George Calderaro New School Office of Communications records
- Collection Overview
- Historical Note
- Scope and Content of Collection
- Organization and Arrangement
- Administrative Information
- Related Materials
- Keywords for Searching Related Subjects
- Other Finding Aids note
- Collection Inventory
- Series I. Binders
- Series II. Campaign portfolios
- Series III. Topical files
- Series IV. Audiovisual materials
Guide to the George Calderaro New School Office of Communications records, 1975-2005
New School Collections
- Collection Identifier
George Calderaro New School Office of Communications records, 1975-2005, (Bulk, 1995-2005)
17.3 linear ft: 8 boxes (including 83 videocassettes), 6 oversize boxes
- Language of Materials
This record group consists of video recordings, clippings, printed publicity samples and advertising campaign materials, and topical office files, which include a large number of press releases, created by George Calderaro in his capacity as director of publicity for what is now, in 2019, The New School's Schools of Public Engagement. Calderaro led the New School Communications Office, which was later subsumed into the Marketing and Communications unit, from 1995 until 2005.
Preferred Citation note
[Identification of item], [date (if known)], George Calderaro New School Office of Communications records, NS.03.01.03, box __, folder __, New School Archives and Special Collections, The New School, New York, New York.
Prior to the consolidation of university-wide public relations functions under a single administrative unit titled Marketing and Communications as of 2018, The New School's founding division (known as Schools of Public Engagement in 2018), maintained its own public relations office. George Calderaro was the director of this office from 1995 until 2005. The New School Communications Office was a successor unit to The New School Publicity Office.
Calderaro was hired in the summer of 1995 following an influential report on The New School's marketing strategy issued by the Cambridge Group. Previous to joining The New School, Calderaro was director of communications for the New York City Landmarks Preservation Commission. He was also a founding member and a member of the organizing committee of Night Without Light, a symbolic 15-minute blackout in New York and other cities, started on December 1, 1990 as a memorialization of the victims of AIDS. Night Without Light was launched by Visual AIDS, a group of artists and art professionals concerned about AIDS, founded in 1988.
Scope and Content of Collection
These files primarily document what is often referred to as The New School's "founding division" degree and continuing education programs. They were created, received by, or transferred to George Calderaro during his time as director of The New School Communications Office. Some records pre-date Calderaro. This may be because they were transmitted to Calderaro as historical reference materials, or the files were transferred from his predecessor's Nancy Pugliese's office and incorporated into Calderaro's working files.
Records include binders of news clippings about The New School's departments and programs, as well as print advertising campaign documentation, and sample publicity materials. Office files, organized topically, include clippings (originals and photocopies); correspondence in the form of letters, memoranda, and printed e-mail messages; and sample printed materials, such as brochures, postcards, press releases, and programs. Files may pertain to general New School-related advertising and publicity materials or those produced to promote a particular event, such as an open house, or a series of events, such as the annual Gay and Lesbian Film Festival or a specific program such as the Institute for Retired Professionals or the Vera List Center for Art and Politics. Video recordings, primarily VHS tapes, document a partnership between The New School and the MSG Network, as well as focus groups and demo tapes for New School-sponsored programs, including an early distance learning platform using home computers.
Organization and Arrangement
Arranged in 4 series:
- Binders, 1992-2001
- Campaign portfolios, 1979, 1991-2001
- Topical files, 1975-2005
- Audiovisual materials, 1977-2002
New School Collections - January 17, 2019
New York, NY, 10011
Preferred Citation note
[Identification of item], [date (if known)], George Calderaro New School Office of Communications records, NS.03.01.03, box __, folder __, New School Archives and Special Collections, The New School, New York, New York.
Collection is open for research use, although no access copies of audiovisual materials are currently available. Researchers desiring access and willing to pay a digitization fee may do so upon consultation with The New School Archives. Please contact email@example.com for appointment.
To publish images of material from this collection, permission must be obtained in writing from the New School Archives and Special Collections. Please contact: firstname.lastname@example.org.
Custodial History note
These records were stored in The New School's 66 West 12th Street building between 2005 and their transfer.
