It will discuss the unknown potential
represented by the genetic heritage that is being lost and report
on possible solutions, including seed and tissue culture banks,
genetic management of ZOO populations, etc.
THE WHITE HOUSE
WASHINGTON
1/8/90
TO: CW
FROM: OFFICE OF MEDIA RELATIONS
Paul Dal
The following is the material we discussed
pertaining to the Business Week request for
a piece from the President.
Their deadline is in April.
Please advise.
Thank you.
Sue Swarzman
212/512
Marketing Manager
Strategic Marketing KRISNA Group
Hoppy lago!
3
Business Week
McGraw-Hill Publishing Company
Business Week Group
1221 Avenue of the Americas
Grayn
New York, New York 10020
Sue Swarzman
212/512-3019
Marketing Manager
Strategic
Business
Marketing Week KRisnn Group Hoppy 1940! So
McGraw-Hill Publishing Company
Business Week Group
1221 Avenue of the Americas
New York, New York 10020
Reprinted from BusinessWeek
The
Metropolitan
Museum of Art
TRUSTEE
FOR
HUMANITY
"Still-in a way-nobody sees a flower-really-
it is so small-we haven't time-
and to see takes time, like to have a friend takes time."
-Georgia O'Keeffe
Red Poppy, 1927 Oil on canvas 7"x9", Private collection, Geneva
Photography by Malcolm Varon
GEORGIA O'KEEFFE 1887-1986
The Metropolitan Museum of Art, New York
November 19, 1988-February 5, 1989
Los Angeles County Museum of Art March 30-June 18, 1989
Southwestern Bell Corporation
An exhibition organized by the National Gallery of Art and made possible by a grant from Southwestern Bell Foundation.
SPECIAL ADVERTISING SECTION
M.
useums
are at the center of our
cultural lives. In history as
well as art, they educate
and inspire. We
are privileged
to have in New York
one of the great cultural
institutions of the world,
The Metropolitan Museum of Art.
It is grand yet approachable,
its galleries and corridors
filled with works from five
millennia, embodying the spirit
of their times as well as
the highest caliber of
artistic achievement.
From the depiction of
a chariot race on a Greek
vase to a newly created
canvas that is barely dry,
the Metropolitan Museum
shows us our past, our
universal artistic heritage
and, ultimately, ourselves.
Walter Cronkite
MMA 3
SPECIAL ADVERTISING SECTION
MMA
T
he story of The Metropolitan Museum
of Art is a fascinating one. It is the
chronicle of a dynamic museum that,
almost since its founding in 1870, has
been a world leader in gathering, pre-
serving, interpreting and displaying
works of art. Unlike the accounts of
museums that were founded as reposi-
tories for the collections of royalty, the
Met's story is that of a living, working
institution. It is the absorbing tale of a
unique museum, with an encyclopedic
collection spanning five thousand years.
Yet it is also intensely personal, evok-
ing memories of childhood afternoons
in the galleries of arms and armor, of
enchanting moments before the pastel
beauty of a Monet, of being trans-
ported back in time in the galleries
of Greek and Roman art, of feeling
humble and awestruck upon entering
the Great Hall.
As the nation's premier art institution,
visited by over four million people annu-
ally, the Met is one of the most important
museums in the world, ranking with the
Louvre in Paris and the Hermitage in
Leningrad. It has more than two million
works of art, 1.5 million square feet of
space, 2200 employees, and a $65.5
million annual budget. Declares
Philippe de Montebello, the Met's
Director: "What we represent is a collec-
tion of collections, many of which
could stand independently as major
museums almost anywhere else, with
staff and facilities of the highest caliber
to support and enrich them."
Come along as the story of the Met
unfolds
THE MET'S INTERNATIONAL IMPACT
While the Met is the foremost tourist
museum is first
T
hree Met
treasures:
and foremost a
Bronzino's Portrait
collection of works
of a Young Man
of art. The holdings
(H.O. Havemeyer
of the Metropolitan
Collection, 1929),
top left; Vermeer's
Museum are among
Portrait of a Young
the richest in the
Woman (Gift of Mr.
world. In its encyclo-
and Mrs. Charles
Wrightsman, 1979);
pedic scope this
and Rembrandt's
museum covers the
The Noble Slav
history of world
(Bequest of William
culture. In that it is
K. Vanderbilt, 1920).
The Met has more
unique. "
than two million
works of art, and
Philippe de Montebello
masterpieces
Director
continue to enter the
galleries. Two recent
examples: this
Vermeer and Degas'
The Dance Class
on page 13.
MMA 4
OF
0052
SPECIAL ADVERTISING SECTION
MMA
The Met has now reached its maxi-
mum physical size. From now on we
have to find better ways to use our
space, to welcome our visitors and to
improve both our collections and the
compensation of the staff.
"
William H. Luers
President
Richard J. Lombard
attraction in New York City and was des-
U.S.S.R. in exchange for an exhibition
ignated a National Historic Landmark in
of 17th-century Dutch and Flemish
1986, its impact extends much further.
paintings from the Hermitage.
With 100 curators on staff, the Met has in
Within The Metropolitan Museum of
effect the world's largest art history fac-
Art itself, the collections are enormously
ulty. It is also the world's leading center
rich, possessing masterpieces such
for art conservation and the training of
as van Eyck's The Last Judgment,
conservators, with five major facilities for
Velázquez' Juan de Pareja, Jacques
the authentication and preservation of
Louis David's The Death of Socrates,
works of art. When NASA needed assist-
Gilbert Stuart's first portrait of George
ance in cleaning astronauts' space
Washington, van Gogh's Cypresses,
suits, it called upon the Met's Costume
and Thomas Eakins' Max Schmitt in a
Institute conservators.
Single Scull. The Museum's Impression-
The Museum enjoys the direct sup-
ist and Post-Impressionist holdings are
port of many governments outside the
staggering, occupying an entire floor of
United States including Japan, which
a large wing. There are more paintings
contributed to the new Arts of Japan
by Vermeer than in any other museum,
galleries, and China, which cooperated
as well as the largest collection of
on the construction of The Astor Court,
Rembrandts in the United States. The
a 16th-century-style Ming garden.
Met's Egyptian art collection is second
The Met also maintains close profes-
only to the Cairo Museum, while the
sional relationships with many muse-
installation of Islamic art is the most
ums, including those in London, Paris,
comprehensive in existence. The musi-
Madrid and Beijing, providing exten-
cal instruments collection is one of a few
sive loans of art, traveling exhibitions,
such great collections in the world. The
and technical assistance worldwide.
T
he Met's archi-
Court, to open in
American Wing, with 24 magnificent
tectural plan
1990. Built along
An increasing number of exhibi-
period rooms and numerous galleries
for this century is
with the $51-million
tion exchanges are taking place with
featuring sculpture, paintings, furniture
nearing completion
Henry R. Kravis Wing,
the Soviet Union-most recently the
and decorative arts, is the greatest
after almost 20
also nearing
Metropolitan Museum and The Art
collection of its kind in the world. The
years of building.
completion, it will
Above: The Carroll
house such master-
Institute of Chicago sent 19th-century
Museum's galleries of primitive art,
and Milton Petrie
pieces as this
French paintings on loan to the
medieval and Renaissance art, Asian
European Sculpture
Lemoyne sculpture.
MMA 6
It's everything it's cracked up to be.
This holiday season, NYNEX Foundation is proud to
unforgettable "Romeo & Juliet" to life through
share with you The Joffrey Ballet's enchanting,
the brilliance of The Atlanta Ballet.
Christmas-card version of "The Nutcracker" at the City
Suite dreams and timeless love.
Center Theater in New York, the J.E.K. Center Opera
Part of NYNEX Foundation's continuing commit-
House in Washington, D.C. and the Dorothy Chandler
ment to the arts.
Pavilion in Los Angeles.
NYNEX
Last spring, NYNEX helped bring Shakespeare's
FOUNDATION
SPECIAL ADVERTISING SECTION
MMA
J.
Pierpont Morgan,
is Albert M. Lythgoe,
America." At the right
one of the Met's
the Met's 1st curator
is an object from
greatest benefactors
of Egyptian Art.) It was
Mr. Morgan's Egyptian
and President, 1904-
Morgan who decided
collection that
1913, on a trip in Egypt
that the Museum's
eventually came to
in 1907 (Morgan is
Egyptian Department
the Museum.
seated 3rd from the
would "rank perma-
end. In the foreground
nently as the best in
art, drawings, prints, antiquities from
experiencing dwindling attendance, the
responsible for maintaining and build-
all over the ancient world, photography,
survey noted a 24 percent increase in
ing the collections, organizing special
arms and armor, and 20th-century art
museum visits. Ninety-three percent of
exhibitions, conducting research in their
constitute an extraordinary assemblage
those responding said they believe
fields, writing, and lecturing. Whether
of man's creative accomplishments.
museums are an important resource for
giving talks in the galleries, going over
"Museums provide direct personal
the whole community because they tell
research papers, or travelling abroad to
experience with works of art, and
SO much about the art and history of dif-
negotiate or instruct, they are focused
because of the breadth and quality of
ferent cultures, or about science and the
on acquiring, interpreting, presenting,
the Met's collections, we can offer our
environment.
and caring for the works of art in their
visitors an incredible range of art to
Museums have traditionally received
charge. "These roles require many tal-
encounter," remarks William H. Luers,
the largest share of cultural interest. And
ents," explains Olga Raggio, Chairman
President of the Met, and former senior
among the world's museums, the Met is
of the Met's Department of European
career diplomat in the United States For-
a model, a "remarkable cultural force,"
Sculpture and Decorative Arts, because
eign Service who served as Ambassa-
notes John Ross, the Met's Manager of
the curators carry on "a very important
dor to Czechoslovakia and Venezuela.
Public Information. "The Met continues
cultural dialogue with a worldwide
"For many years I have found this place
to lead the way as museums become
audience."
to be the most dynamic and vital cultural
increasingly important in American
While some of the Museum's curato-
institution in the world." Mr. Luers con-
lives."
rial departments represent the history of
tinues, "the level of participation and
A GUIDED TOUR OF THE MET
particular cultures-like Egyptian, Greek
support by countless organizations and
and Roman, Islamic, and American
individuals today bears out my opinion
Let's take a "guided tour" of some
art-others such as medieval art or
that people want to be a part of the Met."
of the Met's departments and offices,
European paintings deal with defined
where the staff of scholars, educators,
periods or media. Miss Raggio's
MUSEUM ATTENDANCE BURGEONING
scientists, administrators, writers, de-
department, for example, incorporates
According to a nationwide study con-
signers, craftsmen, editors, publishers,
60,000 works of art dating from the
ducted this year by the National
librarians, photographers, carpenters,
Renaissance through the 20th century,
Research Center of the Arts, an affiliate
electricians and painters is working
including sculpture, furniture and wood-
of Louis Harris and Associates, Inc.,
to safeguard the Met's role as a pre-
work, ceramics, glass, metalwork, horo-
and sponsored by Philip Morris Compa-
eminent cultural institution.
logical and mathematical instruments,
nies, Inc., the continuing decline in lei-
CURATORS-In their roles as
tapestries and textiles, only 30 percent
sure time poses a great challenge to the
scholars and educators, the Met's cura-
of which are on display at any one time.
arts. Yet while the arts, in general, are
tors in 19 curatorial departments are
Many intriguing stories of interna-
MMA 8
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ART.
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The refined shape of the Volvo 780 was
to increase protection
carefully arrived at by Bertone, Italy's leading
to the driver in certain
automotive designer.
types of accidents.
But since the turbocharged 780 was engi-
For additional
neered in Sweden, the attraction goes well
safety, the Volvo 780 is
beyond sophisticated looks.
equipped with anti-lock
braking (ABS) which
continuously regulates
the distribution of braking power. Consequently,
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skidding or losing steering control. And that helps
take the panic out of panic stops.
So see us soon to test drive the Volvo 780
personal luxury coupe. It's an engineering
Consider, for example, the Multi-link inde-
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SPECIAL ADVERTISING SECTION
MMA
Richard Lombard
T
he conservation
departments at the
Met are renowned as
training centers for
museums worldwide.
At top, James H. Frantz,
Conservator in Charge,
examines an
Egyptian ibis. An x-ray
of its head can be seen
on the screen.
Conservators in the
Sherman Fairchild
Paintings Conservation
Center use latest
techniques to maintain
the Museum's paintings.
Here Tommaso Portinari
and His Wife by Hans
Memling (Bequest of
Benjamin Altman,
1913) receive careful
treatment.
tional adventure and patient diplomacy
"to a demanding public," asserts Gary
with magic elixirs applied to works of
have evolved around the Met's acquisi-
Tinterow, Associate Curator in the
art in the name of preserving them,"
tions, and curators have no greater chal-
Department of European Paintings.
contends James H. Frantz, the Met's
lenge than to continually seek creative
"Everything we do here is noticed-
Conservator in charge of Objects Con-
ways of filling in gaps and adding to the
either appreciated or criticized."
servation. In recent years, the Museum's
strengths of the collections. "But," cau-
CONSERVATORS-In myriad studios
conservators have devoted much time
tions Mr. de Montebello, "our efforts to
beyond public view, the Met's more than
to restoring works "where the principal
improve the collections-a role central to
50 conservators in five conservation
problems of their preservation have to
the mission of art museums-are
departments are dedicated to preserv-
do with earlier treatments, rather than
becoming increasingly strained. The
ing its vast holdings. Many of these pro-
with the vicissitudes of time."
soaring prices for works of art, com-
fessionals have degrees in art history,
Working closely with the Met's cura-
bined with increasingly hostile tax legis-
chemistry and cell microbiology, as well
tors, the conservators often render opin-
lation, make this one of our major
as conservation. Using state-of-the-art
ions on works of art prior to their
challenges for the future."
equipment and technology, including
acquisition, to determine condition and
The presentation of the collections
infrared and atomic absorption spectro-
to resolve questions of authenticity.
and the mounting of special exhibitions
photometers, gas chromatographs,
They also make sure collections are
offer ongoing challenges of a different
and scanning electron microscopes,
exhibited and stored under proper cli-
sort, because the works of art must be
they work in the Met's laboratories to
matic conditions, often developing
chosen and displayed in ways that have
rectify the damage brought on by time,
installations designed to regulate tem-
meaning for the audiences of today
neglect and handling.
perature, humidity and light.
and tomorrow. Curators must respond
"The history of conservation is littered
Last year, for example, in treating
MMA 11
SPECIAL ADVERTISING SECTION
MMA
Richard J. Lombard
Picasso's painting The Actor or in clean-
ing a number of Chinese bronzes and
ceramics, the Met's conservators
steeped themselves in the study of how
these works of art were created and
spent a great deal of time scrutinizing
and analyzing them before applying
their expertise. "It is a process of con-
stant vigilance to ensure that we're not
doing more harm than good-even if we
(sometimes) have the sobering effect of
withholding treatment," Mr. Frantz
explains.
EXHIBITIONS-Colorfu banners fly-
ing high above the entrance doors
proudly announce the Met's current
offerings. "Exhibitions are now the
most visible and highly attended pro-
D
irector Philippe
grams at the Museum," declares Mr. de
de Montebello
Montebello. And with the Museum's
and Associate Curator
approximately 30 exhibitions a year,
Gary Tinterow, top
about six of which are considered
from left, examine a
painting for Degas.
"blockbusters," the Met stands in the
William Gagen,
forefront of showcasing art.
Senior Installer, above,
"There is no substitute for the proper,
paints mounting clips
magnified, intensified experience that
for The Little 14-Year-
Old Dancer (Bequest
an exhibition can provide," Mr. de
of Mrs. H.O. Havemeyer,
Montebello states. While some of the
1929). The Museum's
Met's exhibitions are of a highly special-
The Dance Class
ized nature meeting the needs of
(opposite), (Bequest of
scholars and connoisseurs, other exhi-
Mrs. Harry Payne
Bingham, 1986)
bitions of a popular nature allow visitors
is a star of this
to learn and "abandon themselves to
highly acclaimed
the pleasure principle."
retrospective.
Often taking as long as five years from
concept to reality, exhibitions have
Dre
become a significant undertaking in
MMA 12
We are living in
the golden age of
the retrospective
exhibition.
"
Robert Hughes
Time Magazine
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SPECIAL ADVERTISING SECTION
MMA
T
he American
terms of time, budget and the marshal-
Wing's Washington
ling of all the Museum's resources, and
Crossing the Delaware
in recent years much-needed support
by Emanuel Leutze has
long been an icon of
has come to the Met from corporations,
American art-as
government agencies, foundations and
witnessed by two
generous individuals. Along the way,
of the three children
international cultural links have been
in the old photograph.
forged and millions of visitors have been
(Gift of John
S. Kennedy, 1897.)
drawn to the Met.
This year exhibitions ran the gamut
from The Bauhaus Portfolios (made pos-
sible by Reliance Group Holdings, Inc.)
and Dutch and Flemish Paintings from
the Hermitage (sponsored by Sara Lee
Corporation, with transportation pro-
vided by Finnair) to the popular David
Hockney retrospective (underwritten by
AT&T) and the 200 paintings and draw-
ings in the Fragonard exhibition (with
support from Ann and Gordon Getty,
The Sharp Foundation, The Real Estate
Council of the Met and the National
Endowment for the Arts).
The two major openings this fall were
the highly acclaimed retrospective of
the great French artist Edgar Degas
(jointly organized by the Metropolitan
Museum, the Louvre and the National
Gallery of Canada, and sponsored by
United Technologies Corporation) and
the Georgia O'Keeffe 1887-1986 exhi-
bition, which encompasses over 100
works by the popular 20th-century artist
(organized by the National Gallery of Art
and underwritten by Southwestern Bell
Foundation). The annual display of the
MMA 15
SPECIAL ADVERTIS
MMA
There is not a museum in America
with as broad a range of audiences,
from preschoolers to postgraduates
and on through to senior citizens.
"
Richard D. Mühlberger
Vice Director for Education
T
he Met's
educational
programs
include a "hands-
on" approach
(bottom right).
But the Arms
and Armor
Department
fascinates visitors
of all ages
through such
masterpieces as
this steel, gilt
and embossed
helmet, perhaps
made for Cosimo
de' Medici or
France's Henry II.
Christmas tree and Baroque crèche
(made possible by the Loretta Hines
Howard Trust) has become one of New
York's favorite holiday pilgrimages.
Future exhibitions include the 1989
openings of Frederic Remington: The
Masterworks (organized by The St. Louis
Art Museum, in conjunction with the
Buffalo Bill Historical Center and spon-
sored by Merrill Lynch & Co., Inc.) and
Goya and the Spirit of Enlightenment
(jointly organized by the Museum of
Fine Arts, Boston, the Prado, Madrid,
and the Metropolitan, and supported by
Manufacturers Hanover Corporation,
The New York Stock Exchange Founda-
tion, and the Robert Wood Johnson Jr.
Charitable Trust with transportation pro-
vided by Iberia Airlines of Spain).
EDUCATION-The sight of school-
children in the galleries of ancient
Egyptian art or of small groups intently
Cheryl Rossum
MMA 16
Support
At Merrill Lynch we are committed
to investing in the arts.
Committed to supporting
performers and artists locally and nationally.
Committed to sharing our neighbors' interests and
participating in the concerns of the communities
where we work and live.
It's all a critical part of maintaining one
of our most cherished traditions
at Merrill Lynch - a tradition of trust.
Merrill Lynch
A tradition of trust.
Photo by Paul Kolnik
©1988 Merrill Lynch & Co., Inc.
SPECIAL ADVERTISING SECTION
MMA
huddled around a lecturer describing a
delicate Renoir makes it easy to appreci-
ate the fact that the Met considers edu-
cation an integral component of
everything it undertakes. The prodi-
gious scope of the Museum's commit-
ment to education, SO clearly formed as
far back as its original mandate in 1870,
now encompasses training teachers
and developing curricula on art; orga-
nizing innumerable tours, lectures, sym-
posia and film programs; operating
reference libraries; providing visitor
information; and arranging for consulta-
tion services and apprenticeships.
Many of the Met's curators teach
courses at universities such as the Insti-
tute of Fine Arts, which is part of New
York University, as well as Columbia and
Princeton. A large number of fellow-
ships that enable scholars to undertake
research on parts of the Museum's col-
lections are awarded by the Met. And
professional travel stipends are granted
to members of the Museum's staff for
T
he Met's
reproduction
study and research around the world.
reproductions
plaques above. The
"There is not a museum in America
are known for their
flask is hand-blown
fidelity to the
and pattern-
with as broad a range of audience, from
works of art, as
molded, just like
preschoolers to postgraduates and sen-
can be seen in the
its 19th-century
ior citizens," states Richard Mühlberger,
original (top) and
predecessor.
Vice Director for Education. The Met's
A tribute to
The Metropolitan Museum of Art
for enriching the lives of
New Yorkers and Citizens of the World.
LAZARD FRÈRES & Co.
MMA 18
SPECIAL ADVERTISING SECTION
MMA
W.R.
KEATING
&
COMPANY
and its affiliate,
Penson & Company,
salute
THE
METROPOLITAN
MUSEUM
OF
ART
h Dawricr
o
nly since
"Where U.S.
Daumier's death
has he gained a
reputation for the
Custombrokerage
psychological
insights evidenced
and
by pictures such as
L'Amateur. (Bequest
International
of Mrs. H.O.
Havemeyer 1929.
The H.O. Havemeyer
Shipping
Collection.) The
- is still an Art"
Museum's Degas
catalogue is a
splendid example
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MMA 19
When the Class of '96 wanted
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Phone
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1988 European
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SPECIAL ADVERTISING SECTION
MMA
11666
foot a 1809
G
old. It has
15th-century
fascinated
goldsmiths' work.
man from time
The eagle pendant
immemorial. The
from Costa Rica,
wonderfully
made sometime
enigmatic Petrus
between the 11th
Christus painting
and 16th centuries
of Saint Eligius
(Bequest of Alice
as a goldsmith
K. Bache, 1977),
(Robert Lehman
is representative
Collection, 1975)
of the best-known
is one of the most
ancient American
important sources
gold objects.
of knowledge of
MMA 23
SPECIAL ADVERTISING SECTION
MMA
Since childhood / have loved this
programs for New York City schoolchil-
Museum, and from my earliest years,
dren, for example, are national models.
like most children, / have loved the
One such program involved students
from the High School of Telecommuni-
Arms and Armor galleries. Each of the
cations in Brooklyn, who last year devel-
trustees has his or her favorite part of
oped a videotape about the Museum,
the Museum and this department is
worked with video professionals to
my favorite.
refine it and brought it to their school to
Arthur Ochs Sulzberger
show their classmates. These students
Chairman, Board of Trustees
have made the Met a part of their lives,
and according to Mr. Mühlberger, "they
are now missionaries and diplomats
for us."
Other educational programs include
workshops for teachers and programs
The New York Times
for the blind and hearing-impaired, as
well as one in which Museum specialists
help take hospital patients to view parts
of the collection.
The Office of Academic Programs
coordinates educational experiences
with Museum exhibitions, as well as
M
ore beautiful
workshops funded by the New York
than utilitarian,
State Council on the Arts to train
much in the collection
museum professionals on topics such
in the Arms and
Armor Department
as "Museum Programs for Families"
was used for the
and "Legal Issues for Museums."
parade ground
Also, to accommodate the growing
rather than combat.
number of non-English-speaking visi-
Pictured here: Armor
of George Clifford,
tors in recent years, the Museum cre-
3rd Earl of
ated a foreign visitors desk in the Great
Cumberland,
Hall, with staff who are fluent in several
1558-1605
languages. Floor plans, brochures on
(Rogers Fund, 1932).
the collections, and recorded walking
It was probably made
for his installation as
tours of the Met are available there at all
Champion to Queen
times in seven languages.
Elizabeth in 1590.
A corps of over 600 highly trained vol-
The 16th-century
unteers consisting of artists, art histo-
German gauntlet is
etched and gilded
rians and art lovers work throughout the
steel with appliqués
Museum. "These people are utterly
of gilt bronze
dedicated," exclaims Mr. Mühlberger.
(Bequest of Stephen
"The talent pool in New York City is
V. Grancsay, by
breathtaking."
exchange, 1984).
PUBLISHING-At the Met, publishing
"is vital as a primary vehicle for the diffu-
sion of knowledge," Mr. de Montebello
asserts. Each year the Museum pub-
lishes about 30 books, as well as schol-
arly journals and monographs on
specific aspects of the Museum's collec-
tion, exhibition publications and a quar-
terly magazine. Some exhibition
catalogs have vast popular appeal,
such as Treasures of Tutankhamun,
which sold two million copies.
LIBRARIES-We quietly enter the
Thomas J. Watson Library, named for
the founder of IBM, which, with more
than 300,000 volumes, is the largest
library of art and archeology in the
Western Hemisphere. It houses such
materials as 16th- and 17th-century
treatises on painting, sculpture and
printmaking, about 40,000 exhibition
MMA 24
XEROX
And you thought we only made great copiers.
As you can see, the name Xerox is on a
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For more information about Xerox
lot of office products besides copiers.
that look like you went outside to
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publish them. We even make all the
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Our commitment
Today
The AT&T Worldwide
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Today's AT&T network
to quality
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telecommunications
network in the world.
The quality of your call
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is checked even before
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In effect, today's AT&T
network actually
performs 75 million
And ahead
service checks per day.
That's how many calls
we complete.
even further.
Economic Control of Quality
I t started with the
service we provide has to
The 1920s
7 Product
genius of Alexander
live up to what they
Quality Control
Graham Bell. And from
expect.
Walter A. Shewhart of
the beginning, AT&T has
Tomorrow, this dedi-
AT&T Bell Laboratories
been committed to
cation will enable us to
pioneered in quality con-
helping the people of the
provide this same quality
trol during the 1920s.
W: 4. SHEWHART
His book, Economic Con-
world communicate
to the people of the world
trol of Quality of
better.
in new ways.
Manufactured Product,
To fulfill this commit-
Funny, how the future
provided a foundation
ment, AT&T has always
seems to repeat itself.
for the science of statis-
placed quality at the heart
tical quality control and
Tomorrow
of everything we do.
has become an industry
Global Telecommunity
standard.
To us, quality is what
In the future, we envision
our customers say it is.
a world where people
So every product and
can communicate infor-
mation in any form as
1988 AT&T
easily as making a phone
call today-even gather-
ing information from
the libraries of the world
at the touch of a button.
AT&T
The right choice.
SPECIAL ADVERTISING SECTION
MMA
o
ne of Jean
Antoine
Watteau's most
exquisite paintings
is Mezzetin
(Munsey Fund,
1934), painted
sometime between
1718 and 1720.
The name means
"half measure,"
and the character
was a stock mem-
ber of the commedia
dell'arte, an
improvisational
theater of Italian
origin. Here he
wistfully pleads
his love to an
unresponsive lover.
The guitar on
which he strums is
almost identical
with a 17th century
one now in the
Musical Instruments
collection.
catalogs, a small collection of autograph
of whom are multi-lingual, answered
and manuscript materials and more
thousands of questions. The library is
than 1600 periodicals.
currently automating the card catalog, a
The Watson Library is open for
costly, time-consuming process that
research to the curatorial staff, outside
began in the early 1980s, and is devel-
researchers, graduate students, visiting
oping strategies for the preservation of
faculty, art historians, designers, artists
the collection.
and people in the art business. It is part
MERCHANDISING-Sales are brisk
of a publications exchange program
as we stroll by the Museum's several
with 500 institutions throughout the
shops and watch visitors select art
world and also provides central services
books and posters, jewelry, note cards
for each of the 19 curatorial depart-
and calendars. The sale of art publica-
ments, as well as for several specialized
tions and reproductions of materials in
libraries in the Museum. Last year the
the Museum's collection began with the
Watson Library circulated close to
founding of the Met and has not only
145,000 items, and its staff of 20, many
fostered its educational mission, but has
MMA 27
SPECIAL ADVERTISING SECTION
MMA
T
he Edward
Hopper painting
on adaptations of its collections.
