NADI @ 60

It all started over territory. The then-reigning International Association of Display Men (IADM) had held its 1941 annual convention in Chicago. For 1942, it announced that it was choosing St. Louis, angering the East Coast-based supply companies.

So throughout the summer of 1941, the various New York-area mannequin and display manufacturers met to discuss a new organization, one that would recognize their interests. The result, announced in December, was the National Association of Display Industries. (As it happened, the announcement got buried beneath one of far greater impact: President Roosevelt's declaration that the U.S. was at war with Japan and Germany.)

As reported in Display World: “The meeting was called to order by Nicholas Hall, Copeland Studios, after which Al Bliss, Bliss Display Corp., presented the report of the organization committee, members of which were: Ralph Adler, Jas. B. Williams Co.; James McNichol, Bulkley, Dunton & Co.; Edgar Rosenthal, Greneker Studios; Edwin Stroock, Stroock Display Inc.; L.J. Charrot, L.J. Charrot Co.; Nat Siegel, of the company of the same name, and Kathleen Rivers, Worsinger Window Service.”

Initiation fees for charter members were set at $25, with annual dues of $35. (For others, $35 and $50.) Photos courtesy of ST Media Group International Inc., Cincinnati.

NADI selected its first group of officers. Adler of Jas. B. Williams was elected the first NADI president; McNichol of Bulkley, Dunton and Ralph Behrsrich of Decorative Plant Co. were vp's; and Greneker's Rosenthal was secretary-treasurer. A survey was announced to determine what products retailers would promote “during the emergency period;” a program would be developed to promote the sale of defense stamps and bonds; and a bureau would be established to centralize the bidding for defense contracts.

The group's agenda – during the war and immediate post-war years – sounds hauntingly familiar today, 60 years later: cooperation with research groups; arrangement of traveling display exhibits; the preparation and distribution of display literature; compilation of traffic figures “to determine the actual selling values of display;” plans to encourage more regular and earlier buying habits in advance of merchandising and seasonal events. An association vote also prohibited members from exhibiting at non-NADI-sponsored events.

Another war, this time in Korea, was creating recognizable problems. NADI had to pull its spring 1951 market out of Chicago's Navy Pier because that facility might be needed for military training purposes. The Morrison Hotel was Plan B.

More important were government regulations on metals and other materials. The government had been warning that defense production would be stepped up, meaning increasing shortages. High on the 1951 agenda was advice on how to deal not only with shortages but also with price regulations from the Office of Price Stabilization.

A beautiful young couple was in the White House, the country was at peace, the economy was solid and suburbanization was in full swing. It was discussed during market week that column trims were reportedly on the way out because few new stores had columns, particularly in shopping centers.

Retailers said that decoratives would be expected, more than ever, to promote merchandise. Ceiling units, garlands, walls and column treatments would more closely approximate eye-level, thus making it more difficult for the customer to overlook the merchandise. Themes would promote gift-giving, with more merchandise on display than in the past.