The Commonwealth of Australia postcard with the printed purple 1d KGV Head stamp was cancelled by a roller cancel of MELBOURNE/ 14 OC- 11PM/ 1923 as well as a slogan advertising the BRITISH EMPIRE EXHIBITION. It was addressed to Mr. G.J. Manton, 430 Lit(tle) Collins St., Melbourne (Figure 1).
The typewritten reverse had the underlined heading: VICTORIAN INSTITUTE OF ADVERTISING MEN which was followed by the message: Our guest of honour at next Tuesday’s (16 Oct.) luncheon will be Mr. J.P. Jones M.L.C., LEADER OF LABOUR PARTY IN VIC. UPPER HOUSE, who has selected as title for his address “Human Waste”. It is expected that Mr. Jones will deal with the unnecessary sacrifice of human life – child and adult – under the present system of civilisation. A most interesting and educative address is expected so a large attendance is anticipated. You are invited to bring a friend. STAN. C. COLEMAN, Hon Sec. V.I.A.M. (Figure 2).
Research for the Victorian Institute of Advertising Men (V.I.A.M.) was initially unrewarding although a clue was found in a thesis for the Doctor of Philosophy submitted to the University of Sydney in 2004, entitled The Comfort of Men: A Critical History of Managerial and Professional Men in Post-war Modernisation, Australia 1945-1965. by D. Trudinger. In the text V.I.A.M. is mentioned and it later became known as the Advertising Association of Australia (A.A.A). In a footnote to the V.I.A.M. it was stated that “The Victorian Institute was formed in 1913, with the first nationwide convention being held in Brisbane in 1918”. The second convention was held in Sydney in 1920 under the new name, A.A.M.
Subsequently, in the digital version of the archived Victorian The Argus,Monday 20 August 1923 this notice was found, headed as follows: “MR. BRUCE AND AD MEN, The Prime Minster Mr. (S.M.) Bruce will address the members of the Victorian Institute of Advertising Men at their weekly luncheon to-morrow” and the members were asked to respond quickly as the seating had to be augmented. This speaker attests to the quality of these meetings, of which many others were advertised, and the Anglican Archbishop of Melbourne was also a speaker at a another meeting. Also the American Trade Commissioner was a speaker on “Why Australia is unknown in America”.
John Percy Jones was born in Hobart, Tasmania on 22 October 1872 to Thomas John Jones coachman and Bridget Costello, both from Ireland. John was educated in Oatlands Tasmania and the Workingmens College, Melbourne. He was a tailor when he married Mary Ann Worrall in 1897and they had 2 sons and a daughter. His careerstarted in Mona Vale sheep station at 11, he arrived in Melbourne 1888 as a butcher’s boy and an early member of the Butcher’s Union; then a cattle drover and brass polish salesman; he started a low deposit pay-as-you-wear tailoring firm 1893, pioneered direct supply clothing from England; invested in tenement housing, became a director Eagle Star Insurance Company; owned two sheep stations; a founding president of the Victorian Socialist Party 1905-1907; a director of Great Ocean Road Trust, member Melbourne University Council, chairman Australian Natives Association metropolitan committee 1908-1909, JP 1913, chairman Aust. Manufacturing Exhibition, Melbourne 1907, boxer, wrestler and noted cyclist; travelled frequently overseas including Russia 1911 and as a delegate to Peace conferences Luxemburg 1921, Geneva 1926.
He was the organising secretary Progressive Political League, secretary to George Prendergast (MLA) and secretary North Melbourne branch 1897, leading anti-conscriptionist, expelled from the Labour Party over support of Premiers’ Plan 1932 and joined United Australia Party ministry, member United Australia Party 1934, government leader Legislative Council 1927-1928, 1929-1935. He was the MLC for Melbourne East from 1910 to 1934 and MLC for South Western from 1934 to 1940. His appointments in the Victorian parliament were: Minister without portfolio Dec 1913, Minister of Public Works and of Immigration July-Nov 1924, May 1927-Nov 1928, Dec 1929-Apr 1932, May 1932-Apr 1935, Minister of Public Health July-Nov 1924, Minister of Mines May 1927-Nov 1928, Dec 1929-Apr 1932, May 1932-Mar 1935, and, acting Treasurer 1931-1932. A picture of John Percival Jones is seen in Figure 3.
This information on J.P. Jones was extracted from the Victorian Parliament archives.