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323154635
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Business Week 3/90 [OA 4421] [2]
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323154635
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document
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Business Week 3/90 [OA 4421] [2]
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13878-007
collections
Records of the White House Office of Speechwriting (George H. W. Bush Administration)
Mary Kate Grant Subject Files
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Originally Processed With FOIA(s):
FOIA Number:
S
FOIA
MARKER
This is not a textual record. This is used as an
administrative marker by the George Bush Presidential
Library Staff.
Record Group/Collection:
George H.W. Bush Presidential Records
Collection/Office of Origin:
Speechwriting, White House Office of
Series:
Grant, Mary Kate, Files
Subseries:
Subject File, 1988-1991
OA/ID Number:
13878
Folder ID Number:
13878-007
Folder Title:
Business Week 3/90 [2]
Stack:
Row:
Section:
Shelf:
Position:
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
Rhapsody in green.
Caramoor, a place like no other, where music and
From computer systems to software to telecommu-
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NYNEX
ART.
STATE OF THE ART.
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,
ABS allows you to brake with less chance of
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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pendent rear suspension. Unlike more conven-
tional systems, Multi-link allows each tire to
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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
of the best in
W.R. Keating
scholarly
& Company
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MMA 19
When the Class of '96 wanted
and communications worked
Phone
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IMS
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Recently, a group of curious third graders
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NEC is proud to be an angel to the Metropolitan Museum of Art.
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1988 European
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So if the new Peugeot 405 had just won this prestigious award, it would have been well worth a new
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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
is the most advanced
telecommunications
network in the world.
The quality of your call
goes back a long way.
is checked even before
you start speaking.
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
Elegance. Luxury. Front-wheel drive. Electronic fuel-injected V-6. Anti-lock
INTRODUCING ULTRADRIVE, A CHRYSLER EXCLUSIVE.
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4-speed automatic transmission. It constantly senses and adjusts for changes in your speed or driving
situation. You could say, "it thinks for itself" as it delivers an amazingly smooth, quiet, responsive ride.
Other features include+: Four-wheel disc anti-lock brake availability. Self-leveling rear suspension.++ Vehicle
Theft Security System. Power eight-way driver's seat with memory. An abundance of Mark Cross Corinthian
leather. On-board travel computer. Crystal Key owner care. In a word, "Everything."
THE CAR BUYER'S BILL OF RIGHTS.
New Yorker exemplifies Chrysler's belief that you have a right to a quality car with long-term protection. You
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
New Yorker
brakes. Ultradrive transmission. And Crystal Key owner care. Everything.
CHRYSLER'S CRYSTAL KEY PROGRAM.
BETTER OWNER CARE THAN EVEN ROLLS ROYCE OR MERCEDES.
5-Year/50,000-Mile Basic Car Warranty.* Covers the entire car, bumper to bumper. Air conditioning; engine;
powertrain; steering; electrical components; fuel, suspension and engine cooling systems the works.
No Deductible Cost To You.* Unlike GM, Chrysler does not require that you pay a $100
deductible after one year or 12,000 miles
each time you bring in your car.
7-year/70,000-Mile Protection Plan.* Even after the basic 5/50 warranty, the engine and
powertrain are still protected for 7 years or 70,000 miles.
7-year/100,000-Mile Rust-Through Protection* New Yorker is protected
from outer body rust-through for 7 years or 100,000 miles.
Customer Hotline. Chrysler provides a toll-free "800" telephone number for
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Division of Chrysler Motors
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normal upkeep
of major
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1989
CHRYSLER
5 years/
5 years/
50,000 miles
50,000 miles
None
7 years/
7 years/
7 years/
Yes
NEW YORKER
70,000 miles
70,000 miles
100,000 miles
1988
ROLLS ROYCE
3 yr/
3 yr/
None
3 yr/
3 yr/
3 yr/
CORNICHE
unlimited
unlimited
unlimited
unlimited
unlimited
No
1988
MERCEDES
4 yr/
4 yr/
None
4 yr/
4 yr/
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BENZ
50,000 miles
50,000 miles
50,000 miles
50,000 miles
50,000 miles
Yes
1989
4 yr/
4 yr/
$100 after
CADILLAC
4 yr/
4 yr/
BROUGHAM
50,000 miles
50,000 miles
1 yr/12,000
6 yr/
50,000 miles
50,000 miles
Yes
100,000 miles
miles
1989
$100 after
LINCOLN
1 yr/
6 yr/
6 yr/
6 yr/
1yr/12,000
6 yr/
TOWN CAR
12,000 miles
60,000 miles
60,000 miles
60,000 miles
100,000 miles
Yes
miles
1989
OLDS
$100 after
3 yr/
3 yr/
1 yr/12,000
3 yr/
3 yr/
6 yr/
REGENCY
50,000 miles
50,000 miles
50,000 miles
100,000 miles
No
BROUGHAM
miles
50,000 miles
1989
BUICK
$100 after
3 yr/
3 yr/
3 yr/
1 yr/12,000
3 yr/
6 yr/
ELECTRA
50,000 miles
50,000 miles
50,000 miles
50,000 miles
100,000 miles
No
PARK AVE.
miles
See limited warranties at dealers. Restrictions apply. +Deductible may apply.
For 5 years or 50,000 miles,* you take care of normal maintenance,
adjustments and wear items, Chrysler takes care of everything else.
That's unlike GM, who gives you only 3 or 4 years of
coverage and, after 1 year or 12,000 miles, requires
that you pay a $100 deductible
each
time
you
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in your car. We even cover engine and powertrain for
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7 years or 100,000 miles.*
CHRYSLER. DRMNG TO BE THE BEST.
*See copies of limited warranties at dealers. Restrictions apply. Deductible on powertrain after 5/50.
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
up to 6MB without using an expansion slot. However, four open
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
Data Systems authorized dealer. For your nearest location call:
a unit three times its size.
1-800-553-0350.
The Z-286 LP comes standard with 1MB RAM-expandable to
6MB without using an expansion slot. Generous memory capacity
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ZENITH
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The Z-248/12 is among the fastest 286 systems available. Its
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systems with wait states.
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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and
lingering.
IDICTINE
An art which
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pression with great
friends, great conver-
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The art of lingering.
To send a gift of B&B anywhere in the
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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
Avis Roving Rapid Return is easy. It
THE EMPLOYEE-OWNERS OF AVIS, INC.
takes only seconds. And you won't
have to go to the rental counter.
As soon as you pull in, an Avis
representative comes over to your
car, enters the vehicle number,
mileage and fuel level into a hand-
held computer linked to the
Wizard III computer system.
Seconds later, it
prints out a written
Receipt charges do not need
receipt of your rental
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simple. And it's avail-
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How Fujitsu helped
Home Depot become
a household name.
Home Depot is a discount retailer
major developer of semiconductors, micro-
making merchandising history. Ten years
electronics and telecommunications tech-
ago they didn't exist. Today, their successful
nology. We have nearly 100,000 employees,
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.
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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
Textile Mill
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Apparel
Lumber & Wood
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Furniture & Fixtures
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
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room in the classic
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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
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revenue, for grants to promising environmental organizations in the
developing areas of Asia, Central and South America, and Africa.
STEVE RAYMER © NATIONAL GEOGRAPHIC SOCIETY
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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
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