Tables for Ladies
(George A. Hearn
And while sophisticated business sys-
Fund, 1931) is
tems are in use throughout its opera-
notable for the
tions, the Met can never lose sight of the
opulent buffet in
fact that "our primary focus is still edu-
sharp contrast to
cation," Mr. Kelleher maintains.
the stark figures.
UNEXPECTED DELIGHTS
"I love the Met for two reasons,"
declares Kitty Carlisle Hart, Chairman of
also been a major source of revenue.
the New York State Council on the Arts
According to Bradford Kelleher, the
since 1976. "It's SO familiar and yet SO
Met's Consultant for Publishing and
unexpected. I'm always turning a corner
Merchandising Activities, "Merchandis-
and finding SO much is there that I hadn't
ing is a way of expanding the Museum
seen before."
outside its walls of communicating the
In addition to the comprehensive col-
contents of the Museum to the far cor-
lection, many programs and services
ners of the world."
offered by the Museum provide unex-
The Met's mail order business,
pected delights. Last year, 118,000 peo-
founded a half-century ago, has
ple attended concerts and lectures at
been growing and now includes two
the Met. International celebrities, includ-
Christmas catalogs, mailed annually
ing Vladimir Feltsman, the Beaux Arts
to more than 5.5 million people world-
Trio, Yo-Yo Ma, the Tokyo and Guarneri
wide, as well as seven other catalogs.
string quartets, Alicia de Larrocha and
The Museum also receives royalties
André Watts, have enthralled audiences
MMA 28
ERYTI
RY
20
ERY
COMMUNITY
Chrysler
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THE CAR BUYER'S BILL OF RIGHTS.
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have a right to a safe car, friendly treatment, honest service, competent repairs and the right to address
grievances. Quality is your right and Chrysler intends to see that you get it.
tSome items optional. +Available on Landau only. "See copies of limited warranties at dealer Restrictions apply. 5/50 excludes maintenance, adjustments and wear items. Deductible on powertrain after 5/50
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1989
CHRYSLER
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50,000 miles
None
7 years/
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NEW YORKER
70,000 miles
70,000 miles
100,000 miles
1988
ROLLS ROYCE
3 yr/
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1988
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4 yr/
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50,000 miles
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Yes
1989
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BROUGHAM
50,000 miles
50,000 miles
1 yr/12,000
6 yr/
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100,000 miles
miles
1989
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1 yr/
6 yr/
6 yr/
6 yr/
1yr/12,000
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TOWN CAR
12,000 miles
60,000 miles
60,000 miles
60,000 miles
100,000 miles
Yes
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1989
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6 yr/
REGENCY
50,000 miles
50,000 miles
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No
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1989
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SPECIAL ADVERTISING SECTION
MMA
R
aphaele Peale
was a member
in the Museum's 708-seat Grace Rainey
Television Workshop), have won
of a family of
Rogers Auditorium, while other per-
awards. In a Brilliant Light: van Gogh
painters that
formers have appeared in special loca-
in Arles was the highest-rated art
included his father,
tions-in front of the Temple of Dendur in
documentary ever broadcast on New
Charles Willson
Peale and brothers
The Sackler Wing or in the 20th-century
York City's public television network.
aptly named
galleries. This season, six Christmas
THE ART OF FINANCING AT THE MET
Rubens, Titian and
concerts will be given in the Museum's
Rembrandt(!).
enchanting Medieval Sculpture Hall.
"Managing the finances at the Met has
He is represented
here by the
Lectures on a wide range of topics
become a fine art in recent years," states
attractive Still Life
are always popular and include such
Diana T. Murray, Vice President for
with Cake (DeWitt
"stars" as the Met's Philippe de
Finance and Treasurer. Difficult times
Jesup Fund, 1959).
Montebello and Rosamond Bernier,
during the 1970s meant that expenses
whose intimate chats about Picasso,
grew faster than income from endow-
Matisse and Miró are fully subscribed
ment and government sources.
months in advance. Film series also
Museums around the country, with
bring large numbers of people to
the Met leading the way, have struggled
the Met.
to make up the gap by developing a
Another unexpected Museum trea-
more diversified revenue base.
sure is the Office of Film and Television,
Twenty years ago, the Met's annual
which develops and produces docu-
operating budget of $7 million came
mentary films on art. Established in 1981
from two principal sources-the endow-
as a facet of the Met's educational mis-
ment, providing 63 percent of its reve-
sion, it uses the Museum's collections,
nue, and the City of New York,
exhibitions and special events as
supporting 29 percent of the Museum's
resources. With the expertise of the
costs. Two decades later, in 1988, the
Met's curatorial and educational staffs,
Met's $65.5 million yearly operating
the office has produced 35 films, several
budget has eight different income
of which, like Don't Eat the Pictures:
sources: 23 percent from New York City,
Sesame Street at the Metropolitan
17 percent from its endowment, 15 per-
Museum (produced with the Children's
cent from membership fees, 15 percent
MMA 33
STATE OF THE A T.
ZENITH UNVEILS THE AT-COMPATIBLE COLLECTION.
ZENITH INNOVATES AGAIN-Zenith's collection of AT compatibles
The Z-248 is also standard with 1MB RAM and is expandable
began with the Z-386.™ An introduction that ushered in such
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industry firsts as zero wait states, cache memory and slushware-
expansion slots can artfully handle future growth. Configurations
for greater speed and faster memory access. Once again, Zenith's
of 5.25", 3.5" floppy or 40, 80 and 160MB hard disks truly expand
constant pursuit of innovative, user-relevant technology has
all your options.
created faster, better computers.
All systems are available with Zenith's revolutionary Flat
The new Z-248/12™ and Z-286 LP™ desktop PCs. Two new
Technology Monitor (shown above) and VGA-compatible video card
master-strokes that respond to today's need for smaller size and
for ultimate video performance.
maximum expansion. Two more reasons why Zenith is the leading
With breakthrough after breakthrough, these new computers
supplier of AT-compatible systems.
are yet further proof that Zenith's AT-compatibles define the State
The compact Z-286 LP combines a four-inch low profile and
of the Art. See the "AT Collection" now showing at your Zenith
space saving small footprint with performance you'd expect from
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a unit three times its size.
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THE QUALITY GOES IN BEFORE THE NAME GOES ON
AT is a registered trademark of IBM Corp.
TM MS OS/2 is a trademark of Microsoft Corp.
c
1988, Zenith Data Systems
SPECIAL ADVERTISING SECTION
MMA
POR
BREED
he Met's financial
The Metropolitan Museum of Art
T
management is
SOURCES OF FUNDS: 1967 VS. 1988
businesslike and up-to-
date. In the galleries,
1967 Total of Funds-$6.98 Million
however, are many
reminders of business
MEMBERSHIP: 5.7%
practices from earlier
GIFTS AND'GRANTS: 1.0%
times. Here, for example,
is The Banker's Table by
William Michael Harnett
(Purchase, Elihu Root, Jr.,
Gift, 1965). It is one of
NYC-GUARD,
several masterpieces in
MAINT. & UTILITIES: 29.2%
ENDOWMENT INCOME: 62.8%
The American Wing by
this leading exponent
of the American school
of trompe-l'oeil that
flourished in the late
19th century.
OTHER: 1.3%
1988 Total of Funds-$65.5 Million
AUXILIARIES: 7.8%
ENDOWMENT INCOME: 16.6%
ADMISSION: 10.1%
OTHER: 9.1%
MEMBERSHIP: 14.9%
NYC-GUARD,
MAINT. & UTILITIES: 22.7%
GIFTS AND GRANTS: 15.4%
SPECIAL EXHIBITIONS: 3.4%
MMA 35
The Buckingham Wile Company, N © 1988. 40% Alc. by Vol.
cold wind shivered outside their window, but it could never reach them. They were
from gifts and grants, 10 percent from
Sulzberger, Chairman of the Museum's
specific Museum programs.
admissions, 8 percent from the mer-
Board of Trustees and Publisher of The
Modern business management tools
chandise operation and other business
New York Times. The Met's complex of
have been put in place at the Met to
activities, 3 percent from corporate and
buildings in Central Park is New York
strengthen operations. "Overall," Mrs.
other-sponsored special exhibitions
City's property, as part of an agreement
Murray relates, "even though our goal
and 9 percent from other sources.
in which the City provides for the
is not to generate a profit, we function
While the Met's new funding strategy
Museum's heat, light and power, as well
in a business-like manner, using pro-
has been a success in keeping annual
as about half the costs of building main-
fessional management techniques to
deficits down to a manageable size,
tenance and security. The collections,
operate as efficiently as possible."
Mrs. Murray explains, "it brings new
however, are held in trust by the Met's
sources of vulnerability. The new reve-
trustees, who are responsible for the
GARNERING SUPPORT
nues are much less predictable, and
expenses associated with conservation,
An ambitious program of fundraising,
behave poorly in downturns. If the pop-
education, acquisitions, special exhibi-
organized according to sources of giv-
ularity of our exhibitions wanes, admis-
tions, scholarly publications and admin-
ing-individuals, corporations, founda-
sions, membership fees and gift shop
istration. "The relationship between the
tions and government agencies-has
sales can decline at the same time." This
Museum and the city is a strikingly
been created to garner support for the
revenue variability, combined with
successful example of a partnership of
Met. Initiatives such as the Chairman's
inflated art prices, the adverse effects of
the public and private sectors," states
Council, The Real Estate Council, Travel
new tax laws and increased competition
Mr. Sulzberger.
with the Met, and the Corporate Patron
among museums for attendance and
Management of the Met's $380 mil-
Program (see page MMA51) address
donors, makes management of modern
lion endowment is an important task,
the Museum's ongoing need to meet
museums a much more serious
Mrs. Murray suggests, "part of an effort
escalating operation costs.
challenge.
to preserve the purchasing power of the
In recent years, The Fund for the Met,
On the expense side of the budget,
Museum's assets while aiming to bal-
the most ambitious capital campaign in
two-thirds of the Met's funds support sal-
ance the budget." Due to positive per-
the Museum's history, raised almost
aries, wages and fringe benefits for its
formance by investment managers, as
$160 million for the Met's construction
employees. Attention must also be paid
well as donations to the endowment, the
programs and its endowment. Targeted
to the "less glamorous, but very neces-
Met's portfolio suffered no decline
fundraising is currently geared to such
sary building infrastructure consider-
during fiscal 1987-88. Income from
projects as the new $51-million wing to
ations, such as elevators, roofs and
the endowment is used primarily for
house galleries for European sculpture
security systems," notes Arthur Ochs
operations, capital expenditures and
and decorative arts, special exhibition
MMA 36
Some holidays
you don't want to end.
Holidays you
want to remember.
Holidays you
want to celebrate.
AND B
And there is an
art to moments like
these called the art of
LIQUEUR
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IDICTINE
An art which
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pure warmth sitting around that glowing fire, drinking B&B long into the wintry night.
galleries and the Department of Objects
of executives and investors are taking
Mr. Sulzberger, and all those who gather
Conservation. New York City has
advantage of special membership
on its steps and meander through its
pledged $13.5 million for this wing.
privileges at the Metropolitan Museum.
galleries are committed to this great
Other substantial funding has come
Supporting categories (an annual con-
treasure house.
from Laurence A. and Preston R. Tisch,
tribution of $500-$5,000) provide many
"People find here an association with
Carroll and Milton Petrie, Henry R.
exclusive benefits offered only to individ-
a very prestigious institution," explains
Kravis, for whom the wing is named, Iris
uals who give such generous support.
Mrs. Rafferty. "There is something for
and B. Gerald Cantor, the Sherman
And a "big push," Mrs. Rafferty
everyone here. I have an incredible
Fairchild Foundation, Lila Acheson
emphasizes, is being put on two catego-
array of options to draw upon in
Wallace, and The Kresge Foundation.
ries of patron, those who contribute
fundraising."
Invaluable support for the Met also
$3500 and $5000 annually, and who
So, too, does the Met extend to its
"comes from the combined giving of
enjoy the use of the Patrons' Lounge, as
supporters attractive programs, ancil-
its 100,000 members," according to
well as private dining room privileges
lary activities and services and recogni-
Emily K. Rafferty, Vice President for
and invitations to special curator talks
tion of their commitment. Five years
Development. The members and
and exhibition openings. The Met also
ago, for example, only ten companies
other individual donors "provide the
has three categories of permanent
offered their employees free admission
Museum with what alumni provide a
membership, including Benefactors,
to the Museum; today more than 75
university. They are its most loyal advo-
Fellows for Life and Fellows in Per-
companies make this possible.
cates, and occasionally its harshest
petuity. The names of the Museum's
Businesses realize, Mrs. Rafferty
critics. They exhibit a real commitment
Benefactors are carved in the limestone
proposes, that it makes sense to be
to this place."
walls in the Met's Great Hall.
involved with the Met. And as interna-
A campaign is underway to increase
tional companies expand, the access
PASSIONATE ATTACHMENT TO THE MET
membership at the Met in a variety of
that they are able to provide for their
categories. A direct mail campaign is
Stories abound about the people who
employees and constituents is "a
restoring lapsed memberships, while
have been passionately attached to the
valuable asset in the eyes of foreign
efforts are also being made to increase
Met since its founding 118 years ago.
visitors," she asserts.
the number of National Associates, who
The list of those who have supported the
Supporting the arts in general, and
live beyond the 150-mile radius of the
Museum, and who continue to do SO
the Met specifically, "is supporting one
Museum. Now numbering more than
today, reads like a "Who's Who" of
of the main sources of financial vitality
30,000, National Associates pay an
power and wealth. Yet the Met has
in this city," states Mr. de Montebello.
annual $30 fee. An increasing number
always been "everyone's place," claims
"For New York City, cultural excellence
MMA 37
SPECIAL ADVERTISING SECTION
MMA
R
epresentations
stands up quite
of mothers
well to Goya's
and children are
masterpiece The
important in every
Countess of
culture. This
Altamira and Her
delightful portrait
Daughter (Robert
of Mrs. Mayer and
Lehman Collection,
Daughter (Gift of
1975). The Mother
Edgar William and
and Child from
Bernice Chrysler
New Guinea (The
Garbisch, 1962),
Michael C.
with its wonder-
Rockefeller
fully expressive
Memorial Collection,
faces, is by Ammi
Bequest of Nelson
Phillips, one of the
A. Rockefeller,
most prolific and
1979) is particularly
talented American
notable for its
folk artists of the
feeling of maternal
19th century. It
tenderness.
AEX
MMA 38
ANOTHER FAST SERVICE FROM
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ago they didn't exist. Today, their successful
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style is helping to shape the entire home
$16 billion in annual sales and facilities
improvement industry. The company was
throughout 27 countries-which keep us
the first to bring the concept of warehouse
close to our customers.
retailing to the "do-it-yourself" home improve-
ment market. And one of the first to combine
low prices with superior customer service.
Quality customer service
As a result, today Home Depot has 86 giant
Home Depot also came to us because
warehouse stores across the nation and
we share their commitment to quality service.
skyrocketing sales approaching $2 billion.
That service was crucial to Home Depot,
which within just a few years grew from a
Essential element
regional to a national chain, quickly becom-
ing a household name. Fujitsu was there
From the beginning, Home Depot rec-
every step of the way, making sure that Home
ognized that an essential element for suc-
Depot's POS system kept up with its growth,
cess was their point-of-sale (POS) system.
and helping make that growth possible.
This system would allow them to reduce
inventory and merchandising costs while
freeing employees to give personalized
attention to their customers. Because the
POS choice was SO critical, Home Depot
studied a variety of different systems. They
carefully evaluated functions, features, ease
of use, and - most importantly - reliability.
And, in the end, they chose Fujitsu.
Fujitsu-a household
name in Japan
Home Depot came to us not only for the
Mr. Greg Hackett of Home Depot with Kevin Murphy,
quality and reliability of our POS systems,
senior vice president of marketing at Fujitsu Systems
but also for the depth, breadth and reputa-
of America (FSA). FSA markets point-of-sale (POS)
systems, automated teller machines (ATMs) and
tion of our company. We are the largest
handheld computer systems. For information call
computer manufacturer in Japan and a
(619) 481-4004.
FUJITSU
The global computer & communications company.
Fujitsu salutes the Metropolitan Museum of Art for its contribution as the "Trustee For Humanity."
SPECIAL ADVERTISING SECTION
MMA
T
he American Wing
is not merely important, it is-and there
holds the largest
is no more direct way of putting it-
collection of American
necessary."
art in the world. Here it
is represented by: John
A SHINING STAR
Singer Sargent's
Mme. X (far left), one
New York City officials consider the Met
of his most striking
a shining star in their cultural galaxy, not
canvases (Purchase,
only for the Museum's preeminence as
Arthur Hoppock Hearn
a tourist attraction, but as a significant
Fund, 1916); the
splendid Charles
contributor to the city's economic
Engelhard Court,
strength. More than half the visitors to
dominated by the great
the Met come from outside the city. Last
1820s New York
year, during the 13-week period of the
bank facade (above);
Museum's exhibition of van Gogh in
and an elegant
18th-century
Saint Rémy and Auvers (underwritten by
silver chocolate pot
E.F. Hutton), out-of-town visitors to the
-
(Bequest of Alphonso
exhibition spent a total of $233 million
T. Clearwater, 1933).
on goods and services in New York.
"We could not be the international
capital of the world without having
the Met situated here," states New
York City's Mayor, Edward I. Koch,
who recently recorded a tour of the
Museum's building and its architec-
ture. "We consider it a privilege to be
partners with the Met."
SPECTACULAR GROWTH
In the last two decades, the growth of
the Met-both physically and in the
scope of its collections and programs-
has been spectacular. Several wings
have been added to the building since
1970, the most recent being the Lila
Acheson Wallace Wing for 20th-
century art, which was completed in
1987. The late Mrs. Wallace, co-founder
of Reader's Digest, the Museum's great-
est single benefactor, whose funds
and charitable foundations also paid for
a long roster of projects, including the
complete reinstallation of the enormous
Egyptian collection, fresh flowers that
are provided daily for the Great Hall,
restoration of the Great Hall and Fifth
MMA 42
FROM SEA TO SHINING SEA, THE WILL TO
SUCCEED IS PART OF THE AMERICAN SPIRIT.
The instant you become an American, whether by birth
More are getting what they want with the help of
or by choice, you are guaranteed a particular freedom
MasterCard® and Visa cards from Citibank than from any
that is nowhere mentioned in the Constitution, but in
other company.
fact flows from it.
And more Americans who once dreamed of
You are guaranteed the freedom to succeed.
"some day" owning their own homes now own them, or
You are free to dream your own dream of success,
are buying them, with help from Citicorp and Citibank.
to study, to work, to create and discover and build, for
Meanwhile, here at home and in 90 other countries
yourself and your children, the success you want.
around the world, we offer the full range of financial
Our deep belief in that idea is one reason that our
services, from automated machines for personal banking
company-Citicorp and Citibank-has grown to become
to corporate funding in the billions.
by far the nation's largest financial services organization.
Over 90,000 people of Citicorp and Citibank serve
For over 175 years, our freedom to innovate, to
over 25,000,000 customers, thousands of companies and
create new financial ideas and services, has led to an
many governments, in every major world marketplace.
unbroken line of initiatives allowing us to help countless
We can help you, or your company, achieve success,
millions of individuals.
here and abroad.
Today, more Americans are pursuing college
Whether you get to know us as
education and graduate degrees with help from us than
Citicorp or Citibank, we'd like you to
from any other private lender.
get to know us better.
CITICORP
+
BECAUSE AMERICANS WANT TO
SUCCEED, NOT JUST SURVIVE.
© Citicorp 1988
SPECIAL ADVERTISING SECTION
MMA
Avenue Plaza, and the acquisition
of hundreds of works of art for the
Museum. Under construction now is
the Henry R. Kravis Wing, which is the
last project of the Met's comprehen-
sive architectural plan. Its second floor,
The Tisch Galleries, opened this fall with
the major exhibition Degas, and the
other areas of the five-story wing are
scheduled for completion by 1991.
Like the piazzas of European cities,
the Met has become a gathering place.
Many attribute this phenomenal flour-
ishing to those who lead the Museum.
"The leadership at the Met is ener-
getic and committed to always finding
new ways of making the Museum more
accessible and exciting," declares Mary
Schmidt Campbell, New York City's
THE CLOISTERS
Boldly clad jesters, jousting knights
on horseback and roving trouba-
dours were on hand one recent fall
afternoon for a medieval festival at
The Cloisters, the Met's renowned
branch for European art of the 12th to
16th century. Located in a spectacu-
lar, wooded 67-acre setting overlook-
ing the Hudson River in northern
Manhattan, the museum incorpo-
rates elements from five medieval
cloisters. Its holdings include such
masterpieces as The Hunt of the
Unicorn, one of the finest sets of tap-
estries from the 15th century, as well
as illuminated manuscripts, stained-
The New York Times
glass panels, metalwork, enamels,
ivories, jewelry, paintings and sculp-
tures. In celebration of its 50th anni-
versary this year, a number of
T
he Cloisters,
musical performances, gallery talks
the Met's branch
and special events were held at the
for medieval art,
museum. In addition, The Cloisters
is characterized
by a single word:
Treasury-a gallery devoted to small,
Superb.
precious works of art-was enlarged
The Cuxa Cloister
by 50 percent, thanks to a grant from
(top) is one of
Michel David-Weill, Managing Part-
four serene
ner, Lazard Freres, the entire collec-
gardens. George
Grey Barnard (above,
tion was relabeled with short,
right) collected
informative texts, and many improve-
much of the
ments were made to landscaping.
architectural
"The Met's collection of medieval
material used in
The Cloisters. The
art and The Cloisters, taken sepa-
Monkey Cup (left),
rately and together, represent the
rare and beautiful,
finest collection of medieval art in
joined the
this country," according to William
constantly growing
D. Wixom, Chairman of the Met's
collection in 1952
(The Cloisters
Department of Medieval Art and The
Collection).
Cloisters. "The Cloisters offers a
sequence of masterpieces in
an
inspirational setting" that greatly
enhances the Met's distinguished
encyclopedic collection.
MMA 44
© Copyright 1988 by Saab-Scania of America, Inc.
SAAB
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MMA
MVSÍCA f DVLCE
THOMAS HART BENTON
United Missouri Bank of Kansas City, n.a.*, and the Enid and
Crosby Kemper Foundation will sponsor a definitive retrospective
of the work of Thomas Hart Benton.
T
he Department
of Musical
The Nelson-Atkins Museum of Art
Whitney Museum of American Art
Instruments con-
Kansas City, Missouri
New York
tains more than
April 16-June 18, 1989
November 17, 1989-February 11, 1990
4000 works from
The Detroit Institute of Arts
Los Angeles County Museum of Art
six continents.
August 4-October 15, 1989
April 29-July 22, 1990
This double
virginal (Gift of B.
H. Homan, 1929),
UNITED MISSOURI BANK
sumptuously
painted, was made
Member FDIC
in Antwerp by Hans
*United Missouri Bank serves as co-trustee of the Thomas Hart Benton and Rita P. Benton Testamentary Trusts.
Ruckers the Elder
in 1581.
MMA 46
SPECIAL ADVERTISING SECTION
MMA
Commissioner of Cultural Affairs. With
its "first-rate leadership the Met has
successfully cultivated a whole new
generation of museum-goers."
James C.Y. Watt, Senior Curator in the
Met's Asian Art Department, has trav-
elled and lectured worldwide. The com-
munication and rapport between
administration and staff at the Met "is SO
totally open, SO supportive," he notes. "I
know many museums on many conti-
nents and I have never heard of this,
much less experienced it."
"I have a very warm feeling at the
Met," states Brooke Astor, a member of
the Museum's board for more than a
quarter of a century and donor of,
(continued MMA 57)
Corning Originals
Steuben crystal.
T
his rug is the
Space-mirror glass.
finest and
Hand artistry.
largest Egyptian
Technical precision.
carpet to survive
With this in common:
from the Mamluk
period. Egyptian
The Total Quality commitment
rugs dating from
of Corning employees.
the late 15th cen-
tury are renowned
CORNING
for their brilliant
Imagine what we can do together.
design and subtle
color balance.
MMA 47
Tandem helps a major
telecommunications company cut its bill
over one million dollars a month.
US WEST's Bell telephone compa-
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MMA
Jervis B. Webb
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THE INDUSTRIES WE SERVE
Process Industries:
Food & Kindred Products
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Paper &
Allied Products
Printing & Publishing
Chemicals & Allied Products
Petroleum &
Coal
Rubber & Plastics
Stone, Clay,
Glass & Concrete
Primary Metal
Original Equipment Manufacturing:
T
he Arts of Japan
in The Sackler
Fabricated Metal Products
Electrical &
Galleries for Asian Art
are among the newest
Non-electrical Machinery
Transportation
galleries at the Met.
Pictured here is Ōgata
Equipment Instruments
Korin's Yatsuhashi
Miscellaneous Manufacturing
(Purchase, Louise
Eldridge McBurney
Webb Drive / Farmington Hills, Michigan 48018
Gift, 1953), a 6-fold
screen exhibited in a
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room in the classic
shoin style.
MMA 49
The Metropolitan Museum of Art. Bequest of Sam A. Lewisohn, 1951. Photography by Malcolm Varon.
Madame Ginoux is 100, too.
Vincent Van Gogh painted "L'Arlésienne: Madame Ginoux"
1
8
in 1888. That same year, James H. McGraw began an
enterprise that has become today's McGraw-Hill.
In celebrating our Centennial, we are pleased to join this
salute to the Metropolitan Museum of Art for preserving the
world's great creative achievements, SO that they may be
Y
E
A
R
S
enjoyed by millions-today and a hundred years from today.
1
9
8
8
SPECIAL ADVERTISING SECTION
MMA
THE NEW MEDICI
The Met's Business Committee and
its Corporate Patron Program were
founded more than a decade ago by
the Museum's former board chair-
man, Douglas Dillon. The Corporate
Patron effort has grown to include
nearly 425 donor companies, from
small local firms to major national
and international corporations.
Together they provide over $2 million
in annual donations for the Met's
operating budget. Thirty-five of these
annual corporate donors make con-
tributions of at least $30,000, ena-
bling them to host private social
events in the Museum's glamorous
spaces, such as the Temple of
Dendur in The Sackler Wing and
T
he Met's
The Charles Engelhard Court, and
collections are
to receive free admission for a year
by no means
"fixed." In fact,
for their employees and accompany-
new works of art
ing family members.
are constantly
Backing The Metropolitan
entering the
Museum of Art is good business,"
Museum. Some
suggests Carl Spielvogel, Chairman
recent-and spec-
tacular-additions:
of the Met's Business Committee
Canaletto's
and Chairman and Chief Executive
Piazza San Marco
Officer of Backer Spielvogel Bates
(Mrs. Charles
Worldwide, Inc. "It's a simple,
Wrightsman Gift,
1988); Matisse's
dynamic way of telling the public,
Nasturtiums and
'We, as a company, care about the
"Dance" (Bequest
quality of your life."
of Scofield Thayer,
In addition to annual gifts from cor-
1982); Rubens'
porations for unrestricted operating
self portrait and
portraits of his
support, companies furnish between
wife and son
three and four million dollars each
(Gift of Mr. and
year for special exhibitions. Since
Mrs. Charles
1979, nearly three-fourths of the sup-
Wrightsman,
1981); and a
port received for exhibitions has
Shang dynasty
come from corporations, and many
ritual wine cup
of the Met's exhibitions have budgets
with lid, 13th
today of over half a million dollars.
century B.C.
(Charlotte C. and
John C. Weber
Collection, Gift of
Charlotte C. and
John C. Weber
through Live Oak
Foundation, 1988).
