Inventory of the
J. Walter Thompson Company. William James
Carlton Diaries and Biography, 1862-1877
The John W. Hartman Center for Sales, Advertising & Marketing History
David M. Rubenstein Rare Book & Manuscript Library
Duke University
Durham, North Carolina
Inventory of the J. Walter Thompson Company. William James Carlton Diaries and Biography,
1862-1877
David M. Rubenstein Rare Book & Manuscript Library
Duke University
Box 90185, 103 Perkins Library
Durham, North Carolina 27708 USA
Phone: (919) 660-5822 / Fax: (919) 660-5934
Email: special-collections@duke.edu
URL: http://library.duke.edu/rubenstein/
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Inventory of the J. Walter Thompson Company. William James Carlton Diaries and Biography,
1862-1877
Descriptive Summary
Collection Title: J. Walter Thompson Company. William James Carlton Diaries and Biography,
1862-1877.
Creator: J. Walter Thompson Company.
Extent: .6 Linear Feet 375 Items
Language of Material: English.
Information for Users
Access Restrictions
Collection is open for research.
However, patrons must sign the Acknowledgment of Legal Responsibility and Privacy Rights form
before using this collection.
Also, all or portions of this collection may be housed off-site in Duke University's Library Service
Center. Consequently, there may be a 24-hour delay in obtaining these materials.
Please contact Research Services staff before visiting the David M. Rubenstein Rare Book &
Manuscript Library to use this collection.
Use Restrictions
The copyright interests in the J. Walter Thompson Company Archives have not been transferred to Duke
University. For further information, see the section on copyright in the Regulations and Procedures of
the David M. Rubenstein Rare Book & Manuscript Library.
Preferred Citation
[Identification of item], J. Walter Thompson Company. William James Carlton Diaries and Biography,
1862-1877. David M. Rubenstein Rare Book & Manuscript Library, Duke University.
Provenance
The diaries and biography of William James Carlton were transferred to the David M. Rubenstein Rare
Book & Manuscript Library from the J. Walter Thompson Company in 1987.
Processing Information
Processed by: Donna Longo DiMichele
Completed December 21, 1992
Encoded by Stephen Douglas Miller
This finding aid is NCEAD compliant.
Processing of this collection was supported in part by gifts from the J. Walter Thompson Company Fund
and the John and Kelly Hartman Foundation.
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Inventory of the J. Walter Thompson Company. William James Carlton Diaries and Biography,
1862-1877
Biographical Note
1838, Sept. 14
Born, Asheulot, New Hampshire
1861, Aug. 1
Enlisted in the 48th Regiment, New York Volunteer Infantry; mustered in
as Sergeant, Company D, on August 21
1861, Oct. 22
Regiment arrived at Fort Monroe aboard the Empire City
1862, Jan. 1
Battle at Port Royal Ferry, South Carolina
1862, Jan. 27
Regiment arrived on Daufuskie Island, South Carolina
1862, Feb. 5
Commissioned as Second Lieutenant, Company H
1862, May 25
Garrisoned in Fort Pulaski, Georgia
1862, Oct. 22
Expedition to Coosawhatchie, Georgia, aboard the Planter
1863, Sept. 29
Commissioned as Captain, Company D
1864, Nov. 13
Mustered out of military service; returned to his home in Elizabeth, New
Jersey
1864
Formed business partnership with Edmund A. Smith
1864, Dec. 5
Carlton and Smith advertising brokers began to buy and sell space in
religious journals
1865, Oct. 25
Married Helen M. Newcomb
1866
Assumed sole control of Carlton and Smith and renamed it William J.
Carlton
1868
James Walter Thompson joined firm of William J. Carlton
1878
Firm of William J. Carlton sold to James Walter Thompson who renamed
it J. Walter Thompson
1902
Died
Collection Overview
The diaries of William James Carlton span the years 1862 to 1877; the biography dates to about 1964.
There are transcripts of the diaries and a draft manuscript of a biography, A Portrait of William James
Carlton, 1838-1902, by Frankie McKee Robins. The transcripts are slightly annotated. For the years
from 1862 to November 1864 the diaries chronicle William James Carlton's participation in the United
States Civil War. From 1864 to 1877, the diaries primarily describe family events and church-related
activities. A December 1873 entry indicates that no diaries were kept for the years 1865 to 1872. The
bulk of the biography describes the years from 1861 to 1862.