Immediate Source of Acquisition
Transferred to the New School Archives by Pam Tillis, director of public programs for The New School for Public Engagement, 2012. Tillis located and transferred a second, smaller grouping of Calderaro's records in 2014.
Earlier records documenting public relations functions at The New School will be found in the New School Publicity Office records (NS.03.01.05), the New School press release collection (NS.03.01.07), the New School Office of Public Information (NS.03.01.08), the New School Development and Public Relations Office records (NS.03.02.02), the Albert Landa records (NS.03.02.07), and the Malcolm Carter University Communications Office records (NS.03.01.06). Later public relations and university-wide marketing records will be found in the New School Marketing and Communications records (NS.03.01.04).
Four video cassettes originally transferred with these records will be found in the Vera List Center for Art and Politics audiovisual collection (NS.07.02.03).
Keywords for Searching Related Subjects
Other Finding Aids note
For selected item-level description and images from the George Calderaro New School Office of Communications records, see the New School Archives Digital Collections at http://digitalarchives.library.newschool.edu/index.php/Detail/collections/NS030103.
Series I. Binders 1992-2001
Materials in these folders were originally housed together in labeled three-ring binders. They are arranged in this series alphabetically by their original titles. Binder contents include fliers, brochures and postcards, press clippings about The New School, and a large number of press releases.
|Brochure and card samples, 1992-2000
|Department articles, 1995-2000
|Distance Instruction for Adult Learning (DIAL) articles, 1995-2000
|Public Relations books 1-3, 1994-2001
Numerically ordered books mainly consisting of press releases. Other press releases found throughout the collection during processing were integrated with these books.
Series II. Campaign portfolios 1979, 1991-2005
Materials in these folders were originally housed in large, black portfolios within a rough chronological arrangement. They were labeled according to year and season, and this arrangement has been retained. They primarily contain different versions of seasonal advertisement campaigns as they appeared in journals, magazines, New York City-based newspapers and subway posters. Formats include press clippings, design proofs, and final designs.
|Spring and Summer 2001, 2000-2001
|Spring, Summer and Fall 2002
|Spring 2003, 2002-2003
Includes sample advertisements and media recommendations prepared by an outside agency with Calderaro's notes on the copy and graphics affixed.
|Spring and Fall 2005
Series III. Topical files 1975-2005 (bulk 1994-2005)
Arrangement is alphabetical by folder title. With few exceptions, titles are unchanged from the original designations assigned in their office of origin. Because of this, they may not exactly match program or event titles. Of particular note are files documenting the university's ongoing efforts to assess public opinion of The New School and create appealing marketing materials. This is documented in records of a focus group and survey as well as design samples Calderaro collected.
|Academic divisions, 2004
|Actors Studio, 2003-2005
|Adult Education marketing, 2001
|Appearance release boilerplate, undated
|Architecture Department: Redesigning New York course, 1991
|Argentina Observatory inauguration (2003 Sep 26), 2003
|Art in the South of France summer course, 1994
|Blumenthal, Sidney public relations (1998 May 4), 1998
Materials documenting a World Policy Institute sponsored event titled, "Democracy in Crisis." Blumenthal served as an aide to President William Clinton.
Bomb magazine reading (1998 Apr 2), 1998
|Bulletin galley Fall 2000, 2000
|Bulletin request confirmation postcards, 1995-1996
|Cecelia Walzer Memorial Lecture, 1981-1992
Certificate News electronic newsletter, 2001
|Continuing Education clips, 2004-2005
|Memos in-coming, 1995-2000
|Memos out-going, 1995-2001
|Creative Arts Therapies draft brochure copy, 1997
|Creative Writing (MFA) draft article for
New School Observer, undated
|Culinary clips, 2004-2005
|Department course booklets and brochures, 1994-1997
Includes materials advertising the Computer Instruction Center, Culinary Arts, Guitar Study Center, Studio Art, and Teaching Certificate program.
|Design samples: Good, circa 1996
|Design samples: In-House, 1998-2001
|Design samples: Outside, 1998-2003
|Divoky & Associates [direct mail firm], 2001
|Education listings, 1995
Listings for The New School in magazine and newspaper education supplements.