MMA 51
SPECIAL ADVERTISING SECTION
MMA
The Costume Institute has been an
COSTUME INSTITUTE
inspiration for designers, for students
"Costume helps to inform us closely
and for fashionable ladies. It is a trea-
of the ethos of a particular genera-
sure trove for fabrics as well as great
tion, and for the Metropolitan
examples of embroidery and stitching.
Museum, costume completes the
The costume exhibitions have been
study of man and what he makes
remarkable in their conceptualization
for his aesthetic subsistence,"
of fashion as an art form. "
explains Philippe de Montebello, the
Museum's Director. Now in its 51st
Mary McFadden
year, the Met's Costume Institute
Designer
began with a group of people com-
mitted to the concept of costume as
art and the need for a place to study
and display it in relation to other arts.
Fashion leaders Diana Vreeland and
Geraldine Stutz, as well as other lumi-
naries in the fashion industry, in
merchandising and the arts, have
lent their support and expertise to
the Institute.
Based upon their aesthetic quali-
ties, their placement in a cultural con'-
text and the ability to be preserved,
costumes have become a part of the
collection, now encompassing more
than 40,000 pieces, with no two
T
he Costume
exactly alike. A rich and diverse col-
Institute
lection, ranging from an elaborately
houses 45,000
embroidered dress from the late
items, an
exceptionally
1600s to shocking pink Elsa
comprehensive
Schiaparelli evening dresses, the
collection of both
costumes open an important window
fashionable dress
of understanding to the artists who
and regional
costumes. The
created them and the people who
photograph and
wore them.
plate on this page
The fragile nature of the Institute's
show a Paquin coat
costumes, however, necessitates that
in the Institute's
they remain, for the most part, in
collection and
an illustration
study storage, except when brought
published in 1912
out for special exhibitions.
to advertise it.
In keeping with The Costume
Institute's long tradition of special
loan exhibitions, it will present this
month From Queen to Empress:
Victorian Dress 1837-1877 (made
possible by Laura and John
Pomerantz for The Leslie Fay Com-
panies). The Institute's annual Party
of the Year benefit, chaired by Mrs.
William F. Buckley, Jr., will officially
open this exhibition. Next year, to
mark the bicentennial of the French
Revolution, the Museum will offer The
Age of Napoleon: Costume from
Revolution to Empire, which is being
organized jointly with the Musée des
Arts de la Mode in Paris.
MMA 52
c 1988 British Airways
with
CHAMPAGNE
AND
APLOMB.
CLUB
BRITISH AIRWAYS
New Club Class. Dedicated to those business travellers who thirst for the finer things. And the finest service.
The world's favourite airline. R
Admission by ticket only.
Tickets available at Ticketron outlets,
from Teletron, and at the museum.
Raceborses at Longchamp, S.A. Denio Collection, Museum of Fine Arts, Boston
Emma Dobigny, private Collection, Zurich
The Millinery Shop, The Art Institute of Chicago
Degas
The first major retrospective Degas exhibition in 50 years.
More than 250 paintings, drawings, and sculptures.
Degas
Seated Dancer in Profile, Cabinet des Dessins, Musée du Louvre (Orsay), Paris
The Green Dancer (Dancers on the Stage), Thyssen-Bornemisza Collection, Lugano, Switzerland
"
one of the great exhibitions this season. "
New York Times
The Orchestra of the Opéra, Musée Orsay, Paris
The Metropolitan Museum of Art, New York
This exhibition is made possible by
October II, 1988 - January 8, 1989
United Technologies Corporation
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SPECIAL ADVERTISING SECTION
MMA
among many other initiatives, The Astor
Other noteworthy projects, exhibitions
Court, a splendid recreation of a 16th-
and special programs are scheduled
century Chinese scholar's garden that is
well into the 1990s.
in the Museum's Asian section. "The
Dedicated to the Met's role as a
people there are enjoying their work.
Trustee for Humanity, each department
Throughout the Museum, there is a
and staff member at the Met is actively
great 'esprit de corps."
engaged in preparing for the Museum's
entrance into the 21st century. First and
TRUSTEE FOR HUMANITY
foremost is a commitment to maintain-
ing the Met's high standards of scholar-
In recent months, the Met has opened
ship, exhibition and conservation.
the Charlotte C. and John C. Weber Gal-
"Museums that reward only the tempo-
leries, to house one of the largest and
rary moment, that exploit art to gratify
finest collections of ancient Chinese art
only today's needs are, in fact, cheating
in the Western world. The AT&T Portfolio
the audiences of the future," states Mr.
Tours of the Met, a fascinating program
de Montebello.
of self-guided Museum visits narrated
According to Mr. Luers, "We are also
by celebrity hosts Beverly Sills, Steve
working on ways to make this series of
Martin, Walter Cronkite and Philippe
buildings more understandable and
de Montebello were a huge success.
accessible. It is important that we be a
"
have a very warm
feeling at the Met.
All the people at the
Museum are truly
committed to it; there
is a great 'esprit de
corps. "
Brooke Astor
B
rooke Astor
has been one of
the Met's greatest
benefactors,
enriching many
parts of the
Museum and its
collections. One of
her gifts to the
Museum, The
Astor Court
pictured here, is
derived from a
Ming-dynasty
garden court and
was a project
conceived by her in
1976 and achieved
with the full
cooperation of the
Chinese govern-
ment in 1981.
MMA 57
SPECIAL ADVERTISING SECTION
MMA
friendly and intimate place, while contin-
T
he Honorable
stability. Among
ually enhancing the Museum as a learn-
Douglas Dillon,
Mr. Dillon's many
Chairman of the
gifts are the
ing environment. This, of course, is a
Board of Trustees
Douglas Dillon
people-intensive business, so we have
for many years
Galleries for
to be able to provide the level of salaries
and now trustee
Chinese paintings
and benefits that will continue to attract
emeritus, has had
and a significant
a preeminent
collection of
the best people to work here."
position in guiding
Chinese paintings,
Developing a deeper understanding
the Museum's
here represented
of the Met's audience and meeting its
expansion and
by two masterpieces
helping to ensure
from the 12th and
needs are other areas being addressed.
its financial
13th centuries.
Ambitious acquisitions and publishing
efforts will continue, as will creative
programs to increase membership
and support.
Mr. de Montebello emphasizes, "In
the end, there is no substitute for quality,
for tone, for excellence."
É
10
IK
py
Front Cover: Detail, Pierre Renoir's Madame Charpentier and Her Children (Wolfe Fund, 1907, Catharine Lorillard Wolfe Collection)
were
4½ billion
years in the
making.
the
rts
toan
the
I
PLANET
THE ADVENT OF MODERNISM
EARTH
Her
AND
NORTH
AMERICAN
THE
Renoir.
BUILDING
IBM
Pre-Modern Art of Vienna
ARCHITECT
for
AMER
1848-1898
IBM Gallery of Science Art May 12-July
IBM
IBM
Gallery
JACOB LAWRENCE, AMERICAN PAINTER
DUTCH PAINTINGS OF THE GOLDEN AGE
COLLECTION
NATIONAL
GALLERY
OF
IRELAND
Christmas Car
George C. Scott
PHILOSOPHIA
PRINCIPIA
Charles Kuralt
To
beene
Saturday
IBM
IBM
SEATTLE ART MUSEUM. VOLUNTEER PARK, SEATTLE, JULY 10-SEPT 7. 1986
No
IBM GALLERY OF SCIENCE AND ART
JH
Tonight
POSTMODERN VISIONS
Mikhail Baryshnikov's
The Nutcracker
ARTOFTHESEPIK
A Holiday Classic
IBM presents the enchanting
American Ballet Theatre production
starring Mikhail Baryshnikov
and Gelsey Kirkland
Wednesday, December 10
at 8 PM (ET) PBS*
FOLK ART HISTORY
Tip
IBM
Time ART
THE
CIENCE
M
IBM
IBM
Foredation
© Copyright IBM Corporation 1988
We're also interested in computers.
These are some of the many art exhibitions, musical events and
television specials that IBM has supported over the years.
Which goes to show that a company known for state-of-the-art technology
can also be interested in the state of the arts.
SPECIAL ADVERTISING SECTION
MMA
Supporting the arts
goes far beyond charitable responsibility.
It is necessary to ensure
that the finest artistic achievements of mankind
are recognized, preserved and made available
for future generations to study and enjoy.
The role of The Metropolitan Museum of Art
as Trustee for Humanity must be safe-guarded.
The distinguished advertisers,
serving as glorious "angels,"
have helped us convey this message to you,
our valued reader.
W.
Blb
John W. Patten
Publisher, BusinessWeek
Art Direction & Design: Alvin Grossman
Text and Research: Marcia B. Saft
Special Consultant: Gerald G. Haggerty
Copyright © 1988 by McGraw-Hill, Inc.
Printed in the U.S.A.
BUSINESS week
AGENDA FOR THE 21ST CENTURY
MANAGING EARTH'S RESOURCES
IN COOPERATION WITH WORLD RESOURCES INSTITUTE
Is our environment on a collision course with the future?
An urgent call for new approaches that will sustain both
economic growth and environmental integrity.
BusinessWeek
February 1990
DISTINGUISHED CEOs:
Ever since Ben Franklin invented bifocals and the pot-bellied stove,
Americans have been fascinated by technology. Faith in technology
and enthusiasm for new ways of doing things have brought us a
much-envied standard of living. But lately there is a sense that
technology has let us down: that we have polluted the clean air and
fresh waters that were our birthright, and degraded the quality of
the environment.
We know that technology is not the problem - - it's how we manage
it that counts. The overriding concern of the 1990's is the threat to
our global environment. There is no longer any question that human
activity is depleting the ozone layer and altering the very composi-
tion of the atmosphere. The world's population explosion is straining
our resources. And if there is no change, by the end of the century
we will have destroyed an area of tropical forest one-third the size of
the U.S., and with it countless numbers of Earth's species.
We at Business Week feel strongly about the environment and the
need for greater corporate commitment to the stewardship of the
Earth. We know that many of you are addressing your companies'
responsibilities in this area. But we all must do more - much more.
Tropical deforestation can be arrested and disappearing species saved;
poverty alleviated and human population stabilized; soil conserved
and more food provided; climate change contained; regional and
global pollution reduced.
The answers to these environmental challenges are within our grasp.
But success hinges on a concerted, urgent effort to change policies,
strengthen and replicate successful programs, and launch daring
initiatives.
Business Week is pleased to announce a definitive special section titled
"AGENDA FOR THE 21ST CENTURY: MANAGING EARTH'S
RESOURCES." It will be published in the June 18, 1990 issue and
read by more than 7 million business leaders worldwide. Support
will need to come from corporate advertisers around the world.
The merger of environmental and economic survival is the single
most important issue facing world leaders today. We are counting on
you, as stewards of the Earth, to become special partners with
Business Week in this merger. Together, we will demonstrate to the
world's marketplace that corporate environmentalism is good
business.
Cordially,
Jack Ree
John W. Patten
Publisher
HOW CAN COMPANIES HELP BUSINESS WEEK
IMPART THE URGENT NEED TO MANAGE
EARTH'S RESOURCES?
By advertising your corporate message in Business Week's special
advertising section.
PUBLICATION DATE: JUNE 18, 1990
AD CLOSING DATE:
MAY 7
EDITION:
Business Week Worldwide
READERSHIP:
7.1 MILLION
AD/EDIT RATIO:
1 AD page TO 1 TEXT page
REPRINTS:
GENEROUS AMOUNTS
Business Week invites advertisers to create special messages to
parallel the environment text.
A Safer Car For
People Who Care
Isnt it wonderful
natural gas is invisible
so the rest of
nature never will be?
They will
enjoy the
fruits of our
research.
ABB
Protecting the ozone layer took really cool
Work with the
forest as if
your future
depends on it.
I
11
1
I
8
-
I
1
The Innovation
BASF
World Problems World Solutions
ICI
HOW WILL BUSINESS WEEK SPREAD THE
WORD TO ALL CONTINENTS?
ur environment section will appear in Business Week's
O
June 18, 1990 issue, reaching 7.1 million readers worldwide.
Beyond Business Week the document will have an additional
distribution of 50,000 copies to three prestigious organizations.
WORLD link MAGAZINE
36,000 copies
WORLD
World Link, an innovative global magazine created in early
LINK
1988, is published in Geneva, Switzerland by the renowned
FORM
ISSUES
FOR
World Economic Forum, a foundation noted for its annual
MIKHAIL
world business summit in Davos, Switzerland. Read by
CASTLES INGARY
over 36,000 leading decision makers in more than 160
countries, World Link's mission is to stimulate globally-
minded, action-oriented dialogue among top leaders in
business, government, academia, and the media.
Copies will accompany World Link's July/August
issue, thus assuring unique exposure to the most influ-
ential people in every country and field of activity - from
prime ministers and CEOs to scientists and opinion-makers - in a format
designed to address timely issues.
NATIONAL GEOGRAPHIC society
10,000 copies
In recognition of Business Week's ongoing commitment to education, and
realizing that respect for the environment must be learned, the National
Geographic Society, via its Geography Education Program and Geographic
Alliance Network, will distribute 10,000 copies as a useful
GEOGRAPHIC
SOCIETY
resource to dedicated primary and secondary geography
teachers.
The National Geographic Society is revitalizing
NATIONAL
the teaching and learning of geography in our nation's
1888
classrooms. This is not the geography of lists of state
A.D.
capitals, rivers, and mountain ranges, but exciting,
*
problem-solving geography - geography as a powerful
INCORPORATED
discipline, essential to understanding human use, and
misuse, of our Earth.
WORLD RESOURCE INSTITUTE
4,000 copies
Business Week will distribute 4,000 copies to WRI's select group of interna-
tional policymakers and policy influencers including: Members of U.S.
Congress and U.S. government officials; U.S. state governors; foreign
government officials (ministers of finance, trade, environment); interna-
tional government institutions (United Nations, Organization of Economic
Cooperation & Development); multilateral development banks (World
Bank, African Development Bank, International Monetary Fund); ambassa-
dors to the U.S., and non-government organizations worldwide.
The 1990 Business Week Symposium of
Chief Executive Officers to be held in
Washington, D.C., October 10-12, will
feature a major session on the environment.
9
DAVID M. RODERICK
Chairman, International Environmental Bureau
David Roderick has been active for many years in numerous conservation
and environmental organizations. From 1981-1989 he was chairman of
the Business Roundtable Environmental Task Force. In 1984 he assembled
the U.S. delegation to the World Industry Conference on Environmental
Management in Versailles, France. Roderick is a member of the Board of
Directors of the National Water Alliance. Spanning a 35-year career with
USX (formerly United States Steel), Mr. Roderick was USX's chairman of
the board and chief executive officer from 1979-1989. Currently he is
chairman and co-founder of the International Environmental Bureau in
Geneva, promoting improved environmental management.
WILLIAM DOYLE RUCKELSHAUS
Chairman, Browning-Ferris Industries
William Ruckelshaus has enjoyed a prestigious law career serving the State
of Indiana. In 1970 he became the Environmental Protection Agency's
(EPA) first administrator. He joined the Weyerhaeuser Company as senior
vice president for law and corporate affairs in 1976. Ruckelshaus is a
member of the Board of Trustees of the Conservation Foundation/The
World Wildlife Fund. From 1984-1987 he served as the United States
Representative to the World Commission on Environment and Develop-
ment. Mr. Ruckelshaus is currently chairman of Browning-Ferris Indus-
tries (Houston) one of the nation's largest waste disposal companies.
DR. MOSTAFA KAMAL TOLBA
Executive Director, United Nations Environment Programme
After many years as a renowned botanist and educator, Dr. Mostafa Tolba
served in various posts including secretary-general, National Science
Council of Egypt; under-secretary of state in the Ministry of Education;
president of the Egyptian Academy of Scientific Research & Technology;
and advisor to Anwar Sadat. In 1972 he led the Egyptian delegation to the
Stockholm Conference on the Human Environment which established the
United Nations Environment Programme (UNEP). Dr. Tolba, residing in
Nairobi, Kenya, has served as UNEP's executive director for the past
14 years, holding the rank of under-secretary general of the U.N.
JAMES P. BLAIR ©NATIONAL GEOGRAPHIC SOCIETY
8
ADVISORY BOARD
Business Week's in-depth environment project will be guided by a
distinguished international advisory board including:
GRO HARLEM BRUNDTLAND
Norwegian Labor Party Leader
Gro Harlem Brundtland was Norway's minister of the environment from
1974-79. She was chairman of the World Commission on Environment
and Development from 1983 until 1987, when the Commission presented
its definitive report, "Our Common Future," to the United Nations. In
1981 and from 1986-1989, Brundtland held the distinguished post of
prime minister of Norway. She is currently leader of the Norwegian Labour
Party and has been honored with the 1988 Scandinavian of the Year Award,
the 1988 Third World Award, and the 1989 Indira Gandhi Peace Prize.
ALBERT GORE, JR.
United States Senator, Tennessee
After serving eight years in the United States House of Representatives,
Al Gore was elected to the United States Senate in 1984. A leading expert
on nuclear arms control, the senator is chairman of the Environmental &
Energy Study Conference. Gore co-authored the 1980 Superfund Act,
creating a federal program to clean up hazardous waste sites and chemical
spills. He has been appointed chairman of the Interparliamentary Confer-
ence on the Global Environment, the first U.S.-sponsored conference
uniting representatives from 30 countries. He is also the author of the
landmark World Environment Policy Act of 1989.
JOHN HEINZ
United States Senator, Pennsylvania
John Heinz was elected to the United States House of Representatives in
1971 where he served on the Energy & Commerce Committee's Sub-
committee on Health and the Environment. Elected to the United States
Senate in 1976, Senator Heinz was an original sponsor of the Clean Water
Act of 1987. Heinz received the Clean Water Action's 1988 Legislative
Achievement Award. He authored legislation to protect groundwater,
encourage recycling of hazardous wastes, and stem global warming. The
senator co-sponsored "Project '88," a study conducted by Harvard's
Kennedy School of Government on the use of market forces to protect the
environment.
WARREN H. LINDNER
Executive Director, The Centre For Our Common Future
After practicing law in Chicago and London, Warren Lindner held various
environmental posts in Geneva, Switzerland. In 1980 he was appointed
deputy director general of the World Wildlife Fund, and served as director
of the Energy Department at Sogener. Lindner became secretary of the
World Commission on Environment and Development in 1984. He is
currently the executive director of the Centre For Our Common Future, a
private charitable foundation which acts as a central source for follow-up
of the Brundtland Report, "Our Common Future."
7
WHAT ADDITIONAL FACETS OF THIS
DOCUMENT WILL VALIDATE THE ISSUES AND
ENCOURAGE CONCRETE SOLUTIONS?
WORLD RESOURCE INSTITUTE (WRI)
Business Week is pleased to be presenting our document in cooperation
with WRI. We are most appreciative of the research WRI pursues
and the admirable balance with which it is presented.
WRI, a Washington, D.C. policy research center created in
1982, is designed to help governments, international organizations,
the private sector and others address a fundamental question: How
can societies meet basic human needs and nurture economic growth
without undermining the natural resources and environmental
integrity on which life, economic vitality, and international
security depend?
Independent and nonpartisan, WRI aims to provide accurate
information about global resources and population, identifying
emerging issues and developing politically and economically workable
proposals. WRI's interdisciplinary staff of scientists and policy experts
is backed by a network of formal advisors, collaborators, and affiliated
institutions in 30 countries. It is funded by private foundations,
United Nations and governmental agencies, corporations, and con-
cerned citizens.
THE CENTRE FOR OUR COMMON FUTURE
Business Week also is pleased to acknowledge the outstanding assis-
tance it is receiving from The Centre For Our Common Future. A
Swiss charitable foundation, established in 1988, the Centre acts as a
central ministry for follow-up on initiatives of the World Commission
on Environment and Development's Report, and provides advice and
service with respect to sustainable development initiatives.
BUSINESS WEEK GRANTS
BRUCE DALE ©NATIONAL GEOGRAPHIC SOCIETY
Business Week will donate 10% of its net
advertising revenue to the World Resources
Institute, which will administer a pro-
gram of grants in the developing areas of
Asia, Central and South America, and
Africa. The grants will be made to prom-
ising non-governmental organizations
which work in environment and develop-
ment, promoting the objective of long-
term sustainable development. Priority
will be given to groups supporting
community-level projects in agriculture,
forestry, and preservation of biological
diversity.
6
WHAT ISSUES WILL BE PRESENTED
IN THE DOCUMENT?
I. overview: The global challenge and the business opportunity
II. EARTH: Preserving productive capacity, managing wastes
Desertification, soil erosion and compaction, nutrient exhaustion,
solid and toxic wastes: What are the global trends? What needs to be
done to maintain Earth's productive capacity? What progress is being
made in eliminating dangerous wastes through recycling and changes
in production processes?
III. AIR: Protecting the atmospheric shield, managing air quality
The threat to the ozone layer and the problems of urban air quality:
What are the trends? What progress is being made toward finding
and producing substitutes to the chemicals that cause stratospheric
ozone depletion? What are the opportunities for cleaner fuels, im-
proved automobile engines, and improved industrial processes that
could help clean up tropospheric air pollution?
IV. FIRE & WATER: Managing energy, global warming, and
water resources
What are the global trends in emissions of greenhouse gases? What
might be the impact of global warming in temperature and changes
in precipitation and water supplies? What opportunities exist for
more efficient energy production and use that could help to stabilize
greenhouse gas emissions? Where do we stand on non-fossil fuel
sources?
V. LIVING RESOURCES: Conserving tomorrow's genetic
heritage
Deforestation and global warming threaten to eliminate large numbers
of potentially valuable species. What is the potential economic loss
from natural products and materials, including those as yet undis-
covered? What can be done to capture and preserve these genetic
resources in seed and tissue culture banks and in managed populations?
VI. ESSAYS: Agenda for the 21st Century
Distinguished leaders including United Nations Environment Pro-
gramme Executive Director Mostafa Kamal Tolba and National Geo-
graphic Society's Chairman Gilbert M. Grosvenor will contribute.
VII. COMPANY PROFILES
How companies are responding to the environmental challenge with
new technology, new products, and new approaches.
IN SUMMARY:
These articles will frame the issues, clarify the global stakes, and
report on what business can do to respond to the challenge of manag-
ing Earth's resources. The articles will emphasize solutions, the need
DEAN CONGER © NATIONAL GEOGRAPHIC SOCIETY
for sustainable technologies, and the business opportunities. They will
be illustrated with striking graphics, charts, and photographs.
5
THE TRENDS ARE ALARMING:
Since World War II, human
Nearly 200 million people
population has doubled to over
died of starvation and starva-
5 billion with another billion
tion-related disease in the last
expected by the year 2000.
two decades.
Of the 1 billion to be added
Fuel wood. shortages affect
to the world's population, 9 out
an estimated 1.5 billion people
of 10 will be born in develop-
in 63 countries.
ing countries.
Tropical forest plants and
Gross world product has
animals important to agricul-
increased fourfold since 1950,
ture, medicine, and industry
magnifying pollution and
face extinction up to 10,000
pressure on natural resources.
times their normal rate.
As many as 50 million
One-third of the world's
Soviet citizens live in areas
land surface is threatened by
where pollution levels are at
desertification - the expan-
least ten times as high as state
sion of desert-like environ-
safety standards permit.
ments caused by human
influences.
Carbon dioxide has reached
alarming levels, creating the
In less than 50 years, cities
potential for global warming,
such as Denver, Omaha, and
which could have devastating
Washington could have three
effects on the Earth within our
full months of temperatures
own lifetime.
over 90 degrees, causing
increased crop failures and air
Every minute about 90 acres
pollution.
of tropical forests disappear,
as do countless species that in-
habit them.
IN CONCLUSION:
Managing Earth's resources wisely and meeting the
global environmental challenge will require harnessing
man's ingenuity to the fullest. In the end, what we
refuse to destroy will define us as much as what we
choose to create.
JAMES P. BLAIR © NATIONAL GEOGRAPHIC SOCIETY
2
WHY DOES BUSINESS WEEK
FEEL COMPELLED TO ADDRESS THE
ENVIRONMENT CRISIS?
N
early two years ago, Business Week began publishing a series of
issue-oriented sections on subjects having worldwide influence
on the quality of life. Business Week's dual purpose: to create
broad awareness of current issues and showcase corporate America's
many contributions.
The first, titled "The Metropolitan Museum of Art: Trustee for
Humanity," took readers on a behind-the-scenes tour that revealed
how this treasured institution preserves our artistic and cultural
heritage. Our most recent project, "Endangered Species: Children of
Promise," the largest special advertising section in magazine publish-
ing history, underscored the need for sweeping educational reform in
America's schools.
Business Week, recognizing how long a road there is to travel from
awakened environmental consciousness to effective environmental
action, feels it must speak out. Mankind must discover nothing less
than a new and humbler attitude toward the rest of creation. And we
must do it quickly. Complacency about the environment has brought
us to the brink of an environmental holocaust. Saving life on Earth
requires not only a new way of thinking, but a new way of feeling.
Business Week challenges the world corporate community to focus
on the gravity of emerging environmental problems, and play a
critical role in their solutions because corporate environmentalism
is not only good for business, it is essential for economic survival.
In conclusion, we heartily endorse the words of William
Ruckelshaus, Chairman, Browning-Ferris Industries:
"The world's decision makers are beginning to under-
stand that it is impossible to separate economic develop-
ment from environmental issues
Development in this
context expands far beyond economics alone
Effective
development must promote human progress not just in a
few places for a few people and for a few years, but for
the entire planet and into the foreseeable future."
JAMES P. BLAIR ©NATIONAL GEOGRAPHIC SOCIETY
3
"The time is ripe to set up
an international mechanism
for technological help from
other countries in the battle
against pollution."
Mikhail Gorbachev
1990 Global Forum in Moscow
WHY MUST BUSINESS TAKE THE LEAD AS
STEWARD OF PLANET EARTH?
T
he simple answer is that private business con-
trols most of the technological and productive
capacity needed to conceive environmentally
benign products, processes, and services. The
more profound answer is that sustained economic
growth depends on managing resources, not exhausting
them. As British Prime Minister Margaret Thatcher has
pointed out, "There will be no profit or satisfaction for
anyone if pollution continues to destroy our planet."
Increasingly, the general public is alarmed about
environmental degradation. A recent Harris Poll in the
U.S. showed that by almost two to one, Americans
believe this country's environment is in dreadful shape.
In many other countries, including Mexico, Hungary,
India, and Japan, concern for the environment is even
higher. When West Germans were asked in a recent
poll what worries them most, twice as many said pollu-
tion as said unemployment. Environmentalism, in
short, is of major global concern.
The challenge for companies is clear. As Du Pont's
Chairman Edgar S. Woolard, Jr. has stated, "Our
continued existence as a leading manufacturer requires that
we excel in environmental performance and that we enjoy
the non-objection - indeed even the support - of the people
and governments in the societies where we operate around
the world."
In addition to local challenges, however, business
will need to help find solutions to emerging regional
and global environmental problems, from acid rain to
global warming and the
depletion of the ozone layer.
As President George Bush has
said, "The environment is a
moral issue. It is wrong to pass
on to future generations a world
STEVE RAYMER ©NATIONAL GEOGRAPHIC SOCIETY
tainted by present thoughtlessness."
SPECIAL ADVER ANING SECTION
AGENDA FOR THE 21ST CENTURY
MANAGING EARTH'S RESOURCES
JUNE 18, 1990 ISSUE
CLOSING DATE: MAY 7, 1990
WORLDWIDE AUDIENCE: 7.1 MILLION
RATES
SPACE
BLACK & WHITE
2-COLOR
4-COLOR
1 PAGE
$45,205
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2/3 PAGE
33,450
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36,435
42,615
1/3 PAGE
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26,800
BLEED Charge: 15%
FREQUENCY DISCOUNTS APPLY
NOTE: Business Week will donate 10% of the section's net advertising
revenue, for grants to promising environmental organizations in the
developing areas of Asia, Central and South America, and Africa.