The diaries begin during approximately the fifth month of William Carlton's enlistment in the 48th
Regiment, New York Volunteer Infantry. His entries describe drills, recreation and holiday celebrations,
sermons addressed to the troops, illness, and funerals. He briefly describes incidents and comradely
associations among various regiments, including the 3rd Rhode Island [Heavy?] Artillery. Most of the
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Inventory of the J. Walter Thompson Company. William James Carlton Diaries and Biography,
1862-1877
descriptions of battles are from an observer's point of view but there are some sketchy descriptions of
those in which he participated. Ships carrying troops, supplies, and mail are frequently named. During
the period in which the 48th Regiment, New York Volunteer Infantry was in the areas of Hilton Head
and Daufuskie Island, South Carolina, and Fort Pulaski, Georgia, William Carlton visited the local area.
He describes trips to Jones, Bird, and Tybee islands in Georgia. While on Daufuskie Island, the Stoddard
plantation on Calibogue Sound was occupied by his regiment.
Entries from 1862 to 1864 reveal William Carlton's personal interests and activities. They include
frequent discourse about specific books, magazines, and newspapers he read, with comments on authors
and texts and comparisons of different titles. Correspondence between family and friends is regularly
noted, including "sub rosas" to a brother. There are observations about African Americans, some of
whom were escaped slaves, others were servants or in another sort of service to the Union, and a Black
regiment, which Mr. Carlton refers to as the South Carolina Volunteers.
The diaries for 1873 to 1877 primarily discuss family activities and illness, the children's social
development, and birthdays and holiday celebrations in Elizabeth, N.J., and nearby areas of New York.
The Carltons were members of St. Paul's, probably a Methodist Episcopal church, in Elizabeth.
Church-related activities were central in family life and included attendance at Sunday School and
services. The diaries have notes about various preachers and the titles of sermons they gave. William
Carlton was a trustee of the church. He was also on the board of the YMCA (probably the Young Men's
Christian Association) and served as its Treasurer in 1873. His advertising business is mentioned only
cursorily in the Diaries. In the entry for December 5, 1864, he wrote, "Commenced to canvas for
advertisements this morning for several papers." Most other business-related entries merely note that he
went to the office. In 1873 Mr. Carlton was the chair of the Committee on Credentials for the
Advertising Agents Convention held at the Astor House. In 1877 he discussed the purchase of the Lady's
Book with Mr. [Louis Antoine] Godey. There are a few mentions of Mr. Carlton's employee,
"Thompson" [James Walter Thompson], including social occasions he shared with Mr. Carlton. James
Walter Thompson bought the William J. Carlton agency from Mr. Carlton in 1878 and renamed it the J.
Walter Thompson Company.
The biography briefly describes William James Carlton's early years, including his family and
education. The bulk of the Biography describes William Carlton's military service and the 48th
Regiment, New York Volunteer Infantry. The biography Appendix includes information from secondary
sources, such as biographical sketches of members of the 48th Regiment, New York Volunteer Infantry
and other military officers; excerpts from reports and published sources about the 48th Regiment, New
York Volunteer Infantry; and other aspects of the Civil War. The biography Outline includes scattered,
brief references to the William J. Carlton's advertising business but is predominantly descriptive of
family life.
Subject Headings
These are searchable subject entries for this collection. Performing a search on these subjects in the
Duke University Libraries online catalog will bring up other related research materials.
Carlton & Smith.
William J. Carlton (firm).
United States.--Army.--New York Volunteer Infantry Regiment, 48th (1861-1865)--History.
United States-- History--Civil War, 1861-1865--Regimental histories.
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Inventory of the J. Walter Thompson Company. William James Carlton Diaries and Biography,
1862-1877
Books and reading--United States--History--19th century.
Methodist Episcopal Church--New Jersey--Elizabeth--19th century.
Diaries
Biographies
United States--History--Civil War, 1861-1865--Personal narratives.
New Jersey--Union County--Elizabeth.
Robins, Frankie McKee.
Carlton, William James, 1838-1902.
John W. Hartman Center for Sales, Advertising & marketing History.
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Inventory of the J. Walter Thompson Company. William James Carlton
Diaries and Biography, 1862-1877
List of Series
Diaries, 1862-1864, 1873-1874, 1876-1877.
Biography, ca. 1964.
Contents of Collection
Diaries, 1862-1864, 1873-1874, 1876-1877.
Consists of typed transcripts of diaries. The first dates on the folder represent the time periods
covered by the diary entries, the date in parentheses is the approximate date of the transcript.
Arranged chronologically by the dates of the diary entries.
Box 1
1862, January 1-1877, July 23 (ca.1960s) (8 folders)
Biography, ca. 1964.
Consists of a typed draft of the manuscript, A Portrait of William James Carlton, 1838-1902, by
Frankie McKee Robins. Arranged in page sequence.
Box 2
Table of Contents; pages 1-92
Pages 93-189
Appendix, pages 1-35; Outline, pages 1-15
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