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Gertrude Entenmann Papers


Gertrude Entenmann Papers
Entenmann, Gertrude
Collection number:
LAB 2000-5
3.50 linear feet
Bulk dates:
Inclusive dates:
Collection Area:
Mass Media and Culture
Special Collections, University of Maryland Libraries, Hornbake Library, College Park, MD 20742. Tel: 301-405-9212, Fax: 301-314-2709, Email:

Gertrude Entenmann was an advertising copywriter and TV producer who worked for such sponsors as Peoples Drug Stores, First Federal Savings and Loan, and Coca-Cola and with such people and programs as Inga Rundvold and the "Joy Boys." In the 1960s, she was chair for the region's chapter of AWRT and would later produce a religious-based talk show for WRC-TV. This collection contains promotional materials, photographs, business correspondence, and, mainly, ad copy written by Ms. Entenmann.

Important Information for Users of the Collection


This collection is open for research use.

Preferred citation:

Gertrude Entenmann Papers, Special Collections, University of Maryland Libraries.

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Photocopies of original materials may be provided for a fee and at the discretion of the curator. Please see our Duplication of Materials page for more information. Queries regarding publication rights and copyright status of materials within this collection should be directed to the appropriate curator.


This collection is PROCESSED.

Historical Note

Gertrude Entenmann (1908-1998) was an American copy writer, advertising executive, and television producer. She was born Gertrude Maggioncalda in Vineland, NJ in 1908, the only child of first-generation Italian immigrants. She graduated from Vineland High School in 1925 and was her school's valedictorian.

After graduation, Gertrude attended Camden Business School and would later work for four years as a legal secretary. In 1931, she married Louis Rogers and moved with him to Alexandria Bay, NY. In Alexandria, the family ran a small grocery store and Gertrude continued her education via correspondence courses. She gave birth to her only child, a son, Lee Rogers, during her time in Alexandria.

In 1943, after the end of her marriage, Gertrude and her son moved to Buffalo. After positions with a museum in Buffalo, NY and with the Great Books organization, in late 1945 she was hired as a copywriter by Bolman & Block Advertising Agency, where she proceeded to write ad copy for various businesses in the Buffalo area.

At that time, advertising agencies and their clients were often closely affiliated with area broadcasters and B&B was no different. Around 1947, Gertrude, as part of the servicing of her advertising clients, soon found herself to be a de facto TV producer putting together dozens of live programs for TV station WBEN.

From 1947 to 1953, Gertrude produced various programs for WBEN including: a daily afternoon show hosted by Johnny Colbert, a cooking program, and two amateur talent shows, one for children and one for adults. Ms. Entenmann also oversaw the production of various commercials for the station, including spots for Kobacker, Queen-O Soft Drinks, and Rich's Ice Cream.

Legally divorced from her first husband in 1952, Gertrude remarried (becoming Gertrude Entenmann) the following year. That same year, the family relocated to Washington, DC.

It was at this time that Ms. Entenmann reentered the advertising industry by joining the Kaufman agency. Later, in 1957, she moved to the William Murdock & Associates ad firm, where she wrote copy and oversaw ad campaigns for Peoples Drug Stores, Crusty Pies, Olney Inn, First Federal Savings and Loan, and Coca-Cola, among other companies.

While with Murdock, Entenmann did work for all four DC-area stations and over the years would work with such on-air talent as the "Joy Boys," Inga Rundvold, Louie Allen, Jules Huber, and Mack McGarry.

Ms. Entenmann was also active in the organization American Women in Radio and Television (AWRT), for a time serving as chair of the Mid-Eastern division.

A member of the Unitarian-Universalist Church, later in life, Ms. Entenmann would produce a weekly program which WRC-TV aired from 1962 to 1972. Titled "Search," the program was originally 15 minutes in length. During the last six years of its production, it would run for 30 minutes. In 1997, Gertrude Entenmann received the Unitarian-Universalist Church's highest award, the Arno Winward Award, for her "exemplary life of service" to the church.

Ms. Entenmann lost her husband in 1967. She died in 1998. She is survived by her son, Lee Rogers.

Scope and Contents of the Collection

The Gertrude Entenmann Papers documents Ms. Entenmann's career in Washington, DC television and advertising. It spans the years 1954 to 1980 with the bulk of the material from the 1950s and 1960s. This collection includes promotional materials, papers, photographs, business materials artifacts, and books.