STEVE RAYMER © NATIONAL GEOGRAPHIC SOCIETY
BusinessWeek
NH
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Cover Photographs: Overall Background/Earth from Apollo XI (H. Armstrong Roberts);
Top/Bryce Canyon National Park, Utah (George Mobley © National Geographic Society);
Middle/Australian Sea Lions (David Doubilet © National Geographic Society);
Bottom/Smokestacks at Sunset (Photo Researchers Inc.)
"In the end, what we
as a society refuse to destroy
will define us as much as what
we decide to create."
Steve McCormick
The Nature Conservancy
For additional information:
Sue Swarzman, Special Projects Director
(212) 512-3019
BusinessWeek
THE
1221 Avenue of the Americas, New York, New York 10020
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G 16394-10\nDeadline for materials: March 1\nTo: Director of Public Relations\nDirector of Public Affairs\nBusiness Week, in its ongoing commitment to issue-oriented projects, will\npublish a unique advertising-sponsored section entitled \"AGENDA FOR THE\n21st CENTURY: MANAGING EARTH'S RESOURCES.\" The section will\nappear in our June 18, 1990, issue.\nWe invite you to contribute specific information and color photographs\n(slides or prints) or reproducible artwork illustrating your company's\nenvironmental activities and initiatives for possible inclusion in this issue.\n(Requirements are specified on the attached sheet; please return a copy with\neach submission.)\nThe report will be highly responsive to corporations that are taking\npositive steps to sustain our fragile Earth, and will focus on global warming,\nrecycling, deforestation, and many other environmental issues. We have\nenclosed a reprint of \"Children of Promise,\" a special Business Week section\npublished in our October 20, 1989 issue; \"Managing Earth's Resources\" will be\nsimilar in tone and appearance.\nThe deadline for submission of materials is March 1, 1990. You are\nencouraged to plan a special photo shoot for the issue. If you need additional\ntime to do so, please contact us to arrange for a deadline extension.\nPlease send the accompanying sheet along with your materials to:\nPics should goto\nClaire Stoddard\nEnvironment Section\nBusiness Week, 36th fl.\n1221 Avenue of the Americas\nNew York, NY 10020\n(212) 512-3011 or x6547\nTHE WHITE HOUSE\nWASHINGTON\nMarch 22, 1990\nMEMORANDUM FOR DAVID DEMAREST\nTHROUGH:\nCHRISS WINSTON\nKRISTIN CLARK TAYLOR\nYes\nFROM:\nPAUL LUTHRINGER DL\nSUBJECT:\nBUSINESS WEEK DEADLINE FOR SPECIAL\nENVIRONMENTAL SECTION\nAttached is Business Week's response to why they requested the\nMarch 19 deadline for the President's piece.\nAfter we agreed to honor their deadline, and now are reneging, I\nfeel we should at least set a new deadline we can stick to.\nPlease let me know when we can deliver this piece.\nThank you.\n4/23/90\nCC: MKG\nKristen Gear\nMar 20,90\n16:40 No. 007 P.01\nBusinessWeek\nSTRATEGIC MARKETING GROUP\nMarch 20, 1990\nFax to: Mr. Paul Lutchringer\nAsst. Director\nOffice of Media Relations\nThe White House\nFrom: Sally Ladd, Business Week\nPhone & fax: (201) 797-5328\n# Pages: 1\nDear Mr. Lutchringer,\nhave set the deadline for President's environment piece at March 19.\nTrudy Grossman from the New York office asked that I explain to you why we\nstaff, etc. Each of these participants relies on the person before him to\ninvolved in producing such a section: writers, editors, designers, production\nAs I'm sure you can appreciate, there are many people and stages\n40 As the only editor for the section, I am responsible for turning over the last of\ncomplete his part of the job on schedule SO that work may proceed as planned.\ncomplete his job by May 15 to meet the June 18 issue date. We have set a\nor more magazine pages of material to the designer by April 30, who must\nstaggered schedule so that this material flows through editing and design up in\nan even stream. The shorter pieces, such as the President's, were scheduled\nthe longer articles-which require a great deal more editing and coordination\nfor mid-March so that these could be approved, edited, and sent to design before\n-arrive in early April.\nSincerely,\nSacly Sally K. Ladd\nProduction Consultant\nTHE WHITE HOUSE\nWASHINGTON\n3/27/90\nMEMORANDUM FOR SALLY K.\n90 MAR 27 P3: 15\nFROM:\nPAUL LUTHRINGER\nAssistant Director Media Relations\nRE:\nDEADLINE FOR PRESIDENT'S ENVIRONMENT\nPIECE\nThe President will not be able to meet your deadline.\nWe have been informed the piece will be written by\nApril 23.\nWe apologize for the inconvenience this may cause.\n-SENT-BY:\n; 2- 1-90 ; 12:55 ;\n2017911456->\n2024566218;# 1\ndo\n23-51 FAIR LAWN AVE.\nFAIR LAWN, NJ 07410\nMINUTEMAN\nPRESS\n(201) 791-0550\nCLEARFIELD. INC.\nFAX: (201) 791-1456\nFAX COVER SHEET\nDATE: 2/1/90\nTO: FAX # 207-456-6218\nCITY: WASH\nSTATE: DC\nCOUNTRY: 25\nATTENTION: CHRISTINE TAYLOR\nCOMPANY: WHITE HOUSE\nFROM:\nSALLY LADD / BUSINESS WEEK\nTOTAL PAGES: /\nINCLUDING THIS COVER SHEET\nADDITIONAL MESSAGES:\nSENT BY:\n; 2- 1-90 ; 12:56 ;\n2017911456->\n2024566218:# 2\nBusinessWeek\nSTRATEGIC MARKFIING GROUP\nMs. Christine Taylor\nFebruary 1, 1990\nWhite House Press Office\nWashington, D.C.\nDear Ms. Taylor,\nI have been hired by Business Week in New York as a production\nconsultant for their special supplement, \"Managing Earth's\nResources.\" Sue Swarzman, Marketing Manager, Strategic Programs at\nBusiness Week, suggested I contact you to begin planning the\nPresident's opening piece for the section.\nWe are interested to hear what the President might like to write\nabout in this piece (perhaps something along the lines of the short\narticle that appeared recently in Harper's Bazaar?). Also, we would\nlike to know what color photo possibilities-a la the environment-\nthere might be to accompany the piece.\nWe have set a deadline of March 19, 1990, for the President's\ncontribution, and we would like a brief synopsis of the subject matter\nby Monday. Feb. 12. If these dates are a problem. please let me know\nright away so that we can accommodate your schedule.\nWe are thrilled that President Bush will be a part of \"Managing\nEarth's Resources.\" Please conact me at your earliest convenience at\n(201) 797-5328. I look forward to working with you.\npl-\nSincerely,\npls 'al hada.\nTheir came by\nSally K. Sadd\nSally K. Ladd\nFax today.\nPexx,\nket\nTHE WHITE HOUSE\nWASHINGTON\n2/7/90\nAnd\nto schid\nTO:\nChriss Winston\nifnob\nFROM: OFFICE OF MEDIA RELATIONS\nPaul\nalready\nRE: BUSINESS WEEK Piece\nthere\nAs you asked, the drop dead for the\npiece is March 19, 1990.\nThey only need from 500 to 750 words.\nThank you.\nTHE WHITE HOUSE\nWASHINGTON\nFACSIMILE TRANSMITTAL SHEET\nTWO\nNUMBER OF PAGES INCLUDING COVER\nMARCH 27, 1990\nDATE\nSALLY LADD / SUE SWARZMAN Business Week\nTO\n(201) 791-1456 or (201) 797-5328\nFAX NUMBER\nOFFICE NUMBER\nCOMMENTS\nPlease find an additional page following.\nFROM\nOffice of Media Relations, THE WHITE HOUSE\nFAX (202) 456-6218\nOFFICE NUMBER\nTHE WHITE HOUSE\nWASHINGTON\n3/27/90\nMEMORANDUM FOR SALLY K.\nTADDAR27 PS: 15\nFROM:\nPAUL LUTHRINGER\nAssistant Director Media Relations\nRE:\nDEADLINE FOR PRESIDENT'S ENVIRONMENT\nPIECE\nThe President will not be able to meet your deadline.\nWe have been informed the piece will be written by\nApril 23.\nWe apologize for the inconvenience this may cause.\n90 MAR 27 P3 : 50\nPaul -\n2/13\nF. Y. I.\nI sent photos\nOut - 2-13-90\nJoyce.\nBusinessWeek\nSTRATEGIC MARKETING GROUP\nJoyce:\nP 3980-27\nAs you Requested. G 16 394-10\nDeadline for materials: March 1\nTo: Director of Public Relations\nDirector of Public Affairs\nBusiness Week, in its ongoing commitment to issue-oriented projects, will\npublish a unique advertising-sponsored section entitled \"AGENDA FOR THE\n21st CENTURY: MANAGING EARTH'S RESOURCES.\" The section will\nappear in our June 18, 1990, issue.\nWe invite you to contribute specific information and color photographs\n(slides or prints) or reproducible artwork illustrating your company's\nenvironmental activities and initiatives for possible inclusion in this issue.\n(Requirements are specified on the attached sheet; please return a copy with\neach submission.)\nThe report will be highly responsive to corporations that are taking\npositive steps to sustain our fragile Earth, and will focus on global warming,\nrecycling, deforestation, and many other environmental issues. We have\nenclosed a reprint of \"Children of Promise,\" a special Business Week section\npublished in our October 20, 1989 issue; \"Managing Earth's Resources\" will be\nsimilar in tone and appearance.\nThe deadline for submission of materials is March 1, 1990. You are\nencouraged to plan a special photo shoot for the issue. If you need additional\ntime to do so, please contact us to arrange for a deadline extension.\nPlease send the accompanying sheet along with your materials to:\nPics should to\nClaire Stoddard\nEnvironment Section\nBusiness Week, 36th fl.\n1221 Avenue of the Americas\nNew York, NY 10020\n(212) 512-3011 or x6547\nBusinessWeek\nSTRATEGIC MARKETING GROUP\nDeadline for materials: March 1\nTo: Director of Public Relations\nDirector of Public Affairs\nBusiness Week, in its ongoing commitment to issue-oriented projects, will\npublish a unique advertising-sponsored section entitled \"AGENDA FOR THE\n21st CENTURY: MANAGING EARTH'S RESOURCES.\" The section will\nappear in our June 18, 1990, issue.\nWe invite you to contribute specific information and color photographs\n(slides or prints) or reproducible artwork illustrating your company's\nenvironmental activities and initiatives for possible inclusion in this issue.\n(Requirements are specified on the attached sheet; please return a copy with\neach submission.)\nThe report will be highly responsive to corporations that are taking\npositive steps to sustain our fragile Earth, and will focus on global warming,\nrecycling, deforestation, and many other environmental issues. We have\nenclosed a reprint of \"Children of Promise,\" a special Business Week section\npublished in our October 20, 1989 issue; \"Managing Earth's Resources\" will be\nsimilar in tone and appearance.\nThe deadline for submission of materials is March 1, 1990. You are\nencouraged to plan a special photo shoot for the issue. If you need additional\ntime to do so, please contact us to arrange for a deadline extension.\nPlease send the accompanying sheet along with your materials to:\nClaire Stoddard\nEnvironment Section\nBusiness Week, 36th fl.\n1221 Avenue of the Americas\nNew York, NY 10020\n(212) 512-3011 or x6547\nBUSINESS WEEK PRESENTS\nAGENDA FOR THE 1990s:\nMANAGING EARTH's RESOURCES\nPlease accept for consideration in \"Managing Earth's Resources\" the\nenclosed materials. We have provided all information requested below and\nmarked our company name on all color photographs, slides, and artwork.\nName:\nDate:\nCompany:\nPhone:\n(\n)\nAddress:\n1. Would you like your photos and artwork returned ?\nYes\nNo\n2. Brief description of program or activity depicted in materials (attach separate fact sheet\ncontaining full description and a caption for each visual)\n3. Materials submitted (indicate how many of each):\nPhotos:\nSlides\nArtwork:\nOther:\n4. Photo/art credits (optional; if provided, please key to supplied materials):\n5. Photo releases\nYour signature on this sheet indicates that you have photo releases on file for all individuals in\nthe pictures given Business Week for possible inclusion in the special environmental section,\n\"Agenda for the 21st Century: Managing Earth's Resources.\"\nSignature:\nTitle:\nDate:\nPlease send a copy of this sheet with each submission to: Claire Stoddard, Environment Section,\nBusiness Week-36th fl., 1221 Avenue of the Americas, New York, NY 10020. (212) 512-3011\nPL- see p9. 2\ntheir deadline is april\npls. call Sue on Jan. 19 or 21 al\n\"494\"\narticle,\nBusinessWeek\n*I explained to Sue that GB will probably do\nnot\nletter\nSTRATEGICMARKETINGGROUP\nMs. Kristin Taylor\nDirector of Media Relations\nTHE WHITE HOUSE\nLIMPORTOUT\n1600 Pennsylvania Avenue, N.W.\nWashington, D.C. 20501\nRequest\nDear Kristin:\nThanks for returning my call relating to a special section\nBusiness Week will be producing on the global environment. We\nare entitling the document, \"Agenda for the 21st Century: Manag-\ning Earth's Resources,\" and it will appear in one of our June\nissues\nOver the years Business Week has published numerous sections\nfor the business community, but the past two have become reference\npieces for the art, business and school communities -- namely, \"The\nMetropolitan Museum of Art: Trustee for Humanity,\" published in our\nDecember 5, 1988 issue and \"Endangered Species: Children of Promise\"\nwhich appeared in our October 20, 1989 \"Corporate Elite\" CEO issue.\nIn order for you to have a \"feel\" for these major pieces, I'm enclos-\ning both for your perusal.\nBoth the Met Museum and our American education projects were labors\nof love requiring in-depth research and major cooperation from\nCorporate America -- the business community making possible these\ntwo significant productions. Incidentally, the \"Children of\nPromise\" white paper is the largest section in magazine publishing\nhistory. It was a thrill to have the First Lady open the section\nwith a delightful letter to our illustrious readers!\nAlthough 1990 appears to be the year for writing about the environ-\nment, you may be certain that Business Week's approach will be\nhighly responsible and unique. We are NOT going to point any\nfingers at the business community, rather point out what many\ncompanies are doing, in a positive way, to sustain our fragile\nearth. A tentative outline is also enclosed for your perusal.\nBusiness Week has invited World Resources Institute of Washington,\nD.C. to assist us with their vast data bank of substantive informa-\ntion. We are also establishing an Advisory Board comprised of five\ndistinguished world leaders. To date Mrs. Gro Harlem Brundtland,\nformer Norwegian Prime Minister and chairperson of the World\nCommission on Environment and Development, Warren Lindner, Chairman\nof The Center for Our Common Future (Geneva, Switzerland), and\nDr. Mustafa Tolba of Nairobi, Kenya, Chairman of the United Nations\nEnvironment Programme, have agreed to serve on this board.\n1221 Avenue of the Americas, New York, New York 10020\nPL- 2) 1) no letter, sabmit but approtal 30R4 oped to\nme pls. Plenvironment for my\nSince we know that President Bush desires to be known as the\n\"Environment President, \" we would like to invite the President to\nopen our section, similarly in the way that Barbara Bush opened\nour education section -- with an appropriate letter and perhaps,\na photo showing President Bush in some kind of an environmental\nsetting.\nWithout being too commercial, Kristin, I would like to mention that\nBusiness Week is the #1 business magazine in the world both from a\ncirculation and revenue point of view. Our worldwide edition\nreaches 7 million readers, and we also plan to send reprints beyond\nthe Business Week audience to environmentalists, world leaders,\nand state and city government officials.\nA joint venture with National Geographic magazine as well as World\nLink magazine is in the offing to be cemented in several weeks\nthis will provide Business Week with a wide and broad group of\nleaders qualified to address environmental issues with professionalism,\nintelligence, and credibility.\nShould you need further information, I would be happy to answer any\nand all of your questions. We are eager to have President Bush's\nsupport for this project, though you may be certain that we are\nNOT seeking his endorsement for the contents within the document\nnor did we seek Mrs. Bush's endorsement for the contents of the\neducation section.\nWe await the President's response and feel certain he will wish to\n\"come aboard\" with a \"yes!\" Thanks for bringing our request to the\nattention of the President, and best wishes for a joyous New Year\nfilled with good tidings.\nGratefully,\nSue Swarzman\nProject Director\nSS:gg\nEncls.\nBusiness Week\nMcGraw-Hill Publishing Company\n1221 Avenue of the Americas\nNew York, New York 10020\nTelephone 212/512-2064\nJohn W. Patten\nPublisher\nFebruary 15,1990\nPresident George Bush\nc/o Christine Taylor\nThe White House\nWashington, DC 20500\nDear President Bush:\nEver since Ben Franklin invented bifocals and the pot-bellied stove, Americans\nhave been fascinated by technology. Faith in technology and enthusiasm for new\nways of doing things have brought us a much-envied standard of living. But\nlately there is a sense that technology has let us down: that we have polluted\nthe clean air and fresh waters that were our birthright, and degraded the\nquality of the environment.\nWe know that technology is not the problem--it's how we manage it that counts.\nThe overriding concern of the 1990s is the threat to our global environment.\nThere is no longer any question that human activity is depleting the ozone\nlayer and altering the very composition of the atmosphere. The world's\npopulation explosion is straining our resources. And if there is no change, by\nthe end of the century we will have destroyed an area of tropical forest one-\nthird the size of the U.S., and with it countless numbers of Earth's species.\nWe at BUSINESS WEEK feel strongly about the environment and the need for\ngreater corporate commitment to the stewardship of the Earth. We know that\nmany of you are addressing your companies' responsibilities in this area. But\nwe all must do more--much more. Tropical deforestation can be arrested and\ndisappearing species saved; poverty alleviated and human population stabilized;\nsoil conserved and more food provided; climate change contained; regional and\nglobal pollution reduced.\nThe answers to these environmental challenges are within our grasp. But\nsuccess hinges on a concerted, urgent effort to change policies, strengthen\nand replicate successful programs, and launch daring initiatives.\nBUSINESS WEEK is pleased to announce a definitive advertising sponsored special\nsection titled \"AGENDA FOR THE 21ST CENTURY: MANAGING EARTH'S RESOURCES.\" It\nwill be published in the June 18, 1990 issue and read by more than 7 million\nbusiness leaders worldwide.\nThe merger of environmental and economic survival is the single most important\nissue facing world leaders today. We are counting on you, as stewards of the\nEarth, to become special partners with BUSINESS WEEK in this merger. Together,\nwe will demonstrate to the world's marketplace that corporate environmentalism\nis good business.\nCordially,\nJackPatten\nGrant/Nappo\nMarch 12, 1990\ndraft one\nA:business\nPRESIDENTIAL ARTICLE: BUSINESS WEEK SPECIAL SECTION:\n\"AGENDA FOR THE 21ST CENTURY:\nMANAGING EARTH'S RESOURCES\"\nIn 1992, America will celebrate the 500th anniversary of\nChristopher Columbus' discovery of the \"new world.\" When he\narrived here, he found a lush, green land with clean air, clear-\nrunning streams, and over a billion acres of trees.\nToday, we're fighting to restore our parks and wetlands, cut\npollution in the air, clean up our beaches, and reforest the 370\nmillion acres of trees we've lost since Columbus' time.\nThis Administration is committed to protecting our\nenvironment -- through the use of new, innovative solutions to\nsome of the toughest challenges facing us today.\nThis year's budget provides over $2 billion in new spending\nto protect our environment, with over $1 billion for global\nchange research. And it includes a new initiative called\n\"America the Beautiful\" to expand our national parks and wildlife\npreserves and improve recreational facilities on public lands.\nOur Clean Air Act proposal will cut airborne pollution --\nespecially in our cities -- by unleashing the power of the\nmarketplace in the service of the environment. For example,\nwe've proposed emissions trading credits to reduce the level of\nair toxics and sulfur dioxide. And we're encouraging measures to\n2\nstop pollution at its source, without placing unreasonable\nburdens on economic growth.\nAmerica's forests and trees need national attention, and in\nmy State of the Union message, I requested the money to plant a\nbillion trees a year. Part of this task will be carried out by\nfederal forestry programs. But most should come from citizens --\n\"points of light\" like the Earth Corps -- acting in their own\ninnovative ways to reforest America.\nBusiness has not only a role to play, but a responsibility\nin keeping America beautiful for generations to come. As you\nteach your children the \"secrets of the trade,\" remember this:\nnot only is leadership passed down from generation to generation,\nbut so is stewardship. We must leave our children with both a\ncleaner environment and a sense of mission to protect it.\nWorking together, we too can discover a \"new world\" -- by\nbuilding a better America.\n# # #\n12/89\nAGENDA FOR THE 21ST CENTURY:\nMANAGING EARTH'S RESOURCES\nInitial\nEditorial Outline\nI. Introduction -- the global challenge and the business opportunity\nauthor: WRI/ALH\nII. Earth --- preserving productive capacity, managing wastes\nauthor: to be assigned\nIII. Air -- protecting the atmospheric shield, managing air quality\nauthor: to be assigned\nIV. Fire & Water -- energy, global warming, and water resources\nauthor: Arthur Fischer\nLIFE\nV. Living Resources -- conserving tomorrow's genetic heritage\nauthor: Arthur Fischer\n:. Essays -- Agenda for the 21st Century\nauthors: to be assigned\normore\nVII. Company Profiles -- how a dozen,U.S. companies are responding to the\nchallenge with new technology, new products, and\nnew approaches\nVIII.Conclusion\nauthor: WRI/ALH\nThe four major articles, each about 2500 words, will both frame the issues,\nbringing home the global stakes, and report on what business can do about it,\nemphasizing solutions, the need for sustainable technologies, and the\nbusiness opportunity that creates. They will include numerous short sidebars\nand data graphics (bar charts, etc.) that highlight specific aspects.\nThe essays, each about 500 words, will offer the views of widely-recognized\npolitical, business, and governmental leaders on the environmental Agenda for\nthe 21st Century and what business can do.\nThe company profiles, each about 500 words, will report on specific measures\nand accomplishments already underway at a dozen U.S. companies.\nII. Earth -- preserving productive capacity, managing wastes\nThis article will cover desertification, soil erosion, soil\ndamage (eg. by salinification, nutrient exhaustion, deforestation\nand compaction, radioactive contamination) in a global context,\nexamining the extent to which we are damaging Earth's productive\ncapacity and possible solutions; in a U.S. context, it will also\ndiscuss the problems of solid and toxic wastes and promising\nmethods for improving their elimination through changes in the\nproduction process or improving their safe disposal.\nIII. Air -- protecting the atmospheric shield, managing air quality\nThis article will cover the global threat to the ozone layer,\nthe risks of increased uv radiation, the uses of the\nchlorofluorocarbons that are the source of ozone destruction, the\nMontreal protocols and subsequent agreements to limit CFC\nproduction, and progress toward finding and producing substitutes\nand toward recapturing and recycling existing stocks. In a (mostly)\nU.S. context, the article will also cover urban air quality,\ndiscussing sources of pollutants and approaches to reducing them,\nsuch as cleaner fuels, improved automobile engines, and improved\nindustrial processes.\nIV. Fire & Water -- energy, global warming, and water resources\nThis article will cover the greenhouse effect and the major\nsources of greenhouse gases in a global context. It will discuss\nthe potential impacts of projected global warming in both a global\nand a U.S. context, with particular attention to the likelihood of\nincreased drought in the central U.S., and focus on possible\nsolutions, including more efficient energy production and use and\npromising non-fossil energy sources.\nV. Living Resources -- conserving tomorrow's genetic heritage\nThis article will report on the threatened loss of species\nposed, in particular, by tropical forest clearing and by global\nwarming. It will discuss the economic potential of natural products\nand materials, such as pharmaceuticals, derived from them and\ngrowing ability of biotechnology to exploit genetic resources in\nnew and useful ways. It will discuss the unknown potential\nrepresented by the genetic heritage that is being lost and report\non possible solutions, including seed and tissue culture banks,\ngenetic management of ZOO populations, etc.\nTHE WHITE HOUSE\nWASHINGTON\n1/8/90\nTO: CW\nFROM: OFFICE OF MEDIA RELATIONS\nPaul Dal\nThe following is the material we discussed\npertaining to the Business Week request for\na piece from the President.\nTheir deadline is in April.\nPlease advise.\nThank you.\nSue Swarzman\n212/512\nMarketing Manager\nStrategic Marketing KRISNA Group\nHoppy lago!\n3\nBusiness Week\nMcGraw-Hill Publishing Company\nBusiness Week Group\n1221 Avenue of the Americas\nGrayn\nNew York, New York 10020\nSue Swarzman\n212/512-3019\nMarketing Manager\nStrategic\nBusiness\nMarketing Week KRisnn Group Hoppy 1940! So\nMcGraw-Hill Publishing Company\nBusiness Week Group\n1221 Avenue of the Americas\nNew York, New York 10020\nReprinted from BusinessWeek\nThe\nMetropolitan\nMuseum of Art\nTRUSTEE\nFOR\nHUMANITY\n\"Still-in a way-nobody sees a flower-really-\nit is so small-we haven't time-\nand to see takes time, like to have a friend takes time.\"\n-Georgia O'Keeffe\nRed Poppy, 1927 Oil on canvas 7\"x9\", Private collection, Geneva\nPhotography by Malcolm Varon\nGEORGIA O'KEEFFE 1887-1986\nThe Metropolitan Museum of Art, New York\nNovember 19, 1988-February 5, 1989\nLos Angeles County Museum of Art March 30-June 18, 1989\nSouthwestern Bell Corporation\nAn exhibition organized by the National Gallery of Art and made possible by a grant from Southwestern Bell Foundation.\nSPECIAL ADVERTISING SECTION\nM.\nuseums\nare at the center of our\ncultural lives. In history as\nwell as art, they educate\nand inspire. We\nare privileged\nto have in New York\none of the great cultural\ninstitutions of the world,\nThe Metropolitan Museum of Art.\nIt is grand yet approachable,\nits galleries and corridors\nfilled with works from five\nmillennia, embodying the spirit\nof their times as well as\nthe highest caliber of\nartistic achievement.\nFrom the depiction of\na chariot race on a Greek\nvase to a newly created\ncanvas that is barely dry,\nthe Metropolitan Museum\nshows us our past, our\nuniversal artistic heritage\nand, ultimately, ourselves.\nWalter Cronkite\nMMA 3\nSPECIAL ADVERTISING SECTION\nMMA\nT\nhe story of The Metropolitan Museum\nof Art is a fascinating one. It is the\nchronicle of a dynamic museum that,\nalmost since its founding in 1870, has\nbeen a world leader in gathering, pre-\nserving, interpreting and displaying\nworks of art. Unlike the accounts of\nmuseums that were founded as reposi-\ntories for the collections of royalty, the\nMet's story is that of a living, working\ninstitution. It is the absorbing tale of a\nunique museum, with an encyclopedic\ncollection spanning five thousand years.