|Event listings, 2004
|Facilities rental and clips, 2003-2004
|Faculty and staff bios, clips, and resumes, 1995, 2004-2005
|Fall '01 Survey, 2001-2002
|Focus groups on continuing education, 1992-1999
Forbes ASAP: "The Big Issue: Time" roundtable discussion (1998 Dec 10), 1998
The New School's Media Management program was the event's university sponsor. Forbes ASAP was a magazine, and "The Big Issue" refers to an actual thematic issue of the magazine.
|"Freed Speech" (1998 Oct 9), 1998
Wolfson Center event featuring a dramatic reading of Andrea Dworkin and Catharine MacKinnon's In Harm's Way: The Pornography Civil Rights Hearings.
|Frequent Learning, 1995
Futures and Securities Conference, 1979-1997
|Gay and lesbian related, 1996-2002
Files document Calderaro's ongoing efforts to promote New School courses and events with themes of interest to the LGBT communities. There is extensive documentation on the Gay and Lesbian Film Festival that The New School organized in collaboration with other organizations. While files were originally named in a variety of ways, including the playful "Gay 2K" file for the year 2000, all were found together and re-named using the title of several folders most accurately representing the topic.
|Headcounts 1992-1998, 1997-1998
|Incentives, 1981, 1991-1994
Promotion ideas for the Adult Division.
|Institute for Retired Professionals (IRP), 1992-2004
Includes two photographs depicting Lydia Bronte and Michael Korda. Issues of the IRP publication, Voices, removed to New School periodicals collection.
|Job announcements, 2000-2001
|Joffrey Ballet School, 1998-1999
|Kerrey, Bob clips, 2000-2005
Robert "Bob" Kerrey served as president of The New School during George Calderaro's tenure.
|Knowledge Union, 1997-1998
Includes two slides.
|List, Vera: Gift letters, 1997-1998
As a gift on philanthropist Vera List's ninetieth birthday, The New School collected letters written by members of the university community, thanking her for their favorite works of art on campus.
|Mannes College of Music clips, 2004-2005
|Media alerts, 1996-1998
|Media authorizations form letter templates, 1996
|Media Studies, 1994
File includes Vol 2. No.1/Spring 1994 volume of publication, Interstices. Existence of other issues is undetermined.
|Metro Learning, 1998
File documents a New School partnership with the MSG/Metro Learning Center cable channel, produced by Cablevision. A live studio program hosted by Bobby Rivers titled Night at the New School featured weekly interviews with New School faculty.
Documents mezzanine redesign of 66 West 12th Street, The New School's flagship building.
|MoMA at The New School lecture series brochure, 1995
The Music of Paul Bowles symposium (1995 Sep 20), 1994-1995
Includes a photograph of Paul Bowles.
|Music/Theater 1994-1995, 1989-1994
File documents Calderaro's predecessor Nancy Pugliese's activities promoting music and theater events. Includes press releases, brochures, media contacts, notes and memoranda.
|National Book Awards, 2000
|New School mailers, 1996-1997
|New School professional staff retreat, 1997-1998
|New School University, 1996-1999
Folder includes materials documenting the re-naming of the New School for Social Research as New School University in 1998. Includes an annual report, bound copies of clippings titled New School University in the News produced by the Office of External Affairs, a press release, and brochures.
|New York City 100 special events and courses, 1997-1998
The New Yorker cruise event, 1998-1999
|Night without Light and Visual AIDS, 1993-2002
No documentation in the files suggests that The New School was involved in these events. These records likely document Calderaro's activities outside of his role at The New School.