Custodial History and Acquisition Information

The Gertrude Entenmann Papers was donated to the Library of American Broadcasting by Lee H. Rogers, Ms. Entenmann's son, in August of 1999

Processing Information

Processed by:

Processed by Cary O'Dell, 2004. Revised by Melanie Brown, May 2005.

Encoded by:

EAD markup created using EAD database in Microsoft Access. Markup completed by Cary O'Dell, January 2005. Markup checked and verified by Karen E. King, July 2005

Detailed Description of the Collection

Series 1: Ad Copy, 1954-1970 and undated (7 folders)

This series contains 38 scripts of radio ads for various businesses. This series is arranged by name of the client. They are: Certified Office Planning (COPS) (1954; undated); First Federal Savings and Loan (1955); Julius Lansburgh Furniture Co. (1955); Trew Motors (auto dealer) (1955); Dyer Brothers Inc. (paint stores) (1970) and Coca-Cola (1970) Organized by client name and then internally by date..

DescriptionSeriesBox / ReelFolder / Frame
Ad Copy -- Certified Office Planning (COPS), 1954, undated series 1box 1folder 1
Ad Copy -- Certified Office Planning (COPS), 1954, undated series 1box 1folder 2
Ad Copy -- First Federal Savings and Loans, 1955 series 1box 1folder 3
Ad Copy -- Julius Lansburgh Furniture Co., 1955 series 1box 1folder 4
Ad Copy -- Trew Motors (auto dealer), 1955 series 1box 1folder 5
Ad Copy -- Dyer Brothers, Inc. (paint stores), 1970 series 1box 1folder 6
Ad Copy -- Coca-Cola, 1970 series 1box 1folder 7

Series 2: Pamphlets and Booklets, 1954-1975 and undated (6 folders)

This series contains 16 printed materials including booklets, magazines, newsletters, art prints and promo materials. This series includes: a copy of "The Specialist," a bulletin from the Advertising Specialty National Association dated July 1954; the promotional brochure, "Westvaco Inspiration for Printers 209" (1958) produced by West Virginia Pulp and Paper Company; booklet, "The Relation of the Writer to Television: A Discussion by Robert Alan Aurthur, Rod Serling, Irve Tunick, and Others; Introduction by Marya Manes"--An Occasional Paper on the Role of the Mass Media in the Free Society Published by the Center for the Study of Democratic Institutions (1960); a copy of "If You Want Airtime: A Handbook for Publicity Chairmen" (1961), pamphlet produced by the National Association of Broadcasters (a business card for Harold L. Green, Program Director of WMAL-Radio is attached); a publicity handbook, "A Guide for Publicity Chairman" (Consumer Information Service: Sperry and Hutchinson Company, 1962) (2 copies); "Next Week, Live, From the Moon": A selection of articles about television around the world, from the pages of "TV Guide." (c. 1963), features articles/essays by the following: Robert DeRoos, Samuel Grafton, Robert Musel, Martin Codel, Malcolm Muggeridge, and John Graves; black, 3-ring binder labeled "Peoples Drug Stores: The Beauty Show," a 1963, 4-week on-air series over WRC which instructed on such topics as "poise, posture, makeup, hair care, hand care, leg and foot care, speech, fashion, dancing, etc." hosted by Inga Rundvold. The binder contains sponsor promotional pieces, a short article on Inga, day and segment rundowns for each show, copy for ads performed during the program, and promotional instructional material sent to Peoples Drug Stores; a menu from Pinnacle Restaurant, Washington, DC (1963) which contains a typed, 30-second radio ad spot for the restaurant and an 8-item "fact sheet" on the business; a copy of "1964 Film and Audio-Visual Annual: Visual Communication Idea for Management"; a folder of original prints, "from a limited run of 250," based on WRC-Washington's 1965 advertising campaign. The drawings are by author/illustrator Ann Kahl ("Francis Discovers the World" and "Trouble Is A Cat"). This folder was mailed out to current advertisers on WRC Radio, Washington; "Advertising & Sales Promotion Magazine," January 1965, Vol. 13, #1; "Advertising & Sales Promotion Magazine," March 1966, Vol. 14, #3; "The Adams Chronicles: A Guide for Viewers" (1975), booklet produced by WNET/13, New York; "W-I-T-H Bird Traffic Reports," tri-fold brochure promoting the station's live helicopter traffic reporting (undated); and a WCD, Washington, "News Map of the Changing World" (undated).

Items are organized, as much as possible, by date.