\nYet it is also intensely personal, evok-\ning memories of childhood afternoons\nin the galleries of arms and armor, of\nenchanting moments before the pastel\nbeauty of a Monet, of being trans-\nported back in time in the galleries\nof Greek and Roman art, of feeling\nhumble and awestruck upon entering\nthe Great Hall.\nAs the nation's premier art institution,\nvisited by over four million people annu-\nally, the Met is one of the most important\nmuseums in the world, ranking with the\nLouvre in Paris and the Hermitage in\nLeningrad. It has more than two million\nworks of art, 1.5 million square feet of\nspace, 2200 employees, and a $65.5\nmillion annual budget. Declares\nPhilippe de Montebello, the Met's\nDirector: \"What we represent is a collec-\ntion of collections, many of which\ncould stand independently as major\nmuseums almost anywhere else, with\nstaff and facilities of the highest caliber\nto support and enrich them.\"\nCome along as the story of the Met\nunfolds\nTHE MET'S INTERNATIONAL IMPACT\nWhile the Met is the foremost tourist\nmuseum is first\nT\nhree Met\ntreasures:\nand foremost a\nBronzino's Portrait\ncollection of works\nof a Young Man\nof art. The holdings\n(H.O. Havemeyer\nof the Metropolitan\nCollection, 1929),\ntop left; Vermeer's\nMuseum are among\nPortrait of a Young\nthe richest in the\nWoman (Gift of Mr.\nworld. In its encyclo-\nand Mrs. Charles\nWrightsman, 1979);\npedic scope this\nand Rembrandt's\nmuseum covers the\nThe Noble Slav\nhistory of world\n(Bequest of William\nculture. In that it is\nK. Vanderbilt, 1920).\nThe Met has more\nunique. \"\nthan two million\nworks of art, and\nPhilippe de Montebello\nmasterpieces\nDirector\ncontinue to enter the\ngalleries. Two recent\nexamples: this\nVermeer and Degas'\nThe Dance Class\non page 13.\nMMA 4\nOF\n0052\nSPECIAL ADVERTISING SECTION\nMMA\nThe Met has now reached its maxi-\nmum physical size. From now on we\nhave to find better ways to use our\nspace, to welcome our visitors and to\nimprove both our collections and the\ncompensation of the staff.\n\"\nWilliam H. Luers\nPresident\nRichard J. Lombard\nattraction in New York City and was des-\nU.S.S.R. in exchange for an exhibition\nignated a National Historic Landmark in\nof 17th-century Dutch and Flemish\n1986, its impact extends much further.\npaintings from the Hermitage.\nWith 100 curators on staff, the Met has in\nWithin The Metropolitan Museum of\neffect the world's largest art history fac-\nArt itself, the collections are enormously\nulty. It is also the world's leading center\nrich, possessing masterpieces such\nfor art conservation and the training of\nas van Eyck's The Last Judgment,\nconservators, with five major facilities for\nVelázquez' Juan de Pareja, Jacques\nthe authentication and preservation of\nLouis David's The Death of Socrates,\nworks of art. When NASA needed assist-\nGilbert Stuart's first portrait of George\nance in cleaning astronauts' space\nWashington, van Gogh's Cypresses,\nsuits, it called upon the Met's Costume\nand Thomas Eakins' Max Schmitt in a\nInstitute conservators.\nSingle Scull. The Museum's Impression-\nThe Museum enjoys the direct sup-\nist and Post-Impressionist holdings are\nport of many governments outside the\nstaggering, occupying an entire floor of\nUnited States including Japan, which\na large wing. There are more paintings\ncontributed to the new Arts of Japan\nby Vermeer than in any other museum,\ngalleries, and China, which cooperated\nas well as the largest collection of\non the construction of The Astor Court,\nRembrandts in the United States. The\na 16th-century-style Ming garden.\nMet's Egyptian art collection is second\nThe Met also maintains close profes-\nonly to the Cairo Museum, while the\nsional relationships with many muse-\ninstallation of Islamic art is the most\nums, including those in London, Paris,\ncomprehensive in existence. The musi-\nMadrid and Beijing, providing exten-\ncal instruments collection is one of a few\nsive loans of art, traveling exhibitions,\nsuch great collections in the world. The\nand technical assistance worldwide.\nT\nhe Met's archi-\nCourt, to open in\nAmerican Wing, with 24 magnificent\ntectural plan\n1990. Built along\nAn increasing number of exhibi-\nperiod rooms and numerous galleries\nfor this century is\nwith the $51-million\ntion exchanges are taking place with\nfeaturing sculpture, paintings, furniture\nnearing completion\nHenry R. Kravis Wing,\nthe Soviet Union-most recently the\nand decorative arts, is the greatest\nafter almost 20\nalso nearing\nMetropolitan Museum and The Art\ncollection of its kind in the world. The\nyears of building.\ncompletion, it will\nAbove: The Carroll\nhouse such master-\nInstitute of Chicago sent 19th-century\nMuseum's galleries of primitive art,\nand Milton Petrie\npieces as this\nFrench paintings on loan to the\nmedieval and Renaissance art, Asian\nEuropean Sculpture\nLemoyne sculpture.\nMMA 6\nIt's everything it's cracked up to be.\nThis holiday season, NYNEX Foundation is proud to\nunforgettable \"Romeo & Juliet\" to life through\nshare with you The Joffrey Ballet's enchanting,\nthe brilliance of The Atlanta Ballet.\nChristmas-card version of \"The Nutcracker\" at the City\nSuite dreams and timeless love.\nCenter Theater in New York, the J.E.K. Center Opera\nPart of NYNEX Foundation's continuing commit-\nHouse in Washington, D.C. and the Dorothy Chandler\nment to the arts.\nPavilion in Los Angeles.\nNYNEX\nLast spring, NYNEX helped bring Shakespeare's\nFOUNDATION\nSPECIAL ADVERTISING SECTION\nMMA\nJ.\nPierpont Morgan,\nis Albert M. Lythgoe,\nAmerica.\" At the right\none of the Met's\nthe Met's 1st curator\nis an object from\ngreatest benefactors\nof Egyptian Art.) It was\nMr. Morgan's Egyptian\nand President, 1904-\nMorgan who decided\ncollection that\n1913, on a trip in Egypt\nthat the Museum's\neventually came to\nin 1907 (Morgan is\nEgyptian Department\nthe Museum.\nseated 3rd from the\nwould \"rank perma-\nend. In the foreground\nnently as the best in\nart, drawings, prints, antiquities from\nexperiencing dwindling attendance, the\nresponsible for maintaining and build-\nall over the ancient world, photography,\nsurvey noted a 24 percent increase in\ning the collections, organizing special\narms and armor, and 20th-century art\nmuseum visits. Ninety-three percent of\nexhibitions, conducting research in their\nconstitute an extraordinary assemblage\nthose responding said they believe\nfields, writing, and lecturing. Whether\nof man's creative accomplishments.\nmuseums are an important resource for\ngiving talks in the galleries, going over\n\"Museums provide direct personal\nthe whole community because they tell\nresearch papers, or travelling abroad to\nexperience with works of art, and\nSO much about the art and history of dif-\nnegotiate or instruct, they are focused\nbecause of the breadth and quality of\nferent cultures, or about science and the\non acquiring, interpreting, presenting,\nthe Met's collections, we can offer our\nenvironment.\nand caring for the works of art in their\nvisitors an incredible range of art to\nMuseums have traditionally received\ncharge. \"These roles require many tal-\nencounter,\" remarks William H. Luers,\nthe largest share of cultural interest. And\nents,\" explains Olga Raggio, Chairman\nPresident of the Met, and former senior\namong the world's museums, the Met is\nof the Met's Department of European\ncareer diplomat in the United States For-\na model, a \"remarkable cultural force,\"\nSculpture and Decorative Arts, because\neign Service who served as Ambassa-\nnotes John Ross, the Met's Manager of\nthe curators carry on \"a very important\ndor to Czechoslovakia and Venezuela.\nPublic Information. \"The Met continues\ncultural dialogue with a worldwide\n\"For many years I have found this place\nto lead the way as museums become\naudience.\"\nto be the most dynamic and vital cultural\nincreasingly important in American\nWhile some of the Museum's curato-\ninstitution in the world.\" Mr. Luers con-\nlives.\"\nrial departments represent the history of\ntinues, \"the level of participation and\nA GUIDED TOUR OF THE MET\nparticular cultures-like Egyptian, Greek\nsupport by countless organizations and\nand Roman, Islamic, and American\nindividuals today bears out my opinion\nLet's take a \"guided tour\" of some\nart-others such as medieval art or\nthat people want to be a part of the Met.\"\nof the Met's departments and offices,\nEuropean paintings deal with defined\nwhere the staff of scholars, educators,\nperiods or media. Miss Raggio's\nMUSEUM ATTENDANCE BURGEONING\nscientists, administrators, writers, de-\ndepartment, for example, incorporates\nAccording to a nationwide study con-\nsigners, craftsmen, editors, publishers,\n60,000 works of art dating from the\nducted this year by the National\nlibrarians, photographers, carpenters,\nRenaissance through the 20th century,\nResearch Center of the Arts, an affiliate\nelectricians and painters is working\nincluding sculpture, furniture and wood-\nof Louis Harris and Associates, Inc.,\nto safeguard the Met's role as a pre-\nwork, ceramics, glass, metalwork, horo-\nand sponsored by Philip Morris Compa-\neminent cultural institution.\nlogical and mathematical instruments,\nnies, Inc., the continuing decline in lei-\nCURATORS-In their roles as\ntapestries and textiles, only 30 percent\nsure time poses a great challenge to the\nscholars and educators, the Met's cura-\nof which are on display at any one time.\narts. Yet while the arts, in general, are\ntors in 19 curatorial departments are\nMany intriguing stories of interna-\nMMA 8\nRhapsody in green.\nCaramoor, a place like no other, where music and\nFrom computer systems to software to telecommu-\nnature come together to celebrate a feast of the senses.\nnications to Yellow Pages, the NYNEX family of compa-\nBesides Caramoor's classical music under the stars,\nnies composes optimum creative answers to your\nNYNEX is a proud sponsor of the Westchester Orchestra,\ninformation management needs.\nLincoln Center's Damrosch Park Concerts, the Emelin\nWhen we say the answer is NYNEX, that answer is\nTheater Jazz Series, and the Chicago Symphony on\nas much an art as it is a science.\nWOXR/New York and WCRB-FM/Boston.\nNeed to communicate? Need to compute? The answer is\nNYNEX applauds every one of these commitments\nto the arts. As an information industry leader, we bring\nthis same commitment to excellence to your business.\nNYNEX\nART.\nSTATE OF THE ART.\nThe refined shape of the Volvo 780 was\nto increase protection\ncarefully arrived at by Bertone, Italy's leading\nto the driver in certain\nautomotive designer.\ntypes of accidents.\nBut since the turbocharged 780 was engi-\nFor additional\nneered in Sweden, the attraction goes well\nsafety, the Volvo 780 is\nbeyond sophisticated looks.\nequipped with anti-lock\nbraking (ABS) which\ncontinuously regulates\nthe distribution of braking power. Consequently,\nABS allows you to brake with less chance of\nskidding or losing steering control. And that helps\ntake the panic out of panic stops.\nSo see us soon to test drive the Volvo 780\npersonal luxury coupe. It's an engineering\nConsider, for example, the Multi-link inde-\nachievement even an artist can appreciate.\npendent rear suspension. Unlike more conven-\ntional systems, Multi-link allows each tire to\nindividually adjust to road conditions. So when\nyou encounter uneven road surfaces only one\ntire, instead of four, is affected. The result is a sus-\npension system that puts comfort and handling\nunder one roof.\nAs one would expect, a car of the 780's class\nis equipped with a driver's-side Supplemental\nRestraint System (SRS). When used in conjuction\nwith our three-point seat belt, SRS is designed\n© 1988 VOLVO NORTH AMERICA CORPORATION.\nVOLVO\nA car you can believe in.\nSPECIAL ADVERTISING SECTION\nMMA\nRichard Lombard\nT\nhe conservation\ndepartments at the\nMet are renowned as\ntraining centers for\nmuseums worldwide.\nAt top, James H. Frantz,\nConservator in Charge,\nexamines an\nEgyptian ibis. An x-ray\nof its head can be seen\non the screen.\nConservators in the\nSherman Fairchild\nPaintings Conservation\nCenter use latest\ntechniques to maintain\nthe Museum's paintings.\nHere Tommaso Portinari\nand His Wife by Hans\nMemling (Bequest of\nBenjamin Altman,\n1913) receive careful\ntreatment.\ntional adventure and patient diplomacy\n\"to a demanding public,\" asserts Gary\nwith magic elixirs applied to works of\nhave evolved around the Met's acquisi-\nTinterow, Associate Curator in the\nart in the name of preserving them,\"\ntions, and curators have no greater chal-\nDepartment of European Paintings.\ncontends James H. Frantz, the Met's\nlenge than to continually seek creative\n\"Everything we do here is noticed-\nConservator in charge of Objects Con-\nways of filling in gaps and adding to the\neither appreciated or criticized.\"\nservation. In recent years, the Museum's\nstrengths of the collections. \"But,\" cau-\nCONSERVATORS-In myriad studios\nconservators have devoted much time\ntions Mr. de Montebello, \"our efforts to\nbeyond public view, the Met's more than\nto restoring works \"where the principal\nimprove the collections-a role central to\n50 conservators in five conservation\nproblems of their preservation have to\nthe mission of art museums-are\ndepartments are dedicated to preserv-\ndo with earlier treatments, rather than\nbecoming increasingly strained. The\ning its vast holdings. Many of these pro-\nwith the vicissitudes of time.\"\nsoaring prices for works of art, com-\nfessionals have degrees in art history,\nWorking closely with the Met's cura-\nbined with increasingly hostile tax legis-\nchemistry and cell microbiology, as well\ntors, the conservators often render opin-\nlation, make this one of our major\nas conservation. Using state-of-the-art\nions on works of art prior to their\nchallenges for the future.\"\nequipment and technology, including\nacquisition, to determine condition and\nThe presentation of the collections\ninfrared and atomic absorption spectro-\nto resolve questions of authenticity.\nand the mounting of special exhibitions\nphotometers, gas chromatographs,\nThey also make sure collections are\noffer ongoing challenges of a different\nand scanning electron microscopes,\nexhibited and stored under proper cli-\nsort, because the works of art must be\nthey work in the Met's laboratories to\nmatic conditions, often developing\nchosen and displayed in ways that have\nrectify the damage brought on by time,\ninstallations designed to regulate tem-\nmeaning for the audiences of today\nneglect and handling.\nperature, humidity and light.\nand tomorrow. Curators must respond\n\"The history of conservation is littered\nLast year, for example, in treating\nMMA 11\nSPECIAL ADVERTISING SECTION\nMMA\nRichard J. Lombard\nPicasso's painting The Actor or in clean-\ning a number of Chinese bronzes and\nceramics, the Met's conservators\nsteeped themselves in the study of how\nthese works of art were created and\nspent a great deal of time scrutinizing\nand analyzing them before applying\ntheir expertise. \"It is a process of con-\nstant vigilance to ensure that we're not\ndoing more harm than good-even if we\n(sometimes) have the sobering effect of\nwithholding treatment,\" Mr. Frantz\nexplains.\nEXHIBITIONS-Colorfu banners fly-\ning high above the entrance doors\nproudly announce the Met's current\nofferings. \"Exhibitions are now the\nmost visible and highly attended pro-\nD\nirector Philippe\ngrams at the Museum,\" declares Mr. de\nde Montebello\nMontebello. And with the Museum's\nand Associate Curator\napproximately 30 exhibitions a year,\nGary Tinterow, top\nabout six of which are considered\nfrom left, examine a\npainting for Degas.\n\"blockbusters,\" the Met stands in the\nWilliam Gagen,\nforefront of showcasing art.\nSenior Installer, above,\n\"There is no substitute for the proper,\npaints mounting clips\nmagnified, intensified experience that\nfor The Little 14-Year-\nOld Dancer (Bequest\nan exhibition can provide,\" Mr. de\nof Mrs. H.O. Havemeyer,\nMontebello states. While some of the\n1929). The Museum's\nMet's exhibitions are of a highly special-\nThe Dance Class\nized nature meeting the needs of\n(opposite), (Bequest of\nscholars and connoisseurs, other exhi-\nMrs. Harry Payne\nBingham, 1986)\nbitions of a popular nature allow visitors\nis a star of this\nto learn and \"abandon themselves to\nhighly acclaimed\nthe pleasure principle.\"\nretrospective.\nOften taking as long as five years from\nconcept to reality, exhibitions have\nDre\nbecome a significant undertaking in\nMMA 12\nWe are living in\nthe golden age of\nthe retrospective\nexhibition.\n\"\nRobert Hughes\nTime Magazine\nHE BEST WAY TO GET CAR RENTAL\nT\nINSURANCE WITH PERSONAL\nCOVERAGE AT NO EXTRA CHARGE\nWhen you rent a car with the Gold Card®\nfrom American Express, the car and its\ncontents are covered for loss and damage.\nS WITH THIS.\nAnd you and your passengers are covered\nfor personal injury. Automatically. At no\nextra charge.\nTo take advantage of the coverage, decline\nI\nAMERICAN EXPRESS\nthe standard collision/loss damage waiver,\npersonal effects, and personal accident\n0460\ninsurance options offered by the car\nrental company. And save up to $15 a day.\n3728\n800TL\nVALID DATES:\nNote: This coverage reimburses you for\n58\nAX\nlosses not covered by your other sources\nN NELSON\nof insurance.\nAMEX\nThe Gold Card. There's no better way to\ninsure your automobile rental. And it's\nTHE GOLD CARD ®\nalso the best way to pay less for it.\nUnderwritten by National Union Fire Insurance Company\nTo acquire the Gold Card, pick up an\nof Pittsburgh, PA. Coverage is subject to the terms, condi-\napplication today or call\ntions, and exclusions of the policy.\nThis is excess coverage that reimburses for eligible losses\n1-800-458-AMEX.\nnot covered by other sources of insurance or reimbursement.\nAccidental Death and Dismemberment coverage provides\nTRAVEL\ncoverage regardless of your other insurance. Certain\nRELATED\nSERVICES\nexpensive, exotic, and antique cars are not covered.\nR\nAn American Express company\n© 1988 American Express Travel Related Services Company, Inc.\nServices available to U.S. Gold Card members.\nSPECIAL ADVERTISING SECTION\nMMA\nT\nhe American\nterms of time, budget and the marshal-\nWing's Washington\nling of all the Museum's resources, and\nCrossing the Delaware\nin recent years much-needed support\nby Emanuel Leutze has\nlong been an icon of\nhas come to the Met from corporations,\nAmerican art-as\ngovernment agencies, foundations and\nwitnessed by two\ngenerous individuals. Along the way,\nof the three children\ninternational cultural links have been\nin the old photograph.\nforged and millions of visitors have been\n(Gift of John\nS. Kennedy, 1897.)\ndrawn to the Met.\nThis year exhibitions ran the gamut\nfrom The Bauhaus Portfolios (made pos-\nsible by Reliance Group Holdings, Inc.)\nand Dutch and Flemish Paintings from\nthe Hermitage (sponsored by Sara Lee\nCorporation, with transportation pro-\nvided by Finnair) to the popular David\nHockney retrospective (underwritten by\nAT&T) and the 200 paintings and draw-\nings in the Fragonard exhibition (with\nsupport from Ann and Gordon Getty,\nThe Sharp Foundation, The Real Estate\nCouncil of the Met and the National\nEndowment for the Arts).\nThe two major openings this fall were\nthe highly acclaimed retrospective of\nthe great French artist Edgar Degas\n(jointly organized by the Metropolitan\nMuseum, the Louvre and the National\nGallery of Canada, and sponsored by\nUnited Technologies Corporation) and\nthe Georgia O'Keeffe 1887-1986 exhi-\nbition, which encompasses over 100\nworks by the popular 20th-century artist\n(organized by the National Gallery of Art\nand underwritten by Southwestern Bell\nFoundation). The annual display of the\nMMA 15\nSPECIAL ADVERTIS\nMMA\nThere is not a museum in America\nwith as broad a range of audiences,\nfrom preschoolers to postgraduates\nand on through to senior citizens.\n\"\nRichard D. Mühlberger\nVice Director for Education\nT\nhe Met's\neducational\nprograms\ninclude a \"hands-\non\" approach\n(bottom right).\nBut the Arms\nand Armor\nDepartment\nfascinates visitors\nof all ages\nthrough such\nmasterpieces as\nthis steel, gilt\nand embossed\nhelmet, perhaps\nmade for Cosimo\nde' Medici or\nFrance's Henry II.\nChristmas tree and Baroque crèche\n(made possible by the Loretta Hines\nHoward Trust) has become one of New\nYork's favorite holiday pilgrimages.\nFuture exhibitions include the 1989\nopenings of Frederic Remington: The\nMasterworks (organized by The St. Louis\nArt Museum, in conjunction with the\nBuffalo Bill Historical Center and spon-\nsored by Merrill Lynch & Co., Inc.) and\nGoya and the Spirit of Enlightenment\n(jointly organized by the Museum of\nFine Arts, Boston, the Prado, Madrid,\nand the Metropolitan, and supported by\nManufacturers Hanover Corporation,\nThe New York Stock Exchange Founda-\ntion, and the Robert Wood Johnson Jr.\nCharitable Trust with transportation pro-\nvided by Iberia Airlines of Spain).\nEDUCATION-The sight of school-\nchildren in the galleries of ancient\nEgyptian art or of small groups intently\nCheryl Rossum\nMMA 16\nSupport\nAt Merrill Lynch we are committed\nto investing in the arts.\nCommitted to supporting\nperformers and artists locally and nationally.\nCommitted to sharing our neighbors' interests and\nparticipating in the concerns of the communities\nwhere we work and live.\nIt's all a critical part of maintaining one\nof our most cherished traditions\nat Merrill Lynch - a tradition of trust.\nMerrill Lynch\nA tradition of trust.\nPhoto by Paul Kolnik\n©1988 Merrill Lynch & Co., Inc.\nSPECIAL ADVERTISING SECTION\nMMA\nhuddled around a lecturer describing a\ndelicate Renoir makes it easy to appreci-\nate the fact that the Met considers edu-\ncation an integral component of\neverything it undertakes. The prodi-\ngious scope of the Museum's commit-\nment to education, SO clearly formed as\nfar back as its original mandate in 1870,\nnow encompasses training teachers\nand developing curricula on art; orga-\nnizing innumerable tours, lectures, sym-\nposia and film programs; operating\nreference libraries; providing visitor\ninformation; and arranging for consulta-\ntion services and apprenticeships.\nMany of the Met's curators teach\ncourses at universities such as the Insti-\ntute of Fine Arts, which is part of New\nYork University, as well as Columbia and\nPrinceton. A large number of fellow-\nships that enable scholars to undertake\nresearch on parts of the Museum's col-\nlections are awarded by the Met. And\nprofessional travel stipends are granted\nto members of the Museum's staff for\nT\nhe Met's\nreproduction\nstudy and research around the world.\nreproductions\nplaques above. The\n\"There is not a museum in America\nare known for their\nflask is hand-blown\nfidelity to the\nand pattern-\nwith as broad a range of audience, from\nworks of art, as\nmolded, just like\npreschoolers to postgraduates and sen-\ncan be seen in the\nits 19th-century\nior citizens,\" states Richard Mühlberger,\noriginal (top) and\npredecessor.\nVice Director for Education. The Met's\nA tribute to\nThe Metropolitan Museum of Art\nfor enriching the lives of\nNew Yorkers and Citizens of the World.\nLAZARD FRÈRES & Co.\nMMA 18\nSPECIAL ADVERTISING SECTION\nMMA\nW.R.\nKEATING\n&\nCOMPANY\nand its affiliate,\nPenson & Company,\nsalute\nTHE\nMETROPOLITAN\nMUSEUM\nOF\nART\nh Dawricr\no\nnly since\n\"Where U.S.\nDaumier's death\nhas he gained a\nreputation for the\nCustombrokerage\npsychological\ninsights evidenced\nand\nby pictures such as\nL'Amateur. (Bequest\nInternational\nof Mrs. H.O.\nHavemeyer 1929.\nThe H.O. Havemeyer\nShipping\nCollection.) The\n- is still an Art\"\nMuseum's Degas\ncatalogue is a\nsplendid example\nof the best in\nW.R. Keating\nscholarly\n& Company\npublications.\nDivision of Bemo Shipping Co., Inc.\nDegas\nFine Art Shipping/\nConsultants/\nCustomsbrokers\n25 Hudson Street,\nNew York, NY 10013\nTel.: (212) 941-2200\nFax.: (212) 219-2988\nTelex: 232716\nMMA 19\nWhen the Class of '96 wanted\nand communications worked\nPhone\nComputer\nIMS\n000\nRecently, a group of curious third graders\nIn your office, C&C means quality NEC\nvisited NEC. We showed them what we've\nproducts such as advanced personal com-\nshown thousands of curious executives-that\nputers, digital telephones, and high-speed\nin today's business world, increased produc-\nfacsimile terminals, all working together\ntivity starts with a concept called C&C.\nthrough a powerful Information Management\nComputers and Communications working\nSystem (IMS).\ntogether. C&C is an effective solution for the\nFor your corporation, it means local and\nmanaging and moving of information.\nwide area networks, using NEC technology to\nC&C\nComputers and Communications\nto learn how computers\ntogether, NEC showed them.\nFAX\nSatellite Dish\nCar Phone\ncarry voice, data, text and image information\nCommunications can work together for your\naround a building. Or around the world.\nbusiness, please write or call:\nToday, NEC has an impressive record of\nsolving complicated networking problems for\nNEC America, Inc., Corporate Marketing,\ncompanies of all sizes. Whether it's creating\n8 Old Sod Farm Road, Melville,\nyour first system, or adding to an existing one,\nNew York, 11747\nwe're with you every step of the way.\nTelephone:\nIf you'd like to learn how Computers and\n1-800-338-9549\nNEC\nNEC is proud to be an angel to the Metropolitan Museum of Art.\nIntroducing the Peugeot 405:\nWinner of the \"European Car of the Year\" Award.\nTHE BEST CAR\nOVER THERE\nIS OVER HERE.\nThe European Car of the Year award is one of the most coveted awards in the automobile\nindustry. And it isn't given lightly. To win it, a car has to impress not merely a handful of judges,\nbut 57 of Europe's most respected automotive journalists representing 17 different countries.\n1988 European\nCar the Year.\nSo if the new Peugeot 405 had just won this prestigious award, it would have been well worth a new\n405 DL\n$14,500\ncar buyer's consideration. But it didn't just win.\n405 S\n$17,700\nOf a possible 57 first place votes, the new front-wheel drive 405 col-\n405 Mi 16\n$20,700\nlected an amazing 54. No other winner in the 25-year history of the\nMSRP. Excludes dest. charge, tax, title, options and registration.\naward has ever achieved so convincing a victory. But then perhaps no\nother car has ever offered as rich a blend of attributes. After a recent road test, Car and Driver was\nmoved to remark, \"The 405 is greater than the sum of its parts. The car is an uncommonly well-\nintegrated automobile\nEvery 1989 Peugeot 405 comes with the security of a 5-year/50,000-mile\npowertrain limited warranty and the most comprehensive roadside assistance plan available: AAA\nSo why not call 1-800-447-2882 for the name of the Peugeot dealer nearest you and test drive the\nbest car over there. After which we think you'll agree that, attribute\nfor attribute, dollar for dollar, it's also the best car over here.