The Observer, 1994
For many years, the university published a print newspaper formally titled, The New School Observer. File contents contain drafts of articles presumably written with view to publication in the newspaper.
|Online Art World event series, 1999
|Open House: General, 1996-1998
|Open House: Degree program, 1998-2000
File documents a proposed partnership between The New School Online University and the Oxygen network that would offer courses taught by New School faculty through the Oxygen platform.
|Parsons School of Design clips, 2003-2005
|Personnel Office, 1994-1995
Includes announcement of Calderaro's employment with The New School, as well as earlier correspondence with his predecessor Nancy Pugliese.
|Photographs, 2003, undated
Includes photographic materials of visiting lecturers and performers Houria Aichi, Debashis Bhattacharya, John Hockenberry, Hanif Kureishi, John Sculley, and The Jubal Trio (Sue Ann Kahn, Susan Jolles, Christine Schadeberg).
|Photography Department, undated
The Politics of Generation X (2000 Jul 5), 2000
File documents a Wolfson Center panel discussion, including early Internet-based publicity efforts and correspondence concerning C-SPAN broadcasts.
|Press clips, 1994-2004
File contains photocopies and original clippings documenting event listings and general articles pertaining to The New School.
|Press kits: Sample press invitation, 1988
|McCall's Breast Cancer Fund, 1995
File documents The New School's participation in a fund raising auction sponsored by McCall's magazine. Winners would receive free enrollment in a course offered through The New School's Distance Instruction for Adult Learners (DIAL). Folder was originally titled, "Promotions."
|Public programs clips, 2001-2005
|Public programs general information usher fact sheet, undated
Railroad Voices book, 1999
Two book reviews and an advertising postcard for a book-related exhibition by New School Photography faculty member Lina Bertucci and Linda Niemann.
File on controversial organizations renting New School facilities.
|Registration comparisons 1993-1999, 1999
|Reverend Billy, 2000
Includes photographs of Reverend Billy, stage name of William Talen.
|Rona Jaffe Foundation Writer's Award (1998 Oct 16), 1998
The designation, "Special Programs," in the 1990s refers to non-degree and extracurricular events, conferences, panel discussions, lecture series, and courses, often organized by various research institutes and centers within the university, such as the Rose and Erwin Wolfson Center for National Affairs, The World Policy Institute, and the Vera List Center for Arts and Politics.
File consists of promotional postcards and documentation concerning their design and content.
|Conversations about Women series, 1994
|The Craft of Theater/Film series, 1994
|Culture at the Edge series, 1994
|"The End of the American Dream?" (1994 Oct 17), 1994
|Estelle Tolkin Lectures on Women's Health series, 1994
|Fiction Forum series, 1994
|"Gender Politics" (1994 Oct 20), 1994
|"Harlem Writers" (probably 1994 Dec 12), 1994
|"Issues in Literacy" (1994 Dec 8), 1994
|"Joseph Beuys Behind the Mask: His Travels in America" (1994 Dec 12), 1994
|Murder Ink series, 1994
|"Reversal of Fortune" (1994 Nov 7), 1994
|Stewart, Martha, 1998
|Sundiata, Sekou clips, 2005
Sundiata (1948-2007) was a writing professor.
|Teacher Education (MS), 1993-2001
|Teacher Education conference, 1999-2001
|Tishman Auditorium, 1997, 2004
Consists of photocopied pages from New York City Landmarks Preservation Commission report and a New York Times article about designer Joseph Urban.
|Toscana Photography Workshop, 1999
File documents a collaboration with The New School Photogaphy Department.
|Vera List Center for Arts and Politics, 1998-2001
|Vera List Center for Arts and Politics clips, 1996-2005
|Vera List Courtyard, 1997
Includes photographs and slides.
|Visiting Committee, 1993-1997
The Visiting Committee was an advisory board comprised primarily of non-academic experts on topics such as electronic communications and management. Files include briefing books, handbooks, and materials prepared to educate committee members on issues faced by the university.
Wall Street and the Economy conference press kits, 1986-1989
One folder includes photographs.