DescriptionSeriesBox / ReelFolder / Frame
Pamphlets and booklets -- "The Specialist," July 1954; "Westvaco Inspiration for Printers 209" (1958); "The Relation of the Writer to Television" (1960); "If You Want Airtime: A Handbook for Publicity Chairmen" (1961); "A Guide for Publicity Chairman" (1962) (2 copies), 1954-1962 series 2box 1folder 8
Pamphlets and booklets -- "Next Week, Live, From the Moon: A selection of articles about television around the world, from the pages of "TV Guide.", circa 1963 series 2box 1folder 9
Pamphlets and booklets -- "Peoples Drug Stores: The Beauty Show" (3-ring binder), 1963 series 2box 1folder 10
Pamphlets and booklets -- Menu from Pinnacle Restaurant (1963); "1964 Film and Audio-Visual Annual"; art prints (1965), 1963, 1965 series 2box 2folder 1
Pamphlets and booklets -- "Advertising & Sales Promotion Magazine," Jan. 1965; "Advertising & Sales Promotion Magazine," March 1966, 1965, 1966 series 2box 2folder 2
Pamphlets and booklets -- "The Adams Chronicles: A Guide for Viewers" (1975); "W-I-T-H Bird Traffic Reports," (undated); "News Map of the Changing World" (undated), undated series 2box 2folder 3

Series 3: American Women in Radio and Television (AWRT), 1955-1980 (4 folders)

This series contains 16 items related to the organization American Women in Radio and Television including: copies of an address delivered by Ms. Entenmann at the 1955 AWRT convention in Washington, DC (3 copies); printed programs for the 1961, 1965 and 1971 AWRT conventions; a copy of a course description for a class titled "Women and American Broadcasting" presented by the DC chapter of AWRT and the School of Communications at American University, second semester, 1963; and other items. All materials are ordered by date.

DescriptionSeriesBox / ReelFolder / Frame
AWRT, 1955-1961 series 3box 2folder 4
AWRT, 1963-1965 series 3box 2folder 5
AWRT, 1971 series 3box 2folder 6
AWRT, 1980 series 3box 2folder 7

Series 4: Photographs, 1965-1968 (1 folder)

This series contains two black and white stills, each approx. 8" x 10". One features Entenmann and three unidentified persons, labeled on back: "WRC Promotion, 3/17/65." The second features White House correspondent Fay Wells (Wells's business card is attached), Senator Lester Hill and Entenmann, dated July 31, 1968.

DescriptionSeriesBox / ReelFolder / Frame
Photographs, 1965-1968 series 4box 2folder 8

Series 5: Church Activities, 1962-1964 (1 folder)

This series of 25 items concerns Ms. Entenmann's work with and on behalf of the Unitarian-Universalist Church. This series contains a copy of a letter regarding the "Search" television program, from the Rev. Fred A. Cappuccino of the Unitarian Universalist Church, that forwards a letter from viewer Fred B. Jackson. Also included are: newspaper clippings, the bulk from 1964, regarding activities at the Unitarian Universalist Church; newspaper ads for upcoming Christian Science lectures; and articles on other religious and social issues.

DescriptionSeriesBox / ReelFolder / Frame
Church activities, 1962-1964 series 5box 2folder 9

Series 6: Media/Books, 1949, 1951, 1971; undated (2 45rpm records, 3 books)

This series contains two identical 45rpm records: "It's the Real Thing. Coke." Side A is "Little Bit of Sunshine" (:60) and "It's the Real Thing" (:60) by the New Seekers. Side B is "Buy the World a Coke" (:60) by the New Seekers; and one 33 1/3 LP labeled "Road Show."

This series also contains the following books:

Binzer, Rollin, and Marcha Binzer. "The Information Environment: Understanding Why You Are Disappointed, A Little Alone, A Little Afraid, and Nothing Seems Right Anymore." New York: The Communication Cap Inc., 1971.

"Close-Up: A picture of the men and methods that make CBS Television." New York: Columbia Broadcasting System, 1949.

Stasheff, Edward, and Rudy Bretz. "The Television Program: Its Writing, Direction and Production." New York: A.A. Wyn, Inc., 1951.

DescriptionSeriesBox / ReelFolder / Frame
Media/Books, 1949,1951,1971; undated series 6box 3folder 1

Series 7: Artifacts, undated (1 item)

One green, vinyl covered desk tray (10" x 13" x 2"), imprinted "W-O-O-K Re. 7-8000."

DescriptionSeriesBox / ReelFolder / Frame
Artifacts -- Desk Tray, undated series 7box 4folder 1

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