\nPEUGEOT\nNOTHING ELSE FEELS LIKE IT™\n©1988 Peugeot Motors of America, Inc.\n*Membership subject to the rules and regulations of\nSPECIAL ADVERTISING SECTION\nMMA\n11666\nfoot a 1809\nG\nold. It has\n15th-century\nfascinated\ngoldsmiths' work.\nman from time\nThe eagle pendant\nimmemorial. The\nfrom Costa Rica,\nwonderfully\nmade sometime\nenigmatic Petrus\nbetween the 11th\nChristus painting\nand 16th centuries\nof Saint Eligius\n(Bequest of Alice\nas a goldsmith\nK. Bache, 1977),\n(Robert Lehman\nis representative\nCollection, 1975)\nof the best-known\nis one of the most\nancient American\nimportant sources\ngold objects.\nof knowledge of\nMMA 23\nSPECIAL ADVERTISING SECTION\nMMA\nSince childhood / have loved this\nprograms for New York City schoolchil-\nMuseum, and from my earliest years,\ndren, for example, are national models.\nlike most children, / have loved the\nOne such program involved students\nfrom the High School of Telecommuni-\nArms and Armor galleries. Each of the\ncations in Brooklyn, who last year devel-\ntrustees has his or her favorite part of\noped a videotape about the Museum,\nthe Museum and this department is\nworked with video professionals to\nmy favorite.\nrefine it and brought it to their school to\nArthur Ochs Sulzberger\nshow their classmates. These students\nChairman, Board of Trustees\nhave made the Met a part of their lives,\nand according to Mr. Mühlberger, \"they\nare now missionaries and diplomats\nfor us.\"\nOther educational programs include\nworkshops for teachers and programs\nThe New York Times\nfor the blind and hearing-impaired, as\nwell as one in which Museum specialists\nhelp take hospital patients to view parts\nof the collection.\nThe Office of Academic Programs\ncoordinates educational experiences\nwith Museum exhibitions, as well as\nM\nore beautiful\nworkshops funded by the New York\nthan utilitarian,\nState Council on the Arts to train\nmuch in the collection\nmuseum professionals on topics such\nin the Arms and\nArmor Department\nas \"Museum Programs for Families\"\nwas used for the\nand \"Legal Issues for Museums.\"\nparade ground\nAlso, to accommodate the growing\nrather than combat.\nnumber of non-English-speaking visi-\nPictured here: Armor\nof George Clifford,\ntors in recent years, the Museum cre-\n3rd Earl of\nated a foreign visitors desk in the Great\nCumberland,\nHall, with staff who are fluent in several\n1558-1605\nlanguages. Floor plans, brochures on\n(Rogers Fund, 1932).\nthe collections, and recorded walking\nIt was probably made\nfor his installation as\ntours of the Met are available there at all\nChampion to Queen\ntimes in seven languages.\nElizabeth in 1590.\nA corps of over 600 highly trained vol-\nThe 16th-century\nunteers consisting of artists, art histo-\nGerman gauntlet is\netched and gilded\nrians and art lovers work throughout the\nsteel with appliqués\nMuseum. \"These people are utterly\nof gilt bronze\ndedicated,\" exclaims Mr. Mühlberger.\n(Bequest of Stephen\n\"The talent pool in New York City is\nV. Grancsay, by\nbreathtaking.\"\nexchange, 1984).\nPUBLISHING-At the Met, publishing\n\"is vital as a primary vehicle for the diffu-\nsion of knowledge,\" Mr. de Montebello\nasserts. Each year the Museum pub-\nlishes about 30 books, as well as schol-\narly journals and monographs on\nspecific aspects of the Museum's collec-\ntion, exhibition publications and a quar-\nterly magazine. Some exhibition\ncatalogs have vast popular appeal,\nsuch as Treasures of Tutankhamun,\nwhich sold two million copies.\nLIBRARIES-We quietly enter the\nThomas J. Watson Library, named for\nthe founder of IBM, which, with more\nthan 300,000 volumes, is the largest\nlibrary of art and archeology in the\nWestern Hemisphere. It houses such\nmaterials as 16th- and 17th-century\ntreatises on painting, sculpture and\nprintmaking, about 40,000 exhibition\nMMA 24\nXEROX\nAnd you thought we only made great copiers.\nAs you can see, the name Xerox is on a\nlet you produce in-house documents\nFor more information about Xerox\nlot of office products besides copiers.\nthat look like you went outside to\nproducts, call us at 1-800-TEAM-XRX\npublish them. We even make all the\n(1-800-832-6979), Ext. 129E.\nLike typewriters that easily revise.\nWorkstations that create. Facsimile\nsupplies you'll ever need to use them.\nSo in case you thought Xerox machines\nmachines that guarantee your\nSo whatever your document processing\nonly made great copies, take another look.\ndocuments get wherever you're\nneeds, Xerox makes all these products\nsending them. Intelligent printers that\nand a lot more. And with the same\nThey also make great originals.\nmake you more productive. And\nquality, service and support you've\nTeam Xerox.\npublishing systems and software that\ncome to expect from Team Xerox.\nWe document the world.\n4045 Laser CP\nSupply\nProducts\nXPS 701\nPublishing System\nXEROX\n7650 Pro Imager\n3700\nLaser\nPrinting\nSystem\n7017 Facsimile Machine\nXerox Ventura Publisher\n2.0 software\nEX\nXerox Ventura\nKurzweil Discover\n7320 Model 30\n6040 Electronic\nTypewriter\n9790 Laser Printing System\nXEROX® is a trademark of XEROX CORPORATION. Ventura Publisher is a trademark of Ventura Software, Inc.\nOur commitment\nToday\nThe AT&T Worldwide\nIntelligent Network\nToday's AT&T network\nto quality\nis the most advanced\ntelecommunications\nnetwork in the world.\nThe quality of your call\ngoes back a long way.\nis checked even before\nyou start speaking.\nIn effect, today's AT&T\nnetwork actually\nperforms 75 million\nAnd ahead\nservice checks per day.\nThat's how many calls\nwe complete.\neven further.\nEconomic Control of Quality\nI t started with the\nservice we provide has to\nThe 1920s\n7 Product\ngenius of Alexander\nlive up to what they\nQuality Control\nGraham Bell. And from\nexpect.\nWalter A. Shewhart of\nthe beginning, AT&T has\nTomorrow, this dedi-\nAT&T Bell Laboratories\nbeen committed to\ncation will enable us to\npioneered in quality con-\nhelping the people of the\nprovide this same quality\ntrol during the 1920s.\nW: 4. SHEWHART\nHis book, Economic Con-\nworld communicate\nto the people of the world\ntrol of Quality of\nbetter.\nin new ways.\nManufactured Product,\nTo fulfill this commit-\nFunny, how the future\nprovided a foundation\nment, AT&T has always\nseems to repeat itself.\nfor the science of statis-\nplaced quality at the heart\ntical quality control and\nTomorrow\nof everything we do.\nhas become an industry\nGlobal Telecommunity\nstandard.\nTo us, quality is what\nIn the future, we envision\nour customers say it is.\na world where people\nSo every product and\ncan communicate infor-\nmation in any form as\n1988 AT&T\neasily as making a phone\ncall today-even gather-\ning information from\nthe libraries of the world\nat the touch of a button.\nAT&T\nThe right choice.\nSPECIAL ADVERTISING SECTION\nMMA\no\nne of Jean\nAntoine\nWatteau's most\nexquisite paintings\nis Mezzetin\n(Munsey Fund,\n1934), painted\nsometime between\n1718 and 1720.\nThe name means\n\"half measure,\"\nand the character\nwas a stock mem-\nber of the commedia\ndell'arte, an\nimprovisational\ntheater of Italian\norigin. Here he\nwistfully pleads\nhis love to an\nunresponsive lover.\nThe guitar on\nwhich he strums is\nalmost identical\nwith a 17th century\none now in the\nMusical Instruments\ncollection.\ncatalogs, a small collection of autograph\nof whom are multi-lingual, answered\nand manuscript materials and more\nthousands of questions. The library is\nthan 1600 periodicals.\ncurrently automating the card catalog, a\nThe Watson Library is open for\ncostly, time-consuming process that\nresearch to the curatorial staff, outside\nbegan in the early 1980s, and is devel-\nresearchers, graduate students, visiting\noping strategies for the preservation of\nfaculty, art historians, designers, artists\nthe collection.\nand people in the art business. It is part\nMERCHANDISING-Sales are brisk\nof a publications exchange program\nas we stroll by the Museum's several\nwith 500 institutions throughout the\nshops and watch visitors select art\nworld and also provides central services\nbooks and posters, jewelry, note cards\nfor each of the 19 curatorial depart-\nand calendars. The sale of art publica-\nments, as well as for several specialized\ntions and reproductions of materials in\nlibraries in the Museum. Last year the\nthe Museum's collection began with the\nWatson Library circulated close to\nfounding of the Met and has not only\n145,000 items, and its staff of 20, many\nfostered its educational mission, but has\nMMA 27\nSPECIAL ADVERTISING SECTION\nMMA\nT\nhe Edward\nHopper painting\non adaptations of its collections.\nTables for Ladies\n(George A. Hearn\nAnd while sophisticated business sys-\nFund, 1931) is\ntems are in use throughout its opera-\nnotable for the\ntions, the Met can never lose sight of the\nopulent buffet in\nfact that \"our primary focus is still edu-\nsharp contrast to\ncation,\" Mr. Kelleher maintains.\nthe stark figures.\nUNEXPECTED DELIGHTS\n\"I love the Met for two reasons,\"\ndeclares Kitty Carlisle Hart, Chairman of\nalso been a major source of revenue.\nthe New York State Council on the Arts\nAccording to Bradford Kelleher, the\nsince 1976. \"It's SO familiar and yet SO\nMet's Consultant for Publishing and\nunexpected. I'm always turning a corner\nMerchandising Activities, \"Merchandis-\nand finding SO much is there that I hadn't\ning is a way of expanding the Museum\nseen before.\"\noutside its walls of communicating the\nIn addition to the comprehensive col-\ncontents of the Museum to the far cor-\nlection, many programs and services\nners of the world.\"\noffered by the Museum provide unex-\nThe Met's mail order business,\npected delights. Last year, 118,000 peo-\nfounded a half-century ago, has\nple attended concerts and lectures at\nbeen growing and now includes two\nthe Met. International celebrities, includ-\nChristmas catalogs, mailed annually\ning Vladimir Feltsman, the Beaux Arts\nto more than 5.5 million people world-\nTrio, Yo-Yo Ma, the Tokyo and Guarneri\nwide, as well as seven other catalogs.\nstring quartets, Alicia de Larrocha and\nThe Museum also receives royalties\nAndré Watts, have enthralled audiences\nMMA 28\nERYTI\nRY\n20\nERY\nCOMMUNITY\nChrysler\nElegance. Luxury. Front-wheel drive. Electronic fuel-injected V-6. Anti-lock\nINTRODUCING ULTRADRIVE, A CHRYSLER EXCLUSIVE.\nTHE MOST ADVANCED FOUR-SPEED AUTOMATIC TRANSMISSION.\nAfter years of development, Chrysler introduces Ultradrive. The first and only fully adaptive electronic\n4-speed automatic transmission. It constantly senses and adjusts for changes in your speed or driving\nsituation. You could say, \"it thinks for itself\" as it delivers an amazingly smooth, quiet, responsive ride.\nOther features include+: Four-wheel disc anti-lock brake availability. Self-leveling rear suspension.++ Vehicle\nTheft Security System. Power eight-way driver's seat with memory. An abundance of Mark Cross Corinthian\nleather. On-board travel computer. Crystal Key owner care. In a word, \"Everything.\"\nTHE CAR BUYER'S BILL OF RIGHTS.\nNew Yorker exemplifies Chrysler's belief that you have a right to a quality car with long-term protection. You\nhave a right to a safe car, friendly treatment, honest service, competent repairs and the right to address\ngrievances. Quality is your right and Chrysler intends to see that you get it.\ntSome items optional. +Available on Landau only. \"See copies of limited warranties at dealer Restrictions apply. 5/50 excludes maintenance, adjustments and wear items. Deductible on powertrain after 5/50\nNew Yorker\nbrakes. Ultradrive transmission. And Crystal Key owner care. Everything.\nCHRYSLER'S CRYSTAL KEY PROGRAM.\nBETTER OWNER CARE THAN EVEN ROLLS ROYCE OR MERCEDES.\n5-Year/50,000-Mile Basic Car Warranty.* Covers the entire car, bumper to bumper. Air conditioning; engine;\npowertrain; steering; electrical components; fuel, suspension and engine cooling systems the works.\nNo Deductible Cost To You.* Unlike GM, Chrysler does not require that you pay a $100\ndeductible after one year or 12,000 miles\neach time you bring in your car.\n7-year/70,000-Mile Protection Plan.* Even after the basic 5/50 warranty, the engine and\npowertrain are still protected for 7 years or 70,000 miles.\n7-year/100,000-Mile Rust-Through Protection* New Yorker is protected\nfrom outer body rust-through for 7 years or 100,000 miles.\nCustomer Hotline. Chrysler provides a toll-free \"800\" telephone number for\nChrysler\n7/70\nyou to call 24 hours a day with any questions on warranty or service.\nDivision of Chrysler Motors\nBUCKLE UP FOR SAFETY.\nCHRYSLER. DRIVING TO BE THE BEST.\nCHRYSLER'S\nCRYSTAL KEY PROGRAM.\nTHE BEST OWNER CARE\nOF ANY LUXURY SEDAN.\nBETTER THAN ROLLS ROYCE\nOR MERCEDES.\nBASIC CAR\nWARRANTY\nMAJOR\nDEDUCTIBLE\nENGINE\nPOWER-\nOUTER BODY\n24-HOUR\ncovers entire\nCOMPONENTS\nYOU PAY\nPROTECTION+\nTRAIN\nRUST-THROUGH\nTOLL-FREE\ncar except\nPROTECTION\nFOR REPAIR\nPROTECTION+\nPROTECTION\nHOTLINE\nnormal upkeep\nof major\ncomponents\n1989\nCHRYSLER\n5 years/\n5 years/\n50,000 miles\n50,000 miles\nNone\n7 years/\n7 years/\n7 years/\nYes\nNEW YORKER\n70,000 miles\n70,000 miles\n100,000 miles\n1988\nROLLS ROYCE\n3 yr/\n3 yr/\nNone\n3 yr/\n3 yr/\n3 yr/\nCORNICHE\nunlimited\nunlimited\nunlimited\nunlimited\nunlimited\nNo\n1988\nMERCEDES\n4 yr/\n4 yr/\nNone\n4 yr/\n4 yr/\n4 yr/\nBENZ\n50,000 miles\n50,000 miles\n50,000 miles\n50,000 miles\n50,000 miles\nYes\n1989\n4 yr/\n4 yr/\n$100 after\nCADILLAC\n4 yr/\n4 yr/\nBROUGHAM\n50,000 miles\n50,000 miles\n1 yr/12,000\n6 yr/\n50,000 miles\n50,000 miles\nYes\n100,000 miles\nmiles\n1989\n$100 after\nLINCOLN\n1 yr/\n6 yr/\n6 yr/\n6 yr/\n1yr/12,000\n6 yr/\nTOWN CAR\n12,000 miles\n60,000 miles\n60,000 miles\n60,000 miles\n100,000 miles\nYes\nmiles\n1989\nOLDS\n$100 after\n3 yr/\n3 yr/\n1 yr/12,000\n3 yr/\n3 yr/\n6 yr/\nREGENCY\n50,000 miles\n50,000 miles\n50,000 miles\n100,000 miles\nNo\nBROUGHAM\nmiles\n50,000 miles\n1989\nBUICK\n$100 after\n3 yr/\n3 yr/\n3 yr/\n1 yr/12,000\n3 yr/\n6 yr/\nELECTRA\n50,000 miles\n50,000 miles\n50,000 miles\n50,000 miles\n100,000 miles\nNo\nPARK AVE.\nmiles\nSee limited warranties at dealers. Restrictions apply. +Deductible may apply.\nFor 5 years or 50,000 miles,* you take care of normal maintenance,\nadjustments and wear items, Chrysler takes care of everything else.\nThat's unlike GM, who gives you only 3 or 4 years of\ncoverage and, after 1 year or 12,000 miles, requires\nthat you pay a $100 deductible\neach\ntime\nyou\nbring\nin your car. We even cover engine and powertrain for\nChrysler\n7/70\n7 years or 70,000 miles.* Outer body rust-through,\nDivision of Chrysler Motors\n7 years or 100,000 miles.*\nCHRYSLER. DRMNG TO BE THE BEST.\n*See copies of limited warranties at dealers. Restrictions apply. Deductible on powertrain after 5/50.\nSPECIAL ADVERTISING SECTION\nMMA\nR\naphaele Peale\nwas a member\nin the Museum's 708-seat Grace Rainey\nTelevision Workshop), have won\nof a family of\nRogers Auditorium, while other per-\nawards. In a Brilliant Light: van Gogh\npainters that\nformers have appeared in special loca-\nin Arles was the highest-rated art\nincluded his father,\ntions-in front of the Temple of Dendur in\ndocumentary ever broadcast on New\nCharles Willson\nPeale and brothers\nThe Sackler Wing or in the 20th-century\nYork City's public television network.\naptly named\ngalleries. This season, six Christmas\nTHE ART OF FINANCING AT THE MET\nRubens, Titian and\nconcerts will be given in the Museum's\nRembrandt(!).\nenchanting Medieval Sculpture Hall.\n\"Managing the finances at the Met has\nHe is represented\nhere by the\nLectures on a wide range of topics\nbecome a fine art in recent years,\" states\nattractive Still Life\nare always popular and include such\nDiana T. Murray, Vice President for\nwith Cake (DeWitt\n\"stars\" as the Met's Philippe de\nFinance and Treasurer. Difficult times\nJesup Fund, 1959).\nMontebello and Rosamond Bernier,\nduring the 1970s meant that expenses\nwhose intimate chats about Picasso,\ngrew faster than income from endow-\nMatisse and Miró are fully subscribed\nment and government sources.\nmonths in advance. Film series also\nMuseums around the country, with\nbring large numbers of people to\nthe Met leading the way, have struggled\nthe Met.\nto make up the gap by developing a\nAnother unexpected Museum trea-\nmore diversified revenue base.\nsure is the Office of Film and Television,\nTwenty years ago, the Met's annual\nwhich develops and produces docu-\noperating budget of $7 million came\nmentary films on art. Established in 1981\nfrom two principal sources-the endow-\nas a facet of the Met's educational mis-\nment, providing 63 percent of its reve-\nsion, it uses the Museum's collections,\nnue, and the City of New York,\nexhibitions and special events as\nsupporting 29 percent of the Museum's\nresources. With the expertise of the\ncosts. Two decades later, in 1988, the\nMet's curatorial and educational staffs,\nMet's $65.5 million yearly operating\nthe office has produced 35 films, several\nbudget has eight different income\nof which, like Don't Eat the Pictures:\nsources: 23 percent from New York City,\nSesame Street at the Metropolitan\n17 percent from its endowment, 15 per-\nMuseum (produced with the Children's\ncent from membership fees, 15 percent\nMMA 33\nSTATE OF THE A T.\nZENITH UNVEILS THE AT-COMPATIBLE COLLECTION.\nZENITH INNOVATES AGAIN-Zenith's collection of AT compatibles\nThe Z-248 is also standard with 1MB RAM and is expandable\nbegan with the Z-386.™ An introduction that ushered in such\nup to 6MB without using an expansion slot. However, four open\nindustry firsts as zero wait states, cache memory and slushware-\nexpansion slots can artfully handle future growth. Configurations\nfor greater speed and faster memory access. Once again, Zenith's\nof 5.25\", 3.5\" floppy or 40, 80 and 160MB hard disks truly expand\nconstant pursuit of innovative, user-relevant technology has\nall your options.\ncreated faster, better computers.\nAll systems are available with Zenith's revolutionary Flat\nThe new Z-248/12™ and Z-286 LP™ desktop PCs. Two new\nTechnology Monitor (shown above) and VGA-compatible video card\nmaster-strokes that respond to today's need for smaller size and\nfor ultimate video performance.\nmaximum expansion. Two more reasons why Zenith is the leading\nWith breakthrough after breakthrough, these new computers\nsupplier of AT-compatible systems.\nare yet further proof that Zenith's AT-compatibles define the State\nThe compact Z-286 LP combines a four-inch low profile and\nof the Art. See the \"AT Collection\" now showing at your Zenith\nspace saving small footprint with performance you'd expect from\nData Systems authorized dealer. For your nearest location call:\na unit three times its size.\n1-800-553-0350.\nThe Z-286 LP comes standard with 1MB RAM-expandable to\n6MB without using an expansion slot. Generous memory capacity\nto run new MS OS/2™ applications. And with a single 3.5\" floppy\nand fast 40MB hard disk you have truly impressive storage capacity.\nZENITH\ndata\nThe Z-248/12 is among the fastest 286 systems available. Its\nzero wait state design magnifies its 12MHz to speed past 16MHz\nsystems\nsystems with wait states.\nTHE QUALITY GOES IN BEFORE THE NAME GOES ON\nAT is a registered trademark of IBM Corp.\nTM MS OS/2 is a trademark of Microsoft Corp.\nc\n1988, Zenith Data Systems\nSPECIAL ADVERTISING SECTION\nMMA\nPOR\nBREED\nhe Met's financial\nThe Metropolitan Museum of Art\nT\nmanagement is\nSOURCES OF FUNDS: 1967 VS. 1988\nbusinesslike and up-to-\ndate. In the galleries,\n1967 Total of Funds-$6.98 Million\nhowever, are many\nreminders of business\nMEMBERSHIP: 5.7%\npractices from earlier\nGIFTS AND'GRANTS: 1.0%\ntimes. Here, for example,\nis The Banker's Table by\nWilliam Michael Harnett\n(Purchase, Elihu Root, Jr.,\nGift, 1965). It is one of\nNYC-GUARD,\nseveral masterpieces in\nMAINT. & UTILITIES: 29.2%\nENDOWMENT INCOME: 62.8%\nThe American Wing by\nthis leading exponent\nof the American school\nof trompe-l'oeil that\nflourished in the late\n19th century.\nOTHER: 1.3%\n1988 Total of Funds-$65.5 Million\nAUXILIARIES: 7.8%\nENDOWMENT INCOME: 16.6%\nADMISSION: 10.1%\nOTHER: 9.1%\nMEMBERSHIP: 14.9%\nNYC-GUARD,\nMAINT. & UTILITIES: 22.7%\nGIFTS AND GRANTS: 15.4%\nSPECIAL EXHIBITIONS: 3.4%\nMMA 35\nThe Buckingham Wile Company, N © 1988. 40% Alc. by Vol.\ncold wind shivered outside their window, but it could never reach them. They were\nfrom gifts and grants, 10 percent from\nSulzberger, Chairman of the Museum's\nspecific Museum programs.\nadmissions, 8 percent from the mer-\nBoard of Trustees and Publisher of The\nModern business management tools\nchandise operation and other business\nNew York Times. The Met's complex of\nhave been put in place at the Met to\nactivities, 3 percent from corporate and\nbuildings in Central Park is New York\nstrengthen operations. \"Overall,\" Mrs.\nother-sponsored special exhibitions\nCity's property, as part of an agreement\nMurray relates, \"even though our goal\nand 9 percent from other sources.\nin which the City provides for the\nis not to generate a profit, we function\nWhile the Met's new funding strategy\nMuseum's heat, light and power, as well\nin a business-like manner, using pro-\nhas been a success in keeping annual\nas about half the costs of building main-\nfessional management techniques to\ndeficits down to a manageable size,\ntenance and security. The collections,\noperate as efficiently as possible.\"\nMrs. Murray explains, \"it brings new\nhowever, are held in trust by the Met's\nsources of vulnerability. The new reve-\ntrustees, who are responsible for the\nGARNERING SUPPORT\nnues are much less predictable, and\nexpenses associated with conservation,\nAn ambitious program of fundraising,\nbehave poorly in downturns. If the pop-\neducation, acquisitions, special exhibi-\norganized according to sources of giv-\nularity of our exhibitions wanes, admis-\ntions, scholarly publications and admin-\ning-individuals, corporations, founda-\nsions, membership fees and gift shop\nistration. \"The relationship between the\ntions and government agencies-has\nsales can decline at the same time.\" This\nMuseum and the city is a strikingly\nbeen created to garner support for the\nrevenue variability, combined with\nsuccessful example of a partnership of\nMet. Initiatives such as the Chairman's\ninflated art prices, the adverse effects of\nthe public and private sectors,\" states\nCouncil, The Real Estate Council, Travel\nnew tax laws and increased competition\nMr. Sulzberger.\nwith the Met, and the Corporate Patron\namong museums for attendance and\nManagement of the Met's $380 mil-\nProgram (see page MMA51) address\ndonors, makes management of modern\nlion endowment is an important task,\nthe Museum's ongoing need to meet\nmuseums a much more serious\nMrs. Murray suggests, \"part of an effort\nescalating operation costs.\nchallenge.\nto preserve the purchasing power of the\nIn recent years, The Fund for the Met,\nOn the expense side of the budget,\nMuseum's assets while aiming to bal-\nthe most ambitious capital campaign in\ntwo-thirds of the Met's funds support sal-\nance the budget.\" Due to positive per-\nthe Museum's history, raised almost\naries, wages and fringe benefits for its\nformance by investment managers, as\n$160 million for the Met's construction\nemployees. Attention must also be paid\nwell as donations to the endowment, the\nprograms and its endowment. Targeted\nto the \"less glamorous, but very neces-\nMet's portfolio suffered no decline\nfundraising is currently geared to such\nsary building infrastructure consider-\nduring fiscal 1987-88. Income from\nprojects as the new $51-million wing to\nations, such as elevators, roofs and\nthe endowment is used primarily for\nhouse galleries for European sculpture\nsecurity systems,\" notes Arthur Ochs\noperations, capital expenditures and\nand decorative arts, special exhibition\nMMA 36\nSome holidays\nyou don't want to end.\nHolidays you\nwant to remember.\nHolidays you\nwant to celebrate.\nAND B\nAnd there is an\nart to moments like\nthese called the art of\nLIQUEUR\nAND\nand\nlingering.\nIDICTINE\nAn art which\nachieves its finest ex-\npression with great\nfriends, great conver-\nsation and the greatest\nof all liqueurs. B&B.\nAn exquisite blend\nof 27 exotic herbs and\nspices artfully balanced\nDOM\nwith the finest French\nDirecteur\ncognac.\nB\nAND\nB\nB&B\nPSO ML\n80 PROOF\nLIQUEUR\nThe art of lingering.\nTo send a gift of B&B anywhere in the\nU.S.A. where legal, dial 1-800-BE THERE.\npure warmth sitting around that glowing fire, drinking B&B long into the wintry night.\ngalleries and the Department of Objects\nof executives and investors are taking\nMr. Sulzberger, and all those who gather\nConservation. New York City has\nadvantage of special membership\non its steps and meander through its\npledged $13.5 million for this wing.\nprivileges at the Metropolitan Museum.\ngalleries are committed to this great\nOther substantial funding has come\nSupporting categories (an annual con-\ntreasure house.\nfrom Laurence A. and Preston R. Tisch,\ntribution of $500-$5,000) provide many\n\"People find here an association with\nCarroll and Milton Petrie, Henry R.\nexclusive benefits offered only to individ-\na very prestigious institution,\" explains\nKravis, for whom the wing is named, Iris\nuals who give such generous support.\nMrs. Rafferty. \"There is something for\nand B. Gerald Cantor, the Sherman\nAnd a \"big push,\" Mrs. Rafferty\neveryone here. I have an incredible\nFairchild Foundation, Lila Acheson\nemphasizes, is being put on two catego-\narray of options to draw upon in\nWallace, and The Kresge Foundation.\nries of patron, those who contribute\nfundraising.\"\nInvaluable support for the Met also\n$3500 and $5000 annually, and who\nSo, too, does the Met extend to its\n\"comes from the combined giving of\nenjoy the use of the Patrons' Lounge, as\nsupporters attractive programs, ancil-\nits 100,000 members,\" according to\nwell as private dining room privileges\nlary activities and services and recogni-\nEmily K. Rafferty, Vice President for\nand invitations to special curator talks\ntion of their commitment. Five years\nDevelopment. The members and\nand exhibition openings. The Met also\nago, for example, only ten companies\nother individual donors \"provide the\nhas three categories of permanent\noffered their employees free admission\nMuseum with what alumni provide a\nmembership, including Benefactors,\nto the Museum; today more than 75\nuniversity. They are its most loyal advo-\nFellows for Life and Fellows in Per-\ncompanies make this possible.