Wall Street and the Economy conference programs, 1981-1984
Wall Street and the Economy save-the-date cards, 1975-1987
|Wirthlin Worldwide "Synthesis of Findings: Image and Decision Factors, Prepared for The New School," 2002 Jun 11
Illustrated report of research findings pertaining to The New School's brand and recommendations for a public relations strategy.
|World Policy Institute, 1993-1995
|World Policy Institute clips, 2000-2003
Series IV. Audiovisual materials 1977-2002 (bulk 1992-2000)
A large number of VHS, Betacam and Umatic video tapes spanning the 1990s into 2002 were accessioned along with paper records. Included in this series are a number of cassettes labeled, "MetroArts" or "A Night at The New School," which were co-productions between The New School and a local cable television channel. More information about this program will be found in the folder labeled, "MetroArts." Other tapes document the Distance Instruction for Adult Learning (DIAL) program, and a late 1990s focus group.
General 1977, 1992-2002
Audiovisual material in this subseries is organized alphabetically.
|The 11th Annual Lesbian and Gay Film Festival Panel Discussion, 1999 Jun 5 1 item VHS
|Bridges to Learning, Linking to Learning, Technology as a Tool of Higher Education, undated 1 item VHS
|Casle Spot Fall, 1995 1 item VHS
|Changing History: Women's Health Policies and Practices 1994
A four-session Short Course from spring semester of 1994, sponsored by the Rose and Erwin Wolfson Center for National Affairs, moderated by Gina Luria Walker in observance of Women's History Month.
|Program One: Ellen Chesler, 1994 Mar 2 1 item Betacam
|Program Two: Eileen Hoffman, 1994 Mar 10 2 itemsBetacam
|Program Three: Sonya Hamlin, 1994 Mar 17 2 itemsBetacam
|Program Four: Barbara Seaman, 1994 Mar 31 2 itemsBetacam
|Barret Davidson, undated 1 item U-matic
|DIAL, probably between 1995 and 2000 1 item VHS
According to the 1996 course catalog, The Distance Instruction for Adult Learners (DIAL) program gave students the "opportunity to take courses via computer and modem from their homes and offices . . . a new option for adults wishing to earn the B.A. degree."
|DIAL, 1994 Sep 23 1 item VHS
|Focus groups 1992-2001
|New School Focus Group, 1992 Jun 18 2 itemsVHS
|New School Focus Group, 1992 Jun 23 2 itemsVHS
|FIPSE/On-Line Focus Group New School SID [School of Interior Design?], 1993 May 26 1 item VHS
|New School Focus Groups, Attendees, 1998 Mar 27 2 itemsVHS
|NYTimes.com: Partners Focus Group on Online Marketing and Web, 2001 Oct 16 2 itemsVHS
|The Research Center: DIAL Focus Group, 1994 Sep 27 3 itemsVHS
|John Dugdale, 1998 May 16 1 item VHS
John Dugdale is an American photographer. While a 1998 event with Dugdale has not been identified, an image of his work appears in the New School's summer 1996 course catalog, included as part of a one-session Short Course, Walt Whitman's Calamus coordinated by Richard Berman and David Groff, editors of Whitman's Men: Walt Whitman's Calamus Poems Celebrated by Contemporary Photographers, in honor of Gay/Lesbian Pride Month. The program combined an exhibition of the photographs, which included Dugdale's, with readings of Whitman's poems.
|Literacy with Marjorie Vai, "Heart of the Matter", 1995 Jul 23 1 item VHS
Vai was director of the English Language Studies Center at the New School.
Mixed Messages Annual Media Studies Graduate Showcase, 1998 Jun 28 1 item VHS
Musicians on Music, probably between 1995 and 2000 1 item VHS
|Musicians on Music DEMO, probably between 1995 and 2000 1 item VHS
|New School buildings: Flags, probably between 1995 and 2000 1 item VHS
|New School flags, building fronts, probably between 1995 and 2000 1 item VHS
|New School Program Rough, probably between 1995 and 2000 1 item VHS
|New School Project Fall 2000 TU Comm., 2000 Sep 2 1 item VHS
|New School Publicity Reel, probably between 1995 and 2000 1 item Betacam
|The New School: Registration, 1977 Jul 1 item U-matic
New York Times Critic's Choice speaker series: 'Gimme Some Truth': A Tribute to John Lennon, 2002 Jan 10 2 itemsVHS
Allan Kozinn, Yoko Ono, and Andrew Solt took part in a Special Program at the New School on this date, which included a discussion and screening of Solt's film, Gimme Some Truth, moderated by Kozinn, New York Times culture reporter. According to the spring 2002 course catalog, the event inaugurated the New York Times new TimesTalks speaker series. Presented in association with the New York Times and the DoubleTake Documentary Film Festival. Videotape label reads New York Times Critics Choice.
