Hudson View Gardens,
183rd Street and Pinehurst Avenue,
November 29, 1928
Mrs W.B. Force
Whitney Studio Galleries
10 West 8th Street,
Dear Mrs. Force;-
Under date of November 2, I wrote the Whitney Studio Galleries, addressing it to Mrs. H. Payne Whitney and suggesting that I would submit detailed plans of the "In the New York Art Galleries" proposition.
On Wednesday I went down to the Whitney Studio where I met Mr. Tompkins and to whom I showed proofs of the headings for the advertising column and also the one for Mr. Forbes Watsons review. Mr. Tompkins is therefore prepared to tell you of the progress of the plan.
Four newspapers, the Chicago Daily News, Detroit Free Press, Cincinnati Enquirer and Pittsburgh Post Gazette, have joined the combination which will give to the New York art galleries an opportunity to reach with their advertising and through Mr. Watsons clever reviews, the art loving public in four of our largest mid-western cities. The combined circulation of these four papers is over one million.
The re-action of the Fifth Avenue and 57th Street galleries has been most gracious and in four days advertising space in the column was taken by Frank Rehn; Milch; Macbeth; Reinhardt; Erich; American Art; Dudensing and I have appointments to close contracts with six more galleries this coming week.
Mr. Watsons first story has gone out to the papers and from now till February 1st there will be at least five more art reviews of Mr. Watsons appearing in the above named newspapers. Mr. Watson is as enthusiastic as I am over the unqualified approval of the art gallery people. "The best thing ever done for the art galleries" is the general comment among the gallery heads and as I extend the syndicate until it covers another eight cities the fame of the New York art galleries will spread to all parts of the United States.
Knowing that you are out of town I am asking Mr. Tompkins to take up with you the matter of advertising for the Whitney Studio Galleries and I am going to hope that I receive a favorable and prompt reply.
The advertising rates work out so that it costs $193.20 per inch for participation in the first six weeks campaign. The galleries are taking spaces which range from one to two inches. I will enclose a sample contract and one left for you to fill out as you prefer--also I am enclosing a proof of the advertising column heading.
Very truly yours,
[signed, Maude L. Baillard]
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