\ncates, and occasionally its harshest\npetuity. The names of the Museum's\nBusinesses realize, Mrs. Rafferty\ncritics. They exhibit a real commitment\nBenefactors are carved in the limestone\nproposes, that it makes sense to be\nto this place.\"\nwalls in the Met's Great Hall.\ninvolved with the Met. And as interna-\nA campaign is underway to increase\ntional companies expand, the access\nPASSIONATE ATTACHMENT TO THE MET\nmembership at the Met in a variety of\nthat they are able to provide for their\ncategories. A direct mail campaign is\nStories abound about the people who\nemployees and constituents is \"a\nrestoring lapsed memberships, while\nhave been passionately attached to the\nvaluable asset in the eyes of foreign\nefforts are also being made to increase\nMet since its founding 118 years ago.\nvisitors,\" she asserts.\nthe number of National Associates, who\nThe list of those who have supported the\nSupporting the arts in general, and\nlive beyond the 150-mile radius of the\nMuseum, and who continue to do SO\nthe Met specifically, \"is supporting one\nMuseum. Now numbering more than\ntoday, reads like a \"Who's Who\" of\nof the main sources of financial vitality\n30,000, National Associates pay an\npower and wealth. Yet the Met has\nin this city,\" states Mr. de Montebello.\nannual $30 fee. An increasing number\nalways been \"everyone's place,\" claims\n\"For New York City, cultural excellence\nMMA 37\nSPECIAL ADVERTISING SECTION\nMMA\nR\nepresentations\nstands up quite\nof mothers\nwell to Goya's\nand children are\nmasterpiece The\nimportant in every\nCountess of\nculture. This\nAltamira and Her\ndelightful portrait\nDaughter (Robert\nof Mrs. Mayer and\nLehman Collection,\nDaughter (Gift of\n1975). The Mother\nEdgar William and\nand Child from\nBernice Chrysler\nNew Guinea (The\nGarbisch, 1962),\nMichael C.\nwith its wonder-\nRockefeller\nfully expressive\nMemorial Collection,\nfaces, is by Ammi\nBequest of Nelson\nPhillips, one of the\nA. Rockefeller,\nmost prolific and\n1979) is particularly\ntalented American\nnotable for its\nfolk artists of the\nfeeling of maternal\n19th century. It\ntenderness.\nAEX\nMMA 38\nANOTHER FAST SERVICE FROM\nAvis Roving Rapid Return is easy. It\nTHE EMPLOYEE-OWNERS OF AVIS, INC.\ntakes only seconds. And you won't\nhave to go to the rental counter.\nAs soon as you pull in, an Avis\nrepresentative comes over to your\ncar, enters the vehicle number,\nmileage and fuel level into a hand-\nheld computer linked to the\nWizard III computer system.\nSeconds later, it\nprints out a written\nReceipt charges do not need\nreceipt of your rental\nexpenses, and you're\non your way. It's that\nsimple. And it's avail-\nable at many U.S.\nlocations for charge\ncard customers\n'N\nSince the employees took over\nAvis, Inc. one year ago, we've been\ntrying harder than ever to give\nyou low SuperValue Rates and great\nservice, like making it faster and\neasier to return your car.\nRun.\nNext time, get your receipt and run.\n®\nAVIS\nWe're trying harder than ever.sM\nAVIS\nAvis features GM cars.\nBuick Regal.\nAVIS\n*Employees at all corporate locations.\n© 1988 Wizard Co., Inc.\nHow Fujitsu helped\nHome Depot become\na household name.\nHome Depot is a discount retailer\nmajor developer of semiconductors, micro-\nmaking merchandising history. Ten years\nelectronics and telecommunications tech-\nago they didn't exist. Today, their successful\nnology. We have nearly 100,000 employees,\nstyle is helping to shape the entire home\n$16 billion in annual sales and facilities\nimprovement industry. The company was\nthroughout 27 countries-which keep us\nthe first to bring the concept of warehouse\nclose to our customers.\nretailing to the \"do-it-yourself\" home improve-\nment market. And one of the first to combine\nlow prices with superior customer service.\nQuality customer service\nAs a result, today Home Depot has 86 giant\nHome Depot also came to us because\nwarehouse stores across the nation and\nwe share their commitment to quality service.\nskyrocketing sales approaching $2 billion.\nThat service was crucial to Home Depot,\nwhich within just a few years grew from a\nEssential element\nregional to a national chain, quickly becom-\ning a household name. Fujitsu was there\nFrom the beginning, Home Depot rec-\nevery step of the way, making sure that Home\nognized that an essential element for suc-\nDepot's POS system kept up with its growth,\ncess was their point-of-sale (POS) system.\nand helping make that growth possible.\nThis system would allow them to reduce\ninventory and merchandising costs while\nfreeing employees to give personalized\nattention to their customers. Because the\nPOS choice was SO critical, Home Depot\nstudied a variety of different systems. They\ncarefully evaluated functions, features, ease\nof use, and - most importantly - reliability.\nAnd, in the end, they chose Fujitsu.\nFujitsu-a household\nname in Japan\nHome Depot came to us not only for the\nMr. Greg Hackett of Home Depot with Kevin Murphy,\nquality and reliability of our POS systems,\nsenior vice president of marketing at Fujitsu Systems\nbut also for the depth, breadth and reputa-\nof America (FSA). FSA markets point-of-sale (POS)\nsystems, automated teller machines (ATMs) and\ntion of our company. We are the largest\nhandheld computer systems. For information call\ncomputer manufacturer in Japan and a\n(619) 481-4004.\nFUJITSU\nThe global computer & communications company.\nFujitsu salutes the Metropolitan Museum of Art for its contribution as the \"Trustee For Humanity.\"\nSPECIAL ADVERTISING SECTION\nMMA\nT\nhe American Wing\nis not merely important, it is-and there\nholds the largest\nis no more direct way of putting it-\ncollection of American\nnecessary.\"\nart in the world. Here it\nis represented by: John\nA SHINING STAR\nSinger Sargent's\nMme. X (far left), one\nNew York City officials consider the Met\nof his most striking\na shining star in their cultural galaxy, not\ncanvases (Purchase,\nonly for the Museum's preeminence as\nArthur Hoppock Hearn\na tourist attraction, but as a significant\nFund, 1916); the\nsplendid Charles\ncontributor to the city's economic\nEngelhard Court,\nstrength. More than half the visitors to\ndominated by the great\nthe Met come from outside the city. Last\n1820s New York\nyear, during the 13-week period of the\nbank facade (above);\nMuseum's exhibition of van Gogh in\nand an elegant\n18th-century\nSaint Rémy and Auvers (underwritten by\nsilver chocolate pot\nE.F. Hutton), out-of-town visitors to the\n-\n(Bequest of Alphonso\nexhibition spent a total of $233 million\nT. Clearwater, 1933).\non goods and services in New York.\n\"We could not be the international\ncapital of the world without having\nthe Met situated here,\" states New\nYork City's Mayor, Edward I. Koch,\nwho recently recorded a tour of the\nMuseum's building and its architec-\nture. \"We consider it a privilege to be\npartners with the Met.\"\nSPECTACULAR GROWTH\nIn the last two decades, the growth of\nthe Met-both physically and in the\nscope of its collections and programs-\nhas been spectacular. Several wings\nhave been added to the building since\n1970, the most recent being the Lila\nAcheson Wallace Wing for 20th-\ncentury art, which was completed in\n1987. The late Mrs. Wallace, co-founder\nof Reader's Digest, the Museum's great-\nest single benefactor, whose funds\nand charitable foundations also paid for\na long roster of projects, including the\ncomplete reinstallation of the enormous\nEgyptian collection, fresh flowers that\nare provided daily for the Great Hall,\nrestoration of the Great Hall and Fifth\nMMA 42\nFROM SEA TO SHINING SEA, THE WILL TO\nSUCCEED IS PART OF THE AMERICAN SPIRIT.\nThe instant you become an American, whether by birth\nMore are getting what they want with the help of\nor by choice, you are guaranteed a particular freedom\nMasterCard® and Visa cards from Citibank than from any\nthat is nowhere mentioned in the Constitution, but in\nother company.\nfact flows from it.\nAnd more Americans who once dreamed of\nYou are guaranteed the freedom to succeed.\n\"some day\" owning their own homes now own them, or\nYou are free to dream your own dream of success,\nare buying them, with help from Citicorp and Citibank.\nto study, to work, to create and discover and build, for\nMeanwhile, here at home and in 90 other countries\nyourself and your children, the success you want.\naround the world, we offer the full range of financial\nOur deep belief in that idea is one reason that our\nservices, from automated machines for personal banking\ncompany-Citicorp and Citibank-has grown to become\nto corporate funding in the billions.\nby far the nation's largest financial services organization.\nOver 90,000 people of Citicorp and Citibank serve\nFor over 175 years, our freedom to innovate, to\nover 25,000,000 customers, thousands of companies and\ncreate new financial ideas and services, has led to an\nmany governments, in every major world marketplace.\nunbroken line of initiatives allowing us to help countless\nWe can help you, or your company, achieve success,\nmillions of individuals.\nhere and abroad.\nToday, more Americans are pursuing college\nWhether you get to know us as\neducation and graduate degrees with help from us than\nCiticorp or Citibank, we'd like you to\nfrom any other private lender.\nget to know us better.\nCITICORP\n+\nBECAUSE AMERICANS WANT TO\nSUCCEED, NOT JUST SURVIVE.\n© Citicorp 1988\nSPECIAL ADVERTISING SECTION\nMMA\nAvenue Plaza, and the acquisition\nof hundreds of works of art for the\nMuseum. Under construction now is\nthe Henry R. Kravis Wing, which is the\nlast project of the Met's comprehen-\nsive architectural plan. Its second floor,\nThe Tisch Galleries, opened this fall with\nthe major exhibition Degas, and the\nother areas of the five-story wing are\nscheduled for completion by 1991.\nLike the piazzas of European cities,\nthe Met has become a gathering place.\nMany attribute this phenomenal flour-\nishing to those who lead the Museum.\n\"The leadership at the Met is ener-\ngetic and committed to always finding\nnew ways of making the Museum more\naccessible and exciting,\" declares Mary\nSchmidt Campbell, New York City's\nTHE CLOISTERS\nBoldly clad jesters, jousting knights\non horseback and roving trouba-\ndours were on hand one recent fall\nafternoon for a medieval festival at\nThe Cloisters, the Met's renowned\nbranch for European art of the 12th to\n16th century. Located in a spectacu-\nlar, wooded 67-acre setting overlook-\ning the Hudson River in northern\nManhattan, the museum incorpo-\nrates elements from five medieval\ncloisters. Its holdings include such\nmasterpieces as The Hunt of the\nUnicorn, one of the finest sets of tap-\nestries from the 15th century, as well\nas illuminated manuscripts, stained-\nThe New York Times\nglass panels, metalwork, enamels,\nivories, jewelry, paintings and sculp-\ntures. In celebration of its 50th anni-\nversary this year, a number of\nT\nhe Cloisters,\nmusical performances, gallery talks\nthe Met's branch\nand special events were held at the\nfor medieval art,\nmuseum. In addition, The Cloisters\nis characterized\nby a single word:\nTreasury-a gallery devoted to small,\nSuperb.\nprecious works of art-was enlarged\nThe Cuxa Cloister\nby 50 percent, thanks to a grant from\n(top) is one of\nMichel David-Weill, Managing Part-\nfour serene\nner, Lazard Freres, the entire collec-\ngardens. George\nGrey Barnard (above,\ntion was relabeled with short,\nright) collected\ninformative texts, and many improve-\nmuch of the\nments were made to landscaping.\narchitectural\n\"The Met's collection of medieval\nmaterial used in\nThe Cloisters. The\nart and The Cloisters, taken sepa-\nMonkey Cup (left),\nrately and together, represent the\nrare and beautiful,\nfinest collection of medieval art in\njoined the\nthis country,\" according to William\nconstantly growing\nD. Wixom, Chairman of the Met's\ncollection in 1952\n(The Cloisters\nDepartment of Medieval Art and The\nCollection).\nCloisters. \"The Cloisters offers a\nsequence of masterpieces in\nan\ninspirational setting\" that greatly\nenhances the Met's distinguished\nencyclopedic collection.\nMMA 44\n© Copyright 1988 by Saab-Scania of America, Inc.\nSAAB\nSaabs are intelligently priced from $16,995 to $32,095. Manufacturer's suggested retail prices not including taxes, license, freight, dealer charges or options. Prices subject to change.\nIt's nice to have money. It's nicer to use\nit wisely. That's why the new Saab 9000 CD\nIntroducing\nis a particularly smart automotive investment.\nThe 9000 CD is filled with luxuries\nthe Saab 9000 CD.\nlike power-operated leather seats, automatic\nThe most intelligent luxury car\nclimate control and more passenger and\never built.\ncargo room than any imported car but\none; the Rolls Royce Silver Spur limousine.\nIt's also filled with the spirit of Saab;\nintercooled turbocharging, precise handling\nand front-wheel drive, making the lap of\nluxury fun as well as comfortable.\nMost surprisingly, the 9000 CD offers\nsomething you may be gratified to find\nin its class.\nYour money's worth.\nSAAB\nSAAB\nSCANIA\nThe most intelligent cars ever built.\nSPECIAL ADVERTISING SECTION\nMMA\nMVSÍCA f DVLCE\nTHOMAS HART BENTON\nUnited Missouri Bank of Kansas City, n.a.*, and the Enid and\nCrosby Kemper Foundation will sponsor a definitive retrospective\nof the work of Thomas Hart Benton.\nT\nhe Department\nof Musical\nThe Nelson-Atkins Museum of Art\nWhitney Museum of American Art\nInstruments con-\nKansas City, Missouri\nNew York\ntains more than\nApril 16-June 18, 1989\nNovember 17, 1989-February 11, 1990\n4000 works from\nThe Detroit Institute of Arts\nLos Angeles County Museum of Art\nsix continents.\nAugust 4-October 15, 1989\nApril 29-July 22, 1990\nThis double\nvirginal (Gift of B.\nH. Homan, 1929),\nUNITED MISSOURI BANK\nsumptuously\npainted, was made\nMember FDIC\nin Antwerp by Hans\n*United Missouri Bank serves as co-trustee of the Thomas Hart Benton and Rita P. Benton Testamentary Trusts.\nRuckers the Elder\nin 1581.\nMMA 46\nSPECIAL ADVERTISING SECTION\nMMA\nCommissioner of Cultural Affairs. With\nits \"first-rate leadership the Met has\nsuccessfully cultivated a whole new\ngeneration of museum-goers.\"\nJames C.Y. Watt, Senior Curator in the\nMet's Asian Art Department, has trav-\nelled and lectured worldwide. The com-\nmunication and rapport between\nadministration and staff at the Met \"is SO\ntotally open, SO supportive,\" he notes. \"I\nknow many museums on many conti-\nnents and I have never heard of this,\nmuch less experienced it.\"\n\"I have a very warm feeling at the\nMet,\" states Brooke Astor, a member of\nthe Museum's board for more than a\nquarter of a century and donor of,\n(continued MMA 57)\nCorning Originals\nSteuben crystal.\nT\nhis rug is the\nSpace-mirror glass.\nfinest and\nHand artistry.\nlargest Egyptian\nTechnical precision.\ncarpet to survive\nWith this in common:\nfrom the Mamluk\nperiod. Egyptian\nThe Total Quality commitment\nrugs dating from\nof Corning employees.\nthe late 15th cen-\ntury are renowned\nCORNING\nfor their brilliant\nImagine what we can do together.\ndesign and subtle\ncolor balance.\nMMA 47\nTandem helps a major\ntelecommunications company cut its bill\nover one million dollars a month.\nUS WEST's Bell telephone compa-\nnot only cut their own bill, they\ncurrent information, efficient ex-\nnies - Mountain Bell, Northwestern\nimproved customer service, too.\npandability and unbeatable price\nBell and Pacific Northwest Bell -\nEXTENSIONS ARE EASY.\nperformance, Tandem technology\nserve a growing population in 14\nstates. Handling calls for new service\nAs US WEST's companies grow, SO\nproves consistently superior.\nwas a complex, paper-intensive\nwill the system. Tandem's unique,\nCompare us to any other OLTP\nprocess that was taking up too much\nparallel architecture allows you to\nsystem. You'll see why companies\nexpand in any increment you\nin every major industry choose\ntime, including the customers.\nTandem.\nSo they've switched to a Tandem\nchoose, without having to rewrite\nFor information, write:\nNonStop™ system. It's eliminated the\nthe application. We can also connect\npaperwork, allowing the telephone\nto major computer systems.\nTandem Computers Incorporated,\n19191 Vallco Parkway, Loc. 4-31,\ncompanies to process new customers'\nLOOK US UP.\nCupertino, CA 95014. Or call\norders on line and on the spot. They\nWhenever there's a need for constantly\n800-482-6336.\nTANDEMCOMPUTERS\nThe technology leader in on-line transaction processing.\nSPECIAL ADVERTISING SECTION\nMMA\nJervis B. Webb\n<<\nWEBB\nCompany\nI\n<<<<<<<<<<<<<<<<<<<<<<<<<\n\"Total Material Handling\"\nTHE INDUSTRIES WE SERVE\nProcess Industries:\nFood & Kindred Products\nTextile Mill\nProducts\nApparel\nLumber & Wood\nProducts\nFurniture & Fixtures\nPaper &\nAllied Products\nPrinting & Publishing\nChemicals & Allied Products\nPetroleum &\nCoal\nRubber & Plastics\nStone, Clay,\nGlass & Concrete\nPrimary Metal\nOriginal Equipment Manufacturing:\nT\nhe Arts of Japan\nin The Sackler\nFabricated Metal Products\nElectrical &\nGalleries for Asian Art\nare among the newest\nNon-electrical Machinery\nTransportation\ngalleries at the Met.\nPictured here is Ōgata\nEquipment Instruments\nKorin's Yatsuhashi\nMiscellaneous Manufacturing\n(Purchase, Louise\nEldridge McBurney\nWebb Drive / Farmington Hills, Michigan 48018\nGift, 1953), a 6-fold\nscreen exhibited in a\n(313) 553-1220 / TELEX: 211892 JWEBB UR\nroom in the classic\nshoin style.\nMMA 49\nThe Metropolitan Museum of Art. Bequest of Sam A. Lewisohn, 1951. Photography by Malcolm Varon.\nMadame Ginoux is 100, too.\nVincent Van Gogh painted \"L'Arlésienne: Madame Ginoux\"\n1\n8\nin 1888. That same year, James H. McGraw began an\nenterprise that has become today's McGraw-Hill.\nIn celebrating our Centennial, we are pleased to join this\nsalute to the Metropolitan Museum of Art for preserving the\nworld's great creative achievements, SO that they may be\nY\nE\nA\nR\nS\nenjoyed by millions-today and a hundred years from today.\n1\n9\n8\n8\nSPECIAL ADVERTISING SECTION\nMMA\nTHE NEW MEDICI\nThe Met's Business Committee and\nits Corporate Patron Program were\nfounded more than a decade ago by\nthe Museum's former board chair-\nman, Douglas Dillon. The Corporate\nPatron effort has grown to include\nnearly 425 donor companies, from\nsmall local firms to major national\nand international corporations.\nTogether they provide over $2 million\nin annual donations for the Met's\noperating budget. Thirty-five of these\nannual corporate donors make con-\ntributions of at least $30,000, ena-\nbling them to host private social\nevents in the Museum's glamorous\nspaces, such as the Temple of\nDendur in The Sackler Wing and\nT\nhe Met's\nThe Charles Engelhard Court, and\ncollections are\nto receive free admission for a year\nby no means\n\"fixed.\" In fact,\nfor their employees and accompany-\nnew works of art\ning family members.\nare constantly\nBacking The Metropolitan\nentering the\nMuseum of Art is good business,\"\nMuseum. Some\nsuggests Carl Spielvogel, Chairman\nrecent-and spec-\ntacular-additions:\nof the Met's Business Committee\nCanaletto's\nand Chairman and Chief Executive\nPiazza San Marco\nOfficer of Backer Spielvogel Bates\n(Mrs. Charles\nWorldwide, Inc. \"It's a simple,\nWrightsman Gift,\n1988); Matisse's\ndynamic way of telling the public,\nNasturtiums and\n'We, as a company, care about the\n\"Dance\" (Bequest\nquality of your life.\"\nof Scofield Thayer,\nIn addition to annual gifts from cor-\n1982); Rubens'\nporations for unrestricted operating\nself portrait and\nportraits of his\nsupport, companies furnish between\nwife and son\nthree and four million dollars each\n(Gift of Mr. and\nyear for special exhibitions. Since\nMrs. Charles\n1979, nearly three-fourths of the sup-\nWrightsman,\n1981); and a\nport received for exhibitions has\nShang dynasty\ncome from corporations, and many\nritual wine cup\nof the Met's exhibitions have budgets\nwith lid, 13th\ntoday of over half a million dollars.\ncentury B.C.\n(Charlotte C. and\nJohn C. Weber\nCollection, Gift of\nCharlotte C. and\nJohn C. Weber\nthrough Live Oak\nFoundation, 1988).\nMMA 51\nSPECIAL ADVERTISING SECTION\nMMA\nThe Costume Institute has been an\nCOSTUME INSTITUTE\ninspiration for designers, for students\n\"Costume helps to inform us closely\nand for fashionable ladies. It is a trea-\nof the ethos of a particular genera-\nsure trove for fabrics as well as great\ntion, and for the Metropolitan\nexamples of embroidery and stitching.\nMuseum, costume completes the\nThe costume exhibitions have been\nstudy of man and what he makes\nremarkable in their conceptualization\nfor his aesthetic subsistence,\"\nof fashion as an art form. \"\nexplains Philippe de Montebello, the\nMuseum's Director. Now in its 51st\nMary McFadden\nyear, the Met's Costume Institute\nDesigner\nbegan with a group of people com-\nmitted to the concept of costume as\nart and the need for a place to study\nand display it in relation to other arts.\nFashion leaders Diana Vreeland and\nGeraldine Stutz, as well as other lumi-\nnaries in the fashion industry, in\nmerchandising and the arts, have\nlent their support and expertise to\nthe Institute.\nBased upon their aesthetic quali-\nties, their placement in a cultural con'-\ntext and the ability to be preserved,\ncostumes have become a part of the\ncollection, now encompassing more\nthan 40,000 pieces, with no two\nT\nhe Costume\nexactly alike. A rich and diverse col-\nInstitute\nlection, ranging from an elaborately\nhouses 45,000\nembroidered dress from the late\nitems, an\nexceptionally\n1600s to shocking pink Elsa\ncomprehensive\nSchiaparelli evening dresses, the\ncollection of both\ncostumes open an important window\nfashionable dress\nof understanding to the artists who\nand regional\ncostumes. The\ncreated them and the people who\nphotograph and\nwore them.\nplate on this page\nThe fragile nature of the Institute's\nshow a Paquin coat\ncostumes, however, necessitates that\nin the Institute's\nthey remain, for the most part, in\ncollection and\nan illustration\nstudy storage, except when brought\npublished in 1912\nout for special exhibitions.\nto advertise it.\nIn keeping with The Costume\nInstitute's long tradition of special\nloan exhibitions, it will present this\nmonth From Queen to Empress:\nVictorian Dress 1837-1877 (made\npossible by Laura and John\nPomerantz for The Leslie Fay Com-\npanies). The Institute's annual Party\nof the Year benefit, chaired by Mrs.\nWilliam F. Buckley, Jr., will officially\nopen this exhibition. Next year, to\nmark the bicentennial of the French\nRevolution, the Museum will offer The\nAge of Napoleon: Costume from\nRevolution to Empire, which is being\norganized jointly with the Musée des\nArts de la Mode in Paris.\nMMA 52\nc 1988 British Airways\nwith\nCHAMPAGNE\nAND\nAPLOMB.\nCLUB\nBRITISH AIRWAYS\nNew Club Class. Dedicated to those business travellers who thirst for the finer things. And the finest service.\nThe world's favourite airline. R\nAdmission by ticket only.\nTickets available at Ticketron outlets,\nfrom Teletron, and at the museum.\nRaceborses at Longchamp, S.A. Denio Collection, Museum of Fine Arts, Boston\nEmma Dobigny, private Collection, Zurich\nThe Millinery Shop, The Art Institute of Chicago\nDegas\nThe first major retrospective Degas exhibition in 50 years.\nMore than 250 paintings, drawings, and sculptures.\nDegas\nSeated Dancer in Profile, Cabinet des Dessins, Musée du Louvre (Orsay), Paris\nThe Green Dancer (Dancers on the Stage), Thyssen-Bornemisza Collection, Lugano, Switzerland\n\"\none of the great exhibitions this season. \"\nNew York Times\nThe Orchestra of the Opéra, Musée Orsay, Paris\nThe Metropolitan Museum of Art, New York\nThis exhibition is made possible by\nOctober II, 1988 - January 8, 1989\nUnited Technologies Corporation\nROCKEFELLER\nCENTER,\nIT'S TIME TO\nCHANGE\nYOUR BULB.\nTo our Econ-o-watt.®\n\"Econ-o-what?\" you ask.\nEcon-o-watt. Philips Econ-o-watt lamps. They can lighten up your\nlighting costs.\nSwitching to Econ-o-watt fluorescent lamps from standard\nfluorescents saved one of the largest office buildings in Dallas over nine\ncents per square foot in annual energy costs - that's $110,000 per year.\nImagine how those savings could translate to your 15,500,000\nPhilips\nsquare feet of office space.\nEcon-o-watt®\nFluorescent\nRight now, while you're spending $260 million on capital\nLamp\nimprovements, why not spend just a few minutes finding out how\nPhilips Lighting can improve your capital position?\nPlease call us at 1-800-631-1259, Ext. 243, for a little (forgive us!)\nlight conversation.\nIT'S TIME TO CHANGE YOUR BULB. TM\nUSA\nPHILIPS\nPHILIPS\nRockefeller Center,\nOFFICIAL SPONSOR\nNew York City\n1988 US OLYMPIC TEAM\n© 1988 Philips Lighting Co.-A Division of North American Philips Corp.\nSPECIAL ADVERTISING SECTION\nMMA\namong many other initiatives, The Astor\nOther noteworthy projects, exhibitions\nCourt, a splendid recreation of a 16th-\nand special programs are scheduled\ncentury Chinese scholar's garden that is\nwell into the 1990s.\nin the Museum's Asian section. \"The\nDedicated to the Met's role as a\npeople there are enjoying their work.\nTrustee for Humanity, each department\nThroughout the Museum, there is a\nand staff member at the Met is actively\ngreat 'esprit de corps.\"\nengaged in preparing for the Museum's\nentrance into the 21st century. First and\nTRUSTEE FOR HUMANITY\nforemost is a commitment to maintain-\ning the Met's high standards of scholar-\nIn recent months, the Met has opened\nship, exhibition and conservation.\nthe Charlotte C. and John C. Weber Gal-\n\"Museums that reward only the tempo-\nleries, to house one of the largest and\nrary moment, that exploit art to gratify\nfinest collections of ancient Chinese art\nonly today's needs are, in fact, cheating\nin the Western world. The AT&T Portfolio\nthe audiences of the future,\" states Mr.\nTours of the Met, a fascinating program\nde Montebello.\nof self-guided Museum visits narrated\nAccording to Mr. Luers, \"We are also\nby celebrity hosts Beverly Sills, Steve\nworking on ways to make this series of\nMartin, Walter Cronkite and Philippe\nbuildings more understandable and\nde Montebello were a huge success.\naccessible. It is important that we be a\n\"\nhave a very warm\nfeeling at the Met.\nAll the people at the\nMuseum are truly\ncommitted to it; there\nis a great 'esprit de\ncorps. \"\nBrooke Astor\nB\nrooke Astor\nhas been one of\nthe Met's greatest\nbenefactors,\nenriching many\nparts of the\nMuseum and its\ncollections. One of\nher gifts to the\nMuseum, The\nAstor Court\npictured here, is\nderived from a\nMing-dynasty\ngarden court and\nwas a project\nconceived by her in\n1976 and achieved\nwith the full\ncooperation of the\nChinese govern-\nment in 1981.\nMMA 57\nSPECIAL ADVERTISING SECTION\nMMA\nfriendly and intimate place, while contin-\nT\nhe Honorable\nstability. Among\nually enhancing the Museum as a learn-\nDouglas Dillon,\nMr. Dillon's many\nChairman of the\ngifts are the\ning environment. This, of course, is a\nBoard of Trustees\nDouglas Dillon\npeople-intensive business, so we have\nfor many years\nGalleries for\nto be able to provide the level of salaries\nand now trustee\nChinese paintings\nand benefits that will continue to attract\nemeritus, has had\nand a significant\na preeminent\ncollection of\nthe best people to work here.