|Sales Tape, possibly 1997 1 item VHS
|Tax Files, probably between 1995 and 2000 1 item VHS
|Theory, Practice and Social Responsibility, 1997 Aug 1 item VHS
MSG and Metro Learning Channel 1997-1998
Audiovisual material in this subseries is organized chronologically. MSG Metro Channels launched in 1998, and included a package of three local news and entertainment cable channels made available through Cablevision in the New York area. The MSG Metro Learning Channel was one of the channels. According to the Daily News, the channel was "patterned after a local newspaper format."
A Night at the New School 1997-1998
The host of this program was Scott Blakeman. The titles of many of these events match one-session courses taught at the New School.
|Untitled, possibly 1997 1 item VHS
|Publicity Reel, possibly 1997 1 item VHS
|Rehearsal Scott Blakeman, 1997 Sep 10 1 item VHS
|How to Negotiate a Higher Salary, 1997 Oct 23 1 item VHS
|Wine Basics, 1997 Oct 30 1 item VHS
|Extra Help's A Night at the New School, 1997 Nov 6 2 itemsVHS
|Knife Skills Workshop, 1997 Nov 6 1 item VHS
|How to Start a Part-Time Business, 1997 Nov 13 1 item VHS
|Thanksgiving Cooking Tips, 1997 Nov 21 1 item VHS
|Entertaining Edibles, 1997 Dec 5 1 item VHS
|Traveling Solo, 1997 Dec 11 1 item VHS
|Gift Baskets, 1997 Dec 18 1 item VHS
|The Art of Writing Humor, 1998 Jan 8 1 item VHS
|Low Fat Cooking, 1998 Jan 15 1 item VHS
|Italian for Travelers, 1998 Jan 29 1 item VHS
|Public Speaking, 1998 Feb 5 1 item VHS
|Yoga for Breath & Voice, 1998 Feb 12 1 item VHS
|An Introduction to Investments, 1998 Feb 19 1 item VHS
|Diet and Nutrition 101, 1998 Feb 26 1 item VHS
|Career Change and Developing a Resume, 1998 Mar 5 1 item VHS
|Creating a Quality Video with Your Camcorder, 1998 Mar 12 1 item VHS
|How to Buy and Prepare Fish, 1998 Mar 26 1 item VHS
|Six Steps to Financial Security, 1998 Apr 9 1 item VHS
|Last Dinner on the Titanic, possibly 1998 Apr 16 1 item VHS
|A Night at the New School, 1998 May 4 1 item VHS
|A Night at the New School, 1998 May 12 1 item VHS
|How to Get a Grip on Your New York City Gripes, Raymond Alvin, 1998 Aug 6 2 itemsVHS
|How to Simplify Your Life, Karen Weinberg, 1998 Aug 13 1 item VHS
|Tour of Harlem and Other New York City Sights, John Reddick, Patricia Olmstead, 1998 Aug 20 1 item VHS
|Creative Arts Therapy, Louise Montello and Cecilia Dintino, 1998 Sep 17 1 item VHS
|Dream Interpretation, Patricia Simko, 1998 Sep 10 1 item VHS
|A Night at the New School, possibly 1998 Sep 24 1 item VHS
|Dream Interpretation, Patricia Simko, 1998 Oct 1 2 itemsVHS
Metro at Large 1998
|Metro Net pilot, 1998 May 12 1 item VHS
|Lee Stringer, possibly 1998 Jul 29 1 item VHS
|Metro at Large, 1998 Sep 17 1 item VHS
|What's Wrong with TV?, possibly 1998 Sep 23 1 item VHS
|Metro at Large, possibly 1998 Oct 22 1 item VHS
|Metro at Large, possibly 1998 Nov 5 1 item VHS
Collection Guide Last Updated: 01/17/2019