\"\nposition in guiding\nChinese paintings,\nDeveloping a deeper understanding\nthe Museum's\nhere represented\nof the Met's audience and meeting its\nexpansion and\nby two masterpieces\nhelping to ensure\nfrom the 12th and\nneeds are other areas being addressed.\nits financial\n13th centuries.\nAmbitious acquisitions and publishing\nefforts will continue, as will creative\nprograms to increase membership\nand support.\nMr. de Montebello emphasizes, \"In\nthe end, there is no substitute for quality,\nfor tone, for excellence.\"\nÉ\n10\nIK\npy\nFront Cover: Detail, Pierre Renoir's Madame Charpentier and Her Children (Wolfe Fund, 1907, Catharine Lorillard Wolfe Collection)\nwere\n4½ billion\nyears in the\nmaking.\nthe\nrts\ntoan\nthe\nI\nPLANET\nTHE ADVENT OF MODERNISM\nEARTH\nHer\nAND\nNORTH\nAMERICAN\nTHE\nRenoir.\nBUILDING\nIBM\nPre-Modern Art of Vienna\nARCHITECT\nfor\nAMER\n1848-1898\nIBM Gallery of Science Art May 12-July\nIBM\nIBM\nGallery\nJACOB LAWRENCE, AMERICAN PAINTER\nDUTCH PAINTINGS OF THE GOLDEN AGE\nCOLLECTION\nNATIONAL\nGALLERY\nOF\nIRELAND\nChristmas Car\nGeorge C. Scott\nPHILOSOPHIA\nPRINCIPIA\nCharles Kuralt\nTo\nbeene\nSaturday\nIBM\nIBM\nSEATTLE ART MUSEUM. VOLUNTEER PARK, SEATTLE, JULY 10-SEPT 7. 1986\nNo\nIBM GALLERY OF SCIENCE AND ART\nJH\nTonight\nPOSTMODERN VISIONS\nMikhail Baryshnikov's\nThe Nutcracker\nARTOFTHESEPIK\nA Holiday Classic\nIBM presents the enchanting\nAmerican Ballet Theatre production\nstarring Mikhail Baryshnikov\nand Gelsey Kirkland\nWednesday, December 10\nat 8 PM (ET) PBS*\nFOLK ART HISTORY\nTip\nIBM\nTime ART\nTHE\nCIENCE\nM\nIBM\nIBM\nForedation\n© Copyright IBM Corporation 1988\nWe're also interested in computers.\nThese are some of the many art exhibitions, musical events and\ntelevision specials that IBM has supported over the years.\nWhich goes to show that a company known for state-of-the-art technology\ncan also be interested in the state of the arts.\nSPECIAL ADVERTISING SECTION\nMMA\nSupporting the arts\ngoes far beyond charitable responsibility.\nIt is necessary to ensure\nthat the finest artistic achievements of mankind\nare recognized, preserved and made available\nfor future generations to study and enjoy.\nThe role of The Metropolitan Museum of Art\nas Trustee for Humanity must be safe-guarded.\nThe distinguished advertisers,\nserving as glorious \"angels,\"\nhave helped us convey this message to you,\nour valued reader.\nW.\nBlb\nJohn W. Patten\nPublisher, BusinessWeek\nArt Direction & Design: Alvin Grossman\nText and Research: Marcia B. Saft\nSpecial Consultant: Gerald G. Haggerty\nCopyright © 1988 by McGraw-Hill, Inc.\nPrinted in the U.S.A.\nBUSINESS week\nAGENDA FOR THE 21ST CENTURY\nMANAGING EARTH'S RESOURCES\nIN COOPERATION WITH WORLD RESOURCES INSTITUTE\nIs our environment on a collision course with the future?\nAn urgent call for new approaches that will sustain both\neconomic growth and environmental integrity.\nBusinessWeek\nFebruary 1990\nDISTINGUISHED CEOs:\nEver since Ben Franklin invented bifocals and the pot-bellied stove,\nAmericans have been fascinated by technology. Faith in technology\nand enthusiasm for new ways of doing things have brought us a\nmuch-envied standard of living. But lately there is a sense that\ntechnology has let us down: that we have polluted the clean air and\nfresh waters that were our birthright, and degraded the quality of\nthe environment.\nWe know that technology is not the problem - - it's how we manage\nit that counts. The overriding concern of the 1990's is the threat to\nour global environment. There is no longer any question that human\nactivity is depleting the ozone layer and altering the very composi-\ntion of the atmosphere. The world's population explosion is straining\nour resources. And if there is no change, by the end of the century\nwe will have destroyed an area of tropical forest one-third the size of\nthe U.S., and with it countless numbers of Earth's species.\nWe at Business Week feel strongly about the environment and the\nneed for greater corporate commitment to the stewardship of the\nEarth. We know that many of you are addressing your companies'\nresponsibilities in this area. But we all must do more - much more.\nTropical deforestation can be arrested and disappearing species saved;\npoverty alleviated and human population stabilized; soil conserved\nand more food provided; climate change contained; regional and\nglobal pollution reduced.\nThe answers to these environmental challenges are within our grasp.\nBut success hinges on a concerted, urgent effort to change policies,\nstrengthen and replicate successful programs, and launch daring\ninitiatives.\nBusiness Week is pleased to announce a definitive special section titled\n\"AGENDA FOR THE 21ST CENTURY: MANAGING EARTH'S\nRESOURCES.\" It will be published in the June 18, 1990 issue and\nread by more than 7 million business leaders worldwide. Support\nwill need to come from corporate advertisers around the world.\nThe merger of environmental and economic survival is the single\nmost important issue facing world leaders today. We are counting on\nyou, as stewards of the Earth, to become special partners with\nBusiness Week in this merger. Together, we will demonstrate to the\nworld's marketplace that corporate environmentalism is good\nbusiness.\nCordially,\nJack Ree\nJohn W. Patten\nPublisher\nHOW CAN COMPANIES HELP BUSINESS WEEK\nIMPART THE URGENT NEED TO MANAGE\nEARTH'S RESOURCES?\nBy advertising your corporate message in Business Week's special\nadvertising section.\nPUBLICATION DATE: JUNE 18, 1990\nAD CLOSING DATE:\nMAY 7\nEDITION:\nBusiness Week Worldwide\nREADERSHIP:\n7.1 MILLION\nAD/EDIT RATIO:\n1 AD page TO 1 TEXT page\nREPRINTS:\nGENEROUS AMOUNTS\nBusiness Week invites advertisers to create special messages to\nparallel the environment text.\nA Safer Car For\nPeople Who Care\nIsnt it wonderful\nnatural gas is invisible\nso the rest of\nnature never will be?\nThey will\nenjoy the\nfruits of our\nresearch.\nABB\nProtecting the ozone layer took really cool\nWork with the\nforest as if\nyour future\ndepends on it.\nI\n11\n1\nI\n8\n-\nI\n1\nThe Innovation\nBASF\nWorld Problems World Solutions\nICI\nHOW WILL BUSINESS WEEK SPREAD THE\nWORD TO ALL CONTINENTS?\nur environment section will appear in Business Week's\nO\nJune 18, 1990 issue, reaching 7.1 million readers worldwide.\nBeyond Business Week the document will have an additional\ndistribution of 50,000 copies to three prestigious organizations.\nWORLD link MAGAZINE\n36,000 copies\nWORLD\nWorld Link, an innovative global magazine created in early\nLINK\n1988, is published in Geneva, Switzerland by the renowned\nFORM\nISSUES\nFOR\nWorld Economic Forum, a foundation noted for its annual\nMIKHAIL\nworld business summit in Davos, Switzerland. Read by\nCASTLES INGARY\nover 36,000 leading decision makers in more than 160\ncountries, World Link's mission is to stimulate globally-\nminded, action-oriented dialogue among top leaders in\nbusiness, government, academia, and the media.\nCopies will accompany World Link's July/August\nissue, thus assuring unique exposure to the most influ-\nential people in every country and field of activity - from\nprime ministers and CEOs to scientists and opinion-makers - in a format\ndesigned to address timely issues.\nNATIONAL GEOGRAPHIC society\n10,000 copies\nIn recognition of Business Week's ongoing commitment to education, and\nrealizing that respect for the environment must be learned, the National\nGeographic Society, via its Geography Education Program and Geographic\nAlliance Network, will distribute 10,000 copies as a useful\nGEOGRAPHIC\nSOCIETY\nresource to dedicated primary and secondary geography\nteachers.\nThe National Geographic Society is revitalizing\nNATIONAL\nthe teaching and learning of geography in our nation's\n1888\nclassrooms. This is not the geography of lists of state\nA.D.\ncapitals, rivers, and mountain ranges, but exciting,\n*\nproblem-solving geography - geography as a powerful\nINCORPORATED\ndiscipline, essential to understanding human use, and\nmisuse, of our Earth.\nWORLD RESOURCE INSTITUTE\n4,000 copies\nBusiness Week will distribute 4,000 copies to WRI's select group of interna-\ntional policymakers and policy influencers including: Members of U.S.\nCongress and U.S. government officials; U.S. state governors; foreign\ngovernment officials (ministers of finance, trade, environment); interna-\ntional government institutions (United Nations, Organization of Economic\nCooperation & Development); multilateral development banks (World\nBank, African Development Bank, International Monetary Fund); ambassa-\ndors to the U.S., and non-government organizations worldwide.\nThe 1990 Business Week Symposium of\nChief Executive Officers to be held in\nWashington, D.C., October 10-12, will\nfeature a major session on the environment.\n9\nDAVID M. RODERICK\nChairman, International Environmental Bureau\nDavid Roderick has been active for many years in numerous conservation\nand environmental organizations. From 1981-1989 he was chairman of\nthe Business Roundtable Environmental Task Force. In 1984 he assembled\nthe U.S. delegation to the World Industry Conference on Environmental\nManagement in Versailles, France. Roderick is a member of the Board of\nDirectors of the National Water Alliance. Spanning a 35-year career with\nUSX (formerly United States Steel), Mr. Roderick was USX's chairman of\nthe board and chief executive officer from 1979-1989. Currently he is\nchairman and co-founder of the International Environmental Bureau in\nGeneva, promoting improved environmental management.\nWILLIAM DOYLE RUCKELSHAUS\nChairman, Browning-Ferris Industries\nWilliam Ruckelshaus has enjoyed a prestigious law career serving the State\nof Indiana. In 1970 he became the Environmental Protection Agency's\n(EPA) first administrator. He joined the Weyerhaeuser Company as senior\nvice president for law and corporate affairs in 1976. Ruckelshaus is a\nmember of the Board of Trustees of the Conservation Foundation/The\nWorld Wildlife Fund. From 1984-1987 he served as the United States\nRepresentative to the World Commission on Environment and Develop-\nment. Mr. Ruckelshaus is currently chairman of Browning-Ferris Indus-\ntries (Houston) one of the nation's largest waste disposal companies.\nDR. MOSTAFA KAMAL TOLBA\nExecutive Director, United Nations Environment Programme\nAfter many years as a renowned botanist and educator, Dr. Mostafa Tolba\nserved in various posts including secretary-general, National Science\nCouncil of Egypt; under-secretary of state in the Ministry of Education;\npresident of the Egyptian Academy of Scientific Research & Technology;\nand advisor to Anwar Sadat. In 1972 he led the Egyptian delegation to the\nStockholm Conference on the Human Environment which established the\nUnited Nations Environment Programme (UNEP). Dr. Tolba, residing in\nNairobi, Kenya, has served as UNEP's executive director for the past\n14 years, holding the rank of under-secretary general of the U.N.\nJAMES P. BLAIR ©NATIONAL GEOGRAPHIC SOCIETY\n8\nADVISORY BOARD\nBusiness Week's in-depth environment project will be guided by a\ndistinguished international advisory board including:\nGRO HARLEM BRUNDTLAND\nNorwegian Labor Party Leader\nGro Harlem Brundtland was Norway's minister of the environment from\n1974-79. She was chairman of the World Commission on Environment\nand Development from 1983 until 1987, when the Commission presented\nits definitive report, \"Our Common Future,\" to the United Nations. In\n1981 and from 1986-1989, Brundtland held the distinguished post of\nprime minister of Norway. She is currently leader of the Norwegian Labour\nParty and has been honored with the 1988 Scandinavian of the Year Award,\nthe 1988 Third World Award, and the 1989 Indira Gandhi Peace Prize.\nALBERT GORE, JR.\nUnited States Senator, Tennessee\nAfter serving eight years in the United States House of Representatives,\nAl Gore was elected to the United States Senate in 1984. A leading expert\non nuclear arms control, the senator is chairman of the Environmental &\nEnergy Study Conference. Gore co-authored the 1980 Superfund Act,\ncreating a federal program to clean up hazardous waste sites and chemical\nspills. He has been appointed chairman of the Interparliamentary Confer-\nence on the Global Environment, the first U.S.-sponsored conference\nuniting representatives from 30 countries. He is also the author of the\nlandmark World Environment Policy Act of 1989.\nJOHN HEINZ\nUnited States Senator, Pennsylvania\nJohn Heinz was elected to the United States House of Representatives in\n1971 where he served on the Energy & Commerce Committee's Sub-\ncommittee on Health and the Environment. Elected to the United States\nSenate in 1976, Senator Heinz was an original sponsor of the Clean Water\nAct of 1987. Heinz received the Clean Water Action's 1988 Legislative\nAchievement Award. He authored legislation to protect groundwater,\nencourage recycling of hazardous wastes, and stem global warming. The\nsenator co-sponsored \"Project '88,\" a study conducted by Harvard's\nKennedy School of Government on the use of market forces to protect the\nenvironment.\nWARREN H. LINDNER\nExecutive Director, The Centre For Our Common Future\nAfter practicing law in Chicago and London, Warren Lindner held various\nenvironmental posts in Geneva, Switzerland. In 1980 he was appointed\ndeputy director general of the World Wildlife Fund, and served as director\nof the Energy Department at Sogener. Lindner became secretary of the\nWorld Commission on Environment and Development in 1984. He is\ncurrently the executive director of the Centre For Our Common Future, a\nprivate charitable foundation which acts as a central source for follow-up\nof the Brundtland Report, \"Our Common Future.\"\n7\nWHAT ADDITIONAL FACETS OF THIS\nDOCUMENT WILL VALIDATE THE ISSUES AND\nENCOURAGE CONCRETE SOLUTIONS?\nWORLD RESOURCE INSTITUTE (WRI)\nBusiness Week is pleased to be presenting our document in cooperation\nwith WRI. We are most appreciative of the research WRI pursues\nand the admirable balance with which it is presented.\nWRI, a Washington, D.C. policy research center created in\n1982, is designed to help governments, international organizations,\nthe private sector and others address a fundamental question: How\ncan societies meet basic human needs and nurture economic growth\nwithout undermining the natural resources and environmental\nintegrity on which life, economic vitality, and international\nsecurity depend?\nIndependent and nonpartisan, WRI aims to provide accurate\ninformation about global resources and population, identifying\nemerging issues and developing politically and economically workable\nproposals. WRI's interdisciplinary staff of scientists and policy experts\nis backed by a network of formal advisors, collaborators, and affiliated\ninstitutions in 30 countries. It is funded by private foundations,\nUnited Nations and governmental agencies, corporations, and con-\ncerned citizens.\nTHE CENTRE FOR OUR COMMON FUTURE\nBusiness Week also is pleased to acknowledge the outstanding assis-\ntance it is receiving from The Centre For Our Common Future. A\nSwiss charitable foundation, established in 1988, the Centre acts as a\ncentral ministry for follow-up on initiatives of the World Commission\non Environment and Development's Report, and provides advice and\nservice with respect to sustainable development initiatives.\nBUSINESS WEEK GRANTS\nBRUCE DALE ©NATIONAL GEOGRAPHIC SOCIETY\nBusiness Week will donate 10% of its net\nadvertising revenue to the World Resources\nInstitute, which will administer a pro-\ngram of grants in the developing areas of\nAsia, Central and South America, and\nAfrica. The grants will be made to prom-\nising non-governmental organizations\nwhich work in environment and develop-\nment, promoting the objective of long-\nterm sustainable development. Priority\nwill be given to groups supporting\ncommunity-level projects in agriculture,\nforestry, and preservation of biological\ndiversity.\n6\nWHAT ISSUES WILL BE PRESENTED\nIN THE DOCUMENT?\nI. overview: The global challenge and the business opportunity\nII. EARTH: Preserving productive capacity, managing wastes\nDesertification, soil erosion and compaction, nutrient exhaustion,\nsolid and toxic wastes: What are the global trends? What needs to be\ndone to maintain Earth's productive capacity? What progress is being\nmade in eliminating dangerous wastes through recycling and changes\nin production processes?\nIII. AIR: Protecting the atmospheric shield, managing air quality\nThe threat to the ozone layer and the problems of urban air quality:\nWhat are the trends? What progress is being made toward finding\nand producing substitutes to the chemicals that cause stratospheric\nozone depletion? What are the opportunities for cleaner fuels, im-\nproved automobile engines, and improved industrial processes that\ncould help clean up tropospheric air pollution?\nIV. FIRE & WATER: Managing energy, global warming, and\nwater resources\nWhat are the global trends in emissions of greenhouse gases? What\nmight be the impact of global warming in temperature and changes\nin precipitation and water supplies? What opportunities exist for\nmore efficient energy production and use that could help to stabilize\ngreenhouse gas emissions? Where do we stand on non-fossil fuel\nsources?\nV. LIVING RESOURCES: Conserving tomorrow's genetic\nheritage\nDeforestation and global warming threaten to eliminate large numbers\nof potentially valuable species. What is the potential economic loss\nfrom natural products and materials, including those as yet undis-\ncovered? What can be done to capture and preserve these genetic\nresources in seed and tissue culture banks and in managed populations?\nVI. ESSAYS: Agenda for the 21st Century\nDistinguished leaders including United Nations Environment Pro-\ngramme Executive Director Mostafa Kamal Tolba and National Geo-\ngraphic Society's Chairman Gilbert M. Grosvenor will contribute.\nVII. COMPANY PROFILES\nHow companies are responding to the environmental challenge with\nnew technology, new products, and new approaches.\nIN SUMMARY:\nThese articles will frame the issues, clarify the global stakes, and\nreport on what business can do to respond to the challenge of manag-\ning Earth's resources. The articles will emphasize solutions, the need\nDEAN CONGER © NATIONAL GEOGRAPHIC SOCIETY\nfor sustainable technologies, and the business opportunities. They will\nbe illustrated with striking graphics, charts, and photographs.\n5\nTHE TRENDS ARE ALARMING:\nSince World War II, human\nNearly 200 million people\npopulation has doubled to over\ndied of starvation and starva-\n5 billion with another billion\ntion-related disease in the last\nexpected by the year 2000.\ntwo decades.\nOf the 1 billion to be added\nFuel wood. shortages affect\nto the world's population, 9 out\nan estimated 1.5 billion people\nof 10 will be born in develop-\nin 63 countries.\ning countries.\nTropical forest plants and\nGross world product has\nanimals important to agricul-\nincreased fourfold since 1950,\nture, medicine, and industry\nmagnifying pollution and\nface extinction up to 10,000\npressure on natural resources.\ntimes their normal rate.\nAs many as 50 million\nOne-third of the world's\nSoviet citizens live in areas\nland surface is threatened by\nwhere pollution levels are at\ndesertification - the expan-\nleast ten times as high as state\nsion of desert-like environ-\nsafety standards permit.\nments caused by human\ninfluences.\nCarbon dioxide has reached\nalarming levels, creating the\nIn less than 50 years, cities\npotential for global warming,\nsuch as Denver, Omaha, and\nwhich could have devastating\nWashington could have three\neffects on the Earth within our\nfull months of temperatures\nown lifetime.\nover 90 degrees, causing\nincreased crop failures and air\nEvery minute about 90 acres\npollution.\nof tropical forests disappear,\nas do countless species that in-\nhabit them.\nIN CONCLUSION:\nManaging Earth's resources wisely and meeting the\nglobal environmental challenge will require harnessing\nman's ingenuity to the fullest. In the end, what we\nrefuse to destroy will define us as much as what we\nchoose to create.\nJAMES P. BLAIR © NATIONAL GEOGRAPHIC SOCIETY\n2\nWHY DOES BUSINESS WEEK\nFEEL COMPELLED TO ADDRESS THE\nENVIRONMENT CRISIS?\nN\nearly two years ago, Business Week began publishing a series of\nissue-oriented sections on subjects having worldwide influence\non the quality of life. Business Week's dual purpose: to create\nbroad awareness of current issues and showcase corporate America's\nmany contributions.\nThe first, titled \"The Metropolitan Museum of Art: Trustee for\nHumanity,\" took readers on a behind-the-scenes tour that revealed\nhow this treasured institution preserves our artistic and cultural\nheritage. Our most recent project, \"Endangered Species: Children of\nPromise,\" the largest special advertising section in magazine publish-\ning history, underscored the need for sweeping educational reform in\nAmerica's schools.\nBusiness Week, recognizing how long a road there is to travel from\nawakened environmental consciousness to effective environmental\naction, feels it must speak out. Mankind must discover nothing less\nthan a new and humbler attitude toward the rest of creation. And we\nmust do it quickly. Complacency about the environment has brought\nus to the brink of an environmental holocaust. Saving life on Earth\nrequires not only a new way of thinking, but a new way of feeling.\nBusiness Week challenges the world corporate community to focus\non the gravity of emerging environmental problems, and play a\ncritical role in their solutions because corporate environmentalism\nis not only good for business, it is essential for economic survival.\nIn conclusion, we heartily endorse the words of William\nRuckelshaus, Chairman, Browning-Ferris Industries:\n\"The world's decision makers are beginning to under-\nstand that it is impossible to separate economic develop-\nment from environmental issues\nDevelopment in this\ncontext expands far beyond economics alone\nEffective\ndevelopment must promote human progress not just in a\nfew places for a few people and for a few years, but for\nthe entire planet and into the foreseeable future.\"\nJAMES P. BLAIR ©NATIONAL GEOGRAPHIC SOCIETY\n3\n\"The time is ripe to set up\nan international mechanism\nfor technological help from\nother countries in the battle\nagainst pollution.\"\nMikhail Gorbachev\n1990 Global Forum in Moscow\nWHY MUST BUSINESS TAKE THE LEAD AS\nSTEWARD OF PLANET EARTH?\nT\nhe simple answer is that private business con-\ntrols most of the technological and productive\ncapacity needed to conceive environmentally\nbenign products, processes, and services. The\nmore profound answer is that sustained economic\ngrowth depends on managing resources, not exhausting\nthem. As British Prime Minister Margaret Thatcher has\npointed out, \"There will be no profit or satisfaction for\nanyone if pollution continues to destroy our planet.\"\nIncreasingly, the general public is alarmed about\nenvironmental degradation. A recent Harris Poll in the\nU.S. showed that by almost two to one, Americans\nbelieve this country's environment is in dreadful shape.\nIn many other countries, including Mexico, Hungary,\nIndia, and Japan, concern for the environment is even\nhigher. When West Germans were asked in a recent\npoll what worries them most, twice as many said pollu-\ntion as said unemployment. Environmentalism, in\nshort, is of major global concern.\nThe challenge for companies is clear. As Du Pont's\nChairman Edgar S. Woolard, Jr. has stated, \"Our\ncontinued existence as a leading manufacturer requires that\nwe excel in environmental performance and that we enjoy\nthe non-objection - indeed even the support - of the people\nand governments in the societies where we operate around\nthe world.\"\nIn addition to local challenges, however, business\nwill need to help find solutions to emerging regional\nand global environmental problems, from acid rain to\nglobal warming and the\ndepletion of the ozone layer.\nAs President George Bush has\nsaid, \"The environment is a\nmoral issue. It is wrong to pass\non to future generations a world\nSTEVE RAYMER ©NATIONAL GEOGRAPHIC SOCIETY\ntainted by present thoughtlessness.\"\nSPECIAL ADVER ANING SECTION\nAGENDA FOR THE 21ST CENTURY\nMANAGING EARTH'S RESOURCES\nJUNE 18, 1990 ISSUE\nCLOSING DATE: MAY 7, 1990\nWORLDWIDE AUDIENCE: 7.1 MILLION\nRATES\nSPACE\nBLACK & WHITE\n2-COLOR\n4-COLOR\n1 PAGE\n$45,205\n$58,775\n$68,715\n2/3 PAGE\n33,450\n43,485\n50,855\n1/2 PAGE\n28,025\n36,435\n42,615\n1/3 PAGE\n17,630\n22,925\n26,800\nBLEED Charge: 15%\nFREQUENCY DISCOUNTS APPLY\nNOTE: Business Week will donate 10% of the section's net advertising\nrevenue, for grants to promising environmental organizations in the\ndeveloping areas of Asia, Central and South America, and Africa.\nSTEVE RAYMER © NATIONAL GEOGRAPHIC SOCIETY\nBusinessWeek\nNH\n(Worldwide Sales Office Information Under Rate Sheet)\nWORLDWIDE SALES OFFICES\nNORTH AMERICA\nINTERNATIONAL\nATLANTA\nAUSTRALIA\nMEXICO\n(404) 252-0626\nNO. SYDNEY (2)922-2977\n(905) 525-0052\nBOSTON\nSO. YARRA 820-2688\nMIDDLE EAST &\n(617) 262-1160\nAUSTRIA\nNORTH AFRICA\nCHICAGO\n(222) 715-76-84\n(2) 89010103\n(312) 751-3700\nCANADA\nPAKISTAN\n(416) 259-9631\n526-901/523628\nCLEVELAND\n(216) 781-7000\nCARIBBEAN/BAHAMAS\nPHILIPPINES\n(212) 355-7034\n818-1974\nDALLAS\n(214) 644-1111\nFEDERAL REPUBLIC\nREPUBLIC OF\nOF GERMANY\nSINGAPORE\nDEARBORN\n(69) 71407-0\n(65) 734-9790\n(313) 441-3330\nFRANCE\nSRI LANKA\nHOUSTON\n(1) 42-89-03-81\n547385\n(713) 462-0757\nGREECE\nSWEDEN\nLOS ANGELES\n(1) 36-18-385\n(8) 44-00-05\n(213) 487-1160\nHONG KONG\nSWITZERLAND\nNEW YORK\n(5) 8682010\n(21) 617-4411\n(212) 512-4866\nITALY\nTAIWAN\nPHILADELPHIA\n(2) 89010103\n721-5441\n(215) 496-3800\nST. LOUIS\nJAPAN\nTHAILAND\n(3) 581-9811\n233-5892\n(314) 256-2271\nKOREA\nTURKEY\nSAN FRANCISCO\n776-2096/8\n179-26-48\n(415) 954-9720\nLATIN AMERICA\nUNITED KINGDOM\nSTAMFORD\n(11) 815-5727\n(1) 493-1451\n(203) 329-3001\nCover Photographs: Overall Background/Earth from Apollo XI (H. Armstrong Roberts);\nTop/Bryce Canyon National Park, Utah (George Mobley © National Geographic Society);\nMiddle/Australian Sea Lions (David Doubilet © National Geographic Society);\nBottom/Smokestacks at Sunset (Photo Researchers Inc.)\n\"In the end, what we\nas a society refuse to destroy\nwill define us as much as what\nwe decide to create.\"\nSteve McCormick\nThe Nature Conservancy\nFor additional information:\nSue Swarzman, Special Projects Director\n(212) 512-3019\nBusinessWeek\nTHE\n1221 Avenue of the Americas, New York, New York 10020"
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